Poised EMagazine

7/31/2019 Poised EMagazine

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INITIATIVE OF STUDENTS:

INSTITUTE OF PUBLIC ENTERPRISE

HYDERABAD


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Table of Contents

1. Economy and currency review 42. Foreign direct investments a.k.a (FDI) 83. Financial inclusions 104. Stock markets-the beginners steps 145. The viral kolaveri 166. Next level marketing . 177. Why marketing? If supply creates its own demand 198. Innovation 209. Managers way of managing people. 2110. Big time for big data 2211. Vendor managed inventory 2312. Robotics for societal rescue 2413. Concepts of management from mahabharata 2514. Attrition management. 2715. The secret 2916. Advertising impact on children 3117. New Age Marketing Theme.. 3218. Nature Howls.. 3319. Kavita. . 3420. Film review- hits and pits of 11(Hollywood and Bollywood)35

INDEX


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-By Uday PGDM-RM

Indian economy might pass the 2008 crisis well, but there are fears that this time the country is

not even ready for a crisis of much lesser magnitude, let us leave a full-blown debt default in

Europe or a possible US recession.

Weak financial position, considerable growth of inflation and policy inertia has considerably

weakened the economy's position today.

"This time our basics are weak. A domestic meltdown is expected and our resilience won't be as

much as last time. Growth estimates are down to 7% in 2012, not far from 6.8% the country

managed in crisis-ridden 2008-09, and every other indicator is pointing down wards. The Indian

banking sector which was seen as shock proof in 2008 has also taken a beating as the standardrating agency moodys has downgraded Indian banking sector by one notch and largest public

sector bank SBI from stable to negative. This has raised serious concerns on the deteriorating

asset quality and credit class.

Comparing with 9.3% growth on the eve of the crisis when India did no wrong. "This time we

may be on weaker foundations, before the crisis in 2008, the repo rate, the key rate in the

economy, was 9%, which was cut quickly to stimulate demand and investments. This time

round the best the Reserve Bank can do is to halt the rate increases because despite high

borrowing costs consumption demand remains strong and any policy reversal risks inflation

going out of hand. India recorded inflation of 11% in October 2011. The inflation numbers in

December might show the signs of cooling down to 7.5% (whole sale inflation) but the key

manufacturing inflation remains high at 8% and fuel inflation stands at 14.5%, food inflation has

eased to 0.5% but this is due to temporary change but not fundamental.

The government is in no position to risk a fiscal stimulus. The year 2007-08 began with a fiscal

deficit of less than 3% of GDP. This strong fiscal position had allowed the government to

announce an Rs 75,000-crore farm debt waiver and along with NREGA, rapidly scaled up rural

jobs, held up demand when the financial crisis unraveled. . UPA government might have passed

the food security bill estimated at 24,000 crore under which 60% of population (75% of ruraland 50% of urban)are guaranteed food grains at subsidized rates but its impossible to

implement in current scenario which will add an additional 2% to physical deficit.

The CRR is also as high at 6%,which can be eased by 25-50 Basis points which will further infuse

40,000 crore into the economy. Considering the monetary tightening IIP (index of industrial

production) has recorded a 5 year low of -5.5%, so there is a really tough situation for RBI

controlling inflation and at same time providing economic stimulation.

INDIAN REVIEW


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-By Uday PGDM-RM

Indian currency has been depreciating fastly raising concerns on the growth of the nation. it has

depreciated around 20% by November 2011 making it the worst performing currency. Even theRBI is not in a position to intervene as weak domestic fundamentals have been corroding,

prompting foreign investors to pull back from weakening economy. The demand for rupee has

been falling as the investments in to the nation has almost dried up. In 2011 FII inflows have

been almost nil comparing to 27 billion$ in 2010 this obviously has a short term impact on

rupees exchange rate which amounts to 9% of our reserves. Down side pressure on rupee

mounted as oil related payments deficit bunched up to 43.4 billion $ alone with total trade

deficit standing at 73.5 billion $.

RBI has a reserves of 306 billion $, and the rupee and dollar Forex markets trade to nearly 70

billion $ a day, that means to impact the exchange rate or to stop rupee from further

depreciation RBI has to sell at least 2 billion $ a day this is almost impossible with the reserves

we have.

(THE RUPEE UNDERWENT RAPID DEPRECIATION IN YEAR 1966(BY 57.6 PERCENT) AND IN 1991

(BY 18%)THE IMMEDIATE TRIGGERS FOR 1966 CRISIS WAS INDO PAK WAR AND THE DROUGHT

IN 1991.IN THE GLOBAL MELT DOWN IN 1991 THE RUPEE CRASHED FROM 39.50 TO 51.95)

The Chinese have a reserves of 3.2 trillion $, as they have raised their reserves with export

earnings and inward remittances, where our reserves are built on capital inflows. Indiasdependence on inflows from Europe has also severely hit rupee this year. During 2008-09 U.S

was hit and the spillover effect was seen on India. This time euro nations have been hit and

these are major foreign funds flows in to India. The ratio of FII inflows to developing economies

from euro zone to that of U.S stands at 2:1.

In a fast deteriorating global economic scenario, the U.S downgrade made investors run for

dollar bonds, drying up the dollar supplies and rupee started depreciating steeply. High inflation

and monetary tightening by central bank has further degraded growth outlook, leading for

more FII out flows.

Needed reforms by the government-

The government should liberalize and open up the economy still deeper and make

investor friendly policies to attract FIIS and QFIS.

Government and RBI should take necessary policy frame work to disencourage

unnecessary imports in to the economy and try to increase capital exports.

INDIAN REVIEW


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Indian investors investing abroad have to be attracted equally to the FIIS. Study shows

FIIS inflows in 2010 are 27 billions and our Indians have invested near to 30 billion in

other global economies during the same period.

Time taken to approve projects should considerably comedown; allocation of land

should also be done much smoothly.Liquidity of the rupee has to be increased.

Parity theories-

Exchange rate of rupee can be theoretically be determined by applying the purchase

power parity(PPP) concept also known as one price, if the same commodity costs $1 in

America and rs 50 in India. This gets complicated when the relative prices of different

commodities are different in the two countries. The economist magazine has

popularized big Mac index which is off shoot of ppp theory. Here, McDonalds

standard hand burger is chosen commodity for example in January 2012 the cost of this

standard commodity was $4.07 in the USA and rs.84 in India. By this yard stick the dollar

should be valued at rs.21 instead of then 51.34.

Ppp helps in assessing what should be the exchange value at a particular point of time.

The interesting rate parity theory, on the other hand helps us to find out what should be

the exchange value in future, given a particular value at present .if 1$=50 now and if

annual risk free interest rates are at 10 per cent and 2 per cent in India and the U.S

respectively, we may say that after one year, $ 1.02=55 RS. In case $ does not

appreciate accordingly, it would give scope for active arbitrage operations. This theory

seems to be in case of dollar-rupee relationship.

Reasons for strong dollar despite Americas tottering economy-

Previously it was pretty much fashionable for all the economists to speculate the demise

of USD. There are many reasons why dollar will continue to dominate in foreseeable

future. America is an open economy that encourages innovative and creative

competition. Its political system is transparent unlike our political fatals. The dollar will

be a safe haven for years to come, if not due to inner strength, because of weakness of

competing currencies.

In the nearby future the world is going to enter a phase of currency wars if our economy

is not equipped with the right policies to tackle, our economy will deeply suffer.


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-By Uday PGDM-RM

Allowing FDI in to Indian retail sector is the need for the hour. It just cant be applied to or seen

from an investment perspective. There is plenty more opening up of FDI can do to oureconomy, our infrastructure, to address our macro economic problems, and most importantly

our agriculture sector where predominant people survive on.

FDI was means to kick start the countries second generation of economic reforms. It was

intended to change the face of India forever. FDI supposed to be the killer device to attain 10 x

changes that India was looking forward to. In one stroke it would hold marauding rupee, bring

in retail dollars and mostly reshape Indias largest unorganized retail sector, opening Indias 400

billion retail market was supposed to be a defining issue for legacy of Indias second generation

economic reforms. But it has been shelved following wide spread criticism.

In a country where political parties do not see eye to eye with each other it always seems and

stays to be a battle between economics and politics. Weather it is for development of India or

demise of India. The struggling government was not ready to take the bullet and accepted

defeat.

Approving FDI is a matter for the cabinet; legally it neither requires a debate nor voting in the

parliament. However cabinet decisions taken when parliament is in session needs to be

discussed in the parliament. Then why didnt the government take the decision before or wait

till the parliament session completes is debatable.

Much opposition pretend to worry that allowing 51% FDI in retail will harm small merchants

that employ millions of Indians. But we have to remember there is no gain without pain. The

arrival of wall mart stores inc, Carrefour SA would have been changed things like few events

that India has been modernizing its economy for since 20 years .reforms in 1990 helped in

cutting the red tape, removed the caps on steel and cement makers and allowed overseas like

ford motors companies to do business locally.

FDI is an approach that can foster great competition, quality, service and cost saving. Retail

industry reforms are right to start with. By investing in neglected supply chains and

infrastructure and applying more modern techniques, foreign companies could reduce wastage

in Indian system. Various studies suggest that retail industry will gain 8-10 billion $ in

investments in next 5-10 years as competitors abroad enter and local companies try to keep

pace.

These FDI dollars may not only be critical for building up strong ware housing, cold storage and

back end retail support, but also pilling up Forex reserves.

INDIAN REVIEW


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Triggering green revolution-

There are currently many ills agriculture has been effected with. Food production is stagnated

at 210 MT over last 15 years. Pulse production is struck at 14MT over last 20 years. Despite

favorable factors production of fruits and vegetables is in a fraction of potential. Further a third

of the produce is wasted due to lack of storage facilities, preservation and processing. There is ahuge lack of application of science, technology and management; which have transformed

industrial sector.

FDI in retail will be a big help in correcting these distortions. MNCS in their own interest will

bring in science, technology and management to agriculture.

Producers revolution brought by Pepsi co.

There is also Pepsi co success story for India. In 1980s the company keen to enter large Indian

market, agreed to develop agriculture to get the license. Pepsi co established contract farming

for tomatoes and potatoes in Punjab. The company provided quality seeds, technology andmodern crop husbandry practices; most importantly it also contracted to buy the produce at

profitable prices.

The impact was visible the production of tomatoes shot up from an insignificant 15,000 tons to

over 2,00,000 tons in short span along with improving quality and productivity. Similar was the

experience in regard to potatoes, Pepsi co took care of huge production by attending into

processing facilities.

Significantly the proposal had stipulated MNCS to procure at least 30% of their requirements

from small and medium enterprises.

Challenges for MNCS in retail-

Here are the challenges for retail giants like Wal-Mart, Carrefour and Tesco to succeed in India.

These MNCS need to come with deep pockets like Pepsi and coke arrived decades ago, but

where in spite of economic stimulation they created they failed in reporting profits till now, the

answer is simple they need to understand the nation and its culture better and accordingly

function.

One of the biggest challenges that Wal-Mart would be facing is earning the trust of the people,especially middle class women home makers. Most of them are used to local kirana stores for

supply of the groceries and there is an emotional connection between the two, if any one has

to give a shot at this trust it requires immense level of patience and perseverance in the

market.

It is going to be hard to push through this, since in India psyche fresh food is preferred to stored

or canned food, providing stored vegetables is not going to help the retailers; they would have

to find the ways to revitalize the concept of vegetable production.


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Coming to the infrastructure, in the west Wal-Mart is located in huge areas of land miles away

from main city. The infrastructure over there is good enough to connect places which are far

away from, but in India the case is different. MNCS in retail have to prepare answers for these

4 questions before thinking to put their leg in India.

1. Why should the customers travel amidst the maddening traffic to outskirts when I can

buy fresh groceries across my street?

2. With the sky rocketing real-estate prices how they can manage profitability.

3. How many Indians own cars which are must for big box purchases?

4. How long can they wait for, till instant quick governments like India provides the

infrastructure to fine tune their system?

Considering the fact that domestic retail chains with all their local knowledge are finding it hard

to make inroads into market, it is indeed going to be a mammoth task for retail MNCS to

establish its presence in the market.

Source: Print and Electronic Media. December 2011, January 2012


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FINANCIAL INCLUSION

- By Ashish and Jabidulla PGDM-A

INTRODUCTION TO FINANCIAL INLCUSION

Financial inclusion is the delivery of financial services at affordable costs to sections of

disadvantaged and low income segments of society, in a fair and transparent manner by

financial institutions. Financial inclusion is now a common objective for many central banks

among the developing nations. About 2.9 billion people around the world do not have access

to formal sources of banking and financial services.

In India alone 560 million people are excluded from formal source of finance, a figure in tight

correlation with the 41.6 percent (457 million) of the population that still lives below the

poverty line. While India has enjoyed growing domestic demand and globally recognized

prowess, its continued success and growth as an economic power (in common with other

emerging economies) can only be assured if concrete steps are taken to ensure that the social

and economic development is inclusive.

Financial Inclusion includes access to the following financial products and services:

No frill Bank accounts

Micro Credit

Savings products

Remittances

Insurance

Mortgage

Financial advisory services

Entrepreneurial credit

Pension

Self help group

Branchless banking

Micro finance


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FINANCIAL INCLUSION IN INDIA

The government of Indias National Rural

Financial Inclusion Plan (NRFIP) has set a target

to achieve complete financial inclusion by 2015.

The plan aims to serve fifty percent of the

financially excluded (280 mn) population by

2012.

To help achieve these goals, two funds of about US$125 million each have been

allocated the Financial Inclusion Fund (FIF) and the Financial Inclusion Technology

Fund (FITF).

An objective of the FIF is to support "developmental and promotional activities" with a

view of securing greater financial inclusion particularly among weaker sections, low-

income groups.

Objectives ofFITF are to enhance investment in Information Technology (IT) aimed atincreasing the adoption of technology among financial services providers.

The government has also set up a Committee on Financial Inclusion under the

chairmanship of Dr. C. Rangarajan, to study and provide recommendations for achieving

the objectives of financial inclusion.

The RBI set up a commission (Khan Commission) in 2004 to look into financial inclusion

and the recommendations of the commission were incorporated into the mid-term

review of the policy (200506).

In the report RBI exhorted the banks with a view of achieving greater financial inclusion

to make available a basic "no-frills" banking account.


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In India, Financial Inclusion first featured in 2005, a pilot project in UT of Pondicherry.

Mangalam Village became the first village in India where all households were provided

banking facilities. In January 2006, the Reserve Bank permitted commercial banks to make use of the

services of non-governmental organizations (NGOs/SHGs), micro-finance institutions

and other civil society organizations as intermediaries for providing financial and

banking services.

Reserve Bank of Indias vision for 2020 is to open nearly 600 million new customers

accounts and service them through a variety of channels by leveraging on IT.

RBI is currently working on a three-year financial inclusion plan and is discussing thiswith each bank.

Despite heightened focus on financial inclusion, Indian banks still somewhat failed to

bring the under- and un-banked into the mainstream banking fold. India has currently

the second-highest number of financially excluded households in the world.

51% lack access to Financial Services from formal system. Exclusion predominant

amongst poor weaker sections and resource poor regions

Approximately, 40% of Indias population has bank accounts, and only about 10% have

any kind of life insurance cover, while a meager 0.6% has non-life insurance cover.

Feasible Solution for Financial Inclusion in India

Indias continued success and prosperity will largely be a measure of its inclusive development.

However, inclusive growth is challenged by such factors as availability of financial services,


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accessibility across the vast rural and urban landscape, awareness through education and

literacy programs (including financial literacy), and affordable cost points.

The Business Correspondent (BC) model, whereby agents representing banks, Micro-finance

Institutions (MFIs) or self-help group deliver doorstep banking is the most persuasive model

today supporting the governments drive towards financial Inclusion. The BC model offers a

lower cost channel and local presence without the infrastructure costs of branches. However, it

is limited by poor security, time-consuming manual processes and a lack of scale.

Supplementing the BC model with technology can improve security, speed up enrolments and

transactions, and extend the size of the physical territory that agents can cover. Even with

enabling technology, the agent model in isolation, will always be limited to the size of the

physical territory that can be covered.

In addition to assisting or supplementing an existing, labour-intensive delivery channel,

technology can become a direct delivery channel for financial and information services. This is

particularly true of self-service technology (e.g. ATMs, mobile phones) where transactions are

driven by the consumer without third party interventions.

Once the unbanked are bought into the banking model, a whole range of financial services can

be delivered through self-service technology, with minimal need for person to person

interaction. Self-service technologies are the foremost sustainable and scalable solutionsbecause they offer multiple products and services from the same platform/device, at lower

costs, ease-of-use, higher levels of availability and accessibility. To increase the adoption and

usage enabling technologies must integrated into self-service systems, such as biometric

readers, multi-lingual software, interactive voice response services, and graphical user

interfaces, helping to reach out to the millions of illiterate and semi-literate people in

geographically and linguistically diverse regions. Together, policy makers, financial institutions

and technology providers can establish a collaborative business model to profitably address thesocial, moral and economic imperative to bring financial and information services to the

masses.


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-By Bharath H R PGDM A, 2013

Would you like to become a business owner without ever having to show up at work? I am sure

all of you would. I am not talking about you getting a windfall gain through dowry; I am talking

about you holding shares of a listed company on stock markets.

You must be wondering what this stock market is? No, it is not a place where you sell goods, it

is a place where securities (like shares and bonds) are bought and sold. Share means a share in

share capital of the company. In simple terms, if you buy some shares of a company you get

part ownership of that company. Sounds good? Yes, it is very simple but there is always risk

involved in it. Why do I say it is risky? The value of a share can go down for several known and

unknown reasons.

So how does one go about buying shares? How can I become a successful investor like Warren

Buffet? FYI Warren Buffet is widely regarded as one of the most successful investor in the

world. Before you buy shares, you should know where and how you can buy them.

Step 1: First open a Trading and Demat account with a registered broker. I dont understand

what this Trading Account or Demat Account mean, can you elaborate? Trading Account Just

like you need a bank account to debit and credit cash, you need a trading account to buy and

sell shares Demat Account refers to dematerialized account which holds all your share

certificates in electronic form rather than paper. How would you do that?

Simple, go to Google and search for registered brokerage houses in India you will find so many

companies like HDFC, ICICI, SBI etc. Go to any brokerage house website you want to open your

account with and call the toll free number available on the website within few minutes a

representative from that company will fly into your house to give all necessary details of

opening a new account.

Step 2: After collecting information of two or three brokerage firms you might decide to open

an account with one who charges less brokerage charge and gives you good customer care

support. What is a brokerage charge? When you buy or sell shares you will have to pay .5% or

even less charge for that transaction. What other expenses do I incur when I buy/sell shares?

You pay service tax and some other taxes for that transaction. How will I know about these

charges? You will receive a report onto your email the same day or the next day of your trade.

Step 3: After having decided to open a Trading and Demat account. You should mentally

prepare yourself to sign several pages of application form Ah! Once you are done you need to

wait for few more days to get your account activated. Yuppie! Youre done with registration

and activation. What next? You need to put some money into your account. How much?

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kolaveri kolaveri di

-By Avik Mukherjee PGDM-RM

This song has become a mass hit among the masses in India. The success of the song can be

widely attributed to the effective marketing strategy the creators had charted out. Apart frommaking the video viral on YouTube and other social networking sites, they have ensured enough

publicity about their upcoming movie in which the song will feature...

Viral Marketing of Kolaveri :

Song is officially released on 18 November. Then it spread like a fire through social networking

sites. Within first week of release, it received 1.3 million views on YouTube, more than 1 million

shares on face book. This is the first Tamil song to be premiered on MTV India . On 30th

November, Song has crossed 10 crore hits on YouTube. International Time Magazine,

Huffington Post and BBC have published report of this song.

What is this Kolaveri Kolaveri?

Kolaveri means murderous rage i.e. sudden and tremendous anger against someone

Why this Kolaveri Kolaveri Di It means Why are you so angry with me?? These are words of

a boy whose love has been rejected by the girl whom he loves so much and from the heart.

What makes this song so popular? It happens to be because the song connects with the youth

of the country. The song is about a guy who has been dumped by his girlfriend. The theme is

interesting and so are the lyrics. The lyrics are written such that the words used are particularly

irrational. Moreover the words and the slang with which the song has been sung are too typical

for the tamilians. Those who have had any encounter with any Tamil friends will understand

this.

Kolaveri for Future Managers:

As per the ET, The soup song has turned an anthem for the future managers in the country. All

IIMs has accepted this song as the best examples of viral marketing. Indian Institute of

Management, Ahmedabad(IIMA) has included this song in the subject Contemporary Film

Industry: a business perspective .Professors of IIMs-Bangalore, Rohtak and Lucknow-have

played the song in class and discussed its Marketing strategy. The institutes have also made

videos of the entire class singing to Kolaveri Di and posted them on networking sites.

Companies have to be serious about viral marketing now, which is an upcoming area in

marketing. The video of Kolaveri Di is watched with rapt attention and got transmitted like

virus. A first year post-graduate program student at IIM Kozhikode has done a case study on the

song, calling it Project Kolaveri.

ARTICLE
http://www.iimahd.ernet.in/http://www.iimahd.ernet.in/http://www.iimahd.ernet.in/http://www.iimahd.ernet.in/http://www.iimahd.ernet.in/http://www.iimahd.ernet.in/


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-By: Nisharg Shankar PGDM-A

Marketing, today, has really come of age - from being product centric (Marketing 1.0) in the

industrial age to being customer centric (Marketing 2.0) until recently. But the world is fast

reaching a point, at which a complete shift will occur in the way customers are perceived and in

the way marketing is done. And to stay ahead of the curve, brands will have to evolve

themselves to survive in the renewed market, to think on their feet and express their benefits

through ideas, service and entertainment.

Welcome to the world of Marketing 3.0 - the human centric era. Today, we are witnessing a

transition from the information age to the age of participation', and hence it is imperative for

the marketer to look at people not just as customers, but as humans, who are active,

expressive, anxious and conscious. No longer is the purpose restricted to identifying andfulfilling only the needs and wants of the customer; now it's vital to identity and fulfill their

deepest anxieties and desires as well.

An unprecedented coalescence of low-cost computing devices, easily available bandwidth and

open-source has allowed unlimited connectivity and interactivity of corporations and

individuals alike. So today the people are creating news, ideas and entertainment as well as

consuming them. The means of marketing must now evolve as the media itself evolves, and as

the marketer exercises little, if any, control over what the customer sees. The internet and the

multifarious terms of social media have enabled the customer to see what a company is doing

for the benefit of the community as a whole. Hence, collaboration with the customer is called

for to listen to his/her voice and to capture market insights which can help in distilling out a

distinctive cultural dynamic that has a significant resonance among the various communities.

Moreover, as a natural consequence of globalization, cultural issues urgently need to be put at

the core of a company's business model.

A steady rise of the creative society has also necessitated that the products and services must

overreach the satisfaction of needs to deliver an experience that touches the customer's

spiritual side as well. The customer isn't just the king, but hes also the R&D and product

development head today. Hence, it is imperative for companies to create personalcommunications with the customer by promoting their freedom to talk about the company and

its brands.

The customer today demands collaborative, iconic, and independent marketing approaches.

Sophisticated consumers of today are creating the future's creative consumer markets, in which

targeting the mind isn't enough, but the key is to target their hearts. So, marketing must be

emotionally relevant and redefine its root as a triangle of Positioning, Differentiation and

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Brand. A clear positioning in the customer's mind will lead to a distinct brand identity; strongly

differentiating your brand will give it a different brand image; and a clear positioning bolstered

by a strong differentiation will lead to formidable brand equity.

Companies must also realize that they are a part of the society and the environment, and must

align their mission, vision and values towards social responsibility. Aspiring for sustainability will

definitely strike a chord with the people and this is what people share on social networks.

Marketing 3.0 requires the companies to create not only products and services, but entire

corporate cultures, which are customer value driven at the fundamental level. Instead of a

linear relationship between a brand and a consumer, an interconnected linkage between

company, brand, employees, consumers and community is the need of the hour.


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IF SUPPLY CREATES ITS OWN DEMAND THEN WHY MARKETING?

- By Avik Mukherjee PGDM-RM

Jean-Baptiste Say was a French economist and businessman. He had classically liberal views and

argued in favor of competition, free trade, and lifting restraints on business. He is best known

due to Say's Law, which is named after him and at times credited to him, but while he discussed

and popularized it, he did not originate it. The phrases supply creates its own demand are the

famous words by him known as Says Law.

Interpreted Says Law means that if something is produced a buyer will be found. He only needs

to supply it to the market. In the classical age marketing was only a tool for advertisement. In

fact the origin of marketing was to paste posters in the walls for some event to be held in the

city. As the days passed the word got its own interpretation and meaning. Many economist

tried to broaden the scope of marketing and made it a powerful tool for the understanding the

needs of the customer. If interpreted in todays modernized generation it means not every

product supplied to market is going to sell. Retailers and marketers are not going to succeed

just because they supply the product in the market. Marketing is about understanding the

demand of the consumer and meeting it or creating demand for a product.

This means that business people must take the time to understand the consumer. They need to

develop an understanding of the consumers thinking, motivation, and needs. Just because they

develop a product and supply it to the market does not mean they will be selling and rolling in

money. Also marketing also helps in creating awareness. Traditional awareness is defined as

making the target market aware of an offering. Most awareness strategies rationalize that by

providing repeat exposure to the product or service in the market segment of interest, the

offering will be top-of-mind when a need arises. But today there is a slightly different definit ion

of awareness. The purchase of most scientific products starts with a need. Scientists become

aware of a need, and then they go searching for a solution. So instead of creating awareness of

a product, I create awareness of their need. While this seems like a minor tweak in language,

the definition change has profound effects. And it is perfectly quantifiable. Awareness may be a

necessary component of a marketing strategy. By adhering to a new definition of awareness,

science marketers can develop high-impact, highly quantitative campaigns to reach their

objectives and satisfy the corporate priority for delivering results.

So, in this globalised world every company wants to supply its product to every parts of the

world. Effectively performing this activity needs marketing as a tool to create awareness as a

product. Once its created then the statement holds good for every situation.

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The Gale of Creative Destruction--By Sukruth Meher , PGDM-B

Today is Tomorrows PastThe theme focuses on the technological and strategic advancements taking place in the

business environment across the globe. The term creative destruction refers to the disruptive

transformation that accompanies with radical innovation. One of the vital reasons forsustained long term economic growth by various organizations is the innovative strategies they

have employed.

The theme The Gale of Creative Destruction basically means creating new innovations

that will take over the old and maybe more inferior models. This insight has been shared

throughout the years as one of the biggest breakthroughs that brought to reality the essence of

entrepreneurship. It is through this creative destruction that industries were formed to be

dynamic and were able to grow and progress.

Examples:

Apple redefined the way we use phone and its experience Wal-Mart is the pioneer of innovative inventory management, marketing and personnel

management techniques

Google revolutionized the way we gather data, it started a new era in e-marketing

In this period of uncertainty and economic slowdown it is the responsibility of us, the future

managers and entrepreneurs to think out of the box, innovate and plan for the future. We need

to be more alert and need to follow the recent developments keenly in order to innovate and

implement various new strategies to sustain in this fragile and volatile business environment.

This theme is apt to test the skill, alertness and innovativeness of various students from across

the country. This theme also emphasizes on the creativity and ability to adapt to everchanging business environment.What is termed to be good today might be termed obsolete tomorrow as new innovations are

radical and fast. So innovate to sustain.

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Managers Way of Managing People-Sai Abhishek PGDM RM

Managing people is the most essential skill required in a manager. Its all about working with

different people, at different levels and for different reasons.

At the pedestal level, understanding people can be classified into seven rays.

Ray 1: it manifests as Will. Will is composed of Purpose and Power. People belonging to this ray

don't take no for an answer. These are people who find a way out, whether right or wrong.

They are the founders of an organization who work on principles of reward and punishment.

Ray 2: it manifests as love and wisdom, it ensures employees are well taken care of. There is

reward for good effort. They believe in taking care of the interest of investors and shareholders.

Ray 3: it manifests as Active Intelligence. The people with active Intelligence are productive

intelligence. They use their intuition and strategic planning through calculations and skillfulnessin implementations.

Ray 4: Manifests as harmonizing conflicting factors. These people try to resolve situations and

conflicts. They have the ability to see different aspects or angles of an issue and come out with

balanced solution that is effective and workable.

Ray 5 manifests as concrete management. These people work out meticulously the details

involved. They use technology extensively to work. They are people who are good at research

and development and in

quality control.

Ray 6: It is the ray of Devotion. These are people who know how to manage people. Through

this, they create a deep commitment to work and to the company. They achieve the devotion

by way of proper nurturing,

training, and guidance of workers. It requires proper recognition and appreciation to keep

people motivated.

Ray 7: it is the ray of structure and organization. These people define the structure, functions,

authority, responsibilities in detail.

An effective manager needs to understand and appreciate these rays and strike the perfect

balance for proper and smooth functioning. The constancy of aim and effort, the capability in

understanding people, a clear mind and the managerial skills required for your best manager.

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-By Usha Deepthi Pannala, 1101114, PGDM-B

How much better if the doctor had access to information about tens of thousands of people?

How much better if customer services happen through Social Media Channels? How helpful ifinformation can push to the stores above 10 terabytes? But can we be cent percent reliable and

secured about the outcomes?

Yes!!! We can!!! It can happen though Big Data. Big Data Analytics is the next big opportunity.

Big Data storage handles a lot of data for applications that generate huge volumes of

unstructured data. This includes high-definition video streaming, oil and gas exploration,

genomics and many more.

Big Data = Data Volume + Data Variety + Data Velocity

The term Big Data originated from the open source community. It develops analytics

processes which are faster and more scalable than traditional data warehousing. Big Data can

extract value from the vast amounts of unstructured data produced daily by web users. The

unstructured data can be Internet click streams, sensor data, log files, mobile data rich with

geospatial information, and social-network comments etc. Big Data practitioners find

potentially valuable data services like Data protection and system availability, reduced time to

deployment for new applications and automated processes, Change management, Lifecycle

management and Cost savings.

Organizations are in a row to incorporate the Big Data analytics. Oracle Corp. is building its

next-generation big data platforms that will leverage its analytical platform and in-memory

computing for real-time information delivery. Teradata Corp. recently acquired Aster DataSystems Inc. to add Aster Datas SQL-MapReduce implementation to its product portfolio. Big

Data is driving Online

Marketing Mediums at a very fast pace. In general, vast implementations of big data can be

seen in the areas of digital marketing optimization, social network and relationship analysis,

fraud prevention, and machine-generated data applications. It is the next big opportunity for

outsourcing companies also. Outsourcing companies can offer cost effective analytic solutions

to their clients. These companies can enable their clients effectively by engaging their

customers and prospects in real time using Big Data and Cloud Technologies.

Let us consider an example in the area of Social CRM. Social Media has empowered customers

like never before. It gave a wide platform to customers to discuss about brands or products on

Social Media channels. The best strategy for any marketer is to listen, learn and engage

customers, which can happen in Social Media channels to the peek. When severe information is

pushing into the stores above 10 terabytes how can traditional data warehousing analytics

serve the need? Hence the savior for the next generation is BIG Data.

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Concepts of Management from Mahabharata

By Anusha K, Chandan Kumar

Kaurav Ltd.

CEO - DuryodhanaPresident - Dhritarashtra (Duryodhana's father)

Chief Mentor - Mama Shakuni

Pandav Ltd.

CEO - Arjun

President - Yudhisthira

Chief Mentor - Krishna

Vision-

Kaurav - The President of Kaurav Ltd i.e. Dhritarashtra had no vision at all. He was used by

Shakuni and Duryodhana. He remained silent during the dice game in which Yudhisthira lost

everything and also let his son insult Draupadi. He failed to forecast the result of this

humiliation which eventually became the root cause of this war. He was a weak leader and

failed to follow his responsibilities as a president in a proper manner.

Pandav - Their President Yudhisthira was a man of great vision and was respected even by his

competitors. He was an expert in administration and a man of values and adhered to truth and

Dharma. He went over to Kaurava's to take blessing from Elders and in return he got the secret

of defeating them. This helped them to gain strategic advantage over Kaurava Ltd.

Strategy - It is the direction and scope of an organization and helps it to compete with competitors.

Kaurav - Their Chief Mentor or Strategist Shakuni relied on unfair trade practices. A good

strategist is one who knows the weakness of competitors and exploits them. Shakuni was

wicked and believed in short-term profits. He was biased and used to think about the welfare of

CEO i.e. Duryodhana only and not of Kaurav Ltd. as a whole.

Pandav - They have got the best strategist in the form of Krishna which the world has ever

seen. He believed in forming strong allies and was responsible for the merger of Pandava Ltd.with Dwarka (Remember Arjuna's marriage with Subhadra when Duryodhana wanted to marry

her) , Rakshas (marriage of Bheem with hidimba), Panchala (marriage of Arjun with Draupadi),

Matsya (marriage of Abhimanyu and Uttara) etc. He asked Yudhisthira to go to Bhishma on 1st

day of war to know their weakness. He was responsible for forming the strategy of the death of

Dronacharya, Karna and even Duryodhana.

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Motivation - It acts as a catalyst in achieving a company's mission, vision, goal and objectives.

Kaurav - Their CEO was motivated by greed for the Indraprastha. He was ready to do apply any

means whether fair and unfair to achieve his goal.

Pandav - They were fighting for their self-respect and this is the greatest motivation in this

world. They believed in fair practices only.

Decision Making - It is the art to take right decision at the right time. One should grab the

opportunity at the right time to gain advantage over the competitors.

Kaurav - To take good decision one should have great level of concentration and low level of

anxiety and their CEO was completely opposite of that. He believed in finance more than

Human Resource. He chooses Krishna's army over him which was his biggest mistake.

Pandav - Arjuna was a person of great concentration and was much focused. He chooses

Krishna over his army which came to be a masterstroke.

SWOT Analysis

Kaurav - They converted their strength into weakness as they used to indulge in war with other

kingdom which caused both loss of men and creation of enemies.

Pandav - They utilized their exile period in which Arjun acquired Divyastra and Yudhisthira

formed the strategy of war by taking teaching from different Gurus. Thus they converted their

weakness into strength.

Commitment

Kaurav - There was lack of commitment from Kauravas .Their main warriors like Bhishma and

Dronacharya didn't wanted war and promised not to kill any of the Pandavas. Karna was

fighting the war just to be loyal to Duryodhana but wasn't fully involved in the war as he

promised not to kill any Pandava except Arjun.

Pandav - Everyone was assigned a role and they did it with their limited capabilities. Abhimanyu

and Ghatotkatch sacrificed their life for their team. Both of them contributed a lot as

Abhimanyu fought with 7 Maharatis single handed and Ghatotkatch took away half of Kaurava's

army with him.

Team Work

Kaurav - They didn't work as a team. Bhishma didn't want Karna to participate in the war.

Bhishma and Karna both used to hate Shakuni and his tactics. It means they didn't have faith in

their key strategist.

Pandav - They put team interest above all and each person was involved in every process. They

respect each other. They had a mission and a common goal and they worked for it.


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Attrition Management

-By Archana Prabhakar PGDM-BIF

Attrition one of the burning problems faced by every organization. Retention and attrition

management are the greatest challenges of every company in todays scenario.

Why do people leave their current organization and join new ones?

There are many reasons for attrition which every organization has in common.

Every organization needs to analyze reasons for attrition.

Some of the reasons are:

1. No job satisfaction.

2. No proper rewards and recognition.3. No performance appraisal.

4. No career growth.

5. Working atmosphere.

JOB SATISFACTION

Many employees are not satisfied with the work they do. This is because there is no motivation

from the organization for them to work. The organization over-rewards the outstanding

performers and underestimates the poor ones. Each employee has their own skill. Even the

managers of successful organizations do understand that the most brilliant business model will

not work efficiently without skilled individuals who are motivated by the organization.

The organization must understand the skills which are pre-dominant in every employee and

assign them the right work according to their skill and also give appropriate training to the

employees. This simply means placing the Right person at the right place.

For example if a skilled architect is made to do an IT job. What would he feel? Its obvious that

he would not have job satisfaction and he would quit immediately.

REWARDS AND RECOGNITION

If the organization does not reward for outstanding performance its human tendency that the

interest to work again drops simultaneously. The organization must reward the performance of

employees by giving those increments which will motivate them to work more.

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PERFORMANCE APPRAISAL

The management of the organization must give performance appraisal to their outstanding

performers in the organization. The Performance appraisal can be in the form of incentives for

their performance. The management can retain its efficient employees only through

performance appraisals. If the company does not appraise its employees for their performance

its natural that people would have no interest to work and leave the organization and join new

ones where would better appraisals for the work they do.

CAREER GROWTH

50-60% of the workforce feels that their organizations do not help them to develop their

career. There is no career growth for them in the company they work. This happens because

the organization does not understand its employees well. The management must give adequate

training and develop the employees in such a way that they are productive for the organization

and for themselves. The organizations must give promotions to the employees according to

their performance. They must recognize and reward them.

WORK ATMOSPHERE

There must be a vibrant work atmosphere to work which every employee would love.

There must be a proper seating arrangement for every employee.

Each employee must have enough space so that he /she is able to sit and work comfortably.

The relationship between the employee and his boss must be cordial. The boss must

communicate with all employees on a frequent basis and understand the problems of the

employees well. The boss must be able to respect the ideas of his employees.The boss must give a room for every employee to build their creativity and develop their skills.

There must be efficient leader who sees that there is a friendly relationship among his/her

colleagues. If the above mentioned points do not exist in an organization then its employees

start quitting.

Loyalty is an important aspect which many employees lack towards the organization. But the

management of the organization must identify the employees who are very efficient and loyal

to the organization they must put in maximum efforts to retain such employees. They must not

afford to lose such employees.

Optional holidays is also one of the ways to retain employees in an organization.

For example: Onam is an important festival in Kerala but not in other states of India. But

Kerala people who are working in other organizations outside their state are not given a holiday

on this day. The organization must understand this and give holiday only to the people who

belong to Kerala and let the others work on that day. In the same way Holi is an important

festival in north but many southern states its not a holiday. There are many people from the

north work in southern states in many organizations they must be given holidays and let the

others work on the same day in the organization. In this way the employees will feel that the

organization is respecting every tradition and culture.


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their doubts. To be able to do so, you need concentration, control over your thoughts,

willpower, self-discipline and patience. All these are mental tools and skills.

Motivation is another mental and emotional power that you require for achieving success. How

can you achieve anything if you are not motivated enough? To increase your motivation and

enthusiasm, think often of your goal, about its advantages and benefits, and how it will change

your life. Doing so, will strengthen your motivation.

Your thoughts, which are part of your mind, possess power. The thoughts that you most often

think tend to come true. If you pour your mental energy into the same thoughts or mental

images day after day, they will become stronger and stronger, and would consequently affect

your attitude, expectations, behavior and actions. These thoughts and mental images can even

be subconsciously perceived by other people, who would then offer you help or opportunities.

Your thoughts can also create what is usually termed as coincidence. They can attract into your

life corresponding events, situations and opportunities.

Not every thought turns into reality. A thought has to be repeated often, and be tinged with

desire, in order to come true. Doubts fears and worries tend to destroy what you build with the

power of your mind. This means that you need to clear your mind of negative thoughts and

doubts. So last but not the least..

PAIN IS THE WAY TO SUCCESS, MISTAKES ARE THE SECRET OF SUCCESS, and FAILURES ARE

THE PILLARS OF SUCCESS, SO ALWAYS BE HAPPY A DAY WILL COME..


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The New Age Marketing Theme-By TARAK PGDM B

Last week when Google blacked out its logo out of its internet search engine, Wikipedia has

blanked out its web for 24 hours to protest against SOPA/PIPA did also arise a new agemarketing theme-Annoyvation as someone calls it. Though the point is debatable whether the

companies can impose these (legitimate) concerns onto the customers is more important than

serving the customers (legitimately) needs, it has been an eye opener on how badly can one get

affected due to excessive dependence on these giants and how these Giants can virtually

intrude into our lives (strictly speaking it is our mistake though).

Some of the customers are irked by these happenings while some others are though not that

irked supported the cause; quite a few others genuinely supported it. We in India might not be

so much accustomed to this technology and we might skip this topic saying it is a free service

and who cares giving a damn about this thing. After all Google blacked out its logo and Wiki has

been shut only for a day But for the western world, this thing is as important as their meal.

While I was browsing web last week, I found out this funny question in Yahoo from a mother

My baby is crying, what I should do? This is the level of dependence west has on these giants.

We in the east are even fast catching up. Internet penetration is the core issue of the Indian

Policy makers on this front creating a vast market for these giants. Now let me come back to

the original topic and ask you a common yet strange question how many of us would really

known about SOPA/PIPA had there not been a blackout in a coordinated manner from the best

service providers. (Google, Facebook, Wikipedia etc). I call this a new marketing theme and

someone might want to blame me saying they are protesting for a genuine cause, so its fair

doing all of this and after all it is their right to protest. Labor laws provide them the right to

protest. Think of this situation when the GOI would want a new law of recruitment that would

cause significant inconvenience for the bank employees and thereby they protest bywithholding the accounts of a significant chunk of the population and create awareness. Will

that not be a fire in your ass? After all the new age digital technology has laid path for this kind

of protests. They too can emulate success right!!

Is it strategically wise and tactically stupid or vice-versa? Or wise both ways?? Keeping apart the

arguments and debates of whether the name CSR has become a lame duck used by these

giants or is the point of failing to take a stand now might leave them without options in the

future, remember how much we are and we will be affected by these actions and how prone

are we to the technology (call it addiction too, I dont mind). Also remember how much

potentially we are the customers of their campaign even if we would not like to.

Think about it guyzzz!!!

Signing off

THOUGHT


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We chic management grads aspire to be corporate honchos who call the shots, not to

mention the moolah and the jazz surrounding it. We want it all! Now, there is just the matter ofhow to get there. Im sure many of us have a pet success mantra which we chant many very

times a day telling ourselves, Im going to make it very large! and I wish all the very best with

that. But lets face it, life is definitely going to test our patience and how?! But in the interim,

lets work with what we have.

Cut to the days when cartoons and the Discovery Channel were all what we considered

television. The latter even made the idiot box appear smart and made our smile at the thought

of TV! Captain Planet needed his Planeteers to take pollution down to zero and even the

Powerpuff Girls were no good on their own! It just goes to show that even cartoons understood

the power in togetherness, the strength of a group.

Taking a cue from the hugely successful (you are welcome to disagree!) Twilight movies

one begins to understand the sheer might in togetherness. For the more traditional readers,

the Discovery Channel with its seemingly endless charade of animals and their lives might seem

more sensible. The wolves travel in packs. It guarantees survival and provides a safe haven for

rearing pups ensuring the growth of the species. And not to mention the ample food!

The next time you set out to work in a group (which is just round the corner!) consider

yourself a true member of the pack; let the alpha take charge while you do your role with soul.

Truly belong to the group. Trust your team mate and look at him as a brother, not as an

adversary whos the hurdle between you and that coveted placement. Youll be surprised when

work gets completed actually leaving you with time to party.

The wolves habitat is harsh and unforgiving, just like the world we live in. One mistake

may result in dire consequences. They survive in close knit groups always looking over each

others shoulder, bonds thicker than life itself. Maybe this is Mother Nature`s way of telling us

to look at the bigger cause and not always whine about trivial inadequacies. Surely she isnt

called the best teacher for nothing. The next time a member of your pack needs you, be by his

side and respond. The sheer delight that radiates from harmony would leave no room for thebickering and mistrust.

A member ofyourpack is howlingare you willing to listen?!!!

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KAVITA

-By Rahul Katke PGDM-RM

FUN


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FILM REVIEW

-By Ramesh Yelugoila PGDM-RM

HITS 2011

We'll start by taking a look at my five best films of the year - the Hits of 2011. These not

determined by the box-office performance of these films. So right away, five best films of the

year, the HITS of 2011.

# 5 Stanley Ka Dabba

Every once in a while comes a film that makes you dip into your

memories...taking you back to those wonder years when you shared

tiffin boxes in the back benches, and ganged up against a cruel

taeacher. Through the simple, bitter-sweet story of Stanley Ka Dabba

and its deeper message against child labor, director Amole Gupte

skilfully pitted the innocence of children against the egos of adults. Yet,

it is the seductive role of food in this film that reminds you of the love

in everyday relationships.

# 4 Yeh Saali Zindagi

Violence and love are irresistible ingredients in this film. Under its

rough exterior of criminals and gunshots, Yeh Saali Zindagi pleasantly

surprised us with a tale of slow-burning passion and complicated

relationships. Weaving an engaging yarn with unpredictable one-liners,

director Sudhir Mishra gave us a raw film that neatly tied in with its

unconventional title.

# 3 Delhi Belly

A stool sample is mistaken for a smuggled package of diamonds...this filthy comic

thriller directed by Abhinay Deo was packed with rude humor and shock value. Delhi

Belly is the year's best example of a smart script defined by its quick pace, and

enhanced by sharp performances. With its unique cocktail of oddball characters and

interesting twists, Delhi Belly may not have been great cinema, but it guaranteed big

laughs.

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Blockbuster or not, Ready was the laziest film this year - so lazy in fact, that it didn't even

bother with a plot. Director Anees Bazmee cashed in on his charismatic star's unfailing

popularity by stringing together a bunch of songs and slapstick scenes in the name of a film.

Even Salman Khan fans deserved better than this lazy, arrogant film.

# 1 Rascals

Vulgar, insensitive, and bordering on the offensive, David Dhawan returned

to his crass filmmaking roots with this debauched comedy that made you

want to reach into the screen and beat up the actors. What's worse is that

none of it was funny.

Hall of shame: Faltu, Thank You, Teen Thay Bhai, Zokkomon, Luv Ka The

End, Bheja Fry 2, Double Dhamaal, Bbuddah Hoga Terra Baap, Chatur SinghTwo Star, Hum Tum Shabana, Tere Mere Phere, Soundtrack, Tell Me O Khuda, Loot, and Miley

Naa Miley Hum.

The Best

#5 Midnight in Paris.

Directed by Woody Allen. One of the most charming, cleverly written and

utterly romantic films from Allen in decades. It holds up like a circus

strongman, and finds the Woodman blowing a kiss to the City of Light.

Owen Wilsons Gil is lured into a Peugeut by F. Scott and Zelda, who bring

him face to face with living history. Imagine after-midnight conversations

with Dali and Picasso, or listening to Porter tickle the ivories. Pretend life is

fair and give supporting nominations to Corey Stoll as Ernest Hemingway and Kathy Bates as

Gertrude

#4 SUCKER PUNCH!

With Director Zack Synder you ever love him of hate him and I'm firmly in his

corner. OK he doesn't do what can be described as 'brilliant movies' but hell,

they're exciting and fun ones, surely there are still some more people like me

out there who still go to the movie to be entertained and have fun?! SUCKER


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PUNCH was heavily criticised as mess but why not look at it like this - Scantily-clad women,

Guns, Swords, action, an awesome soundtrack and a

#3 RISE OF THE PLANET OF THE APES

. A fantastic tale, some breathtaking effects and a phenomenal performance

from Andy Serkis sets us up nicely for sequel.

#2 DRIVE

Another surprise inclusion in my list this year comes in the shape of DRIVE

which many confess to having no idea of what it was about until they finally

got to see it. Gosling turns in a brilliant performance, add that to a

phenomenal score makes this one you really must see.

#1 SUPER 8

Tagged by our Resident horror guy Dave as a CLOVERFIELD prequel whichmany think is a perfect description, it's not completely without fault but hell,

it was one of the very few movie of 2011 that left many people satisfied

when they left the theatre. If you're in to THE GOONIES and EXPLORERS and

all those 80's kids' movies then this one should be perfect for you.

The Worst

Where there is good inevitably there has to be bad and whilst the standards wasn't 'Uwe Boll'

bad, 2011 a till managed to bring us some poor ones

COWBOYS AND ALIENS CONAN THE BARBARIAN X-MEN: FIRST CLASS I AM NUMBER FRIGHT NIGHT

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