ISM ASSINGMENT

Bios ketch of

 Ratan Tata
 Bill Gates
 Ramalinga

Face to face interview of Asheesh Tyagi Associate Vice

President-OOH Services at Bates 141 Limited

Submitted by:

Rakshit Narayanan
MBA-IB A1802009028
Section-g
Ratan Tata
Born:December 28, 1937
Achievement: Honored with Padma Bhushan, one of the highest civilian awards in 2000.

Ratan Tata is presently the Chairman of Tata

Sons, the holding company of the Tata Group.
Ratan Tata was born on December 28, 1937, in
Bombay. He received a Bachelor of Science
degree in architecture from Cornell University
in 1962. He joined the Tata Group and was
assigned to various companies before being appointed director-in-charge of The National Radio
& Electronics Company (NELCO) in 1971. Ratan Tata was appointed Chairman of Tata Industries
in 1981. He was assigned the task of transforming the company into a Group strategy think-
tank, and a promoter of new ventures in high technology businesses.

Tata was a good student and studied hard at the Campion School in Mumbai followed by
studies in architecture and structural engineering at Cornell University. He graduated with his
bachelors degree in 1962 and joined the Tata Group in December of that same year. Tata's first
job with the Group involved working with the Tata Steel division where he worked with the
blue-collar employees shoveling stone and working with the furnaces.

Although this original job was physically difficult, it helped Ratan Tata gain a better
understanding and appreciation for the business and he gradually began taking on more
responsibility. In 1971, Tata became Director-in-Charge of the National Radio & Electronics
Company Limited (Nelco) in order to help its struggling finances. Ratan Tata helped build a
better consumer electronics division but the economic recession and union strikes prevented
his vision from taking hold.

Tata was eventually moved to Empress Mills in 1977, a struggling textile mill within the Tata
Group. Ratan Tata renewed the vision for the mill but the larger Tata Group was not in
agreement with his advice. Instead, the mill was shut down and liquidated in 1986, to Tata's
disappointment, and he was moved to the Tata Industries, another holding company.

With Tata Industries, Ratan Tata was able to transform the management and vision of the
division and bring in significantly larger dividends. This renewed financial success helped bring
the Tata Group to the New York Stock Exchange and gave the company even more international
power and prestige. Ratan Tata continued to acquire different industries for the Tata Group,
eventually purchasing the steel an aluminum producer, Corus Group as well as Jaguar and Land
Rover brands from the Ford Company

In 1991, Ratan Tata took over the Chairmanship from JRD Tata. Under him Tata Consultancy
Services went public and Tata Motors was listed in the New York Stock Exchange. In 1998, Tata
Motors came up with Tata Indica, the first truly Indian car. The car was the brainchild of Ratan
Tata.

Ratan Tata was honored with Padma Bhushan, one of the highest civilian awards in 2000. He
was also conferred an honorary doctorate in business administration by Ohio State University,
an honorary doctorate in technology by the Asian Institute of Technology, Bangkok, and an
honorary doctorate in science by the University of Warwick.

Director
Broad Institute of MIT and Harvard
1977-Present
Non Executive Chairman and Member of Remuneration Committee
Indian Hotels Co. Ltd.
1981-Present
Chairman, Chairman of Executive Committee, Member of Nominations Committee, Member of
Remuneration Committee and Chairman of Tata Sons Limited
Tata Motors Ltd.
1983-Present
Chairman, Chairman of Executive Committee, Member of Nomination Committee and Member of
Remuneration Committee
Tata Chemicals Ltd.
1989-Present
Chairman, Chairman of Executive Committee, Member of Nominations Committee and Member of
Remuneration Committee
Tata Power Co. Ltd.
1991-Present
Chairman, Chairman of Executive Committee and Chairman of Nomination Committee
Tata Global Beverages Limited
2002-2005
Former Director
Tata Communications Limited
2004-Present
Chairman, Member of Nominations Committee, Member of Executive Committee and Member of
Remuneration Committee
Tata Consultancy Services Limited
2006-Present
Independent Director
Fiat S.p.A.
2006-2009
Former Chairman of the Board and Member of Remuneration Committee
Tata Teleservices (Maharashtra) Ltd.
2007-Present
Director, Member of Public Issues Committee and Member of International Committee
Alcoa, Inc.
2007-Present
Director and Member of Public Issues Committee
Closure Systems International, Inc.
BILLGATES

William Henry Gates III (born October 28, 1955), commonly known as Bill Gates, is an American
businessman and a microcomputer pioneer. He, along with others, wrote the original Altair
BASIC interpreter for the Altair 8800 (an early microcomputer). He, with Paul Allen, co-founded
Microsoft Corporation, and is now its chairman and "Chief Software Architect."

William (Bill) H. Gates is chairman of Microsoft Corporation, the worldwide leader in software,
services and solutions that help people and businesses realize their full potential. Microsoft had
revenues of US$51.12 billion for the fiscal year ending June 2007, and employs more than
78,000 people in 105 countries and regions.

On June 15, 2006, Microsoft announced that effective July 2008 Gates will transition out of a
day-to-day role in the company to spend more time on his global health and education work at
the Bill & Melinda Gates Foundation. After July 2008 Gates will continue to serve as Microsoft’s
chairman and an advisor on key development projects.

In his junior year, Gates left Harvard University to devote his energies to Microsoft, a company
he had begun in 1975 with his childhood friend Paul Allen. Guided by a belief that the computer
would be a valuable tool on every office desktop and in every home, they began developing
software for personal computers. Gates' foresight and his vision for personal computing have
been central to the success of Microsoft and the software industry.

Under Gates' leadership, Microsoft's mission has been to continually advance and improve
software technology, and to make it easier, more cost-effective and more enjoyable for people
to use computers. The company is committed to a long-term view, reflected in its investment of
approximately $7.1 billion on research and development in the 2007 fiscal year.

Gates married Melinda French, a Microsoft employee, on 1 January 1994. The couple have
three children: daughters Jennifer Katharine (b. 1996) and Phoebe Adele (b. 2002) and son Rory
John (b. 1999)... Gates's personal charitable initiative, the Bill and Melinda Gates Foundation,
has focused on global health issues, especially on preventing malaria and AIDS in poor
countries...
Ramalinga
Born: September 16, 1954
Achievement: Founder and Chairman of Satyam Computer Services Ltd; Chosen as Ernst &
Young Entrepreneur of the Year for Services in 1999
Ramalinga Raju is one of the pioneers of the Information Technology industry in India. He is the
founder and Chairman of Satyam Computer Services Ltd.

Ramalinga Raju, is an Indian businessman, and a pioneer of the Information Technology

industry in India.. He is the Chairman of Satyam Computer Services Ltd. It was founded in the
late 1980′s after venturing earlier into other businesses such as construction and textiles.

Ramalinga Raju was born on September 16, 1954 in a family of farmers. He did his B. Com from
Andhra Loyola College at Vijayawada and subsequently did his MBA from Ohio University, USA.
Ramalinga Raju had a stint at Harvard too. He attended the Owner / President course at
Harvard.

After returning to India in 1977, Ramalinga Raju moved away from the traditional agriculture
business and set up a spinning and weaving mill named Sri Satyam. . Thereafter he shifted to
the real estate business and started a construction company called Satyam Constructions. In
1987, Ramalinga Raju founded Satyam Computer Services along with one of his brothers-in-law,
DVS Raju. The company went public in 1992. With the launch of Satyam Infoway (Sify) Satyam
became one of the first to enter Indian internet service market. Today, Satyam has a global
presence and serves 44 Fortune 500 and over 390 multinational corporations.

Now the company has rapidly developed and became a true multinational company with
thousands of employees spread over multiple countries.

Ramalinga Raju has won several awards and honors. These include Ernst & Young Entrepreneur
of the Year for Services in 1999, Dataquest IT Man of the Year in 2000, and CNBC’s Asian
Business Leader – Corporate Citizen of the Year award in 2002.

It took the Satyam founder more than two decades to achieve fame and less than two weeks to
turn into a rogue figure, when on 7th Jan 2009; he accepted the fraud of billions of rupee in the
company, done by him.
Asheesh Tyagi Bates 141( Wallstreet )
Current Companies: Associate Vice President-OOH Services at Bates 141 Limited

Department: Marketing / PR

Education: MBA/PGDM at Apeejay School of Management

SFA: Account Direction, Client Servicing, Media Buying

Specialize in OOH(out of home communication)

My Interview started by asking him his job profile at Bates141.The job profile of an associate
vice president at Bates141 includes as a responsible for generating new businesses in northern
and eastern region, managing a complete servicing and finance team and working as a separate
profit centre.

Vision

Bates 141 philosophy is centred around change consider themselves in the change business as
they consider that in Asia change is happening faster than any other region in the world. They
have built their whole agency philosophy and offer around change. They are determined to
change consumers, channels, tastes, competition and values

As said by Mr Tyagi

“They are determined to change consumers, channels, tastes, competition and values because
their ideas will only be valued if they change people. At Bates141 they also change mindsets
and behaviors as one without the other is an incomplete solution with short lived outcomes”

When I asked him of any examples of crisis communication moments in his career here at
Bates141 and how did he handle it with the entire team Mr. Tyagi believed that in an agency
everyday is a challenge with client coming up with unrealistic timelines. As lately they had just
organised an event for Idea at India Gate to serve as memorial to 26/11 victims. The whole
activity was planned and executed in a period of 3 days which was a very much impossible that
too with India Gate as the venue. But in the end it turned out to be a great success.

How are they different from others ?

Bates141 don’t have any specific platform which is used as an innovative communication
strategy they work depending on the brand requirements a complete 360degree approach is
used to arrive at the best possible solutions for the clients.
According to Mr. Tyagi, their company is different from other agencies in this field because they
help brands understand change and help them embrace that change as well

Bates started as a small-scale unit. How did you handle growth?

“change happens when you look at things differently’

When you're growing from a small unit, it is fundamental to handle the emotions of the people
who have made your growth possible. People grow with your growth but when you reach a
certain level, suddenly opportunities fan out and some people cannot handle such a large
canvas. Then, the organization must make an effort to train them and keep them growing.

There are other challenges in expansion. You need to create infrastructure, IT, bring in money
and recognize the needs of people. All of these are important. You need numbers as well as
quality. Sufficient capital is needed, so is IT infrastructure.

Ethics:

On talking about the importance of ethics in the industry he said” It’s one of the key pillars.
Integrity is something which cannot be compromised at any cost. If found guilty individuals are
blacklisted.

He even said that if one of their major clients (Revenue Wise) asked them or forced them to
work beyond their ethical values then will happily give up businesses on these issues.

“It’s one of the key pillars. Integrity is something which cannot be compromised at any cost. If
found guilty individuals are blacklisted”

Major Achievements

Nokia as brand in India stands because of the work done by Bates141 initially

Virgin campaigns have been really well appreciated

Bates 141 India has bagged a Bronze at the global Jay Chiat awards for Virgin Mobile "Building
a Youth Brand in a Youthful Country" under the "Campaign for a new brand"

Idea OOH campaigns have been really successful and appreciated widely, I41 Wall Street
innovates to bring ‘Idea Oongli Cricket’ to fingertips of millions

What communication strategy is used?

Mr .Tyagi feels that OOH is mostly used as a support medium to television. Thus they both have
to be used effectively together rather than in isolation. It’s a mix of both ATL and BTL which
results in better value for the brand.

For growth, what do you focus on: planning strategy or executing it?

If you are aiming at growth, fundamentally both are important, planning as well as execution.
Excellent plans fall flat if not executed well; neither will great execution skills amount to
anything without a good plan

Future Plans?

Started off as a purely OOH service provider Bates have started providing various services so as
to build a complete 360 degree client solution ,delivering cost-effective solutions.

Various services being offered now by bates are

•Advertising Communication
•Marketing Communication
•OOH
•Event Management
•Database management
•Design Services
•Digital Marketing
•Trade marketing and Analytics
•CRM and B2B

Company is planning to invest in new avenues to build a strong client based network system, as
said by Mr. Tyagi These services are used independently or in combinations depending on the
clients demand and communication requirements giving a 360 degree communication
approach.