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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.
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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.
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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.
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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.
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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.
FUN
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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