Brand Audit of BSNL Mobile Service

Brand Audit_BSNL Mobile Service
A Strategic Brand Management Presentation on
Brand Audit of BSNL Mobile

Service
Presented By:
Nikita Sanghvi
22/3/2011
Content of Presentation
 Brand Inventory
 Brand Exploratory
Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Brand Inventory

Introduction
 On October 1, 2000 the Department of
Telecom operations, Government of
India became a corporation and was
christened Bharat Sanchar Nigam
Limited (BSNL) .
 No. 1 Telecommunications company
 Largest public sector undertaking of India
Source: www.bsnl.co.in

Introduction
 Type : Telecommunication provider
 Availability : All over India (except Mumbai and Delhi)
 Founded : 19th century
 Slogan : Connecting India
 Revenue: Rs. 32,045 crores (US $ 7.13 billion) in 2009-10
 Net Worth: Rs. 86,476 crores (US$ 19.26 billion) in 2009-10
 Owner : Government of India

Aspiration
 Be the leading Telecom Service Provider in India with global
presence
 Create a customer focused organisation with excellence in sales,
marketing and customer care
 Leverage technology to provide affordable and innovative
products/services across customer segments
 Provide a conducive work environment with strong focus on
performance
 Establish efficient business processes enabled by IT


Marketing Mix
1. The PRODUCT is provision of communication service( Basic Telephony, mobile ( CDMA, GSM)
technologies, Dedicated leased circuits, Voice over IP, Internet services)
2. The PRICE is based on the usage charges as per tariff apart from the installation cost.
Discounts are offered to heavy callers.
3.
4. The PLACE of delivery is the customer premises/location.
5.
6. The PROMOTION very limited till recently. However now logos, brands names for different
services, slogans (Connecting India) etc have been coined. Very recently advertisement in
the print media as well as television commercials has been released.
7. The PEOPLE have a key role to play since it is a service sector. However this is the weakest
link in the marketing mix since the monopoly attitudes have hardly changed at the ground
level.
8.
9. The PROCESS is another one of the neglected Ps. A lot of corrective processes have being
provided for after the complaints by line up of escalations, meeting the senior officials etc.
Yet the preventive/ proactive processes are not sufficient/ (work –in – progress).
10.
11. The PHYSICAL EVIDENCE (being a service sector) depends on the maintenance of front end
staff dealing with customer care, the office premises and facilities available there, toll free
numbers, call centers.
Batch
 2009 - 2011 STEVENS B SCHOOL 22/3/2011
Financial Position

Financial Position
BSNL net loss at Rs 1,822.65 cr in FY10 on reduced tariff
 Source: http://www.deccanherald.com/content/89990/bsnl-net-loss-rs-182265.html
Reasons:
 Decline in revenue from wirelines

 Reduced tariff offered in a competitive market
 Increased staff cost
 Various marketing activities and network upgradation
 Mass surrender of connections
BSNL's gross revenue declined to Rs 33,547 crore for the year ended March 31, 2010 as
against Rs 33,983 crore for the previous fiscal
BSNL's total market share (GSM and WLL) reduced from 15.64 % in March 2008 to 11.44 %
in June 2010.
Another state-run telco, MTNL, saw its market share declining to 15 per cent in June this
year from 19.73 per cent in March 2008 for the Mumbai circle.
For the Delhi operations, MTNL's share decreased from 14.1 per cent in March 2008 to
12.47 per cent in June 2010.


Brand Portfolio
 In year, 2008, BSNL changed the name of all its existing services to
streamline its Brand portfolio

 SERVICE TYPE OLD NAME NEW NAME

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

Brand Portfolio

BSNL’s Cellular Mobile

Service
 Customer Base : Over 5.2 million
 Services : MMS, GPRS, Voice Mail, E-mail, Short
Message Service (SMS) both national and
international, unified messaging service (send and
receive e-mails)
 Network : In over 160 countries worldwide and in 270
cellular networks
 Coverage : Over 1000 cities/towns across India
In all National and State Highways and train
routes Offers all India Roaming
facility to both pre- paid and post-paid customers
(excluding Mumbai & Delhi)

Competition
 With new players coming
in, the intensity of
competition in the
Source: www.trai.gov.in
industry has increased,
especially over the last
4 years, leading to a
steep decline in
Average Revenue per
User (ARPU).

Competition
Market Share of Wireless Service Provider s as on 31 st Sept . 2010
Source: www.trai.gov.in
Competition
Source: www.trai.gov.in_Annualreport 2009_2010

SWOT Analysis

Communications

Communications
Apke ghar me BSNL landline nai hai?

Communications
Hindustan Mobile

Brand Exploratory

Building Brand Equity

Qualitative Research
1. Free Association
2. Comparison Technique

Free Association
 What comes to your mind when you think of BSNL mobile service?
 What is the tag line of BSNL mobile service?
 What do you like the best about BSNL mobile service?
 What do you dislike the most about BSNL mobile service?
 What do you find unique about the BSNL mobile service?
 In what ways is it similar and different from other mobile service?
 POP:
 POD:
 If the brand were to come alive as a person, what would it be like (You can
give the name of any known personality with his or her characteristics)?
What would it talk about?



Free Association
 Would you like to change your current service provider:
 Yes
 No
 If so, which brand would you select:
 Airtel
 Vodafone
 Idea
 Reliance
 Uninor
 Tata Docomo
 Do you remember the jingle of BSNL mobile service?
 Yes
 No
 Did you like the TV commercial of BSNL mobile service?
 Yes
 No


Free Association

 Rate the BSNL mobile service on the scale of 1-5 (where 1= worst
and 5= Excellent) over the following parameters:

 Call charges
 Roaming facility
 Schemes
 Customer care
 Coverage
 Quality of service
 Problem of call drop or connectivity


Comparison Task
PARTICULARS Respondent
Association Reason for Association
Coffee
Technology
Auto
Retail
Fast Food
Color
Pen
Flower
Mobile
Animal
Soft drink
Company
Currency
Place

Knowledge Structure

SFU Associtation
Strong Favourable Unique
Indian Govt. Organisation / Lower Tariffs / Large Festival Dhamaka

Landline Provider Coverage
Large organization Good 3G Service Biggest PSU that really

/ Long time existence works
Mobil e Service Provider / High Speed internet

Network Problem connectivity
3G service / Internet
Provider

CBBE Pyramid
R e so n a n ce : Loyalty , Disconnect the

se rvice
Ju d g m e n ts: Fe e lin g s: Tru st, D islike , Fe a r

Lo w Q u a lity , U n sa tisfie d
R e sp o n sive n e ss
Performance : Imagery:
Lower Tariffs, Festival Dhamaka, Large connectivity, Fastest Speed
Connectivity and call drop issue, Poor IMC campaign
Excellent 3G service, Recharge issue,
Poor customer care service,
Slow administration: Old age HR
Salience: PSU, Oldest Landline Connection, 3G Service, Broadba

Conclusion
 Brand Health:
 Present situation is critical; Competitive industry; if not
improvised, private players would capture the market
 Knowledge schema: neither rich nor positive
 CBBE Pyramid: Building blocks are less loaded, Weak
Pyramid

 Sources of Brand Equity:

 Government Organisation
 Trust – Old organisation, Biggest landline connectivity
 Large coverage – Availability
 Lower Tariff
 Excellent 3G facility

Recommendation
 (Unique Selling Proposition) for BSNL: A Government company
which delivers connectivity and trust

 Appealing Promotional Campaign

 Aggressive strategy for IMC
 Strengthen Brand Recall through brand elements– Logo, Tag line &
Jingle
 Transfer the secondary association elements (endorser) on the brand
appropriately
 Reinforce the large connectivity node

 Focus on the quality, customer care, and timely availability apart
from price, which will matter ultimately

 Establish customer care stores which defines responsiveness,
courtesy and reliability.

 Recruit smart and intelligent front end staff

THANK YOU

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Brand Audit_BSNL Mobile Service

A Strategic Brand Management Presentation on

Brand Audit of BSNL Mobile

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Telecom operations, Government of

India became a corporation and was

christened Bharat Sanchar Nigam

 No. 1 Telecommunications company

 Largest public sector undertaking of India

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

 Availability : All over India (except Mumbai and Delhi)

 Founded : 19th century

 Slogan : Connecting India

 Revenue: Rs. 32,045 crores (US $ 7.13 billion) in 2009-10

 Net Worth: Rs. 86,476 crores (US$ 19.26 billion) in 2009-10

 Owner : Government of India

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

 Decline in revenue from wirelines

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

 SERVICE TYPE OLD NAME NEW NAME

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

BSNL’s Cellular Mobile

in, the intensity of

especially over the last

Average Revenue per

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Source: www.trai.gov.in_Annualreport 2009_2010

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Building Brand Equity

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Strong Favourable Unique

Indian Govt. Organisation / Lower Tariffs / Large Festival Dhamaka

Large organization Good 3G Service Biggest PSU that really

Mobil e Service Provider / High Speed internet

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

R e so n a n ce : Loyalty , Disconnect the

Ju d g m e n ts: Fe e lin g s: Tru st, D islike , Fe a r

Salience: PSU, Oldest Landline Connection, 3G Service, Broadba

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

 Sources of Brand Equity:

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

 Appealing Promotional Campaign

 Recruit smart and intelligent front end staff

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

Batch 2009 - 2011 STEVENS B SCHOOL 22/3/2011

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