Horizon 2k11

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HORIZON 2K11AUGUST 27th 11

VELALAR

COLLEGE OF ENGINEERING AND

TECHNOLOGY, THINDAL-638012.

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VELALARCOLLEGE OF ENGINEERING AND TECHNOLOGY

(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001)

(Affiliated to ANNA University of Technology, Coimbatore.)

Thiru. S. D. CHANDRASEKAR, B.A.,

Secretary & Correspondant

MESSAGE

Velalar College of Engineering & Technology has been a trend setter in the academic circle

particularly in the disciplines of Engineering and Technology. The institution is keen in facing

challenges of the day-to-day explored technologies with its excellent infrastructure and technical up-

gradations. The college is recognized as temple of learning, as it blends education and culture with

qualities and standards.

To combat the advancements in IT era and march towards the knowledge of horizon, our

institution provides a platform for exploring and sharing research works among academicians and

technocrats to simulate their knowledge and to serve the society.

The 8th

National Symposium organized on 27th

August 2011 is a timely step towards helping

students and academicians to present their research findings and exchange their ideas. This will earn

them the right recognition for their career and continue the same with zeal and enthusiasm. Many new

meaningful ideas are likely to evolve and many new fruitful partnerships are likely to emerge during

this Symposium, which will definitely help to make a technically advanced and a stronger INDIA in

future.

Organizing a National Symposium requires meticulous planning, perfect coordination and

fool-proof execution of the tasks. I have observed the faculty members of our institution extending

their fullest cooperation for the successful completion of this task.

I wish the delegation a fruitful knowledge sharing platform in our campus and also wish theSymposium a grand success.

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725

E-mail : [email protected] Web : www.vellalar.com

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Dr. V. RAMAMOORTHI, Ph.D.,

Principal

MESSAGE

It is my great privilege and honor to welcome the participants to the 8th

National Symposium

organized by college on 27th

August 2011. The Horizon-2K11 is a stepping stone in the history of ourcollege as it mainly focuses on the learners community and intelligible professional expertise through

sharing of novel ideas and innovations.

I am pleased to note the overwhelming response invitation from various institutions across the

country where received for this Symposium including individuals contribution. I join with the faculty

members to thank the management for their wholehearted support in organizing this Symposium. I

would also like to thank all the authors who have responded and submitted their papers. My sincere

thanks goes to the renowned keynote speakers whose contribution is significant to the profile and

merit of this symposium. My heartiest thanks to the organizing committee members for their support

and co-operation for the successful conduct of this Symposium. I would like to thank all the sessions

chairpersons and the organizers for having accepted to spare their valuable time. Their knowledge and

wisdom will make the organizing process very smooth and successful.

A pat on the back to the editorial board members for showing their tremendous quality of

work in editing and compilation of the proceedings. I put it on my record my sincere appreciation to

all the students Association for making the HORIZON 2K11 a real success. Finally, I wish all the

best to all participants for a fruitful interaction and get-to-gather on this one day National Symposium-

HORIZON - 2K11.

PRINCIPAL

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725E-mail : [email protected] Web : www.vellalar.com

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Dr. M. A. VELUSWAMI, Ph.D.,

Dean (R&D)

MESSAGE

It gives me immense pleasure to know that our college, known for its commitment toexcellence in academic and research affairs is organizing a 8th National Symposium on 27th August,

2011. The timely initiative and venture on the part of the Management, the Principal and the Head of

the Department ably supported by the faculty and the students along with the other staff will go a long

way in sensitizing the youth about the potential and prospects in the field of Engineering. I am certain

that the proceedings of the one day National Symposium will give the needed exposure to all those

involved in research to update their knowledge and skills in this important theme.

I wish this National Symposium a grand success, congratulating all those who contributed

to this Symposium.

DDEAN (R&D)



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Mr. L. PETER STANLEY BEBINGTON

Dean-Academic

MESSAGE

I am very much delighted that our college is organizing the 8th National Level Technical

Symposium on 27th August 2011.

I hope that this Symposium will be a giant milestone in the technical history of our reputed

institution. This Symposium will enlighten our students who have a motto of Strive to Excel.

I wish that this symposium proves to be an inspiration to many students and envangelists who

are exploring in various fields.

I express my sincere thanks to our management, committee members, students andparticipants for making this Symposium a grand success.

DEAN/ACADEMIC



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Prof. P. JAYACHANDAR, M.E.,

Dean (Student Affairs)

MESSAGE

I am very glad that our college is organizing the 8th National Level Technical Symposium on

27th August 2011.

The main motto of this Symposium is to bring together the researchers, research scholars and

students to share their views, experience, new ideas, research results and the practical challenges

encountered and the solutions provided. I am sure that this Symposium will be helpful to all the

participants and the involvers gathered here .

I express my heartiest thanks to our management, committee members, students and

participants for making this Symposium a great success.

DEAN (SA)



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Mr. L.M. PALANIVELU

HOD - IT

Dean-Placement & Co-curricular Activities

MESSAGE

It gives me immense pleasure in associating with you in this great occasion. I am confident

that this symposium would be providing you the right atmosphere to expose your talents, exchanging

ideas, and extend your friendship and fine tune your understanding about the new trends in

engineering field. May this festivity be memorable one.

My best wishes to all the participants and the organizers of this grand symposium.

HOD / IT



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Dr. T. VETRIVEL,

Professor & HOD ,

Department of Management Studies.

MESSAGE

It gives me immense pleasure and honour to welcome the participants to the Eighth

National Level Technical Symposium conducted by our Department of Management Studies

(MBA) on 27th August 2011. The Symposium focuses on the Emerging Trends in Functional

Departments in the present environment and it drives the innovative knowledge of the

students on different events like Business Quiz and Business Plan. It is a stepping stone in the

history of our MBA department as it mainly focuses on the learners community and

intelligible professional expertise through sharing of novel ideas and innovations.

To march towards the knowledge horizon, I am pleased to note the overwhelming

response for our invitation from the students of various colleges for this symposium in all

over India. I am indeed thankful to the Management, Principal and the Deans of various

disciplines for their wholehearted support in organizing this symposium. I would also like to

thank all the students who have responded and submitted their papers. Many new meaningful

ideas are likely to evolve and many new fruitful partnerships are likely to emerge during this

symposium, which will definitely help to make a technically advanced and stronger to the

budding Entrepreneurs and Managers. I am sure that their knowledge and wisdom will make

the change in the present and future business world.

Organizing a Symposium requires meticulous planning, perfect coordination and

accomplishment of the tasks on the basis the credit has to be given to all the faculty members

of our department and institution for their sheer dedication and hard work. I wish all the bestto all participants from distinguished colleges for a fruitful interaction and get-to-gather on

this 8th National Level Technical Symposium.

HOD / MBA

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725E-mail : [email protected] Web : www.vellalar.com

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CONTENTS

S.NO TITLE & AUTHOR PAGE.NO

1. GREEN BANKING IN INDIA

S.Ramachandran,N.Muruganandham

1

2. RECENT TRENDS IN HUMAN RESOURCE MANAGEMENT

R. Saravanakumar

1

3. BUSINESS INTELLIGENCE KNOW-HOW!

R.vijaykanth,R.venkatakondan

2

4. RECENT TRENDS IN MARKETING MANAGEMENT

M.Sabarinath

2

5. HR POLICIES AND EMPLOYEES ATTRITION

P.Yasodha,V.V.Prasath

3

6. MOBILE SALES PROMOTION A CONTEMPORARY METHOD OF

SUSTAINABILITY IN COMPETITIVE ENVIRONMENT

H.Nishitha Preethi

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7. EMERGING TRENDS IN HRS.Rajmohan

5

8. INNOVATIVE ENTREPRENEURIAL STRATEGIES IN RETAIL

INDUSTRY

V.Sivakumar

6

9. EMERGING TRENDS IN HUMAN RESOURCE MANAGEMENT

E.Iswaryalakshmi R.Pavithra

7

10. RETAILING AN EMERGING CONCEPT IN ERA OF

GLOBALIZATION WITH SPECIAL REFERENCE TO INDIAN RETAIL

INDUSTRY

Kv.Nisar Ahmed

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GREEN BANKING IN INDIA

S.RAMACHANDRAN

N.MURUGANANDHAM

Department of Management Studies and Research,

Coimbatore Institute of Engineering and Technology,

Coimbatore-641 109.

ABSTRACT

The research also examined green opportunities directly related to financial services

businesses. An obvious opportunity is convincing customers to save paper by relying on online

transactions. Sustainable development can best be achieved by allowing markets to work within

inappropriate framework of cost efficient regulations and economic instruments. One of the major

economic agents influencing overall industrial activity and economic growth is the financial

institutions such as banking sector. Environmental protection and awareness, and sustainable,ecological measures have emerged as significant themes of our age and an increasing number of

green technologies are also finding their way into the banking branch. This paper explores the

importance of Green Banking, sites international experiences and highlights important lessons for

sustainable banking and development in Indiawe find that there has not been much initiative in this

regard by the banks and other financial institutions in India though they play an active role in Indias

emerging economy. Therefore, we suggest possible policy measures and initiative to promote green

banking in India.

RECENT TRENDS IN HUMAN RESOURCE MANAGEMENT

R. SARAVANAKUMAR

Erode Sengunthar Engineering College, Thudupathi, Erode

ABSTRACT

Business leaders need to be aware of the trends that will impact the operating environment in

the future. Trends offer clues about how the operating environment will change. concept

these shifts will allow luminous CEOs and managers to adapt and thrive. This is especially

accurate in the dwelling of Human Resources management since people are one of the most

principal resources to any enterprise. Here are trends in Human Resources management that

business leaders will want to watch: Leveraging Technology, Global Marketplace, Rising

Costs of Benefits, Flexible Workplace, and Demographics

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BUSINESS INTELLIGENCE KNOW-HOW!

R.VIJAYKANTH

R.VENKATAKONDAN

Erode Sengunthar Engineering College, Thudupathi.

ABSTRACT

Keep away from people who try to be little your ambitions. Small people always do that, but the really great make

you feel that you, too, can become great Mark Twain

BI refers to application and technology, which is used to gather, provide access to, and

analyze data and information about the company operations BI is neither a product nor a

system. It is an architecture and a collection of integrated operational as well as decision-

support applications and databases that provide the business community easy access to

business data Business intelligence play an increasingly critical role in tomorrows ever

faster, ever more global, every more competitive business environment. To meet those needs,

future BI systems must be real-time/near-real-time, proactive and pervasive. Users are

increasingly demanding those capabilities and software vendors have begun to respond. We

see a bright future emerging for business intelligence.

RECENT TRENDS IN MARKETING MANAGEMENT

M.SABARINATHErode Sengunthar Engineering College, Thudupathi.

ABSTRACT

In this paper I have discussed about the marketing, Things to attract the customer by a

marketer, New marketing trends which are evolved in the market like Network Marketing,

Viral marketing, Ambush Marketing Guerrilla Marketing, Green Marketing, Direct

Marketing, Buzz Marketing, Online Marketing, Word of Mouth Marketing, Relationship

Marketing, Article Marketing, Cause Marketing, Social Marketing, Reality Marketing, Sports

Marketing. Marketing is a total system of interacting business activities designed to plan,

price, promote and distribute want-satisfying products and services to the present and

potential customers. Generally marketing is understood to mean the sale and purchase of

goods and services but it is narrow thinking to understand it so. The term MARKETING is

worldwide. It does not mean only the sale and purchase of goods and services. It means entire

process of satisfying the needs of consumers. It starts with discovery of needs and wants of

the consumers, and it continues, till these needs and wants are satisfied. Marketing is delivery

of standard of living to the society.

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HR POLICIES AND EMPLOYEES ATTRITION

P.YASODHA

V.V.PRASATH

Gem Business Academy, Kolappalur, Gobichetti Palayam.

ABSTRACT

The management has to recognize the important role of Human Resource Department

in order to successfully steer organizations towards profitability. It is necessary for the

management to invest considerable time and amount, to learn the changing scenario of the

HR department in the 21st century. In order to survive the competition and be in the race, HR

department should consciously update itself with the transformation in HR and be aware of

the HR issues cropping up. With high attrition rates, poaching strategies of competitors, there

is a huge shortage of skilled employees and hence, a companys HR activities play a vital role

in combating this crisis. Suitable HR policies that would lead to the achievement of the

Organization as well as the individuals goals should be formulated. HR managers have to

manage all the challenges that they would face from recruiting employees, to training them,

and then developing strategies for retaining them and building up an effective career

management system for them. Just taking care of employees would not be enough; new HR

initiatives should also focus on the quality needs, customer-orientation, productivity and

stress, team work and leadership building. This paper should be valuable for practicing HR

managers of every organization and also for those who have a significant interest in the area

of Human Resource Management, to realize the growing importance of human resources and

understand the need to build up effective HR strategies to combat HR issues arising in the

21st century.

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MOBILE SALES PROMOTION A CONTEMPORARY METHOD OF SUSTAINABILITY

IN COMPETITIVE ENVIRONMENT

H.NISHITHA PREETHIErode Sengunthar Engineering College, Thudupathi.

ABSTRACT

Mobile marketing can refer to two things, marketing on the move and to using mobile

devices to advertise your product; telemarketing is included in this concept. The recent fact

that for most customers, mobile phones have become an extension of their personality. Many

go a step ahead to say that mobile phones define their individuality as well. It is worthwhile

to compare the growth of the mobile phone industry vis-a-vis the computer industry in India.

According to recent statistics, there are nearly 300 million mobile phone subscribers as

compared to just around 30 million PCs in the country. Additionally, around 8 million

subscribers are signing up every month for mobile services alone. For most individuals,

mobile phones are becoming a single point of contact for the world surrounding them

covering a wide range of utilities like emailing, entertainment, and banking. Mobile

Marketing is a set of practices that enables organizations to communicate and engage with

their audience in an interactive and relevant manner through any mobile device or network.

Mobile promotions are increasingly being deployed as companies strive to expand their

advertising reach. They can be used to deliver an assortment of promotional incentives acrossa widely-adopted marketing platform that is still in its early stages of evolution. Mobile

promotions can help businesses build brand awareness, improve customer loyalty and collect

valuable customer data. They represent a new and quickly developing frontier of marketing.

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http://www.articlesbase.com/business-articles/sms-mobile-promotion-a-cost-effective-advertising-channel-971164.htmlhttp://www.articlesbase.com/business-articles/sms-mobile-promotion-a-cost-effective-advertising-channel-971164.html

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EMERGING TRENDS IN HR

S.RAJMOHAN

SSN School of Management and Computer Applications,

Kalavakam, Chennai.

ABSTRACT

The role of the Human Resources Departmenthas changed dramatically over the past 30

years and will become increasingly more strategic in nature in the future. The role ofHR

manageris shifting from that of aprotector and screenerto the role of a planner and change

agent. Personnel directors are the new corporate heroes.The organizational context in which

HRM finds itself at present is one of rapid change and considerable uncertainty. Human

relations management can no longer be confined to the functional areas of recruitment and

retention. Organizational development and changes, occurring due to mergers, acquisitions,

market and economic conditions require companies to provide its key employees with strong

support, to deal with such changes and adapt successfully. The challenges of constrained HR

budgets and headcount and slowing salary growth are a clear call for cost management that if

responded to correctly can be an opportunity to prepare for the future. This is the time to

optimize capability, engage critical talent and focus on the motivation and retention of high

performers. As with most situations,planning is the key. A good plan for a reduction in force

(RIF) requires that you identify the tasks that need to be accomplished, those that will be

eliminated, and the new structure that will accomplish these goals. Current employees' skills

can then be aligned with the company's business needs and, difficult but well-considered,

decisions made. Valued employees will leave if they think the organization is in trouble. HR

has a major responsibility in redesigning, training, and employee engagement. Employees are

looking to HR for guidance in filling in the gaps while managing the social pressures that are

inevitable with layoffs. Once consensus is reached regarding a definition and description of

key roles played by either line management or by HRM professionals at different levels.Human resource management is also in theprocess of change with regard to the nature of the

role performed. In the past many functions were performed by HRM professionals

themselves, the role they are taking on, is one ofconsultant to line management, where line

managers perform many of the functions traditionally handled by HRM professionals.

Similarly there is a trend in which businesses are shedding all functions that are not directly

related to core business, and in the process many HRM functions are being outsourced.

Hence the change in the nature of services provided.

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INNOVATIVE ENTREPRENEURIAL STRATEGIES IN RETAIL INDUSTRY

V.SIVAKUMARErode Sengunthar Engineering College, Thudupathi.

ABSTRACTRetailing in India is gradually inching its way to becoming the next boom industry.

The whole concept of shopping has altered in terms of format and consumer buying behavior,

ushering in a revolution in shopping. Modern retail has entered India as seen in sprawling

shopping centres, multi-storeyed malls and huge complexes offer shopping, entertainment

and food all under one roof. Retail industry especially organized retailing has more

relationship with entrepreneurs (Kishore Biyani, Subramaniam) they concentrated on new

strategies where they focused on increasing the number of customers, increasing the quantity

purchased by customers(basket size), increasing the frequency of purchase by the customers,

increasing the number of customers can be achieved by adding new stores and by modifying

the product mix. Pantaloon Retail (India) Limited, Indias large retailer has adopted new

strategies by concentrating on the above said points. Existing retailer are tapping new

geographical markets by introducing new products to the existing range that appeal to a

wider audience, Expansion by adding new retail stores to existing network. Since the major

retailers are facing stiff competition, IT infrastructure plays vital role in differentiating one

retailer from other retailer. In spite of the prospects being good things arent quite as rosy

when it comes to awareness of IT systems. In most cases, organized retailers in India have

installed solutions that help them maintain all the transactions. New retailers in India are

undergoing a transformation due to the entry of large corporate houses, IT managers now

looking forward to know how IT can help them achieve the business goals of their

organizations.

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EMERGING TRENDS IN HUMAN RESOURCE MANAGEMENT

E.ISWARYALAKSHMI

R.PAVITHRA

Nandha Engineering College, Perundurai.

ABSTRACT

Human resource management, if we see it from definition perspective it is a process of

bringing people and organizations together so that the goals of each others are met.

If we see in practical situation the above definition its just one side of a coin which has

limited HRM involvement but HRM today is a different story, it have changed the way we

work, and also it helps an organization to survive in recessionary period. Managing and

attracting the human resource in todays time is very difficult task. The role of HR managerhas changed a lot (Dancing differently on changing tunes of life) from being protector and

screener to the role of Savior who acts as planner and change agent affecting bottom of the

pyramid where it is blue collar workers & at the Top & Middle level executives. The trends

in human resource industry are dynamic in nature which contributes towards to achievement

of organization goals. Over the years, highly skilled and knowledge based jobs have

increased while low skilled jobs are decreasing. This calls for skill mapping through proper

HRM initiatives. Change is inevitable as said and thats what Indian organizations are

witnessing in management cultures, systems and working style. Alignment with global

companies has forced Indian organization accept and incorporate change in every day life

which makes role of HRM all the more important.

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RETAILING AN EMERGING CONCEPT IN ERA OF GLOBALISATION WITH SPECIAL

REFERENCE TO INDIAN RETAIL INDUSTRY

KV.NISAR AHMED

Erode Sengunthar Engineering College, Thudupathi.

ABSTRACT

Retailing in India is gradually inching its way toward becoming the next boom

industry. The whole concept of shopping has altered in terms of format and consumer buying

behavior, ushering in a revolution in shopping in India. Modern retail has entered India as

seen in sprawling shopping centres, multi-storeyed malls and huge complexes offer shopping,

entertainment and food all under one roof. The Indian retailing sector is at an inflexion point

where the growth of organized retailing and growth in the consumption by the Indian

population is going to take a higher growth trajectory. The Indian population is witnessing a

significant change in its demographics. A large young working population with median age

of 24 years, nuclear families in urban areas, along with increasing working-women

population and emerging opportunities in the services sector are going to be the key growth

drivers of the organized retail sector in India. A new face is emerging for the retailing

industry in India. Consider a few emerging pointers in the Rs 9,30,000-crore retail industry.

Organised retailing, which is still minuscule comprising 3% of the total market at Rs 28,000

crore, has to go a long way. While due importance has been attached to the emergence of a

potent mid-level market in India, pundits racked their brains trying to figure out the typicality

of Indian buyers delving deep into the consumers mindspace.

Hence driven by changing lifestyles, strong income growth and favourable

demographic patterns, Indian retail is expanding at a rapid pace. Therefore, no doubt that

retailing has potentiality to grow in leaps and bounds in the near future.

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