INTERVIEW · This edition also features our next round of quiz to test the grey cells of all quiz maniacs out there. It is always valuable to interact with industry experts and learn

Dear Readers,

The month of July has passed and the rains have started settling in to relieve us all from the blistering heat.

With a new found excitement and motivation in the new session, we have returned with this thought provoking

edition of DoMination.

This edition features a number of articles from a diverse range of topics such as Advertising, Technology, Ana-

lytics and Economics. The cover story for this edition is titled “Persuasive Advertising”, written by Ms Prachi

Jain.In this article, Prachi has focussed on the usefulness of the persuasive techniques that are being extensively

used in all forms of advertising. The Perspective section of this month’s domination is titled“Technology Lead-

ing to Management Revolution”. This article is written by Ms KarishmaManik and she touches upon the preva-

lent use of technology like: IT, Big Data, Social media etc. for marketing practices.

In DoMination, we never fail to showcase the creative side of our students. We feature a Black Ink Doodle by

Mr Ashutosh Puri of a Lion’s Head in the Chlorophyll section. This edition also features our next round of quiz to

test the grey cells of all quiz maniacs out there.

It is always valuable to interact with industry experts and learn from their valuable experience. This edition in-

cludes an interview with Mr. Sridhar Bollam,Vice President - Analytics at Capillary Technologies, taken and

compiled by Mr Kapil Gupta. The Economy section of this edition consists of an article titled “Fall in Crude Oil

Prices: Impact on Economies” written by Mr. Abhijeet Doshi. We finish this month’s DoMination by sharing the

Summer Internship experience of some of the students from the 2014-16 batch as they throw some light on

their learning over the 2 month period.

2 | DOMINATION, JULY 2015 DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

We hope you will like the present edition of DoMination. Your thoughts and feedback are always welcomed and appreciated. Feel free to write to us your inputs. Happy Reading.

Regards:

‘Team Domination’


D O M I N A T I O N

Faculty Adviser Dr. R.L. Dhar

Newsletter Team

Ashutosh Puri Kapil Gupta Karishma Manik Karan Sharma

Design Team Brijesh Kori Bratati Roy Vishisht Veer

DEPARTMENT OF MANAGEMENT STUDIES

INDIAN INSTITUTE OF TECHNOLOGY

ROORKEE

Roorkee- 247 667, India

Tel: +91-1332-285014, 285617

Fax: +91-1332-285565

Email: [email protected]

Website: www.iitr.ac.in/departments/DM/Pages/Index.html

(For private circulation only)

CHLOROPHYLL __________________________

DOODLE: LION’S HEAD

8

PERSPECTIVE __________________________________

TECHNOLOGY LEADING TO

MANAGEMENT REVOLUTION

6 COVER STORY _____________________________________

PERSUASIVE MARKETING

4

QUTOPIA ___________________ 9

INTERVIEW ____________________

SRIDHAR BOLLAM

12

C O N T E N T S

REGARDE’Z I-ECONOMIE ________________________________________

FALL IN CRUDE OIL PRICES

14

TEAM _______________

DOMINATION

18

INTERNSHIP

16 ______________________

EXPERIENCES

mailto:mailto:[email protected]?subject=Enquiry_Domination

http://www.iitr.ac.in/departments/DM/Pages/Index.html

C O V E R S T O R Y


P E R S U A S I V E M A R K E T I NG

Due to the steady rise in usefulness of influence in the advertisement world, persuasion techniques are being aggressively studied and ob-served. The ultimate goal of per-suasion is to convince the target audience to internalize the persua-sive argument and adopt the new attitude as a part of their core be-lief system. We encounter advertising in almost every task associated with us: on public billboards, in television shows, on Internet, on our cell phones, and even in schools and colleges. We are undoubtedly aware that these ads have a spe-cific purpose: to sell something. However, rarely do most of us think precisely about how the text, sound, and images in advertise-ments have been carefully crafted to persuade us to purchase a prod-uct or service-and that these tech-

niques are not far from those that have been already read by us, ex-perienced by us or used in our own persuasive writing. Persuasive techniques are used to grab our attention, to establish reliability and trust, to trigger the desire for the product or policy, and to moti-vate us to act (buy, vote, give money, etc.). Food makers want us to buy their p r o d u c t s , while movie studios want us to go watch the latest blockbusters. Be-cause persuasion is such a preva-lent component of our lives, it is often easy to fail to notice how we are influenced by outside sources. Generally, the persuasive strategies used by advertisers can be divided

into three categories: pathos, lo-gos, and ethos (PLE). Some more specific strategies that advertisers use are: (though they often overlap with the above high-flown strate-gies) humour, product comparison, patriotism, plain folks etc. Advertisers have a whole array of

techniques to grab consumers’ at-

tention, but to be effective and

spur people out of their inertia to

buy; advertising must go beyond

wheedling to touch some sort of

chord with the customers. World-

wide advertising success stories like

Pantene shampoo are no accident

but carefully orchestrated cam-

paigns to hit consumers' hot but-

tons. Some of the most successful

ad campaigns have revolved

around imaginary characters,

whether they are cartoon carica-

| Cover Story | Perspective | Chlorophyll | Qutopia | Regarde'z I-Economie | | Interview | Internship Experiences | Team Domination |

C O V E R S T O R Y


tures or deceased historical figures.

In some cases, characters them-

selves have nothing to do with the

product, but the offbeat nature of

the creature stimulates the con-

sumer to tune in and listen to the

message. Likewise, short depictions

about people's lives are ways to

draw people in to get them inter-

ested in a product. Hallmark did

this with its greeting cards, which

were seamlessly woven into the

storyline to resolve the dramatic

tension.

An effective visual advertisement is

guided by four Cs i.e. – catchy, con-

cise, comprehensive and convinc-

ing. These are just a few of highly

effective modes of persuasion.

Some methods include the use of

moral appeal, rewards, punish-

ments, positive or negative exper-

tise and many others. One method

of persuasion involves creating a

need or an appealing an existing

need. This type of enticement ap-

peals to a person's fundamental

needs (Maslow’s hierarchy of

needs) for shelter, safety, social,

self-esteem and self-actualization.

Another potent persuasive tech-

nique appeals to the need to be

popular, prestigious or alike to oth-

ers. Television commercials chan-

nelize this need by providing many

examples where viewers are en-

couraged to purchase items so they

can be like everyone else or be like

a well-respected or well-known

person. Television ads are a huge

source of exposure to persuasion

considering some estimates claim

that on an average television view-

ership in India is around 650 mil-

lion. Persuasion also entails the use

of loaded words and images. Ad-

vertisers are also mindful of the

power of positive words, that’s why

so many advertisers utilize phrases

such as "All Original &Natural",

"New, Improved and Tested" etc.

The examples discussed above are just a handful of the many induce-ment techniques outlined by social psychologists. An interesting ex-periment is to view a half-hour of a random television program and notice every instance of advertise-ment. The amount of persuasive techniques used in such a brief pe-riod of time will be surprising.

An adver-tising strat-egy works when the ad adds credibil ity to the claims of the com-p a n y . While de-

scribing the work that went into creating a product, providing sup-porting evidence for the product’s features should be a mandate for the firm. For e.g. many breweries were claiming that their beer was pure but Schlitz was the first to give

justification as to why its beer was pure. The strategy should be con-crete and should have something new to say when the product’s benefits or features are not easily discernible. People struggle to think in terms of abstract concepts and moreover in some mature markets, it’s difficult to think of anything new that can be said about a product/service. The ad can also tell a story to showcase the most compelling aspect of the product. People usually respond well to stories. If it requires selling something that doesn’t have many logical benefits then giving “romance” to the product adver-tisement usually works. Using the above mentioned strate-

gies requires listing the main bene-

fits of the product even if it re-

quires going to the extreme lengths

to create these benefits. Prospects

are often impressed if they could

see the work that went into creat-

ing the product or service. Even if a

technique is commonplace, it may

still be impressive by bringing proc-

ess to life. Featuring the people

who worked on it and showing the

passion behind it by being highly

specific would pave the way for

success.

PRACHI JAIN [email protected]

B Y


P E R S P E C T I V E


In the past, the value of a company was assessed largely on the basis of its capital and physical assets such as land, buildings, equipment, and inventory. Today, the real value of a company is much more than the value of its physical assets or its simple accounting net worth. Tech-nology adds value to the assets of a company. The technology resides in the company’s people and its technological systems. And now, with the widespread use of cloud, mobile, social media, big data and other technological ad-vances happening at a lightning speed, the shift in the way how technology is affecting our Business is something to watch out for. The most sought-after field nowa-days, in the Management domain, is the Big Data.

Big Data has emerged as one of the fastest growing fields in recent times and every business is looking forward to leverage it to get ahead in the competition. It won’t be wrong to say that it has completely revolutionized the way decisions are made, how value is created and how value is delivered in an organi-zation. Various dimensions of big data are: volume, velocity and variety. Volume refers to the amount of data. With all the data-gathering tools available in industry, the amount is overwhelming for many companies. It is measured in Ex-abyte or pet byte. Similarly, Veloc-ity refers to the speed at which data can be processed. For analyz-ing data with real-time effects, such as fraud or trading patterns,

every second faster can make a dif-ference. And, Variety, the third variable, refers to the various forms in which data is available. This includes video, audio, texts, satellite images, and much more. With the incoming tsunami of in-formation, companies are now able to use data to their advantage, which helps them in making better and more objective calls. Some of the ways in which Companies use this ‘Data’ to their advantage are:

1. Show Customers their own Data Customers get excited when they see their own data. Sites like Mint.com and LearnVest allow con-sumers to review their spending by category and see where their money went in a given week, month or year. Also, providing data

T E C H N O L OG Y L E A D I N G T O

M A N A G E M E N T R E V O L U T I O N


P E R S P E C T I V E


to customers, related to health and fitness, can help in making a lot of difference in their lives. And, at the same time, it can make a huge dif-ference on a company’s return on investment. 2. Predict customer’s needs before he asks for it A lot of companies are using big data to increase customer satisfac-tion and to increase purchases to online shoppers. Companies gather a lot of data on customers- their purchases, lists of websites visited, their localities, restaurants visited, their preferred brands, and the list goes on. The amount of data re-ceived is gigantic, and hence, aptly known as Big Data. Companies try to predict the customer’s future activities on the bases of past ex-perience. 3. Improve customer-service inter-action A large number of companies use Big Data to improve their customer service. When a customer reaches out to the company, the represen-tative can more quickly and effi-

ciently solve the problem if they have the right data in front of them. They won’t need to ask many questions from the customer as they would already know the answers.

4. Identify customer’s problems and find a solution to them Most companies are aware of their customer’s pain points, and if they don’t, they are not actually paying attention to their customers. A good Manager makes his employ-ees dig deep into the data to solve those difficulties and improve cus-tomer’s experience. So, Companies are using Big Data to give their customers personal treatment and build better long-term relationships with them. And, more and more companies are in-vesting in it to expand their busi-ness. Another important aspect of tech-nology giving a different dimension to Business Management is the So-cial Media Revolution.

Social Media is a platform that is easily accessible to anyone with internet access. It has tremen-dously helped in Business Manage-ment by increasing communication, fostering brand awareness and im-proving customer service for the companies. Apart from this, social media serves as a relatively inex-pensive platform for organizations to implement marketing cam-paigns. Leveraging the power of content and social media marketing can help a company to elevate its cus-tomer base in a dramatic way. Some of the ways in which Social Media Marketing can help improve a company’s business are: Increas-ing Brand Recognition, Improving brand loyalty, Converting More Op-portunities, Obtaining Higher con-version rates, Higher Brand Author-ity, Increasing Inbound Traffic, De-creasing Marketing Costs, Better Search Engine Rankings, Richer C u s t o m e r E x p e r i e n c e s and Improving Customer Insights. Hence, it is necessary for compa-nies to keep pace with technology, as it is due to technology that our world is developing at a phenome-nal speed. And clearly, the applica-tion of technology, and not just its development, is a key to success in the competitive global economy.

KARISHMA MANIK [email protected]

B Y


http://www.entrepreneur.com/marketing/socialmedia/index.html

http://www.entrepreneur.com/topic/social-media-marketing

C H L O R O P H Y L L


D O O D L E: L I O N ’ S H E A D

( B L A C K I N K )

ASHUTOSH PURI [email protected]

B Y


Q U T O P I A


S E C T I O N - A

1. Founded on 29/12/1945 in Mumbai, India. Initially known as “Western India Vegetable Prod-ucts”. Now we know this company for an entirely different field of business. Its current name is sort of an abbreviated version of its founding name. Which global enterprise are we talking about?

2. Shiv-Nagar, a village in Muzzafarnagar district of UP had water scarcity problem which was solved by a company by installing series of hand pumps in June 2011. As a token of gratitude villagers named their village after the name of that company. What is the new name of Shiv Nagar?

3. Unlike the infamous Colonel Dyer, his father Ed Dyer is much less known. He started making a product in India that connoisseurs in the field would have come across, even if they were not aware of the person who started it. The business is now owned by the Mohan-Meakin group.What product is this?

4. Who owns the domain name 466453.com?

5. His first product was soap. In order to sell the soap, he offered free baking powder. The bak-ing powder became more popular than the soap so he switched to that. To help sell his bak-ing powder, he began offering something else for free. Well, that became even more popular then and today he leads in the production of that particular product. Who am I talking about and what product?

6. From which famous Hotel Chain the word “Ritzy” meaning luxurious derived from?


Q U T O P I A


S E C T I O N - B

1. Miniature blueprint of?

3. Founded by a Mormon, which hotel chain provides

the ‘Book of Mormon’ in its rooms?

2. Constituents of Which group?


Q U T O P I A


A N S W E R S F O R

P R E V I O U S E D I T I O N

1. Double Negative (Prime Focus group) owned by Namit Malhotra 2. Apple Computers (in 1981) when IBM introduced its first PC. 3. Lifebuoy soap. William Lever, who founded Lever Brothers, one of the fore-

runners of Unilever, launched Lifebuoy soap in the northwest of England in 1894.

4. Britannia Industries Limited, VINITA BALI 5. Dettol 6. Haldirams

1. Meerkat: twitter’s live video sharing app 2. The World Trade Center's new logo, de-

signed by branding agency Landor Associ-ates.

3. David Ogilvy who co-founded Ogilvy and Mathers (O&M)

4. Uber Rape Case

S E C T I O N - A

WINNER OF PREVIOUS EDITION

S E C T I O N - B

NITIN AGARAWAL [email protected]

I S


I N T E R V I E W


S R I D H A R B O L L A M VICE PRESIDENT ANALYTICS AT CAPILLARY TECHNOLOGIES

What are your thoughts about IIT Roorkee and Confluencia 2015? I really appreciate the effort and time given by you people to organize such kind of an event, to get the guests down, making sure the guests are comfortable. It has been a pleasant experience. There was one unpleasant experience of 4.5 hours’ drive from Chandigarh to Roorkee on shaky roads. IIT Roor-kee has a very pleasant campus. I see a lot of teamwork going on be-tween you two people and that you don’t see in most of the places. I think it’s wonderful! What have been the Biggest Chal-lenges and weaknesses Capillary has overcome over the past years to become what it has become to-day?

I always call it as 4-5 stages of the lifecycle of a company: start-ing from Incubation, to your angel investors, to Series A, b funding and finally expansion in multiple countries. Each one is a challenge. I believe we have a start-up kind of environment but none of us call it that because we have crossed that stage in terms of funding and our achievements. Very few companies in India provide software as a solu-tion and we are one of the top pro-viders of the SAS solutions to our customers. One of the prime fac-tors for us to grow has been our customers. We feel our customer’s success is our success and feel very proud that we have made a success to our customers

What Start-up opportunities do you see in our neighbouring coun-tries say Sri Lanka, Nepal?

See, it depends. Many of our customers are taking to foreign countries. We just recently cracked Bata and along with India, estab-lishing CRM services across India, they have given us Bangladesh, Sri Lanka, Pakistan, Indonesia etc. Our customers are taking us to other countries. So, if you establish a start-up, it all depends on your cus-tomers and their needs. In all this game of BIG data, how to narrow down huge amounts of Data into useful content? The segmentation is primar-ily based on Conviction. The Con-viction that comes with your ex-perience, maturity in that kind of


I N T E R V I E W


industry and what knowledge you possess on that industry and once your conviction kicks in you build a paradigm over it; this kind of con-viction works, this does not and finally incorporating this conviction into the data. See it works two ways. Firstly, you need to under-stand your business, community, business culture, employees and then what is hidden in the data. Future success will be based on combining these two. At the End of the Day tools like SAS, SPSS, and R can test only the hypothesis. There may be 500-600 possible hypothesis of a data set. How do professionals decide on what to test as to get results in the least amount of time? As the Data keeps on grow-ing, SMARTNESS becomes the fac-tor, not the quantity of time. You rightly said if we have 500 hypothe-sis only 10 of them would work. Now a smart professional will have the understanding of only testing those 10 hypotheses that can change the paradigm, change the way we look at business. You need to be quelled with your conviction to know what actually would work. And, all this smartness comes from experience and knowledge of the concerned industry. Many food outlets have decided that Wednesday is the day they are going to give their customer’s special offers like: One on one free. What Kind of analytics has gone into that decision? We have food 21 times a day. If we talk about foreign coun-

tries, people prefer to have food outside. However, in India culture is more having the food inside home because it is considered healthy food. None of these food outlets have made the image of Healthy Food. In India huge diver-sity also makes it difficult to crack a customer because what works in Hyderabad would not work in Delhi. One on one is just about finding an opportunity. Out of the 20 odd meals that the customer will have in a weak, can we find one opportunity out of it. There could be different reasons of choosing a particular day but eve-rybody is targeting one meal. There are many times when adults buy Pizza’s because of children. What about tailoring some mar-keting plans keeping these kids in mind in such cases? Currently the channel of communication we have is from adults, the need maybe from some-where else. Even if I build a section for kids or say develop a model for kids, what will be my channel of communication for that section. What is the first reaction of a par-ent when his/her kid asks for a pizza? They probably try to tell him it’s not healthy. So, if I make an ad-vertisement for the parents sug-gesting them “Your kid loves pizza, please buy it”. He would be more likely be irritated by it. I agree we need to have some kind of kid’s data but we need to develop a dif-ferent kind of model that can be effective.

Any piece of advice you have for our batch? From the analytics perspec-tive, I suggest you all to be Practi-cal. Try doing some kind of project. Take some kind of a data, try to analyse it on your own, and try to relate it to the industry. Learning tools, learning the subjective parts of analytics is rather insignificant. Try learning the execution part and try creating something useful on your own.

KAPIL GUPTA [email protected]

B Y


mailto:[email protected]


F A L L IN C R U D E O I L P R I C E S I M P A C T O N E C O N O M I E S

The decline in the crude oil prices has been dramatic since the last few months. This event can be at-tributed to two major factors:

1. Increase in production by non OPEC countries like US

2. Reluctance by Organization of Petroleum Exporting Countries (OPEC) to cut pro-duction

Slowing economies of China, Japan and Europe have also impacted the price by showcasing low demand as this form the major importing group of the world.

Gainers Simply put the net importers would gain and the net exporters would be worse off. However an overall

effect would be positive taking the world economy as a whole. Talking about the fall in the crude oil prices Christine Lagarde, managing direc-tor, International Monetary Fund was quoted as saying “Assuming we have a 30% decline, it’s likely to be an additional 0.8% (in economic growth) for most advanced econo-mies, because all of them are im-porters of oil.” China is a major beneficiary of the current situation. As it is one of the largest importers of crude oil, weakness in the prices of the oil in the international market is in fa-vour of the country. Every drop of $1 in the price of oil saves around 3% of the import bill. Impact on America is mixed as it is one of the

biggest importer, consumer and exporter of oil in the world. So the net effect is neutralized by savings from import and loss from exports.

India also form the part of the gainer category as 70% of the oil requirement is imported. It will help government in lowering the subsidy burden and will help con-tain the fiscal deficit (difference between Government’s income and expenditure). Government will also be able to decontrol the diesel prices following the further fall in the crude oil prices. Macquarie Capital stated that a

$10 per barrel fall in the price of

R E G A R D E’ Z I - E C O N O M I E


R E G A R D E’ Z I - E C O N O M I E


the crude oil helps in reducing the

import bill by $9.2 billion. Curbing

inflation through decrease in Cur-

rent Account Deficit (CAD) and im-

port bill is another advantage for

India.

Taking in view the industries that

would be the biggest beneficiaries

are airline, energy, logistics and

transport industries for which oil

forms the largest part of cost in-

curred. Consumer sector compa-

nies would also enjoy cost benefits

in the form of easing of cost of the

raw materials. In general, compa-

nies in this sector pass on any extra

cost to the consumers but due to

ease of the raw materials cost, the

price of the end products could be

kept low thus boosting the overall

margins.

Losers

All the exporting countries will form part of this group. Saudi Ara-bia being the world’s largest ex-porter of the oil took the largest blow. Its budget has certainly gone into red. But considering the for-eign reserves of the nation it could bear any losses arising for couple of

years to come. The major impact is still on smaller countries which draw majority of the GDP revenue from oil exports. The most notable of the countries that form part of this group are Iran, Venezuela and Russia. Prede-cessor of the current president of Venezuela dismantled a welfare fund to meet with the expenses magnified due to the losses gener-ated. This has pulled the foreign reserves at decade low levels. Every dollar of dip in the prices of crude cuts around $450 million off the export earnings. This has cre-ated a panic situation in the coun-try. Last year fiscal deficit of the country touched 17% of GDP last year due to which the central bank was forced to print currency fur-ther resulting into increase of infla-tion. Standard and Poor’s have downgraded the country’s debt to CCC+ impacting the goodwill of the country. On the same line Iran is facing the heat. In terms of vulnerability it is worse positioned than Venezuela. It is spending on the subsidies con-stituting around 25% of the GDP. Sanctions have limited the country to borrow further. The current gov-ernment is taking measures in the right direction forming reforms to take the country out of the crisis which is reflected by the growth numbers. But the fall in prices of crude oil may force Iran to deal with America over the nuclear mis-sion.

With the steep fall of the currency assisted by decrease in the price of oil Russia is facing the slowdown. The slide in the currency is impact-ing the living standards of the peo-ple and as with the case of Iran due to the sanctions offered by the west the capacity to borrow has decreased with time. According to Analysts, growth will hover in the range 0.5-2% as compared to 4% last year.

Thus, the steep fall in the prices of

oil is having an impact on the econ-

omy of the world and is being

treated as one of the major events

in the history of the world. All the

countries are in the process of tak-

ing measures to analyze the situa-

tion both from long term and short

term perspective and trying to po-

sition reforms for the well being of

the economy of the respective

countries.

ABHIJEET DOSHI [email protected]

B Y


mailto:[email protected]

_______________________ RESERVE BANK OF INDIA, LUCKNOW


One cannot be luckier if he/she gets to do internship at Reserve bank of India, the bank that regulates the monetary policy of our nation. There I got an oppor-tunity to work in the field of finance to small enterprises and hence I did a pro-ject on the topic “MSMEs in India vs. BRICS nations: Problems and Challenges”. My internship gave me much more than technical knowledge. There I got to meet so many knowledgeable persons who are not only knowledge rich but also

down to earth. We used to have discussions about myriad topics from US economy to problems faced by the poor people of India with General Managers and Advisors of RBI. The best part was to see live monetary policy review on 2nd of June by Governors and Deputy Governors in which they cut the repo rate by 25 bps to 7.25%. My internship gave me an opportunity to know the ground re-alities of problems faced by bank and government policies. As my project was related to MSMEs, I got to attend the Empowered committee meeting (ECMs are the meetings held at regional offices to improve the credit to MSMEs). Sitting among all top managers from banks and other institutions in ECM was very different and great experience. One very interesting thing I noticed there was the inclination of high authorities towards supporting the poor and financially excluded people. Every employee was keen to help and good natured. So my overall experience was very enriching and will always be there in my memories as my very special mo-

ments.

NISHU SAINI

HITESHWAR MARHARIYA __ _________________ I B M

It was indeed a great opportunity for me to get selected amongst the top MBA

students across the country for the reputed “IBM Extreme Blue” internship pro-

gram which is ranked amongst the top 20 internship program all over the world.

Being a part of IBM for 11 weeks, I worked on the project “Automatically detect

vulnerabilities and secure systems in a cloud environment”. I was handed over the

task to prepare a detailed business case for the project and to perform exhaustive

market analysis for IBM tools by researching multiple available products in the market and their approach to-

wards patching the systems. I was also interfaced with current product clientele to understand product usage

and challenges faced with patching the systems. During the internship I also performed feasibility study for

IBM’s top leadership by modeling differential pricing strategy to ensure project viability and competitiveness.

This internship has given me a hands-on experience to practically use the tactics of marketing research. Also,

Bangalore as a city offered various places to visit and explore, thus it was a very enriching experience.

I N T E R N S H I P E X P E R I E N C E S



I N T E R N S H I P E X P E R I E N C E S

My summer internship was at McCann, Delhi along with my two batch mates Kartik Reddy & Vikrant Kanwar. McCann is an advertising firm headed by Parsoon Joshi, Asia-Pacific Head of McCann Erikson. My Mentors were very creative and always asked to give inputs in all the live projects. Sometimes they appreciated, sometimes they told to dig in more, during the times when I couldn’t think of the idea or ap-proach for the problem, they never criticized in-fact they boosted to go out of the

box and think something I never thought of. Indeed I did think of something extraordinary. McCann was not the typical 9-5 job; it was so much interesting that I worked on weekends as well whenever required. As a team of three, we were given individual and group tasks like doing market research, designing the field surveys to con-ducting it for the client. We also worked across various sectors like Aviation, Telecom, and Fertilizers which helped me to get better understanding of how marketing takes place in all these sectors in accordance with cli-ent’s needs. My internship made me sure of my decision over taking marketing as my specialization and to grow and excel in this wonderful field. Marketing is not just STP+ 5P (Packaging is recently added), It is what everyone knows but yet can’t put in words, it is somewhat intangible but with means of tangible resources we can reach out to our target audience before our competitors do. My advice is that always keep your peers and learning hand in hand so that you won’t compromise over the whole experience of internship.

SUCHITA SHARVA

I got an opportunity to work with Bloomberg Television India, a paramount for de-livering first, fastest, factual economy driven news and creating a profound impact on decision making of CXOs/CMOs/CFOs community. I was thrilled to work with sales team in generating business for the some of the biggest brands throughout the industry including SAP, Inox Wind, Indosolar, Fenesta etc and thus gained an insightful experience of its operations. I gained tremendous insights about roles and responsibilities of a sales team, that is how sales team gets assistance from marketing wing for clients details, how they tap them by taking appointments, how sales team has to prepare the proposals. I have been also exposed to various nuances of Media Industry in India and thus learnt how our country can

take a place of global entertainment superpower. It was definitely an unparalleled internship experience which

has given me a lot of insights and has helped me to grow more professionally.

SHEENA _________ M C C A N N

_______________ BLOOMBERG TV INDIA


T E A M D O M I N A T I O N

TEAM NEWSLETTER THE

“Keep your eyes on the stars, and your feet on the ground. “ -Theodore Roosevelt

_________________ KAPIL GUPTA

“It is our choices… that show what we truly are, far more than our abilities.” -JK Rowling

_________________ KARISHMA MANIK

_________________ ASHUTOSH PURI

“When you are courting a nice girl an hour seems like a second. When you sit on a red-hot cinder a second seems like an hour. That's relativity.“ -Albert Einstein

_________________ KARAN SHARMA

“It is the mark of an educated mind to be able to entertain a thought without accepting it.“

-Aristotle

T E A M D O M I N A T I O N

T E A M D E S I G N T H E

_________________ V I S H I S H T V E E R

“Success is not final, failure is not fatal: it is the courage to continue that counts.” - Winston Churchill

“Experience is simply the name we give to our mistakes. “ -Oscar Wilde

_________________ B R I J E S H K O R I

_________________ B R A T A T I R O Y

“One day you’ll wake up and there will be no more time to do the things you always wanted. Do it now “ -Paulo Coelho

DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE

ROORKEE - 247667, INDIA

Comment/ Feedback Mail to : [email protected]

Contacts: Kapil Gupta (+91-8146164602 )

Karishma Manik (+91-8859437025)

FOLLOW US :

http://domsiitroorkee.blogspot.com/

http://twitter.com/#!/doms_iitroorkee

https://www.facebook.com/pages/DoMS-IIT-Roorkee/156383884413349

mailto:mailto:[email protected]?subject=Feedback

http://domsiitroorkee.blogspot.com/

http://twitter.com/#!/doms_iitroorkee

https://www.facebook.com/pages/DoMS-IIT-Roorkee/156383884413349

Documents

INTERVIEW · This edition also features our next round of quiz to test the grey cells of all quiz maniacs out there. It is always valuable to interact with industry experts and learn