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A STUDY ON CUSTOMER SATISFACTION FOR B.S.N.

L PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY

A report submitted to Sriram Institute of Management & Technology,Greater Noida in fulfilment of MBA (MASTER OF BUSINESS ADMINISTARTION)

Submitted to:
Ms. Sanchi Singh SRIMT Greater Noida

Submitted by:
Manohar Mishra Roll. No: 1027970022 SRIMT Greater Noida

SRIRAM INSTITUTE OF MANAGEMENT & TECHNOLOGY 2010-2012

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CERTIFICATION

This is to certify that work done on Comparative analysis of A study on customer satisfaction for B.S.N.L. products and services and its role in building Brand equity for the company Submitted to SRIRAM INSTITUTE OF MANAGEMENT & TECNOLOGY by Manohar Mishra in fulfillment of requirement for the award of degree of MBA (Marketing & IB), is a bonafide work out by her in my supervision and guidance. This work has not been submitted anywhere else for any other degree/diploma.

Prof. Suman Sarkar (Dean of SRIMT)

Ms. Sanchi Singh (Mentor)

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Acknowledgement

Concentration, dedication and application are necessary but not sufficient to achieve any goal. Therefore, it is our pleasant duty to offer our service of acknowledgement to those honourable personalities of the department who helped me to follow the path to success for the completion of this project. It was indeed an opportunity for me to be a part of BHARAT SANCHAR NIGAM LTD. as a partial fulfilment of two year degree course of Master of Business Administration. It is a great pleasure to extent my heartful thanks to Ms.Sanchi Singh who gave me allot of guidence for completing my project.

Manohar Mishra

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Declaretion
I hereby certify that the work which is being presented in the project entitled, A study on customer satisfaction for BSNL products and services and its role in building brand equity for the company. in partial fulfilment of the requirements for the award degree of M.B.A is an authentic 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.

Manohar Mishra Date:

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Content

1. Executive Summery 2. Introduction 2.1 Company Profile 2.2 - Literature Review 2.3 - About B.S.N.L 2.4 Brand equity & Promotion 3. Research Methodology 3.1- Methodology 3.2- Research Objective 3.3- Research Process 4. Data Analysis & Interpretation 5. Finding 6. Conclusion Bibliography Annexure

06 07 08 09 11 41 58 57 59 63 64 77 80 81 82

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Executive summery
The Telecom industry is one of the leading and fastest growing in the world as communication plays a vital role in the world and especially in India. It acts as a major catalyst for the economic growth. BSNL has good brand awareness among the people. This could be attributed to its long history in the market and continued support from the Government. In todays competitive world, BSNL has to provide excellent services to attain a major market share and keep their Customers satisfied in all aspects. This research study is useful for BSNL to understand the expectations and requirements of Customers and can serve them in a better way. This research was conducted from may 2010- July 2010. The researcher has done an internship project at BSNL, Cooch Behar in pursuance of determining the brand equity for BSNL and then the customers feedback on the various products. The samples of 200 respondents from among the universe of BSNL users at cooch behar, dinhata, tufanganj, mathabhanga, mechliganj were selected at random to conduct the study. The BSNL staffs who were contacted to learn about the various BSNL packages and policies were also the primary source of data. Questionnaire was designed after a pre-survey interview covering all the aspects of BSNL services. Data analysis and interpretation was done using the collected data with necessary tools including percentage analysis, five point scale was used to grade the opinion of the respondents regarding the various variables used, soft wares like SPSS were also used to enable efficient analysis of data. The researcher strongly believes that this study would be helpful to the BSNL Management in knowing about the Customers Satisfaction, Customer Perception, Customer Preferences, and service requirements and about the other competitors status in the market thereby helping them in improve their quality of Services offered.

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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.

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PROFILE

COMPANY NAME: HEADQUARTERS :

Bharat Sanchar Nigam Ltd. Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi

STATUS:

Mini Ratan (a status assigned to reputed public sector companies in India.)

FOUNDED: OWNER :

19th century, incorporated 2000 Government of India

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Literature review

The Background: The foundation of Telecom Network in India was laid by the British sometime in 19th century. The history of BSNL is linked with the beginning of Telecom in India. In 19th century and for almost entire 20th century, the Telecom in India was operated as a Government of India wing. Earlier it was part of erstwhile Post & Telegraph Department (P&T). In 1975 the Department of Telecom (DoT) was separated from P&T. DoT was responsible for running of Telecom services in entire country until 1985 when Mahan agar Telephone Nigam Limited (MTNL) was carved out of Dot to run the telecom services of Delhi and Mumbai. It is a well known fact that BSNL was carved out of Department of Telecom to provide level playing field to private telecoms. Subsequently in 1990s the telecom sector was opened up by the Government for Private investment, therefore it became necessary to separate the Government's policy wing from Operations wing. The Government of India corporatized the operations wing of Dot on October 01, 2000 and named it as Bharat Sanchar Nigam Limited (BSNL).BSNL operates as a public sector

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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.

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About bsnl

Bharat Sanchar Nigam Limited is an Indian state owned telecommunications company headquartered in New Delhi, India. It is the largest provider of fixed

telephony and fourth largest mobile telephony provider in India, and is also a provider of broadband services. However, in recent years the company's revenue and market share plunged into heavy losses due to intense competition in Indian telecommunications sector. 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

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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 .

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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

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Premium Rae Service [PRM] Universal Access Number [UAN] and more

Inet India s x.25 based packet Switched Public Data Network is operational in 104 cities of the country. It offers x.25 x.28 leased, x.28 Dial up (PSTN)Connection and frame relay services. Leased Line BSNL provides leased lines for voice and data communication for various applications 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 on demand in most cities. Managed Leased Line Network (MLLN) offers flexibility of providing circuits with speeds of nx64 kbps up to 2mbps, useful for Internet leased lines and International Principle Leased Circuits (IPLCs). Cellular Mobile Service BSNLs GSM cellular mobile service Cellone has a customer base of over 5.2 million. Cellone provides all the services like MMS, GPRS, Voice Mail, E-mail, Short Message Service (SMS) both national and international, unified messaging service (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. It has got coverage in all National and State Highways and train routes. Cellone offers all India Roaming facility to both pre-paid and post-paid customers (including Mumbai & Delhi). WLL This is a communication system that connects customers to the Public Switched Telephone Network (PSTN) using radio frequency signals as a substitute for conventional wires for all or part of the connection between the subscribers and the telephone exchange. Countrywide WLL is being offered in areas that are non-feasible for the normal network. Helping relieve congestion of connections in the normal cable/wire based network in urban areas.

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Connecting the remote and scattered rural areas. Limited mobility without any air-time charge News:-

GSM Hardware Tender:BSNL has trimmed down its 60 million GSM tender by 50% , where as main bidder Ericsson has picked up its share of Order ,the second bidder NSN has not accepted order so far.

BSNL Brands
In year, 2008, BSNL changed the name of all its existing services to streamline its Brand Portfolio SERVICE TYPE Landline [Wired] phones CDMA landlines/mobiles GSM Postpaid Mobiles Dial Up Internet Broadband Internet Cell One Sancharnet Dataone BSNL mobile Postpaid BSNL internet BSNL Broadband OLD NAME Bfone NEW NAME BSNL Landline BSNL WLL

Wireless Tarang

BSNL offers free insurance coverage for customers :-In the first move of its kind in the Telecom sector in India , BSNL offers free Insurance coverage for its subscribers in case of Accidental Death

Permanent total disability due to accident

The Insurance coverage scheme will be applicable for its subscribers of landline including WLL & post-paid cellular services. The customers will be covered by Bajaj Allianz insurance co. Ltd. The capital sum insured per connection is Rs. 50,000 The period of insurance will be initially for 1 year from 14 January 2008.

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Telephone
BSNL Landlines Total connections number of as on 31/5/2007 3,31,49,457

WLL Total connections number of

as on 31/5/2007

35,99,544

as on 31/5/2007

5,53,484

Village Public Telephones Total Number of as on 31/5/2007 20,82,824

connections

Public Telephone [Local, STD& Highway] Total number of connection as on 31/5/2007 32,011

STD Stations Number of STD stations

Transmission Systems as on 31/3/2007 Transmission systems DIGITAL Route (Kms) Microwave Coaxial UHF Optical Fiber Route(Kms) 5340 6,024 45,130 5,37,727

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Satellite based Services


MCPC-VSATS IDR 98/23 Systems (2 95 Mb/8Mb)

Mobile Services
Total number of connections ,283 District Headquarters Covered Total Number 19,81,418 National Highway 51,366 State Highway 55,300 Railway route 28,658 2,84,23 608 Covered (Km) (Km) (Km)

of

villages covered Covered Covered

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

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BSNL Broadband Tariff (Max. Contention Ratio is 1:25) Post Paid Broadband Tariff Promotional Schemes and Offers

Extension of Promotional scheme allowing 15 days Unlimited Free Download to the

New customers Registering up to 15.04.2010.

Promotional scheme to offer double Bandwidth Speed

Special Relief Scheme SAMADHAAN (Now Extended up to 30th June 2010)

Initial and other charges


LIMITED USAGE PLANS ( Both for Home & Business Users )

BB Plans

Standalone

BB COMBO Plans

BB HIGH SPEED Plans

Unlimited usage plans

BB Plans for Home only Users

Standalone BB Plans for both Home & Business Users

Combo BB Plans for

both Home & Business Users

Limited /Unlimited BB Plans for Common Service Centres (CSC's) Rural USOF BB Plans (Limited /Unlimited) for Rural Home & All Rural OLD BB PLANS FOR WHICH NO FRESH REGISTRATION W.E.F. 01.04.2010

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Temporary Broadband Connection Special BB Plan for Educational Institutes in Rural areas

Note: The elaboration for the following abbreviations used in this circular is as follows: G/Home/CSC; FN; Rural ; USOF; Super; Speed; Combo; UL/ULF; FMC; E/P/CS G/ Home/ CSC refers to the applicability of the plans to the user segment. G-> General FN Rural USOF Super Speed Combo UL ULF in case night unlimited (02:00 hrs to 08:00 Hrs) is free in case the plan is rural plan in case the plan is USOF Plan refers to high speed 16/24 Mbps Plan Refers to 8/16/24 Mbps Plan in case the plan is a combo plan inclusive of landline rental Unlimited Unlimited usage with fair usage (except rural USOF and CSC plans) FMC E/P/CS represents the fixed monthly charges represents whether the plan is a special plan for enterprise, promotional plan or Circle specific plan & Terms and conditions :

Security deposit and installation charges for Landline telephone shall be taken from new customers as applicable for Local/STD/ISD.

No security deposit for BroadBand Connections up to Plan 500 and for CICs on bulk connections (>25) subject to an undertaking by CIC.

Security Deposit & Fixed Monthly Charges for the Modem will be as per the existing instructions.

Minimum Hire period for all Broadband plans will be one month. In case of

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surrender of Broadband Connection after one month, the charges shall be recovered on pro-rata basis.

In case of premature surrender of Broadband Annual plan option, the charges shall be adjusted on pro-rata basis taking the disconnected FMC rate. In

addition one month full FMC shall be levied as early termination charges hence forth. In case a subscriber joins/ leaves in the middle of a month, the fixed monthly charges for unlimited Broadband Plans shall be calculated on proportionate

basis that is actual number of days of connection working subject to the commitment of minimum period of hire.

The customer will have choice to select the modem type of his choice but subject to availability.

For the customers, who have either procured the modem or have taken the modem under the committed period plan, the modem charges shall not be applicable.

For the broadband plans, where free modem is offered to the customer, will be subject to that the customer commits for a period of 12 months and pays the necessary charges in advance. In this case, the modem shall be the property of the customer and will not be required to return in case of surrender.

Home plan can be taken on Bfones in name of Government/company but actually working at residences of their employees. An undertaking shall have to be given by the customer in this regard.

Subscribers having telephones in the name of Company, firms, shops, educational institutes or any other commercial entity can take only Business Plan. They are not eligible for Home Unlimited Plans.

The tariffs of all the Broadband plans mentioned above are in addition to the normal Monthly charges/ usage charges of the Bfone except combo plans.

20% discount on Broadband services (usage and Rental) to Government Employees (Central Government/ State Government/ PSUs) and to Visually Impaired customers of both existing / new connection.

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The rebate in Fixed Monthly charges will be granted on proportionate basis if the Broadband services remain interrupted /faulty for continuous more than 3 days.

For all the plans, Dynamic IP addresses only will be given. In case, where the provision of static IP address has been made, one additional static IP address can also be offered @ Rs. 1500/- per annum.

For Broadband plans where bandwidth is 1Mbps or more, the uplinking will be maximum up to 768 kbps.

Billing for the service will be included in the normal B-fone (Land-line Phone) bill. The billing cycle shall be same as B-fone billing cycle. Monthly rental will be collected in advance and usages charges will be in arrears.

The tariffs mentioned above are exclusive of service tax. All others terms and conditions will remain same as issued earlier from time to time.

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Pre Paid Broadband Tariff: Initial charges at the time of application: Particulars Installation Charges Modern charges Type-B1/B2 for purchase outright Type-W2 Rs. 1000/-** Rs. 1000/-** Amount of Rs. Rs. 250/-*

* Service Tax extra, ** Sales Tax and other Govt. levies extra Note: The Customer desirous of taking Prepaid BB service of BSNL has necessarily to be Landline customer of BSNL. Installation charges and Modem charges shall be collected in advance through Demand Note through the local commercial system at the time of application for Prepaid BB connection. In case of customer having his/her own modem, only Installation charges shall be collected in advance through Demand Note through the local commercial system at the time of application for Prepaid BB connections. Creation of Prepaid broad account: The creation of Prepaid BB account will be free of any charges and the account will be created with complementary balance of 50 MB in any Plan and with validity of 15 days from the date of creation. Plan vouchers available to the customers: To continue the Prepaid Broadband account after its creation, the customer has to recharge his account by any of the following Limited plan vouchers as per his/her choice.

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Limited download/upload plan vouchers ( up to 2 Mbps ): Sl N o. Vouc her Type M RP Serv ice Administ rative Charges( Rs) Usage Rate Vali dity Grace period (in days)* GP-I 15 30.33 7 15 Grace period (in days)** GP-II 75

Amount Per (Rs)

(Rs Tax ) 10.3 0%

MB(In (Day Rs) s)

BB RL 50

50

4.67

BB RL 100

100 9.34

20

70.66

0.06

15

15

75

BB RL 250

250 23.3 5

25

201.65

30

15

75

BB RL 500

500 46.6 9

50

403.31

45

15

75

BB RL 750

750 70.0 4

679.96

60

15

75

0.40 120 112. 0 06 0 1087.94 75 15 75

BB RL 1200

BB RL 1600

160 149. 0 41

1450.59

90

15

75

BB RL 2000

200 186. 0 76

1813.24

120

15

75

BB RL 5000

500 466. 0 91

4533.09

0.30

210

15

75

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Source: B.S.N.L Franchises office (Coochbehar) For limited Plans, balance usage value if any available will be carried forward, in case of recharge within the Grace Period *GP-I (i.e. 15 days). Beyond 15 days (*GP-I), balance usage value if any available will not be carried forward, but the customer can recharge his account up to another 75 days (**GP-II). After expiry of the additional grace period of 75 days (**GP-II), the account of the customer shall be deleted from the system.

Validity vouchers of limited plans: Sl. No. Voucher Type MRP including service tax @ 10.30%(in Rs) 1 BB Validity 100 100 2 BB Validity 150 150 3 BB Validity 250 250 Source: B.S.N.L Franchises office (Coochbehar) Top Up vouchers for limited plans: Sl. No. Voucher Type MRP including service tax @ 10.30%(in Rs) 1 BB 100 2 BB 200 3 BB 500 Top Up 500 46.69 453.31 Top Up 200 18.68 181.32 Top Up 100 9.34 90.66 Service @ 10.30% Tax Usage Amount NIL 23.35 60 NIL 14.00 45 NIL 9.34 30 Usage Amount Service Tax 10.30% Validity in @ days (for

accounts)

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Source: B.S.N.L Franchises office (Coochbehar Winmx tariff plans:

Particulars

Home HO WI 1000 HO WI 1800

Business BU WI 4400 BU WI 8000 BU WI 12000 BU WI 20000

Bandwidth

256 Kbps

512 Kbps

256 Kbps

512 Kbps

1024 Kbps

2048 Kbps MU

Single/ Multi user

SU

SU

MU

MU

MU

(SU/MU) One time 750 750 750 750 750 750

Installation Charges (Rs.)* Fixed Monthly Charges* (Rs.) Discounted Annual Payment Option (Rs.)* Free Email 2/5 MB IDs/ Space (Per ID) Dl/UL limit Unlimited per month Security Deposit One months Fixed Monthly Charges email 2/5 MB 2/5 MB 2/5 MB 4/5 MB 4/5 MB 10000 18000 44000 80000 120000 200000 1000 1800 4400 8000 12000 20000

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Source: B.S.N.L Franchises office

1. Initial SIM & Activation Charges for both Voice and Data plans under 3G post-paid and prepaid service:

Sl. 1 2 3 4 5 6 7

Particulars SIM & Activation Starter pack with SIM in Rs. (Incl. of S. Tax ) Service Tax @ 10.30% in Rs. Usage Value with SIM in Rs. Validity in days Migration charges from 2G to 3G and vice versa in Rs. New USIM price in case of Migration from 2G to 3G in Rs.

Tariff 59 5.51 0 7 Nil 59

2. General Terms and conditions: In case of migration from 2G to 3G, the customer may continue with the existing 2G SIM without any charge or may opt for a new 3G USIM with higher memory for Rs.59. In case of migration from 2G prepaid to 3G prepaid, the unutilized account balance validity in 2G will be carried forward to 3G. Replacement of defective SIM/USIM will be free of cost to be made at CSC only, if the replacement of SIM/USIM is due to technical reason beyond the control of customer. However, if the replacement of SIM/USIM is due to customer negligence Rs.59 (Incl. of S.Tax) will be levied. In case customer wants new USIM, replacing the existing 2G SIM, the customer will also have to pay Rs.59. Promotional 3G Offers Customers purchasing 3G Data card from BSNL and activating the same will get free data usage of 6 GB per month as 1GB day/any time and 5GB night usage for two months from the date of activation as a promotional offer until further order. However, for getting validity the customer has to recharge with data recharge voucher or fixed monthly charges in case of postpaid connection. The free usage of 6 GB will be added to the free usage available with the data plan. No other freebies may be allowed for the above data cards. Incoming video call facility allowed to 2G customers with 3G enabled handsets will continue to be allowed until further order.

30 paise promotional voice tariff

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1.1 3G prepaid general 120 plan and promotional 3G plan: Sl. No. Particulars 3G prepaid general 120 Plan First Recharge Coupon in Rs. (Incl. of 1 120.00 S.Tax) 2 180 Validity of FRC in days 3 20 Free Usage with FRC in Rs.# i. Free Voice call minutes NA ii. Free Local/National Video calls (On net) in Min NA iii. Free SMS in Nos. NA iv. Free Data usage in MB ** NA 4 Pulse (Sec) 60 5 Call Charges in Rs./Min A Voice Call i. Local- On-net 0.50 ii. Local- Off-net 0.70 Reduced call charges to any two BSNL iii. numbers 0.20 iv. STD On-net 0.50 v. STD Off-net 0.70 Reduced call charges to any one BSNL vi. number 0.30 B Video Call i. Local Video calls 0.70 ii. STD Video calls 1.00 6 P2P SMS (Rs./SMS) i. Local 0.30 ii. National 0.50 iii. International 3.00 7 0.01 Data Rate (Rs/10KB) 8 National Roaming i. Voice - Local Outgoing (Rs/Min) 0.70 ii. Voice STD Outgoing (Rs/Min) 0.70 iii. Voice Call Incoming (Rs/Min) 0.50 iv. Video Call - Local Outgoing (Rs/Min) 1.00 v. Video Call - STD Outgoing (Rs/Min) 1.00 vi. Video call Incoming (Rs/Min) 0.70 vii. Local/National SMS- (Rs./SMS) 0.50 viii. International SMS 3.00 ix. Data Charges (Rs. /10KB) 0.01 9 Value Added Services As per content providers tariff 10 For extension of validity 3G RCVs 11 All other charges, terms and conditions As per 2G prepaid General plan

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Promotional offer for 90 days: The following freebies are to be offered on activation of 3G prepaid SIM through FRC. i) 100 Min video call and 200 MB data free to be used within 30 days from the date of activation. ii) 1000 Local and 1000 national SMS free.

Migration from existing 2G & 3G prepaid plans to 3G prepaid general 120 plan and vice- versa is free . The unutilized account balance and validity of the existing plan will be carried forward to the migrated plan. 3G Promotional Plan STV for existing prepaid customers: Sl.No. 1 2 3 4 5 6 Particulars 3G Promotional plan STV MRP of STV (Incl. of Rs.99 S.Tax) Usage Value Rs.20 Tariff Validity in days 180 days Free Local/National video NIL call Free Data Usage NIL All other terms and As per 3G promotional plan 120 conditions mentioned above at 1.1

The above STV will be available with effect from 11.02.2010 to 31.03.2010. Note: (a) For 3G customers enrolled upto 06.02.2010 the promotional tariff will be allowed upto 05.02.2011.(except south zone) (b) For customers enrolled from 07.02.2010 up to 31.03.2010, the promotional tariff will be applicable for 180 days i.e. upto 26.09.2010. (except south zone) (c) The customers enrolled in pre revised and revised 3G promotional tariff i.e. tariff validity 365 days and 180 days will be migrated en-mass after completion of tariff validity period from the date of close of promotional period. (for south zone only)

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1.2 Recharge Voucher MRP Rs. 55 110 220 330 550 1100 3300 in S. Tax @ Card Value Validity in Usage 10.30% in Rs. in Rs. days Value Rs. 5.14 49.86 15 35 10.27 99.73 30 75 20.54 199.46 60 160 30.82 299.18 90 250 51.36 498.64 180 400 102.72 997.28 365 1000 308.16 2991.84 365 3300 Processing Fee in (Bonus UV) in Rs. 14.86 24.73 39.46 49.18 98.64 -2.72 -308.16

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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 stateowned, 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,

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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
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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.

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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.

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NEED OF THE STUDY Customer satisfaction is must to understand the likes and dislikes of the customers regarding service. To evaluate understand the channels and how they working. To know whether customer receive the service on time, and is it full filling their needs to the desired levels. This would help to plan for the better channel and improve CRM activities which assure the customer to be satisfied.

SCOPE OF STUDY The study helps to understand whether the customer is satisfied or dissatisfied. To find the various factors that causes the dissatisfaction to the customer and overcome those by a better strategy. To channel the distribution which will enable to reach the customer and communicate. This will ultimately lead to customer satisfaction.

Statement of problem
A study has been conducted in order to understand the customer opinion and satisfaction level of various landlines and mobile services research titled A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE COMPANY has been conducted.

Importance of study
In this competitive arena communication plays a vital role so the telecom industries are the major source for communication. BSNL, being a public sector obviously have to compete with various players like Airtel , Hutch , Reliance , Tata indicom etc. with their stringent rules and regulations guided by TRAI. Hence in order to understand about the customers requirement their likes and dislikes preference is sine-quo-non for BSNL.

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Objectives 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.

Brand equity & Promotion


Study has been conducted only in few areas of Delhi 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. CUSTOMER CARE

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 all 7 days f rom 8 A.M to 8 P.M without any break for all activities.

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Cheque deposit machines have also been installed in many cities, so that 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, more than one Bfone connections can be applied on a single application form. Accordingly, a single demand note would be issued to the customer in respect of all the connections applied for. Shifting charges for local as well as all India shifting of fixed telephone (Bfone) has been abolished. Pagers being given to outdoor staff in a phased manner for speedy rectification of faults. Majority of the local network is built up on jelly filled and OFC for trouble free service. Internal Distribution Points (DPs) being provided in the customer premises 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) being provided extensively to reduce the long lengths of copper cables. Establishing call centers across the nation to provide single window solutions and convenience to customers. Countrywide Network Management & Surveillance System (NMSS) to ensure uninterrupted and efficient flow of telecom traffic. Application Forms for new connections have been made free of charge for all services. Procedure for restoration of telephones disconnected due to non-payment simplified and powers delegated to Secondary Switching Area (SSA) heads. Payment of telephone bills being received on Saturday and Sunday through cheques in City Telecom Offices (CTOs). More than one Public Call Office (PCO) permitted at the same premises. Various application forms and procedures being simplified for new telephone connections, shifting and third party transfer.

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Brand equity
The goal of Brand leadership paradigm is to create strong brand anyway? In managing Brand equity, brand equity was defined as the brand assets or [liabilities] linked to a brands name and symbol that add to [or subtract from] a product or service. These assets can be grouped in to four dimensions brand awareness,

perceived quality, brand associations and brand loyalty. These four dimensions guide brand development, management and measurement.

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

Perceived quality
Brand association can be anything that connects the customer to the brand. It can include user imagery, product attributes, use situations, Organizational associations, brand personality and symbols. Much of brand management involves determining what associations to develop and then creating programs that will link the associations to the brand.

Brand associations
Brand association can be anything that connects the customer to the brand. It can include user imagery, product attributes, use situations, Organizational associations, brand personality and symbols. Much of brand management involves determining what associations to develop and then creating programs that will link the associations to the brand.

Brand loyalty
Brand loyalty is at the heart of any brands value. The concept is to strengthen the size and intensity of each loyalty segment. A brand with a small but intensely loyal customer base can have significant equity.

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Brand Preference
The stage of brand loyalty at which a brand will select a particular brand but will choose a competitors brand if the preferred brand is unavailable. See Brand insistence; 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, customer dissatisfaction will result. And the lower the satisfaction level, the more likely the customer is to stop buying from the firm.

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.

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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.

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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

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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:

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Major problems 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 BhartiAirtel 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. BSNL rarely has the equipment to expand its services when it needs it the most, says Seth. There was always a lot of pressure and interference in the procurement of equipment. That hasnt changed. What has changed is that the mess in procurement is pulling BSNL down like never before. In the last three years, BSNL has grown slower than the industry average in the mobile segment and has lost market share

The employees of BSNL: These 1,500 people are non-committal to the growth of BSNL. They are talented, but they lack the will to work to their capabilities, says VAN Namboodiri, General Secretary, BSNL Employees Union. This is impacting the companys growth. At the time of corporatisation, many non-executive employees (linesmen, exchange employees) were promoted to do administrative work. They were not engineers, but they had functional knowledge. The young engineers joining today have to work

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under them, despite being more qualified. They feel that BSNL is suffering because of such non-executive people occupying executive posts. BSNLs approach to infrastructure sharing: Both in landline and mobile, as an example of narrow thinking. BSNL was the first operator to have a pan-India coverage. When private players were expanding, it refused to rent its unused

infrastructure to them. So, they had no choice but to build their own infrastructure. Says Uppal: Had it shared infrastructure, it would have earned immediate revenues and derived a long-term competitive advantage by making its rivals dependent on it, instead of speeding up their infrastructure. Its only now that it has started sharing its mobile towers. BSNLs faulty marketing policies: BSNLs marketing policies were centred around the belief that customers will come to it. In mobile services, it wasnt doing any push marketing; it didnt even leverage its pan-India coverage to good effect. In landline, it wasnt doing any marketing at all. Customers had to go to its exchange to apply for a connection. Customers in non-metro areas went as they trusted BSNL as a brand and didnt have many choices besides it, but it didnt cut much water in the metros. BSNL didnt even have a customer service call centre till last year. Awareness of its plans is very low. In the recent pay per second recalibration, it was the last company to make the shift. And unlike others, there was no ad blitz informing consumers of the change. Customer shift of B.S.N.L: Its landlines, once its mainstay, have been falling

consistently, from 35 million subscribers in June 2006 to 29 million subscribers in June 2009. Some of these losses are because of the shrinking of landline demand, but most of it is due to consumers shifting to private players. Likewise, in mobiles. Extrapolating from historical trends and current market

conditions, Research And Markets, a consultancy, paints a grim picture for BSNL. It has forecast that BSNLs market share in the mobile segment will decline from 12.7% in June 2009 to 7.3% by 2013. Given the 2013 projected subscriber base of 876 million, that is 70 million subscribers for BSNL an addition of just 16 million subscribers from current levels. By comparison, Bharti and Vodafone are expected to add 137 million and 74 million subscribers, respectively, during the same period.

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Achievements of B.S.N.L:
Worlds 7 th largest & Indias No.1 Telecommunication company 47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, 287 Satellite Stations, 7330 cities/towns and 5.5 Lakh villages The present turnover of BSNL is more than Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion) for last financial year . Indias fourth largest telecom company as on March 2010. BSNL is a company whose cash reserves, at Rs 38,000 crore, equals the turnover of Indias 12th largest listed company. BSNL is a company that has so much telecom infrastructure and real estate that it is valued, by some estimates, at Rs 4,00,000 crore. If BSNL were to list today, it would be Indias most valued company, with a 25% lead on number two. BSNL is a company that has a larger telecom network than any other player in the sector. BSNL is a company that operates in a business that will always be fundamental to the lives of people.

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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

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National and international image of B.S.N.L:


Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India. Such as Wire line, 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. BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL serves its customers with its wide bouquet of telecom services. BSNL is numerous operator of India in all services in its license area. The company offers wide ranging & most transparent tariff schemes designed to suite every customer. BSNL cellular service, Cellone, has more than 17.8 million cellular customers, garnering 24 percent of all mobile users as its subscribers. That means that almost every fourth mobile user in the country has a BSNL connection. In basic services, BSNL is miles ahead of its rivals, with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share in revenue terms. BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who access Internet through various modes viz. Dial-up, Leased Line, DIAS, Account Less Internet(CLI). BSNL has been adjudged as the number one ISP in the country. BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data and video through the same Backbone and Broadband Access Network. At present there are 0.6 million DataOne broadband customers. The company has vast experience in Planning, Installation, network integration and Maintenance of Switching &

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Transmission Networks and also has a world class ISO 9000 certified Telecom Training Institute. Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion) for last financial year. The infrastructure asset on

telephone alone is worth about Rs.630,000 million (US $ 14.37 billion). BSNL plans to expand its customer base from present 47 millions lines to 125 million lines by December 2007 and infrastructure investment plan to the tune of Rs. 733 crores (US$ 16.67 million) in the next three years. The turnover, nationwide coverage, reach, comprehensive range of telecom services and the desire to excel has made BSNL the No. 1 Telecom Company of India.

Future prospects of B.S.N.L: BSNL is undergoing a transformation,. BSNL has planed four broad changes, to be implemented over the next two years. Rather than split the organisation according to divisions (finance, marketing, and so on), split it according to verticals (fixed, mobile, enterprise and new businesses). morph from a network-technologies company to a sales-oriented company. Build the BSNL brand. Use IT to streamline business processes. Despite the distressing numbers, in the evolving environment, landline might still have a business. The boundary between fixed and mobile is converging very fast. When it comes to delivering data, entertainment and voice on the same network, fixed lines score over wireless. Applications like mobile TV have had limited appeal among users and operators because of it spectrum-hogging properties. For a player like BSNL, which has copper and fibre already in place across the country for voice, broadband and other services like IPTV (TV via landline) can ride pillion. No other Indian telecom player even comes close on a national scale. Their coverage is mostly select. Bharti, for instance, offers it in 95 cities that have the highest revenue potential as identified by it. Tata and Reliance do the last mile mostly on wireless.

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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 longterm 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.

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Promoting the product; spreading the word about why customers should buy it. Selling and delivering the product into the hands of the customer

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Research Methdology
Introduction:
Every business works on an explicit or implicit business plan, which comprises of both the corporate and the competitive strategies of the firm. To implement the above two strategies, there are functional areas, which have their own strategies and plan. The major functional areas of business are marketing, production, finance and human resources management. Marketing research plays an important role in deciding on the market strategy by providing information necessary for choosing an appropriate strategy. This could be termed as marketing research at the strategic level of marketing. Clearly marketing research is a search for answers to some questions, which if answered would lead the company to make critical marketing decisions on an strategic and tactical level. It was a research conducted by me on the topic A study on customer satisfaction for BSNL products and services and its role in building brand equity for the company in CoochBehar market in which I tried to find out that if the customer of BSNL are satisfied with products and services.

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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. Data collection has been done through the use of structured questionnaire Sampling Convenient sampling method has been adopted for this study. Researcher has taken samples The researcher has chosen 200 samples from The researcher had prepared questionnaire to elicit responses for the following areas Location Age Occupation Monthly income Mobile user Mobile service usage

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Research Objective:
The research objective is to determine The customer satisfaction for BSNL products and services and its role in building brand equity for the company in CoochBehar market Sometimes the research objective is also called research problem. Broadly these two terms can be used interchangeably. Whatever the terminology used, the research should end up with useful information that enables a marketing manager to make a better decision. The main objectives of the research conducted are: 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 out brand equity To learn about the brand attributes & their preferences in BSNL

Scope of research:
The study helps to understand whether the customer is satisfied or dissatisfied with the products and services of BSNL. To find the various factors that causes the dissatisfaction to the customer and overcome those by a better strategy To channel the distribution which will enable to reach the customer. This will ultimately lead to customer satisfaction To find out the actual reason behind the fact that, why such a big company like BSNL is incurring loss. To find out the exact reason behind the shrinking customer base. This study will help BSNL to understand where they in terms of market share, preferences of customer and in terms of revenue generated.

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The study will be like an eye opener for the BSNLs top marketing officials.

Limitations of research:
The research had to be conducted within some of the places of Coochbehar and Kolkata and the report had to be made on basis of the findings which could well be in little differences from the facts and figures from all over India. There were some questions which the BSNL officials were not ready to answer, like for example the exact figures of revenue generated, exact reasons behind losing market share etc. The shortage of time was also a big factor that prevented us from conducting a very detailed research.

Methodology of research:
Sources of data: There are two types of data Primary data: The primary data are collected by the survey conducted by the questionnaire prepared by me. The surveys were even conducted by telephone, by mail. Secondary data: The secondary data are of two types internal and external. Internal records of the company are used as the point of the marketing research. This includes information about the product being researched, its history, companys background, market share, and competitors information. These types of informations were collected from the marketing department, sales department and corporate cell for marketing intelligence in the company.

External secondary data contains information available from public sources such as business newspapers, business magazines. A prominent source of data is the CMIE or the Centre for Monitoring Indian Economy, which publishes monthly reports on various aspects of Indian economy and Industry. Sample size: A sample size of 200 people was taken by me to do the survey. Below is the illustration of the total sample space taken.

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Total people: 200 Young 25yrs) 90 people(18yrs to Middle 45yrs) 75 aged(25yrs to Middle and old(above 45 yrs) 35

Method of collection of data: Survey: This technique of data collection has already been discussed about above in the report. It was conducted in person that is by meeting the person personally, over telephone, and even my mail. The main disadvantage of

conducting surveys over telephone or mail is that the facial expression, body language of the respondent cant be observed. Moreover the level of reliability on the results of such surveys are very less and are prone to incorrect results. So approximately 80% of the surveys conducted were by meeting persons personally. The questionnaire used for the survey is in the Annexure part of the report. The field work was done by me at different places like homes, offices, shops, dealerships, franchises, etc. The surveys were done in the office time, so that it is possible to meet every one. Observation: Observation is a technique where the consumers behaviour is recorded, usually without his/ her knowledge. So according to the definition it is clear that in this technique of data collection we basically observed which brand the customers are preferring more either they are more inclined towards BSNL or any other like the main competitors of BSNL like the bharti Airtel , Vodaphone, TATA, RCOM, etc.

Instruments used: The instruments used for the survey are the questionnaires, the mail id, for the graphical analysis I used the excel sheet, laptop for typing purpose. Tools and Techniques used: There different tools and techniques used for the survey are as follows: Survey: This technique of data collection has already been discussed about above in the report. It was conducted in person that is by meeting the person

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personally, over telephone, and even my mail. The main disadvantage of conducting surveys over telephone or mail is that the facial expression, body language of the respondent cant be observed. Moreover the level of

reliability on the results of such surveys are very less and are prone to incorrect results. So approximately 80% of the surveys conducted were by meeting persons personally. The questionnaire used for the survey is in the Annexure part of the report. The field work was done by me at different places like homes, offices, shops, dealerships, franchises, etc. The surveys were done in the office time, so that it is possible to meet every one. Observation: Observation is a technique where the consumers behaviour is recorded, usually without his/ her knowledge. So according to the definition it is clear that in this technique of data collection we basically observed which brand the customers are preferring more either they are more inclined towards BSNL or any other like the main competitors of BSNL like the bharti Airtel

Qualitative technique: This technique included word association where the respondent was asked for a word that comes to his / her mind after thinking of the brand BSNL. Experimentation: In this I measured the effect of one or more variables by changing the level of some variables, and measuring the effects.

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Research process:

Limitations of the study:


Study has been conducted only in few areas of COOCH BEHAR. 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.

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Data Interpretation

QUESTION : ARE YOU USING CELL PHONES OR LAND LINE SERVICES? ANSWER : 32% (YES) to landline 60% (NO) to Cell phone 8% (Both)

60 50 40 30 20 10 0 YES NO DON't KNOW

Interpretation:- 32 % people using landline & 60 % people using cell phone & remain people using both

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QUESTION :WHICH CONNECTION DO YOU USE FOR BETTER SERVICE? ANSWER : 95% (BSNL) 2% (RELIANCE) 2%(VODAFON E) 1% (AIRTEL)

100 90 80 70 60 50 40 30 20 10 0

BSNL RELIANCE VODAFONE AIRTEL

AND THE REASON WHEN ASKED WHY DO THEY USE BSNL ,THEY SAID AND I QUOTE GALI GALI NETWORK PAKADTA HAI ,KAHI BHI HO NETWORK ZAROOR HOTA HAI

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QUESTION : ARE YOU USING CELL PHONES ? ANSWER : Cell phone 98%(YES) Land line 2%(NO)

100 90 80 70 60 50 40 30 20 10 0

YES NO 3-D Column 3

Interpretation:- 98 % of people using Cell phone & only 2 % people using another thing for communication.

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QUESTION :WHICH CONNECTION DO YOU USE FOR BETTER SERVICE? ANSWER: 70%(BSNL) 18%(RELIANCE) 7%(AIRTEL) 5%(OTHERS)

70 60 50 40 30 20 10 0 BSNL RELIANCE AIRTEL OTHERS

Interpretation: - 70% of people says that BSNL is good for service & 18 % of people says that reliance is good but remain 7 % people state that Airtel is good & remained people agree with other network.

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QUESTION: DO YOU HAVE INTERNET CONNECTION AT HOME? ANSWER: 79%(YES) 21%(NO)

80 70 60 50 40 30 20 10 0 YES NO

Interpretation: - 79 % customers have internet connection and 21 % people do not have any sort of internet connectivity.

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QUESTION :WHICH NET CONNECTION DO YOU HAVE ANSWER : 85%(BSNL BROADBAND) 8%(AIRTEL) 7%(OTHERS)

90 80 70 60 50 40 30 20 10 0 BSNL AIRTEL OTERS

Interpretation: - 85 % customers have internet connection with BSNL Broad Band and 8 % people have Airtel and remain 7% have any other internet connectivity

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Qns.- What is more sailable? Sim Cards Cash Cards

Interpretation:- 15 % of people using Sim cards but 85 % using Cash cards.

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Qns. How many % of people using different Network? Tata 6% BSNL 48% Reliance - 14% Vodafone 16% Airtel 12%

%AGE OF PEOPLE USING DIFFERENT NETWORK


TATA 6% OTHERS 4%

RELIANCE 14%

BSNL 48%

VODAFONE 16% AIRTEL 12%

Interpretation :16 % of people using Vodafone,14% people using Reliance, 6% of People using Tata, & 12 % of people using Airtel but 48 % of people using BSNL.

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Qns. - According to age Distribution How many people are satisfied with BSNl? Below 18 65 % Dissatisfied Above 18 35 % Satisfied

%AGE OF PEOPLE SATISFIED WITH BSNL

BSNL 35%

OTHERS 65%

Interpretation:- 65 % of people are dissatisfied with BSNL and remains are satisfied with bsnl

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Qns.- How many Shopkeepers using BSNL for PCO purpose? Airtel Reliance Tata Vodafone BSNL

%AGE OF DIFF NETWORK USED FOR PCO


RELIANCE TATA 4% 6% VODAFONE 10% AIRTEL 10% BSNL 70%

Interpretation:- 10 % of people using Airtel for PCO purpose and 10 % of people using Vodafone for PCO purpose & 6 % of people using Reliance, 4& using Tataand remain 70% people or shopkeepers using BSNL for PCO purpose.

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Qns.- How many people using BSNL Netwok?

%AGE OF NETWORK USED FOR INTERNET

OTHERS 25%

BSNL 75%

Interpretation:- 25 % of people using other but 75 % using BSNL

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Qns: -How many Peoples aware of it.

%AGE OF PEOPLE'S AWARENESS

OTHERS 44% BSNL 56%

Interpretation: - 44 % of people do not know about it but 56 % using BSNL or aware of it.

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Qns :- Other facilities of BSNL Should be introduced by Customer or not? Yes No

OTHER FACILITIES OF BSNL SHOULD INTRODUCE OR NOT

NO 40%

YES 60%

Interpretation:- 40 % of people saying No but 60 % using BSNL or say to introduce BSNL

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Findings

There is a significant relationship between the Age of the Customers and Mobile Service used by the Customers. There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Network used by the Customers. There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Network used by the Customers. There is a significant relationship between the Satisfaction of Cost of BSNL and Migration of Customers. There is a significant relationship between the Quality of Customer service and Migration of the Customers. There is a significant relationship between the Location of the Customers and Satisfaction of BSNL Tariff Plan. Some customers felt that when landline phone gets out of order, it is not checked or corrected for even 1month, hence there was heavy business loss. In the evening, lines are not getting connected since network problem was too high. When phone went out of order, the respondents were still charged for calls. Customers are very much dissatisfied with Linemen, because of irresponsibility. (Collecting amount from customers). Regarding Cell one respondents complained, Network is always busy with other mobile services.

During the rainy season noise in the instrument is a problem. Respondents felt that there was no personalized service to customers. Due to non-availability of CUG connections to all, most of the customers surrendered BSNL and migrated to Airtel. Customers perceived that the bills are always inflated. Even after Surrendered the phone before 6months deposit amount was not yet received but receiving bill.

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Customers are expecting more number of free calls. 50 With regards to mobile services options are limited hence customers were switching over to other service providers. The extensive time lag between submission of application and receiving of a telephone connection had made some respondents switch over to other service providers. Customers were preferring to replace their old instrument. Most of the people were not satisfied with the BSNL Customer Service for both Mobile and Landline. The respondents felt that The BSNL cell ones starter pack and recharge cards are in perennial short supply. The respondents experienced network problems when they used roaming to cities. Even though customers were dissatisfied with BSNL due to Loyalty they are still using BSNL service (For only Incoming). One of the major irritations, as told by the respondents was that the communication instruments provided by BSNL were of poor quality and hence they had to face frequent problems with the instruments.

Suggestion and recommendation 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.

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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. From the research study, it has been found out that the Customers are very particular about the Quality of the Telecom services and hence they want BSNL to increase the Quality of BSNL services by providing the Customers an attractive instrument with new wiring connections.

BSNL may also introduce some sales promotion such as cash discounts; Quality discounts hence the promotional activities would further strengthen the market share of the Company.

BSNL may reduce the monthly rentals and also the service tax. Caller Ids should be provided immediately after the Customers requisition.

Customer care of BSNL needs improvement.

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Conclusion
BSNL being a public sector, in order to thrive and excel, have to understand about the Customers expectations. They also have to understand about their competitors and their nuances in understanding their Customers. Since Communication industry is a very competitive one it is high time for BSNL to understand about their Customers in Landline as well as Mobile services. Hence, from this report it is clear that BSNL is the best service provider in Asia. 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.

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.

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Bibliography

1. BOOKS: 1. Kotler Philip, Leller Kevin Lane, Koshy Abraham, Mithileswar Jha. Marketing Management, 13th Edition, Dorling Kindersley (India) Pvt. Ltd. Licensees of Pearson Education in South Asia. 2. Nargundkar Rajendra Marketing Research, 3rd Edition,Tata McGraw-Hill Publishing Company Limited. 3. KOTHARI.C.R,Research Methodology 2nd EditionV.S. Lobri for Wishwa Prakash

2. JOURNALS 1. Business India 2. Business outlook 3. WEBSITES 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

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Annexure
A set of questioners is prepared keeping in mind the general awareness of TELECOMMUNICATION as a representative on behalf of B.S.N.L.

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?

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(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.

DOCUMENTS REQUIRED TO GET B.S.N.L SERVICE 1. Photo identity shall submit along with overleaf self attested. 2. Photo identity card issued by government or statuary authority. 3. Photo credit card. 4. Driving license. 5. Income tax pan. 6. Passport. 7. Voter id card. 8. Proof of address such as electricity bill , water bill , ration card.

CUSTOMER HELPLINE AND WEBSITE OF B.S.N.L. CUSTOMER HELPLINE: 1. For land line services 2. For cell one services 3. For cell one services: (All India) 4. For data one broadband services 5. For Sanchar net services : : 9400024365 16004241600 : : 1500 9434024365

: 1957

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