The chanakya july 2013

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W1 The Chanakya, July 2013

he eNewsletter, mbauniverse.com dated 4 May 2013, has shame!! What would it say about the credibility of a B-School which Thighlighted one critical and one curious aspect, as well as one changes its tune in adverse circumstances? KIAMS has always conundrum, of the MBA/ PGDM reality. maintained that we will deliver good academics and, armed with

that, the student should go out and do battle in the placement arena. 1) The critical aspect: 'Placement no longer a guarantee even in The Institute seamlessly moves from the leading partner in Top B-schools' academics, to a supporting partner in placements. Let no one read The article makes a big issue of the fact that many top B-Schools this statement, or pluck it out of context, as an abrogation of the have conducted their convocation without a placement report. To my placement KRA; read this as the Institute's guiding principle. In mind, a convocation is part of an academic process, while support that we are not badly out-of-step, I quote again from the placements is sequenced after the academic process. That industry article an eminent academician (who I respect): “B-schools are and institute reality has made these two processes run parallel in meant for creation, dissemination and application of knowledge, part, is acceptable. But the conclusion from this adjustment that both therefore the academic strength of a B-school capable of taking this processes should coincide is artificial. Hence my amazement that motto forward should be the criterion for students and the placement one feels inadequate when a convocation is conducted before reports,” placements are completed. At KIAMS we have always conducted the convocation in March, at the end of the academic process. But 3) The Conundrum: While MBA Aspirants use B-school our Placement process continues till May of the year. There are many Placement reports as one of the major criterion while selecting companies which do conduct their recruitment beyond March. It is a their MBA Programme, placement 2013 season leaves them a bit normal belief that the early bird gets the worm, but one forgets the confusedlate bird. And when worms abound, the late bird can also have a I empathise with the student. Barring a sane voice here and there, pick! I have personally experienced how the artificial anxiety of they have all along been led to believe that once they pay their fees, 'placement before convocation' destabilizes the academic process. their next step is placements (almost Pavlovian!). But what is the Hence it gladdened my heart to read that B-Schools are 'continuing confusion? Is it that placements are poor this year? Will the rolling placement to place all their students', despite the caveat that explanation of 'slowing economy' not satisfy them? My feeling is the situation is due to 'the cautious approach of recruiters in a 'No'. In good times, B-Schools had puffed their chests and claimed slowing economy'. I sincerely hope that even when the economy credit wholly, without pointing out that they were living in good recovers, the saneness of separating the two processes will remain 'economic' times. They were Gods! Who can therefore blame the

aspirant when it suddenly dawns that their God has feet of clay! The 2) The Curious aspect: B-schools argue for 'Academic strength' 'slowing economy' reason would actually sound as an excuse.and not 'Placements'I would like to quote here an amazing sentence from the article 'With It would confuse the aspirants to be told now (ref a quote in the the placement scenario losing its sheen at top B-schools, the feeling article) “many B-schools published fudged (placement) data which is sinking in at B-schools as well. The B-schools are arguing that is not reliable”. Another blow to the credibility of B-Schools! academic strength of a B-school should be the yardstick for MBA KIAMS, however, should pose the least credibility challenge to the aspirants to choose their MBA programme and not the placement aspirant in these tough time because (i) We always had our data.' What does this say about B-Schools?! But for this wake-up perspective of Academic and Placement processes right (ii) All our call of poor placements, would B-Schools have continued to Placement Data is audited and transparently posted on the IPRS sitepromote themselves in a way that would put Placement Agencies to

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ear Readers,DA very warm welcome to Batch 16 and Batch 15 who have come back with their learning's from Summer Internship Project and getting ready to start their second innings in the new academic session.

“Social media spark a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change.” With these lines, Team Chanakya welcomes you to the July issue of the year 2013. This issue focuses on “Dominance of online/social media”.

that has been embraced by millions of people around the world.

Sites such as Facebook and Twitter have been hailed as revolutionising way of sharing information. The world hailed the arrival of a new era of political protests: the 'Twitter revolutions' wherein the activists post their opinions on the current critical issue and protest on-line. This issue of Chanakya includes several articles that touch upon various online and social media trends and how it would continue to influence our lifestyle. So, in the beginning of the new academic year Team Chanakya wishes you all a great success and glory. With high hopes and spirits let us all welcome this opportunity with full of things that never were.

This is a time of great changes. Online social networking has exploded in popularity over the last decade. In just a few years, Happy Reading!social media has grown from a novelty into a communication system The Editorial Team.

The term social media can be described the “way people share ideas, content, thoughts, and relationships online.”

From the Director

Editorial

Internet - Changing the way we work

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day in the life of an average working adult – Wake up by 7 am, Files and software not available outside the office network – This is Aget ready within an hour, hurry through breakfast in 5-10 the most easy to fix. The current day network access technologies minutes and head out to work. The first thing the person is greeted and tools allow access to the files, softwares and systems in a very by, is the horrible traffic. After commuting in the traffic in secure manner and it is just a matter of having the right setup and sweltering heat for more than an hour, she reaches barely in time for tools. the 10 am meeting. She is already drained before she starts her work! After a challenging and hectic day at work, she wraps up at 7 pm. Access to these files and software being very slow from home – The She has to go through the same or even worse traffic before she can advent of affordable and reliable broadband has relieved this get home at 8.30 pm. Now, she is completely drained to spend any bottleneck to a huge extent. The cost of a 10 mbps broadband in a time on any of her other interests and the only thing in her mind is to city like Bangalore is lesser than the cost of commuting 10 kms to get to sleep after dinner to be able to wake up in time the next day. and fro every day.And, before she knows, a whole life has passed by without her having made a dent on 'things to do before 60'. Having to meet colleagues, clients and vendors – Effective audio

and video conferencing tools, in conjunction with high speed Now picture this – Waking up at 7 am, hitting the gym or the pool for internet connection makes online interactions very effective. Most a refreshing exercise/swim, spending a good one hour with of the global teams in the IT industry today would not have been a family/kids and having a relaxed breakfast. And still being able to reality without such tools. We are just looking at an extension to the make in time for the 10 am meeting, with 30 minutes preparation usage of these tools to between home-office as compared to office-time to spare. Once done with work at 7 pm, be able to spend a client office. And in some cases, clients still want to have the human couple of hours with friends/family or favourite pass-time, before touch-point and want to interact in person with the vendor. But that dinner. And no hassles of traffic in the whole day. Doesn't this sound would change when the costs outweigh the benefits. For an instance, nice? remote training, remote presentations, etc. are becoming more

preferred over flying down the trainer or consultant for the same due This is already a reality for many a folks (mostly in IT sector), and to cost reasons.could very well be the reality for employees in other industries too in a few years. Telecommuting, more popularly known as 'Work from There are a lot of benefits to both employer and employee in such a home' as a concept, is fast catching up and has been a blessing to setup. For starters, the employee gets more free time in her hand and many people, that has made the above dream a reality. With the hence a better work-life balance. The employee works in an advent of cheap broadband and a whole suite of online environment where she is most comfortable and hence is more communication tools, one can setup a completely virtual office that creative and effective. The employee has the comfort of staying does not require its employees to be physically present at the office close to the family the whole day and does not have to worry about premises and be as effective, if not more effective and efficient in their well-being especially in cases where one of the members is getting the work done. unwell. A happier workforce is more efficient and hence the

employer benefits from this setup. And more importantly, the Most of the white collar work in the current day environment is employer can hire the person without constraint of the hometown of carried out through a computer and has minimal physical touch the prospective employee being different. This provides excellent points like interaction with papers or instruments. A few sample opportunities for companies to tap into a nation-wide or even a cases: A finance executive in the olden days had to work with global talent pool. And lastly there is a good cost saving associated physical books of accounts, go through physical ledgers, bills, with a reduced, less sumptuous office space.documents or reports. But, the same is now available on a computer and most of the repetitive tasks are automated by the software. The The biggest challenge to make such a setup work successfully has executive uses her brain for human decision making, and the inputs been the lack of trust from employers that the employees would for those decisions are obtained from the computer. The recording work effectively from a remote location even when no one is and implementation of the decision are done through the computer. monitoring, and equally, the lack of discipline from employees An architect in the olden days had to work with drafters, drawings when they work in such a setup. Working from home requires a etc. for most of the day apart from the time she was meeting with the strong disciplined approach from the employee to ensure that she is client. The same is now achieved through design softwares. putting in the same time and efforts that she would put in if she were

at office. Having a separate marked out office-space at home helps This leaves us with the question that why people still continue in this aspect. On the employer part, there are tools that effectively commuting to office for work. The answers are mostly, the monitor whether an employee is putting in the time and effort on the electronic files and software are not available outside the office said work. These tools capture the screen image at random points in network, access to the files and software is very slow from home, regular intervals and keeps track of keyboard and mouse activity as having to meet colleagues, clients or vendors. well and report those to the employer (with the employee's consent

Mr. Srinath Gunasekaran

Online / Social Media

Comparative Performance of Domestic and Foreign Owned Firms:Evidence from an emerging Market

Literature Review of Open Shop Scheduling Problems

of course). This serves as a measure to build the trust with the week, or to a set of trusted employees at first. They key is to setup an employer that the employee is working on the given assignment, existing culture of effective work-from-home setup and they can and it also helps build the discipline in the employee to focus on slowly induct others into the program while maintaining the culture.work without distractions.

Telecommuting is getting more widely accepted in the IT industry At the other end of the spectrum care must also be taken to ensure and is slowly catching up in education sector (online trainings, that the work does not stretch for the whole day and eat into personal online classes etc.), and is being experimented in the healthcare life, just because one has the ability to work for the whole day from sector too (online consultation). There have been cases of people home. Care must also be taken to ensure that there is enough social working in vacation-work mode where they travel to different interaction with friends, to fill the void created by lack of in-person countries and cities and continue working remotely from those interaction at office. places. For the concept to catch up more, currently it is a culture shift

that is needed, rather than technology limitations; much like the From past experience, telecommuting usually works best with initial resistance to outsourcing. A world with office-less companies experienced employees than freshers. This is mainly because with a global work-force, could very well be a reality very soonfreshers require more frequent interactions to learn the ropes and

Mr. Srinath Gunasekaranneed to be given an environment where they do not hesitate to reach VP of Developmentout to other colleagues. Having a remote work environment

Abyeti Technologieshampers that a bit. Also, the experienced employees have a good understanding of the culture and discipline required to get the work

(The author is the VP of Development at Abyeti Technologies and works done in a remote setup. That said, when the concept catches up more remotely with a global client team – most of the days from his home-office).in the industry, it would make it easier to have everyone including freshers work effectively from home. To introduce telecommuting, companies can start with providing the option for a few days in a

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WThe Chanakya, July 2013

paper on “A ”, by Dr was accepted for presentation at

SIBR Conference on Interdisciplinary Business and Economics Research, 2013 in Bangkok.

Abstract –

Comparative Performance of Domestic and Foreign two points of time 2002-03 and 2011-2012 using four measures of Owned Firms: Evidence from an emerging Market . V economic performance. These include operating profit margin

S Pai and Mr. Chetan V. Hiremath (OPM), net profit margin (NPM), return on net worth (RONW) and asset turnover ratio (ATR). We employed the WELCH Test (W-test), Bonferroin post-hoc test as well as the Linear Discriminant Analysis technique. Our finding is that all three groups of firms performed at par

Dr. V S Pai, ProfessorWe studied the performance of 45 companies, 15 each from three Kirloskar Institute of Advanced Management Studies, Harihargroups of firms namely, foreign subsidiaries, domestic private, and

public sector companies. Our intent was to determine which of these Mr. Chetan V. Hiremath, Sr. Lecturer,displayed superior economic performance. We analyzed data for Kirloskar Institute of Advanced Management Studies, Harihar

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-Dr. V S Pai, Mr. Chetan V. Hiremath

paper on “ jobs, minimization of sum of weighted tardiness of all jobs, A ”, by Dr minimization of weighted sum of tardy jobs and miscellaneous measures of the open shop scheduling problem. Within each category, the literature is further classified based on approaches used and the contributions of researchers in the respective categories are

Abstract – presented. At the end, directions for future research are presented

Dr. R. Panneerselvam, ProfessorThis paper discusses review of literature of open shop scheduling Dept of Management Studies, School of Management, Pondicherry

problem. First, the problem is classified as per different measures of University.

performance, viz. minimization of makespan, minimization of sum of completion times of jobs, minimization of sum of weighted Mr. Ellur Anand, Sr. Lecturer

completion times of all jobs, minimization of total tardiness of all

Literature review of open shop scheduling problems . R. Panneerselvam and Mr. Ellur Anand was

sent to International Journal of Advanced Manufacturing Technology.

Kirloskar Institute of Advanced Management Studies, Harihar

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-Dr. R.Panneerselvam and Mr. Ellur Anand


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Introduction brand and other products.

ince the beginning of the 1990s, the strategies Digital marketing is the practice of promoting products and services S b y t o d a y ' s m e d i a a n d using digital distribution channels to reach consumers in a timely, telecommunication companies have led to increased relevant, personal and cost-effective manner. More dominating and concentration within the industry. In part, this popular components are:concentration can be explained by worldwide deregulation and privatization trends. This, in turn, · Social Mediahas contributed to a decrease in so-called natural · Search Engine Marketingmonopoly structures. The digitalization and · Mobile Marketing convergence of information and communication · Branding & Designtechnologies (ICT) has also had a significant impact · Email marketing on media business strategy. In addition, the development of digital and interactive technologies According to a digital survey-2013, today's consumers are now has accelerated the erosion of the existing frontiers spending more time with online media than they are with traditional between the media industries (Peltier, 2004). forms of media. Globally, social media and mobile internet usage

now accounts for 57% of daily media time.Gracie Lawson says that “Intelligent networking is defined here as the use of media and communication Overall, consumers now spend an average of 10.7 hours a day with technologies across various delivery platforms for all forms of media and 5.6 hours of that on digital. The trend to unlimited digital connections to reach or foster niche online is most marked in countries such as UAE and China, where and broad-based connections whether business, total online time, which includes PC, tablet and mobile, takes up 7.3 education lifestyle and media interests”. and 6.1 hours respectively.

With the advent of each new technological device, There are now well over 1 billion internet users around Asia out of its invention, subsequent production and that 874 million of these people use social media and is reflecting distribution process has been accelerating the desire 18% growth compared to last year. More than 10 million new users for information and connectivity. We are living in an in Asia join Facebook every month which contributes to 50% of the environment where everything is characterized with world's social media new users. There are more than 3 billion mobile the time in which individuals and organizations are subscriptions in Asia which contributes to 81% of penetration. driven by a need to know, connect, create and share, Researchers expected that there would be 1.4 billion smartphones which is enhanced by the digital capabilities of will be activated in 2013. The number of mobile-connected devices media in the 21st century. will exceed the world's population by this year end.

Internet gives access to a large base of audience who These statistics are encouraging the business to choose this as a engage regularly in various activities of social medium for connecting, communicating, and serving to the networking sites. The term social networking is customer. Social media has shown a smooth way to creating and most often misunderstood only in terms of the attracting the target audience more economically in global virtual forums where people can come, create slowdown.communities, share their images and updates and make friends. There are instead different types of Yogesh Bansalsocial networking site ruling the internet world. These includes blogs, social networks, social bookmarks, media sharing, user generated contents, micro-blogging etc.

st21 century – Social EraThe debut of digital gadgets such as smart phones and digital tablets have resonated across Organizations use Social media's like Facebook, Twitter to converse communication and media industries to increase the with prospects, provide customer service and drive website traffic. ways emerging digital technologies influence Social Media can rev up Lead generation, Branding, and content delivery as well as behaviour of users. Engagement.Companies like Apple, Samsung have responded well to integrate mobile and tablet apps with their Social media is able to create attention rather buy attention of mass

e m p l o y e d

, founder and CEO, ApnaCircle.com says that “Apart from social networking, professional networking has been engaging the users. Professional networking sites are more popular among young females and have the second highest average time spent. It is also anticipated that the rate of growth in mobile usage will exceed the growth in usage through personal computers for the foreseeable future.”

- Prof. Vinay Bhushan


A world of social media – True mirror

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audience. Compared to the Traditional CRM, Social media is types of engagement” said Jacqueline Anderson, director of social always available whenever they want it, need it. media and text analytics at J.D. Power and Associates.

Social media Methodology: Companies need to understand how their consumers use social media and then develop a strategy that addresses their usage

Because social media is all about RELATIONSHIPS, It takes a lot of patterns. “If your customers want service and you're pushing work to make it work for you. It is simple to communicate but there discount coupons out to them while ignoring their attempts to will be lot of adverse effect on your brand if you are not able to tackle connect with you, you're going to end up with dissatisfied or deliver in right way. customers” added Anderson.

The study finds a correlation between overall satisfaction with a company's social marketing efforts and consumers' likelihood to purchase and their overall perception of the company. Among highly-satisfied consumers (satisfaction scores of 951 and higher on a 1,000-point scale), 87% indicate that the online social interaction with the company “positively impacted” their likelihood to purchase from that company. Conversely, among consumers who are less satisfied (scores less than 500), one in 10 consumers indicate that the interaction “negatively impacted” their likelihood to purchase from the company.

The study also finds that some industries are more successful than others at implementing best practices into their social media engagement strategies than others. When looking across industries, the auto industry performs particularly well in both marketing and servicing social media interactions, the only industry to do so. Other industries performing well are wireless in social servicing interactions and utility in social marketing interactions.

To deliver right, you should follow a methodology which guides the Companies that are focused only on promoting their brand and management for opportunity and add value to the customer or brand. deals, or only servicing existing customers, are excluding major The research says that27% of the brand is affected with social media groups of their online community, negatively impacting their where the market capitalization is just 18%. satisfaction and influencing their future purchasing decision. A one-

pronged approach to social is no longer an option. Social media is "The idea of getting the right person over the right time at the right huge for brands because people trust what their friends say more opportunity and yield the right result was really important.”-Jeff than what a company says. Social marketing as well as word-of-Schick, VP Social Software mouth, blogging and buzz marking are shown to be extremely

effective. Companies need to be well defined with Social media to achieve success. Creating the culture of sharing should be the primary objective. Create a platform where people are comfortable talking and expressing themselves openly where each stakeholders can support each other. Believe in creating Masses of (relevant) Communication and not mass communication that has a one-size-fits-all approach with KISS (Keep it Simple, Silly). Companies need to have disciplined systems in place to communicate 24/7. The system should be well equipped with defining the need and actions else you will be trapped in to unnecessary controversies and conflicts which can lead immediate brand damage in social community.

Businesses can no longer adopt a trial-and-error approach to social media as all-new research finds a link between social media and business metrics such as consumers' likelihood to purchase or interact with companies through leading social channels, according to the J.D. Power and Associates 2013 Social Media Benchmark Study, released recently.

“While there are vast differences among age groups in the frequency of servicing and marketing engagements, there is a consistency in the impact on brand perception and purchase intent through both

Figure 1: Social Media Methodology (Ethinos Digital Marketing )

The survey by AIMA, grouping of management professionals, found that more than one-third (38 per cent) of respondents believe that social media participation has improved their brand equity as well as stakeholder engagement.

Today's consumers are more active on social media than ever before, and not surprisingly, many marketers are struggling to keep up. It seems that, with an ever-evolving sea of data and technology, marketers don't know where to start. Marketers are told what they need to do, but no one's telling them WHY these tactics are important or HOW to execute a campaign around them. The WHY is just as important as the WHAT and WHERE.

In order to dominate, we have to remember the basics of social media marketing and management. So let's get back to the basics: 1. Optimize Campaign PerformanceMost successful marketing campaigns running today have one thing in common: they include consumer touch- points that cross multiple channels. And in today's consumer landscape, the one channel you cannot afford to ignore is social media.

Build a social brand presence on Facebook by publishing Pages that facilitate consumer interaction and then ask for that interaction.


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Offer Facebook fans and Twitter followers a reason to engage via on social media and work toward nurturing a positive brand social channels and drive conversions with fan-gated promotions experience.and coupons.

Whatever content you decide to “pin” or “star,” make sure it's One of the recent cases for social campaign of Oreo's 'Pride' was capable of enhancing your Facebook presence. Your network of aimed at taking a stand on gay rights and showing their support to Facebook fans should find it interesting, relevant, and be eager to the community. Not only did this make people get up and take notice engage with you because of it.but also strengthened a positive brand image for Oreo. The Result of this campaign has increased the engagement and attracted the One of best example for this is ExactTarget - A US based marketing consumers. Their post generated 143,000 'Likes', close to 18,000 software vendor:comments, and was subsequently featured as a success story in many leading marketing publications ExactTarget Conference monitored Twitter and found a blogger

who was tweeting about the conference. The company decided to 2. Grow Your Subscriber List with Facebook. surprise him. On arrival to the conference venue he received:Data collected via social media, combined with CRM and behavioural marketing data, has proven to increase overall · Registered badgecampaign effectiveness. After all, the more you know about your · Surprise giftconsumers, the better you can deliver relevant, timely messages. · Hotel reservationsIf you want consumer data, you have got to ask for it. So start by · Proposed itinerary for the event promoting a branded lead form on Facebook that requests email addresses along with basic demographic information. As the result of the constant monitoring the social media,

ExactTarget able to trace the loyal customer and rewarding the loyal During the third quarter of Super Bowl XLVII when a power outage customer. The delighted customer happened to be a prominent at the Superdome caused some of the lights to go out for 34 blogger who spread the word and added 34% new customer base.minutes, the sandwich cookie's social media team jumped on the cultural moment, tweeting an ad that read “Power Out? No 4. Remember the Mathematicsproblem” with a starkly-lit image of a solitary Oreo and the caption, “You can still dunk in the dark.” The message caught on almost We must get better at analyzing and using data to create personalized immediately, getting nearly 15,000 retweets (as of this writing) and and relevant messaging for our future and current customers. This more than 20,000 likes on Facebook. could be as simple as keeping track of names, addresses, and past

purchases via a spreadsheet. It could also be as complex as In an environment where advertisers are spending nearly $4 million managing millions of different data points. Only the data relevant to run a spot during the Big Game, having a brand respond in real- will survive.time on social media is a clever way to reach people on smartphones and computers. Adding Milestones to your Facebook Timeline is a simple process.

Start by writing down your milestones on a sheet of papersHere are 5 ideas for adding milestones on Social medias like Wharton marketing professor Jonah Berger says that “Retweet is Facebook, Twitter…much more engaged, it is suggesting that the audience is not only

processing this message but actively engaging with the message and selecting the message to pass on to their friends. That said, is this · Describe how your industry has changedgoing to sell more Oreos at the end of the day? Hard to tell. [But] It · Photo's of original staff / current staffdefinitely makes the brand seem like a cleverer, more interesting, · Photos and stories of your first office or vehiclesharp brand. So in terms of brand equity this is as effective, if not · Feature your most loyal employee or employeesmore effective, than just showing another Super Bowl ad.” · Reprint of your original brochure cover or logo

3. Engage Loyal Customers by Using the Timeline You can make timeline focusing your business:In order for a brand to be successful on Facebook today, they must

· Day in businesssee engagement from their fans. While it does require more strategy

· Officeand higher-quality content, it also provides a greater opportunity to · Employee(s)engage with previously idle fans, turning them into customers and · Customereventual brand advocates.· Invoice· News storiesGather your most engaging content and draw attention to it by

“starring” and “pinning” it to your Timeline. For your brand, this Remember, that the lifeblood of any company is measured on our may include - Video footage, Commercials, Event promotions, and ability to create happier customers. We are reaching the point in Special announcementssocial media where we must become more responsible with data and measuring the ROI of every channelUse Value-Add messaging to engage your customers. Ensure that

they get the most out of their like and/or purchase. Publish tips and Prof. Vinay Bhushantricks that maximize the value of their engagement with your brand

Kirloskar Institute of Advanced Management Studies.

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Effective Promotions – Paper Media vs. Social Media

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for the same figure stands at roughly 14.2%· · According to popular site mashable.com the average time · Does it deserve to be a part of my marketing mix? people spend on social media sites is around 7 hours per month. · Is social media promotion expense justified in today's scenario?Indians on the other hand spend a little more than 3 hours of their · Which platform would best suit my company's requirement?time on social media sites (which is more than 25% of their time · My business is a small one. Will social media help me?online )

hese are perhaps some burning questions which have given The paid circulations of newspapers around the world have Tmarketing gurus and marketing heads of big MNCs a couple of continued to decline especially in US and more developed countries

sleepless nights in the recent past. The article here will try to explore like Japan. India is now the most world's fastest-growing newspaper

the relevance of social media promotion strategy, how is it different market. Between 2005 and 2009 the number of paid-for daily

from the traditional marketing strategies in terms of mode of newspapers in the country increased by 44% to 2700. In 2008 India

operation as well as the power and reach it brings to the table which overtook China to become the leader in paid-for daily circulation,

in turn would help us to develop a better insight on these questions with 110m copies sold each day

Summing up it can be said that the reach of social media is growing leaps and bounds. The penetration of print media is growing but the rate is much slower. Moreover developed geographies that are characterized by high spending and high consumerism are the hubs of social media.

Social media marketing refers to the process of gaining traffic or attention through social media sites. Today when social media has become an integral part of our life it seems obvious that the next marketing revolution will be on social media platform. If today's customer is contemplating to buy a product, he/she could just post it on his social media profile page and invite his 'network of trusted connections' to get feedback on the various options available and their reviews - instantaneously. Hence, today's companies are also realizing this insight to create communities around their products or offerings, invite and encourage members to join them, and then convert them into loyal customers and advocates The recent attempts by marketeers to conquer this territory thus seem obvious.

Marketeers are coming with all sort of promotional ideas to outwit their opponents. With every inch and mm of traditional medium like newspaper, magazines and television advertising already covered and all possible efforts towards direct marketing already taken care of the next battleground for marketeers will be social media

Well put simply the term social media refers to any site that enables exchange of information and/or content through web to a large target audience which is usually (but not restricted to) people known The image above clearly shows how the prospective customers to the poster of the content. The content exchanged can range from may use these platforms for their business needs. Though social simple text updates on micro blogging sites like twitter to videos media is still in its infancy especially in a developing country like posted on video sharing sites like Youtube. Social media has India but a boom in this field is inevitable.followed the path of exponential growth in recent years engulfing users to its fold in a virtual world which gives them a chance to “CONNECT SHARE AND EXPRESS”. Social media in today's world has evolved in a powerful medium of The image on the left above gives us a rough idea about the main information dissemination. It has evolved into an essential tool of social networking sites, their user count in US and the growth rate. word of mouth marketing something that has been a trusted part of a Some facts and figures that show the importance of social media in marketeer's arsenal but in a virtual environment. However as long as today's context are as follows: the customer is ready to identify with the blogger or his online

contact does it really matter?· Nearly 48% of US residents are on facebook. The world stat

Is social media a fad?

Promotion on social media

Social media and its importance

Social media: A fad or a vital part of media strategy

Mr. Prafull Srivastava


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question. While facebook continues to withhold its position as the jack of all trades businesses have found a much dramatic success when they used a more appropriate medium. Zomato's Instragram competition, Lipton Ice tea chill out campaign on Twitter and Share my Dabba campaign by Mumbai's very own dabbawalas are some recent success stories.

What these companies did right was they chose the right medium to connect with their audience. Zomato for example was all about food and there was no better way to connect with foodies than photos and instagram was best at that. This strategy is similar to choosing the right

For those who argue that social media is a fad here are some magazine or right page to popularize your business when using a print statistics campaign. Thus this too is a concept that is just an expansion of your · Facebook has topped Google for weekly traffic in US print media campaign· It took radio 38 years to reach 50 million, TV took 13 and ipod

Social media however stands out from its paper counterpart when it took 3 years. If they continue their hold on the public why will comes to costs involved. A carefully crafted social media can help not social media that achieved the feat in under a year?companies to get a lot of attention for as low as nothing. Even in case of · Youtube has become the second largest search engine next to a paid service the cost is much less than the traditional media. This is google onlythe reason that a lot of small businesses are turning to social media and · Pinterest the blue-eyed child of social media achieved a have been successful in their endeavours.growth of 1037% something that has been never experienced

by business community· The attempts of IT biggies to march in the field of social

So while the above examples show the importance of social media in media marketing bears further testimony to the fact that it is today's times the big question that remains is social media marketing

the next big thing. What else can explain Oracle's purchase of self sufficient to promote a brand. Frankly speaking while it appears

Virtue for $300 million, and then Salesforce buying Buddy that social media will probably eliminate paper media to many, it

Media for $689 millionseems highly unlikely today in a country like India. The limited internet penetration and the slow internet speed are hurdles that stand

It must be noted that while paper media or any other media are all before this media with no signs of a soon approaching breakthrough.

one-directional. Marketers create content and try to push it out to The firms today can at best used social media as a supplement to their

consumers well enough. The secret of social media's success lies marketing campaigns.

in the fact that it creates an environment where information flows two ways. The customers dictate the content, not the marketers. In

Going by the present scenario TV and print media will continue to fact a lot of content can be created by customers itself.

dominate the marketing budget of firms especially due to their efforts to capture the rural markets. Moreover with thousands and millions of

The recent Micromax logo design contest is an excellent example Blogs and posts about any and everything available on internet which how a company used social media to get a lot of eyeballs. Not just may change within seconds has somewhat had a negative impact on it helped to spread awareness about the brand without spending a the credibility of social media. Paper media is miles ahead in this dime it got a host of fresh logos to choose from. Also perhaps no respect due to somewhat permanent nature of the post. A positive sports extravaganza has taken advantage of social media like this mention in the headlines of a leading magazine may work wonders to years IPL. From team Twitter Battles to ESPN's social the brand image of the company.companion. From Vodafone's Super Fan contest to Yes Bank's facebook and twitter Quiz, social media has brought fans a step Thus it is important to balance your paper media marketing with social closer to their favourite stars and the game. Cricinfo.com media marketing. The social side can be used to create communities of attributes a lot of viewer engagement of this year's IPL to its customers, share ideas and gain feedback. This can then be reaffirmed successful social media strategy. with printed marketing. It will be this partnership that will be the best

strategy for businesses and the one that will lead them to best rewards

Mr. Prafull Srivastava,MBA(IB), 2012-14,

Indian Institute of Foreign Trade, Kolkatta.

· http: / /www.digijeff .com/home/2012/05/coca-cola-vs-pepsi- the-social-media-battle/

· http://pinterest.com/jamesball/the-best-social-media-infographics/· http://www.slideshare.net/profmanishparihar/research-paper-on-social-media· http://thenextweb.com/socialmedia/2011/09/16/social-media-is-everywhere-but-is-

print-still-valuable/Social Media Strategy for a firm depends primarily on its · http://www.digijeff.com/home/2012/05/coca-cola-vs-pepsi-the-social-media-battle/business, domain size and expectations. Even the choice of · http://pinterest.com/jamesball/the-best-social-media-infographics/

medium is seldom if not always dominated by the firm in

Conclusion

References: · http://www.essentiallyali.com/is-social-media-a-short-lived-fad/· http://www.slideshare.net/profmanishparihar/research-paper-on-social-media· http://thenextweb.com/socialmedia/2011/09/16/social-media-is-everywhere-but-is-

print-still-valuable/

Carving a successful Social Media Strategy

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Effective promotion – Paper media vs. Social media

SKIA


Introduction

Many marketers see Social media as an additional broadcasting channel. This point of view limits the impact of it. The new mindset is about seeing Social media as a possibility to build a strong relationship with your audience and to change the “likes” into active ambassadors. It has to use 80-20 principle, 80% of the time use

technology and the entertainment industry. In business, Social media can be used to build consumer/client confidence by helping

successful business is judged by its profits. Managers would establish you as an expert, it can help harbour relationships with Abe smart to realize that marketing and advertising should be current and potential clients, and it can provide more avenues for done to bring together ideas to get the name of their company before potential clients to find out about your business. Companies have its target group irrespective of size of the business. For anyone who identified that increased enterprise social networking can add runs a business of any kind, the true question is not whether we need immense values to the organisational functions such as Product marketing, but how much do we need? A store owner can have the Development, Marketing and Sales, Operations and Distribution, best products available on the market, and will still flounder Customer Service and Business Support. The emergence of financially if no one is able to find their products. So managers have Internet-based Social media made it possible for one person to to exposes people to their products through available paper media communicate with over hundreds of thousands or even millions of and Social media. individuals, many of whom may have little interest in your business.

But when properly developed, can be effective in building customer With the prediction that the growth of Internet users will be in excess base and brand loyalty. Social media(also referred to as consumer-of 15% per year it is interesting to note that the demand for Internet generated media) is a hybrid element of the promotion mix because comes not only from Indian cities, but also from rural population. in a traditional sense it enables companies to talk to their customers, India is expected to have in excess of 125 million Internet users by while in a non traditional sense it enables customers to talk among 2013 end in which 66 million would be using Social media with themselves. Facebook as the most accessed website followed by Google+ and LinkedIn. However, low literacy rates and poor penetration of Mode of workinginternet at the moment provides a challenge for this medium to Earlier marketers promoting their products online have followed a prosper. Statistics reveal that digital advertising in US was $36.6 fairly standard arc, first buying digital ads and building their own billion and India it was just $418 million last year. Web sites. Now, companies are increasingly running online ads that

focus less on pitching their products than promoting their Facebook Newspaper is cheap so people buy it and they also see a value in it. In pages and Twitter accounts. Social media as a medium of promotion spite of the fact that people are digitally aware but a morning contributes through its immediacy to a healthy and direct relation newspaper with a cup of coffee is a must and it will stay for quite between brands and their public the ability to be present, to some time. A saving grace for paper media would be technology communicate, to impact and maintain a stronger position towards because 3G and 4G will take a few more years to establish itself in brands in an online environment.India. Hence, it will keep the paper media very comfortable at least for the next few years. Outlook

How can Social media help in business?Because of its speed, reach and ease of use, Social media is fast changing the public discourse in society and setting trends and agendas in topics that range from the environment and politics to

-Dr.Himanshu Ujaoney


SKIA


Social media to share useful, relevant and valuable content with audience essentially following the guidelines of this article. The other 20% of the time get off-topic and break these guidelines. By getting off track occasionally and posting something random, we can remind our audience that we're people too.

Cons· Social marketing relies on customers being highly interactive

on the internet. · Social media marketing places high demands on talent. It can

be difficult to constantly come up with innovative exciting content that interests a variety of readers and, without

Pros and Cons of Paper media relevance, your efforts in content creation, edition, approval Pros: and publishing will be wasted.· With different ad sizes and rates even small businesses and · Control is less. Anything published is up for grabs, and

start-ups can place an ad that won't pinch the budget. backlash is the last thing you want on Social media.· In addition, magazines and other paper media enjoy loyal · Return on investment is delayed. It takes its own time and

audiences. Magazines may be kept around for a longer period, dedication. which gives more visibility to your product.

· Paper media provides opportunities to advertisers to reach Conclusiontargeted audiences in a local market. According to available data, more than half of the world's adult

population reads a newspaper. More than 2.5 billion read the paper Cons: edition. This represents more readers than total global users of the · Traditional marketing is usually forced on the viewer, as they internet. According to the Readership Institute at Northwestern

come across it in their daily lives. Hence this old school University, advertising is in top five drivers of newspaper marketing has a very low response rate. consumption. Almost two-thirds of readers say they enjoy reading

magazine ads, while more than half read their favourite paper · People don't share a community with the brand, and hence don't magazines specifically to gain information about new brands. In the care about its campaigns. recent Deloitte Media Democracy Survey, almost 64% identified · While its true newspaper is a cost-effective advertising television as the primary influencer and about 63% mentioned medium, when it comes to magazine advertising, the cost can newspapers as the next influencer. But sadly this trend is declining, be sky high. Furthermore, the magazine industry has long lead is likely to stay around for the next few year. Also in India, times.Newspapers being published will continue to grow at around 6% · Once the ad is papered, it is set in type. However if there is any every year. The paper media industry grew at single digit rates for change in the promotion or a mistake in the papering, the six consecutive whereas Social media users are expected to grow by entire process must be restarted.21%. The average time spent by Indian on Social media is 29.6 · Paper ads are flat on the page, so they do not have the flashy minutes on weekdays as compared to 28.8 minutes on weekend appeal of television, radio or Internet ads.days. However, a recent Harvard Business review survey showed that only 12% of the companies feel they are using Social media Pros and Cons of Social mediaeffectively. Pros

· Internet ads can combine copy, music and voices to grab the In a battle for supremacy, traditional marketing is falling further

attention of a potential customer.behind. But that doesn't mean that it is no longer competent. Your

· It has much higher conversion ratios because all social business still needs real world promotions to succeed. The ploy marketing can be tracked and adjusted. should be to spend more on social marketing. The 80/20 rule can

· Social media helps in building communities around brands, apply here as well. Invest in 80% social marketing, and 20% which remarkably increases repeat sales. traditional marketing. There are still a few out there that are not

· Helps reach customers that traditional marketing misses. You familiar with social marketingcan never anticipate who will direct a friend to your blog or

Dr.Himanshu UjaoneyFacebook page, so chances of new leads is unlimited.PGDBM, I

· Demonstrate your personality, interact with customers and Sydenham Institute of Management Studies, Research and Entrepreneurship helps in building brand loyalty. Education, Mumbai.

· Encourage open communication through public comments to improve your products and services.

· Makes one learn more about their target audience, by their Sourcescomments and studying visitor analytics. This information · i tu.dk/~rkva/2011-Spring-EB22/readings/Mangold-can prove precious while planning other marketing SocialMedia.pdfcampaigns.

· www.ijsrp.org/research_paper_may2012/ijsrp-may-2012-· Social media marketing is cost-efficient when compared with 24.pdf

other marketing methods, even if you hire a dedicated team or · www.smallbusiness.chron.com/social-media-vs-newsletter-

outsource your Social media content needs.effectiveness-48831.html

· The content that you distribute on one Social media channel · www.mashable.com/2009/03/11/newspaper-industry/

can be used on another. One simple blog can be tweaked the · comm.soc.northwestern.edu/leonardi/files/2012/09/socialmedia. way you want.· www.hpl.hp.com/research/scl/papers/socialmedia/socialmedia

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Web Revolution – An HR functional perspectiveSKIA


“The world as we have created it is a process of our thinking. It U.S. Field Services Operations (USFO) Group has developed a cannot be changed without changing our thinking.” p a p e r l e ss wage review (PWR) system. The Web-based system uses

intelligent agents to deal with quarterly reviews of HP's 15,000 ― Albert Einsteinemployees. The agent software lets USFO managers and personnel access to employee data from both the personnel and functional n the last decade, we have been witnessing one of the most databases. The PWR system tracks employee review dates and Iimportant technological revolutions in the modern era – the Web automatically initiates the wage review process. It sends wage revolution. The web is not only changing the way that we review forms to first-level managers by e-mail every quarter.work,study,play and conduct our lives, but it is doing so much more

quickly than any other revolution (such as the Industrial Training and Human Resources Development – Employee Revolution), with impacts that are more far-reaching. For example, training and retraining is an important activity of the human four years ago, blogging was a novelty. Today more than four resources department. Sophisticated human resources departments million bloggers are active on web and blogging is an instrument build a career development plan for each employee. IT can support used in commerce, politics and entertainment. In another the planning, monitoring and control of these activities by using developing technology, Apple sold over 100 million songs on workflow applications. Some of the most innovative developments iTunes during the first year of operation. Further- more, we have are in the areas of intelligent computer-aided instruction (ICAI) and seen only the tip of iceberg. The web revolution is facilitated by the application of multimedia support for instructional activities. ever-changing information technologies. Training can be improved using Web-based video clips. For example, using a digital video-editing system, Dairy Queen's in-Developments in web-based systems increased the popularity of house video production department produced a higher quality HRIS (Human Resources Information System) as of the late 1990's. training video at 50% lower costs than by outsourcing it. The Perhaps the biggest benefit to companies of human relations IT affordability of the video encourages more dairy Queen franchisees services is the release of HR staff from intermediary roles, so they to participate in the training program. can focus on strategic planning and human resources organization

and development. In the following write up we see how IT Managing human resources in large organizations requires facilitated the management of human resources (HRM).extensive planning and detailed strategy. IT can play a vital role in human resource planning and functions.Using the Web for Recruitment – With millions of resumes

available online, it is not surprising that companies are trying to find Personnel Planning and HR strategies – The HR department the appropriate candidates on the Web, usually with the help of forecasts requirements for people and skills. Large companies specialized search engines. Also, hundreds of thousands of jobs are develop qualitative and quantitative workforce planning models. advertised on the Web. As more companies expand operations Such models can be enhanced if IT is used to collect, update and overseas, global recruiting is becoming a zexing problem. Using the process the information.internet to recruit from other countries is becoming popular, yet it

requires expertise. The Field Company provides an example of Employee Relationship Management – In their effort to better recruiting by Finish Line Corp. In a 12-month period, more than manage employees, companies are developing human capital 330,000 candidates applied for employment with the company; management (HCM), facilitated by the Web, to streamline the HR more than 75% of them applied online. Using screening software process. These Web applications are more commonly referred to as (Unicru), 112,154 candidates were eliminated immediately. More Employee Relationship Management (ERM). For example, self than 60,000 hours of store managers' time were saved because of the services such as tracking personal information and online training reduction in the number of interviews conducted.are very popular in ERM. ERM technologies and applications are very similar to those of customer relationship management (CRM). HRM Portals and Salary Surveys – One advantage of the web is To sum it all, it is rightly said that human resources managers can the large amount of information available related to job increase their efficiency and effectiveness by using IT for some if requirements. There are both private and public HR portal which their routine functions. Preparing and training employees to work serve as a search engine. For example, several large companies (eg., with business partners frequently in foreign countries required IBM,Xerox, GE) created jointly with 120 companies a career portal knowledge about IT collaboration software operates. Compliance called DirectEmployer.com. with government safety regulations and other human resources-related requirements can be facilitated by IT softwareAnother area for HR portals is salary surveys. Salary surveys help

companies determine how much to pay their employees. Companies Prof. Sunaina Kuknor,used to pay consultants up to $10,000 for a one-time survey. Now

Kirloskar Institute of Advanced Management Studiesthey can conduct such surveys themselves by utilizing free data from vendors such as Salary.com. References

Information Technology for Management – Efraim Turban, Dorothy Leidner & James WetherbePerformance Evaluation – Most employees are periodically http://wps.pearsoned.co.uk/ema_uk_he_torrington_hrm_7/79/20381/5217781.evaluated by their immediate supervisors. Evaluations are usually cw/content/index.htmlrecorded on paper or electronic forms. Once digitized, evaluations http://facweb.cs.depaul.edu/nsutcliffe/483readings/Groe-IT%20and%20HR-

can be used to support many decisions, ranging from rewards to session3.htm

transfers to layoffs. For example, Hewlett-Packard's Atlanta-based

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- Prof. Sunaina Kuknor


Under 'S'tated Su'C'cess: Surrogate and Covert Advertising

SKIA


d w a r d d e B o n o s a i d , didn't...because there was nothing “Creativity involves breaking wrong with them. Except that all of Eout of established patterns in them were Cadillac cars. According

order to look at things in a different to buzzle.com covert advertising is, way.” The field of Advertising, '...a unique kind of advertising, in where creativity abounds, stands which a product or a particular true to Bono's words. From brand is incorporated in some advertisements blaring out of a entertainment and media channels simple radio or black-and-white like movies, television shows, or print ads generously splattered even sports. There is no commercial across a newspaper, advertising has advertising as such in the moved to more subtle forms- forms entertainment, but the brand or the that we seldom recognize as product is subtly (or sometimes advertising but influence our evidently) showcased in the choices nonetheless. You could say entertainment show'. Certainly very that they are 'understated', in the covert, huh?sense that they are not 'sprung on your face'. I'm talking about the two very interesting ways of advertising called Covert and In fact, there is a whole book written by David Robb dedicated to Surrogate advertising. how the Pentagon influences the masses to be more favourable to its

agendas with the help of Covert advertising (Operation Hollywood: So what is surrogate advertising? To understand it, let me ask you a How the Pentagon Shapes and Censors the Movies). This gets me question. What does the word 'Kingfisher' bring to your mind? thinking how desperate companies and organizations can be to grab Premium....soda??? Not by a long shot...the first thing you thought the attention of the people and influence their choices. And when was 'Vijay Mallya' and 'Beer', right? The very fact that you there is desperation, no stone is ever left unturned. This is clearly connected Kingfisher with beer rather than soda says that Surrogate seen in the world of advertising with innovative, creative and, if I Advertising has woven its magic around you just as it has influenced may, manipulative Surrogate and Covert ads successfully swaying millions of other people. Surrogate advertising is ostensibly the masses. There is much debate with respect to the ethicality of advertising a brand for a particular product while actually both the forms of advertising. But the fact remains that they are advertising it for an altogether different product. So your successful. advertisement says 'soda' while you're actually advertising for beer. A tobacco company comes up with 'awareness' signboards that They say 'All is fair in love and war'. It seems that all is fair in world highlight the hazards of smoking while its logo is displayed of advertising tooprominently to ensure brand recall. I know what you're

-Ms. Ranjana T Nthinking...'That's downright sneaky!’Great Lakes Institute of Management, Chennai

Perhaps. But there is a reason why these companies adopt surrogate References:

advertising. Usually it is to circumvent a ban by the government to http://www.timlonghurst.com/blog/2005/04/13/blowing-the-cover-on-covert-not directly advertise products such as alcohol or tobacco. If it can't advertising/

http://www.wisegeek.com/what-is-surrogate-advertising.htmbe advertised overtly, it will be advertised covertly! This brings us to http://www.freestyle-marketing.co.uk/advertising/what-is-surrogate-the next kind of advertising- Covert advertising. Seen the movie advertising.html

Matrix Reloaded? Oh you have? Did you notice anything strange http://www.buzzle.com/articles/different-types-of-advertising.htmlabout the cars that are used in the movie? Perhaps you

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- Ms. Ranjana T N


"Advertising may be described as the science of

arresting the human intelligence long enough to get money from it.”

- Jef I. Richards

SKIA


ising cost of vegetables may be burning a hole in your pocket healthier students. Most of the girls belong to poor families. After Rbut there's a place near Ahmedabad where breakfast, lunch and consuming vegetables, their haemoglobin count rose from 6-8% to dinner costs less than a carton of fruit juice! At Mahadev Desai 12%. Kokila Macwana, a third year student specializing in Gujarati, Gramseva Maha Vidalaya in Randheja of Gandhinagar district of said, “We have never tasted beetroot earlier. But we grow it here. Gujarat state, female students have learnt true empowerment by growing 18 varieties of vegetables and using the organic greens to Consuming it has increased our haemoglobin count. We also grow make food for just Rs.23 per person each day. In today's world where carrots, green onions, eggplants (aka brinjal), okra, bitter gourd, every country has become so dependable on others for its progress broad beans, bottle gourd, garlic, radish, spinach, and peppermint and welfare, this is a rare case of self-reliance. leaves here. Of course improving Haemoglobin level was not on

their agenda, but when god gives you something, he gives in Institute co-ordinator Rajiv Patel says, “We do not use pesticides abundance. The students get bonus point for their hard work. The and fertilizers. Our vegetables are organic. Dried leaves are used as concept was first implemented in 2006. But students grew just manure. Bio-pesticides like dried neem leaves, cow urine and ashes spinach, eggplants, fenugreek, and bottle gourd. Slowly, are used to keep the plants healthy. We buy wheat and rice from productivity of land and interest of students rose, encouraging them Krishi Vigyan Kendra. So, we end up spending not more than Rs.23 to grow more vegetables. Second year student Divya Modi says, on food for a student, without compromising its nutritional value. A “Earlier, we used to buy vegetables from outside. Now, we grow healthy food made of home-grown vegetables at Rs.23 is a dream everything here. Every day, we produce 40 kg vegetables. In the last deal. There are 209 second and third year students staying at the eight months, we have produced around 1800 kg of vegetables.” The Gandhian institute. They took up the Kitchen Garden project as a girl make rotis, cut vegetables and cook sabzi at the hostel, ensuring means of learning entrepreneurship, and grown vegetables on two that food does not go to waste. plots in the huge campus. Except for using tractors, the girls do everything from ploughing land, sowing vegetables, watering them Director of the institute, Dr. Rajiv Patel says, “The idea is the and harvesting the vegetables. They allot 45 minutes from their daily brainchild of Gujarat Vidyapith registar Rajendra Khimani. As a schedule for farming. This is nothing compared to time spent on Gandhian institute, we propose self-reliance.” This initiative FB!!! Let's talk about the daily routine. A highly nutritious breakfast propogates women empowerment as well as dignity of labour. is served that includes alu poha, khichu, sprouted moong, steamed Gandhiji had emphasized on the development of head, heart and chana or dalwada. A wholesome lunch includes roti, sabzi, dal hands. This effort fulfills all three criteria. He adds, “Though many chawal and salad while dinner means kichdi, sabzi, bhakri and of the girls belong to the farming community, they know next to buttermilk. The excess stock is sold to staff members or other nothing about agriculture.” All finances are maintained by the head hostels. of the family. By growing their own vegetables and selling it instills

confidence in these girls. They learn how to be self-sufficient and One can only say that the unexpected side-effect of the project is how to manage money.

The following story is about a project taken by

Mahadev Desai Gramseva Maha Vidalaya in

Randheja of Gandhinagar district of Gujarat

state . It is a school running on Gandhian

principles. It is affiliated to Gujarat vidyapith

which is a world renowned education body

running on gandhian principles.

Impact Interview

The Kitchen Garden Project

SKIA


The project is worth to be appreciated. This project again proves that thinking of implementing this model in other institutes managed by in a country like India, innovation can be found at any place. Young Gujarat Vidyapith. We wish them success whole heartedly. children can do the miracle which even the so-called adults could not have thought of.

“Take up one idea. Make that one idea your life - think of it, dream The project is an example of self-reliance, innovation, management of it, live on that idea. Let the brain, muscles, nerves, every part of and team work. There are very few projects or processes which your body, be full of that idea, and just leave every other idea alone. encompass all these qualities. This is the way to success.”

–Swami Vivekanand In the coming days, food management is going to be very crucial especially in India where storage and other problems are very common. The brainchild of the project Dr. Rajendra Khimani is

What inspired you to undertake this project? What are the most satisfying things about this project?

The whole project encompasses three main principles of self- The girls who are into this project are from poor families. They have reliance, innovation and teamwork. These three principles are learnt self-reliance at such a young age. All these vegetables are Gandhian principles. Since our institute is a Gandhian institute, we grown without using any pesticide or other measures. The money try to implement the Gandhian principles as much as possible in our earned is directly given to the head of the family of that girl. All such real lives. The students have really put this into action very well. small things give huge satisfaction.Scale is not a matter of us but we want to do it in right way.

Do you have any plans for replicating this model?How many people are associated with this project?

Innovation comes from within. Our main aim is to innovate further Right now all the work is done only by students only. So far we have and develop it. We have not yet decided on replicating this model not felt the need of any extra persons. But right now the scale is elsewhere but there will be further improvements in this model.small. When it will become large in future, we may look at having persons from outside. The wonderful thing is that even people who

-As told to are not directly associated with this project have benefitted from it.Mr. Saurabh Jadhav, PGDM II, KIAMS

Below are the excerpts from the chat with Mr. Rajendra Khimani, Registrar, Gujarat Vidyapith.

”There are four ways, and only four ways,

in which we have contact with the world.

We are evaluated and classified by these four contacts:

what we do, how we look, what we say, and how we say it."

- Charles Francis Adams

SKIA


ragati 2013 had been a thrilling roller coaster ride and a great February, 2013), students started arriving in KIAMS from 7 a.m. stPlearning experience, learned right from the selection process There was a kid of 1 standard dressed gorgeously carrying all the

for Pragati reps to the very end of Pragati 2013. Ever since seniors props for Fancy Dress Competition. It showed the level of showed us the video of Pragati video for the first time, an urge had enthusiasm both of the kids as well their parents. I wondered if this developed to be part of this event in some way or the other. The little kid had to wake up real early in the morning to be present in the preliminary selection process task and then the stress interview campus on the stipulated time. Batch mates at the registration kiosk were unique. After the declaration of Pragati Reps for Batch15, we got engaged in the process. Communicating with the kids was a bit chalked out plans to conduct this mega event of KIAMS. difficult because of our inability to speak Kannada but it did not Accordingly, we decided to have five specialised domain viz- pose much problem. By 10 a.m., we had the opening ceremony and Prospecting, Promotion, Finance, Operation & Cultural. After our lighting of lamp in the presence of the Faculty and other batch mates gave their names voluntarily for the respective staffmembers. Considering the hot weather condition, we had set domains, we selected leads for all the domains. Then for up stalls of Sugarcane juice, Coconut water and potable water (free prospecting, teams were assigned different industries and of cost) on the ground. The kids were very talented and I was thereafter, we started the challenging task of contacting corporates amazed at their flawless execution of their skills especially in to invite them for their participation in Pragati. But we had a mixed Mehendi Competition, Art and Craft. In Mehendi these kids can experience, the bad over shadowing the good though. Most of the give anyone a run for their money. In Cultural also they performed corporates pointed out that they do not gain anything from Pragati well and mesmerized us. At noon, acting on the suggestion of batch as such and many other problems were sighted by them. mates on the ground, it was decided that free Sugarcane Juice be Considering the reality, we gave a second thought on conducting offered to the all the kids. Accordingly, it was announced and the Pragati in the similar fashion as conducted previously. kids were ecstatic to have it free of cost. As expected there was

commotion near the Sugarcane Juice stall for a while. All in all first It was decided that Pragati 2013 would be conducted in a scaled day went smoothly. First day saw two schools viz. Vidyadayini down version. As a result somechanges were made in Pragati 2013. CBSE School & MKET's LK English Medium School that had the Firstly, Pragati 2013 would be a two day event. Secondly, it would most number of winners. The co-ordination between all the be held in KIAMS campus instead of Gandhi Maidan and thirdly, volunteers (batch-mates) was immaculate. We had the task of only the social aspect of Pragati would be addressed. That is, collating the points of all the winners from different schools in order Pragati would be limited only to Inter-School competition featuring to come out with the winning school. So after every event a list Sports, Art & Craft and cultural. A Pragati 2013 Rolling Trophy as containing the name of the winners, their position along with well as a Grand prize of Rs. 20000 worth of tangible item would be his/her school's name was prepared. Input from this list was fed in given to the winning school. We started the task of visiting schools the main list, which had the total points accumulated by winners in Harihar & Davangere. We did not get much response from from a particular school.Davangere as exams were around the corner but schools in Harihar

thwelcomed it with open arms. We got a confirmed participation of On the second day also i.e.24 February, school students competed more than 300 kids. It was surprising considering exams were with zeal. We again offered free sugarcane juices to the kids. approaching. Two schools from Harihar namely Vidyadayini CBSE Second day had some fantastic performance by kids especially in School & MKET's LK English Medium School had sent the largest dance. The auditorium was chock-a-block with audience contingent of more than 80 school students. In total fourteen (14) comprising school kids, their parents, batch-mates as well as some schools participated. Simultaneously, the other batch-mates got seniors. All the events got over by 4.30 pm and the prize distribution involved with the planning of the event. Finalising Judges for all the was supposed to start at 5.30 pm. Just after the end of the cultural events was a bit difficult but ultimately it was managed. In some event in the auditorium, we arranged the chairs and made seating events we invited the spouses of our faculty. And they did oblige. arrangements for faculty members and others. Also most The locations of conducting the various events were not finalised importantly, the main points list was updated with the latest points, and after brain-storming, we finally decided to conduct sports in which helped us in declaring the winning school. Medals were put KIAMS ground, culturals in auditorium and Art & craft in different in order. The auditorium was packed to the capacity and some had to classrooms. Batch mates really took the charge of the respective stand. Participants, their parents as well as their schools teachers domains and planned accordingly. As the 'D-day' was approaching, were waiting in anticipation. Our Director Dr. Gopal Iyengar along everything was set in place. The ground was cleaned (thank the with faculty members made their presence felt in the ceremony. gardeners) and the chairs were put along with the shamiayna and Then the winners were distributed medals by our respected faculty the ground was made suitable for sports with all the markings. members. After all the winners were distributed the medals, then Similarly, the auditorium was decked up with the lightings, sound- came the big moment which every student and their schools were system & chairs. Registration kiosks were set up at the entrance. It eagerly waiting for. Vidyadayini CBSE School was declared was decided that after every event, both the winning certificates to winners amidst thunderous clapping and cheering of the students of the winners and the participating certificates to the others would be Vidyadayini School and their parents. We invited Dr. Gopal Iyenger distributed by the respective Judges. So a team to look after sir on stage to hand over the Pragati 2013 Trophy to the authorities certificates was formed. The medals (Gold, Silver &Bronze) would of Vidyadayini CBSE School. After the trophy was handed over, the be distributed on the closing ceremony along with the Pragati students were called to lift the trophy. They were very excited and

rdTrophy 2013. Everything was set in place. On the D–day (23 lifted the trophy with loud cheers. It was a splendid moment for

-Mr. Kaustav Das

Pragati 2013 - An Eventful Journey

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everyone. Thus, Pragati 2013 came to an eventful end. also like to thank seniors for sharing their experiences while conducting Pragati; Mr Gangadar Yuvaraj for scheduling the

Altogether, Pragati had been an enriching experience. Pragati was a classes in such a way, that we were able to devote sufficient time for course in itself. Every aspect of management was touched upon be it preparation; Mr Venkatesh,who helped us on the financial front; Finance, Marketing, Operation, Human-Resource or Information Mr. Raghavendra Dixit, Mr. Parmeshwarappa, Mr. Karibasappa, Technology. Pragati 2013 taught us how to manage the finance Mr. Shrinath, Dr. Gopi and all the Annas of our Institute. Lastly, not efficiently and how to cut costs in order to remain within budget. to forget the big hearted effort of the group of my batch-mates, a big Then we had to sell the brand Pragati to the corporates(initially), THANK YOU to you all, for selflessly coming forward, and then to the various schools. Co-ordinating all the activities and contributing towards the conduct of Pragati 2013. Hats off to the running the events simultaneously had the elements of both Cultural Team and the Art & Craft Team, for the flawless execution operations as well as human-resource. of their respective events. Kudos to the Sports Team for braving the

hot weather and conduct all their events. Thanks to the Certificate Last but not the least; I would like to thank those, without whom, Team for readying all the certificates on time, the Registration Team this event would not have been possible. Firstly, our director Dr for the smooth registration process. This event would not have been Gopal Iyenger who had supported & helped us whenever the possible without you guys. Cheers guys.situation demanded. I would like to thank our Administrator Mr

Mr. Kaustav DasMahesh Revankar, Professor Bidyanand Jha and other faculty Pragati Rep, B15.members for guiding us to conduct Pragati more efficiently. I would

t was the month of January when the anxiety of SIP (Summer tough, at times even disheartening because we were doing the IInternship Program) first started creeping inside our minds. The promotions but the sales were just not happening. But next day had winter of January witnessed term-2 getting over, the entire batch planned something different for us. We hit an old market of the city

and the tenth shop that we visited helped us in initiating our first gearing up for Samanvay'13, commencement of term-3 and sales. We cracked the next shop too. That day we earned a sum of Rs. preparations for Pragati'13. Amidst all this, there was always a 600/- and it also marked the beginning of a golden journey. From concern for summer internship among all the students. Everyone, at that day onwards, we visited several markets, shops, cracked deals, the back of their minds, was thinking whether they will get the SIP promoted the company and its name all across the city. We utilized from college or will be managing all by themselves. Many of us our time off during weekends by doing online promotions. I worried whether the SIP will in their hometown or not, if it would be promoted the company on Facebook, Twitter, via Gmail and also paid or not, etc.wrote blogs on the company's website. So, our learning wasn't just restricted to the outside market and offline customers but this In the mean while, I applied to one of the companies, that visited our internship also added to our knowledge in the field of online college for second year in a row, Ultra Rich Weddings Pvt. Ltd. It promotions. For the first time I got a feel of drafting corporate mails was the day of 'Makar Sankranti' (Kite flying festival) when we had which I forwarded to around thirty big brands in different fields our telephonic interviews. All the applicants were aflutter thinking right from jewellery to bridal wears to men's wear. about the interview as one candidate went in and the other got lined

up. Once the interviews were over, we all were back to flying kites, Every day we had to report to our company via mail or message. relaxing and making merry under the winter sun. The results were Each weekend we got the reports of our work. We got to know where declared a couple of days later. A wave of assuagement passed we stood in the entire country as far as sales and promotions are through our minds when we saw the results displayed on the notice concerned. Days passed by and the heat kept increasing but the board. Fourteen of us made through. The elatedness increased when journey of internship only got more fascinating. My sales kept we came to know that this company gave us the opportunity to do increasing and by the end of this internship I had ended up covering the internship from our preferred location and it also offered some the length and breadth of the city. stipend.

And as every good thing comes to an end, my SIP also concluded on Finally the day arrived when we left for Ahmedabad from our eighth of June. After 60 days of SIP, I not only completed a subject hometowns in order to attend the training. The two day training on paper, but also came face to face with various concepts of session at Ahmedabad proved to be a huge learning curve for all the marketing. I touched upon the real life application of concepts like interns coming from all parts of the country and various B-schools. market research, market survey, market analysis, marketing sales, We got acquainted with complete details about the company, the online and offline promotions. This project gave me the flavor of the task we need to perform and the way we need to go about doing our special emotion that one feels post earning one's first salary. This business. We were all back to our workplace (our preferred location memorable journey with Ultra Rich Weddings Pvt. Ltd and with my for doing the internship) by thirteenth of April and the mission got co-intern Miss. Iti Agrawal made me visualize the glimpse of dawn incepted on fifteenth of April. that, hopefully, is waiting to arrive in near future.

-Mr. Debashish SarkarI still remember the first day when I hit the Lucknow market with my co-intern. We visited various shops that day, right from the local PGDM II, KIAMSStylz beauty parlor to the branded Wills Lifestyle showroom. It was

Mr. Debashish Sarkar

A Glimpse of DawnSIP experiences – B15

My Future at Future group!

Two Faces

SKIA


he summer internship experience will be etched in my memory Nothing about it was easy. The project demanded a lot of time, Tforever. No, not because there were stipends to flaunt, or fancy sincerity & self discipline. I made sure that, each task given to me company name to highlight, but because the two months were was done effectively & submitted to the project guide before the packed with pure and simple learning and loads of fun. The deadline. At the end of one week, I realized, things were rather internship experience at Future Group was amazing. I was able to falling into places. The managers & other employees were gain experience at a job that I potentially had interest in. I learnt welcoming & helpful whenever I approached them with a doubt or about HR operations & different issues and it was dead right for me. any query. Every day was a new learning day for me. I visited many My summer internship turned out to be the most exciting two stores & came across more than 400 employees during that time. I months of my life but looking back, I realized that the excitement was also introduced to Recruitment, T&D, Record keeping & had started much earlier. During the first few weeks of summer verification of employees. Gradually, I realized ground level staffs placements at KIAMS, I was shortlisted by few companies but are the biggest contributor towards the success of Future group. couldn't decide which one would be best for me. And then came Terms like motivation & reward plays such a huge role in the lives of across this company - Future group! those employees. I never realized how everything done in the retail

industry goes through the ground level. It also gave me a knack, on-Not only, I was about to engage in an amazing learning experience the-job knowledge, skills, and abilities to weather the storm of HR. for 8 weeks but also I had the freedom to determine the topic for my Listening to different work related issues faced by employees & project. The project guide asked me a question I had always finding a solution is where the biggest challenge lies for any HR. It's anticipated, which functions of HR would I prefer to intern in? In a not easy to make employees happy all the time. But their happiness confident tone, I answered, “I would like to begin with HR & job satisfaction are the keys to success for any organization. operations". As the smile on his face grew larger, my heart skipped a Towards the end of my SIP, the appreciations from the project guide beat. After a quick discussion with the senior HR manager, the assured me about the quality of my work and that is when I realized, project guide asked, if I was comfortable travelling different stores “SIP is an opportunity for learning, not for earning”.in Delhi & NCR. Although I wouldn't prefer travelling in a blazing 47 degree temperature, the temptation of bagging a good project For beginning a new journey, an old journey has to end. This was too strong to avoid, and I ended up answering, “I would be journey has been fantastic with new learning & exposure to many comfortable travelling stores located at different locations”. As a new things, which am going to cherish forever. And am looking result, I bagged a project “HR ISSUES” at Future Group. I ended up forward to a new journey post SIP at KIAMSinterning with them for 2 months. The internship opened a door for

- Ms. Biswajita Mohantyme that I would not necessarily have known was there. PGDM II, KIAMS

!

- Ms. Biswajita Mohanty

aving my SIP at Mumbai – the city that never sleeps was My role was becoming increasingly challenging as it dealt mergers Halluring to be honest. I was fortunate to get an opportunity for & acquisitions and more core finance subjects. With these subjects my SIP at SBICAPS corporate office. With little apprehension, I being taught in Term 4 at KIAMS, I sought help from my other

st interns. I was lucky to share the office space with students from stepped into the office on April 1 . other top notch colleges like IIMs. The stay with them was really amazing and I learnt as much as I could from them.My project was all about the consolidation of Non Banking

Financial Companies. Before joining, I had briefly studied about the Now the other (best) side of my internship was getting to know many topic and made a quick research in Google. Studying all the people. The frequent outings and the late night marine drives can committee reports and analysis report of various rating companies never be replaced. Although, the hole in my pocket was getting did help me a lot in understanding my project better. Being an bigger, it was definitely worth the experience. From strangers, to engineer and with no exposure to the world of finance, I did struggle. acquaintances, and to lovely friends, the transition was short and But the ground work and TV sir's (B16 may be wondering what I am sweet. The SIP experience helped me become a better person both talking about!) classes did help me during my SIP. I am thankful to academically and personally. So never miss on anything while him. Eventually I started discussing with my mentors and I became focussing on your internship as well. I am happy that I got to explore much clearer and confident with the work culture. Writing case both the side of it. Finally, I thank 'Chanakya Team' for giving me an studies in context to my project gave me lot of insight and it was a opportunity to expressproud moment for me to see my name printed against the bank

reports. I also participated in women's bank (Rs. 1000 crore bank as -Ms. Upasana Lenkaper GOI in budget 2013) logo competition. Though interns were not

PGDM II, KIAMSallowed to participate, nothing stopped me from contributing my idea.

!

-Ms. Upasana Lenka

In BATA – Having the shoe on my other foot

My SIP Experience At VRSSPL

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t is an accepted fact that summer internship is done with a notion dedicated solely to the companies. The website content was taken Ito apply the concepts taught during the tenure of first year and it is into consideration as all the necessary information that usher a also agreed that an intern acquires the benefit of getting first prospective buyer must be vividly highlighted. Apart from the corporate exposure through the virtue of summer internship. website, also pamphlets, brochures were taken into consideration in However, few exceptions do exist. Like in my case, I had prior order to create the interest and enthusiasm in the mind of the experience for a year of brace and I never felt like a fish out of water. customers. As the products were highly user specific it was an But, I was astonished with the type and nature of work profile that important aspect to find out the specific target audience and the was seemingly very different and challenging from my previous entire project was focused to influence that target audience. The profiles. I was excited and fastened my seat belts to swiftly go content, design everything was adhered to the need, requirement through the sharp curves ahead. and the preferences of the customer.

The project assigned to me was related to the branding that will The scope of learning was huge and the most important thing was to enhance the scope and future prospect of the VR Software Systems implement the concepts within such a short span of two months. One Private Limited. Being only a seven year old company it had shown important aspect was I had never taken this SIP just as a mere a remarkable progress in the field of IT application and software component of a curriculum rather it helped me to a great extent to domain. Though there was no doubt about the expertise and realize the level of suitability or acceptance of myself as an excellence of the company in the acumen of the IT industry as the individual in the wide spectrum of corporate world, maybe it was of work force was exceedingly adroit but there had been always a need a short stint for a couple of months and it was impossible to get a of the marketing of such distinct level of skill sets. The major crystal clear view within such a short duration still as the proverb challenge was involved in getting the recognition and making the goes “Morning shows the day”, it gave me a certain glimpse to products apprised to the customers. As there was point of understand my level of performance in the upcoming future, uncertainty involved regarding the acceptance level on behalf of the perhaps that was one of the titillating factors, I was all agogcustomers, the cost associated with the process of branding was also

- Mr. Soumik Bhattacharjeea crucial factor. The very first thing that creates perception about an PGDM II, KIAMSorganization in the mind of customer is the particular website

!

was a bit anxious when I entered into BATA office on April 1. I at BATA store in ABIDS”. This was even more challenging and Iwas just hoping they don't play a prank on me (for those who dint interesting because I had to directly deal with the vice president, st assistant vice president, regional manager and the district manager. get the pun, it was April 1 !). For the first week, I was asked to roam

After about ten days I managed to submit my first report and around the city and visit the different retail outlets of BATA in the unfortunately, it got rejected. I then had to start it afresh after city, and Yes, I had to face the scorching heat of summer in analyzing the mistakes in the earlier report.Hyderabad. I was taught and asked to observe anything and

everything under the sun. I never knew what was in store for me in I was told by one industry expert “If you want to learn how to sell the days ahead because all I was doing in the first week was roam footwear, you need to smell the stinking socks the customer wear”. about and observe things.So for about a week I did the same role that the salesmen did. It was a tad awkward when my friends and relatives walked into the store; Then one fine day, I was given my first project, “Internal branding thankfully I realized it was part of the learning curve. Acting as a and promotions to increase sales at BATA store in GVK mall”. It was sales man did help as it gave me a different perspective of the not as easy as I expected it to be for two reasons – BATA does not customer. Then one fine day I submitted my final report for believe in advertising and the GVK MALL management does not customer service.allow promotions outside the store area. Finally after spending a lot

of time in the store and trying to figure a way out, which I think I There are some fond memories and some gray memories throughout finally succeeded in, I managed to submit the report. my SIP. Nevertheless, it did mold me to an extent and understand certain issues of the corporate life. I hope this experience pays off in During the course of my first project, the assistant vice president and my future.the regional manager of BATA had a visit to Hyderabad. They called

me for a meeting at the hotel they stayed in. After the talks they -Mr. Nishanth Josephhanded me my second project, “Ways to improve customer service

PGDM II, KIAMS

- Mr. Nishanth Joseph

- Mr. Soumik Bhattacharjee

Reflections - Corporate experience from B14…

SIP a.k.a Systematic Investment Plan

SKIA


very phase of life comes to an end and new ones start. Although one thing which waives off all the other things. In college we learned Emany at times we don't want the older one to end but eventually a lot of concepts and this is the time to put them into application. start liking the new one. In school we always wanted to grow up and go to college and in college it was always the other way round. The Working as an Analyst in Odessa Technologies has given me the same happens when we pass college and enter in to professional chance to learn a lot of new things. I have gone through software courses like PGDM or anything else. We always look back and think training which I had never thought that I would ever learn in my life. why this had to end. As we grow and move forward, we start The interaction with new people and meeting new people almost enjoying the phase we are living in, and that is what is called Life. every day gives new experiences every day. Every day has its own

learning and as each passing day makes me realize that there is a lot Being a fresher there was a lot of fear to start the job. Being a delhite I to learn and this is just the starting to a new life. had always wanted to settle down with a job in Delhi itself. This was also one fear which was in me that how will I be able to settle in In the end that one thing which I can point out as the best thing till Bangalore. Will I be able to adjust, will I be able to give my best to now is the happiness and the feeling of self-satisfaction that I see on my job and be able to take it. Having spent nearly two months now in my parents when I told them that I got my first ever salary, and made the job I now feel that yes I will be able to do my best in this job. The them proud.corporate life is a very new experience and it is too early to write something about it. We always have to move ahead in life and keep cherishing the past

memories because they give us the strength to move forward and The life at office is very different from the one we lived in college. enjoy life. So although college life is deeply missed but every The life at college was full of assignments and classes but still it was moment of the corporate life is equally enjoyed. quite carefree. There we always thought that doing all this is so difficult, how to handle it and all other things but as we move into the 'All good things come to an end. Only for the better once to start'.corporate life we get to know that how easy all that was.

- Ms. Anish WadhwaAnalyst, Odessa Technologies.Although there are a lot many things which are not liked about the

corporate life, the feeling of Self Dependence and independence is

nd the day arrived finally. And I got to see my name being connected. I gained lot of confidence and comfort after interacting Aincluded in the list of placed students. with the top management who made me feel at home. My current assignment is as a regional coordinator for the retail agency in

I can never explain the exciting rush I had in my head and I doubt if I Andhra Pradesh.would experience such thing in my future either. Today, I am a proud employee of a brand which is 210 years old. SBI Life is the life I am quite happy that my personality suits the role and having insurance arm of SBI Group and is a joint venture with European participated in many events at KIAMS has helped me to be more giant BNP Paribas Cardiff. organized at work and maintain a better rapport with my clients and

colleagues.thMy journey with them began as a management trainee on 8 April.

My only piece of advice is, actively participate in as many things as After the induction program at Mumbai, I was posted in Chennai for possible. Learn as much as you can. You will definitely find it useful my regional training. Frankly speaking, I was a bit nervous in the to your career at some point in near future.beginning as I had no prior corporate experience. During those Wish you all the best!times, glimpses of my group interaction and case study interactions

- Mr. Bharat Gildaat KIAMS flashed in my mind. And suddenly all the dots were Management Trainee, SBI Life Insurance.

efore two months if anybody would have asked me what does in Hedge Equities in research team, as an intern for macro-economic BSIP stands for I would have said Summer Internship Program, analyst. As a macro economic analyst one has to widen the horizon but now it means Systematic Investment Plan Or KRA initially of his/her thoughts, capture the relevant data on various happening which meant Key Responsibility Area but now it means KYC in the world and access its impact on Indian economy and Indian (Know your customer) Registration Agency and there are many markets. This needs a lot of practice and experience. Well in my case more acronyms whose full form has completely changed because I lacked both of them, but as we know “The journey of thousand now I am in to a corporate world that is completely different from miles start with a single step”, I believe I have taken that step, with our college life, whose terminology is different, experiences are the help of my industry mentors and the experience of SIP (this time different. Two months of SIP has completely changed my thought it means Summer Internship Program) will help me in my future.process. It has taken me out of my bookish knowledge to the

-Ms. Meenu Jaincompletely practical scenario, how to apply the basics and most PGDM II, KIAMS

importantly what the present trends are. I got an opportunity to work

SKIA


At last, when all the summer shine

That warmed life's early hours is past,

Your uncertain head seek for my shoulders

And rest them over – at last! At last!

Not off the robin comes to build,

It's nest upon the leafless bough.

By autumn robbed, by winter chilled,

But you dear friend, you are with me now.

Though there are shadows on my brow,

And furrows on my cheek, in truth,

The marks where time's remorseless plough

Broke up the blooming sward of youth,

Though fled is every friendly grace

Might win or hold a friends vow,

Despite my sad and faded face

And darkened heart, my friend you are

I count no more wasted tears,

They left no echo of their fall,

I mourn no more my troublesome years,

This blessed hour atones for all,

I fear not all that time or fate

May bring to burden heart of brow,

Strong in the bond that bind us,

Our friendship shall keep it always now.

Mr. Karan Gupta

PGDM II, KIAMS

now with me

Tone of Friendship..

SKIA


1. Which logistics company acquired US based Wainwright industries? 13. Who is the chairman of Amway,

arrested for chit fund scam?

2. Which airline recently launched 7 new domestic flights?

3. Name the person who resigned as CEO of Jet Airways?

4. Which famous filmmaker died recently?

5. 'The Mobile Store ' is managed by which group?

6. Apollo hospital is managed by which business family?

7. Name the two commodities whose duty have been hiked recently?

8. Which Apple iOS was unveiled recently during the Apple Developers Conference?

9. Which state has installed the maximum solar power plants?

10. Which company builds coaches for Delhi Metro?

11. Who is the new chairman of CAG (Comptroller and Auditor General)?

12. Which software company was recently served tax notice?

14. Which company launched its IPO in last week of May?

15. What is the name of telecom arm of Reliance Industries?

16. Merger of which two software companies got the approval of Supreme Court?

17. Which Congress MP is embroiled in Coal scam?

18. ShriRam Group, the famous business group of South India, initially started its business in which field?

19. Which is the world's oldest Stock exchange?

20. “It happened in India” is written by which famous businessman?

21. Which two oil companies have agreed to acquire Videocon's 10% stake in Mozambique oil field?

22. Which online shopping site has started selling Hero electric bikes?

23. Who is the chairman of ONGC, India's most profitable PSU? 24. Who said, “Price is what you pay, value is what you get”?

25. Which is the biggest shopping mall of India?

BIZ QUEST

Brand Updates-Mr. Saurabh Jadhav

The Korean electronics company, going to offer Indian customers with a shopping destination to Samsung on 28 may 2013 launched purchase products from third-party sellers. It is important here to a new handset model Samsung note that the India represents Amazon's tenth marketplace launch. In GALAXY Mega in Indian market. its present model, Amazon.in does not own any of the commodities The GALAXY Mega will be that are sold through the website but it just acts as a collector to all available in two variants, with a the retailers who desire to display their products on the website. price range of 25100 and 31490 rupees respectively. It is powered It is worth mentioning here that In Amazon's US website; there are by Android Jelly bean 4.2 (rpt) 4.2 both Amazon-owned goods and third-party products being sold. operating system with a dual core Amazon.in will start with selling around 7 million book titles processor, available for purchase and nearly 13000 movie titles and the with

the simultaneous expansion into other categories such as cameras and phones in the near future. Amazon has been enthusiastically

It has has a 8 mega-pixel rear lobbying with the Indian Government in order to allow foreign camera and a 1.9 megapixel front direct investment in online retail and to relax the regulations against

camera and comes with upto 64 GB expandable memory. It is very foreign e-commerce companies. Meanwhile, government had light and thin for incredible portability and is easy to use. The relaxed norms for offline multi-brand retail allowing 51 percent FDI company is also retailing the GALAXY Mega with a special offer deciding it against implementing similar provisions for the players from Reliance and Vodafone. on the web. Amazon India has also come up with an option called

Fulfillment by Amazon in which it is supposed to provide end-to-end logistics solutions to retailers who wish to avail of this service.

Nokia on 8 May 2013 announced Asha 501, a smart phone to beat the low-cost Android phones in developing markets like India. The company had been very impressed by the way Asha phones performed so far and they want to restore the platform. The Series 5 Asha phones had been made purposely for consumers in countries like India. The Asha 501 will cost around 99 Dollars plus taxes in India. The Phone will be made available in June in India. The device supports only 2G connection and Wi-Fi. The

3G version is planned to be launched later. The Asha 501 runs on a revamped Asha operating system. The device has a design similar to that of low-end Lumia phones. It will be available in six colours. It Maruti on 9 May 2013 launched a limited edition trim of the Ertiga has a 3-inch touchscreen and a 3.2MP camera. called the Feliz, in celebration of the MPV's first anniversary. It is

available in the VXi and VDi variants at prices of 6.89 lakh rupees Amazon.com, the world's largest online retailer in Month of June and 8.24 lakh rupees respectively, which is 20000 rupees higher 2013 entered into Indian e-commerce market with the launch of its than the regular Maruti Ertiga.Ertiga's exteriors include features in

marketplace Amazon.in, the form of a silver colored grille, silver colored rear-view mirrors offering books, movies (which have integrated indicators), and a pair of silver colored fog and television shows for lamps. sale. The launch of online There are changes to the body graphics on the side, and a rear spoiler marketplace has helped was also added. Ertiga's interior features have also been changed. Amazon overcome Indian These are in the form of beige steering wheel, seat covers and floor regulatory obstacles that mats with branding, a different music system, an interior display kit prevent foreign online and new door sill guardsretailers from having an entirely owned Indian arm

selling directly in India. The model adopted by Amazon is fully compliant with all relevant Indian laws. The new marketplace is

!

-Mr. Saurabh JadhavPGDM II, KIAMS.

SKIA


Biz News

ANSWERS OF BIZ QUEST

he much-talked about National Food Security Bill may now to Tbe brought before Parliament during the Monsoon Session. This is the latest indication from the government and Congress sources on the ambitious measure with the talk of promulgation of an Ordinance or convening of a special session of Parliament receding. Congress sources said that there could be even efforts to advance the Monsoon Session while a Union Minister said that the strategy ahead on the issue would be decided. Meanwhile, Food Minister K V Thomas met Congress President Sonia Gandhi, who is keen to push her pet project that seeks to provide legal rights to 67 per cent of the population over a uniform quantity of 5 kg food grains at a fixed price of Rs 1-3 per kg through ration shops. The Food Ministry, the nodal department to implement the proposed law, itself is not much in favour of an Ordinance to implement the food security law.

Mahindra Satyam and Tech Mahindra .The court's decision paves way for the creation of the fifth largest IT company in India, following TCS, Infosys, Wipro and .

-Mr. Saurabh JadhavPGDM II, KIAMS

help grow our presence in the region. We will make every endeavour to deliver a world class residential project," said Pirojsha Godrej, Managing Director & CEO, Godrej Properties. This will be Godrej Properties' first project in New Delhi and its third in NCR. The company is also currently developing two residential projects in Gurgaon. This project is expected to be the first project under the residential investment platform that Godrej Properties established in FY13.

The Andhra Pradesh high court gave its nod for the merger of

It is a great relief for Mahindra Satyam. It has been long pending for more than a year because a bunch of unsecured lenders have challenged the amalgamation process in Andhra Pradesh High Court. Now the merger process can be initiated because the last hurdle of Andhra Pradesh High Court's approval has been given. There are several other entities like Competition Commission of India (CCI), Bombay Stock Exchange (BSE), National Stock Exchange (NSE) and Bombay High Court, which have already given approval for the merger. Now with the Andhra Pradesh High Court's approval the company can initiate the merger process. The combined entity of both Mahindra Satyam and Tech Mahindra can emerge as a robust USD 2.4 billion company. It can negotiate with other companies abroad and can get better offers as per sources.

Mumbai-based Godrej Properties, the real estate development arm of the Godrej group, inked a Development Agreement (DA) with M/s Southend Infrastructure, to build a five acre property situated at Okhla Phase 1, in New Delhi. The project will be developed as a luxury residential group housing project, the company said in a press statement."NCR (National Capital Region) is a key part of our growth strategy and we believe this project's strategic location will

HCL Tech

Telecom companies owned by the billionaire Ambani brothers Mukesh and Anil have signed a deal to share mobile towers, their second collaboration in the sector and one that analysts say will closely link the fortunes of the two groups' telecom units. Reliance Jio Comm, an arm of Mukesh's Reliance Industries, will pay $2.1 billion ( Rs 12,000 crore) as rental for 45,000 masts of Reliance Communications over 15 years, which comes to Rs 14,000-15,000 per month. Reliance Jio could start occupying some of the towers within six months.

State-owned ONGC's global arm, ONGC Videsh Ltd (OVL) and Oil India Ltd (OIL) have stuck a deal to buy the 10% stake of Videocon Industries in a Mozambique gas field for $2.5 billion (around Rs. 13,600 crore). “OVL and OIL have signed a definitive agreement with Videocon Mauritius Energy Ltd to acquire 100% of (its) shares in Videocon Mozambique Rovuma 1 Ltd for $2.475 billion,” ONGC said in a statement on Monday. OVL will hold 60% stake in the joint venture, while OIL will have the remaining 40%. “The acquisition is expected to be implemented via a newly incorporated entity, in which OVL and OIL are expected to hold a 60% stake and a 40 % stake respectively,” ONGC said. The deal is subject to the approvals of the governments of Mozambique and India, relevant regulatory approvals, pre-emption rights and other customary conditions. The transaction is expected to close in fourth quarter of 2013. Area 1 of the Mozambique field covers about 2.6 million acres in the deep-water Rovuma Basin, and is seen as holding 35 to 65 trillion cubic feet (tcf) of recoverable gas resources. It is the largest gas discovery offshore East Africa.

SKIA


-Mr. Saurabh Jadhav

1.TVS logistics2.Spicejet

13.William S Pinckney23.Sudhir Vasudeva24.Warren Buffet25.Phoenix Market City Mall

3.Nikos Kardassis

10.Bombardier 19.Amsterdam Stock Exchange11.Shashi Kant Sharma 20.Kishor Biyani12.Infosys 21.Oil India and ONGC

4.Rituparna Ghosh 22.Snap Deal 5.Essar Group 14.JustDial6.Hindujas 15.Reliance Jio Infocomm 7.Gold and Platinium 16.Mahindra Satyam and Tech Mahindra8.iOS 7 17.Navin Jindal9.Gujarat 18.Loan for vehicles

SKIA


Across

3. The average time spent on social media sites is around 7 hours by month, says _______.com6. Asha 501, a smart phone is manufactured by _______ corporation7. Who used digital video-editing system for web based training8. An option called ____________ by Amazon is supposed to provide end to end logistics solutions9. ICAI stands for ___________ computer-aided instruction

Down

1. CEO and Founder of Apnacircle.com2. Name the Indian consumer electronics company who used social media for its logo design contest4. Snap deal started selling ______ electric bikes online5. The blue-eyed child of social media achieved a growth of 1037%8. Maruti's limited trim edition of the Ertiga is called ________

CROSSWORD

Winner:

Prafull Srivastava – Indian Institute of Foreign Trade, Kolkatta.

Other Contributors:

Dr.Himanshu Ujaoney – Sydenham Institute of Management Studies, Research and Entrepreneurship Education, Mumbai.

Avinash Ambati – IIM Indore.

Swetali Kar – Xavier Institute of Management, Bhubaneswar.

Shantanu Mishra – NITIE, Mumbai.

Ankita Meshram – Welingkar Institute of Management, Mumbai.

Upasana Mishra – SIBM, Bangalore.

Aditya Basu – SITM, Pune.

Congratulations to the winner and to all the other participants from Team Chanakya.

Team Chanakya welcomes Prof. Sunaina Kuknor and is delighted to have her as faculty facilitator for the in-house magazine.

Prof. Kuknor is based out of Pune and teaches general management subjects. We look forward to Prof. Sunaina Kuknor's

contributions, which we have every confidence that it will enhance the perspective of this magazine.

SKIA


The Chanakya Inter Bschool Contest

Campus News

We invite you to send in your feedback to help us bring out the best in 'The Chanakya'.

[email protected]@gmail.com

SKIA

W26

rdt KIAMS celebrated 'holi', the festival of colours on 23 March with great fanaticism.

tht KIAMS conducted the convocation of PGDM for the Batch 14 on 18 March 2013. Dr. Ganesh Natarajan, Chairman – NASSCOM

& Global CEO, Zensar Technologies was the chief was the chief guest and Mr. Rahul Kirloskar, Executive Chairman, Kirloskar

Pneumatic Company Limited and President Governing Council (KIAMS), presided over the convocation.

t Batch 15 had their Summer Internship Program for 6-8 weeks. This integral part of the curriculum gave students an opportunity to

learn, experience the corporate culture, first hand.

tht Batch 16, class of 2013-15 had their inaugural function on 20 June 2013.

th tht KIAMS conducted boot camp training for Graduate Engineering Trainees at Harihar campus from 11 April to 20 April.

Number of Participants – 56

Participants – Kirloskar Ferrous Industries Ltd

Kirloskar Oil Engines Ltd

Kirloskar Pneumatic Company Ltd

Student Editorial Team

Ms. Pulkit Tiwari,

Ms. Bhaswati Chakraborty

Mr. Bharathwaj S.

Mr. Saurabh Jadhav (PGDM-II)

Faculty Advisor

Prof. Sunaina Kuknor

The Chanakya, July 2013

Team Chanakya gives special thanks to for her valuable contributions in the July, 2013 issue of The Chanakya.

Ms. Apurva Chaudhari

Date post:	01-Nov-2014
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