iitr doms monthly magazine domination sept 2010

8/8/2019 IITR DoMS Monthly Magazine Domination Sept 2010

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lume - 1 Issue 08 September 2010

Rural Marketing

Strategies for FMCGIndustry in India

ITs GreenManagement

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From Editors DeskDear Readers,

In continuation with our last edition theme "Green" we have some more

pretty relevant articles to serve.

Our spotlight article "Build Green" talks about green buildings, thebusiness of construction industry in India where they are making use of acombination of various energy efficiency measures that creates a win-winsituation for all stake holders including the environment itself.

As 'Alan M. Eddison' said 'Modern technology Owes ecology Anapology.' We stipulate how IT is paying back to ecology. Do read ourarticle "IT's Green Management" where emphasis is laid on Greenpractices in Information Technology.

As a sequel to our article on Rural Marketing for FMCG companies inIndia where we appreciated the needs, challenges & opportunities of theIndian Rural Market from the perspective of FMCG industry, we bring you,the marketing strategies adopted by the FMCG firms and the strategicimplications of the same in "Rural Marketing Strategies for FMCGIndustry in India

We promised you that 'While all the entertainment we experience hereinside the campus; we will make sure to reach out to you with true info-tainment on them.' here it is; 'Confluencia-2010' as always proved to bevery interesting 2 days event. Confluencia is an initiative of DoMS, IITRthat aims at bringing together the viewpoints, ideas and opinions fromexperts from government, academia and industry on a common platform.Confluencia makes an earnest attempt at not only defining the problemstatements but also at evolving sustainable solutions. The event intendsto provide an absorbing learning environment for all the participants. Go

ahead to have your share of it in "Confluencia 2010 Event @ DOMS".As always you would find "Qutopia & Chlorophyll" ever growing

green on land of your interests.

Till the time we meet again "Happy Reading.

Animesh Agrawal

Editor DoMination(Department of Management Studies, IIT-Roorkee.)

Department of Management Studies, IIT Roorkee


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Table of Contents1

Rural MarketingStrategies for FMCG

sector in IndiaNiranjan Rajpurohit

DoMS, IIT-Roorkee

4

Build Green

Tarun Sethi

DoMS, IIT-Roorkee

7

ITs Green Management

Shruti Goel

DoMS, IIT-Roorkee

14Creative Section

Its wise to learn, Its GOD like to create

Chlorophyll-Fresh Green Creativity, right from

the roots of DOMS through the

leaves of this newsletter

16Qutopia - 8

-J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee


10 Event @ DOMS

J. Pooja

DoMS, IIT-Roorkee

A Memorable Sojourn..Vaibhav Mishra


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Niranjan Rajpurohit

DoMS, IIT-Roorkee

Marketing Strategies for Rural India:

1) By communicating and changing quality

perception

Companies are coming up with new technology and

they are properly communicating it to the customer.

There is a trade-off between the quality that a

customer perceives and a company wants to

communicate. Thus, this positioning of technology is

very crucial.

2) By proper communication in Indian language

The companies have realized the importance o

proper communication in local language for

promoting their products. They have started selling

the concept of quality with proper communication.

With their promotion, rural customers have started

asking for value for money.

3) By target changing perception

If we go to villages we will see villagers using

toothpaste, even when they can use Neem or

Babool sticks or Gudakhu. Villagers are using soaps

like Nima Rose, Breeze, Cinthol etc. even when they

can use locally manufactured very low priced soaps.Villagers are constantly looking forward for new

branded products. Indian customers were never too

price sensitive, but they wanted value for money.

They are ready to pay premium for the product i

the product is offering some extra utility for the

premium.

4) By understanding cultural and social values

Companies have recognized that social and cultural

values have a very strong hold on the people.Cultural values play major role in deciding what to

buy. Moreover, rural people are emotional and

sensitive. Thus, to promote their brands, they are

exploiting social and cultural values.

5) By providing what customer wants

The customers want value for money. They do not

see any value in frills associated with the products.

They aim for the basic functionality. However, if the

seller provides frills free of cost they are happy with

that.

6) By promoting products with Indian models and

actors

Companies are picking up Indian models and actors

for advertisements even if they have international

models. This helps them to show themselves as an

Indian company.

7) By associating themselves with India

MNCs are associating themselves with India by

talking about India, by explicitly saying that they are

Indian. They are giving Indian words for brands.

8) By promoting Indian sports team

Companies are promoting Indian sports teams sothat they can associate themselves with India. With

this, they influence Indian mindset. ITC has been

doing this successfully for years.

9) By talking aboutAam Aadmi

Companies are now talking about normal India and

normal Indians. It is a normal tendency of an Indian

to try to associate him/her with the product. If

he/she can visualize himself/herself with the

product, he /she becomes loyal to it.


After appreciating the needs, challenges & opportunities of theIndian Rural Market from the perspective of FMCG industry, we

bring you, the marketing strategies adopted by the FMCG firms

and the strategic implications of the same.

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10) By developing rural-specific products

Many companies are developing rural-specificproducts. Keeping into consideration the

requirements, a firm develops these products.

11) By acquiring Indian brands

As Indian brands have been operating in India for a

long time and they enjoy a good reputation in India,

MNCs have found that it is much easier for them to

operate in India if they acquire an established Indian

Brand. It gives them the well established

distribution channels as well as trust of people, as

people believe these brands. Coke had acquired

Thumps up, Gold Spot, Citra and Limca so that they

could kill these brands, but later on they realized

that to survive in the market and to compete with

their competitor they have to rejuvenate these

brands.

12) By effective media communication

Media rural marketing is being used by companies.

They can either go for the traditional media or the

modern media. The traditional media include melas,puppetry, folk theatre etc. while the modern media

includes TV, radio, e-chaupal, etc. Brooke Bond

Lipton India Ltd used magicians effectively for

launch of Kadak Chap Tea in Etawah district. ITC's e-

chaupal (chaupal is the common place where

villagers gather) has been the most elaborate and

extensive venture in this field so far. Conceived by

ITC's international business division and launched in

2000, the e-chaupal project has since grown to

around 2,800 chaupals.

13) By adopting localized way of distributing

Proper distribution channels are recognized by

companies. Earlier companies thought that

distribution channel could be big scale super

markets, like in foreign countries. However, they

were wrong. Soon they realized that to succeed in

India they have to reach the nook and the corner o

the country. They have to reach the "local Paan

Wala, Local Baniya". Only then they can succeed. To

access far-flung towns and villages, HUL distributors

use auto rickshaws, bullock-carts and even canoes.

14) By associating themselves with Indian

celebrities

The perception of improved social status due to the

use of branded products is also one of the major

influences on the buying process. They use these

brands as some of the famous personalities is using

it, taken by the company as the brand ambassador

for advertising their product.

15) Melas

Melas are places where villagers gather once in a

while for shopping. Companies take advantage of

such events to market their products. Dabur uses

these events to sell products like JANAM GHUTI

(Gripe Water). NCAER estimates that around half of

the items sold in these melas are FMCG products

and consumer durables.

16) Paintings

A picture is worth thousand words. The message issimple and clean. Rural people like the sight of

bright colors. COKE and PEPSI advertise their

products through paintings.

17) Increasing awareness of the customer

Many rural customers are largely inaccessible to

conventional advertising media. For example, in

India only 41 per cent of poor rural households have

access to TV. Hindustan Unilever has also tailored its

marketing activities to build brand awareness. The

company makes widespread use of street

performances - magicians, singers, dancers and

actors to promote products such as soap and

toothpaste. Following a series of such performances

in northeastern India, HUL saw the awareness of

Breeze, its low-cost 2-in-1 soap, increase from 22%

to 30%. Similarly, a similar program to promote Rin

Shakti, a moderately priced detergent bar and

powder brand, saw awareness increase from 28% to

36% over a six month period.


Contd..

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Contd..

18) Small is beautiful

A number of companies followed the strategy o

launching a wide range of package sizes and prices

to suit the purchasing preferences of rural India.

Hindustan Unilever coined the term nano-marketing

in the early nineties, when it introduced its products

in small sachets. Small sachets were introduced in

almost all the FMCG segments from oil, shampoo,

and detergents to beverages. Cola major, Coke,

brought down the average price of its products from

around twenty cents to ten cents, thereby bridging

the gap between soft drinks and other local optionslike tea, butter milk or lemon juice.

Strategic Implications:

Rural marketing in India is not much developed.

There are many hindrances in the area of market,

product design and positioning, pricing, distribution

and promotion. Companies need to understand

rural marketing in a broader manner not only to

survive and grow in their business, but also as a

means for the development of the rural economy.

One has to have a strategic view of the rural

markets so as to know and understand the markets

well. In the context of rural marketing one has to

understand that the manipulation of marketing mix

has to be properly understood in terms of product

usage. Product usage is central to price, distribution,

promotion, branding, company image and more

importantly, farmer economics. Along with the 4

Ps, the 4 As of rural marketing (i.e. affordability,acceptability, availability and awareness of the

consumers) play a critical role for a companys

success. Rural marketing needs to combine

concerns for profit with a concern for the society,

besides being titled towards profit.


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Building Scenario in IndiaConstruction Industry in India is one of

the rapidly growing sectors and contributessignificantly to the nations economy(around 10% of the GDP). The Indianconstruction industry is growing rapidly at arate of 10% compared with the worldaverage of 5.2%. This fast growth can beattributed to several factors. Some of the

key growth drivers are increased demandfor housing, strong demographic impetus,expansion of organized retail, increaseddemand for commercial office spaces bymultinationals and IT (informationtechnology) hubs, and coming up of SEZs(special economic zones). In propertyterms, this new demand translates into over12 million homes, 600 shopping malls, 80million square feet of offices and 200

townships, along with airports, hotels,hospitals and schools, all slated forconstruction by 2010. Hence, real estateactivity in India will have a significant impacton the environment and resources.

Annual energy consumption in theresidential and commercial sectors rises byabout 8% every year which is evident fromthe fact that the projected annual increase

in energy demand is 5.4 billion kWh inresidential and commercial buildings.Energy consumption in Indian buildings isexpected to increase substantially due toeconomic growth, construction growth andhuman development. Hence there is a needfor concerted efforts to bring down theenergy consumption in the buildingsthrough various measures. and to bringdown carbon emissions from the buildingssector.

Energy efficiency in new buildingscan save 2 billion kWh annually, withsavings in power generation capacity by600 MW per annum.

These facts indicate that there is a realopportunity to develop green buildings inthe country. A combination of variousenergy efficiency measures -- includinggreener buildings, a smarter electric grid,

more efficient home appliances and moreadvanced industrial and manufacturingprocesses have the potential to eliminateIndia's electricity shortage, reduce pollutionand decrease its emissions of greenhousegases. A Green Building is anenvironmentally responsible establishmentwhere care is taken to minimize thedamage to the surroundings as well asproviding a healthy place to work in.

A variety of green building projects arecoming up in the country residentialcomplexes, exhibition centers, hospitals,educational institutions, laboratories, IT

parks, airports, government buildingsand corporate offices. As of January2010, about 502 green buildings with afootprint 357 million sq feet are beingconstructed all over India. The sustainable

buildings agenda is becoming a growingpriority among the stakeholders of theconstruction industry. The Government hasbeen promoting the idea of green buildingsthrough various policies, organizations suchas Indian Green Building Council (IGBC)and The Energy Research Institute(TERI) and some local initiatives have beenpromoting sustainable buildings throughresearch, pilot or advocacy projects.

Tarun Sethi

DoMS, IIT-Roorkee

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Green Materials Market

While constructing Green Buildingsin India, the availability of materials andequipment is one of the major issues to beaddressed. Organizations such as IGBCand TERI have been networking withseveral manufacturers in India to createnew markets. This has enabled a wonderfulmarket transformation in the country. The

equipment and material are now gettingcheaper and locally available. The totalestimated potential for Green Buildingmaterials and equipment is about 4 BillionUS$ by the year 2012. A few greenmaterials and equipment are easilyavailable in the country - Fly-ash cement,Fly-ash block, Recycled Aluminum,Recycled steel, Recycled tiles, Low VOCpaints, Bamboo based products, HFCbased high efficiency chillers, BuildingControls, Green Roof, Recycled wood,etc.

However there is a huge market forgreen materials, which is still untapped.Typical examples are - Compostingtoilets, waterless urinals, Low VOCadhesives & sealants, CRI certified

carpets, FSC Certified wood, Highalbedo roof paints, BIPV, CTI certifiedcooling towers, Living machines, etc.Tremendous potential exists for materials &equipment like heat resistive paints, flyash blocks, insulation materials, highefficiency chillers, variable frequencydrives, high efficiency cooling towers,building management systems, lighting

controls, BIPV (Building Integrated

Photo Voltaic), CO2 sensors, highperformance glass etc. New technologieslike wind towers, geothermal systems, etcare gaining importance.

Developers Perspective

Developers face a major challengein the development of green buildings as itresults in increase in the initial

construction costs. Developers aretypically conservative and are naturallyreluctant to take technical risks given thescale of commercial risk involved in majorprojects. They find it difficult to opt forgreen buildings due to price constraintsand difficulty in sourcing green buildingmaterials, technologies and serviceproviders or facilitators in India. Often, thedeveloper may not be interested in paying

for green features since the benefits will goto the tenants, unless he recovers theadditional cost in the sale price. Speculativedevelopers who have only a short-terminterest in a property invest in greenbuildings only if energy efficiency was asignificant factor in the buying decision.Developers need to establish a have alonger-term view where they hold

property to receive income from tenants.This perspective makes energy-savinginvestments potentially attractive, even ifthe payback period is relatively lengthy.

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General awareness among corporatesGeneral awareness is developing

among most of the corporates regardingthe benefits of green buildings. Discerningcustomer is now concerned about boththe initial cost as well as the operatingcost. Corporates are realizing that GreenBuildings make financial sense, and theeconomics of it is only getting better with

time. They need to take lifecycle viewof investment in buildings. Given thenascent stage of Green Building sector inIndia, it is possible that Green Buildingsmay require higher initial investment, butthis cost increment is offset by much lowerrunning costs over a longer term.

Corporates are now moving towardsGreen Data Centers for managing their

IT infrastructure. They haveacknowledged that large data centers areone of the most significant energy

consumers in an organizations ITinfrastructure. The energy efficiency in adata centre can add up as a watt saved indata center power consumption saves atleast a watt in cooling. They are makingsteps for consolidating the high densityservers, using power managementtools, and upgrading to energy-efficientservers and power supplies.

As more green building activities arebeing initiated to further green themovement, the country is well positionedto emerge as one of the world leaders ingreen buildings. There is a tremendouspotential for construction of GreenBuildings in India which could open up aplethora of opportunity for several interestgroups like construction industry,architects, material and equipmentmanufacturers in India.

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ITs Green ManagementShruti Goel

DoMS, IIT-Roorkee

Introduction

Green IT solutions have established

themselves as important and in some cases,

critical deployments for increasing energy

efficiencies in order to reduce operational costs,

achieve power utilization objectives and ensure

sustainable value in IT investments. Risingenergy costs and, limited power availability are

driving institutions to find solutions that will

ensure long-term sustainability for IT assets that

are essential to on-going business success and

profitability. Nonetheless, with the increased

number of available solutions, it is often unclear

to IT managers which green IT implementations

will maximize their energy efficiency to achieve

business goals. The answer to this is the

development of an organizational green IT

management strategy that takes into account

real-world power consumption requirements

along with business IT needs in order to

establish clear processes for power reduction

that will enhance IT value to the organization.

Green IT solutions are products, services

and practices designed to improve the

efficiency of computing resources in such a

way as to reduce the environmental impact of

IT utilization in an organization.

The key to establishing a green IT strategy

that will address power concerns across an IT

infrastructure is developing a holistic view of

the environment that is intuitive, accurate and

easily accessible. Data for this purpose can now

easily be collected using automated solutions.

The obvious place to start gathering data is by

determining the actual power consumption of

each IT asset. IT managers can develop a very

basic understanding of an IT components

energy consumption by simply multiplying the

systems power draw (in Watts) by the number

of hours the system is running. Networking

units, HVAC (heating, ventilation and air-

condition), physical security systems, lighting

and other facilities components all contribute to

total data center power consumption.

Before developing any management strategy,

clear goals need to be established to ensure all

implementations bring quantifiable value to the

business. In the case of green IT, these would

include goals such as for power reduction,

regulatory compliance, decreased carbon

footprint, and operational cost savings. The

scope of these goals (i.e., how much power

reduction or cost savings, etc.) should also be

established to determine at what point

appropriate return on investment has been

achieved. Measurements can then be set and

monitored determining the on-going success of

the implementation. During the development

phase of the project, these goals will be the

deciding factor in determining which green IT

solutions to implement. Keeping the goals inmind, the power and system utilization data

that has been collected is now evaluated. This is

where having a centralized software solution for

data analysis becomes critical. By utilizing a

single interface to access and correlate all

relevant data, IT managers can deduce which

green IT implementations will provide the

greatest value..


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Here are a few of the most common green IT

solutions that can be incorporated into an

overall strategy:

Decommissioning Unused SystemsSystems that are rarely or never used but draw

power should be retired. Any relevant data or

services should be moved to an alternate

server.

Consolidation If a number of servers are

not being utilized to their storage and

performance capacity, they should be

consolidated onto a fewer number of systems

and the excess servers retired.

Utilization Management As an extension

to consolidation, utilization management

processes allows computing services to be

distributed across available servers to maximize

their utilization.

Virtualization Also closely related to

consolidation, virtualization allows multiple

system implementations to be combined onto a

single power efficient server while at the same

time allowing them to operate independently

within separate virtual containers.

Power Management Traditionally, data

center servers are left operational 24x7x365.

Often this is done to facilitate after-hours

functions like backups and maintenance, but

more often it is because the manual process of

daily shutdowns is both cumbersome and

impractical. Many systems management

solutions now allow the automation of

shutdown and power-up processes to ensure

servers are only running when they need to be

available.

Upgraded Hardware Technology As

hardware manufacturers continue to improve

power efficiencies and develop new features

(like CPU throttling during low use periods), the

incentive to upgrade aging IT components

increases proportionally.

A green IT strategy can include any one or

combination of these solutions. Utilizingmanagement best practices, like the

Information Technology Infrastructure Library

(ITIL), can help prioritize solutions and build

strategies to ensure they achieve business

goals.

Many businesses face significant challenges

in actually implementing green IT solutions

even after a detailed strategy has been

developed. Often this arises from the businessmanagement structure itself. In many

organizations, data centers are governed by

facilities managers and servers are governed by

IT managers. Since each of these roles operate

independently with separate requirements,

budgets and priorities, coordinating a green IT

implementation can be difficult. Since a

comprehensive green IT strategy will impact an

entire data center infrastructure, all affected

managers will need to be involved in the

implementation process.

To address these concerns, many organizations

have implemented governance teams that

operate above IT and facilities support teams.

These governance organizations have the ability

to implement solutions that address overall

green IT goals in a manner very similar to

standard change management processes. Each

new implementation follows an approval and

tracking process to ensure all participants are

on-board with their respective roles and

responsibilities.

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To deal with the challenges associated with

ensuring reliable deployment of solutions to the

IT infrastructure, automation processes should

be employed for provisioning and data transfer.This will significantly reduce the risk of faulty

implementations, decrease the impact to the

production environment, simplify the process

and reduce the time for task completion. In this

way, IT implementations are better able to

dynamically support constantly changing

business requirements.

Essential to the success of a green IT strategy is

utilizing better management solutions for data

collection, analysis and implementation.

Automated services also greatly assist in thedata analysis and deployment processes

necessary for successful green IT solution

development and introduction. Fortunately,

solutions do exist today that can provide the

enhanced IT management functionality

necessary to establish and implement a

successful green IT strategy.

Contd..


ITs Green Management

As an example, an IT management software must have integrated solutions within six key

Enterprise IT Management focus segments for green IT initiatives:

1. Data Center Automation Enables the agility necessary to quickly and effectively implement

and adjust IT service delivery, empowering efficient use of capacity with little or no impact

on business production.

2. Application Performance Management Measures end-user and customer facing

performance of business services which enables dynamic adjustments to optimize resource

consumption and meet service levels.

3. Infrastructure Management Monitors utilization across the infrastructure and provides thevisibility and details necessary to optimize overall data center energy efficiency.

4. Service Management Ensures green IT services provide end-to-end visibility into the IT

infrastructure, conform to best practices like ITIL, and are designed to achieve business

goals.

5. IT Security Management Reduces risk and maintains reliable protection during transition

and on-going operation of green IT implementations.

6. IT Governance Provides the tools necessary to track, authorize and manage green IT

projects, services and resources from inception through final implementation.

Each of these solution areas include a centralized interface that caters to the particular users ofeach solution. Together, these solutions enable a holistic approach to green IT deployment.

Theres no question that green IT solutions have taken center stage as one of the premier IT topics in

recent days. Today you cant really open a trade magazine or connect to a blog without reading

something about power utilizations and carbon footprints. In principle, however, this is one topic

where the hype is justified. Green IT implementations bring real, quantifiable value to a business. Its

simple numbers the greater the energy efficiency, the greater the cost savings and the greater the

return on IT investment value achieved by an organization.

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Confluenciais an initiative of DoMS, IITR that aims at bringing together the viewpoints, ideas an

inions of eminent speakers and experts from government, academia and industry on a common platformnfluencia makes an earnest attempt at not only defining the problem statements but also at evolvinstainable solutions. The event intends to provide an absorbing learning environment for all the participanConfluencia 2008was focused on the sustaining growth of different field of management.

Confluencia 2009 focused ofthe Role of Knowledge Economy in Post Recession Business Scenario.

This year DoMS organized Confluencia 2010 on 21st and 22ndof August 2010. The theme this year wa

Goal Oriented Functional Integration in Business.

The event spanned across two days having different sessions. Eminent speakers from various sectors dustry enriched the audience with their insight on the tools and methods of their domains and how thork in tandem with other domain to meet the organizational objective. The theme aimed to understand tportance of every functional unit in the organization, how the different functional units are interdepended interconnected, and how they integrate with each other to attain the business goal.

The speakers of Confluencia 2010 included names like:

Event@

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J. PoojaDoMS, IIT-Roor

Name Designation Organization

Mr. Madhukar Sharma Country Manager ASME

Mr. Sanjaya Gupta Managing Director PNB Housing Finance LtdMr. Sunil Aggarwal Freelance Financial Consultant

Mr.Vikrant Chowdhary Country Manager, Software Businessfor the Financial Services Cluster

IBM

Mr. Manoj Sharma Former Industrialistand Consultant in Social Service Sector

rof. Bhupinder Singh Engineering Consultant & Youth Counselor

Mr. Rahul Arora Head ofValue Advisory Group IT Power India Pvt. Ltd

Mr. Ashish SharmaMr. Sanjeev Prashar Professor IMT Ghaziabad

Mr. A.T. RamanChairman SEAA

Consulting Editor Business India

Mr. Rakesh Kohli CEO Stag International

Ms. Sudeshna Datta Executive Vice President and Co-founder

AbsolutDataAnalytics & Research

Mr. Dinesh K. Jain CEO Zee Turner Pvt. Ltd

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The event inaugurated on 21st August with a very informative and enriching talk delivered by

Mr.Madhukar Sharma. He structured his entire talk into 2 parts: defining what is Lean Thinking andtaking a case study on Minimization of cost of the circular weaving machine. The content of talk waswell supported by substantial data postulated and graphical representation to give students a factualorientation.

Talking about functional integration in business goal Dr. Rajat Agarwal (Asst. Prof. DoMS,IIT-R) shared his experience about his project on improving the standard of cycle rickshaw andergonomics of their pullers. Further elaborating he introduced us to the project team which includesDr. Rajat Agarwal, Prof. Bhupinder Singh, Mr. Rahul Arora, Mr. Ashish Sharma and Mr. Niraj who arethe alumni of IIT Roorkee. It was a detailed discussion on the issues and challenges faced in duringthe project like the role of contractors (thekedars), psychology and sociology of players in rickshaw

industry and meeting industry standards.

He presented students with a view that targets are primal to be set up and functionalintegration is the means for achieving them. Educating the attendees on how to reduce the costmaterial and processes, he said that it requires a strategy to identify process and cost optimization.Further discussing on the topic of Lean Thinking, he said that it involves Value Analysis and ValueEngineering, Value streams and value mapping; Organic processes; VSM order processing and futurestates.

The next speaker for the day, Mr.Gupta talked about Indian Retail Mortgage Market, itsinefficiencies and mortgage guarantee as a part remedy. He believed the retail mortgage markets are

the engine of growth. He then mentioned mainly 5 factors as the growth drivers for mortgage marketin India, namely; huge housing shortage, excessive funds with public sector bank, growing middle-class, new employment generation and rapid urbanization. He also sensitized the audience withBasel II Credit Risk Mitigation accesses; credit risk management in the form of guarantees and creditderivatives which are unfunded credit protection.

The post lunch session on day one was carried forward by Mr. Sunil Aggarwal with hisvaluable talk on private equity and its functional integration with business goal. The key pointsemphasized by the speaker covered issues like factors responsible for growth of private equity and itspreference by the capital market, nature of Indian investor and features of investing in developingeconomies. Techno-economic viability of the investment option, promoters background to enhance

the utility of the equity, profitability and execution capabilities were the points well elaborated by thespeaker. The macroeconomic issues related to equity like investment in developing countries andprofit related issues in comparison to developed countries were handled as well.

Up next was Mr. Vikrant Chowdhary educated audience about the technology that helpedin transformation and functional integration of business. The session was precisely crisp, interactiveand immensely educating one. Elaborating on above, he stated that Technology being the key driverin todays world cannot be ignored in any discussion while understanding business in terms of itsobjectivity of goals and functions for execution of business strategy. He concluded this session bydiscussing the conversational model that involved the discussion between CIOs and the technologypersonnel. He cited examples from FMCG, Insurance, Entertainment and Infrastructure industries.


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Mr. Manoj Sharma started off his talk on Social Entrepreneurshipwith an inspiring quote -We cannot pretend someone somewhere will make a change. We need to get up to go ahead to make achange.. His work is focused towards Uttarakhand for upliftment and well being of the citizens of thestate and specifically, the people living in remotely located areas with minimal basic amenities. As,social entrepreneurship is a topic which attracts the maximum attention from audience, he raised basicbut important questions during the discussion to ignite the young minds.

Mr. Rahul Arora shared with us the business strategy which he is working on to develop abusiness model for the sole purpose ofuplifting the status of the rickshaw pulleras well as revenuegeneration out of the social cause served by the product. In his concluding remark for the day,,Prof.Bhupinder, in accordance with his experience and simplicity shared his views on issues andchallenges faced in the rickshaw project.

Day IIThe opening session of the second day started on an energetic note as Mr.Prashar, described

the secrets behind the ways of creation of advertisements of telecom giants, Airtel, Aircel andVodafone, and demystifying the target markets of these companies, which they indirectly show inthese ads. He showcased how ads can lead to the rise in market share for a company OR maycompletely drive the company out of market. Session aimed at showing how the present day focus hasshifted from the concept of USP (Unique Selling Proposition) to that of TVP (Total ValueProposition) and UBP (Unique Brand Proposition).

Mr. A.T. Raman then started with the evolution of organizations, wherein he described them tobe the result oforganized commerce, whose structure depended on the choice of the investor. Statingthe nature of the organizations he said, they should ideally be ethical, compliant, professional, andsocially relevant and always make use of the opportunities in spite of the never-ending fear of dying. Being

an expert at ranking the B schools and having around 11 years of experience at this, he specifically tookthe example of a B school to describe its working as an organization. Describing the education industryhe bolstered the fact that it was the fastest growing and the most dynamic among all other industries.

Mr Kohli continued with the event post-lunch on the second day. He stated with a very basicquestion Who is Entrepreneur? According to him an entrepreneur is a dreamer with strong desire toachieve what he wants. He then continued with the various requirements one need to have to becomesuccessful entrepreneur. According to him the various qualities include sincerity of efforts, capabilityfor opportunity detection and capability to take risks. He also feels that an entrepreneur should bepassionate about his work. He gave a very beautiful statement that one needs to have Heart in theBusiness and Business in the Heart to succeed.

Ms. Sudeshna Datta told story of how she started her companyAbsolutData 9 years ago with3 people and how it grew in these 9 years. She then proceeded with a case study of how MarketingAnalytics solved the various challenges and helped clients overcome their problems by campaigningand utilization of sophisticated tools.

The final speaker for the event, Mr Dinesh K. Jain suggested a very valid point that businessmust work not just internally but also externally. He was of the belief that any business is like a see-sawwhere the support is the vision, fulcrum the strategy and on the plank is the business processes. Like thesee-saw the system is never in balance. He then went on to discuss about compromises explained it bygiving examples of organizations which were best in their fields in terms of technology but still not themost demanded ones. He concluded that functional integration is must for success of any

organization and no organization can succeed by gaining expertise in just one department.


12Contd..

@

DOMS


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Moderntechnology

Owesecology

Anapology.

Alan M.Eddison

-Fresh Green Creativity, right from the roots of DOMS

through the leaves of this newsletter



17/21

Vaibhav Mishra

Lo, my pen rises, it wishes to fly,in the wind of my thoughts, like a kite in the sky.

My withering memories have so much to say,this summer it began, in the mid of may.

As names turned into people and people became friends,

the hang-overs, clubbers and most unusual trends.Re-picturing that time is what I desirewhen temper, luck and even the weather was on fire.

Extreme Blue as they called us, meant more than aname,

in the extremes we stood, feeling blue and insane.The men all worked with interests fragile,

the girls all surrounded, their conscious smile.The gloomy expressions, did sympathy evoke,worried husbands on phone needlessly spoke.The ambience indeed lacked shine and glow,time mocked us all running teasingly slow.

The day it kicked off, the drudgery began,we tried in vain, again and again.

No one to look after, nobody to advise,


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Vaibhav Mishra

A curse of indolence or a blessing in disguise?Addled and disappointed we fought with time,

the dreariness of place, adversities of clime.

Till late we realized the culture and the trend,the show, is all that matters in the end.

It was not all that bad you may think as of now,spasms of enjoyment, did we allow.

Stuck at every step, our problems were rife,yet we discussed at coffee, the verities of life.

The blunders at meetings, the cuisines unheard,

and incessant allegations of being a nerd.The joy of barbecue stays deep inside,sheen of Delhi, demystified.

But who am I fooling and trying to deceive,when all I remember is I wanted to leave.

The reason I write is deep in my heart,people once close now far apart.

Confused am I, to be happy or sad,your absence at times will make me feel bad.But I understand the rules and I want you to know,

my wishes will follow wherever you go.


15


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1. It was established as The Native Share & Stock Brokers

Association in 1875 and was the oldest of its kind in Asia. What?

2. In 1940, in San Bernardino, California, Two brothers named Dickand Mac started this restaurant .It became famous in 1948 for the

introduction of Speedee Service System and its original mascot

was a man with a chef s hat on top of a hamburger shaped head

whose name was Speedee. Later Ray Crock purchased it and

brought about a revolution in the industry. What are we talking

about?

3. Name the company where Dhirubhai Ambani began his

professional career in before starting Reliance Industries.

4. Created by Swede Lars Olsson Smith, this brand is not only known

for its products but also the consistent and attractive ad campaigns

that it carries. What are we referring to?

5. Janus, Chicago, Memphis, Millennium, Whistler, Longhorn &Vienna. Identify the connect?

Since we are on the Go-Green theme, here is a bonus question:

State 5 ideas IDEA projected environment conservation via

there What an IDEA Sirjee !!! Campaign. How many of

them actually exist

-J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee

Its Exquizite, Kills your Quriosity and adds to your Quizdom. Need we say

more? Qutopia A Utopia of the best Biz Quiz Tidbits to wreck your brains!Mail in your answers to [email protected] , [email protected] winner will have their names published in the next issue. Answers in the

next issue ofDoMination.

1


20/21


1. Which country reduced the number of time zones from 11 to 9 to

give a big boost to its economy?

2. How do we better know the MinnesotaMining andManufacturing

company?

3. Tony Fernandes used to run a music business successfully until he

met Mahatir Mohammed, the Malaysian PM in 2001 who persuaded

him to buy struggling X for just 1 ringgit. Today X is Asias leading

low cost operator. What is X?4. X left the University of Illinois at Urbana-Champaign after his

second year. He went on to join the University of Chicago for one

term but didnt complete it either. He had put up just 2000$ to start

Y. Identify X and Y.

5. Name the company that provides security solutions to Haji Ali

Dargah, Sri Siddhivinayak Temple in Mumbai and Sai Babas enclavein Shirdi.

6. From the Taj Group of Hotels, this restaurant boasts itself as being

Indias first International restaurant with a focus on organic

ingredients. Identify the restaurant.

The Answers of Qutopia-7 were:

1. Russia

2. 3M

3. Air Asia

4. X- Larry Ellison; Y- Oracle

Corporation

5. Godrej Security Solutions

6. Pure Restaurant

Winners are:

Shekhar Arya from Intel

Arnab Basu (DOMS IITR 2007-09)

Anuj Gandhi (DOMSIITR 2007-09)

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Comments / Feedback Mail to: [email protected]

Tel: 01332-285014, 285617, Fax: 01332-285565

Do Visit: http://www.iitr.ac.in/departments/DM/pages/Index.html

Department of Management Studies,

Indian Institute of Technology Roorkee,

Roorkee Uttarakhand-247667

The TeamEditor

Animesh Agrawal

Sub-Editors:Akanksha TikkuHimanshu Mishra

Prashant Nath Endley

Rama Pruthi

Siddharth Srivastava

Sushant Sharma

Varun GoelDesign Team:Animesh Agrawal

Arushi

Contributors:J.Arjun & Mayur Gurjar

Niranjan RajpurohitTarun Sethi

Shruti Goel

J. Pooja

Vaibhav Mishra

iitr doms monthly magazine domination sept 2010

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