An International conference on Strategic Trends on Innovations and Creativity in Management Practices was organized at Anna University on 10th and 11th of September, 2012. The conference was attended by several research scholars from different institutions who presented their papers in their respective domains. More than fifty papers were presented on those two days of conference.
Himsagar, a first year student of DoMS NIT-T, presented a paper on Model Development for Brand Loyalty-A case on Men’s Jeans Wear and bagged the first prize for the best paper award in the marketing session. The paper was authored by Dr. G.Muruganantham, Professor at DoMS NIT-T ,and co-authored by Mr. Magesh, an alumnus of DoMS. DoMS has a tradition of students participating in paper presentations and conferences and expects more laurels to come its way, through its diligent students.
A session on entrepreneurship was organized for the students of NIT Trichy on 17th Sep 2012. Mr. K Ganapathy Subramanian, an alumnus of NIT Trichy, who is also the founder member of StegaCapital addressed the highly participative students. StegaCapital is a firm that provides consultancy services to budding entrepreneurs and its founder was the ideal person for the occasion.
He started with some frightening facts quoting that “95 % of the startups fail and the first 3 years of any business is a valley of death”. He later went on to explain the mantras of how to form a team, from where to get the funding for one’s venture, regarding venture capitalists and about the evaluation criteria for funding a project.
The presentation dealt with the inside out of all the business hustles and bustles. Besides answering to the questions that were shot at him, he also discussed about how to secure one’s idea and the ways to check the feasibility of one’s business plan.
The enlightening session ended up with Mr. Ganapathy encouraging the students to venture into entrepreneurship and find their own footholds in several sectors.
IIM Kozhikode Faculty Dr. Joffi Thomas visited Department of Management Studies (DoMS) NIT Trichy. This initiative was taken by DoMS faculty Dr. G. Muruganantham for the betterment of 1st year MBA students. The participants were enlightened on the topic of ‘Essential elements of marketing mix’ through a practical approach with the help of a case study.
The famous case study of Vora and Company prepared by Neil H. Borden of Howard University was discussed and analyzed during the lecture. The case study explained the existing conditions and the practices followed by the company. It dealt with the history of the company and its strategies on competition, packaging, distribution, pricing, sales, cost and advertising. The problem stated was that the company was a loss making industry. Then the participants were asked to apply their knowledge in marketing to solve the problem after which Dr. Thomas gave his valuable inputs to the same.
Dr. Thomas appreciated the level of involvement and enthusiasm amongst the participants. He also cherished innovative ideas given by them followed by the vote of thanks by Shobhita from the guest lecture committee.
“My dad’s strong” was the ending dialogue by a cute little angel in Complan’s advertisement almost a decade ago. Children have been used in advertisements since time immemorial. Children have been used to aid in more than “just effective communication”, but to have a considerable share in the hearts and minds of the viewers. The power of using children in ads have been exploited by advertisers from time to time as the emotional attachment in the indian value system places more emphasis on the family, which primarily revolves around the child.
If we research the adverts by the different firms over a period of time, it would be clear that there is a trend. Sometimes a success of an ad leads to another me-too kind of ads. The current trend of rising advertisements using children can be very well noticed from the ads used by Reliance Digital to the ads by Ingersoll Rand. Children have been normally used in ads to evoke and attach an emotional value to the ads. Ads are all about emotions, and using children gives an easy approach to get this done.
Quoting my father, whenever he used to get upset of me “Whatever I am doing is for you and whatever I am earning is for you only….” (some words have been censored to keep the author in a better image:) ). Jokes apart, Indian value system revolves largely around the family and especially around the kids. Attaching emotional quotient to advertisements is the prime motive in most of the advertisements. Unless the EQ level is hit with the right impact the advertisements may not yield desirable results. Research has shown that these ads also have a higher brand recall. Product brand recall is very much essential to increase the probability of a prospect researching on the product and increasing the possibility of conversion into a buyer.
This is especially essential in items which are high involvement purchases and in products where there is only little differentiation. Insurance plans are one such product where the possible differentiation is visibly less. The child education plans initially used to have advertisements showing the different features attached to the product. This was in the initial stages of the lifecycle. After the level of differentiation slowly started reducing, they shifted to showcase the parents love for their progeny, and after sometime now the children have become the protagonists. SBI SBI ad, Tata Capital Tata, LIC LIC are some of the names in the financial product category which have been regularly leveraging child-like emotions and children to evoke beneficial responses. The product differentiation is very much reduced in this market. Hence attaching emotional value plays a significant role.
But children and the child-like emotions, mind it not childish, have been utilised in many famous ads from the Tata Nano to Nivea. Even though the purposes are not just to create an emotional moment of parity, but also to evoke the memories attached with our childhood moments and some other features, to which everybody gets easily hooked. For example, Nivea and Pears use children to evoke a comparative response with the skin of a child. Voltas has been using children to attach an emotional value and simultaneously conveying a message to avoid clutter in the AC category which usually has actress or by just displaying a new technology of air conditioning.
Using children as protagonists in advertisements has become a fad. The recent lavishly spent advertisements by foreign major Ingersoll Rand using the pride of the child in having her dad working for the company as the main theme is a proof for this phenomenon. The advertisers are using children to hit the right spot ringing and to get them converted to suitable responses from the target audience- the parents. The influencers are the emotional attachment with the child and the deciders are the Parents. The advertisers have been using the influencers to take the effectiveness of the ads northwards.
Ingersoll Rand ad:
Ingersoll Rand ad
Yes… My entire class went mad about ads when Mr.Sashi, Founder & Director – Praanha Advertising, took the students through a complete journey on advertising in Indian media. The entire process right from the creative brief to the actual shooting of the advertisement was discussed in a very interesting fashion.
The class was thrilled to work on a live case encompassing all the stages of ad development – account planning, concept – story board, product choreography, the visual recall devices, brand perception stimulants and we even designed the entire media mix for the product we worked on.
It was indeed both and enriching experience to work on how to communicate our objective effectively within a stimulated budget. We learned the nuances of the advertising in Indian television, how to calculate the division of slots, the effectiveness of the number and position of slots and even the buying pattern of slots in Indian TV.
So I am sure few of my class mates will go M’AD’ after this session..!!
Author: Kausani Dey (HR club) MBA I
Your boss calls you for an appraisal review meeting (read rating) .You walk into his cabin, confident and content about your performance in past half year. He appraises you with a rating which is way below your expectations and quotes few small mistakes you have committed and knowingly neglects all the hard work you have put in. You are very unhappy with the situation. But you walk away with a smile on your face thinking about the upcoming promotion and onsite opportunity. The question is – Are you not avoiding a conflict????
Conflict avoidance is a very common phenomenon felt in corporate environment. Sometimes it can turn more dangerous than having an actual conflict. But as human beings, we wish to be ‘liked and accepted’ amongst our peers and colleagues. Hence it’s very natural to avoid conflicts.
Avoiding conflicts can lead to increased personal dislikes, decrease in the level of team cohesion and exponential decrease in the performance level. When an employee’s views are not heard and valued, he loses interest in the job and feels demotivated. This in turn reduces the organizational performance.
It is important for the employees to develop conflict management skills. There is no tailor-made solution to achieve the same. But employees can easily improve their approach towards conflict. Take some time to evaluate yourself and think of situations where you should have expressed your disagreements. Consciously practice speaking your mind out when confronted with similar situations in future. Get feedback from your friends and mentors and ask them to critically review your behavior during disagreements. Position yourself as a straightforward talker rather than a fight picker. Give constructive feedback when you see something wrong. Your peers should perceive you as one who speaks his mind.
This will not happen in a day. It is certain that you would feel awkward in the beginning. But over a period of time with proper practice, constructive conflict management skills can be developed.
So next time when your boss calls you for an appraisal review meeting and declares a rating which is way below your expectations, don’t let the fear of conflict hold you back !!