This is a case study of Human resource management regarding communication. (JUST DOWNLOAD n PLAY THE SLIDES IN SLIDE SHOW)

1. Presentation by:
Amit (533)
Kritika (600)
Manjula (610)
Parmeet (634)

2. o This case study details the predicament faced by Nand Kumar, who
worked as a Marketing Manager in a consumer packaged goods company.
o Aggrieved at the cost-cutting measured introduced at the company, Kumar
shot off an email to the CEO of the company. Now after receiving the
response from the CEO, he wondered whether he had approached the issue
in the right way.

3. Orient Marketing Pvt. Ltd
 A midsized company in the fast moving consumer goods industry.
• Beauty
care
• Consumer
Healthcare
• Packaged
Food
• Household
Cleaning
Robin Shah
( CEO )
Part A

4. Orient Marketing Pvt. Ltd …
 Headquartered in New Delhi. It
had Operations all across India.
o Company also provided ample opportunities for
employees to grow in the organization.

5. Nand Kumar
Marketing Manager
• Joined the company at entry level sales
position in the beauty care products.
• Been working for the company for 3 years.
• Is now a marketing manager looking after
New Delhi and the national capital region.

6. Kumar's Job Profile
 It involved extensive tours but he was also available at the
corporate headquarters for around 10 days in a month.
 He was very hard working and performance oriented.
 The sales growth in his region was 25% more for the last six
months as compared to previous year.
 The CEO, Robin Shah had taken note of his performance and also
appreciated his efforts.

7. But one
day… Kumar was quite contented in his job until he returned from
a hectic tour to see a new circular put up on the bulletin
board.
 With the recessionary trend setting in, Orient like many
other companies announced some cost cutting measures.
 The circular was sent to all the departments.

8. All the employees,
Orient marketing communication & services ltd.
New Delhi
CIRCULAR
8.4.2014
All the employees of the company are hereby informed that the following measures are being implemented
due to recession with immediate effect :
 Local transportation has been indefinitely stopped. If any employee wish to avail of this facility, they
can pay for the same at the rate of Rs. 5 per Km.
 At the office canteen, food and beverages will be for sale, including tea, coffee, and cold drinks.
 At the Mess, lunch coupon will be available at subsidized prices — Veg meals for Rs. 20 and Non-veg
for Rs. 30, per coupon.
 If there is a need to print or photocopy any documents, anything more than 5 pages is chargeable
now. Per page printing cost would be Rs. 5 and photocopying would be Rs. 2,
 For executives, in an emergency, only the lowest fare of the Economy Class Air are will be
reimbursed. Otherwise, only II and III AC Train Fares will be paid.
The staff members are advised to strictly adhere to these measures and co6perate with the management.
Senior Manager- Operations

9.  Kumar was livid after reading the circular.
 Moreover, there were rumors floating around that the
company was also contemplating putting on hold pay
hikes and other benefits such as LTC. Why
should
people like
me be
affected?

10. The Decision…
 At last, Kumar decided to raise the
matter with Shah directly.
 He wanted to put across his grievance
to the CEO and also discuss a pay hike
for himself.
o So, he walked into the CEO's office deep in thought.
Should I E-
mail him ?
Will he have
time to read it ?
shall I
make
a phone
call?
Or should I
draft a
request
application &
put it on his
table?
What if he
is in a
meeting?

11. The Decision
o Face-to-face interaction would be far better and more effective than all
these alternatives
Face to face
meeting it is.
o “Let's meet him,” Kumar thought.
o He signed the 'Appointment Requisition Form‘ and gave it to Shah's
Personal Assistant.

12.  Shah was surprised to know that Kumar had come to meet
him at his office.
 Only the previous day, Kumar had briefed him about the
sales in his region on the phone and there did not seem to
be any decision that warranted this urgent meeting.
Now, what
does he
want?
I am too
busy today
He does not
usually rush
into my office
with his
problems

13. “Tell him to meet me tomorrow”, Shah
said.

14. Part B
 That night, Kumar felt very restless. The more he thought about
the content of the circular, the more aggrieved he felt. Moreover, he
could not visit the CEO the next day as he was planning to take a
day's casual leave to take his aunt to the doctor.
o At around 11 pm, he decided that he would put across his grievance
to Shah via email. He switched on his personal computer and wrote
the email thinking that his letter would set the tone for the meeting with
Shah.

15. Esteemed and dearest CEO sir,
 I am regretting to inform you that things are very depressing to me. It is paining sincere people like
me. Please look at the performance of the individuals before you send such circulars.
 Ever since I joined the company I worked very hard. You can see that employees hardly work
sincerely, nowadays. I travel day and night and meet many customers to promote our products. Many
times, I don't get time to have my dinner and lunch also. Last month, in my village… when my grand
father was selling the house… along with my sister-in-law... many people went to our village to buy...
except me.
 If you want to depress people who increase sales for the company, it is very difficult. Please take
care! If your company can't take care of us, we don't care for company also.
 More over travelling by trains wasting my time. How to go by train? Schedule of the trains doesn„t
match to our client. How do you expect me to go in time? Kindly, do something.
 Any unpleasant notices will further depress us. So, need not be done. My only aunt is very sick…
with your permission… I am only the responsible person in the family... so I can take her to hospital…
on leave.
Please do the needful.
For your eyes only.
Yours most sincerely,
Nand Kumar
Marketing Manager
Orient Marketing Pvt. Ltd.

16. Meanwhile…
 Shah was working late at the office, taking a final look at the PowerPoint
slides that he was going to present before the board the following week
when he received the email from Kumar. He found it difficult to make sense
of the note.
o Feeling irritated, he wondered… If this is the way
he communicates
with me,
how does he
communicate with
the customers?

17. He immediately sent a memo to Kumar
From the CEO
To: Mr. Nand Kumar, marketing manager
Date : 9.4.14
Subject: Please learn the Principles of Business Writing
Please take care of the following before you write anything in business situations.
• Learn how to express assertiveness and proper questioning.
• Study the 7 Cs of communication and Principles of Business Writing.
• The 'subject' is a must for every correspondence.
• You should use vocabulary suitable for the situation.
• Punctuation has to be correctly used.
• Coherence and the order of paragraphs have to be maintained.
• There has to be a logical flow of points.
• The ending need not have ‘most' .
• The organization's name after your name is unnecessary.
• I hope these mistakes will not be repeated.
CEO

18.  Kumar was surprised to get such a prompt reply from
Shah. But after reading the email he felt really
embarrassed.
 He dropped the idea of meeting the CEO, thinking that this
was perhaps not the appropriate time to ask for a raise.

19. o He also brooded over ways in which he could have handled this whole
issue better.
Maybe I should
work on my
areas of
improvement
first

20. Conclusion
 The case depicts the nature of the communication
methods adopted by Nand Kumar to his CEO, shah.
 In our opinion, Kumar should not have handled the
problem in an informal way. Even though his method
was acceptable, his communication abilities in
business writing were poor.
 Kumar‟s anger towards the “circular” was rational but
it affected all the employees not just an individual.
So, in our opinion approaching the CEO in such
informal manner was irrational and unacceptable.

21. Thank you