A

Report on
Marketing Management
BHARAT SANCHAR NIGAM LIMITED
SUBMITTED BY:
Harsh Sankhala 62 Harsh Sankhala 62
Aditya Chavan 65 Aditya Chavan 65
Sachin Shetty 92 Sachin Shetty 92
Vivek Vinodraj 98 Vivek Vinodraj 98
Lohit Sharma 105 Lohit Sharma 105
Harshil ari!ala 11" Harshil ari!ala 11"
Marketing Report

#a$le o% Contents
1& 'ntrod(ction))))))))))))))))))))))))))))1
1&1& #elecom 'nd(stry))))))))))))))))))))))))1
1&2& A$o(t *S+L)))))))))))))))))))))))))&&&&"
1&"& ,ilestones)))))))))))))))))))))))))))&5
2& -rod(cts and Services)))))))))))))))))))))))&&&&&6
"& Se.mentation/ #ar.etin. and -ositionin. ))))))))))))))))9
"&1& Se.mentation)))))))))))))))))))))))))&&&&9
"&2& #ar.etin.)))))))))))))))))))))))))))&10
"&"& -ositionin.))))))))))))))))))))))))))&&&11
0& ,arketin. ,i1)))))))))))))))))))))))))))10
0&1& -rod(ct2Service))))))))))))))))))))))))&&&10
0&2& -rice)))))))))))))))))))))))))))))&10
0&"& -romotion)))))))))))))))))))))))))))15
0&0& -lace)))))))))))))))))))))))))))))&18
0&5& -eo3le))))))))))))))))))))))))))))&&&19
0&6& -rocess))))))))))))))))))))))))))))&19
0&4& -hysical 5vidence)))))))))))))))))))))))&&&19
5& ,arketin. Channels))))))))))))))))))))))))&20
6& Com3etition 6vervie!)))))))))))))))))))))))&&2"
4& 7inancial #rends)))))))))))))))))))))))))&&&"0
8& S86#))))))))))))))))))))))))))))))""
9& Strate.ies))))))))))))))))))))))))))))&&&"0
10& Concl(sion))))))))))))))))))))))))))))"6
11& 9e%erences))))))))))))))))))))))))))))"4


Marketing Report
1 '+#96:;C#'6+
1.1 #5L5C6,,;+'CA#'6+ '+:;S#9<6V59V'58

The Indian Telecommunications network is the third largest in the world and the
second largest among the emerging economies of Asia. Today, it is the fastest growing
market in the world. The telecommunication sector continued to register significant
success during the year and has emerged as one of the key sectors responsible for Indias
resurgent Indias economic growth.
Growth
This rapid growth has been possible due to various proactive and positive
decisions of the Government and contribution of both by the public and the private sector.
The rapid strides in the telecom sector have been facilitated by liberal policies of the
Government that provide easy market access for telecom euipment and a fair regulatory
framework for offering telecom services to the Indian consumers at affordable prices.

Wire line Vs Wireless
It has also undergone a substantial change in terms of mobile versus fi!ed phones
and public versus private participation. The preference for use of wireless phones has also
been predominant in the sector. "articipation of the private entities in the telecom sector is
rapidly increasing rate there by presenting the enormous growth opportunities. There is a
clear distinction between the Global #atellite $obile %ommunication &G#$' and %ode
(ivision $ultiple Access &%($A' technologies used and the graph below shows the
divide between the two &)igure 1.1.1 and )igure 1.1.*'.
'nd(stry :ata
The Indian telecom industry is worth with the total number of +1,.*, million
subscribers. The India telecom industry will grow at a compound annual growth rate
&%AG-' of 1.., per cent between */1/ and */10 and will touch revenues of -s.1,22,+,1
%rore &3 ,* billion' according to a research
Se.ment !ise Stat(s
Wire line Services
4ith increasing penetration of the wireless services, the wireline services in the
country is becoming stagnant. 5n the other hand, 6roadband demand has picked up and
promises to stabilise fi!ed line growth.
GSM Sector
In terms of the Global #ystem for $obile %ommunication &G#$' subscriber base
this now places India third after %hina and -ussia.

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Marketing Report
CDMA Services
%($A technology was introduced in India as a limited mobility solution. The
introduction of %($A services has created competition, lowered tariffs and offered many
citi7ens access to communication services for the first time
Internet Services
Internet services were launched in India on August 1., 188.. In 9ovember 188,
the government opened up the sector to private operators. A liberal licensing regime was
put in place to increase Internet penetration across the country. The growth of I"
telephony or grey market is also a serious concern. Government loses revenue, while
unlicensed operation by certain operators violates the law and depletes licensed operators
market share. 9ew services like I":T; and I":Telephony are becoming popular with the
demand likely to increase in coming years. The scopes of services under e!isting I#"
license conditions are unclear.
)igure 1.1.1

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Marketing Report
#ig$re %%!
1.2 ABOUT BSNL
6<A-AT #A9%<A- 9IGA$ =I$IT>( &6#9=' was formed on 1st 5ctober
*/// by corporatisation of the erstwhile (epartment of Telecom 5peration ? (epartment
of Telecom #ervices. The company has taken over the erstwhile functions of the
(epartment of Telecom in respect of provision of telecom services across the length and
breadth of the country e!cluding (elhi and $umbai.
6#9= is a technology:oriented company and provides all types of telecom
services namely telephone services on landline, 4== and mobile, 6roadband, Internet,
leased circuits and long distance telecom #ervice.
The company has also been in the forefront of technology with 1//@ digital new
technology switching network. 6#9= nation:wide telecom network covers all (istrict
<eaduarters, #ub:(ivisional <eaduarters, Tehsil headuarters and almost all the 6lock
<eaduarters.
6#9= is a 1//@ Government of India owned "ublic #ector Andertaking. 6#9=
has a mobile network serving more than 8/./8 million &as of #eptember */11', making it
IndiaBs fourth largest G#$ operator ? ../+ million 4== customers as on 11./2.*/11. 1G
)acility has been given to all *G connections of 6#9=. In basic services, 6#9= is miles
ahead of its rivals, with *0.., million wireline phone subscribers i.e. 21.81@ share of the
wireline subscriber base. 6#9= is also IndiaBs largest I#", 6#9= has set up a world class
multi:gigabit, multi:protocol convergent I" infrastructure that provides convergent
services like voice, data ? video through the same 6ackbone ? 6roadband Access
9etwork. At present there are ,./8 million broadband, representing .2..@ of the total.

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Marketing Report
The state:owned company operates in *1 of IndiaBs *1 regional circles, but does not
provide services in 9ew (elhi or $umbai, where sister company $T9= operates.
It has about 01.20 million line basic telephone capacity, ,.,1 million 4==
capacity, 2*.+/ million G#$ capacity, 12,,,. fi!ed e!changes, +,,1+* G#$ 6T#s,
1*,/21 %($A Towers, 182 #atellite #tations, +,,+,+00 -Cm. of 5)%, ./,01/ -Cm. of
microwave network connecting +*1 districts, 211/ citiesDtowns ? .., lakhs villages.

(uring the */1/:11, turnover of 6#9= is around -s. *8,2// %rores.
The company has vast e!perience in planning, installation, network integration ?
maintenance of switching ? transmission networks ? also has a world class I#5 8///
certified Telecom Training Institute.
Telecommunications is a basic infrastructure along with power and transportation
and is thus recogni7ed as the means for accelerating the economic growth in all the
regions including remote and inaccessible areas in the country. Telecom in the modern
world is e!pected to usher a concept of global economy and single world market place.
6#9= telecom network, therefore, is part of modern global network, providing access to
countries around the world for transporting information in the form of voice and data
%" MILESTONES
#et up on 1st 5ctober,*///
Introduced cellular services on 18th 5ctober,*//*
6ecame market leader within + months, in its areas of operation
Introduced limited mobility 4== services w.e.f. (ecember *///, and has ../+
million customers as on date
Introduced dial up internet facility w.e.f. (ecember *///
Introduced %=I based internet facility w.e.f. (ecember *//1
1.1. million Internet %ustomers with 6#9=
Introduced 6roadband in the country w.e.f. 10.11.*//. and has ,./8 million
customers
Introduced launched 1G services on a pan india basis on )eb *//8 by making its
first video call from chennai

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Marketing Report
2 PRODUCTS AND SERVICES
#he Services offered by 6#9= can be classified into four broad categories
A. =andline
6. $obile
%. Internet ? 6roadband
(. >nterprise
A& Landline
BSNL is the largest telecom operator in India and is known to everybody for
Basic Telephony Services for over 100 years. resently the lain old! "o#ntrywide
telephone service is being provided thro#gh $%!000 electronic e&changes! $%'
(igital Tr#nk )#tomatic *&changes+T),-! (igitali.ed #blic Switched Telephone
Network +STN- all interlinked by over %./ lakh km of 0ptical 1iber "able! with a
host of hone l#s val#e additions to o#r val#ed "#stomers. BSNL2s telephony
network e&pands thro#gho#t the vast e&panses of the co#ntry reaching to the
remotest part of the co#ntry.

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Marketing Report
*& ,o$ile Services
BSNL is the largest telecom operator in India and is known to everybody for
Basic Telephony Services for over 100 years. resently the lain old! "o#ntrywide
telephone service is being provided thro#gh $%!000 electronic e&changes! $%'
(igital Tr#nk )#tomatic *&changes+T),-! (igitali.ed #blic Switched Telephone
Network +STN- all interlinked by over %./ lakh km of 0ptical 1iber "able! with a
host of hone l#s val#e additions to o#r val#ed "#stomers. BSNL2s telephony
network e&pands thro#gho#t the vast e&panses of the co#ntry reaching to the
remotest part of the co#ntry.
C& 'nternet = *road$and Services
6#9= is IndiaBs no. 1 Internet service provider with more than 12 lakh
subscribers, providing Internet service throughout the entire country &e!cept in 9ew
(elhi and $umbai' under the brand name of E#ancharnetE. #ancharnet provides free
all India roaming and enables itBs users to access their accounts, using the same access
code &12**11' and user I( from any where in the %ountry. In order to make Internet
available throughout the length and breadth of the %ountry Internet (habas are being

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Marketing Report
commissioned at all the 6lock <eaduarters. 6#9= has also started (IA# and
Account free internet access &%=I based' facility on few select cities recently.
:& 5nter3rise Services
BSNL pro*i+e, -i+e, range o. enterpri,e ,o/$tion t0at are gi*e
1e/o-:

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Marketing Report
-96:;C# ,'>
"& S5?,5+#A#'6+/ #A9?5#'+? A+: -6S'#'6+'+?
"&1 S5?,5+#A#'6+
#egmentation is very important because of the better predictability of the target
consumer group and to design the proper marketing mi! strategy. In *//8 6#9=
suffered great erosion in its market share due to its faulty marketing practices i.e. they
do not used to segment the market for strategies. After *//8 they hired 6oston
%onsultancy Group to advise it on #egmenting and various marketing practices. The
overall market is segmented on the basis of following variables
Geographic variablesF:
-egion wiseF
o >ast -egion &4est 6engal, Assam, Arunachal "radesh etc'
o 4est -egion &GuGarat, -aGasthan, $aharashtra etc'

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Marketing Report
o #outh -egion &Andhra "radesh, Carnataka, Cerala etc'
o 9orth -egion &"unGab, <aryana, <imachal "radesh etc'
o %entral -egion &$adhya "radesh, %hhattisgarh, Hharkhand, etc'

(ensity of areaF
o Arban &%ities #uch As, "une, Haipur etc'
o #emi:urban &9asik, Aurangabad, Ahemadnagar etc'
o -ural &6aramati, Ched, #aswad etc'

Demographic variablesF:
5ccupationF
"eople entering the workforce and thus moving out of the dependent
bracket constitute this market segment. They generally prefer using post paid
schemes with value added services like information about stock markets, news
updates and so on. >!ampleF The two plans announced by the company will offer
paramilitary personnel free talk time for */ minutes on any two 6#9= numbers
throughout the country. This facility will be available free of cost even on
roaming.
)amily #i7eF
The special mobile call plans are available for a varied number of family
si7e upto .
Psychographic variablesF:
=ifestyleF
(ifferent people have different lifestyle patterns and our behaviour may
change as one passes through different stages of life.
Behavioural variablesF:
Asage ratesF
Asage -ate $arkets can be segmented into light, medium, and heavy
product users. <eavy users are often a small percentage of the market but account
for a high percentage of total consumption.
"&2 #A9?5#'+?F

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Marketing Report
The company attempts to serve all customer groups with all the products they
might need. Also within full market targeting, the company follows differentiated
marketing. <ence 6#9= operates in several market segments and designs different
products for each.
Youth
;ideo #$#I, J=ive #hareI and J(ial:a:;ideoI. Its the first of its kind
services in entertainment and the company is targeting the youth for a good
response. 6#9= is bringing these Kstate:of:the:art services in collaboration with
its technology partner "ercept Cnorigin. 6#9= e!pressed hope that with
appropriate pricing, marketing and business development strategy 6#9= may be
able to generate revenues to the tune of -s.*//:1// crores from these premium
services in the ne!t *:1 years. In addition to this, such services not only enhance
the 6#9= brand image by adding the much needed 7est and youthfulness to the
brand but also go a long way in boosting adoption and uptake of 1G services.
%onsumers are increasingly moving towards the concept that they can watch
content on any device. The new model of ;ideo service offers the perfect synergy
of rich and diverse content combined with a remarkable network from 6#9= to
deliver the best of entertainment options to consumers without any hidden costs.
Young Professionals
"eople entering the workforce and thus moving out of the dependent bracket
constitute this market segment. They generally prefer using post paid schemes
with value added services like information about stock markets, news updates and
so on.
Small and Medium nterprise
This segment mainly consists of people who are switching over from landlines to
mobile phones, seeking a cost advantage. The focus here is on economy:packages
rather than value added services.
!amily
)amily as a segment consists of more number of dependents. These dependants
are serviced by prepaid schemes. Geographically dispersed families tied by the
same cellular service providers may get cost advantages in terms of lower pulse
rates.
>!ampleF
All #ubscribers under normal prepaid plan can enGoy reduced call charges facility
on 1 6#9= numbers.
Two on:net =ocal numbers and one on:net #T( number is allowed.
#imilarly %ustomers registered under #tudent #pecial "lan can avail )riends ?
)amily facility for . numbers.
"ccupation
#pecial prepaid JHAI HA4A9I and post:paid J-AC#<ACI plan for All
"aramilitary )orce ? All Armed )orce "ersonnelF Hai Hawan special prepaid plan


Marketing Report
is applicable only for serving Hawans of JAll "aramilitary )orcesI L 6order
#ecurity )orce &6#)',%entral Industrial #ecurity )orce &%I#)', %entral -eserve
"olice )orce &%-")', Indo Tibetan 6order "olice &IT6"', 9ational #ecurity Guard
&9#G', #ashastra #eema 6al &##6' and Assam -iflesM and JAll Armed )orcesI
LIndian Army, Indian 9avy, Indian Air )orce, %oast Guard, 6-5 etc.M personnel.
The plan is applicable only for %entral Armed forces and not for #tate Armed
)orces.
#pecial postpaid plan for (ept. of Income Ta!
"NA-I H5(I "lan under *G $obile #erviceF Ander "NA-I H5(I
"lan,6#9= =andlineD4== &)i!ed ? =imited $obility' customer can get a new
G#$ *G connection free with unlimited free call facility to one of his 6#9=
postpaid home landlineD4== number and reduced call rates to two 6#9= local
numbers ? one 6#9= #T( number.
"&" -6S'#'6+'+?
"ositioning is the act of designing companys offering and image to occupy
distinctive place in the minds of target. The goal is to locate the brand in the minds of the
consumer to ma!imi7e the potential benefit to the firm. %ompany on the basis of the
resources and values has crafted its position in the market.
-esources O its own service network
-eputation O %urrently the 9o 0 telecommunication company as per the customer
base, year */11. 6efore *//8, the company was operating in the market with
different brand names.
;alues
o To increase the reach of its service to a ma!imum number of Indians.
o -ange of services.
o "ricing strategy
Asing the opportunities of the above factor 6#9= positioned as low cost service provider
for common man, which constituted large Indian population and positioned itself in the
market under one 6rand name as J6#9= O %onnecting IndiaI
6#9= has defined is value proposition given their target customer, benefits and prices
6randF "yari Hodi
"roduct #erviceF *G services
Target %ustomerF )amily, $edium Income
6enefitsF =ow cost, free roaming
;alue propositionF Hude rahe ghar se, muft mein
6randF %lub . and %lub 1/

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"roductF *G servive
Target %ustomerF )riends and Groups
6enefitsF =ow cost
;alue "ropositionF Increase social network,
decerease phone bills
6rand 9ameF 6#9= 1G
"roductF 1G sevice
Target %ustomerF )irst time users
6enefitsF ;ideo on (emand,
live stream movies, etc
;alue "ropositionF )aster than your thoughts,
speed of the network was
communicated by associating
the brand with -aGdhani
e!press
6randF 6#9= 1G
"roduct #erviceF 1G services
Target %ustomerF 9ew customers, Nouth.
6enefitsF : ;ideo calling, low cost
: 1G service available at *G rate
: Applications, games, chat.
;alue propositionF To connect well with youth (eepika "adukone featured as an
endorsee and the ads included value proposition statement
:)ace to )ace
:Talk more e!press more because now its free
:"ower of entertainment

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Marketing Report

0& ,arketin. ,i1
There are standard four "s &"roduct, "ricing, "romotion and "lacement'
applicable for products. #ervices marketing reuire e!tra three, totalling seven and known
together as the e!tended marketing mi!. )or a marketing plan to be successful, the mi! of
the four E"sE must reflect the wants and desires of the consumers in the target market.
Trying to convince a market segment to buy something they donBt want is e!tremely
e!pensive and seldom successful. $arketers depend on marketing research, both formal
and informal, to determine what consumers want and what they are willing to pay for it.
$arketers hope that this process will give them a sustainable competitive advantage.
$arketing management is the practical application of this process.

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Marketing Report
Product#Service@
The product aspects of marketing deal with the specifications of the actual good or
service, and how it relates to the end:userBs needs and wants. The scope of a product
generally includes supporting elements such as warranties, guarantees, and support.
*S+L conte1tF
All services offered by 6#9= such as landline, mobile:prepaid ? post
paid, 4==, lease line, ;#AT, internet &different types', 6roadband etc fall in this
category. $any types of internet access have been devised to cater to needs of
specific customer segments. #imilarly post paid ? prepaid is suitable to different
group of customers. $arket research helps identify needs of the customers to
enable marketers give inputs to product development team for new services ?
features. Acceptability is first reuirement of any product. 6#9= has appointed
*C? as its consultant to advise it from time to time to find needs for new
productDfeatures by conducting market research and also advising it on #T". #ome
important researches carried were to assess e!pectations of people for 6#9=
$obile, $"=# connections.
Pricing$
This refers to the process of setting a price for a product, including discounts. The
price need not be monetary : it can simply be what is e!changed for the product or
service, e.g. time, or attention.
*S+L conte1tF
"rice indicates affordability of the offer. (efinitely it varies with customer
segments. 6#9= has multiple tariff plans in various services. $ore the revenue
contributed by a customer, higher is the discount. #imilarly in broadband 6#9=
offers two months free period if ten month advance rental is paid. )ree A(#=
modem is given on advance payment of rental. >%# &electronic clearing scheme'
provides for 1@ discount &ma! -s 1///D:'. They are providing 1G services at the
price of *G. It was the first company to provide video calling at 1/ paiseD min the
lowest in its category. )ree value added services are provided for high usage
customer and specific plans for specific segments like students, families, and rural
market. #pecial festive discount offers.
PromotionF
This includes advertisingP sales promotion, publicity, and personal selling etc. and
refer to the various methods of promoting the product, brand, or company. 6randing is
done to differentiate offers of a company from others offer.
*S+L conte1tF
6#9= keeps releasing various advertisements in print, electronic ?
outdoor media.
*rand Am$assador

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Marketing Report
"rominent 6ollywood stars such as $s "reity Qinta and $s (eepika "adukone
have featured in 6#9= T;%s. #ports star Abhinav 6indra also featured in
different print and outdoor ads, T;%s
-rint and 6(tdoor media@
6#9= uses various print medium like newspapers, hoardings, kiosks etc. 6#9=
advertises mainly in regional language newspapers to reach out to its target
customer base primararily rural India. 6#9= also uses hoardings to publicise new
schemes and offers. 6#9= also has its kiosk at various e!hibitions and
occupational gatherings for sales promotion.

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Marketing Report
#elevision Commercials and 9adio@
6#9= uses mainly the national television as its preferred medium for advertising
its T;%s. It had various brand ambassador to attract youth towards 6#9= by
having bollywood actresses to endorse the brand. 6#9= also uses radio channel
like Akashwani to connect with the rural customers most of its ads are played
during acricket match or during news bulletion
'nternet and Social ,ediaF
%ompany has its online portal which acts as a medium to advertise online.
After Tata (ocomo, ;odafone, 6harti Airtel, -eliance $obile, Idea %ellular,
Tata Indicom and Aircel, finally state run "an India 1G $obile #ervice
5perator 6harat #anchar 9igam =td &6#9=' Goined the bandwagon of social

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Marketing Report
networking sites and has come up with its own official Twitter and )acebook
account.
6#9=s Twitter account &1G =ive' was active from 1+th #ept */1/ and
)acebook account was created on 0 5ctober */1/ but officially announced on
*1
rd
(ecember */1/ at their corporate website &bsnl.co.in' and started to
mention )acebook and Twitter link on home page.In most cases, 6#9= talks
about freebies, product, and marketing. Although A*S+LLiV5"? &6#9=s
twitter handle' does not take any complaints from consumers on Twitter,
unlike all private mobile service operators which usually follow up complaints
of customers on all issue posted on the social networking sites In other words,
they are Gust promoting the 1G services via Twitter and )acebook. They have
been officially active on Twitter and )acebook and responding to most
enuiries on its 1G and ;A#. It is a good start for 6#9= in communicating
with the 1G customers &#nap #hots >!hibit 1'
These advertisements have messages for creating awareness as well sales
promotion &such as schemes'.The print and outdoor media are directed in
towards the target segment

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Marketing Report
#ies ;3s@
6#9= does tie up with various prominent brands to promote its
services a few e!ample are they tied up with Indian railways for promoting 1G
data services where in they painted the whole train and also conducted live
demonstrations of video calling and 1G data or internet speed for the
passengers at selected railway stations

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Marketing Report
-lace
-efers to how the product gets to the customerP for e!ample, point of sale
placement or retailing. This fourth " has also sometimes been called Place, referring to
the channel by which a product or service is sold &e.g. online vs. retail', which geographic
region or industry, to which segment &young adults, families, business people', etc.
*S+L conte1t@
Pre Sales:
6#9= utili7es physical as well as electronic space for easy accessibility of
its services. -egistration through website was made available since launch of the
service. 9ow %ustomer care portal &web solution' has been introduced to provide
similar solution for all other services of 6#9=.
Sales:
6#9= has over 1*// franchiseesP lakhs of retailers allow convenience to
customers for knowing ? buying services. 6#9= has 6usiness Associates for
corporate sales and (#A &direct selling agents' for door to door selling
Post Sales:
5ver 1/// 6#9= %ustomer services centres, appro!imate. Apart from this
1.// call centre facilitates sales. In 6#9= marketing cells at corporate ? circle
level takes care of various aspects of these sale points.
PeopleF
Any person coming into contact with customers can have an impact on overall
satisfaction. 4hether as part of a supporting service to a product or involved in a total
service, people are particularly important because, in the customerBs eyes, they are
generally inseparable from the total service. As a result of this, they must be appropriately
trained, well motivated and the right type of person. )ellow customers are also sometimes

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Marketing Report
referred to under BpeopleB, as they too can affect the customerBs service e!perience, &e.g., at
a sporting event'.A linked concept is of Internal customer i.e. all employees ? sections in
an organi7ation treat each other as customers. 4ithin the organi7ation, internal marketing
is reuired which is the development and training of staff to ensure high levels of uality
and consistency in service delivery and support. Internal marketing includes recruitment,
training, motivation and productivity.
*S+L Conte1t@
%ustomer service representative, direct sales agent directly interacts with
the customer are important part of the service as they are the face of the company.
ProcessF
This is the process involved in providing a service, which can be crucial to
customer satisfaction. #tandardi7ation of processes, checklists etc. are helpful.
*S+L Conte1t@
6#9= has a *0 hours free customer care to all its users for customer
assistance. They also have online portal for each of its circles providing with various
plan details, and bill payment facilities.
Physical evidenceF
#ince services are intangible, unlike a product, a service cannot be e!perienced
before it is delivered. This, therefore, means that potential customers could perceive
greater risk when deciding whether to use a service. To reduce the feeling of risk, thus
improving the chance for success, it is often vital to offer potential customers the chance
to see what a service would be like. This is done by providing physical evidence, such as
case studies, testimonials or demonstrations
5& ,arketin. Channel *S+L
%& Direct Selling agent
a. )or effecting "romotion, #ale and (istribution of various 6#9= "roducts
and #ervices

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Marketing Report
b. The minimum ualification for registration as (#A shall be 1/th pass D
$atriculation pass. $arketing agenciesDcompanies dealing in telecom
information technology products shall also be allowed to register as (#As.
c. 5ne or more services may be added D deleted for subscription through
(#A by 6#9= at any time at the discretion of 6#9=
d. All (#As shall be reuired to bring minimum *./ customers in 1* months
to be eligible for renewal of their Agency. This number will include the
customers of all types of services listed in Anne!ure above taken together.
A customer subscribing for more than one service through the (#A shall
be counted for the number of services subscribed for
e. In order to facilitate marketing activities of the (#A, 6#9= will provide
technical support in the form of specifications and other technical literature
of the various services.
f. The (#A shall not, during the continuance of this Agreement, market and
promote the products of any competitors of 6#9=.
'& BS()*Shoppe
A proposal regarding formulation of business model for "%5 and using
them as one stop sales and distribution centers for various services being offered
by 6#9= was considered and approved by the management %ommittee of
6#9= in its +1st meeting held on 8:.:*//2. Accordingly, following instructions
are being issued to promote #T(DI#( "%5 businessF
&a' The brand name for the one:stop shop sales and (istribution %entres for
various 6#9= services and products will beF
B*S+L SH6--5 C 6ne Sto3 Sanchar Sho3D&
&b' All "%5s will be allowed to be converted into 6#9= #hoppe : for the
following 6#9= products and services on non:e!clusive basisF
i. Sale of Excel/CellOne cards.
ii. Sale of all types of recharge coupons.
iii. Broadband connections including modem.
iv. IP! connections including set top box.
v. Sancharnet cards" IC cards and other type of cash cards.
vi. #isplay/ sale of various types of telephone instruments $ accessories.
vii. Information %ios%s for various BS&' services $ products.
viii. Boo%ing of telegrams and delivery thereof.
ix. Bill collection of all post paid services through ##/Che(ue.
x. )ny other service for customer convenience.
&b' A "%5 will be allowed to be converted into 6#9= #hoppe only if the
franchisee has been paying bills regularly without any default during the
past + months. The condition of minimum revenue of -s. 1///D: per
month for urban areas and -s. 1.//D: per month for rural area for
collection of bills has been dispensed with.
&c' There shall be no condition of minimum revenue for a "%5 to be eligible
for conversion into 6#9= #hoppe.

!!
Marketing Report
&d' 6roadband connection shall be provided by 6#9= for such E6#9=
#hoppesE at normal tariff rates. The franchisee of 6#9= #hoppe may
choose any tariff plan from the 6usiness plans available and can offer
variety of services &like internet telephony, video conferencing etc.' on
time sharing basis. 9o limit on the charges to be taken from public for
such broad band services by the franchisee has been prescribed by 6#9=
and the franchisee is at liberty to charge any rates depending on the
competition.
&e' The commissionDdiscount for offering such services shall be as prescribed
from time to time for each service. All the services e!cept 6ooking of
telegrams and 6ill collection shall be on pre:paid basis i.e. the franchisee
will make advance payment to 6#9= and, therefore, no additional
security need to be collected from the franchisee. The activation of any
service booked through B6#9=:#hoppeB will, however, be subGect to
completion of all formalities by the applicant.

+& distribution of services
a. 6#9= %orporate office has authori7ed all %hief General $anagers of all
telecom circles to e!ecute Agreements with 9 ; $arketing "vt. =td for
electronic distribution of pre:paid services in Andaman ? 9icobar, Andhra
"radesh, Assam, $adhya "radesh, 6ihar, %hennai "hones, GuGarat,
<aryana, <imachal "radesh, %hattisgarh, Hharkhand, Carnataka, Cerala,
Colkata "hones, $aharashtra, 9orth >ast:I & Tripura, $i7oram,
$eghalaya', 9orth >ast:II & 9agaland, $anipur, Arunachal "radesh',
5rissa, "unGab, -aGasthan, A"&>', A"&4',Attarakhand, 4est 6engal,
Tamil 9adu, Hammu ? Cashmir %ircles.
b. >lectronic "I9 distribution of "repaid mobile "hone #ervices
c. 9 ; $arketing "vt. =td. is an all India )ranchisee of 6harat #anchar
9igam =imited &6#9=' for distribution of pre:paid services vi7 $obile
recharge coupons, India Telephone cards, 4eb #ancharnet %ard, )i!ed
=ine card etc.
d. $ain features of systemF
1. (istribute >lectronic "I9 of "repaid service by using G"-#
connectivity
*. #ystem makes it simple and convenient for a person to recharge his
phone.
1. 4hen retailers sell 6#9= pre:paid services to the customers instant
message is sent giving mobile number mentioning #erial 9o. "I9 number,
e!piry date and time, transaction I( "I9 to the toll free number of 6#9=
customer service for availing the service.

!"
Marketing Report
0. As soon as the retailer sells 6#9= pre:paid products an electronic
receipt is generated giving details of the transaction
.. #ystem provides complete details to the retailers regarding the
transactions made by him
+. (istributor can track retailers transaction status, sales record, limit
available etc and the -etailers transaction history.
,& -ie .p with retailer
The $obile#tore, Indias leading mobile retail outlets chain announced
forging a tie:up with state:run "#A 6#9= to retail the operators services
across its outlets.-aGiv Agrawal, %>5 cited that we aim to provide
customers with the entire bouuet of 6#9= services ranging from )i!ed
=ines, Internet, %($A ? G#$ $obile %onnections, -echarges and more.
6#9= customers at The $obile#tore will get a wide choice of handsets
including 6lack6erry phones and other 1G enabled handsets.The
$obile#tore being country wide organi7ed chain of retail stores dealing in
telecom related services with presence in over *// towns in India will
ensure that our products and services are more accessible to our
customers. 9ow a customer can buy a 6#9= connection or recharge his
prepaid connection in any of The $obile#tore outlets even in $umbai,
irrespective of where his number is obtained from.
6& C6,-5#'#'6+ 6V59V'58
$aGor "layers
There are three types of players in telecom servicesF

!&
Marketing Report
R #tate owned companies &6#9= and $T9='
R "rivate Indian owned companies &-eliance Infocomm, Tata Teleservices,'
R )oreign invested companies &;odafone:>ssar, 6harti Airtel, Idea %ellular, =oop $obile,
Aninor %ommunications'
(ata related to the different competitor is given as follows.
"rivate operators hold ,,.*2@ of the wireless market share where as 6#9= and $T9=,
two "#A operators hold only 11.21@ market share. The graphical presentations of market
shares and shares in net additions of all the service providers during the month of Huly
*/11 are given belowF
#ervice "rovider wise $arket #hare as on 11./2.*/11

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Marketing Report
Composition of Telephone S!s"#i!e#s

!(
Marketing Report
$ahanagar Telephone 9igam =imited &$T9='
N$me Mahanagar Telephone Nigam
Limited (MTNL)
%e$# of Est$!lishment 1986
Comp$n& P#o'le MTNL was set up by the
Government o !ndia
to upgrade the "uality o tele#om
servi#es$
e%pand the tele#om networ&$
introdu#e new
servi#es and to raise revenue or
tele#om development needs o
!ndia's &ey
metros( MTNL with a mar&et
share o about
1)* o the National tele#om
Networ& has a #ustomer base o
+(9, million(
The Govt( - !ndia #urrently holds
+6(,+* sta&e in the #ompany(
A"(isitions ) St#$te*i"
Alli$n"es
MTNL has ormed a .oint /enture
#ompany in Nepal by the name o
0nited Tele#om Ltd(
(0TL) in #ollaboration with
Tele#om 1onsultants !ndia
Limited (T1!L) in ,221 or
providing 3LL based basi#
servi#es in Nepal(
MTNL has set up its 122*
subsidiary( Mahanagar Telephone
Mauritius Limited(
(MTML) in Mauritius$ or
providing basi#$
mobile and international long
distan#e #alls(
Bharti Airtel
N$me B0arti Airte/
%e$# of Est$!lishment 32'
Comp$n& P#o'le 4harti Tele5/entures Limited was
in#orporated on .uly 6$ 199+ or
promoting investments in
tele#ommuni#ations servi#es( !ts
subsidiaries operate tele#om

!)
Marketing Report
servi#es a#ross !ndia( 4harti's
operations are broadly handled by
two #ompanies7 The Mobility
Group and The !notel Group(
+lo!$l P#esen"e) M$#,etin*
Net-o#,
The mobile business provides
mobile 8 9%ed
wireless servi#es using G:M
te#hnology a#ross
,) tele#om #ir#les$ it also o;ers
broadband and 9%ed line servi#es
in 86 #ities( They also o;er !<T/
8 =T> servi#es(
A"(isitions ) St#$te*i"
Alli$n"es
Bharti Telecom and British
Telecom formed a 51%:49% joint
venture, Bharti BT Internet for
providing Internet services, in
199
Bharti Tele!"entures ac#uired an
e$ective
%&'%(% e#uit) interest in Bharti
*o+ile
,formerl) -T *o+iles., the cellular
services
provider in /arnata0a and Andhra
1radesh
circles in 1999 Bharti Telesonic
entered into a joint venture, Bharti
A#uanet, 2ith 3ingTel for
esta+lishing a su+marine ca+le
landing station at 4hennai in &551
A 55:55 joint venture +et6een
Bharti and 3ingTel, to underta0e
the largest infrastructure pro?e#t
between :ingapore and !ndian
#ompanies in ,221
.t#e P#ospe"t Bharti Airtel compan) is planning
to set up
%555 more to6ers as part of
enhancing their
rural coverage and 6ill no6 focus
on rural and semi!ur+an areas'
7eliance 4ommunication
N$me @elian#e 1ommuni#ations

!2
Marketing Report
Aear o Bstablishment 1999
1ompany <ro9le @elian#e Tele#omCs 1=MD servi#e
is available in ,2 #ir#les and G:M
#ellular servi#es are available in
)E2 towns within its eight5#ir#le
ootprint( @elian#e !no#omm also
o;ered or the 9rst time in !ndia$
mobile data servi#es through its
@3orld mobile portal( This portal
leverages the data #apability o
the 1=MD 1F networ&( @elian#e
!no#omm o;ers a #omplete range
o tele#om servi#es #overing
mobile and 9%ed line telephony
in#luding broadband$ national and
international long distan#e
servi#es$ data servi#es and a wide
range o value added servi#es and
appli#ations aimed at enhan#ing
produ#tivity o enterprises and
individuals(
+lo!$l P#esen"e) M$#,etin*
Net-o#,
@elian#e 1ommuni#ations has !<5
enabled
#onne#tivity inrastru#ture
#omprising over
1+2$222 &ilometers o 9ber5opti#
#able systems
in !ndia$ the 0:$ Burope$ Middle
Bast$ and the
Dsia <a#i9# region(
D#"uisitions G :trategi#
Dllian#es
!nternational wholesale
tele#ommuni#ations
:ervi#e provider$ HLDG Tele#om
amalgamates with @elian#e
Gateway$ a wholly owned
subsidiary o @elian#e !no#omm
in ,22E
Tata Teleservi#es
Name Tata Teleservi#es
Aear o Bstablishment 1996
Comp$n& P#o'le Tata Teleservi#es is a part o the
I1, billion

!3
Marketing Report
Tata Group$ whi#h has 9)
#ompanies$ over
,22$222 employees and more than
,() million shareholders( Tata
Teleservi#es' bou"uet o
telephony servi#es in#ludes
Mobile servi#es$
3ireless =es&top <hones$ <ubli#
4ooth
Telephony and 3ireline servi#es(
-ther servi#es in#lude value
added servi#es li&e voi#e portal$
roaming$ post5paid !nternet
servi#es$ )5way #oneren#ing$
group #alling$ 3i5Hi !nternet$ 0:4
Modem$ data #ards$ #alling #ard
servi#es and enterprise servi#es(
+lo!$l P#esen"e) M$#,etin*
Net-o#,
Tata Teleservi#es has presen#e in
a#ross 19
#ir#les that in#ludes Dndhra
<radesh$ 1hennai$
Gu?arat$ Jarnata&a$ =elhi$
Maharashtra$
Mumbai$ Tamil Nadu$ -rissa$
4ihar$ @a?asthan$
<un?ab$ >aryana$ >ima#hal
<radesh$ 0ttar
<radesh (B)$ 0ttar <radesh (3)$
Jerala$
Jol&ata$ Madhya <radesh and
3est 4engal(
A"(isitions ) St#$te*i"
Alli$n"es
Tata Teleservi#es has a#"uired
>ughes
Tele(#om (!ndia) Limited Know
renamed Tata
Teleservi#es (Maharashtra)
LimitedL in ,22,
.t#e P#ospe"t The #ompany is also e%panding its
ootprint$
and has paid @s( E(16 billion (I92
million) to
=oT or 11 new li#enses under the
!01
(inter#onne#t usage #harges)
regime(

"4
Marketing Report
"odafone
9ame ;odafone
%e$# of Est$!lishment D#"uired ma?ority sta&e in >ut#h
Bssar in !ndia$ by buying out
#omplete sta&e o >ut#h in ,226$
Bssar is still minority sta&eholder
in #ompany
Comp$n& P#o'le /odaone Bssar in !ndia is a
subsidiary o /odaone Group <l#
and #ommen#ed operations in
199E when its prede#essor
>ut#hison Tele#om a#"uired the
#ellular li#en#e or Mumbai(
/odaone Bssar now has
operations in 16 #ir#les #overing
86* o !ndiaCs mobile #ustomer
base$ with over E+(68 million
#ustomers( /odaone Bssar$ under
the >ut#h brand$ has been named
the CMost @espe#ted Tele#om
1ompanyC$ the C4est Mobile
:ervi#e in the #ountryC and the
CMost 1reative and Most B;e#tive
Ddvertiser o the AearC(
Global "resenceD $arketing 9etwork It has operations in *. countries across .
continents and 0/ 9etwork partner
networks with over *// million customers
worldwide.
Acuisitions D #trategic
Alliances
.t#e P#ospe"t /odaone Bssar is e%pe#ting to
tou#h over )+
million #ustomers a#ross E22$222
shops and
thousand o vodaone's own
employees along with employees
o its business asso#iates(
Idea
N$me !dea
%e$# of Est$!lishment 188.

"
Marketing Report
Comp$n& P#o'le !dea 1ellular is part o the Dditya
4irla Group$
whi#h is !ndiaCs 9rst truly
multinational
#orporation( Dditya 4irla Nuvo
Ltd( holds )+(6
per #ent$ 4irla TMT >oldings Ltd(
EE(9 per
#ent$ Grasim 6(+ per #ent$ and
>indal#o 12(1
per #ent in !dea(
+lo!$l P#esen"e) M$#,etin*
Net-o#,
>as a #ustomer base o over 16
million$ !=BD
1ellular has operations in =elhi$
Maharashtra$
Goa$ Gu?arat$ Dndhra <radesh$
Madhya
<radesh$ 1hattisgarh$
0ttaran#hal$ >aryana$ 0<3est$
>ima#hal <radesh and Jerala(
Acuisitions D #trategic
Alliances
Merged with Tata 1ellular Limited
in ,221$
thereby a#"uiring original li#ense
or the Dndhra <radesh 1ir#le
D#"uired @<G 1ellular Limited
and #onse"uently the li#ense or
the Madhya <radesh (in#luding
1hattisgarh) 1ir#lein ,221 !n
,22E a#"uired Bs#otel$ in#umbent
#ellular servi#e provider in
>aryana$ 0<(3) 8 Jerala and
new li#ensee in >< D#"uired
Bs#orts Tele#ommuni#ations
Limited (subse"uently renamed as
!dea Tele#ommuni#ations Limited)
in ,226 Merger o seven
subsidiaries with !dea 1ellular
Limited in ,226
.t#e P#ospe"t Idea also plans to enter rural and neglected
circles as a strategy to gain subscribers.
5ther
advancements in the telecom industry will
help it cut costs : use of e:mail to send bills
to customersP sharing cell sitesP smaller
base
transmission stations that will mean lesser
infrastructure reuirements and e!penses
and independent tower operators. Along

"!
Marketing Report
with its plan to go for a national long
distance licence, it will also look at
international long distance in the near
future.
4& 7inancial #rends
6#9= suffered a ./@ increase in the net loss of about -s.*2*. crore in */11 from
-s. 1,** crore in */1/. Its market share decreased from 1*.,@ to 11./*@ in */11 in the
mobile category.
-etailers $arginF The retailers are provided with a constant margin of *..@ across all the
range of sale it does
.in$n"i$l D$t$ Ope#$tion$l D$t$
%e$#
Re/ene
s Rs C#.
P#o'
t Rs
L$n0lin
e mn
Mo!il
e mn
B#o$0!$
n0 mn
M$#,et
Sh$#e 1
2223 1,/02
"443
%& !3%' &(%!" "%44) 2%((
2224 1.,11.8
')&%
3 !2% (!%2 &%) '%(
2212 1*/0..0
5
2!!
%) !'%(' 2(%) (%2 !%2
2211 112*,
5
!)!' !%!! 3%2" )%&3& %4!

""
Marketing Report

"&
Marketing Report

"'
Marketing Report
8& S86#
Stren.ths
Integrated telecoms operator offering fi!ed:line &local and (=(D I=(', fi!ed:
wireless, mobile and broadband services.
=eading local fi!ed operator, with more than 2*@ market share in land line and
about 81.2mn mobile subscribers &Hune */11' in a fast:growing market. IndiaBs
fourth largest G#$ operator.
6eing a government owned company it gets access to the spectrum and other
scarce telecom infrastructure easily.
Anparallel rural reach gives it competitive advantage over its competitors.
8eaknesses

"(
Marketing Report
for the financial year ended $arch */11 &latest available results', 6#9= reported a
net loss of I9-*2.2*bn, a significant change from the net profits of I9-..208bn
and I9-1/./80bn in the )N*//,D/8 and )N*//2D/, respectively.
$obile operations hampered by a comparative lack of investment in G#$
network.
=a! attitude of employees leading to constant loss of market share and revenues
633ort(nities
%urrently of a si7e ,.1 million &G#$ and %($A', this sector is e!pected to reach
a si7e of nearly 8// million subscribers by financial year */11.
The big takeoff is e!pected with the rollout of 1G services.
The teledensity of rural india is about 10 which represents huge opportunity to tap
the rural population which comprises about 2/@.
"otential of mobile market especially within 1GP 6#9= targets 1.mn 1G
subscribers within three years.
"rivatisation of 6#9= would likely lead to increased levels of investment in the
company.
<uge potential for mobile internet in rural India.
#hreats
<ighly competitive telecom sector with powerful and strong competitors
<igh cost of 1G spectrum and less demand hurting the balance sheet of 6#9=
$arket reaching saturation level in high revenue urban sector with teledensity of
about 1+*.
9& S#9A#5?'5S
ServiceF
o Identifying various types of customers according to usage and
dividing them into categories and providing them with various benefits for
customer loyalty and retention
o $ore plans and content for value added services to target mainly to
the youth population of India a segment where it is weak especially in
urban area the high revenue generation segment
o (eveloping a ;A# for rural customers especially farmer like
weather forecast, market rate of commodities and other services like health
info, government schemes.

")
Marketing Report
PlaceF
o 6#9=Bs products are available in only 0/@ of the outlets as
compared to the market leader 8/@ increasing the penetration as far as
point of sale is concerned
o (edicated customer care outlets for sale and service in tier 1 cities
and metros where it is present
PromotionF
o It is one of weakest link in the marketing mi! of 6#9=. The
promotional campaign of 6#9= lacks the innovation in terms of content.
o The visibility of the e!isting promotional activities is poor and
doesnt attract to its target population.
o Improving the visibility of its promotional campaign by placing
their ads in the prime time slot of top television soaps to target high usage
customer.
o An e!tensive promotion campaign is needed to target the youth
which is the highest proportion of population to advertise all its youth
centric plans and services
o #ponsoring college festivals and other youth festivals for better
reach and visibility.
o "romoting 6#9= in rural India by associating with rich traditional
media forms like folk dances, puppet shows, melas, etc with which rural
consumer are comfortable and familiar can be used for high impact
product campaign
PeopleF
o Inconvenience caused due to untimely and poor service by its
customer care e!ecutives at its outlets in had a huge impact on its market
share which reduced from 11@ in *//+ to 11.*@
o "roper training of customer care e!ecutives and huge customer
centric initiatives like uick and responsive action on complaints and
activations
Process
o There are problems related to long call waiting, unanswered calls
and poor response time of customer care e!ecutives over its call centre.
o The website of company is not user friendly and encounters
freuent problems in its operations
Physical videnceF
o Improving the ambience of the customer care outlet
o Improving the service e!perience of customer by providing uick
and easy disposal of customer complaints. Tie up with mobile phone
manufacturers to provide value for money handsets to attract low usage
customers.

"2
Marketing Report
10& Concl(sion@
The telecom sector has been one of the fastest growing sectors in the Indian economy in
the past years. This has been witnessed due to strong competition that has brought down
tariffs as well as simplification of policy environment that has promoted healthy
competition among various players.
The mobile sector alone has been growing rapidly and has emerged as the fastest growing
market in the whole worlds. %urrently of a si7e ,.1 million &G#$ and %($A', this
sector is e!pected to reach a si7e of nearly 8// million subscribers by financial year */11.
The government has eased the rules regarding inter circle and intra circle mergers. This
has led to a slew of mergers and acuisitions in the recent past. Also as the sector is
moving closer to maturity, further consolidation is a reality and this will lead to the
survival of more profitable players in this segment.
In order to further promote the use of Internet in the country the government is taking
proactive steps to develop this sector with the help of the various players in this segment.
)or this purpose, the use of broadband technology is being mooted and this will go a long

"3
Marketing Report
way in improving the productivity of the Indian economy as well as turn out to be the
ne!t big opportunity for telecom companies after the mobile communications segment
9on:voice services and ;A# are the gold mines. The big takeoff is e!pected with the
rollout of 1G services.
Internet users base fast reaching near the >nglish speaking population base. =ocal
language and content reuired for further growth Infrastructure euipment cost is down to
a fraction of what prevailed Gust a few years ago. 5perators can plan better e!pansion plan
now Increased viability for the operators to e!pand to semi:urban and rural markets,
hence, accelerate growth further
Its not without reason that India is tipped to be the worlds third:largest economy by
*/./S
9o wonder if it happens much earlier Investors can look to capture the gains of the Indian
telecom boom and diversify their operations outside developed economies that are
marked by saturated telecom markets and lower G(" growth rates.
At a time when global telecom maGors are struggling to cope with their losses and the
rollout of 1G networks, which has been a non:starter for close to a year nowP India, with
its telecom success story, represents an attractive and lucrative destination for investment.
11. -eferencesF
0ttp:66te707ir7/e%*77ir7/e%7om6'446in+ia5te/e7om,5in+$,tr85to5to$705
re*en$e,5o.5r,5"))(2"57rore51et-een5!445an+5!4&6
0ttp:66---%1,n/%7o%in67ompan869nan7e%0tm
0ttp:66---%1,n/%7o%in6,er*i7e%0tm
0ttp:66---%1,n/%7o%in6a1o$t%0tm
0ttp:66---%trai%go*%in6pre,,re/ea,e,:/i,t:8ear%a,p
0ttp:66---%+ot%go*%in69n,tat$,69n,tat$,%0tm
0ttp:66---%7oai%7om6,tati,ti7,%p0p
'ndia #elecomm(nications 9e3ort E0 2011 C *y *(siness ,onitor 'nternational
-rinci3les o% ,arketin. C -hili3 Fotler/ ?ary Armstron./ -ra%(lla < A.nihotri/
5hsan (l HaG(e

&4
Marketing Report

&