How different is ‘different’ – USP for the sake of having it vs. Sustainable Competitive Advantage via ‘different’iation

On my way to work for the past couple of weeks, I have been coming across this hoarding for a large Bank, that has a tagline “A different place to work” – this is something that has me really puzzled – different how? From who? For whom? …No answer! This defies defies classical advertising teaching that says a claim made always has to have a rational or emotional support. Admittedly, Bangalore is a place for huge investment outlays, especially in the OOH media, for employee acquisition media – we see Jackets worn by Bikers saying “Are you working for Company xxx? Why not?” or hoardings talking about the unique solutions that yyy company develops for the tired shoppers…but, “different”…hullo! And, is different good, or bad?
This does however remind of advertising done for a very different product category – Food – where “different” was an excellent differentiator – maybe it was the medium (audio visual, and hence more interactive – and allowed the message to come through much clearer); maybe it was the execution – humorous/ acted out by two fairly well known people in the comedy genre – maybe it was just the fact that it struck a chord in people’s minds since it obviously reached for a “white space” – this was the Maggi Hot and Sweet Tomato Chilli Sauce campaign – it wasn’t hot/ it wasn’t sweet – it was just….different!

Success and Happiness - Mutually exclusive, or interdependant?

It is one of the most spoken about issues in the modern era, more so in a fast growing economy like India. The results are there for everyone to see. Privatization has ushered in a new era of professionalism in the hearts of young India. The desire to succeed and fulfill their dreams is there for all the world to see.

But, why is it that we keep on hearing about subjects work-life balance which has led to the emergence new topics like stress management, various lifestyle diseases, relationship problems, emotional imbalances, job satisfaction etc. Not a day passes by without reading on the above mentioned subjects. That brings one to the question, especially for young Indians - are they not capable of handling success? Did we define it wrongly? Do we think it as being unidimensional?

According to Rita Donaghy Chairman of the Advisory, Conciliation and Arbitration Service (ACAS), an organization devoted to preventing and resolving employment disputes, work-life balance has come into focus because of three factors - the changing patterns of working, and attrition, which has forced many companies to redesign their work culture. Another factor could be the fact of emerging lifestyle diseases. That brings up another question, was it the unidimensionality of success in our eyes that has created work-life balance as a social issue, only to act as a bandage and not a cure to change the way we look at success in life?

Now consider this - Why do we work?

1. Mental/Emotional satisfaction

2. Keeping the brain in top shape

3. Monetary benefits - Ability to support ourselves and our families and; materialism

4. Social status - Also includes the batchmate syndrome as well…

And how do we define personal life?

1. Mental/emotional satisfaction - Which includes happiness, relaxation, enjoyment etc

2. Taking care of our health

3. Spiritual activities

Ideally, a combination of a few or a couple of these is supposed to generate what we have defined as "happiness" or "satisfaction". Satisfaction is very much measurable in terms of what your inputs and outputs are. But, happiness is a hard thing to measure. More often that not, it’s just a matter of perception. It’s how we talk to ourselves internally and not be affected by external factors.

More often than not, our struggles are a result of us demanding more from others, from success and from ourselves. It is up to us to define and prioritize factors which we think will make us satisfied and may be, just may be, happy in the process. Ultimately, when we lie on that bed in our final moments, no one but us should be in a position to answer all questions that rush through our minds at that point of time. That’s the real test of success.

Dipankar Mohanty

“Namma Metro”- Is it a Boon or Bane?

I spend 90 minutes on a bus or 60 minutes on motorcycle making the 18.5-kilometer commute to work in traffic-snarled Bangalore, India's technology hub everyday. Traffic now crawls along at an average speed of 10 kilometers an hour during the morning and evening rush hours.

Now I believe relief is on the way, a $1.5 billion rail system “namma metro” being built in the city will change my life. The Metro will be a boon for people like us. The state-owned Bangalore Metro Rail says that it may be overwhelmed by the time the first train leaves the station in 2011. The amount of time you spend on the roads is stressful. It has done wonders in Delhi and Calcutta. It will definitely be of a great help to Bangalore, a growing metro. I may not be wrong if I say it will help to reduce traffic and travel time in the already crowed city. Secondly, the reduction in traffic will cut down vehicular pollution thereby silently contributing to the reduction of global warming. Since the Metro runs on electricity, it will hardly emit any of the greenhouse gases directly. So, we will also be helping the Bangalore Metro Rail Corporation Limited (BMRCL) earn a fortune by trading carbon credits.

However, sometimes I feel that I may be disappointed. The statistics show the metro rail in Delhi has eased only 30-35% of the traffic problems. Metro rail might help in easing the traffic problems only if proper planning is done. It needs to evaluate what is the traffic rate between various places. What is the profile of people traveling e.g. will a CEO of a company travel by metro? Is there enough space for a station or will it just add to the congestion and unnecessary slaughter of the greenery? In Delhi, it did not prove to be a success because of the status attached to it and in the same context; it might not work in Bangalore either.

Once the Metro is up and running in Bangalore it must carry all necessary features of regular escalators and ramps to facilitate more and more people and not only the young but also the aged and physically challenged. It can be successful because of its exceptional reach, speed and convenience to anyone who takes it as a pleasure ride rather than it being a peak hour alternate transit system.

By Vikash Ranjan

‘Pay- For-Performance’ Making Its Way To Schools And Colleges

I recently came across the novel ‘Pay-For-Performance’ concept in educational institutions, which set me thinking.

The ‘Pay- For-Performance’ is a business mantra where an employee is paid or given a pay hike based on his performance. But now it is not only related to work but has made its way to schools and colleges. Though not a new concept, it was always prevalent in one way or the other, with good performers getting good scores, grades and ranks. At times, special performance was also acknowledged by special recognitions and rewards.

But now in the schools, the Pay-For Performance has taken its literal meaning with cash rewards. Most of the schools, colleges, and companies are exploiting this business mantra in one way or the other to help improve the child’s performance. For example, a good performance could be traded in for a free McDonald's Happy Meal where a child gets burger-and-fries combo. Even Exxon/Mobil-funded a program in some states in the US like Arkansas, Alabama, Connecticut, Kentucky, Massachusetts, Virginia and Washington where students get $100 for each passing grade on advanced placement (AP) college-prep exams. Some of the schools gave the students a chance to win an iPod, movie tickets, or a dinner for two, among various other prizes. Some schools in suburban Atlanta have programs that would pay 8th- and 11th-grade students $8 an hour (which is more than federal minimum wage of $5.85.) for a 15-week ’Learn & Earn’ after-school study program.

Well, it is great to experiment and use ideas that have worked, especially if it’s for a good cause as for adding to someone’s performance. But what worrisome is that is it right to use business fundamentals in educational system where one works on sales, growth and profits and the other is to understand the fundamentals of life.

The companies paying students for their performance – are they really appreciating them or is it just another marketing tool for them?
The prizes in form of iPods and televisions – are they not making students run after materialistic things?
The use of cash rewards – is this not a bribe wrapped in an innovative way?

Though its true ‘Pay-for–Performance’ encourages employees to give their best but
the work environment, the nature of job, trainings, and the job satisfaction actually adds to their performance and productivity. The more I think, I feel cash rewards would attract students and in short term may help them to perform but it is only a sound educational system, which can help them to learn and grow.

By Vinita

What’s the next step of retailing…?

During my visit to a Big Bazaar departmental store last week, I got a feel of a vegetable market where vendors try to sell vegetables by yelling the cost of their product… the same was the condition here where the sales person was selling the groceries by ringing a bell and bellowing the lowest price and discounts. I was stunned and it made me to think, is this of the trend coming up in Indian retail? Or is this a consequence of competition where retailers have to yell and shout about the discounts they offer? On the other hand, is it a strategy to attract their target segment? When it comes to organized retail, which accounts for hardly four per cent of the total retail market and is pegged to grow to $64 billion by 2015, is trying a variety of methods ranging from discount stores to supermarket to hypermarkets to specialty chains, and most players appear to be gravitating towards the hypermarket format. Can you imagine the intensity of competition five years down the line?

The major players like Pantaloon to RPG to Piramals or the Tatas are working to exploit this model, which is perceived by consumers as more value enhancing. However, in the long run, the strategy most likely to succeed is a more balanced multi-format strategy that will help the retailers adapt to the different shopping patterns that exist within the country and even within regions. Here again, merely copying global trends will not help. On the other hand, a research found that single-format players generated higher shareholder value than multi-format ones. Some feel a combination of cash-and-carry and neighborhood stores, as in a hub-and-spokes model can be a good bet. As of now, India needs a lot of room for experimentation on part of the retailers. Currently, there are no cut-and-dried solutions when it comes to fixing on the right retail format.
Finally, with the flush of the retail boom, the elimination of traditional intermediaries are bringing windfall gains (as well bringing much-needed relief to the producers), and few years down the line, even this source is going to dry out as competition intensifies and margins come under pressure. What would set the survivors apart from those who are forced to sell out (or go belly-up) will be differentiators like location, value-added services (convenience), private labels and customer loyalty programmes, other than price. Going further in the last, the retailer-manufacturer tie-ups, state-of-the-art supply chain infrastructure, global sourcing and scale will be a key factor. If experience in other markets is anything to go by, will be an ability to read shifting trends…and then again what next?
By Sonal

EmPower Research receives ISO 9001 certification: A new milestone!

EmPower Research was awarded the ISO certification for its services. This is a big milestone - testifies the robustness of the process and quality systems in the organization.
A big feather in our caps!
Well done, all....

Going Green

Green, eco-friendly, environmental friendly...
Lately, these words have found salience amongst large retailers in the US. There seems to be a need to look and feel eco-friendly in their community. In part, to do their bit for the environment, more so to grab the increasing number of socially conscious customers



Though the retailers are working at a break neck speed to project a healthy image, they are following specific strategies to gain competitive advantage in this sphere.
Following the complete value chain, we observe that from suppliers to the customers, the retailers are trying to effect changes in all segments.
Starting with suppliers, the retailers enable sourcing eco-friendly materials to design a healthy product. Although healthy products form a valuable part of the retail store, initiatives like waste management, using recyclable paper and reduction of harmful carbon emissions from the stores form a significant part of their ‘greening’ efforts.
The above efforts also need effective communication to ensure healthy sales, thus the retailers, in tandem with manufacturers promote their products through an assortment of marketing activities.
Some effective tools in this regard are social activities and alliances with various ‘Healthy’ associations that ensures the much desired visibility amongst the consumers.
However, customers are still wary of many products which dot their shelves. Like the organic foods, the customers are full of skepticism for healthy products on offer by these companies. They feel that the products are nothing more than marketing ploys to attract the socially conscious customer base. They feel that the functional utility of these healthy alternatives isn’t much different than the conventional products.
The retailers don’t seem to be complaining though; companies like Wal-Mart, Tesco and Lowe’s sell organic apparel, natural foods as well as energy saving electronic appliances.
All the above activities make sure that the retailers get the desired clientele in their stores.

By Varun Kumar