poem

Suraj ki chamak ko dekhna accha lagta hai
Neyi uchayio ko dekhna accha lagta he
Badh rehe he kadam manjil ki taraf
Dekhker, aur chalne ka man kerta he
pata nehi, kitni muskile raste me ayegi
per muskilo se ladker hi to badhna he
jindgi sikhne ka nam he
sikhker chalne ka alag hi maja he
is jine ka alag hi maja he
is suraj ki chmak ko dekhna accha lagta he
usko dekhker hi to badhna he,chalna he---

interesting

One thing create big difference
One day I was sit, one thing strike my mind that our walking speed can create a big difference in our life let me explain it by example-
Two person working in same company do the same work, work was go to market and purchase some item and come back they both do same thing ten times in a day. The distance was near about 15 minute both side, first person take 15 minutes but second one take only 10 minutes because he walk fast compare to first person. By this process everyday second person save 50 minutes, in month 1500 minutes, in a year 18000minuts (12 days). So you can imagine the little thing can create big difference in life.

competency management

Competency management role in organization effectiveness and individual development:

By:- Pulkit Goyal

Introduction

Competency is the very important aspect of any organization to survive in the any competitive market or world, but also helpful in how you create difference over other. When we talk about organization competency it is not created only by the organization it is created by the resource of organization (Man, Money, Material Machine) and make a difference.

What is competency?

Competency is the combination of different knowledge; attitude, skills and personal traits individual have in the form behavioral or technical characteristics to perform better on the job or particular situation.

Definition by “McClelland”

“Competency is an underlying characteristic of an individual that is causally related to criterion referenced effective and/or superior performance in a job or a situation.”

Different Knowledge Different attitude Different skills

Competency

(What they have other do not have)

Core competencies should provide a way of channeling the exploration of the business environment.

The idea of core competencies can help us understand where our business creates unique values, and design new product and services based on area of capability where our business is strong.

Area of Implementation

31 Core Competencies

Major competencies for which employer’s look, along with some of the behaviours associated with each.

I. Competencies Dealing with People

1. Establishing Focus

2. Providing Motivational Support

3. Fostering Teamwork

4. Empowering Others

5. Managing Change

6. Developing Others

7. Managing Performance

8. Attention to Communication

9. Oral Communication

10. Written Communication

11. Persuasive Communication

12. Interpersonal Awareness

13. Influencing Others

14. Building Collaborative Relationships

15. Customer Orientation

II. Competencies Dealing with Business

16. Diagnostic Information Gathering

17. Analytical Thinking

18. Forward Thinking

19. Conceptual Thinking

20. Strategic Thinking

21. Technical Expertise

22. Initiative

23. Entrepreneurial Orientation

24. Fostering Innovation

25. Results Orientation

26. Thoroughness

27. Decisiveness

III. Self-Management Competencies

28. Self Confidence

29. Stress Management

30. Personal Credibility

31. Flexibility

Reference: Reprinted with permission from "The Value-Added Employee," by Edward J. Cripe and Richard S. Mansfield, Copyright 2002 by Butterworth-Heinermann.

These are the competency help at individual level and organization level to create difference and effectiveness to perform better.

There are three main reason for require organization to competency

Objective

Defined target for development

Realistic career goals.

Outcome of competency for organization

Talent management

Identified T & D needs (those employee do not have these qualities)

Target specific employees as “high potentials (hypos)” for future assignments

Match organization work that must be achieved with employees who possess the competencies required to successfully complete that work, preferably in an exemplary manner

Provide managers and individuals with information needed for creating and implementing the use of individual development plans

Provide managers with insights needed to effectively coach employees on the application of key job competencies

Provide employees with information on their competency strengths which they can use for their own career planning and management

Outcome of competency for individual

Compare their competency strengths with those required for successful performance of work of some kind.

Construct resumes or biographical sketches that match the individual’s competency strengths with those required for specific work assignments in an organization or other setting

Identify one’s need to develop new or difference competency strengths or for fine-tuning existing competency strengths through the use of individual development planning

Identify and gain support for pursuing competency development opportunities

Make known one’s competency strengths to those persons who are responsible for an organization’s human resource planning activities or for administering an organization’s succession efforts

Communicate their competency strengths to organization leaders who desire to take a proactive approach to organization performance improvement or career planning and management

Identify those competencies where one does not yet exhibit strength and thereby align oneself with work that will use one’s competency strengths to maximum advantage

Reference: Competency Assessment and the Individual by David D. Dubois

Example: In 1981 caterpillar Tractor Company (cat) had been leading earth moving equipment manufacturer over two decades. Profit or sales was $9.2 billion and $580 million respectively. But because of overseas presser, recessionary period, increasing competition, dollar appreciation etc. cat was in loss by 1984 and lose 43% market share. But no. two was komatsu with 25% market share, it establish our self as world player.

Komatsu started his life in 1921 as mining equipment manufacturer and late 1940s and 1950s it started manufacturing earth moving equipment (EME) it was small player by 1963. In that year cat announce a joint venture with Mitsubishi

Faced new competitive pressures. But komarsu was their own way acquiring advance technology improve product quality, collaboration with various foreign companies in research and development (R&D), by these some more hard efforts the company domestic market shares rose up by 50% to 65% b/w 1965 to 1970.

Meanwhile komatsu was expending overseas, European and us market through establish subsidiary and undercutting cat price by 33% and more. By this efforts company was able to sale equipment overseas and set 20 offices and 160 distributors and by 1982 onwards export exceeds by 50% although its maintain 60% Japan market share also maintain. Strong focus on R&D and product development also realistic significant business benefit. In early 1980s komatsu launched no. of innovative product, such as first ever radio controlled bulldozer.

In 1982 company was 4 R&D laboratories and 5^th on progress teey increase on R&D 4.3% in 1981 to 5.8% of sales in 1983 more than the three times of Japanese industry average. Diversification of kamtasu into robot manufacturing, a field which it become leading manufacturer.

What is main reason for this success? A big part of answer is company acquisition and management of key resource and also find our competencies-

Climbing the “strategic staircase”

Making new connection

Maintaining the optimum value net

Managing intangible resource

Using customer value preferences to shape the value net

Creative thought on core competencies

Reference book - strategy: how to shape future of business by Dominic Houlder and Nigel Nicholson

ASSIGNMENT DATED: 10/06/2009

SUBJECT: COMPETENCY & TALENT MANAGEMENT

Role of competencies in organization and individuals

PRESENTED BY

PULKIT GOYAL

branding

BUSINESS STRATEGY: Branding Through Information Technology

Product may die; brand don’t die

BY- PULKIT GOIAL

ABSTRACT

This paper talk about the, how can organization convert a product into a brand with the help of information technology (IT). In present market condition this is very popular to use various tools of advertising that help the product to create awareness front of consumer in very short time period but for long term. But today many organizations also use social networking site to provide the awareness of product that help to company to enhance the value of the product front of consumer that directly link with the branding and create direct relationship with the consumer to share their view & experience about product at very short time period. India a high internet usage country and growth of usage internet is increasing very fast rate, in that situation it have a huge opportunity to create branding through information technology. ITC and HUL is the best example of this in India, they create a strategic impact of IT on branding of their organization, product and services. So this paper tells us about how company can get benefit of IT to create branding strategy.

Key word: Branding. Information Technology (IT), Creating Value,

INTRODUCTION

Branding is huge topic in itself, when we talk about brand theoretically it is easy to how can we develop the product as a brand but practical this is very difficult to create brand or convert a product into brand. I will talk about how can companies convert their product into brand with the help of IT. Before explaining the brand understand the who create the branding strait answer -customer but according to my view this is not complete truth branding is also created by company employees, investors, suppliers, even by security guard also, create the branding and by all the person related to product or organization and misconception about brand that the logo the advertising the copy the look the image, well a brand certainly encompasses all of those things, but that is not the full extent of it. Branding is, in a nutshell, the entire customer experience: the relation between company and customers, reducing the risk of customer, loyalty of customer towards product, ensure consistently across geographical barriers, focus on ensuring relevance in different countries and market. In order to develop globally, it is necessary to think locally. The some global brand- Amazon, BP, Google, Coca-Cola, Microsoft, Apple, Vodafone, British Airways etc…..

Eg. Coca-cola is the company not have a worth of 66 million but the brand value of coca-cola is more than 66 billion that is imaging and we can understand the value of brand.

Create banding through IT is the not easy task but present scenario it is very useful because usage of internet is increasing at very fast rate, it help companies to make branding strategy. This paper mainly focus on the company strategy, how the companies using IT to create product branding.

BODY OF PAPER

Objective of the branding using IT

There are various objective of the organization create branding using IT, but according to my view the main objectives are-

Create difference

Future prospective

Fast way to reach customer

Maintain the relation with customer and stakeholders

Infrastructure cost saving

Impact as a strong global brand

Enhance global customer relationship

Changing consumer behavior

Create difference means to create core competency over the competitors I want to clear this by Indian example of Hindustan Unilever Limited (HUL) they create a website for their Sunsilk shampoo where girls can share their view, It create the help of HUL in create branding of Sunsilk as well as company.

Future prospective is the main aim of branding strategy by the organization because world is changing very fast towards technological change and also internet user increasing day by day. So companies seeing it for future prospective.

Fast way to reach customers is the another way to create product branding Amozon and is the another example here they sell product online and this way they create lot of image in the market and now Amazon is big brand in the world.

Maintain the relationship with the customers is also helpful in creating branding of product as well as company, Indian Tobacco Company (ITC) is the best example of this they create e-chopal for help of farmers, providing information about crops, maintain relation with farmer to purchase wheat, and many more, its helps to ITC to create branding of ITC and now ITC Fast Moving consumer Goods(FMCG) business is running very well and now they are on 2^nd position after HUL in FMCG business.

Infrastructure cost saving also the main part of branding strategy of any company so they created their own website help them to create direct impact on the consumers that help to company create branding, and it help to company to save lot of money help aging to create branding.

Impact as a strong global brand is also part branding strategy Google is the best example of strong global brand because they provide the facility to internet users to create difference. Now Google is world no. one brand it helps Google to collect lot of revenue, because of brand image.

Enhance global customer relation, with the help of IT, information flow in all world is very easy and very fast take an example of BMW innovation lounge, Dell idea storm. These companies create global customer relation help them to become global brand.

Changing customer behavior is very fast because technological changes happens day by day if take an example of age group only 8% to 10% people of India is more than age of 60 years, so we can say people move towards the technology. So company making branding strategy according to that way.

These are only few objective of company to make branding strategy with the help of IT but many more.

Now the big question that how can company create the branding with the help of IT, so there is some ways to create banding with the help of IT are-

Websites

Blogs(Johnson & Johnson, Delta Air Lines)

Bookmarking/Tagging(adobe, Kodak)

Brand monitoring (Dell. MINI)

Content aggregation (Alltop,EMC)

Crowdsourcing/voting(Oracle,Starbucks)

Discussion boards and forums(IBM, Mountain Dew)

Pop-up ads

Event and meetups (Molson.Pampers)

Mashups (fidelity investment,Nike)

Microblogging(Method, whole foods)

Online video (Eukanuba, Home Depot)

Organization and staffing (Ford,Pepsi0

Outreach programs (Nokia, Yum Brands)

Photosharing (Rubbermaid, UK Government)

Podcasting (Ericsson. McDonalds)

Presentation sharing (CapGemini, Daimler AG)

Public relation-social media releases(Avon, Intel)

Rating and review (Loblaws, Turbo Tax)

Social network: applications, fan pages, groups, and personalities (British Airways, Saturn)

Sponsorships (Coca-Cola, Whirlpool)

Virtual worlds(National geographic, Toyota)

Widgets (Southwest Airlines, Target)

Wikis (Second Life, T-mobile Sidekick)

These are not the complete picture of IT help in creating branding, many more method to help in create branding like- advertising on net, pop-up ads, e-mail, etc……

Problems facing by the companies

If IT branding strategy have some advantage it also have some problem to get apply or get the revenue out of it are as-

It is cover only targeted customers those are using internet

All the concepts not covers rural population(specially in India)

Return on investment(ROI) on it very slow and long term prospective

Conclusion

Branding is essential tool for any organization in this changing world, because business is going towards more competitive compare to past. According to that perspective organization branding strategy is also going forward in an strategic way to create competency. Most of the organizations use social networking site to create relationship with the customer because it help to organization to take right feedback from consumers, maintain, solve customer problem, and many more we take an example of Punjab National Bank (PNB) they provided their toll free number to solve the consumer problem using IT, it is the simple and strategic branding.

References:

ICFAI journals (marketing mastermind),

www.interbrand.com,

www.brandchannel.com