WE LIKE PROJECT

WE TUBE
TOPICS

 TV SHOW MARKETING

 NEWSPAPER MARKETING

 MAPPING BRAND IDENTITY

 BRAND ARCHITECTURE

 GREEN MARKETING
TV Show Marketing
Prof. Karan Chawla
 The study explains how to market TV channels or TV show.
 TV marketing comes with a lot of research things like BARC
(Broadcast Audience Research Council) agencies, which put
together the number and the measures rating points which
helps how to advertise, how to communicate, how to market,
etc.
 These rating agency provides the data regarding the
viewership number which is the target for marketing the TV
show.
 Basis of TV show marketing helps to launch and sustenance,
timeslot marketing, promotion of appointment viewing,
creating communication plan.
 BARC research data is called REACH.
 REACH stands for the number of people who are tuning the
channel for a minute.
 BARC has people meter who is placed on the TV of the family
who are choose for research. So this actually records who is
watching at what time.
 This data is send to BARC and this collate data is send to all
the television channels.
 TV show marketing is normally joined by big idea which will
differentiate my channel or my programs from other
competitor.
Newspaper Marketing
Prof. Karan Chawla
 From this session we are able to study how the newspaper
marketing is done and what are various marketing strategies
are involved.
 The print business basically divided into newspaper and
magazines.
 The National newspaper which are published nationally which
are printed mostly in English and Hindi.
 The basic characterise of newspaper is newspaper are local
and relevant.
 The newspaper is understanding the medium to advertise.
 The newspaper are household habits.
 Newspaper marketing is usually targeted to B2C and B2B.
 Marketing towards B2C is driving circulation, driving
perception and driving brand recall. Marketing towards B2B is
keep the brand relevant for advertising and interest clients
through 360-degree brand solutions.
 The newspaper makes money in terms of advertising.
Mapping Brand Identity
Prof. Karan Chawla
 The Brand Equity is the sets of assets, which adds value to the
provided by the product.
 It is value of the brand.
 Brand Equity depends upon the sets of assets like Brand
Awareness, Brand Loyalty, Perceived Quality and Brand
Associations.
 Brand Identity is a unique set of brand associations that a
brand owner wants to create or maintain.
 Brand identity is internal to the organisation and brand
identity is not actively communicated to the audience.
 The brand identity system is refers as brand as a product,
brand as organisation, brand as person and brand as symbol.
 Helps companies extend their products into new target
markets, new product lines, and new categories.
 Customers are more willing to try new products that carry a
name they are familiar with.
 Brand owner revisits the brand with the purpose of updating
or revising.
Brand Architecture
Prof. Karan Chawla
 Brand architecture is the structure of brands within an
organizational entity. It is the way in which the brands within
a company's portfolio are related to, and differentiated from,
one another.
 Brand architecture may be defined as an integrated process of
brand building through establishing brand relationships
among branding options in the competitive environment.
 The brand architecture of an organization at any time is, in
large measure, a legacy of past management decisions as well
as the competitive realities it faces in the marketplace.
 Brand Architecture helps understanding synergies in
marketing efforts of different brands.
 Brand Architecture helps in internal understanding of the
relationships between the various brands of and organisation.
 Brand Architecture prevent either over-leveraging a brand or
under utilising it.
 The three brand approaches for designing brand architecture
are monolithic, endorsement and stand alone approach.
 The architecture should define the different leagues of
branding within the organization, how the corporate brand
and sub-brands relate to and support each other; and how
the sub-brands reflect or reinforce the core purpose of the
corporate brand to which they belong.
Green Marketing
Prof. Ratheesh Niar
 Green Environment is a new concept in Marketing.
 Its defined as holistic management for identifying,
anticipating and satisfying the requirements of customers and
society in a profitable and sustainable way.
 Requirements :
o Production process compatible with the environment.
o Compatible with company’s goals.
o Satisfy the company’s needs.
 The key is striking a balance between these requirements.
 This is an emerging marketing strategy that incorporates
broad range of activities like :
o Product Modification
o Fair Trade Pricing
o Adopting Eco Friendly Production Process.
o Modified Advertising
o Packaging
 Why Green Marketing?
o Growing concern worldwide about the environment protection.
o Consumers are becoming more conscious that their consumption
impact the environment.
o Manufacturers have recognized environmental concerns as the source
of competitive advantage.
 Marketing’s Impact on the Environment
 There are certain challenge’s like need of standardization,
new concept of customers, patience & perseverance, avoiding
green myopia.
 Ensures sustained and long term growth along with
profitability and saves money in the long run.
 Golden Rules of Green Marketing :
o Know your customer.
o Educating your customers.
o Being genuine and transparent.
o Reassure the buyers.
o Consider your pricing.
o Keeping consumer expectation in mind always.
 Green Washing : Refers to disinformation disseminated by an
organization so as to present an environmentally responsible
public image which then misleads and results in customer and
regulatory complacency.
WE LOUNGE
THE SPEAKERS

 Mr. ANUP SAGGU

 Mr. ADIL MALIA

 Mr. ANUJ GALGOTIA

MR. ANUP SAGGU
President India for
Perma Global Logistics
 He spoke about his journey, which was quite interesting from his
university days.
 Logistic happen to him as an accident.
 But eventually started enjoying the journey that he landed into the
largest logistic company DHL Global Logistics.
 Now heading the company in logistic (Perma Global Logistic)
 He gave a piece of advice that it is very important to be stabilized in
the beginning of the career, so that you get maximum knowledge
about one industry, about one product.
 His 1st job was in DHL, was there for 6 years which was his pioneer
for logistic.
 DHL was express company but got thorough knowledge, so it was
important to get into the heavy weight freight movement as well.
 He got into Menlo, a US based company, which was very lagre
during that period of time.
 Menlo was quite different because, Menlo was heavy weight
consignments and DLH logistic was light weight consignments and he
also took over the profit and loss responsibility.
 In BDP he travelled across India as he was the Head Airfreight India.
 He understood the business market of India, the mind set of customers
in south is different then north then east, as it varies from region to
region and the mode of transport in other parts of the country is
different
 For ex. In Mumbai there is international airport, if anyone want to ship
out good from India he can easily do it, whereas somebody in Nagpur
want to ship away, he has to transport it to Mumbai and then also
undergo varies interstate boarder formalities like there is Octroy in
Mumbai, Sales Tax issue in MP.
 The interesting part was the Ocean Freight Business, nearly 70-80% of
the world trade the movement from country to country, happens by
ocean.
 Oceans plays major role, but air freight is also important to the product
that are time sensitive, and the company that can afford the expenses.
 Being a GM in Arshiya Logistics for Sales, he has to look at all aspect
like marketing, accounting, costumers services, operations, fund
raising for the new business, etc.
 There is lost of learning which he has gained in this level of his current
post in Perma Global Logistics and it has bought him to the peak of the
career but there is still a long way to go.
 There were sets of problems in Perma Global Logistics that he had to
deal with, the 1st problem was lot of resignations in lot of department
because the earlier top leaders moved out and picked up the good
guys with them so the good guys moved out and the moral of the
team members left behind was also was also very low.
 They required lot of grooming session with the team member's,
motivating them.
 Them also the important thing is to get the business back in place,
because money is the life line for any company, you need funds.
 To fix up the issue and after four month he feels that they are back to
normal business from where he took over and now started growing.
MR. ADIL MALIA
President HR for
Essar Group
 Mr. Malia has 27 years of global work experience spanning
India, South West Asia, the Middle East and U.S. 
 Mr. Malia joined Essar from Coca-Cola India where he was
heading the HR function for India and South West Asia.
 He started his career at Godrej Group where he spent close to
9 years handling roles ranging from Sales, HR, to training and
development.
 He then joined GE Appliances in India and US as General
Manager (HRD&IR).
 Prior to Coca Cola, he served as Group General Manager
(HRD) at Al Futtiam Sons for their Middle East Operations.
 He then joined Essar in August 2006. He is responsible for
Human Resources Strategy, policies and programs for the
entire group and plays a critical role in providing vision and
leadership to the HR function to deliver on groups strategic
and operating goals.
 Winner of several awards and recognitions for his work in the
industry, he has been awarded Causa Honoris Doctorate in
Philosophy.
 An India’s greatest.com has listed Mr.Adil has listed him top
100 HR domain.
 Began at 19 as a Legal Assistant and have reached now the
top management echelons. The quintessence of the journey
is based on the learning ... ‘One first needs to be a good
person. Everything else follows!' 
 Learning is a continuous investment I have made and I keep
reaping the dividends of it all the time.
 Being an Appreciative Coach, I believe ... ‘No fun, No learn'.
Have coached several top CEOs till now.
 Passionate about People, I am a voracious reader, am fond of
poetry & music, indulge in humorous doodling, calligraphy
and love public speaking. 
Mr. ANUJ GALGOTIA
VP & Head (HR, ADMIN & IT) at
RNA Crops
 His professional journey started in 1990 (27yrs) and has an
experience in the field of HR and Admin
 His specialties are in Talent Acquisition, Change Management,
Organization Structuring and Compensation Management.
 He has previously worked with Larsen & Toubro Railway
Business Unit, Reliance Retail Ltd and Essar.
 He was always interested in strategic management but when
specialization came he choose HR as in those days HR was
coming to recognition as different part of management and
finance was not his cup of tea.
 He spoke about his interesting and long journey where he
learned a lot and many miles are yet to go.
 HR is all about relating with people and getting them to do
what you for business objectives.
 HR is how you manage people and how you deal with them.
 Transactions are all taken by technology.
 Further he says in HR they are not allowed to say things are
difficult.
 Admin is chaotic and they are trained to deal with chaos from
day 1.
 In personal life he says managing family is not easy as he feels
he is part timer at home so he has empowered his wife and
she is the manager at home.
 In future he looks for bigger role and would like to grow in
career to manage bigger units and complexities.
NEWSWIRE
TOPICS
INNOVATION
 INNOVATION MANAGEMENT – MANAGING INNOVATION IN BUSINESS

 4 STAGES FOR INNOVATION REFINEMENT

 THE BIGGEST OBSTACLES TO INNOVATION IN LARGE COMPANIES

 GLOBAL INNOVATION INDEX RANKS INDIA THE 57TH MOST INNOVATIVE NATION

FINANCE
 LESS THAN 5% PEOPLE PREFER TO USE E-WALLETS, BHIM APP FOR ONLINE TRANSACTIONS

 HOW BANKS HAVE CLAWED BACK TO THE DIGITAL PAYMENTS BUSINESS IN INDIA

 DIFFERENCE BETWEEN A DEMAT AND A TRADING ACCOUNT

COMMON
 GOOGLE MOST TRUSTED INTERNET BRAND IN INDIA

 6 BIG CAREER MISTAKES THAT CAN SABOTAGE YOUR FUTURE

 JOB SEEKERS SHOULD CUT THESE 3 THINGS OUT OF THEIR LINKEDIN PROFILE (IMMEDIATELY)
INNOVATION MANAGEMENT – MANAGING
INNOVATION IN BUSINESS
 A simple definition will be that innovation management is
about make use of “what we know” in the best possible
manner so as to gain the competitive advantage in the
business world.
 For many organizations and countries alike, innovation and
innovation management are no longer luxury items, but
rather necessities and a means of sustaining economic
development and competitiveness.
 To serve customer well and maintain the competitive position
in business, companies are forced to focus on the creation,
updating, availability, quality & use of innovation by all
employees and teams at work and in the market place.
 Innovation, ingenuity, and focus these are the three essentials
of innovation.
 For achieving the new heights in the business, it is required to
encourage not only product innovation but innovation in
every field.
 The development of such an organization itself is an
innovative task and all the above ways can help in inspiring
innovation in an organization.
 One best strategy that may be used for inspiring innovation is
to share the innovation by reorganizing the people.
4 STAGES FOR INNOVATION REFINEMENT

 Ideation and Brainstorming. 

o Many groups will build on a new idea right when it first arrives,
validating the idea or adding to it.
o Often it’s combined with other relevant ideas and the crowd can
even start offering new requirements and feedback right away.
 Proposal Building and Refinement. 
o Teams would do deeper research into an idea as to how to make
it relevant, feasible, and successful.
o Best practices are gathered and new themes are explored.
o During such research, the idea will often change significantly so
that it aligns to organizational objectives, capabilities, or to
accommodate market shifts or needs.
 Evaluation. 
o Ideas are often evaluated as whole or completed projects
with a great deal of information attached to them.
o Sometimes when an idea isn’t performing well in
evaluation, team members will retool the idea to help
improve its score.
 Prototyping and Testing. 

o This can change an idea entirely, because putting the

rubber to the road often shows the possibilities and
failings of a new idea.
o Once you have conducted a few tests, you learn a lot more
about what is possible and what you have to change.
THE BIGGEST OBSTACLES TO INNOVATION IN LARGE
COMPANIES

According to a survey fielded earlier this year for Innovation

Leader, the most common obstacles to innovation in large
companies were asked and these were the major responses
from 270 corporate leaders in strategy, innovation, and
research and development roles:

 Politics, turf wars, and a lack of alignment

o 55% of respondents voted out this issue.
 Cultural issues
o 45% of respondents voted out this issue.
 Inability to act on signals crucial to the future of the
business
o 42% of respondents voted out this issue.
 Lack of budget
o 41% of respondents voted out this issue.
 Lack of the right strategy or vision
o 36% of respondents voted out this issue.
GLOBAL INNOVATION INDEX RANKS INDIA THE 57TH
MOST INNOVATIVE NATION
 The Global Innovation Index (GII) has ranked India as the 57th
most innovative nation in the world. The country has
improved its ranking from 60th position last year.
 India has been improving steadily since it was ranked 81st in
2015.
 Meanwhile, China improved its ranking from 22 in 2017 to 17
this year.
 The GII is being developed jointly by Cornell University, the
Paris-based business school Insead and the World Intellectual
Property Organisation (WIPO) in Geneva.
 GII ranks 126 economies based on 80 indicators. It is now in
its 11th edition and has become a major input for
policymakers on innovation around the world.
 After a precipitous drop in 2014 and 2015, India has been
steadily improving its GII ranking in the last four years. “It is
surprising that India is not ranked higher,” says Francis Gurry,
director general of WIPO. “But there is a consistent trend
now, and I expect the trend to continue.”
 India is a top performer in the lower middle income group,
where it is ranked at fifth position.
 India is ranked second after China in the lower and upper
middle income group combined.
 Many Asian nations have been steadily improving their
ranking over the last five years. This list includes China, India,
Philippines, Cambodia and Vietnam. Four of the top five
innovation clusters are in Asia, based on patents and
publishing. San Francisco is the only innovation cluster
outside Asia among the top five.
LESS THAN 5% PEOPLE PREFER TO USE E-WALLETS,
BHIM APP FOR ONLINE TRANSACTIONS

 The 2018 Digital Habits Survey found that less than 5% of the
respondents prefer to use e-wallets and BHIM (Bharat
Interface for Money) app for online transactions.
 While 75% of the respondents are comfortable making online
transactions, only 32% prefer to use such methods to make
payments of any value.
 Credit cards emerged as the most preferred digital payment
option especially among those who make high-value
transactions while debit cards emerged as the second-most
popular payment option
 Transactions through Unified Payments Interface (UPI)
received a major stimulus from the government after Prime
Minister Narendra Modi launched BHIM on 30 December
2016.
 There have been more than 27.49 million downloads of the
BHIM app on the Android platform and around 1.4 million
downloads on the iOS platform. Around 14 million
transactions took place on the BHIM app till May, according to
the National Payments Corp. of India (NPCI).
 While more individuals are adopting to transactions on the
online platform, there are still challenges and areas of
improvement that need to be addressed if one has to
completely embrace the vision of digitization.
HOW BANKS HAVE CLAWED BACK TO THE DIGITAL
PAYMENTS BUSINESS IN INDIA
 Over the last year, the Central bank-promoted Unified
Payments Interface has been fast gaining ground on mobile
wallets.
 In the last financial year, UPI was almost at the same level as
mobile wallets in terms of the total value of transactions,
even if the volume of transactions was much lower.
 Because UPI entails real-time bank-to-bank transactions, its
rapid adoption by customers has helped legacy banks claw
back into the payments business, and mobile wallets are
eagerly collaborating with them to join the UPI bandwagon.
 UPI, which offers a superior payments experience, has pushed
banks to partner with technology companies to improve their
service to customers which has allowed the banks to restrict
payments within their rails instead of the payments going out
into an insulated wallet ecosystem. For example
o Yes Bank forged a partnership with Flipkart’s PhonePe for
UPI transactions, and Axis Bank, ICICI Bank, State Bank of
India, and HDFC Bank have all joined hands with WhatsApp
and Google Tez.
 One bank that perhaps has benefitted the most is Yes Bank,
through its partnership with PhonePe. With more than 30
million customers created through the app and reporting more
than 173 million UPI transactions last year, Yes Bank has led
the partnership game from the front. This could be replicated
by the other banks working with Tez and WhatsApp Payments.
DIFFERENCE BETWEEN A DEMAT AND A TRADING
ACCOUNT
 Nature
o Demat accounts are used to store the actual shares and other
securities you buy in the market.
o Trading account operates in the same way as your current bank
account and serves as a link between your bank account and your
demat account.
 Function
o A demat account provides you the facility to retain your financial
instruments in an electronic format.
o Trading account, meanwhile, performs the very act of buying and
selling securities. Shares are debited from your Demat account
and are sold in the market through the trading account.
 Role
o When you use your trading account to buy the shares of a
company, money is debited from your bank account and the
shares are credited to your demat account.
o When you sell shares through the trading account, the shares are
debited from your demat account and are sold in the market.
o The proceedings from the sale are then credited to your bank
account.
o Thus, to trade in the share market, both demat and trading
accounts are required.
GOOGLE MOST TRUSTED INTERNET BRAND IN INDIA

 Online search engine Google is the most trusted Internet

brand in India, followed by Facebook, a report said on 7th
August 2018.
 "With 1.2 trillion searches per year, it (Google) has become
the first port of call for all things on the Internet," the TRA
Brand Trust Report 2018 said here.
 Facebook, ranked second in the list, has been steadily
climbing the trust ladder over the years followed by Amazon
which was ranked third among the most trusted Internet
brands in the country and e-Bay rankeing fourth. Flipkart was
positioned sixth in the brand trust report.
 Mr. N Chandramouli , CEO, TRA Advisory said , "Internet
brands yet have much scope for disruption. Initially Internet
disrupted the traditional businesses, and now new models are
threatening other Internet businesses with better and more
efficient models,"

 He also added , "Only the Internet brands with a prudent

business model, one which focuses on brand trust along with
profits and growth will survive the next couple of years"
6 BIG CAREER MISTAKES THAT CAN SABOTAGE YOUR
FUTURE
Mistakes are a natural part of learning, living, and leadership.
But some mistakes can seriously sabotage your future. Here
are a few to make sure you steer clear of:
 Believing you have to know everything and do everything to
be successful :
o Setting yourself up to fail and also come across as a micromanager who
doesn't trust your team.
o Give the team space to collaborate and get things done.
 Thinking your leadership skills will develop naturally with
time :
o Don't expect that whatever got you to your position will keep you there.
o Constantly honing your skills, nurturing and development of skills.
 Falling prey to SOS (Shiny Object Syndrome):
o Success isn't about getting new opportunities but about getting the
right opportunities.
o The more time you spend looking for something new, the less time
you have to devote to becoming your best.
 Putting your life on hold while you chase success :
o Don't run yourself ragged, neglecting your family, friends and
health. You'll end up with nothing.
o take breaks, nourish your body, exercise, meditate--whatever feeds
your body and spirit makes you better at work.
 Going after a title instead of preparing to fill a role :
o Concerned with titles and status than with substance, you could be
sabotaging your success.
o Take a step back to position yourself to take two steps forward.
Focus on building the skills you'll need for your next steps forward.
 Burning bridges :
o Leave nothing behind but golden footprints.
JOB SEEKERS SHOULD CUT THESE 3 THINGS OUT OF
THEIR LINKEDIN PROFILE (IMMEDIATELY)
Don't set yourself, and your job search, up for failure. Use
LinkedIn the right way. Here are three things you need delete
from your LinkedIn profile immediately:

 Take out any elementary skill sets that you've included :

o Employers expect you to be punctual, and to know how to use
PowerPoint and Excel. You don't need bring it up on your LinkedIn
profile.
o You should add any quirky attributes you posses. Take time to talk
about something that sets you apart, not a skill that you should have.
o Avoid adding basic skill sets by focusing only on the tasks of your job
that challenged you.
 Don't expect anyone to hire you with a non-professional
looking profile picture :
o Select a profile picture for the job you want, not the job you have.
o A professional looking picture of you should be of you and only you. Be
camera ready, have a fresh face, combed hair, wear a nice shirt, and
have a neutral background.
o A picture is worth a thousand words.
 Use Linked for all (and only) things related to your career :
o Don't use it as a social site, don't comment on friends posts, or like
articles unless they pertain to your career path.
o Use this platform for all things (and only things) pertaining to your
career.
o Use LinkedIn to connect with as many people in your field as possible
o LinkedIn profile is a great way to get you and your resume to stand out,
especially when you cater your profile and interactions on LinkedIn to
your desired career.
THANK YOU