Chapter 1 - Ram

It was the first week of July, 2002.

Mano was feeling a bit exhausted after finishing the brief. This was when Ram, his colleague and part of his team walked into his room. Mano had always admired Ram for his cool attitude and application in work. Ram was just about four years old in corporate life as compared to his own eight years. Ram was a quick learner and a big motivator for the team, Mano thought.

“Care for a tea, Mano?” Ram asked. Mano replied “would not mind if it is accompanied by smoke”. Ram was a non-smoker but he usually accomopanied Mano or other colleagues to the corridor for smoking. Smoking was one occasion where so many things get discussed. Casually, Ram said “I just came to know that Sharma has got an okay for taking Gowri in”.

Sharma was the head of the SBU, where Mano was working as a Marketing Manager. Ram reported to Mano and remained one of his confidantes for the last one year since Mano had joined this company. Ram used to report directly to Sharma before Mano’s entry and his proximity with Sharma continued even after Mano’s entry. Mano never minded too much about reporting structure and had always encouraged his people to interact with other functions and even top management. Mano’s relationship with his boss Sharma was difficult to describe. They were poles apart in their perspective and approach. Yet, they shared a healthy mutual respect.

Mano was visibly surprised with what Ram had just said. He was taking deep puffs inside as if to digest what he had just heard. Gowri had been a summer trainee earlier and in his estimate, he could not rate her beyond an average performer. She was very bad conceptually and very disorganized at work. Sharma had gone ahead with her appointment overlooking all the concerns Mano had been raising. Sharma always believed that more hands helped. Mano always believed in a lean and mean set-up.

Ramesh dropped the next bomb sooner. He said “Sharma also has confirmed four summer trainees apart from Gowri, who will join us as Management trainees. One of the four, a girl named Nancy Abraham, has joined us today”. Mano said “my god, Ram. What are we going to do with so many people and what work can we give them?”. Ram said “Sharma is always like this. He believes in scale. He always wants to scale up every thing”.

Once Mano finished his smoke, Ram suggested that Mano met up with the new summer trainee, Nancy and gave a few encouraging words. Mano agreed more for Ram’s enthusiasm and left to alone, he would not have wanted to see any of those trainees. Ram introduced Nancy Abraham to Mano and he gave a nice account of both in his characteristic charming style. Mano did not share his enthusiasm nor did the girl, who appeared withdrawn and closed. Luckily, Mano received a call from home and he used the call as an excuse to leave Ram and Nancy. He spoke not just to his dear wife and but also his darling daughter. His daughter’s voice sounded so cute over phone and he could never hide the joy or excitement whenever he spoke to his daughter (why not? She was just three and a half years old and Mano believes she is the most beautiful girl ever born on this planet).

Mano did not meet Ram till lunch break as they both were immersed in their work. But, as usual, they  went to a nearby restaurant together for lunch. Ram told Mano “Sir, we need to share the new resources between the two of us. We are going to have one management trainee, Gowri and four summer trainees”. Mano angrily replied “I don’t want any of them. You have them all”. Ram said “Sir. If you find it difficult to give work to all, it would be impossible for me. You please take atleast two people”. Mano finally agreed to take only one. But he straightaway rejected Gowri, the new Management trainee, who therefore had to report to Ram.

On the four summer trainees, Mano said he would pick one from the balance three who were yet to join. Mano said he was ok to work with any summer trainee other than Nancy. He also made it clear to Ram that he need not waste much of his time trying to develop those trainees as they had more important work.

When Mano and Ram returned to office, Mano noticed that Nancy had been sitting in a quiet corner. Marketing function requires people to be outgoing and cheerful. Marketing also plays a big support role to sales function and Mano was worried that people like Nancy would find it difficult to interact with other functions like sales team. He felt sorry for taking her in.

Wonder years – chapter 2 – Sharma

Three days later.

Sharma, Mano and Ram were engrossed in a heated debate. As usual, Sharma and Mano had different perspective on an issue and Ram tried hard to bring the two poles closer. Sharma said “see. We need to act. We need this product enhancement, without which competition would walk away with all the market share gains”. Mano replied “competition is aggressive offlate, I agree. But they are hitting us primarily on price. We need to retaliate on price too”. Sharma said, “I don’t want to do the same thing competition is doing. I want to be different”. Mano said “I want to be effective. It does not matter if I am different or not”. Sharma said “we can debate this till cows come home but we would never reach an agreement. Why don’t you do a small consumer study using your summer trainee to find out which one works better? Product enhancement or pricing”. Mano finally agreed because he could see no way out.

Later, Mano and Ram discussed about the research need. It was agreed that the project would be handed over to Nancy. Ram said he would handle the briefing to Nancy. It would be a dipstick study involving a maximum of ten consumers interviewed in person or over phone.

The next day, Ram said Nancy had completed the research and she was ready with the results. Mano asked Ram if he had any idea of what to expect. Ram said “it was a surprise to me. Consumers seem to favour product enhancement only and not a price benefit”. Sharma also joined as Nancy took them through the results. Sharma was immensely relieved to see that his point of view prevailed. Mano asked a few questions on research methodology to see if Nancy had done everything right. He could not complain much on that.

Finally Sharma said “so, we shall go ahead with the product enhancement. Mano and Ram. Please do the needful to launch this initiative in a couple of days”. Mano said “we asked the consumers whether they wanted product enhancement or a price benefit. They all said “option one”. I am somehow not sure whether a product enhancement in our category will be as impactful as pricing”. Sharma said “the writing is on the wall”.

Nancy said “No sir. It is not so simple. I had another module in my research which asked consumers to evaluate brands on various parameters. We already score much better than competition on various product parameters. The only area where competition outscores us is in pricing. So, it is possible that pricing is such a decisive factor in this category that overrides all other factors”.

Mano asked “but the consumers have said that they would prefer product enhancement over pricing”.

Nancy said “yes. That is what they said. It seems the best & right thing to say for them. In reality, I guess they would be driven more by pricing though no consumer would admit it”.

Sharma said “you cannot contradict your own findings”.

Mano said “No. she is not. One of the basic ground rule in research is, we cannot check pricing strategy in research. We made a mistake by trying to check it in the first place. I think she is clear in her analysis and finding”.

Sharma said “fine. Then, let us go ahead with a counter (to competition) based on pricing. Good job, Nancy”. She said “thank you sir” politely and left the room.

After an hour or so, Mano walked upto Ram to chat up generally. Nancy’s work desk was next to Ram’s and she too joined the chat. Before leaving, Mano looked at Nancy and said “not bad. I never thought you could speak at all”. Nancy replied with a straight face “Why presume anything when you hardly know me, sir?”.

Mano realized immediately that it was a nasty comment from him especially since he hardly knew the girl. He did not know what to say. A smile crossed her lips as if to say she did not mistake him. He gave a smile back to her as he left the place.

He was relieved that she took it in the right spirit. She was much better than what he originally thought. She actually had good communication skills and she had started opening up with people. She no longer appeared as withdrawn and closed as she did when he saw her the first day. She needed time to get used to the new company and colleagues, he thought. Mano was glad that she had started finally settling down.

-----to be continued--------