Now that finally the much anticipated 'Big Billion Day' is over, we have a quiet time to have a overlook of the e-commerce war which stormed the Indian audience in October 2014.
Clash Of Titans On E-commerce
Most of us are really curious to know how Flipkart, Snapdeal and Amazon actually performed in terms of sales and what was the impact on overall Brand equity for all of them. Flipkart created much hype around its upcoming 'Big Billion Day' and Snapdeal came up with similar big campaign having a cheesy line saying,"For others, it’s a big day. For us, it’s no different. Best savings. Gauranteed. Check Snapdeal before you buy" on the very day of its launch. Even the E-commerce giant Amazon took this opportunity to troll Flipkart by purchasing the domain '' and redirecting it to its own website. The Indian shoppers went crazy with heavy discount on their favorite online stores and the internet flooded with lots of online purchases and transactions. The response was enormously more than expected which led to many server errors and website glitches and the angry customers expressed their frustration out on social media platforms.

In spite of all the chaos and aggravation, it was a win-win situation for the online shoppers and the stores.

But the mystery still remains of who emerged as winner in the clash of these titans and who won the heart of millions.

Kavish Shah, student of Shanti Communication School expresses his views in a detailed manner on the historic e-commerce war analytics.
Click here to read his views >> E-Commerce Marketing Warfare

Posted on 11:00 by Martin Chauhan

I had been preparing for more than two years to get into the most coveted college of the country in the field of Marketing Communications, MICA. I couldn't make into it this year, too. Eventually, I decided to move on, because a college cannot be the ultimate aim. It is just one of the roadways to your destination. I decided to choose another less traveled one. Though I never wanted to compromise with my area of interest and the specialization I wanted for my MBA.

Now, it's been exactly a month since the beginning of the college, Shanti Communication School. And I would like to admit that it's been a lot more satisfying and insightful to be here than what I've expected. Let me start with the induction program we had. All the faculties were acquainting us with the pedagogy of the course. Each faculty was teaching us the 'Case Method of Learning' for different subjects we had. We've got to learn the different approaches for solving a problem. Faculties explained the things we should make sure about and the helpful habits we should inculcate throughout the program. Additionally, we had motivational and spiritual sessions to face all the adversaries of life (some precautions!). But I must say, those were soothing and ecstatic ones.

Finally, our course commenced after an amazing induction program. Faculties started taking their respective subjects and we guys were also developing a rapport with them. We, the Communication students, need to attend the general MBA classes for the first six months. Thus, one thing I was apprehensive about was that I needed to study Accounts in my first trimester. Debit and credit was always been mystery for me. To my surprise, I was having a great time in Accounting classes. The reason was the humorous, supportive and enthusiastic faculty we had. His commendable comic timing was making it one of the most happening classes among all. How can I forget to mention the special blithesome events we had, like Janmashthmi, Independence Day celebrations and Clean N Clear Fresh Face competition, in which students showcased some stupendous talents they had. One very unique thing this college is catering is the Mentoring Sessions by the faculties of your specialization. This program is one of its kind and gives an opportunity to grow teacher-student relationships.
Then came the moment I've been waiting for. It was the introductory lecture of Marketing Communications which was conducted by the 'Lord of Advertising', that is how our seniors had rechristened Prof. Alan D'souza as. In the beginning, our seniors introduced themselves, and shared their experiences of working under the tutelage of him. I must say, they confessed so many things without a bit hesitation. Alan Sir took the stage and shared with us the story of how he has persevered his journey of life. He told us how he had worked really hard to get into IIMA and then after working with few renowned companies he joined a small agency called Mudra Advertising (now DDB Mudra).

At the very time, when he told us the story of founding MICA, I literally had the goosebumps. I seriously couldn't hear or feel anything else at that moment. I felt like my life has completed a full circle of fate. Everything was crystal clear to me. I've got all the answers of why anything else didn't happen. There is no need to worry anymore. Because everything is planned and destined. I just need to give the best I can. And most importantly, I must have to ENJOY whatever I'm going to do!

Kavish Shah
PGDM-C (2014-2016)
Shanti Communication School

Posted on 14:00 by Martin Chauhan

Event Planning – Simplified!
Event Planning - Simplified

We will be dealing with the basics of the Event Planning process..

Let’s get started.

Defining the objective

The first step to planning an event is to define your objective.
An objective is a goal, and objectives should be SMART: specific, measurable,attainable, realistic, and time-bound.

As you plan, think about these questions:
  • What is the objective of this event?
  • Your target group/audience?
  • How can you plan the event to achieve your objective and appeal to your participants?

Building an organising team

An Organising Team is a group of individuals that supports the goals of the event and assists with its planning and execution. Building a good organising team is one of the most important pieces of planning your event. Your organising team is so important because they make the event happen.

What is a good organising team?
  • One that can work together.
  • One that gives support to the organisers as they do their work.
  • One that completes the tasks that it sets out to complete.
  • One that has fun while doing the work!

Creating the agenda

Deciding how to allocate time during your event is one of the most important elements of planning a good event. As you plan, remind yourself of your event’s objective and your target participants so that you can plan your event to appeal to your participants.

Concentrate on the following aspects:
  • Activities within your event
  • Allocating timeStaffing the event
  • Setting the date
The Budget

When you’re making a budget, look at the money you’ll spend (expenses) and the money you may bring in (revenue). You should always cover your expenses for your event.If you are planning a fund-raiser, you should aim to make a profit.

Make sure you have all these factors analysed:
  • Venue
  • Catering
  • Promotion
  • Materials
  • Presenters
  • Documenting the event

Raising Funds

You may not always need to make an income, but if you do, here are a few ideas.
This factor allows you to have a smooth event without any financial hurdles.
  • Participation fees
  • Product sales (sell goods/food/merchandise, etc.)
  • Sponsorship
  • Partnership
  • Association with any other event/entity

Promoting the Event

This is one of the most important parts of the event planning process. This might
get tricky sometimes if not handled properly. The internet is the best platform in this era to
promote your event.
Take a look at these aspects:
  • Reaching your participants in different ways, if possible
  • Best method (tried & tested) - word of mouth!
  • Publicity materials
  • Choosing the right title - in context of posters, digital platform creative, etc.
  • Using various media.


Logistics are all the details that make the event happen. They range from ordering
the food from the caterer to making sure that clean-up happens after the meal; from finding
the right location for the event to making sure that you have all the props you need, like flip-
charts, markers, and other materials for participants; from creating a system for participants
to register for the event to placing the name tags on the registration table. In short, logistics
are the details that make the event happen.
Some points you ought to consider:
  • Agenda
  • Venue
  • Inviting Speakers and Facilitators
  • Props
  • Materials
  • Meals and Refreshments
  • Responding to Inquiries & Confirming Attendance
  • Registration
  • Lodging
  • Transportation
  • Documenting Your Event

Well, all this pretty much summed it up. A major part of event management is the planning
itself. Months of planning is required to execute that event which might just last for a few hours or a
day! Remember that ‘failing to plan is planning to fail!’

Bharat Sahai,
PGDMC (2012-14),
Shanti Communication School (SCS) -

Posted on 15:15 by SCS

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard
things well.”
― Jeff Bezos (Founder & CEO of

You have complex thoughts occupying your mind at intervals-seconds to hours and hours to days, even months. Still, there seems to be a binding force between you and your favorite brand of apparels or your favorite brand of cosmetics.

What makes you remember that very brand? What makes you so loyal to it?

You even sometimes go to the extent of ignoring a better one because of that bond created years ago with the one you

Branding is more like a science now. It has always been an art and a world in itself! Branding is the process of using a word or an image to identify a company or its products. It is what separates competitors and helps consumers remember a product. The purpose of a brand is to increase sales by making the product or service the most visible and desired by the consumer.

Branding is becoming more than a logo or a product. It is becoming a promise of quality and reputation! It encompasses everything about a company, sometimes good and sometimes bad, depending on the public’s perception. If you're remembered as a quality provider, then you will be encouraging repeat business. Branding is a great way to promote this recognition because people are busy and tend to adhere to familiarity. If consumers recognize a brand that they have previously used
and they remember being satisfied with it, then they are more likely to choose that product or
service again. This is especially true in the tremendous hodgepodge of advertising going on Brand identity is a vital part of a business, and it should be incorporated into many key aspects and areas.

Branding consists of some basic elements
  • Company Name
  • Company Logo
  • Taglines/Slogans
  • Company Letterheads
  • Company Forms
  • Marketing Materials & Advertising
  • Signage (visuals created to display information to a particular audience)
  • Website
  • All Possible forms of communication where companies tries to portray an image in the minds of its consumers.
Different approaches to branding:

Individual product branding
- Each new product is assigned a new name with no
connection to other brands owned by a company.

Family branding - New products are placed under an existing brand.

Co-branding - The marketer partners with another firm that has an existing,
established brand in hopes that the theory “two brands are better than one” will
stimulate interest.

Private or store branding - When suppliers produce products for other companies,
and place that company’s brand on the product.

No Name Branding - Also referred to as generic branding, this is a “brand less”
product that is sold as a low-cost alternative to a brand name product.

A strong brand is invaluable as the battle for customers intensifies day by
day. It's important to spend time investing in researching, defining, and building
your brand. After all, your brand is the source of a promise to your consumer. It's a
foundational piece in your marketing communication and one you do not want to be

Bharat Sahai,
Student, PGDMC,
Shanti Communication School (SCS), -

Posted on 12:31 by SCS

There are various communication Electives being Offered in the PGDM-C at Shanti Communication School like Advertising and IMC, Public Relations, Event Management, Strategic Design Management, Account Planning, research Methods, Media law and Ethics, Corporate Communications , Creativity and Advertising etc

Here is a list of few of the Career Options you can opt for after a communications program.

We all live in an age where information is of prime importance and all of us wants to know what is happening  around us and media is the source of information. The media may be in the print form like newspapers and magazines or electronic media like the internet or Audio/Visual media like TV, radio.
Journalists actually are responsible for this information. The people working in Journalism are very presentable and have confident personality, along with the ability to write and present information accurately and concisely. Journalists are able to differentiate between fact and fiction, tact, intelligence, awareness, and interest in current affairs. Politics, art, economics, business, history, sports, entertainment and many other areas are covered by journalists.

Event Management
Events play a major role in our lives. Events touch every aspect of our life starting from School Events like Annual Day functions, inter school Competitions, then comes the college events like cultural festivals and technical festivals. Even in the Corporate, there are annual general meetings, exhibitions, advertising campaigns, annual conferences, product launches and many more corporate activities. Also there are glamour events like fashion shows, cultural programs, talent hunt shows, promotional campaigns etc. Event Management is a Multi disciplinary activity which requires creativity, sincere planning. relationship management and networking, marketing, operations management and much more. People in Event Management have few qualities essentially required in the field like Public relations, Creativity, Marketing Skills, Analytical Skills, Organisational, Networking and Management Skills.
 There are many prospective job openings in the Events industry like Public Relations, Promotions and Marketing, Brand Development, designing, Administration, Production,Logistics etc

Media data Analysis
Its an art of collecting and analyzing data so that company can tailor their marketing and communication strategies accordingly and get the maximum benefits from the inferences and conclusion of the Market research.
The person who handles media data analysis is a highly trained professional who analyses the data using various statistical tools and mathematical calculations to determine the best marketing and communication strategy to profit the business.
In the business arena, media analysis may involve the analysis of sales trends, consumer preference trends, media trends, brand effectiveness and other consumer based Market research. 
For More Career Options in Communication, You can read our Blog Post on

Career Opportunities in the Communication Industry - I

Also you can go through various offerings of Shanti Communication School.

Communication Program Details :

Posted on 13:00 by SCS