Published by MBA Skool Team, Last Updated: September 02, 2017
Marketing Strategy of BSNL analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on BSNL marketing mix, help the brand succeed.
BSNL marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the BSNL Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
BSNL Product Strategy:
The product strategy and mix in BSNL marketing strategy can be explained as follows:
BSNL is one of the leading telecom companies in India, having a strong backing on the Government of India. BSNL provides a variety of telecom and internet facilities to its users. Some of the product offerings in its marketing mix are Landline (BSNL landline, BSNL PCO, telephone facilities, NGN based value added services wings, PRI/BRI/Dial up internet, IN services), Mobile (GSM- Prepaid Tariff, Postpaid Tariff, value added services, Prepaid and postpaid data, international roaming, device building partners, blackberry services, Wi-Max, CDMA mobile, CDMA fixed, CDMA data card), Broadband (Landline broadband, dial up internet, mobile broadband(3G), fiber broadband (FTTH), Wi-Fi, Wi-Max broadband, CDMA broadband (EVDO). For the voice call, video call and internet facility that too from the broadband network access, BSNL has set up a world class infrastructure which is currently serving more than 20 million customers who are using all types of landline and broadband services made available to them. BSNL is currently focusing in improving its internet service by increasing its range and providing a bigger bandwidth to its users. This will help BSNL in maintaining the loyalty of customers with its premium services. BSNL product strategy mainly aims to keep up with the touch of the growing hardware technology which is continuously coming up with innovation so as to sustain and satisfy the needs of its users BSNL needs to keep improvising its services.
BSNL Price/Pricing Strategy:
Below is the pricing strategy in BSNL marketing strategy:
BSNL pricing is done on the customer based competitive pricing as a part of its marketing mix.
It provides the calling service at a very cheap rate in comparison with its users and the other services depends on the installation charges. BSNL service price also varies with usage of customers. It provides specific discount or special offers to the users whose usage is very high in comparison to others. BSNL also comes up services like lifetime cards which help them be connected with the user and keep generating revenue.
BSNL Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read BSNL SWOT Analysis, STP & Competitors
BSNL Place & Distribution Strategy:
Following is the distribution strategy in the BSNL marketing mix:
BSNL is one of the oldest telecom of our country which has established its network in all the parts of our country and is continuously upgrading its IP infrastructure in order to reach out more remote areas of our country and connect it with the urban areas. IT has divided the whole country with its 24 circles which help to keep in check the smooth functioning of the services. To come up with the solutions for customer problems BSNL has its call centers in each and every city along with its circle.
For the improvement of its network BSNL has also established alliances with few network and IT companies.
BSNL Promotion & Advertising Strategy:
The promotional and advertising strategy in the BSNL marketing strategy is as follows:
BSNL use various channels like TV, print, online, hoardings etc for advertising. With having lots of loyal customers, BSNL do promotion in a very limited way. But recently with increase in so many competitors in telecom industry it has started promotion by coming up with new logo, catchy slogans like connecting India, new and different brand names for different services provided by BSNL. It has also started a few promos on different social media sites with the growing digital era. It promotes its new services, schemes and discount offers both through traditional offers by banners at different retail stores, newspaper etc. and on social media sites.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of BSNL.
As it is a service sector so people have a very big role to play but for BSNL it turns out to be a weak link as other than an assured job there are no rewards and recognition for the workforce which is not motivating people to work at their maximum ability. Also in terms of people BSNL lacks the new young and energetic workforce to a certain extent due to which the monopoly attitude which BSNL used to have is not changing even with such a high level of competition in market.
Generally physical processes needs to be very easy and accessible from any region wherever services are available but BSNL even lacks in this process as many a times coming up with solution is provided after a long delay by going through different officials. Hence the current procedure is not sufficient for quick delivery that is hurting the loyal customers.
BSNL has a strong presence which also shows its physical presence. The physical evidences are like Sim card, recharge vouchers, mobile phones, landlines which are all available with the front end force on all the mini stores opened by telecom operators. As this seems to be B2C service, BSNL is also aiming to come up with B2B service in order to provide these physical products on a large scale. Hence this completes the BSNL marketing mix.
Bharat Sanchar Nigam Limited (BSNL) is one of the largest telecom service in India which provides wide quality network in almost all the parts of India. BSNL which was established in 2000 is offering various services of landline phones, wireless mobile and internet facility with its quality telecom network in country. BSNL is currently focusing in improvement of its telecom network in order to reach out wider audience especially in rural areas which are still not connected with the urban areas. Major competitors of BSNL are Airtel, Vodafone, Idea, Reliance Jio etc. Among these competitors BSNL stands out as it is the only service provider who is looking forward or putting up efforts to bridge up the gap between rural-urban areas with the help of telecom and internet facility.
With its mission to led the telecom industry and establish itself globally BSNL delivers its telecom and internet service in different business groups, corporate offices, small retailers or offices along with individuals. BSNL has also a unique feature of no roaming service throughout the country.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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