Term Paper of Sales

8/8/2019 Term Paper of Sales

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TERM PAPER OF SALES

&PROMOTION MGT

Develop an online campaign covering all expects of creative execution of BSNL

SUBMITTED TO:- SUBMITTED BY:- MR. ABHISHEK DUTTA

ANSHUL SINGH



ROLL

NO. A56

10907152

INTRODUCTION OF BSNL

Bharat Sanchar Nigam Ltd. (BSNL) is the largest Public Sector undertaking inIndia for providing telecom infrastructure and services. Its net worth is aboveUS$ 10 Billion and its turn over is of the order of US $ 4.6 Billion. BSNL plansto form a panel of professional consulting firms for services in various aspects of telecom business and corporate management covering areas such asorganizational procedures and work processes, tariffs models, market surveys, project consultancy, strategic planning for technology evolution and introductionof new services, financing and accounting systems, asset and inventorymanagement, technical audit and management methods.According to Bharat Sanchar Nigam Limited (BSNL), the company iscommitted to provide quality Telecom Services at affordable price to thecitizens of the remotest part of India, since it is of utmost importance for achievement of the country's social and economic goals. BSNL is the onlytelecommunication service provider offering rural telephony as part of itssocial responsibility. Bharat Sanchar Nigam Limited does not have any directsubsidy schemes/ programmes for public. However, BSNL, is the only

service provider offering rural telephony as part of its social responsibility.BSNL plans to provide broadband to 20,000 villages that are alreadyconnected through optical fibre. BSNL with support from government plansto provide broadband to all gram panchayats, secondary and higher secondary schools and public health care centres by end of 2007. BSNL isoffering special tarifs for rural subscribers by providing lower rental andhigher free calls as compared to urban area subscribers.According to Bharat Sanchar Nigam Limited (BSNL), the company iscommitted to provide quality Telecom Services at affordable price to thecitizens of the remotest part of India, since it is of utmost importance for

achievement of the country's social and economic goals. BSNL is the onlytelecommunication service provider offering rural telephony as part of itssocial responsibility. Bharat Sanchar Nigam Limited does not have any directsubsidy schemes/ programmes for public. However, BSNL, is the onlyservice provider offering rural telephony as part of its social responsibility.BSNL plans to provide broadband to 20,000 villages that are alreadyconnected through optical fibre. BSNL with support from government plans



to provide broadband to all gram panchayats, secondary and higher secondary schools and public health care centres by end of 2007. BSNL isoffering special tarifs for rural subscribers by providing lower rental andhigher free calls as compared to urban area subscribers.Some of the factors that contribute towards making BSNL a blue-chip

company are: Company providing vital infrastructure Sustained growth Increasing demand in a fast developing economy. Cost reduction due to induction of new technologies and

computerization. Tremendous resources and asset base. Very high potential for value . Exciting development in new services everyday.

VISION

Become a total solution provider company and to provide world classtelecom services at affordable prices .

Become a global telecom company and to find a place in the µFortune500¶companies.

Enter into and ex pand new services viz.Long distance ,cellular mobile , W-CDMA,Internet /Broadband and µIN¶ services and development of telecomsoftware .

Become the largest provider of private networks and leasded lines. Ventures into other areas in Idia and abroad on the strength of our core

competency.

MISSION

To remain market leader in providing world class Telecom and IT relatedservices at affordable prices and to become a global player.

ONLINE CAMPAIGN

What is an online ad campaign?

An online advertisement campaign is like any ad campaign... only it's online - onthe web.



If you have products or services to sell and are advertising them via T.V.,newspapers, brochures, etc. it is time you took your promotions online. Why? Thenumber of net surfers is increasing at a rapid rate and studies have shown that people are spending more and more time on the web. Buying products online isconvenient, hassle-free and easy. Online market places allow buyers to see the best

deals available without moving from their desks and choose the products theywant which they could not find at the local supermarket.

There are a few ways you can promote your products and services online - display banners on a web site (ideally a web site which caters to your target audience),have banners displayed on ezines (online newsletters and magazines) etc. Whenvisitors click on the banners, they should be taken to your web site. Thus, you DOneed a web site.

Though a fully functional web site with shopping carts is very much desired if you

plan to sell products or services and project your company as a professional supplier , you can still promote your products or services if you have a very basicweb site as long as it provides details of your offerings as well as contact details.

DEVELOPING A SUCCESSFUL ONLINE CAMPAIGN

Developing an effective online advertising program is no different than developingan advertising campaign in any other medium. It begins with a clear definition of goals and objectives and ends with how sales leads are going to be fulfilled andturned into long-term customers.The best part is every component and step of anonline campaign can be managed using just one medium: the World Wide Web.

Objectives--Every successful online campaign starts with clear objectives. Thesecan include generating leads, increasing sales, increasing store traffic, reducingcustomer service costs or improving brand awareness. Each objective should beattainable and tie-in to offline marketing activities. These objectives will drive theoverall direction of any operation, and will always answer the "Why are we on theInternet?" question that will inevitably arise.

Examples:

y Generate qualified sales leads.y Develop a profitable online sales channel.y Build brand and product awareness through the Internet.

ONLINE CAMPAIGN OF BSNL

BSNL launches 3G ad campaign on trains.



To promote the 3G network it is currently rolling out, BSNL is launching amassive advertising campaign using the nation's train system. Theextensive campaign, involving splashing BSNL-branded advertising allover Rajdhani Trains, is ex pected to reach 15 million pairs of eyeballs in 34locations across 11 states. Radjhani trains traverse through all of India's

state capitals.Up to 25,000 square feet of advertising will be used on one train, including

a full external vinyl wrap. Another train will be rebadged shortly. There arealso around 350 panels, 200 table tops and 400 brochure holders inside asingle train. The external advertising on each train is ex pected to reach85,000 people per day, while the internal ads will be seen by around 1,500 passengers per day.

BSNL will pay for upkeep, cleaning and upgrades on its branded trains,and will also fill the train with audio jingles, announcements, contests andthe ability to activate 3G services onboard.

BSNL launches campaign to blackmail the Indian Government.

BSNL is probably the strongest telecom player in the Indian market. Theyhave the support from the government. They get subsidies and other benefits from the government. Yet they suck at being the best in their field.

And whenever the government tries to do anything good (for the consumer)with BSNL, the body launches a strike that causes problems for everyone.Today is one such day when the people working for BSNL would launch astrike. Some of their demands?

No disinvestment/No privatization of BSNL No retrenchment/No VRS No unbundling of last mile copper & other infrastructure



No outsourcingEnsure IDA pension revision to BSNL retireesRevision of wages

BSNL selects four advertising agencies to launch its outdoor campaign.

Bharat Sanchar Nigam Limited (BSNL) has selected four advertising firms--Planet Advertising, Crayons Advertising, Prabhatam Advertising, andConcept Advertising--to undertake its outdoor campaign worth $20.94million for 2009-10. BSNL sources said that it has sent letters of intent tothe four firms.

BSNL's Hindustan Bol Raha Hai

BSNL signed up Deepika Padukone in August 2008 apparently µto identify

itself with the youth .D

eepika having shot to a µyouth icon¶ status rightafter her first movie release. She replaced an equally out-of-place PreityZinta, whose last act in favour of BSNL was a refusal to marry someonewho didn¶t have a landline connection.So in times when brands like Airtel,Idea, and Vodafone are relying on brand campaigns for a service that is asµFMCG¶ and competitive as it gets, why does BSNL choose tocontinuously come up with unbelievably unreal advertising? It is almost theµBingo¶ of telecom advertising ± except that BSNL is not really trying to befunny at all. They are being seriously archaic and disconnected from theconsumer.Two-thirds of TV advertising for the Indian telecom segment was for telecom services in 2007, a growth of over 100% over the previous year. Not a surprise. It is truly fascinating to see each of the leading brands investsignificantly in creating strong and distinct brand identities, largelysuccessfully. Even a new entrant in nationwide telecom advertising likeAircel is using Dhoni fairly well in telling their hardcore product story well.

BSNL promotes value-added services

Almost a year since it roped in Preity Zinta as its brand ambassador to give

it a young and energetic image, the state-owned telecom major, BSNL hasrolled out an advertising campaign for its value-added-services (VAS)."VAS is the only area where there is a huge opportunity of making large profit in current telecom market as it helps the players to increase their Average Revenue Per User(ARPU),"Our new campaign is to promotedifferent VAS of BSNL through 360-degree communications." Three 20-second spots, titled UFO, Star Gazing and Sher-o-Shayri, have been



developed by Grey Global to influence users to subscribe to its additionalservices such as news alerts, astrology and poetry. BSNL, with a subscriber base of over five crore, is trying hard to shed the typical PSU image and beseen as a lively brand for all categories of users. The PSU has a little over three crore fixed line users and 2.44 crore mobile users. It has a market

share of 22.13 per cent in the mobile segment.

BSNL launch EVDO card

BSNL set a campaign for Amarnath Yatra

BSNL will provide Amarnatha Yatra devotees mobile connectivity to stayconnected with their near and dear ones by next month reports IANS.As per



IANS, minister of state for Telecom Mr.Sachin Pilot revealed the fact onwednesday.

He said in an official statement ´The mobile connectivity to Amarnath pilgrims atthe height of 13,500 feet will be provided before June 30,´This will help over four

lakh pilgrims visiting the shrine every year to stay in touch with their families andsecurity providers. At present no other telecom operator provides service in thearea .This reveals that the BSNL doesn¶t run solely as profit making telecomcompany ,rather it has to meet the social obligation agenda of governmenttoo.Why other telecom operators are not offering their services in the area. Thereason may be that it may not be making business sense.But BSNL had to launchas the government wanted them to, to meet government¶s objective of providing basic services to people. Other operators offering services in Jammu & Kashmir are Airtel,Vodafone,Reliance & Tata Indicom.

REFERENCES

y http://newsfuze.info/news/bsnl-3g-campaign-on-trains-bsnl-broadband- plans-bsnl-broadband-usage-2096/

y http://www.shoutmeloud.com/what-is-bsnl-evdo-and-tariff-for-bsnl-evdo-data-card.html

y http://teleguru.in/2010/05/bsnl-to-provide-mobile-connectivity-to-amarnath-pilgrims/

y http://teleguru.in/2010/06/bsnl%E2%80%99s-3g-based-value-added-services-to-be-managed-by-telednas-service-delivery-plateform/

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Term Paper of Sales