1st Answer

Introduction: Retrenchment strategy is being used by Citibank as it wants to reduce its

consumer banking business operations with the intent to cut down expenses and focus
on business-to-business banking operations. The above case is a clear example of
retrenchment strategy.
The bank has decided to eliminate its activities in the consumer banking through a
considerable reduction in the operations of business, in the perspective of consumer
groups, consumer functions and technology alternatives.
The advantage of retrenchment involves reduction in the costs, improved efficiency, and
redistribution of resources towards a market which is more profitable. It helps to
increase the profits for shareholders.
The main objective here is to scale back operations in the current business and
redistribute the resources freed to much more productive areas as other investment
possibilities arise with B2B banking operations.
Concept and Application:
A divestment strategy, is also known as divestiture strategy, refers to a retrenchment
strategy that is deployed by organizations in order to cut down the range of their
business activities.
It involves selling of the business assets of the company, division or subsidiaries with
the intent to redistribute the resources to enter into new markets and improve the
financial health.
When an organization wants to expand, they may find it challenging to pay equal
attention to all of their business arms. So, they would opt for a divestment strategy to
not only remain focused on the new markets they wish to enter but also drive revenue in
the process.

Strategic Plan:

The partial sell-off refers to the form of divestiture wherein the organization would sell its
business unit or a subsidiary to another as it deems to be unfit with the core business
strategy of the company.

The most common motive for the sell-off is to raise capital and employ it in the core
business unit of the firm.

The firm may divest that unit which may not fit with its strategic plan. Generally, those
business units which are unrelated to the core business unit and requires a handsome
amount of time and attention of the management.
Since the consumer banking division is not a core-part of the business operations of
Citibank, it will be divested. This is because the company wants to move in a different
direction and the asset is no longer a fit with its corporate strategy. (i.e. it’s a non-core
asset).

Usually, these assets are located in the markets which have been less of a strategic
focus for the organization.

Have a clear objective: Before divesting, the bank must ensure that it has a clear
objective of what they want from the deal. First of all, which are the assets that they
wish to partially sell. The bank may find it appropriate to sell the retail banking divisions
of some countries. This is known as ‘baseline assessment or strategic planning”

Communication Plan: Be clear of what is being sold: This involves understanding of

specific products and the assets that will be sold. Specifically, one must understand how
the assets as well as legal entities are being packaged.

Next. HR can start to identify the people around these assets being sold. It needs to
start with determining the “core population” – the people who are very closely connected
to the function and success of these assets. Identification of this population in scope for
the deal is often straightforward.

Building off of the core population: It refers to the examination of the support
functions (also known as shared functions). The organization may want to divide these
shared service roles and individuals into groups with the determination factor being if
they spend 50% or more of their time that serves the portion of the business that is
being sold. This step is important as the organization doesn’t want the census number
of the employees to vary too much when the organization gets to the diligence stage.

With the above population, the corporation may want to ring fence around the core
population. There has to be a conversation with the fenced group with respect to the
retention plan so that these employees know that they are locked in and cannot apply
for roles outside of the ring fence in the company.

While ring fencing is an important practice, HR has to monitor the fenced group and
prepare for, and fend off, challenges that may take place which are relative to the core
group. For example, a worst case scenario would be a leader or other highly visible
person who wants to move outside the ring fence as this can impact the confidence and
retention of the others in fence. When these situations arise, HR must tighten up
communication (more on the importance of the communication plan)

Other situations which are related to the fenced group that the HR may need in order to
navigate are the circumstances such as fenced members wanting to retire. Being able
to help these people and assess the loss would not only speak volumes to the
employees, but would also make for a grateful purchaser.
HR must tighten up communication (more on the importance of communication below).
Additional situations related to the fenced group that HR may need to navigate are
circumstances such as fenced members wanting to retire. Being able to help these
people and assess the loss will not only speak volumes to employees, but will also
make for a grateful buyer.

The most effective communication plan would start with detailing the compelling reason
for the deal:

Why is the deal taking place?

What is the vision behind it?

Perhaps, it is a better strategic fit for the business or perhaps, it opens the asset to new
markets.

So, it is important that before creation of a strategy, it is important to understand why it

is important for the organization to focus on it and provide hundred percent effort. So,
the timing of the announcement also matters as the employees and important clients
must be finding out about the divestiture from the person rather than from a TV screen
or phoenix billboards.

Conclusion: So, the outbound terms of the divestment deal should also be in place.
Specifically, the outbound terms involve the commitment of the buyer to salary and
benefit compatibility.

Also, the outbound terms must involve the paid time-of and various benefits. The HR
works to safeguard these comparable outbound terms and conditions for a year after
the deal is done.
2nd Answer
Introduction: For the uninitiated, the renowned IPL or Indian Premier League refers to
a cricket match tournament that comprises of 20 overs and eight teams competing. The
beauty of IPL is not a cricket match between nations as it what the cricketing word is
used to, but here, the players are from all over the globe, and each of them would
represent a different state of India.
Concept and Application: So, what makes IPL so powerful? What is the IPL marketing
strategy that has been so compelling? Apart from the fact that India has been ruled by
cricket and cinema, the IPL marketing think tank has devised a set of marketing
strategies that ensure that IPL can transform into one of the most sought-after sport
events in the world.
Timing and Target Audience: Despite cricket being an outdoor sport, the IPL has
been timed to be conducted in the month of April and May during the peak summer
season in India. As children aged between 5-12 years are the biggest audience
brackets for cricket, and they are mostly available during the summer months, just after
the exams.
And, this assures a huge number of following and attendance for each game. Another
aspect is that each match is conducted between 4-8pm, and this is convenient for most
of the target audience.
Marketing Lesson: Cater to your target audience in easy as well as effective manner.
Players and Influencer Marketing: Player endorsements of different products and
brands have ensured that it remains an all-time high during IPL. Television pushes out
advertising content with players championing a huge spectrum of services, products
and brands.
In the year 2020, the brands that sponsored or associated with IPL were Dream11,
Unacademy, CRED, TATA, Paytm, CEAT, Samsung, Myntra, Cadbury Dairy Milk and
Boat, and the list seems to be only growing with each passing year. And, the mix of
cinema celebrities with IPL has notched up the attention many levels more.
Marketing Lesson: Invest in influencer marketing in order to reach out to the masses.
Big Brands and Collaboration: The corporate connection with IPL has been firmly
established with every New Year.
Vivo refers to the title sponsor for IPL 2021, with Dream11, PhonePe, and Just Dial as
co-presenting sponsors.
This, and the other sponsors for the various aspects of the game, places IPL as a sports
extravaganza that garners gargantuan public attention. It is no longer a game but has
come to be a movement of sorts and an experience to look forward to and cherish for
the remaining year.
Marketing Lesson: Collaboration can be a game changer in marketing campaigns,
without working solo.
With the recent spike in COVID brought our nation to a grinding halt and forced other
sports tournaments to be either postponed or cancelled. IPL is also one of the biggest
advertising avenues, and this year, more brands have invested in the tournament.
When brands started purchasing ad spots on IPL, and bidding on the deals of
sponsorship, the COVID cases in India went down and the economy started to improve.
Advertising agencies often work on their IPL Pitches for at least two months and spend
sleepless nights when it comes to execution of their ideas. Media planning and
purchasing agencies also wait for IPL to purchase the best deal for their clients.
With the pandemic coming in, a Duff and Phelps had recently said that the value of the
IPL Ecosystem was estimated to be impacted by nearly $1 billion only because of the
cancellation and without capturing the impact of the economic slowdown that may
follow. Last year too, the pandemic had made a dent on the league. The IPL
Ecosystem’s value plunged by 3.6% to Rs. 45,800 crore during season 13 from Rs.
47,500 crore IPL 2019.
The report also mentioned that this was largely because of the VIVO pulling out of the
title sponsorship deal, extra costs involved in order to create a secure bio-bubble
environment, lack of gate receipts, etc. The individual franchise also saw a reduction in
their brand values in the year 2020 compared to 2019, mainly due to reduced
franchisee-related sponsorship revenue, loss of gate receipts, low food and beverage
and certain teams’ on-field performances and off-the field issues.
However, BCCI insures IPL.
If the IPL does get called off at this stage, it would certainly hurt financially, but BCCI is
a very rich body, and this financial loss is an insignificant price to pay when compared to
the larger catastrophe all around. Also, insurance may often enable to cover part of the
damages that were suffered by the teams, sponsors and the broadcasters.
Star Sports has roped in around 18 sponsors and over 100 advertisers across different
brand categories and many small businesses have invested a huge amount of their
marketing budget on IPL in the year 2022.
BCCI has also gone all out in its bid to host IPL in this year. As per the Media Reports,
BCCI is slated to earn Rs. 3,500 crore when it comes to advertising revenue from the
2021 season. Star charged around Rs. 8-10 lakhs for a 10-seconder last year. The IPL
ad charges are reasonable but still among the costliest from a programme in the nation.
However, brands would not be impacted, not at least with respect to branding. They are
already impacted in terms of demand, and sales, as the second wave has washed over
each and everything.
Brands must reconsider advertising during what is possibly one of the worst calamities
we have faced in the current times. The brands who are advertising happy, and nice
things would, at one point, seem insensitive and out of touch. So, in a way, IPL being
cancelled in one season is good for the brands, despite the money that is being
invested. After all, reputation is much more important as compared to the money in the
long run, and the brands being presumed to be insensitive and out of touch with the
reality unfolding our nation.
Conclusion: It would be great if the IPL makes use of its reach and its financial muscle
to amplify and help people. Teams, sponsors, cricket stars, all can come together and
pledge a part of their incomes to support this Pandemic. They would also enable to
reduce the valid feeling of IPL’s tone-deafness, to the misery all around.
3rd Answer
3a.
Introduction: When customers walk back to movie theatres, the theatres need to
welcome them back with open doors after a year-long pandemic. Both, small and large
movie theatres have been struggling financially right now and doing their best to stay
afloat. Even the largest theatre operator isn’t immune to financial woes.
Concept and Application: With expenses out the door and no revenues, the brands
are burning through cash.
How to market movie theatres now for the biggest impact later:
With many movie theatres still playing the waiting game until they can reopen with big
studies delaying big movie releases, and with the consumers unsure about exactly
when they can safely escape to the movies.
Following can be the strategy used by cinema houses and theatres:

Focus on your first-party data: It is important to gain more knowledge and more insights
with respect to the consumers. If there are silos, break them down and consolidate the
first-party data so it is insightful, actionable and measurable. Modelling audiences and
having an insight into the highest lifetime-value consumers would provide a solid re-
entry strategy when the theatres can get back running.

Communicate the right message: Internally, plan now to make sure when it is the right
time to reopen, guests are confident regarding the proper health-related precautions are
in place to ensure that they feel safe.

A go-to-market strategy in order to showcase the careful planning the theatres have
done behind the scenes to make sure that the wellness and safety of the guests is
taken care of and the individuals strive to make an emotional connection with the
messaging. People would remember the sense of comfort a theatre brand gave them
during the crisis once life returns to normalcy.

Address Safety Concerns: 42% of the respondents said that having spaced seating in a
theatre auditorium was the most important concern with respect to safety to ensure that
they feel more comfortable when they return to the theatres, even more important than
vigorous cleaning processes and the staff of the theatre and the customers wearing
masks. In order to ensure that the crowds are kept at bay and to enforce social
distancing, there are some ways movie theatres can prepare to reopen. It is important to
consider upgrading typical theatre seats to luxury lounges, and this can naturally enable
to space out guests in the auditorium and think regarding the staggering movie show
times and reduction in the capacity of the auditorium in the short-run.
It is important to put extreme cleaning protocols in place. It is wise to disinfect areas –
bathrooms, concession stand surfaces and seats of the theatre brands regularly. The
theatre brands must provide their employees easy access to cleaning supplies,
sanitizer, masks and gloves in order to make them feel as safe as possible while
working. As an added safeguard, it is important to implement checks of staff and
customer temperature before they enter the auditorium as long as COVID-19 persists.

Conclusion: In a new era of social distancing and with technology on the side, now is
the time to enhance the mobile-in app experience. So, when the customers return, it is
possible for them to order up their movie experience digitally; make ticket concession
purchase, and spaced seats and gain updates on show time directly from the phone.

3b.

Introduction: Theatre brands can go beyond selling gift cards or providing popcorn
pickup during Covid-19 by ensuring that the theatre brands connect with consumers in
new imaginative ways. The theatres can host quarantine crew events – and provide the
auditorium space for rent to the individuals who look to host their own party or to
churches who look for space in order to hold services on a weekly basis. Or, make use
of this other unexpected asset, the parking lot. If it is huge, it is important to turn it into a
pop-up drive-in. It is important to host double-feature movie nights or other community
events all around the summer such as comedy shows and concerts that individuals can
enjoy together from the safety of their own cars. When the theatre has their business in
full swing after the pandemic, they can provide special movie promotion and ticket and
concession discounts in order to woo the customers again.

Concept and Application:

Elevate the Audience Experience: The theatre brand can ensure that customers
enjoy a delicious meal made by a reputed chef while they watch a movie that is being
screened only for them and their loved ones in an air-conditioned theatre. The theatre
brand can provide the experience of enjoying the magic of cinema under the stars. As
the world is battling Covid-19, and many things have changed, the theatre owners in
India can experiment with private screenings and other innovations to attract the
audiences.

Apart from the performance itself, theatres have to up the ante when it comes to
providing a unique and a memorable experience for all the attendees. The expectations
of the audience has increased and the offerings by the theatre brand will need to satisfy
the patrons in additional ways.

By stimulating and tapping into the senses of attendees, this would trigger memories
and experiences and create new memories. To tap into the senses of patrons is a
simple way of making a connect with the audiences, something they cannot experience
virtually.

After attending so many virtual performances over the last year, the audience is craving
that sense of personalization and engagement, as their interest would increase.

Keep up to date with tech advancements:

Technology has grown exponentially when it comes to delivering live performances.

With this, there are two technology elements that have to be considered

External Tech Talk: As being exposed regularly to on-demand viewing of content with
the introduction of OTT platforms and the popularity of virtual streaming performances,
it is wise to continue with this trend. .Having some kind of online offering enables for the
ones who aren’t able to attend to performance-in-person, or to widen the exposure and
new avenues for reach.

However, if considering a paid attendee virtual performance, the ones attending online
would need more as compared to a live-stream performance. The expectations of
attendees have increased, and they anticipate a much more personalized and exclusive
experience, from back-stage footage to live interviews of post-performance.

Conclusion: Covid-19 may have stolen the original magic of the movies for some
amount of time, but not for too long. Those larger-than-life stories would play out on the
big screen and enchant audiences if they implement the above ways movie theatres
should reopen their offerings for the audiences. It is important for the theatre brand to
discover who their customers are, what exactly are they looking for, the kind of new
products and experiences with supplementary products that would make it enjoyable for
them and make it worth for them to step out post-pandemic to spend a good time with
their family members.