PRO ACTIVE MARKETING MODULE

PRO-ACTIVE MARKETING MODULE.

See my note to Cyril (16/12/98 = file #2/file #3) on ANALYSIS of JOB-ADVS. ( Data Mining ?)

( also check-out a software package called "RETAIL ALERT" by Company "Microstrategy" at www.strategy.com/products/index.htm

• DSS Server
• Broadcaster
• Web
• Agent
• Objects
• Administrator
• Architect
• Executive.

Aggregation of JOBSEARCH / "HEADHUNT" sessions (See my note dt. 9-1-99/File #2)

To treat each JOB ADVT POSTING as a "headhunt/resume-search query" to our database & sending the "results" to the advertiser with appropriate covering letter/our terms.

PRO-ACTIVE MARKETING MODULE.

Preparing & Sending out to 5000 Corporate Personnel Chiefs, a RESUME DATABASE CD.

With the help of this CD, they should be able to conduct an OFFLINE RESUME-SEARCH and forward to us, the "Shopping Basket" thru,

1. Our website (by linking-up)
2. e-mail (thru any email provider/ISP)
3. fax
4. Snail-Mail (print-out & post to 3P)

At the end of the "headhunt"/creation of offline shopping basket, he should be offered the choice of clicking on any of the above-mentioned "OPTION-BUTTONS". Rest should be automatic.

Since "Software professionals" are in greatest demand, we should make 2 separate Resume Database CD's, one for Software guys and "Other profs" each.

PRO-ACTIVE MARKETING MODULE

TOOLS/SOFTWARE/DISPLAY for ANALYSIS OF "TRENDS"

Job Advts (posted / + Scanned)	Resumes
+ picked-up from other Websites

• Industry wise
• Function wise
• Designation - Level wise
• Actual Designation wise
• City wise
• Country wise
• Edu. Quali. Wise
• Age wise
• Exp. wise
• Salary - Range wise
• College (where educated) wise (for Resumes)

Frequency Distribution Graphs for each "field"

PRO-ACTIVE MARKETING MODULE

• on website, such a statement should get generated automatically & then become accessible thru ADMIN TOOL

Job No.	Corporate	Client	Enterer's Name	Enterer's Desg.	Actual Desg.	Chemicals	Industry	Function
3051	CRPK4855	Kenefis Value Additives Pvt. Ltd.	Ajay Kumar Kedige	Product Manager	Officer		Chemicals	Business Dev
3053	CRPH4574	Hansutam Finance Limited	Ruchi Singh	Manager	Personal Secretary to MD	Others	Secretarial Services	Others
3062	CRPX4477	Nirmali Soft & Tel Ltd	Amit Kulkarni	Customer Support Engineer	Customer Support Engineer	IT	IT	Customer Support
3057	CRPJ5450	JSA Services Ltd	Dawn McCulloch	Recruitment Co-ordinator	Manager	Financial Services	Accounts	HRD
3064	CRPJ5206	3P Consultants	Thakur	Consultant	VP-Personnel	Engineering	HRD	HRD
3070	CRPJ5206	3P Consultants	Thakur	Consultant	IT Head	IT-Software	Technical Documentation
3072	CRPJ5206	3P Consultants	Thakur	Consultant	IT Head	IT-Software	Technical Documentation
3092	CRPX4844	Mitsubishi Corporation	Govind Gadiyar	Manager	Asst. Manager	Chemicals	International Trading
3094	CRPW4831	Swati Sales & Services P Ltd	Murind Chheda	C.E.O.	Marketing Executive	Textiles - Light	Marketing
3096	CRPX4844	Mitsubishi Corporation	Govind Gadiyar	Manager	Asst. Manager	Textiles	International Trading
3098	CRPX4844	Mitsubishi Corporation	Govind Gadiyar	Manager	Asst. Manager	Textiles	International Trading
3108	CRPX4494	Milestone/ Axcoss Inc.	Michelle Shetty	Consultant	Manager Equity Retail Broking	Financial Services	Banking
3128	CRPX5512	VTech	Saleem	Programmer-QC	Programmer-QC	IT-Software	Analyst
3129	CRPB5513	https://www.google.com/search?q=Hotolspace.com	Vishal Jadhav	HR	Marketing Exec.	Others	Others	Customer Support
3130	CRPB5514	Tulip Elastos & Allied	Naveen Sharma	Marketing Exec.	Receptionist cum Marketing	Others	Others
3131	CRPB5515	Riddhi-Siddhi Gluco Bolls Ltd	U.S. Bhat	Manager & PA	Sr. Manager	Agro Products	Marketing
3132	CRPB5515	Riddhi-Siddhi Gluco Bolls Ltd	U.S. Bhat	Manager & PA	Manager QA	Agro Products	Quality
3133	CRPB5516	Micronet Business Machines Pvt. Ltd.	S. Prakash	MD	Marketing Exec.	IT-Hardware	Others
3134	CRPX5517	Xpress Customer Care	Romil Dalal	Chip Level Engineer	IT-Hardware	Technical Support
3135	CRPX5517	Xpress Customer Care	Romil Dalal	Hardware/ Network Engineers	IT-Hardware	Technical Support
3136	CRPH5522	Hiroy Technologies Pvt. Ltd.	Rafael	PR	PR	Computers & Peripherals	Customer Support
3137	CRPH5522	Hiroy Technologies Pvt. Ltd.	Rafael	CEO	PR	Computers	Marketing
3138	CRPH5522	Hiroy Technologies Pvt. Ltd.	Rafael	CEO	Software Developer	Telecom	Engineering
3139	CRPJ5206	3P Consultants	Thakur	Consultant	Manager (O&M)	Telecom	Operations
3140	CRPJ5206	3P Consultants	Thakur	Consultant	Network Engineers	Telecom	Networking
3141	CRPJ5206	3P Consultants	Thakur	Consultant	Executive-MIS	IT-Software	Others
3142	CRPJ5206	3P Consultants	Thakur	Consultant	Executive-MIS	IT-Software	Others
3143	CRPX5524	Videocon Nermada	Prashant Vaidya	Asst. Manager	Manager	Automobile	Manufacturing
3144	CRPK5525	Glass & Home E Com Marketing	Bema	Office Administrator	Business Exec.	Industrial Consumables	Marketing
3145	CRPJ5526	Arbi Exports Pvt. Ltd.	G. Srikanth	GM	Corporate Sales Manager	IT-Software	Business Dev.
3146	CRPJ5526	Arbi Exports Pvt. Ltd.	G. Srikanth	GM	Customer Support Specialist	IT-Software	Customer Support
3147	CRPK5527	Synapse Software Pvt. Ltd.	Stalin	Head-HR	Executive-HR	Heavy Industry	HRD
3148	CRPB5528	BPA	Prakash	Executive	Marketing Executive	Consumer Handling Equipment	Engineering
3149	CRPB5528	BPA	Prakash	Executive	Marketing Exec.	IT	Marketing
3150	CRPB5528	BPA	Prakash	Executive	Marketing Exec.	IT	Marketing

 

Then a consultant can compose a letter (e-mail) which goes to that particular ADVERTISER

Sayings: Here is a list of all jobs posted by you on our website inthe past.

we welcome you to post your current vacancies

We also welcome you to conduct an online RESUME-SEARCH candidate

This statement was being compiled manually by sajida.

(and keep getting alerts)

15/03/02

 

Job No.	Corporate	Client	Enterer's Name	Enterer's Desg.	Actual Desg.	Chemicals	Industry	Function
3151	CRPK5529	Telenet	Bipin Vora	CEO	Marketing Exec.	Industrial	Marketing
3152	CRPJ5206	3P Consultants	Monica	Consultant	Business Executive	Telecom	Marketing
3153	CRPJ5206	3P Consultants	Sunita	Consultant	Web Developer	IT-Software	Design
3165	CRPE5534	BPL Mobile Communications	Ramana Gowra	Partner	Customer Support Executive	IT	Marketing
3166	CRPE5534	BPL Mobile Communications	S. K. Yadav	Head-HR	CRM Manager-Switch	IT-Hardware	Engineering
3167	CRPL5535	Media Mero Pvt. Ltd.	Mazhar Noushad	Manager Admin & HR	Marketing Exec.	Media	Marketing
3168	CRPL5536	L&T ECC Division	S. Chandrasekar	GM (Plant & HR)	HOD-Roads & Highways	Construction	Engineering
3169	CRPL5536	L&T ECC Division	S. Chandrasekar	GM (Plant & HR)	Jt. Gen. Manager (Civil, DRM, & Legal)	Construction	Engineering
3170	CRPL5536	L&T ECC Division	S. Chandrasekar	GM (Plant & HR)	GM (Claims & Survey)	Others	Others
3171	CRPN5543	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-HOD-Electronics & Communication	IT-Hardware	Engineering	Journalism
3172	CRPN5543	National Institute of Information Science & Technology	Jayshree Singh	Secretary	HOD-Electronics & Communication	IT-Hardware	Engineering
3173	CRPN5545	National Institute of Information Science & Technology	Jayshree Singh	Secretary	HOD-Electronics & Instrumentation	IT-Hardware	Engineering
3174	CRPN5546	National Institute of Information Science & Technology	Jayshree Singh	Secretary	HOD-IT	IT-Hardware	Engineering
3175	CRPN5547	National Institute of Information Science & Technology	Jayshree Singh	Secretary	HOD-Computer Science	IT-Hardware	Engineering
3176	CRPN5547	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Principal-Engineering College	IT-Hardware	Engineering
3177	CRPN5549	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-Electronics	IT-Hardware	Engineering
3178	CRPN5549	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-Electronics	IT-Hardware	Engineering
3179	CRPN5550	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-Instrumentation	IT-Hardware	Engineering
3180	CRPN5552	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-Computer Science	IT-Hardware	Engineering
3181	CRPN5552	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-IT	IT-Hardware	Engineering
3182	CRPN5553	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-Physics	IT-Hardware	Engineering
3183	CRPN5555	National Institute of Information Science & Technology	Jayshree Singh	Secretary	Professor-Chemistry	IT-Hardware	Engineering
3184	CRPV5556	Videocon International Ltd	Rajendra Vartak	Sr. Manager-Personnel & HRD	Marketing Exec.	IT Enabled Services	Business Dev.

 

Job No.	Corporate		Client		Enterer's Name	Enterer's Desg.	Actual Desg.		Industry	Function
3186	CRPI 558		[2] Media Ltd.		Prashant Ahir	Head-HR	Sr. VP Technical		Telecom	Network
3187	CRPI 558		[2] Media Ltd.		Prashant Ahir	Head-HR	GM-Technical		Telecom	Network
3188	CRPI 558		[2] Media Ltd.		Prashant Ahir	Head-HR	Product Specialist		Telecom	Network
3189	CRPI 558		[2] Media Ltd.		Prashant Ahir	Head-HR	GM-Accounts		Telecom	Network
3190	CRPI 558		[2] Media Ltd.		Prashant Ahir	Head-HR	Brand Managers		Telecom	Network
3191	CRPI 558		[2] Media Ltd.		Prashant Ahir	Head-HR	HR-Manager		Telecom	Network
3192	CRPJ5206		3P Consultants		Sunita	Consultant	SAP Consultant		IT-Software	ERP
3193	CRPJ5206		3P Consultants		Monica	Consultant	Oracle DBA		IT-Software	Database Administration
3194	CRPD5559		Dolphin Infotek P.Ltd		Srinivasan	Branch Manager	Customer Support Executive		IT-Software	Customer Support
3195	CRPAc5560		Arbi Consultant & Placements		Jitendra Sodhi	Managing Partner	Partner		IT-Software
3196	CRPRc5561		Arbi Placements & Controls Ltd		V. V. Gopal	Admin Manager-B.D	Sales Officer		Auto-Accessories	Sales
3197	CRPRd5561		Arbi Placements & Controls Ltd		V. V. Gopal	Admin Manager-B.D	After-Service Engineer		Auto-Accessories	Customer Support
3198	CRPRg5562		Axtron Industries Ltd		M. K. Manis	DGM (Admin)	Officers		IT-Software	Flight Installation
3200	CRPJ5206		3P Consultants		Thakur	Consultant	Head-Recruitment Manager-HR		Engineering	HRD
Job No.		Corporate		Client				Actual Desg.
3051				Kenefis Value Additives Pvt. Ltd.				Officer
3053				Hansutam Finance Limited				Personal Secretary to MD
3062				Nirmali Soft & Tel Ltd				Customer Support
3057				JSA Services Ltd				Manager
3064				3P Consultants				VP-Personnel
3070				3P Consultants				IT Head
3072				3P Consultants				IT Head
3092				Mitsubishi Corporation				Asst. Manager
3094				Swati Sales & Services P Ltd				Marketing Executive
3096				Mitsubishi Corporation				Asst. Manager
3098				Mitsubishi Corporation				Asst. Manager
3108				Milestone/ Axcoss Inc.				Manager Equity Retail Broking
3128				VTech				Programmer-QC
3129				Hotelspace.com				Marketing Exec.
3130				Tulip Elastos & Allied				Receptionist cum Marketing
3131				Riddhi-Siddhi Gluco Bolls Ltd				Sr. Manager
3132				Riddhi-Siddhi Gluco Bolls Ltd				Manager QA
3133				Micronet Business Machines Pvt. Ltd.				Marketing Exec.
3134				Xpress Customer Care				Chip Level Engineer
3135				Xpress Customer Care				Hardware/ Network Engineers
3136				Hiroy Technologies Pvt. Ltd.				IT-Assistant
3137				Hiroy Technologies Pvt. Ltd.				PR
3138				Hiroy Technologies Pvt. Ltd.				Software Developer

 

Module # 3 PRO-ACTIVE MARKETING

29th February, 1992

Mr. DILIP NAGLE ARBI EXPORTS PVT. LTD., 99, Bajaj Bhavan, 3rd Floor, Nariman Point, BOMBAY - 400 021.

Dear Mr. Nagle.

Executive Placement

The more I get deeper into this business, the more I realise that the key Success factors in this business are

• "Marketing" of our Services
• "Packaging" of our "products"

At different times, we have discussed these aspects at length.

Packaging consists of

A. Converting original bio-data to make it extremely readable/easy to grasp the essentials in a few minutes. We must, somehow, create a deep impression in the reader's mind so that the image "lingers" for days.

B. Giving an external Cover which is so attractive that, from amongst the heap of mail arriving on each executive's table, our bio-data, is literally saying "Pick-me-up". To get this attention, I intend (at least for Senior positions) to introduce a cover-sheet (see sample enclosed) and put the whole thing in a plastic-folder.

Where I need your help is however in Part A.

I enclose herewith some bio-data, done under HH3P and under WORDSTAR. HH3P version does not meet the criteria mentioned earlier. Even WORD-STAR does not - although it is somewhat better. For the time being therefore, I have decided to have all "Converted Bio-datas" in WORDSTAR - till we find a still better solution.

In HH3P we also have the problem of "inserting" Words/Paragraphs at a later date. Since bio-data is a "dynamic" thing (many things about a person change within 6/12 months) - correction/modifications/additions/deletions become imperative.

To improve "readability", I could do two things:-

1. Structure/Devise a better format
2. Use a laser printer
3. Use a DTP System
4. Use an electronic type - writer

Although we must keep moving with the technology, our resources are limited and we must, therefore, find a solution which can serve our needs for atleast 2/3 years.

I would request you to give some thought to these aspects so that we may evaluate cost/benefit of each alternative, when we meet next.

With kind regards,

H. C. PAREKH

Principal-Consultant.

28-04-1991

• Promoting "STAR" Products (Individuals) (Up-arrow)
• Taking up "Advertised Assignments" from Medium sized Companies e.g. - Swatik/Midco - Saket - B. Tulsidas (Left-arrow)
• From data-bank, Promoting "TEAM-PACKAGES" e.g. - TV Industry - Dom. Appli. - Soap/Det. to NEW CO's entering field. e.g. - BPL-Sanyo - Beauty Cosmetics - WIPRO - Computer-Co.(ROLTA) (Right-arrow)
• Activity Following-up KNOWN Client-co's. for their Requirement e.g. L&T Mukand Godrej Reliance Thermax etc. (Down-arrow)

MAIL ORDER HOUSE

Mail Order Houses have been around in U.S.A. for over 40 years - there were some when I went to USA in 1955. That number must have enormously increased by now.

This concept has yet to catch-on in India. There could be many reasons:

• Low disposable income
• Shopping habits of Indian buyer (need for personalised interaction with the seller/shop-owner)
• wants to see/examine the item at several shops/sometimes spread over several days and comparing appearances/quality/prices/Sellers attitude etc. before deciding.
• Pleasure of bargaining.

On the other hand, a Mail-Order House would need to:

• hold large inventories of a large variety of similar items, manufactured by a large no. of manufacturers.

This means ENORMOUS INVENTORY

CARRYING COST.

• Publicise its "Wares" thru huge catalogs (running into hundreds of pages & covering thousands of items) many of which:
• are seasonal
• tend to become outdated
• deteriorate (low shelf-life)

Printing and distributing thousands of multi-colour printed catalogs to thousands of POTENTIAL buyers spread over a large geographical area can be VERY EXPENSIVE.

and the results can be uncertain.

• To take in huge losses in disposing of UNSOLD items.

But our EXECUTIVE DATA BANK, simulates the business conditions of a Mail Order House in quite a few respect, without having some of its negative aspects.

In the case of a Mail Order House,

• a potential customer glances thru the catalog
• selects one/more items
• fills in a form and mails it to the "house" giving code nos. of the items, prices mentioned in catalog, his own name/address/banker details etc. & asking the House to despatch the items with a promise to pay-up on delivery.
• Upon receipt of this "Request Form", details are fed into a computer which instructs "packers" in different depts/sections to pull-out items ordered, attach PURCHASE ORDER NO. and deliver (thru conveyors) to Central despatch section.
• Central despatch section bundles up all items (after checking/comparing with computer order on its own computer screen), generates computer invoice, fixes it onto the package and gets a Delivery Agency (c&f Agent) to deliver the package and collect payment.

the package and collect payment.

NOW this is an OVERSIMPLIFICATION of the system/procedure involved but the principle is explained.

With the advent of Computers and WAN, the need of printing huge catalogs has disappeared!

NOW any customer can dial the central computerized database of the Mail Order House thru P&T line, using his own home-computer and modem.

If the Computer has graphic capability, he can "see" (in colour also!) thousands of Items on his Computer Screen, which also displays:

• Item Code No.
• Whether in ready stock
• if not, time to get
• Price
• a brief description/specifications of the Item with name of manufacturer
• Manufacturer's MODEL NO.

He can select Item and Place his order, also thru computer.

Rest of the procedure remains same.

When I had thought of REMOTE-ACCESS of our Database by our client companies, I had this MODEL in mind.

There are many similarities - upto the point of Placing order.

Of course, in our case, we do not allow a client to look at:

• Photograph of each Executive
• Detailed "bio-data"

Client has to begin by WRITING-DOWN the search-specifications.

So it is very different from an IDLE WINDOW-SHOPPING (which may or may not result in buyer walking inside the store and making a purchase). He can take hours, see hundreds of items and decide not to buy any.

On a PC also, he can take long time and decide not to buy. All the time he has tied up the CPU - without paying for it!

But we cannot give our clients the luxury of aimless browsing thru our data-bank for hours.

It can be:

• Only on expressed, serious purpose [not idle]
• limited in time
• limited in Scope
• sharply focussed

even though, we might make the "exploration" free-of-cost as far as initial search is concerned. This is to buildup credibility with clients that

"We have the item in stock!"

In a Mail Order House, for each Item $\dots$ (Code No.) you have several pieces in stock.

Or

you may not even have the desired piece in stock but you can get the manufacturer to deliver one to the Warehouse, given 24/48 hours notice.

Warehouse management stocking policy may even allow $\dots$

[to] require the computer to automatically release a REPLENISHMENT ORDER on the manufacturer, the moment stock drops below 2 pieces or suddenly becomes ZERO.

Marketing MBAs

13/4/94

For the last 2 years (since GOI cut off/reduced their financial support), the IITs and IIMs have turned "commercial".

e.g. To pick-up an fresh MBA from IIMA, a Company has to pay:

• One time, lump sum "Service Charge" of Rs. 10000/=
• + Rs. 12000/= per MBA picked-up.

and this year, starting Salaries offered (mostly by foreign Merchant Bankers, FIs, Software Cos, Consulting Companies etc) have touched:

• at Top $\to$ Rs. 3.2 L / Rs. 4.0 L
• at middle $\to$ Rs. 1.0 L / Rs. 1.12 L
• at bottom $\to$ Rs. 0.6 L / Rs. 0.8 L

Given this Scenario, the IIMs are bound to increase their own charges. And Companies will have no option to pay-up.

And Students too have no option. IIM managements have a stranglehold on them. They are not allowed to appear for interviews outside

the Campus

and

even on Campus, they cannot choose to be interviewed by more than 5/6 Companies

and

the moment they accept 2 or 3 offers (they have to accept or reject an offer - no third choice), they are taken-out of the Interview-Circuit!

So, in this MONOPOLISTIC situation both the students and the clients have VERY LIMITED options - something which both do not like but can do very little about it.

But WE can change all that and break up this monopoly!

The Core-Idea is to give both the parties much much wider options.

If we can do that, they will both come to us. As far as

Client-Companies are concerned, they would be even prepared to pay us a much higher fee (Say one month's gross).

How can we give both sides a $\leftarrow$WIDER$\to$ option?

Obviously by getting:

• All MBAs, all over the Country, from all Business Schools (and not only 3 IIMs) to register with us by sending their bio-data/profiles (this bio-data form would have to be differently designed)
• and
• Many many Companies, all over the Country to REGISTER their MBA requirements with us and give us their detailed Company-profile including:
• Org-chart (hierarchy)
• Divisions
• Plants
• SBUs
• Products etc.
• Salary levels
• Promotion Prospects
• and showing where/how many vacancies are there.

Of course, we must code the MBAs names, even though his bio-data would give his performance records through out School/college/post-graduate career, semesterwise.

It would not be possible to keep the company-identity secret, even if we were to give each a code no. We have to give so much detailed info. about the Company, that it would be obvious, which Company we are talking about.

Each Company may be requested to even furnish information such as

"How have our past "selections" have done ? Say

(Image of a graph: Gross Salary $\to$ Worst-Can Rs. 2.2 L, Median Salary Rs. 3.0 lakh, Top Man Rs. 5 Lakh)

our 1989 batch in 1994 i.e. 5 years later.

Such a graph would tell the fresh MBAs what can they expect if they join XYZ Company.

The database should also provide Info. as to how many MBAs has that Company recruited each of last 5 years, giving their "graduating year, the Business school and their current "designation" in the organisation. This would tell the prospective, fresh MBA whether that Company has a culture of hiring MBAs on a regular basis or does it do it only occasionally.

As far as our database on COMPANIES is concerned, it would have to all listed companies (maybe CMIE/DART) irrespective of whether they have registered their requirements with us or not.

The only cannot we can hold out to the graduating batch of MBAs is that,

they can "remote-access" data on 4000 Companies (industry wise/region wise if they like)

only if

they register with us !!

And to build-up credentials, we should start with lesser-known, low profile Business Schools, which are finding it difficult to attract well-known Companies to come to their Campuses for selection.

In such Business Schools, both the students and the Placement Officer would be very happy to "register" with us. The Managements of such schools would actually encourage their students to register with us. We would be helping to reduce their responsibility/their worry re. placement of their students.

If these Managements (of these lesser known B-Schools) cannot place their students, their own reputation is at stake. No one would want to join them.

But if they succeed (with our help) in placing all of their students, their reputation goes up! They can claim "100% PLACEMENT FOR OUR GRADUATING BATCHES" in their prospectus!!

This would attract more students to join.

So our sales-pitch must start with the "most-amenable" institutions.

and

Our sales-pitch as far as Companies are concerned, must necessarily start with medium-sized Companies who cannot/will not

• get access to IIMs / Jamnalal Bajaj etc.
• have time/money to send interview teams to 3/4 less-known colleges.

They should however, be willing to pay our (1 month) fees in case of actual placement by accessing our database.

We may allow these Companies free access to our database

• as far as searching/short-listing is concerned.

But arranging interviews should be in our Control - so that we are not by-passed.

Once we have operated the System successfully with

• Smaller Companies
• and Smaller B-Schools

for 2/3 placement-Sessions, we should approach the bigger Companies having regular intake of MBAs.

By the time, we approach bigger Cos, we should have debugged/stream-lined the system thoroughly. When dealing with big Cos, we cannot afford "glitches". It must work flawlessly. Then only it will inspire confidence.

Our Sales pitch with big Cos will be:

"In your anxiety to grab the best MBAs from the best IIMs, have you been overlooking equally good candidates from lesser-known Business schools?

And after failing to get the FIRST-DAY or the SECOND-DAY positions at the IIMs, are you, in any case, picking up students who are no better than the BEST students at some of the other B-Schools?

And in doing so, are you tacitly

restricting your choice to no more than 10 CHOOSY students. (Who seem to be doing you a favour by agreeing to meet you!) for 3 CHOICEST positions in your Organisation?

For those 3 CHOICE positions, would you not like to

• Screen 100 SUITABLE bio-datas?
• Interview 30 IDEAL Candidates?
• Issue 8 Offer-letters?
• ensure 5 "acceptances"?

You can do all this and better by joining 3P MBA CLUB.

• a Club which gives you a choice of scanning our data-base (sitting in your own office - and on the screen of your own PC), of 3000 graduating MBAs from 150 Business - Schools.

The last stage of our Campaign (may be 4 years after we start) would be to approach IIMs.

Most likely they would not agree to co-operate with us - not till they realise that they could be by-passed!

On each Campus (A'bad/Calcutta/Bangalore/Delhi) we shall distribute just 5 floppies containing

• full background on how 3P MBA CLUB works
• In last 4 years, how many Companies have placed, how many of "our" student-members in their Organisations
• List of 4000 listed Companies where detailed profile our database carries
• Format in which an MBA student can fill in his bio-data and mail the floppy to us (or remote-transfer over P&T line) in order to become a MEMBER which will give him a Secret pass-word to enable him to access bio of 4000 companies & record his choice of companies

which, he would like his bio-data to be referred to.

• How, based on the Member-Cos. Searching our database and zeroing onto his bio-data, he could get
• Summer Placements
• Final placement (tentative offer subject to personal interview)

from SEVERAL Companies - maybe 20/30 companies, giving him a much wider choice than what his IIM Placement Officer would allow!

He can rank "Salary-Packages" / promotion prospects / locational preferences etc. etc.

Short-List, 2/3 Companies of HIS choice!

And he can do this months before the final exams.! - and if he has a PC, sitting in his room!!

14/4/94

To implement this strategy, the steps to be taken are:

(1)

• Compile an all-India list of all B-Schools offering MBA (or for that matter programs such as
• Master of Personnel Mgmt - MPM/MSN
• Marketing - MMM
• Financial - MFM.
• Chartered Fin. Analyst - CFA.
• etc. etc)
• Compile list of Companies to be approached

(2) Design

• a) Forms & Approach letter to B-Schools
• b) " " " " for Companies

(3) Design Screens/Output statements that the students/Companies might want to see (on screen or hardcopy)

(4) Design Software/Test/Trial runs.

From all B-Schools, we should try to get last 10 years lists of each years "placements". So we come to know which companies have been hiring MBAs!

We should also try to get ALUMNI-MEMBERSHIP LISTS from each B-School. These would give us similar information.

We can, then, rank the Companies in the descending order of

• MBA Intake
• MBAs currently working with each Co.

We could even give this as a SUMMER-PROJECT or even MBA dissertation project to Jamnalal Bajaj Institute by giving a generous "grant" (Say Rs. 25000/=) and make it look like a SPONSORED RESEARCH PROJECT. This way, there will be less resistance (to sharing information) on part of participating B-Schools. Our Terms of Reference (to Bajaj Team) must not look as if

• it is a mere data compilation work
• it has a "COMMERCIAL" angle

Some 3 years back, when we had approached IIM-A, for their Alumni-list (or list of all past students), they had asked us Rs. 3000/= for the Computer print-out. Now the price

might have gone to Rs. 5000/=. If we were to compile such lists from all MBA Schools, it would perhaps cost us, not less than Rs. 25000/=.

Marketing Overseas.

12/4/94

Over the next 10 years, telecommunication will bring a revolution in the manner - and the speed with which information will flow across the national boundaries.

As of today, such information-flow is largely confined to

• Market Data
• Product Data
• Company Data
• Share/Fin. Instrument Data
• Money transfer/For. Exch. Data etc. etc

We could pioneer and add to this list "Personnel Data".

Already, we see that the financial - resources of multinational Companies are freely flowing to those countries which give

• access to regional markets
• higher financial returns.

Companies are less-and-less bothered about "manufacturing" products in their own Countries and then trying to "Export" to other countries.

In another 3 days, new GATT will be Signed by over 100 Countries - lowering

all kinds of tariff-barriers in a phased manner over next 10 years to enable free flow of goods - and Services.

And this will also see a less-restrictive flow of Professionals across the globe.

So it would not be surprising to see an American Company wanting to put-up a mfg operation in Ghana wanting to source people (professionals) from India.

We, already have an example of Belleli trying to shift their Engineering office from Italy to Saudi Arabia and wanting to staff it with 40 designers/draftsmen from India.

This will increasingly become the NEW GLOBAL EQUATION,

already happening where national boundaries will be disregarded. in the SOFTWARE Only economic-sense will prevail.

Those Companies that Cannot/will not heed this new equation will be disadvantaged Vis-a-vis those who do.

The Americans/Europeans/Japanese Companies will be the pioneers in this new game-plan because their own man-power costs are getting to be prohibitive.

They will therefore turn to countries like India where

• Skills are comparable
• Costs (Salaries) are low

giving them a 1:5 or 1:10 cost advantage.

We have seen this happening in the Software Industry.

Next should be "Engineering Consultancy/Eng. Project Management" industry. Because, like software, this too is a BRAIN-POWER intensive industry! Only office-space and few computers are required.

Gradually it will cover, many other "SERVICE INDUSTRIES" (e.g. Keralite doctors & nurses all over Europe). (Of course, local labour-Unions will not allow unskilled/semi-skilled/skilled manual labour jobs to be filled by foreigners.

Then there will be Indian Companies undertaking Projects abroad. They will want to mobilise teams to be sent abroad for 2/3 years - and again demobilise on completion.

MARKETTING.

27-3-94

In marketing, one of our best spokesmen/advertisement could be the Executives, whom we have "placed" with one of our many clients.

Especially, if their new assignment has been satisfying in terms of Salary / Career growth.

To begin with (in the earlier stage of their new placement) they should be happy because

• they would have changed on a higher designation
• they would have picked up 25% - 100% more salary.

So they should be "happy" with us as well since we do NOT charge them anything!

But we may have even met many of them - and would not recognise them if we were to meet them on the road next week!

In fact, I have already experienced of an executive meeting me in a Client's office and

Saying

"Hello, Mr. Parekh, do you remember me? I am So-and-so . You placed me in this company 3 months ago."

And if this is said in the presence of the Client, it becomes quite embarrassing.

That will happen more-and-more and cannot be helped.

But what I want to suggest here is,

"How can we turn this "GOODWILL" to our advantage ?"

Obviously, each of such executive (placed by us) could be instrumental in

• bringing more "business" to us from his new employer
• bringing "business" to us from his "old" employer - if he is still in their good books.
• bringing more "executives" to

register with us - friends/colleagues/associates/relatives etc. etc!

But all of these will depend upon our maintaining regular contact with him and encouraging him towards these activities.

To be able to maintain contact with him, we need to create a file such as follows:

This could provide good "lead" for "head-hunting".

Database of Executives Placed by Us.

Client Co. Name:
" Co. Code:
Name of Executive Placed	Date Joined	Location at which Joined	Designation New Co.	Designation Old Co.	Salary New Co.	Salary Old Co.	NEW Resi. Address

 

Creation of such a database file should be a "bye-product" of the

• Purchase Order Execution Processing
• Accounting Module

We should not have to key-in any data again/second time, for creation of this file.

We can maintain this file

• Client Company wise
• also
• Single, chronologically (Date of joining wise) arranged file, with name of client Company appearing in the last column.

This would enable us to send out letters to each Candidate on his date of joining (or date of appt. letter) and wishing him a

"HAPPY ANNIVERSARY OF JOINING"

This could be a "standard letter" printed-out automatically by the system.

The letter would enclose an

"up-date form" and request him to return the same after filling in. The letter would inquire about the progress made by him during the past one year.

Obviously the letter would have to be mailed to his (new) residential address. This is one of the most important requirement (to be able to maintain contact).

Therefore, as soon as an Executive joins a new Company (thru our efforts), we must send him a REPLY-PAID post-card (pre-printed) at his new office-address and ask him to fill-in his NEW RESIDENTIAL ADDRESS/PHONE NO. and return to us. Like a leech, we must persist till we get his new residential address. As soon as received, our records must be updated.

A Word of Caution:

PEN (Permanent Executive Number) of an Executive must never be revealed in an open communication like a post-card.

I have said earlier, that we will

encourage all executives registered with us to up-date their bio-data in our Databank,

DIRECTLY & REMOTELY

(without anyone at 3P even being aware of this)

by using

• his own PC (across the Country)
• a modem
• P&T line

But to prevent MISCHIEF following precautions/Safeguards must be built into the System:

a. NO executive can update anyone else's bio-data except his own. only.

b. Even his own bio-data, he will not succeed in updating by simply using a PEN.

The System must make sure that it is the SAME PERSON who is trying to update the record. So it will simply NOT allow access to the database just because someone, remotely enters a PEN.

To ensure that it is the SAME person, the System will

Flash a few key questions on the Screen and ask the person to enter his answers: These questions could be of personal nature: e.g.

1. Please print your birth-date / Resi. Address / Phone NOs.
2. Name/Age of your children
3. your past employers' names / periods.

By cross-checking, only when the system is satisfied that the Same person is at the other end, will it allow it to proceed with UP-DATING.

In case of "doubt", the system will ask him to give his fax no. or current Residential address and tell him

We seem to have a VERIFICATION problem. Therefore we propose to send you an UP-DATE form thru fax/mail, which, we request you to fill-in and return. Pl. type in your current resi. address/fax no. below. Our own address/fax no. are given at the bottom.