Locking Horns: Airtel vs Jio

Locking Horns: Airtel vs Jio

PGPM Class of 2019-20 Student Sayali Nadhe, of Great Lakes Institute of Management, Gurgaon, talks about the brewing broadband war between Airtel and Jio

Bharati Airtel Limited, commonly known as Airtel, is an Indian global telecommunication service company and one of the top providers of telecommunication service across Asia, Africa and Channel Islands [1]The company, which was India’s largest operator till a year ago, lost its spot to Reliance Jio which stormed into the telecom sector in September 2016 with its disruptive voice and data offerings [2].

On one hand, we have the worst time for India’s automobile sector and on the other, the telecom sector is set to boom as telecom tower tenancy ratio will increase from 1.95 times in 2016 to 2.9 times by 2020 due to the expansion of 3G, 4G and the onset of 5G technologies [3]. “Data is the new oil” says Mukesh Ambani, Chairman of Reliance Industries and Founder of Reliance Jio, who entered the telecom sector with the launch of Reliance Jio, shook up India’s telecom market and grabbed the number one position by revenue within just three years.

PGPM Class of 2019-20 Student Sayali Nadhe, of Great Lakes Institute of Management, Gurgaon, talks about the brewing broadband war between Airtel and Jio

Is Reliance Jio creating a monopoly in the market? Jio aims at creating an entire digital ecosystem, offering services almost in every telecom application. Increasing customer base by providing attractive offers was always their strategy of expansion. Jio’s mega plan, Jio GigaFiber, can disrupt the home internet space just the same way it transformed the mobile internet landscape. It is constantly expanding its customer base by proposing “Welcome Offers” through free subscription to Hotstar, free HD or 4K LED TV and 4K Jio set-top box, and a ‘First Day First Show’ feature expected to be launched by 2020 which would enable premium subscribers to stream new movies on the day of their theatrical release [4].

Jio has triggered a broadband war with other telecom operators, and which Gladiator would turn out to the champion in this war will be decided by no one else but the customers. Consumers are attracted towards cashbacks, free goodies, and convenient services which carry a low switching cost. Jio has indirectly made it inevitable for other operators to come up with new services to increase and retain their customer base.

PGPM Class of 2019-20 Student Sayali Nadhe, of Great Lakes Institute of Management, Gurgaon, talks about the brewing broadband war between Airtel and Jio

Airtel has returned fire by providing new offers in response to Reliance Jio’s disruptive broadband services. Airtel is coming up with the Omni-Channel strategy to entice all types of users from Mobile Services, Direct-to-Home TV to Broadband, with a range of super-premium tariff packs. The operator is tying up all loose ends to beat Reliance Jio’s offerings. For starters, the telco would offer an Android-based Smart Set-Top Box with high-speed broadband, free LED TV, which may also be bundled with various digital plans in ways similar to Jio’s.

From the point of view of coverage, even if Jio has reached a number of rural villages in India, considering data speeds Airtel fares better than Jio. Therefore, Airtel can certainly leverage this capability to target rural areas. A good and stable high-speed internet service can aid seamless access to the internet at home, schools, colleges and business places. This can help Airtel to have an edge over Jio with its sizeable customer base across post-paid mobile, DTH, broadband services, etc. Airtel has also merged with Tata Teleservices to expand their customer base and gain wider access to the 4G spectrum. This deal will again help Airtel to compete with Jio.

Customers now-a-days demand not only high speed data access, but also an uninterrupted service at the lowest price point. Therefore, value-rich tariff plans that would carry its seamless services across wider geographies would aid Airtel in its game plan to attract new customers and retain existing ones, thereby sustaining and improving its revenues and overall growth.

PGPM Class of 2019-20 Student Sayali Nadhe, of Great Lakes Institute of Management, Gurgaon, talks about the brewing broadband war between Airtel and Jio

Written by: Sayali Nadhe

PGPM “Spartan” Class 2020

Great Lakes Institute of Management, Gurgaon

Sayali Nadhe of PGPM "Spartans" Batch of 2019-20 at Great Lakes Institute of Management talks about her views on the Broadband War between Airtel and Jio.

Sources:

[1]: https://www.statista.com/topics/4859/airtel/

[2]: https://www.moneycontrol.com/news/business/jio-beats-airtel-voda-idea-to-be-top-telecom-revenue-earner-at-rs-10900-cr-in-june-quarter-4378251.html

[3]: https://www.investindia.gov.in/sector/telecom

[4]: https://www.hindustantimes.com/tech/reliance-jio-gigafiber-commercial-launch-announced-check-details-here/story-z65w6135sU3yiOti2NFJ1O.html

Decoding the Reliance-Aramco Deal

Decoding the Reliance-Aramco Deal

Great Lakes Institute of Management, Gurgaon, student Surya Jain talks about his opinions on the Reliance-Aramco deal.

An investment in Reliance Group, rather the biggest one in its 53-year history, might just result in one of the largest ever foreign investment by any overseas company into India. This investor is none other but Saudi Aramco, which is not only the world’s largest and lowest cost-per-barrel producer of crude oil but also the most profitable company in the world [1]. This company is in talks to invest a handsome amount in the largest private-sector corporation in India.

Great Lakes Institute of Management, Gurgaon, PGDM 2019-21 student Surya Jain talks about his opinions on the Reliance-Aramco deal.

The relationship between Saudi Aramco and Reliance Industries has already been a long one, 25 years to be specific. Saudi Aramco has already supplied 2 billion barrels of crude oil for processing at RIL’s refinery at Jamnagar till date. A potential 20% stake in the Oil-to-Chemical division comprising of Refining, Petrochemicals and Fuel Marketing Business of Reliance Industries carries an Enterprise Value of US $75 billion [2]. This deal will also result in Saudi Aramco supplying 5,00,000 barrels of Crude oil per day to Jamnagar refinery on a long-term basis [3].

However, the deal didn’t really have a great start. It fell apart on multiple occasions with Reliance demanding a higher valuation which, indeed, they were able to command with a much higher multiple than industry standards. As a part of the deal, Reliance industries will carve its oil-to-chemicals division and will become an independent entity in 5 years. However, for the first 5 years, Saudi Aramco will not directly own shares in the business division, though it will get a chance to appoint a key business leader, tentatively the COO, to oversee it [4]. Apart from this, Saudi Aramco has been on an acquisition spree and making other major investments in Asia to bolster its presence, building refineries in Indonesia, South Korea, China, and Malaysia.

PGDM student from Class of 2019-21 at Great Lakes Institute of Management, Gurgaon, Surya Jain, talks about his opinions on the Reliance-Aramco deal.

To put things in perspective, Saudi Arabia’s oil export to the US was ~2,62,053 BPD in July 2019, nearly 62% down from 6,87,946 BPD as compared in August 2018, as a result of the US becoming self-reliant than ever [5]. This has resulted from the US Shale Oil Revolution and has been one of the major reason of OPEC production cut in 2017, resulting in reduced supply to the largest, transparent and timeliest market – The US. At the same time, according to a report by Wood Mackenzie, India will surpass China to become the second-largest oil demand growth center in 2019 remaining only behind the US and helping them offset a slowdown elsewhere through growth in Indian markets [6].

On the backdrop, this deal seems to be a perfect solution for Saudi Aramco to maintain stronghold and grip on the fastest-growing oil market in the world (bolstered by the swelling middle class) where it is facing stiff competition. By competition, we also mean the US, which is ramping up shale exports, and Russia who is looking for new customers and trying to making inroads

Suppliers of Crude Oil to India
Source : Ministry of Petroleum and Natural Gas

Stepping into Mr. Mukesh Ambani’s shoes and understanding the story from his perspective, the deal will provide Reliance with the much-required cash to de-leverage its balance sheet, bring net debt to zero by March 2021, and fund the Jio and Digital business [7]. This is part of the company’s larger effort to expand its consumer-facing business including its retail chain, and its effort to move into the technology sector and internet services by diversifying from its core oil refining and petrochemical business. This deal seems to be a perfect synergy between the interests of the world’s largest oil producer and the ambitions of one of India’s largest conglomerates.

Great Lakes Institute of Management, Gurgaon, PGDM class of 2019-21 student Surya Jain talks about his opinions on the Reliance-Aramco deal and how it would benefit Mukesh Ambani's conglomerate and the world's largest corporation.

Written by: Surya Jain – PGDM “Apache” Class of 2021

Great Lakes Institute of Management, Gurgaon

Great Lakes Institute of Management, Gurgaon, PGDM class of 2019-21 student Surya Jain talks about his opinions on the Reliance-Aramco deal and how it would benefit Mukesh Ambani's conglomerate and the world's largest corporation.

References

[1]: https://www.linkedin.com/feed/news/the-worlds-most-profitable-company-4984378/

[2]:  https://www.bloomberg.com/news/articles/2019-08-14/saudis-defending-coveted-indian-oil-market-with-reliance-tie-up

[3]: https://www.vccircle.com/reliance-to-sell-20-stake-in-oil-to-chemicals-business-to-saudi-aramco

[4]: https://economictimes.indiatimes.com/industry/energy/oil-gas/ril-to-hive-off-oil-to-chemicals-business-into-separate-company-in-five-years-rils-pms prasad/articleshow/70651943.cms?from=mdr

[5]: https://www.cnbc.com/2019/08/15/saudi-arabia-dramatically-changing-its-oil-exports-to-china-and-the-us.html

[6]: https://economictimes.indiatimes.com/industry/energy/oil-gas/india-to-surpass-china-to-become-2nd-largest-oil-demand-centre-in-2019/articleshow/67641257.cms?from=mdr

[7]: https://www.financialexpress.com/industry/reliance-industries-agm-live-updates-mukesh-ambani-jio-giga-fiber-jio-phone-3-ril-stock-price-reliance-plan-12-aug-2019/1672964/

Change is Good, “I’m Lovin’ It!”

Change is Good, “I’m Lovin’ It!”

Ranjeeta Gupta, PGPM Class of 2020 student at Great Lakes Institute of Management, Gurgaon, talks about a sustainable new strategy for McDonald's Happy Meal toys.

McDonald’s is the world’s largest restaurant chain, with 37,855 restaurants serving over 69 million customers daily in over a hundred countries worldwide [1]. Short time-to-serve, attractive pricing and offers, adapting to local tastes and preferences in different countries, and the traditional McDonald’s Happy Meal have been some of the prominent strategies of the chain that have stood the test of time. They understand the desire of their consumers and keep upgrading and evolving, not just for the consumers but for the benefit of environment as well.

Two British children,aged 7 and 10 have, launched a petition stating that the plastic toys that come with McDonald’s Happy Meal cannot be recycled and often end up being discarded. This petition has already garnered 325,000 petitions [2]. This movement gives a new direction to the firm in a constructive manner. Amidst growing environmental concerns, the fast food chain is also trying to live up to the expectations for minimum or no disturbance to nature. In the past, it has replaced plastic straws and cups with paper ones. Now the focus has shifted towards plastic toys given away by McDonald’s as a part of its Happy Meal packs and its hazardous effect on the environment.

Ranjeeta Gupta, PGPM Class of 2020 student at Great Lakes Institute of Management, Gurgaon, talks about a sustainable new strategy for McDonald's Happy Meal toys.

McDonald’s can now explore new avenues such as “Sweet Edible Toys” of different flavors, which children can enjoy playing with, and would be not only be harmless but also serve as a neat dessert idea after a scrumptious Happy Meal. This would curb the menace of plastic pollution and, at the same time, would entice more kids to ask for a Happy Meal at an outlet. Introducing new variants of these toys with trending animated movie and comic book characters would help the brand and the product build and maintain its clout among its young customers.

Another option they can explore would be personalized happy meal boxes. Young patrons can have their own pictures or personal messages printed on the biodegradable paper boxes used to pack Happy Meals. Binding this with customer-driven social media campaigns for user-generated content can turn out to be a cost-effective marketing strategy and drive more customers to go “I’m Lovin’ It!” Social acceptance and bragging rights are some of the top priorities of the digitally-enabled youth worldwide. Engaging customers in content co-creation would be mutually beneficial for the customers as well as the brand.

The fast-food giant has started taking all possible steps to reduce the harm caused to the environment by its activities. By 2025, McDonald’s plans to use renewable, recyclable and certified materials in all kinds of packaging [3]. “With great power comes great responsibility”, and McDonald’s is very well cognizant of this fact. To survive in the long run, it is imperative for the company to be sensible enough in taking rational decisions which is in-line with the expectation and need of the society as a whole.

Ranjeeta Gupta, PGPM Class of 2020 student at Great Lakes Institute of Management, Gurgaon, talks about a sustainable new strategy for McDonald's Happy Meal toys.

Children these days need not always be enticed with physical incentives such as toys and the likes. Proliferation of technology and increase use of personal devices by younger demographics have opened up doorways to new ideas for types of incentives. A brand like McDonald’s can bring about a revolution and transform itself into an environmentally-responsible brand by going eco friendly or by going digital, or both. This is where we would let the creative heads at McDonald’s’ marketing fraternity do the thinking.

Written by: Ranjeeta Gupta – PGPM “Spartan” Class of 2020

Great Lakes Institute of Management, Gurgaon

References:

[1]: https://expandedramblings.com/index.php/mcdonalds-statistics/

[2]: https://www.wsj.com/articles/mcdonalds-happy-meal-toys-caught-in-backlash-over-plastic-11562583605

[3]: https://www.independent.co.uk/news/business/news/mcdonalds-packaging-sustainable-cut-renewable-recycling-latte-levy-a8162231.html

Winds of Change: Indian E-Commerce Space

Winds of Change: Indian E-Commerce Space

It has been 5 years since Amazon came to India, loaded with $5 Billion worth of committed investment to establish amongst the then home-grown marketplace, Flipkart and Snapdeal. In no time Amazon expanded its wings. Since its inception in June 2013, Amazon has grown both in terms of scale and brand value. Though it may seem to be a simple strategy,

More Units sold => More Customers => More Brand Value

It hasn’t worked as well for many others; brand value is developed through marketing which is not limited to mere advertisements. It is also to come real on those promises and exceed customer expectations in due course. Instead of just fulfilling the customer needs, Amazon is vying to provide customer delight. It is very difficult to make each customer happy but you can attempt to satisfy your customers by adding value to your offerings at the same price point.

There are various customer-centric steps taken by Amazon. These include quick response Customer care team, average product rating criteria wherein Amazon suspends extremely poor rated products, quick & free delivery for Prime products, add-on purchase features like book delivery or leave with neighbour, the latest subscribe & save deliveries, Amazon Pay convenience, early deal access for Prime members, AZ Guarantee, best in class packaging and that’s not it, add-on value services like Amazon Prime Video, Prime Music, Kindle, Alexa, Prime Now, Fire TV.

These add-on value services & products offered can be divided into 3 categories:

  • Services: 2 day delivery on Prime products, 2-hour deliveries on Amazon Now groceries store, Amazon Pay wallet.
  • Assortment: More depth and width (Merchandising and Assortment), Alexa, Amazon Basics (headphones to office chairs), Solimo, Kindle, firetv stick, Myx, Symbol, 10.or etc.
  • Digital Content: Amazon Prime Video (original domestic content as well), Prime Music.

Amazon’s bouquet of products and services

Many of these benefits and value services are coupled with annual ₹999/- Prime membership. Amazon Prime includes video and music content with additional buying and product delivery based benefits. Amazon has grown beyond the marketplace model; hence, it will be wrong to call it just a marketplace for buying goods. This appears to be the competitive advantage for Amazon’s rapid expansion, which is shrinking space for others in the market. They are playing the cards right through product diversification and this is also visible in their vision and mission statement:

“Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online”

The strategy is right or not, time will tell but Indian E-commerce seems to be in for a new showdown between Amazon and Walmart with Flipkart’s acquisition. With Walmart’s expertise in offline retail and the successful changes it made to its US strategy, Walmart might not stay too far behind for too long. The firm might also utilize Flipkart and its strong ecosystem in India (Myntra, Jabong, PhonePe etc.) to export ideas to the rest of the business offerings.

Just like Amazon, Flipkart has also been developing private label brands such as Roadster, MarQ, Perfect Homes etc. These private label brands can help improve the profitability of these marketplaces in the long run.

When these companies will start looking to move past the revenue growth and towards unit economics, the market will move towards stabilization. However, given the rivalry between these US-based behemoths as well as with other international players such as China’s Alibaba (with its payments subsidiary Alipay holds more than 50% stake in Paytm Mall) this stabilization period might get further delayed.

With a population of 1.3 billion & rising affluence, India is one of the most appealing retail markets currently. As the opportunities for these players are expanding, Indian consumers need to gear up for the upcoming shopping spree offered by these marketplaces. With a bouquet of services aimed at the target segments, Amazon seems to be ahead of the pack. However, for how long will it keep investing & diversifying these services apart from the marketplace could determine the success it is aiming for and how well the other players counter this threat is an interesting development to keep tabs on in this ‘Battle of Giants’.

Author: Shaleen Mishra

PGPM, Class of 2019, Great Lakes, Gurgaon

Social Media: Perfect Communication Channel for Startups

Social media has emerged as an integral part of our daily lives. As of April 2018, the active social media users are more than 3.3 billion. This number is staggering and qualifies to be a world in itself. When fabricating a startup, you have to go where your group of onlookers are and engage with them keeping in mind the end goal to develop your business plan. Today, the place to run advertisements is web-based platforms such as Facebook, Twitter, Instagram, Snapchat and the sky is the limit. These social channels act as a bridge between the individuals and brands. They have turned into a vital component to increase exposure, raise brand mindfulness, create leads and boost client transformation rates. This is particularly critical for startups that are working with little spending plans, in an ever-increasing competitive entrepreneurial market. This information-driven advertising approach helps you direct your focus on individuals rapidly so they can be acquainted with the startup offerings at the click of a mouse. Social media hands over an opportunity of easy access for customers and to get a genuine feedback from its potential client in a shorter traverse of time. We can explore different avenues regarding our internet-based content to catch the essence of the offering among clients of various demographics. In order to integrate social media marketing with other communication channel and to have a competitive edge, startups ought to maximize the online presence by working on an effective social media strategy.

Stitch a plan that works for your need:

Turning to long-range social networking as a method for business advancement doesn’t just mean being available on the web. In actuality, this is a confounded procedure and, accordingly, it requires completing an exhaustive research and building an arrangement that will keep you on course. Startups have to build a strategy that fits well for their business offering. Something that works for one startup would not necessarily work for others. Identify the unique value proposition, the point of parity and disparity of the business with its competitors should be thought out before formulating a road map of implementation.

Target audience segmentation:

To construct a content for your audience, we have to distinguish their identity. Startups need to segment their potential client to get hold of the purchaser persona. By surveying your audience’s experience data such as their occupations, hobbies, interests, training, and additionally, some fundamental statistic factors such as age range, sexual orientation, and wage, could have the capacity to effectively focus on your gathering of people, convey true client experience and stitch deals.

Identify the correct social media marketing channel:

When online networking showcasing plan is figured, a startup needs to distinguish the web-based life stage they have to fabricate their presence. Every internet-based platform is one of a kind in their group of onlookers focusing on and has diverse reasons, new companies need to recognize the channel that fits their need. Focus on the channel that would contact the correct group of onlookers for your business like for B2C business, Facebook and Twitter could be the correct channel however for B2B LinkedIn could be the ideal place.

Learn about your competitors:

Before beginning with social media content creation effort, one should explore their competitors. Begin with distinguishing them by picking the organizations working in the similar space. Consider their advertising technique, content marketing strategy and customize your online presence accordingly. Additionally, keep an eye on the social media campaigns being run by the competitors and work on formulating a marketing strategy to counter the competition.

Knowledge about the end goal:

Make a long-haul objective to be accomplished through social media marketing to accomplish exceptional yield on investment of your time and money. For some producing Facebook likes or Twitter retweets and followers could be the objective yet for others, their frameworks would be centered around creating more prominent activity volume, web referrals, exceptional client target and high conversion rates. Conceptualize about the objective and plan of your road ahead customized to achieve the final goal.

Focus on content creation:

Content is the core of social media advertising. The more engaging and slanting substance one can make, more would be the traffic volume. Substance ought to be influenced creative to connect with the gathering of people to make the buzz about the contributions and to influence them to share content over various profiles. Additionally, content should be in sync with the motto of the startup and should highlight the unique selling proposition about the offerings. They should make utilization of the most recent happenings and inclining points and draw in the crowd by associating the substance with it.

Real-time feedback tracking:

The most ideal approach to benefit as much as possible from your web-based presence is to gather moment criticism by checking your clients’ exchanges. Along these lines, you will have the capacity to discover how your intended interest group feels about your product and utilize the opinions valuable to enhance your approach. In particular, internet-based life enables you to furnish your customers with the continuous service and immediate feedback. On the other hand, you can likewise screen the audience’s feelings about your latest released product and recognize any potential client encounter issues and settle them on time.

Happy Marketing!

Author: Kumar Shreesh

PGPM, Class of 2019, Great Lakes, Gurgaon

Changing Consumer Trends: Resource Pooling

With the dawn of modern ages and increased consumerism, there has been a major shift in customer attitudes. The buyer of today is more prudent and very avaricious when it comes to spending, majorly in the case of high involvement goods and services. He asks a million questions before engaging in any transaction, not because he is a Scrooge, but because he has knowledge.

Coupled with his sagacious attitude are the changing demographics and household patterns. The traditional Indian household included husband, wife and their children, but with the rising incomes and job opportunities, there has been a rise in the “DINKS”-Double Income No Kids. This generation is more independent and expedient in utilizing its resources in an effective manner so as to save for their lavish future.

The above phenomenon has given rise to a new trend, i.e. the use of “pooled resources”. The millennials have been dextrous enough in planning their daily as well as monthly expenditures. Take the case of Uber pool or Ola Share which have been affiliated as the prime source of revenue for the cab aggregator. This was a boon for the youngsters who were able to save huge costs on a day to day basis for commutation. Ola reports “Ola Share” to be its prime source of revenue. The prime competitor Uber was forced to launch “Uber Pool” given its losing market share, because of the monopoly Ola had created given its Share services. Airbnb which allows people to rent their properties for a short-term accommodation has also seen a rapid rise in its growth in India in the past years. Be it your holiday in Goa or a short trip to any metro city, Airbnb is an excellent option which people swear by.

Nestaway, a platform that allows bachelors to rent fully furnished flats on a sharing basis is also a glorious example. It saves you the hassles of hefty deposits, landlord restrictions and provides you with ease of payment. It has also ventured into providing homes for families. Brands have been emulating the trend and some have been instrumental in shaping their value proposition to serve customer needs. For example, Netflix which allows multiple users to share a single account. The customer base for Netflix ranges from teenagers to middle-aged men and women. They have been overwhelmed by the pooled subscription policy brought about by Netflix and this has helped the brand to gain momentum in the Indian market. Falling in the same line are the mammoth telecom operators which provide family pack tariffs and the credit card companies that offer cards which can be tailored to be used by the entire family.

A newly emerging trend is that of “bicycle renting” which can be seen in some cities of India. With the rising awareness about their health and well-being, people are quite impressed by this latest bearing.  With major entrants like OFO and PEDL making their way into the Indian market, customers can rent a bike at dearth cheap prices on an hourly basis. This saves them the cost of investing 2 -6 grand on a new bicycle and the guilt of not using it in future.

To conclude, the trends portray that consumers are getting more and more inclined towards renting or pooling resources rather than investing huge sums of money on them. From shared cab services and shared accommodations to renting furniture and pooling Netflix accounts, the consumers are making the decision of not purchasing but rather, sharing. Understanding the needs of this new generation of consumers, the brands are cashing in on the opportunities which have been a result of the changing demographics and consumption patterns of the millennials and brought in really innovative and valuable product and service offerings.

Author: Bhawna Ahuja

PGPM, Class of 2019, Great Lakes, Gurgaon

Vicks – Generations of Care: Marketing beyond Product Promotion

#TouchOfCare: On March 29th, 2017, a new video advertisement promoting the Vicks brand created a sensation by striking the most sensitive nerve of the Indian population. Created by Publicis Singapore, the video, spanning 3 and a half minutes, tells the story of a young girl Gayatri who is on her way to boarding school. 10 years ago, Gayatri lost her mother to a life-threatening disease and was later adopted by Gauri Sawant. Being thrown out of the house at the age of 18, Gauri has seen her own share of struggles in life before she met Gayatri. Gauri raised Gayatri as her own child, pampering and looking after her all along. Gayatri recalls a memory of being ill and Gauri using Vicks to treat her and spending the night by her side. In a span of 10 years, the two grew closer to each other, surpassing the mother-daughter relationship and becoming best friends. Gauri wants Gayatri to become a doctor. But Gayatri aspires to become a lawyer, for her mother Gauri, a transgender woman.

The ad has received 10 million views on YouTube and has been one of the most touching ads to go viral in recent times. This video has been a part of numerous “Try not to cry” challenges as well. A guaranteed tear-jerker for most who have watched it, the video still continues to be shared on social media more than a year after it was released.

Vicks as a Brand: For generations, Vicks has been a part of nearly every household around the world. It’s an easily available over-the-counter medicine for mild fevers, cold and cough. Vicks VapoRub ointment, along with other products under the brand, basks in the glory of a 96.5 market share in the “VapoRub” segment. What began as an innovative new home remedy christened Vick’s Magic Croup Salve in 1905, by pharmacist Lunsford Richardson and Dr. Joshua Vick, was later rebranded as Vicks VapoRub in 1912. In 1985, American multi-national consumer products manufacturer Procter and Gamble Co. bought the Vicks brand and has been manufacturing and distributing its products worldwide. Vicks VapoRub can be found among the common medicines in a large number of households and even in travel kits of people all around the world.

The Evolution of Vicks VapoRub

“Mother”: With a brand image and a market share as immense as it has, why Vicks need to invest in such an emotionally charged advertisement to grab the attention of the masses? The answer lies in the very heart of Indian values and culture. In a typical Indian family, the father is the head of the family, following a patriarchal family system for centuries. But it’s the mother who breathes life into the family. A mother is someone who has borne intense pain to give birth to her children and raise them. And she continues to do so for the rest of her life even after her children have grown up and are capable of taking care of themselves. She spends sleepless nights when one of her children falls ill. Right from working and earning to doing household chores like cooking, a mother always does everything keeping her children in mind. For a majority of children in India, as well as a fair share of adults, there’s no worry in the world that a mother’s touch and soothing words cannot cure. Through this ad, Vicks and Publicis Singapore emphasize this very sentiment which has been the cornerstone of Indian families for ages. And Vicks VapoRub has been one of the instruments of motherly love as most Indians have a memory of falling ill and their mothers applying Vicks VapoRub on their chest, nose and foreheads before they drift off into a peaceful sleep for the night. And the ad reinforces this role that the product plays. But the story does not end there.

Discrimination against Transgender Women: India has a population of roughly 4.9 lakh transgender women. Discrimination against them is on the rise. Every day, they are subject to harassment in public, often even of a sexual nature. They are despised and looked down on by “normal” people as an abomination. There have been cases of doctors refusing to examine transgender women or trying to molest them during an examination. Humiliation has become a daily routine in their lives. In recent times, a number of Non-Governmental Organizations (NGOs) and Institutions such as Sahodari Foundation and The Transgender Welfare Society have taken the bold initiative to stand up for transgender rights and welfare. But a lot more needs to be done so that the discrimination is curbed and transgender women are treated and respected as a member of the society that we all are a part of.

Marketing beyond Product Promotion: With subtle product placement in the video, the Vicks VapoRub ad calls the attention of the vast Indian society towards the concerns of the neglected and harassed transgender women of India. It showcases the capability and calibre of such a woman in raising and taking care of a girl child all by herself through the true story of Gauri Sawant and her daughter Gayatri. The adoption law makes it difficult for a single man or a woman to adopt a child. And it makes it much more difficult for a transgender woman to do so, owing to societal norms and taboos. Gauri Sawant sets an example by fighting all odds in making the right choices in life with pride.

Watch the heart-touching video here:

https://www.youtube.com/watch?v=7zeeVEKaDLM

Author: Bruno Nellissery

PGPM, Class of 2019, Great Lakes, Gurgaon

Has 21st Century Competition led to the Abolishment of Business Ethics?

Has 21st Century Competition led to the Abolishment of Business Ethics?

“In a time of universal deceit, telling the truth is a revolutionary act”- George Orwell

On September 18th, 2015, United States Environmental protection agency issued a notice of violation of Clean Air Act against Volkswagen for tweaking its diesel engine in order to bypass the emission test. 11 million Cars, worldwide, between model year 2009 and 2015 were identified to have faulty systems. This proves how contemplating an unethical decision with its apparent short-term benefits is eventually a recipe for disaster.

For a business entity, ethics can be categorised as its responsibilities towards (i) its customers, (ii) its employees, (iii) the government and (iv) the ecological balance of our planet. We need ethics as they are vital for the proper functioning of the economic, political and social network which will eventually lead to the overall development of the human race.

So, how and why does unethical behaviour creeps into a system and make highly intellectual business leaders lose track of their ethical responsibilities? The answer lies in the fact that any deviation from ethical practices is mostly the result of the current competitive corporate culture or pressure from the higher managerial food chain, which can emerge when a company is unable to live up to its financial expectations. To overcome these bottlenecks, leaders eventually end up bending the rules and this is when ethics and policies collide.

Let us take an example of child labour. If a firm hires children as its major workforce, it can drive down its prices. Now to remain competitive, the rival firm has to relook into its cost structure and come up with an optimized price point. Should the firm also look to hire children in its workforce? Is it ethical? Will this help in cutting costs? The instinctive answers to these questions may be yes but in the long run, it will not serve the purpose of growth. History is full of references to organisations which have linked good ethical practices with their performance and have eventually outperformed their competitors financially.

Ethisphere Institute, a global leader in defining and advancing the standards of ethical business practices has listed Tata Steel and Wipro as one of the World’s Most Ethical Companies for the year 2017 and 2018. Points are awarded to an organization based on; ethics and compliance program (35%), culture of ethics (20%), corporate citizenship and responsibility (20%), governance (15%) and leadership, innovation and reputation (10%). Prior to 2017, the Indian Steel giant, Tata Steel had also bagged this award in years 2012, 2013, 2015 and 2016. Over decades, ethics has been a major driver for Tata Group. One of the core ethic business principles that the company follows is to fully support the development and operation of competitive open markets. It may be pointed out that this policy hampers the organization’s revenue, but In the long run, these policies promote a strong public image based on trust and relationship.

The challenge for those in business is to identify ways to do what is ethically correct while maximizing a shareholder’s wealth. Before taking any decision, the leadership of an organization must introspect what impact their decision will have on the organization and society as a whole in both the short and long run. The importance of ethics has been reinforced into business organisations and business individuals time and again.

As Henry Ford once said, “A business that makes nothing but money is a poor kind of business”. Ethics in businesses is present; the difficult question is how to make it more prevalent.

 

Authors: Saurav Dhar & Rishi Raj

PGPM, Class of 2018, Great Lakes, Gurgaon

The Rise & Fall of Nirma

“Washing powder Nirma, Washing Powder Nirma”, this jingle can make every 90s kid go down the nostalgia lane. Nirma, an FMCG company, once a successful brand and a strong rival of Hindustan Lever limited (Currently named as Hindustan Unilever (HUL)), still maintains a strong brand image in the minds of Indian consumers. But despite its formidable market presence between 1970 and 2000, it is now in the declining stage of its product life cycle.

Nirma was born when a chemist (Mr. Patel from Gujarat) manufactured a phosphate free detergent and started selling it locally. It was the time when the Pioneer of Detergents, Surf (a product of HUL) priced its product at Rs.15 per Kg. As Nirma was priced at Rs.3.5 per kg, it rapidly became popular in the rural market and acquired the status of a beloved “Low-cost value-for-money” household detergent in the minds of the consumers.

In the 90s, the popularity of the brand made it attain 15% of market share in India while Surf was the undisputed champion of detergents with 65% market share and targeted premium segment. Nirma, despite being a household name for detergents, started manufacturing beauty soaps and widened its portfolio by introducing salt, soda ash, and scouring products.

The Unbranded competition

It spent only 3-4% of revenue for Marketing communications (Advertisement campaigns) while other companies spent 6-8% on advertising. Nirma followed the same campaign throughout the years and it started advertising its beauty soaps with Sonali Bendre, who was not very popular at that time. These were the classic times in marketing when your brand ambassador would reflect on your brand image.

Nirma gained a market share of 38% in the year 2000, beating Hindustan Unilever’s product Surf, the share of which got reduced to 31 per cent.

Nirma started widening its portfolio again by introducing hair care product line such as Shika kai shampoos and tooth pastes. The company followed the same strategy of “low cost, value for money”.

The Fall Season

Nirma, despite being a 17 billion company started losing its market share to the unbranded competitive rivals. It failed to retain the interest of the consumers as low-cost products would not work anymore since customers started perceiving such products as cheap.  They slowly tried to introduce Nirma blue and Nirma cake but could not differentiate the product and its positioning.

Unfortunately, the growing income level of Indian consumers made them perceive Nirma as an inferior brand. While other brands went viral with their unique advertisement campaigns and diversified product lines, Nirma followed the same campaign and failed to penetrate into the premium segment.

Currently, Nirma is concentrating on Nirma cement as its FMCG body care products are not gaining acceptable profits and has made its product portfolio even wider.

What made Nirma jump from the hill?

  • Lack of innovation – Nirma failed to innovate its product line as they considered themselves a market leader and failed to observe the environment.
  • Diversification – They diversified by widening the product portfolio; failed to feel the pulse of the market as diversification did not help them.
  • Consumer Perception – Consumers perceived Nirma as an inferior brand as its products were available at a low price.
  • Lack of Focus –  Nirma failed to understand what they are good at.

Rescue the Fall

  • Nirma’s success lies in detergent products and that segment started declining when it tried to introduce products in other product lines.
  • Nirma still has the brand recall in the minds of Generation Y and thus, Brand Revitalization is possible.
  • Brand Revitalization can be done by repositioning the existing products and introducing new and innovative product variants in the same product lines. The advertisement campaigns can be organized in a way to induce nostalgia into customers for its re-entry.

Challenges

The major challenge for Nirma lies in penetrating the premium segment of the market while maintaining a strong presence in the low price segment

 

Author: Arvind K

PGDM, Class of 2018, Great Lakes, Gurgaon

[Reference- Statistical data and brand insights from #Live mint #Business Standard #Economic Times]

Will Strategic Acquisition of Free charge revive Axis Bank from Declining Profits?

Will Strategic Acquisition of Free charge revive Axis Bank from Declining Profits?

Strategic Acquisitions have become the order of the day in the recent corporate world. Corporate Players who estimate their future survival in the market through current earnings, investor’s confidence and changing customer base are becoming prudent enough to strategize their investments in highly probable winning deals.

Axis Bank which is reputed as India’s third largest private lender is no exception to this. The bank has been choking to sustain its profit margins with increasing bad loan provisions which had resulted in a steep decline of its asset value. As a cascading impact, the bank had ended up reporting 16.06% decline in net earnings in the first quarter of the year despite a marginal increase in the top line revenue by 1.45% during the same quarter of last year. The lender’s asset quality has also worsened by a steep increase in Gross Non Performing Assets (NPA) to 5.03% during FY17 Q1 compared to 2.54% for the same quarter of previous year. The market has instantly reacted to this discouraging trend of financial performance by 3% fall in stock prices on the same day which reflects the loss of investor’s trust.

However, the Board has now come with a new strategy of venturing and broadening their presence into the digital space by acquiring Snapdeal’s ‘Free Charge’. The Bank was desperate to close this deal as they have offered an attractive price compared to ‘PayTm’ which was also competing to acquire this asset. This deal also gives a big sigh of relief to Free Charge’s parent, ‘Snapdeal’, which is already in talks for selling itself to its rival ‘Flipkart’ due to its declining fortune since the beginning of this year and struggling for independent survival. Free Charge was acquired by Snapdeal in early 2015 for $ 400 million. However, it has now been sold to Axis Bank at a massively discounted valuation of 85% at $ 59 million (384 Crores INR).

This clearly indicates a strategic acquisition with great anticipated outcomes. Axis Bank would get a popular digital payment brand backed up by a high-quality technology platform, which can be leveraged towards tapping into current market opportunities that are booming in the digital space. The benefits of this acquisition will begin to bear fruit in the next couple of years. Another big competitive advantage which the bank would gain on this acquisition is access to small value transactions and Utility Bill Payments which are the key customer service segments of Free Charge.

It is also quite rational to think that the Bank already has a significant presence in the Digital Space through ‘Axis Pay’ and there was no need for the acquisition. However, the digital market of India is in its boom days buoyanced by the ‘Demonetization’ Move of the Government last year. Telecom Giants like ‘Reliance Jio’ have further intensified this growth by their rapid penetration into the Digital markets by making Internet Connectivity as the common man’s amenity in India. A recent survey published in ‘The Economic Times’ on 27th May’17 says that the Debit Card transactions have surged to 1 billion at Point of Sales of merchant locations in January 2017 compared to 817 million during the same time last year against the ATM transactions which was almost static at 700 million. This clearly substantiates the fact that the Indian Economy is rapidly shifting towards ‘Digital Cashless Mode’ and people prefer to make more cashless payments compared to cash transactions. It has also been evidenced by the annual report (2016-17) of Axis bank that the bank had reported 66% share of digital transactions in India in FY17 Q4 compared to 51% during last year. Also, the spends on Credit/Debit Cards of Axis Bank have increased to 47% in 2016-17.

Image Source – Annual Report of 2016-17 (Axis Bank)

The above facts and figures substantiate that this acquisition is a focused strategy of Axis Bank towards an inorganic expansion into the Digital Payment Space without duplicity of efforts on the customer acquisition and emerging as a ‘Key Contributor’ to the ‘Digital India’ drive amongst the BFSI Sector. The appetite of the market is so large that the bank cannot afford to spend time and resources on building a new platform from scratch, rather it is wise to leverage the market opportunities as a forerunner amidst other competitive market players. The integration of Free charge with Axis Pay would further increase the ease of the payment by the customers as Axis Bank already has a mobile wallet ‘LIME’ which has been interfaced for UPI Payments with Axis Pay.

The bank also needs to focus on retaining the acquired customers by offering them loyalty programs and cross selling products by understanding their needs. As per one of the updates that was given by Free charge late last year, the number of registered users on its platform has peaked at 30 million and 20% of them for utility bill payments. Also, the market leader ‘PayTm’ claims to have 122 million active users and hosts 90 million transactions per month on its platform. The other rival ‘Mobikwik’ has reported 35 million users and 45 million monthly transactions during the same period last year. Also, a market research throws light on the fact that India’s Digital Payment Segment has handled almost 600 million transactions in the year 2015-16 whose mean economic value rising to 400-450 INR.

Another ray of hope is that the digital payments industry in India is expected to grow by 10 times to $500 billion by the year 2020 as per the recent study by Google and Boston Consulting Group. It also predicts that more than 50% of India’s Internet users are likely to use digital payments by 2020, and the top 100 million users are likely to drive 70% of digital payments by value. If the above mentioned promising predictions turn into reality, Axis Bank can significantly tap this humungous market opportunity with its unique ‘FinTech’ flavor and competencies.  This would eventually pour in into its revenue bucket and would help the bank with some breathing air to compensate for its massive bad debt provisions eating into their bottom line, while RBI figures out a sustaining solution for increasing menace of NPAs. Though this was primarily aimed at market penetration, the bank can think of stepping into other niche products in digital space apart from payment service based on the customers’ expectations and demands. This acquisition would be the first step for building a better brand equity for the bank and an opportunity to explore and serve more customers as a ‘Digital Player’.

 

Author: Yogesh Sundararajan

PGDM, Class of 2018, Great Lakes, Gurgaon

Analytics v/s Content in Marketing

Stephen Covey in his highly acclaimed book wrote the following,

“But shortly after World War I the basic view of success shifted from the character ethic to what we might call the personality ethic. Success became more a function of personality, of public image, of attitudes and behaviours, skills and techniques, which lubricate the processes of human interaction.”

To a great extent, marketing is also fighting a similar character v/s personality syndrome; of course, in its own flavour. For example, the founder of Stayzilla stated the following during the time of its closure, “During the last three to four years, though, I can honestly state that somewhere I lost my path. I started treasuring GMV, room-nights and other ‘vanity’ metrics instead of the fundamentals of cash flow and working capital.”

He further adds, “In one of my digital marketing campaigns, I got the chance to work with a renowned CMO directly. In one conversation, he stated that nowadays there’s a lot of fuss around analytics. It seems that analytics tend to drive everything but in reality, it’s the other way round. Analytics provide you with the insights of your campaigns and give you more intuitive understanding of SWOT elements of your marketing campaigns. But if you are first deciding the metrics and then, deciding the rest, you are playing a very risky business.”

In recent job description of marketing, you will easily find responsibilities parts as:

  • Drive online traffic
  • Track conversion rates
  • Utilise range of techniques like paid search, SEO and PPC
  • Social media strategy

In only one JD of digital marketing, have I found the following words:

  • Content development
  • Email marketing
  • Excellent writing abilities
  • Creative/consultative slide ware/content creation
  • Creativity, passion to innovate

The point I am trying to make is that marketing is a creative work. When a prospect visits your website, he/she will only become hooked when he/she comes across remarkable things, which in turn is driven by content. If your content has high engagement potential, metrics such as bounce rate, time spent on a webpage will definitely be rewarded. Take, for example, YouTube viral videos. Kevin Alloca in his TED talk mentioned that a viral video comprises humorous and surprising elements with a point to get across to its audience. Can we see any analytics-based approach? It’s pure human emotions that are defining such viral videos’ success, not Google analytics or super computer algorithm. Yes, such insights will help you in deciding what to publish on YouTube to make it more productive. But again, it will be content that will decide the success of the upcoming video.

In conclusion, I would like to end with the following quote by Seth Godin,

“Content marketing is the only marketing left “.

 

Author: Rupam Lathwal

PGPM Class of 2017, Great Lakes, Gurgaon

Purple Cow

Destructive marketing is built in products

Traditional ways of marketing are gone. The old virtuous cycle of ‘buy ads – get distribution –sell product – buy ads’ is now gone for good. So, what is the new way to cut the hyper-clutter and stand out in marketing and sell your product?

Stop advertising and start innovating.

Seth Godin, the marketing guru and bestselling author, explains the new era marketing strategy in a unique manner of a purple cow. Suppose you are travelling to someplace and you see the normal black and white cows that you encounter almost every day. Would you look at them twice? Would you talk to your friends about them? No, right? But, what if it’s a purple cow? The chances of discussing a purple cow are definitely much higher. In the same manner, any product which is remarkably different than the ones existing in the industry will raise curiosity among the potential customers.

Remarkable Product

It comes from people who are making something for themselves.  From here, they are able to project the same for multiple audiences. Here are a few examples:

  • Howard Schultz spent months in Italy, drinking coffee and learning. He was in love with coffee. Thus, Starbucks evolved.
  • Rony Abovitz, CEO Magic Leap, drew inspiration from his childhood fascination with scientific fiction in Star Wars. Later, he started working on augmented reality in his garage in Miami and went on to becoming the fastest Unicorn after first equity round.
  • Ray Kroc, coming from the sales background, fell in love with McDonald’s on his very first visit. Later, during the opening of his first store in Chicago, he emphasised on creating the exact taste of French fries and went on to contact research fellows in many universities to replicate the same Californian taste.
  • At around late 2007, roommates Chesky and Gebbia could not afford the rent for their apartment in San Francisco.They decided to put their loft on rent online(on their own website) with beds for three guests and homemade morning breakfast. They named this concept as Air bed and breakfast which is now known as Airbnb.
  • On a snowy Paris evening in 2008, Travis Kalanick and Garrett Camp had trouble hailing a cab. In order to solve this very obvious and every day modern human problem, they started Uber – tap a button, get a ride. How simple can it get!

Sneezers

Zespri had a daunting task to launch a new kind of kiwi which is golden in colour with an edible peel. Instead of mass marketing the new food in U.S., Zespri took a risk and introduced it in an upscale Latino community. This community is a regular eater of mangoes and papaya which closely resembles the new kiwi but tastes very different. Such niche Latino community had both the time and the inclination to try something new and different. Over a period of time, this Kiwi grew in popularity among Latinos that Zespri (back in 2001) made a business of $100 million worth.

Sneezers are the first category of people on earth who will, willingly, learn about your product, take the risk to try a product, and bear the pain of introducing it to their friends. This way, marketing strategy becomes much more productive and cheaper. Another benefit in targeting such genre of potential customers is that they are always on the lookout for new stuff. This requires minimum advertisements and marketing expenditure. All you need is to be creative enough to come in their eyesight and, automatically, the rest of the story unfolds.

In case, if you are short of ideas,

  • Find the niche market
  • Create the remarkable product in the right way 

Law of Diffusion

Today, even with narrowing down your potential customers through digital means, your marketing efforts can still fail. The reason being you are one of the 50 marketers who is targeting the same individual for the same set of products and services.

Hence, rather than a push marketing, marketers should devise a pull strategy.

 

law-of-diffusion

  1. Left to Right

Most of us are already aware of ‘Crossing the Chasm’ by Geoff Moore. How can’t it be given a serious thought over here? An idea spreads from innovators to early adopters to the early/late majority (sneezers comes before these). The company should target the innovators and early adopters and strategically build the initial marketing efforts around these two categories. Using the typical mass media strategies would not be of much help at this stage.

  1. Marketing Budget Offloading

The maximum sales and profits come from early and late majority people. Only when your product is being accepted by these people, then only you should offload your maximum budget. Many great astonishing products spent most of its capital on mass marketing. Such marketing efforts came too soon before the idea spreads.

Take-aways:

  1. The message that Tiffany’s blue box and Leaning Tower of Pisa delivers, Pantheon in Rome does not. The marketing is not done for a product. It’s built right in.
  2. Greatest remarkable products and companies such as Starbucks, Apple, Disney, Reliance Industries have been started and successfully ran by marketers. From product development, manufacturing to communicating the value proposition, such passionate marketers have their heads involved in the entire product cycle.
  3. When the company becomes big, it loses its entrepreneurial charm and focuses on profitability. Hence, pick the right maverick in your company for product development and get out of his way.
  4. Work with sneezers. Get Permission from them. Alert them beforehand on upcoming products. Work with them to sell your idea to a wider Audience. (Donald Trump utilised such ‘Stakeholder Driven Media’ internet platforms like breitbart.com to spread his ideology to significant yet unique Americans).
  5. If your company has reached a stage, where nothing seems to be working and marketing department is facing the major brunt, talk to your engineers or product developers and customers. Rather than selling what they wanted to sell, new Best Buy CEO, Brad Anderson, listened to customers and realigned the entire strategy based on their inputs. Often, it was hard and longer in approach but produced more results (and, cheaper too), than typical boring ads and staying that way.
  6. Learn from people who have a track record of launching such remarkable products. Dive deep into the fans’ magazines, trade shows, design reviews – do whatever it takes to feel what your fans feel.

 

Author: Rupam Lathwal

PGPM Class of 2017, Great Lakes, Gurgaon

Corporate bonds and their indispensability in the Indian Economy

Corporations raise funds either through debt or equity or a mix of both using different instruments available. Securities (tradable financial assets) are a kind of instruments that are a different arrangement/alternative for equity or loan. For example, owner’s equity is the money put in the business by a proprietor, whereas stocks/share equity is the security through which a company raises money by making every shareholder a partner up to the extent of the shares held by an individual/organization. Similarly a bank loan is a simple form of debt, whereas a corporate bond is a security through which company raises loaned-money and owes the principal and interest to its bond holders. Bank loans are non-standard, negotiable and are non-transferable whereas corporate bonds are standardized and are exchangeable. A corporate bond repo (or repurchases) is where a company or a bank pledges corporate bonds with another company or bank to raise money. The pledger agrees to repurchase the bonds at a specified price. To discuss the topic taken up in this article we shall follow a step by step approach to answer the following questions – “Why do we need corporate bonds?”, “Why corporate bond market has not seen success in India?”, “Nature of corporate bonds and the setup in which they are executed”, and “What is RBI doing?” The detailed-discussions pertaining to the rates of interest/returns on bonds and other financial instruments and their implications and attractiveness will be discussed in another article.

Why do we need Corporate Bonds?

Let’s talk about the need of corporate bonds in the context of Indian Economy.

To put things into perspective we start with the banking sector, where the flow (as in distribution) of money starts from, in an economy, as per the needs of individuals and businesses. Central bank of a nation (RBI) controls the money supply and the monetary policy, whereas the Commercial/Retail banks and Development Banks etc. distribute the money in the economy to the public and businesses. If we had to categorize it simply, there are three kinds of lending activities (as per the scale of loans) loans to large businesses, priority sector lending (like Agriculture, Education, SMEs etc) and micro-financing.

The real problem in Indian context is the loans to large businesses can have huge ramifications on the economy. Large companies accounted to Rs. 65.47 Trillion (58%) of the total Bank Credit till March 2016 when the NPAs (Non-Performing assets or Bad Loans) stood at roughly the Rs. 6 Trillion mark. By this estimate if 10% of the loans to the large scale companies were to become NPAs, then the lending banks will soon be out of business.  That’s a huge setback to the economy and would sabotage it. However there are mechanisms like restructuring of loans, writing off the assets etc. for practical purposes. The overall effect is less credit offtake in the economy due to poor confidence level in the business-environment.

FACTS: If we look at the size of corporate bond market in India, it is about Rs. 19 Trillion (14% of the GDP), whereas the bank assets amount to 77% of the GDP and market cap to the GDP ratio is roughly around 70%. At present the corporate bonds are largely issued by financial firms and PSU-corporations and their supply vanishes as soon as it is up for issuance.

 

How corporations might deal with Debt-shortage?

  • Corporations can issue corporate bonds to raise money for their finances in the scenario wherein banks have a limited capacity and confidence.
  • Corporate bonds are similar (not identical) in nature to that of bank loans. These pay regular (yearly/half-yearly) interests (except for zero coupon bonds) and the principal at the end of the maturity period.
  • Like in case of bank loans, the taxation (on corporations) has a different treatment for corporate bonds than equity i.e. corporate bonds are treated as liabilities and the returns made to the investors are treated as interests and hence are not taxable. While returns made to the investors (for money raised) in the case of equity are taxable because investors hold a share of the company’s assets. In case of bonds an investor is investing as a lender. This is further explained using a small caselet wherein a company finances its assets of $10 million using Bonds and stocks with two different capital structures of 40/60 in one and only stocks in another case. The rate of return to investors are found to be 12% and 9.81 % respectively
Capital Structure Bonds/Stocks: 40/60 Only Stocks
Assets               10,000,000.00    10,000,000.00
Sales                 5,000,000.00      5,000,000.00
Operating costs                 3,500,000      3,500,000
Earnings before interest and taxes (EBIT)                 1,500,000.00      1,500,000.00
Interest (10% coupon rate)                 400,000.00 0
Taxable income                 1,100,000.00      1,500,000.00
Taxes (34.61%)                 380,710.00       519,150.00
After-tax income to investors                  719,290.00       980,850.00
Rate of return to investors                  12.0%        9.8%

 

How does this benefit anybody?

  • The impact on the economy is that the liquidity and financial health of its banking system improves with lesser credit-default risk on its account.
  • This arrangement would make corporations more responsible for their actions as their performances are apparently known to the market.
  • If we talk about the investors they get better guarantee of the payments as loans (corporate bonds in this case) are payed back first and then only companies proceed to pay out the dividends. However this is an obvious option for safe investors or HNIs rather than high return seeking investors.
  • As for corporations it can be an effective way to raise long term/short term funds without having to dilute the company control (unlike share equity). It is an effective way to deal with the debt-shortage and the corporations also receive tax benefit.
  • Investors, whether HNIs, pension funds or insurance companies, can have more opportunities for diversification of their investment portfolio with corporate bonds.

Nature of Corporate bonds and the setup in which they are executed

In any exchange based mechanism there are three parties involved:

Buyers: Who buy a particular instrument with certain return expectation in a time-frame.

Sellers (Issuer): Who sells an instrument for monetary exchange in current time with some rate of return in the future.

Dealers: are the brokers/Banks who facilitate the sale and purchase of an instrument; bonds in this case (both seller and buyer are investors). As per Mr. Matt Levine (columnist) from Bloomberg, the dealers although are there just to facilitate or smoothen the process of exchange of the bonds, provide natural hedge to the volatility that could have existed if it was not for these dealers. Why? Simply because a dealer who purchases an instrument might take some time to sell it to a potential buyer. However if it was not for the dealer, a seller would have to bring down prices to get rid of the bonds and vice-versa for a buyer (Dealers provide with immediacy). However a dealer cannot just keep buying when everyone is selling (the contrarian approach). So a dealer would deal between fundamental buyers and fundamental sellers and hence you need fundamental investors for the system to exist and work. Banks are the entities that deal in corporate bonds and their appetite for risk involved in selling and buying of the bonds is limited.

For quick information, various bodies involved are security market regulator, the banking regulator, the credit rating agencies, clearing houses, stock exchanges. Then there are rules and regulations prescribed by each of these institutions.

Why has the corporate bonds market not seen the success in India?

While trying to find out reasons behind this, I discovered a host of reasons in which the whole system (from corporations and government to the banks) is involved.  I referred experts’ opinions available on business newspapers as these sources bring out answers not available in text books and theories and are vociferous about the bitter truth.

Banks: Suppose a bank has a set of poor loans that were issued to the companies performing badly or disastrously. In this situation if the bank has to deal in corporate bonds of such companies and has to participate in price discovery of these bonds, it is in catch-22 situation. On one side they have to trade it at a good price on the other hand they know themselves that the bonds are not really that worth or are too risky. Banks would tend to hide the fact that they have been sitting on large set of poor loans. They are better off giving loans rather than trading in bonds as otherwise they will have to provide this crucial information to the market as per the regulations. This will further bring down the value of these bonds.

Corporations: Corporations performing poorly are already laden with loans and would avoid issuing more debt securities that they cannot sustain. Also they like to keep this information from going public.

Government: The better price discovery resulting from an efficient bond market will expose the full-extent of NPAs (non-performing assets) lying with the banks in the form of over-leveraged corporate loans and securities. This may cause serious problems to both corporates and banks in the short term. Given the short-cyclic nature of elections in India, governments would not want a dent in their ruling tenure.

What is the RBI doing?

Simply put, what RBI is doing is that it is trying to reduce frivolous loan sanctions and pass on the responsibility to the corporations on one hand making the credit offtake much stringent and on the other hand paving way to develop the corporate bonds market.

RBI plans to come up with a category of borrowers called “Specified Borrowers”, who will have total fund-based exposure of the banking system (ASCL-Aggregate fund based Credit limits) of Rs. 25000Cr at the end March 2017. This limit will be brought down to Rs. 15000 Cr. in 2018-19 and to Rs. 10000Cr from the start of 2020. Over and above this limit, something called as NPLL (Normally permitted lending limit) defined as 50% over and above the ASCL will have to be set aside and an additional 3% provision beyond NPLL. The risk weightage to be assigned would be as high as 75%. This means banks would have to set aside large capital for such borrowers, increasing the cost of funds from banks to the companies. Companies that already have bank exposure much beyond ASCL will have to pay a premium for more funds (coming under the “Specified borrowers” category). This would curb the tendency of excess leveraging by corporates and safe-guarding the banking system. However if there was an efficient corporate bonds market, the need for more funds could be fulfilled through raising funds with exchangeable bonds.

RBI has announced its plans to help develop corporate bonds market and we are just a legislation-away from seeing it in effect. Central banks would accept non-sovereign bonds as collateral. Brokers shall be allowed to deal in corporate repos and foreign investors will also be allowed to trade directly. Till now RBI allowed only the bilateral repurchases of corporate bonds making them illiquid whereas it allowed the repurchases (trading) of government (sovereign) bonds.

Liquidity of corporate bonds has been an issue of debate and this is what we discuss next.

The step taken by RBI to categorize borrowers as “specified borrowers” as seen above would direct the corporates to raise funds using corporate bonds. The supply side may shape up but there has to be enough takers who are typically HNIs (High Net worth Individuals), mutual funds, national pension systems and pension funds looking for certain yields. In current times when Rs. 6 Trillion (approx.) of assets with banks are stressed, there has to be a mechanism to ensure the safety of investments. For this, RBI is trying to pool in rating agencies and form a group of credit information companies. RBI is trying to amend laws to avail more information to these rating agencies. As per Ms. Latha Venkatesh (columnist for MINT) this would improve the confidence of investors. Also the bank should underwrite some part of the bond and RBI should progress from accepting AAA rated bonds to A rated bonds to improve the liquidity. While the journey to an operational corporate bond market is a long one, RBI is trying it’s best to create a conducive environment.

Conclusion:  The idea of having a corporate bond market (with good liquidity) in Indian economy is a moot point. It is the need of the time though. This would de-risk banks from accumulating NPAs. Transferring the ownership to corporates and the fundamental investors will make the whole system less frivolous and would avail capital to the responsible companies. The risk gets shared between the investors and brings down the risk of banks that are already laden with NPAs. Effective changes in regulations to remove information asymmetries in market and political-will can only help the situation.

References:

  1. IIM Bangalore, Working paper no: 450. “Corporate Bond markets in India: A study and policy recommendations
  2. Corporate Finance, Stephen A. Ross, Randolf W. Westerfield, Jeffrey jaffe, Ram kumar kakani
  3. http://www.thehindubusinessline.com/portfolio/beyond-stocks/when-ppf-scores-over-taxfree-bonds/article5822812.ece
  4. http://www.livemint.com/Opinion/64IOr9Q0A1GTu7AVGchHqK/Why-no-corporate-bond-market.html

Disclaimer: This study is based on use of information from text books, newspaper articles, internet-trends and observations in general. The data collated through different sources like World Bank, RBI has been duly credited to and are indicative in nature. The author doesn’t claim any ownership or the veracity of figures mentioned. The ideas that have been borrowed have been duly credited to and other self-proposed ideas are inconsequential and meant only for the academic-engagements of the institute.”

Author : Gaurav Chauhan

Senior Research Fellow, Great Lakes

UPI and its Impact on the Mobile Wallet Industry

What is a UPI? How is it different from mobile wallets? Does it have the potential to eat away the market share of mobile wallets?

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UPI (Unified Payments Interface) is an advanced version of IMPS (Immediate Payments System) which do bank to bank money transfer, just by using a Virtual Id/ Virtual Payments Address.

UPI or Unified Payment Interface is a payment architecture with a set of standard app APIs by the Reserve Bank of India in order to facilitate the next generation online immediate payments leveraging trends like increased smartphone adoption, increased app downloads and universal access to data and internet.

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Any smartphone user having a savings or current account with a UPI-partnered bank can download the app to make P2P (peer to peer) and P2M (peer-to-merchant) payments with the use of VPA (Virtual Payment Address).

Thus, in this case, the customer doesn’t need to disclose any sensitive information like bank account number or IFSC code for completing a financial transaction. It eliminates the requirement of entering one’s card details like number, CVV code, expiry date or OTP.

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Virtual Payment Address is just like an Email ID, something of the form yourname@xyzbank, like sonal@sbi or rashmi@citi. No more hassle of entering the account number, IFSC and other beneficiary/payee details. On entering just this VPA and authenticating the transaction with your MPIN, one will be able to complete the transaction successfully in less than 10 seconds.

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UPI’s two-factor authentication makes it safe and only shares the Virtual Payment Address. It doesn’t provide any other sensitive information.

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How can we download the UPI app?

Steps to download the UPI App are as follows:

  • Download the UPI app from 19 participating banks on the below link

https://play.google.com/store/search?q=upi&c=apps&docType=1&sp=CAFiBQoDdXBpegUYAMABAooBAggB%3AS%3AANO1ljJBaXc

 

  • Let’s say we are using Axis Bank’s UPI app. Here’s the welcome screen. SMS will be sent for authentication

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  • Add bank account: you’ll just need to select your Bank & your A/c will show up automatically (based on your mobile number linked with your bank a/c)

 

  • Create a Virtual Payment Address (VPA) which can be sonal@pnb or 123@ubi or pkc@icici or any other name. The suffix will be based on the app you are using. You can create different VPA with different banks pointing to the same account i.e sonal@axis, sonal@ubi or sonal@vijaya can point to one bank a/c, say from PNB

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  • You can even collect money by requesting it from the other person’s VPA

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UPI v/s Mobile Wallets

Currently, there are more than 25 mobile wallets available in market today.

  • Mobile wallets cannot access the UPI Technology on their own because UPI is a cross banking transfer medium and hence can only be accessed by the banks themselves. For mobile wallets to access UPI Technology, they need to partner with some or the other bank. So, in a way for banks which were suffering from the onslaught of mobile wallets, UPI has come as a boon to them that has turned the tables in favour of the banks.

Now, let’s discuss whether UPI has the potential to make mobile wallets redundant in India. Below are some of the characteristics on which UPI and mobile wallets can be compared.

Characteristics UPI Mobile Wallets Conclusion
Transfer Limit Rs 1,00,000/Transaction Rs 10,000 for non-KYC

 

Note: It can be increased upto Rs 1,00,000 post doing a KYC, which very few customers do

UPI will be more advantageous in this case
Transfer to individual and companies Definitely yes In case of wallets, not all wallets can do transfer but yes the major ones like Paytm, Mobikwik, Oxigen etc. allow the transfer to individuals and companies Majorly, both score well in it
Payment at physical stores Any physical store can make arrangements for accepting UPI Transactions In case of the wallet industry, they have to do a personal tie-up with those physical stores like Paytm has done tie-ups with Pizza

Hut, KFC and payments via Paytm wallet is accepted at

their outlets. Similarly, Mobikwik has exclusive tie- ups with Big-Bazaar and CCD

UPI can easily capture this market
Online Payments UPI Can do very well in this Mobile wallets showed their excellence in online payments No Clear Winner here
Cash Back/ Discounts UPI cannot provide any cash back or discounts In case of Mobile wallets, since they have merchant specific tie-ups, they do provide a lot of cash backs and merchant specific discounts Mobile wallets definitely have a great advantage here
Request for payment In UPI, one can ask for money from any person who is registered on UPI network In mobile wallets, few companies are asking allowing request for payment or asking for payment but in their own network UPI has bit of an advantage here
Transaction Cost There is charge of 0.45 paisa on each transaction through UPI No charge is there on transaction in case of mobile wallets Mobile Wallets are the clear winners here
Outreach Possible outreach is larger due to GoI’s Digital India support. Awareness programs and implementation, if executed well, will encourage cashless transactions even in rural and remote places depending on the government initiatives Restricited to marketing and branding strategy of the mobile wallet company and customer segments made aware. However if Mobile wallets work with UPI network they can use it to their advantage. Usually reaching rural places is more difficult for private businesses as it does not make commercial sense UPI has more advantage here

 

There are some Pros and Cons of UPI and Mobile Wallets which have been discussed below:

  UPI Mobile Wallets
Pros ·         Easier to set up and lesser time to execute the transaction.

 

·         No waiting for OTP

 

·         Device independent and form independent. One can use any bank’s app to transfer money in any other bank

 

·         Money gets transferred directly from bank account. We do not required to recharge any wallet or card in UPI

 

·         Marketing might of cash rich banks

 

·         Wallet companies are technology companies

 

 

·         Wallet companies are experts in user interface

·         Strategic tie-ups are increasing day by day and many of them are part of big- ecommerce companies, such as Freecharge is a part of Snapdeal. These help them in extra benefits which they pass on to customers in a way of cash backs, loyalty points etc.

 

·         Other benefits- mobile recharge, Bill Split, micro credit facilities etc which may not be possible for UPI to provide.

Cons ·         Lack of technology prowess

·         No Strategic tie-ups

·         Company dependent

·         Extra KYC for higher transactions

·         Fraud Concerns

·         Too much competition

UPI certainly has more advantages over Mobile wallets but as per the current scenario in India, it doesn’t mean that mobile wallets will become redundant.

In India, which is majorly a cash run economy both can co-exist as of for now. Mobile wallets have to do some tweaking in their business model and they are in a process of doing it. Some examples are listed below:

  • Paytm will soon get their own Payment Bank license through which they can enter in the main stream of UPI and can launch a UPI based Paytm app
  • Free Charge has tied –up with Axis Bank and will provide UPI based transaction on their platform
  • Phone Pe, which is owned by Flipkart, has launched a new app in collaboration with Yes Bank where both the UPI transactions and wallet benefits are there
  • ICICI pockets, which was a wallet by ICICI Bank but wasn’t doing well, has now been integrated with UPI. So, one can have the benefits of both in their Pockets app

We can have these apps integrated with the benefits of both UPI and Mobile Wallets.

 

Author : Sonal Gupta

PGDM Class of 2018, Great Lakes

What’s with the old people and the new currency?

What’s with the old people and the new currency?

“Money is an idea, Backed by confidence” 

~ L. Ron Hubbard ~

currencydemonetization

While the social networking sites and the media were busy debating the good and the bad of demonetizing the Rs.500 and Rs.1000 denominated notes and the introduction of new currency notes, I was noticing the behaviour of general public and the regular transactions. Here are some interesting things that I noticed:

  1. First obvious behaviour that could be seen in the urban public was finding ways to go completely cashless. Now this had some interesting behavioural patterns like more and more people using Uber (Paytm) and Ola (Ola money) to travel cashless; people who were not using these apps earlier have also started using them overnight for making online payments. Paytm transactions seem to have increased. Credit/Debit card payments will now obviously become the most common ways of purchasing goods in restaurants, malls, marts etc.
  2. To meet the daily cash needs and to exchange demonetized currency, people were crowding at ATMs and Bank branches.
  3. Now the question arises that why do you need cash if you can go cashless in the urban setups? Well for most of the needs it’s fine but what if you feel like having coffee at home and you run out of milk? You cannot order just the milk from your grocery app as it will cost you an extra Rs.50 for delivery (The total purchase value has to be at least Rs.500 for a free delivery). You might go to a mall and need to pay for the parking tickets; you feel thirsty all of a sudden and need to buy a bottle of water and so on. Either you need more of perishable goods than other less perishable grocery or food items or you can’t avoid other small token purchases. That’s where it gets difficult to go cashless. You need cash in small denominations for your day-to-day needs as majority of the small vendors that do not accept cards.
  4. How do people manage then? Especially small vendors who sell perishable goods like fruits and vegetables. From what I keenly observed off-late was that the vegetable vendors allow you to have a line of credit …… I was like, what? Why? Then I thought again and the answer was the very nature of vegetables being perishable. So, if a vendor does not let you purchase them on credit and you are all out of cash, all his stock will eventually go to waste. Some people started using paper-money i.e. your own currency. Wow…. Can you do that? Yes, of course. Why not? When people can use black money and unaccounted currency notes for their transactions, why can they not use these fragile and pseudo-currencies like paper-money (the vendor gives you a handwritten note that he owes you money or the other way round). Now some of you will ask what this pseudo-currency is backed with. The answer is trust & confidence – the most valuable thing in this world. Also, some small vendors eventually purchased the mobile payment machines or downloaded Paytm on their phones to do cashless transactions.
  5. Now, if I talk about the regular trade, it was low. Shops were operational for a lesser number of hours due to cash problems and some were shut. I have seen them remain closed from 2-3 days now. But why? While some shopkeepers might be having problems transacting, some might even be avoiding raids or maybe the loss from not operating is smaller than that of not converting all their black money into White. And that is going to take a while given the limits of transactions imposed on various modalities per day and per week basis. So, maybe that is keeping them busy off-site. However, other than people with black money, the folks who have suffered the most are illiterate or semi-literate people and small vendors dealing in small denomination and changes, having no bank accounts.
  6. One more important and amusing observation, in general, was landlords and relatives becoming all-too-friendly all of a sudden in expectation that you would allow them to convert some of their Bad money (not black money… don’t blame the colour … it compliments style …Black deserves better) to white money. Well, Sorry Boss!! Give me my rent-agreement first, that is long overdue.
  7. Amidst all of this, there were rumours of salt prices rising all of a sudden. Thankfully that turned out be a rumour only. However, it could have been true in some pockets of the country where people could have actually exploited the situation to hoard up the “essential goods”.
  8. Fuss about Paytm using PMO’s image to gain business. I don’t know why people had to make a fuss about that when one of the best ways to go cashless is Paytm. How? Well, even a small vendor has a smart phone in his/her hands nowadays. They can just download the Paytm app and be ready to make even small token transactions in a cashless way. In fact, Mother Dairy is allowing its customers to buy products using Paytm.

Fundamentally all these activities have yet again proved that money is not the currency note that you hold but it is “the liquid-capacity (or liquid asset) that you have to settle accounts for the products, commodities and services exchanged”. What you do it with is just a modality not money. 

Mobile banking can be a big enabler of cashless and legitimate transactions given its growth rate of 212% in terms of value (February 2016) and 131% in volume. At present we have 12% of our GDP floating as cash in the economy (one of the highest around the world). According to World Bank only 53% of Indian population i.e. 636 million people have bank accounts, whereas over a billion have mobile phones. The percentage of internet users in India is roughly around 35% of the total population and is still growing strong. With stricter KYC procedures for mobile phone service subscription and bank accounts, the introduction of the new UPI (Unified payment system- across banks, introduced by RBI) can revolutionize our regular transactions as there are already legitimate users and bank accounts in the system. Under this system you can link your multiple bank accounts to the app and make transactions under Rs.1 Lakh from bank accounts to bank accounts (Individuals and merchants) just by sending a message to the app. It is quite simple and efficient.

 

References:

  1. http://www.financialexpress.com/fe-columnist/payment-banks-a-mobile-wallet-is-a-depreciating-currency/321088/
  2. Centrum broking report titled- ‘Banking Transactions – Technological Disruption

Disclaimer: This study is based on use of information from government database, newspaper articles and internet-trends and observations in general. The data collated through different sources like RBI, World Bank have been duly credited to and are indicative in nature. The author doesn’t claim any ownership or the veracity of figures mentioned. The ideas that have been borrowed have been duly credited to and other self-proposed ideas are inconsequential and meant only for the academic-engagements of the institute.”

Author : Gaurav Chauhan

Senior Research Fellow, Great Lakes