by Bernard Ablola
Sep 24, 2009 India 2009, MBA
My favorite days of the MBA International Study Tours is always visiting the local universities. Last year was Shanghai Jiao Tong University in China, this year we were fortunate to have a joint case study with Christ University in Bangalore. We discussed and prepared a marketing and an information technology presentation to the group.
I was thoroughly impressed with the Indian MBA students. They were overly prepared. They had an unlimited number of charts, graphs, SWOT analysis, Boston Consulting Group Matrixes and articles to support their analysis. I was blown away by the level of details. Each team had an appointed a subject matter expert. Laptops and mobile devices were quickly being banged and tapped to find the latest articles and information.
Micro and Macro Level - The Perfect Solution
The themes I noticed between the U.S. and Indian MBA students were one of “micro versus macro” level analysis. Another student referred to this as “data versus gut feelings.” The Indian students are well trained to use data and supporting materials, in an almost engineering like fashion. My U.S. counterparts were good at managing information and tying it all together.
This exercise was an amazing example of how to effectively collaborate between two cultures and leverage each other’s strengths. The key is leveraging these strengths and cultural differences is keeping your focus on the goal. This is especially difficult across the country and in different time zones. However, effective companies will try to make the culture a universal one.
My goal from this experience is to keep in contact (Facebook) with these future leaders of India and learn from each others. I am excited to observe their career paths and report to you as the globalization of India takes off.
Action item: Continually look for ways in your business or occupation that you can learn from others. Look for different ways to present and analyze the data that is against your normal way of thinking.
To your success!
Bernard
by Bernard Ablola
Sep 24, 2009 India 2009, MBA
We head out to the Blue Frog, a night club in Mumbai. As we walk through the shady alley way towards the night club we see tons of the young Indian party goers. It is a hot Friday night and the guys and girls are dressed to impress. 500 Rupees gets you in.
At one point I think I’m in the states because the live cover band is playing U.S. music. I immediately head to the bar, “Glenlevit neat!” The bill comes out and I hand over my credit card. I quickly calculate the exchange rate in my head and notice I just signed off for triple of what I should have paid. I demand to see the menu and notice that I was being ripped off.
“This is not the U.S.”
I get the bartender’s attention and explain that this drink is more expensive than U.S. prices. He responds with “This is not the U.S.” and slightly smiles to mock me. The bartender overcharged me and I’m getting upset. After a number of verbal exchanges, I point at him and loudly say “DON’T SCREW ME MAN” “I brought 30 friends with me tonight and you are trying to RIP ME OFF…” He senses my anger as well as well as the other bar patrons and quickly signals for the manager. I show the manager the receipt and the menu price and he quickly apologizes and offers a refund. I demand additional drinks to settle it even.
LESSON: Anytime you travel in another country be aware of getting taken advantage of. This happens everywhere, just make sure you are watching your money at all times.
New culture shock
Night clubs in India is a new concept. There is plenty of red tape in order to obtain a liquor license so you won’t find too many bars or clubs in India. The dance club culture is fairly new concept. The bumping and grinding that happens in the states, does not happen here. Indians love the Bollywood and Akon but dance more conservative. So as a group we conservatively dance to the loud music trying not to brush up against each other. 
My advice: “Keep your eyes open but also, respect the culture of the environment.
B
by Bernard Ablola
Sep 23, 2009 India 2009, MBA
One of my favorite company visits was our MBA trip to Lowe Lintas, India’s biggest ad agency in the country. They are responsible for most of the major brand name commercials in India. This visit reminded me of an episode of AMC’s award winning show MadMen, where Don Draper, the creative director of Sterling Cooper ad agency, calmly pitches to his clients an amazging story.
You don’t know who you are talking to…
In a country of 1.1 billion people, 28 states, 6 union territories, 14 official languages and 5 main religions; How do you strike a conversation with everyone? Lowe Lintas has been successful. They successfully tell stories that cuts through all caste, income and generational issues. The message must be dig deep into what the people are feeling. It must reach an emotional level.
This one of my favorite company visits because it touches on an aspect I seldom notice in online advertising, touching the emotional factor. As marketers we should consistently ask ourselves how can we reach our customers by appealing to their everyday needs. What are they thinking and going through? What is the public feeling? What is the public sentiment? Is there a political, social or religious cloud in the air that no one is addressing? What is the big elephant in the room?
If we can address these concerns without offending or alienating anyone and can uplift our customers in the process, our messages will cut through the clutter.
Attached is a commercial that addresses cultural norms and is successful in integrating the products.
Enjoy,
Bernard
Lowe Lintas Commercial - Permanent Marker
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