Strategic Marketing – Class Notes

Strategic Marketing – Class Notes



Twenty-first May 1991 will remain etched in my memory for ever. Yes, on this day the most monstrous murder of Ravjiv Gandhi and several others by a suicide bomber took place in a Chennai suburb, Sriperumbudur. Such political murders have taken place in our country much too often. Rajiv’s mother Indira Ghandhi was assassinated by her own security guards. A year after he got us the independence, the Father of the Nation Mahathma Gandhi too was brutally murdered. That way Rajiv’s murder is one among the long list of gruesome murders and it shouldn’t stir up my mind every year. But there is a reason why this murder kindles my thoughts every year. Between 1988 and 1991, I was working at the National Clearing Cell (NCC) and was part of a team that worked between 10 PM and 6 AM on night shifts to manually sort the cheques in the clearing house. I hope you know how the clearing of cheques was done at the NCC, a highly automated and computerized entity. The hullabaloo and the commotion that was part of the Clearing House at the Annexe Building was history by then. The high speed sorters and the high speed printers had replaced the dust and din of the traditional clearing functions. Excepting on days when we confronted glitches in the automated system, the shift would be over by midnight or the early hours of the next day and we would be dropped home by the Bank’s van. We followed the procedure of dropping our sister-colleagues first and follow a route that encompassed the Bank’s residential colonies – PH ROAD, KK NAGAR and BESANT NAGAR. As we get dropped daily we had the chance to glance through the night life of Chennai. Since it was a team work and a team work aimed at closing early, there was absolute camaraderie amongst us irrespective of the cadre. There was seriousness and there was fun. There was humor and there was hilarity and there was harmony and there was dissonance. Those were my most joyous days and to me it was memorable mix work and pleasure. While I am unable to recall all the names of people with whom I worked and shared a healthy relationship, I remember few of them by name. M.Hariharan, R.Bhakthvatchalu, Wajihuddin, Rajavelu Mudaliar, Mani. Mahendran are the workmen staff and Kaza Sudakar, Ganesh, R.Gandhi are the officer staff whom I am able to recall as of now. Hope others will pardon me. I think I am digressing. I must come to the point why Twenty-first May 1991 will remain etched in my memory for ever. Yes on that day we were saved from the rioting mob by the brave, thoughtful and skillful driving of the Driver of the Vanl, Mr. Balasubramanian, an ex-serviceman. But for his skillful drive we would have been attacked and harmed by the mob which was protesting the murder of Rajiv Gandhi that took place few hours ago. As we left NCC around midnight we were aware of the sad news. Yet we ventured to get dropped without knowing the gravity of the situation outside. The first dropping point was KK Nagar quarters and as we passed through the Kodambakkam Over Bridge, we could see cars and four wheelers burning on either side of Arcot Road. This was a warning for us for not to proceed further. Yet, we drove down further for fear that our van would be mobbed and burnt if we choose to stop or reverse. There was the stone- throwing and torch wielding-mob right in front of our van threatening to burn down our van. But our driver Balu called upon us to duck for cover from the stones and missiles thrown at us and drove fast on the road taking a zigzag path to escape from the mob. By driving fast, he was able to scare the mob and move ahead of the chasing crowd. At the ‘power house’ bus stop a large boulder hit the wind screen and was smashed. A large casurina pole was also thrown into the van. Braving all these attacks, Balu drove fast and reached the Ashok Nagar Police station. At the Police Station there was none to take our complaint and the few cops who were guarding the station told us to drive away to a safer place. Perhaps Police Station was not a safe place then. Continuing our perilous journey we reached the KK Nagar staff quarters and took refuge in the premises of our Quarters. Thank God, all of us escaped unscathed. I remember the Gentleman who gave us the refuge. It was P.R.Srinivasan, the Khadi-clad Gandhian popularly known by his initials, PRS. At the dead of the night he entertained us with tea and snacks and we shared with him our escapade from the marauding mobs that went about destroying public and private properties that night. By all accounts it was a harrowing experience for us and I can say that we did escape from the jaws of horror on that night thanks to Balu, who drove the van skillfully and with presence of mind and saved our lives. I will be happy if someone who shared that chilling experience could throw more light.

– Mushtaq Ahamed

A good analysis…

A good analysis.
I wish everyone who enjoys balanced views read this.
Mushtaq Ahamed.I
The Pranab Mukherjee Lessons
CL Manoj
Economic Times ,Wednesday June 20, 2012, 07:48 AM
The imminent election of Pranab Mukherjee as the President of India should be a matter of collective satisfaction for genuine politicians, including those opposed to the Congress . Mukherjee’s elevation would, in fact, be a celebration of a (legitimate) politician, his genius, commitment and capacity to excel in the face of dispiriting odds. Therefore, it is also the triumph of politics at a time when concentrated efforts are on to depoliticise our society and devalue our Parliamentary democracy by projecting the entire political class as demons, solely responsible for all ills.
The widespread political support for Mukherjee’s candidature has, finally, defused the ambitions of APJ Abdul Kalam, the original poster boy of our politicianbashing elite and middleclass idiot-box electorate. No wonder, Team Anna has become the most vocal critic of Mukherjee’s candidature. It is not that Mukherjee is a flawless political marvel. He, of course, has his share of shortcomings. There can also be genuine criticism of his handling of economy.
Yet, the fact remains Mukherjee has excelled, for over four decades , on the frontlines of national politics by demonstrating his mastery in a range of areas, be it administration, parliamentary practices, constitutional matters, political management and even “working the system” . The fact that he also took politics as a serious vocation that requires constant pursuit of knowledge also makes him a fast vanishing species among our politicians. Two factors stand out to display his unique adaptability.
From being a perennial Rajya Sabha type, he gamely acknowledged the truth that a real politician should face the people’s court. He fought and won two Lok Sabha polls after he crossed the age of 70. Despite being an advocate of one-party rule and a critic of coalition politics, Mukherjee remoulded himself, since 2004, as the country’s most astute coalition manager. Maybe his long experience as an organisational manager within the Congress, a party that itself is a coalition of conflicting views, personalities and interests, might have helped him hone his conflict management skills.
It is precisely because Mukherjee is not made of ordinary stuff that he could, in a dignified manner, survive and rise in the Congress despite his refusal to be a career sycophant. That is why by clearing Mukherjee’s candidature Ms Gandhi could ward off criticism that she can never promote real and able Congress politicians to the highest posts. Here, Ms Gandhi also repaid her debt to the under-rewarded services of a true Congressman, loyal to his party and its interests. Mukherjee has a cultivated contempt for Delhi’s fake political world, where shallow politicians thrive by indulging in clever-by-half spinjobs through their enslaved hawkers. So, it was a fitting tribute to his candidature that it has also smashed three big political myths.
Number one is the notion that Mamata Banerjee is a political superwoman , set to demolish the UPA. The demolition of “Bully Mamata” is the classiest act by seasoned Congress managers since they made mincemeat of Prakash Karat’s N-deal ‘karate’ antics. Of course, Mulayam Singh bagged the critics’ award on both occasions for his fencejumping . Mamata overestimated her craft and underestimated the patience, experience and skills of the Congress. Now this new Facebook artist can choose whether to retreat or quit the UPA to meet new uncertainties.
The days of the Mamata veto in the UPA are over. The BJP’s plight has spiked the second spin; that the NDA is set to uproot a crisis-torn UPA. The main Opposition can’t find a suita ble candidate . But then, how can a BJP, caught in an internecine leadership war among its mostly rootless leaders, and devoid of any credible plank and with the increasing role of the RSS and Modi’s one-upmanship , ever hope to command the respect of allies? The third canard to be exposed is the supposed cloud over the prime ministership of Manmohan Singh. The AICC’s clarification that it “can’t afford to spare Manmohan Singh from the PM’s post” has, once again, confirmed that the factors that dictated Dr Singh’s elevation in 2004 remain valid.
Maybe Team Anna could resume research on whether Dr Singh is being used by the Gandhis as Shikhandi or Parthasarathi in this Kurukshetra! The elevation of Mukherjee enhances the prestige of genuine politicians who are increasingly being displaced by pimps and moneybags, and should also work as an aspirational factor for genuine Congress politicians who struggle against sycophants. As the Congress prepares to live without the daily, direct guidance of Mukherjee, it is also an opportunity for the two Gandhis to learn from the Pranab saga: that they and their party will be better served by promoting genuine political talent instead of personal loyalists and glorified clerks. The lesson would not be lost on the BJP either.

Beggers can’t ride horses…

            The USA and its lackeys  are highly excited over the killing of Osama Bin Laden, who was declared as the enemy of USA in the aftermath of 9/11. The circumstances leading to his killing and the subsequent disposal of his body in the sea has left everyone guessing on the authenticity of the story.
            The news report says that the operation to eliminate Osama took place at Abbotabad, a garrison- town very close to Islamabad. The report adds that the hide out , a three – storeyed  mansion , is only a stone’s throw from a Leading Military Academy.
            None in the Government of Pakistan , none in the Military , none in the civil administration or police were aware of the operation and yet , we, the so called intelligentsia , have to believe it.
            Okey, we concede the story. But let us look back into the history of this most dreaded personality, Osama.
Who is Osama bin Laden?
According to Ronald Reagan, Osama was a FREEDOM FIGHTER .
            This is what the  Wikipedia says on Osama.
            “After leaving college in 1979 bin Laden joined Abdullah Azzam to fight the Soviet Invasion of Afghanistan and lived for a time in Peshawar.From 1979 through 1989 under U.S. Presidents Carter and Reagan, the United States Central Intelligence Agency provided overt and covert financial aid, arms and training to Osama’s Islamic Jihad Mujahideen through Operation Cyclone,and the Reagan Doctrine. President Reagan often praised the Mujahideen as Afghanistan’s “Freedom Fighters.”
            “Operation Cyclone was the code name for the United States Central Intelligence Agency program to arm, train, and finance the Afghan Mujahideen during the Soviet war in Afghanistan, 1979 to 1989. The program leaned heavily towards supporting militant Islamic groups that were favored by neighboring Pakistan, rather than other, less ideological Afghan resistance groups that had also been fighting the Marxist-oriented Democratic Republic of Afghanistan regime since before the Soviet intervention. Operation Cyclone was one of the longest and most expensive covert CIA operations.”
            Michel Chossudovsky, Professor of Economics, University of Ottawa in his post Who is Osama bin Laden? dated 12 September, 2001, had this to say.
            “A few hours after the terrorist attacks on the World Trade Centre and the Pentagon, the Bush administration concluded without supporting evidence, that “Osama bin Laden and his al-Qaeda organisation were prime suspects”.
            “CIA Director George Tenet stated that bin Laden has the capacity to plan “multiple attacks with little or no warning.”
            “Prime suspect in the New York and Washington terrorists attacks, branded by the FBI as an “international terrorist” for his role in the African US embassy bombings, Saudi born Osama bin Laden was recruited during the Soviet-Afghan war “ironically under the auspices of the CIA, to fight Soviet invaders”.
            “In 1979 “the largest covert operation in the history of the CIA” was launched in response to the Soviet invasion of Afghanistan in support of the pro-Communist government of Babrak Kamal.
            “With the active encouragement of the CIA and Pakistan’s ISI (Inter- Services Intelligence), who wanted to turn the Afghan jihad into a global war waged by all Muslim states against the Soviet Union, some 35,000 Muslim radicals from 40 Islamic countries joined Afghanistan’s fight between 1982 and 1992. Tens of thousands more came to study in Pakistani madrasahs. Eventually more than 100,000 foreign Muslim radicals were directly influenced by the Afghan jihad.”
            “ The Islamic “jihad” was supported by the United States and Saudi Arabia with a significant part of the funding generated from the Golden Crescent drug trade.”
            If according to USA , Osama is a Freedom Fighter, the world has to believe it. If according to USA , Osama is a Terrorist , the world has no option but to believe it, again.
            Beggers can’t ride horses.


The rare moral leader since Mohandas Gandhi and Martin Luther King. 
       One of the most significant things to have happened on the 10th of May in African history was the inauguration in 1994 of Nelson Mandela as president of South Africa, following the first-ever democratic elections. Till then, South Africa was ruled by a system called Apartheid (an Afrikaans word meaning ‘apartness’), which was based on the segregation of races. On that day Apartheid, in South Africa, was eclipsed into oblivion. Coincidentally an annular solar eclipse occurred on May 10, 1994
       Addressing the crowds at the Union Buildings in Pretoria, Mandela said, “We saw our country tear itself apart in terrible conflict … The time for healing of wounds has come … Never, never again will this beautiful land experience the oppression of one by another.”
      Nelson Mandela stands as an icon of courage, justice, and perseverance to people in South Africa and throughout the world. Imprisoned in 1964 for treason, stemming from his activities with the banned African National Congress (ANC), Mandela maintained his dignity behind bars and became an international symbol of human rights. Throughout the 1980s the rallying cry “Free Mandela” resounded on city streets and college campuses everywhere.
                Mandela was freed in 1990, as a result of the tremendous economic and political pressure placed on the South African government by the international community. He resumed leadership of the ANC and, after a triumphant speaking and fund-raising tour across three continents, entered into talks with President F. W. De Klerk regarding the future of South Africa. The result was the dismantling of apartheid and the establishment of South Africa’s first multiracial elections. In 1994 Mandela became the first president of a free South Africa. He retired from that position in 1999.
                Nelson Mandela and F. W. De Klerk shared the Nobel Peace Prize for negotiating South Africa’s peaceful transition to multiracial democracy. After the ANC victory in the April 1994 elections, Mandela worked to ease racial tensions, court foreign investment, and provide services to the victims of apartheid.
       Being unjustly deprived of his freedom for 27 years could not prevent Mandela from forgiving those who jailed him as well as those who kept him there. Through the strength of character involved, Mandela led all of South Africa to a new peace, and a new forgiveness
       Mandela announced that he will not run for reelection in 1999, and in December 1997 Thabo Mbeki succeeded him as ANC party leader.
       Mandela retired from public life in 1999. He currently resides in his birth place – Qunu, Transkei. After retirement, Mandela is active as an advocate in numerous social and human rights organizations.
       What’s remarkable about Mandela is that he  successfully maintained his integrity and stature even after taking office when so many freedom fighters become dictators, intoxicated with power. Thus, he is hailed as one the great moral leader of our time.

Brigade Road – From Bangalore, Madras Presidency to Bengaluru, Karnataka