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Digital Marketing Case Study

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7. Current Trends in BSNL with reference to Digital Marketing

If we look at all the existing players in the telecommunication industry, one will observe that BSNL is the only company which provides all the services, at one platform. It can do so because it has a higher resource base in terms of financial capital acquisition and technical pool of trained and skilled employees. By far, it has the largest customer base in the country, however, it is also important to mention that most of the customer base consists of government employees, advocates whereas the trendy and the young generation of today, do not prefer BSNL due to various reasons. BSNL has wide connectivity in terms of area, which makes it a preferred choice for the population who …show more content…

This new spurge in the industry has created new opportunities as well as challenges for the marketers, to effectively manage the business model and make it more sustainable.The most issue which the company is facing currently is related to the quality service and maintenance of the products and service offerings. In addition to that, it is also observed that, it lacks marketing strategy and expand the franchise networks, in order to increase its customer outreach. The most significant issue as experienced by the majority of its users relates to Call Drops, Mismatch and server down time while accessing the internet and Voice over Internet services. If we talk about the feel and look of the products and services offered, it is observed that as compared to other service providers, its services and products are less trendy. The best example in this case would be, ‘Advertisements’. The company lacks in proper marketing and strategizing in terms of advertisement and content management. In the area of Smart Phones, the most of the users are ‘Trendy’ and ‘Youth’ having distinctive age group of 17 to 30 years; do not prefer its products and service. It is imperative, that it has to formulate a whole new strategy in terms of product marketing and sales and make more use of digital technology in order to make it appealing and competitive. One of lacking factors which is observed for the BSNL is in relation to its ‘Service Providers’. It is observed that the service providers are ineffective and de-motivated in relation to marketing its products and services. This issue is apparent because of the fact that the incentive and remuneration packages of the company for its service providers are far below and uncompetitive, when compared to other service

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