BSNL banking on WiMax...

Following closely on the heels of MTNL, now BSNL too has invited global bids for its WiMax foray. It is expected that WiMax would help in providing the last mile connectivity for the wired broadband and help in increasing its reach. The broadband penetration in India currently stands at a mere 5% of the total population and one of the major obstacles in its growth is considered to be its reach. With the help of WiMax technology, BSNL hopes to address this problem and get more customers in its kitty. However, the problem with BSNL lies in its service delivery and not in terms of reach and pricing. As it is this public sector has the maximum reach in the country as far as broadband is considered and the prices are also competitive. But, most people who have been using its service complain that it is good till the time one does not encounter a problem as the time taken to solve complaints and the slackened attitude is what gets on the nerves of most customers. Analysts believe that the future of the landline connections lie in the hands of popularity of broadband and it would give BSNL a very good opportunity to rectify its churn rate, but for that the company would have to be serious about its customer grievance solving system, especially when the private companies like Bharti Airtel, RComm and Tata Teleservices are going gung ho about their wireless broadband. And if these services pick up because of the convenience and their better offerings, then there would be no way that BSNL will be able to catch up with them.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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A persistent customer connection and consistent quality performance has helped Tata Group to rise as a brand, finds Ratan Lal Bhagat

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In true sense history of India Inc. will always be incomplete without taking into account the legacy of over a century old Tata Group. The multinational conglomerate, since its inception in 1868, has crossed boundaries to establish its brand authority in markets across the globe. From steel to automobile, tea to telecom, the giant’s product portfolio is perhaps the most diversified in this country. Yet, it has been able to maintain an enviable consistency in meeting the needs of its versatile target audience making brand ‘Tata’ nothing less than an icon. The brand has not only withstood the test of time, but also has created a tag like the ‘pride-of-India’ in the minds of the consumers. And all of this has allowed brand Tata to grab the second rank in 4Ps B&M India’s 100 Most Valuable Brands 2009 list.

Going by the global standards, in the last fiscal, Brand Finance (an independent company focused on the management and valuation of brands) summed the brand value of Tata Group of companies at a whopping $11.4 billion. Brand Tata was ranked 57 among the top 100 global brands. So, what’s the secret of this success? Well, the group follows its brand building mantra – Leadership with trust – very religiously. But then, more than the mantra, it’s the strategically developed brand association with consumers that has done the trick. Avers Ronnie Talati, VP & Business Head, Fastrack to 4Ps B&M, “The brand Tata has evolved so much with time that today which ever segment the brand enters; it has its own trust and goodwill.”

Even today, almost all the campaigns coming from the stable of Tata Group are sticking to the same line. Be it Tata Tea’s Jago Re... or Voltas’ India ka dil, India ka AC or Tata Nano – The People’s car; they are all targeted at the aam admi with a sense of patriotism and trust, thus managing a better connection than many others. Supports Yashish Dahiya, CEO, Policybazar, “Tata Group has built on its rich heritage and added to the flavour of the current times. Apart from building on the traditional sectors, it is now championing the sunrise sectors like IT, hospitality and consumer products.” Certainly, owing to its rich legacy and thought provoking campaigns, the brand has been able to create a strong influence on the masses.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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