INTRODUCTION

Industrial Visit is a part of our curriculum in which the 2nd year students visit different cities to interact with corporate and gain corporate exposure. I along with other 25 students of both Finance and Marketing Departments, accompanied by our Professor Subhajit Bhattacharya went to Delhi on 20th September 2013 for 12 days. The following were the objectives and purposes of our visit:1) To gain corporate exposure from the industries and companies. 2) To interact with the corporate and understand how they work in reality and how they relate theories in their practical life. 3) To understand how they manage their daily work stress. 4) To understand the hierarchy levels of different organisations. 5) To get a clear picture of the organisation structure, starting from top levels to bottom levels and the total reporting network. 6) To understand the flow of authority and responsibility in the various levels of hierarchy. 7) To understand the various strategies adopted by them and to learn from such strategies that how strategy is formulated and expected to be a success. 8) To learn about the various HR practices and techniques followed by various organisations. 9) To visit diversified sectors of industries and to gain an overall exposure of different sectors working together towards economic development. 10) To understand the various accounting techniques followed by various organisations. 11) To understand how different organisations comply with its disclosure norms. 12) To understand how the organizations emphasises on their marketing techniques to capture the market. 13) To understand how the companies target in increasing their market share. 14) To gather knowledge on how various organisations contribute to Corporate Social Responsibility (CSR). 15) To understand how they aim at Corporate Governance. 16) To learn how organisations relate their Mission, Vision and Values. 17) To gain knowledge on how organisations manage their competitors and continue its operations in accordance to its leading competitors. 18) To understand their organisational behaviour and organisational dynamics. 19) To understand how the organisations aim to deliver its customers giving them a priority and without causing harm to its employees. 20) To make the various organisations aware about our deemed institute and the valuable courses imparted to its students.

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DETAILS OF VISIT

McCann
COMPANY NAME LOCATION DATE OF VISIT PERSONS MET McCann Erikson India Ravi Das Marg, Kalkaji. 26-09-2013 Kishore Chakraborti (VP, Consumer Insight & Human Features Development, McCann Erikson India.)

We, a team of 12 people, visited the office at the time appointed to us i.e. around 12 noon. There we met Kishore Chakraborti. We had an interactive session with him. In his session he told us about marketing and advertisement. Some of the key points of the interactions were: 1. Advertising: communicating with the consumer. 2. Dynamic market: technological advancement led to revolutionary change in advertisement sector. 3. Before 2000: market was competitor based. 4. After 2000: market became costumer based. 5. Now, firms join hands with competitors, forms alliances to meet the consumer insatiable needs. 6. Market is not just any geographical boundary, its a universe. One needs to stretch and reach out. 7. Various challenges of change are faced by advertising industry: Technology: earlier ideas could not be realized due to unavailability of technical tools, but rapid change in technology has made it possible that every imagination can be realizes into a product. Media: changes had been seen from radio as a medium to internet and now on the move advertisement tools like mobile-apps. Making it challenging job for the advertisement industry to deliver its services accordingly. Communication and connectivity: various ways to connect to consumers and different touch-points makes it even more difficult to deliver accordingly.

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Consumer: consumers are becoming more and more demanding. A number one brand of past is now a history, and everyone is competing to provide the best to the consumer.

8. Beyond economic recessions Consumers life and emotions in big time recession: more emphasis on emotional aspects of consumer rather than functionality of products. Identification of various recession: Recession of time: less time more work. Recession of space: no space for advertisement. Recession of patience: decreasing patience among consumer. Recession of relationships: changing roles and relationships and family structure. Recession of energy and resources: resource constraints. 9. Problem of attention: Media: too many touch points to cater to. Life: too many roles, too little time. Mind: experiencing multiple lives. Reality: the stage of non-stop excitement. 10. Context of attention: Moving target. Catch me in motion. 11. How one can get into advertisement industry? Observation Creative mind. One needs to change his point of view of seeing things, see from the point of manufacturer and marketer rather than consumer. 12. New brands break the existing parameters and go beyond them. It fulfils the need gaps. Works on emotional touch-points of consumers, valuates the product. 13. Brand is successful through continuous innovation- innovation in web and technology making it ubiquitous. 14. Transparency is necessary to build a brand. Brand should be honest by default (no secrecy). 15. Brand must be free to change. Coca-cola after controversies of aerated drinks introduced fruit juices to make up for the loss. Ideas must be welcomed to make sure it is in pace with dynamic market trends.
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16. Though technologies can help to copy everything, everything can be pirated and duplicate could be produced but what cannot be copied even by technology are the emotions, emotions attached to the brand. 17. To sum whole interaction, Kishore sir gave us following advice for future: If you are not green, you are going to be red. (An environmental friendly brand lasts long). Be responsible or perish. Change is hygiene-if you dont others will. Change to cope up or change to lead. Innovation comes from empowerment or convergence. More values not necessarily mean more prices. Stay hungry, stay foolish. All business is a service. Be a preacher to your consumer not a promoter. Dont preach greed and gold, preach green and win.

LINDSTORM SERVICES INDIA PRIVATE LIMITED

COMPANY NAME LOCATION LINDSTORM SERVICES INDIA PRIVATE LIMITED Plot No. 133 A, DLF Industrial Area Phase I Faridabad 121003 Haryana 25/09/13 Mr. Stany Gulshan Mr. Piyush

DATE OF VISIT PERSONS MET

VISIT DETAILS: Our team of 3 members reached the Lindstorm office at Faridabad for a 11:00 am appointment. We were greeted by Mr. Stany Gulshan (Area Sales Manager) who also happens to be an alumni of XISS. Mr. Gulshan first briefly introduced about Lindstorm. Lindstorm is a global Workwear service provider that offers its services in Europe and Asia. It has been offering its service in India since 2007.The company provides specialized work-wear services from design to final disposal of work-wear. It also offers maintenance with washing, replacement, delivery of work-wear, thereby, enhancing the corporate image of its clients. They offer workwear solutions optimised

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for your industry. Their rental, purchasing and other diverse services form a functional whole, whether used as combined or separate services. Lindstorm caters to a niche market. This concept of workwear services is new in India and Lindstorm is a monopoly in this segment. As it has just been 5 yrs since it started its operation in India, it is in the Growing Stage and has yet to achieve breakeven in terms of revenue.

KEY OBJECTIVE: Offering value-added solutions in work-wear services, Along with improving corporate image of its employees by maintaining highest levels of cleanliness and hygiene. OPERATIONS IN: DELHI (Faridabad) MUMBAI CHENNAI HYDERABAD

Their client list includes Cadbury, HUL, Dr. Reddys, Amul and others. The plant capacity at Faridabad Unit is 80000 clothes. We were also joined by Mr. Piyush who showed us a presentation about the company, its mission and objectives, the operation process in the laundries situated at cities mentioned above. Their was also a presentation which showed the contrast between how clothes are washed in normal conditions i.e. at the washing ghats by the washerman and how clothes are washed in Lindstorm laundries. The difference lay in the hygiene level maintained at Lindstorm. After the presentation we had in interactive session with both the personnel. On asking about why this kind of service would be required by a company, Mr. Piyush replied that it would enable the company to leave workwear solutions in the hands of a reliable partner allowing the company to focus on their core activity. The organisation structure at Faridabad unit comprised of1 Regional Manager 1 Area Sales Manager 3 Sales Executives and the laundry and logistic staff

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Lindstorm also takes keen interest in Sustainability issues. It uses less water in washing clothes thereby avoiding wastage of water. It is also associated with UNICEF via a project whose objective is Saving Water. At the end of the discussion Mr. Gulshan showed us a file containing the various accreditations and ISO certifications that Lindstorm has to its name. Next Mr. Gulshan took us for a visit to the laundry in the unit and showed and explained to us the various procedures of cleaning the clothes, sorting, packing and sending it back to the organisation. With the tour of the laundry we concluded the visit to Lindstorm.

CONCLUSION

The industrial visit was very fruitful for us. During the IV we got a chance to interact with such knowledgeable people holding high posts in companies which helped us understand the practical application of what we learn theoretically. Being one of the member of the calling team, I learnt a lot from this industrial visit. Fixing appointments was a tuff job but with the support of, Prof. Bhattacharya, Prof. Bodra and my fellow students we were able to fix appointments in the companies. The corporate interaction with Mr. Kishore Chakraborti( VP consumer insight and human features development McCann Erickson India) was where he showed us to look marketing from a window, if we move closer to the window i.e. if we go deep into the subject then the picture will be wider , large and clear. However if we look marketing from a distance the picture will be small. The interaction with the assistant manager at Lindstorm Mr. Stany Gulshan was also very useful. He told us that in order to be successful a firm must concentrate on its core activities and rest of the activities should be outsources from those who are good at it. So Lindstorm is providing textile service to various organisations like Cadbury, Hindustan uniliver ltd. Etc. Mr. Atul Jha (VP HR recket benkiser) told us about his organisation, the various products under its umbrella , its profitability , its future plans etc. This helped us understand the working of the firm. And we were enlightened with the knowledge he had of the marketing aspects. .

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