RFID - Bond with the Best

RFID (Radio Frequency Identification) initially made an appearance as an espionage tool in many a Bond movie, but this cool tool or rather a tag, is making inroads in enhancing supply chain efficiency. Radio Frequency Identification (RFID) is a method of automatic identification which relies on storing and remotely retrieving data using devices known as RFID tags or transponders. An RFID tag is a tiny object that is either attached to or incorporated into a product or a person. These tags have antennas to enable them to receive and respond to radio waves.

The initiative to adopt the technology has primarily originated from the retailers. They have recognized the benefits of RFID in the form of reduced inventories and faster inventory turnover. Some of the retailers like Wal-Mart, Best Buy, CVS and several others have already experimented with RFID and are determined to take the technology to the next level of their operations. It is not just the retailers who will benefit from RFID. There are other potential areas of application such as manufacturing, transportation, defense, internal security and other areas where information is vital to gain a strategic advantage. RFID, like any other emerging technology, is slowly catching up and broad adoption is likely by 2010, according to AMR’s research.

Companies have a lot of work to accomplish before RFID gets accepted as a common-place technology. Many agree that supply chain optimization is possible only with the effective collaboration of trading partners. To this extent the initiatives are focused on online collaboration and communication of the standards with the supply partners. But this is not enough. The problem is in the sharing of data between the retailers and suppliers. Achieving and maintaining collaboration between retailers and their suppliers helps reduce cycle times and moves retail companies a step ahead to deliver the right product to the right place and at the right time.

Excerpts from my article 'RFID - the Buzzword in Supply Chain' published in The Marketing Mastermind, Dec 2005.

Learning how to write cases from Arthur Conan Doyle

As a student and even as a teacher, I have always taken the case study for granted. I was not aware of the hard work, the thought process and the research undertaken to write these case studies till I joined ICFAI Business School, Bangalore (IBS-B). It has its reseach centre where qualified people qualifications and flair for teaching are recruited. This group is split into teams- one writes derivative books(compilation of articles on a particular topic) and the other, case studies. In addition, IBS-B encourages faculty and students to involve in the case writing process.

The research team does not involve in primary date collection. The work involves the use of secondary data only. Once a case study is written,reviewed and finalised, it is uploaded in www.ecch.com. ecch stands for the European Case Clearing House and belongs to the Cranfield University, U.K.

The case writing exercise involves in-depth study of a subject. My experience as a teacher helps me to visualise whether a trigger (the basic idea that develops into a case) can become a potential case and stir a meaningful discussion in the class. As a big time fan of Sherlock Holmes, I think a case study is like a thriller unfolding with an issue say, a murder, gradually introducing the characters, leaving hints in the case about the suspects and finally igniting a discussion to find out who the murderer is.

Want to write case studies - grab a copy of 'The Complete Short Stories of Sherlock Holmes' by Sir Arthur Conan Doyle.

B-Schools - Only Preach, No Practice

Business schools have ceratinly grown in number and also in terms of what they offer to students. They have emerged as good brand builders. Their brand building is unfortunately, focused outwards and rarely inwards. The way these schools are being run is in complete contrast to what is taught in the class.

I have tried to analyze answers to some of the problems plaguing the teaching fraternity out of my own experiences as a teacher.

1. I have come across many surveys by top magazines in India trying to find the sought after jobs by the youth. Teaching is never an option. Is somthing wrong with the youth? Are they only motivated by salaries? Yes (for a few,teaching is a part of their retirement plans).The pay packet is in no way comparable to that in the industry.

It might be argued that teaching is tension-free job. Not any more. B-schools want their teachers to teach, publish, involve in research, offer consultancy, conduct training progs and perform other mundane jobs involved in teaching.

2. Attrition rates- Most of the B-schools are in cities or in the suburbs. So the costs of living in a city does not compensate their income. Hence job hopping is very high. The best part is schools are not doing anything to contain such high attrition rates. Either they do not want to address the issue or they are too dumb to see the problem.

3. Motivation - Schools think that only salaries motivate employees. But this is not what they teach. They preach New Economy and practice Old Economy.

4. Appraisal - Schools only look at Student appraisals while, it is taught that 360 degree appraisal and self appraisal methods are the best.

5. Only one thing that is followed to the last word is the 80/20 rule: 80% of the work gets done by 20% of the people.

On the whole, the human element is missing.

Fair and Handsome?

Fairness creams targeted for men is accepatble and quite a marketing opportunity in India since men are a sizeable market for fairness creams. But ever heard of a fairness cream for men that would turn them handsome? Its believed that 'handsome' is something related to to the physique or build of the person. but then here we have cream that not just turns men fair, but also handsome.

With companies like Himani and their ad agencies designing products and ads like this, we are made to look like fools. What's next- a face mask for men that gives them the perfect jaw line?

toe hold india

A couple of years ago, ASCENT (Asian Centre for Entrepreneurial Initiatives) had conducted a workshop, during which a short film on one of their projects was screened. ASCENT had adopted a village, Athani in Belgaum district and their objective was to make the women of the village financially independent. This was because the village was dependent on agriculture income which was not coming through and the farmers were not ready for an alternative employment. The viilage, like any other Indian village, has its own tale of woes in the form of alcoholism, lack of basic facilities and so on.

ASCENT with two other organisations Central Leather Research Institute and National Leather Development Programme, set up a kolahpuri chappal making project in Athani through SHGs(self help groups). The Central Leather Research Institute contributed the designs and offered technical assistance, while National Leather Development Programme provided leather. These products are exported and the village has turned into a model village.

Though the objetive was to make women earn a livelihood, as the project gained momentum, the menfolk pitched in and the problem of alcoholism was resolved on its own. For more information, visit www.toeholdindia.com

Indian Animation Movies - No Takers

Animation movies are a big hit among children across the world. They are big-time money spinners.In India, there is a huge audience for the animation programs aired in the various channels like Cartoon Network, Disney, Pogo, etc. But the movie industry in India has not made it big in the animation movies,though animation movies from Disney Corp. are popular(Lion King, Antz).Not that there is a dearth of stories. We can draw a lot of inspiration from the Ramayan, Mahabharath, the Pancha tantra, Jataka Tales, and so on. But why are animation movies not given the required push in India?

Animation movies are made popular by associationg the movies with popular stars.In the U.S., prominent actors and actresses lend their voices to animation characters. Eddie Murphy had no second thought to lend his voice to a donkey in Shrek. Would a Khan or a Kapoor of the Indian industry do that?

Animation movies or in general, movies made for children in India are marketed only for the target market. But in the US, though the intended target is children, the movies are packaged in such a way that they attract children as well as adults (who have a child's heart). This is beacuse, when an individual looks back at life, he is always filled with amazement and happiness about his childhood. So in every adult, there is a child which enjoys this walk down the memory lane. And hence a movie though targetted at children should always keep in mind the accompanying audience.

Another reason for animation movies not being popular is the untapped potential of animation designers in India. When a company manned by four emloyeees in Hyderabad can provide amazing graphics to a recent Cheeranjivi movie, we can as well harness this potential to making more meaningful cinema for children.

Global Warming: Nothing more than Science Fiction

A decade ago, when I was in college, I remember competing in a state-level science lecture contest. I delivered a talk on Global Warming. I had done a decent amount of information gathering from reliable sources like TERI (Tata Energy & Research Institute).

I vehemently made statements during my talk, that in another 10 years half of Bombay would be submerged in water, Maurituis would be a part of history and the Indian coast line would have shifted inland. And all this because of global warming.But so far nothing has happened. On the contrary, Mauritius has become a major tourist spot.

So, is global warming a figment of intelligent imagination? Guess so. It is also believed that global warming is a politicized science. It has become an industry by itself, with many self-proclaimed environmental groups fighting for government and industrial funding. No wonder there are more lawyers than scientists talking about the issue.

If not anything, global warming certainly did trigger the making of the movie 'The Day after Tomorrow'.The movie portrays the return of mankind to Ice Age - the fallout of global warming.

Another good read: 'State of Fear' by Michael Crichton- a well researhed fiction on global warming. I hope Steven Speilberg makes a movie out of this book!

Who is a better brand endorser - a sportstar or a movie star?

Sachin Tendulkar-the moment this name crosses the mind, one imagines a squeaky-voiced, short man, dressed in the official blues with a bat in his hand, ready to hit the ball beyond the boundary.

Think Big B- For some he might appear as the lanky doc of 'Anand', for somebody else, he could be the angry, young cop of 'Zanjeer' or the schizophrenic banker of 'Aankhein'. He could assume the role of any character ha has played before in his movies.

In the Indian ad world, there is huge clutter and it is further dominated by the Sachin Clutter and the Amitabh clutter. Questions are raised whether the endorsed brand derives the advantage of celebrity association, when the celebrity ends up endorsing a host of brands. But then each brand has its own persona. For instance, some are 'youthful' like Coco Cola, some are 'funny' like Miranda, some brands are 'tough' like MRF, while some brands can be 'elite' like Parker.

If a celebrity can portray all these different facets of brands, he can certainly endorse various brands. In this context, a movie star can certainly fit in different roles better than a sportstar. But then a line needs to be drawn about what brands to be endorsed by a movie star. It is a well known fact that the metrosexual man has arrived but Big B endorsing Himani cosmetics is still not acceptable. Ditto about his Nerolac paints endorsement.

It would be better if sportstars stick to products that are related to their respective sports like Nike, Lotto, Cosco, Speed, and certainly not Sona Chandi Chyawanprash.

Every time a film is made on a historic event, there is a lot of hue and cry about history being misinterpreted and distorted. A film maker like any individual, interprets records on such events from the dimension of converting it into a film which has got potential to be a box-office hit or an Academy-award winner. Further, perceptions of lessons from history vary with every genre.
I think we should focus on what we learn from history rather than try to be judgemental about how historic facts have been represented. Santosh Sivan's Asoka was not a big success but certainly conveyed the message to the common man that, besides being the name of a tree, it was also the name of an empereor.
Gandhi is synonmous with Indian Freedom struggle. But there have been many unsung heroes. And one of them was Mangal Pandey, who ignited the fire for freedom. So the movie on Mangal Pandey might have distorted facts to suit film making but it certainly is informative to the crores of Indians who might have no access to basic education, leave alone Indian History.