Persistent Performance Partnership

Q. What should CEOs do to ensure HR of their support in carrying out these functions smoothly?

A. First, they should start treating HR as a partner. They should give them the platform to speak on behalf of employees at the executive level and involve them in the business strategy and other important decisions that are taken in the company.

CEOs should also invest in the HR team to build themselves. In IT companies, usually all investments are made in training the technical people and there remains a want of efforts in helping people in the HR department.

Sometimes, HR team also needs exposure; they need to attend conferences and participate in business forums. A CEO should encourage them when they approach him with such requests. It is essential to understand that HR is not a support function and they are the business partners that help in meeting business goals.

Q. Do you think that the IT industry has fully explored the HR potential?
A. People are the real assets of IT companies and the company’s competency depends on the people they have. It is essential to recognise the importance of a good team and it is only good HR that can take care of the resources. Thus, we give a lot of importance on HR operations and invest in employees.

Q. How can the CEO assist HR in building the employer brand?
A. The CEO must assist HR in terms of creating an employer brand. At Persistent Systems, the HR team has a lot of ideas on how they can help. Mostly, they need encouragement and investment.

As far as the company’s overall brand strategy is concerned, the HR plays an integral part in it. The CEO should work along with the HR and provide it with whatever it needs to help the company develop a good brand within the employee community, and even outside the company.  Click here to read full interview...

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Superwoman of Group Buying

Flaming enthusiasm, backed by horse sense and persistence, is the quality that most frequently makes for success. Mrs. Anisha Singh, founder and CEO, Mydala.com, knew this well when she started the enterprise in December 2009. Her concept to start a group e-shopping by launching Mydala.com is today one of the leading web portals that offer immense opportunity to its customers to shop with ease while saving the big buck. With a Masters degree in political communication and an MBA in information systems from American University, Washington DC., Mrs. Singh, at just 21, joined the Clinton administration at the National Women’s Business Association. Here she helped women entrepreneurs raise funds for innovative women-led businesses. She then worked at Centra Software in Boston before returning to India and establishing Kinis (Software) Solutions, a provider of customised e-learning solutions to clients across US and India. “I was travelling back and forth for my first business, but after a period of time, my presence was not required 24x7 as things started to settle down and were taken care of by a management team. It was then that I started to think about what else I can do,” says Mrs. Singh, who feels that Indians have entrepreneurship inherent in them as is proved by the large number of hotels and motels being run by Indians throughout the world. Then Mydala.com happened.

She says, “I was working for 18 hours every day while setting up Mydala. In fact, I was in office till 10 pm before going to the hospital at 2 am to deliver my baby and attended my first business call after only four hours. I was back in office just 10 days after becoming a mother.” The hard work was worth it. Mydala.com is today one of the leading names in the realm of group buying. It currently has associations with 2000 plus merchants across Delhi, Mumbai, Bengaluru, Chandigarh, Kolkata, Chennai, Pune, Ahmedabad and Hyderabad and has created savings for users to the tune of over INR 2 crore till date, she says. It offers deals from restaurants, saloons and spas and a host of other services at discounts ranging from 40 to 90 per cent. Just within two years of its launch from Delhi, it has a remarkable subscriber base of around one million. Click here to read more...

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What needs to be done?

Two types of solutions to the problem of groupthink have been suggested.

1. Solutions that seek to insert particular processes into meetings with the aim to ensuring effective debate and discussion. Organisations should set up several independent groups, working on the same problem. The board should invite outside experts into meetings to discuss key issues. Each member should discuss the group’s ideas with trusted people outside the group (That is, a coach or mentor). First, and not surprisingly, simply having a debate helps, as can extending the time available for discussion. Likewise, assigning at least one group member the role of devil’s advocate can affect decision-making positively.

2. Insight solutions that focus more on helping teams understand how they make decisions and the politics and biases involved.

Harvard Business School’s Professor Emeritus Chris Argyris says, simply creating debate is of uncertain use when the issues involved are potentially threatening or embarrassing to the participants. His method involves engaging executive groups collectively and individually as a coach/facilitator, giving them feedback, challenging their thinking and using focused exercises to help them reflect on how they operate. Click here to read more..

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Fun@Marketing - Marketing samaritans

The National Final of BMW Golf Cup International 2011 held at the DLF Golf and Country Club, Gurgaon was a huge success and its winners will participate in the World Final of the BMW Golf Cup International 2011 which is scheduled to be held in Singapore starting March 5, 2012. An exclusive, invitation-only event, the BMW Golf Cup International 2011 is an amateur golf tournament series designed for customers, prospects and opinion leaders and provides the right mix for an exclusive social interaction. India is one of 50 participating countries at the World Final of BMW Golf Cup International 2011 which is a global series with 1,000 qualifying tournaments involving 100,000 players. The BMW Golf Cup International 2011 has three categories, A (for handicaps up to 12), B (for handicaps 13 – 28) and Ladies Category (for handicaps up to 28). The winners, runners-up and second runners-up of the individual handicap categories qualify for the National Final. The winners in each of the three handicap categories in the National Final qualify to take part in the World Final of BMW Golf Cup International 2011. During the tournament, participants also had the opportunity to win the Hole-in-one offer and win a three night / four day leisure trip to New Zealand. Hole-in-one is an extraordinarily tempting offer, but one that most pros have yet to take up. Phew! Marketing with a human touch indeed.

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Advertising - Hotspots and Rankings - International Curry

Some international campaigns succeed in creating momentously historic landmarks in the global advertising playfield. 4Ps B&M brings to you a review of one such stellar campaign that was active during the fortnight ending November 17, 2011

Couldn’t get better!

Advertiser: Contrex (Nestlé)
Ad Title: Contrexperience
Category: Ambient

4Ps TAKE: Given our record of analysing and closely monitoring dozens of benchmark ambient campaigns fortnight after fortnight, we have no qualms in admitting that we haven’t come across a single ambient campaign, which can be compared to this one. In fact, we might not see something better than this for a long time (or maybe not, considering the ability of world class creative minds to continue to surprise and enthrall). So here we go with what the act looks like. Contrex is a French brand of mineral water owned by Nestlé Waters since 1992. The water has high calcium content. The company claims that the properties of this water speed up metabolism, hence burning calories. This helps people consuming it lose weight. The brief given to Marcel (the advertising agency) was clear – by the time the campaign folds, everyone who has witnessed and/or participated must perceive Contrex to be a brand, which facilitates a healthy lifestyle. In summary, the creative guys had to keep it simple & impactful. This was more challenging as the process of simplifying consumer experience is rather complicated. The creative guys booked a crowded locality and developed an interactive 3D projection using cycles and a neon male stripper! 10 cycles were placed in front of a building along with bottles of Contrex mineral water. Soon, a crowd gathered and volunteers started cycling, To everyone’s surprise, the movement of the pedals powered a 3D projection in the form of a male stripper. The harder people cycled, the more the projection danced and stripped, revealing a well toned body. In the end, the stripper came out with a display board, which declared that the cyclists have lost 2000 calories. The punchline goes, “Slimming doesn’t have to be boring.” Well, those of us who have been trying as hard as possible to lose that flab will quite well agree. It’s just amazing to see how the event unfolded. And we insist, please log on to YouTube and watch the video – it’s a rare delight for advertising aficionados.

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