FROM THE EDITOR I am glad that the marketing club got the opportunity to use its monthly magazine as a platform for all the young marketing enthusiasts who are curious to let out their views on various topics. It gives me immense pleasure to write this message as Editor of this unique edition of the magazine. The theme of February’s edition revolves around the usage of concepts AI and ML in marketing and the rise of social commerce. The theme revolves around B2B marketing. This edition has a lot under its umbrella, from doing a thorough analysis of various hidden inferences of marketing and consumer approaches to reinstating brands’ latest buzz. I extend my warmest gratitude to all the authors for their interest, enthusiasm, and well-documented submissions of excellent articles and participation in this magazine’s building. I firmly believe that no matter how your magazine is delivered; either at your doorstep or to your computer, printed on glossy stock or on cheap tabloid paper, appearing on your iPad or your cell phone screen, it is still the work of an editorial team for a discerning audience, a beautiful and meaningful (we hope) package of ideas, words and images put together by a group of experts for its readers. While technology efficiently delivers new stories to our desktops, laptops, and mobile devices, magazines are all about context – how ideas and images are presented in relation to one another and spanning a broader perspective. We, the editors, will always strive to keep you engaged.
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CONTENTS 01 B2B Branding in 21st Century
05 tegration of AI and ML with B2B Marketing
09 Buzzfeed
07 Emerging Ecosystems of Hyperlocal Delivery Market and Logistic Reformation Trends 13 The Rise of Social Commerce due to increased online purchase
17 Marquing The Moments
B2B Branding in 21st Century Ghritachi Paul IIM, Calcutta Malcolm Gladwell, the author of Blink, opines that buyers make most of their decisions basis the two-second first impressions. For end consumers, the relation with a brand is mostly transactional. However, in B2B dealings, success depends on the relationship developed over a period. Stronger the relationship, steadier the profitability. The focus of any business is to retain customers. Hence, once a brand earns trust of its customer organization, there is little chance of disintermediation.
•Customer needs: In a shopping mall, a person can pick up a dress even when he is not in need of it. However, HUL will never change a component of its washing detergent based on its whim. A B2B transaction is more long-term, planned and continuous. B2B customers buy based on their need, such as solution of a problem or a new innovation.
The strategy for B2B branding starts with the reflection on company strategy. Every action or representation of the company, starting from a sales person’s appearance to the way a customer grievance is addressed, adds up to the branding of an organization. B2B brand is often first recognized by the corporate brand. Lafarge cement, connects with its customers through the brand ‘Lafarge’ which delivers a notion of trust. Once a relationship is forged, customer loyalty is bought-in, which can hardly be shaken by a price incentive offered by a newcomer in the industry – a difference between B2C and B2B branding. Ford Motor Company, has limited suppliers for car paint or lubricant, even though the latter products are commodities. Once, the relationship is established, the OEM hardly ventures beyond its limited pool of trusted suppliers.
•Customer range: Asian Paints might target domestic consumers for a certain brand of paint. The same brand will not be targeted for industrial consumers. Branding is developed to deepen connection with the targeted segment of consumers. B2B connections are targeted.
THE UNIQUE CHARACTERISTICS OF B2B BRANDING:
•Product information: Maruti Suzuki, would seek a comprehensive knowledge of a part supplier for a new model to be launched. In a B2B dealing, customers are intent on gaining an in-depth knowledge about the solution before taking a decision in their business.
The several characteristics of B2B branding can be classified as follows: •Customer motivation: IBM, would be selective about the manufacturer of IC chips to be brought on-board. It would not easily switch from its trusted brand, Intel, to any other, even if it gets the item relatively cheap. B2B brands capitalize on avoidance motivation for customer acquisition.
•Customer persona: The customer for a bottling plant might be a firm who needs the facility for selling concentrate or consumables. B2B customer persona is of an organization. •Customer relationship: B2B branding is targeted for developing trust for a long-lasting relationship with the customer. Personal selling is mostly used in the transactions in a B2B setting. The focus is on delivering a solution/experience rather than a oneoff product.
•Pricing: The value and volume of each purchase in a B2B setting is high compared to a B2C deal. The buyer in the former case views the deal as a longterm investment and in a relatively long-lasting relationship with a business partner.
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•Sales cycle: The sales cycle in a B2B deal is longer as the number of steps and the number of stakeholders involved are relatively higher. The transaction involves not only selling a product or a service but also a relationship. •Customer conversion: Time, effort and resources are invested to convert a prospect into a customer in a B2B setting. A salesperson then takes over to handhold through the decision-making process based on the specific need of the customer and complete the transaction.
CHALLENGES & OPPORTUNITIES IN B2B BRANDING: The challenges faced by a
B2B brand is different for a start-up and a legacy brand. While a start-up has to curate a brand on a white slate, a legacy brand has high expectations to match up-to. For a newcomer in the B2B space, following are the challenges: •Time of launch: Whether to launch early and grow the brand through the learning curve or first ensure all the pieces are in place, is a dilemma most start-ups face. Premature launch of a new brand may alienate prospective customers. However, delay in launch might facilitate competitors to capitalize on the opportunity. •Creating recognition: The lack of a brand legacy might pose as a hurdle at first. However, with outgoing salespeople at the customer interface and a strong positioning will help overcome the challenge. There is however a risk of over-dependence on the front-end people to build credibility for the newly created brand. •Brand positioning: Progressing without creating a unique positioning for the brand will confuse customers and will lead to inefficient conversion of efforts. •Recognition of competitors: Identifying all possible competitors will help a new brand understand where it stands and how it can leverage its strength to gain an edge over its competitors. •Development of the organizational culture: A flat hierarchy in the organization will aid innovative product development. However, for a commoditized product, a vertical management hierarchy with strong control will be more suitable.
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RECENT DEVELOPMENTS & FUTURE POSSIBILITIES:
Over the years, use of digital media to capture customer mindshare has gained prominence. Poor communication inevitably leads a brand to dissolve into oblivion. Animations and graphics now have a significant influence on B2B brand communications, which assumes business entities can be influenced as individual customers. Alongside this trend, B2B branding is expected to focus on the following trends in the new decade: Consistency matters the most. Consistency points to reliability. A reliable brand is more recognizable and has greater odds of attracting new customers and retain existing customers. Adidas puts its signature logo on every product it produces, hence maintaining consistency and making it easier for customers to recognize its products among the rest. Lucidpress conducted a survey among 200 brand management experts to estimate the impact of brand consistency. It was found that if a brand is consistently maintained, an entity can expect revenues to increase by 33%. There is a growing trend towards adoption of brand management software to ensure that output of any activity is aligned with brand personality. Few examples of such software are Brand24, Widen Collective and Grade.us. Use of social media. Social media is being increasingly leveraged in B2B branding. Organizations such as Ford & Amazon are now actively reaching out to potential customers through social media platforms like Facebook, LinkedIn and Twitter. Adoption of Digital-first logos. There are two major trends in 2020. First, B2B branding is adopting a minimalist logo, with simplified and monochrome lettering. Second, brands are flooded with numerous new formats for their logo. Both approaches aim for one goal – improved user experience, especially on a smartphone.
Creative illustrations for brand personality. Organizations in the B2B space, for example Siemens, are going beyond traditional images used to depict the brand personality to more innovative ones. An example is as follows:
Figure 1: Soucre: https://medforceeu.wbresearch.com/blog/siemens-combining-b2c-b2b-reach-new-audiences Siemens is a well-established brand in the MedTech industry. It, however, wanted to overhaul general perception of the brand. The healthcare arm of Siemens was re-branded as Siemens Healthineers. To shed the serious image, Siemens launched the brand in an unconventional way with a performers in brand coloured suits dancing to the tune of Healthineers. Presently, the brand is trying to bring in a modern approach to medical tech marketing. Siemens Healthineers has a Facebook page where it posts regular updates and educates customers on upcoming products and launches. It also has the messenger option activated for direct communication with prospective customers. Such an approach on brand building has developed a strong connect with the younger generation and helped to stay at the top of the mind of its targeted customer segment.
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Integration of AI and ML with B2B Marketing Jaitrik Jay Singh T. A. Pai Management Institute
Artificial Intelligence (AI) is a computer-based model used to perform functions that would usually involve a human being using a series of rules or algorithms. Machine Learning (ML), which comes under AI, is the idea that a computer program can learn new rules and respond to new data in order to improve the algorithm to produce better performance. Marketing Experts deem it unlikely that advertising will revert to the old days of print media advertising, dramatic billboards, and repetitive commercials on radio and TV networks, or even physical visits from door to door. Digital marketing is on the rise and internet revenues have doubled in the last five years. The efforts of online marketing campaigns revolve around how much companies trust the data they draw from their day-to-day client experiences and customer care commitments. Certain aspects present in the data processing process result in or break the outcome. The effect of AI and ML working in coordination to analyze data has already been seen in B2C markets through e-commerce portals.
Some current use-cases of AI and ML in the B2B industry are Chatbots Chatbots and data collection systems often depend heavily on AI components and use machine learning algorithms to intelligently address customer service demands and design customized messages. For example, chatbots can help guide a potential client through a website and direct them to more suitable landing pages or deals on your website without the need for a full-time response team. Thus, Chatbots through engagement can help identify and develop qualified leads for a company. By way of machine learning algorithms, chatbots
have developed so that they can even guide conversations on their own and even create new response patterns. Several notable experiments have been performed in this space, and the accurate elements of these experiments are being applied bit by bit.
Analytics and Forecasting Analytics and Forecasting include predictions of the probability of an outcome, such as the likelihood of a client switching or the propensity of a client to act in a certain way. Combined with smart views of how to travel across the advertising funnel, incorporating predictive analytics into a real-time marketing approach will help advertisers boost their ability to get the best details to the right client at the right time. Predictive analytics is one of the key advantages of incorporating AI with the marketing management tools. It lets companies focus their decisions on objective facts instead of tricky intuition. With AI endorsing campaign campaigns and distribution strategies, Marketing and Sales teams will work together to successfully convert leads into conversions. Now, the question arises for B2B Marketing, an industry that still is only discovering uses of new technology and has roots seeded in traditional marketing methods.
How can B2B marketing further use this technology? Client information is limited Marketing traditionally in the B2B sector is dependent on CRM software managing the accounts-based marketing (ABM) for the firm. ABM helps B2B firms to fill the pipeline
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with eligible candidates while simultaneously engaging and maintaining existing clients. AI will coordinate, analyze and produce valuable insights based on the multitude of data companies have in their CRM structures and simultaneously learn about client perception, demographics, and behavior. Furthermore, the Integration of Machine learning increases the scope of personalization needed for data analysis by unifying client information in such a way that it is on an individual client ID or account record basis. Data unification requires matching data by using AI to increase matching rates as more data is stored. Improving match ratios along with automated data enrichment allows businesses to create a full view of and clients based on all available data sources. The absence of an Intelligent Machine Learning Method leaves useful data worthless and digital ads aimless, costing an intellectual budget loss.
Optimize SEO for B2B SEO activities are time-intensive and require high amounts of the human workforce. Integrating artificial intelligence into the SEO method will significantly reduce the time taken to define keywords, tag them, and create backlinks. Yet that’s not half of it. AI may also delete the human error factor from SEO. Using AI with marketing project management tools will optimize the return on the companies content cost plan. It will also help them draw and engage a rising number of clients soon. Once the website SEO is managed, machine learning could take over the next step. Machine learning helps B2B businesses to produce leads from website material without asking users to supply info. The website visitor data based on cookies could then be processed in such a way that the material would automatically be customized and
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delivered to prospective purchasers at the appro priate time. B2B clients access material not only based on their purchasing desires but also based on the point at which they are on the purchase path. Content could be delivered at various client contact points, and the content could be tailored automatically to fulfill the client’s needs in real-time.
Conclusion It is important to remember that artificial intelligence applications (especially predictive analytics and likelihood modeling) are only successful if the data that feeds them are accurate and consistent. Imperfect database records and messy data can result in inaccurate outputs for machine learning algorithms. Similarly, with the increasing adoption of AI within applications, we should expect a greater emphasis on the management of databases within marketing organizations. But the final decision of implementing burdens down on companies with various other factors too. AI has its downside in that it contributes to employment cuts or downsizing. AI cannot feel the emotional side of business processes at times, like humans, which can therefore contribute to bad decisions requiring this factor. There is a lack of judgment in AI as it behaves like a robot. Finally, the procurement and deployment of AI for business communication is a costly exercise that requires large budgets for the enterprise. Choosing AI for B2B marketing has already arrived and the industry has already onboarded the idea of AI and ML integration. AI has immense potential advantages in the area of B2B marketing and business contact. The development of artificial intelligence is probably one of the best inventions, especially in the business world.
Emerging Ecosystems of Hyperlocal Delivery Market and Logistics Reformation Trends Vishakha Gupta Indian Institute of Foreign Trade, Delhi
The biggest health crisis of the century has boosted online ordering services for the household essentials from smartphones globally. The Covid-19 outbreak has changed the dynamics of the demand and supply chain. To meet the unprecedented demands with new consumer trends, industries adapted hyperlocal business. Hyperlocal marketplace enables customers to order from the limited geographical area. It is an on-demand marketplace which has been redrawn to fulfil the substantial surge in the consumer demands by collaboration adapting Airbnb-style approaches with concierge applications. With the facilitation of internet and globalized e-commerce owing to cleanliness, fast-delivery, and safety; this is the best alternative for product procurement in the time of conveyance difficulties. According to Supply & Demand Chain Executive’ article, hyper-local strategy optimizes supply chain, logistics and fulfils the last-delivery without any disruptions Emerging Hyper-local Ecosystem A recent research report published in Report linker’ documents “the hyper-local service market size was valued at $1,324.2 billion in 2019, and is estimated to reach $3,634.3 billion by 2027, registering a CAGR of 17.9% from 2021 to 2027.” John Adams once said that “Every problem is an opportunity in disguise.” The same principle is reflected in Nitish Singh and Brendon Keating’s book titled as “Emerging Market from Multidisciplinary Perspective “whose concise principle states “consumer trends, sustainability, retail-margin compression, information asymmetry, cultural diversities, saline features of different geographical areas and market mechanism entail appropriate conditions to
identify, target and engage for locale specific consumers in E-commerce”. Automation and fast-digital services have penetrated consumer markets globally due to rapid growth of smartphones and connectivity Personalization enables convenience and provides different purchasing options. The e-commerce businesses in essential household segments (such as Medicine, food, groceries, Same-day courier, Transportation) have effectively aligned themselves with precise hyper-local marketing strategies and established partnerships with retailers. This new rapid adaptation of e-commerce system will exceed market size of 2036 crores in 2020 in India. In top-down vertical approach, companies are grabbing opportunities through omnichannel retail by providing their platform to retail enterprises. Market Segments & Hyper-local E-commerce market players in India Competitive market, distributed shopping channels, increased product transparency are shortening the margin of FMCG in the value chain. The total effect of all these considerable factors is very high. The increasing amount of packaging, digitalisation and market complexity has down turned the net profit of manufactures. Therefore, FMCG manufacturers are efficiently utilizing hyper-local logistics management services. Not to mention, manufacturers like Britannia, Godrej and Marico are leveraging the infrastructure of large-scale hyper-local logistics and paving the
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path for fast-paced smooth deliveries. In 2020, door-step delivery strategy has extended to various segments like liquor, plumbing, nearby fashion, local parcel deliveries. The scenario has changed the logistics and inventory management which also is a gamechanger for small medium enterprises.
tic operation for demand-driven supply chains. Automation, AI, and robotics management are enablers for perfect and smooth order deliveries in hyperlocal business. Real time visibility through geofencing tracking systems has revolutionized buffering inventory management
Major number of market players are adopting this model to run their business and seize the customers. While technological advancement and hyperlocal strategies have been proven effective in supply chain management, companies are also able to solidify individual customer’s requirements.
Future: Hyperlocal Delivery Market and Logistics
Trends in Logistics & Shipping a.Same-Day Delivery in Hyperlocal E-commerce System Under the changed life patterns & lifestyles in dynamic global village; logistics is a significant differentiator which will create new opportunities for growth. Companies like Big basket, Faasos, Amazon, Swiggy, Shiprocket have standard options for 24-hour delivery and have offered the flexibility of choice to next day delivery. To avoid disruptions, companies have built their own logistics network. These firms have partnered with multiple carriers to make their supply chains effective, optimized, and undisrupted. The essence of this model is that it is limited to a small region. According to Invesco, it is very likely that consumers prefer same-day delivery. b.High Efficiency through Automation Firms are currently witnessing the zenith of localisation, which has been a response to unpredictable consumer demand and uncertain events. Logistic providers have adapted the elas
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According to Indian Transport & Logistics News’ report the hyperlocal delivery market will grow at a CAGR of 32.6 % by 2025. For wider coverage, e-commerce firms and logistics companies will collaborate with many hyperlocal delivery services to offer a unique environment. Social graph of business networks has outgrown interconnections between people from application. Mobile apps like Paytm and Zomato are offering each other services on their individual platforms. In a similar way, the hyperlocal system will make a strong and noteworthy impact in the future. Location information is another major factor which maps a broader information network about consumers. Firms’ operation will certainly get an edge using the location specific information network. As new concepts will emerge, market barriers will be weakened, and new companies will certainly enter in the market to change the status quo. With the technology disruptions, hyper localization will become a very powerful tool to stay afloat in the competitive market.
#BUZZFEED #BUZZFEED
Adidas portrays women as drivers Zomato offers Rs. 25 lakh for of change in new campaign consumer created ad
Zomato is proof that they can turn criticism into a super innovative marketing campaign. After conAdidas has launched a new campaign ‘Watch Us Move’, to celebrate women and their freedom of sumers. After consumers expressed their growing boredom with Zomato’s monotonous YouTube and movement. Through this campaign, Adidas spreads its belief that sports does not know any bodily TV ads, some users took to social media to criticize Zomato’s butter chicken ad. However, Zoamto boundaries and similarly, our society is rising above caring for beauty standards. The brand aims to seems to have played its cards well by coming up with a smart idea to help it come up with fun camconvey that, what is important is for us to have unbiased care about our ambitions, hard work, stamipaigns while engaging with their customers. na, willpower, and everything that comes from within.
The firm went all out, proclaiming that the ads do suck. So now, it has opened the floor for creative The launch of the campaign saw various beauties like Manushi Chhillar, Dipika Pallikal and Nikhat ideas from customers. What was commendable was that, apart from the novel idea, they also shared Zareen coming together to narrate how they have broken unrealistic stereotypes of perfection through the feeling with their customers that made them win many hearts. their incredible journey and positioned themselves as role models for young girls across the country.
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#BUZZFEED
Globally, Adidas has got the likes of the k-pop group Blackpink, Berlin-based roller skater Olumi Janta and multidisciplinary dancer Lucia Leonce, along with London-based dancer Megan Charles, for their new “Watch Us Move” campaign, which showcases the brand’s “R.Y.V.” collection. The idea that every one in the featured theme hail from totally different backgrounds and fields of work speaks to Adidas’s efforts at championing diversity, unity, and illustration across this campaign specially. The launch of Watch Us Move Campaign is perfectly timed with the release of Adidas’ most supportive activewear range thus far – Formotion – developed by an all-female design team to deliver the most support, while providing a snug match that works seamlessly with the body in motion. The collection uses engineered knit technology crafted to the feminine body, with strategic placements of compression zones of variable intensities round the waist and hips to sculpt and support a woman’s body. The initiative is supported by a fitness series available on Youtube that invites athletes and enthusiasts from underrepresented communities to share their workout regimes and inspiration online.
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#BUZZFEED
Pulse candy compliments brands for their social media swag On World Compliment Day, DS Group’s Pass Pass Pulse, in partnership with FoxyMoron, applauded brands that are making a mark on social media with quirky posts to engage with their consumers. Through a series of smartly curated messages, the brand complimented companies like Zomato, Swiggy, Coca-Cola, Fevicol, Hershey’s, Netflix India, McDonald’s, Burger King, Tinder, Parle, etc., for their witty brand language. Speaking about the campaign, Arvind Kumar, joint general manager marketing, DS Confectionery Products, said, “2020 has been a year of reflections and the strategy to compliment brands who are truly doing good work to create meaningful conversations was clever and astute. We witnessed great success last year, and are looking forward to the kind of noise and positive engagement that we create this year (2021) as well. ” The creatives were shared by the brands on social media platforms like Instagram, Facebook and Twitter.
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The rise of social commerce due to increased online purchases Deepak Balayan Symbiosis Institute of Management Studies, Pune
With the world still battling the common enemy and sailing through this tough and testing situation by making the use of the online communities to cope up with this battle. The surge in the MAU (Monthly Active Users) have never seen such an exponential rise across all the social media platforms. With the rise of various other platform that are not as old as Facebook or Instagram which are the torchbearer of the social media sector like the User Generated Content (UGC) apps like the Moj or MX Takatak that have taken the lead in the most downloaded apps during this pandemic.
tion there have been a shift in the buying behavior of the customers. Now all the shopping is mainly done online to make the virus less welcoming to the home and to get all their needs delivered at home.
With the people still WFH and making them socially distanced from the in-person meeting with their closed ones and friend circle there have been a rise in the social interactions that have attracted the brand attention to re align their strategy to make the business going and to make the shopping more convenient and hassle free by providing the in-store experience at the customer’s comfort.
media platform to boost the online purchase and making use of the digital marketing, targeted the audience with digital ads and also by making the social presence more obvious by interacting with the prospects. Social commerce is a $89.4 billion market right now. It’s projected to grow to $604.5 billion in the next seven years.
Earlier when this virus was not in the picture people used to prefer the hands-on experience to make the shopping to get the real feel of the product but as this virus started to make its ways to the larger popula
If you’re a business with products to sell, this info probably makes you feel like that dollar-sign-eyesgreen-tongue emoji. Yes, and that is the reason why the brands are actually leveraging this new trend.
This is mainly given rise to the most used term by marketers at this point of time that is ‘Social Commerce’. Social commerce is the used of the social
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Making the buying process quicker
Making the hyperlocal ads to get better ROI
Earlier the customers used to make the consultation about a particular product with their friends or family members but now they have reduced the overall process in 3 steps – See it. Click it. Buy it. Now they can easily make the selection of the products online and thanks to the digital campaigns with the most attractive Call to Action (CTA’s) that are appealing and making the online purchase process smoother.
As it is again and again reiterated that the ‘Data is the new oil’ marketers now have even more information about the prime audience and prospects then the customers themselves. Now everyone wants the products that are relevant to them and do not want to see some random prospect ad that is not relevant.
Now on the Facebook and Instagram one can see that the feeds and the ads are relevant to the search history of the consumers and the chances of making the transaction are 72% higher than the normal e commerce site
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Influencer Marketing With the millennials and Gen Z now having the access to follow the latest trend and getting easily targeted by the influencers my having engagement by various social platforms the social commerce has seen a greater ROI and a better sale as brands can easily rope in a well-known celebrity or an influencer to endorse for their new product launch and which gets the exposure immediately, and also the special discount coupon can be clubbed to make the sales faster and more effectively.
Indian Social Commerce Meesho This is an e commerce sit that offers to make the latest purchases by having the opinion of the friends that makes the true essence to shopping. Meesho was founded as a fashion reveling app that makes the new trends available at the user profile to make them aware about the trendsetters and later the company forayed into the Buy now space that makes the purchase much easier for the users so that they can make the purchases there to then itself to make the conversion more possible. With this strategy Meesho have got various boosting advantages such as: 1. Shopping category: They have targeted the Women category which as most beneficial and profitable group of the customers as they are mainly the largest purchasing category.
2. Social connect: They have also tapped the behavioral traits of the women category customers as they have a tendency to get a suggestions and opinion about a particular purchase from there friends hence it as was a perfect blend of the social ecosystem and shopping bonanza that have been winning duo for the app success. Myntra Studio Knowing the power of the social commerce and influence marketing Myntra came up with the
Influencer buy section on their app and website to make the purchase faster as they are now making the purchases based on the recommendation form their most loved social influencer and increasing the brand awareness and purchasing occasions. With this launch Myntra have taken giant advantage over competitors: 1. Fan Following – With the influencers already having a huge fan following across various platforms, Myntra have acquired a strong base of the inorganic users that have been attracted due to the particular influencer. 2. Faster Conversion: When the followers who that influencer have a collaboration with Myntra they can easily tap upon the Buy now option that is perfectly placed CTA in the profile to redirect them to make the payment for the particular attire. 3. Rural Penetration: As the show video apps i.e. UGC apps are mostly popular in the tier 2 and tier 3 cities and hence Myntra can tap upon the large untapped potential market place that was not part of the whole online purchase ecosystem.
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Marque - The Marketing club, IIM Rohtak
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MARQUE - THE MARKETING CLUB INDIAN INSTITUTE OF MANAGEMENT ROHTAK
marketingclub@iimrohtak.ac.in
DISCLAIMER: The views and opinions expressed in this magazine are those of the author and do not necessarily reflect the opinion of the stake holders of IIM Rohtak EDITOR : Niribili, Priya, Thiviya DESIGN : Chetna, Nireka FOLLOW US ON :