Kuwait-Unraveled

One would have heard that life is not only black and white it has shades of grey too.Well in kuwait the life is bit different.It has mostly shades of brown.This is because most the buildings are made of sand stone and people prefer not to change the natural look of it.

Now that I have spent about 3 weeks in Kuwait,I have been able to observe the city for a while and can pen down my observations.

Kuwait has a well structured network of roads.This was made after Kuwait gained independence from Britain.This beautiful road network makes driving fun in Kuwait.The cars move at speeds of 120 Kmph as a routine.Also,if you thought women were bad drivers,you will be amazed by the speeds at which they drive in Kuwait.They are also safer drivers then men.For a country which boasts of one of the highest accident rates in the world,the number of women drivers in those accidents is dismal.After seeing New York and Kuwait both,I think Kuwait would have highest assortment of cars per square feet in the world.This love for cars translate into a healthy second hand market which allows even the expats(70% of Kuwait) working in Kuwait to own wheels.This cars are the most visible testimony to the western influence to this young nation.

Kuwait is absolutely safe, crimes are probably limited also because of prohibition of alcohol.So the vices which an average Kuwait citizen indulges is cigarettes.When one sees around,you find people smoking cigarettes and Hooka.It has become a part of their lives.no wonder,cigarettes here are very cheap.It is very common to see families coming down to beaches,community parks with children and their cycles or skateboards.Many barbecue  stands are set and the smoke spreads in the surrounding.One gets to smell the aroma of multiple delicacies all for free.

One thing which points towards the strong religious beliefs of Kuwaitis is their perseverance to the ritual of Namaaz.Be it office,mall or shops there is an area earmarked for Namaaz and when it is time for Namaaz,people gather together irrespective of time of work their attire.Also one finds young and old generations wearing the traditional Dishdasha.While one finds young Indians slipping into Jeans and T shirt,the attachment and continuation of Dishdasha in Kuwait is really surprising.While you may find the young generation of Kuwait wearing western clothes,the same person would be wearing the Dishdasha the very next day.While many a women from Kuwait wear Burqa,it is quire common the natives  wearing a head scarf with their dress instead of the Burqa.

Most of the Kuwaitis go out after primary school to western countries for further education.Same is the case for expats too who normally send their children to their native countries for higher education.This change is resulting in an average Kuwaiti being more informed and educated then those in the middle east.

There are no tourist visas given in Kuwait.The government keeps a tab on not only work permits but also driving licenses issued to expats.So if one is in Kuwait he is definitely there for "work",fun can be just an add on.
One can roam around freely anytime of the day as long as one carries his passport and visa and does not offend any religious sentiments.The country is promoting Kuwaitization in a big way where in for any contarct/job you do in Kuwait,it will be through a Kuwaiti Company or a Kuwaiti national.So whether one wants to implement a software or be a taxi driver in Kuwait,you have to have a Kuwaiti sponsorer.This system has worked well for Kuwait.



One can get along easily by speaking English.Due to the influence of western world one can find all the major brands.For Indians who know Tamil/Malayalam one would probably feel at home as the majority Indian community comes from south India.All said,Kuwait grows on you.

Community Parks

I had heard about community parks in a localities  but had not lived in a locality with these parks.One comes across articles in newspaper when citizens raise campaigns to save the community parks around their homes.I would normally just ignore it as another trivia news.However I realized the value of community parks not in India but while I was in Kuwait.

I was staying at Salmia in Kuwait and decided to go for a jog daily to the only green space amidst  the concrete jungle.The park is maintained fairly well given that the water scarcity and weather in Kuwait makes it difficult for trees to grow.

If one removes the rows of trees in the park,one can mistake the cemented path in the park as a busy street.People,majorly from Indian sub continent are the ones who frequent the park in the evening.For the people of all classes who live in the community,it is the most affordable and achievable option by which they can take care of their health.After a busy working day,people of all classes come down to spend some quite time with themselves.It is a delight to see both young and old on the same path if not the same platforms.

Many a children have only this outdoor space,it is here that they breath fresh air and bind socially..something which is getting lost in the  individualistic society.Many ladies get way from the monotony of daily chores to share their space with other ladies.

For an outsider,it is difficult to realize what the park means to the locality but if one spends few evenings in such a park,he will know what the park means to the community.

While other things change color and shapes in a locality..its the green of the community park which stays on..reminding the residents of their memories and also  helping them live long enough to preserve these memories.

Indian Super Heroes

We have grown up listening stories of Ramayana and Mahabharata.I belong to the generation who remember the empty roads when these epic serials were aired.

But then there came a time, we got engrossed in the likes of Archies,Superman and Spiderman.The facts that made them popular were-
1. They belonged to the western culture.
2. They were lot more humane then our mythological super Heroes.
3. There were no moral values attached to them,our grand parents were not forcing us to read them.
4. They lived in Contemporary world,they used the same gadgets and lived in the same settings we live in. 

Thus,there started a time in the lives of middle class Indians,where the western super Heroes found a way to our homes,if not through Comics but through television.
It seemed that ten years down the line,the likes of Spiderman will become the bed time stories.Our very own Amar Chitra Katha,Twinkle failed to fill these void.


Then suddenly,a  Company decided to make the most of it when it brought out the animated version of Hanuman in 2005.This was the time ,Bollywood and Indian Animation studios were making big money.They decided to experiment and came Animated movies and television serials of Indian mythological Heroes Hanuman and Ganesha.Taking a step further,the story tellers brought them  in our present lives.Children could associate with a Hanuman who goes to school and secretly save the world too.This was also the time,there was a big influx of Chinese cartoons,some of them were wicked and most of them were not "Good Looking"

 
                                                        





For parents like me,it seemed there was no respite from this cross cultural attack.But market dynamics were at its best.As a pleasant surprise came serials like "Chota Bheem".He belongs to our contemporary lives,he conveys high moral values and is shown in English.As I parent,I could not have asked for better.So even though my son sees the all time favorite Tom & Jerry,he also watches Chota Bheem and believe me, it is an interesting watch.I even saw CD of Chota Bheem sold in the market.The Indian Super Heroes(at least for the children) have finally arrived.

Innovation at Work

It’s about time that most of us would have joined work. We would have got used to the processes at work and probably even started getting frustrated seeing some of them. We might have even cursed ourselves that how we are a tiny fry in a big organization.


We have also heard the tales of how some organization are innovative and entrepreneurial in nature while others have none of these qualities. People would go all lengths to be part of these organizations. So is innovation restricted to only the likes of Google or 3M. We can delay it into eternity by thinking that our time for making the changes will come when we reach the place of CXO’s.



Alternately we can do something which is being advocated by Robin Sharma in his latest book” Leader without Title” and try to make small but incremental changes in our work place irrespective of our position. Well appears easy but is it difficult to implement?



I found a live example of some one trying innovation from unexpected corner. Every day while going back from office to home, I would face a traffic jam at the Hope farm circle. It is not due to heavy traffic but a specific reason.

All along the square are four lane roads except for the one going to Chanshankara, which is two-lane road. There are no free left turns at the square. Just on the beginning of the road is the assumed bus stop for passengers who wish to board the bus going towards Chanshankara. Since this road remains narrow throughout and has heavy traffic there is no space for making an alternate bus stop ahead of this one. As a result when the buses going towards Chanshankara stop, to take the passengers, traffic behind them going towards Chanshankara comes to an absolute halt, most of the times on the very square itself. So even when the light turns green for the other sides of the square the vehicles cannot move due to blocked square. Many fellow commuters and I have seen this scene, honked in agony and many a times curse the people who travel by bus, as if they had a bus stop choice. The traffic policeman standing there would turn a blind eye to this episode which plays itself many times over in the day.

It is here that I saw an example of ingenuity and leadership at grass root levels. Some of the policeman tried a novel idea. Since shifting the bus stop was not in their power they devised a solution keeping it a “hard constraint”. They started halting the traffic coming from Chanshankara much before the traffic signals equivalent of two buses length from the signal. Under this arrangement the bus would stop at the bus stop at the beginning of the road. However other vehicles would move from the side of the bus, traveling in the opposite lane for a while before they would cross the bus and reach ahead of the bus and follow the normal lane. Incidentally, keeping the traffic light of their side green for an additional 10 seconds compensated the traffic, which was halted much short of traffic signal. Though the solution defies the traffic laws (of moving in your lane), it offers the best solution under the given set of constraints. I was really amused with this simple solution, which was put forward and implemented by just two things – Common sense and a willingness to make a difference.

Cycling to office

Well after driving in Bangalore and driving crazy about it,I just renteed a place as close to the office as possible..I would have given a arm if my office basement had a 2 bedroom set but that was not to be...So I decided to use my cycle to go to office.


Buying a cycle is  yet another story.I always thought that I will be able to exercise and live healthy if I owned a bicycle.But with new cycles costing around 3000 Rs..I just could not risk buying it and not using it.fortunately while in XLRI my dear friend Dr Kailash dediced to dispose it off-i decided to turn my dreams into reality.And the hassles it took me to transport it from Jamshedpur to Bangalore ensured that I really had to make use of it.


So when I started driving cycle to office..I relaized that initially I always had a reson to avoid taking it to the office-telling myself that I will be late ..even when there is no fixed time to reach the office.



I suddenly realized that once you are on cycle..the other motorized vehicles treat you like dirt..they would actually want you to become part of it..I mean  move down the road or worse will be short of running over you.If you do not have balance on your cycle,you might just fall on the gr

But still cycling is fun,once you drive it in the evening,you can feel cool evening breeze of bangalore.You see new shops,signs..why I managed to see a cyber cafe and a gas agency both of which I wanted to visit but could not found while I used to drive to office.And talking about the office..Once you come to offfice in a car you are just amother person..unless you own a ferrari but noy many people can come to office on a cycle.At first it seems odd ..cycling in formals to office but what the heck..if CEO of Fortune 500 company can do it..I guess there is no reason for me to mind either.One I make it to the A list...people will not say that he started driving cycle only when he became a CEO.

.Well and among all thousands of people who come to office it is you the security staff looks with some recognition.


Well another time when you feel the power is once you grt stuck by a bus which just stops in between..among all vehicles behind her honking..its the cycle which finds space to overtake her.Also on the numerous speed breakers on the roads,I would find a luxury car
luxury car slow down  ..even slower than the cycle (well literally each one needs to watch his back) .But the cycle cruises along..same speed.

Now there are some lows too..once you are on a downslope enjoying the momentum and some vehicle in fron make you stop..thats not a happy feeling.

Another good part of going to office with a cycle is you just cant miss your daily exercise,at least for 5 days a week.So it helps in setting a routine too.

The best part of it is that I actually relate to the woes of the other cycle drivers..whatever i exercise is the bonus.So now that I have spoken so much for the cycle publically..I guess i just need to continue with the cycling for some time.

Car driving in Bangalore

It is not that I have not experienced the traffic of Bangalore before.But experiencing it while being in the driving seat is a different feeling.Some observations/lessons for driving car in Bangalore based on my learnings from driving my car from Airport road to ITPL-

1. If you thought only small creatures were nimble(And you have not seen the Elephant ad of Accenture),you need to see the Bangalore city buses in action.The drivers will cut your path with such precision,you will bite your nails.

2. While driving in Bangalore on a 4 lane road-2 lane for each side of traffic, drive as indicated in the picture.At many a places where there is a U turn facility available, the vehicles get stuck for a long time as they are unable to turn due to high speed traffic coming from other side.In case you are driving at the outer edge of the road,you will get stuck behind this traffic awaiting U turn.The bus drivers of Bangalore would keep changing lane to at the bus stops,in that case too you will have the best chance to speed up in the gap.

3. Consult for one ways lest you will find yourself running around in circles.There is no scope for consulting while on the move as there is no place where you can get your vehicle to a side and ask for directions.

4. If you are going to some destination in town,find the location of the nearest mall where you can park your car and with that as base use the auto for commuting.There are just no parking slots in Bangalore.

5. Dont feel happy ,if you jumped a traffic light and are not apprehended by the cops.He would have noted your number and will either send the notice home or pass information on the walkie-talkie to the cop at next square.

6. And for each car journey you think of taking,evaluate whether you can avoid that by a combination of daily or monthly bus pass as with the air conditioned volvo..u can avoid driving atleast for office.

Signing off on a winning note

                                  

The Faculty led by Prof Sengupta threw a challenge to GMP batch for a football match.The timing for GMPians could not have been better.With fourth term coming to a fag end, there was little excitement in the routine.GMPians took the challenge.What followed was a break from the late nights and some "Forced" practice sessions in the morning.Sourav Samtani led from the front,even if it meant giving morning wake up calls to the team members.Eventually colleagues used to avoid meeting him at dinner time fearing that he will coax them into a morning session next day.

To pull the rest of the batch to the field,Suraj fired his salvo by his mail...which served both as an invitation and a warning.

Extract reproduced below.

"They were not educated like the learned Romans;  Only thing they could read were the ferocious eyes of their opponents. They did not belong to the noble blood, but they tasted blood to entertain the nobility,
When elite Roman studied astronomy and geometry, they learned the language of swords, arrows, dust and blood.
They were the Gladiators ……the entertainers of the elite.
 2000 years have passed…………………………but the legend continues,

So as the elite GMPians will busy themselves with books, Some would be fighting for the pride of GMP on the football ground.
They don’t enjoy Grades, they don’t cherish Ranks,
What they enjoy is bruised knees and bleeding elbows.
Coming to cheer them is not the matter of Choice; It is the matter of Guts."

     

The mail did the trick. With GMPians coming out in big numbers, the stage was set for the big show.

  

As the Sun dropped a few degrees to welcome a hot evening, the XLRI football field heated up with an excellent football .The standard of play was expectedly high. Faculty team produced a performance in the first half that saw them levelled at 0-0 despite the GMP capturing the ball for 80% of the time. This first half included intense attacks by the GMPians, strong defence and some excellent airborne goalkeeper enabled saves by the faculty team. 

Half Time- GMP- 0………………Faculty- 0

On the risk of a little digression, it should be pointed out that the referee was also feeling the intense competitive heat, but made his all time best efforts to keep up with the fast paced game. There were a few controversies regarding referee deciding against giving offside on two occasions but the high voltage drama continued with the right sportsman spirit. It was a fun filled game with spectators from all age groups. Adults, children, extra players and refreshment serving staff all cheered for their favourite side. The huge number of onlookers ensured enormous vocal output. Photographers with their variously sized cameras clicked every detail of the match.

 The second half saw the introduction of young blood from the faculty team. These kids were campus residents and threatened complete demolition of the tiring GMPians. It was this half that saw increasing attacks from the faculty team. However GMPians led by their captain drew the first blood and scored two goals in quick successions. GMPians produced their best display in the past few weeks and proved too strong for faculty team, progressing to the final whistle with a couple of goals more. Thus the lead stretched to 4-0 and XLRI GMP team won the match with a BIG-BANG.

End of the match- GMP- 4…………………Faculty- 0

The agility of our professors and staff members showed their fitness and commitment level. The camaraderie amongst players was evident throughout the game and the post match handshakes and appreciation of each others’   game added to the healthy playing atmosphere. XLRI, we would miss so many things related to you and this match would certainly be one amongst them. 

Photograph courtesy- Durgesh,Omkar,Hemant and Venkat

Article composed by Pracheesh and Ankit

Spice mobile:After sales service takes out all its spice

Some wise man said "You can fool some people some time,but you cannot fool all the people all the time"

I realized that I got fooled immediately after I took a Spice mobile 1.5 years back-it was the only company offering dual SIM handsets at that time.I had told the shopkeeper that I wanted the mobile for using as a modem for internet connection.I also told him that I had Tata indicom and BSNL SIM and I will be using them for internet.He told me that the mobile will connect with all service providers.The mobile booklet did not give any information on the same.My first shock came when I found that Spice mobile cannot be used for accessing internet via modem/GPRS in both Tata indicom and BSNL.The vendor told that to find out whether its a mobile issue or not,the mobile will have to be sent to Delhi.As Spice has limited own service centers in India and none in Nagpur.After using all my sources it was not a issue with handset but of Spice's tie up with service providers.

Before the warranty got over the keypad of the mobile got  stuck.That is I could not not use any of the keys.Luckily the problem resolved on its own in 24 hours.

I was in Jamshedpur this time.While I tried to use my dual SIM for the first time in six months,I found the phone not registering the GSM SIM.I finally found the service center of Spice. .The service center of Spice in Jamshedpur is "Care Point" which is a combined service center of Sony Ericssion and Spice. 

 

Filthy staircase & stinking corridor to center

                                             
The  service center  is on the first floor of a old building.The stairs leading to it are dingy and foul smell greets you.I could have thought of it as a norm in mobile service centers in Jamshedpur had I not visited Nokia service center which is just 500 mts from the Spice service center.While the Nokia one is spacious,clean and has adequate space for customer along with mobile charging point and water facility..the Spice one has three chairs and has 80 Sq feet for both customers and staff.There is just a fan which cannot even circulate air there.The technician works in a area which is 20 sq feet in area without a fan.You can actually see then working on your priced phones while clearing the sweat on their brow simultaneously.As soon as I showed the phone to the technician he told me that it was a software problem and will take 100 Rs to fix it.While I was apprehensive about the fact that he was telling me the solution before opening the phone,he assured me that he has seen enough of Spice phones to know their problems.However it comes only with a one month guarantee.My second shock came when the dealer did not even make an attempt to give me any bill.Seeing the rush of customers I too did not bother to obtain it.

Little did I knew  that I would have  to visit the same dis-service center again.Luckily or unluckily it was for a different problem.My mobile key pad had got stuck again.I  cursed myself for not rectifying it under warranty.The scene at the service center was of utter coarse.Customers were on top of each other in an attempt to deposit the handset.The service center was making manual bills taking more than extra time.The reception team had little idea of the instrument problems and kept calling the technicians to explain the same to customers.After 45 min of my handing over the mobile,the technician informed that the keypad needs to be changed and the warranty on the new keypad will be for one month.In an age when all mobile phone manufacturer gives warranty of at least six months(on even battery) post the limited warranty period,one month's warranty is like cheating the customer.This causes doubts on the quality of Spice mobiles. The third shock came when the service center refused to give me the old keypad. I was told that they need to deposit the old keypad back to the company.I have my concerns that the old keypad(if it was actually replaced) could find its way in some other customers mobile.

                          Unorganized reception / Insufficient waiting area

Nokia is quite concerned about electronic waste.So they have bins in their service center urging customers to put their E-waste in locked boxes(which can be opened by company reps) in the service center.They do not keep the customers replaced part with them.As usual,this time too the service center was reclusive in handing over the bill.But I finally took it ,to protect me for at least a month.

In an era when even the likes of Nokia are fighting Chinese and now Indian mobile players like Lava mobile,Spice seems to have lost the story.Even in the dual SIM technology it pioneered,new mobile manufacturer are beating it.Talking about service P's-the concepts of Physical evidence,Process,product....has no meaning for the company.Spice probably thinks that a customer's life time value is the cost of the one mobile handset he brought of Spice.The power of Word of mouth and the benefits of valuing the customer's life time seems useless to the company.It's about time,Indian companies start treating the customers with more respect.

Drops of Joy

One of the best sights if one gets up early morning..and early means real early..even before the sun has risen is to see drops of dew on leaves and flowers.They are fresh and pure.You might think that they are in love with the morning sun..smiling to them as the sun rises.The happiness they bestow to us is contagious, while their beauty  eternal.

While we were working in the placement office today, we felt the same joy.With another month to go before the course finishes we have some people to be placed.Even those who are placed understand the anxiousness of their colleagues.So much so,there are no parties being thrown by those who have got the job.So when today we heard news of job offers for two of our colleagues coming in,the environment in the placement office was that of ecstasy.All present there immersed in their joy.It was no longer the confined to the happiness of the two getting placed but the moment belonged to us too..all those there who were there when this news broke in.

As some wise man said,the real joy comes from  seeing and sharing the happiness of others.Well today was one such moment.It was like an adrenaline injection to those working there, rightly timed to pump them for future efforts.

It no longer mattered who was getting placed but the fact that we could all immerse in the joy of that moment.One had to be there to experience it and guess what, no amount of  money in the world can give one this opportunity ever again.

Tata Steel XLRI Peace Run

People of Jamshedpur came out in large number to participate in the Tata Steel XLRI Peace run on 21 Feb morning at 0700 Hrs. The atmosphere was electrifying and one could see people of all ages and sections of society coming out to show their solidarity and support the cause of Peace. The event was organized by CIIYi of XLRI.
The race had three categories for participation-

Tata Steel XLRI Peace Run Short Route (1 km in distance)

Tata Steel XLRI Peace Run Long Route (5 km in distance)
Among the 5 prizes, three were bagged by GMPians-
1. 1st Men - Shreerang Joshi
2. 1st Women - Deepti Chand

Tata Steel XLRI Peace Run Long Route Group (5 km in distance)
1st Group – Ankit Chordia, Bahvin Dalal, Suraj Kumar Singh

However, we managed to win among the XL group. The real winners were children from Tata Sports Academy who beat even the prize winners in our group comprehensively. Kudos to their spirit! With the faculties, families and students coming out in large numbers, the event was a great beginning to the Sunday.

But in GMP, we not only work hard but party even harder. So the same evening, the winners threw up the party for the batch. The party gave a breather to students reeling under the pressure of placements and studies.

Marketing Strategy for getting Defence deals of India

The purchase of a high involvement product is fairly different from the purchase of a low involvement product. Marketing strategies talk about post purchase dissonance for individual customers but rarely about the dissonance when the customer is a Nation. Incidentally, no government would display any post purchase dissonance due to the fear of facing the nation’s wrath. So a big ticket deal by a developing country does not end up being the dream script of movie writers.

In India, defense deals become a topic of mass consumption only when there are stories of kickbacks associated with them. For the billion plus of Indian population, the wedding at a politician’s residence is a more popular read than a multi billion deal concerning the security of the nation. Many defense equipment manufacturers have been lobbying along with their respective governments to persuade Indian government to buy their products.

In a product as sophisticated as a defense equipment and a deal so complex, is it actually possible to influence the decision makers? Well, I cannot comment on other nations but it is possible in India. A media campaign can create enough fury and flurry of responses to ensure that a Jessica Lal murder case is reopened. A Tata Nano can make the nation feel proud and sell without advertisements. The catch lies in connecting with the ordinary citizens of the Indian Democracy-they react, comment,decide and deliver. Well, India does not take a referendum on defense issues, but once a topic connects emotionally to Indians and comes in media glare, it becomes very difficult for the decision makers to take a decision favoring some Company or nation. Surprising but true, appealing to the emotions of the Indian citizens is the key to strike the defense deals in India.

This brings us to one of the biggest defense deals in the world .The sale of Medium Multi Role Combat Aircraft(MMRCA) to India in a deal which can go up to US $ 10.5 billion. The decision makers in this MMRCA deal are the bureaucrats, Indian Air Force and finally the government of India. So is it possible to influence them by marketing? I believe if the Aircraft manufactures want a fair chance, they need to re think their strategies. India defies conventional wisdom when it comes to many a things.So who is the aircraft manufacturer that should be actually worried? The manufactures like Saab from Sweden who is pitched against the likes of Lockheed Martin, backed by the US government.

I will take the case od Saab Company to develop my strategy.The timing could have never been better for Saab. As the deal gets into the ‘Slog overs’ it is the ideal time to fire the final salvo. But guess what, the likes of Saab have to take the battle to the living rooms of India, something unheard of with defense deals. For an average Indian, a MMRCA is like a commodity, he wouldn’t know much about a twin engine or single engine aircraft. But if this uninterested Indian can be influenced, Saab will definitely have a fair chance in the game.

Let me discuss how Saab can plan its marketing and business strategy for clinching the MMRCA deal. Among all the competitors, Saab is a small fry which is facing financial difficulties. Among the six types of aircraft in consideration, only a deal with one of the two-Gripen and F-16 IN can leave India with a consumer surplus against the sanctioned budget of US $10.5 Billion. Amongst all countries in the race, Sweden is the least aggressive ones in selling its case. Indian government may be sensitized into diversifying its risk given that Boeing is now being awarded the contract of C-130 aircrafts. No other defense equipment excites Indians the way a fighter aircraft does. Fighter aircrafts stir emotions in the rich and masses alike in India. I recommend the following objectives of the marketing strategy for Saab-

a) The campaign should portray the legacy of European companies which produces the world’s most coveted automobiles even though they may not be the biggest automobile makers in the world. It should depict Saab as a class apart and how it produces legendary brands which have no correlation with its balance sheet size.

b) Saab should focus on the fact that it wants to offer its best to India and how a relationship with Saab is for a lifetime(Unlike that with US which is susceptible to future sanctions and arm twisting)

c) The campaigns should focus on Saab being portrayed as an underdog amongst the bigger names.

The stepwise plan to implement these objectives -

                                                 Displayed at a bus stop in Delhi

2. Online presence: A new website should be opened up, which should talk about the highlights of Saab’s offer for the deal without going into great deal of technicalities and financials. The website should talk about Saab’s strong lineage and how the present training of pilots in India prepares them for single engine aircrafts. Without mentioning it explicitly, the website should bring out that unlike deals with the US, which can be easily be manipulated by the US and can get into a limbo as a result of US sanctions, Saab offers a partnership for a lifetime. It should also draw attention to the fact that Saab has agreed to transfer of technology with India unlike other players. A contest can be launched, open to students in India. Winners of the contest will be given free ticket to come to Delhi and special passes for the Gripen exhibition.


3. Exhibition: Saab should arrange for a month long display of an actual Gripen aircraft in New Delhi in a prominent exhibition ground, starting 15 days before the actual trial and lasting for a total of one month. In case Saab does not get permission to land and display an actual aircraft, it should attempt to transport a real/full size model to India, even if it involves re assembly of an actual aircraft in India. An event management company should be hired. The Gripen should be made available for display to selected public which include all government officers, bureaucrats, media houses and Defense personnel. They should be given exclusive visitor rights during first 7 days and special slot of 2 hours for the following 3 weeks.

In the remaining 3 weeks, students of premier colleges and schools should be allowed to come for the exhibition after selection through a lucky draw. The journey of Saab and its facilities should be displayed by screening of movie/picture corridor. The visitors should be educated about the world class stature of Saab and Saab’s proposal for the deal. All visitors to the exhibition should be given free gifts like posters/key chains. Needless to say, the exhibition should be covered explicitly by tie up with media and most of the publicity should be generated through public relations and not advertisements. All the clippings of the exhibition should be displayed on Saab’s website and actively advertised on internet on facebook , You tube etc.

4. Public Relations: Ex defence officers of Indian Air Force should be hired to give opinion on the deal on major news channel. These programs are normally automatically aired on the News channel as the day of the deal allocation comes closer. National and regional magazines and Newspapers should be selected to ensure that Saab’s case is published in them.


5. Bollywood magic: Another way of achieving high degree of media publicity is to associate the leading Hindi movie actors of India with Saab’s Gripen. These actors have a cult like following in India. Any news reports which talk about both these association will generate lot of public relations automatically.

6. Competition: There is a strong possibility of the other Aircraft Companies to come up with similar marketing campaigns. Saab should plan the campaign discreetly so that it can have a free run of as many days as possible before other Companies come up with their campaigns. Saab should adequately plan for any negative advertisement campaigns which might come up. Equally important is to ensure that the planned marketing strategy till the exhibition should be successfully implemented lest the government of India comes up with a directive prohibiting advertisements by parties to the defense deals.

All this will entail an expenditure of US $ 25-50 million which can be justified. The Sweden government cannot match the political might of America in lobbying for Saab. The only way Saab can try to clinch this deal is to establish a rapport with the Indian public especially in New Delhi. The campaign will definitely affect the decision makers of the deal but more importantly, it will provide an equal chance to Gripen to get selected.

It is said that When in Rome do what Romans do.Customers be it individuals or Nations need to be influenced into buying a product.Be it for consumables or defence purchases,Branding and effective marketing can make the difference.