A Strategic Brand Management Project:: Brand Audit of BSNL mobile service

1. Brand Audit of BSNL Mobile Service A Strategic Brand Management Presentation on Presented By: Nikita Sanghvi

2. Content of Presentation Brand Inventory Brand Exploratory Batch 2009 - 2011 STEVENS B SCHOOL

3. Brand Inventory Batch 2009 - 2011 STEVENS B SCHOOL

4. 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 Batch 2009 - 2011 STEVENS B SCHOOL Source: www.bsnl.co.in

5. 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 Batch 2009 - 2011 STEVENS B SCHOOL Source: www.bsnl.co.in

6. 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 Batch 2009 - 2011 STEVENS B SCHOOL

7. Marketing Mix The PRODUCT is provision of communication service( Basic Telephony, mobile ( CDMA, GSM) technologies, Dedicated leased circuits, Voice over IP, Internet services) 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. 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. 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. 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). 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

8. Financial Position Batch 2009 - 2011 STEVENS B SCHOOL

9. 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 connectionsBSNL'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 fiscalBSNL'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. Batch 2009 - 2011 STEVENS B SCHOOL

11. CDMA Wireless landlines/mobiles Tarang BSNL WLL

12. GSM Postpaid Mobiles Cell One BSNL Mobile Postpaid

13. Dial –Up Internet Sancharnet BSNL Internet

14. Broadband Internet Dataone BSNL BroadbandBatch 2009 - 2011 STEVENS B SCHOOL

15. Brand Portfolio Batch 2009 - 2011 STEVENS B SCHOOL

16. 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) Batch 2009 - 2011 STEVENS B SCHOOL Source: www.bsnl.co.in

17. Competition With new players coming in, the intensity of competition in the industry has increased, especially over the last 4 years, leading to a steep decline in Average Revenue per User (ARPU). Batch 2009 - 2011 STEVENS B SCHOOL Source: www.trai.gov.in

18. Competition Batch 2009 - 2011 STEVENS B SCHOOL Market Share of Wireless Service Provider s as on 31st Sept. 2010 Source: www.trai.gov.in

19. Competition Batch 2009 - 2011 STEVENS B SCHOOL Source: www.trai.gov.in_Annualreport 2009_2010

20. SWOT Analysis Batch 2009 - 2011 STEVENS B SCHOOL

21. Communications Batch 2009 - 2011 STEVENS B SCHOOL

22. Communications Batch 2009 - 2011 STEVENS B SCHOOL Apkeghar me BSNL landline naihai?

23. Communications Batch 2009 - 2011 STEVENS B SCHOOL Hindustan Mobile

24. Brand Exploratory Batch 2009 - 2011 STEVENS B SCHOOL

25. Building Brand Equity Batch 2009 - 2011 STEVENS B SCHOOL

26. Qualitative Research Free Association Comparison Technique Batch 2009 - 2011 STEVENS B SCHOOL

27. 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? Batch 2009 - 2011 STEVENS B SCHOOL

28. 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 Batch 2009 - 2011 STEVENS B SCHOOL

29. 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 Batch 2009 - 2011 STEVENS B SCHOOL

30. Comparison Task Batch 2009 - 2011 STEVENS B SCHOOL

31. Knowledge Structure Batch 2009 - 2011 STEVENS B SCHOOL

32. SFU Associtation Batch 2009 - 2011 STEVENS B SCHOOL

33. CBBE Pyramid Batch 2009 - 2011 STEVENS B SCHOOL Resonance: Loyalty, Disconnect the service Feelings: Trust, Dislike, Fear Judgments: Low Quality, Unsatisfied Responsiveness Performance: Lower Tariffs, Festival Dhamaka, Connectivity and call drop issue, Excellent 3G service, Recharge issue, Poor customer care service, Slow administration: Old age HR Imagery: Large connectivity, Fastest Speed Poor IMC campaign Salience: PSU, Oldest Landline Connection, 3G Service, Broadband Connection

34. 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 Batch 2009 - 2011 STEVENS B SCHOOL

35. 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 Batch 2009 - 2011 STEVENS B SCHOOL

36. Thank You Batch 2009 - 2011 STEVENS B SCHOOL