Shri G S Grover Director (C &M), BSNL.
Shri N K Srivastava CGM ALTTC Ghaziabad.
Shri Sunil Kumar DDG Marketing BSNL CO.
This article deals with the miracle shared vision can do to the organization. Vision concept and philosophy at an individual as well as organization level has been discussed. It also covers importance and driving force of vision in Marketing strategies, Selling, Business Development, Market share etc. Various marketing trends have been mentioned. It is an effort to share vision with one and all.
Our visions begin with our desires.
- Audre Lorde
We all have some visions of ourselves and our future, and that vision creates consequences. More than any other factor, vision affects the choices we make and the way we spend our time.
Visions drive consequences.
Principles drive results.
Key is to base vision on principles.
- Stephen R Covey.
It is true for individuals as well as organizations. The strongest form of vision / motivation is to base vision on “What Legacy we want to leave.” And to achieve it we must take a principled centered path. History is full of examples that many organizations have vanished grown and vanished overnight as their path to achieve vision was not based on principled way.
Vision of the organization can only be translated into reality, if it is shared by one and all. The best way to implement is to involve them in formulation. But even if it is conceived by higher management then it has to be explained to each and every individual of the organization, otherwise it may remain as a showpiece.
Marketing vision of the BSNL has to be based on overall mission and vision of the organization. The mission of BSNL is
To provide world class State-of-art technology telecom services on demand at affordable price.
To provide world class telecom infrastructure to develop country's economy.
And the vision of BSNL is
i. To become the largest telecom Service Provider in Southeast Asia.
In dynamic environment anything permanent is “CHANGE”. So we must revise and review so that focus is never lost.
Strong lives are motivated
by dynamic purposes.
- Kenneth Hildebrand.
2. Marketing Objective.
The ultimate objective of any marketing activity is to satisfy the customers and today even a step ahead i.e. ‘delighting’ the customers, for which customers are offered something beyond their expectations from the service or the product. The objective being to acquire and retain the customers, who should continually feel that they are getting more value of the money, they are departing with.
Marketing is the establishment, development, maintenance and optimization of long-term mutually valuable relationships between consumers and organisation. Successful Marketing focuses on understanding the needs and desires of the customers and is achieved by placing these needs at the heart of business by integrating them with the organisation strategy, people, technology and business processes. At its most basic, Marketing involves customers, organisations and relationships and the combination creates the need for the management.
Marketing is about creating a competitive advantage by being the best at understanding, communicating, and delivering and developing existing customer relationships in addition to creating and keeping new customers. The concept of the product life cycle is giving way to customer life cycle, focusing on...