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June 14, 2001
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Money > Business Headlines > Report June 14, 2001 |
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MTNL to spruce up ahead of sell-offThomas K Thomas Believe it or not, Mahanagar Telephone Nigam Ltd has hired a consultant to hire another consultant. It has roped in marketing guru Sidharth 'Shunu' Sen-owned Quadra Consultants to assist it in its hunt for consultants to help in its proposed internal restructuring. The telecom PSU is also planning to appoint advertising agencies for to rev up its brand image and design promotional campaigns. It has invited bids from Delhi-based agencies having a turnover of Rs 500 million in the last two years. Sources said MTNL's marketing and advertising spend would be close to Rs 60 million for the coming year. Ad agencies are nothing new for MTNL. But earlier, they had only handled promotions of several small projects and catered to corporate communications. Sources said MTNL, with its renewed focus on marketing and quality of service, will now involve the agencies in building its brand equity and corporate image ahead of the divestment process. Of the 22 applications received from top consulting firms across the world, including Salomon Smith Barney, Arthur Andersen and KPMG, 16 have been shortlisted. The firms are in the process of making a presentation to Sen and MTNL's board of directors. The selected one will assist MTNL at the corporate level and in areas such as human resources, marketing and services and finance. As per the restructuring plan, MTNL will create four separate divisions, one each for its cellular, basic, long-distance and information technology services. The long-distance project will be undertaken by MTNL through a joint venture in which it will provide only the switches for the project. MTNL is currently in talks with various Indian companies for the venture. The telecom major will also expand its operations in long-distance and basic telephony services from Delhi and Bombay to other major cities in the country. It is also open to the idea of acquiring a company for its cellular service foray. However, the company will start scouting for a partner once it has stabilised its cellular operations in Delhi and Bombay. MTNL is expecting to generate Rs 2.40 billion in the first year of its cellular operations from a subscriber base of 2 lakh in Delhi and Bombay. Powered by YOU MAY ALSO WANT TO READ:
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