.
A complete 30-session course on the world of retailing by Prof. Dr. Vijay Kumar Jayaram, Founder & Director – SIMERF, a virtual organization involved in management education and consultancy
My first experience as an exclusive retailer in selling vegetables and fruits was unfathomable. I have reached the place of biggest wholesale vegetable supplier in the town after comparing the price of vegetables with the other suppliers and confirmed that this is the best place to get the deal done. I was little apprehensive as the supplier was encircled by lot of seasoned retailers in busy bargaining. The wholesaler identified immediately that I am new into the business (I wondered where he acquired the skill of face reading) and enquired about my business location before getting into the business … When I quoted my itemized requirements, he calculated and tried to push in bulk with some additional discount… but refused as my inner voice cautioned the wastage cost (perishable) …. After rounds of negotiations, the supplier agreed for my quote with discounts lesser than current market rates and he reasoned out the heavy discount. He said he always encourage new start-ups to avoid monopoly in the market, at the interest of consumers. Wow noble value systems are still in existence … I cursed the cynicisms that values are dead in a fierce competing world ,,,, my heart lauded the supplier for a moment , with a great sense of pride that I have partnered with an honest supplier in the town in my maiden transaction itself.
I moved all the vegetables to my shop and waited for the customers next morning. I was pretty sure that my shop is going to be an instant hit in my location as I managed to get vegetables at a much lower cost from the wholesaler than the other big house retailers. Customers started pouring in. To my dismay many of their faces were little unpleasant after looking at the price tag, and they all ended up with petty purchases. I was confused for a while and enquired a customer about this. A sharp nail hit straight on my forehead “prices are higher than big retail house, so not happy with the store”… I was taken a back. I got the best deal in the town on the day, so mine should be the minimum... how it is possible?? ….I was suspicious at his complaint. I checked the price in other retail shops through my small workforce … yes its true... they are selling at a lower price than my shop for sure!!!! But how is it possible? I came to know that my competing retailers purchased at the goods at a much lower price than me from the same wholesale vendor … I turned mad when I realized that supplier fooled me with his words …. I lost in the game... my neighboring retail stores were doing well… My venture was a total fiasco. I don’t know what to do...
“Time is up guys”, Prof. Vijaykumar shouted at his base voice to break the utter chaos prevailed in the classroom to reach us ….. I came out of my retailer avatar. Yes, the above mentioned retail business was a real time simulation game in the world of retailing course. Supplier roles were played by four students and rest of us have to be a retailers as well as customers …it was a total chaos for whole 1 hour & 30 min… perhaps if any one listened to the conversations alone .. I bet that they would have presumed it to be a koyambedu vegetable market…After an exhausting role play, we all settled down and shared our experiences as a retailer as well as customers…. And also the students who played the role of wholesalers merrily explained the tactics that they have followed to run a profitable business. I was fuming at them as I was one the victim of their conspiring strategy. Professor was stunned when he came to know that group of students formed a cartel during their transaction with suppliers… I looked at my friend who also lost in the game. We exchanged a sigh at each other and shrugged the shoulders as usual.
Once we were done with the feedback about the simulation exercise, professor explained about the retail business by correlating our experiences in the exercise. He explained the different roles that are being played by a retailer, wholesaler and the intricacies involved in it. When we raised our concern that if some more constraints for Wholesaler would have reduced the chaos in the game, we were informed that its simulation is based on “Synetics” , a state where there will be free flow of thought and hence the learning will also be maximum .. Yes that’s sounds true to us from the experiences we gained from the simulation exercise..
Since then I became a fan of professor VKJ for his unique style of teaching and I was looking for his sessions every week. I was in the state of bliss when he announced that we are going to have two more simulation exercise for understanding ‘customer relationship management’ in his next class. In subsequent weeks we got engaged in simulations like ‘Blind fold Game’ and ‘Retail Banking Exercise’ to get the key insights of CRM.
It was totally a pleasant and surprising experience to each one of us in the class in understanding the concepts of such real-world subjects through simulations and role plays. The 30 hour session on retailing by professor VKJ with his power packed pedagogy helped us in a much bigger way to prune ourselves as ‘Industry – Ready’ mangers. His well crafted traps in the game made us to realize the real-world intricacies of retailing, which looks glossy and glamorous from the outside. Truly an amazing learning experience in a new dimension. Thanks a lot professor
Contributed by Arun Saravanakumar, Marcom Varsity
.
Monday, October 20, 2008
Friday, October 10, 2008
Lessons from the Trenches !
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Session By Mr. Vishwakiran, Senior Manager – Alliances & Partnerships, HCL Technologies
It was an usual Saturday morning at CBS campus for the Marketing, Marketing Communication and Retail varsity Students. But, what made the Saturday special was an almost four hours of informative session on managing career and corporate world by Mr.Vishwakiran.
Mr. Kiran started off the session from the evergreen dream of any MBA student, ‘hands full of job offers’ and the subsequent reality-bites stories in the corporate sector. The entire presentation was about career options, choosing the best career and the best practices for succeeding in the same.
The entire process was covered under 8 different themes; very comprehensive, useful and interesting indeed.
1. Create Your Value System
He asked us to create an own brand for ourself to sell us in an interview. Many a time it is an under current fear factor that spoils a good interview in spite of being knowledgeable. At this phase he quoted the phrase “What are you prepared to do?” from the movie Untouchables to correlate the slide on the topic how to overcome fear. He touched upon being dependable and punctual on creating the value system of a person.
2. Dealing with Others
We gradually moved to the theme of how to handle people and to deal with them. The major concentration on this theme was on making an impact and having a positive influence with people, which will make people feel special and build relationship. And Mr. Kiran had a spot on how we should inspire people while talking to others and always be on others’ shoe before taking a call.
3. Stay on Top of Life
The next theme was on how to think, ask questions, to plan and to execute. Moving further we got some tips on how to prioritize our work and the importance of maintaining a dairy. And whatever it may be, he asked us to take notes for future references. From his personal experience he said he had taken about 8 notebooks of notes on joining HCL within few days. He ended this theme by ‘Sunday reflections’ how a good manager will plan on Sunday what he is supposed to do in the coming week. Surely, we could feel the learning for the real world stuff. Yup, this is what we wanted
4. Create Lasting Impression
‘Differentiate Yourself’ is one point which still rings in my mind when I think on the theme ‘Create Lasting Impression’. He clearly explained us how one can differentiate one from others. And the discussion continued about establishing credibility to a personality and how to position one in a competitive environment.
5. Overcoming Hurdles
To overcoming hurdles, a person should cultivate the following attributes Viz, not being over-confident, knowing your limitations, getting set to learn. He added on about ‘Fix Your Weakness’, where one can know what his negatives are and to practice on how to eliminate. He ended the theme by stating anything can be done to the hurdles with one’s own hope and self belief.
6. Survive at Work
To survive modern work place, one need to be professional in approach and activities and also have an eagle-eye for the finer details. Here popped a brilliant quote “Anything worth doing is difficult” from the movie Patch Adams. We got the information on the importance of paying attention to small things at work place and also how to manage expectations. The theme ended with the twinkling words ‘Praise in Public and Criticise in Private’ which is very important at a work place.
7. The Art of Communication
A simple one but an important aspect of a business life, apart from the well known communicate slowly & clearly, he explained us on how to think analog while communicating and also the art of telling stories while presenting to capture the targeted audience. The mantra was “Always keep to the point, keep it simple and do not get diverted from the topic”.
8. Realising Your Potential
The final theme covered on how to learn from ones own mistake and to master the craft. He also explained us about success which is a long haul. Gradually moved up the ladder, enlightening us on knowing what one want and how to accept and face reality. He ended the theme by quoting “Do what you love, Love what you do”.
The whole presentation was interspersed with lots of quotes from movies such as, Star Wars, The Shawshank Redemption, Patch Adams, Awakening, Platoon, Matrix, Terminator, Aviator, The Godfather, Message in a Bottle, The Rookie, Remember the Titans, Any Given Sunday, Million Dollar Baby, Alexander, Miracle, Wall Street, The War etc. That really drove home the important points clearly and at the same time made the whole session highly enjoyable
I would say this is the best presentation I have ever come across; Mr.Kiran also promised to have a separate session on movies and management. Thanks Sir, really waiting for that session to come alive. With out doubt, it will be another exciting encounter. Surely I will share the same with you all very soon.
Contributed by Uma Shankar Pandian , Marketing Varsity
Session By Mr. Vishwakiran, Senior Manager – Alliances & Partnerships, HCL Technologies
It was an usual Saturday morning at CBS campus for the Marketing, Marketing Communication and Retail varsity Students. But, what made the Saturday special was an almost four hours of informative session on managing career and corporate world by Mr.Vishwakiran.
Mr. Kiran started off the session from the evergreen dream of any MBA student, ‘hands full of job offers’ and the subsequent reality-bites stories in the corporate sector. The entire presentation was about career options, choosing the best career and the best practices for succeeding in the same.
The entire process was covered under 8 different themes; very comprehensive, useful and interesting indeed.
1. Create Your Value System
He asked us to create an own brand for ourself to sell us in an interview. Many a time it is an under current fear factor that spoils a good interview in spite of being knowledgeable. At this phase he quoted the phrase “What are you prepared to do?” from the movie Untouchables to correlate the slide on the topic how to overcome fear. He touched upon being dependable and punctual on creating the value system of a person.
2. Dealing with Others
We gradually moved to the theme of how to handle people and to deal with them. The major concentration on this theme was on making an impact and having a positive influence with people, which will make people feel special and build relationship. And Mr. Kiran had a spot on how we should inspire people while talking to others and always be on others’ shoe before taking a call.
3. Stay on Top of Life
The next theme was on how to think, ask questions, to plan and to execute. Moving further we got some tips on how to prioritize our work and the importance of maintaining a dairy. And whatever it may be, he asked us to take notes for future references. From his personal experience he said he had taken about 8 notebooks of notes on joining HCL within few days. He ended this theme by ‘Sunday reflections’ how a good manager will plan on Sunday what he is supposed to do in the coming week. Surely, we could feel the learning for the real world stuff. Yup, this is what we wanted
4. Create Lasting Impression
‘Differentiate Yourself’ is one point which still rings in my mind when I think on the theme ‘Create Lasting Impression’. He clearly explained us how one can differentiate one from others. And the discussion continued about establishing credibility to a personality and how to position one in a competitive environment.
5. Overcoming Hurdles
To overcoming hurdles, a person should cultivate the following attributes Viz, not being over-confident, knowing your limitations, getting set to learn. He added on about ‘Fix Your Weakness’, where one can know what his negatives are and to practice on how to eliminate. He ended the theme by stating anything can be done to the hurdles with one’s own hope and self belief.
6. Survive at Work
To survive modern work place, one need to be professional in approach and activities and also have an eagle-eye for the finer details. Here popped a brilliant quote “Anything worth doing is difficult” from the movie Patch Adams. We got the information on the importance of paying attention to small things at work place and also how to manage expectations. The theme ended with the twinkling words ‘Praise in Public and Criticise in Private’ which is very important at a work place.
7. The Art of Communication
A simple one but an important aspect of a business life, apart from the well known communicate slowly & clearly, he explained us on how to think analog while communicating and also the art of telling stories while presenting to capture the targeted audience. The mantra was “Always keep to the point, keep it simple and do not get diverted from the topic”.
8. Realising Your Potential
The final theme covered on how to learn from ones own mistake and to master the craft. He also explained us about success which is a long haul. Gradually moved up the ladder, enlightening us on knowing what one want and how to accept and face reality. He ended the theme by quoting “Do what you love, Love what you do”.
The whole presentation was interspersed with lots of quotes from movies such as, Star Wars, The Shawshank Redemption, Patch Adams, Awakening, Platoon, Matrix, Terminator, Aviator, The Godfather, Message in a Bottle, The Rookie, Remember the Titans, Any Given Sunday, Million Dollar Baby, Alexander, Miracle, Wall Street, The War etc. That really drove home the important points clearly and at the same time made the whole session highly enjoyable
I would say this is the best presentation I have ever come across; Mr.Kiran also promised to have a separate session on movies and management. Thanks Sir, really waiting for that session to come alive. With out doubt, it will be another exciting encounter. Surely I will share the same with you all very soon.
Contributed by Uma Shankar Pandian , Marketing Varsity
A life full of logos!
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Brand Management course by Mr. Satheesh Krishnamurthy, Brand Consultant
It was 5 minutes to 6 in the morning, my Sony Ericsson disturbed my morning sleep with its alarm, hesitantly I woke up and as like any other diehard Chennai fellow, I started my day with a hot cup of Narasus filer kaapi and The Hindu, of course only after finishing my brushing routine with pepsodant....First ad in the paper that grabbed my attention was Globus sale!!!!! Got a plan for weekend …After devoting 20 minutes to The Hindu, I finished my bath with Hamam and grabbed a cup of kellog’s as breakfast since idli bored me a lot , oops…I realized I was running short of time ,,, In a hurry –burry ,,, I let myself inside my levi’s and polo …took possession of my fasttrack and ipod ( No wonder if I owe my entire life to steve jobs!!) ...dropped my acer and Philip Kotler’s Marketing management into my samsonite college bag … tied the lace of nike , kick started my pulsar and reached the college some how on time after negotiating serpentine twists and turns of Volvos and Leylands !
It was the first session on brand management by Prof. Satheesh Krishnamurthy. He started the session with a slide, showing how many brands we come across in a single day !!!! Immediately my mind recollected the brands that I come across since morning,, starting from Sony Ericsson to Pulsar , 16 on first count .. Mind boggling.. Just within 3 hours of the day I have used 16 different brands…my god!!! there is no second thought; definitely I do need sessions on brand management…
Then he continued the session with a question what is a brand and why we need to manage a brand!!!!...different replies came from every nook n corner of the classroom…. Professor absorbed all the answers and gave us the meaning for the term brand in marketing in a much more refined way and also the significance of brand management,, even from his words within first 30 minutes of session, we understood that, invariably behind every successful brand , there is a conscientious brand manager who considers his/her product as their own child and pamper it .. even protect it!!! from all other competing brands!!!!
The next important issue which we were introduced was the Do’s and Don’ts in product/ brand management…He strongly affirmed that a particular brand (established in a particular product category) should not enter market altogether in a different product category with the same name, due to the fact that consumer’s mind will refuse to associate the brand with new product category along with the examples of lot of brands which failed by adopting this wrong model.. We were truly able to appreciate his words when he quoted that Oral-B is from Gillette and argued that Oral-B would be not as successful as now if it would have been entered the market with the name carrying Gillette brush in it!!!! ….
During his course of discussing different issues surrounding brand management like,, what does a brand convey to consumers,, why brands and why brands are critical etc, he came up with loads of examples from both Indian and global markets. A four hour lively session came to an end with the topic “how hard is it to build a brand”…When ever a new brands enter into market, we tend to think it as just one more in the list…but within four hours we realized the intricacies behind that “one more” … Simply a great start for the ensuing brand management sessions … Thank you! Sir!
Contributed by Arun Saravanakumar, Marcom Varsity
*
Friday, September 19, 2008
An Inside view of IT Project Management
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Session by Mr. Rishi Agarwal, Business unit head of a leading Fortune-500 financial institution
Taj mahal, one of the 7 wonders of the world, built in 1631 AD arguably one of the best pieces of symmetric architecture in the world. An amazing success story when it came to project management. Is building a Taj mahal tougher or completing an IT project a tougher job?
This was the first question put across to us by Mr. Rishi Agarwal. Few hands were up in a jiffy. Someone echoed the thing I had in my mind, “IT Projects were easier Rishi”. Rishi smiled at us and in a composed tone he asked “is that so people?” Most of us nodded our heads. A hand out was passed on to every student present for the session which read “The Standish Report “– Chaos. We were given 30 minutes to go through the report.
On reading the Report, I found the statistics to be staggering. 1995, In the United States more than US$ 250 billion were spent each year on IT application development for approximately 175000 Projects. The Standish group report shows that a staggering 33 % of the projects mentioned above will get cancelled even before they get completed, 52.7 % of the projects will cost 189 % of their original estimates. What a cost over-run ? Staggering isn’t it?
31st minute: Rishi again emphasized on the same question “Is IT project management easier people?” we were confused. This is where we started. We as a group analyzed why Project Taj mahal was successful and concluded that Project Taj had Proper processes put in place and people who worked to build the Taj were reporting to one head, Emperor Shahjahan and the fear of death if the processes were not followed meticulously made the project successful .
Our soul searching on project management with Rishi continued, he put the next question to us “Is software development, engineering or an art?” People in the class room had differences of opinion. We finally arrived at an answer that software is an art, but for that to become engineering, lot of processes has to be put in place. Managing these processes efficiently is actually project management. Rishi also emphasized that from 1995 the situation in handling projects has improved and there are comparatively lesser failures in projects and it is greatly due to proper project management.
With his vast experience, both in India and abroad, Rishi kept churning out different practical situations in project management in an astonishing fashion and emphasized the importance of proper management of projects. Three hours were over and it was a Sunday early morning class. There was never a dull moment. The class was more of a discussion forum with lot of practical inputs rather than just yet another one to many information sharing session.
“Meet you next Sunday, Fellas", Rishi left igniting a vibrant thought process amongst us. We had a great introduction about project management in IT. We enjoyed each and every moment of the session and to have a person of the caliber of Mr. Rishi Agarwal teaching us the whole course on every aspect of IT project management in the coming weeks definitely thrills us. No wonder we call it learning for the real world !
Contributed by R. Raghav Kousik , IT Varsity
.
Session by Mr. Rishi Agarwal, Business unit head of a leading Fortune-500 financial institution
Taj mahal, one of the 7 wonders of the world, built in 1631 AD arguably one of the best pieces of symmetric architecture in the world. An amazing success story when it came to project management. Is building a Taj mahal tougher or completing an IT project a tougher job?
This was the first question put across to us by Mr. Rishi Agarwal. Few hands were up in a jiffy. Someone echoed the thing I had in my mind, “IT Projects were easier Rishi”. Rishi smiled at us and in a composed tone he asked “is that so people?” Most of us nodded our heads. A hand out was passed on to every student present for the session which read “The Standish Report “– Chaos. We were given 30 minutes to go through the report.
On reading the Report, I found the statistics to be staggering. 1995, In the United States more than US$ 250 billion were spent each year on IT application development for approximately 175000 Projects. The Standish group report shows that a staggering 33 % of the projects mentioned above will get cancelled even before they get completed, 52.7 % of the projects will cost 189 % of their original estimates. What a cost over-run ? Staggering isn’t it?
31st minute: Rishi again emphasized on the same question “Is IT project management easier people?” we were confused. This is where we started. We as a group analyzed why Project Taj mahal was successful and concluded that Project Taj had Proper processes put in place and people who worked to build the Taj were reporting to one head, Emperor Shahjahan and the fear of death if the processes were not followed meticulously made the project successful .
Our soul searching on project management with Rishi continued, he put the next question to us “Is software development, engineering or an art?” People in the class room had differences of opinion. We finally arrived at an answer that software is an art, but for that to become engineering, lot of processes has to be put in place. Managing these processes efficiently is actually project management. Rishi also emphasized that from 1995 the situation in handling projects has improved and there are comparatively lesser failures in projects and it is greatly due to proper project management.
With his vast experience, both in India and abroad, Rishi kept churning out different practical situations in project management in an astonishing fashion and emphasized the importance of proper management of projects. Three hours were over and it was a Sunday early morning class. There was never a dull moment. The class was more of a discussion forum with lot of practical inputs rather than just yet another one to many information sharing session.
“Meet you next Sunday, Fellas", Rishi left igniting a vibrant thought process amongst us. We had a great introduction about project management in IT. We enjoyed each and every moment of the session and to have a person of the caliber of Mr. Rishi Agarwal teaching us the whole course on every aspect of IT project management in the coming weeks definitely thrills us. No wonder we call it learning for the real world !
Contributed by R. Raghav Kousik , IT Varsity
.
Wednesday, September 10, 2008
A maiden journey to the advertising world
.
Session by Mr. Mohan Menon, Former Executive Director, Ogilvy & Mather, Governing Council Member and Chairman – Marketing & Marketing Communications Varsity, Chennai Business School
I used to sit before the television for NDTV‘s nine ‘o’ clock news, as a religious routine, which perhaps gives me a deep sleep with the smug that I am conscious of the world around me (Some times the news stories give sleepless nights, which is another issue!!) !!!! Some months back, Just before the end of the 30-minute news, a simple news item grabbed my attention. A young school boy from Delhi mourning over his loss after his recent encounter with a thief. I was curious in knowing what could have annoyed this little kid; His pug was taken away by two unknown bikers when he was playing with the it outside his home!!!!! … I was amazed to know that lot of pug thefts has been registered since the previous month due to an increasingly huge demand for that dog!!!! …I was frozen for a moment with the fact that it’s because of the HUTCH commercial which is featuring pug!!!
“Wow!!!! How much powerful the ad must have been to create a tremendous awareness, not only for the brand being advertised, but also a craze for a not so beautiful breed of dogs!!! . How it’s been possible to hook the attention of the common man within 15 seconds and register the brand before 60 seconds … How it is possible for some one to bring the metaphor of a dog to a telecommunication network and clip that in the mind of a consumer successfully? ….
To get it from the horse’s mouth, I was waiting for our first session on Marcom, especially advertising, from one of the best creative minds of the Indian advertising industry, Mr. Mohan Menon, Former Executive Director, O&M, who is also the Chairman of Marketing & Marketing Communications Varsity at CBS
Straight away telling us that he is from a world of Out-of-the-Box thinking, he started the session with a question “What are the different teams of an ad agency that are involved in a Television commercial “, starting with our opinions and preliminary knowledge rather than a classic style ‘take-it-from-me” gyan. At once came a shouting reply “Creative team” from all the students in unison … he smiled and questioned us “Then what?..., “client servicing”, a voice from the back desk received the appreciation from him … Again one more smile from him followed by “what else?...”, there was a moment of silence, then we were introduced with Account planning and its significance in creating an ad with consummate knowledge of consumer behavior.
As the session was flowing with various aspects of advertising industry and its work, a question on “celebrity endorsement “ was raised by a student and the next immediate moment the class room become a battle ground and students got polarized into two heavy artillery units firing at each other regarding the pro’s & con’s of celebrity endorsement
Mr. Menon made himself as an unperturbed moderator during the tug of war between the students .After seeing the boundless enthusiasm from students, he intervened and explained the nuance of success and failure of celebrity endorsement, which paved us to understand, what are the phenomenal attributes that needs to be considered when choosing a brand ambassador for a product/service and what are all it’s after-effects on the brand in the market.
After his views on celebrity endorsement and just before his departure, he stunned us with a question “How many of you think you are a brand”… he continued, “We all are projecting ourselves as a brand in life many a times but unknowingly!!!! We brand ourselves with our earnest virtues like sincerity, honesty, diligence, intelligence, creativity etc ...” He left us with the message “we too are brands in this world” … yes, the onus is now on us to brand ourselves, build the positive attributes and manage it well to shine better in the business market ! The whole agency business and the concept of branding was astonishingly given to us in a capsule and that too in a matter of 3 hours… what an incredible afternoon it turned out to be. In the meanwhile, Hutch has become Vodafone and whatever happened to the brand, the pug still follows!!!! Power of creative advertising as they say ….we had a brilliant glimpse of it with the help of Mr. Menon.
Contributed by Arun Saravanakumar, Marcom Varsity
.
Session by Mr. Mohan Menon, Former Executive Director, Ogilvy & Mather, Governing Council Member and Chairman – Marketing & Marketing Communications Varsity, Chennai Business School
I used to sit before the television for NDTV‘s nine ‘o’ clock news, as a religious routine, which perhaps gives me a deep sleep with the smug that I am conscious of the world around me (Some times the news stories give sleepless nights, which is another issue!!) !!!! Some months back, Just before the end of the 30-minute news, a simple news item grabbed my attention. A young school boy from Delhi mourning over his loss after his recent encounter with a thief. I was curious in knowing what could have annoyed this little kid; His pug was taken away by two unknown bikers when he was playing with the it outside his home!!!!! … I was amazed to know that lot of pug thefts has been registered since the previous month due to an increasingly huge demand for that dog!!!! …I was frozen for a moment with the fact that it’s because of the HUTCH commercial which is featuring pug!!!
“Wow!!!! How much powerful the ad must have been to create a tremendous awareness, not only for the brand being advertised, but also a craze for a not so beautiful breed of dogs!!! . How it’s been possible to hook the attention of the common man within 15 seconds and register the brand before 60 seconds … How it is possible for some one to bring the metaphor of a dog to a telecommunication network and clip that in the mind of a consumer successfully? ….
To get it from the horse’s mouth, I was waiting for our first session on Marcom, especially advertising, from one of the best creative minds of the Indian advertising industry, Mr. Mohan Menon, Former Executive Director, O&M, who is also the Chairman of Marketing & Marketing Communications Varsity at CBS
Straight away telling us that he is from a world of Out-of-the-Box thinking, he started the session with a question “What are the different teams of an ad agency that are involved in a Television commercial “, starting with our opinions and preliminary knowledge rather than a classic style ‘take-it-from-me” gyan. At once came a shouting reply “Creative team” from all the students in unison … he smiled and questioned us “Then what?..., “client servicing”, a voice from the back desk received the appreciation from him … Again one more smile from him followed by “what else?...”, there was a moment of silence, then we were introduced with Account planning and its significance in creating an ad with consummate knowledge of consumer behavior.
As the session was flowing with various aspects of advertising industry and its work, a question on “celebrity endorsement “ was raised by a student and the next immediate moment the class room become a battle ground and students got polarized into two heavy artillery units firing at each other regarding the pro’s & con’s of celebrity endorsement
Mr. Menon made himself as an unperturbed moderator during the tug of war between the students .After seeing the boundless enthusiasm from students, he intervened and explained the nuance of success and failure of celebrity endorsement, which paved us to understand, what are the phenomenal attributes that needs to be considered when choosing a brand ambassador for a product/service and what are all it’s after-effects on the brand in the market.
After his views on celebrity endorsement and just before his departure, he stunned us with a question “How many of you think you are a brand”… he continued, “We all are projecting ourselves as a brand in life many a times but unknowingly!!!! We brand ourselves with our earnest virtues like sincerity, honesty, diligence, intelligence, creativity etc ...” He left us with the message “we too are brands in this world” … yes, the onus is now on us to brand ourselves, build the positive attributes and manage it well to shine better in the business market ! The whole agency business and the concept of branding was astonishingly given to us in a capsule and that too in a matter of 3 hours… what an incredible afternoon it turned out to be. In the meanwhile, Hutch has become Vodafone and whatever happened to the brand, the pug still follows!!!! Power of creative advertising as they say ….we had a brilliant glimpse of it with the help of Mr. Menon.
Contributed by Arun Saravanakumar, Marcom Varsity
.
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