International immersion was an exciting & enriching experience of XLRI's one year General Management Program (GMP) (2009-10), five groups of students travelled to 5 different geographical locations across the globe – to Chicago and New Orleans in USA, Munster in Germany, Lille in France and Manila in Philippines, showing the emphasis XLRI puts on diverse international experience that its students would bring to the class. The 3 week long program focused on familiarizing the students with business climate and industrial scenario of their host countries, as well as giving them a chance to execute a project for different organizations there. For example, the group that went to AIM, Manila visited world Head quarters of Asian Development Bank and participated in round table conference on State Owned Enterprises. The group also worked on consulting projects for companies like Cognizant, Jollibee Foods Corporation, Lafarge etc. and helped them in strategy development & developing forecast model. The team Germany was accompanied by the Dean of GMP program, Dr. Pranabesh Ray. Germany is the home of world's most respected companies like SAP, BMW, addidas, SIEMENS, Deutsche Bank etc. Applying class room teachings, the group developed insight into German manufacturing industry through value chain analysis and studied the corporate strategies of big and medium size companies in Germany. The Chicago group got an unique opportunity of attending CII Conference headed by Mr. Sam Pitroda (advisor to Prime Minister of India), also present were business leaders from Chicago & India and professional turned academician, Raghuram Rajan (IMF Chief Economist, 2003-2006). Further, the group made a visit to Chicago Board of Trade. The group also made a presentation on "Destination India" day, highlighting the exciting business opportunities & quality of human resources present in India. The programme for the New Orleans group was hosted by Tulane University. Besides Company projects, students also participated in a strategy simulation game (CAPSIM) where they created and managed virtual companies that competed against each other for 8 simulated years. Students acting as top management of the company took decisions in various management areas of marketing, operations, finance and HR. The group not only completed the simulations successfully but also made it to the global top 10 rankings amongst world's foremost B schools and Corporations who they were playing the game with. The France team went to IESEG at Lille and did marketing & strategy projects for the world's 4th biggest Home-Improvement Retail company, and visited EU Parliament at Brussels and Paris to interact with local businesses. According to the Dean, "the international immersion programme not only helps executive GMP students understand the nuances of new economic order but also showcases Indian talent to the world". |
Friday, April 16, 2010
International Exposure Module for GMP (09-10)
Here is the summary of International Immersion for GMP 2009-2010 post on XLRI website
Thursday, April 15, 2010
Signing off on a winning note
To pull the rest of the batch to the field,Suraj fired his salvo by his mail...which served both as an invitation and a warning.
Extract reproduced below.
"They were not educated like the learned Romans; Only thing they could read were the ferocious eyes of their opponents. They did not belong to the noble blood, but they tasted blood to entertain the nobility,
When elite Roman studied astronomy and geometry, they learned the language of swords, arrows, dust and blood.
They were the Gladiators ……the entertainers of the elite.
2000 years have passed…………………………but the legend continues,
So as the elite GMPians will busy themselves with books, Some would be fighting for the pride of GMP on the football ground.
They don’t enjoy Grades, they don’t cherish Ranks,
What they enjoy is bruised knees and bleeding elbows.
Coming to cheer them is not the matter of Choice; It is the matter of Guts."
When elite Roman studied astronomy and geometry, they learned the language of swords, arrows, dust and blood.
They were the Gladiators ……the entertainers of the elite.
2000 years have passed…………………………but the legend continues,
So as the elite GMPians will busy themselves with books, Some would be fighting for the pride of GMP on the football ground.
They don’t enjoy Grades, they don’t cherish Ranks,
What they enjoy is bruised knees and bleeding elbows.
Coming to cheer them is not the matter of Choice; It is the matter of Guts."
The mail did the trick. With GMPians coming out in big numbers, the stage was set for the big show.
As the Sun dropped a few degrees to welcome a hot evening, the XLRI football field heated up with an excellent football .The standard of play was expectedly high. Faculty team produced a performance in the first half that saw them levelled at 0-0 despite the GMP capturing the ball for 80% of the time. This first half included intense attacks by the GMPians, strong defence and some excellent airborne goalkeeper enabled saves by the faculty team.
Half Time- GMP- 0………………Faculty- 0
On the risk of a little digression, it should be pointed out that the referee was also feeling the intense competitive heat, but made his all time best efforts to keep up with the fast paced game. There were a few controversies regarding referee deciding against giving offside on two occasions but the high voltage drama continued with the right sportsman spirit. It was a fun filled game with spectators from all age groups. Adults, children, extra players and refreshment serving staff all cheered for their favourite side. The huge number of onlookers ensured enormous vocal output. Photographers with their variously sized cameras clicked every detail of the match.
The second half saw the introduction of young blood from the faculty team. These kids were campus residents and threatened complete demolition of the tiring GMPians. It was this half that saw increasing attacks from the faculty team. However GMPians led by their captain drew the first blood and scored two goals in quick successions. GMPians produced their best display in the past few weeks and proved too strong for faculty team, progressing to the final whistle with a couple of goals more. Thus the lead stretched to 4-0 and XLRI GMP team won the match with a BIG-BANG.
End of the match- GMP- 4…………………Faculty- 0
The agility of our professors and staff members showed their fitness and commitment level. The camaraderie amongst players was evident throughout the game and the post match handshakes and appreciation of each others’ game added to the healthy playing atmosphere. XLRI, we would miss so many things related to you and this match would certainly be one amongst them.
Tuesday, April 6, 2010
Branding - The GMP style
Since the very day, GMPians stepped into XL, they were enthusiastic about strengthening the brand - GMP. The creativity reached its peak when the mail trails started with various slogans to be printed on their T-shirts..... My mail box would have over 200 mails with multiple ideas and suggestions on what should be the design on our 'planned' T-shirts.... We got many many suggestions and some of them are listed below.
"often emulated seldom matched","XLence is everything, rest is IIMaterial or ISBullshit" , "XLence is everything,rest is all IIMaterial", "...neither S nor M, nor it is L... live life in XL...", "it's here... passion n knowledge gel......n together we XL...", "...the confleuence of knowledge brings XLence...", "Live Life XL size", "XLence Rules"
Arguments and counter arguments in favour or against these slogans kept on pouring in our mail boxes. This was just the beginning of a year full of brainstorming sessions for many more things to follow...We started contacting vendors in Delhi, Ahmedabad, Kolkata etc but none of them was ready to print 100 odd pieces as it was too less a quantity for a whole seller. I personally contacted over 20 vendors and asked for samples. Few of them responded positively and most of them simply agreed to send samples but never reverted.
We tried to get in some vendors locally but the quality of the fabric was the issue. Finally we got hold of a vendor in Delhi who was ready to deliver us our most awaited sweat shirts with customized design..
But problems didn't shy away from us even now. The extreme fog in northern India kept on delaying the consignment which could reach us only till the end of January. Rest is just history... For remaining days of winter...the favourite color of GMPians was Black and the most number of times I read XLRI - GMP in a fortnight was on the back of GMPians walking around.
Here is the design we finalized....
And the efforts are on to get t-shirts now!!
Cheers,
Hemant
"often emulated seldom matched","XLence is everything, rest is IIMaterial or ISBullshit" , "XLence is everything,rest is all IIMaterial", "...neither S nor M, nor it is L... live life in XL...", "it's here... passion n knowledge gel......n together we XL...", "...the confleuence of knowledge brings XLence...", "Live Life XL size", "XLence Rules"
Arguments and counter arguments in favour or against these slogans kept on pouring in our mail boxes. This was just the beginning of a year full of brainstorming sessions for many more things to follow...We started contacting vendors in Delhi, Ahmedabad, Kolkata etc but none of them was ready to print 100 odd pieces as it was too less a quantity for a whole seller. I personally contacted over 20 vendors and asked for samples. Few of them responded positively and most of them simply agreed to send samples but never reverted.
We tried to get in some vendors locally but the quality of the fabric was the issue. Finally we got hold of a vendor in Delhi who was ready to deliver us our most awaited sweat shirts with customized design..
But problems didn't shy away from us even now. The extreme fog in northern India kept on delaying the consignment which could reach us only till the end of January. Rest is just history... For remaining days of winter...the favourite color of GMPians was Black and the most number of times I read XLRI - GMP in a fortnight was on the back of GMPians walking around.
Here is the design we finalized....
And the efforts are on to get t-shirts now!!
Cheers,
Hemant
Monday, March 29, 2010
Environmental Markets – The next big thing!
Business opportunities in the Environmental Markets – This was the theme of talk delivered at XLRI by Dr. Ram Babu, CEO - General Carbon. He has over 35 years of professional experience in the Environmental sector and has worked with institutions like National Environmental Engineering Research Institute, PricewaterhouseCoopers and CantorCO2e.
Dr. Ram’s work in the private sector includes environment impact assessments, environment & energy audits, quality & environment management systems and corporate governance benchmarking. From 1999, Dr. Ram focused on developing Clean Development Mechanism (CDM) projects. Ram has participated in setting up many of the systems and processes of the Clean Development Mechanism, which includes development of methodologies, registration of over 50 projects and issuance of over 25 million CERs. Dr.Ram has led some of the early transactions in the compliance and voluntary markets and has been instrumental in developing a variety of carbon finance structures.
Dr. Ram Babu’s visit to XLRI, one of the country’s top notch Business Schools, is part of XLRI’s initiative to impart effectual corporate leadership amongst its students through frequent and periodic interactions with industry experts as part of the CEO Forum. The event was attended by students of General Management Programme(GMP), Business Management and Personnel Management students and faculty.
With consensus finally taking shape around Copenhagen, green technologies and environmental markets offer immense business opportunities in the near future. Dr. Ram Babu in his opening remarks highlighted that in a path breaking paper by the leading economists of the world, the value of services provided by the biosphere have been valued at 1.8 times of Global GNP. With increased focus on climate change and higher commitments of nations under Copenhagen, he opined that the share of Climate balance management Systems/Service in the global GDP would reach a level of 5% by 2020 surpassing the share of IT sector.
He briefly outlined the opportunities in the environmental markets viz., Incentive and market based mechanisms, Open trading under regulations, Self Organized Private deals and Certification and eco labeling of products and services. The market in carbon credits alone is estimated at around 50 billion dollars. Impressed by the keen interest shown by the students of XLRI in becoming partners in tapping this huge opportunity, he offered help in incubating ideas in this domain. Some of the ideas which found favor were investments in improving efficiency in various domains like energy utilities, cold storages, automobile and manufacturing sector etc to generate carbon credits.
The event was very interactive and Dr. Ram Babu answered many questions of students. The questions ranged from the mechanisms under CDM, project financing for carbon credit projects, types of technologies and industries which offer opportunities under carbon credits, etc.
Thursday, March 25, 2010
Tuesday, March 23, 2010
Post Admission FAQs
1. for unmarried students, does XLRI provide a single room or is it on a twin sharing basis?
For unmarried students, the accommodation is a single room with attached bathroom, table, chair, bookshelf, AC, telephone, internet and lightings. The rooms are cleaned daily and there is dedicated housekeeping staff employed by XLRI. You can be assured of a comfortable stay while at XLRI’s GMP residence
2. Do we need to carry an n/w cord with us for the laptop, or is it wireless access to the network?
An n/w cord is always useful. The college is Wi-Fi enabled and each room has a LAN point. Each student is provided with a LAN cord within the first couple of days. To remain connected with the first minute you enter your room, you may carry an n/w with yourself.
3. Are there any shops within or near to the campus to purchase household items?
Jamshedpur is a small city and major shopping centers – Sakchi and Bistupur are about 10 minutes on bike. Within the campus, there a small shop but I don’t think it can handle your grocery requirements. There are a couple of shops just outside the campus gate which should be able to satisfy all your purchase needs including groceries and others.
4. What expenses do we have to budget additionally during our stay?
I understand that food is not included in the fees. Can’t think of any major expenses other than the phone and daily misc spend. You should factor about 50K-1L for the international immersion.
5. Do we need to buy any additional books during the course or are the notes provided by Profs enough?
No additional books need to be bought. They are supplied by the institute. You can choose to carry a few notebooks or you can buy them here.
6. Is there any constraint on the dress code during regular course work?
I hope casuals are okay. During the first term, a professor insists formalwear for managerial communication classes. Otherwise, its casual wear. Formal suites are required for formal gatherings and interviews
7. I understand that hectic would be a small word to describe your schedule, but how often do we get time to interact with student societies? Is there an opportunity to suggest an idea and start your own club?
Students are free to form their own clubs and information exchange committees with GMP peers. GMP has Finance committee, Canteen Committee, Admin committee, Online Group, Toastmasters club and Sports committee. XLRI also has well established clubs encompassing all programs of XLRI, concentration on diverse areas where GMP students are welcome to join. Some examples are: CRESENT (consulting club), Finax (finance association), Maxi(marketing association), Fire@x (Industrial relations & Labour law), SIGMA( social initiative for Managerial assistance) and many more. Information about other clubs is available on XLRI website. Usually, students participate in the events organized by various societies.
8. How often do we have alumni meets or sessions with head honchos? I am asking purely from an n/wing perspective. Such sessions keep happening around the year.
On an average, you can expect to see at least two guest lecturers/CEO forums per quarter. Alumni meets are more planned and happen 1-2 times during the year. There are guest lectures even during regular classes with people from the industry contributing to current topics.
9. Please shed some light on the waitlist conversion ratio . Please convey some inputs on the chances of waiting list candidates and till what number can a waiting list candidate expect for conversion to a final call along with the time frame for the same.
In my batch, I think the waitlist number upto 15 was admitted.
Timelines
you will have to be patient at least till the time admitted guys pay their first installment. Waitlist processing starts only after this date.
11. Do you suggest one should get their own vehicle during their stay in the campus ?
It is highly advisable to get your own vehicle to campus. Jamshedpur is a small city and it increases your mobility within the city and campus. A lot of my batch mates (including me) have their vehicles (car and bike) here on campus. There is ample covered parking area available with the residence blocks. It takes at most 10 mins to walk down to your class from the GMP residence, so even not having a vehicle is not a big deal.
12. Do we have to pay the mess charges in the beginning itself or do we have the option of making monthly payments towards it ?
Mess charges are usually paid along with the installment. We paid 40,000 for annual mess charge. There’s a new cafeteria near the GMP blocks which should also present some decent options!
13. Any suggestions on the preparatory ground work I should do before the course starts ?
The one year at XL is going be quite hectic. You can choose to rest before all the fun (on the run!) begins. If you are keen to start early, you can brush up your skills in Probability, Basic accounting, a little bit of micro and macroeconomics. I suggest you to start following the economic trends and getting used to the terms.
For unmarried students, the accommodation is a single room with attached bathroom, table, chair, bookshelf, AC, telephone, internet and lightings. The rooms are cleaned daily and there is dedicated housekeeping staff employed by XLRI. You can be assured of a comfortable stay while at XLRI’s GMP residence
2. Do we need to carry an n/w cord with us for the laptop, or is it wireless access to the network?
An n/w cord is always useful. The college is Wi-Fi enabled and each room has a LAN point. Each student is provided with a LAN cord within the first couple of days. To remain connected with the first minute you enter your room, you may carry an n/w with yourself.
3. Are there any shops within or near to the campus to purchase household items?
Jamshedpur is a small city and major shopping centers – Sakchi and Bistupur are about 10 minutes on bike. Within the campus, there a small shop but I don’t think it can handle your grocery requirements. There are a couple of shops just outside the campus gate which should be able to satisfy all your purchase needs including groceries and others.
4. What expenses do we have to budget additionally during our stay?
I understand that food is not included in the fees. Can’t think of any major expenses other than the phone and daily misc spend. You should factor about 50K-1L for the international immersion.
5. Do we need to buy any additional books during the course or are the notes provided by Profs enough?
No additional books need to be bought. They are supplied by the institute. You can choose to carry a few notebooks or you can buy them here.
6. Is there any constraint on the dress code during regular course work?
I hope casuals are okay. During the first term, a professor insists formalwear for managerial communication classes. Otherwise, its casual wear. Formal suites are required for formal gatherings and interviews
7. I understand that hectic would be a small word to describe your schedule, but how often do we get time to interact with student societies? Is there an opportunity to suggest an idea and start your own club?
Students are free to form their own clubs and information exchange committees with GMP peers. GMP has Finance committee, Canteen Committee, Admin committee, Online Group, Toastmasters club and Sports committee. XLRI also has well established clubs encompassing all programs of XLRI, concentration on diverse areas where GMP students are welcome to join. Some examples are: CRESENT (consulting club), Finax (finance association), Maxi(marketing association), Fire@x (Industrial relations & Labour law), SIGMA( social initiative for Managerial assistance) and many more. Information about other clubs is available on XLRI website. Usually, students participate in the events organized by various societies.
8. How often do we have alumni meets or sessions with head honchos? I am asking purely from an n/wing perspective. Such sessions keep happening around the year.
On an average, you can expect to see at least two guest lecturers/CEO forums per quarter. Alumni meets are more planned and happen 1-2 times during the year. There are guest lectures even during regular classes with people from the industry contributing to current topics.
9. Please shed some light on the waitlist conversion ratio . Please convey some inputs on the chances of waiting list candidates and till what number can a waiting list candidate expect for conversion to a final call along with the time frame for the same.
In my batch, I think the waitlist number upto 15 was admitted.
Timelines
you will have to be patient at least till the time admitted guys pay their first installment. Waitlist processing starts only after this date.
11. Do you suggest one should get their own vehicle during their stay in the campus ?
It is highly advisable to get your own vehicle to campus. Jamshedpur is a small city and it increases your mobility within the city and campus. A lot of my batch mates (including me) have their vehicles (car and bike) here on campus. There is ample covered parking area available with the residence blocks. It takes at most 10 mins to walk down to your class from the GMP residence, so even not having a vehicle is not a big deal.
12. Do we have to pay the mess charges in the beginning itself or do we have the option of making monthly payments towards it ?
Mess charges are usually paid along with the installment. We paid 40,000 for annual mess charge. There’s a new cafeteria near the GMP blocks which should also present some decent options!
13. Any suggestions on the preparatory ground work I should do before the course starts ?
The one year at XL is going be quite hectic. You can choose to rest before all the fun (on the run!) begins. If you are keen to start early, you can brush up your skills in Probability, Basic accounting, a little bit of micro and macroeconomics. I suggest you to start following the economic trends and getting used to the terms.
Monday, March 8, 2010
XLRI GMP Placements in Business Standard
XLRI GMP Placements is covered in Business Standard. Here is the link
Business Standard
XLRI Jamshedpur will conduct its final placement for the one year full time General Management Programme (GMP) at Mumbai from March 3 to 6, 2010 at St Xavier’s College. Companies like Apollo, SAP, TCS, Mahindra Satyam, Tech Mahindra, Biocon, Wipro Infotech, Daimler and few Tata group companies have already visited the campus. Over 25 students have already been made offers that range between Rs 11 lakh and Rs 28 lakh per annum. Soumya Ranjan Mahakul, secretary of the placement committee, says: “The average experience of the batch of 100 students is around 7 years with half of the batch having average international experience of 3 years. The diversity caters various sectors in the market.”
The institute is optimistic of placements this year and expects increased recruitment in all the sectors. Rajiv Misra, chairman placements at XLRI said, “The response from companies is definitely looking better. With economy slowly regaining its steam, companies are looking forward to these MBAs with substantial industry experience to become their growth drivers. This is evident from the upward trend in the number of companies registering for the placements and also salaries offered. For example, the leading Super Specialty hospital chain in the country has made 5 offers to the doctors in the batch.
Business Standard
XLRI Jamshedpur will conduct its final placement for the one year full time General Management Programme (GMP) at Mumbai from March 3 to 6, 2010 at St Xavier’s College. Companies like Apollo, SAP, TCS, Mahindra Satyam, Tech Mahindra, Biocon, Wipro Infotech, Daimler and few Tata group companies have already visited the campus. Over 25 students have already been made offers that range between Rs 11 lakh and Rs 28 lakh per annum. Soumya Ranjan Mahakul, secretary of the placement committee, says: “The average experience of the batch of 100 students is around 7 years with half of the batch having average international experience of 3 years. The diversity caters various sectors in the market.”
The institute is optimistic of placements this year and expects increased recruitment in all the sectors. Rajiv Misra, chairman placements at XLRI said, “The response from companies is definitely looking better. With economy slowly regaining its steam, companies are looking forward to these MBAs with substantial industry experience to become their growth drivers. This is evident from the upward trend in the number of companies registering for the placements and also salaries offered. For example, the leading Super Specialty hospital chain in the country has made 5 offers to the doctors in the batch.
Friday, February 26, 2010
XLRI GMP Mumbai Placements in Economic Times
XLRI GMP Mumbai Placements in Economic Times
Reproducing text here
After a gap of a year, Xavier Labour Relations Institute (XLRI) will be visiting Mumbai to hold a campus placement week for the students of
its one-year general management programme for working professionals.
Jamshedpur-based XLRI is organising its last leg of placements in Mumbai at St Xavier’s College from March 3 to 6, 2010, and is hopeful that all the students will get placed in four days.
Last year, the institute, known for its programme on personal management, was forced to drop its Mumbai visit due to a lukewarm response from India Inc, which was suffering the effects of the economic slowdown. However, it’s a different story this year. “With the economy changing gears and heightened interest among corporates for hiring, we are visiting Mumbai for final placements,” says associate dean Pranabesh Ray.
Of the batch size of 96 students, 25 students have been placed so far. The placements began in the second week of January. The average salary offered till date is around Rs 15 lakh compared to Rs 13.5 lakh per annum in 2009.
Responses from core sector and information technology companies have picked up this year. Companies in the financial sector too are showing interest. About 15 companies have visited the campus so far. Among them are Apollo, SAP, TCS, Mahindra Satyam, Tech Mahindra, Biocon, Wipro Infotech, Daimler and a few Tata Group companies.
“There is more demand for domain consultants and business development roles in IT companies this year,” says professor Rajiv Misra, chairman, placements. The roles offered are at senior levels like practice lead, assistant VP, directors, general manager, among others. The average experience of the batch is around seven years, and half the batch has an average international work experience of three years.
Reproducing text here
After a gap of a year, Xavier Labour Relations Institute (XLRI) will be visiting Mumbai to hold a campus placement week for the students of
its one-year general management programme for working professionals.
Jamshedpur-based XLRI is organising its last leg of placements in Mumbai at St Xavier’s College from March 3 to 6, 2010, and is hopeful that all the students will get placed in four days.
Last year, the institute, known for its programme on personal management, was forced to drop its Mumbai visit due to a lukewarm response from India Inc, which was suffering the effects of the economic slowdown. However, it’s a different story this year. “With the economy changing gears and heightened interest among corporates for hiring, we are visiting Mumbai for final placements,” says associate dean Pranabesh Ray.
Of the batch size of 96 students, 25 students have been placed so far. The placements began in the second week of January. The average salary offered till date is around Rs 15 lakh compared to Rs 13.5 lakh per annum in 2009.
Responses from core sector and information technology companies have picked up this year. Companies in the financial sector too are showing interest. About 15 companies have visited the campus so far. Among them are Apollo, SAP, TCS, Mahindra Satyam, Tech Mahindra, Biocon, Wipro Infotech, Daimler and a few Tata Group companies.
“There is more demand for domain consultants and business development roles in IT companies this year,” says professor Rajiv Misra, chairman, placements. The roles offered are at senior levels like practice lead, assistant VP, directors, general manager, among others. The average experience of the batch is around seven years, and half the batch has an average international work experience of three years.
Wednesday, February 24, 2010
Tata Steel XLRI Peace Run
The race had three categories for participation-
Tata Steel XLRI Peace Run Short Route (1 km in distance)
Tata Steel XLRI Peace Run Long Route (5 km in distance)
Among the 5 prizes, three were bagged by GMPians-
1. 1st Men - Shreerang Joshi
2. 1st Women - Deepti Chand
Tata Steel XLRI Peace Run Long Route Group (5 km in distance)
1st Group – Ankit Chordia, Bahvin Dalal, Suraj Kumar Singh
However, we managed to win among the XL group. The real winners were children from Tata Sports Academy who beat even the prize winners in our group comprehensively. Kudos to their spirit! With the faculties, families and students coming out in large numbers, the event was a great beginning to the Sunday.
But in GMP, we not only work hard but party even harder. So the same evening, the winners threw up the party for the batch. The party gave a breather to students reeling under the pressure of placements and studies.
Tuesday, February 16, 2010
A Setu for budding Enterpreneurs
Mr. Vijay Shukla delivered a guest lecture to GMP class of 2010 on Entrepreneurship. He is alumnus of IT, BHU and XLRI Jamshedpur.
He started off his career with GSK then moved to E&Y before setting up his first venture, VALUE FIRST.
He later on founded second company by the name of EDUVISOR. Both these companies are running successfully.
His latest venture is very interesting concept "SETU VENTURES", in which he helps entrepreneurs set up businesses.
Thursday, February 11, 2010
Defence deals:Can MNCs get the deal by making the deals B2C?
The purchase of a high involvement product is fairly different from the purchase of a low involvement product. Marketing strategies talk about post purchase dissonance for individual customers but rarely about the dissonance when the customer is a Nation. Incidentally, no government would display any post purchase dissonance due to the fear of facing the nation’s wrath. So a big ticket deal by a developing country does not end up being the dream script of movie writers.
In India, defense deals become a topic of mass consumption only when there are stories of kickbacks associated with them. For the billion plus of Indian population, the wedding at a politician’s residence is a more popular read than a multi billion deal concerning the security of the nation. Many defense equipment manufacturers have been lobbying along with their respective governments to persuade Indian government to buy their products.
In a product as sophisticated as a defense equipment and a deal so complex, is it actually possible to influence the decision makers? Well, I cannot comment on other nations but it is possible in India. A media campaign can create enough fury and flurry of responses to ensure that a Jessica Lal murder case is reopened. A Tata Nano can make the nation feel proud and sell without advertisements. The catch lies in connecting with the ordinary citizens of the Indian Democracy-they react, comment,decide and deliver. Well, India does not take a referendum on defense issues, but once a topic connects emotionally to Indians and comes in media glare, it becomes very difficult for the decision makers to take a decision favoring some Company or nation. Surprising but true, appealing to the emotions of the Indian citizens is the key to strike the defense deals in India.
This brings us to one of the biggest defense deals in the world .The sale of Medium Multi Role Combat Aircraft(MMRCA) to India in a deal which can go up to US $ 10.5 billion. The decision makers in this MMRCA deal are the bureaucrats, Indian Air Force and finally the government of India. So is it possible to influence them by marketing? I believe if the Aircraft manufactures want a fair chance, they need to re think their strategies. India defies conventional wisdom when it comes to many a things.So who is the aircraft manufacturer that should be actually worried? The manufactures like Saab from Sweden who is pitched against the likes of Lockheed Martin, backed by the US government.
I will take the case od Saab Company to develop my strategy.The timing could have never been better for Saab. As the deal gets into the ‘Slog overs’ it is the ideal time to fire the final salvo. But guess what, the likes of Saab have to take the battle to the living rooms of India, something unheard of with defense deals. For an average Indian, a MMRCA is like a commodity, he wouldn’t know much about a twin engine or single engine aircraft. But if this uninterested Indian can be influenced, Saab will definitely have a fair chance in the game.
Let me discuss how Saab can plan its marketing and business strategy for clinching the MMRCA deal. Among all the competitors, Saab is a small fry which is facing financial difficulties. Among the six types of aircraft in consideration, only a deal with one of the two-Gripen and F-16 IN can leave India with a consumer surplus against the sanctioned budget of US $10.5 Billion. Amongst all countries in the race, Sweden is the least aggressive ones in selling its case. Indian government may be sensitized into diversifying its risk given that Boeing is now being awarded the contract of C-130 aircrafts. No other defense equipment excites Indians the way a fighter aircraft does. Fighter aircrafts stir emotions in the rich and masses alike in India. I recommend the following objectives of the marketing strategy for Saab-
a) The campaign should portray the legacy of European companies which produces the world’s most coveted automobiles even though they may not be the biggest automobile makers in the world. It should depict Saab as a class apart and how it produces legendary brands which have no correlation with its balance sheet size.
b) Saab should focus on the fact that it wants to offer its best to India and how a relationship with Saab is for a lifetime(Unlike that with US which is susceptible to future sanctions and arm twisting)
c) The campaigns should focus on Saab being portrayed as an underdog amongst the bigger names.
The stepwise plan to implement these objectives -
Displayed at a bus stop in Delhi
2. Online presence: A new website should be opened up, which should talk about the highlights of Saab’s offer for the deal without going into great deal of technicalities and financials. The website should talk about Saab’s strong lineage and how the present training of pilots in India prepares them for single engine aircrafts. Without mentioning it explicitly, the website should bring out that unlike deals with the US, which can be easily be manipulated by the US and can get into a limbo as a result of US sanctions, Saab offers a partnership for a lifetime. It should also draw attention to the fact that Saab has agreed to transfer of technology with India unlike other players. A contest can be launched, open to students in India. Winners of the contest will be given free ticket to come to Delhi and special passes for the Gripen exhibition.
3. Exhibition: Saab should arrange for a month long display of an actual Gripen aircraft in New Delhi in a prominent exhibition ground, starting 15 days before the actual trial and lasting for a total of one month. In case Saab does not get permission to land and display an actual aircraft, it should attempt to transport a real/full size model to India, even if it involves re assembly of an actual aircraft in India. An event management company should be hired. The Gripen should be made available for display to selected public which include all government officers, bureaucrats, media houses and Defense personnel. They should be given exclusive visitor rights during first 7 days and special slot of 2 hours for the following 3 weeks.
In the remaining 3 weeks, students of premier colleges and schools should be allowed to come for the exhibition after selection through a lucky draw. The journey of Saab and its facilities should be displayed by screening of movie/picture corridor. The visitors should be educated about the world class stature of Saab and Saab’s proposal for the deal. All visitors to the exhibition should be given free gifts like posters/key chains. Needless to say, the exhibition should be covered explicitly by tie up with media and most of the publicity should be generated through public relations and not advertisements. All the clippings of the exhibition should be displayed on Saab’s website and actively advertised on internet on facebook , You tube etc.
4. Public Relations: Ex defence officers of Indian Air Force should be hired to give opinion on the deal on major news channel. These programs are normally automatically aired on the News channel as the day of the deal allocation comes closer. National and regional magazines and Newspapers should be selected to ensure that Saab’s case is published in them.
5. Bollywood magic: Another way of achieving high degree of media publicity is to associate the leading Hindi movie actors of India with Saab’s Gripen. These actors have a cult like following in India. Any news reports which talk about both these association will generate lot of public relations automatically.
6. Competition: There is a strong possibility of the other Aircraft Companies to come up with similar marketing campaigns. Saab should plan the campaign discreetly so that it can have a free run of as many days as possible before other Companies come up with their campaigns. Saab should adequately plan for any negative advertisement campaigns which might come up. Equally important is to ensure that the planned marketing strategy till the exhibition should be successfully implemented lest the government of India comes up with a directive prohibiting advertisements by parties to the defense deals.
All this will entail an expenditure of US $ 25-50 million which can be justified. The Sweden government cannot match the political might of America in lobbying for Saab. The only way Saab can try to clinch this deal is to establish a rapport with the Indian public especially in New Delhi. The campaign will definitely affect the decision makers of the deal but more importantly, it will provide an equal chance to Gripen to get selected.
It is said that When in Rome do what Romans do.Customers be it individuals or Nations need to be influenced into buying a product.Be it for consumables or defence purchases,Branding and effective marketing can make the difference.
In India, defense deals become a topic of mass consumption only when there are stories of kickbacks associated with them. For the billion plus of Indian population, the wedding at a politician’s residence is a more popular read than a multi billion deal concerning the security of the nation. Many defense equipment manufacturers have been lobbying along with their respective governments to persuade Indian government to buy their products.
In a product as sophisticated as a defense equipment and a deal so complex, is it actually possible to influence the decision makers? Well, I cannot comment on other nations but it is possible in India. A media campaign can create enough fury and flurry of responses to ensure that a Jessica Lal murder case is reopened. A Tata Nano can make the nation feel proud and sell without advertisements. The catch lies in connecting with the ordinary citizens of the Indian Democracy-they react, comment,decide and deliver. Well, India does not take a referendum on defense issues, but once a topic connects emotionally to Indians and comes in media glare, it becomes very difficult for the decision makers to take a decision favoring some Company or nation. Surprising but true, appealing to the emotions of the Indian citizens is the key to strike the defense deals in India.
This brings us to one of the biggest defense deals in the world .The sale of Medium Multi Role Combat Aircraft(MMRCA) to India in a deal which can go up to US $ 10.5 billion. The decision makers in this MMRCA deal are the bureaucrats, Indian Air Force and finally the government of India. So is it possible to influence them by marketing? I believe if the Aircraft manufactures want a fair chance, they need to re think their strategies. India defies conventional wisdom when it comes to many a things.So who is the aircraft manufacturer that should be actually worried? The manufactures like Saab from Sweden who is pitched against the likes of Lockheed Martin, backed by the US government.
I will take the case od Saab Company to develop my strategy.The timing could have never been better for Saab. As the deal gets into the ‘Slog overs’ it is the ideal time to fire the final salvo. But guess what, the likes of Saab have to take the battle to the living rooms of India, something unheard of with defense deals. For an average Indian, a MMRCA is like a commodity, he wouldn’t know much about a twin engine or single engine aircraft. But if this uninterested Indian can be influenced, Saab will definitely have a fair chance in the game.
Let me discuss how Saab can plan its marketing and business strategy for clinching the MMRCA deal. Among all the competitors, Saab is a small fry which is facing financial difficulties. Among the six types of aircraft in consideration, only a deal with one of the two-Gripen and F-16 IN can leave India with a consumer surplus against the sanctioned budget of US $10.5 Billion. Amongst all countries in the race, Sweden is the least aggressive ones in selling its case. Indian government may be sensitized into diversifying its risk given that Boeing is now being awarded the contract of C-130 aircrafts. No other defense equipment excites Indians the way a fighter aircraft does. Fighter aircrafts stir emotions in the rich and masses alike in India. I recommend the following objectives of the marketing strategy for Saab-
a) The campaign should portray the legacy of European companies which produces the world’s most coveted automobiles even though they may not be the biggest automobile makers in the world. It should depict Saab as a class apart and how it produces legendary brands which have no correlation with its balance sheet size.
b) Saab should focus on the fact that it wants to offer its best to India and how a relationship with Saab is for a lifetime(Unlike that with US which is susceptible to future sanctions and arm twisting)
c) The campaigns should focus on Saab being portrayed as an underdog amongst the bigger names.
The stepwise plan to implement these objectives -
Displayed at a bus stop in Delhi
2. Online presence: A new website should be opened up, which should talk about the highlights of Saab’s offer for the deal without going into great deal of technicalities and financials. The website should talk about Saab’s strong lineage and how the present training of pilots in India prepares them for single engine aircrafts. Without mentioning it explicitly, the website should bring out that unlike deals with the US, which can be easily be manipulated by the US and can get into a limbo as a result of US sanctions, Saab offers a partnership for a lifetime. It should also draw attention to the fact that Saab has agreed to transfer of technology with India unlike other players. A contest can be launched, open to students in India. Winners of the contest will be given free ticket to come to Delhi and special passes for the Gripen exhibition.
3. Exhibition: Saab should arrange for a month long display of an actual Gripen aircraft in New Delhi in a prominent exhibition ground, starting 15 days before the actual trial and lasting for a total of one month. In case Saab does not get permission to land and display an actual aircraft, it should attempt to transport a real/full size model to India, even if it involves re assembly of an actual aircraft in India. An event management company should be hired. The Gripen should be made available for display to selected public which include all government officers, bureaucrats, media houses and Defense personnel. They should be given exclusive visitor rights during first 7 days and special slot of 2 hours for the following 3 weeks.
In the remaining 3 weeks, students of premier colleges and schools should be allowed to come for the exhibition after selection through a lucky draw. The journey of Saab and its facilities should be displayed by screening of movie/picture corridor. The visitors should be educated about the world class stature of Saab and Saab’s proposal for the deal. All visitors to the exhibition should be given free gifts like posters/key chains. Needless to say, the exhibition should be covered explicitly by tie up with media and most of the publicity should be generated through public relations and not advertisements. All the clippings of the exhibition should be displayed on Saab’s website and actively advertised on internet on facebook , You tube etc.
4. Public Relations: Ex defence officers of Indian Air Force should be hired to give opinion on the deal on major news channel. These programs are normally automatically aired on the News channel as the day of the deal allocation comes closer. National and regional magazines and Newspapers should be selected to ensure that Saab’s case is published in them.
5. Bollywood magic: Another way of achieving high degree of media publicity is to associate the leading Hindi movie actors of India with Saab’s Gripen. These actors have a cult like following in India. Any news reports which talk about both these association will generate lot of public relations automatically.
6. Competition: There is a strong possibility of the other Aircraft Companies to come up with similar marketing campaigns. Saab should plan the campaign discreetly so that it can have a free run of as many days as possible before other Companies come up with their campaigns. Saab should adequately plan for any negative advertisement campaigns which might come up. Equally important is to ensure that the planned marketing strategy till the exhibition should be successfully implemented lest the government of India comes up with a directive prohibiting advertisements by parties to the defense deals.
All this will entail an expenditure of US $ 25-50 million which can be justified. The Sweden government cannot match the political might of America in lobbying for Saab. The only way Saab can try to clinch this deal is to establish a rapport with the Indian public especially in New Delhi. The campaign will definitely affect the decision makers of the deal but more importantly, it will provide an equal chance to Gripen to get selected.
It is said that When in Rome do what Romans do.Customers be it individuals or Nations need to be influenced into buying a product.Be it for consumables or defence purchases,Branding and effective marketing can make the difference.
Subscribe to:
Posts (Atom)