The Management

EDGE

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M. Soc. Management Society, College of Vocational Studies, University of Delhi, New Delhi September Issue 8TH Day, 2014

PRINCIPALS MESSAGE

IN THIS ISSUE

Any institution of learning progresses with its students excellence, competence, determination and
participation in extracurricular activities. Students are the building blocks that lay the foundation of any
institution. College of Vocational Studies believes in imparting education in a way that harness the
potent skills in students and provides opportunities which would enable them to face the dynamic and
ever challenging business environment with confidence.
It really makes me glad when students of our college come up with commendable projects and
initiatives. I congratulate M.Soc. (the Management Society) of our college for their idea of publishing a
bimonthly newsletter. I wish them good luck for all of their events in future.

Outernet: The Global FREE Wi-Fi.

DR. SURENDERS MESSAGE

It gives me great pleasure to place before readers our colleges first bimonthly newsletter by M.Soc. (the
Management Society of our college). It is another step in our journey towards excellence and as one of
the premier institutes of the University. This initiative will provide a fresh, practical insight of corporate Meeting AJAY CHITKARA.
world for the students. With this, we empower students to create their minds through words and
express it in a professional manner.
Hope that this will give an opportunity to students to create, assimilate and share their innovative ideas
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Dream

Social Media: A

Everybody has a dream to fly in their victory chariot and kiss their grandiose destination with a triumphant
smile on their face. Everybody has a dream to see themselves valued as jewels.

boon for Businesses

Everybody has a dream to LIVE THEIR DREAM!!

You all have ambled down the lane where your every step was dipped in the uncertainties regarding your
result, your future, your life. At that point it must have felt as if the roof under which you had been
embraced like a child for years is demolished. There were nights when the moon was bright but its
glimmer didnt grace your windows. Still there was always a sunshine that despite of your closed doors
illuminated your dilemmas with its radiant rays.
You guys have gone through every emotion in a very little time. You have had the taste of life. The cocoon
of your hardships has blessed you with the wings to fly.

Jaguar South Africa: Case Study.

We welcome you to your new abode, College of vocational studies, Delhi University. This college will gift
you moments which you will pearl into the thread of your scintillating college life. We, your seniors,
congratulate you for all the achievements you have clinched so far. We are here to act as your confidants.
Time is a needle that will weave us as a family. At every point of our journey together, there will be a
lesson learnt. In the end, there would always be a desire to prolong our journey together.
.

We wish you a blissful future ahead!

2014: An Insight
WELCOME FRESHERS14

Budget

THE MANAGEMEMT EDGE | September Issue 5

TH

DAY, 2014

OUTERNET:
The Worlds Local
Network

small satellite currently in orbit and lease

bandwidth for testing. They now aim to develop
satellites called CubeSats measuring 10cm (3.9 in).
Hundreds of small satellites are going to be
launched in the lower Earth orbit, providing a
global local network by breaking the barriers. The
primary objective of Outernet is to bridge the
global information divide.

byAmanGarg, BMS

Everyone has the right to freedom of opinion

and expression; this right includes freedom to
hold opinions without interference and to seek,
receive and impart information and ideas
through any media and regardless of frontiers.
Article 19 of the Universal Declaration of Human
Rights

Freedom of speech, freedom of expression,

freedom of information, and many more liberties
granted by our governments are going to get a
facelift. Today the people around the world are
more concerned with problems like connectivity
through media, television and internet.
Governments are still planning to achieve selfsufficiency for resources like food, water, and
nuclear power, but we have a different approach
now. Education sector round the globe is going
take a turn in the coming decade. Myriads of
programmes running in nations are going to
evolve. A new era of FREE INTERNET is here.

Yesthe world will have FREE Wi-Fi facility by the

end of July 2015 as proposed by the Media
Development Investment Fund (MDIF). MDIF, a
not-for-profit organization providing financial
assistance to corporates globally is raising funds
for investment in this project called Outernet.
Outernet is able to bypass censorship, ensure
privacy, and offer a universally-accessible
information service at no cost to the global
citizens.
Its already in the phase of developing a lowcost, open source smartphone dongle, lease a

Outernet will reach the remotest corners that are

deprived of the much needed awareness rather
than education. No one will have to shell out
pockets for a Wi-Fi connection. It will transmit
selected internet data audio, video, text and
applications to any Wi-Fi-enabled device,
including mobile phones. Outernet is the modern
version of shortwave radio, says founder Mr.
Syed Karim, MDIFs Director of Innovation. It
seems that Maslows need hierarchy theory needs
an update with an add-on of Wi-Fi
connectivity/internet. An additional benefit of
Outernet is that it will create a global notification

system during emergencies and natural disasters.

MDIF also plans to test CubeSats through
International Space Station by requesting NASA in
the coming couple of months. The challenge is for
the governments now as they wont have the
opacity to bar themselves from cyber-attacks that
may shut the whole system down. Also it would
be much easier to monitor or you can say spy
on the individual activities going around them like
what NSA does. It will turn out to be a blow off for
telecommunication companies as now they may
have to start anew with some other alternative.
With Outernet we will witness a new age wherein
the information availability will be beyond the
conventional. It will be globally accessiblefree,quality information at no cost. So lets look
ahead for a webbed world of information. The
world is out there!
REFERENCES
http://www.mdif.org/outernet-providing-information-tothe-world-from-outer-space/
https://www.outernet.is/

An Epidemic or The
End?
byFizzaNaaz, BMS

Ebola
virus disease is a severe hemorrhagic fever caused
by viral infection which leads to internal and
external bleeding in humans and non-human
primates like monkeys, gorillas and so on. It was
first noticed in 1976 and since is termed as the
most severe epidemic disease in terms of human
fatalities and deaths recorded. It is named after
the Ebola River in Democratic Republic of Congo,
which was one of the sites of the fever's first
reported outbreak.
This virus spreads through direct contact with the
bodily fluids of sick patients. The basic symptoms
show that the virus has a long incubation period
and symptoms appear in approximately eight to
21 days. An infected person is likely to experience
sudden onset of fever, weakness, muscle pain,
headache and sore throat. These symptoms are
followed by vomiting, diarrhea, rash and internal
and external bleeding. Prolonged hemorrhagic
conditions could damage the kidney and liver.
Infected persons become contagious only after
they start showing symptoms, not during the
incubation period.
The2014 outbreak, by far the worst and the most
virulent is currently occurring in West Africa with
the Zaire species of the virus. It began in Guinea in
December 2013 but was not detected until March
2014, after which it spread to Liberia, Sierra
Leone, and Nigeria. The virus has five distinct
species which differ in their virulence for human,
four in Africa and one in Philippines and China.
The World Health Organization said that though
there is currently no available cure or vaccine for
Ebola, a candidate is being rushed through the
trial process to become available by 2015 and
British pharmacy giant GlaxoSmithKline is planning
to start clinical trials of the most promising
vaccine next month i.e. September 2014.
This outbreak in Africa has proved more difficult
to control than previous ones because the disease
is crossing national borders, and is spreading in
more urban areas. Thus, like many other diseases,
awareness, sharp and razor must be the fulcrum
of any management. And for this virus in rage,
awareness itself has to be contagious. From
airport personnel to health care workers, all will
need education and training. All health facilities
must be supplied with infection-control
equipment like gloves, gowns, and masks to
prevent the spread. These global outbreaks
cannot and should never be managed by health
sectors only. Awareness must percolate from the
hazy high to the rock bottom.TOI

Th

THE MANAGEMEMT EDGE | September Issue 5 day, 2014

BUDGET 2014
Is it a step to a great
beginning??
bySaieeshaRastogi, BMS

On 10

th

July, the finance minister of India,

Mr.ArunJaitely presented Indias Budget 20142015.The budget clearly reflected the partys
strong
and
distant
vision
of
sabkasaathsabkavikaas. It was termed as the
beginning of a journey towards a sustained growth
of 7-8% or above within the next 3-4 years along
with macroeconomic stabilization that includes
lower levels of inflation, lesser fiscal deficit and a
manageable current account deficit.
The government has addressed grave and
substantial issues in the budget 2014. To abdicate
the proliferating numbers of the unemployed and
unskilled youth, special programs have been
commenced under building skills and developing
jobs agenda. The government has started with a
very strong commitment to develop a sustainable
skilling ecosystem with the Prime Minister's vision
for building India on the 'Skill, Scale and Speed'
plank and government's full support to build the
Skill India Mission with the announcement of
National Multi-Skill Mission. The employment
exchanges are now made to work as career
centres which will also provide counselling to the
youth so that they are not only informed about
job opportunities but can also pick options
according to their aptitude.
The enhancement of the quality of education is
given a green card by the allocation of Rs 100
Crores for institutes of higher learning, including
five new IITs, five new IIMs and four new AIIMS
across the country.

How can shortage of

labor kill the Indian
Economy?
byDivyanshDua, BMS

'Ache din aane wale hain." Really?

Indian Economy is already facing some of its

toughest battles with the Delhi power crisis, rise in
prices, and the railway fare hike. I'm not blaming
any political party; I'm just here to bring to light
something that has the potential to worsen the
economic state ofIndia.
India has always been famous for its cheap labor
both skilled and unskilled. Countries have
outsourced their labor work here. The past
generation of unskilled laborers who have toiled in
the fields and construction sites are gone. Their

Government has proposed to launch 'Digital India

programmes to ensure broad band connectivity at
village level laying a foundation for technically
advanced India.
The budget also laid ground for job creation
and training, particularly in the BFSI, Infrastructure
and Manufacturing sectors. In the BFSI sector, the
Finance Minister's promise of financial inclusion
and directive to RBI to create a framework for
licenses of small banks is seen as a step in the
right direction to encourage expansion. This
directly points to raise of demand for talent in the
tier II and III locations. The rapidly swelling middle
class
along
with
burgeoning
Small
and Medium Enterprise (SME) growth make these
locations ripe for the BFSI sector to expand. In
addition the urbanization proposal of the
Government to create 100 new cities will
undoubtedly create vast opportunities for the
sector.
Big ticket infrastructure projects such as Rs
4,200 crore set aside for JalMargVikas project on
river Ganga connecting Allahabad to Haldia; ultramodern power projects to be taken up in
Rajasthan, Tamil Nadu, Ladakh with an allocation
of Rs 500 crore; and Rs 37,800 crore allotted
forNational Highways will give an immense fillip
tothe infrastructure industry and will help in
employment
as
the
Power
and
Infrastructureindustry gives jobs to a large section
of the society.
The Budget also reinforced the government's
agenda of giving a boost to the entrepreneurialeco
system in India. Some steps in this direction were:
-

Young Leaders Programme to be set up with

an investment of INR 100 crore

In order to create social awareness and to

terminate some of the societys most aggrieved
problems, government has decided to launch
BetiBachao,
BetiPadhaoYojana to
help
in
improving the efficiency of delivery of welfare
services meant for women. Free Drug Service and
Free Diagnosis Service are planned to be provided
to achieve Health for All. Two National Institutes
of Ageing are to be set up at AIIMS, New Delhi and
Madras Medical College, Chennai. Swachh Bharat
Abhiyan is embarked to cover every household
with sanitation facility by the year 2019.
The budget by far now has been seen as a cogent
document by many corporate leaders. The success
of the initiatives introduced in this are the hopes
of the billions of people. I hope it makes a leap
towards fulfilling the countrys very vision of being
a developed nation. Lets see how far this budget
becomes symbolic to the celebrated statement of
Modi, Ache din aanewaalehain!

10,000 crore start-up fund for new businesses

National accelerators and incubators for startups to be setup
Rs. 100 Crore for start-up village
entrepreneurship for rural population
Rs. 200 Crore for scheduled casteproprietors
Entrepreneurs, who have brilliant ideas that will

children, unlike them, have become engineers,

doctors, building their careers into the white collar
jobs. Why do you think this all have happened?
This is because of the simple reason of learning
from one's mistakes. Who would want to live a life
of a laborer?
Every parent wants their child to lead a
comfortable life. As a result of this, the unskilled
laborers are now migrating from metropolitan
cities back to their villages as the next generation,
i.e. the children, bring home the dough.
With the success of initiatives like Right to
Education and NGO's like Teach for India and MAD
etc., poor children have a shot at a great future.
Now this is good news for India on the human
resource front but definitely a thing to worry
about when it comes to the economic aspect of
our
country.
With labor supply less than the demand, the
equilibrium of labor is disturbed. The labor will
become costly. The work will be delayed due to
paucity of labor force. Some work might not even
be done because of non-availability of labor.

boost the economy, might not take shape if it

involves labor. When projects that are critical to
the economy cannot be undertaken, it will affect
our GDP and other economic indicators. Keeping
the stagnant growth of economy in mind,
something like this will cripple the Indian economy
for
sure.
There is not much data available regarding this
problem, but we can see it at work when our
parents are talking about how tough it is to find a
good labor. This comes as a bad news for labor
intensive industries. Education for all is slowly
being realized but at a significant cost. This
problem can be avoided to an extent if industries
are made more machine friendly. The transition
cost will be something to look out for, but keeping
the long run state of the economy in mind, this
seems
to
be
a
viable
option.
To sum up here, I think that the relevant
authorities should take cognizance of this issue
that can become a mess, at an early stage, and try
and find constructive solutions for it.
NEWS UPDATE

Th

THE MANAGEMEMT EDGE | September Issue 5 day, 2014

connecting with the

housewife or the
home maker on the
front end innovation.
It touched the
necessary chord
understanding the
very need of
connecting with the
customers in the food business
byBharti Gupta, BMS where what you are selling is
otherwise available anywhere else.

The Big Bazaar Story

Cabinet allows 100% FDI in Railways, 49% in defence

The cabinet has decided to allow 100 percent foreign direct investment
(FDI) in railway infrastructure. The FDI cap in defence sector has also
been hiked. According to sources, the railway clearance will include
railway infrastructure that includes high speed train corridors, including
dedicated bullet train corridors as well as dedicated freight corridors,
suburban systems and railway sidings.

ECB set to hold fire on rates, eyes risks from Ukraine

conflict
The European Central Bank is set to hold fire on rates on Thursday as it
waits for earlier stimulus measures to gain traction, while keeping an
eye on emerging risks from the conflict in Ukraine. ECB President Mario
Draghi is likely to put more emphasis on the geopolitical risks to the
euro zone growth outlook after the European Union stepped up
sanctions against Russia for its role in Ukraine's political crisis, which
has already hit confidence.

A pioneer in the world of entrepreneurship, the

retail king of India, Mr. Kishore Biyani, and
Chairperson of the Future Group is an inspiration
to every budding entrepreneur. He conceptualized
his simple ideas and futuristic dreams into fullfledged chain of companies. His direct and sharp
approach towards capturing the middle class
segment proved to be the basis of his success. . He
has various successful ventures such as The Big
Bazaar and Pantaloons under Future Group to his
credit.
He captured the diverse elements of the society,
understood various challenges, putting all his
hard-work, dedication and sincerity into a linear
format and thus, created a history.

Tata Sons-SIA JV 'Vistara' set to take off this October.

THE STORY OF BIG BAZAAR: The

Indian bazaars, mandis, melas have
an environment created by the
traders that gives shoppers a sense
of moment, event and place.
Instead of being fancy or pretty,
these places give the feel of being
authentically no frills. Thus, the
idea behind Big Bazaar was to
reflect the look and feel of the
Indian Bazaars at their modern
outlets, so that no consumer feel
intimidated in their surroundings. The idea was to
make Big Bazaar a comfortable shopping Centre
for the Indian consumers.

Intelligent traffic system to be set up in Ahmedabad

by Japanese firm.

Before proceeding on with this vision, Mr. Kishore

Biyani was clear about two things:

Factories post fastest growth for 17 months in July

Telcos' gross revenue up by 12% to Rs 60,716 cr in
Q1.
India to be developed as refinery hub: Govt.
SpiceJet flies into Rs 124 crore quarterly loss.
Samsung extends deal as Olympics top sponsor to
2020.

UK wants India to open legal sector for Global firms.

TCS board re-appoints Chandrasekaran as CEO-MD
for a period of 5 years.

TRENDING POLL

To never hire a foreign consultant because

they dont know India.

Always keeping the Indian consumer in

mind and not forcing ones likes and
dislikes on them.

Is the Indian Economy turning around after 100 days

of Modi-fied India?

The operations at Big Bazaar captured the essence

of what Future Group was doing- Learning
through experiments.

74%

The Big Bazaar outlets are consciously designed to

look crowded. When a shop looks neat and empty,
the masses never walk into it. There has to be
brush and butt effect and an organized chaos.
Kishore Biyani and his team of expertsencashed
the idea that people like to bump into each-other,
chat, and gossip and eat, all while they shop.
Shopping is some sort of entertainment for them.

YES

18%
NO

8%
CANT SAYTOI

FOOD BAZAAR: Most food retailing chains made a

beginning with the idea that food business is a
supply chain game. They set up a strong back end,
warehouses, distribution centers and more
processes and systems.
Food Bazaar, on the other hand, appealed to the
customer in a very different way. It focused on

Food Bazaar deliberately kept the sourcing model

very simple. It freed up the management as
external businessmen shared the burden of
procuring, storing and transporting the goods.
In Mumbai, Big Bazaar tied up with the largest
wholesaler at Vashi APMC for vegetables which is
also one of the largest wholesalers from cropped
food market for fruits. They were given to
manage the entire backend as well as keep their
own people to manage the category within our
stores. It simplified our business. Food Bazaar and
Big Bazaar developed and expanded without
Future Group getting involved in the intricacies of
each category and the company could focus on
appealing to the customers, says KB.
ANANTH RAMAN, UPS Foundation
Professor of Business Logistics at
the Harvard Business School. Also,
co-authored a case study on Big
Bazaar said For outsiders, the
word big in BIG BAZAAR may be
the more important one, but for
KB, it is the word bazaar which is
more significant. I think what he
correctly realized is that the
classical supermarket which is so
typical in the west may not be
something that most Indian consumers are
entirely comfortable with. He follows the Indian
consumer with passion and retail is all about
appealing to the heart.
RAJAN MALHOTRA, Big Bazaar Head said The
power of risk taking was given to us by KB himself.
When the entrepreneur himself tells you to take
risk and do it in your way, you feel inspired and
get compelled to act. In fact, he had warned us
not to get into the situation where there was a
demand and the supply fell short.
In his book It Happened in India, chairman of
Future Group Mr. Kishore Biyani said When we
started off this business, none of us had any
experience or any famous degrees. All we had was
lots of passion and a few common values that we
cherished simplicity, humility, willingness to
learn and doing things the Indian way. Nothing
was extraordinary about those of us who were
part of the business in the initial stage. And
whatever we have achieved is because the few
ordinary people who got together, believed in the
dream of achieving extraordinary things.

Th

THE MANAGEMEMT EDGE | September Issue 5 day, 2014

I consider each passing day is an exciting journey

One of the youngest CEOs in the country Ajay Chitkara, who has achieved great success at such a
young age talks about his journey and his experiences with SaieeshaRastogi

ME! VIEW
AJAY CHITKARA
Chief Executive Officer, Global Data Business

BHARTI AIRTEL LIMITED

knowledge aimed to aid career advancement for

better life & bonding with fellow students to keep
wider network to help each other and the society
at large.
SR: In the times where the supply exceeds the
demand of the workforce, what are the qualities
according to you is the corporate world looking
for in an individual?

SR: You are a busy personality who has to face

the comprehensive business environment
relentlessly. How is your life as the Chief
Executive Officer of Global Data Business in
Bharti Airtel?
I consider each passing day is an exciting journey
and each interaction with customers and
colleagues is a learning experience. Eagerness to
succeed drives me to explore new avenues for
organizations growth which in turn engages me
productively all the time.
SR: There is no doubt that your success speaks
for you. What is your management fundafor
success?
In this decade of technological advancement,
speed is the essence of success and success comes
with faster decision making.
Believe in team work & collective decision making
for involvement and accountability. I trust in
peoples capabilities and empower them to deliver.
SR: We are management students and each day
of our life as a student has something new to
offer.How would you
describe
your
student
life?
A life of
learning
to
acquire

Person of caliber with innovative mind, dynamic,

committed to excel, adaptable, can do attitude
with tendency to work hard.
SR: Being an integral part of the leading telecom
firm in India, what are the challenges you come
across most frequently?
To keep pace with the ever changing needs of the
customers in terms of technology and value
additions while simultaneously innovate to keep
the cost low.

SR: What are the advantages of working in

telecom sector?
Telecom industry acts as an enabler and is the
carrier of information by all modes, be it voice,
data or video, to all segment of society either B2C
or B2B. New technologies bring new growth
avenues hence Telecom sector remains relevant in
all the times providing ample opportunity for
learning, innovation and growth.
SR: How do you strive a balance between your
personal and professional life?
Time Management & advance planning on
occasions, events and vacation.

approach. Apply principles of rules equally for

oneand all.

SR: What will be your wise words to the students

who aspire to become someone they would be
proud to be known as?
A self-driven man having impeccable credentials
and potential to do things differently from the
rest. A person of values and principles.
SR: Anything else you would like to say to young
management students looking for corporate jobs
after college.
Welcome to the world of opportunities. Here, the
success purely comes on merit, attitude,
willingness to learn and adapt. There is no cap on
growth if one proves diligent and hard working.

Company Facts
Founded: 7th of July 1995
Headquarters: Bharti Crescent, 1, Nelson Mandela
Road, New Delhi, India
Key People: Sunil Bharti Mittal (Chairman and MD)
Parent Company: Bharti Enterprises (52.7%)
SingTel (15.57%)
Vodafone (4.4%)
Subsidiary Company: Airtel Africa
Airtel Sri Lanka
Airtel Bangladesh
Airtel Digital TV

SR: How do you like to spend your free time?

Travelling with family and at leisure time watching
movies & listening music.
SR: Behind every successful man there is a person
who has always inspired him throughout his life.
Whom do you want to give such a credit to?
Mother, who has taught me adherence to basic
principles of life and value systems. A source of
inspiration, motivation and strength, the qualities
which help me stand firm in all circumstances.

Timeline:
1995: Launched in Delhi as Bharti TeleVentures
1999: Acquired JT Holdings
2002: Listed as a public company in NSE &
BSE
2003: Rebranded as Airtel
2009-2010: Partnered with Alcatel-Lucent
2010: Acquired Kuwait-based Zain Telecom

SR: What are the beliefs that still find their roots
in your way of leading life?
Be humble, respect all and have humanitarian

Th

THE MANAGEMEMT EDGE | September Issue 5 day, 2014

Social Media can help

earn more for your
business
by Priyanka, BMS

The social network cannot be ignored, whatever

be the size of business. In fact, it could become
your closet ally, if you are running a small
enterprise.
- money today

We

are already nodes of a web that's

expanding and we're rapidly moving parts of our
lives there. And where there is life, there will be
commerce. Hence social network cannot be
ignored.
Social media, at the basic level, can be used to
build a community around one's offering. Building
a customer base is important in all businesses. But
here,
online,
it's
more
than
that.
KarthikSrinivasan, social media national head,
Ogilvy, says, '' The idea is that when we portray
something through social media, it should be a
person trying to communicate to another. Even
when it is a planned reach, such as on Facebook, it
is usually at a community level. At that point, the
person brings his unique personality to the post.
This humanizes the brand. Facebook and Twitter
are used for both marketing the organization and
specific campaigns. The co-founder and managing
trustee of 'rang De' (an NGO providing microfinance), SmitaRamakrishna have used Facebook
and twitter page for earning more revenue and
mentions that, if one has a facebook page, it
should be kept alive and updated.When one
updates regularly and people engage with them,
that's when one notice that the community is
growing.
Social media not only helps in building a
community, the second area where social network
can help is expanding reach. One can take their
business global at relatively low costs and more
realistically, one
can reach out to
as many people
as one wants or
get customers
that pay most
from all over
the world. This
concept
has
become
so
acceptable
among
the
businesses that
social networking sites even have advertising
schemes to help businesses reach the most
relevant
audience.
Today, the most visible use of social media is by
web entrepreneurs, especially online retailers
(boosting the website traffic is paramount)
Social media marketing or social media for
business involves social media strategy of a
company which should be based upon its
objective. The objective can be building an online
community, lead generation, increase storewalkins or website traffic, revenue generation online,

customers orproviding product information

tobuilding a platform to service customers and
alsoinvolving customers by asking for their
feedbacks.
NishantRao, country manager, LinkedIn India, says
social networks can help strengthen the brand
with employees from a pool of skilled candidates.
A good recruiting platform is worth its weight in
gold.

and a Canadian pension fund were set to purchase

the Karcham and Baspa hydro power projects of
Jaypee for over ` 10,000 crore. The 1,000 MW
Karcham-Wangtoo project is the country's largest
private sector hydropower entity.

The share prices of Reliance Power on 28th July

Social media is the way the marketers convey

their messages to an insatiable audience as it the
one the simplest ways to connect and become
involved with the audience. It helps us
understand our prospects, covert more of them
into clients, and then help them to become our
biggest fans.
An effective Facebook, Twitter, blogging and
email campaigns gives us many opportunities to
develop a beneficial relationship with the target
audience. Consistent and frequent
communication is the key and social media
makes this possible. Social media helps earn a
lot, although it won't improve your bottom line
overnight. But once used effectively, there is a
momentum shift in the business leading to greater
brand identity and brand loyalty.

Changing fate of
Jaypee Group
byAmanGarg, BMS

With Adani Group losing the deal to Reliance

Power, it seems Reliance Power is going to be the
nations largest Power producer. Reliance also
pipped JSW Group for signing Indias biggest deal
in infrastructure sector other than Telecom sector
with Japyee Group.
Anil Ambani owned Reliance Power signed the
MoU with Jaiprakash Group for taking control of
countrys biggest private portfolio of hydro
projects,
1800MW, for
a
`15,000
crore
deal.
This
deal
happened
only after Abu Dhabi National Energy or TAQA
backed out of a $1.6 Billion dollar deal with debt
ridden Jaypee Group. Jaypee had to put its hydro
projects at stake to emerge out of their debt crisis.
The deal happened between Reliance Power and
Jaiprakash Power Ventures Ltd, which is a
subsidiary of Jaiprakash Associates Ltd. It will be
further executed by Reliance Power to its 100%
subsidiary Reliance CleanGen. SBI Capital Markets
was the advisor of thistransaction.
The deal consists of 3 hydroelectric plants
that are in full operation and have an average
asset life of 50 years. Each plant uses run-of-theriver technology and produce electricity without
the need of a large reservoir which compromise
the ecology of those regions. The deal by Abu
Dhabi National Energy Company said that IDFC

went up by 4%. Reliance Power's scrip ended the

day at `94, up 3.47 percent on the BSE. During the
day, it rose by 4.18 percent to `94.65. At the NSE,
it went up by 4.13 percent to close the day at
`94.50. Similar trend was seen at Jaiprakash
Associates and Jaiprakash Power Ventures share
prices that gained 2.95 percent and 3.17 percent,
respectively. The deal came as a surprise as initial
bidders, Adani and Jindal Steel were in the race
and later Reliace clinching the deal gave a blow to
investors and brokers unexpectedly. Reason
behind this deal is that both the giants, Adani
Group & JSW Group were making the deal partly
in cash and share swap with Jaypee. But Jaypee,
being short on cash to get over its debt had to
accept the surprise bid by Anil Ambanis Reliance
Power.

Presently, the group is under crores of debt

pile and that is one of the highest among Indian
corporates. It seems that Japyee is achieving
highs, whether its this deal or the hefty debt. The
debt is the result of expansions in the field of real
estate, infrastructure, cement and power sector
over the
past years.
The group
is trying to
get over
the debt crisis as it sold its cement manufacturing
unit in Gujarat to Ultratech Cement by struggling
to reduce its debt by `3,800. The debt as
estimated by some of the brokerage firms is
approximately `60,000 crore. It is yet to be seen
what Jaiprakash Associates Ltd will do to make
themselves stand again in the market after losing
so much in the power sector in which they had
dominance.ET

Th

THE MANAGEMEMT EDGE | September Issue 5 day, 2014

JAGUAR
SOUTHAFRICA
CASE STUDY

Source: LinkedIn | business.linkedin.com | jaguar.com

Solution
LinkedIn has helped us reposition our
brand and show that potential customers
really can live the dream of drivinga
Jaguar.
- Roland Reid, Marketing Director,
Jaguar South Africa

Jaguar South Africa needed to expand and

modernise the Jaguar brand. The company
wanted to energise their product by engaging
with professional and corporate buyers to show
that the brands luxury machines are in their
reach. So Jaguar opted to reach out to them
through LinkedIn and created a page on it. A year
later, the company has more than 12,500
followers creating a great customer base and an
influential social media network for the image of
their company.

Company Profile
Jaguar South Africa sells luxurious and famous
sports cars. After being sold to Tata Motors, it had
to reinvent itself and create a better market by
giving a contemporary and fresh experience.

Objectives

With this goal in mind, LinkedIn helped Jaguar

and their agencyCyberkinetix to create a
Company Pageon LinkedIn as an online
showroom for the brand and its cars. The brand
has gone through a major relaunch, says Roland
Reid, Marketing Director, Jaguar South Africa.
Jaguar is reinventing itself through itsvehicles
and wewant people on the ground to betalking
about the company and how itschanged. Wesaw
a large concentration of potential customers on
LinkedIn, explains Reid, notingLinkedInsstatus as
the leading business networking site.
The page showcases the companys cars and
allowsLinkedIn Members to recommend them to
their network, producing a powerful viral
endorsement for the brand. It alsoattracts
followers whoreceiveregular updates from the
company. Potential customers can book a test
drive directlyfrom the page which has more than
12,500
followers
and
hundreds
of
recommendations.The
company
recruits
members usingLinkedInAds, SponsoredPolls,
targetedSponsoredInMailMessages ( Emails sent
directly to a MembersinboxfromLinkedIn)
alongsideother social media promotion and more
conventional marketing.

Results

12,500+ company followers

420+ Recommendations

Overcoming perceptions that the Jaguar

brand is very elite

Getting attention and positioning the appeal

to the broader audience

Showcasing the cars in a professional and

business context by turning to bea real
contender for otherGermancarmakers

Get information about the potential

customers and their priorities

The worlds largest professional network with

187M+ members
The ability to reach a high-value business
audience, such as nanciers and C-level executives
The ability to generate earned media through
recommendations
Precision targeting meaning Jaguar knew their
message would be seen by just the right people
Free updates to company followers
Powerful analytics yield actionable data on
member demographics and engagement
Detailed metrics provide proof of impact

Company Facts
Founded : 1922
Headquarters : Abbey Road, Whitley, Coventry
CV3 4LF
Key people : Cyrus P Mistry (Chairman)

WhyLinkedIn?

Followers became brand Associates and

advocates
Insight and feedback alongwith the database
of potential customers
Viral social proof of the network when
members recommend the cars of Jaguar
Repositioning brand and reaching out to new
potential customers

Dr. Ralf Speth (CEO)

Owned by : Tata Motors
Parent Company : Jaguar Land Rover
Timeline :
1966: Merged with British Motor
Corporation
1968: Merged with British Leyland
1984: Demerged
1989: Taken over by Ford
2008: Sold to TATA Group

Th

THE MANAGEMEMT EDGE | September Issue 5 day, 2014

GUESS WHO???
1. Media giant ________ she was born in the rural town of Kosciusko, Mississippi, on January 29, 1954. In 1976, she moved to
Baltimore, where she hosted a hit television chat show, People Are Talking. Afterward, she was recruited by a Chicago TV
station to host her own morning show. She later became the host of her own, wildly popular program, after her name which
aired for 25 seasons, from 1986 to 2011.
2. Both the partners had an idea to make riding a bicycle less work, so in 1903, they founded the Motorcycle Company after
their surnames. In 1904 they built three motorcycles, one of which sold later that year at C.H. Lang of Chicago, the first
dealer of their company soon the world's preeminent motorcycle manufacturer. Over time, one of the partners gradually
removed himself from business operations and spent more time on his philanthropic endeavors.
3.

Born on December 5, 1901, in Hermosa, Illinois. He and his brother Roy co-founded Walt Disney Productions, which became
one of the best-known motion-picture production companies in the world. He won 22 Academy Awards during his lifetime,
and was the founder of theme parks named after him.

Across
4. Which pharma giant makes Viagra?

1.

Oprah Gail Winfrey 2. Arthur Davidson and William Harley 3. Walt Disney

6. Name the deodorant brand from McNroe consumer products.

7. Is the first global brand and was the first company to feature gay relationship
in one of its ad.

CALL TEAM ME
Interested students who want to
contribute articles may contact us.

8. Which brand apparel will you find at barista?

10. What packaging material developed by Sealed Air corporation has become a
Generic name for such brand?
11. Which tech major has acquired the internet security start-up Impermium

Chief Editor s & Designers

which has 2 Indian founders?

SaieeshaRastogi

12. Jeff Bezof created which e-commerce website?

+91-9654053892

Down
1. I am a watch brand whose watch was the first to be worn by an astronaut
walking on moon.

AmanGarg

2. Who has acquired the low-end server business of IBM?

+91-9811803964

3. Luxury brands: if Lexus:Toyota, Acura:Honda, then Infiniti:________?

4. Which company was the title sponsor of 1983 cricket World Cup?

msoc.newsletter@gmail.com

5. Who will operate the Mont Blanc single brand retail stores in India?
6. Which company designed the first smartphone?
7. Last name of the CEO of Air Asia.

ABOUT US
The society is a scintillating endeavor of the young minds of CVS and finds its provenance in College of Vocational Studies, University of Delhi. The
crux of the society lies in the ability to face the ever competitive corporate world by being pragmatic, dynamic and constructive individuals.
Managers and Entrepreneurs in todays world need to have five pertinent and decisive skills- decision making, planning, people skills,
communication and sales. M.Soc. acts as a powerful energizer that spurs you to master them. It aspires to deliver plethora of activities that include
awareness about latest marketing trends, potential career opportunities by delivering guest lectures, educational trips, industrial exposure via visits,
exuberant managerial inter and intra college events, interactive sessions, mentorship programs and much more. It is a rostrum that will help an
individual to emerge as a distinguished self. It aims to bring the best out of one!!
The MSites truly believe to be daring, different, practical, being anything that will assert integrity of purpose and imaginative vision against the playit-safers, the creatures of the common place, and the slaves of the ordinary!

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