DOMS IITRoorkee Magazine July2010

8/9/2019 DOMS IITRoorkee Magazine July2010

1/16

olume - 1 Issue 06 July 2010

Logistics

Social Media Marketing

Disaster Recovery Planning-Fresh Green Creativity, fright rom

Leaves of this newsletter to the

roots of DOMS


2/16

From the Editors Desk

Animesh AgrawalEditor DoMination

(Department of Management

Studies, IIT-Roorkee.)

Dear Readers,

Welcome to the Sixth Edition of Domination.

In our June edition, we had an article on Disaster Management where we sharedwith our readers an informative coverage on Disaster Management, its need and

Management Information Systems for the same. Along with it, we presented a business

challenge where companies increasingly need a competitive edge to maintain

profitability and to stay in business; and improved availability and outage avoidance

becomes vital to their success. In this environment, well-planned business

continuity/disaster recovery solutions are becoming critical to an organization. In

continuation to answer this, we introduce to you Disaster Recovery Planning in this

edition.

On Operations Management, we would share with our readers an informative talk onLOGISTICS, their types, uses, challenges and opportunities identified therein.

To serve our Marketing Maniac readers we present before you Social media

marketing. It is an engagement with online communities to generate exposure,

opportunity and sales. It seems that many marketers see the social media frontier as

the next marketing gold rush. Given the low cost of entry, many marketing pros are

doing more than just dipping their creative toes into this gold-laden water.

Having delivered 5 richly packed editions of DOMINATION, its now time that we expand

its purviews. The DOMINATION now seeks the originative you -- poems, articles,sketches, photographs or anything with that "Creative Tang". With some little time to

spare in our summer internship we give our shot to these effortless exercises and re-live

our hobbies to create the laudable. To showcase again that Yes!! There is much more in

our mind and our heart rather than just management jargons and technicalities.

Dear Readers, we present before you our Creative Section :

Chlorophyll--fresh green creativity! With the hope that it reenergizes all, right

through leaves of this newsletter to roots of DOMS.

To contribute do write in back to us, or post your contribution to showcase it on our

creative section Chlorophyll. Hope you find this Domination as informative and as

interesting as ever. Looking forward to your continued support & love. Please feel free

to pour in your opinions & suggestions, because YOU complete us.

Till the time we meet again Happy Reading and do enjoy this MonSOON.


3/16

3

Logistics

1

Disaster RecoveryPlanning

-Parag Kasrekar

DoMS, IIT-Roorkee

5

Social Media Marketing

- Anuj Jindal & Saurabh Singh

DoMS, IIT-Roorkee

- Hema Singh

DoMS, IIT-Roorkee

11

Qutopia - 6

-J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee

8 Creative Section

Its wise to learn, Its GOD like to create

Chlorophyll-Fresh Green Creativity, right from

Leaves of this newsletter to the

roots of DOMS

-Rama Pruthi

DoMS, IIT-Roorkee

Art Type: Chinese Painting

Artist: Animesh Agrawal


4/16

Introduction

With the increasing importance oinformation technology for continuation obusiness critical functions, combined with a

transition to an around-the-clock economy,the importance of protecting an organization'sdata and IT infrastructure in the event of adisruptive situation has become an increasingand more visible business priority in recent years. It is estimated that most largecompanies spend between 2% and 4% of theirIT budget on disaster recovery planning, withthe aim of avoiding larger losses in the eventthat the business cannot continue to function

due to loss of IT infrastructure and data. Ocompanies that had a major loss of businessdata, 43% never reopen, 51% close within twoyears, and only 6% will survive long-term.

Disaster recovery is the process, policiesand procedures related to preparing forrecovery or continuation of technologyinfrastructure critical to an organization aftera natural or human-induced disaster. Disasterrecovery planning is thus, planning for

resumption of applications, data, hardware,communications (such as networking) andother IT infrastructure.

Disaster Recovery Planning

Prior to creation of the plan itself, it isessential to consider the potential impacts odisaster and to understand the underlyingrisks: these are the foundations upon whichsound business continuity plan or disaster

recovery plan is built. These activities must be

followed to construct the plan.

Business Impact & Risk Analysis

How can you properly plan for a disaster if

you have little idea of the likely impacts on your business/organization of the differentscenarios?

It will determine which scenarios are mostlikely to occur and which should attract mostattention during the planning process.

Creating a Disaster Recovery Plan

Use a quality disaster recovery template with forms and guide to create the plan

directly. Minimum fuss, minimum complexity,maximum productivity and a top quality planshould result at the end.

The plan, after creation, should then bemaintained, tested and audited to ensure thatit remains appropriate to the needs of theorganization.

Managerial Issues

There are five key questions you should askwhen assessing what you need in a backupand recovery solution:

Which data, applications, and servers will,if lost, impact your business functions and inwhat timeframe?

What are the technologies hosting thisinformation today and in the foreseeablefuture (hardware, virtual machines, operating

systems, database, heterogeneous platforms)?

1

Business Challenges

Companies increasingly need a competitive edge to maintain profitability andstay in business; improved availability and outage avoidance becomes vital totheir success. In this environment, well-planned business continuity/disasterrecovery solutions become critical to an organization.

Succeeding last edition -

Hema Singh

DoMS, IIT-Roorkee

Department of Management Studies, IIT Roorkee


5/16

Managerial Issues contd..:

In the event of a loss, how quickly do youneed to get the data back and systems runningagain?

Which personnel would be involved in therecovery process?

Where would your recovery happenshould you lose access to critical servers oryour complete site?

Understand the tradeoffs on each o

these dimensions so as to make the proper value assessment when selecting a backupsolution. Compare its requirements to thefeatures and services offered by a dataprotection vendor. The variability in pricingcan be directly traced to the functionalityand delivery of service, especially in the areaof recovery.

As you evaluate the many choices, on thesurface they may look similar but there are

significant differences in the areas of securityand infrastructure, supported technology andflexibility, management and ease of use, andcustomer service.

IT Solutions for the Managerial Issues

An important note here is that the businessultimately sets the IT budget and thereforethe RTO (Recovery Time Objective) and RPO(Recovery Point Objective) metrics need to

fit with the available budget. While mostbusiness unit heads would like zero dataloss and zero time loss, the cost associatedwith that level of protection may make thedesired high availability solutionsimpractical.

The following is a list of the most commonstrategies for data protection:

Backups made to tape and sent off-site at

regular intervals (preferably daily)

Backups made to disk on-site andautomatically copied to off-site disk, or made

directly to off-site disk

Replication of data to an off-site location,which overcomes the need to restore the data(only the systems then need to be restored orsynced). This generally makes use of storagearea network (SAN) technology

High availability systems which keep boththe data and system replicated off-site,enabling continuous access to systems and

data

In many cases, an organization may elect touse an outsourced disaster recovery providerto provide a stand-by site and systems ratherthan using their own remote facilities

Virtualization

In a virtualized environment, on the otherhand, software runs independent of hardware.This allows organizations greater flexibility

and creating more options about how to setupan entire business-continuity infrastructure. VMware, Microsoft System Center VirtualMachine Manager 2007, Double-TakeSoftware are some of the industrys leadingdesktop and datacenter virtualizationproviders

Rapid Recovery

Although virtualization applications can

provide significant cost and performancebenefits to enterprises; they are by no meansthe only consideration. EMC, for example,offers RecoverPoint, a network-based dataprotection solution that can replicate dataacross multiple and disparate platforms. Italso replicates storage arrays from a variety ofvendors and integrates bandwidth reduction a feature that reduces the amount ofbandwidth required across a network.

2


Contd..


6/16Department of Management Studies, IIT Roorkee

Logistics

What is Logistics:

Logistics is having the right item in the rightquantity at the right time at the right place for theright price in the right condition to the rightcustomer

Logistics is the management of the flow ogoods, information and other resources betweenthe point of origin and the point of consumptionin order to meet the requirements of consumers.Logistics involves the integration of information,transportation, inventory, warehousing,

material-handling, and packaging, andoccasionally security. Logistics is a channel othe supply chain which adds the value of timeand place utility. The broad area of logisticscould be divided in following streams:

Inbound Logistics: It caters to managing theflow of raw materials from different sources tothe place of production.

Outbound logistics: It covers the distribution

of the finished goods from the manufacturinglocation to the customer or consumer.

Production logistics: The purpose oproduction logistics is to ensure that eachmachine and workstation is being fed with theright product in the right quantity and quality atthe right point in time.

Reverse logistics: This refers to collection oreturns due to damage or any other reason fromthe customer or consumer to the point of repairor replacement.

What are 3 PLs and 4 PLs?

Earlier the product distribution and logistics was handled by the product manufacturingcompany itself. But as the idea of outsourcingflourished and the companies started to focusonly on their core competency, the concept othird-party logistics or 3PL as it is commonlyreferred, began to expand its roots in the

growing business.

Third-party logistics involves the utilizationof external organizations to execute logisticsactivities that have traditionally been performedwithin an organization itself. According to thisdefinition, third party logistics includes any formof outsourcing of logistics activities previouslyperformed in-house. As the businesses grew, thecompanies started to work with more than one3PLs and it became more challenging to managethe relationships with more than one 3PLs which

gave rise to the 4PL model.Fourth-Party Logistics (4PL):

Differs from third party logistics in thefollowing ways:

1. 4PL organization is often a separate entityestablished as a joint venture or long-termcontract between a primary client and one ormore partners

2. 4PL organization acts as a single interface

between the client and multiple logisticsservice providers3. All aspects (ideally) of the clients supply

chain are managed by the 4PL organization

It could be defined as " A supply chainintegrator that assembles and manages theresources, capabilities, and technology of its ownorganization with those of complementary service

providers to deliver a comprehensive supply chainsolution.

Multi-modal Logistics Parks

A multi-modal logistics park (MLP) is definedas a rail-based inter-modal traffic-handlingfacility complex comprising container terminals,bulk / break-bulk cargo terminals, warehouses,banking and office space and facilities formechanized handling, inter-modal transfers,sorting / grading, cold chain, aggregation /disaggregation, etc, to handle freight.

- Parag Kasrekar

DoMS, IIT-Roorkee

3



Logistics

Use of IT in Logistics:

The logistics sector in India has grown overthe years from running a few trucks, or loadingand unloading of goods. With the changingbusiness environment in India, entry oorganized retail and more global players lookingto expand base in the country, the logisticsindustry is witnessing a sea change. Informationtechnology, GPS systems, etc., are helpinglogistics companies improve their productivity.

New technologies such as RFID, standardized

data processing formats and new supply chaintools and e-commerce capabilities will,undoubtedly, open up new ways to mangemovement and storage of goods.

Challenges & Opportunities

Each country has its particular challenges andopportunities, when it comes to logistics.

The intra-state tax regime has been asignificant issue for logistics operators alongwith India's known red tape.

On the positive side, there is significantmoney being pumped into new and improvedinfrastructure: the Golden Quadrilateral,airports, terminal expansion. India's soon-to-be-

expanded national highway network needs to besupplemented by an efficient rail cargo network.This will be key to lowering costs for automotivedistribution, for instance.

Contd..

4



Introduction:

Social media marketing is an engagement with online communities to generate exposure,

opportunity and sales. It seems that many marketers see the social media frontier as the nextmarketing gold rush. Given the low cost of entry, many marketing pros are doing more than just

dipping their creative toes into this gold-laden water.

Important aspects of Social media marketing:

It is a viral campaign: Creating buzz or newsworthy events, videos, blogs entries that

attract attention and become viral in nature. Buzz is what makes social media marketing

work. It replicates a message through user to user contact, rather than the traditional

method of purchasing of an ad or promoting a press release.

User oriented Marketing tool: It is based around online conversations. Social media

marketing is not controlled by the organization. Instead it encourages user participation anddialogue. A badly designed social media marketing campaign can potentially backfire on the

organization that created it. To be successful SMM campaigns must fully engage and respect

the users.

Promotional Campaigns: Building ways that enable fans of a brand or company to

promote a message themselves in multiple online social media venues. Fan pages in Twitter,

MySpace of Facebook follow this model.

Benefits of Social Media Marketing:

Generated Exposure to businesses

Increased traffic/subscriber/Opt-in list Resulted in new business partnerships

Helped rise in Search ranking

Generated qualified leads

Reduced overall marketing expenses

Social Media Marketing 5

Source Report: www.viewcurry.com

- Anuj Jindal & Saurabh Singh

DoMS, IIT-Roorkee
http://c/Users/animesh/Desktop/magazine/Buffer/www.viewcurry.comhttp://c/Users/animesh/Desktop/magazine/Buffer/www.viewcurry.com



Online Marketing Spending:

In 2010, two-thirds expect to spend the

same or more than in 2009.

Approximately 70% plan to increase (1-

30%) or significantly increase (30 %+)

their unpaid/earned/proprietary media.

The top priorities in 2010 will be social

networks/applications and digital

infrastructure.

Emerging Trends:

Customer experience will be more

important than ever. Storytelling will evolve - location will

become a key component; the speed at

which stories are developed is crucial;

and above all, emotional connections

matter.

The beginning of the end of the banner

advertisement.

Branded content syndication will replace

some paid media. 40% of opportunity is mobile

Social Media:

Social is becoming increasingly mobile.

Measurement will be more important

than ever.

Forms of content consumption will

continue to be fractured; the nimble

marketer will need to be in as manyplaces as possible

Discover yourself with social media

marketing:

One can find whomever he wants to do

business with somewhere online

Can find whatever knowledge he or she

needs about any market or any person

online

Can reach their market by simply

engaging in the right conversations with

the right people that too in a more

effective manner than advertising.

If ones business cant be found, isnt

engaging with the market or worse yet

ignoring the market you are not likely to

be creating transactional opportunities

while your competition does.

Communications is a system to leverage

ones organizations ability to

communicate with their market. Social

media is the new communications system.

Social media saves time and money ifanybody use it right for the right things

If one learns how to use social media

correctly then theyll understand what

your market is looking for and where

they are looking. One should want them

to look for him or her

When anybodys customers and

prospects are engaging about them, their

industry or their products and servicesyou need to be there listening. Otherwise

how will they gain the necessary market

intelligence, be enabled to respond or

even be aware of problems or needs. If

they are not present when and where the

conversations are occurring they are

basically out of touch with your market.

Communications is about reach.

Communicating is about relational

dynamics between people. Social media

provides the means to effectively

communicate with ones market.

However communicating in human rather

than institutional terms.

If one is not communicating (listening

first, initiating second) then how in the

world does he or she expect to create

relationship with people and businesses

that may want the value they offer?

Contd..

6Social Media Marketing



Myths about Social Media Marketing:

Social Media Marketing is cheap and not

free: Yes though tools used for social

media marketing are free like You Tube

or Yahoos Photo Sharing site Flicker etc.

But we do need skill, time and money for

integrating these tools in Corporate

Marketing. The budget for social media

marketing of a company is around

$50,000 for two to three months. So

please stop saying that social media

marketing is free.

Anyone can do it : A successful socialmedia campaign integrates social media

into the many elements of marketing,

including advertising, digital, and PR.

Opinion and theory are no match for

experience, and the best social media

marketers now have more than 10 years

of experience incorporating interactivity,

blogs, forums, user-generated content,

and contests into online marketing. Video

contests by companies hoping for viral

buzz and Google juice are as plentiful as

mosquitoes on a humid summer night.

But, like their insect counterparts, most

video contests suck. It's rare video

contest like these gets as many as 2,000

entries.

One can make Big Splash in a Short Time:

Sure, sometimes a social media campaign

can produce substantial and measurable

results quickly. But most of the timessocial media works for those who are

already a star or people really do care

about their product and do want to

follow it.

It can be done all in house: Wrong! You

need strategy, contacts, tools, and

experiencea combination not generally

found in in-house teams, who often

reinvent the wheel or use the wrong

tools.

Measurement of social media marketing

cannot be done: This can be done by

variety of methods like mention on Blogs

and in media. This can also be done bycomments on the content.

SMM Vs Recession:

During a recession, marketers are often

forced to reduce budgets; in fact, its

often one of the first buckets to get

trimmed. 53% of marketers are

determined to increase their social media

budget during a recession, and 42% will

keep it the same, a total of 95% ofmarketers bullish on social media

marketing. Why? The reasons are

obvious to some, its inexpensive and the

opportunity to benefit from cost-effective

word-of-mouth, are promising.

Contd..

7Social Media Marketing


11/16

"Its wise

to learn,Its God-like tocreate

JohnSaxe,(poet)


12/16

I WONDER..

I wonder which moment I lived,

when I breathed the air so

ethereal,

felt the aura of deity,

and wished for myself a bliss so

pious-

a seventh heaven,

a ninth cloud..

At that blessed instant

I was granted my amorphous

dream..

Bewitched by the spell of the

boon,

I lived on and never knew,what was my prize, my treasure,

my gem

and then

I met you..

Suddenly my dream, once green

and unripe

stood before mebeaming, smiling, flushing..

in every expression of an angel,

but still magically earthy.

I sat down to wonder..

can there be vigor so calm,

can there be zeal so serene,

can there be a warmth thatleaves me frozen.

And there I was-frozen,

numbed by the questioncan there be truth so beautiful...

Coming back to my senses,

when I mustered all my self into

one,

I knew at once -

the thumps in my bosom were no

longer mine.I could feel the nectar of love

gushing in me,

every piece, every morsel, every

bit of me born anew

all for you.

Awed by the supernal charm of

the true,enamored by your incredible

richness,

I was in a trance..

And then your touch woke me up,

an ecstasy followed,

when this universe rejoiced.

And I wondered again..

Am I so lucky, so fortunate, so

favored,

that I can hold heavens in my

eyes

and arrest universe in my arms.

9Rama Pruthi

DoMS, IIT-Roorkee



13/16

Contd..

On this earth, what I knew was,

one path, one place and one

person,nothing except for them i ever

cared for.

Under the torrid noonday sun,

when I came to you,

drenched, not just in your love.

You made me feel as if I smelled

of roses,of all the blooms of this world,

and then I, overwhelmed

could feel the affection deluging

me all over,

melting me, fading me away,

all that remained was you,

the only evidence of my existence.

When we were apart,

I lived those moments a million

times over

and found you even closer.

You dwelled in me where no one

ever did

and told me-if there is some

paradise, this is it!!

No lexicon ever written has a

word for you,

they are all meek, they are all

mild, they are all modest,

not worthy of you.

Nor am I that adept

that I could fathom the depths of

goodness of abysmal you,

and give you a word which is

right for you.But there's one, with which my

heart calls you out,

you are my life,

you are my JAAN!!

Hand in hand,

we have together seen this earth

make so many gyrationsof her beloved,

but it seems no more than a few

winks I've made in disbelief,

disbelief of having you, disbelief

of being loved by

you..

Utter disbelief!!

Now, this morning, when I came

alive,

and eyed myself in the mirror..

I found a sleepy eyelash lying

astray somewhere near my lips.

Lovingly I picked it up,

and overjoyed by the luck it

carried placed it on my hand..then, I closed my eyes

I couldn't help myself but

wonder-

"What do I wish when I possess

you, what do I long for

when I have it all..."


10


14/16


1. Arthur Andersen is an Accounting Firm which has been dissolved

following their involvement in which scandal?

2. The world's first university-based executive education was created

in 1931 at MIT under the sponsorship of which stalwart of GM?

3. Derived from the Greek word 'Oikanomia' meaning "House

Management", What very common term are we talking about?

4. He borrowed US$ 20,000 from his father-in-law at the age of 27

and bought his first store in Newport, Arkansas.He got a pilot license in 1953 and used to fly himself from one

store to another to oversee the operations of his growing chain of

retail stores.

In 1991, his company became the largest retailer in the US.

5. 'This is the root of all evils' is printed on which country's currency

coins?

6. This product is considered the best of its kind. The first one was

completed in September 1968, took four years and $1.5 billion to

build, and the effort almost sank the company and threw the city of

Seattle into a depression. 7000 men worked to make it. What?

-J. Arjun & Mayur Gurjar

DoMS, IIT-Roorkee

Its 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!Mail in your answers to [email protected]. The winner will havetheir names published in the next issue. Answers in the next issue of

DoMination.

1


15/16


1. Arthur Andersen is an Accounting Firm which has been dissolved following

their involvement in which scandal?

2. The world's first university-based executive education was created in 1931 at

MIT under the sponsorship of which stalwart of GM?

3. Derived from the Greek word 'Oikanomia' meaning "House Management",

What very common term are we talking about?

4. He borrowed US$ 20,000 from his father-in-law at the age of 27 and bought

his first store in Newport, Arkansas.

He got a pilot license in 1953 and used to fly himself from one store toanother to oversee the operations of his growing chain of retail stores.

In 1991, his company became the largest retailer in the US.

5. 'This is the root of all evils' is printed on which country's currency coins?

6. This product is considered the best of its kind. The first one was completed

in September 1968, took four years and $1.5 billion to build, and the effort

almost sank the company and threw the city of Seattle into a depression. 7000men worked to make it. What?

The Answers of Qutopia-5 were:

1. Enron Scandal

2. Alfred P. Sloan

3. Economy

4. Sam Walton of Wal-mart

5. Vatican City

6. The Boeing 747

Winners are:

Vamsi Somesh from DOMS, IIT-

Roorkee

Shekhar Arya from Intel Tushar Gupta from SIDBI

12


16/16

Comments / Feedback Mail to: [email protected]

Tel: 01332-285014, 285617, Fax: 01332-285565

Do Visit: http://www.iitr.ac.in/departments/DM/pages/Index.html

Department of Management Studies,

Indian Institute of Technology Roorkee,

Roorkee Uttarakhand-247667

The TeamEditor

Animesh Agrawal

Sub-Editors:Akanksha TikkuHimanshu Mishra

Prashant Nath EndleyRama Pruthi

Siddharth Srivastava

Varun GoelSushant SharmaDesign Team:Animesh Agrawal

Arushi

Contributors:J.Arjun & Mayur Gurjar

Anuj Jindal & Saurabh SinghParag Kasrekar

Hema SinghRama Pruthi

nimesh Agrawal:

DOMS IITRoorkee Magazine July2010

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Transcript of DOMS IITRoorkee Magazine July2010