HORIZON 2K11

AUGUST 27th 11

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY, THINDAL-638012.

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001) (Affiliated to ANNA University of Technology, Coimbatore.)

Thiru. S. D. CHANDRASEKAR, B.A., Secretary & Correspondant

MESSAGE
Velalar College of Engineering & Technology has been a trend setter in the academic circle particularly in the disciplines of Engineering and Technology. The institution is keen in facing challenges of the day-to-day explored technologies with its excellent infrastructure and technical upgradations. The college is recognized as temple of learning, as it blends education and culture with qualities and standards. To combat the advancements in IT era and march towards the knowledge of horizon, our institution provides a platform for exploring and sharing research works among academicians and technocrats to simulate their knowledge and to serve the society. The 8th National Symposium organized on 27 August 2011 is a timely step towards helping students and academicians to present their research findings and exchange their ideas. This will earn them the right recognition for their career and continue the same with zeal and enthusiasm. Many new meaningful ideas are likely to evolve and many new fruitful partnerships are likely to emerge during this Symposium, which will definitely help to make a technically advanced and a stronger INDIA in future. Organizing a National Symposium requires meticulous planning, perfect coordination and fool-proof execution of the tasks. I have observed the faculty members of our institution extending their fullest cooperation for the successful completion of this task. I wish the delegation a fruitful knowledge sharing platform in our campus and also wish the Symposium a grand success.
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Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725 E-mail : velalarengg@rediffmail.com Web : www.vellalar.com

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001) (Affiliated to ANNA University of Technology, Coimbatore.)

Dr. V. RAMAMOORTHI, Ph.D., Principal

MESSAGE
It is my great privilege and honor to welcome the participants to the 8th National Symposium organized by college on 27th August 2011. The Horizon-2K11 is a stepping stone in the history of our college as it mainly focuses on the learners community and intelligible professional expertise through sharing of novel ideas and innovations. I am pleased to note the overwhelming response invitation from various institutions across the country where received for this Symposium including individuals contribution. I join with the faculty members to thank the management for their wholehearted support in organizing this Symposium. I would also like to thank all the authors who have responded and submitted their papers. My sincere thanks goes to the renowned keynote speakers whose contribution is significant to the profile and merit of this symposium. My heartiest thanks to the organizing committee members for their support and co-operation for the successful conduct of this Symposium. I would like to thank all the sessions chairpersons and the organizers for having accepted to spare their valuable time. Their knowledge and wisdom will make the organizing process very smooth and successful. A pat on the back to the editorial board members for showing their tremendous quality of work in editing and compilation of the proceedings. I put it on my record my sincere appreciation to all the students Association for making the HORIZON 2K11 a real success. Finally, I wish all the best to all participants for a fruitful interaction and get-to-gather on this one day National SymposiumHORIZON - 2K11.

PRINCIPAL

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725 E-mail : velalarengg@rediffmail.com Web : www.vellalar.com

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001) (Affiliated to ANNA University of Technology, Coimbatore.)

Dr. M. A. VELUSWAMI, Ph.D., Dean (R&D)

MESSAGE
It gives me immense pleasure to know that our college, known for its commitment to excellence in academic and research affairs is organizing a 8th National Symposium on 27th August, 2011. The timely initiative and venture on the part of the Management, the Principal and the Head of the Department ably supported by the faculty and the students along with the other staff will go a long way in sensitizing the youth about the potential and prospects in the field of Engineering. I am certain that the proceedings of the one day National Symposium will give the needed exposure to all those involved in research to update their knowledge and skills in this important theme. I wish this National Symposium a grand success, congratulating all those who contributed to this Symposium.

DDEAN (R&D)

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725 E-mail : velalarengg@rediffmail.com Web : www.vellalar.com

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001) (Affiliated to ANNA University of Technology, Coimbatore.)

Mr. L. PETER STANLEY BEBINGTON Dean-Academic

MESSAGE
I am very much delighted that our college is organizing the 8th National Level Technical Symposium on 27th August 2011. I hope that this Symposium will be a giant milestone in the technical history of our reputed institution. This Symposium will enlighten our students who have a motto of Strive to Excel. I wish that this symposium proves to be an inspiration to many students and envangelists who are exploring in various fields. I express my sincere thanks to our management, committee members, students and participants for making this Symposium a grand success.

DEAN/ACADEMIC

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725 E-mail : velalarengg@rediffmail.com Web : www.vellalar.com

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001) (Affiliated to ANNA University of Technology, Coimbatore.)

Prof. P. JAYACHANDAR, M.E., Dean (Student Affairs)

MESSAGE
I am very glad that our college is organizing the 8th National Level Technical Symposium on 27th August 2011. The main motto of this Symposium is to bring together the researchers, research scholars and students to share their views, experience, new ideas, research results and the practical challenges encountered and the solutions provided. I am sure that this Symposium will be helpful to all the participants and the involvers gathered here . I express my heartiest thanks to our management, committee members, students and participants for making this Symposium a great success.

DEAN (SA)

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725 E-mail : velalarengg@rediffmail.com Web : www.vellalar.com

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001) (Affiliated to ANNA University of Technology, Coimbatore.)

Mr. L.M. PALANIVELU HOD - IT Dean-Placement & Co-curricular Activities

MESSAGE
It gives me immense pleasure in associating with you in this great occasion. I am confident that this symposium would be providing you the right atmosphere to expose your talents, exchanging ideas, and extend your friendship and fine tune your understanding about the new trends in engineering field. May this festivity be memorable one. My best wishes to all the participants and the organizers of this grand symposium.

HOD / IT

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725 E-mail : velalarengg@rediffmail.com Web : www.vellalar.com

VELALAR
COLLEGE OF ENGINEERING AND TECHNOLOGY
(Approved by AICTE-NEW DELHI Vide F.No. 732-52-415(E) 2001) (Affiliated to ANNA University of Technology, Coimbatore.)

Dr. T. VETRIVEL, Professor & HOD , Department of Management Studies.

MESSAGE
It gives me immense pleasure and honour to welcome the participants to the Eighth National Level Technical Symposium conducted by our Department of Management Studies (MBA) on 27th August 2011. The Symposium focuses on the Emerging Trends in Functional Departments in the present environment and it drives the innovative knowledge of the students on different events like Business Quiz and Business Plan. It is a stepping stone in the history of our MBA department as it mainly focuses on the learners community and intelligible professional expertise through sharing of novel ideas and innovations. To march towards the knowledge horizon, I am pleased to note the overwhelming response for our invitation from the students of various colleges for this symposium in all over India. I am indeed thankful to the Management, Principal and the Deans of various disciplines for their wholehearted support in organizing this symposium. I would also like to thank all the students who have responded and submitted their papers. Many new meaningful ideas are likely to evolve and many new fruitful partnerships are likely to emerge during this symposium, which will definitely help to make a technically advanced and stronger to the budding Entrepreneurs and Managers. I am sure that their knowledge and wisdom will make the change in the present and future business world. Organizing a Symposium requires meticulous planning, perfect coordination and accomplishment of the tasks on the basis the credit has to be given to all the faculty members of our department and institution for their sheer dedication and hard work. I wish all the best to all participants from distinguished colleges for a fruitful interaction and get-to-gather on this 8th National Level Technical Symposium.

HOD / MBA

Thindal (P.O) ERODE 638012. (0424)2430333, 2431725 Fax(0424)-2431725 E-mail : velalarengg@rediffmail.com Web : www.vellalar.com

CONTENTS
S.NO TITLE & AUTHOR GREEN BANKING IN INDIA 1.
S.Ramachandran,N.Muruganandham

PAGE.NO 1

2.

RECENT TRENDS IN HUMAN RESOURCE MANAGEMENT R. Saravanakumar

3.

BUSINESS INTELLIGENCE KNOW-HOW! R.vijaykanth,R.venkatakondan

4.

RECENT TRENDS IN MARKETING MANAGEMENT M.Sabarinath

5.

HR POLICIES AND EMPLOYEES ATTRITION

P.Yasodha,V.V.Prasath

6.

MOBILE SALES PROMOTION A CONTEMPORARY METHOD OF SUSTAINABILITY IN COMPETITIVE ENVIRONMENT

H.Nishitha Preethi 7.
EMERGING TRENDS IN HR S.Rajmohan

8.

INNOVATIVE ENTREPRENEURIAL STRATEGIES IN RETAIL INDUSTRY

V.Sivakumar 9.
EMERGING TRENDS IN HUMAN RESOURCE MANAGEMENT E.Iswaryalakshmi R.Pavithra

10.

RETAILING AN EMERGING CONCEPT IN ERA OF GLOBALIZATION WITH SPECIAL REFERENCE TO INDIAN RETAIL INDUSTRY

Kv.Nisar Ahmed

GREEN BANKING IN INDIA S.RAMACHANDRAN N.MURUGANANDHAM Department of Management Studies and Research, Coimbatore Institute of Engineering and Technology, Coimbatore-641 109. ABSTRACT The research also examined green opportunities directly related to financial services businesses. An obvious opportunity is convincing customers to save paper by relying on online transactions. Sustainable development can best be achieved by allowing markets to work within inappropriate framework of cost efficient regulations and economic instruments. One of the major economic agents influencing overall industrial activity and economic growth is the financial institutions such as banking sector. Environmental protection and awareness, and sustainable, ecological measures have emerged as significant themes of our age and an increasing number of green technologies are also finding their way into the banking branch. This paper explores the importance of Green Banking, sites international experiences and highlights important lessons for sustainable banking and development in India we find that there has not been much initiative in this regard by the banks and other financial institutions in India though they play an active role in Indias emerging economy. Therefore, we suggest possible policy measures and initiative to promote green banking in India.

RECENT TRENDS IN HUMAN RESOURCE MANAGEMENT R. SARAVANAKUMAR Erode Sengunthar Engineering College, Thudupathi, Erode ABSTRACT

Business leaders need to be aware of the trends that will impact the operating environment in the future. Trends offer clues about how the operating environment will change. concept these shifts will allow luminous CEOs and managers to adapt and thrive. This is especially accurate in the dwelling of Human Resources management since people are one of the most principal resources to any enterprise. Here are trends in Human Resources management that business leaders will want to watch: Leveraging Technology, Global Marketplace, Rising Costs of Benefits, Flexible Workplace, and Demographics

BUSINESS INTELLIGENCE KNOW-HOW!

R.VIJAYKANTH R.VENKATAKONDAN ErodeSenguntharEngineeringCollege,Thudupathi.

ABSTRACT
Keep away from people who try to be little your ambitions. Small people always do that, but the really great make you feel that you, too, can become great Mark Twain

BI refers to application and technology, which is used to gather, provide access to, and analyze data and information about the company operations BI is neither a product nor a system. It is an architecture and a collection of integrated operational as well as decisionsupport applications and databases that provide the business community easy access to business data Business intelligence play an increasingly critical role in tomorrows ever faster, ever more global, every more competitive business environment. To meet those needs, future BI systems must be real-time/near-real-time, proactive and pervasive. Users are increasingly demanding those capabilities and software vendors have begun to respond. We see a bright future emerging for business intelligence.
RECENT TRENDS IN MARKETING MANAGEMENT M.SABARINATH
ErodeSenguntharEngineeringCollege,Thudupathi.

ABSTRACT

In this paper I have discussed about the marketing, Things to attract the customer by a marketer, New marketing trends which are evolved in the market like Network Marketing, Viral marketing, Ambush Marketing Guerrilla Marketing, Green Marketing, Direct Marketing, Buzz Marketing, Online Marketing, Word of Mouth Marketing, Relationship Marketing, Article Marketing, Cause Marketing, Social Marketing, Reality Marketing, Sports Marketing. Marketing is a total system of interacting business activities designed to plan, price, promote and distribute want-satisfying products and services to the present and potential customers. Generally marketing is understood to mean the sale and purchase of goods and services but it is narrow thinking to understand it so. The term MARKETING is worldwide. It does not mean only the sale and purchase of goods and services. It means entire process of satisfying the needs of consumers. It starts with discovery of needs and wants of the consumers, and it continues, till these needs and wants are satisfied. Marketing is delivery of standard of living to the society.

HR POLICIES AND EMPLOYEES ATTRITION

P.YASODHA V.V.PRASATH Gem Business Academy, Kolappalur, Gobichetti Palayam. ABSTRACT

The management has to recognize the important role of Human Resource Department in order to successfully steer organizations towards profitability. It is necessary for the management to invest considerable time and amount, to learn the changing scenario of the HR department in the 21st century. In order to survive the competition and be in the race, HR department should consciously update itself with the transformation in HR and be aware of the HR issues cropping up. With high attrition rates, poaching strategies of competitors, there is a huge shortage of skilled employees and hence, a companys HR activities play a vital role in combating this crisis. Suitable HR policies that would lead to the achievement of the Organization as well as the individuals goals should be formulated. HR managers have to manage all the challenges that they would face from recruiting employees, to training them, and then developing strategies for retaining them and building up an effective career management system for them. Just taking care of employees would not be enough; new HR initiatives should also focus on the quality needs, customer-orientation, productivity and stress, team work and leadership building. This paper should be valuable for practicing HR managers of every organization and also for those who have a significant interest in the area of Human Resource Management, to realize the growing importance of human resources and understand the need to build up effective HR strategies to combat HR issues arising in the 21st century.

MOBILE SALES PROMOTION A CONTEMPORARY METHOD OF SUSTAINABILITY IN COMPETITIVE ENVIRONMENT

H.NISHITHA PREETHI
ErodeSenguntharEngineeringCollege,Thudupathi.

ABSTRACT

Mobile marketing can refer to two things, marketing on the move and to using mobile devices to advertise your product; telemarketing is included in this concept. The recent fact that for most customers, mobile phones have become an extension of their personality. Many go a step ahead to say that mobile phones define their individuality as well. It is worthwhile to compare the growth of the mobile phone industry vis-a-vis the computer industry in India. According to recent statistics, there are nearly 300 million mobile phone subscribers as compared to just around 30 million PCs in the country. Additionally, around 8 million subscribers are signing up every month for mobile services alone. For most individuals, mobile phones are becoming a single point of contact for the world surrounding them covering a wide range of utilities like emailing, entertainment, and banking. Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. Mobile promotions are increasingly being deployed as companies strive to expand their advertising reach. They can be used to deliver an assortment of promotional incentives across a widely-adopted marketing platform that is still in its early stages of evolution. Mobile promotions can help businesses build brand awareness, improve customer loyalty and collect valuable customer data. They represent a new and quickly developing frontier of marketing.

EMERGING TRENDS IN HR
S.RAJMOHAN SSN School of Management and Computer Applications, Kalavakam, Chennai. ABSTRACT

The role of the Human Resources Department has changed dramatically over the past 30 years and will become increasingly more strategic in nature in the future. The role of HR manager is shifting from that of a protector and screener to the role of a planner and change agent. Personnel directors are the new corporate heroes. The organizational context in which HRM finds itself at present is one of rapid change and considerable uncertainty. Human relations management can no longer be confined to the functional areas of recruitment and retention. Organizational development and changes, occurring due to mergers, acquisitions, market and economic conditions require companies to provide its key employees with strong support, to deal with such changes and adapt successfully. The challenges of constrained HR budgets and headcount and slowing salary growth are a clear call for cost management that if responded to correctly can be an opportunity to prepare for the future. This is the time to optimize capability, engage critical talent and focus on the motivation and retention of high performers. As with most situations, planning is the key. A good plan for a reduction in force (RIF) requires that you identify the tasks that need to be accomplished, those that will be eliminated, and the new structure that will accomplish these goals. Current employees' skills can then be aligned with the company's business needs and, difficult but well-considered, decisions made. Valued employees will leave if they think the organization is in trouble. HR has a major responsibility in redesigning, training, and employee engagement. Employees are looking to HR for guidance in filling in the gaps while managing the social pressures that are inevitable with layoffs. Once consensus is reached regarding a definition and description of key roles played by either line management or by HRM professionals at different levels. Human resource management is also in the process of change with regard to the nature of the role performed. In the past many functions were performed by HRM professionals themselves, the role they are taking on, is one of consultant to line management, where line managers perform many of the functions traditionally handled by HRM professionals. Similarly there is a trend in which businesses are shedding all functions that are not directly related to core business, and in the process many HRM functions are being outsourced. Hence the change in the nature of services provided. 5

INNOVATIVE ENTREPRENEURIAL STRATEGIES IN RETAIL INDUSTRY

V.SIVAKUMAR
ErodeSenguntharEngineeringCollege,Thudupathi.

ABSTRACT

Retailing in India is gradually inching its way to becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping. Modern retail has entered India as seen in sprawling shopping centres, multi-storeyed malls and huge complexes offer shopping, entertainment and food all under one roof. Retail industry especially organized retailing has more relationship with entrepreneurs (Kishore Biyani, Subramaniam) they concentrated on new strategies where they focused on increasing the number of customers, increasing the quantity purchased by customers(basket size), increasing the frequency of purchase by the customers, increasing the number of customers can be achieved by adding new stores and by modifying the product mix. Pantaloon Retail (India) Limited, Indias large retailer has adopted new strategies by concentrating on the above said points. Existing retailer are tapping new geographical markets by introducing new products to the existing range that appeal to a wider audience, Expansion by adding new retail stores to existing network. Since the major retailers are facing stiff competition, IT infrastructure plays vital role in differentiating one retailer from other retailer. In spite of the prospects being good things arent quite as rosy when it comes to awareness of IT systems. In most cases, organized retailers in India have installed solutions that help them maintain all the transactions. New retailers in India are undergoing a transformation due to the entry of large corporate houses, IT managers now looking forward to know how IT can help them achieve the business goals of their organizations.

EMERGING TRENDS IN HUMAN RESOURCE MANAGEMENT E.ISWARYALAKSHMI R.PAVITHRA Nandha Engineering College, Perundurai. ABSTRACT

Human resource management, if we see it from definition perspective it is a process of bringing people and organizations together so that the goals of each others are met.

If we see in practical situation the above definition its just one side of a coin which has limited HRM involvement but HRM today is a different story, it have changed the way we work, and also it helps an organization to survive in recessionary period. Managing and attracting the human resource in todays time is very difficult task. The role of HR manager has changed a lot (Dancing differently on changing tunes of life) from being protector and screener to the role of Savior who acts as planner and change agent affecting bottom of the pyramid where it is blue collar workers & at the Top & Middle level executives. The trends in human resource industry are dynamic in nature which contributes towards to achievement of organization goals. Over the years, highly skilled and knowledge based jobs have increased while low skilled jobs are decreasing. This calls for skill mapping through proper HRM initiatives. Change is inevitable as said and thats what Indian organizations are witnessing in management cultures, systems and working style. Alignment with global companies has forced Indian organization accept and incorporate change in every day life which makes role of HRM all the more important.

RETAILING AN EMERGING CONCEPT IN ERA OF GLOBALISATION WITH SPECIAL REFERENCE TO INDIAN RETAIL INDUSTRY

KV.NISAR AHMED
ErodeSenguntharEngineeringCollege,Thudupathi.

ABSTRACT

Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centres, multi-storeyed malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India. A new face is emerging for the retailing industry in India. Consider a few emerging pointers in the Rs 9,30,000-crore retail industry. Organised retailing, which is still minuscule comprising 3% of the total market at Rs 28,000 crore, has to go a long way. While due importance has been attached to the emergence of a potent mid-level market in India, pundits racked their brains trying to figure out the typicality of Indian buyers delving deep into the consumers mindspace. Hence driven by changing lifestyles, strong income growth and favourable demographic patterns, Indian retail is expanding at a rapid pace. Therefore, no doubt that retailing has potentiality to grow in leaps and bounds in the near future.