MARKNEETI 2018: M-PLAN: Marketing plan competition for students


On 30th November 2018, The Marketing Forum, TAPMI conducted Markneeti.  The unique event challenges the students of TAPMI to find feasible solutions to the problems faced by local entrepreneurs in their businesses.  In the preliminary event M-Plan, teams designed marketing plan for locally manufactured products.  Prof. Shirshendu Ganguly and Prof.  Swapnarag Swain judged the teams based on conceptual clarity and feasibility of solution.  Top five teams will proceed to the grand finale.

Each of the ten teams shortlisted for the event was to choose from a list of products that are produced and sold primarily in Manipal/Udupi region.  Teams chose products like Arabian grape juice, SRR Fish Fry, Sip On, Sipra cool drinks and Bindu Fizz Jeera Masala.

The teams after their thorough analysis of the product in terms of its competitors, STP (segmentation, targeting and positioning) and distribution channels, recommended how the businesses could expand or diversify by implementing different marketing strategies.

Arabian Grape Juice is a pulpy grape drink manufactured in Kundapura and sold in and around Udupi.  Teams suggested better communication and distribution in Manipal, Udupi and Mangalore to survive the threat of fresh fruit juice shops, Real, Tropicana, B Natural, Paperboat and other popular brands.


SRR Fish Fry is a popular spice producing company in Manipal, Udupi.  Regional significance in terms of target segment, tough competition from other south Indian spice producing companies like Annapoorna, Aachi and NR Foods and other facts were analysed by a team of students.  They suggested penetrative pricing and online communication as the way forward for the growth of the company.

Sip On is a fruit drink manufactured in Puttur and sold in Mangalore in tetra packs.  Apart from the regular mango, apple and guava flavors, exotic flavors like sapodilla, Mysore apples from organic produce would be a good opportunity for Sip on to make its presence felt in the market with competitors like Frooty, Appy, Mazza, Minutemaid and Slice holding lion’s share.

Sipra Cool Drinks is a local soft drink manufacturing company which has presence in rural and semi-urban parts of Udupi.  It has six different flavors unlike most of the leading aerated drinks.  Teams recommended product expansion in terms of a new energy drink being launched.


Bindu Fizz Jeera Masala is a fizzy drink sold in Mangalore, Udupi and many other parts of Karnataka.  Teams opined that expanding to other southern states should be considered by the company.  Healthier alternatives, packaging in glass bottles, online marketing as done by its carbonated drinks competitors are to be incorporated by the company, the teams concluded.

The ardor of the participants and the organizers made the event a success. The next stage of the competition is the grand finale.  The top five teams from the preliminary round will be assigned challenges that local businesses currently face.  The teams are to come up with solutions after an extensive study of two months.  The teams will then be judged by industry experts and the respective business owners.


“Learn. Unlearn. Relearn. Adapt.” – Guest Lecture by Mr. Naveen Kejriwal, General Manager – Eastern India, Nepal, Bhutan, Bangladesh and Sri Lanka, LENOVO

DSC_0062-2Mr. Naveen Kejriwal, General Manager – Eastern India, Nepal, Bhutan, Bangladesh and Sri Lanka, LENOVO, engaged the marekting cohort at TAPMI in an interactive guest lecture on ‘The advent of digital marketing and how millenials fit into it’.  He commenced by giving a brief overview of Lenovo and its journey till date. He then described what ‘digital’ meant as per current industry trends. He spoke of the digital disruption brought about by the advent of automation. He spoke of how we have moved from traditional cabs to Ola and Uber, and are still moving on the quest to adapt to driverless cars. He spoke of how we have moved from traditional book reading to reading PDF and reading on Kindle. He stressed on the way e-wallet transactions and the use of e-cigarettes have gained momentum, while traditional approaches are soon becoming evanescent.


Mr. Naveen said that owing to automation, jobs are no longer safe and steady as it used to be earlier. There are a whole new set of expectations from the MBA graduates today, who have to face super-informed customers. With the aid of internet, customers have information at their fingertips and there is no fooling them. He stressed on the need for specialists, and not generalists. He spoke of the impact of centralization and the role played by dependent ecosystems on business operations. He gave the example of customers preferring to buy products, which have greater cashback options during payment, given that other similar products are equally priced.

Mr. Naveen spoke of the new realities brought about by new Gods, like Google. He said that with customers opting to buy products online, privacy is no longer available. Companies are tracking ‘intendors’, people searching for a product, online and using this to understand the customer and customize their marketing accordingly. With rich examples, he talked about the indispensable role played by digital marketing in accurately targeting the right customers.


He ended the lecture by inspiring the audience to build strong, lasting networks with people and encouraged them to have good mentors. He adviced people to learn, unlearn, relearn and adapt, for constant growth. The talk by Mr Naveen Kejriwal proved to be a fount of inspiration for the marketing cohort present there.

Expert Talk Series : “Excellence means doing your job right when nobody is watching” – Mr. Ashish Wadekar, Head Talent Acquisition, Corporate HR, Larsen & Toubro

On 3rd November 2018, Mr. Ashish Wadekar, Head Talent Acquisition, Corporate HR, L&T addressed the enthusiastic cohort of first-year students and shared insights from his life experiences. Mr. Wadekar commenced the session by drawing similarities between his organisation and TAPMI, he commented that while L&T has been a pioneer in its business for over eight decades, TAPMI too enjoys a rich legacy of nearly forty years and both have strongly stood the test of time.


The session was aptly named, “Pause to explore possibilities” and Mr. Wadekar explained that there are certain critical values and traits that a manager must possess to deal with contingencies of the workplace, which through years of his experience, have stood the test of time as well. The first value was ‘Pursuit of Excellence’, which is also one of TAPMI’s mission values. He elaborated by saying that excellence is a continuous process and it defines an individual’s conduct in the workplace. With organisations rapidly increasing in size each year and need for better talent ensuring greater technical competencies, he explained how a pursuit of excellence helps individuals self-monitor and organisations function as a cohesive unit.

The second value centred around the idea of ‘Smartness’. Mr. Wadekar said that smartness is a culmination of ability, agility and stability. While ability comes from competency building, agility would mean the ability to respond to challenges and stability would signify the ability to be confident in what an individual pursues.


The third value is to ‘Challenge the Status quo’, Mr. Wadekar emphasized the importance of staying curious and asking questions that stem out of inquisitiveness. Eagerness to learn is essential to challenge the existing norms and beliefs as well as to continuously grow. The fourth value focused on the need to be ‘Proactive and not Reactive’ and being aware of one’s surroundings. The fifth value, ‘Feel the Accountability’ was explained through the famous case of TATA employees going out of their way to ensure the safety of their customers, who were stuck in the Taj Hotel on the night of the Mumbai terror attacks and the example resonated deeply with the students. The sixth value was about the need to provide ‘Feedback’ and how to use it as a mechanism for improvement or as Sir called it, “Feedforward”.

Mr. Wadekar concluded the session by reiterating that as students and future managers, we must learn to act and go the extra mile, for a vision as a mere thought is nothing without the required action but when coupled with the right efforts, could take the organisation to the apex of its growth story.




OPS Diaries 2018: Day 6: Session B: Presentations by Students – Mr. Siddharth Jain and Mr. Akshat Choubey

On 30 October 2018, Mr.Siddharth Jain, (former) Operations Head, Paras Tent Suppliers and Mr.Akshat Choubey, (former) Assistant Engineer, IHCL, shared heir experiences and engaged the TAPMI cohort in an interactive and enthralling session during OPS Diaries 2018, an event conducted by Operations Forum at TAPMI. The esteemed judges for the event were Professor Ganesh Pandiya and Professor Muneza Kagzi.
Both the participants shared the work that they had done in their respective organizations, thus engaging the audience in an enriching session.
Siddhrath Jain talked about several products developed by Paras Tent Suppliers, like Iron Fabrication, Textiles and Carpentry items. He shared the several stages of the product formation which are: Supply of raw materials, procurement, inbound logistics, manufacturing, finished goods storage, outbound logistics and delivery to customers. He also talked about the present constraints that they face and his propositions to overcome them.
Akshat Choubey explained the workings of machinery like Boilers, Chiller plants and Air blowers that were used in his organization, and talked about the gaps that they had in terms of proper utilization of resources. He also shared the ideas suggested by him in different areas, and how the implementation of those ideas improved the efficiency of the work.
This session proved to be of great help and very enriching to the entire audience.

OPS Diaries 2018: Day 6: Session A: Presentations by Students – Mr. R. Ramasamy and Mr. Girish Narayan

On 30th October 2018, Ops Diaries provided a platform for students to share their work experiences in the field of operations management. Mr. R. Ramasamy described the various operations that go on in Nestle. Mr. Girish Narayan spoke about his startup in the Travel Industry and gave interesting insights into various operations that goes on in it. Prof. Raghunath Rudran and Prof. Preeti Tewari judged the event.


Mr. R. Ramasamy began by speaking about the various types of products that Nestle manufactures like dairy, nutrition, culinary, chocolates, confectionary and coffee. The first step of manufacturing is the prediction of the amount of demand in a certain region. Then that is given as an input to factories. According to the inputs stocks are prepared. A supply chain overview is given where we see the various components in the process. Then he showed a map where various operation locations were depicted. Most of them were in the northern region as it’s easier to procure raw materials there. Around 1 lakh farmers provide milk to Nestle. Apart from this Nestle has a Fairtrade foundation where no child labour is allowed.


Mr. Girish Narayan described his start-up in the Travel industry. At first, he spoke about the front office and the back office. After that, the operations process was described. In the startup, they had to understand the customer needs and what they want. Some customers prefer low ranges of package and others prefer the luxury ranges. Also, proper coordination needs to be done with all the vendors to make sure smooth operations is going on.


Bloomberg Olympiad || Day-2 || TAPMI – CLOSING CEREMONY


The conclusion of the Bloomberg Olympiad 2018 was filled with nostalgia and the many great learnings and experiences the alumni and the guests shared with the students. The two-day event was organised to bring together Economists, CXO’s, Bankers, Regulators and Fund Managers to discuss recent trends, emerging issues, challenges and opportunities in the industry and the way ahead. The two events – The ‘Bloomberg Olympiad’ and ‘Phoenix – Rising from the Assets’ were designed create a platform for finance students to showcase their knowledge and also network with senior industry professionals.

The flagship event of this conclave, Bloomberg Olympiad was an inter-college Bloomberg Championship. 12 colleges competed in the Bloomberg Championship, out of which, 6 teams advanced to the final round. TAPMI emerged as the runners-up team, and the Championship title was bagged by the team from IIM-Bangalore. In the intra-college event, Phoenix – Rising from the Ashes, team ‘The Bailers’ emerged victorious, and the second position was bagged by team ‘Saboten’. Mr Jayesh Gandhi, Senior Portfolio Manager at Birla Sunlife Asset Management Company, Mr. Lav Chaturvedi, President and Group Chief Risk & Compliance Officer at Reliance Capital and Mrs. Shibani Kurian, Senior Vice President & Head -Equity Research, Kotak AMC distributed the winners with the prices.


They also shared their experiences during the conclave with the audience. They lauded the institution for the excellent academic infrastructure. The student presentations showcased depth of understanding and knowledge beyond their years, presented with immense courage and energy. The ceremony was concluded with the famous quote by Albert Einstein – You never fail until you stop tryingto motivate the student cohort.


Bloomberg Olympiad || Day-2 || TAPMI BLOOMBERG OLYMPIAD FINALS

On 28th October, 2018, in the final round of TAPMI Bloomberg Olympiad organised by the Finance forum of TAPMI, teams from IIM Bangalore, TAPMI Manipal, IMT Ghaziabad, SIBM Bangalore, N L Dalmia Institute of Management Mumbai, NISM Mumbai, presented a comprehensive overview of banking and NBFC giants in terms of housing finance sector.  The teams were evaluated based on how well they analysed the industry, investment, competitors and the risks the companies faced.


The team from IIM-Bangalore presented its analysis of HDFC Bank.  The team opined that HDFC’s initiatives in digital lending and mobile banking in rural areas have provided it an edge over its competitors.  Strong retail strategy and excellent asset quality have put HDFC in the lead in housing finance sector.  Risks in terms of consultation from only Indian firms, business and regulatory risks that could arise after the end of tenure of Mr. Aditya Puri (Managing Director, HDFC) are the major concerns that the team listed.


The trio from TAPMI Manipal presented its analysis on Manappuram Finance. Starting with sectoral analysis, the team shared its insights on external factors affecting the functioning and growth of the firm. In addition, the team elaborated on the liability profile, asset liability differential, loan tenure and the risks involved with investments at the Kerala based NBFC firm.

The team from NISM Mumbai chose to present the analysis of Indiabulls Housing Finance.  Healthy capital adequacy rating, low cost to income ratio and relatively less price-earnings ratio are the key features of the company.  Risks in terms of credit, liquidity, interest rate and operations are the major concerns, the team concluded.


With analysis of IndusInd Bank, team IMT Ghaziabad concluded that its fingerprint transactions, ‘video branch’, ‘cash on mobile’ features have resulted in strong credit growth and asset quality.  The team mentioned that credit risk, market risk and asset liability management risk need the company’s attention.


The team from N L Dalmia Institute of Management – Mumbai chose L&T Finance Holdings Ltd for presentation. It is an NBFC and a CIC registered under RBI. It has lending and non-lending branches. It is involved in the microloans business and is ROE focused.

The team from IIM-Bangalore emerged the winners and the team from TAPMI Manipal were declared the runners-up.  The esteemed judges commended the effort of the participants.  They applauded TAPMI and Finance Forum for putting up a splendid show with great attention to detail.