August 2019
PRABUDDH Faculty Article - Pg 1-4 Book Review Pg 5-6 Alumni at Campus Pg -7-8 Elective Description Pg 9-12 Event of the Month-13-14 Life in the Campus Pg
15-
16 FDP Pg 17 Student Article Pg 18-21
16 Knowledge Park II
Greater Noida Ph. 0120-4029333
www.iilmgsm.ac.in
Faculty Article Assumption: a lethal instinct Mr Socalledknowall, “Oh my God, he is
being disappointed, or of not getting what he
coming out of boss’ room. I just met him
wants.
one hour back. He must have told him about my work which I have not completed, yesterday was
the
last
day.
Now
I
understand why he asked for my incomplete work. He must have showed it to boss. This is the reason I don’t feel motivated in completing my work for him. He is not a good team leader. What I
do is always
correct.”
organization- “Ladies and Gentleman, I want to share something very amazing with all of you. You saw in the annual report presented by me just few moments back that we grabbed a very lucrative deal from company Z. And this is just because of Mr Diligent and his team. We want to share this happiness by presenting all of them with a cheque of Rs 50,000 each, along with a
Next day in the meeting“Mr. Diligent and his team have completed
Mr Socalledknowall“ What! How come the task is complete? Oh! now I understand, no wonder he took my hard work, must have just tweaked it here and there and put his stamp on it. He is such a cunning person”. He straightaway went into Mr Diligent’s cabin and ‘very bravely’ barged on him. Actually he camouflaged his assumption anger,
self-importance
Certificate of Appreciation”. All were very happy.
a very tedious task”.
behind
On the annual day celebration of the
or
any
number of other false fronts, but at the root is fear. Fear of being “found out,” or of
Mr Diligent was assigned a new task with new
challenges.
This
time
Mr
Socalledknowall was not in the team. The reason is obvious. He lost an opportunity of working with a very good and supportive team leader. There are less chances of his promotion now, primarily because of his nature of making others responsible for his failures and if anybody succeeds, it is just because of him and secondly he does not believe in hard work and above all assuming all wrong things. May be he’ll not remain
with the company for long. His boss is still
instinctive and we tend to fall into lethal
the same, going high and achieving high
negativity.
along with his team. Mr Socalledknowallis seeing downfall.
assumes has the tendency to get hurt easily. Then to protect oneself from the hurt we
This is what assumption does to us. A person who has the ability of making assumptions has a very unique ability to listen to one story and understand another. Hence
assumption
It is a toxic behaviour- The person who
generates
some
characteristics in the beholder.
tend to lash out others. At that moment it seems to be very justified as we are driven by our own ‘true’ thoughts. But it is toxic which we never understand. And moreover we blame others for our situation. This is always a lose-lose situation
Assumption is always negative. It creates a negative mindset. Rather it is tough to decide what creeps in one’s mind first, assumption or negativity. Or it can be said that one is the creator of another.
It is infectious- There are few around you who are fickle minded and also prone to assumption and the resulting negativity. Your assumptious stories take over their minds and then lo and behold! There is a
It seems to be very easy way out.
herd of sheep overburdened with their self-
Assuming is very easy.
inflicting thoughts moving into one direction
All you need to
have is a completely incomplete information about something and there should be an unwillingness and reluctance to ask about the real situation. And hence there is always a gap in your mind. In the absence of pure information you fill the gap with your own, which is always a self-created baseless and negative filth. Assumption is based on the
without knowing the right way. It is a bad habit- It is very easy to make assumption. It comes in our habit. If any person is more in self-pity mode then assumption becomes their life style. You find it easier to connect to past hurts to get missing information than to ask questions.
previous similar situation and self-inducing
Reassurance
the same pain while recreating the similar
Assumption makes you listen to what you
thoughts. We tend to connect dots based on
want to listen.Assumption is a big barrier to
our created information.
listening. There are barriers like cultural
It is very
of
one’s
assumption:
differences, personal preference, different
are in the understanding of the matter, no
definitions and opinion and it’s amazing that
matter how you are certain of another’s
any of us ever understand one another. But
reasoning or motives and no matter how
this is not the most difficult situation and we
obvious the point may seem to you.
deliberately aren’t able to hear what another is saying to us is simply… “fear!”Here creeps in assumption.
A policeman was heading towards his home after a long and tiring day. But, as he neared home, he was startled by a vehicle that came
Assumption has an overpowering effect-
screeching around a sharp curve and
Assumption overtakes the mind and soul of
narrowly missed his squad car. The driver of
the person. Our mind is in total control of
the car suddenly shouted…“pig” The police
our thoughts. And mind you, our mind is not
officer was suddenly enraged and energized.
a good master. It gets carried away easily. It
He started chasing that car and heads off in
needs a very tough and disciplined control.
hot pursuit. But as he rounded the curve, he
Assumption is the biggest cause of stressWe tend to complain about our stressed life. Is it really always so, or we need to have a reality check. Since assumption is never correct so
you are inclined to take
everything negative. So you tend to think everything negative about others also, making yourself the victim and moreover
ran head-on into a large pig that was standing in the middle of the road! How lethal this assumption is ! By making natural assumption, we get to settle for safety, but have head-on into our own assumptious version of that pig as we journey down life’s highway!
the most positive person surrounded by all
Or
negative persons who are deliberately
Socalledknowall. It can take your life as it
creating trouble in your life. Hence your
did to him when he was actually thrown
stress.Alas! If this can be reverted. Do the
down from high point.
mental audit.
we
Effective
can
become
version
communication
is
of
not
Mr
so
Life is there beyond your thinking
complicated and difficult as we think.
capabilities. –If we are lucky we learn early
Honest communication requires trust, and
in life this lesson but it seldom happens.
taking a risk. We over rely on our past
Don’t assume! No matter how confident you
experiences and on our own limited frame of
reference. We assume that people know
communication actually you are making
exactly what we mean. We assume that
those who are communicating with you
people interpret things the same way as we
more effective.
do. We assume that we have been clear enough--emphatic enough—frequent enough to get our point across. And we’ve been burned too many times. We need to understand and be understood in all communication. Being proactive is the remedy of almost all assumptions. It will lead
to
less
frustrations
that
follow
assumptions. We should be clear and complete in all our communication which is always better than assuming. Never leave any room for others to make assumptions instead. By doing so, you will be more effective as a communicator. And with your
Prof. Anindita Sharma
Book-Review Data-Driven Marketing with Artificial Intelligence: Harness the Power of Predictive Marketing and Machine Learning
pioneers about how AI will keep on influencing online marketing, and the subtleties of how to execute these new tools into the business. The book is sorted out into the following sections:
Author: Magnus Unemyr Paperback: 240 pages Publisher: Independently published (June 6, 2018) Language: English ISBN-10: 1983059013 ISBN-13: 978-1983059018
A link between Marketing and Artificial Intelligence (AI) has been perfectly described in the book. How AI is making an impact on each and everyone’s life has been explained with good detail. The focus of the book is on application of AI in marketing domain. AI is here to give marketing a new dimension which no one has ever thought of. Business pioneers need to focus on AI, or they risk being deserted in the competition. AI is the key driver for bringing enormous alteration in existing business models. It has changed how customers and businesses interact with each other. Remaining at the front line of these upcoming progressions like AI and machine learning is fundamental for any business to stay competitive. This book has presented insights gained from discussions with number of industry
First section is “Introduction” which provides an overview of AI and its utilization in showcasing, clarifies key terms, and lays the right foundation for next sections of the book. Insights are given to realize what is required for moving ahead, regardless of whether you're new to the theme or an accomplished digital marketer. Second section is “How Does Marketing Software Use AI?”which is all about how presently accessible AI frameworks can be utilized for achieving commercial solutions. A discussion has been made on what kinds of items are accessible and what can be achieved by these packages for the business growth. Third section is “Build Your Own AI”, where it is clarified that why an organization should have its own explicit AI arrangement. In present session, supportive instruments for a specific business outline hassle so provided to decide on correct methodology to work with. Fourth section is on “Big Data” which provides a foundation to the information science innovations on which present examination and AI are constructed. Understanding the nuts and bolts of how these frameworks work, enables us to talk
about their execution in the organization. Fifth section is on “Predictive Analytics and Machine Learning” for generating critical information to take a gander about how AI utilizes these huge measures of available data to make tools that would have been unimaginable an age ago. Sixth section is on “AI Algorithms” which talks about popular AI algorithms and how they can be utilized to discover interesting patterns in piles of information. Here, a detailed framework of AI has been demonstrated highlighting the unbelievable intricacy and inventiveness engaged in the making of these frameworks. Seventh section is “Putting your AI to Work” where insights on how self-learning forecast models can be incorporated in the organization's product. Distinctions between a forecast framework and an AI framework, and how they use a feedback system to create information and improving its own performance have been discussed. Eight section is “How Will AI Affect Me and My Business?”which deals with the dangers business may face because of these developing innovations, and how to improve the employer stability have been discussed. AI is set to change the world drastically, and it's critical to comprehend what that will mean for the business. Ninth section is “What's Next in Marketing After AI?”which gives a review of new advancements that may change marketing in the years to
come, when AI become generic. At present, all these ideas appear as scifi but they are right around the corner and might be a piece of our lives sooner than we might suspect. Tenth section is “Changes to the Society Part”, which talks about some of the moral and lawful issues are identified with the machine learning and AI. This is an inexorably significant area of talk as personal computers become good enough to give significant insights by accumulating information in more rigorous manner than humans were ever able to do. This book may give its readers an outline of how AI will keep on influencing digital marketing, and details about how to realize upcoming and existing AI tools into the business. Readers will also see how customary advertising techniques are being employed via self-sufficient, information driven, and self-advancing frameworks for giving higher importance to every client and improving their satisfaction levels which ultimately leads to the larger market share. Market leaders and CEOs have accepted that soon each choice they make will be influenced by AI. Marketing is no special case and it will see changes much quicker and with higher acceptance rate for AI as compare to any other domain. In an AIempowered world, organizations should accustom themselves with new buying practices to remain in business. Learning about AI tools and using the many keep organizations competitive under upcoming business transformations which are essentially a challenging task for any organization. Prof. Vikas Bhatnagar
Alumni at Campus In the first week of August, Ms Titiksha Benerjee, HR Associate, Radisson Blu, Agra visited our campus and had an interactive session with first year students (2019-21 batch). The session focused mainly on work related job attitude required in the hotel Industry. Ms Titiksha shared her role and responsibilities at Radisson Blu and latest
trends within the service Industry. She also shared her own experience in performing her role at Radisson Blu. Students also got ban opportunity to interact with her on a one to one basis. Moreover, many of the students raised various queries regarding career in the hotel industry.
HR Club, IILM Graduates School of Management organized one event on 28th of August, 2019. Three of our alumni Ms. Mansi Kalra, HR Head, Benzara Ecommerce Pvt. Ltd, Ms. Mehak Goel, Sr. Executive, Talent Acquisition, Infoedge India Pvt Ltd, Ms Shivani Singh, Event Manager, Oyo Weddingz.in attended the event. They made the event more delightful
by their presence and judged the finalists in the third round of the event. Each of them asked questions to all the participants based on the situation given to them. In the end, all the alumni shared their experiences and motivated the students with their intellectual advice and guidance. The senior Director of the Institute Major General B.D Wadhwa felicitated the alumni.
Elective Description Performance Management and Appraisal System Appraisal and Performance introduces very
problems and suggest solutions to them. It
important aspects of HR management, such
also trains students in developing of
as understanding employee rights, how to
analytical and evaluative skills to solve
manage employee performance, how to
performance related problems. A focus on
implement performance evaluation systems
practical learning will give students the
and how to complete and conduct employee
knowledge and skills needed to direct and
assessments.
support
The
course
also
reviews
workplace health and safety concerns that can affect employees at work, and the hazards associated with the workplace. This course provides the student with an indepth
understanding
of
performance
Management and Appraisal and the various tools and techniques that can be used to enhance an employee’s contribution to the organization.
supervisors
in
this
important
management function. Learning objectives/ Course Outcomes: The focus of this course is for students to effectively
implement
and
manage
a
performance management system in support of the strategic goals of the organizations. The participants would be able to develop a good understanding to analyze the modern methods
and
techniques
for
effective
This course examines the importance of an
performance appraisal & ways to coach
effective performance management system
members of management.
in helping organizations define and achieve
Understanding
long-term and short-term goals vital to its
management
overall success. It explains and reinforces
system.
the concept that performance management is
not a one-time supervisory event, but an ongoing process of planning, facilitating,
performance and
appraisal
Learning application of various tools and techniques
How to be more effective by
assessing and improving individual and
evaluating
organizational performance. Students get to
performance
understand how to use various methods to
framework
assist the process of diagnosing performance
weaknesses.
your and to
own
applying
a
overcome
Best practices in performance
Job Profile: A focus on performance
review planning.
management is now at the center of HR
Knowledge of analytical and
policies of many companies. The job profile
evaluative
includes:
skills
to
solve
performance related problems
Understanding of role of ethics in performance
management
system.
Specialist – Performance Management
Performance Management Analyst
Human Resource Specialist
Specialist – Business Performance
Job Opportunities: There is a wide range
Management
job
Manager HR (PMS)
opportunities out there for a huge variety of
Enterprise Performance Management
of
performance
management
career option. The main purpose of the Performance
management
Specialist
Lead
position is to develop, coordinate and manage data-driven, quality assurance and
Management
performance measures and programs to support ongoing operations. Support and maintain high potential career development program, policies, processes, procedures, tools and guidelines, specific performance management initiatives are few examples to mention here. Potential company
Recruiters: either
has
Today, an
Every
in-house
or
outsources their performance management job. The potential recruiters in India in 2019 are:
DIC India Ltd, Cyber Group
Consultant - Performance Program Manager – Learning and Performance
Performance and Reward Specialist Prof. Anjali Jindal
Elective Description Making Data Relevant The cutting-edge business center is a data driven condition. The job of data is to enable business pioneers to settle on choices dependent on realities, patterns and factual numbers. In any case, with such a great amount of data out there, business pioneers must almost certainly filter through the clamor, and get the correct data, so they can settle on the best choices about technique and development. Data is at the center of almost every business choice made. HR executives are gathering data from online assets to decide the best individuals to enlist and affirm insights regarding them. Promotion divisions are layering in on marketing department information to discover customers who are prepared to purchase, accelerating the deal shutting process at whatever point conceivable. Business officials must look at greater patterns in the market, for example, changes in pricing of resources, dispatching and producing. By utilizing data adequately, an organization can streamline the way toward getting an item made and placing it in the hands of the client. The costs reserve funds from not doing shotgun promoting or paying a lot for assets can have fundamentally influence an organization's primary concern benefits. Taking a gander at the data and consolidating it into the business system, is the job of the manager.
enables companies to define the products to be offered to customers according to their needs, the marketing strategy to adopt, or the improvements to be made to the production process.
All of us are thinking about data in one or the other way. How can we make data relevant to doing your job? How can data analysis serve to increase your competitive advantage over that of others? The information extracted from the data
Job Opportunities
This course goes beyond graphing data in bar charts or time trends. It makes you think about causal relationships. The examples will be used from various areas of management. Students will also learn various data mining techniques for extracting pattern in the data. Course Outcome The objectives of the course are to give students an understanding of data mining techniques, the ability to perform various data mining techniques on python and the skill to analyze data using classification, association, clustering and outlier detection techniques. Also, students would be able to perform the following actions on raw data.
Data tabulation and cleaning Data scaling and reduction Run basic inferential statistical analysis on Python Analyze data for predictive, clustering and classification analysis for business problems
Quality of data used for analysis is the basis for informed decisions taken by the management. Quality and relevant data is on the top of the most sought list of the
corporates. Relevant datais a prime necessity to get the insights from various applications developedfor nearly every industry sector -- from manufacturing to financial services and beyond. Demand planning, sales forecasting, production planning, pinpoint trends, correlations and patterns in complicated data sets, identify new opportunities for process improvement, provide concise data reports and clear data visualizations for management are just few examples to mention here. Students with good interpersonal skills and entrepreneurial mindset can also opt for self-employment. We over-rely on our past experiences and on our own limited frame of reference We over-rely on our past experiences and on our own limited frame of reference Job Sector Data Analytics, Consulting, Research Job Profiles Trainee Analyst, Analyst, Associate Analyst, Strategic Analyst, Research Analyst, Executive- Analyst, Senior Analyst, Business Analyst Process, Market Analysts Companies on Campus: Few of the companies that visit on campus for placements are: Dion Global, Grail Research, Ernst and Young, WNS, Axvon Consulting, Beroe, Circuitronix, Copal partners, Evalueserve, Mazars, RNCOS E-Services Pvt. Ltd, Redington India, Tradeindia, Daffodil Software, United Lex, Cians Analytics, Continental Device India Private Ltd. etc. Potential Recruiters: MasterCard, Barkley, KPMG etc.
Prof. Vikas Bhatnagar
Event of the Month Think Corp by HR Club The HR Club “Connectors”, IILM Graduate School of Management organised an event “ThinkCorp” on 28 th August, 2019. The student coordinators put lots of hard work under the guidance of faculty coordinators Dr. Shyamali Satpathy and Dr. Anjali Jindal., The objective of this event was to enhance teamwork, coordination, competitiveness, team performance andalso to give studentsan insight into the changing corporate trends. There were total 26 candidates who participated in the event. The participants were dividedinto 13 teams consisting of 2 participant each in a team. Candidates were provided with completeguidelines prior to the process. There were 3 rounds and the first round was named “Kinchip”, based on the projection of some pictures related to HR Concepts.The second round “Quick Fire” was based on corporate affairs. The third round was addressed as “Dealing with Dilemma” based on situational analysis. In this round, the finalists were given 10 minutes to analyse a common work related situation. After this every participant of the 3 rd round came with introducing themselves and then giving solutions to the situation.
Contestants were evaluated on the basis of introduction, identification and analysis of the situation, effectiveness of the solution and overall presentation of their respective teams. Evaluation was done by our esteemed alumni Ms. MansiKalra, HR Head, Benzara Ecommerce Pvt. Ltd, Ms. MehakGoel, Sr. Executive, Talent Acquisition, Infoedge India Pvt Ltd, Ms Shivani Singh, Event Manager, Oyo Weddingz.in. The Winners were 1. 2. 3. 4.
Col. Piyush (winner) Nilesh Roy (winner) Ekansh kochar (Runner up) Sudeep Sadhukhan(Runner up)
The event got over with the prize distribution ceremony followed by Alumni felicitation and vote of thanks. The HR Club was very privileged to have the presence of our Sr. Director Major General B.D Wadhwa throughout the event. He congratulated all the winners and inspired the students with his valuable advice. The experiences shared by all three alumni made the event more informative and inspirational.
Life at Campus Krishna Janmashtami Celebration Krishna Janmashtami is celebrated as the birthday of Lord Krishna who is considered as Lord Vishnu’s incarnation. On this auspicious occasion, students of IILM Graduate School of Management conducted various colourful programs on 24th August 2019. The students played a skit with diverse ‘Leelas’ of Sri Krishna illustrating the fact that whenever there will be dominance of malevolence ‘He’ will reincarnate to destroy the evil and save the good. It was nonetheless brought to life by the scintillating dance performances that represented His ‘Leelas’ and depicted the importance of the occasion. This was
followed by a couple of group songs on the childhood of Sri Krishna. The event comprised of Group Dance on the life of Krishna, Group Songs that show the devotion to Krishna and Nritya Natika. The pranks of Lord Krishna marked the event more fun and frolic. It also made awareness about Indian tradition, custom and culture. It conveyed the strong message “Victory of good over evil.” A ‘Matki Phod’ event was also organized to mark the mischievous nature of ‘Bal Gopal’. After the prasad distribution, the celebration came to an end.
Independence Day Celebration Independence Day is celebrated to remember and salute our great freedom fighters who brought us a free country. On this day all the great personalities are remembered who played a major role in bringing independence to India. Independence Day is special where we all stand together with no discrimination of religion, caste, colour or gender and remember “We all are one�. IILM Graduate School of Management celebrated Independence Day in full enthusiasm. On 15th august flag hosting ceremony took place and sweets were distributed to everyone. A pre-celebration for the Independence Day was conducted on 13thAugust, where various cultural events were organised by the students of
PGDM 1st year. On 13thAugust program was started at sharp 4:15 PM, where student performed cultural dance, patriotic song touching everyone’s heart and soul. Students of theatre club performed a drama which made everyone very emotional. During the program, video of Major General B D Wadhwa, Sr. Director, IILM GSM was played which inspired all as he shared his valuable experience and insights motivating everyone present there in the auditorium. Students of Cultural club organized & managed the entire event, and the amount of hard work they have put in the event was clearly visible. The campus looked beautiful with the tricolor decoration. The program ended with the national anthem.
Inter section Girls skipping rope competition
FDP on Digital Marketing IILM Graduate School of Management August17’2019 FDP on Digital Marketing was organized by importance of 3E’s (Entertainment, Educate IILM Graduate School of Management on and Excite) was understood with various August17’ 2019. The trainer of the FDP was ads. Dr. Seema Gupta, Associate ProfessorThe Trainer discussed the main reasons for Marketing, IIM- Bangalore who is a veteran which Digital marketing is gaining power. in Digital Marketing Domain. She quoted She also mentioned that digital marketing is “Fish where fishes are” to unearth the divided into 3 parts; Paid Media, Owned potential of digital marketing in today’s era. Media and Earned Media. The aforesaid was The Faculty trainer started with difference continued with different types of tools between traditional marketing and digital through which we can check campaign marketing followed by the concept of Paidengagement and compare the quality of our Owned/Earned Model. She associated content with others such as search engine, various social media strategies to explain the seositecheckup, sooule.com, etc. Also, she Awareness to Action Funnel with model of elaborately discussed the tools for SEO, AIDA. Further, she explained the Health SEM and SMM. SEO was explained with factors related to website and analyzing free tools like Soovle, Seo Site Checker, through Media Metrics with respect to ROI. Back-link checkers, Fan Page Karma. SMM The trainer also explained different target and its need were explained with the audience on each platform of social media addition of customer advocacy to the AIDA like Youtube, FB, LinkedIn and twitter. model. SEM was explained in context to search and display ads and the broader The first session started with the meaning of outlook on when to use which form of digital marketing, its ecosystem and how google ads. traditional media needs to be integrated with The participants practiced hands on free online platforms for better reach . It was social sites to check and compare the explained with Nivea Sunburn ad. With potential of the of the campaign through the various online tools she explained how the tools like social metion.com, fanpage karma, online buyers carefully access various online follower wonk etc. The FDP was concluded platforms before making a campaign and with a focus on customer engagement which how a company integrates the paid, owned is the key driver to pull the target segment and earned media in the process. Campaign on social media platforms. strategies on Social Media Platforms like Topical Campaigns, Storytelling, Customer Prof. Shweta Nanda Engagement were discussed with examples. She mentioned some of the strategies to increase the engagement on social media. A clear integration of the AIDA model and the
Student Article Myth of the Great Indian Middle Class. "Change is not a destination, just as hope is not a strategy." - Rudy Giuliani (Former Mayor of New York City) As we all know that the Indian market is a huge diversified market, which is complex in its nature, heritage, culture & religion. Taking cue from the historical data of Indian economics, philosophy, and culture, we get a detailed understanding of Indian economy and the Marketing challenges faced by the global enterprises who want to expand into India. As India is not an easy market to understand and operate in, companies have to go through different and extreme marketing strategies in order to penetrate the market. India is the 7th largest economy of the world and is expected to retake the 4th largest position by the year 2022, but it has a low per capita income. So global ideas on price performance and margin volume equations are totally ineffective. India is an emerging market. The nature of emerging markets is different. But emerging markets need not be virgin markets. The strategy followed should be to change the products to fit the Indian requirements. This is called ‘Indianized Products’. Indian market today is not what developed countries were in their infancy. Countries change around their DNA. The Indian DNA is so different from the rest of the world that the Indian Market will never become like the markets of the western world. After the economic liberalization of 1991, global companies had to make a 180 degree turn in their marketing ideologies. Companies like Coke, Kellogg, Seagram were forced to change their business models to fit better in the Indian Market. In the beginning there was a phenomenal demand boom as the Indian market was now exposed to the huge global market. And this short term high
demand led to the myth of the ‘Great Indian Middle Class’. Companies like Coca-Cola nearly bankrupted themselves when they fell for this myth. In the beginning of liberalization, the demand will always be high, but as time goes on, the supply of desired goods may increase, but the income is still limited. But there is also a steady rise in the use of FMCG products and other services as the per capita income is steadily increasing in a developing country. Products may sell, but it will take time and restructuring of the product to capture the Indian market. This may be termed as the ‘Snowball Effect’ where products will grow, but it will take time and the path is meandering. Global ventures need to rethink their ideas and marketing strategies, and come up with plans like ‘Made in India’ & ‘Indianized Products’. The Indian market is different and contradictory. It forces the business class to go cheaper but demands the best service out of it. Global business leaders satirically states India as “a bullock cart to business class”. India is a Nuclear Superpower; it has pulled off Green Revolution. But it cannot implement the simplest reforms in the most basic needs. Indian markets can be described as a place where old meets new. Even after struggling a lot with the Indian market, multinational companies still want to enter the Indian market because India is a guaranteed to happen story. To survive in the Indian market, the demand structure and the marketing strategies have to be completely different. In the book ‘We are like that only’ the author Rama Bijapurkar describes this unique model as “The Great Indian Rope Trick” which is a perfect symbolism. Studies indicate that the growth
that is on its way in the Indian Market will be mostly from the low income households. Here the low income households outnumber high income households to at least 9 to 2. So the new marketing strategies devised is tailor made for the low income household. This segment of consumers is termed as ‘Bottom of Pyramid’(BOP) consumers. One of the first marketing strategies developed in this concept is shampoo sachets. It is a product that is specifically made to supply high end products to low income household which cannot buy the said high quality product and this concept of “Big things come in small packages” was developed. Giant conglomerates like Unilever followed though this strategy and used power bands like CloseUp, Pepsodent, Sunsilk, Pond’s, Vaseline, Lifebuoy etc to penetrate the BOP. Other initiatives that were targeted to this segment were; ‘ChotuKool’ by Godrej, ‘PUR’ a cheap water purifier developed by P&G etc. In current terms, this BOP is shrinking. Buying a house, installing running water may be considered as a luxury. But comfort products like TV, electrical appliances, gas stoves are no longer categorized as Luxury products for this segment. There are three broad segments in the Indian market: Premium, Popular & Discount. Out of the total market share, 10% of the population constitutes Premium market, next 30% is the Popular segment and remaining 60% is the Discount market. On the basis of the given data, Indian consumers are classified into five primary classes: ‘The Rich’, who are willing to pay more amount of money for better services, ‘The Consuming Class’, who want the maximum for value given, ‘The Climber’, who want benefit maximization, ‘The Aspirant’, who has newly entered the market, & ‘The Destitute’, who are not yet into consumption. Rural and Urban India are evolving at different speeds. 28 states are totally
different from one another. In order to define the true meaning of ‘my target India’ the global ventures need to understand a huge logic of tradition and modernity. In the case of development in rural areas, it is difficult to expand into, but through the help of the internet, wireless broadband and electricity, providing education opportunities we can now aim to achieve social aspirations and focus on child centricity. Now NonAgricultural sector is nearly equal to the Agricultural sector in rural India and is continuously developing. This also resulted in “The New Emerging Indian Women” concept by breaking the taboo of playing the role of housewife. Now women are free to choose and live their life for themselves. They can now pursue their dreams like becoming an entrepreneur or even follow their passion and become another person’s role model. In the end the Indian economy is wild and cannot be tamed by any specific market strategy. Here one size doesn’t fit all. Every product has to go through an extensive examination process for entering and surviving in the tricky Indian market. As stated by the esteemed N.R. Narayana Murthy, Chairman, Infosys Technologies Ltd; developing economies with India and China in the forefront are set to give the world economy its biggest boost in the coming years. It is estimated that in the next decade almost a billion new consumers will enter the Global market as their per capita income increases. So the huge market potential cannot be ignored by the Global Conglomerates and they need to adapt to the needs and wants of the ‘complex and inscrutable’ Indian market.
Ms. Garima Singhal, Mr. Kaustav Bose Batch (2019-21)
Student Article NOKIA: The Downfall Mystery Nokia
is
based
If anyone listen the name of Nokia,
telecommunication and IT company. At
it strikes into everyone but before the fact
one
no
was the Nokia is started as a Paper mill in
competition and it goes front with high
1865 by a mining engineer “FREDRIK” at
speed. Every 90’s kids know about the
Finland. The interesting fact about Nokia
Nokia and even now-a-days also the
is, it’s a name of River. Fredrik has
meme’s and articles are coming up about
another two to three more companies
the Nokia.
rather than the Nokia. In 1967 all together
generation
a
the
Finland
Nokia
has
these three companies merged as one and Once upon a time if anyone wants to
started as “NOKIA CORPORATION”.
buy a mobile or any word came in any discussion the one and only name is
The
newly
started
Nokia
NOKIA. Nokia- it is not only a name, it’s a
Corporation focused on four sectors-
feeling for everyone at that time. In our
“Paper, Electronics, Rubber and Cable”
childhood memories, the Nokia products
rather than these Toilet paper, Cycle tubes
play a vital role. But why and what
and tyres, Rubber, Foot wear and TVS are
happened to Nokia for this generation?
produced. In 1979, the manufacturer of Scandinavian colour TV, Salora was
On those days there is no other product
started joint venture with Nokia. After
to compare with Nokia hardware like
some years the world’s best Nordic mobile
battery life, device build, etc. But what
telephone cellular services are started by
happened to the Nokia, the one and only
Nokia. It was openedin Sweden and
king at that generation and now Nokia is
Norway in 1981 and in Denmark and
not much familiar to anyone. What is the
Finland in 1982. After that the first car
reason for the drop and failure of Nokia?
phone that means mobile senator was launched by Nokia, it was up to 10kgs
Why Nokia failed?
weight. After that in 1984 Nokia was
Brief history of Nokia
totally buy the Salora’s project and change name to “NOKIA MOBIRA OYE” and in
the same year Mobira Talk man was
1991 first GSM call was done by
launched by Nokia. It was the World’s first
FINNISH
portable
years
HOLKERI” using Nokia mobile phone.
MOBIRA CITYMAN 900 first compact
The next year Nokia invented the mobile
phone was launched by Nokia. It was
which can hold easily in hands and
about 800gms and cost was $5400.
launched “NOKIA 1011” in this device
phone.
After
three
Prime
minister
“HARRI
90mins talk time available and we can save Of course the cost was high at that
99 contacts too. After few years “NOKIA
time but the sales was also high. The
2100” launched with Nokia special and
president
Mikhail
separate structure. Nokia set a target of 4
Sergeyevich Gorbache in October 1987,
lakhs pieces of the production but as
the press conference was held between
surprise it takes to 20million sold pieces
Helsinki and Moscow, he used this phone
worldwide. In 1996 it launches“NIKOA
and this phone became as Icon.
9000 COMMUNICATOR” it costs $800
of
Soviet
Union
with all features as word processing for There was heavy competition in the
customers, spread sheet facilities, emails,
market, day by day Nokia sales are
fax, web browsing also available but this
reducing as they are facing losses. Due to
mobile was not as much successful. In the
these losses, the Chairman of company
same year it launches 8100, it has a
KARIKAIRAMO committed suicide by
nickname called Banana phone. This
hanging himself in his home on 11th
mobile was used in a movie “MATRIX” in
December 1988 due to stress and for the
1999.
following year the company faces losses. Then Nokia take a decision and divides the company
into
like
Nokia was huge successful with Nokia
telecommunication, Electronics, Cables
6100 model. Only in 1998 it sold
and Machinery, Data, Mobile phones and
41million mobile phones. Then Nokia
basic industries and other industries was
overtook Motorola in that years and
stopped. In 1989”NOKIA MOBIRA OY”
become the top cellular mobile phone in
changed as “NOKIA MOBILE PHONES”.
the world and it introduced first time
After that the starting of 1990 Nokia
classic snake game in the Nokia 6100.
decided
the
Nokia net sales increase more than 50%
telecommunications and other industries
that year and operating profit increases
was sold except telecommunications. In
more than 75% and stock price also
to
six
focus
divisions
MARKETING
only
on
increases 220% it leads that market
the iPhone. That resulted in 2008 Nokia
capitalization increase from $21billion to
5800 express music phone it sold 8billion
$70billion. In 1998 Nokia 8810 was
pieces but the touch experience didn’t
launched at it is the first mobile without
reach the iPhone then the Nokia downfall
outer antenna.
was started.
In mobile phone challenge Nokia was
Due to this incident the World top
the leader but from 2000 companies was
company Nokia first time experiences the
facing new targets that are wireless and
downfall. Nokia was struggling beat
internet challenges was updating day by
iPhone at the same there was another
day. 3rd generation (3G) was in starting
shock to Nokia that is the releasing of
stage that time. Due to these features
android 1.0 in 2008. It also leads to the
Nokia introduced two multimedia handset
loss of Nokia. Other side iPhone sold
models. In 2001 Nokia released Nokia
increases 330%. The facing loss of Nokia
7650 with first mobile to have an in built
it reflects to the company employees. In
camera and full colour display. And
2009 Nokia dismiss the 1500 employees
world’s first 3G mobile was Nokia 6650
from that time Nokia slowly loses its grip
which was released in 2002, It released
from the market. And the market was
Nokia 1100 as budget friendly phone, this
leading with APPLE and BLACKBERRY
model phone sold 250million pieces. This
with these, the marketing was ruled by
phone stood as the world’s best sold
SAMSUNG
electronic device.
version. The next year the Microsoft
and
HTC
with
android
chairman STEPHEN ELOP was appointed After that Nokia released N-series (N-
as new CEO of Nokia. At the same time
90, N-70, and N-71) started. In 2010 N-8
loses was continuingand the jobs too. Due
mobile was launched. As way every year
to continuous loses facing and unable to
Nokia developing was financial good. But
give best to the competitors.
in 2007 from APPLE Steve Jobs release
In 2011 Nokia tie up with Microsoft
first generation of iPhone. This phone has
with
strategic partnership.
best features and first touch screen
partnership
experienced mobile it became popular in
windows mobile. The combination of
people. This iPhone success moved back to
Nokia and Microsoft first mobile NOKIA
Nokia. Then Nokia team decided to
LUMIA 800 & 710 Smartphone, it was
launched the best ever mobile which beats
success in sales but Nokia didn’t got out
and
help
With this
Nokia
started
from the financial loss. And in the same

To improve various design and
years Nokia dismiss 10,000 employees.
outlook of the product which are
After that NOKIA 920 was released and
attractive to the customers.
success in reviews and sales but Nokia brand value was downfall from 5th place to

Improve atleast one feature compared to the competitors with
98th place.
low price which attracts to the In 2013 Nokia was given their mobile
customers.
and networking to the Microsoft. This is
Mr. Saikumar Panchala
the only decision to help Nokia from the
PGDM 2019-21
losses.
This is not new to Nokia to facing challenges and targets. Nokia was attracted to people the Nokia unable to adopt the challenge. At last Nokia was adopted to that change but it was too late. Nokia unable beat android software smart phone experience with its hardware excellence.
But Nokia was the history makers once upon a time. In 2016 the Microsoft sold Nokia to HMD Company. When the HMD company
started
android
mobile
by
leveraging name of Nokia, since then Nokia started bouncing back. Milestones yet to be achieved: 
Have to promote new innovate technologies applications.
for
its
software
Editorial Board: Dr. Shruti Choudhary Advisory Board: Dr Taruna Gautam, Prof. Rajkishan Nair