Enterprise Business Marketing _ Strategy

• BSNL

  One of India's leading telecommunications firms, with prominent funding from the government of India. Founded in 2000, it made the name for itself in the telecom industry as a regional player. BSNL provides its customers with a range of telecommunication and internet services.

  
• As the Telecom market felt pressure from an increasing number of competitors, even BSNL, a government-held company, had to embrace the digital marketing revolution and be a part of the paradigm shift in marketing.
• Learning the digital ways of conducting marketing and business are a must to keep up with the market.
• Knowing how to effectively use digital space to advertise and showcase your brand to a tremendous number of consumers is one of the most sought after skillsets.
• Marketing strategy

  1. Competitors analysis

  2. Digital presence

  3. SWOT analysis

  4. Pain points
• BSNL's marketing mix has advancements in all the sectors like the Product, price, place, promotions, etc.
• BSNL's products and services

  • Landline
  • Mobile
  • Broadband
  • Internet
  • Bharat Fiber
  • IP Services
  • Wing services
• BSNL's product strategy

  Keep up with the increasing hardware technology that is continually evolving with innovation to retain and fulfill the needs of its customers
• BSNL's pricing

  • Ensures every section of the society could avail its telecom system
  • Usage ranges are set up to decide the rate to be charged
  • The price of the BSNL service differs with client use
  • Users with a higher usage range, are offered discounts or special deals
  • Consumers are offered lifetime cards
• BSNL's place and distribution strategies

  • Massive and complex network spread throughout the country
  • Built a channel management team to increase the service capacity and network coverage
  • Established telecommunication services and facilities in remote locations
  • Formed partnerships with networks and IT companies
  • Established nationwide call centres
• BSNL's promotional strategies

  • New logo
  • Slogan "Connecting India, Faster"
  • New promos on social media
  • New schemes like machines for depositing cheques, easy payment services, all-time available service centres
  • Associated brand ambassadors like Mary Kom, Priety Zinta, and Deepika Padukone

  
• BSNL has to work more on its promotional strategy and develop as per the trends to sustain in the market.
• BSNL has the distinct benefit of being the principal supplier of telecommunications services in the country and the oldest.
• BSNL has the highest market share of fixed-line operators.
• According to the "Fastest Broadband Internet Speed Analysis- 2019", Jio Fibre provides the fastest broadband, while BSNL is in the 14th position, being trailed by only one other service provider, TATA Communications.

  
• BSNL needs to take some urgent effective measures to drag itself up the leaderboard.
• BSNL's strengths

  • Backed by government
  • Extensive infrastructure in remote areas
  • PAN India reach
  • Vast experience
  • Strategic alliances with IT and hardware companies
  • More than 65% market share in rural India market
  • Excellent network coverage across India
  • More than 90 million people are subscribed to BSNL
  • Huge optical-fibre infrastructure

  
• BSNL's weaknesses

  • Decreasing market share
  • Unable to retain customers
  • Poor service image and innovation
  • Unproductive rural assets
  • Not able to optimize network capabilities
  • Poor working culture of government institutions
  • Limited brand visibility and low brand loyalty
• BSNL's threats

  • Massive and tough competition
  • Government regulatory framework
  • Mobile number portability
  • Expensive network roll-out
  • Low-income subscribers
  • Lack of electricity in rural areas
• BSNL's opportunities

  • Privatization of BSNL
  • Strategic partnership with smartphone companies
  • Partnering with other telecoms
  • Customer retention
  • Improving upon intangible capabilities (skill, motivation, knowledge & ageing workforce)

  
• BSNL suffers from the un-competitiveness of its business model. Backed by the government, the organization tends to make socially driven business decisions rather than profit motive driven solutions.
• According to the SWOT analysis, the organization needs to heavily restructure itself and cut down its massive workforce and invest in better technology to keep up with the pace of the competition.
• Marketing strategy

  A business's overall game plan for reaching prospective consumers and turning them into customers of their products or services. It contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements.
• Marketing plan

  A document that details the specific types of marketing activities a company conducts and contains timetables for rolling out various marketing initiatives.

  
• Marketing strategies should ideally have longer lifespans than individual marketing plans because they contain value propositions and other key elements of a company's brand, which generally hold constant over time.
• Marketing strategy


  A company's plan for reaching prospective consumers and turning them into customers of their products or services
• Marketing strategy

  • Contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements
  • Covers "the four Ps" of marketing—product, price, place, and promotion
• Marketing plan


  A document that details the specific types of marketing activities a company conducts and contains timetables for rolling out various marketing initiatives

  
• Marketing strategy


  Should ideally have longer lifespans than individual marketing plans because they contain value propositions and other key elements of a company's brand, which generally hold constant over the long haul
• Marketing strategies cover big-picture messaging, while marketing plans delineate the logistical details of specific campaigns

  
• Advantages of marketing strategy

  • Increased sales
  • Improved business reputation
  • Better understanding of target audience
  • Builds trust with customers
  • Determines what marketing tactics work
  • Learns more about the marketplace
• How to set up a marketing strategy plan

  1. Set marketing goals

  2. Conduct a marketing audit

  3. Conduct market research

  4. Analyze the research

  5. Identify a target audience

  6. Determine a budget

  7. Develop marketing strategies

  8. Develop an implementation schedule

  
• BSNL uses different outlets for ads, such as TV, print, online, hoardings, etc.
• BSNL promotes in a very limited way, with plenty of loyal customers, but has recently begun promotion with the emergence of so many rivals in the telecom industry by coming up with new logos, catchy slogans, new and distinct brand names for BSNL's various services

  
• With the upcoming digital age, a few promotions have also begun on various social media platforms. BSNL promotes its innovative programs, schemes, and discount deals, both on social media platforms and through conventional banner offers at various retail outlets, newspapers, etc.
• Recent collaborations by BSNL

  • BSNL and YuppTV to launch a single subscription
  • BSNL and Ciena sign an MoU to prepare for 5G in India
  • Eros Now partners with BSNL to offer unlimited movies and digital originals
  • BSNL partners with Call2Action Communication India to launch mobile advertising platforms

  
• After the massive floods in Kerala, BSNL extended its support by offering free BSNL to BSNL voice calls and free 20 minutes calls from BSNL to other networks for the next seven days

  
• Digital is the new name and the market is dynamic. The companies must set the trends and adapt to the new ones
• BSNL's digital marketing presence

  • Active on Instagram, Facebook, Twitter, and LinkedIn
  • Promotes their services and plans, interacts through festive posts, provides tips and tricks, and holds contests
  • Engagement with followers is nearly equal to zero
• BSNL's Twitter account is managed by a small Digital Media Consulting company, Golden Phoenix, which retweets news articles about BSNL and posts the same content as on Instagram and Facebook