“Prameya” the voice of WeSchool Bengaluru is an official bimonthly magazine of the students. WeSchool takes an exceptional approach

towards the holistic development of its students. “Prameya” is a collage of all the talent nurtured and activities conducted under the care of

this Premier Business School. It provides a platform to the students to showcase their activities, achievements, perspectives and understand-ing of various business and non-business role they need to perform in future. “Social Media” as we all know has been and still is one of the fastest growing trends of the industry. Thus we decided to theme this

Issue of “Prameya” along the same lines. The issue begins with the Ad-dress by our Group Director Prof. Dr. Uday Salunkhe and Dean and Di-rector of Bengaluru Campus. It is followed by the theme article of this

Issue. The “In Conversation with Faculty” section covers an Interview of Prof. Dr. Githa Heggde, HOD Marketing, WeSchool Bengaluru. Follow-ing it we have a series of articles covering the Marketing, Operations and HR conferences which were organized in the latter half of 2013 in

the Bengaluru Campus. A special report on the Kaizen Workshop is also included in this issue. We have also covered various celebrations and festivities of Teachers Day, Onam, and Christmas following the Alumni

Interview. In the WeSports Section we have the “Joga Bonito 2013” report. Students Corner, Book Reviews, Achievers Wall of fame and the

Graffiti section follow towards the end of the issue.

Wish You All A Happy Read and a Happy New Year…..

ContentsGroup Director’s and Dean’s AddressCover Story on Social MediaIn Conversation With FacutlyConferences

Marketing ConferenceAnnual HR ConferenceInnovation & BusinessGreen Supply ChainKaizen Workshop

Achievers Wall of FameWeConnectEvents & Celebrations

Christmas Celebration Teachers Day CelebrationOnam CelebrationGanesh ChaturthiJoga Bonito

Student’s CornerBook Reviews

Faculty EditorProf. Dr. Sonia Mehrotra

EditorV. RamLakhan Annavarpu

Design & ConceptSiddharth Gulati

Cover StorySagar Sheth

ContributersManjunath S Doddamani

Preeti BishtGunjan Kushwah

Ankita BanerjeeBharati Ramrakhyani

Prathamesh Parulekar

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fromthe

Group Director’s & Dean’s Desk

Prof. Dr. Uday Salunkhe Group Director, WeSchool, Mumbai

Today the role of education is to sensitize and develop the new generation to the needs of the coun-try. Emerging unarticulated needs and realities need a new approach both in terms of thought and action. Cross disciplinary learning, discovering, scrutinizing, prototyping, learning to create and destroy- the mind’s eye needs to be nurtured and differently so.WeSchool integrate design thinking in all aspects of teaching and learning. Students are provided global as well as rural exposures at the same time. They are exposed to different teaching methodologies from case based teaching to market simulations in order to impact their learning. This makes them a holistic individu-al to make a difference in the society.I welcome you all to the world of Welingkar.

Prof.Dr. Anil Rao PailaDean & Director, WeSchool, Bengaluru Campus

WeSchool Bengaluru with a half a decade of presence in Silicon valley of India is today a well es-tablished Institute in Southern India. The Institute has flourished to provide three full time Postgraduate Diploma Programs in E-biz, business Design and General Management and Doctoral programs thus en-couraging research in the campus. These programs are strengthened by the innovative curriculum, the mix of industry-academia faculty members, the diverse student base, the corporate connect, alumni connect and the social connect activities carried out at the campus. The campus would be conducting an International Conference on the theme of ‘Social Media and Mar-keting in Emerging Economies’ in July 2014 with the best of the Social media Industry and International Academic Speakers to share their knowledge and expertise.I congratulate the Prameya team for selecting this theme and putting together the wonderful work in this edition.

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Q. WHAT ARE YOUR VIEWS ON THE EMERGENCE OF SOCIAL MEDIA AS A NEW MEDIUM FOR PROMOTING AND SHOWCASING THE VARIOUS BRANDS IN THE MARKET?

A: Social media is no more a new medium for promo-tion. While we speak of effective promotion in terms of reach, frequency and impact, social media as a promotional tool is cost effective, widely reached and easily measurable in terms of hits. Most of the brands are hence working on strategic online and social me-dia presence to increase visibility.

Q. DO YOU THINK SOCIAL MEDIA MARKETING IS JUST A ‘FAD’ OR IS IT A REVOLUTION THAT IS CHANGING THE FUNDAMENTAL DYNAMICS OF CONDUCTING BUSINESS ACTIVITIES ACROSS THE WORLD?

A: Social media is here to stay and has changed the dynamics of doing business. In fact it has forever changed the way businesses are impacted. Compa-nies that do not get into the social media bandwagon will not survive. It’s not an overstatement to say social media is transforming every aspect of business.The change has created a new social media ecosys-tem, one where every corner of an organization is in continuous collaboration and where customers are instantly part of that conversation. The social media has created a parallel economy with e-commerce growing in a large scale.

Q. SOCIAL MEDIA TOOLS ARE FREELY AVAILABLE STILL WE READ THAT THERE HAS BEEN A SIGNIFI-CANT RISE IN MONETARY ALLOCATION TO SOCIAL MEDIA MARKETING AS A DEPARTMENT IN THE ANNUAL BUDGET OF MOST OF THE COMPANIES. HOW SIGNIFICANT IS THIS CHANGE?

A: Though there are a few media tools available for free, they would not be customised for a compa-ny’s strategic requirements. To reduce clutter and to distinguish by have a competitive advantage company would require specific social media tools in line with its business model. There has been a rise in social media spending world over. The marketing spend on social media by most companies have increased by around 10%.

Q. DO YOU THINK THE FOCUS OF THE COMPANIES HAVE SHIFTED FROM ‘QUALITY ASSURANCE’ TO ‘SOCIAL MEDIA PROMOTION AND TACTICS’? IS IT THE RIGHT WAY FORWARD?

A: No good company would compromise quality and use social media tactics to promote. On the contrary social media creates the need to focus on quality as a lot of dialogues happen by the users on the media which is open for other prospective buyers to evaluate their purchase decisions. Here’s the classic example of what happened to Dell.

After a miserable 2005 and 2006, when bloggers coined the term “Dell Hell” in regard to quality-control issues and videos of self-immolating lap-tops made the rounds on YouTube, Dell computers began to reach out to consumers on the web. After initially causing internet uproar by saying that Dell did not respond to bloggers, the company reversed course. It began its Direct2Dell blog, which gave a human voice to the company, and it even sent out technicians to solve the problems of the most irate bloggers.

In Conversation with Faculty

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Prof. Dr.Githa Heggde, Head Marketing

Q. ‘ SOCIAL MEDIA IS A WAY TO TURN CUSTOMERS INTO VOLUNTEER MARKETING ARMY’. HOW ACCU-RATE IS THIS STATEMENT?

A: It is true as a large section of users do comment on the products through the internet. Positive feedbacks will create more new customers and purchases.

Q. DO YOU THINK THE INDIAN ORIGIN COMPANIES ARE ALSO USING THE SOCIAL MEDIA TOOLS AS EF-FECTIVELY AS THEIR FOREIGN COUNTERPARTS?

A: As the media presence by the younger genera-tion in India is high and growing fast, Indian com-panies do use the social media effectively. We have witnessed the political sway that took place in India with effective usage of social media apart from corporate usages

Q. WE KNOW THAT WELINGKAR BANGALORE WILL BE HOSTING AN INTERNATIONAL MARKETING CONFERENCE THIS YEAR. CAN YOU ELABORATE ON THE ROLE OF SOCIAL MEDIA IN ORGANIzING AND PROMOTING THIS EVENT?

A: The theme of the conference is Social Media marketing in emerging markets. Apart from widely using the internet for communicating the confer-ence details to the relevant audience worldwide and also using the website for publication, we have created and uploaded links in facebook and twitter which is gaining popularity and likes.

Q. HOW IMPORTANT IS IT FOR A BUSINESS TODAY TO CREATE A VIRTUAL PRESENCE OVER THE INTERNET VIA SOCIAL MEDIA? IS IT POSSIBLE FOR A BUSINESS VENTURE TO THRIVE WITHOUT BEING A PART OF THIS ‘REVOLU-TION’?

A: To keep up with the changing pace of consum-ers time spent on social media, which is substantial, business has no choice but to be available there. It’s interesting to think that around than ten years ago there was no Facebook, Twitter, Linkedin or other social media platform or services. In these ten years virtually everything we know about how we work, has changed and it’s all because of social media. Most consumers check for reviews on such platforms before purchasing products, hence a useful tool for marketing.media platform or services. In these ten years virtually everything we know about how we work, has changed and it’s all because of social media. Most consumers check for reviews on such platforms before purchasing products, hence a useful tool for marketing.

Prof. Dr. Githa Heggde

In Conversation with Faculty

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Speaker Miss Jessie Paul addressing the students

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Speaker Miss Jessie Paul addressing the students

Students hooked on to the speaker

14HR student Ankita sharing her thoughts

Lamp Lighting Ceremony

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Everyone keenly listening to the speaker

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Student welcoming one of the panelist

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Panel discussion in motion

QnA Session in progress

Kaizen WorkshopA Kaizen Workshop spearheaded by Prof.Murli Mohan was held on Sat Nov 30, 2013 at WeSchool, Bengaluru. The pur-pose of the workshop was to educate the students on the relevance of kaizen ap-plications in today’s competitive world, be it manufacturing or service sector. The workshop was organized in partnership with QCFI, Bangalore Chapter. Kaizen teams from 4 organizations made pre-sentations on the salient kaizen projects of their respective organizations. The companies that participated were, Tae-gutec, Weir Minerals, Triveni Turbines and TGKL. Apart from them, representa-tives from QCFI, Bangalore chapter were present. The excitement and gusto was imminent on the face of attending audi-ence consisting of students from both the Senior and Junior batches.

Mr. Chandramouli, Chairman, QCFI Bangalore chapter emphasized on the three cardinal issues pointed out by Japa-nese Guru Masaki Imai, namely, Mura, Muri, and Muda. The Chief Guest Mr. Dwarkanath, Advisor, Titan watches, men-tioned about the culture of continuous process improvement (kaizen activities) prevailing at Titan at all employees level, and the benefits derived in terms of cost and time savings. He mentioned about the linkages between people, process (im-provement), productivity (improvements), profits, and prosperity (at the company and individual level). Thereafter, every company was given 45 mins to make pre-sentations, which included 10 mins for Q & A. This workshop proved to be a great learn-ing experience for all the attendees spe-cially the students.

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Santa(Sahil Chopra PGDM 13-15) distributing chocolates

E-Biz 13-15 class with their Christmas Tree

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Students giving professorsa token of appreciation

Students and Teachersplaying games.

24Dean Dr. Anil Rao Paila breaking the

Onam Pot

Dr. Anil Rao Paila with students

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