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Marketing Philosophy

Marketing Philosophy. Marketing Cell O/o CGMT-Rajasthan, Jaipur. Product. BSNL has a wide range of products such as Prepaid Mobile, Postpaid Mobile, CDMA, Land Line, Broadband, FTTH etc.

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Marketing Philosophy

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  1. Marketing Philosophy Marketing Cell O/o CGMT-Rajasthan, Jaipur

  2. Product • BSNL has a wide range of products such as Prepaid Mobile, Postpaid Mobile, CDMA, Land Line, Broadband, FTTH etc. • Products of Mobile segment are homogeneous but differentiated by coverage and tariff. Same may be improved by: • Increasing mobile coverage • Keeping competitive pricing • Regular modifications as per demand of the market • Customer friendly and Good after-sales support

  3. Continue.. • To improve mobile product: • Multiple STVs should be allowed • At least two Recharge Coupon should be regular, e.g. Rs 250, Rs 400 and one for 10% extra of higher value ,say Rs 1000 • Auto validity extension should work • USSD based information system required for customers to know working plan, tariff etc just like *222# to get mobile number. • Leader in Landline and Broadband with virtual monopoly. Product may be made available in the demand area

  4. Continue.. • Need of the hour is to concentrate on popular revenue generating products, i.e. mobile and broadband • Any product (Plan) launched should not be changed frequently

  5. Availability of Products: • Products are being made available through franchisee-retailer channel and departmental (CSCs) channel • Issues in franchisee route: • Franchisee is not taking pains to push product further to retailers • BSNL staff is not supporting/monitoring/pursuing this channel • SIM sales very poor in urban area and almost negligible in rural area • POS of CTOP-UP less in rural areas • Suggestions for franchisee channel improvement: • Strict monitoring of franchisee after proper targets assigning • Franchisee should be asked to appoint sufficient FOS as per requirement /potential of the territory • SSA should monitor BSNL staff and FOS retailer visit tracker on regular basis • Proper CAF tracking from retailer to franchisee and activation by BSNL • As one RD can not serve more than 1 or 2 BTS area properly, one RD should be appointed for one BTS area

  6. Continue… • CAF collection by courier from Rural areas on daily basis • No person movement for getting product products i.e. after NEFT, c-top is transferred automatically and physical product by courier • Franchisee should be compelled for Camp/Mela etc • To resolve retailers issues / queries, toll free help line or arrangement in Call center should be made to serve retailer better • A Revenue Sharing Schemes may be launched for retailers in which Retailer who sells SIM will get some commission (say 1%)for a period of six months whenever the number is recharged from anywhere Issues in Departmental /CSC route: • Behavior of CSC staff • No presence out side the CSCs • Suggestions: • CSC staff should be trained to convince and serve customer properly • Regular camp/mela in the target area should be organized • Delivery of Connection at home through SMS/online

  7. Life of Product • Every product has its own life with different phase • Regular feedback is needed to access product status in the market and modification should be incorporated as per feedback • New products (revised or customized as per present demand) should be launched • Only popular products (plans) should be made available in the market

  8. Brand Image • Brand Image is developed through existing subscribers by their experience and word of mouth • A strategic plan for advertisement of products should be made using all type of media such as print, electronic, outdoor etc. (a mix of ATL/BTL) • Advt material should be regularly made available at retailers • SSAs should be given financial powers to take care advt at SSA level

  9. Suggestions: • In any business strategy, there are three parameters that can be focused upon: • Quality • Service • Pricing • Here, we have to decide first at The Corporate Level, what we want to focus. Most companies focus on any one of the parameters and in the other two they endeavour to become REASONABLY GOOD.

  10. Thanks

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