Thursday, July 31, 2008

Road ahead Sectors are loving the PE grace

Real estate ruled in 2007. A look at the potential target sectors for 2008

After getting a brief idea about ‘what lies beneath’ and ‘what’s on surface’ the time has come to get a hang of ‘what lies ahead’. Amidst the rollicking PE investments that are sweeping various sectors of the Indian economy, one truth stands out for sure – the ‘sunrises’ of today might be the ‘twilights’ of tomorrow! And as we say this, we dare to add the natural truth that most definitely, some new sector(s) will lead the lap in the race to woo investors. Here’s a primer…

Statistics reveal that the year 2007 was ruled by sectors like real estate and telecom that counted first when it came to the PE favourites category. And this comes as a no surprise as it fell quite in line with the promises that these two sectors held. Therefore, investments in companies like GMR Infrastructure and Bharti Airtel were some of the noteworthy deals in these above mentioned sectors. In terms of percentage value share for the year 2007, sectors like real estate & infrastructure management led the pack, attracting 36% of the net investment share. It was followed by others like Telecom, Banking & Financial services, Media, Entertainment & Publishing and IT & ITeS, which garnered 18%, 17%, 5% and 4% of the total pie respectively. And now talking about what’s bound to happen in the future, let’s consider the following figures. According to a PE firm, SMC, “There are 366 firms claiming to be operating in India and another 69 that are raising capital with plans to be operating soon. Approximately, over 400 funds are active or about to be active in Indian markets. In total, they seem to be sitting on $48 billion to be invested between now and December 10, 2008.” What this clearly proves is that there is no dearth of money flowing into India through the PE route. However, which are the target sectors for these deeppocketed sharpshooters is still a critical and cloudy question to ponder over.

Sudhir Gupta of Planman Financial feels that, “Sectors like education, especially e-education, will rake in big PE money in the coming future. Then there are also other sectors like healthcare, which will also attract huge PE investments.” Well, believe it or not, from career counseling to preparatory tutorials to vocational training companies, education is one of the sectors, which is enticing PE firms big time. 2007 was a great year for healthcare and it seems it will of course remain in vogue. The year saw a whopping $400 million being poured into this sector, and this fad is still far from becoming history. Currently pegged at $34 billion, the healthcare sector is expected to grow to a whopping $40 billion by 2010. “We are certainly looking at buyout opportunities in the domestic pharmaceutical space this year,” opines Sanjiv Kaul, Managing Director, Chryscapital Infrastructure. Sure enough, a look at the figures would prove that the pharma industry has also been a roaring success amongst the money-laden PE firms.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Wednesday, July 30, 2008

Investee: Intelenet Global Ser.

Investor: Blackstone Group

Investment Value: $200 mn


Susir Kumar, Chief Executive Officer, Intelenet Global Services, explains the key rationale behind the Blackstone and Intelenet deal to 4Ps B&M: “We wanted to retain our third party BPO focus and wanted to grow into a global brand. From the outset, we were very clear about what we were looking for in a potential partner. This deal with Blackstone will enable us to continue to grow as a third party BPO service provider and will also help our multi-pronged growth strategy. The association with Blackstone is a mutually beneficial one where Blackstone leverages Intelenet’s delivery capabilities for all its portfolio companies. Intelenet aims to optimally leverage Blackstone’s financial backing to improve and expand its operations. These acquisitions will enable Intelenet to expand its delivery footprint from solely offshore centres, to an on-shore and near-shore capability based out of the US and Latin America. Blackstone is lending its global brand and ready access to its investee portfolio.”

In one of the largest management buyouts in the BPO space, leading PE player Blackstone Group bought out HDFC and Barclays stake in Intelenet Global Services for a consideration of close to $200 million last year. Since incorporation in 2000, Intelenet has grown from 25 employees to over 17,000 employees across 18 locations in India and overseas. The fund infusion is enabling the investee company to become a global service provider with a global delivery footprint. In December 2007, Intelenet acquired two global companies, as part of its aggressive inorganic growth plans.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Tuesday, July 29, 2008

There is room for more vehicles

Karl Slym, MD & President, GM India, told 4Ps B&M, “There is more opportunity for the small cars in India and there is room for more vehicles. We are developing something in our labs and will be launching another car in the Spark segment some time soon.” Clearly this time, GM is leaving no room for mistakes. It is now very clear that GM has chosen the Chevrolet brand as the platform for its future growth. Also all new products introduced will be un der the brand name Chevrolet. Explains Slym, “We added Spark, U-VA, Optra Magnum and Captiva to the Chevrolet brand as it is important to clarify to the customers what the GM brand stands for in India.” As branding holds such relevance, the company is “now banking on brand enhancement and building consumer awareness.” In order to reach these ends effectively, GM is now ready to bring in its premium brands into Indian terrain. “I’ll be definitely going beyond the Chevrolet brand. Presently Chevrolet looks after 90% of the market. Now we also have to take care of the remaining 10% of the market,” says Slym.

With its portfolio and strategy in place, it seems that GM is well on its way to become a wholesome automotive player in India. Apart from the innovative small cars like the Spark and U-VA, the introduction of punchy CRDi’s in its range has further filled the lacuna that was left due to lack of diesels earlier. With the dealer and service outlets growing in numbers, the company is thinking about being both “flexible and nimble” in the long term. Even though Toyota might eventually clinch the numero uno position in the global auto mart, the hard hitting truth remains – GM has left it way behind in the Indian market, a market, which may finally decide the destiny of the global auto market.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Monday, July 28, 2008

Tax guide for dummies...

However much you want, you just cannot avoid filing tax returns. To reduce this inevitable pain, 4Ps B&M gives seat-of-the-pants techniques, of course, for dummies!


The name Benjamin Franklin might not be that familiar to those not well versed with western history. But the philosophy this founding father of America and top inventor gave to this world holds fort till date, with his statement, “Nothing is certain, but death and taxes!” As the financial year draws to an end, taxation is one buzzword which is bound to keep us busy for the next two months. Tax planning has already gained momentum; more so as March is synonymous with taxation. Salaried tax payers, like Sasawata Mukherjee (Geologist, Gujarat State Petroleum Corporation Ltd), comment, “It is only during the last quarter of the year that I gear up for tax planning and in a hurry I have to depend a lot on the agents advice.” It is no wonder that financial products are marketed more during this period. Be it mutual funds (the primary one being the Equity Linked Saving Schemes – ELSS) or insurance policies (Unit Linked Insurance Plans – ULIPs and endowment plans are the major pitch), both eye on capturing a significant share of an individual’s tax-planning kitty, mainly because investments up to Rs.100,000 are eligible for deduction from one’s gross total income under Section 80 C of the Income Tax Act.

Nevertheless, a prudent financial planning requires an individual to view investment or spending decisions through the lens of tax efficiency. Says Santosh Mandal (Tax Consultant, Simon and Cailand Pvt Ltd ), “Not only does the knowledge of tax incidence with respect to insurance or mutual funds ensure a conceptual integrity to personal financial decisions, but it also enables the individual to make the most of every investment by maximizing returns.” And now, the Life Insurance Council (LIC – the industry body of life insurance companies in India) in its pre-budget memorandum to the finance ministry, has sought for the introduction of a separate limit of Rs 1 lakh per year with respect to IT exemptions for just life insurance and pension policies under section 80C. From all these perspectives, the knowledge of tax implications on MFs and insurance policies becomes imperative.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Saturday, July 26, 2008

Collaborate to compete!

But will this enable IBM to nurture more innovations?

After enthralling the tech world with noteworthy technologies like virtualisation, green tech and printing solutions, this time, IBM is gearing up to help the employees collaborate in globally integrate enterprise. With globalisation being the buzzword, multinationals are fighting hard to maintain their connection with geographically dispersed workforce. And to implement its collaboration efforts, IBM has initiated its development platform based on Web2.0 technologies. This development platform, called www.jazz.net, is an commercial community, which helps companies collaborate on the development of Jazz-based technologies.

“Jazz is a wonderful example of the technical innovation that is occurring on the Eclipse platform,” said Mike Milinkovich, Executive Director of the Eclipse Foundation.

This Jazz interface was previously confined to IBM fraternity only, but now it can be accessed by all the development communities. “IBM is redefining how software development and delivery will be done in the future,” said Dr. Danny Sabbah, General Manager, Rational Software, IBM. IBM is also planning to bridge the digital divide in the workforce with Project Bluegrass, which follows three key factors – collaboration, communication and visualisation. Project Bluegrass takes the IBM Jazz technology and provides a platform wherein developers can work and communicate along with interactive visual representations.

Well, with its collaborative approach on full swing, we can soon expect some more innovations from IBM in the employee-communications space.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Tuesday, July 22, 2008

People

In any change process people play a defining role. At Aditya Birla group, continued focus on people related activities have made them the employer of choice

At Aditya Birla group, the people processes have helped in drastically transforming the group. Every innovation that you bring about in terms of people process will have a consequential lift on the employee’s behaviour, productivity, et al. We look at from the employee’s prospective as to what they want, and this included well hiring, development, employee engagement, compensating them well, paying attention to the needs of the employees and taking care of the employees in every manner. So it has to be an array of things that leads to the making of a good working place.

For Complete
IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read these article :-
B-schooled in India, Placed Abroad (Print Version)

IIPM in Financial times (Print Version)

IIPM makes business education truly global

The Indian Institute of Planning and Management (IIPM)

IIPM Campus

Monday, July 21, 2008

Utterly ‘pun’acious


When IIPM comes to education, never compromise

Naughty girl turns forty and still going strong


‘Utterly Butterly Delicious!’ hummed a thumb sized little girl dressed in a polka-dotted frock and so was born a star – a ‘pun’ loving star – who with her bold tongue-in-cheek topicals made way directly into the hearts of millions. The history of the Amul girl can be traced back to 1967, when the first hoarding of Amul came up in Bombay (now Mumbai) and became an instant hit, especially with housewives. The man behind the Amul girl, Sylvester da Cunha (founder of daCunha Communications) who, at that time was working with Lintas, recalls, “We needed a girl who would worm her way into a housewife’s heart.” 40-years hence, the bubbly Amul girl has found her way directly into the Guinness Book of World Records for the longest running campaign ever.

Otherwise an epitome of India’s largest food brand, it is interesting to note that the Amul girl has always been flying high on the hoardings but never seen on television. R. S. Sodhi, Chief General Manager, GCMMF says, “Creatives cannot be easily translated from one media to another. The topicals are created in different languages & pertain to the geographical region they are put in. Every kind of media has different attributes & we need to focus on that particular media, which brings maximum recognition & effectiveness to the brand.”

Amul, a brand of the apex organisation GCMMF, has been an excellent success story of a co-operative organisation – a concept not very popular in India. Its range of dairy products includes milk, butter, ghee, cheese, curd, chocolate, ice cream, et al. The establishment of Amul in 1946 was marked as an epoch in the White Revolution of the country.

Amul’s advertising strategy has followed the concept of ‘Umbrella Branding.’ Amul is the common brand name for most of its products across categories. For instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign ‘Amul doodh peeta hai India,’ conceptualised & created by FCB-Ulka, was drafted to proclaim its leadership position and was targeted at people across all income categories. Says Sodhi, “Our corporate campaign – The Taste of India caters to people belonging to all walks of life & across cultures. It is circled around a one day old child who needs milk as much as to a dead man who needs ghee.”

In November 2006, Amul became the first Indian company to launch its ready-to-drink coffee – Amul Kool Café. Instead of going by the norms, Amul decided to launch this cool summer drink in winters. Explains Sodhi, “Main idea was to break away from the clutter as in summers a whole lot of players come out with their drinks. By launching the drink in winters, we got enough time to establish an efficient supply chain. And it paid off since our sales in winters were equal to the summer sales.” Amul also launched Amul Kool Koko in August 2007 to further stranglehold its position in the Indian beverages market.

In January 2007, GCMMF introduced the Amul range of sugar free and pro-biotic ice-creams. A first of its kind product, the ice creams – Amul Prolife and Amul Sugar Free – are targeted towards the health-conscious and to those having diabetes. The ad campaign that bets high on the health quotient received the world’s most prestigious award – The International Dairy Federation Marketing Award (2007) – for Amul pro-biotic ice-cream launch. However, the sales figures do not stand testimony to the success of pro-biotic ice creams. Avers Sodhi, “Indians are not aware of the benefits of the pro-biotic ice creams. We still have not been able to communicate the benefits to the target segment. Although it is an accepted concept in the western countries, in India we’ll have to make some more investments to spread the message to the target audience.”

Amul is an excellent example of a company making the optimal utilisation of media to promote its products. With advertising and marketing expenditures amounting to less than one percent of its total revenues, Amul stands out for its quality and variety. It is indeed, The Taste of India.

Edit bureau: Savreen Gadhoke

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global
The Indian Institute of Planning and Management (IIPM)
IIPM Campus

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM, GURGAON
IIPM - Admission Procedure
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!


Friday, July 18, 2008

Pricing

When it comes to the Indian sub-continent, price is one factor that can make or break dreams of capitalistic entities. Kishore Biyani did exactly that with his hyper market formula for Indian organised retail

Big Bazaar has definitely redefined organised retailing in India; its USP being the wide array of products available under one roof at amazingly low prices. Till date, it has worked remarkably well for them. But, with inflation and cost of real estate rising, it may well get difficult for Big Bazaar to play on the price front. In that case, an effective supply chain and increased focus on customer care will help Big Bazaar to grow and survive in the long run.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Thursday, July 17, 2008

Long live short selling!

Regulators worldover recognise short selling as legitimate, now it’s time for us to get going...

You can sell what you do not own; this may sound queer for the uninitiated, but then it is not far from reality. Investors can now ‘officially’ make money on a decline in an individual stock or during a bear market, thanks to the advanced investing technique termed ‘short selling’.

A long standing market practice, short selling (or shorting, if you please) has been a subject of considerable debate. Of late, market regulator Securities and Exchange Board of India (SEBI) has permitted all types of investors, including retail and institutions, to undertake short selling after a gap of six years. It had been banned in 2001, post the ruckus created by Ketan Parekh in the stock market. Some are quick to add that short selling has been re-introduced in order to stem the rampage of the bull and to provide players, mostly institutional, the opportunity of cashing in on the ebb as well.

As a concept, short selling is neither complex nor entirely simple. The market regulator defines it as “selling a stock which the seller does not own at the time of trade.” Simply put, it is the practice of selling financial securities that the seller does not own, in the hope of repurchasing them later at a lower price.

Strategically, it allows investors to gain from the decline in price of securities, much against the common perception of purchasing a security in the hope that prices will increase.

There are divergent views with regard to short selling. Avid supporters are of the view that most of the scandals in the stock market involve alleged attempts by the promoters of companies to rig share prices. It not only helps in providing liquidity, but also helps in price corrections of over valued stocks. Agrees F.A. Sarkar (Sharekhan) “it is the absence of short-selling that distorts efficient price discovery, which in turn gives promoters the freedom to manipulate prices.”
For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Saturday, July 12, 2008

For a few rupees more!

The appreciation is not coming to a halt anytime soon...

It is the best, as well as the worst of times for our very own Reserve Bank of India. The good news – inflation has dipped to a five year low of 3.43% much below the RBI’s comfort zone; the bad news – the rupee has appreciated 15% in the last one year against the US dollar. At a crucial juncture when the Indian market is outperforming the rest of the world, the rupee appreciation phenomenon is not really coming to halt anytime soon and the best that the RBI can opt for is to moderate the pace of rupee appreciation, not reverse it.

An appreciating currency is dependent on the market forces of demand and supply operating in the forex markets and it truly signifies a robust and booming economy. Yet, the lamentation over the appreciation, from some corners, calls for due consideration.

Given the fact that most of India’s trade is invoiced in dollars, any change in the dollar’s rupee value has a disproportionate effect on the stakeholders e.g. exporters, importers, lenders, borrowers et al. Exporters get their sales proceeds in dollars, which, with the rising rupee, fetch less amount of rupees as every 1% change in rupee-dollar rate has an impact of 50 bps (100 bps=1%) on exporters. Analysts argue that bringing software industry under the lens of Fringe Benefit Taxation & Minimum Alternate Tax has further added to the worries of the industry already reeling under the pressure of rupee appreciation.

While exporters are in low spirits, it is happy hours for importers, borrowers in foreign currency. Though despite a few setbacks in sectors like IT, textile and leather; other sectors like petroleum, gems and jewellery, engineering et al have been contributing to the growing exports, the 18.91% growth in exports in August 2007 stands testimony to this fact.

With regards to textile and leather, industry players argue that no emerging economy has succeeded without its manufacturing sector becoming competitive globally. “The estimates of Federation of Indian Export Organisation (FIEO) that in the current fiscal, as a result of dip in exports in labour intensive sectors there will be a loss of eight million jobs. Looking at the massive inflow of dollars through ECB and Portfolio Investment, rupee-dollar exchange rate can touch Rs.38 by December 2008,” expressed G. K. Gupta, President FIEO.

The central bank is aware of the fact that an appreciated rupee will evoke more capital inflows and complicate monetary management. Sunil Sinha, Senior Economist, CRISIL, adds, “Currently, RBI is facing the famous ‘trilemma’ (stable exchange rate, free capital flows & an autonomous monetary policy) and it has a very difficult situation ahead of it.” To this end, the RBI has taken few concerted steps e.g. continuous intervention in forex market, imposing restrictions on ECBs, banning overseas borrowing to meet rupee expenditure, encouraging higher dollar spend, raising investment limit in overseas ventures et al. All of these are attempts to ease pressure on rupee appreciation, encouraging capital outflow and to some extent, offset the massive inflow.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

Friday, July 11, 2008

The slow but silent achievers

With a heady bandwagon of celebrity endorsers in their kitty, Emami may be relatively small, but is no pushover...

“Shah Rukh to give Emami a ‘Fair’ deal!” “Shah Rukh – Fair & Handsome for the first time!” As these – and similar news flashes – screamed across media a few months ago, the (ad) World in particular and howling mobs in general gasped at this startling move and went into a tizzy over King Khan’s encore (fans of the superstar will undoubtedly remember the storm-in-a-bathtub he created with his glamorous splash in a LUX ad a couple of years ago) in determinedly re-defining the very spirit of the term, Metrosexual!

Interestingly, the people behind this ground-breaking move, designed to offer a whole new “complexion” to this category, reside in Kolkata and continue to be relentlessly committed to deliver new paradigms in customer satisfaction. Sans the shrill hype, well-synchronised media blitz and insane noise-levels that accompany the publicity dhamaka of some of their better known competitors, this low profile, high result-driver blazes ahead, content to play out its role as a silent achiever.

The Emami story is quite fascinating and began in 1974 when two childhood friends – RS Agarwal and RS Goenka – decided to team up and undertake a voyage of discovery. Managing Director Adtiya Agarwal (son of RS Agarwal) explains that the duo started out by manufacturing talcum, vanishing cream and snow and very soon got into innovation mode. Adi goes into flashback. “In those days, the Kolkata-based multinational Metal Box was the unchallenged numero uno in the supply of quality tin containers. Emami was new, small, unknown and frequently given short shrift. This led to acute supply problems which in turn impacted business.” After being on the back-foot for a while, the duo decided to do their own thing – introduce (never before) plastic containers – instead of tin – for the products with paper labels and gold foil. “It took the market by storm! Gold became the trademark for Emami and everybody was happy.”


This attitude was driven by one simple line of thinking: The retailer was the key catalyst in market movements. The main focus was about manufacturing an attractive customer friendly product, pricing it right and motivating the retailer frat to pull out the stops while doing their number. The duo’s funda was crystal clear and they scored big…

In 1979, they bought out a sick company, Himani (which produced creams and glycerene soap) with plans to revive it. In 1983, they launched Boroplus, a hugely bold move because it dared to trespass the market leader’s – BOROLINE – territory! “It was quite amazing,” says Adi, “because Boroline had a hundred percent share of the market. Once again the duo’s ability to take risks and fly on shrewd thinking connecting with consumer psyche, won the day. Unique and attractive packaging powered by something the market had never ever experienced before – consumer schemes – totally broke new ground and rocketed the product into a whole, new stratosphere. Today Emami enjoys over sixty percent of this category market!!” Trailblazing appears to be an intrinsic part of Emami’s DNA. Today, there’s this big buzz about product-placement (in film) advertising. “Do you know,” says Adi “that we hit this button over two decades ago with a Rajesh Khanna-Rekha-Raj Babbar starrer, Agar Tum Na Hote?” Adi is convinced that the founding fathers had an uncanny ability to constantly connect with the consumer psyche.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Thursday, July 10, 2008

Low Profile... but a Fighter

PATNI COMPUTERS :NARENDRA KUMAR PATNI
Low Profile... but a Fighter

This is an enterprise, which has always been cautious of too much media attention. Keeping itself aloof from the limelight in the past, it has suddenly created ripples in the IT industry through its tremendous global reach. Backed by its ability to adapt to the dynamic market situation, Patni Computer Systems Ltd. (PCL) has always let its work speak for itself.

Struck by the sharp rise in the rupee against dollar, PCL reported a 15.8% drop in third quarter net profit. However, with respect to dollar, the company’s net profit shot up to $27.62 million as compared to $22.28 million last year, reporting a rise of 24%. This was consequential to the rise in the total revenues, which reached 11.7% to $169.452 million. “It’s the integrated service offerings, customer-centric approach, and constant broadening of service offerings along with our unique Verticalisation strategy, that have resulted in Patni’s sustained growth,” Deepak Khosla, Sr. VP, Marketing and Head APAC & Japan, PCL tells 4Ps B&M.

What is quite interesting about PCL is how the company has managed to invade the global market through acquisitions with a view to provide them with expert technical solutions. In October 2007, the company entered into an agreement with UK-based Carphone Warehouse Ltd to acquire the worldwide rights to CPW’s proprietary intellectual property.

But like any other player in the market, PCL is also facing intense competition from big giants, especially with the recent alliance between Wipro Infotech and Cisco.

Competing fiercely, making way towards the big emerging markets and capturing the globe reflects the new energised identity of Patni Computers accomplishing its vision to achieve leadership position in global IT services.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)

Wednesday, July 09, 2008

Just for namesake!

Sumanto Chattopadhyay, Executive Creative Director – South Asia, O&M, speaks his heart out on the ‘UTI=AXIS Bank’ campaign

On the face of it there was no need for a change, as UTI was one of the most preferred and established brands in the Indian financial milieu. Seemingly out of compulsion, but still the name AXIS promises to deliver international compatibility and added youthfulness to the brand. It all started off with twins bombarding our television screens to drill the fact into the mind of the consumers that the two are really one and the same.

What was the brief given by the bank?


The brief was to announce the change of name from UTI Bank to Axis Bank, and to reassure customers that it was only a name change, nothing more, nothing less. Everything else about the brand remains the same. A multimedia campaign was required to announce the change. It would serve to simultaneously reassure customers that the change of name would in no way affect the services offered by the bank.

How did the idea came to your mind?


There was a brainstorming session in which the idea of using twins came up. The popular perception about twins is that they are identical in everyway, except for their names. We warmed up to this idea because we felt that it would be the perfect parallel to convey our message.

Most striking thing about the campaign?

The advantage of using twins as the visual device of our campaign is that people have a fascination with twins. When you see twins you cannot help but stare at them and marvel at their similarities. Therefore, the campaign caught the public’s imagination. We even got calls enquiring about who the twins were. The emotional connect helped gain quick acceptability for the new name.

Any last minutes changes or was the idea perfect from the start?

Visually, the campaign was clear from the start. What we had a debate on was about the copy. What would reassure the customers that the change in name does not reflect a take-over of their bank and that their hard-earned life savings were secure. Finally, we decided to go in for KISS (Keep It Simple, Stupid) and write ‘UTI Bank is now Axis Bank. Everything is the same except the name.’

Was their any difference between perceived and actual outcomes of the campaign?

The response was bigger than expected. It got talked about by the general public, in financial circles and in the ad industry. It generated much media coverage, strengthening the impact of the campaign.

Any problems in the execution of the campaign?

It was difficult to find so many pairs of twins at such a short notice.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)


Tuesday, July 08, 2008

Attrition Management

Lancelot Cutinha, VP (Human Resources), BIG 92.7 FMAttrition Management In 2008, companies will witness increased attrition because of the growing economy. This calls for an out-of-the-box approach to retaining talent and creating new pools. Here are some ideas to toy with:

• Continue to nurture and reinforce the right culture. This entails role-modeling of core values by senior management, inculcating the right values in new-joinees and constantly reinforcing them.

• Keep your associates constantly on your radar. This will help detect signs of disengagement.

• Exploit the talents of your associates.• Treat associates like customers. Listen to them.

• Consider your ‘A’ players for surprise rewards. Unexpected rewards have the power to emotionally fetter employees to their companies.

• Have a career plan for all employees. Managers should plan the careers of their direct reports by understanding their aspirations, advising on strategies, and plugging their competency gaps.

• Blue Oceans. Start fishing for talent in blue oceans rather than resort to traditional sources. This will enable firms to find new, fresh talents.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)

Friday, July 04, 2008

He just won’t let this stupendous success saga ‘Stop’

GOVIND SHRIKHANDE... CEO, Shopper’s Stop
He just won’t let this stupendous success saga ‘Stop’

‘From struggle to stardom’, is the story of a man, who is behind the success saga of India’s one of the largest retail chains – Shopper’s Stop. A Symbiosis alumnus, Shrikhande joined Shopper’s Stop in 2001, when the company’s balance sheets were still painted red. The stalwart took over the reins of the company as COO in 2004, and assumed responsibility to bring back the lost glory. With his rich exposure in textile sector, he has managed to brilliantly synergise retail & textile. Commenting on his experience in the organization Shrikhande asserts, “Here, I have been part of the team which impacted the financial turnaround of Shopper’s Stop, its successful IPO and its transformation into the best department store chain. I believe in team work rather than individual experiences.” A leader by instinct, Shrikhande is bent upon creating a compelling vision and hence chasing it with clear milestones, right resources & great teams. He emphatically believes that people have the ultimate impact in everything. An enthusiast of old film songs and cricket viewing, he also loves reading. His all time favourite book is The Fountainhead by Ayn Rand, as the book still remains extremely relevant even today in both content and philosophy. He is a big admirer of Narayan Murthy and ranks him as his favourite corporate leader. Shrikhande opines, “Narayan Murthy portrays all the values that I cherish – humility, simplicity, focus, team work, delegation & intelligence.” Look’s like there’s no ‘stop’ping this man on the move.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)