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DEPARTMENT OF MANAGEMENT SCIENCES, UNIVERSITY OF PUNE (PUMBA) Page 1

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Cover Story ____________________________________________04

Social Talk _____________________________________________07

Did You Know? __________________________________________10

Brand Talk _____________________________________________12

Sports Talk _____________________________________________14

Management Funda ______________________________________16

Operations World ________________________________________20

HR Perspective __________________________________________23

Addiction ______________________________________________25

PUMBA MIRROR _________________________________________27

Acknowledgement _______________________________________38

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EEE DDD III TTT OOO R R R SSS NNN OOO TTT EEE

Hello friends, it feels good to bring out the August Edition of Nexus the

Newsletter of Department of Management Sciences, University of Pune (PUMBA),one of the finest B-Schools of our Country.

This time we have tried to cover some issues which are important for us

both as a budding Manager and also as a Citizen of India. We have also included

a brief summary of all the events conducted in the college during previous

Trimester. We hope that you would like this edition of Nexus.

We would like to thank our HOD Dr. Capt. C.M. Chitale Sir for giving us an

opportunity to bring out Nexus.

We would also thank our faculty Coordinator Dr. Prafulla Pawar Sir for

giving us his invaluable feedback from time to time.

I sincerely thank all my colleagues at Communication Cell and our

Co-ordinator Mr. Sandip Dole for giving me this responsibility and supporting

me.

Thus, on behalf of Communication Cell, I present to all the August Edition

of Nexus.

Best Regards,

Suyash S. Jain

Editor, Nexus

Communication Cell

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I have been thinking about it for quite some time now, why is it so

difficult for people to understand simple fact that nobody but they themselvesare responsible for growth in their career.

In MBA, people expect professors to teach us and then we learn and

understand (its perfectly fine as we pay fees for it) but when you are doing Post

Graduation then our professors expect us to go one step ahead, explore the

topic and read on it further which most of us do not do.

Now this is very basic thing and everyone understands it. But I think they

do not realize it as there is no money attached to this extra learning and

nowadays we dont understand anything if money is not involved in it.

People, I just want to tell you if you would have worked for 2 years

instead of doing MBA then minimum 3 Lac per annum would have been your

salary. So going by that calculation, 6 Lac would have been your earning at the

end of 2 years. So I think this is the money that we are paying for this

opportunity. So to ripe maximum out of these two years, we should put some

extra efforts to gain some knowledge.

I want to thank all the people who had put in their efforts in publishing

this edition of NEXUS and looking forward for their support to make NEXUS

better and better.

Sandip Dole

Coordinator,

Communication Cell

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CCCOOO VVVEEE R R R SSS TTT OOO R R R YYY

S OCIAL N ETWORKING : USE , M ISUSE AND

ABUSE

While, I was thinking about a topic which could be published as a cover

story for our college magazine, I was not able to think of a unique idea. Right

from the great fall of rupee to the recent competition between Times and

Outlook to declare the winner o f the most coveted title of this century THE

UNDERACHIEVER different ideas came to my mind; but I kept on rejecting all

these ideas in order to write something genuinely Original. Normally a premier

B school magazine cover story should either be related to Marketing, Finance,

Economics or some recent happenings because this is what we learn in a

management college; but it sounded to clichd to work on it. I switched on the

TV to find nothing interesting. The News channels as usual were trying too hard

to entertain people. The same story about president polls, economic crisis were

going on. One of the news channel also showed a story like are we back to 1991

crisis? The way these stories were shown reminded me of a Ram Gopal Vermafilm without loud background music.

I kept on changing the channels and settled on a channel showing

advertisements and analyzed them. I was quite happy on myself because I could

analyze that commercial despite almost a two month long break from IMC

lectures. Suddenly, I got a c all from one of my old friend. How are you? You are

not even online on facebook nowadays, where are you? I couldnt control my

laughter; I just knew that he had uploaded something new. I ended up my calland logged into my facebook account. I went through my timeline liked few

status, photos including that of my friend who had called me. I went online and

found around 80 friends online, I chatted with few friends, checked notifications

and logged out of facebook and logged into twitter. In this way I wasted almost

4 hours of my life. And then I got the idea for the cover story. Social

Networking: Use, Misuse and Abuse.

I was delighted. In my 5 year long affair with many social networking sites(excluding the innocent orkut days) I had seen many incidences happening

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Many wannabes are using these sites as a tool for free publicity. A model

posting nude pictures post a final of a sport event on a social networking site of

which children from the age group 13 onwards are part of and national media

making it a front page story definitely wont take this country anywhere. A video

of a politician, banned by Supreme Court to be telecasted on National channel

find its way on Facebook. The social media and its stakeholders have crossed all

limits and have now even challenged the supremacy of our judiciary.

To add to this trolls and spammers have crossed all the limits. The

abusive language used by them in the name of nationalism is a huge blot on our

culture. The amount of negativity on social networking sites is increasing day by

day. A last ball six wont gain praise to the batsman but will definitely lead to

bashing and abusing of the bowler and his whole clan.

The amount of time spent on these sites by youngsters of our tech-savvy

generation is shocking. This is going to be harmful in our overall development as

well as our health. Many researchers have suggested that too much of these

sites can harm a pers ons health and can even cause depression and various

other disorders.

We all come forward to oppose Mr. Kapil Sibal when he asks to put a

censorship on Social Media but we dont see the logic behind it. We want

complete independence and we quote our constitution saying that we have

freedom of speech. We think that without these networking sites we wont be

successful. Someone not on facebook is like a Sin. Didnt our parents and elders

grow up without all these stuff? Are they less successful? I am totally for the use

of all these networking sites and dont say that we should stop using them but

we should use them with some constraints and definitely not Misuse them!! Iwould stop here but just give a thought to this!!!

Suyash S. Jain MBA ++ Marketing

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SSS ooo ccc iii aaa lll TTT aaa lll kkk :::

W ATER MANAGEMENT : N EED OF THE H OUR

Water, one of the basic five elements of the universe, is getting precious

day by day and a day will come, not far from today, when it would be treated as

national wealth and the country having abundant water resources will rule the

world. We all know that the next war fought would be definitely for water. Water

management, thus has become an important aspect in development of a nation.

It is a crucial challenge for developing as well as developed nations.

Pune is known for its water management ability since Chhatrapati ShivajiMaharajs Era. The city is blessed with two rivers mula and mutha along with

many small and big lakes. During the peshwa Era, when pune was at the peak of

prosperity, peshwas introduced a closed pipeline system in the city. In this

system water was stored and supplied from katraj Lake to the whole city. We

still find these ancient pipelines during the excavations.

But the tremendous growth of the city as well as the increase in pollution

has created hurdles in this management. Water of Mutha River is used fordomestic purposes and is supplied through khadakwasla reservoir supplemented

by water stored in 3 big dams, panshet, warasgaon and temghar. Katraj Lake

and panshet dam take care of ground water level for the city. All this is planned

and managed by Irrigation department. This planning was done in the 1960s

decade keeping in mind the growth of the city for next few years. But as the city

expanded in all directions, Puneites started facing water shortage and other

problems related to water supply.

There are 6 purification plants through which water is supplied to the city.

As per the statistics, about 135 to 150 litres of water is consumed by each

individual per day and with the population of 35 lakhs, around 8 TMC water is

totally consumed by the city per day. The irrigation department has earmarked

11.5 TMC water per day for the city. If we follow the statistics, we should not

face any water crisis in the city. The PMC officials mainly blame the leakages of

30% to 40% in transportation and distribution as the main cause of this water

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crisis. Water theft is also a serious problem faced by the department. Another

important cause of this

crisis is the manual operation of water distribution. It leads to uneven

distribution of water due to political pressures and lack of check on thedistribution. Implementation of water meters may overcome this problem.

Though the bill for the same has been passed in the state assembly the

implementation has failed at the grass root levels.

World Water Day 2012 was celebrated on 22 nd March. The campaign with

the theme - Water and food security, tried to create awareness amongst one

and all, regarding Food Wastage being the lesser known culprit for Water

wastage. We are oblivious towards the fact that, 90% of the total waterconsumption goes into producing food, whether its 1.5 litres of water that goes

into producing 1kg of wheat food, or a whopping 15 litres that goes into cooking

a kg of beef. Yet alone, we pay little heed towards incorporating few corrective

actions in our routine life.

We feel helpless while seeing huge amount of wastage of water. What an

irony it is, when the water trucks waste lots of the precious natural resource,

while aiming to supply it! We humans are masters of hypocrisy, making it

evident by merely discussing topics like Dualism in Water Costs on one hand,

to buy a bottle of water priced at Rs.15 for 500ml, on the other. Le ts not just

narrate heart-wrenching stories of water shortages, while doing nothing to tackle

it.

As students or professionals, we can do our bit by not only creating

awareness but also by incorporating simple measures. It could be insisting upon

rainwater harvesting, or by avoiding wastage. It could even be done by

consuming less water-intensive products. It could be done by encouraging

Water entrepreneurs, or by effectively treating the waste water that pollutes

our rivers. Solutions are many, hands are many, but water is scarce. After all,

drop by drop we make a river!! Lets give it a thought when we knowingly or

unknowingly waste water by celebrating Holi or while procrastinating to get the

leaking tap repaired!!

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Lets make this world a place with abundant water for every self, by

starting with our own self to save water and nurture Mother Earth!!

Smrutee Sathaye MBA ++ Finance

Shailaja Khadilkar MBA ++ Marketing

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TEA VEDA

The Tata Group is perhaps one of the most famous and respectedcompanies. It has ventured into so many businesses-namely, automobile,

finance, beverages and so on. Tata Motors has lately been in the limelight after

taking Jaguar and Land Rover under its wings and being the fifth largest profit

maker in India.

Having said that, what would one think Tata Tea is famous for? No points

for guessing. It is their mass market brand and Jaago -Re campaign. Tata Tea

(a product of Tata Global Beverages) has provided consumers, mainly the middleclass, with good quality tea at an affordable price.

Now, the worlds 2 nd largest tea branded company, Tata Global Beverages,

has launched Tea Veda in the super premium tea market which promises to

give tough competition to dominant players like Typhoo owned by the Apeejay-

Surrendra Group. With tea priced at a whopping Rs. 7000 per kg (Rs. 350/50

gm.), it wouldnt be hard to guess where one can buy Tea Veda. Perhaps, a high

end boutique food store, modern trade store (Read: Hypercity, Dorabjee,Foodhall). The company has launched Tea Veda in six variants-three single

origin (Darjeeling, Assam and Nilgiris) and three spiced variants (cardamom,

masala and ginger). Tea Veda can also be a gifting option.

Vikram Grover, VP-Marketing at Tata Global Beverages (TGB), believes

that Tata Tea finds high resonance among affluent consumers because of its

quality credentials, and that Tea Veda will leverage this equity through unique

offerings that will stand out in the market. Harish Bijoor, CEO at Harish Bijoor

Consultants says, With Tatas brand equity, Tea Veda will definitely occupy a

high ground. And with the rising trend of gifting teas in India, Tea Veda can also

be an attractive gifting option.

A huge manifestation of globalization is that an average Indian has

become aware of brands, cultures, that he was oblivious to. Also, Indian

consumers disposable income is rising steadily. They do not mind shelling out a

few extra bucks on lifestyle products, especially when it comes from a

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trustworthy source. It is interesting to see that Tatas operate in the high-end

hospitality business under different banners, namely Taj and Vivanta, and in the

automobile business with Jaguar and Land Rover. But this time, with Tea Veda,

Tata has chosen to keep its name instead of using Tetley. There have to be

some reasons behind taking this step. Tatas brand equity in India is

tremendously high. At this point in time, this equity can be a huge advantage

while introducing a product in the super-premium segment. Consumers might

try an expensive product like Tea Veda, knowing that it has come from the Tata

group. Also with hardly any competitors in this tea market, introducing Tea Veda

seems to be an excellent idea.

All in all, I believe that Tatas have again reinforced their foothold when it

comes to catering consumers with big pockets and a refined taste. It will be

worthwhile to watch how it fares in the market down the line. All this writing has

made me crave for a hot cup of tea, Tea anyone

Preeta Chitre MBA++ Marketing

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BBB rrr aaa nnn ddd ttt aaa lllkkk :::

ANDROID W AVE D ESTROYED B RAND N OKIA

As time changes people change and so do their cell phones. Thats exactly

what has happened with Nokia. Nokia has gone down from being a superhero to

a zero thanks to its decision of not adopting the Android OS. It's hard to believe

that just a few years ago; Nokia literally dominated the smart phone market.

Fast forward to 2012, and we see that nokia currently holds 1 percent share in

the smart phone market. Nokia has suffered a loss of a whopping 523 million in

the 2 nd quarter of 2011. Its overall revenue has come down by 7% from 10

billion euro to 9.3. Nokia is now behind Iphone in its overall sales figure and has

slipped to the 2nd spot!!

In India, the world's second-biggest mobile phone market, with more than

900 million subscribers, Nokia's market share has halved in the three years to

2011, when it sold 31% of the total 183 million handsets sold. While Nokia

wants to maintain its product differentiation by having a well-functioning

operating system and not one that, in real people's eyes, is simply a commodity,

they have forgotten that peoples tastes are changing and so are their buying

abilities.

Android comes with a flavour of new, of something that is always updated

with new, more powerful versions and its App Store boasts almost 4,50,000

applications. The Apples App Store (iOS) has almost 6,00,000 applications.

Windows phones on the other hand offer only 70,000 apps. With the App store

hosting almost 70,000 apps, Windows Phone certainly has a lot of work todo.

Not adopting android might have been the worst decision Nokia ever took.

The Nokia- Microsoft partnership is taking a toll on Nokias ma rket share.

Though Microsoft is working on launching Windows 8, which they

predict to be a serious competitor to Android tablets, given the ease of

using windows platform, the entire scene seems to be bleak as of now.

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There are many factors which have brou ght down Nokias market

share apart from not switching to Android, like easy to use product

designs which don t even match those of top business phones or smart phones,

no innovative features, Complete reliance on brand equity for a really long

time, res ulting in Nokias shares reaching a 15 year low. Yet, Anssi Vanjoki now

Nokia's head of mobile solutions believes that, Symbian and MeeGo are the best

software for Nokias smartest devices and as such, theyve no plans to use any

other software.

Over the coming months, Nokia will be releasing the Nokia N8, the first

Symbian phone from Nokia and the first MeeGo device this year. They believe it

is going to surprise a lot of people with its power and speed, but again its ability

to compete with Android is be ing doubted. Nokias CEO Stephen Elop still

believes that they had noticed the problem, but didn't react in time and is

still worried about Nokias survival in the changing telecommunication

environment.

Trying to maintain its unique differentiating factor, hesitating to undergo

significant hardware changes and banking on the fact that many users want to

use the same softwares that theyre using at home, office or on -the-go hasshown a Nokia quite a downfall. But lets hope that theyll catch -up the market

again and maintain their Its Different status with the N8 phones!!

Ruta Deo MBA++ Marketing

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SSS ppp ooo rrr ttt sss TTT aaa lll kkk :::

D RAVID - THE W ALL

Known for his excellent defensive techniques in the worlds most admired

sport Cricket, Rahul Dravid said bye to domestic and International cricket on

9 th March 2012. After making a debut in 1996 against England in Test cricket

and against Sri Lanka in ODI he went on playing and leading Indian team in

various situations faced by it. Dravid also popularly known as The Wall was

born in Indore on 11 th January 1973 in Maharashtrian family. His father worked

in Kissan, a company known for producing jams and thus he earned the

nickname Jammy from his teammates in his school. Dravid had brought what

we call stability in cricket which was the most needed in Test matches which

made him not-so-popular-guy amongst the viewers. He has been the most

patient guy in Indian cricket for his long spending hours on the ground. He

tested the patience of the bowlers to the limit they would get frustrated and

would bowl more badly. His cover drives are the best ones in world and he could

easily manage to get a boundary even when more than half of the team had

been standing on the off side of the field. D ravid managed to get in peoples

hearts through ODI matches when he showed off his aggressive side of batting

and made the 2 nd fastest fifty. Despite having so many world records and fame

and money Dravid has always been a humble person. He is the first non-

Australian who has addressed the Bradman Oration. He has helped the Indian

team in various roles as a captain, batman and also as a wicket-keeper. Even

though he did not like wicket-keeping but still he put on the gloves and carried it

off very well on the field. His wonderful performances at Adelaide and Kolkatacannot be forgotten.

Dravids subtle nature and positive attitude is the reason behind his success

and his growth in life. He has been an inspiration to many young cricketers and

has aspired many of them to play for Indian team in Tests rather than lucrative

IPL and T20 which does not need test the ability of a cricketer to the fullest.

Dravids simplicity can also be seen in the brands endorsed by him though he

has only a few of them as against o thers. Dravids dedication towards the game

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can be seen as all bowlers fail to take his wicket even at the end of the day.

Dravid has many records in his kitty some of them are as:

Having taken the highest number of catches in Test cricket

Having scored back to back centuries in World cup

Having scored a century in all nations wherever Test matches are held

Having scored more than 13,000 runs in Test cricket

Dravid captained Rajasthan Royals in IPL 2012 and was successful in his

batting as well as nurturing young talents like Ajinkya Rahane. His daily routineis to take his kids to school and doing other work as said by him in his

retirement speech. Dravids retirement was as simple as him. Though he has

retired from cricket but he will always remain in our hearts and his cover drives

shall be remembered forever and I hope to see him in the commentators box

very soon.

Girish Choudhari MBA ++ Finance

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MMM aaa nnn aaa ggg eee mmm eee nnn ttt FFF uuu nnn ddd aaa :::

MANAGEMENT LESSONS FROM THE MAHABHARATA

Background:

War was fought for 18 days between the PANDAVAS and the KAURAVAS at

KURUKSHETRA to decide the ruler of the kingdoms of Hastinapur and

Indraprashta.

Pandavas : Were in Exile for 13 years. They had no kingdom. They depended

heavily on their friends and relatives for financial as well as political Support.

Kauravas : Were in power for 13 years. Duryodhan( Eldest Kaurava) was a

benevolent king. The Kauravas had wealth and power of Hastinapur as well as

that of Indraprastha, the kingdom that the Pandvas had taken such labors to

build and which had surpassed the Hastinapur of old in all degrees. Karna had

gone on a nation-wide conquering on behalf of Duryodhana.

War Logistics :

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Kauravas : 11Akshouhini

Pandavas : 7 Akshouhini

1 Akshouhini = 21,870 chariots, 21,870 elephants, 65,610 horses and 109,350

foot-soldiers (in a ratio of 1:1:3:5).

Result:

War Lasted: 18 Days resulting in a Win for the Pandavas.

So the question remains HOW DID THE PANDAVAS WIN?

And in the answer of the question lies the lessons of Management.

1. Preparation:

Kauravas : Karna went on a country-wide military mission, subdued the

different kingdoms and acquired wealth. But it meant a loss in terms of both

men and money and creation of new enemies.

Pandavas : Though in exile they turned their attention to improve their

weakness

1. Arjuna set out on a mission to acquire Divyastras.

2. Bhima met his brother Hanuman and got a blessing of enhanced strength.

3. Yudhisthira acquired teachings from the various rishis, and also learnt the

Game of Dice from Gandharava Chatrasena, lest he was challenged to yet

another dice game. Its said that he had become undefeatable in Dice.

Lesson 1: Work on your Weakness and turn it into your Strength.

2. Allies:

Kauravas : Centralized power system, greatest empire, But not many powerful

allies, except from old relations from far off places like Gandhara(Shakuni),

Sindhu(Jayadrath) and Kambodia(Camboja - Bhagadutt)

Pandavas : No wealth. No power of their own. But powerful allies all over India.

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1. Panchala through Marriage with Draupadi 2.Dwarka through marriage of

Arjuna and Subhadra 3.Magadh through marriage of Shadeva and Vijaya

4.Chedi through marriage of Nakula and Karenmayi 5.Matsya through marriage

of Abhimanyu and Uttara 6.The Rakshasas through marriage of Bhima and

Hidimba 7.The Nagas through marriage of Arjuna and Uloopi.

Lesson 2: Make Powerful Allies.

3. Leadership:

Kauravas : Centralized leadership. One Head of Army at a time, who has

supreme authority of 11 akshouhini of army. Bhishma, Drona, Karna, Shalya and

Ashwatthama were the leaders after the death of the previous Head.

Pandavas : Distributed leadership. Seven commanders for the seven divisions.(1

man commands 1 akshouhini each). Commanders were as below ,

1. Virat (King of Matsya) 2.Drupad (King of Panchala) 3.Sahadeva(King of

Magadha) 4.Dhrshtaketu (King of Chedi) 5.Satyaki (Only warrior from Dwarka)

6.Shikhandi (Prince of Panchala). 7. Bhima ( one of the Pandav )

Dhrshtadymna Commander in Chief. Arjuna Supreme Commander. Krishna Arjunas charioteer and counselor.

Lesson 3: Share your responsibilities. Decentralization of Power is

important

4. Team Spirit:

Kauravas : No team spirit. They all fought their individual wars.

1. Bhishma: For his Vow to protect the throne Hastinapur.

2. Drona and Kripa : They owed allegiance to the throne.

3. Shalya: Simply cheated by Duryodhana to be there. Was originally a Pandava

Ally.

4. Karna : To prove his mantle against Arjuna. Friendship for Duryodhana.

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They didnt gel well with each other. Bhishma and Karna. Bhisma and Shakuni.

Karna and Shakuni. Karna and Shalya. Shalya and Bhishma. It was like a bees,

hornets and mosquitoes put together in a jar.

Pandavas : One team. One Goal. As men, they all had huge respect for Krishnaand Yudhisthira. While as warriors they were in complete awe of Bhima and

Arjuna. Most of them were close relatives cousins, brother-in-laws, father-in-

laws. More than that they all were part of the decision-making process. It was

their common war.

Lesson 4: Teamwork succeeds where Individual effort fails.

5. The Roots:

Kauravas : Princes brought up in the comfort of the Royal Palace, matured on

romanticized ideals of Power, Fame, Courage and Valor. No experience of ground

reality.

Pandavas:

Spent the greater part of their li ves in Poverty.Childhood in the Himalayan

foothills among Rishis.One year exile among the poor people of Kuru-Panchala.12 years of Vanvas and 1 year of Agyatvas.

Experience of the ground reality. Contact with people from various strata of the

society. Sannyasis (celibate monks),Acharis, poor Brahmanas, Potter.etc

Different races of people.Rakshasas, Gandharavas, Apsaras, Nagas. People

from different regions Uttarkuru, Bengal etc.

A Sense of Sharing.A sense of Brotherhood.

Lesson 5: Know ground realities. Know different ideologies. Share

Aditya Zalte MBA ++ Finance

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OOO ppp eee rrr aaa ttt iiiooo nnn sss WWW ooo rrr lll ddd The World of 3PL and 4PL

Now-a- days companies outsource various functions from security to ITsupport. When it comes to logistics, whether it is inbound or outbound,

outsourcing is done to companies known as third party logistics (3PL). A wide

range of logisticalservices are offered by 3PL firm like project logistics,

warehousing, packaging, inventory management and freight forwarding. About

75 percent of fortune 500 companies have outsourced their entire supply chain

function from raw material procurement to dispatchof finished product.

Companies having suppliers across globe hire many 3PL firms for differentgeographical region to take advantage of low cost labor and raw material

availability. This has made the logistics process more complex and companies

are finding it difficult to operate as a single function is outsourced to different

firms. Consultancy group Accenture came up with the idea of Fourth-party

logistics(4PL), as the capability to manage such complex logistics network does

not exit in single organization. A 4PL companies manages all the logistics

function of the companies and act as a single point of contact to company. They

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do not have their own assets for transportation but use the service of 3PL

provider.

Companies gain added advantage with 3PL and 4PL. They allow

companies to focus on their core activities and outsource the rest. They get tostreamline their entire Operations. Not to mention, the competitive advantage

they offer by their expertise. The idea was that 4PL could deliver innovative

supply chain solutions through a combination of technology, resources,

optimization, management and consultancy in a way that is asset neutral. 4PL

takeover entire supply chain activities, which were earlier, managed by the

sourcing company (such as the purchasing of transport and transport planning).

When it comes to choose between outsourcing an activity and doing it in-house, it tends to be a volume related decision. At lower volumes one can get

the benefits of the 3PL's scale economies as well as their expertise and skills. At

higher volumes it tends to be more economic to do it by self as the 3PL is going

to charge a margin over the price one could do it by self. The danger in any 3PL

arrangement is that organization becomes hollowed out and it loses the skills

and knowledge in the area it has subcontracted, and this makes it harder to

bring in-house again.

Alcatel one of the w orlds major player in the area of telecommunication

has outsourced their complete supply chain management for Alcatel

eND(ebusiness Networking Division) to UPS since July 2000. UPS act a sole point

of contact between customer and supplier by managing all supply chain activities

at strategic, tactical and operation level.Over the last two years, the average

service levels have risen from 60% to over 90%. Total supply chain costs fell

from 5.8% of Alcatel eNDs revenues to 5.1% at the end of last year.

But what is the future of 4PL and why many Indian business groups are starting

their own logistics companies? Suppose a factory looking to double its

production capacity or wants to shift in some other geographic area within a

country in order to take advantage of SEZ (special economic zones) and other

tax benefits provided by State,it will need 600 to 800 customized transport

vehicle which cannot be fulfilled by one 3PL provider and to manage this kind of

complex process is very difficult for the companies. One such example is shiftingof Tata Nano plant from Singur (West Bengal) to Sanand (Gujrat). The key to

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move up in the logistics value chain is the use of technology. Attractiveness to

some of the key logistics sub segment is given below-

And hence, with the Indian Companies involved in expansion processes across

the globe and the hint of FDI in Retail sector in India {the retail sector being the

largest segment employing 3PL and 4PL}, the future of 3PL and 4PL is bright

indeed.

Third party logistics market in India is about to boom. Many international

logistics companies like DHL, UPS, Fedex and DB schenhker have entered in

India. Sensing this opportunity many Indian conglomerates like the Tatas,

Mahindras and TVS have started their own logistics ar m with many international

tie-ups and acquisition.

Manish Balwani MBA++ Operations

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HHH R R R PPP eee rrr sss ppp eee ccc ttt iii vvv eee :::

P ERCEPTION MANAGEMENT THE ARMY W AY !!

We all know that perception is the process through which people select,

organize and interpret or attach meaning to events happening in the

environment. In army terms perception management is the action done to

convey or deny selected information and indicators to foreign audiences to

influence their emotions, motives and objective reasoning as well as to

intelligence systems and leaders at all levels to influence official estimates,

ultimately resulting in foreign behaviors and official actions favorable to the

originators objectives.

In this article, I would like to discuss few of the tools of perception

management used in military operations. Media, psychological operations, civic

action, effective public information, good governance, own actions or standards

and overt or covert actions are few of the effective tools for perception

management. Let us discuss them one by one briefly.

One thing which we know about media is that it surely provides checksand balances in a democracy. In military operations two vital functions of media

are to keep public informed and record history. Media represents public in

military operation and is solely responsible for creating positive opinion which is

crucial for operational success and reputation of the army. It is in the hands of

media to create a good or bad image of the media.

Civic action which is beneficial for everyone is another tool for perception

management. Generally, woman- folk, students and neutrals which comprise of

the majority are targeted. Locals are involved in few projects and also their

needs are analyzed. People who are not opposing you irrespective of their

support are helped and looked after. In this method the army acts as a

facilitator.

In effective public information system, people are kept informed and are

assured about the motive of army to protect and help them. Promises are kept

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and continuity of projects is ensured. Also army tries to take advantage of

unpopular activities of insurgents.

Own actions or standards are also important for perception management.

Primarily, army tries to build up public image. They also observe rules of law andavoid collateral damages. They ensure fairness.

Best perception management is done by good governance. It is a good

way to create a positive atmosphere. Emails, SMSes, posters, leaflets are few of

the other tools of perception management.

Psychological operations are again important for perception management.

Like during Afganistan war US always tried to maintain that Muslims in United

States worship freely by also giving information about the 1200 mosques in USA.

But in this type of operations achievements are invisible.

I have tried to cover few tools for perception management used during

military operations. But I am sure that it would be definitely of great help to

every HR manager irrespective of whether he is working in an automobile

company with thousands of blue collar workers around him or working with the

IT professionals.

Col. Ashish kumar Das MBA++ Human Resource

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AAADDD DDD III CCC TTT III OOO NNN

TT VVSS SS CC OO OO TT YY PP EE PP ++

The commercial begins with a bright sunny day at the college campus. The

girls are shown parking their Scooty Pep+ bikes. Here, TVS highlights its new

launch that is the new Scooty Pep+. TVS has very skillfully highlighted the name

Scooty pep+ inscr ibed on the bike and also the companys name TVS.

The ones using the bikes are all college girls. Thus it is clear from this that

the target market which TVS is focussing on for this new bike is the college

going girls.

At the beginning all the girls are wearing tops and jeans which normally

are wore by the college going girls. However, later the girls are shown driving

the scooty by wearing a saree and are also driving comfortably in sarees. This

indicates that it is comfortable to drive a scooty even by wearing a saree. This

indicates another target market i.e the typical Indian women who wear sarees.

The girls are wearing the tops and sarees which have the same colour as

that of their scooty.. Thus different colours of clothing are used to indicate the

different colours in which the new bike is available. Also the different colour

combinations available with the new scooty are shown by the colour

combinations of the tops, jeans, sarees and also the nail paints.The different

colours are also shown at the very beginning of the add when the girls are

parking their bikes.

Also the ease with which the girls drive the scooty all around in theircollege campus reflects the ease with which the new scooty pep+ can be driven.

The turns they make while driving indicates that it is really smooth to handle the

new moped.

They have best described the attitude which the girls posses who drive

the new Scooty pep+. The fun and happiness shown on their faces reflects that

its a real fun to drive the new Scooty Pep+. Also keeping the social awareness

in mind all the girls driving the bike are shown wearing the helmets.

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Thus the overall add talks about the new launch of TVS targeted toward

the young, notorious, fun loving college going girls and also towards the typical

women wearing sarees and the add also speaks about the different colours in

which the new product is available.

Shreyas Nene MBA++ Marketing

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PP UU MMBB AA MMII R R R R OO R R

Summary of the Panel Discussion

A seminar titled Industry Academia Partnership India - Finland

Experiment" was organised on 15th March 2012 in Department of Management

Sciences (PUMBA), University of Pune. The seminar consisted of two panel

discussions by the eminent professionals of the corporate sector. We also had

amongst us Prof. Seppo and Ms. Marja from HAMK University of Applied

Sciences, Hamenlina, Finland. They looked forward for some exchange programs

with the University.

Dr. Capt. C.M. Chitale Professor & Head, Department of Management

Sciences (PUMBA) highlighted the importance of the seminar and also gave a

brief presentation about the University and Department.

Panel Discussion I- " Industry Expectations from Budding Managers "

A truly enriching discussion where certain significant aspects were brought

forward took place.

Mr. Vikas Shirodkar (V.P HR, General Motors)

He emphasized on the fact that the to-be managers must have a cross functional

and multi dimensional view of any given situation. He also said that initially the

knowledge level is low but with experience, it goes on increasing. Experienced

people should lead and guide them to attain the pre-determined objectives. He

also said that if in case a problem arises we must reach to its root cause and

approach it in a positive way.

Mr. Nagesh Kumar (V.P HR, Bharat Forge)

He stressed on the fact that certain important skills are required by the students

that go beyond presentations and excel sheets. He strongly believed that today

we need action leaders rather than managers. 'Attitude' of an individual plays an

important role; one must understand the society and later should also contribute

for the betterment of the society.

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Mr. Parag Sawant (Dy. General Manager, Suzlon )

He agreed with Mr. Nagesh Kumar on the point that people with leadership and

entrepreneurial skills are the need of the hour; however budding managers

should also be able to manage change efficiently. His advice was- Becomehunter for a new opportunity". Along with this he emphasised that domain skills

and knowledge about the subject is essential for progress. He also gave stress

on time management.

Mr. Nilesh Sahastrabudhe (Entrepreneur)

He contributed saying that willingness is important to achieve anything in life.

We must realise our drawbacks and in competencies at one level, because it is

this realisation that gives us a momentum to accelerate at higher level. The

organisational hierarchy and work culture are to be understood. We must also be

good learners with a strong foundation of value system.

Mr. Suhas Ghatwai (Dy. General Manager IR, Thermax )

Analysing the difficulties and understanding the manufacturing process in any

organisation were other important points added to the discussion. He advised all

to spend time with blue collar employees, as this enables us to be a better

manager. An in depth study of labour legislations is required. Last but not the

least, he quoted Be with people, live with people"

Mr. Shrinivas Rairikar (Senior Director, MCCI )

He, as a moderator gave importance to learning new things and put forth the

concept of 3H- Hand, Head & Heart, further adding Health as another factor. He

threw light upon the importance of meditation which gives the power of selfreflexion and improves our concentration. Finally achieving success which is

sustaining in nature is important.

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Panel Discussion II- "Expectations from Academia- Journey from

Campus to Corporate"

Mr. Seppo Niittymaki

He is a professor at HAMK University of Applied Sciences, Hamenlina, Finland.

He was the moderator for this discussion and also contributed his views on the

topic. He elaborated on their education system where evaluation is

predominantly on the basis of assignments and projects, so as to have a

practical approach to the subject.

Mr. Balaji Gopalan (Director India- China Relations Cararo India Ltd. )

He highlighted upon 3 important aspects-

Faculty - It must include people who have had exposure of the industry.

Also people with good academic background are required in R&D and

faculty must act as an intermediate between the students and the

industry.

Curriculum- It needs to be revised and updated from time to time. More of

Indian case studies need to be imbibed, business ethics" as a subject can

be included in the curriculum.

Student's attitude - Students must focus on foundation and strengthen it.

They must be able to ideate and conceptualise ". He added to it by saying

that we need leaping frogs and also quoted "Small things and small steps

lead to excellence; however excellence is not a small thing".

Ms. Shailaja Khadilkar & Mr. Anuj Nagpal (Students of PUMBA )

Shailaja pointed out that the recruitment process has to be improvised

and candidates can be evaluated on a 10 day OJT program, frequent

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industrial visits need to be planned and soft skills also need to be

developed. She also focused on the dM curve tube theory which says that

the corporate and the academia, across all sectors, are actually interacting

from the two ends of a curved see through tube, consequently leading to

minimal transparency in operations, needs and customization; thereby

generating substantial talent-demand-supply gap across various sectors.

Anuj also put forth the following points-

Theory of Generation X (people born in 1964-79),

Y(1979-94),Z(1994-today). The generation Z has learnt life onandroid, learnt various sports at a time, and are continuing to live

differently. Industry will be facing problems managing these people

when they enter in 2014.

A common recruitment exam for IT companies.

Customizing syllabus in relation to India

Academic interface programmes.

Clarity of the roles assigned.

Mr. Rajendra Sabnis (Senior General Manager Corporate, HR &

Admin. Poonawala Group)

He gave a pre notion regarding the cultural shocks experienced in

the industry, but also mentioned that having patience and a

positive outlook would definitely help a lot. Thinking out of the

box" is needed to have a competitive advantage. Being open-

minded and keeping good relations with all is always beneficial.

Kanchan Khadilkar MBA ++ Finance

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Panel Discussion 1

Panel Discussion 2

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Summary of the Achievers 2012

On April 7 th 2012, Department of Management Sciences, University of

Pune {PUMBA} organized its annual event Achievers, when it felicitated

stalwarts from different spheres of society.

The Chief guest of the day was Mr. Achyut Godbole, the famous entrepreneur

and author. He shared his experience and urged students to understand &

explore what life is all about. He encouraged them to go beyond standards and

to set new parameters. He mentioned about the utility of Business Process Re-engineering (BPRE) in todays fast changing world, and emphasized on need of

understanding the prospects available for any business in form of Customer

needs.

The following guest of honor was Dr. Meeran Borwankar, Commissioner of

Police, Pune. She explained to students about the LTA philosophy, which helps in

Critical Thinking, along with value addition of C i.e collaboration, which is

essential for Team-work.

Ms. Madhuri Abhyankar, director of SOFOSH, was felicitated thereafter. She told

the students about the need of care for the underprivileged, and of the various

social stigmas still prevalent in modern society. She also mentioned about

various programmes being run, and how youngsters can contribute towards

society in active manner.

The next achiever for the day was Padmashree Niranjan Pandya, who

gave AAA -Mantra for becoming an achiever - Accept, Adjust, Achieve. He asked

students not to get bothered by difficulties, and instead identify opportunity

lying within each of them.

The esteemed Visiting Faculty members- Mr. J. K. Oke and Mr. Anil Agashe- too

shared their experiences, and motivated students to have an independent and

thorough thinking. They told students not to be afraid of taking risks in life, and

how to use all available resources to turn up as a successful entrepreneur.

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Head-of-Department, Dr. Capt. C.M. Chitale concluded first session by sharing

lessons of management from his real-life incidences, and explained how

networking is an essential skill for a manager.

In the concluding session, the guest of honor was Mr. Shivaji Satam, whoplays the role of ACP Pradyumna in famous TV show CID. When asked about

how to have satisfactory balance between personal and professional life, he told

students to have clear priorities in life, and to have empathy rather than

sympathy for others while enjoying every bit of the work.

He urged students to realize importance of staying connected to the roots, and

to have pride for whatever back-ground they belong to and whichever work they

do in life.

It was a great learning experience for all the students, and each Achiever

successfully kindled the flame of inspiration in their hearts to grow as someone

like them in life. The event was organized by the Seminar Cell of PUMBA.

Anuj Nagpal MBA++ Marketing

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ADIOS AMIGOS

F AREWELL TO SENIORS

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WWW EEE TTT HHH AAA NNN KKK YYYOOO UUU ---

COL. ASHISH KUMAR DAS

SHRIKANT PATIL

ADITYA ZALTE

PREETA CHITRE

SHREYAS NENE

MANISH BALWANI

SHAILAJA KHADILKAR

SMRUTEE SATHAYE

RUTA DEO

GIRISH CHOUDHARI

KANCHAN KHADILKAR

ANUJ NAGPAL

DEVENDRA SAPKALE

For the continuous success of NEXUS, we hope to keep getting your

valuable support, suggestions and feedback. Write to us at:

[email protected]

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Thanks & Best Regards,

Communication Cell

Documents

Nexus 2012 Aug (Vol 3)