Write at least 1,000 words (No upper limit) on what we have learned in Week 2.

  

Assignment for Week 2

                      In week 2 we learn about marketing & branding. Marketing is based on creativity but actually, it is based on science. If we can send the right message to the right person at the right time marketing happens with that product.

    

               Marketing is not only selling the product but also it builds the brand. Advertising, copywriting, sales, etc are the components of marketing. Further, we know more about marketing.

Fundamentals of Marketing:

Marketing is important to the success of an organization since it focuses on the things the company wants to accomplish. It is giving information and shows people why they should buy your product or service.

It is very difficult to market and sells without the fundamental knowledge of marketing, regardless of the industry or niche one is in.

Marketing is about understanding the needs of the buyer while developing a product and sending the right message to the right person at the right time.

Understanding customer psychology, creating a positive perception of a product, developing trust, and interacting with the customer after the sales have occurred are all part of marketing.

Traditional vs Digital Marketing:

Clearly, digital marketing is an industry of monumental scale and most people/businesses will use it to market their products/services. However, traditional marketing still has a stronghold as the most widely used form of marketing within India.

There are many traditional marketing media in India that contribute to advertisement revenue.

In India, TV dominates the advertising revenue. TV ads can reach millions at a low cost. Print Ads: - In India, print ads have a 15 percent sharing. Radio Ads: - In India, Radio ads have a 5 percent sharing.

It is obvious that Traditional marketing cannot be ignored by marketers. But traditional marketing campaigns can't compare with digital marketing. Traditional marketing is costly and time-consuming, owing to which most people and businesses can't afford it. It has no tangible ROI or data, which makes it difficult to monitor the results, and the ads do not target anyone specifically, so a marketer can just hope that the right audience sees them.

Selection of Niche and CATT Funnel & Frame Work:

It is extremely important to choose the right niche/market space to compete in. The perfect niche is a healthy mix of Passion, Market, and Talent.

1) A niche based solely on your ability and market condition will leave you lacking the passion and perseverance to carry it out.

2) It's a risk to choose a niche based on your talent and passion, because you'll soon find yourself in a struggling artist syndrome, meaning you won't be able to sell.

3) A niche chosen based solely on your passion and market conditions will fail to deliver the skills to stand out or succeed.

CATT Marketing Funnel:

Wealth is concentrated in one niche and we are more likely to succeed in one niche rather than concentrating on too many activities at once.

Wealth = n^CATT

[n] Niche: The Niche you choose will determine your success & wealth.

[C] Content: You can use blog posts, videos, lead magnets, live webinars, videos, email marketing, etc. to attract people from your niche.

[A] Attention: Use organic methods like google search engine optimization, social media, paid ad placements, and referrals to generate traffic to your content.

[T] Trust: Develop Trust with your audience with trip wires, marketing automation, and re-targeting.

[T] Transaction: With your marketing methods, convert your leads into customers.

Integrated Marketing:

Everyone (including myself) who has ever tried digital marketing is guilty of posting random posts on social media, publishing a couple of posts on the blog, or running a few ads hoping sales will roll in. I have also done this without having any idea what to do and wondered why my results were not positive.

It was an eye-opener for me when Deepak sir talked about integrated marketing in this session and I am glad he brought it up. His explanation was simple: all of our marketing channels should cooperate with one another as a unit so that they work together like a machine, giving us the best result.

The concept of integrated digital marketing is the creation of different forms of expression unique to us and easy to identify in all of the channels that customers use. This requires a well-planned approach. There are four main channels that need to be unified in order to get the best-integrated marketing results - organic (blogs, videos, websites), paid to advertise and social media. They need to seamlessly send people from one channel to another. An effective marketing plan is beneficial in many ways such as increasing brand awareness and loyalty, higher ROI, and better conversions.

Importance of building a strong personal brand:

More people are interested in hearing the personal story of an individual than in hearing from a company brand.

Personal brands are stronger than company brands because people consider a person's achievements to motivate them to succeed in life. Companies that run their own brands become influencers and brand ambassadors for them.

Entrepreneurs with strong personal brands like Dr. Vivek Bindra, Sandeep Maheshwari, Digital Deepak, and many others leverage their personal brands to make great companies that provide great services to their clients.

If you cannot make a personal brand of the main category, you can narrow it down by focusing on one sub-category to make yourself an expert in the sub-category, for example, SEO expert, Social Media expert, Marketing Automation expert, etc.

In order to become an expert in your field, you follow six steps.

a) Learn – First, learn a skill, and master that skill through practice.

b) Work – Use that skill in your job and start earning.

c) Blog – We will become experts by writing and start building our own personal brand by blogging and showcasing the knowledge and experiences obtained through our work.

d) Consult – Once we do well at that skill, we can start consulting with companies and individuals, and make a decent living doing so.

e) Mentor – We are now very experienced in that field, so we start mentoring one-on-one or in groups.

f) Start-up – After completing above mentioned 5 steps you need to start your own business. This takes a lot of effort to make a small business work. Before you quit your job, do a side hustle to make a little extra money to support your business expenses.

Life Insurance Premium are likely to Increase from April. Why?

Life insurance premiums are likely to increase this year, according to Policybazaar - an insurance web aggregator. A recently conducted exercise by a reinsurer suggests that reinsurance premium rates for individual term insurance business will rise, the report added. Reinsurers are the end risk owners of a term insurance contract. They determine the price along with the insurance company which is finally passed on to the customer.

Term Insurance prices work on a key assumption that rate of mortality of the pool of customers which can be enrolled under the current term insurance plans will be approximately 1/4th or 25 percent of the death experienced for average Indian population.

"If we go one level deeper, the online prices which are further cheaper are built of the assumption that 1/5th or 20 percent approximately is the mortality rate of the average Indian customer. This is because online caters to a more affluent segment of customers and hence better life expectancy," the report said.

Offline prices, which are higher than online, are built on the back of mortality assumption being roughly 1/3rd or 33 percent of the mortality rate of the average Indian population.

"The current prices are an outcome of this base assumption which is now getting challenged. A key re-nsurer has sent notices to all its portfolio group insurance companies that prices will be revised upwards in the next 90 days," it added.

As Reinsurer revises rates for life Insurers, insurers may be forced to revise the end price for the customer.

"We may see some bit of premium rate correction happening in the near future with all key brands adjusting to the new reality over next 3 to 12 months," the report further added.

IRCTC Refund rules 2020

IRCTC Refund rules 2020: 10 things to know

1. For cancellation of unreserved, RAC and waitlisted tickets, the cancellation charges are Rs 30 for unreserved (second class) and Rs 60 for second class (reserved) and other classes.

(i) On cancellation of confirmed reserved tickets 48 hours before the train’s scheduled departure, cancellation charge for first AC/executive class is Rs 240; second AC/first class is Rs 200; third AC/ACC/3A economy is Rs 180; second sleeper class is Rs 120 and second class is Rs 60.

(ii) On cancellation of confirmed reserved tickets between 48 hours and 12 hours before the train’s scheduled departure, cancellation charge will be 25% subject to minimum charge as per (i) above

(iii) On cancellation of confirmed reserved tickets between 12 hours and 4 hours before the train’s scheduled departure, cancellation charge will be 50% subject to minimum charge as per (i) above

(iv) Refund is given on partially confirmed tickets up to half an hour before the train’s scheduled departure

(v) Refund on unused RAC/WL tickets is given up to 30 minutes before the train’s scheduled departure subject to deduction of clerkage charge.

(vi) For e-ticket cancellation, automatic refund is granted. Moreover, the TDR filing is not required.

(vii) Cancellation of CNF/RAC ticket booked in premium special trains is not permitted. The ticket, however, can be cancelled only if the train is cancelled. In those cases, refund is granted by PRS system.

2. If the railway ticket is surrendered within a specific time span then the refund would be handed over the PRS counter. If one has cancelled the ticket through the official IRCTC website or 139 then the person can collect the refund amount from the reservation counter.

3. If someone has cancelled the ticket online then the refund would be credited to his/her bank account within 5 days. If the ticket has been cancelled across the station counter then the refund will be given over the counter within 7 days.

4. If someone wants a refund on unused tickets, then he/she can check with station masters/managers across major stations as they have special discretionary powers. This can be done where a refund is not admissible at the station due to expiry of the given time limit.

5. In situations like flood, bandh agitation, etc., and where the person is not able to reach the reservation counter within the given time, then he/she can file Ticket Deposit Receipt (TDR) within 3 days. Following this, the person shall be allowed to apply to CCM for fare refund. In TDR cases, the refund is given within a duration of 90 days.

6. For misplaced/lost tickets, a refund will not be granted. If the authenticity of a torn/mutilated ticket is verifiable, then the refund will be given to the person on the basis of the particulars that could be seen on the face of the ticket. If the misplaced/lost ticket is confirmed/RAC then duplicate permit travel on the same reservation will be issued. However, this will be one be done on payment of charges.

7. No refund is granted in case of cancellation of tatkal tickets. Also, a ticket booked online cannot be cancelled once the chart is prepared, however, in such cases, the online TDR filing can be used to track the refund status through tracking service of IRCTC.

8. If the e-ticket belongs to a family/party, where some of the members have confirmed reservation, while others are on RAC or waiting list, the full refund of fare, less clerkage, will be allowed for confirmed members. However, this will happen if an online TDR is filed or the ticket is cancelled online for all the passengers within half an hour before the train’s scheduled departure.

9. Last year, IRCTC introduced a new OTP-based refund system for e-tickets booked by IRCTC authorised agents. Under this, if someone plans to cancel the ticket or drop a fully wait-listed ticket, an OTP SMS will be sent to him/her along with the amount of refund mentioned. The person will be required to share the OTP with the agent who has booked the ticket, to get the refund amount.

10. Last year, another rule was introduced where passengers are given the option of linking PNRs while booking the second train ticket. Under this, if a person misses the connecting train due to the late running of the first train then the fare for the portion that has been travelled is retained and the refund is given to the person on balance amount. The refund is the fare of the portion that is untravelled. If a person is able to surrender the ticket for the refund within three hours of the actual arrival of the first train then clerkage or cancellation charges are not levied. The refund is granted at the junction station.

Flexible AC Transmission Systems | FACTS

Flexible AC Transmission Systems (FACTS) – What and why?

FACTS is the acronym for “Flexible AC Transmission Systems” and refers to a group of resources used to overcome certain limitations in the static and dynamic transmission capacity of electrical networks. The IEEE defines FACTS as alternating current transmission systems incorporating power-electronics based and other static controllers to enhance control ability and power transfer ability. The main purpose of these systems is to supply the network as quickly as possible with inductive or capacitive reactive power that is adapted to its particular requirements, while also improving transmission quality and the efficiency of the power transmission system.

Features of Flexible AC Transmission Systems (FACTS)

• Fast voltage regulation,
• Increased power transfer over long AC lines,
• Damping of active power oscillations, and
• Load flow control in meshed systems,

Thereby significantly improving the stability and performance of existing and future transmission systems.
This means that with Flexible AC Transmission Systems (FACTS), power companies will be able to better utilize their existing transmission networks, substantially increase the availability and reliability of their line networks, and improve both dynamic and transient network stability while ensuring a better quality of supply.

Influence of Reactive Power Flow on Power System Voltage

Reactive Power Compensation in Power Transmission System

Consumer load requires reactive power that varies continuously and increases transmission losses while affecting voltage in the transmission network. To prevent unacceptably high voltage fluctuations or the Reactive power compensation consumer load requires reactive power that varies continuously and increases transmission losses while affecting voltage in the transmission network. To prevent unacceptably high voltage fluctuations or the power failures that can result, this reactive power must be compensated and kept in balance. This function has always been performed by passive elements such as reactors or capacitors, as well as combinations of the two that supply inductive or capacitive reactive power. The more quickly and precisely the reactive power compensation can be accomplished, the more efficiently the various transmission characteristics can be controlled. For this reason, slow mechanically switched components have been almost completely replaced by fast thyristor-switched and thyristor controlled components. Owner failures that can result, this reactive power must be compensated and kept in balance.

Effects of Reactive Power Flow

Reactive power flow has the following effects:

1. Increase in transmission system losses
• Adding to power plant installations
• Adding to operating costs
2. Major influence on system voltage deviation
• Degradation of load performance at under voltage
• Risk of insulation breakdown at over-voltage
3. Limitation of power transfer
4. Steady-state and dynamic stability limits

Parallel and Series

Type	Shor-circuit level	Transmission phase angle	Steady-state voltage	Voltage after load rejection	Application
	nearly unchanged	slightly increased	increased	high	voltage stabilization at heavy load
	nearly unchanged	slightly increased	decreased	low	voltage stabilization at light load
	nearly unchanged	controlled	controlled	limited by control	fast voltage control reactive power control damping of power swings

Fig. Shows today’s most common shunt compensation devices, their influence on the most important transmission parameters, and typical applications.Fig.: The active power/ transmission angle equation illustrates which FACTS components selectively influence which transmission parameters.

Protection and Control of FACTS

To further improve redundancy management, special modules were developed that supplement the standard SIMATIC TDC automation system. Another new module in the instrumentation and control cabinet is responsible for issuing triggering signals to the thyristor valves. Altogether, SIMATIC TDC with its high integration density takes up significantly less space in the plant than the previous technology. Never the less, use of SIMATIC TDC is not limited to new FACTS. With its flexible interface design, it can easily replace existing systems. In this case, the measured values of existing plants are integratedin and further processed by the new control system. Because it requires so little space, the new technology can even be configured in parallel with the existing C and P system in order to integrate the FACTS with as little delay as possible.Human Machine Interface The interface between the operator and the plant
(HMI = Human Machine Inter-face) is the standardized
SIMATIC Win CC visualization system, which further simplifies operation and facilitates the adaptation of graphical user interfaces to the operator’s requirements.

Hardware for Control and Protection

Siemens offers the latest in control and protection for FACTS – the tried and tested SIMATIC TDC (Technology and Drive Control) automation system. SIMATIC TDC is used worldwide in almost every industry and has been proven in both production and process engineering as well as in numerous HVDC and FACTS applications. Operating personnel and project planning engineers work exclusively with a standardized, universal hardware and software platform, enabling them to perform demanding tasks more rapidly. One of the main considerations in developing this automation system was to ensure the highest degree of availability of the FACTS – which is why all control and protection systems as well as the communication links are configured redundantly (if requested by the customer).
The new instrumentation and control technology also permits the use of a high-performance fault recorder operating at a 25 kHz sampling rate. This reduces the period of time between fault recording and the printout of the fault report from several minutes (previously) to 10 seconds (now).

Converter for FACTS

LTT – Light Triggered Thyristors.
Thyristors are a key element in controlling (switching on and off) the passive components in reactive power compensation systems. The system of direct light triggering developed by Siemens activates the thyristors with a pulse of light that lasts for 10 microseconds and has a peak power of 40 mill watts. The device also incorporates over voltage protection, so that it is self-protecting if the forward voltage exceeds the maximum permitted limit. The light pulse is carried by fibre optics at ground potential directly from the valve control to the thyristor gate. Conventional high-voltage thyristor valve technology uses electrically triggered thyristors, which need a pulse with a peak power of several watts. This pulse is generated by complex electronic equipment placed alongside each thyristor. In turn, this electronic equipment, which needs an auxiliary power supply, is activated at ground potential by optical signals from the valve control. Substituting direct light triggering for this electronic equipment reduces the number of electrical and electronic components in the thyristor valve – and, consequently, the possibility of failure – by around 80 percent. This improves reliability and eliminates problems associated with electromagnetic compatibility. The other important fact about the new thyristor technology is that long-term availability of electronic components for replacement purposes over a period of at least 30 years is no longer a problem.
Thyristor valves from Siemens are assembled from 4-inch or 5-inch thyristors, depending on the current- carrying capacity/rated current required. Thyristor technology has been under constant development since the early 1960s. At the present time, thyristors can safely and economically handle blocking voltages of up to 8 kilo volts and rated currents of up to 4,200 amperes.

Power Factor

Electrical Power Factor

In general power is the capacity to do work. In electrical domain, electrical power is the amount of electrical energy that can be transferred to some other form (heat, light etc) per unit time. Mathematically it is the product of voltage drop across the element and currentflowing through it.  Considering first the DC circuits, having only DC voltage sources, the inductors and capacitors behave as short circuit and open circuit respectively in steady state. Hence the entire circuit behaves as resistive circuit and the entire electrical power is dissipated in the form of heat. Here the voltage and current are in same phase and the total electrical power is given by Electrical power = Voltage across the element × Current through the element. Its unit is Watt = Joule/sec.

Now coming to AC circuit, here both inductor and capacitor offer certain amount of impedance given by,The inductor stores electrical energy in the form of magnetic energy and capacitor stores electrical energy in the form of electrostatic energy. Neither of them dissipates it. Further there is a phase shift between voltage and current. Hence when we consider the entire circuit consisting of resistor, inductor and capacitor, there exists some phase difference between the source voltage and current. The cosine of this phase difference is called electrical power factor.

This factor (-1 < cosφ < 1 ) represents the fraction of total power that is used to do the useful work. The other fraction of electrical power is stored in the form of magnetic energy or electrostatic energy in inductor and capacitor respectively. The total power in this case is, Total electrical power = Voltage across the element × current through the element. This is called apparent power and its unit is VA (Volt Amp) and denoted by ‘S’. A fraction of this total electrical power which actually does our useful work is called as active power. It is denoted as ‘P’. P = Active power = Total electrical power.cosφ and its unit is watt. The other fraction of power is called reactive power. This does no useful work, but it is required for the active work to be done. It is denoted by ‘Q’ and mathematically is given by, Q = Reactive power = Total electrical power.sinφ and its unit is VAR (Volt Amp Reactive). This reactive power oscillates between source and load. To help understand this better all these power are represented in the form of triangle.

Mathematically, S² = P² + Q² and electrical power factor is active power / apparent power.

Power Factor Improvement

The term power factor comes into picture in AC circuits only. Mathematically it is cosine of the phase difference between source voltage and current. It refers to the fraction of total power (apparent power) which is utilized to do the useful work called active power.Need for Power Factor Improvement

• Real power is given by P = VIcosφ. To transfer a given amount of power at certain voltage, the electrical current is inversely proportional to cosφ. Hence higher the pf lower will be the current flowing. A small current flow requires less cross sectional area of conductor and thus it saves conductor and money.
• From above relation we saw having poor power factor increases the current flowing in conductor and thus copper loss increases. Further large voltage drop occurs in alternator, electrical transformer and transmission & distribution lines which gives very poor voltage regulation.
• Further the KVA rating of machines is also reduced by having higher power factor as,Hence, the size and cost of machine also reduced. So, electrical power factor should be maintained close to unity.

Methods of Power Factor Improvement

• Capacitors: Improving power factor means reducing the phase difference between voltage and current. Since majority of loads are of inductive nature, they require some amount of reactive power for them to function. This reactive power is provided by the capacitor or bank of capacitors installed parallel to the load. They act as a source of local reactive power and thus less reactive power flows through the line. Basically they reduces the phase difference between the voltage and current.
• Synchronous Condenser: They are 3 phase synchronous motor with no load attached to its shaft. The synchronous motor has the characteristics of operating under any power factor leading, lagging or unity depending upon the excitation. For inductive loads, synchronous condenser is connected towards load side and is overexcited. This makes it behave like a capacitor. It draws the lagging current from the supply or supplies the reactive power.
• Phase Advancer: This is an ac exciter mainly used to improve pf of induction motor. They are mounted on shaft of the motor and is connected in the rotor circuit of the motor. It improves the power factor by providing the exciting ampere turns to produce required flux at slip frequency. Further if ampere turns are increased, it can be made to operate at leading power factor.

Power Factor Calculation

In power factor calculation, we measure the source voltage and current drawn using a voltmeter and ammeter respectively. A wattmeter is used to get the active power. Now, we know P = VIcosφ wattHence, we can get the electrical power factor. Now we can calculate the reactive power Q = VIsinφ VAR This reactive power can now be supplied from the capacitor installed in parallel with load in local. Value of capacitor is calculated as per following formula:IMPORTANT: In power factor improvement, the reactive power requirement by the load does not change. It is just supplied by some device in local, thus reducing the burden on source to provide the required reactive power.

Conductor Clearance of Transmission & Distribution Line.

Clearances (Extract From Manual Of electricity Laws)

1. BUILDING: (a) Where a high or extra high voltage over head line passes above or adjacent to any building or part of a building, it shall have on the basis of maximum sag, a vertical clearance above the highest part of the building  immediately under such line, of not less than: (a)  for high voltage line upto and including. 33 KV 3.685 mtrs. (12 ft.) (b)  for extra high voltage lines 3.685 mtrs. (12 ft.) plus 0.305 mtrs. (1 ft.) for every additional 33 KV or part there of (b) The horizontal clearance between the nearest conductor and any part of such building shall on the basis of maximum deflection due to wind pressure, be not less than: (a)  for high voltage line upto and including 11 KV 1.219 mtrs. (4 ft.) (b)  for high voltage line above 11 KV and upto and including 33 KV 1.829 mtrs. (6 ft.) (c)  For extra high voltage line 1.829 mtrs. (6 ft.) plus 0.305 mtrs. (1 ft;) for every additional 33 KV or part thereof. 2. CLEARANCE ABOVE GROUNDS: (Clause 77 of Indian Electricity Rules) m.m. 33 KV 66 KV 132 KV 220 KV 400 KV 5100 5490 6100 7015 8840 3. CLEARANCE OVER RIVERS: (Above maximum flood level) Rivers not Navigable Rivers Navigable 3050 mm above HFL. Suitable clearance in maximum water level  condition, above the tallest mast, in consultation with Navigational authotities concerned. 4. CLEARANCE OVER PTCC LINE: m.m. 66 KV 132 KV 220 KV 400 KV 2440 2745 3050 4880 5. MINIMUM CLEARANCE BETWEEN POWER LINES: Nominal System Voltage of line to be crossed: KV 11 33 66 132 220 400 11 2.44 2.44 2.44 3.05 4.58 6.10 33 2.44 2.44 3.05 4.58 6.10 66 2.44 3.05 4.58 6.10 132 3.05 4.58 6.10 220 4.58 6.10 400 6.10 Higher voltage line normally be kept over lower voltage line. 6. As per ISS 162-1961 minimum electrical clearance from live part to earth and safety clearance in case of different voltage must be kept as follows: VOLTAGE ELECTRICAL CLEARANCE (mm) Phase-Earth / Phase-Phase SAFETY CLEARANCE IN SIS (mm) KV 33 381 432 2740 66 658 786 3050 132 1127 1473 3810 220 2082 2388 4570 4000 3500 4000 6100 7. CLEARANCE FROM RAILWAY TRACKS: (As per Regulation for Electrical Crossing of Railway Tracks 1963) The relevant provisions for the crossings of Railway Tracks by the power lines are as under: The minimum height above rail level of the lowest portion of any conductor under conditions of maximum sag are as follows in accordance with the Regulations for Electrical Crossings of Railway Tracks, 1963: (i)  FOR UNELECTRIFIED TRACKS OR TRACKS ELECTRIFIED ON 1500 VOLTS D.C. Broad Gauge Meter and Narrow Gauge Inside Outside Inside Outside station station station station limits limits limits limits (mm) (mm) (mm) (mm) 66 KV 10,300 7,900 9,100 6,700 132 KV 10,900 8,500 9,800 7,300 220 KV 11,200 8,800 10,000 7,600 440 KV* 13,600 11,200 12,400 10,000                                        (ii) TRACKS ELECTRIFIED ON 25 KV A.C. For Broad, Meter and Narrow Gauges Inside Outside station station limits limits (mm) (mm) 66 KV 13,000 11,000 132 KV 14,000 12,000 220 KV 15,300 13,300 440 KV* 16,300 14,300 * Tentatively assumed. No conductor of an extra high voltage overhead line crossing a tramway or trolley bus using trolley wires should have a clearance less than 3050 mm above the trolley line. The provisions of the above Regulations must be kept in mind while carrying out the patrolling of Transmission lines. Any deviation noticed should be reported / attended on top-priority.