Anthropos Kapital On-Campus Round 1

Anthropos
Kapital

On-Campus Round 1

SRCC Business Conclave 2015

Anthropos Kapital On-Campus Round 1

Fabdeal.com
More than thirteen years post the burst of the dotcom bubble, Fabdeal.com has regained its
command over the market. Incrementing share prices, satisfied investors and the continuously
increasing market share have given the management a reason to cherish. The PR strategies used by
the HR team over the past years have shown commendable results, receiving appreciation from one
and all. Employee turnover has been consistently declining, with greater sense of harmony and
belongingness among the employees. For an icing on the cake, the company has received high
acclaim for the drastic improvement in the warehouse conditions (which were earlier ridiculed for
being unsuitable for work).

The company was ranked #35 in OPPORTUNE 500 (June 2014). Over the next five years, the analysts
that follow this company are expecting it to grow earnings at an average annual rate of 27.58%. This
year, analysts are forecasting earnings increase of 183.37% over last year. Analysts expect earnings
growth next year of 405.04% over this year's forecasted earnings.

The share prices of the company have positively reacted to the increasing sales of the company. In
the words of the CEO, 2015 is off to a kinetic start.

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Anthropos Kapital On-Campus Round 1

While the penetration of online sales varies by category (in India: 1% penetration in food, 22% in
computer peripherals), online sales still represent only a small percent of the Indian retail market
overall. The continuing shift towards online purchasing is a major trend which should provide
Fabdeal with sustained long-term growth potential. Fabdeals continued focus on increasing
selection and availability, lowering prices, and providing a great product and service are keystones of
its long-term growth strategy.

However, with the rise of other Indian e-tailers in the form of Blipmart and e-kart, the management
understands the requirement to strive for innovation and ensure improvement in all aspects.
Realizing the immediate need to retain an edge over its competitors, the management of Fabdeal
has decided to venture into a new sphere of the market. Something that is not a common productline among e-tailers. Something that isnt discussed openly in a country like India, but has
tremendous potential. After an extensive market research, the management has decided to enter
the product line of Sex toys. The company wishes to primarily target the urban population. Also, the
concerned legal obligations regarding marketing and advertisements need to be considered while
formulating any action plan.

For the above product line, Fabdeal has designated Mr. Arvind Bedi as the Head of the Product line.
However, the management wishes to recruit a fresh MBA Graduate to assume the role of the Deputy
Head.
The HR Team, though, realises that it cannot go forth with a clichd recruitment process - the way it
did in the recruitment process of the Warehouse Manager. It must formulate a more interactive and
innovative process, that helps it to attract talent. It realises that mere descriptive presentations
about the company wont generate active involvement or interest from prospective employees. It
needs to market the position well enough to attract talent.

After proper analysis, the company decides to undertake its recruitment process in Impressive
Institute of Management, Delhi (IIM, D).
Arvind Bedi has approached the HR Team to design a suitable recruitment process for the new
position, ensuring that the following parameters are met:

SRCC Business Conclave 2015

Anthropos Kapital On-Campus Round 1

The position requires the person to be highly innovative and a clever marketer. Keeping this
in mind, the recruitment and selection process must be suitably designed.

The process must communicate the desired requirements about the position, marketing it
adequately. The process must be designed with extreme care though, considering the
sensitive nature of the product line.

The pay-package of the position has been decided at Rs. 12,00,000 p.a., which includes an
Annual Retention bonus of Rs 1,00,000.

As the Deputy Head, the role of the new recruit includes designing and managing a plan for
the marketing and sales of the products. This requires him to be an effective and convincing
speaker, apart from possessing desired level of intellect. Additionally, he must already
possess an open mind set about such products, in the absence of which it becomes difficult
for him to effectively justify his position.

You, being the executive HR Manager of the company, have been entrusted with the responsibility
of designing and conducting the recruitment process in IIM,D.
The role of the Deputy Head should DEFINITELY cover the following, apart from which you can add
suitable roles:

Instilling a marketing led ethos throughout the business

Researching and reporting on external opportunities

Brand development

Competitive Intelligence

Continuously identifying new business opportunities

Understanding current and potential customers

Managing the customer journey (customer relationship management)

Developing the marketing strategy and plan

Management of the marketing mix

This is the MINIMUM that our company can offer. You are given the freedom to choose more for
offering to the employees (not in terms of remuneration):
Business judgment based on practical business experience
Logical thinking and analytical skills for rapidly assessing the industry and competing
companies
Hone your professional and communication skills by delivering impactful insights in a
structured manner
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Anthropos Kapital On-Campus Round 1

Interact with a host of international cultures and make a lasting impact for Fabdeal across
the globe

Kindly note the following details:

1. You are required to conduct the pre placement talk for the recruitment process in the first oncampus round on 11th February 2015. For the aforementioned purpose, you need to be prepared
with the desired presentations/videos/any innovative marketing scheme or recruitment process.
You are required to assume the role of the HR Managers and conduct the process in the time-frame
allotted to you.

2. Be innovative. In the midst of hundreds of placement offers, you need to stand out to be noticed.

3. During the recruitment process, you must also describe the selection process you wish to
undertake. Kindly ensure that the elements of the selection procedure are sufficiently elucidated
upon in the talk. For instance, if you plan to conduct a test for preliminary screening, then you are
required to devise the test as well and bring a print out along with the hard copy.

4. Kindly note that you have 17 minutes for the presentation + 3 minutes of questioning by the
judges. The teams have to submit their solution by 11:00 AM on 11th February 2015 by mailing it to
the following email ID: anthroposkapital.bc15@gmail.com. The teams are also requested to save
their solution in a pen drive and carry it along on the day of the presentation i.e., 11th February
2015.

5. Any desired requirements for logistics (apart from projectors and projector cords) need to be
communicated to the Event team beforehand for proper arrangements.

All the best!

In case of any queries, contact:

SRCC Business Conclave 2015

Anthropos Kapital On-Campus Round 1

Pankaj Thukral: +91 9582828040
Itee Ashok: +91 9654006406

SRCC Business Conclave 2015