Customer satisfaction of BSNL products MBA 3

rd
year Project
the products offered? What barriers exist to enter in to the market by newfirms?.
Entry barriers may cause because their particular item is in theexclusive domain of
the small scale sector,special manufacturing skillsrequired as noticeable in case of
high technology products, specializedmarketing network required to market a
product in the total Indian Market.II. A deception of the character of competition,
competitor's strategies is mostsought after topic of investigation of marketing
research today. It includescomparative evaluation of such issues.a.Market share
analysis of branches b.Positioning of each brandc.Distribution channels adopted and
method of selling.d.Prices charged and how they all changing with time.
e.
Advertising campaigns and promotion programmer adoptedcorporate image and
capabilities.IIn other words, It fever to ascertain how the competitors are
definingtheir business in terms of consumer groups, segments being pursued
asreflected by their marketing mix portfolios.CONSUMER BEHAVIOR ANALYSISLarge
number of marketing research studies are undertaken to understandconsumer
behavior. Especially for each products service studies are widely conducted toknow
issues like.HAT? /HOW? /WHERE? /WHO? /WHEN? /WHY?Marketing research is
undertaken specifically to answer such questions aboutconsumer motivation,
perception which facilitate decision making. It is not
DDE M.U university
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Rupesh Kr. Singh

Customer satisfaction of BSNL products MBA 3

rd
year Project
enough just, to "ask " how do consumers use the products" Instead the question
mustas certain the significance of the answer so far as marketing decision makingis
concerned. For example, "What close if mean for product strategy,advertising
message, physical distribution, pricing strategy etc.?Market SegmentationFaced
with heterogeneous composition of markets, every market tries toutilize marketing
research input to from market segments. Segmentation researchspecifically helps
in.1.Designing the products that truly matcher the demand of the
market.2.Directing the appropriate advertising appeals and promotional pack ages
tothe potential profitable segments of is market.CUSTOMER VALUE AND
SATISFACTIONThe pay to generating high customer loyalty is to deliver high
customer value.According to Michael Lanning, in his Delivering Profitable Value, a
companymust develop a competitively superior value proposition and a superior
value - deliverysystem. A company's values proposition is much more than its
positioning on a singleattribute, Its is a statement about the resulting experience
customer will have theoffering and their relation. shop with the suppliers. The brand
must represent a promiseabout the totalResulting experience that customer can
expect. Whether the promise is keptdepends upon the company's ability to manage
its value-delivery system. Thevalue delivery system includes all communications
and channel experience thecustomer will have on the way to obtaining the
offering.9A similar theme is emphasized by Simon Know and Stan Macklan intheir
competing on value. Too many companies create a value gap by falling to
DDE M.U university
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Rupesh Kr. Singh

Customer satisfaction of BSNL products MBA 3

rd
year Project
alight brand value with customer value. Brand marketers try to distinguish their
brand item other buy a slogan or with a unique selling proposition or byaugmenting
the basic offering with added services. But they are les successfulin delivering
customer value, primarily, because their marketing people focuson brand
development whether customer will actually receive the promisednotice
propositions will depend upon the marketer's ability to influence variousCole
processes. Know and Maklun wan company's Cole processes as designing the brand
profile.In addition to tracking customer value expectations and
satisfaction,companies need to monitor their competitor's performance in these
areas. For example, a company was pleased to find that 80 percent of its customers
saidthey were satisfied. Then the CEO found out that its leading competitions
attaineda 90 percent customer satisfaction score. He was further dismayed when
helearned that his competitions was aiming to reach a 95 percent satisfaction score