Philip Kotler's 5 marketing & B-school mantras for India

Philip Kotler's 5 marketing & B-school mantras for India

> Offer good products to core consumers.

> The number of innovations one has seen in this country is great. One of these is sachet packaging. At one time, they (Indian marketers) were also selling one cigarette at a time.

> India has great ideas on how to make products affordable. If they (companies here) can figure out how to bring costs down, they can sell a lot more TVs and phones.


Mistakes by Indian marketers

> The basic mistake some make is not knowing how to engage with customers' beliefs, values, needs and aspirations.

> Sometimes marketers fail to segment effectively. They've got to decide what type of consumers they are looking for.

> If marketers are in a service industry, they need to stay focused on employees, sales force - these people are the ones who deliver to consumers.

> They need to be aware of new channels of communication - there's always this danger of complacency. They are not asking enough - can our product message be disrupted by changing technology?


What marketers can do to make a global impact

> Right now there aren't Indian brands that are truly global. You can say Tata, but the average American doesn't know a Tata Nano (but again, Americans are insular). I believe Asia will spawn a lot of brands that will become global.

> Isn't it interesting that some of the smallest countries in the world have the most brands, like Switzerland. Yet they are able to create the brands differently.

> Many people say marketers are just promoters. But they are the ones who can segment, target, position brands.

> I want marketers to be proactive, not just reactive. An interesting example is that of the old GM - they made a car but didn't know who it was for. That's not good. Every good brand should start with a concept. Once that happens, the advertiser already knows what to say... he has to only figure out how to say it. Globally, Unilever and Nestle really know what to do or what to say.


What Indian B-schools are not teaching

> The IIM and IIT curriculums are pretty much state of art.

> But I hope they would get into more entrepreneurial and innovative classes, instead of teaching only managerial business.

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New pattren for IAS appirants

Candidates for the civil services examinations and experts have unanimously welcomed the changes announced by Union Public Service Commission (UPSC) on Tuesday. The step was described as "overdue" that would create a "level playing field" and produce "better candidates for administration".


Among the major changes to be introduced this year are English language paper, the score of which will be taken into account in the final selection for various elite services and top central jobs; higher weightage to general studies (GS); and testing aspirants for 'ethics, integrity and aptitude'.

"The changes have more or less ensured that all the candidates are on an equal footing now. By completely changing the weightage in favour of GS, the commission has made the exams more diverse and broad-based. Therefore, it's a positive change considering the challenges being faced by the administration. Introduction of ethics, integrity and aptitude under GS is another welcome move," said founder chairman and managing director of Chanakya IAS Academy A K Mishra.

The exam as is widely known is conducted in three phases — preliminary, main and personality test (interview). The changes are meant only for the main examination. The pattern for the preliminary one remains unchanged. "It's good that the GS papers will be divided into specific topics/subjects rather than have a general approach," said Sainira Marak, a student of organic chemistry at North-Eastern Hill University and an aspirant.

The new pattern is also expected to reverse the trend in the overall selection process. The earlier pattern used to help candidates who opted for high-scoring engineering or science subjects and mathematics. It was felt that getting high scores in science, engineering or medicines papers was easier than obtaining good marks in humanities and language papers and, therefore, the old system used to test aspirants unfairly. Those who are going to appear for Civil Services Exam 2013 are claiming that gone are the days when scoring high in the optionals by rigorous coaching and rote learning at the last moment could get you through.

Atul Kumar Pandey, a PG student of philosophy, Delhi University, told TOI: "The debate among the candidates used to be that optional subjects don't have much relevance in administration. Yet, candidates got selected by scoring high marks in the optionals by rote learning. Now students will have to study more of GS. Moreover, introduction of English language paper is a good move. I am also from a Hindi medium school, but for a top level administrative office we have to have the capacity of dealing with basic level of English."

Unlike the earlier pattern, which often favoured aspirants with subject knowledge, the UPSC has now introduced four general studies papers of 250 marks each instead of two papers of 300 marks each. The general studies papers will carry 1,000 marks henceforth.

Besides, there will be two optional papers of 250 marks each instead of four papers of 300 marks each earlier. The weightage of the optional papers will also be reduced from 1,200 to 500 marks. The total marks for the main exam will be 1,800. Besides, the personality test carries 275 marks.

CBSE Channel on You Tube

 The Central Board of Secondary Education (CBSE) is pushing forward its initiative of using technology to promote academics and values. The central board has become the first among peers in country to have an official channel on YouTube, being called CBSEChannel. On this channel, affiliated schools can post videos produced by them thus giving them a wider audience and boost to branding.

Rama Sharma, spokesperson for CBSE, said, "The central board wants to make itself more accessible and make school activities more visible, hence this step. There are guidelines on what kind of videos can be uploaded and a special team is supervising the process."

CBSE has asked schools to submit their videos as attachments in e-mail or by post on a CD before March 31. But since the board has received a good response already, 168 videos are now available on the channel.

Schools can submit videos up to 10 minutes in length which are of activities undertaken by them. These activities, however, can only be based on preapproved themes. Schools have to send a short description of the video not exceeding 45 words, that will be posted online for viewers.

CBSE has asked schools to ensure that the video is well edited so that it appeals to viewers and also displays a sense of professionalism. The video also needs to be titled aptly so that its content is understood by a prospective viewer before clicking on the link. The board will retain control over the video submitted and has asserted its power to use it as it wishes.

The board is aware of the issue of plagiarism and has hence cautioned schools about it. The board's letter to school says that the video "should not contain any third party copyrighted material, or material that is subject to other third party proprietary rights. Also the content of the video should not be objectionable in any manner, and should not hurt the emotions and sentiments of any community, region, religion, gender, caste or creed". Videos are scrutinized by a special team at CBSE to ensure it meets these parameters.

However, not even a single video from Nagpur schools has been submitted yet. Reena Dargan, principal of Ira International, said, "I think almost all of us haven't got the time to notice it; plus there are no activities happening in school now. Board exams are on and all the extra-curricular activities stopped in December itself. But I have no doubt that once schools resume for next session, there will be a lot of participation from here."

New 9,000-strong penguin colony

 

9,000-strong penguin colony discovered in Antarctic

The massive emperor penguin colony had never ever encountered humans until researchers found them on Antarctica's Princess Ragnhild Coast.

WASHINGTON: A huge 9,000-strong colony of emperor penguins has been discovered in Antarctica after scientists spotted their poo trails in satellite images.

The massive emperor penguin colony had never ever encountered humans until researchers found them on Antarctica's Princess Ragnhild Coast.

Researchers from the British Antarctic Survey noticed the trail in 2009 while studying satellite images of Antarctica and it was not until December last year that three researchers from the International Polar Foundation found the colony.

Alain Hubert, founder of the International Polar Foundation, said the penguins were curious rather than scared of them, National Public Radio (NPR) reported.

"When you arrive, they just come to see you, to watch you, to turn around you. The penguins - and especially the emperors -- they are so human. They're so cute," Hubert said.

Since the penguins had never encountered humans, Hubert says they weren't scared, just curious.

Hubert and his team live at the research station during the Antarctic summer and are focused on studying climate change, not penguins.

After they encountered a number of emperor penguins, they were convinced that a colony must be close by. They decided to make the treacherous 48-Km trip east to the sea ice.

"First of all, you have to imagine you're in the middle of nowhere - without any visibility, with complete whiteout after 24 hours driving on the ice -- you go down to the sea," said Hubert.

After navigating their way to the sea, they searched for hours and found more penguins than they had ever imagined. Hubert says that seeing so many animals huddled together was like being on another planet.

"I spent more than five years of my life in the polar regions, but that was the kind of moment that I wouldn't have expect(ed) to be able to just enjoy. It's a privilege," Hubert said.

If there was enough penguin poop to see from space, it seems like there would be quite a stench on the ground. Hubert says it wasn't a problem.

"It's too cold, really, to smell it, you know? I spoke to some scientists and they told me if it was a bit warmer, it's really smelly, " Hubert said.

New IIT JEE Pattern from 2013

  AIEEE- All the Basic Information That You Needed

The AIEEE or the All India Engineering Entrance Exam is held every year by the Central Board of Secondary Education in Delhi which in short is known as the CBSE. This is a common examination held all over India and all students who aspire to get into good engineering colleges of India can sit for AIEEE. This is considerably a new exam which was introduced in the year 2002. This exam is held around the month of April every year. This is a 3 hour long exam and all dates are announced by October of the previous year. The exams are held in various centers all over India and the centre and the admit card is mailed to the candidate after the registration is completed after fee deposition along with form submission.


How Is The Ranking Done?

The ranking has two segments- the state ranking and the all India ranking. The classification of students is done in various colleges according to the kind of rank and score the students get. This exam is to be given by students after they pass their class 12th exam from any registered education board in India.

What Changes Have Been Made In The AIEEE Format?

The main change which has been made is that it will be considered as a national level joint exam known as the JEE Main or the national Joint Entrance Exam Main. The syllabus and marking structure will remain the same for the AIEEE 2013 which will now be called the JEE 2013.
When Is The Registration Starting?

The registration and application process will start from 8th November 2012 and the closing date is set to e 15th December 2012. Any candidate who is preparing to sit for the JEE Advanced has to also give the JEE Main in 2013. The details of the application fees have also been released for the JEE Main 2013.

What Is The Criterion Which Needs To Be Followed By A Candidate To Qualify To Sit For AIEEE?

The student has to have passed his or her 10+2 exam by a recognized and certified board in India. After passing the AIEEE a student gets the chance to take admission in any reported university for engineering in India. Some seats are also reserved for the SC, ST and OBC candidates. A student might also sit for the AIEEE if he or she has passed any Intermediate or two-year Pre-University Examination from a certified university or has served two basic years in the Joint Services Wing of the National Defense Academy.
Number Of Attempts Allowed For The JEE Main/ AIEEE 2013

A candidate is allowed to sit for 3 consecutive years in the AIEEE as a whole. From 2013 onwards students who have passed their class 12th in 2012 or are giving their class 12th exam in 2014 are not allowed to sit for the JEE Main (AIEEE 2013). Apart from these criteria, no other student is allowed to sit for the AIEEE anymore.