1.

It Support Organizational Performance In Turbulent Business Environment

Mr. Dev B Koli, SIBM; Mumbai; 2012

Dabanng on YouTube - Fast Facts

 Dabangg is one of the highest grossing movies in Bollywood of all-time and has raked in record revenues since it was first released in the theaters in September, 2010. It also recently won the Film fare Award for Best Film 2010.
1.33 Million views to the Dabanng Channel Over 430,000 video views of the movie and related video clips An average of 5000 views every day 250,000 full movie views 1800 + subscribers on the channel 2000 community engagements in the last 1 week in the form of ratings, comments and favorites

 Demographic Profile : 45% of the audience between the age group of 25 44 A significant 35% of the viewers on the channel are above the age of 45

 The complete movie was the most popular and engaging video on the Dabanng channel receiving close to 60% of the total views.

 Here is a sneak peak of user comments on the channel :-

Googles Promotion of Dabanng The marketing

The marketing team at Google also has also set up powerful marketing campaign (across Search, GDN, and YouTube) to create awareness about the film. In addition, Big FM also promoted the movie on YouTube. Over 30% of the views come from discovery related videos and YT search A good 12% also comes from embeds from external sites.

WAL-MART CASE STUDY

Lesson Learned From These Cases

Traditional organizations are embracing information technology not only to support their process but also to expand their activities. Such IT support will provide strategic advantage in hypercompetitive world. IT support is necessity for any organization to excel or survive.

Doing Business In The Digital Economy

The term digital enterprise refers to an organization that uses computers and information system (IS) to perform or support its activities. Objectives of Digital Enterprise
Reach and engage customers more effectively Boost employee productivity Improve operating efficiency

Digital Economy
The digital economy refers to an economy based on digital technologies and whose members are better informed and able to communicate because of IT. In this economy, wired & wireless networking and communication infrastructure provide the platform over which people & organizations devise strategies, interact, communicate, collaborate, and search for information.

Some Representative Examples

Information & entertainment product that are digitized:
Paper-based documents Graphics (photographs, postcard, calendars, maps etc.) Audios (music recording, speeches, lectures) Software (programs, games, development tools)

Symbols, tokens, and concepts:

Tickets and reservations Financial instruments

Process & Services

Government services Electronic messaging Auction, bidding, bartering Social networking

CASE ON

E-commerce
E-commerce is the process of buying, selling, transferring, or exchanging products. Services, or information via the internet or other networks.
Buying or renting movies online: old and new way Paying for goods

Advantages
Cost Quality Convenience Strategic competitive advantage Customer service

Business Model
According to Mckay & Marshall, a comprehensive business model is composed of following six elements:
A description of all products and services the business will offer A description of the business process required to make a deliver the products and services A description of the customers to be served and the companys relationship with these customers, including what constitutes value from the perspective of the customers A list of the resources required and the identification of which ones are available, which will be developed inhouse, and which will need to be acquired

Business Model
A description of the organizations supply chain, including suppliers and other business partners Description of the revenues expected, anticipated cost, sources of financing and estimated profitability.

Four popular e-commerce models are listed here:

Tendering via reverse auction Affiliate marketing Product & Service customization E-Marketplaces and exchanges

CASE ON

Business Performance Management

Goals

Adjust Performanc e and goals

Information Technology

Strategies/ plans

Monitoring

Impact Of The Business Environment

Unfortunately, frequently your performance level depends not only what you do, but also on what other are doing and the forces of nature Companies need to respond frequently and quickly to both the threats and the opportunities resulting from changes in their business environment. Critical response Activity

The Brand Maggi

Nestle Good food good life

About Nestle
The company dated to 1967 Henry Nestle developed a milk based baby food and soon began marketing which was the first product of nestle

Nestles product list

Nestle milk maid Magi pickup Magi pizza maze Magi sauces Nestle munch Nestle Milo Nestle ice tea Nestle natural dahlia etc

Market share
Magi has 94% Market share Top Ramen has 4% Others 2%

Initial Strategies of Magi

It has faced lot of hurdles in India The major being Indian psyche Initial Targeting was working women in the platform of convenience However despite heavy media advertising sale of magi was not picking up Hence NIL conducted a Research

Cont..
NIL promotions positioned the noodles as convenience to mothers and fun for kids Tagline Fast to cook, good to eat in line with the positioning They promoted further by distributing free samples, giving gift on return of empty packets Effective tagline communication 2 minute noodles, Taste phi health phi

Product protection in market

The word Noodles was registered By Nestle India in 1984 Magi is the trademark for noodles category products from the year 1984

SWOT ANALYSIS
Strength Market leader Brand loyally Distribution channels Innovative flavors Opportunities Unexploited rural market Increasing no. of working youths Affinity of Indians to Chinese food Weakness Heavily dept on one flavor Health related issues

Threats Strong presence of regional competitors Competitive pricing (top Ramen)

DSTP
Differentiation : Taste,Flavor,packaging Segmentation : Based on lifestyle and habit of urban Families Targeting : Kids.Office goers Positioning : With Statements such as 2 minute Noodles and easy to cook and good to eat

DSTP Analysis
Differentiation : Taste.Flavor,packaging Segmentation : Age,Eating habit,lifestyle of urban families Targetting : kids,youth,office goers,working women,health conscious people Positioning : easy to cook good to eat,2 min noodles,taste bhi health bhi

Market penetration Strategy

Promotional stratergy in school Advertising straight focus on kids Innovative new products veg atta noodles,dal atta noodles,cuppa mania Availability of diff packages50,100,200gms,400gms-family pack Conducting regular market survey

Hurdles Faced
Saw decline in 1990- formulation changed from fried base to air dried base competition in noodle market top ramen New product failer dal atta noodle in sambhar flavor

Current scenario of maggi

Leading brand in india and world over Reasonable competitive pricing Creative interactive blogs for customers www.maggi-club.in

Strategy For Competitive Advantage & IT Support A strategy addresses questions such as:
What is the long-term direction of our organization? What is the over-all plan for deploying our organizations resources? What trade-offs are necessary? What resources will it need to share? What is our unique positioning vis--vis competitors? How do we achieve sustainable competitive advantage over rivals in order to ensure lasting profitability?

Porters Competitive Force Model

Porters Value Chain Model

Process Of Becoming An Adaptive Organization

Recognize environmental and organizational changes as quickly as they occur, or even before they occur. Deal with changes properly and correctly No wait for competitors to introduce change Have a scalable and appropriate IT architecture Develop an innovation culture

Innovation & Creativity

IT Failure
Feb 24, 2008, about two-third of the world was unable to see YouTube for several hours. This happened when Pakistani Telecommunications Authority decided to block offensive content in their own country. Their ISP, together with Hong Kong PCCW telecommunication incorrectly programmed around the world instead.