market scenario & bsnl status
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For internal circulation of BSNL only
E2-E3 MANAGEMENT
MARKETING FUNDAMENTALS
WELCOME
• This is a presentation for the E2-E3 Management
Module for the Topic: Marketing Fundamentals.
• Eligibility: Those who have got the upgradation to from
E2 to E3.
• This presentation is last updated on 15-3-2011.
• You can also visit the Digital library of BSNL to see this
topic.
For internal circulation of BSNL only
For internal circulation of BSNL only
AGENDA
What is Marketing?
Needs, Wants and Demands
Product and Service
Characteristics of Services
Marketing Mix
Marketing vs. Sales
SWOT and STP Analysis
Marketing Strategies
Marketing in BSNL
For internal circulation of BSNL only
What is Marketing?
Marketing is the performance of business activities
that directs the flow of products or services from
producer to customers or consumers.
The process of planning and executing the
conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges that
satisfy individual and organizational goals.
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Needs, Wants and Demands
Needs :
The most basic concept underlying marketing is that of
human needs.
They include basic physical needs for food, clothing,
warmth and safety, social needs for belonging and
affections and individual needs for knowledge and self
expression.
These needs are not invented by marketers; they are a
basic part of the human make up.
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Needs, Wants and Demands (Contd..)
Wants :
Wants are products satisfying human needs and they
are shaped by culture and individual personality.
A hungry person in Bihar might want Roti, in West
Bengal might want Rice and for South Indian people it
may be Idli or Dosha.
Wants are described in terms of products/services that
will satisfy needs.
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Needs, Wants and Demands
Demands :
People have almost unlimited wants but limited
resources. Thus they want to choose products that
provide the most value and satisfaction for their
money. When backed by buying power, wants
become demands.
BSNL Broadband and Leased Line Circuit has more
demand compared to other operators’ product.
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Product and Service
A product is something tangible that can be offered to a
market to satisfy a need or want.
The concept of product is not limited to physical objects
– anything capable of satisfying a need can be called a
Product.
Product’s physical distinctions include :
Form, Features, Performance Quality, Conformance
Quality, Durability, Reliability, Repairability, Style, design
etc.
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Product and Service (Contd..)
A service is any activity or benefit that one party can
offer to another that is essentially intangible and
does not result in the ownership of anything.
Product’s service distinction include :
Ordering ease, Delivery, Installation, Customer
training, Customer Consulting, Maintenance and
Repair.
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Characteristics of Services
Services are characterized by following distinctions:
Intangible: Customer can’t see, touch, smell or
handle services before deciding whether to buy.
Inseparable: Services are usually delivered and
consumed simultaneously, so both provider and
the buyer influence the outcome of the service
delivery.
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Characteristics of Services(Contd..)
Heterogenous: Services vary depending on who
provides them and when and where they are
provided; thus controlling their quality is difficult.
Perishable: Services are used up upon delivery,
not stored for future sale.
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Marketing Mix
There are standard four ‘P’s applicable for
Products. Service Marketing require extra three,
totaling seven and known together as the
extended Marketing Mix.
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Marketing Mix(Contd..)
The Seven ‘P’s are :-
Product
Pricing
Promotion
Place
People
Process
Physical Evidence
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Marketing Mix(Contd..)
Product : Product variety, quality, design, packaging,
features, Brandname, Sizes, Services etc. – a budle of
benefits which gives a solution.
Pricing : List price, Discounts, Allowances, Payment Period
etc.
Promotion : Advertising, Personal selling, Sales Promotion,
Public relations, Direct selling etc.
Place : Channels, location, inventory, logistics etc.
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Marketing Mix(Contd..)
People : Customer, supplier, vendor,
employees etc.
Process : How of product/service delivery.
Standardization, checklists etc.
Physical Evidence : Looks of Customer
Service Centre, Testimonials, Demonstrations
etc.
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Marketing Vs. Sales
Marketing and Sales are often said to be the
sides of the same coin.Both are interrelated.
Marketing brings the people forward for
purchase, sales actually converts these
interested people into customers.
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Marketing Vs. Sales(Contd..)
Sales by closing deals, marketing by
supporting sales and increasing brand
awareness.
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SWOT Analysis
SWOT :-
S : Strength (HR, Network, Customer Relations etc.)
W :Weakness (Planning, Mind setup, CRM etc.)
O :Opportunities (New Business, Customer Base,
Expansive Economy etc.)
T : Threats (Recession, Competition etc.)
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STP Analysis
STP :-
S : Segmentation (Geographic, Demographic,
Psychographic, Behavioral)
T : Targeting (Mass Market, CIC, Enterprise
Customers etc.)
P : Positioning (Competitive price, more value
etc.)
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Marketing Strategies
Marketing strategy is a method of focusing an
organization’s energies and resources on a course of
action which can lead to increased sales and
domination of a target market niche.
A marketing strategy combines product development,
promotion, distribution, pricing, CRM and other
elements.
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Marketing Strategies(Contd..)
Proper utilization of 7 ‘P’s.
Study of Product Life Cycle(PLC) of a product.
Product Life Cycle
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Marketing Strategies(Contd..)
Stage → Introduction Growth Maturity Decline
Marketing
Objective →
Gain awareness Stress
differentiation
Maintain brand
loyalty
Harvesting/
withdrawal
Competition Few More Many Few
Product One More versions Full range Best sellers
Price Skimming/
penetration
Competitive/
Gain market share
Loyalty schemes/
Defend market
share/profit
Stay profitable
Promotion Inform/
educate
Stress competitive
differences
Reminder oriented Minimal promotion
Place (Distribution) Limited More outlets Maximum outlets Fewer outlets
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Marketing in BSNL
Marketing section started functioning in
November, 2000 at BSNL Corporate office.
BSNL has Marketing Cells in each verticals i.e.
CFA, CM and Enterprise.
Mr. Abhinav Bindra is brand ambassador of
BSNL.
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Marketing in BSNL(Contd..)
BSNL regularly participates in local and national
exhibition and melas.
Road shows are also organised.
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Marketing in BSNL(Contd..)
An indicative Interaction Map of Marketing with other Units :
Ma
rke
tin
g F
un
cti
on
Maintenance (Breakdowns,
suggestions, Indoor, Outdoor,
MSC, BTS etc.
Senior Management
Planning (New areas being
covered, expansion plans etc.)
Sales (New outlets, promotion needs,
feedback reports, schemes etc.)
Commercial (New plans, terms &
condition etc.)
Market Intelligence (News gathering,
informers, competitor details etc.)
Market Research (Brand, Market
Potential, Needs etc.)
Brochures, Posters, mailers,
Dress code for staff
Advertisements (Brand ambassador,
Print, electronic, Outdoor,
internet etc.)
New services, New/modification in
tariff plans
Point of purchase material (Cutouts,
Glow signs, Danglers, showroom
design etc.)
Content for Website/portal
Inputs to TRA, Planning, Sales,
Commercial, Top management
Events (conferences, seminars,
exhibitions, interviews etc.)
TRA (Billing details, tariff
analysis, plan based tariff
profiling, collection details etc.)Loyalty schemes
Call center relation
(Content, Information, CSR Scripts, IVR
scripts, telemarketing, training etc.)
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Conclusion
Lot of effort has been made by BSNL in retaining
& strengthening its market position.
In spite of heavy growth in BSNL subscriber base
from 2.5 crore to over 9 crore since its formation,
its market share is on the decline.
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Conclusion(Contd..)
Mergers & acquisitions are helping competitors to
improve their market share.
While certainly a comprehensive internal &
external marketing strategy for BSNL is needed
to check this trend, procedural changes and more
functional autonomy may also be required.
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