Bsnl Services - A Promotional Challenge
Introduction
In May, 2008 when the scorching summer reaches its peak, Mr. Kumar had another problem at his hand. Kumar was the Director of Communications and Marketing functions at Bharat Sanchar Nigam Limited (BSNL) and his office was based in Hyderabad. He was looking at a survey report which said BSNL customers
BSNL launched a host of value added services for its landline and mobile telephone services over the last couple of years. It has one of the best set of services in the industry at very affordable tariffs. But strangely revenue from these services was minimal and did not even break even as stand-alone services. To understand the reasons behind this trend, BSNL hired a market survey agency and conducted a survey on various aspects like awareness levels, service perception among other things. The results and analysis of the survey was reported to Mr. Kumar. The awareness levels about the services were least among the BSNL customers itself let alone non-customers. Also the......
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Approximate Word Count: 5598
Approximate Pages: 23 (250 words per double-spaced page)
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