Lavanya Selvaraj's Blog

Posts Tagged ‘Success

Are women taking charge of their fathers’ businesses because there are no sons around or Are they really up for the bigger role ???

She was enjoying her job in a leading retail house in London when the call from her father came. ” Dad asked me to return to India and join the family business,” says Shradha Suri Marwah. Eleven years later, 33- year- old Shradha, a post graduate from the London School of Economics, has settled into her role as the managing director of her dad Ramesh Suri’s Subros Group.

The Suri sisters are no exception. Today many young women are stepping into their dad’s shoes in the Indian corporate world. A quick Google search will reveal an exhaustive list of Super Successful dad- daughter duos:

  • Roshni and Shiv Nadar of HCL Technologies
  • Divya and B Modi of the Spice Group
  • Ashni and Kishore Biyani of the Future Group
  • Jayanti and Ramesh Chauhan of Parle Bisleri
  • Sminu and Prithvi Jindal of the Jindal Group

to name a few.

 

No Sons or what?

 

This gives rise to an obvious question of why so many women are being enrolled in family businesses all of a sudden.

Is it because there are no sons in the family or Are today’s women more capable of handling the show?

Perhaps it’s a mix of factors.

Some entered the business because there were no brothers, such as Sangita Reddy who has been in Dad Prathap C Reddy’s healthcare business for the last 27 years along with her sisters Preetha, Suneeta and Shobana.

Today Sangita is the executive director, operations, Apollo Group of Hospitals. ” Since my childhood, I heard people referring my father ” poor” Mr Reddy because he had no son,” she says. ” I realised this was a perfect opportunity to prove your mettle and change the tag to ” lucky” Mr Reddy,” she says.

Though things may have been different if Sangita had a brother, Mr Reddy’s decision to rope in his daughters into the business was still rare at the time. In the absence of a son, businessmen would often rope involve nephews or sons- in- law into the group rather than their daughters.

But today many families are doing away with the gender bias and pulling daughters into the fray along with sons. Harish Mariwala, chairman of Maricos, has also brought both his daughter and son into the business. Similarly, Adi Godrej’s daughters Tanya Dubash and Nisha are as much part of the Godrej Group as his son, Pirojsha.

 

HCL Corporation

 

Roshni Nadar, the only daughter of Indian tech billionaire Shiv Nadar, is the Executive Director and the CEO of HCL Corporation. Roshni Nadar did her graduation from the Northwestern University majoring in radio, television and film and did internships with CNBC and CNN.

Her first job was at Sky News in London. Her father however wanted her to go to the B-school and made the point that she could never be a Rupert Murdoch unless she learned how to manage a business. She accordingly completed her MBA in Social Enterprise Management and Strategy from the Kellogg Graduate School of Management.

In B-School young business tycoon acquired a separate set of skills. Her family foundation already being active in the field of education, she felt that she could use those skills best in that sphere. This is something that she really wants to do and it is like her own entrepreneurial venture. Biography of Roshni Nadar is very interesting and reader can learn from her.

 

Shiv Nadar & Roshini...

Shiv Nadar & Roshini…

 

Before becoming CEO of the HCL Corp., Roshni Nadar was trained by her father to take charge of Shiv Nadar Foundation, the family’s philanthropic arm. She had been serving as the trustee of the Shiv Nadar Foundation, which runs the not-for-profit Sri Sivasubramaniya Nadar College of Engineering in Chennai.

She had also been involved in brand building across the HCL Group. Roshni Nadar is overseeing the education initiatives of the Shiv Nadar Foundation. These initiatives include the proposed Shiv Nadar University and the VidyaGyan rural schools aimed at the poor rural children with free education.

Her appointment in April as chief executive of HCL, the holding company that has stakes in Nadar’s two listed flagships, HCL Technologies (India’s fourth-largest software firm) and hardware outfit HCL Info systems, was publicly announced in July 2009.

In 2010, Roshni Nadar was listed among Forbes magazine’s list of ‘a breed of heiresses who choose to live a lower-key life and working to make a difference behind the scenes.’

The young heiress spoke to Forbes’ Mumbai Bureau Chief Naazneen Karmali about the joys (plentiful) and sorrows (none, so far) of her new role and working with daddy dearest.

Forbes: You’re 27, just a year out of B-school and already CEO. Isn’t that too much, too soon?

Roshini Nadar: I’ve been living quietly, away from it all for 27 years. All this sudden media attention is slightly overwhelming. I guess I should be scared! Since coming back last year, I’ve been involved with the holding company’s treasury operations, in brand-building and our social initiatives. My dad had already made me part of the strategic decision-making process relating to the family portfolio.

What made you give up your media career and come back to join the family business?

Media really excited me. As an undergrad, I majored in radio, television and film and did internships with CNBC and CNN. My first job was at Sky News in London. While I was working there, my dad and I had a serious chat about my future career. He was keen that I go to B-school and made the point that I could never be a Rupert Murdoch unless I learned how to manage a business. He also made me realize that there were a lot of responsibilities back home which I could inherit and make something of. That clinched it.

Why aren’t you involved in the tech firms and only in the holding company?

In B-School I discovered social-enterprise management and acquired a separate set of skills. Our family foundation was already active in the field of education, and I felt I could use those skills best in that sphere. This is something I really want to do; it’s like my own entrepreneurial venture. My contribution in the tech companies would have been incremental, as I have so much still to learn. I’m not IT-inclined.

Who’s been the biggest influence in your life?

Along with my dad, my mother’s pretty high up there. She’s a star! Her interests are so diverse–she’s an art collector and a sports enthusiast. She’s an accomplished bridge player and will be representing India next month at the World Bridge Championship in Sao Paulo. In January, we’ll be opening the Kiran Nadar Museum of Art in Delhi to showcase the family’s art collection, which is mainly her handiwork.

Are you intimidated by your parents’ achievements?

Having such high-profile parents could be intimidating, but really they’ve let me do my own thing and evolve as a person. When I changed my major from economics to film, they were cool about it. I’m inspired, not intimidated!

What are the lessons you’ve learned from your dad, and what’s the one thing about him you’d like to change?

I’m still learning. He wants me to focus on the long-term picture, on sustainability. He always insists that I have a Plan B–not just a second option, but a viable one. He’s infinitely more patient than I am! His only weakness is that he tends to micromanage a fair bit.

How do you view the prospect of inheriting the vast family fortune?

I’m just learning how to manage it! Honestly, life is totally normal. Nothing has changed except now I’m more in the spotlight.

You’re getting married soon, so that will be a big change, won’t it?

Not really, because I’ve known my fiancé for 10 years. We met through common friends in Delhi. We’ve had a long-distance relationship for seven years, so coming back home was rather nice. His name is Shikhar Malhotra and he’s a distributor for Honda. His family also has a food distribution business in Kuwait.

 

Does this article proves, “Fathers love their daughter not because of no sons. They love their daughter, so they are not in need of sons”… ???

 

There is a popular saying, “A son is a son till he gets a wife; a daughter is a daughter for the rest of her life”. Father Daughter Relationship is the one which never fades. Fathers always treat their little girl as princesses and No relation in this world would have loved a girl as such as her Father does. Daughter is like angel to him. 

 

Every chapter of woman’s life will always fragrance the kindness & affection of her FIRST SUPER HERO…..

 

WISH YOU ALL VERY HAPPYYY FATHER’S DAY…..

 

 

In a crowded product market, as companies are increasingly falling short of ways to differentiate their products from those of the competitors, Image Advertising seems to be a way out. Advertising is a multi-billion industry, employing hundreds of thousands of people and affecting billions of people’s lives worldwide. Yet, seeing as advertising clutter has increased tremendously and is more intense than ever, it is vital that companies differentiate themselves from competitors by creating even more powerful, entertaining and innovative advertisement messages, as well as sponsoring different events.

This article highlights the major tenets of Image Advertising, by looking at the advertising strategies adopted by PepsiCo and Coca Cola in India which spends billions of dollar on marketing strategies in order to stay key players in their industry.

The objectives of advertising campaigns are summarized below:

To inform

• Telling the market about a new product.

• Describing available services.

• Suggesting new uses for a product.

• Correcting false impressions.

• Informing the market of a price change.

• Reducing buyers’ fears.

• Explaining how the products work.

• Building a company image.

To persuade

• Building brand preference.

• Persuading buyers to purchase now.

• Encouraging switching to your brand.

• Persuading buyers to receive a sales call.

• Changing buyer perceptions of product attributes.

To remind

• Reminding buyers that the product may be needed in the near future.

• Keeping the product in buyers’ minds during off seasons.

• Maintaining top-of-mind product awareness.

• Reminding buyers where to buy the products.

 

Coca-Cola Company

 

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups.The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia.The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.

The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments.

The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its current chairman and chief executive is Muhtar Kent.

 

PepsiCo

 

PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 – which added the Gatorade brand to its portfolio as well.

As of 2009, 19 of PepsiCo’s product lines generated retail sales of more than $1 billion each, and the company’s products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.

Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010. The company’s beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions. PepsiCo is a SIC 2080 (beverage) company.

 

Identity to Image – Evolution of Strategies

 

A closer look at the brand identities of each of the brands helps assess how successful their advertising campaigns have been in creating a brand image in tune with it, while being sensitive to the value system of the target audience.

PepsiCo’s Campaign

The analysis of Pepsi, 7 UP and Mountain Dew from the portfolio of PepsiCo puts forth some interesting aspects about the evolution of these brands. Pepsi was one of the first products to Indian markets after the economic reforms of 1991.

Coca Cola takes the 2nd floor of this building for their Sales & Marketing office and puts up a hoarding. A couple days later Pepsi puts up the other board…

 

 

Pepsi:

Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among others. The focus, as is clearly evident, is on the product with the youth as its target segment. Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns.

Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The company however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional appeal platform, the company decided on a product based promotion campaign. Though there is still some amount of emotional appeal to its campaigns, the principal focus is on the product – it being a preferred thirst quencher.

7 UP:

In its early days, 7 UP inherited the global Fido-Dido campaign for promotion in India as well. However, with changing times and a contextual difference in India, a much more focused campaign was required. This led to the Keep It Cool campaign, which was targeted primarily at the youth and the teenager segment. Hence the appeal was at a more subtle, emotional level, which was meant to convey a potential lifestyle statement. The recent campaign of Bheja Fry essentially leverages on the same emotional appeal where the Keep It Cool campaign has been somewhat tweaked to have a local appeal.

Mountain Dew:

Mountain Dew is the latest entrant in the product portfolio. This product too has the appeal of being the drink of a daredevil or the No Fear personality. The campaigns launched include Do the Dew and Dar Ke Aagey Jeet Hai. The initial campaign was unclear in terms of its appeal and the target segment, as a result of which the brand suffered some jolts in the beginning. However, the latest campaign captures the No Fear or the Macho Man image. In this sense, the brand directly competes with Thums Up from the Coca Cola Stable.

Coca Cola’s Campaign

The Coca Cola campaign in India, however, has been different from that of Pepsi, even though they both share similar product traits. Coca Cola had a presence in India before 1977, but was subsequently forced to exit the Indian market. When the company returned to India post liberalization, it came up with an innovative communication and advertising strategy. Coca Cola has essentially been following the principle of differentiation.

Coca Cola’s 125 years booklet describes the history of advertising Strategies used by the company…

Coca-Cola_125_years_booklet

 

Coca Cola:

Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the company’s first campaigns in India. It was remarkably well executed, and appealed both at a product level as well as at an emotional level. These ads featured celebrities such as Hrithik Roshan and Aishwarya Rai. The target segment for Coca Cola in its initial days was the youth segment and this campaign clearly connected well with the segment. However, the next advertising campaign of Thanda Matlab Coca Cola was launched with an objective to have a mass appeal. The campaign leveraged the product platform rather than the emotional platform that it had established earlier.

It is however, important to note here that Coca Cola made some exceptions for India. The company has similar marketing strategies across geographies and usually doesn’t depend on celebrity endorsements. But given the great fan-following, and in adapting to the Indian context, the company had to initially deviate from its set charter. However with the current campaign of Open Happiness, Coca Cola seems to have achieved both an emotional as well as a mass appeal. There is a very natural connect with the target segment, that of celebrating every day, and sharing small moments of joy with our loved ones, irrespective of any barriers.

Sprite:

Sprite – the other brand from the Coca Cola stable – began its journey with the campaign titled All Taste No Gyaan. This appealed greatly to the youth who don’t like to be preached and relish their sense of ownership and decision making. Sprite has never depended on celebrity endorsements as a way to gain brand recognition or consumer recall. The ads are designed to be very witty, and generally connect very well with the target audience by capturing every day moments. Seedhi Baat No Bakwaas – its next campaign – instantly connected with the target audience by coming across as a brand that was different from the other, one that focused on the individuality of the consumer. The emotional appeal is much stronger and shows a clear sign of maturity of the campaign.

In the 1980s and 1990s the battle between the two dominant brands, intensified to such an extent that the term “cola wars” was used to describe the feud. Each employed numerous advertising and marketing campaigns to outdo the other.

The Pepsi Challenge ads showing people doing blind taste tests kicked off the fun in 1975. In 1985 both were launched into space aboard the Space Shuttle Challenger with specially designed cans, although the crew considered both failures. Over the years the formula was tweaked so that Pepsi ads featured celebrities stressing the drink was the “The Choice of a New Generation”. By the 1990s the Pepsi strategy revolved around consumers being invited to “Drink Pepsi, Get Stuff” by collecting Pepsi Points on packages and cups which they could redeem for lifestyle merchandise. Millions took part and the Pepsi Stuff campaign was considered a huge success.

Pepsi continued to take the lead right through the Atlanta Olympics in 1996, even though it was held in Coca-Cola’s home town. Such was the perceived advantage that Pepsi included Mountain Dew and other products in the campaign.

The UK market played home to a “second cola war” with the launch of Virgin Cola, as well as Sainsbury’s store brand Classic Cola, which successfully competed with Pepsi and Coke for a few years before they lost out to their more established rivals. At one point Coca-Cola even sued Sainsbury’s, claiming the design of the Classic Cola can was too similar to Coke’s.

In 1997 the Spice Girls signed a multimillion-pound sponsorship deal with Pepsi and starred in three commercials, released two limited edition singles with Pepsi: Move Over and Step To Me, featured on Pepsi packaging and performed two live concerts in Istanbul sponsored by the company.

In the 21st century the two colas engaged in a “cyber-war” with the reintroduction of Pepsi Stuff in 2005, which Coca-Cola responded to with Coke Rewards. Pepsi offered consumers the chance to buy MP3 downloads and both companies offered rewards through partnerships with the iTunes Store.

Recently this longest of corporate wars has run to what could be considered a truce. Instead they use social media to push home the message that their cola is best. Quietly a form of cold war espionage exists where each tracks the other’s output on Twitter.

Campaign editor Claire Beale says: “They’ve been so dominant in the cola market nobody else has had a look-in. Consequently they’ve only really had each other to fight. But recently things have thawed and now they concentrate on keeping the market for themselves and others out.”  In the trench warfare of the soft drink industry, peace has finally broken out.

 

Proposed Framework

 

This analysis brought to light the roles played by each brand in the company’s overall advertising strategy. Not every brand took the centre-stage: some were the core brands, while others were used as defensive shields and offensive attackers to fight off competition. The following framework helps classify different brands based on the roles each of them plays:

  • The Core Brand – the flagship brand of the company
  • The Cover Brand – acts as a cushion to the core brand; soaks up competition
  • The Stand-Alone Brand – neither core nor cover; independent

 

Brand Portfolio Analysis

 

The brands in the portfolio of Pepsi and Coca Cola play an important role in terms of the overall impact they have on brand recall and consumer loyalty. The framework developed herein attempts to identify the importance of each brand in the portfolio and the role it plays.

In the case of The Coca Cola Company, Coca Cola is the core brand or the flagship brand. The focus, therefore, is on capturing the maximum value that the brand can generate. In this case, Sprite plays the role of a cover brand. Any spoof or threat on Coca Cola is countered by Sprite. However, off late, Sprite is moving up the ladder to become a core brand in the portfolio. The importance of a cover brand is that it allows for maintaining a planned advertising strategy. This builds brand value and creates no confusion about brand proposition.

Brand Roles :

In case of PepsiCo, Pepsi is the core brand or the flagship brand. However, Mountain Dew and 7 UP have played the role of standalone brands. Therefore, Pepsi has to constantly respond to spoofs and threats from other brands by tweaking or changing its planned advertising strategy. This strategy may lead to confusion in minds of the consumer about the brand proposition. Such a situation can be critical with regard to the connection a brand establishes with its target consumer segment. Recent trend suggests at Mountain Dew taking up the role of a cover brand in the PepsiCo brand portfolio.

 

Conclusion

 

This analysis led to some interesting insights. For a start, the image of the brand must be consistent not only with its identity, but with the value system of the target segment. It is, in fact, the complexity of the value system of the target segment of Pepsi and Coca Cola that allows for such a contrast in advertising styles. Furthermore, the race for prime position involves a well thought out strategy with clear cut roles for each of the brands in a portfolio. Advertising is indeed both an art and a science. The shift from information to image displays the rich potential of the advertising space. The exhilarating pace of evolution from the simple creative to the strategic takes your breath away. Definitely not for the faint hearted!

 

Wouldn’t it be great if you could read the minds of your customers and make Image advertising accordingly to create good & attractive brand image among customers?

 

 Source:

http://en.wikipedia.org/wiki/The_Coca-Cola_Company

http://en.wikipedia.org/wiki/PepsiCo

http://tejas-iimb.org/articles/

http://thedrknowitall.blogspot.in/2011/04/pepsico-creates-center-of-excellence.html

http://openmarkets.in/2161/coca-cola-records-20-increase-in-sales-in-q1

 

 

 

 

 

 

 

 

 

WHEN I ASKED GOD FOR STRENGTH ,
HE GAVE ME DIFFICULT SITUATIONS TO FACE .

WHEN I ASKED GOD FOR BRAIN & BROWN ,
HE GAVE ME PUZZLES IN LIFE TO SOLVE .

WHEN I ASKED GOD FOR HAPPINESS ,
HE SHOWED ME SOME UNHAPPY PEOPLE .

WHEN I ASKED GOD FOR WEALTH ,
HE SHOWED ME HOW TO WORK HARD .

WHEN I ASKED GOD FOR FAVORS,
HE SHOWED ME OPPORTUNITIES TO WORK HARD.

WHEN I ASKED GOD FOR PEACE ,
HE SHOWED ME HOW TO HELP OTHERS.

GOD GAVE ME NOTHING I WANTED ,
HE GAVE ME EVERYTHING I NEEDED .

                       

                     – SWAMI VIVEKANANDA

 

WISH YOU & YOUR FAMILY VERY HAPPY & PROSPEROUS NEW YEAR…
 
 

They are the best in their business, and feature in the Forbes Richest list year after year. So where do you think India’s top CEOs, corporate honchos and business magnates did their business studies?

Top CEOs in India

Ratan Tata
Chairman, Tata Sons

Tata graduated from Cathedral and John Connon School, Mumbai, did his Bachelor of Science degree in architecture from Cornell University in 1962. Then he went to the US to do Advanced Management Program by Harvard Business School in 1975. This Management course at HBS is designed for someone already in the field who wants to better their prospects.

Ratan Tata is also the chairman of Tata Steel, Tata Consultancy Services, Tata Motors, Tata Power, Tata Tea, The Indian Hotels Company, Tata Chemicals and Tata Teleservices. During his tenure, the group’s revenues have grown nearly 13-fold.

Mukesh Ambani
Chairman and MD, Reliance Industries

Mukesh Ambani studied in The Scindia School, Gwalior. He is a chemical engineer from the Institute of Chemical Technology, University of Mumbai. Mukesh pursued his MBA at Stanford University, USA.

With a personal wealth valued at $29 billion by Forbes Magazine, Mukesh Ambani is world’s fourth richest and Asia’s wealthiest person.

Rahul Bajaj
Bajaj Auto

After attending St. Stephen’s College Delhi for his BA Economics, and the Government Law College Bombay for LLB, Rahul Bajaj went to the US to do his MBA from Harvard Business School in 1964.

Being awarded the Padma Bhushan in 2001, Bajaj was listed twentieth on the Forbes India’s Richest in 2010.

Anil Ambani
Chairman, Reliance Anil Dhirubhai Ambani Group

Anil Ambani completed his Bachelor of Science from Mumbai University. He went to the US to do an MBA from The Wharton School, University of Pennsylvania.

It is the same university that later honoured Dhirubhai Ambani with the Dean’s Medal for setting an outstanding example of leadership. Anil Ambani is the fourth richest man in India, according to Forbes.

Anand Mahindra
Vice Chairman and MD, Mahindra & Mahindra

Anand Mahindra graduated from Harvard College, Cambridge, Massachusetts and completed his MBA from Harvard Business School, Boston. He is Vice Chairman and Managing Director of Mahindra & Mahindra.


After Anand’s entry, Mahindra & Mahindra started the Kotak Mahindra Bank and Tech Mahindra. The IT section acquired Satyam Computer Services Ltd and renamed it Mahindra Satyam following the 2007 scandal.

Adi Godrej
Godrej Group

Adi Godrej did his bachelor’s degree and master’s degree in management from Massachusetts Institute of Technology before joining the family business.

One of Indian’s richest men, with a net worth of $3.3 billion, Adi Godrej is credited with modernising his family’s business.

KV Kamath
Non-Executive Chairman, ICICI Bank

Kamath was ICICI Bank’s Managing Director and CEO from May 1996 to his retirement in April 2009. Now, He is the Chairman of Infosys Limited, the second-largest IT services company in India.

After completing Higher Secondary and Pre-University from St Aloysius School, Kamath joined the Karnataka Regional Engineering College for Mechanical Engineering. Then, in 1969, he joined the Indian Institute of Management, Ahmedabad for his Masters in Business Administration.

Last but not the least, here comes the business magnate Dhirubhai Ambani.

Dhirubhai Ambani was an Indian business magnate and entrepreneur who founded Reliance Industries, a petrochemicals, communications, power, and textiles conglomerate and the only privately owned Indian company in the Fortune 500. Dhirubhai has been one among the select Forbes billionaires and has also figured in the Sunday Times list of top 50 businessmen in Asia. His life has often been referred to as a true “rags to riches” story.

Where he did his MBA?

.

.

.

.

Harvard Business School?

.

.

.

No

.

.

Stanford University?

.

.

.

No

.

.

Indian Institute of Management?

.

.

.

No

.

.

The Educational Qualification of Dhirubhai Ambani is just 10th pass

Is it necessary to do MBA to be a Business Magnate…..???

Does any degree in the world has more value than Self confidence & Hard work…..???

 

Source: http://www.knowledgebase-script.com/demo/article-952.html

What makes Rolls-Royce the best car in the world? “There is really no magic about it – it is merely patient attention to detail,” says an eminent Rolls-Royce engineer.

Rolls Royce ad is one of the most well known ads in the history of advertising from the legend of advertising, David Ogilvy. David Ogilvy’s Roll Royce advertisement shows copywriters that the best ideas are often found in the product itself.

Headline:

At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.

( This is referred to as the most famous headline in advertising history)

Some of the 13 Features Noted in The Rolls Royce Ad

  1. “At 60 miles an hour the loudest noise comes from the electric clock” reports the Technical Editor of THE MOTOR. Three mufflers tune out sound frequencies – acoustically.
  2. The car has power-steering, power brakes and automatic gear-shift. It is very easy to drive and to park, No chauffeur required.
  3. The finished car spends a week in the final test-shop, being fine-tuned. Here it is subjected to 98 separate ordeals. For example, the engineers use a stethoscope to listen for axle-whine.
  4. The Rolls-Royce radiator has never changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black.
  5. By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions.
  6. A picnic table, veneered in French walnut, slides out from under the dash. Two more swing out behind the front seats.
  7. You can get such optional extras as an Espresso coffee-making machine, a dictating machine, a bed, hot and cold water for washing, an electric razor or a telephone.”

The rest of the points include other features of the car as well as the price.

Notice how every question in the consumer’s mind has been thought of and answered in this ad. This is, in fact, a direct response ad since it seeks a response. David Ogilvy’s “first love” was direct response and he believed that every copywriter should have a firm grounding in this form of advertising.

Why? Because copywriters learn to think and write through the minds of their readers. They must find out as much as they can about them. Their lifestyle, their likes and dislikes, what they look for in products, etc. Besides, the challenge of eliciting response sharpens up a copywriter’s skills.

Analysing Ogilvy’s Rolls Royce Ad

The quaint fact that the engineers use a stethoscope to listen for axle-whine could have given a copywriter another headline – “Even a stethoscope cannot hear it whine.”

And there’s the interesting information about the monogram RR being changed from red to black at he death of Sir Henry Royce. Yes, this fact would leap out for a writer, but it cannot really be turned into a headline that would make promises of comfort, convenience and luxury to the reader.

The impressive fact that the shock absorbers can be adjusted to suit road conditions could be material for another headline. It’s not something one hears about in a car. It would be a great boon for rural road conditions! Maybe a headline that says: “Drive it wherever you like.”

Also, there are the picnic tables and optional extras like the coffee making and dictating machines, bed, hot and cold water, telephone and electric razor. Now that’s luxury. A headline could speak of being ready to work, or snug in bed no matter where the driver is. Very appealing to a traveling businessman.

This is just why knowing more about the reader is so important. Is it luxury he’s looking for this time, or being able to work while traveling, or is it the smooth silence of the ride?

Copywriters Can Reach the Right Audience Through the Price

The body copy gives the reader the less conspicuous option of a Bentley almost identical in quality to the Rolls. It makes no bones about the price of the Rolls.

Stating the price ensures that writers don’t attract the wrong type of consumer. They get the ones who have the money. The ad ends with the action required – the call to buy and how to do so.

Although this ad ran only in two newspapers and a couple of magazines, it was a huge hit. It answered all the questions in the consumer’s mind. And it was selling a product known for its quality. It became so famous that the following year Ford based their multimillion dollar campaign on the claim that their car was even quieter than a Rolls.

Great Ads Require a Lot of Homework

David Ogilvy in “Ogilvy on Advertising” says that he did his “homework” in order to write this ad, tedious as it was – three weeks of reading about this car (copywriters rarely have that luxury anymore). The headline itself was a quotation from an article published 20 years before.

Source: http://anita-saran.suite101.com/analysing-david-ogilvys-rolls-royce-ad-a146187

 

Disclaimer: Kindly note that it’s my own collection and ideas about the specific interview question. I do not vouch for correctness of the below mentioned answers. Readers are requested to have it only as reference…

 

Friday, April 29, 2011

Name: Harikumar.M

Board: Nirbhai Sharma

Date: 29.04.2011

 

Chairman:

 1. What is your name and Date of Birth..?

Personal Question (PQ)

2. What are you doing after you complete your graduation in 2006?

PQ

3. From where you have prepared?

PQ

4. What your institute teaches to you?

PQ

5. How many people preparing from Chennai?

Nearly 40,000 IAS Aspirants took their preliminary exams across the state.

6. Result trend in Tamil Nadu?

Candidates from Tamil Nadu have claimed the first and third ranks in the 2010 IAS examination. Two other candidates from the state also figured among the top 10 rank winners. The Tamil Nadu Government has also proposed some coaching programs within the districts. This initiates the students from TamilNadu to participate in civil service exam in spite of their educational background.

7. There is a continues problem between India and Pakistan but India’s Energy demand is increasing, because of that India want to establish a pipe line to connect India with Central Asian countries through Pakistan. Is it feasible…?

I hope nothing is impossible sir. Organized planning and effective decisions would definitely make it happen. Until then, we should find an alternative solution to meet the energy demand.

8. What is the alternative solution you suggest?

I don’t support for the Nuclear Energy – the technology to meet the energy demand. Because it is commercial and more over, it makes India to dependent on other nations for chemical elements like Uranium. We should use the renewable energy sources for power generation. Every state government should come forward to implement the solar city scheme under the 11th Five year plan asap.  Indians should take initiative to minimize the energy consumption as well.

Lady member:

 1. Trade relation between India and USA, what are all the areas they are focusing?

The United States is one of India’s largest trading partners. Major items exported by India to the U.S. include Information Technology Services, textiles, machinery, ITeS, gems and diamonds, chemicals, iron and steel products, coffee, tea, and other edible food products. Major American items imported by India include aircraft, fertilizers, computer hardware, scrap metal and medical equipment.

The United States is also India’s largest investment partner, with American direct investment of $9 billion accounting for 9% of total foreign investment into India. Americans have made notable foreign investment in India’s power generation, telecommunications, ports, roads, petroleum exploration/processing, and mining industries.

On November 8 Obama became the 2nd U.S. President ever to address a joint session of the Parliament of India. In a major policy shift Obama declared U.S. support for India’s permanent membership of United Nations Security Council.Calling India-U.S. relationship a defining partnership of 21st century he also announced removal of export control restrictions on several Indian companies and concluded trade deals worth $10 billion which are expected to create/support 50,000 jobs in the U.S. during this visit.

 2. A small story: One man walking very happily in the morning and saint while cross him asked what is the reason for his happy, he replied sky is blue, grass is green and birds are chirping, after an hour both crossed each other again in opposite but now that man not happy, saint asked him you were happy before an hour and you told sky is blue, grass is green and birds are chirping and what happen now…? Man replied now I am going to Office!!!

This is the condition of most of the government office in India, what will you do to create more involvement?

Monetary benefits according to the performance of the employees will make an involvement in the job. Apart from monetary benefits, non-monetary benefits like Awards, Recognitions and Promotions will also make involvement and job satisfaction as well…

Like MNC’s, Government offices should conduct Talent shows, cultural programs and also organizing Team Lunch and outing at least in a year  would relieve employees from stress and create more involvement in the job…

Member 1:

 1. What is the earlier name of UPSC?

Public Service Commission

The first Public Service Commission was set up on 1 October 1926. The British Indian government then set up a Federal Public Service Commission and provided for the formation of provincial level Public Service Commission’s under the Government of India Act 1935.

With the promulgation of the new Constitution for independent India on 26th January, 1950, the Federal Public Service Commission was accorded a constitutional status as an autonomous entity and given the title – Union Public Service Commission.

2. What is the constitutional provision for UPSC?

Constitutional Provisions:
The Union Public Service Commission has been established under Article 315 of the Constitution of India. The Commission consists of a Chairman and ten Members. The terms and conditions of service of Chairman and Members of the Commission are governed by the Union Public Service Commission (Members) Regulations, 1969. The Commission is serviced by a Secretariat headed by a Secretary with two Additional Secretaries, a number of Joint Secretaries, Deputy Secretaries and other supporting staff.

The Union Public Service Commission have been entrusted with the following duties and role under the Constitution:
1. Recruitment to services & posts under the Union through conduct of competitive examinations;
2. Recruitment to services & posts under the Central Government by Selection through Interviews;
3. Advising on the suitability of officers for appointment on promotion as well as transfer-on-deputation;
4. Advising the Government on all matters relating to methods of Recruitment to various services and posts;
5. Disciplinary cases relating to different civil services; and
6. Miscellaneous matters relating to grant of extra ordinary pensions, reimbursement of legal expenses etc.

3. Why farmers are not being treated as professional?

A paid occupation, especially which involves training and a formal qualification is termed as Profession. And Professionals are known as skilful or competent.

Farmers not treated as professionals indirectly means that the farmers are not skilful and competent and they don’t have formal qualification. Now a day, many students come forward to learn agriculture and they implement it by using various scientific methods.

Government has also organized Agricultural College to encourage the interested students. This view should change and the farmers should also be considered as Professionals.

4. Major crops being produced in your state?

The principal food crops are rice, maize, jowar (cholam), bajra (cumbu), ragi, and pulses

(Bengalgram, Red gram, Green gram, Black gram and Horse gram).

The cash crops include cotton, sugarcane, oilseeds, coffee, tea, rubber, coconut, gingelly

and chilly.

The important horticultural products are bananas and mangoes

5. What you are producing in your farm field, is it profitable?

PQ

Member2:

 1. Your state contributes more intellectual to the Nation but why they are not coming to politics?

As I told earlier, nearly 40,000 aspirants participate in civil service exams every year. We can find Tamilians voluntarily joins in Military, Air force and Navy per annum. With Patriotism, if the above mentioned persons were going to compete with the cinema stars in General Election, they won’t even get 1/5th of votes as there is no influence.

I think this is the reason why intellectual persons are not coming to politics.

2. Why more cinema stars coming to politics in your state?

Because the people recognizes cinema stars and thinks them as real heroes. They believe the dialogues spoken by the heroes in film are true and they have hope that they will implement it when they become leaders.  The cinema stars have influence over the people when compared to the intellectual persons or some social activist. This makes the person, who has idea to be a politician, to enter the cinema first.

But, now a day the trend is changing and the people starts differentiating between real and imaginary.

3. You know C. Rajagopalachari, what was the last post in government held by the C. Rajagopalachari?

Governor General of India

4. What about the last Governor General of India?

C. Rajagopalachari, popularly known as Rajaji, was the last Governor General of India. C. Rajagopalachari succeeded Lord Mountbatten and was Governor General of India from 1948 to 1950. After C. Rajagopalachari, the title of Governor General was abolished and was replaced by President of India.

C. Rajagopalachari also has the distinction of being the first Indian Governor General of India.

5. Think you are a District Magistrate in a district, there is a huge delegation by the cinema star, and what action will you take?

6. You are from Kancheepuram district, have you visited Sri Sankarachari math?

PQ

7. As you have studied in Sri Ramakrishna School, what is the two Ramakrishna’s thought taught to you in your school?

(PQ but its good to know in general – The following thoughts are which I like the most)

–          God is everywhere but He is most manifest in man. So serve man as God. That is as good as worshipping God.

–          The world is indeed a mixture of truth and make-believe. Discard the make-believe and take the truth.

–          If you want to go east, don’t go west.

Member3:

 1. You have done BBA, can you tell the difference between the Corporate and the civil service?

(BBA and MBA students can expect this kind of questions)

Both the corporate and the civil service have some goals on their own. But the difference is that, corporate aims to gain profit and as the name indicates, the civil service aims to service the mankind.

2. Did USA engage in second war first? What is the reason for joining later?

No, USA engaged in World War II later…

  • The real reason USA entered WW2 was because Japan did not like the fact that US stopped selling oil and scrap metal to them which they needed. So on December 7, 1941 Japan attacked Hawaii, which is known as Pearl Harbor. As the U.S. interests were attacked and U.S. citizens were killed, the next day, United States officially entered World War 2 on December 8, 1941 by declaring war on Japan and in return Germany and Italy declared war on USA.
  • FDR (Franklin D. Roosevelt) said it would be a day to live in infamy. The Japanese bombed us so the US retaliated. 

3.  How Second World War end? What is the pact between USA and Japan?

In August 1945, The United States dropped atomic bombs on Hiroshima and Nagasaki. After two uses of nuclear weapons and Russia’s official entry into war against Japan, the United States and its allies forced Japan to surrender, thus ending the hostilities.

At the end of the Second World War, Japan was occupied by the Allied Powers, led by the United States with contributions from Australia, India, the United Kingdom and New Zealand. This was the first time since the unification of Japan that the island nation had been occupied by a foreign power. The San Francisco Peace Treaty, signed on September 8, 1951 by 48 allied nations and Japan, marked the end of the Allied occupation, and when it went into effect on April 28, 1952, Japan was once again an independent state, and an ally of the United States.

Chairman:

 1. What is Red Corridor?

The Red Corridor is a term used to describe an impoverished region in the east of India that experiences considerable Naxalite communist terrorist activity.

 

These are also areas that suffer from the greatest illiteracy, poverty and overpopulation in modern India, and span parts of Andhra Pradesh, Bihar, Chattisgarh, Jharkhand, Karnataka, Madhya Pradesh, Orissa, Uttar Pradesh and West Bengal states

2. How Naxal movement started and why?

The term ‘Naxal’ derives from the name of the village Naxalbari in the state of West Bengal, India, where the movement had its origin. They are especially concentrated in an area known as the “Red corridor”

The Naxalbari, where a section of the Communist Party of India (Marxist) (CPM) led by Charu Majumdar, Kanu Sanyal and Jangal Santhal initiated a violent uprising in 1967. On May 18, 1967, the Siliguri Kishan Sabha, of which Jangal was the president, declared their readiness to adopt armed struggle to redistribute land to the landless.The following week, a sharecropper near Naxalbari village was attacked by the landlord’s men over a land dispute. On May 24, when a police team arrived to arrest the peasant leaders, it was ambushed by a group of tribals led by Jangal Santhal, and a police inspector was killed in a hail of arrows. This event encouraged many Santhal tribals and other poor people to join the movement and to start attacking local landlords.

 3. What is your solution for Naxal problem?

In a report prepared for the Planning Commission of India, it has been suggested that the Indian government should begin talks with the Naxalites. The Indian government had clinched to a rigid policy for decades that prevented any negotiation with the Naxalites until they renounced violence.

The panel also wants the government to address the economic issues that are the root cause of the problem. Instead of relying solely on security, the Indian government should implement plans to develop the backward regions of the country that are the Naxalite strongholds.

Naxalism is a social problem. Unless the Indian government accepts this truth, the problem will continue and lives will be lost.

To know more about the Naxal Problem: Naxals: Greatest enemy within, more a social problem than law and order trouble

4.  Is there any border problem between India and China?

YES… There is a border dispute between India and China over Arunachal Pradesh.

5.  Why China claiming Arunachal Pradesh?

 

Arunachal Pradesh is the Eastern-most state in India and is bordered by China, Bhutan, Bangladesh and Myanmar. Disputes over the land go back decades and are likely to continue. India recognizes the border drawn by the British in 1914 and included land that Tibet ceded to the then British-ruled India in a 1914 treaty. This border follows the “McMahon Line” shown on the map. China says that Tawang was once part of Tibet. Since China seized Tibet in 1951, it feels its territorial claims should extend to Tawang and the state of Arunachal Pradesh.

6. There are lots of insurgencies in all North Eastern states except in Mizoram. What is the reason for it?

Northeastern India consists of 7 states (also known as the seven sisters): Assam, Meghalaya, Tripura, Arunachal Pradesh, Mizoram, Manipur, and Nagaland. Tensions exist between these states and the central government as well as amongst the tribal people, who are natives of these states, and migrant peoples from other parts of India.

Much of the region is notably ethnically and linguistically different from the rest of India. In the region several armed factions operate. Some groups call for a separate state, others for regional autonomy while some extreme groups demand complete independence.

There are existing territorial disputes between Manipur and Nagaland, Nagaland and Assam, Meghalaya and Assam, and Mizoram and Assam, often based on historical border disputes and differing ethnic, tribal or cultural affinities.

Mizoram’s tensions are largely due to the simmering Assamese domination and the neglect of the Mizo people. In 1986, the Mizo accord ended the main secessionist movement led by the Mizo National Front, bringing peace to the region. Insurgency status is classified as partially active, due to secessionist/autonomy demands by the Hmars,chakmas,Brus,Pawis,Lais and the Reangs.

 7. What is your first preference?

PQ

8. Think, you have appointed as a SP in a district, you are going to work under District Magistrate he is junior to you, will you work under him?

Off course, In spite of seniority, I always obey law and work for the welfare of people.

9. If he interferes in your day to day activities, what will you do?

I will analyze the correctness of his/her suggestion. I accept if it is right.  Or else I never mind his interference and I will do whichever is right to me.

 10. What is the difference between commission rate system and district SP?  

A commission rate is the heart of every commission rule. It is a value and type pair that is used by RPM to calculate a commission. Commission rates are used in the schedules and addendums for gross and agent rates and in agency referrals.

  • Example: 2% net billed
  • Example: $500

In India, a District Superintendent of Police (SP) or Deputy Commissioner of Police (DCP) heads the police force of a district. Superintendents of Police are officers of the Indian Police Service. Their rank badge is the State Emblem above one star, although those selected for higher rank or with fifteen or more years’ service wear the State Emblem above two stars.The rank below it is Additional Deputy Commissioner of Police (ADL.DCP) or Additional Superintendent of Police (ASP), while the rank above it is Senior Superintendent of Police (SSP) or Deputy Commissioner of Police (DCP).

Hi Readers,

Kindly note that it is not necessary to tell all the above mentioned points unless the board members asked to do so. I have given the answers in detail just to understand the issue better.

 

Source:

Questions: www.civilserviceinterviews.blogspot.com

Answers: Own views and reference from the following sites

www.iasaspirants.com

www.indiainfoline.com

http://en.wikipedia.org/wiki/India_%E2%80%93_United_States_relations

http://wiki.answers.com/Q/Why_did_the_US_become_involved_in_World_War_2#ixzz1RCSLSZfB

http://en.wikipedia.org/wiki/Japan_%E2%80%93_United_States_relations

http://www.timesonline.co.uk/tol/news/world/asia/article3857657.ece

Lesson 1:

A sales rep, an administration clerk, and the manager are walking to lunch when they find an antique oil lamp. They rub it and a Genie comes out.

The Genie says, “I’ll give each of you just one wish.” “Me first! Me first!” says the admin clerk. “I want to be in the Bahamas , driving a speedboat, without a care in the world.” Puff! She’s gone.

“Me next! Me next!” says the sales rep. “I want to be in Hawaii, relaxing on the beach with my personal masseuse, an endless supply of Pina Coladas and the love of my life.” Puff! He’s gone.

“OK, you’re up,” the Genie says to the manager. The manager says, “I want those two back in the office after lunch.”

Moral of the story:

Always let your boss have the first say.

Lesson 2:

An eagle was sitting on a tree resting, doing nothing. A small rabbit saw the eagle and asked him, “Can I also sit like you and do nothing?” The eagle answered: “Sure, why not.” So, the rabbit sat on the ground below the eagle and rested. All of a sudden, a fox appeared, jumped on the rabbit and ate it.

Moral of the story:

To be sitting and doing nothing, you must be sitting very, very high up.

Lesson 3:

A turkey was chatting with a bull. “I would love to be able to get to the top of that tree,” sighed the turkey, “but I haven’t got the energy.” “Well, why don’t you nibble on some of my droppings?” replied the bull. They’re packed with nutrients.”

The turkey pecked at a lump of dung, and found that it actually gave him enough strength to reach the lowest branch of the tree. The next day, after eating some more dung, he reached the second branch.

Finally after a fourth night, the turkey was proudly perched at the top of the tree. He was promptly spotted by a farmer, who shot him dead.

Moral of the story:

Bullshit might get you to the top, but it won’t keep you there.

Lesson 4:

A little bird was flying south for the winter. It was so cold the bird froze and fell to the ground into a large field. While he was lying there, a cow came by and dropped some dung on him.

As the frozen bird lay there in the pile of cow dung, he began to realize how warm he was. The dung was actually thawing him out! He lay there all warm and happy, and soon began to sing for joy.

A passing cat heard the bird singing and came to investigate. Following the sound, the cat discovered the bird under the pile of cow dung, and promptly dug him out and ate him.

Moral of the story:

  1. Not everyone who shits on you is your enemy.
  2. Not everyone who gets you out of shit is your friend.
  3. And when you’re in deep shit, it’s best to keep your mouth shut!

This ends the 3-minute management course!


KEEP ON TRYING.....

All Date is always ripe to do Good

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