Brand Management Workshop – 23 November 2013


Marketing and General Management forum (MGM), the marketing core of TAPMI has initiated a series of workshops M-POWER, to provide knowledge and exposure to the students by organizing interactions with industry leaders. 

As a part of the M-Power series, MGM, in association with Placement Committee recently organized a workshop on Brand Management. The three hour workshop was an interactive session with Mr.Prashant Parameswaran, Head- Consumer Insights, General Mills – Asia, MENA and Turkey.

 Mr.Parameswaran has previously worked with Colgate-Palmolive and Nielsen Company, India and has over 15 years of experience in branding. The three hour workshop spanned across branding, understanding the customer, getting, analyzing and interpreting valuable customer insights and sustaining the brand. 

The workshop started with an introduction to branding, the basic principle of brand building demonstrated with advertisements and insightful discussion on the same. The discussion moved on to ‘Customer Connect’ – connecting the brand and customer, the strategy required and the challenges faced. The session exclusively focused on the importance of identifying ‘Brand Champion’ – the specific group of customers which our product would target. Steps to identify and articulate a brand champion were discussed quoting several products/brands as examples. 

The process of how to capture customer insight was explained in a sequential manner. The process involves uncovering the psychological and behavioral aspects of gaining customer insights which is not just about gathering statistical facts. 

The next part of the workshop involved explaining the final step to sustainable brand building- how to build a sustainable brand and acquire the ‘growth idea’, which is a series of process starting from identifying brand champion and analyzing consumer insights and ending in formulating a ‘growth idea’. There was also a brief overview of the benefit ladder framework that was presented, which ranks new products based on the rational or emotional benefits they offer. This helps us identify in what stage our brand is.

Mr.Parameswaran also gave several examples from his own company, some of which included the branding for Pillsbury, how they had begun, how the brand grew and how they sustain the brand in the long run.

The speaker concluded his session to a standing ovation from the audience, post which some more questions were posed. Mr. Parameswaran keenly answered all the queries posed by the enthusiastic students.

The event was well received among the students. They had gained several new perspectives and valuable insights to branding, customer connect and sustainment, which is essentially several years’ worth of learning and experiences packaged in a workshop. 


An Overview of Talent Management by Mr. Sanjay Srivastava

Mr. Sanjay Srivastava starting his speech on Talent Management

Sanjay Srivastava is currently working with AstraZeneca Pharma as an Associate Director – HR and heads HR for Cardiovascular & Metabolic businesses. He is also the India head for L&D and OD. Sanjay brings in 14 years of rich experience in the IT & Pharmaceutical industry having worked in India and in the US. He has worked with companies like Cognizant, AOL, Freescale and brings expertise in the areas of Compensation & Benefits, International HRM & Strategic Business Partnering, Talent Management & Organizational Development.

Sanjay is also certified in MBTI & FIRO – B and is currently undergoing certification in Organizational Development with “Sumedhas Academy of Human Context”. He holds a graduate degree in B. Pharm. from Jadavpur University and MBA in HR from Symbiosis Institute of Business Management, Pune.

Sanjay has been involved with various B Schools like Symbiosis, ISB&M & Great lakes on varied initiatives like guest lectures, Campus to Corporate transitions, student admission process. He loves playing cricket, reading, travelling and practicing Yoga.

Sanjay started off by speaking about the evolution of HR function and the trends in HR. then he spent some time on how Talent Management is aligned to business priorities. If  the companies HR priorities are high performance, great place to work, retention, talent attraction and capability building then the company needs talent management like identification, succession, development, skill gap, performance and acceleration. Then he went into translating the talent strategy into the workforce needs.

He elaborated about the Talent Management lifecycle, and focused on the key pointers specially the “ready now ready later” and how it is done in AstraZeneca Pharma. He talked about how the process is developed, retention is done and a strong pipeline of leaders is maintained. He talked about the various models used in AstraZeneca to measure potential, productivity and if a person can deal with complex roles.

Mr. Sanjay Srivastava enlightening the students on the evolution of the HR function

Then he talked about their USP which is their IDP – Individual development plan that is a personalized development plan which is tailor made for each person. The plan can be education based, relationship based or experience based. He made every one think by saying we should always be ourselves because only then there will be an organization culture to person fit. He finished by talking about Talent Management outcomes and examples of what the companies outside are doing in Talent Management. He signed off with a quote “It is impossible to take part in the adventure if you are a spectator on the side-lines. Taking part in the Adventure is about getting in the game and having a stake in the game. We need each one of you to help create a World Class Institution.”

Leadership, the Biocon way, explained by Mr. Ravi C Dasgupta, Biocon Ltd

Mr. Ravi C Dasgupta explains the leadership strategy employed at Biocon to the students of TAPMI, Manipal

The session started by asking the students to present their insight on leadership. Mr. Dasgupta quoted Henry Kissinger’s famous lines: “The task of leader is to get its people from where they are to where they have not been”.  INFLUENCE is the word which goes hand in hand with Leadership. INFLUENCE: Integrity, Nurturing, Faith, Listening, Understanding, Enlarging, Navigating, Connecting, EmpoweringTAPMI today witnessed a lecture by Mr. Ravi C Dasgupta, Vice President – Group HR at Biocon Ltd. on Leadership Development at Biocon. Biocon is India’s premier biopharma enterprise focused on innovation to deliver affordable healthcare solutions to patients, partners and healthcare systems across the globe.

Mr. Dasgupta also projected light on how responsibilities change as we move from one position to other in an organization. With the change in responsibilities a different set of Management skills are needed to drive the team towards the organization’s common goal. He interestingly compared the roles in leadership to that of a staircase with steps from Position, Permission, Production, People Development to Personhood.  He elaborated on this by stating that when you start working in an organization then you are a leader by the position you hold. Then with time and with the kind of involvement you show among the team helps you move up in the leadership ladder. Then moving from a generalized discussion to the Biocon centric Leadership Development practices he talked about the practices followed at Biocon for enhancing the leadership skills. Mr. Dasgupta gave due importance to Involvement of top Management, Identifying the competencies, Shift in skills, Focus on the whole spectrum, Stretch Assignments, Executive Coaching and 360 degree assessment. Although he considered all of them to be equally important, he discussed more about 360 degree assessment. Biocon believes in feedback for every employee, be it at Top Management or Middle or even at shop floor. They have implemented 360° feedback only for Top Management as of now, in which the employees give feedback as well as receive it from the same employees for themselves. This brings forth issues that need to be worked upon well before time in the process, hence improving the overall efficiency of the team.

Lead Yourself- was the next topic on the discussion table. He explicitly highlighted the importance of leading yourselves to be a good leader. Following were the things to be worked upon to enhance the self leadership skills: Manage your Emotions, Time, Priorities, Thoughts, Words, Energy, and Personal life. Undoubtedly all the attributes are important and well justified as well but Mr. Dasgupta shed light on the importance of Management of emotions and personal life. There are times when we have some professional or personal stress, we need to learn to control those emotions to be an effective leader. He also gave respect to the importance of personal life because he believes that one can harness inner strength from his family which helps him achieve heights in different walks of personal and professional life.

Biocon has beliefs in strong leadership qualities and skills; the company made active investments in the leadership development programs of their employees by providing Management Development Programs for Senior Management officials. The company has programs at IIM-Bangalore for 8 days for the senior officials. There are other programs on Innovation which Biocon actively invests in, to leverage the best of the leadership qualities their employees possess.

The Lecture concluded with the initiatives which Biocon takes for honing the leadership skills of their employees and hence proving how important they are for the success of an individual. So, in short, we can conclude that Leaders don’t just organize people to get results; they infuse their followers with a noble purpose.

1st International Conference on Accounting and Finance (ICAF 2011)

TAPMI is all set to launch its First International Conference on Accounting and Finance in March 2011. The theme for this conference is “Strategic Accounting for Control & Governance”.


Historically, various accounting measures have been used as tools for control for equitable appropriation of stakeholder wealth. The strategic use of accounting practices for effective control and better governance requires greater in-depth exploration. This is also expected to have wider implications in preventing the occurrence of fraud and misrepresentation. Furthermore, the role of good governance practices and their influence on improving the quality of accounting information needs closer examination. It may thus be said that although accounting and governance share common goals there is great scope to develop better appreciation of the inter-relationships between these fields. This conference seeks to explore avenues for protecting stakeholder interests by synthesizing the best practices in accounting and governance.

ICAF 2011 is aimed at educators, students, researchers and practitioners in the areas of Corporate Control & Governance, Ethics, Accounting and Prevention & Detection of Fraud. The conference will have a balance of lectures and presentations from the academic as well as the practitioners’ perspectives and will have renowned international as well as Indian speakers. It is aimed at creating a platform for a healthy exchange, debate and development of ideas and emerging issues in the areas of strategic accounting, control and governance. It seeks to bring academics and practitioners closer for the further development of these subject areas.


The main topics at the conference include:

  • · Accounting Challenges – Strategic Accounting
  • · Management Control Systems
  • · Whistle Blowing – Corporate Policy & Practices
  • · Creative Accounting and Earnings Management
  • · Role of Regulatory Bodies
  • · Ethics in Accounting & Governance
  • · Forensic Accounting and Fraud
  • · Tax Accounting and Fraud
  • · Internal Audit-detection/prevention of fraud and unacceptable accounting practices
  • · Audit Techniques – Challenges in Technology Enabled Business Environment
  • · Information security audits
  • · Electronic crime
  • · Best Practices in Corporate Governance
  • · Other related areas


Conference Sessions/Workshops:

  • · 10th and 11th March: Control Systems and Prevention & Detection of Fraud
  • · 12th March: IFRS – Accounting as a Control Mechanism for Better Governance


Important dates:

Last date for Receipt of Extended Abstract – 30th November 2010

Communication of Acceptance by     – 8th December 2010

Last date for registration                  – 30th December 2010

Dates of conference                         – 10th to 12th March 2011


Submission Guidelines:

  • · Only original and previously unpublished work should be submitted for consideration.
  • · The conference calls for extended abstracts (Details given below). However, if one wishes to submit a full paper, it shall be considered if accompanied by the extended abstract.
  • · The Extended Abstracts will serve as the first step towards revision and submission of final papers to be published in a journal by August 2011 after a double-blind review process. Detailed guidelines for submission of final full paper are available on the website.
  • · The Extended Abstracts must reflect the presentations at the conference by the authors, providing a means of communicating new results and significant scientific conclusions to other attendees of the conference.
  • · At least one of the authors, in the case of co-authored abstracts, must attend the conference.
  • · The extended abstracts will be compiled into a Conference Proceedings volume.
  • · Extended Abstract Format:
  • · The Extended Abstract, including references and figure captions, must be written in font Times New Roman 12 pt, double spaced, on A4-size paper with 1-inch (2.5 cm) margins at top, bottom, and sides.
  • · The extended abstract should be constructed in the following order: Title; Text (including literature survey, objectives, methodology, findings and conclusions); References; Figures with captions; and tables with caption explanation.
  • · A separate page including the Title; Author/s name(s); Contact information (institution, e-mail) must be included to facilitate double-blind review. In case of multiple authors, the names of all the authors should be included.
  • · The text should not exceed 1,500 words (excluding figures and tables).
  • · The figures and tables must be submitted on separate pages, they must not be included in the text.