Quarter 7 - Week 7

We have officially completed 2/3 of the course. Six quarters and six-point-six-seven weeks later, I can feel the half-formed horns on top of my head. I'm *this* close to wreaking havoc upon the world! It seems like ages ago, and yet, just yesterday that we finished 1/3 of this course (here), and here we are. I seem to remember soulfully promising myself on this blog long before the 1/3 point, that I would study hard, and imbibe the teachings of the learned ones. And yet again, here we are. What does that tell you? We aim for the heavens, even if there is no chance in hell of reaching there.

E-business Models and Strategies

A week of guest presentations, and very illustrious ones at that! The first, was a representation by Redbus.in. An innovative startup that gave IT engineers another reason to sit on their butts and yet do one of the most mundane and distressful tasks - book bus tickets. Online. We had some fun time just asking the guest speaker about why redbus did this, are they planning to do that, and how are they determining their way forward. It was a surprisingly frank dialogue, and the ease with which it was being explained made you wonder. What am I doing now? These guys are out there, using the same technology that I use, and they're having fun with it. Seriously, what am I doing now? Interestingly, these are amongst the first few entrepreneurs we see, who're still enjoying a powerful first-mover advantage, and this seems to reflect in the decisions they take, and the way they run the organization.

The second session was with a former PGSEM Alumni who's working with Google. That guy was so sure that we would be just like his batch folks, that he didn't bother asking us anything from the case. The rare situation where someone really understood us! And when the class was asked if they'd read the case, there was no one more surprised than this guy, when all the hands went up. I guess he forgot to take into account the fact that "impressing the guy at Google" always comes first. Always. Either that, or we're just very good students.

Anyway, so this guy talks to us about how Google goes about its innovation, and when he says Google, he's talking of its engineers. He talks of how everyone keeps the larger picture in mind, and went on to describe how the fundamental questions of strategy planning have now been "modified". The real cool part was when he talked of a few cases where Indians have actually innovated their way around the internet, to do some really interesting stuff. Stuff that would normally not have been possible. Whether it was a humble cab driver advertising his services to the world on Youtube, or the internet operator who accesses the internet by stringing his cell phone at the roof in an area which has no cable internet, and hence requires GPRS, all of these are very interesting tales. Makes you wonder, doesn't it? What ARE we doing?

Research for Marketing Decisions

Ok. I give up. I slept. It just got so boring! And that too when he was talking quant! How can anyone make quant seem boring??! It's maths for God's sakes! 2+2 = 4! What the hell?

All I seem to remember was that we were talking about univariate, bivariate and multivariate analysis. That seemed to cover the options of knowing how to measure the impact of more than one interdependent variable, on the outcome of a task. There was a quiz too, but the lenient prof as usual figured out a way not to tax us by giving MCQ, but then again, true to IIMB's style, the options were pretty hard to guess at!

Marketing Communications

More discussion on the role of Public Relations in the first session. More details on what all goes into it, why it is the way it is, what kind of a role it plays now. And yes, it's important.

The next session was supposed to be one on Digital Media, I was really looking forward to this one. Unfortunately, the guest lecturer who was supposed to come today, didn't turn up due to some pressing commitments at work. Too bad, hope this is cleared by next week. The prof anyway kept us busy by talking of product placements in movies and television, yet another innovative way of letting us consumers know that if we don't want to pay for cable, we better get used to seeing ads everywhere (Boost is the secret of my energy!). That's right, EVERYWHERE! Getting a little more in depth on the topic, we spoke on how the more blatantly visible the ad is, the more it sticks in the consumer's mind. It's a very rocky boat here. On the one hand, you get to keep the product in your mind, on the other hand the consumer hates you for ruining their viewing experience. Striking that balance is key. Sigh, doesn't look like ads are going to reduce any time soon.

And so we come to the end of 2/3 of the course. Here we are, 2/3 managers. We are alive, we are kicking, and we are yawning. And yet, we look forward to the remaining 1/3.

Quarter 7 - Week 6

Due to the apparent combination effect of mass leaves at the end of December, and the free weekend last week, the quarter appears to have a very... calm... feel. Momentum's a bit down, and on top of that we had Unmaad happening this weekend. For those who might not know, Unmaad is IIMB's awesomest cul-fest, and it's a lot of creative expression let loose, very different from the standard business-y fests that we tend to have. Of course, the business was all visible, when you see all the different corporate banners, the extravagance and splendour of the event's conduction. It definitely has upped the fun-quotient at our beloved college.

But within the classes, it was good ol' business. A guest lecture, two quizzes, enough and more case studies, had us running for cover. As usual.

E-Business Models and Strategies

The first session was all about mChek. You know, that cute little ad with Vidya Balan and Madhavan, where they're in a train, and they've to refill the balance? So our hero, in true filmy ishtyle, goes on to fish out his mobile, and refill his balance using mChek. As it turns out, one of the founders is from the PGSEM programme! So he came down to talk to us about what mChek is, how it began, what set him into think of this as a viable option etc. Our class, in its now-signature-cold-steel-style goes on to dissect the case, point out what we believe are inherent issues, and what is something we should consider focussing on, and asking some VERY targeted and fundamental questions. Which goes on to show two things:

1. Just because you have an MBA, doesn't mean that newbies can't find some things that are off in what you do. Therefore, you will continue to be human and make a few mistakes. The only difference is that when someone points out the mistake to you and mumble business jargon, you can say "aaah! that's why..."

2. If you listen to the newbies, and everyone else around you, you will never move away from the crowd. So, just say thank you for the model/strategy, and apply it if you want. If you don't, and you succeed, some professor will come to you, talk to you and publish a new model to the rest of the world.

The second session got us applying a nice new framework. Now, I like this one, because it has us comparing attributes of three different types of technology, all on the same map. And it's simple to understand! In a relative manner, we were plotting which of the three technologies was doing better in terms of ease of use, functionality, cost, etc. And then we're trying to figure out why one of them shot so far ahead of the others. It's so much easier, when you have it all drawn with sketchpens and are seeing it overlayed, one over the other! Note to self: Buy a lot of transparencies and sketchpens. The other model was similarly simple, we plotted the different stages of the product consumption process (Purchase, Delivery, Use, Supplements, Maintenance and Disposal) Vs. relatively measurable factors (Productivity, Simplicity, etc.) and again, we fill in the different cross-sections on the table, to see which product scores where. Surprising how some of the most powerful models can be filled in and described in a pictorial manner. So simple!

Research for Marketing Decisions

The first session was about how we take up a sample for a questionnaire, and how we prepare the questionnaire itself. This is pretty cool stuff, to understand how you ask questions in market research! And there's a whole bunch of ways in which you can get things wrong, that it's important to choose the right way to word your questionnaires.

The second session was a "case study", I call it that, because the prof had given us the case, and instead of us discussing and doing it together, he put the study on the board and explained it to us. Now, I'm not complaining, I love my fair share of spoonfeeding. But it's just so different from the regular ways in which the profs torture us, that I thought it worth a mention that you DO have a few sweet profs in IIMB after all. These are not up at night thinking up diabolical ways to keep US up at night. Whether you learn something from chilled-out profs is a different matter, and subject to immense discussion and debate. :)

Marketing Communications

The first session was all about choosing between reach and frequency. I think. It seemed a lot like a continuation from last class, and the main things I seem to remember, is that people will watch an advertisement the first time, and at the time they're aware that the ad is something new. The second time they see it, they understand a little more about the ad, but now here's the catch. If they're not actively looking for the product, irrespective for the number of times it's shown again as an ad, you're never going to pay any actual attention to it! It's only when you're interested to purchase such a product, that you pay complete attention to the ad the third time, and then convert. Well, atleast it explains why we hate ads so much. It's something like an annoying TV serial that you don't want to see. On the other hand, the next time I feel like buying a mobile phone, I might fanatically see all the mobile ads to figure out which might suit me best.

The second session was all about PR. Apparently, PR has a pretty important role, but this seems to be understood well only by big corporations. In small ones, it's relegated to a role of sending small news clipping and statements within and outside the organization. The funda is pretty simple. Ads is publicity that is being paid for BY the organization. PR, on the other hand, is publicity that the media does for you for FREE! However, the power equation should hold good. Content + Money involved = Value. Therefore, if you're not paying for the PR, your content better be good, else no one's going to come back and ask you for your "thoughts" on "this issue, that issue". And it's all planned too! Apparently, the reporters will call you and ask you to come up with a sound byte by 7 PM (that's an example time). If you don't come up with one before that, they won't come to you on the same topic later. And if you're being diplomatic in your response, they still won't come to you. News needs to be juicy, so if you're a born diplomat, stay out of the media.

Quarter 7 - Week 5

We had two guest lectures this week, and as always, they've been spectacular! One's a biggie, a hotshot from the advertising arena, and the other's a serial entrepreneur in the e-business arena. It's really cool to see the energy that they had, it's quite contagious! Seeing the depth in one's creativity, and the depth in the other's analytics, and the way they're describing their stories to you, it tends to make you realize that they're human, just like you, with their own flaws, and hence if they could do, anyone can do it. All you need to do, is to atleast try to make use of your knowledge... take the leap. Challenge yourself.

E-business Models and Strategies

The first session was a discussion regarding Dell, and the way they disrupted PC/laptop delivery, and went on to break even bigger barriers by going online. Once again, we used a particular model to figure out how the flow of information and physical parts between the different players in this industry, and compared this with the other players like Compaq, IBM etc. Based on this, we figured out where Dell gets its major advantage from, in terms of depth in areas like customer insight, control over channel and the final transaction.

The second session was the one with the guest lecture, surrounding the case of TutorVista.com. And the speaker in this case was none other than the founder himself! Pretty amicable and friendly in nature, he talked of how he launched the venture, and went on to question us on why he might have made the decisions he did. And whenever he replied, or explained about something, he made it sound so simple. As simple as "I have A, I need C, so I find B and add it to A!". And then the side remark on the fact that "We do what we can, and then later if it succeeds the academics including your professor come by, look at what we did, ask us about it, write a case study, and THEN tell the world why what we did worked!". A very interesting session, one that says that even if you work according to the theories, analyse enough, still at some point, you need to attempt something that hasn't been attempted before, that hasn't been studied before. That might be your saving grace, after all.

Research for Marketing Decisions

I dont remember much from the first session, apparently I didnt even take notes. Now I remember I wasn't asleep, but it doesn't feel that different anyway. I'm guessing he was talking about exploratory research and experimental research, but, damn it, I don't remember!

The second session was split into two parts. The first was an hour's worth of presentations from our classmates on some case studies, and then he went on to explain a little bit about sampling to us. We also had a test, so I was poring over the book more than I was listening to the presentations. Finally, the test.. which mercifully had quite a bit of similar portions from the last test, but some different questions.

I'd rather not talk about it.

Marketing Communications

The first session was by this guest lecturer from JWT, one of the biggest names in advertising world-wide. I must say, these guys know how to make a presentation! This guy mixed in bollywood, a few naughty ads, and some ten fundas which he presented to explain how you go about making a pitch to clients! Brilliant stuff, I've never felt time pass by as fast as this, in a long time. And the coolest part (especially since I sit with a nice wide-angle view of the others in class), is that whenever a new funda came on screen, everyone leans forward to jot it down. Now remember, these students aren't your nerd equivalents... we don't care about marks, heck, we dont even have placements! But still, that's how cool those fundas were... and he'd then go on to cite examples, show videos, explain why and easily transition to the next. What can I say, it was just... amazing!

The next session, was a little more low key. We have now entered the field of media strategy. All this time we were talking about why ads are more nerdy, tear-jerky, call-to-action-y, the way they are. But now we've started talking about why and how you've to choose between the different vehicles of communication. The different rates, how you choose the slots based on the type of audience you're trying to target. Was all good fun. And oh yes, good learning too. We were talking about Suave, a company that's into value-products for hair, shampoos, hair sprays, the likes. Quite a bit of head-churning, but as usual, the prof knows how to make it fun! :)

And once again, we're off on a two-week break, as the full-timers have their midterms coming up on the next weekend. So, we are going to chill... I mean study hard for our midterms in the week after, and work on a project that has to be submitted in a few days, and maybe it might slip our minds that we're now half done for this quarter.

Quarter 7 - Week 4

Hey, it's already week 4! Time's just flying by... it's not felt this way before, all the previous quarters I've had to count as the weeks go by. Maybe it's because it was like the end of the year, and the weather here's so... sleepy. Not much to talk about from class, the same old stuff, just some new learning and insight, week after week. They better put out some assignment or exam soon, before I completely chill out.

E-business Models and Strategies

We discussed a bit about an online retail model, about this venture called WebVan and how it works, and there was this other case about how the Zara fashion store used IT to ramp up on efficiency. While there was less song and dance today, we spent more time trying to analyse these using models. Apparently, these models have withstood the test of time, and so we were trying to tinker with them and apply what we learnt from the cases within these models to understand what could make these ventures successful.

Research for Marketing Decisions

A whole lot of theory, and I kept falling away. I'm sorry, but this guy is brilliant at making you wander off. You don't fall asleep in his class, you just.. wander. Anyway, he was talking about different types of research... when do you actually do research (apparently, only if secondary research doesnt answer your questions. Secondary research is something like, already available research, done by some other firm). Just thinking about it makes me feel sleepy.

Marketing Communications

Prof's a little calmer after last week's furious outburst about us and our meandering. Anyway, this week we were still discussing about Comparative advertising, and then moved on to understand Corporate Advertising. It's actually pretty cool to see that while general advertising talks about some product, or some feature that has a particular target group, Corporate advertising is more about communicating a lot of messages to different groups, sometimes using the same ad. Honestly, I didnt even know that people spend so much time while thinking about what to put in ads. I just zap them when it comes on TV. I feel guilty doing that nowadays.

I think those damn TV guys know that, and hope to make me watch more ads just out of plain guilt.

Anyway, simple week, passed very quickly. It just feels so... different... having closed the last year, and started the new one, in just one weekend at college.