SUMMER TRANNING PROJECT REPORT
“CUSTOMER SATISFACTION OF BSNL”
Submitted in partial fulfilment of the requirement for
the award of degree
MASTER OF BUSINESS ADMINISTRATION
BY:Ms. Nishtha Sharma
MBA IIIrd SEM
2. Roll No12021335
CERTIFICATE OF OROGINALITY
I Piyush Tewari Roll No 12021335 a full time bonafide student
of first year of Master of Business administration (MBA) Programme
of IFTM University, Moradabad . I hereby certify that this project
work carried out by me at BSNL Bareilly and the report submitted in
partial fulfillment of the requirement of the programme is original
work of my under the guidance of the industry mentor P. K Kashyap
and Faculty mentor Nishtha Sharma , and is not based or reproduced
from any exiting work of any other person or any earlier work
undertaken at any other time or for any other purpose and has not been
submitted anywhere else at any time.
It is sense of immense pleasure & satisfaction for me that this Research
Project report has been successfully completed.
I have made his
project as concise as possible and also arranged the topic in straight
forward and logical manner.
I express my sincere gratitude to Dr. Manjula jain for providing me
an opportunity to undero summer tranning at BSNL Bareilly.
I am grateful to my faculty guide Ms. Nishtha Sharma who has given
me this opportunity to prepare this project and provided her valuable
I am also grateful to my parents and friends who inspired me to put my
SATISFACTION IN BSNL
6. EXECUTIVE SUMMARY
This Research project in Bareilly region to study there “ STUDY & ANALYSIS
OF BSNL MANAGEMENT
The research is done by visiting all the BSNL in whole Bareilly region thus.
Undertaking there working culture and simultaneously interacting the walk in
customer reading there mentality and listening to the problems & suggestion if
any, also providing a suitable treatment to the problem if available with us.
The research Methodology used to collect the data was Questionnaire method,
Personal interviews and techniques. In order to maintain un-biasness a random
sample of 150 people from 3 classes viz. businessmen, servicemen, student &
All the data has been properly gathered and analyzed. The finding have been
presented in a lucid manner using various graphs. Also problem areas, short
& explaned in detail and suggestions are given with
in order to help BSNL desigen the future marketing
strategies to take leverage out of it.
Certificate of originality
Services of BSNL
Objective of study
Data prsentation and analysis
9. COMPANY PROFILE
BSNL is a leader in GSM mobile telephony in india. It also has a significant
share in the GSM mobile market.
The mobile communication market is
characterized by immense competition with large player fighting for the market
share. BSNL has a superior infrastructure, which is a big advantage to it. The
company faces many problem on account of its faulty billing system and poor
response to its GSM iniative , BSNL has positioned its brand primarily as a
“common man’s phone” and supported it by providing the lowest tariff plans in
the industry. For distribution BSNL has setup a large number of BSNL web
words and retails points of sale all over the country. BSNL is also aggressively
into the billboard space.
The four main existing customer segments are in the metros, and the category A,
B, C categories circule. Tata tele services, Bharat Sanchar Nigam Limited.
Idea Celluar BPL mobile,
and Vodafone services are the main
competitors of Reliance. BSNL communication, with its “mass a marketing
strategy”has been successful in attaining a large customer base within a sort span
of time. throgh the subscriber base in high, the growth seemd to have slumped
dramatically in the last year. the reason for this drop in the growth of subscriber
base can be attributed to the changing telecom scenario. . This has left title to
segments in terms of the market, where in the differentiation was purely on the
basic of image. BSNL communication current targeting approach is a massmarketing method that tries to address the needs of the entire market and widen
its subscriber base.
10. This plan proposes to launch a new service catering to the identified target
market while maintaining the existing service without any repositioning. The
marketing objective of BSNL communication as per this marketing plan are to
increase market share of BSNL communication in mobile services market to 30%
by the next year and to attain revenue of Rs. 11, 000 crores by the same period.
The monthly expenses for the various marketing actions programs mentioned in
the plans have been estimated in the report. The projected additions to the
subscriber base and revenue earning projection have been also included in the
report. The key focus is on the product bundle that should be provided to attract
the largest possible chunk of the youth market. For this, newer feature that need
to be incorporated were explored and proposed.
The pricing need to be
competitive, as the target segment is demanding, yet price sensitive. BSNL
communication also needs to come up with offerings in the niche segment as well
and look for further scope to segment the market and likewise come up with wellpriced products to tap the maximum potential. Next the product- services bundle
has to be packaged in such a way that it acts as a source of differentiation and the
promotions should be focused make use of this differentiating factor. Finally,
with newer demands, the retail network needs to be revamped and all issues
pertaining to territorial adjustment need to be worked out.
To become the largest telecom service provider in South East Asia.
1 - To provide world class state –of –art technology telecom services on demand
at affordable price.
2 - To provide world class telecom infrastructure to develop the country’
1- To be a Lead Telecom Services Provider
2- Build customer confidence through quality and reliable services
3- Provide Bandwidth on demand.
4- - Contribute towards
12. SERVICES OF BSNL
13. Description of the Brand , Product, Category & Company
BSNL Mobile- Postpaid
The postpaid plans have been specifically designed to help the customer save on
costs. Depending on the customer usage and the customer budget, the customer
has a choice of plans with economical tariff rates.
Unlimited Talktime Pack
Now the customer can enjoy the benefits of making unlimited Calls to other
BSNL Phones within the customer’s circle, Absolutely Free.
Get Started Kit
The customer can now set the customer free with the new Get started Kit from
BSNl has introduced the most convenient mode of Bill Payment. The customer
can now pay the bills directly from Credit Card or Bank Account and save
BSNL now offer its subscriber’s significany saving for voice calls made to any
Innmarsat number. The saving could be as high as 70% depending on the type of
terminal and the location.
BSNL india Mobile – BSNL postpaid
CNJ 199 SOHO Plan
Now people who mainly use mobile for local call can save their lot of money by
using this Plans
NJ 499In this plan all calls free to any BSNL Mobile within the region. Call from
UPE/UPW made to any mobiles phones in the region of Haryana, Punjab, HP,
Rajasthan and Delhi Charged 50 paise per minute only.
MY Unlimited 440Call made to any phone expect BSNL MOBILE charged 99 paise per minute.
Call made to BSNL mobile is free all over in India.
Other PlansUnlimited 399. NJP 124, BSNL India 299 & 399
15. Fixed Wireless PhonesBSNL has launched FWP to increase its market share.
Cost of phone is very low. There are various plans for customers as One India
plans 180, Plan 125, Plan 299, One India Plan 225, One India Plan 180.
BSNL Data Card USB Modem
BSNL has launched data card and modem for the people who want to use the
Internet on their computer. These are differents plans for different need of
customer. BSNL has presented the new Rs. 360 and Rs. 335 recharge vouchers.
BSNL has introduced E-recharge from it prepaid Now the customer can recharge
the customer ‘s prepaid with any amount.
SMS Top-Up Cards
BSNL offers to top up the customer’s prepaid with the new sms top-up for Rs 55
only, and send free unlimited SMS (local or national) to any BSNL phones
Get Started Kit
Gone are the days when the customer were bound by a particular handset and a
certain phone number. The customer can now set themselves free with the new
Get Started Kit from BSNL Mobile.
16. The Product Category
Cellular Services, Prepaid and Post Paid
India is one of the fastest growing markets for wireless technology.
country’s mobile operators are currently providing services based on
predominantly on GSM. Whilst india has been moving into advance forms of
mobile technology. including GPRS and EDGE, The country has stopped short
of extensive adoption of 3G, although trail services are being set up. Prepaid
services have been an important driver of growth subscriber number and
represent around 75% of the total mobile subscriber base. The first mobile
service were introduced in 1996, but did not take off until 1988. Mobile data
services are expected to grow strongly on the back of rising mobile subscription.
In the India mobile market, GSM continues to be the technology plateform of
choice since the first networks began to be rolled out in 1995. A significant event
occurred, however, when the government allowed use of rival technology, Code
Division Multiple Access (CDMA), for the application of wireless Local Loop
(WLL) services by fixed-line operators.
This was initially done to enable the faster rollout by cable. The government
allowed fixed0-line companies to offer what was referred to as “limited mobile
service” to customers using CDMA in 2001
, hoping that this would attract
private investors into the sector. The move was part of an effort to achieve the
strategic target for boosting phone connection in the country to 100 million by
2005, in a significant move in the context of the government’s open market
policy, US-based Qualcomm announced plans invest up to US$ 200 million in
India’s BSNL communications, a fixed-line start-up of the powerful BSNL
group, which has been plan to deploy the CDMA mobile technology on a larger
scale. BSNL has been granted licenses for fixed-line service in 16 India States,
17. covering 90% of India population. SMS has been the most successful value
added service india’s mobile sector. Research Company Gartner announced in
February 2004 that outbound SMS volumes in India increased by 200. 8% per
year-on- year to reach 7. 39 billion messages in 2003. That was equivalent to 35.
8 outbound SMS messages per celluar connection per month. SMS based usage
such as text based information/enterainment services on-demand, games and
promotions/marketing activities are expected to grow. While MMS has been
touted in other Asia Pacific markets,
MMS provides longer text messages, in addition of music and picture, and allows
the sending of message to multiple recipients. BPL mobile, which one has been
operating mobile services in Mumbai. Maharasthra. Goa, Kerla, Tamil Nadu and
Pondicherry, with a network spanning 209 cities launched india’s first MMS in
October 2002, making India the Fourth country in the Asia Pacific region to
commercially launch the service.
The introduction of MMS followed in the from the wide acceptance and usage of
SMS. The association of United Telecom service Provider of India (AUSPI)
The Company-BSNL Communication
Working at breakneck speed, from late 1999 to 2002 BSNL infocomm built the
backbone for a digital india 60, 000 kilometers of fiber optic backbone,
crisscrossing the entire country. The BSNL communication pan India networks
was commissioned on December 28, 2002.
BSNL communication network is a pan India, high capacity, integrated (wireless
and wire line) and convergent ( voice, data and video)digital network, designed
to offer services that span the entire communication valve chain – infrastructure ,
services for enterprises and indivisuals,
applications and consulting.
18. network is designed to deliver services that will foster a new way of life for a
Rationale for Selection
India continues to be one of the fastest growing major telecom markets in the
world. Sweeping reforms introduced by successive Indian government over the
last decade have dramatically changed the nature of telecommunication in the
country. Analysis expect india’s mobile phone industry, in particular, to continue
its boom and to grow almost five-fold forms its 2001 levels to more than 30
million subscribers by 2005, a compounded annual growth rate of more than
50%. The mobile sector has been especially robust. it has been experience
consistently high annual subscriber growth rates -96% in 20, 80% in 2001 and
90% in 2002 – moving from 1. 58 million subscriber at the end of 1999 to10. 5
million at the end of 2002. By end 2003, it had passed the 28 million mark
following a year where growth was more than 150%. Early 2005, The number of
mobile subscriber, GSM and Code Division Multiple Access (CDMA), had
increased from 33. 58 million in march 2004 to 52. 17 million in march 2005 as
mobiles tariffs fell by 35% during the year. The number of fixed line subscriber
had grown by only 8% during the year, from 42. 58 million in March 2004 to
March 2005. India’s total telephone subscriber base has reached 98. 5 million,
representing a total tele-density of just over 9% up from 7. 2% in March 2004.
later in April 2005,
the communication minister announced that the toatal
number of telephone subscriber in India had passed the 100 million mark. The
potential for future growth in the India market also remained highas its teledensity was only 9%. The ministry projected that by 2007. The country would
have with all the villages throughout the country then being connected by the
19. phone. The ministry also noted that some of the lowest telecom charge in the
world, with the minimum effective rates at 1. 20 rupees a call, a drop of 35%
from a year earlier in November 2004. Market analyst Morgan Stanly repoted
that india’s mobile market was expected to grow at a compound average rate of
40% until 2007 India had also emerged as the second-largest market aft mobile
services, after China for mobile handset sales. An industry survey predicated that
at least110 million new mobile phone subscriber would be added in India by
2007. Most of the fixed line services added were fixed wireless services
operating in homes on CDMA technology. Another driver in the market has been
the advent of the CDMA-WLL mobile service, which has been BSNL emerge as
a challenger to the GSM operators.
Basic telephone Services
The plain old country wide telephone service through 32, 000 electronic
exchanges Digitalized Public Switched Telephone network (PSTN).
BSNl launched Data One Broadband service in January 2005 which shall be
extended to 198 cities very shortly. The service is being provided on existing
copper infrastructure on ADSL technology. The minimum speed offered to the
customer is 256 Kbps at Rs 250 per month only. Other services such as VPN
multicasting, Video Conferencing, Video-on- demand, , Broadcast application e.
t. c will be added.
Keeping the global networks networked, the contry wide internet services of
BSNL under the brand name includes internet dial up/ leased line access, CLI
based access (no account is require) and DIAS services, for web browsing and Email applications. You can use Dial-up sanchar net account from any palace in
india using the same access ni’172233’. The facility shish no other ISP has.
BSNL has customer base of more than 1. 7 million for Sancharnet service. BSNL
also offer web hosting and co-location services at very cheap rates.
Integrated Services Digital Network Service of BSNL utilizes a unique digital
network providing high speed and high quality voice data and image transfer over
the same line. It can also facilitate both desktop video and high video
Intelligent Network Service offers value-added services, such as:
Free Phone Services (FPS)
India Telephone Card ( prepaid Card)
Account Card calling (ACC)
21. Leased Lines & Datacom
BSNL provides leased lines for voice and data communication for various
application on point to point base. medium and low speed leased data circuits as
well as dial-up lines. Managed Leased Line Network (MLLN) offers flexibility of
providing circuits with speeds of 64 kbps up to 2 mbps.
Wireless in Local Loop
This is a communication system that connect customer to the Public Switched
Telephone Network (PSTN) using radio frequency signals as a substitude for
conventional wires for all or part of the connection between the subscriber and
the telephone exchange. Helping relieve congestion of connection in the normal
cable/wire based network in areas. Connecting the remote and scattered rural
areas. Limited mobility without any air-time charge.
SERVICES of BSNL
offers you a host of value –added service:.
Voice-mall service : 24 hour personal call answering
Call wating allows you to put a current call on hold and make a second call.
Call divert: allows you to divert call with in your SDCA
Dynamic STD/ISD Locking
Data/Fax transmission (up to 144. Kbps),
Morning alarm/ Hotline
22. The standard application form prescribed for new telephone connection can be
obtained free of cost from any of the designated office of the BSNL or the
customer Service Centre Located any where in the in country. A bona-fide
verification for new connection is done by the department.
Exemption is security Deposit (ARD) for CISs.
security deposite can be
exempeted for bulk demand of 5 or more new connection by commercially
important customer. In case there is a default in payment is any a normal calling
pattern is habitual delay in payment the requisite ARD can be levied.
Shifting of telephones
Shifts are of the following types:
Within the same exchange area from one exchange area to another exchange area
in Multi-exchange areas all India shift within same Telephone System at any time
with in the same exchange area. . application for shift be made in prescribed from
any type of transactions copy of registered deeds. SSI application for shift will
not be enterained unless the SSI certificates contains the new factory/accessories
in the new installation address. Shifting charges with effect from 24. 11. 2003 for
local as well All India shifting of fixed Telephone (before) has been abolished.
Voice Mail service
Short Message Send (SMS)
All India roaming
23. Call waiting and Call holding facility
Unified Messaging Service
GENERAL PACKET RADIO SERVICES
GPRS ( General Packet Radio Service) offer high speed data services in GSM
network. It uses Packet Mode Technique to transfer data and provides
connectivity internet. Users will be able to browse internet using handset
supporting internet browsing. Using GPRS you can download in your mobile the
Polyphonic ring tones
25. The project assigned to me was “comparative study of BSNL in Bareilly
It was a very interesting project,
which providers me the opportunity to
developed my marketing skills
I had to find out following:
What services, with what features today customers wants from its services
providers, and also with what price tags.
What BSNL need to offer to its customer, so as to gain its share.
What feature in our value vouchers can provides BSNL an edge over its
26. OBJECTIVE OF
27. OBJECTIVE OF STUDY
• Analysis of customer Prefence with respect to BSNL networks and BSNL.
• To study of the age of the user with respect to BSNL networks.
• To study bill adjustment of BSNL.
• To study the satisfaction level of bill clarifiation in comparison of BSNL.
• To study the attitude of customer care staff towards BSNL.
It is very important to set objective clear before conduting research. if the
objective are clear than Dthe research may become waste and disadvantage
for whom it is conducted.
To make the goals very clear, were chosen the following objective:
Determining the percentage of awareness and users of BSNL
The objective of this research is increase the awareness of BSNL
2) Determine the brand value of BSNL mobile in market
how what people about BSNl in term of price rate. utility and Network
3) Determining the percentage of Average Monthle Telecom spent by
How much telecom spent by users in month. It is helpful for
determining the percentage of users which maximum spent in Month.
28. 4) Determining the percentage of people who are interested to acquired
a BSNL Mobile Connection.
Many People are loyal acquire BSNL MOBILE,
WLL and Mobile
5) Determining the Brand value Of BSNL in Market.
How what people about BSNL in terms of price Rate utility and Network
6) Determining the percentage of average Monthly connections spent by
How much telecom spent by user in monyh. It is helpful for determining the
percentage of users which maximum spent in Month.
29. SWOT Analysis
30. SWOT Analysis
• Huge basket of product rage which is suitable to all age and income groups
• Large pool of technically skilled manpower with in depth knowledge and
undertaking of market.
• Well established training infrastructure & skilled faculties to take care of
• Strong and well spread network.
• Heavy management expenses and administrative cost.
• All operating offices do not function as profit centre.
• Poor retention percentage of tied up agents.
• Vertical hierarchical reporting structure with many destinations and cadres
leading to power
• Competition will devlop a better understanding of consumer requirement
leading to more customized products apt for market place.
• There will be only increase of efficiency and quality of service to
sonsumer but also there will be a wider choice of prices and there will be
• The introduction of advance selling techniques with international flavor
will direct the sector towards a high growth trajectory.
• Liberalization in this sector will cause market disorder.
• The company is facing some threats from the existing private player in the
• Competition will bring pressure on profits.
33. RESEARCH METHODOLOGY
Research Tools – Questionnaire method, personal interviews and observation
were the three techniques made to collect data for this study.
Area – Bareilly Region
Sampling Method – convenience
Sample Size – 150 ( equally divided in to Business men, servicemen & students.
Primary data – it has been collected by applying any of the given research tool,
which best suited that situation
Secondary Data – it has been collected through various magazines, ,
newspapers, websites as.
34. PREFERENCES:Drivers and inhibitors for mobile Growth in south asia, By K V Seshasayee
(Hinduja TMT), T V Ramachandran ( Director Genral COAI)
Press release by clint Wheelock, Director of In-Stat/MDR.
The Indian Telecom Services Performance Indicators Jan-Mar 2008’,
Telecom Regulartory Authority of India.
Study paper on Indicators for Telecome Growth’ 2005’,
Regulatory Authority of india.
Regulation on quality odf services of basic ans Cellular Mobile
Telephone Service 2008’, Telecome Regulatory Authority of India.
Study paper on Financial Analysis of Telecome Industry China and
Press realese on growth of Telecom Market by Telecom Regulatory
Authority of India.
‘Money-spinners All”, Business line, by Thomas K. Thomas.
Role of media vechiles, domain-b. com, Shubha Madhukar, 20 August
Wooing Genration Next , rediff. com, Nandini Lakshman, June 12,
Top advertisters hike ad spends in 2004,
Business Line , Nithya
Subramanian, Feb 8. 2005.
Finacial Presentation H1 FY 2003-04, BSNL Industries Limited Oct
Ringing in the rupees, The alternative Assets Network, V. G. Kulkarni.
36. According to the survey done on 150 customer mobile users. It was found 57% of
them were using BSNL connection and 43% of them using BSNL connection
After interacting with 150 million mobile user. It was found 57% customer are of
BSNL service users. so this is a segment which provides vast opportunity for
BSNL is India’s fastest growing cellular service. Approximately 11% of people
in India are using BSNL. They have brought GSM service.
37. BSNL Network User
28 %b user use BSNL network Post paid
72% user use BSNL networks Pre Paid
According to the survey done on 150 customer users. It was found that
65% of them were using prepaid services while only 35% of them
using postpaid service.
After the survey in BSNL done on 150 mobile users. It was found that
25% of the mobile for incoming call purpose.
About 25 % of mobile users mobile mainly for outgoing at night
increased price war has made mobile phone a luxuary gadget.
about mobile phones has shifted from an
incoming device to an outgoing one.
BSNL is the fastest growing private company in the telecom sector of
the region & posing stiff competition to both the older players Cellone.
Cellone (BSNL) Is government company but at the same time facing
threats from the new & strong entrant.
No drought Prepaid is the first choice of customers because still.
Above 60% of the subscriber are using mobile as a secondary medium
to communication but the fact on the other hand is true that Postpaid
Connection are increasingly at a faster rate.
This is because the most attractive Tariff Rates & Schemes. And
BSNL is the leader in this section with lots & lots of schemes for each
kind of user.
BSNL enjoys a brand image (with over 4. 7 million subscriber), a
good and strong customer care cell, and the most attractive Schemes
(both in no. & weight- age).
Most of the people do not know that their BSNL bill could also be submitted on
NET. So tehere should be specific, Information written on the bill reaching their
Customer care service should be enhanced. The surroundings there should be
quiet with no voices from the background its very difficult to talk & understand
as tha palace seems to be a fish market`. And the executive should talk to the
caller in the language he/she has reached I, e English or Hindi as told by the
computer when the number is dialed.
All the talks at customer care should be recorded and heard by company officials
at the end of the day and corrections. Update information & instruction for
improvement be given and recorded some where to know the efficiency of the
Sim checking facility should be made available at each Franchisee.
Detailed Bill should always be given free of cost to subscriber.
This information helped me in enhancing the affectivity of this presentation.
There are several sources which provided me the valuable information about
Information collect by these websites.
HYPERLINK “ttp://www. airtelworld. com
HYPERLINK “http://www. bsnl. in
HYPERLINK “http://www. relianceworld. com
HYPERLINK “http://www. answer. com
HYPERLINK “http://www. google. com
www. quickmba. com
Business today Magazines
Business outlook Magazines
Times of India
Q. 1 Which operator’s connection do you Use. ?
Q. 2 From how much time you are using it. ?
1) Than 6 Month
2) Than 1 Year
3) Than 2 Year
4) Than 3 Year
Q. 3 Which is the following service you are
Q. 4 What is the satisfaction level of customer care staff’s attitude. ?
Q. 5 What is your basic requirement for mobile
46. Q. 6 What is your Basic requirement for mobile
1) Only the incoming calls
2) Only for outgoing calls
3) For outgoing calls in night
4) More SMS
Q. 7 Do you know about value Voucher. ?
Q. 8 Do you know about VAS. ?
Q. 9 Which of the following VAS. ?
1) Hello Tunes
2) Call Conference
3) Ring Tone
4) Missed Call Alert
Q. 10 Are you satisfied with BSNL and BSNL Services?