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.

Quarter 7 - Week 3

With such amazingly cold and foggy weather in IIMB, it's surprising why people would want to even get out of bed. You enter the campus, and you notice the fog enveloping everything beyond the second floors. The trees are enveloped in mist, and all the people around are walking around with sweaters and scarfs, blowing into their sheltered palms, while remembering the case for the day. Oh, and we had classes on Christmas Day. Not just classes, we had a test. Just like the day before on Christmas Eve. IIMB's way of wishing us all Merry Christmas.

E-business Models and Strategies

On the first session, we were warmly greeted by this guest lecturer who happens to be a VC. It looks like he was primarily in the tech-venture space, (well duh, this is a e-business course, and honestly, which VC is not in the tech-venture space?), and he went about explaining how they select their ventures. Since this is the second VC we're seeing (the last was in ENVC last quarter), they're slowly losing their godly unreachable status. It is so cool to see them as human, as people who can make their fair share of mistakes, and who're just trying to make some money out of money. Lot of very interesting facts about how VCs fund startups.

The second session was about Petstore.com. Entirely about how every dollar they got in revenue would boost their share value by 300$, about how they needed a big gorilla like Animal Planet to help them compete with the other pet sites, and the assumptions they were making about future growth and potential and conversion rates. Was a pretty cool class as we looked at the different aspects about getting started in the business of pets, and as to what seperated the online model from the brick-and-mortar model.

Research for Marketing Decisions

Honestly, even though I'd hate to admit it, I must. These tests are a good thing. For one, I actually read the chapters so I can come prepared! So, now I know a lot more about the difference between a marketing research decision, and a marketing research problem. It's not just words. Then a little linking in of all that hypothesis mumbo-jumbo that we learnt waaaay back in quarter 2. We also had a bunch of case presentations by some members from the class, and the prof was correcting us wherever we made the mistakes. Our group was one of them. As it turns out, we didnt realize we had the case study till the night before, and then a whole amount of panic and rush, and we got the stuff done by the end of night! (See how we don't say EOD, it's EON for us. It's a reality. Really, get prepared!)

The test by itself was all left unto God, for in Him, we trust. Taking his name after ticking off an option in a Multiple Choice Test, does atleast leave you with some confidence to attempt the next question. Honestly, why DO we have exams with scores and everything? It's not like we have to prove ourselves to the companies that come for placements... we DONT get placed! We're here for the learning! Someone tell the profs!

Marketing Communications

We had a test in the first session which honestly wasn't all that difficult. But I'm very confident in my skills to surprise me and show just how grateful I should be to just pass. Anyway, the cases themselves are fun as always. We were still discussing the Coke and Pepsi case, and in the second session we moved onto Advertising Wars like Tide and Rin, Horlicks and Bournvita. Honestly, when I read the case, I was rolling with laughter... these ad guys have loads of fun at the expense of their competitors. All their tongue-in-cheek ads... it's just too bad that people are actually converting from one brand to the other. Takes all the fun out of poking fun at the other.... or does it actually add to the fun? :)

It's so easy to derail the class due to the open-endedness to prevail. The prof really does try to keep us on track, but she kind of lost it in the second session. And then, something happened that hasn't happened to us in almost 5 quarters.

She yelled. Softly.

Pretty much everything about "Stop acting like nursery kids" in a nicer way. "Stay on track", "discuss the case", "dont ask me about some ad that was aired that has absolutely no relevance to this case", "I am serious! Dont derail to some other disconnected ad!" to the awesomest insult I've heard in a long time "First you dont read the case for the day, then you dont watch the ad videos that I've collected for you, then you come and ask me about some absolutely unrelated ad and want me to explain why that happened! What is WRONG with you people? FOCUS!"

I love college.

Quarter 7 - Week 2

I'm beginning to think that it's a bad thing to get two whole weeks off at the end of the quarter. It's already the second week, and I have absolutely not been preparing for the cases. And the best part.... I don't give a damn. I should be walking into poles and pillars in office, in a zombie state of mind... but no, I seem to be concentrating at work. Can you believe it?? Concentrating... at WORK? What's the matter with me...

E-Business Models and Strategies

Our first session involved a case study of Monster.com, and its path from a small startup, through its acquisition and its ongoing spreading state. It was quite interesting to see why Monster.com had an edge over its competitors (mainly the paper/hard copy industry), and where the papers had an edge over them. End message was lightly connected to how easy it should be for e-business models to scale, and not to forget that.

The second session was with a guest speaker, (yes.. this early in the course. If you're shaking your head, remember that we had a guest speaker in B2BMM last quarter, in the first week itself!). He had helped to set up a system which allowed talented IT employees in the rural cities/second tier cities to work without having to come to the glamorous cosmo/metros. Apparently they work a little more on a cost-plus model, as they're giving existing companies a scare when they are charging half the price that's being quoted out here in Bangalore. Very interesting session... even though the speaker was a little easy to flummox with "MBA-ready" questions.

Research for Marketing Decisions

Yaaawwwwns and double yaawns...it's a good thing he's still on the basics. It might be easy to catch up with the actual content, as time passes by. Anyway, this week he spoke about the "lifecycle" of market research. About how we formulate a problem, prepare the questionnaire, sample it, and then actually take the survey, make some conclusions and present to the client.

Marketing Communications

This week was all about what kind of ads suit what kind of products. What are the factors you should consider for low involvement ads, high involvement ads, inspirational or transformational ad, and what not...

The next session was about how Coke and Pepsi went about their advertisements, and introduction into the Indian market. We even were asked to check out a few selective videos of the ads used, and keep in that in context. One of the major insights out of today was about how localized advertisements are being used, but also that the global theme is still at play. Only the actors may change, but the theme remains the same.

And now, back to the books... let's see if I can understand something after all.

Quarter 7 - Week 1

Wow, it's been a *REALLY* long time away from this blog... I almost missed it so much! Who else has such a regular chance to rave and rant about the week's classes and ask why I'm doing this course?? The last two-three weeks have been nice, quiet and peaceful. Especially when we had only projects and no final exams for the last quarter!

Having said all that, first weeks have always been my favorite. That's when we get introduced to the new courses, and watch in complete awe as some stupendous teachers either keep you wide-awake or in deep sleep. Deep sleep has been missing for almost two quarters... until now. Read on!

E-business Models and Strategies

Oh yeah! That's more like it! These are the 'well-named courses' that everyone keeps thinking are being taught at IIM. Well, I am doing this now, and I'm thoroughly pleased with the choice. The prof has this pretty unique way of peering at you, and cracks some pretty decent jokes, and succeeds at keeping the class upbeat. Best of all, he gave a new look at strategy, one that at least I haven't noticed too strongly in other strategy courses. But then, that's the thing about strategy courses... they're not all really the same.

We studied CEMEX and ITC's eChoupal initiative this week. While the case spoke mainly about the e-component and how it benefited the business, the prof chose a more interesting angle at it. He compared how CEMEX used e-Stuff to organize and make efficient the customer-demand side of things, while eChoupal tried to make efficient the supply side of things. Nice way to contrast, and suggest as to why such initiatives succeeded, and what we might need to do if we try to implement something similar at work or any new e-ventures we start! Similar to B2BMM from last quarter, I keep hearing "value" thrown around a lot! :)

Research for Marketing Decisions

Yaaaaaaaawwwnnnnn!! I really was looking forward to this course, imagine how depressed I was when I was concentrating on the almost unheard buzz of the tube light above, or the whisper of the AC than the far more audible sound from the professor. Yes, yes, the guy seems incredibly knowledgeable, but there's something to him. The very moment he opens his mouth to talk, you immediately have the strongest urge to inspect your book or any surrounding object.

I've got to learn to concentrate in boring lectures. This just wont do. Luckily, I remember something of what he said. This week he was basically talking about the different types of Market Research, Strategical Market Research, how you go about such things, and current well-known players in this industry.

Marketing Communications

That's another course with the word "Marketing" in it! Looks like I might specialize in a topic that I am not so keen on, if I keep picking subjects like this! But the course seems interesting. Lots of funda types, but it seems quite necessary. This week was about a case study on the Park hotels and restaurants, and we tried to analyse if they were doing a good job of advertising. On the first glance, their ads looked very captivating. But trust our prof to turn our heads and tell us differently!

What our prof said and described in detail, is that the effect/image that Park was trying to convey wasn't really getting done through their ads. While they were aiming for a hep/young crowd, and their hotel ads showed good captivating looks, the fact is that Park's hotels were lesser of a sensation than their restaurants and niche pubs/discs. So, the effort should have preferably been on maximizing the visibility of the experience, rather than what they had now. A lot more interesting ideas on how you integrate marketing communications, where all you get to advertise and so on so forth. Seemed quite interesting... and the prof's pretty sweet too! ;)

Well, that's it... only three courses this quarter. Might drop in for the fun of it, on any other course in the other slot... but I dont think that's very likely. Or sane. Sigh.... I was actually missing college, it feels so good to be back here! Just imagine, a couple of quarters ago I would crib about the little holiday time I had, now I actually look forward to this. Am I addicted already?

Quarter 6 - Week 10

Except for a couple of assignments, the last week of classes went by quite uneventfully. We still had one quiz and one guest lecture, but compared to the last few weeks, they went by easily. Maybe because it was the last week, so it's the extra enthu that comes up... whatever it was, it was easy gliding.

No standing ovations though, maybe it was the seniors' influence, they've been through this for 10 quarters... we had a few guys from our class giving an ovation, but they were drowned out amidst the hustle-bustle of bags being pulled up all around them. I miss the standing ovations...

Entrepreneurship and New Venture Creation

This week only had presentations from all the teams, 10 minute lightning pitches of their ideas. Some interesting, some not-so-interesting, but all-in-all, a sufficient easy-to-relax week of classes in ENVC.

Social Entrepreneurship

The prof invited us to think about how to bring about large scale change, and pretty much reminded us about the key lessons from the last few weeks. Spoke to us about how it's important to keep it sustained, of how the power ought to be with the people as they know what's best for them etc. etc. Since I already heard all this, not too much enlightenment in the last class. But one thing for sure, this is an awesome course. The kind of learning I've had in this class was worldly, not theoretical. This is the kind of valuable rare experience that I was looking forward to from IIMB, and I was not disappointed in the least!

B2B Market Management

The first session was all about reseller channels, and the kind of power struggle that can happen between a supplier and their channels. Not too much takeaway, maybe because I had already read the book for the day's quiz. So, though it was practical experience, it was very easy to draw parallels to the theory in the books.

The second session was about Aurolab. This is the technology, research and development and manufacturing side of the Aravind eye hospital. It's strange to sit in the same room as some of the movers in this enterprise, after all the case studies we've done on them. And they come across like normal people... with normal pains, normal worries. Except that when they talk of the actual problems, they're dealing at higher levels. But still... they seem human. This session was more of an interaction with the Aravind system, and our students obviously questioned and needled the two guests a lot! Why they did this, why not this? Reason for this... etc. etc. Again, not too much takeaway, I blame the last quiz! Made us learn way too much! ;)

International Business Negotiation Skills

The venerable prof still stays true to his tradition. Just like he did in Marketing 101, he brought a pack of sweets and distributed it amongst us on the last day of the course... he really stands behind that "ritual" principle that he keeps talking about. It was a slow and thoughtful wrap-up as he closed the class, and asked us for some highlights of what we got from the course. Sombre session, but it was interesting to see people come up with different insights on negotiations. Simple, so simple.

And so, I'm done. Through an insane stroke of luck, I dont have exams this quarter, quite a few of the others do. So a double weekend for me! All I gotta do, is finish two projects, and I'm all set to enjoy two weeks of pure bliss!