The newsletter provides updates on events, management insights, product features, and new hires at Company Software. It announces that Company Software will be a gold sponsor at an upcoming wireless summit. It also discusses product positioning strategies, summarizes new features for various products, and provides a refresher section with a quote, word of the month, tips, and movie reviews. New employees who recently joined the company across various departments are also introduced.

1. Newsletter
Volume 5, 2012
Event Info
Management Quotient
Product Update
New Joining
Refresher
Quote of the month
Word of the month
Tips
Movie Review

2. Event Info
Company Software is Proud to announce that it is participating as the
Gold Sponsor
at E 18’s
5th Next Generation Wireless Summit 2012
Watch this space for more information…

3. Management Quotient – Product Positioning
“You CAN’T just ask customers Definitions: WHY?
what they want and then try to
give it to them. By the time you Positioning is the process by The Consumer buying decision
get it built, they’ll want which marketers try to create an process is characterized by five
something new.” image or identity in the minds of stages: Problem recognition,
their target market for its information search, evaluating of
– Late Steve Jobs, Former CEO product, brand, or organization. alternatives, purchase, and post-
Apple purchase evaluation.
OR
Product positioning influences
”The basic approach of Positioning is an organized the evaluation of alternatives and
positioning is not to create system for finding a window in purchasing stages.
something new and different, but the mind. It is based on the
to manipulate what’s already up concept that communication can It is these two stages where the
there in the mind, to retie the only take place at the right time consumer compares the products
connections that already exist.” and under the right offered by different brands, and
circumstances. possibly chooses one. As the
consumer compares products,
“To find a unique position, you OR product positioning will help the
must ignore conventional logic. consumer determine the
Conventional logic says you find Positioning is how consumers differences between the
your concept inside yourself or perceive a brand or product, products, and help them select
inside the product.” particularly in relation to other the product which best meets
brands and products. their evaluation criteria.
- Al Ries & Jack Trout, Authors -
Positioning: The Battle for Your
Mind

4. Contd…
HOW? Customer Needs what the company knows about
the target audience's needs.
 Define market where product Effective product positioning
will compete requires a clear understanding of Communication Channels
 Define Attributes of Product customer needs so that the right
communication channels are Product positioning helps
space
selected and key messages will marketers consider how their
 Collect information from resonate with customers. Product offerings are different from
sample customers about positioning starts with identifying others that consumers have to
their perception of products specific, niche market segments choose from. But it is not enough
on relevant attribute to target -- not just women over to know this from an internal
 Determine each products 25 but women from 25 to 30 who perspective -- marketers must
work in senior-level management communicate this to the target
share of mind
positions, make Rs. X per year, audiences. To do this effectively,
 Determine each product's are married and enjoy sporting they must choose communication
current location in the activities. The more specific the channels that are designed to
product space better it is. connect with their identified
 Determine preferred target audiences at times when
combination of attributes Competitive Pressures they will be most receptive to
these messages.
 Examine fit between your
Marketers must weigh
product and ideal product.
competitive pressures when they
are considering the positioning
elements of their marketing
An effective product positioning plans. Effective positioning
ensures that marketing messages conveys to consumers why this
resonate with target consumers company's product or service
and compel them to take action. should be preferred over other
competitive options based on
Sources: Wikipedia.org, chron.com
Further reading:
http://www.marketing91.com/positioning-strategies/
http://www.123helpme.com/role-of-product-positioning-in-consumer-buying-decision-process--view.asp?id=164631
http://businesscasestudies.co.uk/kelloggs/using-aims-and-objectives-to-create-a-business-strategy/introduction.html

5. Product/ Project Update
EnterpriseAccess MInfo Products Survy
Fone New Features:  Railtel OFC Survey
completed, Reports
 1st UAT is successfully  Browser Window submitted. ROW Approval is
completed Improvements required from different
 Vodafone Feasibility Portal  New Legend Designer authorities.
is successfully integrated  New Tools in MaC  75% Project is completed
with Enterprise Access  New Bing Premium Services
 Unique Building
 Enhanced Support for 64-Bit Destination
Generation is successfully Operating Environments
completed  MInfo Manager Integration  9 new malls added
 Enhanced Support for 64-Bit
HUP Operating Environments Land
 Open MWS Data in MInfo
 NMS/MRTG/RAMP
integration is on-going
Professional  78 new Models added
 Cluster planning Phase 1
PM rfM
successfully Completed
 Market Pulse desktop  New addition of Indian Air
SINH
 LOAD Balancing is launched across the pilot Force Station – 5m, Sao
successfully integrated circles by MTS Paolo – 5m & 20m and
with Enterprise Access  Ongoing Web deployment Czech Republic – 20m

6. New Joining
His technical skills involve His Date of Birth is 13th-Mar. He
knowledge of Quality Center, SQL can be reached at
Mr. Ankush Wadhwa has joined Server, .Net, PL SQL, Orchestrator sandeep.singh@Companysoftwar
us as Senior VP – Business and Jira. e.com
Development and Sales in Sales
Department. He possesses B.Sc. (IT) from
Sikkim Manipal University, Mr. Sandeep Verma has joined us
He has 10+ years of rich Gangtok and a Polytechnic as GIS Engineer in Electrical
experience with well-known Diploma (Computer Science & Department. He has 4 years of
organizations. Engineering) from Karnataka experience.
University.
He possesses Masters of He possesses a Diploma in
Technology & Management from His Date of Birth is 31st-Mar. He Autocad from Digital Computers.
N.I.F.T., New Delhi and B.E. - can be reached at
Telecom Engg. from B.M.S. indranil.mukhopadhyay@Compa His technical skills involve
College of Engineering, Bangalore nysoftware.com knowledge of Arc GIS, MapInfo,
University. . Google Earth, and Global
Mapper.
His Date of Birth is 3rd-June. He Mr. Sandeep Singh has joined us
can be reached at as Team Lead (Operations & His Date of Birth is 7th-Nov. He
ankush.wadhwa@Companysoftw Support Team) in Software can be reached at
are.com. Department. He has 3 years of sandeep.verma@Companysoftwa
experience. re.com
Mr. Indranil Mukhopadhyay has He possesses a Diploma in Oracle
joined us as Software Testing DBA & Oracle Apps DBA from
Lead in Software department. He Ducat, Noida and a B.A. from
has 6 years of experience. Delhi University.

7. Mr. Shailendra Singh Bisht has Her technical skills involve
joined us as Sr. GIS Engineer in knowledge of .NET, ASP.Net, C#,
Electrical Department. He has 5 SQL Server and Oracle 9i. His Date of Birth is 20th-Apr. He
years of experience. can be reached at
She possesses MCA from Gautam gaurav.rathor@Companysoftwar
His technical skills involve Buddh Technical University, e.com
knowledge of Arc GIS, MapInfo, Lucknow, U.P. and B.Sc. from
Erdas, and Global Mapper. Rohilkhand University, Bareilly.
Ms. Rajesh Kumari has joined us
He possesses a Post Graduate Her Date of Birth is 6th-Jul. She as Software Engineer in Software
Diploma in Computer can be reached at Department. She has 2 years of
Applications from Punjab rupali.gupta@Companysoftware. experience.
University, GNIIT from NIIT, com
Chandigarh and a B.A. from Her technical skills involve
Punjab University. knowledge of ASP.Net, C#, XML,
Mr. Gaurav Rathor has joined us Google Maps, Visual Studio.Net,
His Date of Birth is 15th-Aug. He as Web UI Specialist in Software Windows XP, SQL Server and
can be reached at Department. He has 4 years of Software Testing tools.
shailendra.bisht@Companysoftw experience.
are.com She possesses MCA from MDU
His technical skills involve University, Delhi.
knowledge of HTML, CCS2,
Ms. Rupali Gupta has joined us as Illustrator, Adobe Photoshop, and Her Date of Birth is 21st-Mar. She
Software Engineer in Software Coral Draw. can be reached at
Department. She has 1.5 years of rajesh.kumari@Companysoftwar
experience. He possesses a Diploma in Future e.com
arts from Maximus School of
Animation & Visual-Fx (Autodesk
certified), Delhi.

8. Refresher
Buddha was a spiritual teacher from According to the early Buddhist
Quote of the Month the Indian subcontinent on whose texts, after realizing that meditative
teachings Buddhism was founded. jhana was the right path to
Do not dwell in the past; do awakening, but that extreme
not dream of the future, Gautama taught middle asceticism didn't work, Gautama
Way compared to the discovered what Buddhists call
concentrate the mind on severe asceticism found in the Middle Way —a path of
the present moment. the Sramana (renunciation) moderation away from the extremes
movement common in his region. of self-indulgence and self-
- Buddha mortification. In a famous incident,
Siddhartha was born in a royal after becoming starved and
Hindu Kshatriya family. By tradition, weakened, he is said to have
he is said to have been destined by accepted milk and rice pudding from
birth to the life of a prince, and had a village girl named Sujata.
three palaces built for him.
Following this incident, Gautama
At the age of 29, Siddhartha left his was famously seated under
palace to meet his subjects. Despite a pipal tree—now known as
his father's efforts to hide from him the Bodhi tree—in Bodh Gaya, India,
the sick, aged and suffering, when he vowed never to arise until
Siddhartha was said to have seen an he had found the truth.
old man. When his
charioteer explained to him that all Kaundinya and four other
people grew old, the prince went on companions left him believing that
further trips beyond the palace. On he had abandoned his search and
these he encountered become undisciplined.
a diseased man, a decaying corpse,
and an ascetic. These depressed After a reputed 49 days of
him, and he initially strove to meditation, at the age of 35, he is
overcome ageing, sickness, and said to have attained Enlightenment.
death by living the life of an ascetic.

9. Refresher
grams of sugar and 50 calories per
Word of the Month Tips cup.
in·dus·tri·ous "Healthy" Foods That Are
Fat Free Flavored Yogurt
Actually Bad For You
Meaning: Most flavored yogurts pack 15
Hard-working, diligent, or assiduous Wheat Bread
grams of sugar and if they’re
Synonyms: You can add wheat to literally any flavored with fruit they’re not
Hard-working, diligent, active, busy, carbohydrate and label it as a wheat healthy.
steady, productive, energetic, product; do you really think that
Conscientious, tireless, zealous, labo makes them healthy? If it isn’t 100% Protein Bars
rious, assiduous, sedulous whole wheat, bread can contain
enriched flour, which gives you a Too many protein bars are just
Use in a Sentence: sugar spike and crash without any processed bricks of artificial
She was an industrious and willing nutritional value.
ingredients and fillers. Most of them
worker
Dried Fruit end up being not much more than a
candy bar with protein sprinkled in
Sure, it’s got fiber. It also has tons of it.
added sugar and sulfur to keep it
preserved longer. Since the fruit is Organic Snack Foods
dried, it has at least 3 times more
calories per volume than its fresh It’s very popular these days to use
counterpart. the words organic or gluten free,
and people think these are
Flavored Soy Milk synonymous with healthy – they’re
not.
Yes, soy can be a source of protein
and potassium. But drinking the
vanilla or chocolate flavors adds 10
Source: Forbes.com

10. Refresher
Movie Review Does ‘Heroine’ work? Yes, but only
because of Kareena Kapoor. From
Star cast: Kareena Kapoor, Arjun doing the raunchy act in ‘Halkat
Rampal, Randeep Hooda, Divya Jawaani’ to the scenes where she is
Dutta, Shahana Goswami, Ranvir battling depression and popping
Shorey. pills, to the I-don’t-care-attitude of a
confident actress, Kareena makes
Direction: Madhur Bhandarkar Mahi memorable and lovable.
Verdict: 2/5 Stars
Unfortunately the sheer mediocrity
surrounding her -- with everyone in - Shomini Sen, Zee News
spoof mode, especially the dialogue
writers -- never lets us feel for her
character in what turns out to be a
grotesquely long film
1.5/5 Stars
- Raja Sen, Rediff.com
The film that Bhandarkar has made
is indeed disappointingly
mechanical. Mercifully, Kareena
does demonstrate that she has a
feel for the character. But, then,
why wouldn’t she? After all she
plays herself in Heroine.
2/5 Stars
- Saibal Chatterjee, NDTV Movies

11. Send your views and comments at
info@Company.com.
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