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Transcript of Domination Aug 2013
DOMINATION A
UG
US
T 2
01
3 NEWSLETTER FROM DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
VOLUME-III ISSUE-05
………………………………………………………
Editorial ………………………………………………………
02 | DOMINATION, AUGUST 2013 DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
Dear readers,
It is the month of August and
session is now on full swing.
With the blistering heat behind
our backs and the pride of Inde-
pendence Day in our heart, we
present another thought provok-
ing edition of DoMination.
This edition presents an inter-
esting set of articles from a di-
verse range of topics. The cover
story is based on one of the
most important topics of recent
times, Oil & Gas in India.
Sharad Srivastava discusses the
current status of oil and gas in-
dustry and its future outlook.
Another equally thought pro-
voking article is from Rohan
Krishnan on the subject of Hu-
man Resources – issues and Fu-
ture Trends. Here the author
tries to deliberate on some of
the key issues faced by HR
function. On financial front, ad-
ministration is always an im-
portant aspect of any type of
business. The characteristics,
trends and issues of Financial
Administration are captured by
Nilaya Shankar in the present
edition.
It is always good to hear from
the industry experts. We pre-
sent you the interview of Su-
shant Vashistha, a 2009 batch
pass out alumnus of DoMS and
currently working as a Market
Manager at Infosys. We also
have success story of Prasoon
Joshi, a well-known name in
the field of advertising and me-
dia industry. Their experiences
would benefit the future manag-
ers in developing their skill
sets.
Apart from these stimulating
pieces, DoMination also has a
creative face to show off. The
present edition presents a beau-
tiful poem from Soumyaranjan
Nayak. The next round of quiz
is like icing on the cake. This
month also saw Exuberance,
the official sports meet of
DoMS, IIT Roorkee. It was a
ice breaker between the batches
and displayed healthy competi-
tion from the participants. It al-
so contributed to the all round
development of students.
We hope that the current edi-
tion would be liked by you. We
are constantly working on mak-
ing DoMination better and your
support and guidance is always
welcome. Please provide your
feedback and comments on the
edition. Happy Reading....
………………………………………………………
- Regards
Team DoMination
Contents
Faculty Adviser
Dr. R.L. Dhar
Team DoMination
Abhay Kumar
Arun George
Nilaya Shankar
Priyank Singhal
Rohan Krishnan
Saurabh Paul
Sharad Srivastava
Designing Team
Ashish Kumar Jaiswal
Dhruv Kadian
Rakesh Ranjan Kumar
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
DEPARTMENT OF MANAGEMENT STUDIES INDIAN INSTITUTE OF TECHNOLOGY ROORKEE
04
26
08
15
Oil and Gas Industry in India
Financial Administration
Human Resourse: Issues and future trends
Qutopia
DoMS da Evince
22
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
Success Story
16
…………………03 | DOMINATION, AUGUST 2013
………………………………………………………
16
11
Chlorophyll
13
20
Spotlight
26
………………………………………………………
Oil and gas are the most im-
portant energy source. They
produce power for our homes
and factories, run our cars,
ships, railways and also provide
plastics and other synthetic
material that in the modern
world, we often take for grant-
ed. Like any other industry, the
oil and gas industry comprises
of various activities in its value
chain and broadly classified as
upstream, midstream and
downstream processes.
Upstream: It includes the
searching for potential crude
oil underground or underwa-
ter. This also applies to natural
gas fields, to search for poten-
tial gas field. This stage also
consists drilling for exploratory
wells, subsequently drilling,
and operating the wells that
recover and bring the crude oil
and/or raw natural gas to the
surface. With the development
of methods for extracting me-
thane from coal seams, there
has been a significant shift to-
ward including unconventional
gas as a part of the upstream
sector, and corresponding de-
velopments in LNG processing
and transport.
Oil and Gas Industry in India
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
Cover Story
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
04 | DOMINATION, AUGUST 2013
Midstream: This sector in-
volves the transportation, stor-
age and marketing of the vari-
ous oil and gas products pro-
duced by natural gas pro-
cessing plants and by petrole-
um crude oil refineries. The
midstream operations are
often taken to include some
elements of the upstream and
downstream sectors. For exam-
ple, the midstream sector may
include natural gas processing
plants which purify the raw
natural gas as well as removing
and producing elemental Sul-
phur and natural gas liquids
(NGL) as finished end-products.
Downstream: The downstream
sector commonly refers to the
refining of petroleum crude oil
and the processing and purify-
ing of raw natural gas, as well
as the marketing and distribu-
tion of products derived from
crude oil and natural gas. The
downstream sector touches
consumers through products
such as gasoline or petrol, ker-
osene, jet fuel, diesel oil,
heating oil, fuel oils, lubricants,
waxes, asphalt, natural gas,
and LPG as well as hundreds of
petrochemicals. Midstream op-
erations are often included in
the downstream category and
considered to be a part of the
downstream sector.
An Overview: Oil and Gas is
one of the six core industries of
India with approx. 15% contri-
bution to GDP (as per Ministry
of Petroleum Data). According
to FICCI, around 45% of total
energy need is catered through
oil and gas. To keep its econo-
my running, India’s energy con-
sumption is on the rise. In
2011, India became 4th largest
consumer of oil (with 3.9%
share) and 12th largest consum-
er of natural gas (with 1.90%
share) in the world. Recently
India government is focusing
on LNG to meet its energy
needs. World LNG Report 2011
mentions that India became 6th
largest LNG importer with a
share of 5.3% of total world im-
ports.
Of the total oil reserves,
around 53% are Onshore and
rest 47% are offshore reserves.
For total gas reserves, around
30% are Onshore and rest 70%
are offshore reserves. This is
the focus for government with
100 – 120 billion USD invest-
ment opportunities for next 5-
10 years. This segment is domi-
nated by government oil com-
panies (GOCs) with little but
growing private participation.
ONGC is a clear leader in this
segment with more than 65%
share in total oil and gas pro-
duction. Other players are OIL,
………………………………………………………
………………………………………………………
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
Oil and Gas Industry in India
05 | DOMINATION, AUGUST 2013
Proven Reserves Production Consumption
Quantity Rank in
world
Quantity Rank in
world
Quantity Rank in
world
Oil 5.61BnBbl 21 990.18ThBbl/day 21 3421.75ThBbl/day 4
Gas 40.75 TCF 22 1426.03 BCF 19 2075.52 BCF 14
Source: US Energy Information Administration
Table: O&G data for India (upto 2012)
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
reliance and Cairn Energy.
India also has a vast network of
37000 km of pipelining net
work of which 15000 km is for
gas transportation. This seg-
ment provides 100 – 110 billion
(approx. 60000 crore) USD op-
portunities in coming 15-20
years. This sector is also led by
GOCs like IOCL and GAIL.
In downstream segment, India
has a total of 22 refineries with
a total capacity of 215.066 mil-
lion tons. There are 11 refinery
expansion plans proposed in
2012-2017 adding a capacity of
50.6 million tons. Apart from
them, 3 new refining facilities
are planned for catering to 30
million tons. The immediate
ones would be located in
Pardip (Orissa) and Cuddalore
(Tamilnadu). As like others, this
segment is also led by govern-
ment enterprises. IOCL along
with its subsidiaries commands
48% market share in this seg-
segment. However the compe-
tition is more in this segment
with Reliance and Essar pre-
senting considerable market
challenge to existing players
like IOCL, BPCL and HPCL. In-
fact, India’s biggest three refin-
eries in terms of refining capac-
ity belong to private sectors.
Environment Analysis of India
It is important for any
country to provide a favourable
environment for growth of any
industry. The environment can
be created and affected by a
variety of factors such as politi-
cal, economic or technological.
Fortunately India passes the
test on most of the counts. It
has a stable democratic setup
with good economic health.
India enjoys cordial relations
with almost every other nation.
It has a GDP OF $1.842 trillion
in 2012 (per World Bank) and is
already one of the top 10 econ-
omies of world. On PPP basis, it
fares even better with GDP at
$3.84 trillion and a very good
rank of 3. Many believe that
India’s future is very bright. In-
dia is on second spot after Chi-
na in population and has a rich
technological and human re-
sources. English is also one of
the bright factors whose popu-
larity and usage is growing by
every day. It also has a decent
132nd rank in Ease of Doing
Business, out of 185 econo-
mies. Government of India is
seriously pursuing foreign in-
vestment and oil and gas is one
of the core industries on its
Oil and Gas Industry in India
06 | DOMINATION, AUGUST 2013
………………………………………………………
Segment Company Type
Upstream Oil and Natural Gas Cor-
poration
State owned
Oil India Ltd. State owned
RIL Private
Cairn Energy Private
Midstream Indian Oil State owned
Gas Authority of India State owned
Downstream Indian Oil State owned
Bharat Petroleum State owned
RIL Private
Hindustan Petroleum State owned
Essar Oil Private
Table: Top players in Indian O&G sector
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
agenda. Some states such as
Gujarat is fast developing as a
regional hub for Oil and Gas
business and already in news
for heavy foreign investment.
Additionally some of the issues
(example: local content laws)
which is frequent in oil and gas
business are not in India.
Future Scope of O&G in India
The future of oil and gas
business in India is certainly
bright. With government en-
couraging this sector, private
players coming up and other
consideration like geopolitics,
one can only be optimistic. It is
a recession proof industry by
its very nature and due to the
never ending demand of ener-
gy. Government is also diversi-
fying its energy supply with in-
creased focus on LNG and oth-
er non conventional sources.
Nuclear energy is one area
where lot of stress is given.
However oil and gas will re-
main as the main source of en-
ergy in near future. If we look
at the EICdata for Indian oil and
gas industry projects, upstream
comes out as a segment with
maximum opportunity. Particu-
larly offshore projects are the
ones where one should look at.
Going by the value chain, this
sector will put an upward pres-
sure on other segment and we
can expect all round growth.
Oil and Gas Industry in India
07 | DOMINATION, AUGUST 2013
………………………………………………………
By- Sharad Srivastava DoMS, IIT Roorkee (2012-2014) [email protected]
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
………………………………………………………
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
In today's perspective
Human Resource (HR) has tak-
en on a completely new mean-
ing. Not so long ago HR was
considered to be nothing more
than a support function. It was
a “go to” when problems crept
up in an organization. Today
however, the role of human
resources has become more
proactive just like every other
function in any organization.
Today like all other functions,
the human resource function
has become one of the contin-
uous improvements.
Dr. Pallab Bandhyopadh-
yay, the Chief Peoples Officer
at Cambridge Solutions talks
about the three different gen-
erations of people: Generation
X which includes those born
between the years 1960 and
1975. These would be the peo-
ple who are at the CEO or top
HR positions in the industry to-
day. Then we have Generation
Y which includes those people
who were born between the
years 1975 and 1990. These
people would currently be at
lower positions or in the inter-
mediate stage between middle
management and top manage-
ment levels. Finally we have
Generation E which includes
those born post 1990. These
people would just about be
ready to enter the corporate
world. There is a vast differ-
ence between the thought pro-
cesses of these three genera-
tions. The train of thought has
shifted from the more tradi-
tional “By the Book approach”
to a more innovative type of
approach. Generation X would
see things more in binary for-
mat as right or wrong. Genera-
tion E believes more in the plu-
rality of life. It is thus important
that Generation X who would
very soon be leading Genera-
tion Y and E start getting accus-
tomed to their ways of think-
ing. Today the organization is
more about
08 | DOMINATION, AUGUST 2013
Perspective
Human Resource– Issues and Future Trends
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
Human Resource– Issues and Future Trends ………………………………………………………people rather than the jobs
they perform. It is universally
believed that if you have the
right person on the job, you do
not need to worry about per-
formance and results. They are
usually a byproduct of having
the right workforce. Thus to-
day's HR strategy cannot be
what it was ten years ago .
Some of the Key issues faced
by Human Resource Depart-
ments in Organizations today
are as listed below:
1. One of the biggest prob-
lems faced by HR today is
the huge population pool
that they have to fit into hu-
man resources. This is a gar-
gantuan problem in our
country. It may seem that
this cornucopia of people
would serve as a boon how-
ever it is actually creating a
problem in selecting the
right person for the right
job. The bigger the basket
to choose from the more
the likelihood of error in se-
lection.
2. As they say these days “The
only constant around is
change”. The demands in
every industry keep chang-
ing by seconds. Technology
life cycles have also reduced
drastically over the last few
years. With all these chang-
es happening at such a fast
pace, human beings find it
difficult to perform and
keep up at their jobs .Thus,
training and development
on a continuous basis has
become the need of the
hour. This has in turn be-
come an added responsibil-
ity for the HR at any compa-
ny. The HR constantly needs
to ensure that every mem-
ber of staff is being subject-
ed to the precise training
and development program
whilst on the other hand
balancing costs of the or-
ganization.
3. These days money is not
the only factor which keeps
employees motivated and
satisfied. Today HR needs to
apply Maslow's need theory
to every employee in the
organization and figure out
ways to keep them motivat-
ed and satisfied. Organiza-
tions are realizing that if
they fail to do so it does not
take an employee long to
find these elsewhere. An-
other factor plaguing the
HR is that these needs keep
on changing from time to
time.
4. Today with Cutthroat com-
petition on the rise in every
industry, it is important that
HR hires those individuals
who are willing to make a
long term commitment to
the organization so that the
costs to the company can
be overcome. This can be
done by offering incentives
and plans to employees
based on their require-
ments.
5. Another very important
task of HR in any organiza-
tion today is to build up a
competitive advantage for
that particular organization
over its competitors. HR
needs to do whatever it can
to keep the organization
alive.
6. Even though we keep
stressing the importance of
people, for any business to
sustain today money is a
crucial factor. Every busi-
ness is set up to earn
profits. One way of improv-
ing profits is by cutting
costs. It is imperative that
the HR carries out all its en-
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 09 | DOMINATION, AUGUST 2013
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
……………………………………………………… keeping in mind the associ-
ated costs. Hence HR must
work together with the Fi-
nance vertical to ensure
that a balance is main-
tained. This is true of all
functions and hence the
matrix structure has been
adopted at most organiza-
tions today.
7. Right Sizing has become an-
other very popular trend
these days in most organi-
zations. Organizations today
believe in having just the
right amount of staff re-
quired to carry out day to
day business. This may
sometimes involve a few
doing the work of more
than one person. At such
times it is important that HR
retains the right employees
or lets go off the right em-
ployees. This is a difficult
decision which can impact
the organization either very
positively or very negative-
ly.
8. In today's day and age it is
not uncommon for one or-
ganization to help out an-
other either by acquiring it
or by merging and con-
ducting business together.
This creates an amalgama-
tion of cultures and policies
and it is the responsibility of
HR to ensure that a balance
is created. It is up to the HR
to ensure that a final set of
policies and culture is
agreed upon which is in the
best interest of the new or-
ganization formed.
9. Globalization has also be-
come very common these
days. All companies look
forward to expand their
businesses to foreign lands
once the local demand has
saturated. Here HR needs to
train employees, make
them understand the for-
eign culture and prepare
them for the assignment. It
is imperative that HR also
provides them with moral
support to better help them
tackle the challenges faced
in the foreign land and also
give them an assurance of a
job on their return.
10. Another issue faced by HR
today is the rise of Multina-
tional companies. These are
again an amalgamation of
different cultures and mak-
ing sure that all these cul-
tures co-exist in harmony is
a prime duty of HR.
These are some of the major
issues faced by the Human Re-
source functions in most organ-
izations. It is clearly evident
that Human Resources today
have a lot more on their plates
than they did a few years ago.
They have become a lot more
involved and a much more in-
tegral part of the organizations.
So much so that today Human
Resource is not just a delivera-
ble of the HR functions but also
of every other function in the
organization. If an organization
expects to function without any
glitches, they require that Hu-
man Resources play a vital role
by being proactive in their ap-
proach and look for continuous
improvement in all their activi-
ties.
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
Human Resource– Issues and Future Trends
10 | DOMINATION, AUGUST 2013
By-
Rohan Krishnan
DoMS, IIT Roorkee (2012-2014)
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
Is this life? Standing on the edge of knife Deciding where to go And what to sow If a step goes wrong It takes so long To correct To resurrect Where does life go, Is it a rainbow Or a flowing river Which always meets the shore Why life so complex So perplex Its difficult To start after sudden hault
Chlorophyll ………………………………………………………Its wise to learn, its GOD like to create
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 11 | DOMINATION, AUGUST 2013
Why Life is Such?????????
Who rules my life Why is it so rough Am I a born failure Lacking strength and se-cure Is failure a moment Or a continuing incident From which coming out Is difficult enroute Why am I so discontent Is it a predicament Or I am discontent Because I am insuffi-cient What’s success in life What are its types Does it come with birth Or we need to search it on earth
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
Does a single step Decide my life And nothing can be done After time is gone Am I special Born to rule all Or am I a common With a silent tone Why to fight This battle day and night To surpass others Injuring my own brothers Can’t we just sit Resting a bit Enjoying nature With full rapture
People say In many ways Child is a white paper Requires a perfect shaper. What I learnt here Not to respect, but fear Not to clean, just clear With nothing returned, pains to bear. Will I end like this Being a good useless Running for throne And end up as rusty goon Defeated in life Harassed in life Sucked by life Tormented by life
By-
Soumyaranjan Nayak
DMME, IIT Roorkee (2013 - 2015)
Chlorophyll Its wise to learn, its GOD like to create ………………………………………………………
………………………………………………………DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 12 | DOMINATION, AUGUST 2013
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
Qutopia ………………………………………………………
It’s Exquizite, Kills your Quriosity and adds to your Quizdom. Need we say more? ‘Qutopia’ – A Utopia of the best Biz Quiz Tidbits to wreck your brains! Rush in your answers to [email protected] before 10st September, 2013. The winner will have their names published in the next issue. Also, person getting the highest score in the current quarter will get a gift voucher. Answers in the next issue of DoMination.
Section A (1 Point for each correct answer)
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 13 | DOMINATION, AUGUST 2013
1.In October 1931, lights in US were dimmed for a minute as a mark of respect for an
individual. What had happened?
2.Who said this line and for whom, Generations to come will scarcely believe that such a
one as this (Gandhi) walked the earth in flesh and blood.....”
3.Which ministry is associated with MCA21 project in India?
4.Assets that have experienced a significant drop in value and lack an active market
where they can be sold, are called ........................................
5.Which was the first car company to invent car bags for car safety during accidents?
Which company was earlier known as Andersen Consulting?
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
Qutopia ………………………………………………………
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 14 | DOMINATION, AUGUST 2013
Section B (2 Point for each correct answer)
1) Identify the famous TV serial by the below picture.
2) Identify the brand by the logo given below
4) Identify the below personality.
3) Identify the country by its flag.
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
Qutopia ………………………………………………………
Section A 1. The Doon School, Dehradu 2. Gluco Cola by Parle 3. Monopsony 4. Central Bank of India 5. Lucknow 6. Fed Ex 7. J. K. Rowling, Author of Harry
Potter Series
1. AT&T
2. Constantine
3. La Tomatina
4. Elvis Presley
Answers for July edition
Winner of July edition
Sumit Kapoor DoMS, IIT Roorkee (2000-02)
15 | DOMINATION, AUGUST 2013 DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight ………………………………………………………
………………………………………………………
DoMS-da-Evince
Sushant Vashistha is a 2009 batch pass out of DoMS and
presently working as a Market Manager at Infosys.
Q: Please let us know about
your journey prior to joining
IIT Roorkee.
Response: So the journey be-
fore IIT Roorkee was focused
much on academics and doing
decently in Engineering in the
hope of landing up a job in the
much aspired IT sector.
I did my engineering from Del-
hi (IP University) worked for
about a year in IT as a software
developer and then decided to
bite the MBA bullet. It’s funny
how things can change so sud-
denly sometimes. It’s hard to
believe now that at a point in
time I was dreaming about do-
ing Phd in Organic Chemistry
and at another point I was that
close to pursuing MS or
MTech.
Q: How was your summer in-
ternship at Sun Microsys-
tems?
Response: Well actually I did 2
internships – 1 month winter
internship at The Apollo Hospi-
tals Group, Mumbai and 2
months with Sun Microsystems
in my summers. Both were at
the extreme end of the spectrum
in terms of the kind of work I
did and the learning I got.
At Apollo, my assignment was
to work as a management con-
sultant with a particular fran-
chise of “The Apollo Clinic”
that was not doing that well and
help them identify bottlenecks,
concern areas as well as new
revenue streams and ideas to
improve their business. It also
included mapping out the com-
petition around that clinic and
had me explore the suburbs of
Andheri and nearby areas.
Sun Microsystem was com-
pletely other end of the spec-
trum. I worked with the Coun-
try Head of Govt. Strategy at
Sun on 3 different assignments
there – helped in putting up a
business case together for a big
proposal, a more research driv-
en assignment that actually ma-
terialized in a white paper that I
co-authored with my mentor
and finally an interesting as-
signment on developing a futur-
istic operational and regulatory
framework for utility compu-
ting. Some of the things I
learned during these have been
coming in extremely handy to
me even today.
Q: What are your roles
and responsibilities at In-
fosys?
Response: In my present role at
Infosys, I am a product market-
ing lead. For simplicity’s sake,
you can equate it to a product
marketing manager / brand
manager but in a B2B scenario.
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 16 | DOMINATION, AUGUST 2013
Perspective | Chlorophyll | Qutopia | DoMS da Evince | Success Story | Regardez I’economie | Spotlight
………………………………………………………
………………………………………………………
DoMS-da-Evince ………………………………………………………
I take care of all the marketing
activities for some of the soft-
ware products coming out of
our product incubation unit.
My responsibilities include con-
ceptualizing and developing
product positioning, value
proposition for these products,
doing global launches, concep-
tualizing and executing demand
generation and awareness
campaigns for both internal au-
dience and external prospects /
clients and manage the PR and
Analyst Relations.
Q: How your experience at In-
fosys is different from Bajaj?
Response: There are obvious
differences inherent in the B2B
(Infosys) Vs. a B2C (Bajaj) sce-
nario. From a more conceptual
standpoint, the fundamentals
of marketing remain the same;
however, the channels, mar-
keting mix and the messaging
elements differ drastically. One
of the major differences lie in
the fact that in a B2C space like
Bajaj, you are much closer to
your consumers while in a B2B
scenario, especially a global
one like at Infosys, knowing
your consumers is a challenge
as you are away from the
ground zero. The communica-
tion is much more formal and
direct in B2B as against the B2C
which feeds a lot on the psy-
chographic and behavioral as-
pects of the consumer lifecycle
allowing scope for informal ele-
ments.
On a lighter note, Bajaj was a
lot more glamorous form of
marketing - working with TV
channels, production houses
and mass events like college
fests and rock shows while at
Infosys, it is all about influenc-
ing the top line directly and
hence more formal and busi-
ness focused approach.
Q: What changes do you see in
customer expectation, particu-
larly in IT industry?
Response: I think there are
clearly 2 core themes emerging
in the way IT is being used and
considered today – One, the
focus of enterprises is shifting
from plain outsourcing to a
more outcome driven model.
The business wants the IT to
play a far greater role in deliv-
ering their business objectives
than simply saying that hey, I
am going to give you a system
to automate a certain process
or that I am going to give you
hardware or software to run
your systems on. Now, we are
seeing more and more conver-
sations focusing on how IT can
help make faster inroads into a
new territory or how it can
help arrest a sliding market
share or deliver a differentiated
experience to their customers
and so on. IT has grown much
beyond simple hardware and
software and evolved into
mainstream business driver.
Second theme that I am seeing
emerge rapidly is this whole
realization by the enterprises
that IT is not their core job.
With the emergence of newer
models like SaaS, Iaas, PaaS,
Cloud technologies and ad-
vancements in data security
and privacy frameworks, IT is
slowly moving out of the prem-
ises of the enterprises and
moving onto Cloud or any oth-
er kind of 3rd party premises.
premises of the enterprises and
moving onto Cloud or any oth-
er kind of 3rd party premises.
Now the expectation from IT
providers is to deliver the busi-
ness requirements from any-
where and using whatever un-
derlying infrastru-
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 17 | DOMINATION, AUGUST 2013
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DoMS-da-Evince ………………………………………………………
infrastructure. This is also re-
sulting in a big paradigm shift in
the role of internal IT teams
and the CIOs of these enter-
prises. From the first evidences
that we are seeing in this
space, a lot of them a scared of
losing their core jobs and con-
trol to an IT provider but a lot
more are also seeing this as an
opportunity to play a greater
role in the boardroom than
simply being an in-house IT ex-
pert.
Q: Recently there has been a
lot of talk about analytics.
How do you see the function
of analytics in your job?
Response: Analytics is a buzz
word these days. The most re-
cent development on this front
is the rise of Big Data analytics.
But the hype around analytics
and Big Data is actually ground-
ed in reality. With the rise of
social channels and so much of
usage and behavioral data be-
ing generated every second,
analytics becomes extremely
critical tool in your hands that
can give you actionable insights
on which you can base your
business decisions.
As a marketer, analytics is cru-
cial for me. It tells me how and
where to find my consumers,
understand what they are talk-
ing about and then tweak my
message for greater impact and
deliver it in the right format
through the right channel.
That’s what it boils down to ul-
timately. In today’s business
and consumer environment,
you cannot afford to not know
“things” about your consum-
ers. This ignorance could prove
costly as it could lead to losing
your customers or revenue or
even the brand equity. That is
where the analytics can be a
powerful differentiator.
Q: What has been the most
challenging role so far? Would
you like to share any inter-
esting incident with us?
Response: Well it’s been close
to 5 years that I have been
working and I’d say I have been
fortunate to be in situations
that stretched my limits and
prodded me to think beyond
the obvious. In Bajaj, I was dou-
bling up as the Digital Brand
Manager for Pulsar, just after
completing my MT program I
was given the charge of this
portfolio and entrusted with
overhauling the brand image of
Pulsar on digital channels. I
think one of the most challeng-
ing aspects of that responsibil-
ity was to actually translate the
digital technology, the metrics
etc. into more traditional me-
dia terms to my internal stake-
holders who were not too
glued into these channels. I re-
member running sessions simi-
lar to“evening school for the
grown-ups” sensitizing them to
the social channels, their busi-
ness usage, case studies and
stuff and of course meeting
with stiff resistance and their
difficult questions. Imagine be-
ing the youngest member in
the team trying to take ses-
sions of a bunch of 50 yr old
Sr.Management guys about fa-
cebook, twitter, pinterests and
so on.
At Infosys, it’s almost like work-
ing in a startup mode as Infosys
has traditionally been an ex-
tremely process driven IT ser-
vices bulwark for ages now and
product marketing / product
development culture is new to
the organization. That brings its
own set of issues. But it’s been
a roller coaster ride so far with
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 18 | DOMINATION, AUGUST 2013
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DoMS-da-Evince ………………………………………………………
its own thrills and challenges.
Right from not knowing any-
thing about a particular domain
and still having to pick the do-
main quickly and develop com-
munication in short time to
getting drawn into global
launches at the 11th hour and
given ownership of complete
tracks to hosting the Executive
meetings for Shibu and Kris on
behalf of my unit, it’s been a
hell of a ride.
Q: Any message for the read-
ers, especially for the current
batch of DoMS
Response: My message would
be to pick up strong fundamen-
tals in the subjects of your
choice – could be finance, mar-
keting or whatever is that you
like and lay an equal emphasis
on acquiring soft skills like
presentation skills, communica-
tion skills, organization skills
etc. and arm yourself with the
right attitude to complete your
professional outlook. These
things go a long way in ensur-
ing that you stand out from the
rest when the right opportuni-
ties present themselves and
never be afraid of trying be-
cause unless we try we won’t
really know what works and
what doesn’t would we.
Another thing I have learned is
that the college names and
similar legacies can take you
only so far in your career. What
really matters after this initial
layer of legacies shred down is
the real content that you have
in you and that is where the
above things I mentioned
makes the world of difference.
As Carl Lewis said – “I may be
walking slowly, but I never walk
backwards. But whenever I
walk backwards, it's for a long
jump”…so prepare for your
long jump DoMsonians. All the
best to you guys!!
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 19 | DOMINATION, AUGUST 2013
“It is our
choices, that show what we truly are, far
more than our abilities.”
J. K Rowling
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Success Story ………………………………………………………
………………………………………………………
Advertising is often associated
with the creativity and is con-
sidered a niche area. Here we
present you one of the well
known faces of Ad-world, Mr.
Prasoon Joshi. Prasoon Joshi
was born in 1971 and spent his
early days in Uttarakhand, In-
dia. His father being a govern-
ment official, he got to travel
widely across the states viz. Al-
mora, Nanital, Dehradun, Tehri,
Chamoli, Meerut, etc. His
mother was a lecturer in politi-
cal science and used to per-
form for All India Radio. All the-
se factors contributed to Pra-
soon’s academic discipline, a
sense of music and culture
which is now evident in his cre-
ative work.
Prasoon’s creative work started
at the tender age of 17, with
his first book, ‘Main Aur Woh',
a conversation with himself.
Later he did his B.Sc. & post
graduation in Physics and then
Master of Business Administra-
tion from Institute of Manage-
ment Technology, Ghaziabad.
During his MBA days he decid-
ed to make use of his creative
skill, academic rigour, love for
music etc. therefore he decid-
ed to join advertisement world.
His career started with Ogilvy &
Mather (O&M) Delhi. He
worked there for 10 years after
which he joined McCann-
Erickson, in early 2002, where
he was elevated to Executive
Chairman for McCann World
group India and Regional Crea-
tive Director Asia Pacific in
2006.
Prasoon also made a mark in
the film industry. He made a
debut as lyricist in Lajja di-
rected by Rajkumar Santoshi
which soon led him to Hum
Tum directed by Yash Chopra
and a series of other movies
like Fanaa, Rang De Basanti,
Taare Zameen Par, Black, Delhi
6 and most recently Bhag
Milkha Bhag.
Prasoon has been credited with
highly popular advertisements
which have created waves in
the market. Most of his adver-
tisements have been a great
marketing success with an in-
crease in sales of product. The
most viral advertisement has
been “Thanda Matlab Coca Co-
la” which created tsunami in
the media and established
huge brand equity for the Coca
Cola. Additionally, he is credit-
ed with many other advertise-
ments for leading business
houses such as NDTV India,
Saffola, LG, Marico and Perfetti.
Due to the success of these ad-
vertisements he has rightfully
earned the title of "The Ad
Guru of India".
Prasoon Joshi is a well known name in the ad-world and film industry. He is an alumnus of IMT Ghaziabad and currently President South Asia at
McCann Erickson.
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 20 | DOMINATION, AUGUST 2013
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Success Story
………………………………………………………DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE
………………………………………………………
He has many accolades to his
credit. In 2006 he won Young
Global Leader 2006 by the fo-
rum of Young Global Leaders.
In 2007 he was invited to
Cannes as jury chairman. In
2009 his name was featured
among 10-member Cannes Ti-
tanium & Integrated Jury 2009
at the Cannes Lions Interna-
tional Advertising Festival
2009. In film too, he was
awarded several times includ-
ing national award. Prasoon’s
career is a great example for
anyone who would like to build
a career in media planning,
branding or advertising.
21 | DOMINATION, AUGUST 2013
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………………………………………………………
Regardez I’economie ………………………………………………………
Financial Administration con-
tains 2 words Finance and Ad-
ministration. The word finance
means monetary resource and
administration means to organ-
ize and manage human efforts
for greater objective. Thus, Fi-
nancial Administration refers to
making money available to
multitude branches of an or-
ganization, entity, office etc.
Day-to-day activity of these or-
ganizations depends on availa-
bility of funds, for government
owned companies it has even
greater significance as it has a
direct effect on the welfare.
Hence, it has been rightly stat-
ed by Llyod George that
“Government is finance, take
out finance, there is no govern-
ment.”
Just as a mother (as a manager
of the house) needs money
(finance/fund) to run the
house, government as a man-
ager of Country need finance to
run the country. The govern-
ment gets its finances through
taxation, fees, charges etc.
Since the revenue being raised
is public money, it can be safely
assumed that finances being
provided to government on
condition that the money
raised from society will be
spent for public purpose. Gov-
ernment raises money from a
plethora of sources to meet
maintenance, development as
well as running expenditure of
public administration. Overall
financial administration is a
term which encompasses fol-
lowing characteristics:
(1) To make budget, i.e., of the
approximation of the reve-
nue and expenditure for the
coming financial year,
(2) Getting these estimates ap-
proved by the Legislature
Financial Administration
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 22 | DOMINATION, AUGUST 2013
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………………………………………………………
Financial Administration ………………………………………………….
known as ‘Legislation of the
Budget’,
(3) To put budget into execu-
tion i.e., regulation of the
expenditure and raising of
revenues,
(4) Treasury management func-
tion, i.e., safe custody of the
funds raised and arrange-
ment for the required ex-
penses to meet the liabili-
ties; and
(5) Dissemination of the ac-
counts by the executive and
the audit of these books
According to L.D. White, “Fiscal
management includes, as its
principal sub-divisions, budget
making followed by the formal
act of appropriation, executive
supervision of expenditure
(budget execution), the control
of the accounting and reporting
system, treasury management
and revenue collection and au-
dit.”
The current trend is to-
ward efficiency and profession-
alism in financial administra-
tion. In this two steps are out-
lined. One, the government has
to be efficient in expenditure
and must levy reasonable tax.
Two, the government has to
form well thought out policy
for overall economic develop-
ment. Moreover, in order to
assist the government more
and more private participation
through PPP, BOT, BOOT model
are being thought of. Hence, in
future government activities
will shrink and there will be less
demand from the society to
pay tax. As a result we are go-
ing to witness the policy of
‘state minimalism’ when the
full efficiency of both the gov-
ernment and private sector will
be realized. Third world coun-
tries have been advised by the
world bank and international
funding agency to minimize
governmental activity by shar-
ing, giving responsibility to the
private sector. This will surely
help to reduce large scale bur-
den on government and gov-
ernment can in future perform
with much efficiency in the re-
maining areas like social sector.
Overall this new approach will
lead to societal and economic
development.
Budgeting is a tool of
management, it is an instru-
ment to achieve good govern-
ance, instrumental behind eco-
nomic reforms and is reflected
in the financial health of the
country. Budget is a document
which incorporates not only
the revenue and expenditure
but it also shows the picture
related to the past, present and
future of the country in finan-
cial aspect. Through budget
government can change socio-
economic society in the coun-
try. Government can initiate
structural, procedural and be-
havioral reforms in an organi-
zation. Budget not only deter-
mine the internal organization-
al culture but also the external
environment.
There are various types
of budgets. Most often we re-
fer to Traditional Budget. It is
accounting-oriented and it re-
fers to a list of all planned ex-
penses and revenues (is also
known as line item budget, in-
cremental budget, deficit budg-
et, legal budget). On the other
hand, Performance Budget re-
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 23 | DOMINATION, AUGUST 2013
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………………………………………………………
Financial Administration ………………………………………………………
flects the input of resources
and the output of services for
each unit of an organization
(according to in-
vestopedia.com). This type of
budget is commonly used by
the government to show the
link between the funds provid-
ed to the public and the out-
come of these services. There
is also a concept known as Zero
Based Budgeting (ZBB) which is
also called survival budget. It is
rationalization of all provisions
every year and examination of
the program or responsibility
from scratch. ZBB is a control
technique as every function
within an organization is ana-
lyzed for its needs and costs in
the present year without con-
sidering previous year’s ex-
penditure, so in these each
budget starts afresh irrespec-
tive of its past. Gender Budg-
eting is a recent phenomenon
and a part of the gender main-
streaming strategy. It started in
Australia in 1980’s and by 2002
around 60 countries experi-
enced gender budgeting. Gen-
der budgeting always lays em-
phasis on the gender perspec-
tive at various stages of budget
development. In contemporary
world there is a realization that
‘center of development‘ lies in
the empowerment of women.
Therefore countries have been
tackling gender related issues
in a systematic manner by gen-
der budgeting.
Monetary policy
It plays a vital role in a develop-
ing economy like India. Its ob-
jective is to control the flow or
supply of money, often focus-
ing on interest rates like Liquid-
ity adjustment facility- Repo
and Reverse Repo, CRR, SLR
etc. for the purpose of eco-
nomic growth and stability. The
other goals include relatively
Stable Prices, Promotion of Ex-
ports and Food Procurement
Operations, Controlled Expan-
sion Of Bank Credit, Restriction
of Inventories, Promotion of
Fixed Investment, Desired Dis-
tribution of Credit, Equitable
Distribution of Credit, to Pro-
mote Efficiency, Reducing the
Rigidity and low unemploy-
ment.
Monetary Policy is related to
the availability and cost of
money supply in the economy
in order to attain certain broad
objectives. The Reserve Bank of
India keeps control on the sup-
ply of money to attain the ob-
jectives of its Monetary Policy.
Monetary policy is one of the
economic policy. Monetary Pol-
icy according to in-
vestopedia.com is “The actions
of a central bank, currency
board or other regulatory com-
mittee that determines the size
and rate of growth of the mon-
ey supply, which in turn affects
interest rates. Monetary policy
is maintained through actions
such as increasing the interest
rate, or changing the amount
of money banks need to keep in
the vault (bank reserves)”.
Monetary policy could be of
two types in nature, expansion-
ary or contractionary. An ex-
pansion policy means to in-
crease the supply of money in
the market by lowering the in-
terest rates. This is done to give
impetus to economic develop-
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 24 | DOMINATION, AUGUST 2013
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………………………………………………………
Financial Administration ………………………………………………………
ment and lower unemploy-
ment. While in contractionary
policy, the supply of money in
the market is decreased by in-
creasing the interest rates.
According to investopedia.com,
meaning of the term fiscal poli-
cy stands for “Fiscal Policy is
the means by which a govern-
ment adjusts its levels of spend-
ing in order to monitor and in-
fluence a nation's economy.”
Government spending policies
that influence macroeconomic
conditions. These policies
affect taxes, interests and gov-
ernment expenditure, for con-
trolling the economy. Basically
Fiscal policy deals with the tax-
ation and expenditure deci-
sions of the government. It is
the sister strategy to monetary
policy with which a central
bank influences a nation's mon-
ey supply. These two are used
in different combinations to
direct a country's economic
goals.
Fiscal Policy is formed by the
central government. Its prime
objective is to see that its three
pillars (viz. debt, expenditure &
revenue) is in proper shape.
Fiscal policy deals with the tax-
ation and expenditure decision
of the government. It is com-
posed of several parts like tax
policy, expenditure policy, in-
vestment or disinvestment
strategies and debt or surplus
management.
These are some of the tools for
financial administration. A note
of caution, these objectives can
be effectively reached only if
public expenditure, borrowing,
taxation and lending are effec-
tively used.
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 25 | DOMINATION, AUGUST 2013
By-
Nilaya Mitash Shanker Abhinav Kumar Singh
DoMS, IIT Roorkee (2012-2014) Tata Consultancy Services
[email protected] [email protected]
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………………………………………………………
Spotlight
Management Education is al-
ways spoken in the same
breath with personality devel-
opment. And what better way
one could find out other than
sports. DoMS, IIT Roorkee be-
ing a premier business school
of the country, always plays a
proactive role in this regard.
Recently it conducted Exuber-
ance 2013.
Exuberance is the annu-
al sports meet of DoMS, IIT
Roorkee in which MBA stu-
dents from first and second
years play against each other. It
is basically a test of nerves, tal-
ent, confidence and ability to
stand the pressure. The bene-
fits are manifold. Not only it
imparts basic management
skills like teamwork and perse-
verance, it also serves as an ice
breaker between the two
batches. The fun element and a
relief from the hectic schedule
is always an add-on. Needless
to say, it is one of the most
sought after and awaited
events of the department.
This year the Exuber-
ance was conducted between
22nd to 26th of August 2013.
There were a number of games
conducted in which students
wholeheartedly participated. A
number of games were played
where students from both
batches competed against each
other. The games that were
played included Football, Table
Tennis, Chess, Carrom, Pool,
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 26 | DOMINATION, AUGUST 2013
EXEBURANCE 2013
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………………………………………………………
………………………………………………………
EXEBURANCE Snooker, Squash, Badminton,
Basket Ball, Volleyball, Cricket
and Lawn Tennis. It was a neck-
to-neck fight between the two
batches. The excellent sports
facilities at IIT Roorkee were
utilized for the same.
The event was inaugu-
rated by Prof. Sushil, DoFA, IIT
Delhi on 22nd August 2013.
Other dignitaries who graced
the occasion were Dr. Santosh
Rangnekar, Dr. Zillur Rahman,
Dr. Vinay Sharma, Dr. Rajat
Agrawal and Dr. A. Ramesh.
The event was conducted and
facilitated by SportsCom, the
sports club of DoMS, IIT Roor-
kee. Dr. Rangnekar, HoD intro-
duced the honoured guest
about the department and
event. A candlelight ceremony
also took place. This marked
the official opening of the
events and stage was set for
the various breath taking
matches.
The next few days were
as hectic yet as entertaining as
they could be. Students from
first and second year battled
with each other for the winning
trophy. Both teams were
equally competent and it was a
close fight with each other. It
was next to impossible to pre-
dict about anything. For exam-
ple, the first year proved their
mettle in games like basket ball
and football whereas second
year came out as victorious in
volleyball and badminton. The
fight was so intense that peo-
ple were not sure even before
last few hours of closing. The
first years were leading in the
game till last few hours.
Sports meets are famous
for turnarounds and this year
we witnessed one such occa-
sion. In the last few hours se-
cond year put all their energies
and won carom, chess and ta-
ble tennis. This dramatic per-
formance by second years have
turned the tide and finally
placed the trophy in their bas-
ket. However first years fought
valiantly and it was well recog-
nized and appreciated. The
basic purpose of any sports
event is to spread the happi-
ness and bonding and the Exu-
berance achieved this in totali-
ty. A brief closing ceremony
was organized on 27th August
2013 to award the trophy and
thanking everyone for their
support and cooperation. Exu-
berance may have been over
but the memories are always
DEPARTMENT OF MANAGEMENT STUDIES, IIT ROORKEE 27 | DOMINATION, AUGUST 2013
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………………………………………………………
Department of Management Studies, IIT Roorkee
Roorkee - 247667, INDIA
Comment/Feedback Mail to : - [email protected]
Contacts: Nilaya Mitash Shankar (+91-9415580227)
Sharad Shrivastava (+919627419049)
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