“Digital marketing will be our new focus”

VIVEK SEIGELL, COUNTRY HEAD (RETAIL), HCL INFOSYSTEMS

Aware of the dynamics of the complicated digital space, Seigell feels that an equal-partnership franchisee model is very critical in digital retailing...

How does HCL sustain itself in the dynamic digital retail space?
From our traditional businesses we ventured into retail in 1995. Prices were astronomical then. We used to sell a PC at around Rs.1,10,000 and used to import the software. That’s when we reached out to the market with a reliable mechanism and did direct selling, road shows, et al. And after gaining adequate experience, we launched HCL Digilife in 2007. I think we understand the dynamics to operate in this very complicated environment.

Do you have exclusive tie-ups for Digilife?
We really don’t have anything like an exclusive tie-up. And we just don’t want to end up confusing the customer with myriad of brands. And the one commitment that we expect our team members to display is to sell the customer what they think is best for them.

What is your franchisee model?
Our franchise model is an equal-partnership model and not a minimum guarantee model. It’s a model where everyone is equally involved. Also each of the shops is manned by one of our store managers. This gives us more control. In addition we are training our people on customer interaction and franchisee relationship. So if the involvement is decent from both sides, the model will be successful. But if any of the partners fails, it will be a complete failure.

What are your plans for digital marketing?
We have already initiated digital marketing. It will be our new focus. I prefer calling it digital marketing over e-Commerce because I hope it will embrace m-Commerce also. We have tied with major portals and are also launching our own portal for selling and I will oversee that too.

What about the customer service standards in India?
Customer service standards are deplorable in India. I keep telling my colleagues that India deserves a slowdown. We deserve it because we care so little about our customers. We aspire to change that, at least in our stores. We would ensure that HCL Digilife customer doesn’t suffer.

Where do you see HCL Digilife in the near future?
We plan to reach the mark of 120 stores in the next 8-10 months. In addition we are planning on these smaller stores too called Digi-Express. They would be located in smaller towns. Customers in these towns yearn for good ambience and good service. We would be opening around 80 of them in the next 8-10 months. This takes the total to 200, over and above the 700 traditional stores that we already have.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
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• Rashmi Bansal (Publisher of JAMMAG)

4ps b&M, for the first time, brings to you a deep insight into who really are raju’s top quasi-ceos running satyam!

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And considering that we are talking about a software company, who can dare deny the relevance of technology; which brings us to CIO Vijay Prasad, who is also Director & Senior VP. He heads the Enterprise Applications & Business Intelligence Solutions Group at Satyam, and is one of the key leaders initiating the programme, “Satyam Project Management Competency,” the PMI way of conducting projects.

In the words of Rama Raju, “The key weakness of Satyam is branding. We have a lot of strengths that need to be communicated effectively.” That makes the role of Hari Thalapalli, Head, Global Marketing & communications, (in Satyam since 1998) of paramount importance. Interestingly, Hari Thalapalli (also known as Hari T to his colleagues) has earlier excelled in the HR function for Satyam globally. He was featured, for instance, in Human Capital, Asia, as one of the top 40 HR professionals in Asia. But later on he took charge as CMO (Global), which, according to Satyam insiders, was a move that was planned in advance. Hari T has been instrumental in one of Satyam’s most significant wins in recent times, when it bagged the contract for FIFA 2010 and 2014. Under the contract, Satyam is the sponsor and official IT services provider of both the events. Surely it will be a massive opportunity for the company to do its branding, which Raju admits, is a problem they need to address.

The credible aspect of these key men is that they have been in Satyam for quite some time, which shows a deep sense of belonging to the organisation. This is undoubtedly an enviable aspect of the DNA of an IT organisation nowadays, since attrition is one of the most dreaded and hotly debated topics in the Indian IT sector. Raju exclaims proudly, “We have low attrition. People who leave the company in fact want to come back. If my asset value goes up, only then would I stay.”

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Political leaders recognise the advantages of an integrated communications approach to their election campaigns

IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA

The ongoing Bharat Nirman campaign (a public information campaign about the government’s flagship programmes) of the Congress Party is in fact a toned down version of the India Shining campaign only. Except this time the preparations, at least for now, are hush-hush. Ask them and parties would deny any association with marketing. But each of them have begun hiring media managers to improve their media penetration and party image. Congress has already called in an advertising pitch and by the time you are reading this piece, their official advertising agency for General elections 2009 would have been decided. In fact, the political products that both the national parties will be selling are also fixed. The sloganeers are already here. Where Congress plans to push forth its accomplishments, opposition BJP is gearing up to use the same against them. Congress spokesperson, Manish Tiwari told this magazine that “from introducing mid-day meals, NREGS and farm loan waiver to pitching for the nuclear deal, everything has been done by this government. We will highlight these issues in our campaign.” BJP Vice President, Mukhtar Abbas Naqvi is firing different ‘slogans’. He says that the mantra for BJPs counter campaign strategy will be “internal security, inflation and incompetence. These three Is are going to act against the incumbent government and will raze them to ground.”

However, a common meeting ground for both parties is the supposed intensive use of technology in General Elections 2009. But unlike the US, where Internet is the technology of choice, in India mobile phones (which have now begun to penetrate even the rural electorate) will play a crucial role. If elections 2004 had Vajpayee’s electronic message reaching you on your cell phones, rest assured that technological developments ever since will allow parties much more leverage to dominate your personal spaces. Election is war and the role of technology is set to amplify the battleground. “SMS, MMS, music & video on mobiles, e-mails, blogs & advertising will make elections 2009 larger than life,” believes Suthan. BJP has already tied up with ValueFirst, a bulk SMS provider, for its SMS services. Vijay Shukla, Country Head, ValueFirst told 4Ps B&M, “For now, it’s a means for internal communication where all party leaders and involved members can stay connected.” Who knows, closer to elections, BJP may use the service as a means to connect with voters too.

In keeping with the demands of working with professional spin doctors and experts, political parties have also kept pace. Points out Nayyar, “When we worked with the Congress, we expected high handedness, but were pleasantly surprised. They were always on time and dealt with us professionally and transparently.” Cherian attributes it to the realisition among the political rank and file of the need for professional help in political imagery. “Last few years have seen political leaders recognise the advantages of an integrated communications approach to their election campaigns. So, they source out most communication responsibilities to professionals. This frees them to do what they do best: mobilising voters!” he avers.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Programme :- SUPERIOR COURSE CONTENTS
Now IIPM's World-Class Education... for everybody!!
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)