Brand Audit of BSNL Mobile Service
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Transcript of Brand Audit of BSNL Mobile Service
22/3/2011
Brand Audit of BSNL Mobile Service
A Strategic Brand Management Presentation on
Presented By:
Nikita Sanghvi
22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Content of Presentation
Brand Inventory
Brand Exploratory
Batch 2009 - 2011
STEVENS B SCHOOL 22/3/2011
Brand Audit_BSNL Mobile Service
Brand Inventory
Batch 2009 - 2011
22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
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
Source: www.bsnl.co.in
22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
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
Source: www.bsnl.co.in
22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
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
22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Marketing Mix
1. The PRODUCT is provision of communication service( Basic Telephony, mobile ( CDMA, GSM) technologies, Dedicated leased circuits, Voice over IP, Internet services)
2. The PRICE is based on the usage charges as per tariff apart from the installation cost. Discounts are offered to heavy callers.
3. The PLACE of delivery is the customer premises/location.
4. 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.
5. 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.
6. 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).
7. 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.
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Financial Position
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Financial Position
BSNL net loss at Rs 1,822.65 cr in FY10 on reduced tariffSource: 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 connections
BSNL'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 fiscal
BSNL'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.
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Brand Portfolio
In year, 2008, BSNL changed the name of all its existing services to streamline its Brand portfolio
SERVICE TYPE OLD NAME NEW NAME
Landline [Wired] phones Bfone BSNL Landline
CDMA Wireless landlines/mobiles Tarang BSNL WLL
GSM Postpaid Mobiles Cell One BSNL Mobile Postpaid
Dial –Up Internet Sancharnet BSNL Internet
Broadband Internet Dataone BSNL Broadband
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Brand Portfolio
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
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
Source: www.bsnl.co.in
22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
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
Source
: w
ww
.trai.g
ov.in
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Competition
Batch 2009 - 2011
Market Share of Wireless Service Provider s as on 31st
Sept. 2010
Source
: w
ww
.trai.g
ov.in
22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Competition
Batch 2009 - 2011
Source
: ww
w.tra
i.gov.in
_Annualre
port
20
09
_20
10
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Brand Audit_BSNL Mobile Service
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SWOT Analysis
Strengths•• Strong demand, especially for wireless services•• Rapidly growing economy•• First mover advantage in rural market•• Successful software companies catering to global telecom companies•• Presence of global telecom equipment manufacturers with development centers
Weaknesses
•• Telecom Infrastructure•• Double taxation (telecom treated as service and goods)•• Government regulations•• Poor Customer Care Service•• Average promotional campaigns•• Network Problems••Old age employees
Opportunities
•• Low penetration in rural area•• Increased affordability of services and handsets•• Huge potential market (Rural India)•• Increasing value added services•• Increased outsourcing / off shoring (IT/ITES sector)•• Favorable Government initiatives•• Low broadband penetration
Threats•• Intense competition, margin pressures•• Price war among service providers•• MNP•• Technology dependence on foreign companies•• Falling ARPUs
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Communications
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Communications
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Apke ghar me BSNL landline nai hai?
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Communications
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Hindustan Mobile
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Brand Audit_BSNL Mobile Service
Brand Exploratory
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Building Brand Equity
Brand KnowledgeBrand Awareness
Recall
Recognition
Brand Image/ Brand AssociationStrong
Relevant
Consistent
FavourableDesirable
Deliverable
UniquePoint of Parity
Point of Difference
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Qualitative Research
1. Free Association
2. Comparison Technique
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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?
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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
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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
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Comparison Task
PARTICULARSRespondent
Association Reason for Association
Coffee
Technology
Auto
Retail
Fast Food
Color
Pen
Flower
Mobile
Animal
Soft drink
Company
Currency
Place
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22/3/2011
Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
Knowledge Structure
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Bad TVcampaign
Kya Apke gharpar BSNL nai
Hai?Preity Zinta
Likes VodafoneZooZoo
not appealingad
DeepikaPadukone
LessAdvertisements
MNP - wants tochange the
network
Fear ofConnectivityand call drop
frequently
Now & thenNetworkProblem
Available inrural areas
LargeCoverage
Doublerecharge
scheme ( Rs1000 pe Rs
2000 ka talktime)
Good SchemesAnnounced
Festival Time
Dealy inRechargeService
White colourSim Card
Mobile ServiceProvider
ExcellentService
TraditionalDress
DeepikaPadukone Ad
3 G Service
Likes it !High
Broadbandspeed
InternetProvider
ConnectingIndia - Tag line
Biggest Landline provider
Company
Long timeexistence
Indian Govt.Company
Old generationHR
LessKnowledge abt
Technology
LargeOrganization
HugeInfrastructure
Near to MyCollege
friend's home
Bima nagar,Ahmedabad
TelephoneExchange
BSNL
Dial Up NetConnection
Busy customercare line
FrustationVery SlowResponse
No properanswers fromcustomer care
Slow InternetSpeed
Huge MarketShare
Land line
Innovativescheme
unlimited Talktime
111 scheme
ModemProblem
Less costly
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
SFU Associtation
Strong Favourable Unique
Indian Govt. Organisation / Landline Provider Lower Tariffs / Large Coverage Festival Dhamaka
Large organization / Long time existence Good 3G Service Biggest PSU that really works
Mobil e Service Provider / Network Problem
High Speed internet connectivity
3G service / Internet Provider
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Brand Audit_BSNL Mobile Service
STEVENS B SCHOOL
CBBE Pyramid
Batch 2009 - 2011
Resonance: Loyalty, Disconnect the service
Judgments: Low Quality, Unsatisfied Responsiveness
Feelings: Trust, Dislike, Fear
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 SpeedPoor IMC campaign
Salience: PSU, Oldest Landline Connection, 3G Service, Broadband Connection
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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
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STEVENS B SCHOOL
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
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STEVENS B SCHOOL 22/3/2011
Brand Audit_BSNL Mobile Service
THANK YOU
Batch 2009 - 2011