Shock and Disbelief

“10 people is all I use to handle the figure you quote...” Imagine the utter shock and disbelief that the B&E team experienced, when C. M. Verma nonchalantly trudged into the control room, matter-of-factly made that statement, and introduced himself quite bluntly, “I’m the Manager of the new Cold Rolling Mill!” Ten?!? Was that it? “Well, if you add sub-staff and cleaners, the total would come to 100...,” came the classic Verma riposte, with a deadpan professional glare. Hot versus Cold; 34,000 versus 10! That, dear critics, epitomizes the destruction of Tata Steel, as we had always known it. For the uninitiated, every steel slab (210 mm width and 11 metres length) from the blast furnace is sent first to the Hot Rolling Mill to be converted into a sheet (of 4 mm thickness and a massive 1.1 kilometres in length).

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

WITHOUT SUBSIDIES

Cotton illustrates the problem. Without subsidies, it would not pay for Americans to produce much cotton; with them, the US is the world’s largest cotton exporter. Some 25,000 rich American cotton farmers divide $3 to $4 billion in subsidies among themselves – with most of the money going to a small fraction of recipients. The increased supply depresses cotton prices, hurting some 10 million farmers in sub-Saharan Africa alone. Seldom have so few done so much damage to so many. That damage is greater when we consider how US trade subsidies contributed to the demise of the Doha Round. Rather than offering to do away with its cotton subsidies, America offered to open up its markets to cotton imports – an essentially meaningless PR move that quickly backfired.

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

Harley Hounds

Thus, when a formal organisation was desired to bring the Harley hounds together, instinctively it was christened the Harley Owners Group, the H.O.G! Apart from stalwarts like Elvis Presley and the ‘Undertaker’, there are millions, worldwide too, who have been members of the HOG. Regular events keep these bikers busy such as the ongoing H.O.G Spain Touring Ride and the 23 September rally in Bournemouth, UK, by the New Forest Branch of the Harley Owners’ Group. What with leather jackets, the growl of their bike engines and their attitude, the bad boy image has stuck through time with these greasers, and not unreasonably either.

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

Cell Technology

As a case for diversification, the VSF business, which has minimal re-investment needs, has generated strong cash flows which have resulted in funding of the cement investments. The chemical business’ performance was impacted due to water shortage. Production of caustic soda, and consequently sales volumes, declined as a result. Realisations were also affected due to lower caustic and allied product prices globally. As a result, net turnover dipped by 28% to touch Rs.715 million and PBIDT fell by 52% to Rs.179 million. As part of its future strategy, the company is in the process of converting its caustic soda plant based on mercury cell technology into the new energy-efficient membrane cell technology at a cost of Rs.1.48 billion.

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

BRAND BUSTERS

The following points are the prime criteria for selecting, short-listing and ranking the winning ads in this section:

• Product positioning clarity
• Clinching benefit to the brand
• Presence of a power idea
• Visibility of brand personality
• Expectancy of communication
• Single-minded focus of message
• Reward to the prospect
• Visually arresting
• Painstaking craftsmanship

Here’s a peek into our verdict for the fortnight ended September 25, 2006. First come the print ads, then the TVCs. Jet, set... zoom!

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006