IOSR-JBM   INTERNATIONAL CASE STUDY CONFERENCE, MUMBAI

The case 'Support My School' Campaign for Building a Happier Tomorrow is solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a situation.
Support MySchool'Campaignfor Building A HappierTomorrow
'Numerous research studies have shown that the biggest reason for the high drop-out rate of the girl child in schools is the lack of facilities, like toilets, for them. One of the several aims of this campaign is to provide these facilities for our girl students. Please join us to help make a difference to our schools all around the country.'

[1]. http://www.cocacolaindia.com/presscenter/Coca_cola_NDTV_Support_My_School_campaign.html (06/06/2012)
[2]. Fennell S. (2007) Tilting At Windmills: Public-Private Partnerships in Indian Education Today. Research Consortium on Educational Outcomes and Poverty. RECOUP Working Paper No. 5. WP07/05
[3]. http://www.worldbank.org.in/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/INDIAEXTN/0,contentMDK:21493265~pagePK:141137~piPK:141127~theSitePK:295584,00.html (17/1/2011) [4]. http://www.worldbank.org.in/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/INDIAEXTN/0,contentMDK:21493265~pagePK:141137~piPK:141127~theSitePK:295584,00.html (30/12/2011)
[5]. http://www.thecoca-colacompany.com/presscenter/Support-My-School-Press-Release.pdf (17/1/2012)
[6]. http://www.indiaonlinepages.com/population/india-current-population.html (10/05/2013)
[7]. http://www.worldbank.org.in/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/INDIAEXTN/0,contentMDK:21493265~pagePK:141137~piPK:141127~theSitePK:295584,00.html (17/1/2011)
[8]. Lack of Toilet Facility Causes Indian Girls Stop Their Educationhttp://healthy-living.knoji.com/lack-of-toilet-facility-causes-indian-girls-stop-their-education/ (31/12/2013)
[9]. http://www.thecoca-colacompany.com/presscenter/Support-My-School-Press-Release.pdf (17/1/2012)
[10]. http://www.ndtv.com/micro/supportmyschool/sulabh.aspx(17/1/2012)

Case summary: Food retail is a prominent industry in any part of the world since it caters to the community in a big way by providing essential food materials alongwith fresh farm produce. In this connection, it is important that a retailer who is involved in this type of an enterprise is sharp enough to understand the price variations as also the availability of the food materials. Decisions are thus an important aspect of this type of a market player and being in a developing market like Botswana, Choppies a leading player in the market is chosen for this study. This enterprise is a corporate body and is operating with over 109 stores around the region (Botswana, South Africa and Zimbabwe) and has been the most successful food retail chain this part of the world. It was interesting to study their strategies that had developed a single store in 1992 to grow to 109 as of today. The study comprised of understanding their strategies related the enterprise planning, involvement of employees in strategic thinking, perceptions about the store(s) by customers and a short study of the authentic leadership style of middle and top managers. The study revealed though having a small beginning, yet today the store has emerged as one of the leading food retail chain and the positive growth not only in the country but also in the region. This study can provide ample scope for a class room teaching in the master's programme in management.

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Case Synopsis: Case Study: Analysing Effectiveness of 'Pep Champ' – An employee engagement initiative aims to analyse the effectiveness of an employee engagement initiative rolled out by a leading Indian Information Technology and Enabled Services (ITES) company. One of the most crucial factor that is contributing to India's position as the most favoured IT hub is its unparalleled human capital. Hence, it is a challenge to design & run the employee engagement initiatives in such organisations wherein the majority of the employees are scattered across various locations away from the centralised HR team. Moreover, it is essential to imbibe the sense of belongingness amongst the employees at the client site due to the proximity barrier involved.

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It was the afternoon of August 2nd2014 Around the round table of the Star Institute of Management Research sat Dr. Pandya, Dr. Shah and Prof. Aline Gomez whose gazes were fixed on the silver haired man who must be in his early sixties. He was in some deep contemplation. After an hour long discussion, everyone in the conference room was waiting for the decision of the Director, Dr. Oberoi. He had to give his final verdict for the case of Prof. Aline Gomez.

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Abstract: - Case Summary: From a state which was never in the tourist evoked set to emerging as one of the preferred domestic destinations; Gujarat is a classic case of how a focused branding initiative can revamp the image of a State. Shot over17 destinations across three years, the "Khushboo Gujarat Ki" campaign reflecting diversity of Brand Gujarat with Mr. Amitabh Bachchan as the brand ambassador culminated into an equal number of promotional films across varied communication platforms thus proved to be a "turning point" for the state's tourism industry.

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The Piramal Group is a diversified conglomerate with operations in over 30 countries and brand-presence across 100 markets around the world. Since the late 1980s, the Piramal Group evolved from a textile-centric business to a diversified pharmaceutical-based global organization. The Piramal Group operates across sectors such as healthcare, healthcare information management,financial services,specialty glass packaging and real estate.

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Case Summary: In the highly volatile markets and ever changing customer preferences, the key to survival is the right positioning. Positioning is all about getting the right position; but the game remains absolutely psychological. Tata Nano is the best example of positioning and repositioning where both the strategies failed. In the case of Tata Nano; a number of factors have played a significant role like production delays, product attributes, economic crisis, political controversies or failure to select the right market segment.
After a long time of its launch, Tata has strived to change its image form cheapest car "Lakhtakiya" to smart city car butthisattempt also seems to fail again highlighting the fact that the first positioning remains mostsignificant; just as the first move in the game of chess remains the basis for your success.
Even the first mover advantage, which has been central for the victory of the many of the most recognized big brands, could not save Tata Nano from its failure and the imageengravedin the minds of Indiancustomers as low-priced car was so strong that all of the Tata's moves went futile.
In the present case the author takes the positioning and psychographic factors into consideration and endeavours to take a thorough analysis that how this "People's Car" of India turned out to be a positioning catastrophe.
Keywords: Positioning, Branding, Tata Nano.

[1]. Avinash Nair : Two years on, Tata Nano sales yet to hit top gear Ahmedabad, Thu Apr 26, 2012, 02:40 hrs as retrieved from http://archive.indianexpress.com/news/two-years-on-tata-nano-sales-yet-to-hit-top-gear/941736/ on 28/09/2014

[2]. E. B. Weiss (1972), ―Advertising Meets Its Era of Social Accountability,‖ Advertising Age, October 23, 1972, p. 78.

[3]. Kapferer, J.-N. (1992) ‗Strategic Brand Management', Free Press, New York, NY and Kogan Page, London.

[4]. Kapferer, J. N. (1997), Strategic Brand Management, London: Kogan Page.

[5]. Kotler, P. (2005), Principles of marketing. (4th European Ed.) Harlow: Financial Times/ Prentice Hall

[6]. Kotler, P and Keller, K. L. (2006), Marketing Management, Pearson Prentice Hall.

[7]. Lijee Philip. (2014, Jan 19).Tata Motors' 5 key strategies to lure youngsters towards NanoTwist.Retrievedfrom:http://articles.economictimes.indiatimes.com/20140119/news/46347209_1_tata-motors-smart-city-car-karl-slym. Accessed on 28th January 2014.

Case summary: The entire business environment of organisations have changed over past few decades rapidly and the same is effecting the Human Resource functioning. Changes in the environment has led to the more usage of strategic and analytical approach towards managing people function. Technology has been integral part of entire HR process. Talent management functions from acquisition to retrenchment and learning management systems have been completely automated.

[1]. Bradley,Anthony J. and Mc Donald,Mar P. "The Social Organization". Gartner Inc. Harvard Business Review Press, 2011
[2]. Zichermann,Gabe. And Cunningham,Christopher. "Gamification By Design" O‟Reilley Media, Canada 2011.
[3]. Kumar, Mythiliy Janaki. Herger, Mario. "Gamification at Work: Designing Engaging Business Software".Interaction Design Foundation,2013.

India is a country blessed with huge manpower capacity. Population of India as per census 2011 is 1,21,01,93,422. Out of which 16.2 % (166,635,700) of population belongs to Scheduled Castes (SC) and 8.2% (84,326,240) of population belongs to Scheduled Tribes (ST). Indian conglomerates along with Indian government are working hard to support the deprived SC/ ST people who are below poverty line (BPL). Tata Power under the umbrella of Tata focuses on to address the social needs of traditionally disadvantaged groups, as a part of nation building endeavor like many other companies in India. Tata Power has derived a focused approach for the upliftment of these communities through Affirmative Action focus being to bring a transformational change in the society.

[1]. Hodges-Aeberhard, J., and Raskin, C., 1997: Affirmative Action in the employment, International LabourOrganisation, Geneva.

[2]. Crosby, Faye J.; et. al, 2003: Affirmative action: Psychological data and the policy debates, American Psychologist58.2 (Feb 2003): 93-115

[3]. http://www.tata.com/sustainability/articlesinside/Tata-Affirmative-Action-Programme, dated 5th January 2015

[4]. http://www.techno-preneur.net/technology/project-profiles/food/sticks.html

Case Summary :Detroit (USA) was considered to be a city that epitomised the 'American Dream' of industrial development as the driver of economic growth and city development. In fact, it had been touted as the modern and rapidly growing industrial city of the USA and counted amongst the likes of Philadelphia, Pittsburgh and Cleveland. Although, Detroit achieved great success at a time when the automobile industry was booming in the US, the lack of comprehensive city development vision and the neglect of its finance have subsequently brought the city on the brink of bankruptcy and rapid decline. Detroit's experience demonstrates the many challenges that the cities face in a modern world and the preparedness they need to have in order to survive. This case discusses the positioning of Detroit as an industrial city, the short sightedness of city managers, the factors that led to the bankruptcy of the city – particularly the mis-management of the city finances of and the governance of civic services.

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