Lecture Reviews

Lecture No:1

Date: 05/07/11

The lecture basically was an introduction lecture where sir gave us a taste of what is going to happen in next 24 lectures. We were informed the difference between normal business strategy and customer Centric business strategy. We were introduced to book “The winning way” by Harsha and Anita Bhogle . Briefly we were asked to form groups and take a final project topic from Sports marketing. Value as a concept and different types of value Functional, emotional .economical and Value by mind were explored. These concepts of value were to act as a bridge for next lecture.

Lecture No:2

Date: 08/07/11

The discussion began with value and its formulae. Two kinds of Formulae were discussed

1. Sum(Value)= Sum(cost)- Sum (Benefit)

2. Value= Cost/ Benefit

These formula application was given as a assignment. We were asked to read about Perceived Value, total Value and exact value. The lecture ended with a brief introduction on Business Strategy Definition.

Lecture No:3

Date: 12/07/11

The lecture was focused on How and what to do in final projects. We were given an amazing example of a simple model in Cricket average Vs Strike rate and asked to name four quadrants of the model. The implications of the model were discussed in detail with sirs expectation from our project.

Strike rate

Low High

Dravid	Sachin Dhoni
	Raina, Yuvraj

High

Average

Low

The lecture than moved on to recent article in economic times stating that “ Connections gives you a illusion of companionship without demand of friendship. This was followed by an guidance of sir on Facebook things to do and things not to do when we are online.

Levels of product “CBEAP” was discussed in class briefly.


Lecture No:4

Date: 15/07/11

The concept of UCD was discussed, Understanding ,creating and delivering value. The business strategy was further discussed with two approaches of how do I get there,

1. Inside Out approach: Based on capabilities, asset, boundaries, technology: Apple.

2. Outside In approach: Based on customer environment, Competitor analysis ,Market Dynamics: Google plus.

The lecture continued to elaborate more on outside in approach, introducing concept of consideration set, evoked set and movement between them. It was emphasized that providing or assisting customers in evaluation will always help a brand.

RMS = Trial rate x repeat purchase rate. The business strategy model again came into picture.


Lecture No:5

Date: 19/07/11

An elaborate discussion was held on where to compete. The company strength v/s Attractiveness of the market was discussed. What should be the approach for each value space was discussed.

Some examples discussed were: Invisible mode on FB, Circles in G+, Maggi loosing its share to YY brand of Nepal.

HD television , its impact on advertisements was discussed.


Lecture No:6

Date: 22/07/11

The lecture was a very special lecture as Harsha Bhogle Video was shown. The video was of 2005 IIMA guest speaker Harsha Bhogle was in full flow. It had lessons for entire career Guidance. How people should keep people that criticize them close how one should always give 100 percent not thinking of results. One should always keep people that are best at their jobs and achieve perfection like looking at a camera man.

Some Quotations

“End Vs Journey, End creates anxiety Creates entropy chokes people and always people want to do whatever it takes to win.”

“Excellence is series of 100%”

“Advertising Every word you write counts”

“Surround yourself with people better than you”.


Lecture No:7

Date: 28/07/11

Case Study TI Cycles:

The lecture was an case study discussion lecture , where we began by dissecting the background of the case. Then an attempt was made to re understand the BCG matrix, how to put ant graph in a quadrant and analyze it.

The discussion moved on to understanding Indian demographics and the consumer attitudes towards cycle as a mode of transport. Ultimately we were asked to come prepared with three things:

1. Overview of Cycle industry

2. Where is TI right now.

3. Going back to 90’s completing business strategy model.

The lecture was dedicated to understanding the cycle market in India and the economic scenario in India 90’s.


Lecture No: 8

Date: 29/07/11

The case study discussion continued :

Where is TI cycles now:
· Sales in Mar 2011 were over 2100 cr.
· Networth 1000 cr
· PAT 160 cr
· Net profit 6% ( Highest 2006 12%)
· TI cycles leader in special segment 1500 primary dealers, 10000 secondary dealers.
· Capacity 3 million per annum, in Chennai, Nasik and Noida



Bicycle Industry in India:

· 10% of bicycle produced in India
· 12.5 million Units
· Demand: 10 million(2.5 million Govt)
· Exports to Africa
· Market share: Hero 40%, TI 22%, Avon 17% and Atlas 10%
· American high end bikes Five star India and Fuel 30 launched recently



TI Cycles Strategic Definition:

Why do I exist?

· Demand Forecasting

· First Mover Advantage
· Innovation and Quality
· In Business for past 60 years

Where do I want to go?

· Retain and reduce gap of market share
· CSI
· Attract Youth
· Attack lower and Vulnerable players in the Market.



Lecture No: 9

Date: 04/08/11

The lecture began with immediate analysis of Blog activity and motivating students to pursue the same. The lecture then helped us in general by giving us an opportunity to see the mirror and know where we stand.

The British Airways case was discussed in Class. The case was about how in 86 British airways was in great dilemma. Due to the tension between Libya and USA the transatlantic passenger traffic was hampered to great extent. Infact in one week 25000 tickets were cancelled. The Marketing team at British airways came up with promotional strategy, that had to be approved by the company.

The strategy was to have a full fledged campaign for 10th June announcing free 5200 tickets on that day for Americans flying to Europe, the sustain it with various other schemes like free rented car, and Lucky couple having tea with British PM. But the plan could also fail, onewrong execution it could act as invite to terrorist and destroy BA forever.

The promotion scheme was approved and was most successful till date. 10 million people subscribed, Sales increase by 6 percent.

This case was highlighted as prime example of How to compete?. The case was correlated with Pain gain matrix and ended with understanding Ohmae’s triangle. The learning was to never take finance lightly as very often your how to compete decision will involve lot of finance implications.