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Management

Case Folio

June 06

Regular Features
To Our Readers Data Bank	Book Review Case Shelf

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Jassi: The Marketing of a Television Serial

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Caselets : A Versatile Tool for Management Teachers and Trainers

-- Ramalingam Meenakshisundaram,
Senior Faculty Member,
The ICMR.

--Jitesh Nair, Faculty Member,
The ICMR.

Caselets, also known as short cases, are increasingly used as teaching aids, both in B-Schools and in executive education programs. Being brief and focused on a specific topic, a caselet is a useful supplement to a lecture. The session plan for a B-School course is likely to be more effective when there is a balanced mix of cases and caselets, along with other pedagogical tools.

The Le Clemenceau Controversy : Business vs. Safety

-- Omer Ahmed, Faculty Associate,
The ICMR.

Rajiv Fernando, Faculty Member,
The ICMR.

This case discusses the controversies that surrounded the decommissioned French warship Le Clemenceau, on its way to Alang, a major ship-breaking yard in India, for dismantling. The ship was recalled to France due to presssure from various environmental activist organizations like Greenpeace, who claimed that the ship had high quantities of toxic asbestos and PCBs. The case also highlights the problems faced by ship-breaking yard owners and companies in light of the Le Clemenceau Controversy. The case brings out the issue of business vs. safety with regard to the ship-breaking industry in developing countries in Asia.

The Turnaround of Vivendi Universal

-- Smita Moganty, Research Associate,
The ICMR.

Sanjib Dutta, Former Senior Faculty Member,
The ICMR.

The case discusses the turnaround achieved by the French media and telecommunications company, Vivendi Universal (VU). It explains how the company became nearly bankrupt, mainly on account of the many acquisitions made during the years 2000 and 2001 by its CEO Jean Marie Messier (Messier). The case attempts to explain how Jean-René Fourtou (Fourtou), who succeeded Messier as VUs CEO, reduced VUs debt and brought the company back to investment grade. It explains the measures Fourtou took, such as the asset disposal program, to achieve this objective. The case shows how Fourtou refocused the company as a "media and telecommunications company" so as to take advantage of new opportunities in the digitized entertainment sector.

Governance Problems at Morgan Stanley

-- Indu P Faculty Associate,
The ICMR.

Vivek Gupta Senior Faculty Member,
The ICMR.Jassi

The case discusses the rise and fall of Phil Purcell at Morgan Stanley, one of the largest investment banking companies in the US. It examines how Purcell assumed the role of CEO of the company after the merger of Morgan Stanley with Dean Witter and went on to fill the companys governing board with his loyalists. During his tenure as the CEO, Morgan Stanley was involved in several legal problems. The poor governance under Purcells regime had an adverse affect on Morgan Stanleys stock, which slipped by 39% between 2000 and 2005. A group of former Morgan Stanley executives started campaigning against Purcell and succeeded in ousting him from the company. After Purcell left, ex-president John Mack came back to Morgan Stanley.

Marketing

Jassi: The Marketing of a Television Serial

-- Ruchi Mankad, Senior Research Associate,
IBS Research Center,
Ahmedabad.

AV Vepuriswar, Former Dean,
IKC,
Hyderabad.

In September 2003, when viewership of Sony Entertainment Television (SET) was found to have fallen to a fifth of its nearest competitor, the channel released a new serial "Jassi Jaissi Koi Nahin". Backed by innovative and aggressive marketing, the serial was based on a concept radically different from the successful formulae. It not only brought viewers back to SET, but also attracted new viewers who previously did not watch the channel. According to data provided by a media agency, nearly five million new viewers were added to the channels viewership in 2003, with the driver being Jassi Jaissi Koi Nahin.

Article Price : Rs.50
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Diversity Training at Toys "R" Us, Inc.

-- Sachin Govind, Faculty Associate,
The ICMR.

S S George, Director,
The ICMR.
Tasty Bites - Target Marketing in USA

Toys "R" Us, Inc. is a major retailer of toys and childrens merchandise, and has stores spread across the world. The case deals primarily with the implementation of a diversity training program at Toys "R" Us. It gives an account of the different stages of the program, and ends with a discussion on the factors that necessitated the introduction of the program.

Caselet Tasty Bites

-- K Subhadra,Former Faculty Associate,
The ICMR.
A Mukund, Former Faculty Member,
The ICMR.

Tasty Bite Eatables Limited (TBEL) is a food services company manufacturing and marketing Ready to Serve (RTS) food products, processing vegetables, and leasing cold storage facilities. The caselet describes the companys performance since its inception till the late 1990s which was not encouraging. It mentions a strategic initiative called the "4C approach" undertaken for reviving the company. The caselet discusses the target market segmentation by the company in the highly competitive US market. It analyzes the marketing mix elements used by TBEL to successfully market its RTS products in the US.

Book Review

The Undercover Economist

-- Tim Harford

In The Undercover Economist, Tim Harford, a columnist at the Financial Times, uses a sense of humor and racy prose to transform the dismal science of economics into a subject that interests and educates the lay reader.

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management

Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.

International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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