MARKETING STRATEGY OF

MTNL

PRESENTED BY
HARERAM KUMAR
ENR-15033
SEC-A(MARKETING)
 INTRODUCTION

 MTNL was set up on 1st April, 1986 by

the Government of India to upgrade the
quality of telecom services, expand the
telecom network, and introduce new
services and to raise revenue for
telecom development needs of India's
key metros,Delhi,Mumbai
 The company has also been in the
forefront of technology induction by
converting 100% of its telephone
exchange network into the state-of-the-
art digital mode.
The Govt. of India currently holds
56.25% stake in the company.
 VISION

 Become a total solution provider company and

to provide world class telecom services at
affordable prices.
 MISSION
 To remain market leader in providing world
class Telecom and IT related services at
affordable prices and to become a global
player.
 Competitive Scenario

 Teledensity of Delhi is above 100%

 MTNL Delhi Market Share - 28.59%

overall, in mobile - 14.86%

 With Market saturation, Competitors are

trying to snatch other’s customers
Competitive Scenario
 MTNL’s Market share has decreased by
almost 45% in last 4 years.
 Every other operators’ market share has
gone up.
 Telecom market is growing at very fast
rate. Delhi market has grown by 300%
in last four years.
Competitive Scenario
 Why are MTNL not getting a decent
share of the pie?
 In spite of this rapid growth, reduction
in MTNL’s market share is a matter of
Great concern…….
 Bigger concern is that revenue is not
matching even with the reduced growth
in absolute numbers
Competitive Scenario
 MTNL has always focused on
कम दाम
 Price no longer differentiating factor.
 Unfortunately we carry a tag of poor
man’s and old man’s service
 Competitors are perceived to be more
dynamic, smarter and perhaps cunning
 How to fight these problems ?

• Dipping Profit

• Declining Market share

Options
 Tariff – Easy to Match
 Network Quality –Should be comparable
 Product Features (Value Addition) – can be
copied
 Customer Experience –
Unique, Difficult to copy and match,
Extremely difficult to improve
What are competitors doing?
 Focusing on customer care
 Building trust and loyalty based on
excellent customer service
 Now Emphasizing in their brand
campaigns that they care for the
customer.
 Pumping millions in Marketing & Sales
Promotion
Where do MTNL stands…
 MTNL Customer service has improved
since earlier times but still not great or
the best. Not perceived as good enough

 In present market condition we not only

need to improve customer care but also
say that we care for them and make
them believe in it with our action
Ready to serve
 Ready to serve campaign has been
designed to communicate the
customers that MTNL cares for them.

 In order to make this campaign

successful, we all must be ready
internally
 All of us should strive to provide best
customer care.

 Remember.. If we want to serve our

beloved ones, we have to serve our
customers.
Gear yourself to serve the
customer or Perish.
MTNL’s Survival depends on

Better
Customer care
 Pays for the food, clothing, shelter
 Pays for the medical expenses
 pays for the housing loan
 Pays for the children’s tuition fee
 Pays for the holidays and travel
expenses
 social status and identity is because of
customer only
Customer is doing so much for
company…….
Parameters for Good Customer
Experience

 Physical Ambience
 Employee Behaviour
 Accurate Information dissemination
 Speedy resolution of Problem
 Early restoration of services in case
of faults
 Physical Ambiance

 Proper painting and upkeep.

 Cleanliness at Customer visiting places
 Proper sitting arrangement
 Files, papers & personal belonging should
be in Back office, not visible to customers
 No junk items in front
Physical Ambiance.
 Physical Ambiance
 Proper Counter signage
 Poster banners POP material displayed
properly.
 Employees clothing & self Presentation
 Ask yourself – “Am I on time? Am I
looking good? Am I feeling good?”
Employee Behaviour
 Proper Greeting
 Courteous behavior
 Active and attentive listening
 Create a pleasant environment
 Punctuality & Discipline
 Empathy towards customers i.e.,
putting yourself in their shoes.
Empasis on
 Sales orientation. Try to convert enquiry
into sales.
 Go that extra mile for customer……….

 Customer devo Bhav…..

 Treat the Customer, as we want to be
treated as a Customer.

 Treat every Customer as if they “pay

you the salary”…..actually they do so.
Accurate Information
Dissemination
 Display of correct Posters and banners.

 Data updation on information/Notice

boards, Fixograph boards

 Availability of important information

brochures, leaflets.
Accurate Information
Dissemination
 Product Knowledge
 Process Knowledge to seek information
 Regular briefing on product and services
required. Sanchar Haat in-charge must
ensure DAILY briefings (especially
regarding new developments)
Speedy resolution of Problems

 Efforts for immediate redressal of

problems, Customer never waits for
tomorrow
 If there is no ready solution.. Atleast
customer can be replied back.
 Need of keeping track of pending
problems & inform the latest to
customer
Speedy resolution of Problems

 Respect the customers complaints. He

has taken the trouble to improve you
 Remember – a disgruntled customer
may just not bother and move to a
competitor
 How many times you have done it if
you didn’t like food in a restaurant?
It’s high time to realize…

MTNL
Serve to Survive …
…Learn to Serve
Salient Features of Landline
 MTNL continues to be undisputed leader
 Loud & Clear sound.
 Parallel connection possible.
 Undisturbed internet access at various
speeds.
 Affordable call rates
 Various hassle free bill payment options..
Additional Services
 Dynamic STD/ISD lock
 Call Transfer
 Three party confrence
 Call hunting & Call alerts
 CLIP facilities
 Voice mail services
Additional Services
 Remote Email Access from any phone,
anywhere, anytime. Enjoy all the features
you have come to expect with reading
your email. Using only your voice, you
can forward, reply and delete messages
with ease.
 CENTREX facility available.
 Voice SMS service available
It is easy to get a phone!
 Booking at all Sanchar Haats, MTNL
Distributors & on 1500.
 Application form – Free of cost – available at
all CSCs, & can also be downloaded from
internet.
 Documents required at the time of registration
for local & STD.1) ID Proof, 2) Residential
Proof.
 Registration charges Rs. 500/-
 Sec. deposit Rs. 1000/- (Local & STD) to be
charged in two equal installments with first
two bills
It is easy to manage a phone!
 Migration of Plans is permissible through
plain paper application and by just dialing
toll free no1500
 STD facility can be acquired by just
calling 1500 or applying on plain paper at
CSCs.
 Phone plus facilities can be availed by
simply applying on plain paper at CSCs or
dialing 1500.
 No shifting charges with in the same premises
but Rs 100 will be charged for inter exchange /
same exchange per occasion.
 The period of incoming facility after DNP is
increased to 1 month
 Use of Landlords telephone by the tenant living
in the same building by paying permission fee
of Rs 100 / occasions
 Temporary connection and Casual telephone
connections are also available.
ISD on LandLine
 Security deposit of Rs. 3000/- (ISD) will be
charged in 6 equal installments with first 6
bills.
 Sanchar Haat will issue online OB on request
of customer after verifying the signature from
data base
 In case signatures are not captured in data
base then subscribers will bring / arrange self
attested photocopy of ID along with original.
MTNL HelpLine 1500
 Get information of Services, Plans, Tariffs,
Facilities etc.
 Request for Registration of all MTNL services,
Shifting of phones, change of plans on phone.
 TRIBAND registration on phone.
 Request for Registration of all Phone plus
facilities, STD facility, dynamic lock resetting,
removing telephone no. from directory etc.
 Requests for ECS, VDS, Change of Plans, Billing
address on phone.
MTNL HelpLines
 1500 - Landline services
 1502 - Garuda services
 1503 - Dolphin & Trump services
 1504 - Triband services
Video Conferencing Service
 Video conferencing on ISDN BRI/PRI@ 128
Kps to 512 kbps.
 Video conferencing through Leased Line @
512 Kbps
 Multi point video conferencing between 3-4
different sites
 8 to 10 persons can do Video Conferencing in
studio simultaneously
Data Communication Services
Leased Lines:
 MTNL provides the leased circuit which is a
dedicated link provided between two fixed
locations for exclusive use by the customers.
 This circuit can be speech circuit or data circuit
 Can be used for internal communication
requirements of the subscriber by connecting
normal telephone sets (for hotlines)
/EPABXs/computers/teleprinters
 Minimum hiring period is 1 year.
ADSL
 High Speed Internet
 Broadband internet
 It’s TRIBAND
 Audio
 Video

 Data

 On Copper cable
IPTV
 IPTV (Internet Protocol Television)
Delivers television programs to
households via a broadband connection
using Internet protocols.
 In this service the TV channels are
encoded in IP format and delivered to
TV using a Set Top Box.
VoD
The IPTV Service also includes Video on
Demand (VOD) Services which is is
similar to watching Video CD's / DVD's
using a VCD / DVD player.
MTNL Landline telephone with
Broadband connectivity is required
for this service.
TSTV
 Time shifted Television is based on the
recording of programming to a storage
medium to be viewed or listened to at a
time more convenient to the Subscriber.
When, What and How to View is being
decided by Subscriber by TSTV.
 This is one of the biggest USPs as against
Cable Operator or even satellite based
DTH (Direct to Home) Service
All the three services (Normal
Telephone service, Broadband Internet
service & IPTV) work together.
Currently about 150 channels are
available for IPTV Customers.
About 500 VoD options available
Service provided by two partners with
brandnames iControl and MyWay
VoIP (Voice Over Internet Protocol Service)

 MTNL Landline connection will now

provide 4 in 1 Facilities

 A single Telephone line shall enable

the customer to use the Normal
telephone, Broadband, Internet TV
and VoIP phone simultaneously
Facilities on VoIP
 Three Party Conference Call
 Call Forwarding
 PCO
MTNL TrustLine
 A Certificate is a digitally signed message
that contains subscriber’s public key.
 It associates with information
authenticated by MTNL TRUSTLINE RA.
 MTNL issues are 3-classes of certificates
i.e. Class-1, 2, & 3 depending on specific
functionality & security features.
Class-1 Certificate
 Issued to individual with valid e-mail.
 Appropriate for Digital Signature,
Encryptions etc for non commercial
transaction where proof of Identity is
not required.
 Supported by POP3 mail clients like
outlook
Class-2&3 Certificate
 Issued to individuals, Organizations, devices,
servers & Administrators
 Appropriate for Digital Signature, Encryptions
and electronic Access Controls where proof of
Identity based on information in the validating
database is sufficient.
 Device Certificate Appropriate for device
authentication; Message; software and content
integrity; and confidentiality encryption.
 Supported by POP3 mail clients like outlook.
Mobile Services
MTNL has it all…
 GSM

 CDMA

 Prepaid

 Postpaid

 2G

 3G
GSM 2G Services
2G (2nd Generation GSM )
Prepaid (Brand name Trump)
Postpaid (Brand Name Dolphin)

Features
 Voice call
 SMS/MMS
 Internet (GPRS/EDGE) speed upto 128 Kbps

Prerequisite
 2G or 3G SIM
 Any GSM mobile handset
Trump (Prepaid GSM Service)
 Easily available (Retailers/ Sanchar Haats)
 Affordable (Excellent Value for Money)
 Offers “Low Call Charges & MaximumTalktime”
 No Monthly Charges
 No Activation Fee
 No Security Deposit
 No STD/ ISD deposit
 Roaming across India
 Great offer : Only SIM in Delhi Market with 3G
service as on date
Dolphin (Postpaid GSM Service)
 No hassles of Recharge
 No Worries of Talktime & validity
 Target Customers : Corporate, Institutions,
Organizations, businessmen, Individuals,
Those requiring office reimbursement against bill

Factors for Postpaid

 Security Deposit (Diff for Local, STD & ISD)
 Activation Charge
 Monthly Rental
 Call Charges (Local (MTNL & Other), STD
 Free talktime/ Free SMS/Free GPRS
 Additional Call , SMS charges
 Number of attractive Plans available
3G Jadoo
MTNL India’s 1st & Delhi’s Only 3G Mobile service provider as on
date

3G (3rd Generation GSM )

Customer gets New features like
 Video calls (see other person while talking)
 Mobile TV (Watch more than 30 TV channels LIVE)
 High speed broadband Internet On Mobile (3.6 Mbps)
 Remote surveillance

Prerequisite
 3G service enabled SIM
 3G mobile handset
 3G signal
Other Services
 High Speed Internet Services using
USB data cards which supports data
download speeds up to 3.6 mbps and
upload speeds up to 384 kbps
 Attractive Data Plans available
 Blackberry Solutions for Dolphin
Customers
 Caller Ring Back Tune
 Music Station

 Location Based services

 Indian language SMS

 Missed call Alert

 Voice SMS

the list is endless..

We offer latest Value Added Services to our

esteemed customers …
So Lets
Thank You