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Extension of Marketing Strategy-Step Into Retailing

BSNL seeks modern retails help to offer products and services BSNL is looking at modern retail chains to sell its products and Services. This is extension of the company aggressive marketing strategy. BSNL will enter into retailing agreements with the retail chains or leaders of consortium of retail chains that operate at least 50 retail outlets across the country and have achieved an annual turnover of minimum Rs 50 core for the past two years. The agreements to be entered into for an initial period of two years will be for sale of SIMs, instruments and other telecom products as well as telecom services being offered by the company across the country except in Mumbai and Delhi. Interestingly, in these metro cities MTNL, a listed company of the government, is offering similar services. It would be possible to extend the validity period of the retail agreements in tune with the norms fixed by the company. The retailers while offering the products and services will be required to adhere to norms of verifying customer ID, etc, set out by the government. The licensee retailers will have to obtain duly singed, filled-in application forms together with identity proofs with advance payment for product and services from the customers for submission to the company.

BSNL Future plan


This year BSNL is hopeful of doing better in mobile as it has extra capacities in northern, eastern and southern region. BSNL presently has 46 million mobile connections and is planning to add 30 million in future. On the broadband front, it presently has 3.55 million subscribers. For wire line broadband services, the company has strong pan India coverage in terms of cities, districts, blocks and villages. Overall it has covered 4,200 cities and 40,000 villages as 21, 000 out of 28,000 rural exchanges have been broadband enable.

BSNLs Expansion with Nokia


The expansion will enable BSNL to significantly increase its network coverage and capacity in the states of Jammu & Kashmir, Haryana, Uttaranchal, Uttar Pradesh (both east and west circles), Himachal Pradesh and Rajasthan. It gives BSNL the chance to introduce the benefits of mobility to 2 million new Indian subscribers, and underscores Nokias commitment to the dynamic Indian market.

This is an important network expansion to BSNL as it strives to offer the best network coverage and capacity to its subscribers. Nokias operations in India include networks and terminals sales division, three Research and Development facilities and an upcoming manufacturing facility in Chennai that will produce both terminals and GSM infrastructure equipment. Nokia also plane to open a Global Networks operation Center in India by the end of the year.

PROJECT VIJAY Mobility Pilot


Project Vijay - Mobility sales and distribution project (retailers survey) is being piloted in UP (East) Telecom circle. The key objectives of the pilot are to A. Design channel structure B. Create channel management team C. Develop improved channel norms to improve retailer reach, create appropriate incentives and improve performance monitoring of channel D. Implement proposed channel structure for franchisee network E. Test other recommendations on tariff and handset bundling, if appropriate

Scope of Project Vijay Expand reach ensure availability of BSNL products at more than 95% of telecom retail outlets capture significant share (25-30%) of retailer's counter sales (increase extraction) Build distinctive channel management capabilities nurture and build strong and viable channel partner network.
Plan for next week- Questionnaire based survey

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