Marketing Management Financial Management Business Communication Corporate Governance

Operation Management Marketing Research Strategic Management Production Management French

Language Management & Organizational Behavior Cost And Management Accounting Managerial

Economics Quantitative Technique for Management Personality Development IT for business

Application Public Sector Policy and issue Seminars Human Resource Management Indian Business

Environment Financial Management Retail Store Operation And Mall Management Decision Support

System Entrepreneurship Development Business Law Security Analysis And Portfolio Management

Financial And Credit Analysis Financial Planning and Wealth Management Risk Management Industrial

Relations And Labor Law Training And Development Contemporary Development Organizational

Development Supply Chain Management Total Quality Management For Service Operation

Technology Management Elements of Banking Insurance and Finance Management Information System

E- business Data Warehouse And Business Intelligence Services Marketing Consumer Marketing And

CRM Sales Management Distribution Management Treasury And Forex Management Actuarial

Concepts And Principles Economics Quantitative Technique for Management Personality

Development IT for business Application Public Sector Policy and issue Seminars Human Resource

Management Indian Business Environment Financial Management Retail Store Operation And Mall

Management Decision Support System Entrepreneurship Development Business Law Security Analysis

And Portfolio Management Financial And Credit Analysis Financial Planning and Wealth Management

Risk Management Industrial Relation Cross Culture Management International Brand Management

Relationship Database Management System Risk Management Commodity trading management

Innovation Management Financial And Credit Analysis Financial Planning and Wealth Management

Risk Management Industrial Relations And Labor Law Training And Development Contemporary

Development Organizational Development Supply Chain Management Total Quality Management

Management For Service Operation Technology Management Elements of Banking Insurance and

Finance Management Information System E business Data Warehouse And Business Intelligence

Services Marketing Consumer Marketing And CRM Sales Management Distribution Management

Treasury And Forex Management Actuarial Concepts And Principles Economics Quantitative

Technique for Management Personality Development IT for business Application Public Sector Policy

and issue Seminars Human Resource Management Indian Business Environment Financial Management

Retail Store Operation And Mall Management Decision Support System Entrepreneurship

Development Business Law Security Analysis And Portfolio Management Financial And Credit

Analysis Financial Planning and Wealth Management Risk Management Technique for Management

Personality Development IT for business Application Public Sector Policy and issue Seminars Human

Resource Management Indian Business Environment Financial Management Retail Store Operation

And Mall Management Decision Support System Entrepreneurship Development Business Law

Security Analysis Technique for Management Personality Development IT for business Application

Public Sector Policy and issue Seminars Human Resource Management Indian Business Environment

Financial Management Retail Store Operation And Mall Management Decision Support System

POISED

-Management Redefined

January 2012

INITIATIVE OF STUDENTS:

INSTITUTE OF PUBLIC ENTERPRISE

HYDERABAD

2

EDITORIAL

Poised the initiative of IPE Students welcomes you. It’s been a great opportunity and a moment of pride for us to bring this magazine to all you people. Poised is meant to be a balancing act. This name was considered apt, cause as budding managers we need to keep balance of the entire (P2P) professional to personal quotients equally balanced to lead a complete life, and always be ready to face any challenges that come in our way. This magazine is going to be released every quarterly in e-format which aims at giving a better perspective, to explore the students intellectual knowledge in terms of writing articles. This magazine consists of various articles varying from managerial topics to general ones. Hope this initiative imbibes knowledge and cultivates some good skills in our inmates. We take this opportunity of releasing our magazines first edition on 26th January 2012, Republic day to thank one of the finest gentlemen and profound thinker India has ever produced DR.TIGER NARASIMHA RAO. Sir, the way you have shown us the world has inspired every nook and corner of us. Your service to this nation and IPE will never be forgotten. Recent developments in IPE might have caused a lot of pain and agony among us, but obviously we are a family and a typical Indian family has to go through all this some or the other day. It further clears the air and strengthens the bonding among us. Finally, Congratulations for all the writers whose articles managed place in this edition and remaining articles will be accommodated in further issues.

Editor in chief,

Uday kumar pattipaka.

(Typical and proud IPE’an)

EDITORS

Uday Kumar Pattipaka.

Avik Mukherjee

Bharat HR

Sukruth Meher

Aparajitha Preethi

LAYOUT DESIGNER

Avik Mukherjee

FACULTY ADVISORS

V Anji Raju

3

Table of Contents

1. Economy and currency review……………………………… 4

2. Foreign direct investments a.k.a (FDI)………………… 8

3. Financial inclusions………………………………………………… 10

4. Stock markets-the beginners steps………………………… 14

5. The viral kolaveri…………………………………………………… 16

6. Next level marketing ……………………………………………. 17

7. Why marketing? If supply creates its own demand…… 19

8. Innovation………………………………………………………… 20

9. Managers way of managing people…………………………. 21

10. Big time for big data……………………………………… 22

11. Vendor managed inventory…………………………… 23

12. Robotics for societal rescue…………………………… 24

13. Concepts of management from mahabharata… 25

14. Attrition management…………………………………. 27

15. The secret…………………………………………………………… 29

16. Advertising impact on children…………………………… 31

17. New Age Marketing Theme………………………………….. 32

18. Nature Howls……………………………………………………….. 33

19. Kavita………………………………………………………………. . 34

20. Film review- hits and pits of 11(Hollywood and Bollywood)…35

INDEX

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Economy and Currency review 2011. -By Uday PGDM-RM

Indian economy might pass the 2008 crisis well, but there are fears that this time the country is not even ready for a crisis of much lesser magnitude, let us leave a full-blown debt default in Europe or a possible US recession.

Weak financial position, considerable growth of inflation and policy inertia has considerably weakened the economy's position today.

"This time our basics are weak. A domestic meltdown is expected and our resilience won't be as much as last time. Growth estimates are down to 7% in 2012, not far from 6.8% the country managed in crisis-ridden 2008-09, and every other indicator is pointing down wards. The Indian banking sector which was seen as shock proof in 2008 has also taken a beating as the standard rating agency moody’s has downgraded Indian banking sector by one notch and largest public sector bank SBI from stable to negative. This has raised serious concerns on the deteriorating asset quality and credit class.

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

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

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

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

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

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

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

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

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

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

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

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

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

the food security bill estimated at 24,000 crore under which 60% of population (75% of rural

and 50% of urban)are guaranteed food grains at subsidized rates but it’s impossible to

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

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

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

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

controlling inflation and at same time providing economic stimulation.

INDIAN REVIEW

5

Rupee Deflation

-By Uday PGDM-RM

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

depreciated around 20% by November 2011 making it the worst performing currency. Even the

RBI is not in a position to intervene as weak domestic fundamentals have been corroding,

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

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

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

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

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

deficit standing at 73.5 billion $.

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

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

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

we have.

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

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

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

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

earnings and inward remittances, where our reserves are built on capital inflows. India’s

dependence on inflows from Europe has also severely hit rupee this year. During 2008-09 U.S

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

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

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

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

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

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

more FII out flows.

Needed reforms by the government-

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

investor friendly policies to attract FII’S and QFI’S.

Government and RBI should take necessary policy frame work to disencourage

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

INDIAN REVIEW

6

Indian investors investing abroad have to be attracted equally to the FII’S. Study shows

FII’S inflows in 2010 are 27 billions and our Indians have invested near to 30 billion in

other global economies during the same period.

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

should also be done much smoothly.

Liquidity of the rupee has to be increased.

Parity theories-

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

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

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

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

popularized “big Mac index” which is off shoot of ppp theory. Here, McDonald’s

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

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

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

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

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

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

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

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

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

seems to be in case of dollar-rupee relationship.

Reasons for strong dollar despite Americas tottering economy-

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

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

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

competition. Its political system is transparent unlike our political fatal’s. The dollar will

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

competing currencies.

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

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

7

Foreign direct investments (a.k.a)…. FDI

-By Uday PGDM-RM

Allowing FDI in to Indian retail sector is the need for the hour. It just can’t be applied to or seen

from an investment perspective. There is plenty more opening up of FDI can do to our

economy, our infrastructure, to address our macro economic problems, and most importantly

our agriculture sector where predominant people survive on.

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

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

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

in retail dollars and mostly reshape India’s largest unorganized retail sector, opening India’s 400

billion retail market was supposed to be a defining issue for legacy of India’s second generation

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

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

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

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

defeat.

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

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

discussed in the parliament. Then why didn’t the government take the decision before or wait

till the parliament session completes is debatable.

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

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

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

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

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

ford motors companies to do business locally.

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

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

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

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

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

pace.

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

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

INDIAN REVIEW

8

Triggering green revolution-

There are currently many ill’s agriculture has been effected with. Food production is stagnated

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

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

of the produce is wasted due to lack of storage facilities, preservation and processing. There is a

huge lack of application of science, technology and management; which have transformed

industrial sector.

FDI in retail will be a big help in correcting these distortions. MNC’S in their own interest will

bring in science, technology and management to agriculture.

Producers revolution brought by Pepsi co.

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

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

for tomatoes and potatoes in Punjab. The company provided quality seeds, technology and

modern crop husbandry practices; most importantly it also contracted to buy the produce at

profitable prices.

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

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

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

processing facilities.

Significantly the proposal had stipulated MNC’S to procure at least 30% of their requirements

from small and medium enterprises.

Challenges for MNC’S in retail-

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

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

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

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

function.

One of the biggest challenges that Wal-Mart would be facing is earning the trust of the people,

especially middle class women home makers. Most of them are used to local kirana stores for

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

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

market.

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

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

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

9

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

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

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

4 questions before thinking to put their leg in India.

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

buy fresh groceries across my street?

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

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

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

infrastructure to fine tune their system?

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

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

establish its presence in the market.

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

10

FINANCIAL INCLUSION

STATUS OF FINANCIAL INCLUSION IN INDIA

- By Ashish and Jabidulla PGDM-A

INTRODUCTION TO FINANCIAL INLCUSION

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

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

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

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

to formal sources of banking and financial services.

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

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

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

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

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

and economic development is inclusive.

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

No frill Bank accounts

Micro Credit

Savings products

Remittances

Insurance

Mortgage

Financial advisory services

Entrepreneurial credit

Pension

Self help group

Branchless banking

Micro finance

11

FINANCIAL INCLUSION IN INDIA

The government of India’s National Rural

Financial Inclusion Plan (NRFIP) has set a target

to achieve complete financial inclusion by 2015.

The plan aims to serve fifty percent of the

financially excluded (280 mn) population by

2012.

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

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

Fund (FITF).

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

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

income groups.

Objectives of FITF are to enhance investment in Information Technology (IT) aimed at

increasing the adoption of technology among financial services providers.

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

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

the objectives of financial inclusion.

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

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

review of the policy (2005–06).

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

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

12

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

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

banking facilities.

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

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

and other civil society organizations as intermediaries for providing financial and

banking services.

Reserve Bank of India’s vision for 2020 is to open nearly 600 million new customer’s

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

RBI is currently working on a three-year financial inclusion plan and is discussing this

with each bank.

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

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

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

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

amongst poor weaker sections and resource poor regions

Approximately, 40% of India’s population has bank accounts, and only about 10% have

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

Feasible Solution for Financial Inclusion in India

India’s continued success and prosperity will largely be a measure of its inclusive development.

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

13

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

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

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

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

today supporting the government’s drive towards financial Inclusion. The BC model offers a

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

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

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

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

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

physical territory that can be covered.

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

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

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

driven by the consumer without third party interventions.

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

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

interaction. Self-service technologies are the foremost sustainable and scalable solutions

because they offer multiple products and services from the same platform/device, at lower

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

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

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

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

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

and technology providers can establish a collaborative business model to profitably address the

social, moral and economic imperative to bring financial and information services to the

masses.

14

How to start in Stock Markets?

-By Bharath H R PGDM A, 2013

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

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

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

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

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

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

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

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

unknown reasons.

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

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

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

Step 1: First open a Trading and Demat account with a registered broker. I don’t understand

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

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

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

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

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

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

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

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

opening a new account.

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

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

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

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

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

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

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

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

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

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

ARTICLE

15

Start Small – Don’t put all your money initially. First, learn about yourself and the market. What

kind of player are you? Are you an Investor or a Trader or a Gambler? Gamblers are those who

treat market as casino and play with it - never become a gambler unless you are a rich guy and

you just want spend..spend..and only spend. Trader is an opportunist, who takes advantage of

mispricing and makes profit from excessive greed and fear. An Investor is one who is optimistic,

who has a long term view, who is ‘buy and hold’ types – who does lot of fundamental analysis

of the company and buys shares which he thinks would do well in future.

Don’t get excited and jump without thinking – start learning about stock markets. What is

NIFTY? What is SENSEX? How to analyze a company? How to select a good company in the

current scenario? Read articles, books on fundamental analysis like ‘Warren Buffet way’ by

Robert Hagstorm.

Now I know the basics of stock markets, what next? Observe the market. How it is behaving?

Why is it going up/down? What do so called experts on the news channel say? You may wonder

“how long should I observe the market?” The answer is “till you become completely familiar

and confident about your decision to buy some company stocks/shares”. Try to get details

about Price-Equity Ratio (P/E Ratio), Market Cap, Volumes etc of the company you are

interested in -understand the business model. Shortlist one good stock which you think would

do well in future and can give you above average returns – Invest in small quantities.

Don’t relax - keep tracking the company you have invested in; have a target price in mind; sell

shares when you reach the target. Always good to be prepared for uncertainty, isn’t it? Have

max fall of the share from your buying price you can afford to lose in mind; if the price of the

share falls below that value; sell them by booking loss.

Practice and have a strategy that gives you good returns and learn from your mistakes.

Remember, stock markets are not a place to become rich overnight. Only few people are

successful in this profession. Lastly I would like to end by a quote by Warren Buffet “I never

attempt to make money on the stock market. I buy on the assumption that they could close the

market the next day and not reopen it for five years”.

“A single right stock can change your future in long term”

16

Why this kolaveri kolaveri di? A Marketing Strategy.

-By Avik Mukherjee PGDM-RM This song has become a mass hit among the masses in India. The success of the song can be widely attributed to the effective marketing strategy the creators had charted out. Apart from making the video viral on YouTube and other social networking sites, they have ensured enough publicity about their upcoming movie in which the song will feature... Viral Marketing of Kolaveri : “Song is officially released on 18 November. Then it spread like a fire through social networking sites. Within first week of release, it received 1.3 million views on YouTube, more than 1 million shares on face book. This is the first Tamil song to be premiered on MTV India. On 30th November, Song has crossed 10 crore hits on YouTube. International Time Magazine, Huffington Post and BBC have published report of this song.” What is this Kolaveri Kolaveri? Kolaveri means “murderous rage” i.e. ‘sudden and tremendous anger against someone’ “Why this Kolaveri Kolaveri Di” It means “Why are you so angry with me??” These are words of a boy whose love has been rejected by the girl whom he loves so much and from the heart. What makes this song so popular? It happens to be because the song connects with the youth of the country. The song is about a guy who has been dumped by his girlfriend. The theme is interesting and so are the lyrics. The lyrics are written such that the words used are particularly irrational. Moreover the words and the slang with which the song has been sung are too typical for the tamilians. Those who have had any encounter with any Tamil friends will understand this. Kolaveri for Future Managers: As per the ET, The soup song has turned an anthem for the future managers in the country. All IIMs has accepted this song as the best examples of viral marketing. Indian Institute of Management, Ahmedabad (IIMA) has included this song in the subject “Contemporary Film Industry: a business perspective” .Professors of IIMs-Bangalore, Rohtak and Lucknow-have played the song in class and discussed its Marketing strategy. The institutes have also made videos of the entire class singing to Kolaveri Di and posted them on networking sites. Companies have to be serious about viral marketing now, which is an upcoming area in marketing. The video of Kolaveri Di is watched with rapt attention and got transmitted like virus. A first year post-graduate program student at IIM Kozhikode has done a case study on the song, calling it Project Kolaveri.

ARTICLE

17

The Next Level: Marketing 3.0

-By: Nisharg Shankar PGDM-A

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

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

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

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

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

through ideas, service and entertainment.

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

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

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

expressive, anxious and conscious. No longer is the purpose restricted to identifying and

fulfilling only the needs and wants of the customer; now it's vital to identity and fulfill their

deepest anxieties and desires as well.

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

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

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

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

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

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

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

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

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

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

the core of a company's business model.

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

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

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

development head today. Hence, it is imperative for companies to create personal

communications with the customer by promoting their freedom to talk about the company and

its brands.

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

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

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

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

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

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

by a strong differentiation will lead to formidable brand equity.

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

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

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

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

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

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

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

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IF SUPPLY CREATES ITS OWN DEMAND THEN WHY MARKETING?

- By Avik Mukherjee PGDM-RM

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

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

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

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

famous words by him known as Say’s Law.

Interpreted Say’s Law means that if something is produced a buyer will be found. He only needs to supply it to the market. In the classical age marketing was only a tool for advertisement. In fact the origin of marketing was to paste posters in the walls for some event to be held in the city. As the days passed the word got its own interpretation and meaning. Many economist tried to broaden the scope of marketing and made it a powerful tool for the understanding the needs of the customer. If interpreted in today’s modernized generation it means not every product supplied to market is going to sell. Retailers and marketers are not going to succeed just because they supply the product in the market. Marketing is about understanding the demand of the consumer and meeting it or creating demand for a product. This means that business people must take the time to understand the consumer. They need to

develop an understanding of the consumer’s thinking, motivation, and needs. Just because they

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

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

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

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

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

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

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

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

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

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

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

objectives and satisfy the corporate priority for delivering results.

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

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

product. Once it’s created then the statement holds good for every situation.

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

Today is Tomorrow’s Past

The theme focuses on the technological and strategic advancements taking place in the business environment across the globe. The term ‘creative destruction’ refers to the disruptive

transformation that accompanies with radical innovation. One of the vital reasons for sustained long term economic growth by various organizations is the innovative strategies they have employed. The theme ‘The Gale of Creative Destruction’ basically means creating new innovations

that will take over the old and maybe more inferior models. This insight has been shared throughout the years as one of the biggest breakthroughs that brought to reality the essence of entrepreneurship. It is through this creative destruction that industries were formed to be dynamic and were able to grow and progress. Examples: • Apple redefined the way we use phone and its experience • Wal-Mart is the pioneer of innovative inventory management, marketing and personnel management techniques • Google revolutionized the way we gather data, it started a new era in e-marketing In this period of uncertainty and economic slowdown it is the responsibility of us, the future managers and entrepreneurs to think out of the box, innovate and plan for the future. We need to be more alert and need to follow the recent developments keenly in order to innovate and implement various new strategies to sustain in this fragile and volatile business environment. This theme is apt to test the skill, alertness and innovativeness of various students from across the country. This theme also emphasizes on the creativity and ability to adapt to ever

changing business environment.

What is termed to be good today might be termed obsolete tomorrow as new innovations are radical and fast. So innovate to sustain.

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Managers Way of Managing People -Sai Abhishek PGDM RM

Managing people is the most essential skill required in a manager. It’s all about working with different people, at different levels and for different reasons.

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

Ray 1: it manifests as Will. Will is composed of Purpose and Power. People belonging to this ray don't take no for an answer. These are people who find a way out, whether right or wrong. They are the founders of an organization who work on principles of reward and punishment.

Ray 2: it manifests as love and wisdom, it ensures employees are well taken care of. There is reward for good effort. They believe in taking care of the interest of investors and shareholders.

Ray 3: it manifests as Active Intelligence. The people with active Intelligence are productive intelligence. They use their intuition and strategic planning through calculations and skillfulness in implementations.

Ray 4: Manifests as harmonizing conflicting factors. These people try to resolve situations and conflicts. They have the ability to see different aspects or angles of an issue and come out with balanced solution that is effective and workable.

Ray 5 manifests as concrete management. These people work out meticulously the details involved. They use technology extensively to work. They are people who are good at research and development and in quality control.

Ray 6: It is the ray of Devotion. These are people who know how to manage people. Through this, they create a deep commitment to work and to the company. They achieve the devotion by way of proper nurturing, training, and guidance of workers. It requires proper recognition and appreciation to keep people motivated.

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

An effective manager needs to understand and appreciate these rays and strike the perfect balance for proper and smooth functioning. The constancy of aim and effort, the capability in understanding people, a clear mind and the managerial skills required for your best manager.

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BIG Time for BIG Data -By Usha Deepthi Pannala, 1101114, PGDM-B

How much better if the doctor had access to information about tens of thousands of people? How much better if customer services happen through Social Media Channels? How helpful if information can push to the stores above 10 terabytes? But can we be cent percent reliable and secured about the outcomes? Yes!!! We can!!! It can happen though Big Data. Big Data Analytics is the next big opportunity. Big Data storage handles a lot of data for applications that generate huge volumes of unstructured data. This includes high-definition video streaming, oil and gas exploration, genomics and many more.

Big Data = Data Volume + Data Variety + Data Velocity

The term “Big Data” originated from the open source community. It develops analytics processes which are faster and more scalable than traditional data warehousing. Big Data can extract value from the vast amounts of unstructured data produced daily by web users. The unstructured data can be Internet click streams, sensor data, log files, mobile data rich with geospatial information, and social-network comments etc. Big Data practitioners find potentially valuable data services like Data protection and system availability, reduced time to deployment for new applications and automated processes, Change management, Lifecycle management and Cost savings. Organizations are in a row to incorporate the Big Data analytics. Oracle Corp. is building its “next-generation” big data platforms that will leverage its analytical platform and in-memory computing for real-time information delivery. Teradata Corp. recently acquired Aster Data Systems Inc. to add Aster Data’s SQL-MapReduce implementation to its product portfolio. Big Data is driving Online Marketing Mediums at a very fast pace. In general, vast implementations of big data can be seen in the areas of digital marketing optimization, social network and relationship analysis, fraud prevention, and machine-generated data applications. It is the next big opportunity for outsourcing companies also. Outsourcing companies can offer cost effective analytic solutions to their clients. These companies can enable their clients effectively by engaging their customers and prospects in real time using Big Data and Cloud Technologies. Let us consider an example in the area of Social CRM. Social Media has empowered customers like never before. It gave a wide platform to customers to discuss about brands or products on Social Media channels. The best strategy for any marketer is to listen, learn and engage customers, which can happen in Social Media channels to the peek. When severe information is pushing into the stores above 10 terabytes how can traditional data warehousing analytics serve the need? Hence the savior for the next generation is “BIG Data”.

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VENDOR MANAGED INVENTORY - An Emerging Trend

-By Bharath H R And Ashish Kumar Annepu PGDM A

“There are two ways to extend a business. Take inventory of what you're good at and extend out from

your skills. Or determine what your customers need and work backward, even if it requires learning new

skills” - Jeff Bezos

Vendor-managed inventory (VMI) is emerging as a significant development in the recent trend

towards collaboration and information sharing in supply chain management. Historically,

companies, retailers or manufacturers would watch their inventories dwindle and when the

inventory was close to being completely gone, the company would order more. This led to a lot

of stock out costs. Some organizations evolved though and began guessing were going to run

low and ordered more just in case. The really smart companies started tracking their inventory

sales and looked for patterns and trends. They developed an overall inventory system with

certain reorder points. To deal with the supply chain effectively, several strategies based on

information sharing have been developed.

VMI is a supply-chain initiative where the supplier is authorized to manage inventories of

agreed-upon stock-keeping units at retail locations. The concept is being widely used in many

packaged consumer goods processes where the end-user’s demand for products is relatively

stable with short-term fluctuations in supply chain. The benefits of VMI are well recognized by

successful retail businesses such as Wal-Mart and P & G.

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Robotics to Society’s Rescue

-By Mrinaal K Abraham PGDM-A

Robots to society’s rescue? The first thing that we might ask ourselves is that how can a piece of metal with no brain and emotions be of any use to society? Well it can and hopefully it will in the future.

Robotics is a field mainly involved in developing robots to serve various purposes which will be of great use to society. Robotics basically is a branch of technology that deals with the design and construction of robots followed by its operation and application. A robot has an end effectors attached to its wrist by which it performs most of its tasks.

In today’s world having a robot to do your domestic and commercial chores is a ‘Big’ help in the welfare of society. Right from washing your clothes to servicing your vehicle, a robot will prove to be a very useful instrument in the future. The people who own these robots may not have any idea about robotics, however, the way they instruct the robots to perform the tasks will be of vital importance.

Managers can benefit from the introduction of robots in a huge way. If at all there is a crisis in the factory, he need not have to worry about the robots going on strike as he doesn’t have to pay them wages or salary unlike human beings. He also doesn’t have to worry about the health of the robot as they won’t fall sick like human beings. However the robot is not a tool which lasts forever. It also has a life and needs to be serviced and maintained periodically. The manager will still have to depend on human beings for tasks such as decision making as the robots do not have the thinking capacity to do so.

In the domestic world, a robot can be used to cut vegetables thereby reducing the workload on the human being. It can also be used to clean the house thereby replacing vacuum cleaners and mops used by human beings. A robot can also drop you to your office or educational institution thereby avoiding the need for a driver. A robot can plant new saplings in your garden, water the plants and pull out the weeds and thus maintain an excellent garden. A robot can also clean your vehicle and if it is specially programmed, it can also service and repair your vehicle whenever the need arises. A robot can be programmed to cook various dishes depending on your choice giving rise to a healthy and tasty cuisine. In the commercial world, robots can play a vital role. In factories, robots can be used to perform the heavy workload and operations which are involved in the manufacture of a product. The operations can be welding, carpentry, house wiring, spray painting and jobs involved in the foundry. By doing these jobs, the robot can lighten the burden on human beings who are involved in these operations thereby reducing the risk of danger involved when a human is performing these jobs. Even in automobile manufacturing, if the appropriate program is installed in the robot, it can perform the operations involved, such as engine assembly, with a lot of precision. This will benefit the automobile industry in a huge way. Robots can also be used for defense purposes as they can be programmed to protect the country from unexpected attacks by the enemy.Once all the features are installed in a robot to a proper level of accuracy then ‘the robot’ will be one of the greatest successes of the world in the years to come. Thus, the design and development of robots in the future holds the key to successful societal welfare and especially managers.

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Concepts of Management from Mahabharata

By Anusha K, Chandan Kumar

Kaurav Ltd. CEO - Duryodhana President - Dhritarashtra (Duryodhana's father) Chief Mentor - Mama Shakuni

Pandav Ltd. CEO - Arjun President - Yudhisthira Chief Mentor - Krishna

Vision-

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

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

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

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

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

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

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

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

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

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

Kaurav - Their Chief Mentor or Strategist Shakuni relied on unfair trade practices. A good strategist is one who knows the weakness of competitors and exploits them. Shakuni was wicked and believed in short-term profits. He was biased and used to think about the welfare of CEO i.e. Duryodhana only and not of Kaurav Ltd. as a whole. Pandav - They have got the best strategist in the form of Krishna which the world has ever

seen. He believed in forming strong allies and was responsible for the merger of Pandava Ltd.

with Dwarka (Remember Arjuna's marriage with Subhadra when Duryodhana wanted to marry

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

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

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

Dronacharya, Karna and even Duryodhana.

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

Kaurav - Their CEO was motivated by greed for the Indraprastha. He was ready to do apply any means whether fair and unfair to achieve his goal. Pandav - They were fighting for their self-respect and this is the greatest motivation in this world. They believed in fair practices only.

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

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

Kaurav - To take good decision one should have great level of concentration and low level of anxiety and their CEO was completely opposite of that. He believed in finance more than Human Resource. He chooses Krishna's army over him which was his biggest mistake. Pandav - Arjuna was a person of great concentration and was much focused. He chooses Krishna over his army which came to be a masterstroke.

SWOT Analysis

Kaurav - They converted their strength into weakness as they used to indulge in war with other kingdom which caused both loss of men and creation of enemies. Pandav - They utilized their exile period in which Arjun acquired Divyastra and Yudhisthira formed the strategy of war by taking teaching from different Gurus. Thus they converted their weakness into strength.

Commitment

Kaurav - There was lack of commitment from Kauravas .Their main warriors like Bhishma and Dronacharya didn't wanted war and promised not to kill any of the Pandavas. Karna was fighting the war just to be loyal to Duryodhana but wasn't fully involved in the war as he promised not to kill any Pandava except Arjun. Pandav - Everyone was assigned a role and they did it with their limited capabilities. Abhimanyu and Ghatotkatch sacrificed their life for their team. Both of them contributed a lot as Abhimanyu fought with 7 Maharatis single handed and Ghatotkatch took away half of Kaurava's army with him.

Team Work

Kaurav - They didn't work as a team. Bhishma didn't want Karna to participate in the war. Bhishma and Karna both used to hate Shakuni and his tactics. It means they didn't have faith in their key strategist. Pandav - They put team interest above all and each person was involved in every process. They respect each other. They had a mission and a common goal and they worked for it.

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Attrition Management

-By Archana Prabhakar PGDM-BIF

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

management” are the greatest challenges of every company in today’s scenario.

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

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

Every organization needs to analyze reasons for attrition.

Some of the reasons are:

1. No job satisfaction.

2. No proper rewards and recognition.

3. No performance appraisal.

4. No career growth.

5. Working atmosphere.

JOB SATISFACTION

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

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

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

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

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

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

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

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

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

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

REWARDS AND RECOGNITION

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

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

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

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PERFORMANCE APPRAISAL

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

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

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

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

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

ones where would better appraisals for the work they do.

CAREER GROWTH

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

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

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

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

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

their performance. They must recognize and reward them.

WORK ATMOSPHERE

There must be a vibrant work atmosphere to work which every employee would love. There must be a proper seating arrangement for every employee. Each employee must have enough space so that he /she is able to sit and work comfortably. The relationship between the employee and his boss must be cordial. The boss must communicate with all employees on a frequent basis and understand the problems of the employees well. The boss must be able to respect the ideas of his employees. The boss must give a room for every employee to build their creativity and develop their skills. There must be efficient leader who sees that there is a friendly relationship among his/her colleagues. If the above mentioned points do not exist in an organization then its employees start quitting. “Loyalty” is an important aspect which many employees lack towards the organization. But the management of the organization must identify the employees who are very efficient and loyal to the organization they must put in maximum efforts to retain such employees. They must not afford to lose such employees. “Optional holidays” is also one of the ways to retain employees in an organization.

For example: “Onam” is an important festival in Kerala but not in other states of India. But Kerala people who are working in other organizations outside their state are not given a holiday on this day. The organization must understand this and give holiday only to the people who belong to Kerala and let the others work on that day. In the same way “Holi” is an important festival in north but many southern states its not a holiday. There are many people from the north work in southern states in many organizations they must be given holidays and let the others work on the same day in the organization. In this way the employees will feel that the organization is respecting every tradition and culture.

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THE SECRET

-By GOURAB KUMAR DAS PGDM-A

NO & YES are two short words which need long thoughts: most of the thing we miss in life are

due to saying “NO” too soon or “YES” too late…. Why this happens? This is “THE SECRET” …..

The mind plays an important role in achieving every kind of success and goal, minor, everyday

goals or major goals.

With minor or day-to-day goals, one usually knows what he or she wants to do or get, but when

it comes to major goals, most people don't know what they really desire. They desire to do

something big, but they don't know what. They might have a vague idea, but this is not enough.

To accomplish anything, and to use your mind power, you have to know exactly what it is you

want to do. To focus your mind power on a goal, you need to have a clear and well defined

goal. How do you go about that?

You have first to think or meditate, to find out what is it that you want to accomplish or gain.

This might not be a simple step, and requires deep thinking, investigation and time.

After discovering what you really want to accomplish, you need to come up with a plan for

action. You need to know what you have to do first and how to proceed. All of this requires

planning, which means using the power of the mind.

After deciding on a goal and coming up with a plan, you need to hold in your mind a clear

mental image of your goal. You need to see it accomplished. This step requires that you use

your imagination, which is another power of the mind. Not everyone can visualize clear mental

images, but regular training of the imagination can do wonders. You may, for example, look at

photos of what you want to achieve, and then close your eyes, and try to see it in your

imagination. This will enhance your ability to visualize.

At this point you have to display patience, self-discipline and the power to persist in your

efforts. This requires a one pointed mind.

Another important power of the mind is thought transference. You need to be able to transmit

your thoughts to other people, who would aid you with your plans. Often, you have to

persuade others to invest in your plans or to help you in other ways. It is not enough just to talk

with them, you need to believe in what you are saying; you need to be enthusiastic and

persuasive, otherwise they won't listen and won't care. You need to be able to reject your and

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

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

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

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

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

your life. Doing so, will strengthen your motivation.

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

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

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

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

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

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

life corresponding events, situations and opportunities.

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

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

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

doubts. So last but not the least…..

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

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

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TV Ads Impact on children

-By Bharath H R & Pavitra PGDM-A

It is not unusual for us to hear our neighbor Mona mourning every morning about her kids

eating habits and their tantrums for every meal that she rather forced them to eat. Hers is the

same that the TV commercials are responsible for all this. Her kids Sunny and Pinky aged eight

and five wouldn’t eat anything that they have not seen on the TV. Their persistence insistence

for noodles (Maggie…) all the time has exasperated Mona to no end despite her best efforts to

give her children wholesome homemade food. This must be story and complaint of every

mother across most of the households in urban India.

Advertising for FMCG, packaged foods, carbonated drinks, beverages, health drinks flavored or

nitrified, confectionery products or for that matter automobiles and even life insurance

policies, using children or rather should say kids, as the main protagonists for validating and

endorsing products has become the order of the day, nay, the main stay for most companies

using TV commercials to promote their products. It is rather amusing to watch children being

made to do acrobatic antics or mouth preposterous summons on the virtues of products which

may be directly related to them or what so ever. Be it Boost for Energy or Amul for Taste or

Bourn vita for strength or a Diary Milk for celebration or for that matter a Shampoo for long

thick tresses. It is observed that children are considered the top brand ambassadors and then

only followed by celebrities to promote brands through the TV medium in the world. This is

evident from the fact that out of every ten commercials there will be at least six with children

endorsing and promoting the products.

While using children as tools for product branding and promotion s, is not altogether

derogatory or harmful, the impact of these advertisements or commercials on the children with

regard to their eating and lifestyle habits and the resultant effect on their health has to be

reviewed in retrospect, due to the deep influence of these commercials on the minds of the

children. As a result children have started relating to these products intensely and connect the

elements of fun and frolic, growing tall and strong, and to a large extent the social status with

these products. It is time now that the companies engaged in producing and marketing of child

oriented products restrict the inane approach and start focusing more on shaping these young

minds in making them eat , ask and do only those things that are a must for children .

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The New Age Marketing Theme -By TARAK PGDM B

Last week when Google blacked out its logo out of its internet search engine, Wikipedia has blanked out its web for 24 hours to protest against SOPA/PIPA did also arise a new age marketing theme-‘Annoyvation’ as someone calls it. Though the point is debatable whether the companies can impose these (legitimate) concerns onto the customers is more important than serving the customers (legitimately) needs, it has been an eye opener on how badly can one get affected due to excessive dependence on these giants and how these Giants can virtually intrude into our lives (strictly speaking it is our mistake though). Some of the customers are irked by these happenings while some others are though not that irked supported the cause; quite a few others genuinely supported it. We in India might not be so much accustomed to this technology and we might skip this topic saying ‘it is a free service and who cares giving a damn about this thing. After all Google blacked out its logo and Wiki has been shut only for a day’ But for the western world, this thing is as important as their meal. While I was browsing web last week, I found out this funny question in Yahoo from a mother ‘My baby is crying, what I should do?’ This is the level of dependence west has on these giants. We in the east are even fast catching up. Internet penetration is the core issue of the Indian Policy makers on this front creating a vast market for these giants. Now let me come back to the original topic and ask you a common yet strange question ‘how many of us would really known about SOPA/PIPA had there not been a blackout in a coordinated manner from the best service providers. (Google, Facebook, Wikipedia etc). I call this a new marketing theme and someone might want to blame me saying ‘they are protesting for a genuine cause, so it’s fair doing all of this and after all it is their right to protest. Labor laws provide them the right to protest.’ Think of this situation when the GOI would want a new law of recruitment that would cause significant inconvenience for the bank employees and thereby they protest by withholding the accounts of a significant chunk of the population and create awareness. Will that not be a fire in your ass? After all the new age digital technology has laid path for this kind of protests. They too can emulate success right!! Is it strategically wise and tactically stupid or vice-versa? Or wise both ways?? Keeping apart the arguments and debates of whether the name ‘CSR’ has become a lame duck used by these giants or is the point of failing to take a stand now might leave them without options in the future, remember how much we are and we will be affected by these actions and how prone are we to the technology (call it addiction too, I don’t mind). Also remember how much potentially we are the customers of their campaign even if we would not like to.

Think about it guyzzz!!! Signing off

THOUGHT

33

NATURE HOWLS

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

mention the moolah and the jazz surrounding it. We want it all! Now, there is just the matter of

how to get there. I’m sure many of us have a pet success mantra which we chant many very

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

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

let’s work with what we have.

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

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

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

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

the power in togetherness, the strength of a group.

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

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

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

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

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

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

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

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

adversary who’s the hurdle between you and that coveted placement. You’ll be surprised when

work gets completed actually leaving you with time to party.

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

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

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

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

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

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

bickering and mistrust.

A member of your pack is howling…are you willing to listen?!!!

ARTICLE

34

KAVITA

-By Rahul Katke PGDM-RM

Ekaant

Sonch mar chuki hai ab meri, saans baki

nahi hai mujhme,

Jazbaat hoke ghayal, rooh tadapti hai meri,

Tanhaiyan hai har taraf mere, Aur

khalipan andar,

Nazar daudti hai har taraf meri, Jaise ke

sara jahan hai khali,

Na tum ho na mai hoon, Har taraf hai

sannatta,

Waqt ka har pal jaise ek sadi hai, Aur har

sadi ko dekhta hoon mai,

Yeh ped yeh nadi yeh pa...

Mragnaini

Mragnaini tu hai chandrakala, Tera roop

rang hai sabse bhala,

Tu sapt suron ka sangam hai, Tujhme Indradhanush ka har rang hai,

Tere nain prem ki vaani hai, Tu sundar hai tu gyaani hai,

Tu nirmal hai tu pavan hai, Tu behti nadiyan ka jal hai,

Tu andhkaar me jyothi hai, tu neel kamal ka moti hai,

Tu samandar ki gehrai hai, Tu prakarti ki parchai hai...

Emptiness

My life is now in such a phase,

Can’t explain it's a mysterious case.

On a dynamite base walking with a

fire in my heart,

Counting my time, with a boom it’s

all gonna start.

Filled with pain, regret, thoughts

I’m,

Pissed off screwed up, left out I’m

This is the fate I've chosen for

myself,

Destined for self-destruction

waiting I’m.

FUN

35

FILM REVIEW

-By Ramesh Yelugoila PGDM-RM

HITS 2011

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

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

year, the HITS of 2011.

# 5 Stanley Ka Dabba

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

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

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

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

and its deeper message against child labor, director Amole Gupte

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

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

in everyday relationships.

# 4 Yeh Saali Zindagi

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

rough exterior of criminals and gunshots, Yeh Saali Zindagi pleasantly

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

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

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

unconventional title.

# 3 Delhi Belly

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

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

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

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

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

laughs.

FUN

36

# 3 Rockstar

It was a far from perfect film, but director Imtiaz Ali's Rockstar made up for its flaws

with inherent honesty and depth - qualities sorely missing from most movies today. A

tale of great passion pieced together with lovely moments, Rockstar had one big shot in

the arm - a riveting performance by Ranbir Kapoor.

# 2 Shor in the City

A small film that makes a big noise about different lives coming together in a teeming

metropolis, Shor in the City was a sparkling comic thriller that sucked you in from the

word go. With three desperate men struggling to make a better life for themselves in a

corrupt city, this film -- directed by Raj Nidimoru and Krishna DK -- followed different

tracks that gradually intertwined. A touch of magic realism, surprising sensitivity, and

quirky humor turned Shor in the City into one of the year's most pleasant surprises.

# 1 Zindagi Na Milegi Dobara

It may have been a road-trip for bachelors, but director Zoya Akhtar proved once again

that she has a unique gift for storytelling and a distinct filmmaking voice. Zindagi Na

Milegi Dobara took a light-hearted all-boys journey through Spain to deliver a heartfelt

message about seizing the day and following one's dreams. What stands out are the

compelling performances by its leads, and the realization that ultimately boys will be

boys.

Honorable mentions: Dhobi Ghat, I Am, Shaitan, and That Girl in

Yellow Boots

37

PITS 2011

Let's take a look now at my worst films of 2011, a more difficult list to compile given that

there were so many options to choose from. These are the five films that were most difficult

to sit through in 2011. Again, irrespective of their box-office performance, these are my PITS

of 2011.

# 5 Aarakshan

Intended as a scathing comment on the issue of reservation in the

education system, director Prakash Jha's Aarakshan turned out to be a

dreadfully boring lecture that was a challenge to survive. Every character

was a cardboard caricature, and the plot meandered pointlessly in all

directions. In the end, the film didn't say much that you didn't already

know…and this despite rambling on for close to three hours!

# 4 Game

Just months before he gave us Delhi Belly, director Abhinay Deo made an

inauspicious debut with the staggeringly silly crime-thriller Game, that had

fancy foreign locations, an attractive cast, and a premise with potential.

What it didn't have was a script! Convoluted, and never true to its own

logic, the film's twists felt underwhelming. A whodunit with neither pace

nor thrills, this Game played by all the wrong rules.

# 3 Mausam

You needed nerves to steel to make it through this misguided romantic

saga that defied logic and basic common sense. Actor-turned-director

Pankaj Kapur's preposterous love story offered passive characters and the

worst climax scene of any film this year. Save for a few charming moments,

Mausam was the longest, most painful three hours you spent at the cinema

this year.

# 2 Ready

38

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

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

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

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

# 1 Rascals

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

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

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

none of it was funny.

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

End, Bheja Fry 2, Double Dhamaal, Bbuddah Hoga Terra Baap, Chatur Singh

Two Star, Hum Tum Shabana, Tere Mere Phere, Soundtrack, Tell Me O Khuda, Loot, and Miley

Naa Miley Hum.

HOLLYWOOD

The Best

#5 “Midnight in Paris.”

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

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

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

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

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

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

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

Gertrude

#4 SUCKER PUNCH!

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

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

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

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

39

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

Guns, Swords, action, an awesome soundtrack and a

#3 RISE OF THE PLANET OF THE APES

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

from Andy Serkis sets us up nicely for sequel.

#2 DRIVE

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

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

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

phenomenal score makes this one you really must see.

#1 SUPER 8

Tagged by our Resident horror guy Dave as a CLOVERFIELD prequel which

many think is a perfect description, it's not completely without fault but hell,

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

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

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

The Worst

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

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

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