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Preliminary Report 1 Threshold 2011

PRELIMINARY REPORT 1

TASK 1

Make a corporate video that depicts your team as a start-up company and introduces

each team member. The video must include the following:

Company name

Logo

Mission and values

Designation of each team member in the organizational structure

Highlight skills of each team member (on which basis he/she is given a

particular designation)

Specifications:

Time 2-2:30 minutes

Format .avi

The video must be mailed to [email protected] by

28th January, 2011 0:00 hrs

Do ensure that the company name does not reflect the respective institution

name whatsoever, as these will be the team names. The designations will also

affect which member will participate in several rounds.

[email protected]
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TASK 2

This is an excerpt from Simon Sneks How Great Leaders Inspire Action.

How do you explain why some people are able to achieve things that seem

impossible?How is it that some companies, like Apple, year after year, always seem to leadinnovation? Why is it that Martin Luther King led the civil rights movement? Why is

it that the Wright Brothers were the ones that discovered controlled, powered mans

flight when others were more qualified and better funded?A few years ago I discovered something that changed my life, a pattern that I found in

all the great leaders (individuals and companies). They all think in the same way, andits the opposite of everybody else.

Its probably the worlds simplest idea (all I did was codify it). I call it the Golden

Circle.How in the center; surrounded by Why; surrounded by a larger circle,What.

It explains why some leaders are able to inspire where others are not.Everybody knows what they do 100%. Some know how they do it. But very few

people or organizations know WHY they do it. And I dont mean to make a profit,

thats the result. Its the why, why do you do it. Inspired organizations and people all think, act, and communicate from the inside

out. People dont buy what you do; they buy why you do it.The Why, How, What model is actually grounded in biology (not psychology):

If you were to look at a cross section of the brain from top down, youd see that it

corresponds perfectly to the golden circle. Starting at the top, is our Neocortex itsour What, its responsible for all our rational, analytical thought, and language.

The middle two sections make up our Limbic brains, which is for feelings, trust, andloyalty, its also responsible for all human behavior and decision making. It has no

capacity for language and relates to the How. In other words, when we

communicate from the outside in, people can understand vast amounts of complicatedinformation, features, benefits and facts and figures, it just doesnt drive behavior.

However, when we communicate from the inside out, were talking directly to the partof the brain that controls behavior, and then we allow people to rationalize it with the

tangible things we say and do. This is where gut decisions come from. Its why you

can give someone all the facts and figures and theyll say that they know what all thefacts and the details say, but it just doesnt feel right.

Why would they use that verb?

Because the part of the brain that controls decision making doesnt control language.Sometimes we say were leading with our heart, or our soul. Thats all happening in

your limbic brain.But if you dont know why you do what you do, then how will you ever get someone

to believe in it. After all, the goal is not just to get people to buy the need that youhave, but to believe what you believe. The goal is not just to hire people who need a

job, but who believe what you believe. If you hire people who just need a job, theyll

work for your money. But if you hire people that believe what you believe, theyllwork for you with blood and sweat and tears.

Theres no better example than the Wright Brothers.Nobody knows, anymore, who Samuel Pierpont Langley is. When you ask why people

fail, they always give you some permutation of the same three things:Undercapitalized, unfavorable market conditions, and the wrong people.

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Langley was given $50K by the War department to figure out this flying machine. He

held seat at Harvard and worked at Smithsonian. He was extremely well connected.

He had access to the greatest funds and the greatest minds. He hired the greatestminds available, and the market conditions were fantastic. The NY Times followed

him everywhere, everyone was rooting for him. But weve never heard of Samuel

Pierpont Langley. A few hundred miles away in Dayton Ohio, Orville and WilberWright, who had none of this recipe for success, and paid for it all from the

proceeds of their humble bicycle shop. Not a single person on the Wright Brothersteam had a college education. Not even Orville or Wilber. And the NY Times ignored

them.But they were driven by a cause, by a purpose, by a belief. They believed thatif they could figure out this flying machine, it would change the course of the world.

Samuel Peirpont Langley was different. He wanted to be rich, and he wanted to be

famous. He was in pursuit of the result riches. In the end, the people who believedin the dream, worked with blood and sweat and tears, while the others, just for the

paycheck. Every time the Wright brothers would go out, they would have to take 5sets of parts, because thats how many times they would crash before they came home

for supper. Eventually on Dec 17th of 1903, they took flight. And no one was there toeven experience it. We found out later. To prove that Langley wasnt in it for the rightthing, the day he found out that they had beat him to it, he quit. He could have said

thats an amazing discovery, and I will improve upon it. But he wasnt first, hedidnt get rich, he didnt get famous, and so he quit.

People dont buy what you do, they buy why you do it. If you talk about what you

believe, you will attract those who believe what you believe.

Microsoft sells the what, and sometimes the how, but Apple sells the why.

These early guys are comfortable doing that, living intuitively, based on what theyBELIEVE about the world (the why), not just whats available (the what). These are

those who stand in line for 6 hours to buy an iPhone.

Lets take the example of Tivo.We said before that the recipe for success is the right money, the right people, and the

right market conditions. They were the first, they were the best, they were extremely

well funded, the market conditions were perfect. But theyre a commercial failure.Theyve never made money. And when they launched their IPO, their stock was about

$30-40 and since then its never been above $10, usually below $6. Tivos marketingstrategy was we let you pause live TV, rewind live TV, and we watch your viewing

habits and adjust without you having to do anything. It was all about what. And

market skeptics said were not interested. What if they would have said If youre thetype of person that likes to have total control over your life, we have a product for

you. People dont buy what you do, they buy why you do it, and what you do issimply the proof of what you believe and how you sell your idea.

In summer of 1963, 250K people showed up to hear Dr. King speak. There were no

invitations; there was no website to check the date. He wasnt the only great orator,he wasnt the only person to have these ideas, and some of his ideas were even bad.

But what he did, was to go around and simply talk about what he believed. Ibelieve And people who believed what he believed took his cause and told more

people to the point that 250k showed up on the right day to hear him speak. How

many people showed up for him None. They showed up for themselves. Its whatthey believed about America that got them to drive 8 hours on a bus to stand in the

sun to Washington DC in the middle of August. Its what they believed. It wasnt

Black vs. White. 25% of the audience was White. He believed that there were twokinds of laws in this world those that are made by a higher power, and those that

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are made by man. And its not until those that are made by man are consistent with

the laws that are made by the higher power that we will live in a just world. It just so

happened that the Civil Rights Movement was the perfect thing to help him bring hiscause to life. He gave the I have a dream speech, not the I have a plan speech.

Listen to politicians now with their 12 point plans, theyre not inspiring anybody.

There are leaders, and there are those who lead.Leaders are those who hold a position of power or authority. But those who lead are

those who inspire us. Within organizations, we follow those who lead, not because wehave to, but because we want to. Not for them, but for ourselves. And its those who

start with why, who have the ability to inspire those around them or find others toinspire them.

Formulate a BUSINESS PLAN that centers on the concepts discussed by Simon

Snek in the excerpt and that epitomizes the idea of Believe. Create. Inspire. Your

business plan, through all its strategies must explain why you believe in an idea that

you have created and how it will inspire others to the greatest extent.

The proposal must be related to your companys core principles, mission and values.

Your proposed business can be in any sector and may establish a market in any

country. Keep in mind the following guidelines:

Finance:

1. Maximum budget of Rs. 30 Crores.2. Projected Profit & Loss statements, balance sheets, fixed and variable

cost statements for 2 years, break even analysis.

3. Projections must be realistic.

4. Feasibility of the venture is extremely important.

Marketing:

Brands have to balance the attention-grabbing qualities of their pledges against the

reality of delivery and the long-term trust they want to build. In other words, the old

adage rings true: do not make promises you cannot keep. Thus, formulate a promise-

based marketing strategy to:

1. Capture peoples attention.

2. Become part of the language associated with the brand.

3. Signal the brands confidence and long-term commitment.

4. Assess the risk of such a marketing campaign.

5. Justify your reason for choosing the strategy and predict its

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implications for the same.

6. Incorporate a detailed marketing budget which will reflect all elements

of your marketing campaign.

7. In case you are incorporating video/print/radio commercials, or any

other specific branding mechanisms, they must be included in your

presentation.

8. Marketing analysis requires Product/Service Description, SWOT

Analysis, Location Analysis, USP, STP Analysis, and Marketing Strategies.

Human Resources:

Depict an Organization Culture that includes:

1. Mission & Vision

2. Core Values

3. Ethical Concerns

4. Employee growth/retention strategies

5. HR Policies for the company

6. Crisis management framework incorporated into the organization.

Requirements:

1. Executive summary not exceeding 4 sides.

2. Detailed Word Document 97-2003 Format (No page limit)

3. PowerPoint Presentation 5+2 minutes

4. The soft copy of the summary, report and presentation must be mailed

to [email protected] by 28th January 2011, 00:00 hrs

5. 3 Hard copies of the summary and report each must be submitted at

7:00 a.m. on 31st January, 2011 at JU-CMS Campus

6. Late submission will result in negative marking

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TASK 3

GFK ROPER PUBLIC AFFAIRS & MEDIATHE ANHOLT-GFK ROPER NATION BRANDS INDEXSM 2009

HIGHLIGHTS REPORT

Introduction to 2009 NBISM

The way a country is perceived can make a critical difference to the success of its

business, trade and tourism efforts, as well as its diplomatic and cultural relations with

other nations. Since 1996, when Simon Anholt coined the term 'nation brand' and

gave birth to this important new field, Simon Anholt has been helping governments

plan the policies, strategies, investments and innovations which lead their country

towards an improved profile and reputation. Anholt developed the Nation Brands

Index in 2005 as a way to measure the image and reputation of the world's nations,

and to track their profiles as they rise or fall.

The Anholt-GfK Roper Nation Brands IndexSM

Conducted annually the Anholt-GfK Roper Nation Brands IndexSM measures the

image of 50 nations. Each year, approximately 20,000 adults ages 18 and up are

interviewed in 20 core panel countries. The Anholt-GfK Roper Nation Brands

IndexSM measures the power and appeal of each countrys brand image by

examining six dimensions of national competence. Together, these dimensions make

up the Nation Brand Hexagon.

EXPORTS

This is what marketers call the country of origin effect whether knowing where

the product is made increases or decreases peoples likelihood of purchasing it, and

whether a country has particular strengths in science and technology, and has creative

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the likely experience represented by adjectives such as romantic, stressful, spiritual,

etc.

IMMIGRATION AND INVESTMENT

Lastly, a countrys power to attract talent and capital is measured not only by whether

people would consider studying, working and living in that country but also by the

countrys economic prosperity, equal opportunity, and ultimately the perception that it

is a place with a high quality of life. The countrys economic and business conditions

whether stagnant, declining, developing or forward-thinking complete the

measurement in this space.

The 2009 NBISM Survey

The 2009 NBISM survey is conducted in 20 major developed and developing

countries that play important and diverse roles in international relations, trade and the

flow of business, cultural, and tourism activities. The NBISM measures the image of

50 nations. The list of 50 nations is based on the political and economic importance

of the nations in global geopolitics and the flow of trade, businesses, people, and

tourism activities. Regional representation and, to some extent, the diversity of

political and economic systems are taken into consideration to make the study truly

global. The list of 50 nations1 is as follows, listed by region:

North America: U.S., Canada

Western Europe: The UK, Germany, France, Italy, Spain, Ireland, Scotland,

Sweden, Denmark, Norway, Iceland, Holland/The Netherlands, Belgium,

Switzerland, Finland, Austria

Central/Eastern Europe: Russia, Poland, Czech Republic, Estonia, Lithuania,

Hungary, Turkey, Romania

Asia Pacific: Japan, South Korea, China, India, Thailand, Indonesia, Malaysia,

Singapore, Taiwan, Australia, New Zealand

Latin America: Argentina, Brazil, Mexico, Chile, Ecuador, Peru, Cuba,

Colombia

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Middle East/Africa: United Arab Emirates, Iran, Egypt, Saudi Arabia, South

Africa: Angola, Kenya, Nigeria

2009 Global Index

Brand America is now ranked #1 by global citizens. Results from the 2009 Anholt-

GfK Roper Nation Brands IndexSM (NBI) show the United States taking the top spot

as the country with the best overall brand, up from seventh last year. The rankings of

the top ten countries for 2009 are shown below.

Anholt-GfK Roper Nation Brands IndexSM

Overall BrandRanking (Top 10 of 50 Nations) - 2009

1 United States

2 France

3 Germany

4 United Kingdom

5 Japan

6 Italy

7 Canada

8 Switzerland

9 Australia

10 Spain, Sweden (tie)

Report:

In a modern globalised economy, each country must strive hard towards making its

presence felt. This is evident from the aggressive brand-building exercises of most

countries, which have taken the battle for soft power to another level altogether.

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India as a nation has attempted to develop itself as a truly global brand several times

in the past. With its vast pool of resources and talent, India has all the potential to be

the worlds ultimate powerhouse. However, there are several factors which inhibit this

potential and hamper Brand India with respect to each of the above dimensions

described in the Nation Brands Index research study.

Your company has been appointed as a consultant by the Government of India in

order to strengthen Brand India. Your task is to formulate a proposal which includes

the following:

A SWOT Assessment of India under each of the critical dimensions

Reasons that explain why India failed to capitalize on its soft power

Comprehensive recommendations to strengthen Brand India under each of the

above mentioned dimension

Requirements:

1. Executive Summary not exceeding 4 sides

2. Detailed Word Document 97-2003 Format (No page limit)

3. PowerPoint Presentation (4+2 minutes)

4. The soft copy of the summary, report and presentation must be mailed to

[email protected] by 28th January 2011, 00:00 hrs

5. 3 Hard copies of the summary and report each, must be submitted at 7:00 a.m.

on 31st January, 2011 at JU-CMS Campus

6. Late submission will result in negative marking

NOTE: SINCE THRESHOLD WAS POSTPONED IN OCTOBER 2010 DUE

TO UNFORESEEN CIRCUMSTANCES, WE WILL NOT ACCEPT

SUBMISSIONS OF SAME/SIMILAR REPORTS AND VIDEOS. KINDLY

ENSURE THAT YOUR IDEAS ARE NOT REPEATED IN ORDER ENSURE

FAIR COMPETITION. FAILURE TO COMPLY WILL RESULT IN

DISQUALIFICATION OF YOUR TEAM.

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