Marketing research & implementation of strategies to promote the new brand in current market

1. HPGD/ JL20G2 / 3678
Preeti Jadhav
Presentation for VIVA -
1st Year PGDM

2. WE TUBE

3. 1
Marketing Management

4. Learnings :
According to Philip Kotler :- “Marketing is easy to teach & understand, but difficult to practice”
Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and
facilitate the flow of goods and services from producer to consumer. Businessman regards marketing as a
management function to plan, promote and deliver products to the clients or customers. Human efforts,
finance and management constitute the primary resources in marketing
Marketing main mantras are needs & wants
Need :- lacking something
Want :- Desiring something
 Maslow’s Hierarchy of needs
Physiological Needs
Safety Needs
Social Needs
Esteem
Self
Actualization

5.  A place where buyers & sellers gathered to buy & sell
 A collection of buyers & sellers who transact cover particular product or product class.
 5 Basic markets :- Consumer, Intermediary, Manufacturer, Resources & Government .
 Marketing Process
 Understand the market place / customer needs & wants
 Design a customer driven marketing strategy
 Create products / solution / service
 Capture Value from customers & create profits
 Build profitable relationship & create customer delight
 Construct a marketing program that delivers value
 Difference Between Sales & Marketing ?
 Sales :-Trying to get the customer to want what the COMPANY products.
 Marketing :- Trying to get the company products what the CUSTOMER want
 Production Concept:- Belief that customers will patronize products that are available& affordable
concentration is more assembly line production.
 Product Concept :- Belief that consumers will prefer products that offers the most in quality, performance
& feature & hence companies should devote maximum energy to product improvements.
 Selling Concept :- Belief that consumers will not buy enough of the firms products unless it undertakes a
large scale selling & promotion effort. This would work mostly for unsought goods.
 Marketing Concept :- Belief that achievements of organization goals depend on knowing needs & wants of
target markets, and delivering the desired satisfaction better than competitors.

6.  The Marketing Environment
 Factors & forces outside marketing that affect Marketing Management ‘s ability to
build and maintain successful relationships with target customers.
 Micro Environment :- Associates close to the company that affect its ability to serve
its customers the company. i.e. Suppliers, Marketing Intermediaries, customers,
markets, competitors , public.
 Macro Environment :- Large societal forces that affect the micro environment.
I.e Demographic, economic, natural, technological, political & cultural forces.
Market Research:-
Systematic design, collection analysis and reporting of data relevant to a specific
marketing situation facing an organization
M.R process :-
Defining the problems and research objectives
Developing the research plan for collecting information
Implementing the research plan collecting and analyzing the data
Interpreting and reporting the findings.
Marketing Mix 4 Ps :- Product, Price, Place , Promotion
 People, process, physical evidence
 Packaging, personnel, politics, passion, public opinion.

7. 2
Success Attitude

8.  Life is full of challenges
 Meeting deadlines, changing Govt., policies, withdrawal of support by partners/
Vendors/ distributors - everyday challenges in business.
 Daily Commuting, Traffic Relationships, Work life balance issues are so
challenging.
 How to cope up with all this?
 Understanding “ Attitude” helps
 Lack of understanding throws us out of context and into the emotional dungeon.
 Life is tough- but so is it for everyone
 When the times are “tough” only the “tough” get going
 Only the right Attititude can save us .
Attitude :- It is our overall way of looking at life.
 It is persistent in nature
 We continuously keep bifurcating everything in life as “ Good” & “ Bad”, “
Favorable” & Unfavorable”.
 It’s the same for people around us, the work we do, the things we handle.
 Two men look at the same prison bars, one sees mud & the other sees the stars.
Fredrick Langbridge

9.  Attitude is like the goggles we are wearing, the clearer the glasses clearer the sight
and darker the shades, darker in the view.
 Our interpretations of the view as seen through goggles does not change the
reality outside.
 Our view cannot affect the reality, they affect us!
 We are endowed with freedom to choose.
 Our views will determine the outcome in our life.
 Change in attitude can change our life.
 “We are what we think” – Buddha
 The way to embrace “ Optimism” is to fake it till you make it.
 Angles in Attitude
 Internal :- Do you see problem in all opportunities
OR
Do you see opportunities in all problems.
 External :- How you carry about yourself among other people or in the society.
 How do you tackle:-
Traffic Jam in the metro cities or
Sudden increase in urgent and important workload when you wanted to take an
off from the day.

10.  Positive Attitude
 Positive attitude gives us a tendency to look at positive side of everything in life.
 It radiates love and good energy amongst the company of people.
 Looks for opportunities in problems.
 Keeps us ready for unforeseen issues & leaves us calm to look at it in its face & tackle
with it.
 Yet, expecting good things to come our way.
 This can be developed by each time, deliberately looking for positive side of the
things, people and situations around us.
 Positive Attitude makes us :- Happy, Joyous & Energetic, More productive, healthy &
immune to diseases, Achiever, caring & sharing, Desirable personality and offers you
longevity of life.
 Negative Attitude
 A negative attitude always looks at the problems & difficulties side first.
 The vision to look for opportunities is almost lost.
 It affects us miserably
 It is fast spreading and like a spoilt mango affects the others quickly.
 It thrives on wrong comparison with others.
 Negative attitude makes us :- Unhappy & lost in energy, unproductive, unhealthy,
loser, Anger & frustrated, unwanted personality and reduces life span.

11.  Start of the day on smiling & positive note.
 Wake up preferably at the same time everyday on a soft musical note rather than a
harsh alarm.
 Embrace time management that helps in leaving you with enough small –small
margins in between 2 tasks on hand, giving cheerful breathing time.
 Practice deep breathing & deliberate breathing from stomach & not chest.
 Breath in the positive energies from all around & breath out negative energies….
universe know, how to take care of it.
 Even while you are sitting on your ‘hot seat ‘ in the bathroom, thank at least 5 Good
things for being in your life.
 When stuck in traffic, plan the agenda for the rest of the day or the next day, listen to
good music, chat with friend accompanying you.
 Eat Healthy foods
 Do not damage yourself with cigarette or drinking and addictive levels of tea, coffee,
soft beverages, they have not done any proven good to anyone so far.
 Reading is a good habit, yet avoid negative news beyond may be the awareness level of
happenings around.
 Judging, blaming, commenting and gossiping have done no good to anyone, instead
look for positive aspect of the person you will sure find one.
 What you think reaches all around in your life in a vibrational form & Newton's 3rd law
of motion works.
 When down with a negative experience, take a break & read something, chat with some
one doing something good at the time.
 Learn & practice mediation techniques.
 Regular exercise, helps improve wining attitude as you can doe more & better in less
time, day by day.

12. 3
Knowledge Management

13.  The psychological results of perception, learning & reasoning.
 In philosophy the study of knowledge is called epistemology & the philosopher
Plato famously defined knowledge as “ Justified True Belief”
 Definition
 Knowledge is a detailed familiarity with, or understanding of a person, things or
situation. It can include facts and information, as well as understanding that is
gained through experience, education or recognition can be implicit.
 Knowledge Management
 Knowledge Management (KM)comprises a range of strategies & practices used in
an organization to identify, create, represent, distribute & enable adoption of
insights & experiences such insights experiences comprise knowledge either
embodied individuals or embedded in organization processes or practice.
 Knowledge is that which is lost unless deliberately maintained & communicated.
Why Knowledge Management?
 Advent of digital & network technology and ecommerce.
 Focus shifting from long terms stable business relations to services that exactly
satisfy customer demands.
 Reducing shelf life of knowledge.

14.  Knowledge – Basis of Product & Service.
 Knowledge is the basis of any product or service.
 It is in fact a product in itself.
 It is constantly changing
 It is the basis for every single business product.
 It is also the basis for personal growth
 Shelf life of Knowledge
 Knowledge as a principle or intangible product has a “ Shelf life”.
 Before 1960, the self life was 21.8 years. That is a particular technology or product or
service would remain profitable for almost 22 years.
 This shelf life is now down to 3-2 years.
 It is expected to go down even further.
 Decrease in shelf life of knowledge & development in technology is nullifying value of
knowledge as stock.
 What this means that knowledge has to be constantly managed else an organization can
collapse.
 Types of Knowledge
 Empirical Knowledge
 Formalized Knowledge
 Institutional Knowledge
 Market Knowledge
 Product Knowledge
 Organizational Knowledge

15.  Key is Knowledge Transfer
 On the job knowledge transfer. Eg. Apprenticeship or training on the shop floor.
 Risks associated with on the job training.
 Off the jon training – Eg classroom theory.
 Risk associated with the off the job training.
 Cost of Knowledge Transfer
 Education
 Off the job training cost
 On the job training cost
 Costr benefit analysis of knowledge v/s enhanced product value.
 Knowledge Selection Risks
 Learner might fail in the knowledge transfer
 Knowledge may not produce expected profits.
 Knowledge Selection Opportunities.
 Selecting the right kind of technology or trends at the right time. Opportunities are always
there but identifying and selecting them are crucial.
 Supply Chain for Knowledge
 Standardization of Knowledge
 Assessment of employee knowledge
 Effective Internal data management
 Summarize
 Knowledge management is the key to success going ahead.
 Acquire & manage the right knowledge
 Create robust supply chain for knowledge

16. 4
 How to grow your business
Internationally

17.  Learnings
 Three most important things
 Focus on getting the right people on board :- The essential part in an organization is the
cultural expectations of the employees. The success of a startup and its subsequent
“potential” to effectively scale –up depends substantially on its work culture.
 Entrepreneurs need to master “ Marketing” :- Gone are the days when a hard working
entrepreneur could rely only on his exceptional operational skills to get him to the
pinnacle. In today’s fiercely competitive market, an entrepreneur must know how to
sell himself as his product or service.
 Don’t be afraid of acquisitions but do not “over sell” either :- Indian Entrepreneur are
not known to be keen on mergers and acquisitions. It is a habit that certainly needs to
change, if one is looking to grow at a sustainable pace. Acquisitions are important in
order to scale –up.
 It is better to change the business model every five or seven years because the market
keeps on shifting at certain interval of time.
1. Focus on what you want to be – not what you are
2. Make sure you’re ready and fully prepared to scale.
3. Learn from successful competitors who’ve scaled.
4. 4. Protect your business values when scaling up
5. Building a great team of likeminded people.
6. Have rules for your people to follow
7. Access outside expertise when required.
8. Never compromise on quality or consistency
9. Identify your barriers to growth
10. Try to predict the future

18.  Some Take Away’s
 Think Big, Act Bold :- No, this doesn’t mean delusional day dreaming.
 Its of virtually no use for anyone to sit around imaging themselves as the next Bill
Gates sitting on a $100 billion stack of cash
 But if you have a $5 million business, why can’t it be a $50 million company ? Or
better yet, can you strategically go from $50 million to $ 500 million ? This is
thinking big.
 Build a Public Profile :- Its people – to people (P2P) and because you’re the
leader of your company , other people (read : customers, investors, advisors,
strategic partners) want to know you.
 I cannot tell you how many business websites I come across where you cannot
find even the basic information on the founder / leader of the business, this
defines your approach, shame on you.
 Work on your Business, Not in it :- Most struggling entrepreneurs I know fail in
this one area more than others: they are focused on the wrong things.
 Grasp the importance of this point, get clarity on what core activities you need to
be laser focused on as the leader & visionary, & then protect your boundaries
around these actions. In other words, the house better be burning down for anyone
to interrupt your actions of working on your business.

19.  Find and establish key relationships and networks :-
 Yes --- one need to know their stuff. You need to be stellar in your area of
core competency and have deep domain expertise at what you do and the
value you bring to your customers. But at the end, it comes down to
connections.
 Evaluate Financing Options for Expansion :-
 How do you go from $50 million to $500 million?
 You’re going to need some capital and its probably not coming fro your
rich Uncle.
 There are very few big businesses that are self funded.
 “Whether you want to expand your employee base, buy a new facility or
develop a new product, one of the key elements in taking a company to
the next level is knowing the kind of capital you need to support that
growth.”

20. 5
 Internet Marketing

21.  Method in Madness!?!
 To reach the population of 50 Million
 Telephone took 70 years
 Radio took 40 years
 Television took 15 years
 Internet took <5 years
 Mobile took <3 years
 What is Internet?
 A worldwide Network of Computers
 The fastest and the cheapest communication medium in the world with Global
reach
 More than 1 Billion users around the globe and growing every minute!
 More than 350 million hosts & 3000 million pages of information and growing
 Internet is a great leveler
 Internet is a marketing channel
 Internet is a distribution channel
 Internet increase business efficiency
 Internet is a business implementation tool

22.  What sets Internet apart?
 The only medium to offer interactivity with the client / consumer in the real
sense, resulting in highly focused Audience coverage and Involvement.
 No other medium will allow the personalized “one to one” reach with your
clients – wherever, whenever!
 Internet is a “Pull” Medium
 Types of Web Presence
 Informative
 Interactive
 Commerce Enabled
 Why Internet Marketing?
 Internet Marketing Approach
 Internet Marketing Business Development
 Integrated Approach
 Online Marketing
 Goals – Internet Marketing

23.  The 5 principles of Internet Marketing
1. Make it easy to find what you are selling !
2. Deliver solid service !
3. Individual customization is key
4. Make navigation simple !
5. Business – to Business focus – Initially
 Internet Marketing Principles
 Simple, Intuitive Navigation
 Easy to find Merchandize / Goods
 Good “ Offline / Online “ Services
 Individual Customization is key
 Business to Business focus
 Benefits Analysis
 New Business Opportunities
 Global Reach & Market Penetration
 Improved Customer Services
 Competitive Advantages
 Easy Analysis – MIS
 Faster Response to Market Changes
 Reduced Cost of Operations
 Improved Profitability
 Improved Budgeting and Planning
 Better Forecasting, Decision Making

24.  Why should you Adopt Internet Marketing now?
 Increased Client Satisfaction / Service
 Improved Efficiency & Effectiveness
 Enormous Business Returns
 Good Business Sense
 First Mover Advantage
 Even if you don’t, your competitors will!

25. We Lounge

26. 1
 Mr. Vinay Mahajan
 Vice Chairman & CEO of Money House

27.  Learnings
 Mr. Vinay Mahajan who comes with 20 years of rich experience in the Financial Service s
Industry, who has created wonders for his stake holders.
 He is an IIM Calcutta. He has CFP from Switzerland, CFA, Mtech with over 25 years
experience with companies such as Anand Rathi, Motilala Oswal,Barclays amongst others.
 Money House is the financial wing of the “ House Group” with offices in Mumbai, Delhi,
Ahmadabad, Jaipur, Lucknow & Guwahati.
 The “ House Group” has interests in finance, financial services, infrastructure, real estate &
pharmaceuticals.
 His experience ranges from teaching finance to heading some of the largest financial
advisory companies world wide and ultimately staring his entrepreneurial journey with
Money House.
 Money House is the youngest firm & just completed 1.5 years and he is the most senior
employee of this organization.
 Mr. Mahajan spoke about his career that how from being a engineering background , he
focus his interest in Financial sector. It was very challenging journey for him but at same
time it was interesting & fruitful too.

28.  Continued…
 He believes that our decision making & strategy implementation takes towards to
a successful path, as we grow in our life , we should take a appropriate education
to build our decision making ability & should learn the knowledge about that
sector to keep us updated to tackle with new challenges coming across our
journey. Because according to him key learning is taking decision at right time.
 Coming towards his journey with Money house, their aim is to develop the
network and focus on the vendor & maximize the wealth of the stake holders.
 They focused on 4 main stake holders & they are customers, employees, vendors
& investors. According to him some firm keep their close eyes only to fulfill their
customer needs, but he believes that their priority is their employees & then other
stake holders. Because employees are the solid foundation & strength of the
organization & without their hard work & efforts no firm can fulfill they
customers need .
 Enable to managing the resources team has to perform exceptionally well &
organization should together celebrate their achievement to get them motivation to
work more hard for the growth of the organization, because ultimately employees
are the key element.

29.  Continued….
 He defines leadership as given the facts, given the circumstances, how fast & how
swiftly one can decide. Their HR appoint those employees who have expertise in
their specific filed & having the ability to come across to any challenges.
 In his entire life he learned about three most important words and they are:-
 Passion:- Passion to do anything to achieve the goal of your life.
 Patience :- One should have patience in any situation, if things are not going in
correct direction or it is taking time to achieve.
 Nerve of the market :- One should have updated knowledge about their sector or
market. Because often things changes frequently, so we should have updated
knowledge so that we can face the challenges & have command on the market.
 According to Mr. Mahajan it is too early to say, but in next 5 years they want to
expand Money house globally. They already investing in Dubai, but as far as
international market is concerned they want to spread their wing is East Asian
country like Singapore, Hongkong & Europe & other countries.

30. 2
Mr. Adil Malia
President HR, Essar Group

31.  Learning’s:-
 Mr. Adil Malia having 27 years of work experience spanning India, South West Asia, Middle East Asia
and The US. Mr. Malia started his career at Godrej Group, where he spent 9 years handling roles
ranging from sales, HR – training & development post with Godrej he was also associated with GE
Appliances in India & the US as General Manager for HR & Industrial relation prior to that in Coca
Cola he served as Group General Manager (HRD) for their Middle East operations.
Joined Essar group in August 2006 managing HR, strategy, policy & programme for entire group and
plays a critical role in providing vision and leadership to the HR function to deliver on the group’s
strategic and operating goals.
 Mr. Malia has done his B.Com as well as Law and masters degree in personnel management &
industrial relation from the Tata Institute of Social Science. Also done his advancement management
programme from the Wharton Business School & Senior leadership revenue growth programme from
Georgia tech university.
 Winners of several awards & reorganization for his work in Industry, been awarded as Causa Honoris
Doctorate in Philosophy. A voracious reader, he write extensively for newspaper, business journals &
magazines. Also a keynote speaker at several seminars & conventions globally.
 In 2006 he tool up the Essar assignment saying “ this is one of the high points of my career. The lay of
this land is so fertile. The leadership personally nurtures the people. This makes the enabling
environment so positive for HR, that it makes everything one does like one has the Midas touch !”
 Mr. Malia life journey was very challenging in term of career & fruitful too. He started his
journey from the 19 years of age & from so on he continued to be an successful HR professional
& recognised with many rewards in his entire journey. He believes that reward does not change
anything in our life but the efforts which gives you return on investment to build yourself has
been recognised.

32.  Continued…
 He believes to established versatility & ability not only manage multinational well setup
culture & but also growing himself, he has to prove himself in classical culture & that
anything more classical than HR. The first generation very successful business
organisation, very successful in business, centric organisation but not necessarily
professionally manage process which are required the vision that they wanted to arrive.
The certain amount of resistance more away from MNC environment to classical
enterprises but I must do the gratitude of the promoter / directors of this company that they
made me absolute comfortable & aware about the fact were. So it is not any point of time
they have hidden any facts that they were far behind & HR process & they also told the
what their respiration was.
 The Realisation that they headed really time they invested too.
 The realisation that there was a ambition the desire to reach, the desire destination,
therefore you have a role to make that dream come true. This is exactly he keep telling lots
of people that if you really want to create a value proposition when you are working at
candidate at what is it look for ,certainly they are coming for million background but what
is required is how you able to show the candidate a meaningful story in which he has role
to play a transformation for enterprises. The movement you identify that role for him. The
movement you able to show him the important role in journey of transformation that time
you have done right engagement in much bigger way.

33.  Continued…
 He admire his two leader through whom he has learned a lot :-
1. A D Kallachi :- He says even you are successful, desire to be a good human being.
Whatever you are, whoever you are how much successful you are , most important is to be
a good human being that should be dream.
2. His professional learning he picked up from Bob , off course he was also replicated to be
good human being. He says one you given lots of inputs & lots of information your
intelligence can sharpen up until & unless you learn how to emotionally connect up with
people you will not be able to give full value to coaching all about, so he was like a coach.
3. He has learned the human behaviour, why it is important emotional criticalise & emotional
spark. How you connect with emotional spark & then you could build up the relationship &
then do the development. It is a holistic thing. Human being cannot be compartmentalise &
unless & until you are able to emotionally connect with the people your ability to catch
them to a surface level it will never realise.

34.  Continued….
 He is completely against the human resources, because resources is the element of physical
quality of emotion. It is a resources. Human being are sources of value creation & therefore
philosophically in mindset we should moved away calling resources. People are value creating
partners of business.
 According to him Indian economy is bound to only grow because there is a huge potential which
indicated by unfulfilled desire needs and growing economic well being that coming around with
the development that is coming, so there is coming of consumerism, coming of new product,
opening of global market, opening of consumer activism like that & unfulfilled demand & need
of the largest population which are not in cities, but which are lying in the hidden of the country,
that potential people are investing & it is that potential all of making the world investor look at to
say investing initially without making profit but once the per capita consumption goes up & we
are able to reach out to the rural penetration of the unfulfilled consumer lying in the rural areas &
once you are able to reach the product at that time then the growth is amazing . So India &
Indian economy is bound to go up irrespective of govt can only play a supportive role but
creating & enabling environment for this reality to happen , because for the economic percept he
is purely Adam smith economist . He believes that invisible hand of the market pushes any kind
of intervention made by govt or any other machinery, therefore Adam smith market take over
everything away.
 If you go by that logic Indian market have got to develop it is no way , it cannot. It is a matter of
time govt can be facilitated to fulfil faster but it cannot halted.
A quote by him ;-
 “In the end, the man who wins, is the guy who believe He Can.”

35.  3
 Mr. Mayur Satyavrat
 Head (L&D) at RBL Bank (Ratnakar Bank)

36.  Learnings:-
 A post Graduate (MBA) in management from Delhi University & Indian School of Business
(ISB) Hyderabad coupled with master’s diploma in training.
 “Dip TD” Organization development & change management “ODCP” & has over 16 years of
experience in the area of change management, learning & development, leadership development,
talent management , strategic , corporate & business HR with clear focus on Co-operation,
alignment & execution of organization / business strategy with HR/ People Strategy.
 Marketing & Financial professional in education.
 Internship with Pepsi food. Trainer at Pepsi food has motivated to move from marketing to
training.
 Also been instrumental in setting up several sub functions & centre of HR excellence within HR
in RBL Bank, Viacom 18, “ TATAAIG”, MetLife”, Kinetic Honda, MOSL & Amway.
 Amway- Managed the entire learning life cycle of over 10000 people . Lead a team of 10
facilitators.
 Kinetic Engg Limited – Head Training for over 3000 employee’s & partner spread across 22
regional offices & over 100 location.
 Instrumental in creating centre of excellence which was instrumental in capacity building across
organization & key driver for employee retention & productivity.

37.  Continued…
 Motilal Oswal Fin Services Ltd- Responsible for setting up the entire function “ Learning,
Leadership & Organization development, Talent management “ for all the group companies.
 Instrumental in setting up “ centre of excellence” which consisted “ Academy of Excellence “,
Universe of wealth & finance management”, Knowledge management, Content & resource
centre & Learning management system.
 TATAAIG – Worked from XLRI campus, as there is no office space available for TATAAIG.
 Setup the office from scratch, by checking various locations in Patna, Bhubaneswar, Cuttack,
Ranchi etc.
 Moved from FMCG to Automobile industry and learnt lot many different practices.
 Some of the key factors that help in employee retention are : Transparent performance driven
culture, Opportunities to grow leadership depth & quality, Superior and peer relationship
dynamics, investment in development of both present and future roles, Recognition and
appreciation of employees, one of our interventions called the “Back to School” program
encourages employees to pursue academic excellence in top institutes globally fully sponsored
by the company.

38.  Continued….
 CHRO need to occupy a position in the
a) “ Member of the Executive Committee” team
b) “ Member of the Board of Directors” team
 HR head needs to be trained on Financial metrics. The training plans integrated with
Financial will be acceptable at CEO levels.
 Since organizations are competing on a global scale, how can one create workplace
diversity in terms of human capital? Diversity has to be at all levels.
 Diversity plays important role in driving all the below models:-
 Business Model
 Revenue Model
 Operating Model
 Cost model
 Diversity based on :
 Age (Gen X & Gen Y) , Gender, Culture, Region, Regional, Physical Ability.

39. Newswire

40.  1
 WHAT IS THE BEST WEALTH
BUILDING STRATEGY TODAY?

41.  To create massive wealth, investors must choose some quality mid-cap stocks
today, so that would become a large-cap potential stock in the near future.
Opportunities are being presented by the market.
 We religiously use an organized system, discipline, and patience to mitigate
uncertainty and Harness fantastic Opportunities.
 Gather more info & productive decisions. Consider this; recently stock markets
hit a record high, i.e Sensex 56,198, Nifty 16,722. Twenty years ago, NIFTY was
at mark 900, and now it has zoomed to the mark 16,722, which means a
staggering 1755% appreciation. That’s the astonishing power of compounding.
 Over the last 20 years, the stock market has grown at a CAGR of 17%, giving
the greatest returns of any asset class in India.
 It reflects investors’ optimism about investing in the Indian economy & new
companies / business through stock exchanges, even in a global pandemic crisis.
Plus, many of the stocks today are selling at a significant discount to their
intrinsic value, and they are going to explode in the next 5-7 years, making their
investors filthy rich. I see an utterly predictable, virtually unstoppable and
absolute massive uptrend in front of me.

42.  In this upward shift that virtually guarantees soaring profits, the question
is, how much we will be able to grab and keep in your vault? Now here’s
the biggest problem, because of the lack of knowledge and improper
guidance, most everyday investors ignore these wealth-building
opportunities and could never enjoy the Exponential wealth-building
process with the power of compounding.
 A very powerful proverb says, “The best time to plant a tree was 20 years
ago. The second best time is now.” And since compounding means to earn
profit on profits, the sooner you start, the sooner you will be able to grow
your investment portfolios at a geometric rate.
 Since it’s a matter of wealth, we should consult an expert who has a
proven track record and can accurately guide us with the best portfolio
investment strategy based on our wealth goals, earning and lifestyle.

43.  2
 YOUR MONEY: WHY LUMPSUM
INVESTMENT IN ELSS IS A
GOOD CHOICE

44.  Equity-linked savings schemes (ELSS) have grabbed the attention of many investors.
However, there’s a misconception that the ideal way to invest in ELSS is only through SIP
(systematic investment plans). Let us understand whether you should invest a lumpsum
amount in ELSS mutual funds or not.
 What is ELSS?
It is a type of mutual fund that invests the majority of its assets in equities and equity-
related securities. It allows an individual or an HUF tax deduction of
up to Rs 1.5 lakh per annum under Section 80C of the Income-Tax Act, 1961.
The funds have a lock-in period of three years, which also happens to be the
lowest lock-in period among other
When we dedicate a lump sum amount in ELSS tax-saving mutual funds, we
buy units which are worth the investment amount at the then prevailing NAV
of mutual funds or net asset value of the fund.
Investing a lumpsum amount in mutual funds is preferred when the markets have low
price volatilities. This is because the prices of the funds are somewhat steady in these
markets and the cost averaging becomes irrelevant in such situations. As the entire
amount is invested in one go at any point of time, the returns are significantly higher,
and the power of compounding is able to multiply returns at an exponential rate.
Section 80C investments.

45.  Lumpsum investing
 If we have the lumpsum investment amount at disposal, it is advised to
invest the entire Section 80C tax deduction benefit of Rs 1.5 lakh in tax-
saving investments at the start of the financial year. This allows for higher
returns on your investments as your money is invested for a longer
duration. What’s more, you do not have to make a hurried investment
decision at the end of the year.
 For business owners who have seasonal sources of income, lumpsum
mode of investment would be an ideal investment way. If not that, then
they might consider investing in both SIP and lumpsum investments basis
their income cash flows. Doing so will ensure that they are not stressed
financially during investing.

46.  3
 HOW SHOULD YOU PLAN FOR YOUR
FINANCIAL GOALS?

47.  People with financial plans are much more likely to feel prepared, even in tumultuous
times. They’re more likely to feel that their dreams and goals are secure.
 My secret to successful financial planning is making a list of my money goals.
 What is financial goal-setting?
This is nothing more than a list of things you want in life, with a bit more direction. So get
that note-pad and eraser-tipped pencil (goals will keep changing) and start making your
list. Include everything you dream of – big and small.
· house
· car
· foreign vacation
· paying off any loans
· retirement fund
· emergency fund
· sending your parents on a holiday
· school fees in an international school/ college for your kids
· going for higher education/ skill enhancement to a foreign university
· taking a year off to backpack across the world

48.  The next step is to sort through the list. Our list needs a bit more work to
become our financial goal. A financial goal essentially needs three
elements – a thing or service that we are investing for, the cost of the said
thing and the time frame in which we would want to reach or acquire that
goal.
 Sort the rest according to a time frame into long-term and short-term goals.
For example, a car might be a short-term goal while our retirement fund is
a long-term goal. It is important to have small, easily achievable goals in
our list as there is immense psychological satisfaction in ticking things off
a list; along with the long-term goals to keep our focused.
 Sit with a calculator and figure out how much money will make our
dreams come true. Remember, the numbers may daunt us, but as we keep
getting closer to your goal, it will make it all worthwhile. And because the
numbers are only going to get higher the longer you wait – factoring in
inflation – the sooner you start the better.

49.  4
 SHOULD YOU DO CRYPTOCURRENCY SIP
TO GET RICH?

50.  Investing in cryptocurrency is a high-risk activity. Several experts would
advise to invest or trade in crypto with the money we won’t regret losing.
Not just from the volatility point of view, in terms of regulations also there
is not much clarity. In India, RBI has been warning investors against
holding cryptocurrencies. Yet, people continue to invest and in fact, the
crypto community in India is bullish on the future.
 Many financial experts believe that after considering all the risks and
volatility, SIP may be a preferred route for building wealth through
cryptocurrencies for first-time investors.
 Dr. Vinay Asthana, Associate Professor at Alliance School of Business,
told FE Online, “The key advantage of a systematic investment plan (SIP)
is that the problem of timing the market is rendered irrelevant. This makes
SIP an effective strategy in the face of market volatility. Moreover, if
markets are efficient, timing the market is likely to be a difficult and often
futile exercise.
 SIP makes sense for long-term investors of traditional assets like stocks
and mutual funds. When it comes to cryptocurrencies, Dr Asthana said
crypto assets are several times more volatile than traditional asset classes.
This constitutes a strong argument supporting SIP for crypto assets.

51.  Cryptocurrencies are one of the most volatile instruments available for
investment. Many times investors are driven by their impulses. However,
this may be dangerous. SIP may help control this impulsive investment.
 Due to large fluctuations in their prices, it becomes crucial to strategize the
entry and exit points of these investments. In this context, an investment
technique like SIP which reduces exposure to market volatility risk of the
investor is extremely helpful. SIP will also help in avoiding impulsive
investment in cryptos. Apart from SIP, other risk-mitigating strategies
which are getting popular for investing in cryptocurrencies include
investing in a basket of cryptocurrencies or opting for index funds,” Prof
Purushottam Anand, Assistant Professor at IFIM Law School, said.
 There are also index funds that only have exposure to the top 10 or top 20
cryptocurrencies. However, since most of these investment products
/platforms are not regulated in India, investors must carefully analyze and
research any such schemes before investing. It may also be helpful to
consult a financial advisor before investing,”

52.  5
 HOW TO SHOW YOURSELF
BETTER IN A JOB INTERVIEW

53.  Our resume emphasizes our abilities and skills, demonstrates our value, and includes career
achievements we have made previously.
 The employer will want to see the value we will bring to the table by reviewing our
contributions to our former workplace. Keep in mind that we must be able to support any
achievement we have mentioned in our resume.
 While everyone can claim to have achieved something great, not everyone can actually
prove or support that.
 The advantage of hiring the best resume writing service is that they are committed to seeing
us succeed in the work we do together.
 Besides, they are experts in what they do, and they will guide us on how to answer
questions.
 We will also find the best customer service resume writers who specialize in customer
service and will help us to craft a formal resume that aligns with what the employers in the
industry are looking for.
 Listen Carefully to the Interviewers Questions and Be Observant
 It’s important to listen to the question as you might miss vital information if you aren’t
attentive. This is the only way you will be to answer every question appropriately.
 Once they ask the question, listen carefully to the entire question, and pause to think
critically before answering. The nervousness and anxiety that interviewees feel can make
them easily misunderstood the question or miss important information.

54.  Perform an Informational Interview:
 By performing an informational interview, we will gather valuable insight
on the particular industry or company culture tips to help us outshine
others during the interview.
 We can gather information on the company through their company social
platforms or as a resume writer. Since resume writers specialize in
different industries, they have all the information that we might not know
about the company.
 Carry ourselves with Confidence
 During an interview, show our trust ourselves; if we feel unsure, it’ll
show. Let our interviewer trust us by displaying confidence and showing
w can do the job well.
 Do everything we need to do , we ensure that our outwardly project our
confidence. For instance, ensure that make eye contact when shaking
hands, maintain good posture, and sit in a position that radiates
engagement with the conversation.

55.  6
 FOUR TIPS TO CONTROL YOUR
EMOTIONS WHEN INVESTING

56.  Investing is all about informed decisions based on your market knowledge and insights
from analytics.
 Market sentiments are influential in deciding the course of the market, but you should
steer clear of emotions while investing in equities or even in SIP investments. You can
keep your emotions at bay with the help of the following tips:
1. Set long-term investment goals
We need to establish a long-term financial goal. It means that we need to figure out
the reason why we are investing as in our child’s education, retirement or to multiply
our funds; review our age and investment perspective, sort out what we are expecting
out of our life. Once we have answer these questions honestly to ourselves, setting a
long-term investment goal becomes easier.
2. Find a balanced approach
Once we determined our investment goals, we may become over-confident or under-
confident about our financial perspective. In both cases, we stand to lose. The mantra
here is to strike a balance between over-confidence and under-confidence. We should
just be confident regarding our decision towards our investment or SIP plan.

57. 3. Diversify your portfolio
With a portfolio diversification approach, we can ensure peace of mind.
Here’s how. When we distribute our money across mutual funds and asset
classes, it lowers our risk of losses. Markets act in different ways in
different places at different times. So, it brings a balance in our
investment; if some of our investments are facing the downside, others
may see the sunny side.
4· Abandon the herd mentality
Following market sentiments without analyzing them is a big mistake
committed by many individual investors. It is human psychology to follow
the herd and do what others are doing, especially when we can see them
tasting success dur to the choices they made. But by the time we try the
same and invest, maybe it is too late. The chance of making the same
credible profit has already been missed.

58.  7
 WHY TO INVEST IN INTERNATIONAL
MUTUAL FUNDS AND HOW TO CHOOSE
A FUND

59.  Why International MFs?
 There are many reasons to invest in international MF schemes. Some of them are –
1. Higher Diversification :-
a) As portfolio compositions of domestic equity MFs are confined to the stocks of
Indian companies only, investing in foreign companies through international MFs will
ensure additional diversification.
b) Moreover, with little or no influence of domestic issues like economic activities,
fluctuations in domestic markets etc on foreign stocks, an international MF would
provide more stability to an investor’s portfolio.
2. Tackling Rupee Devaluation :-
a) As foreign companies transact in foreign currencies of respective countries, earnings
of such companies are not affected by valuation in the Indian Rupee.
b) So, in case of devaluation in the Indian currency, returns generated by foreign
companies would magnify when converted to INR and vice versa.

60. 3 How to choose a fund:-
 As the aim of having an international fund in the portfolio is to achieve
greater geographical diversification, an investor needs to check the
portfolios carefully to choose a fund.
4. Not Country Specific:-
 An international fund should be truly international and shouldn’t have
companies of a single country in one’s portfolio. Otherwise, it will defeat
the basic purpose of achieving geographical diversification.
5. Not Sectoral or Thematic:-
a) Investors need to ensure that the international fund they are choosing is a
well-diversified fund and is not investing in companies of a specific
sector or on the basis of a specific theme.
b) While investing, the investors need to know that the international funds
are taxed as debt funds, as only domestic stocks enjoy the benefit of
equity taxation.

61.  8
 FIXED DEPOSIT: 5 THINGS TO KNOW ABOUT
FDS TO MAKE THE RIGHT
INVESTMENT DECISION

62.  Fixed deposits are one of the safest and most popular investment instruments available in the
country. FDs can offer you good returns provided you know the product well and make informed
decisions to be able to maximize the investment benefits
 FDs are also available in multiple tenure options and with different features – but how do you
select the FD product that best meets your requirements? There are few critical questions to help
you make informed decisions about FD investments.
1. What should be the ideal tenure of an FD investment?
a) FD tenures offered by banks and financial institutions usually range from seven days to 10
years. Some banks also offer FDs for longer tenures up to 20 years.
b) You should ideally invest in an FD whose tenure is in complete sync with your financial goals.
Depending on your short and long-term goal requirements, you may select the appropriate FD
tenure.
c) You should also prefer FDs that offer you the best rate of interest to meet your financial goal
requirements.
2. Should you invest in one big FD or multiple smaller FDs?
a) Deposits in banks up to Rs 5 lakh are insured through the Deposit Insurance and Credit
Guarantee Corporation (DICGC), an RBI subsidiary. So, to completely nullify the default risk,
you may avoid exposure of more than Rs 5 lakh in a single bank when you invest in an FD.
b) Benefit of having multiple FDs is that you can liquidate one or two FDs to meet any emergency
requirement without disturbing the remaining FD investments.
c) But at the same time having one big FD has some benefits too. You don’t need to keep track of
several FD investments; for example, when each of them will mature and when will you have to
reinvest them. So, depending on your safety requirements and convenience, you can choose the
appropriate option

63. 3. Floating vs. Fixed-Rate Term Deposits: Which is better?
a) Floating rate term deposits (FRTDs) are investment products that offer interest rates linked
to an underlying reference rate such as the RBI’s repo rate, 91-days Treasury Bills rate,
etc. So, when the reference rate increases, the linked FRTD interest rate also increases and
vice-versa.
b) In regular FD products, the interest rate remains fixed till the completion of the booked
tenure.
4. Corporate FD vs. Bank FD: Which is better?
a) If you are looking for a higher interest rate by investing in FDs, you may explore investing
in corporate fixed deposits (CDs). The tenures in CDs usually vary from six months to
five years.
b) CDs usually offer a higher interest rate than bank FDs, but they can also carry a higher
degree of risk. CDs are also not insured by the DICGC if the company defaults in
payments like bank FDs (i.e. up to Rs 5 lakh per bank per investor).
5. Should you wait for FDs to mature or break them prematurely?
a) Breaking FDs may not be a good idea, especially when the interest rate is expected to fall
in the near future. If you break an FD in such a situation, you may not get the same level
of interest when you invest again in the near future.
b) You may explore an overdraft (OD) facility against your FD to avoid penalty on premature
withdrawals to meet your short-term requirements instead of breaking the FD after reading
the applicable terms and conditions.
c) Also, keep in mind that FD returns are completely taxable according to the investor’s
income tax slab rate. So, always consider the post-tax FD returns while making a
decision.

64.  9
 6 MONEY MOVES FOR SELF-
EMPLOYED TO ACHIEVE
FINANCIAL FREEDOM

65.  Financial tips can help self-employed individuals achieve financial freedom:
1. Build and maintain sufficient emergency fund to cope up with financial
exigencies
a) Salaried individuals are often advised to maintain an emergency fund large enough to
meet unavoidable expenses for at least six months.
b) Self-employed individuals should aim at maintaining comparatively larger corpus, at
least for nine to twelve months, due to higher income uncertainty.
2. Purchase adequate term insurance to act as replacement income for your
dependents
a) The primary purpose of purchasing a life insurance policy is to provide a replacement
income to your dependents in the situation of your unfortunate demise.
b) You should ideally purchase a life insurance cover equaling at least 15 times your
annual income.
c) he best instrument to purchase such large life covers at lower premium is a term
insurance plan.
3. Purchase adequate health insurance policy to meet rising medical costs
a) Steep rise in private sector medical expenses highlights the importance of purchasing
an adequate health insurance policy.
b) Without a health insurance cover, a single incident of hospitalization can risk your
life-long savings.

66. 4. Create a financial plan to attain your crucial financial goals
a) Financial planning helps devise money management strategy for achieving various
financial goals depending on your risk appetite, investment horizon and cash flow.
b) Apart from providing a direction to your investments, financial planning also helps in
implementing an appropriate asset allocation strategy for your investment.
5. Start investing early to achieve your post-retirement corpus
a) Absence of employee provident fund (EPF) and other pension benefits make it important
for self-employed individuals to form their own post-retirement corpus. However, most
investors, especially the younger ones, usually tend to procrastinate investments for their
post-retirement life.
b) Avoiding early investment for building retirement corpus would either result in an
insufficient corpus or lead to excessive financial strain during later life phase for building
sufficient corpus within a shorter time span.
c) As retirement planning is a long-term financial goal that spans over a decade, begin
investing your monthly contribution in equity funds through SIPs
6. Use credit card to form your credit score
a) Those having a credit score of 750 and above have higher chances of loan and credit card
approval. Many lenders also started offering preferential interest rate to those having a
higher credit score.
b) As there cannot be a credit score without having a credit history, self-employed
individuals without any credit history can build their credit score by using their credit
cards in a disciplined manner.
c) Transactions made through credit cards are similar to availing loans and thus, are reported
to the credit bureaus. Credit bureaus use these transactions to calculate your credit score.

67.  10
 INDIA JUMPS 2 SPOTS TO 46TH RANK
ON THE GLOBAL INNOVATION
INDEX 2021

68.  India has jumped two spots and has been ranked 46th by the World
Intellectual Property Organization in the Global Innovation Index 2021
rankings.
 The country has been on an upward trajectory over the past few years in
the Global Innovation Index (GII). India has shot up from a rank of 81 in
2015 to 46 in 2021.
 "Innovation has been at the forefront of our battle against the
unprecedented crisis created by the pandemic, and will be pivotal in
driving the country's resilience and self-reliance, as enshrined in the Prime
Ministers' clarion call on Atma Nirbhar Bharat," noted the NITI Aayog in
an official statement.
 The public policy think tank further added that the consistent
improvement in India's GII standing can be attributed to immense
knowledge capital, the vibrant start-up ecosystem, and the amazing work
done by the public and private research organizations.
 NITI Aayog explained that government departments such as the
Department of Atomic Energy; the Department of Science and
Technology; the Department of Biotechnology and the Department of
Space have played a crucial role in enriching the "National Innovation
Ecosystem".

69.  "As we progress further towards saving lives and livelihoods and
shaping the national economic growth trajectory, the GII-2021 will
be a significant reference point for all the countries to assess their
innovation capabilities and readiness, which will go a long way in
boosting economic recovery," read the statement.
 The think tank conveyed that the Confederation of Indian Industry
(CII) has also been leading from the front as a torchbearer of India's
journey towards an innovation-driven economy. NITI Aayog stated
that it is hosting the India Launch of the GII and the Global
Innovation Conclave in partnership with CII and World Intellectual
Property Organization (WIPO). The event was held on September
21-22, 2021.

70. THANK YOU