BRAND AUDIT OF BSNL

Presented By Reshma B Menon

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Brand Inventory

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History
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. BSNL was carved out of Department of Telecom to provide level playing field to private telecoms. On October 1, 2000 the Department of Telecom operations, Government of India became a corporation and was named Bharat Sanchar Nigam Limited (BSNL).
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 BSNL is the leading service provider in the country in the Basic Telephone Services. Largest public sector undertaking of India. It is available all over India except in Mumbai and Delhi. Its slogan is Connecting India.

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Ownership
BSNL is fully owned by Government of India and operated throughout the country, except Delhi and Mumbai. BSNL board comprises of Chairman and Managing Director, 7 board of Directors, with 2 nominated from Ministry of Communications, and a Company Secretary.

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Target Customer Profile

Common man Middle segment- B2 and C. Lower most segment- D, E1 and E2.

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Brand Portfolio
In year, 2008, BSNL changed the name of all its existing services to streamline its brand portfolio.
Service Type Landline (Wired) phones Old Name Bfone New Name BSNL Landline BSNL WLL BSNL Mobile Postpaid BSNL Internet. BSNL Broadband Page 7

CDMA Wireless landlines/ Tarang mobiles GSM Postpaid Mobiles Dial- Up Internet Broadband Internet Cell One Sancharnet Dataone

Communication, Pricing and Distribution

The PRICE is based on the usage charges as per tariff apart from the installation cost. Discounts are offered to heavy callers. The PLACE of delivery is the customer premises/ location or at their main customer care service centres. 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. Page 8

Competitors
Aircel Airtel Idea MTNL, MTS, Reliance Communications, Tata DoCoMo Tata Indicom Uninor Videocon Virgin Mobile Vodafone

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Brand Exploratory

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Customer Knowledge
Oldest connection. Large area coverage.

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Sources of Brand equity

Slogan- Connecting India. Ambassadors- Priety Zinta and Deepika Padukone. Government Organisation Trust Old organisation, Biggest landline connectivity Large coverage Availability Lower Tariff Excellent 3G facility
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Leverage Secondary Associations

Festival Dhamaka. (Event) History and PSU. (Company) Large coverage, Low tariffs. (Ingredients) Celebrity. (Endorsers) Bridge between rural-urban. (Causes)

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CBBE MODEL
Resonance: Loyalty, Disconnect the service Judgement: Low Quality, Unsatisfied Responsiveness. Performance: Low Tariffs, Festival Dhamaka, Connectivity and call drop issue, Excellent 3G service, Recharge issue, Poor customer care service, Oldage HR. Feelings: Trust, Dislike, Fear. Imagery: Large connectivity, fastest speed, Poor IMC campaign.

Salience: PSU, Oldest Landline connection, 3G services, broadband connection Page 14

Conclusions and Recommdations

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Conclusion
Present situation is critical. Competitive industry. Private players capturing market.

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Recommendations
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 staff Good promotional campaign.

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SWOT ANALYSIS

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Strength
Strong demand, for wireless services. Rapidly growing economy. First one to come to rural market. Successful software companies catering to global telecom companies.

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Weakness
Telecom infrastructure. Double taxation (telecom treated as service and goods). Government regulations. Poor customer service. Less promotional campaigns. Network problems. Old age employees.
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Opportunities
Low penetration in rural area. Huge potential market. Increasing value added services. Increased outsourcing.

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Threats
Intense competition, margin pressures. Price war among service providers. Technology dependency on foreign companies.

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