A STUDY ON CUSTOMER SATISFACTION

FOR B.S.N.L PRODUCTS AND SERVICES

AND ITS ROLE IN BUILDING
BRAND EQUITY FOR THE COMPANY IN
COOCH BEHAR MARKET

A report submitted to Delhi Business School, New Delhi

as a part fulfilment of

MBA+PGP Graduate program (industry integrated) in entrepreneurship and

business.

Submitted to: Submitted by:

Director Academics Ratul Bhattacharyya

Delhi business school Roll. No: 151

New Delhi Batch: spring(09-11)

Semester: 2nd

Punjab Technical University

Internal guide: Preeti Singh

Faculty:

Delhi Business School

New Delhi

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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 SANCHARNIGAM LTD, Cooch Behar for my
summer internship, 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 Mr N.Narjinary (t.d.m), D.k.roy(s.d.e), Mr Nitish
barman(marketting officer) , Mr Arvind kumar(j.t.o) of B.S.N.L under
whose guidance I have completed my project.

RATUL BHATTACHARYYA

DECLARETION

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 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
cooch behar market.” in partial fulfilment of the requirements for the
award degree of M.B.A [for D.B.S (New Delhi), 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.

DATE:

RATUL BHATTACHARYYA

Executive summery(1)

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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 today’s 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.

Executive summery(2)

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OBJECTIVES:
1: Which telecom connection does the consumer uses.

2: Whether the consumer are satisfied with BSNL network.

3: Number of BSNL P.C.O.

4: Amount of BSNL internet user.

5: Customer awareness about BSNL various services.

6: Other facility BSNL should introduce or not.

LIMITATION:
1: We have collect only 600 samples due to shortage of time.

2: Survey is done only in coochbehar district.

3: Some samples did not give response.

4: Some might have given wrong information.

5: Sample result may not resemble with population.

6: Some bias may exit at the time of choosing samples.

Conclusion:
1:Overall conclusion are 50% of respondent are BSNL customer out of
200 sample.
2:41.66% of total respondent are satisfied with it.
3:66.66% of total respondent prefers BSNL P.C.O.
4:75% of total respondent are BSNL net users.
5:54.16% are aware of various BSNL services.
6:70% of total respondent opt for more facilities in BSNL.

INTRODUCTION

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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: Bharat Sanchar Nigam Ltd.

HEADQUARTERS : Bharat Sanchar Bhawan,

Harish Chandra Mathur Lane,

Janpath, New Delhi

OFFICE IN COOCH BEHAR: COOCH BEHAR S.S.A.

STATUS: Mini Ratan (a status assigned to reputed

public sector companies in India.)

FOUNDED: 19th century, incorporated 2000

OWNER : Government of India

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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.

India’s 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 in COOCH
BEHAR, 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.

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 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
customer’s requirement their likes and dislikes preference is sine-quo-non
for BSNL.

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.

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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 from COOCH BEHAR.
 The researcher has chosen 200 samples from
Cooch behar, Dinhata ,Mathabhanga, Tufanganj, Mechliganj.
 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 METHODOLOGY

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.

Research Objective:

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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:

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  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.
 The study will be like an eye opener for the BSNL’s 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:

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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, it’s history, company’s 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.

Total people: 200

Young people(18yrs to Middle aged(25yrs to Middle and old(above

25yrs) 45yrs) 45 yrs)
90 75 35

Method of collection of data:

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  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 can’t 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:

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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 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 can’t 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

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  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.

Research process:

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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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Conclusion:

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

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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
country’s economy.

Objectives:

 To be a lead Telecom services provider.

 Build customers confidence through quality and reliable services.
 Provide bandwidth on demand.
 Contribute towards:
o National plan target of 10 crore subscriber base for the country by 2010
o Broadband customers base of 20 million in the country by 2010
o Telephone in all villages.
o Implementation of Triple play as a regular commercial proposition.

THE BSNL SERVICES

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BSNL LANDLINE
PHONE PLUS SERVICE
NEW TELEPHONE CONNECTION
PERMANENT CONNECTION
CONCESSION IN RENTALS
SHIFT OF TELEPHONE
TRANSFER OF TELEPHONE
TELEPHONE TARIFF
BSNL MOBILE
POSTPAID
PREPAID
UNIFIED MESSAGING
GPRS/WAP/MMS
DEMOs
TARIFF
SMS & BULK SMS
BSNL WLL
INTERNET SERVICES
NETWORK
BROADBAND
TYPES OF ACCESS
WI-FI
CO-LOCATION SERVICE
BSNL WEB HOSTING
INTERNET TARIFF
DIAL UP INTERNET
SMS& BULK SMS

BSNL BROADBAND
REGISTER ONLINE
TARIFF
FAQ
CHECK USAGE
BSNL MPLS-VPN
ISDN
ISDN
TARIFF
LEASED LINE

23 | P a g e
LEASED LINE
TARIFF
INTELLIGENT NETWORK
FREE PHONE SERVICE
PREMIUM RATE SERVICE
INDIA TELEPHONE CARD
VIRTUAL PRIVATE NETWORK (VPN)
VOICE VPN
UNIVERSAL NUMBER
UNIVERSAL PERSONAL NUMBER
TELE VOTING
VIDEO CONFERENCING
OVERVIEW
TARIFF
FAQ
AUDIO CONFERENCING
OVERVIEW
TARIFF
FAQ
I NET
OVERVIEW
SERVICES ON I NET
USING ON I NET
I NET CONNECTIONS
TARIFF

TELEX/ TELEGRAPH
TELEX/ TELEGRAPH
TARIFF
EPABX
EPABX
FREE EPABX
TARIFF
CENTREX
CENTREX TARIFF
HVNET

24 | P a g e
RABMN
INMARSAT
KU-BAND
TRANSPONDER

 3G SERVICES
 POSTPAID
 PREPAID
 TARIFF
3G DATA

 DATA COMMUNICATION
 RABMN
 INMARSAT
 HELP DESK
 DSPT SERVICE
 GLOBAL CONFERENCING

HELP DESK

25 | P a g e
 ABOUT BSNL

BSNL COOCH BEHAR S.S.A is a district part of West Bengal

telecom circles which serves the state of West Bengal with the coverage
area of 86552 sq.km and population more than 8 crores.

FOLLOWING ARE THE MAIN PRODUCT AND SERVICE OF THE

BSNL COOCH BEHAR S.S.A .

1: Data one:- This is attracting the customers of all the districts under
West Bengal . All the main and subdivisiniol towers are connected in the
network.

2:ISDN:- ISDN is available across the area

Following services are offered by ISDN lines

(a). ISDN dialup internet access.

(b). Backup to leased lines.

(c). Video conferencing.

(d). High speed data transfer.

3:India Telephone Card:- It is a prepaid card service accessible from all

BSNL land lines wireless in local loop (WLL) and cellular connections
.ITCs of various types are available at franchises , sub franchises , stores
throughout the service area.

26 | P a g e
4:Televoting service:- It is post paid in service service accessible from
BSNL land line phones . This service is lucrative for companies
conducting option based voting across any geographic boundary giving
maximum coverage.

5:Free phone service:- It is a post paid in service accessible from all

BSNL land line phones . This service suits the requirement of companies
for allowing tool free enquiry by the intruded customers.

6:VAN service:- It is a post paid in service accessible from all BNL land
lines. This service suits the requirements of professionals like doctors,
consultants , service executives . This enables them to get all their all
calls by suitable programming in their service profile by attiring their
phone numbers.

7:VPN service:- It suits the corporate houses to reach their personals by

dialling the VPN numbers instead of individual landline or mobile
number.

8:Landline service:- Through managed leased line network (MLLN)

system across the wide covering all district head quarters , important
towers and below that on the OFD network. Availability of service
platform like MPLS-VPL bring the growth of IT and IT based industries .

FIGURE- 1.1

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28 | P a g e
29 | P a g e
30 | P a g e
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

31 | P a g e
same line. It can also facilitate both desktop video and high quality video
conferencing. Intelligent Network Intelligent Network Service (In
Service) offers value-added services, such as:
 Free phone service [FPH]
 India Telephone card [Prepaid Card]
 Account Card Calling [ACC]
 Virtual Private Network [VPN]
 Tele-Voting
 Premium Rae Service [PRM]
 Universal Access Number [UAN] and more

32 | P a g e
 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 BSNL’s 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.
 Connecting the remote and scattered rural areas.
 Limited mobility without any air-time charge

News:-

33 | P a g e
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 OLD NAME NEW NAME

Landline [Wired] Bfone BSNL Landline
phones
CDMA Wireless Tarang BSNL WLL
landlines/mobiles
GSM Postpaid Mobiles Cell One BSNL mobile
Postpaid
Dial –Up Internet Sancharnet BSNL internet
Broadband Internet Dataone BSNL Broadband

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.

TELEPHONE

34 | P a g e
 BSNL Landlines
Total number of as on 31/5/2007 3,31,49,457
connections

WLL as on 31/5/2007 35,99,544

Total number of
connections as on 31/5/2007 5,53,484

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

Public Telephone as on 31/5/2007 32,011

[Local, STD&
Highway]
Total number of
connection

STD Stations
Number of STD stations

Transmission Systems as on 31/3/2007

Transmission systems
DIGITAL
Route (Kms) Route(Kms)
Microwave 5340

35 | P a g e
Coaxial 6,024
UHF 45,130
Optical Fiber 5,37,727

Satellite based Services

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

Mobile Services

Total number of connections

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

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

36 | P a g e
Fig: 1 (Source: B.S.N.L official site)

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

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

39 | P a g e
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 Standalone  BB COMBO Plans  BB HIGH SPEED
Plans Plans

UNLIMITED USAGE PLANS

 BB Plans  Standalone BB Plans for both  Combo
for Home Home & Business Users BB Plans
Users only 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

40 | P a g e
 W.E.F. 01.04.2010

 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

refers to the applicability of the plans to the user

G/ Home/ CSC
segment. G-> General
FN in case night unlimited (02:00 hrs to 08:00 Hrs) is free
Rural in case the plan is rural plan
USOF in case the plan is USOF Plan
Super refers to high speed 16/24 Mbps Plan
Speed Refers to 8/16/24 Mbps Plan
Combo in case the plan is a combo plan inclusive of landline
rental
UL Unlimited
ULF Unlimited usage with fair usage (except rural USOF and
CSC plans)
FMC represents the fixed monthly charges
E/P/CS 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

41 | P a g e
 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 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.

42 | P a g e
 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.
 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

43 | P a g e
 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.

44 | P a g e
45 | P a g e
Pre Paid Broadband Tariff:

46 | P a g e
Initial charges at the time of application:
Particulars Amount of Rs.
Installation Rs. 250/-*
Charges
Modern Type-B1/B2 Rs. 1000/-**
Type-W2 Rs. 1000/-**
charges for
outright
purchase

* 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.

Limited download/upload plan vouchers ( up to 2 Mbps ):

Sl Vouc M Serv Administ Usage Rate Vali Grace Grace

47 | P a g e
N her RP ice rative Amount Per dity period period
o. Type (Rs Tax Charges( (Rs) MB(In (Day (in (in
) 10.3 Rs) Rs) s) days)* days)**
0% GP-I GP-II
1 BB 50 4.67 15 30.33 7 15 75
RL 50
2 BB 100 9.34 20 70.66 15 15 75
RL
0.06
100
3 BB 250 23.35 25 201.65 30 15 75
RL
250
4 BB 500 46.69 50 403.31 45 15 75
RL
500
5 BB 750 70.04 0 679.96 60 15 75
RL
750 0.40
6 BB 120 112.0 0 1087.94 75 15 75
RL 0 6
1200
7 BB 160 149.4 0 1450.59 90 15 75
RL 0 1
1600
8 BB 200 186.7 0 1813.24 120 15 75
RL 0 6
2000
9 BB 500 466.9 0 4533.09 0.30 210 15 75
RL 0 1
5000
Source: B.S.N.L Franchise’s 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.

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

Particulars Home Business

HO WI HO WI BU WI BU WI BU WI BU WI
1000 1800 4400 8000 12000 20000

Bandwidth 256 Kbps 512 Kbps 256 Kbps 512 Kbps 1024 2048
Kbps Kbps

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Single/ Multi SU SU MU MU MU MU
user
(SU/MU)
One time 750 750 750 750 750 750
Installation  
Charges
(Rs.)*
Fixed 1000 1800 4400 8000 12000 20000
Monthly
Charges*
(Rs.)
Discounted 10000 18000 44000 80000 120000 200000
Annual
Payment
Option (Rs.)*
Free Email 2/5 MB 2/5 MB 2/5 MB 2/5 MB 4/5    MB 4/5 MB
IDs/ Space
(Per email
ID)
Dl/UL limit Unlimited
per month
Security One month’s Fixed Monthly Charges
Deposit
Source: B.S.N.L Franchise’s office (Coochbehar)

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

     
Sl. Particulars Tariff
1 SIM & Activation  
2 Starter pack with SIM in Rs. (Incl. of S. Tax ) 59
3 Service Tax @ 10.30% in Rs. 5.51
4 Usage Value with SIM in Rs. 0
5 Validity in days 7
6 Migration charges from 2G to 3G and vice versa in Rs. Nil

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7 New USIM price in case of Migration from 2G to 3G in Rs. 59

Note:-

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

 
 

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 S.Tax) 120.00
2 Validity of FRC in days 180
3 Free Usage with FRC in Rs.# 20 
i. Free Voice call minutes NA
ii. Free Local/National Video calls (On net) in NA

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 Min
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 Data Rate (Rs/10KB) 0.01
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
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.

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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. Particulars 3G Promotional plan STV

1 MRP of STV (Incl. of Rs.99
S.Tax)
2 Usage Value Rs.20
3 Tariff Validity in days 180 days
4 Free Local/National video NIL
call
5 Free Data Usage NIL
6 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)

1.2 Recharge Voucher

MRP in S. Tax @ Card Value Validity in Usage Processing Fee

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

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54 | P a g e
55 | P a g e
BSNL launched their 3G service in India. 3G is next generation mobile
communication system where in which it enhances the multimedia
experience and high speed mobile broadband. It also provides the ability
to view high quality video on your mobile. You can watch your TV
program, download favorite videos, mp3 and also support video
messaging. With 3G you can download at a speed of 384 KBPS.
currently 3G is provided by BSNL and MTNL only. B.S.N.L had setup
3G experience centers where we can see the live demo and experience the
power of 3G.
BSNL CMD Kuldip Goyal said 3G services customers would have three
monthly subscription options of Rs 350, Rs 650 and Rs 1,350. Apart
from this, customers would State-owned Bharat Sanchar Nigam Ltd
(BSNL) launched next generation 3G mobile services in India. But
private operators like Airtel and Vodafone are still waiting to get
spectrum through auction process. Since BSNL and MTNL are state-
owned, they have the privilege over others. As we all know, politics is
sick around the globe and seems to be worst in India also get the 3G
services through a bundle offer.
BSNL is going to offer the following services with 3G:
 Video calling
 Video conferencing
 Rich Multimedia experience
 Video on demand
 Internet speeds upto 2mbps
 Faster video streaming

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

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

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wait list and merged on daily basis. BSNL, wholly-owned by the
government, has been trying to sell its products and services aggressively
to the customers with a strong marketing focus.

People do spend time in malls, therefore, it will be easier for them to

access the products and services and get their queries answered rather
than visiting Sanchar Hats to buy the products, said an analyst.

“Our visions begin with our desires.”

- Audre Lorde

We all have some visions of ourselves and our future, and that vision
creates consequences. More than any other factor, vision affects the
choices we make and the way we spend our time. Visions drive
consequences. Principles drive results. Key is to base vision on
principles.
- Stephen R Covey.
It is true for individuals as well as organizations. The strongest form of
vision / motivation is to base vision on “What Legacy we want to leave.”
and to achieve it we must take a principle centered path. History is full
of examples that many organizations have vanished grown and vanished
overnight as their path to achieve vision was not based on principled way.
Vision of the organization can only be translated into reality, if it is
shared by one and all. The best way to implement is to involve them in
formulation. But even if it is conceived by higher management then it
has to be explained to each and every individual of the organization,
otherwise it may remain as a showpiece. Marketing vision of the BSNL
has to be based on overall mission and vision of the organization. The
mission of BSNL is to provide world class State-of-art technology

58 | P a g e
telecom services on demand at affordable price, to provide world class
telecom infrastructure to develop country's economy.

And the vision of BSNL is to become the largest telecom Service

Provider in Southeast Asia. In dynamic environment anything permanent
is change. So we must revise and review so that focus is never lost.
Strong lives are motivated by dynamic purposes. -
Kenneth Hildebrand.
Marketing Objective.
The ultimate objective of any marketing activity is to satisfy the
customers and today even a step ahead i.e. ‘delighting’ the customers, for
which customers are offered something beyond their expectations from
the service or the product.
The objective being to acquire and retain the customers, who should
continually feel that they are getting more value of the money, they are
departing with.
Marketing is the establishment, development, maintenance and
optimization of long-term mutually valuable relationships between
consumers and organisation.
Successful Marketing of B.S.N.L focuses on understanding the needs and
desires of the customers and achieving them by placing these needs at the
heart of business by integrating them with the organisation strategy,
people, technology and business processes. At its most basic, Marketing
involves customers, organisations and relationships and the combination
creates the need for the management.
B.S.N.L marketing is about creating a competitive advantage by being the
best at understanding, communicating, and delivering and developing
existing customer relationships in addition to creating and keeping new
customers. The concept of the product life cycle is giving way to

59 | P a g e
customer life cycle, focusing on developing products that anticipate the
future needs of existing customers and creating services that extend the
existing customer relationship beyond there transaction like the new 3G.
The customer life cycle will focus on lengthening the life span of the
customer with the organisation rather than the endurance of a particular
product. Customers have changing needs as their life styles alter the
development and provision of products and services that continuously
seek to satisfy those needs is good Marketing. The Marketing focuses
greater attention on how to deliver customer satisfaction and organisation
will begin to structure itself around customer segments and not
product lines. B.S.N.L marketing Strategy will take the business vision
and apply it to the customer base.
The marketing process of B.S.N.L is broad and includes all of the
following:
Discovering what product, service or idea customers want.
 Producing a product with the appropriate features and quality.
 Pricing the product correctly.
 Promoting the product; spreading the word about why customers
should buy it.
 Selling and delivering the product into the hands of the customer

60 | P a g e
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, BSNL’s main business, is a shrinking market.
On top of that, it is losing share to rivals and is making huge losses:

62 | P a g e
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 hasn’t 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

63 | P a g e
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 company’s 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 under them, despite being more
qualified. They feel that BSNL is suffering because of such non-
executive people occupying executive posts.
BSNL’s 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.” It’s only now that it has
started sharing its mobile towers.
BSNL’s faulty marketing policies: BSNL’s marketing policies were
centred around the belief that customers will come to it. In mobile
services, it wasn’t doing any push marketing; it didn’t even leverage its
pan-India coverage to good effect. In landline, it wasn’t 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
didn’t have many choices besides it, but it didn’t cut much water in the

64 | P a g e
metros. BSNL didn’t 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 BSNL’s 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:
 World’s 7 th largest & India’s 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 .
 India’s fourth largest telecom company as on March 2010.
 BSNL is a company whose cash reserves, at Rs 38,000 crore,
equals the turnover of India’s 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 India’s 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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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

69 | P a g e
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 & 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.

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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.
But reaching everywhere is not enough. BSNL still has to create a
market there, and a profitable one at that, for broadband and IPTV.
Traditionally, creating markets has never been BSNL’s strength. But if it

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can crack the marketing, and leverage its existing network, its landline
liability can become an asset again.

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 can be 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.

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 About the project
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.

The researcher has chosen 200 samples from

Cooch behar, Dinhata, Mathabhanga, Tufanganj, Mechliganj.

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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 [CSC’s] now remain open on all 7
days from 8 A.M to 8 P.M without any break for all activities.
 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.

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 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 brand’s 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,

76 | P a g e
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 brand’s 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.
Brand Preference
The stage of brand loyalty at which a brand will select a particular
brand but will choose a competitor’s 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.

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Surveys, feedback and data analysis

STRENGTH

1. Established organization with government support.

2. Better coverage of network.
3.Since they have large number of telephone exchanges.
So that they can give more stress on advertisement by
there different place exchange representatives.
4. Very much transparent in billing for the satisfaction of all
the subscribers . No hidden system of billing.
5. Customer care centres for the better services in order to
reduce the problem of customer.

WEAKNESS

1. Do not provide smooth service.

2. Frequent network problem.
3. Trade union problem.
4. B.T.S disturbances.
5. Reduce in sales and lack of advertisement.
6. Lack of attraction like other providers.

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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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A set of questioners is prepared keeping in mind the general awareness
of TELE-COMMUNICATION 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.

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8. Whose general P.C.O is best?
(a)B.S.N.L , (b)Others.
9. Do you have computer at home?
(a)Yes , (b)No.

10. Do you have internet connection?

(a)Yes , (b)No.
11. Which internet connection do you like most?
(a)Dial up using Sancharnet, (b)Dial up using Net one,(c)Broadband
(d)Others.
12. Do you surf net ? Have you visited B.S.N.L sites?
(a)Yes , (b)No.
13. Are you aware of the B.S.N.L services in different field?
(a)Yes , (b)No.
14. On which telecom service do you think that you get overall
satisfaction?
(a)B.S.N.L , (b)Reliance , (c)Airtel , (d)Vodafone , (e)Aircel ,
(f)Tata indicom.
15. Any other service / facility B.S.N.L should provide?
(a)Yes , (b)No.

PLACE:...............

DATE:............... THANK YOU

81 | P a g e
82 | P a g e
%AGE OF PEOPLE USING DIFFERENT NETWORK

OTHERS
TATA 4%
RELIANCE 6%
14%

BSNL
48%

VODAFONE
16%
AIRTEL
12%

83 | P a g e
%AGE OF PEOPLE SATISFIED WITH BSNL

BSNL
35%

OTHERS
65%

84 | P a g e
 %AGE OF DIFF NETWORK USED FOR PCO

TATA
VODAFONE RELIANCE 4%
10% 6%

AIRTEL
10%

BSNL
70%

85 | P a g e
%AGE OF NETWORK USED FOR INTERNET

OTHERS
25%

BSNL
75%

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 %AGE OF PEOPLE'S AWARENESS

OTHERS
44%

BSNL
56%

87 | P a g e
OTHER FACILITIES OF BSNL SHOUD INTRODUCE
OR NOT

NO
40%

YES
60%

88 | P a g e
 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.

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 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.
 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.

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 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 customer’s complaints.
 The free incoming calls are key factor for satisfying customer. The
same strategy should follow in future also.
 As the competitors are entering this field in this town the company can
formulate appropriate marketing strategy to retrain existing customers
and to attract new customers.
 As the company vision is “BSNL LIMITED strives to be the preferred
provider of mobile communication services in all its area of operation.
With the visionary zeal of a customer oriented and market-driven
organization, BSNL abide by its un deterred commitment to provide
customer with viable and cost-effective solutions in the domain of its
expertise at all times” The company should stick to
this and always maintain customer satisfaction.

91 | P a g e
 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 Id’s should be provided immediately after the Customers

requisition.

 Customer care of BSNL needs improvement.

92 | P a g e
 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.

93 | P a g e
 Bibliography

1. BOOKS:

1. Kotler Philip, Leller Kevin Lane, Koshy Abraham, Mithileswar

Jha. Marketing Management, 13th Edition,
Published by Dorling Kindersley (India) Pvt. Ltd., Licensees of
Pearson Education in South Asia. Place of publication: New Delhi
Date of publication: 2009

2. Nargundkar Rajendra. Marketing Research, 3rd

Edition, Published by Tata McGraw-Hill Publishing
Company Limited. Place of publication:
New Delhi Date of publication: 2008

3. Churchill, A. Gilbert Jr. Marketing Research-

Methodological Foundation, 6th edition,
Published by The Dryden Press. Place of publication:
Orlando Date of publication: 1995

4. KOTHARI.C.R
Research Methodology
Published by V.S. Lobri for Wishwa Prakash
Eight Edition- 2004

94 | P a g e
2. JOURNALS

1. Business India
2. Business outlook

3. WEBSITES

1. www.bsnl.co.in
2. www.yahoo.com
3. www.google.com
4. Wikipedia

95 | P a g e
 ANNEXURE

A set of questioners is prepared keeping in mind the general awareness of

TELE-COMMUNICATION 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.

96 | P a g e
9. Do you have computer at home?
(a)Yes , (b)No.
10. Do you have internet connection?
(a)Yes , (b)No.
11. Which internet connection do you like most?
(a)Dial up using Sancharnet, (b)Dial up using Net one,(c)Broadband
(d)Others.
12. Do you surf net ? Have you visited B.S.N.L sites?
(a)Yes , (b)No.
13. Are you aware of the B.S.N.L services in different field?
(a)Yes , (b)No.
14. On which telecom service do you think that you get overall
satisfaction?
(a)B.S.N.L , (b)Reliance , (c)Airtel , (d)Vodafone , (e)Aircel ,
(f)Tata indicom.
15. Any other service / facility B.S.N.L should provide?
(a)Yes , (b)No.

97 | P a g e
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: 1500

2. For cell one services: 9434024365

3. For cell one services:

(All India) : 9400024365

4. For data one broadband services

: 16004241600

5. For Sanchar net services: 1957

WEBSITES FOR B.S.N.L:

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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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