TKM INSTITUTE OF MANAGEMENT

TABLE OF CONTENTS

DETAILS PG NO:

1. ORGANISATIONAL STUDY

1.1INTRODUCTION
1

1.2MARKET 3

1.3ORGANISATIONAL CULTURE
6

1.4RECRUITEMENT AND TRAINING

8

1.5DEPARTMENTS
9

1.6ORGANISATIONAL CHART
10

1.7OPERATIONAL FLOW CHART 11

1.8SWOT ANALYSIS OF THE ORGANISATION

12

2. ADAPTABILITY OF THE EMPLOYEES IN THE ORGANISATION

2.1OBJECTIVE AND THE METHOD OF STUDY

13

2.2QUESTIONNAIRE
14

2.3WHAT WAS LEARNT

15

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ACKNOWLEDGEMENT

A project work is a product of experience and goes a long way shaping a person
in one’s respective profession. We would like to acknowledge the immense help
of all who made this project a learning experience.

First and foremost we would like to thank TOONZ ANIMATIONS pvt

ltd,Trivandrum for allowing us to do the project in their company.

With great pleasure we take this opportunity to thank Mr Hari varma ,chief
creative officer, Mr Shaji,HR manager,Mr Ajith Clifford, assistant hr manager
for availing us with the required facilities

We are grateful to our project coordinators Mr Prakash Pillai, associate

professor of HRM and MS Anju A ,associate professor, soft skill for sincere
cooperation and help.

We also owe a deep sense of gratitude to the teaching and non teaching staff of
our institution for their support , without which this venture would not have
materialized.

We are also obliged to our parents and friends for their timely help which has
gone a long way in successful completion of the project.

Above all we take this opportunity to thank GOD almighty .

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ORGANISATIONAL STUDY OF TOONZ ANIMATIONS PVT LTD

INTRODUCTION

NAME OF THE ORGANISATION:TOONZ ANIMATION INDIA PVT LTD

PLACE: Toonz Animation India (P) Ltd731-739 Nila,

Technopark Campus
Trivandrum,
Kerala 695 581, INDIA
Tel: 91-471-2700929, 2700928
Fax: 91-4712700954
toonz@toonzanimationindia.com

MISSION:
" We aim at imparting quality education to our students through industry
endorsed curriculum and innovative training methodologies that enable them to
contribute towards a growing industry."

Vision

"To emerge as a global media training hub that emphasizes on producing well
rounded individuals for television, film and digital market.

ORGANISATION :

Toonz animations is one of the pioneers in the field of animations. Toonz

Animation was started in 1999 by G. A. Menon and Bill Dennis.Headquartered
in singapore toonz is one of the acclaimed media entertainment groups in the
asia pacific region providing an intergarted value chain in the
conceptualisation,production and distribution of content and services over an
array of media platforms. Promoted by multi billion dollars comcraft group in
geneva .

Toonz has got diverse intrests in the areas of live action ,animation,gaming and
mobile content generation,licensing and merchandising,media education and
infrastructure develoment for media rated business.

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Toonz is located at Thiruvananthapuram (Trivandrum), . The sprawling,

18,000 sq ft state-of-the-art studio is based in the electronic city of Technopark,
Trivandrum is South Asia’s biggest and most admired animation studio.

Awards

• Toonz Animation India has been recognized as ‘one of the Top Ten
Studios in the world to be watched’ by Animation Magazine (2002)

• India’s leading business magazine Business Today, has rated Toonz as

one of India’s top ten “cool companies” (2005).

• Toonz ia also figured in prominent global ratings like Deloitte technology

fast 50 India and fast 500 Asia, California Global Tech Showcase

• Awards in international film festivals like Kalamazoo,Bimni,Chicago

international ‘s film festival and world animation celebrations are
standing testimonials to Toonz creative master pieces.

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MARKETING ACTIVITIES

Products and services by TOONZ

The studio has an efficient production pipeline, set to produce quality 2D

animation in an optimized time schedule. Toonz offers end-to-end animation
services for production including Layout, Background, Animation, In-
Betweening and Clean Up.

A complete range of pre-production services are available for Toonz’s clients.

These services include: Script Writing, Storyboarding, Character Designing,
Color Model creation, Conceptual Artwork, Key Layouts, Key Animation and
Key Background.

3D Modeling and Animation Division is capable of producing full-fledged

broadcast as well as theatrical feature animation. The services offered in the 3D
facility are character modeling and texturing, sets and props modeling and
texturing, rigging and animation.Toonz India is now developing its own
projects, featuring stories from Indian folklore and mythology for international
audiences.

Major projects on which Toonz has worked include The Adventures of Tenali
Raman(India’s first animated television series), Hanuman(first animated movie
in india), Freefonix, Wolverine and the X-Men, and Dragonlance: Dragons of
Autumn Twilight. Toonz is now working on a 3-D film titled The Life and
Adventures of Santa Claus, which is due to be released in 2010.

Current projects:

The life and adventures of santa claus(3 D feature film for Hydepark
entertainment),Twinergy(3 D feature film for AB Corp India),Speed Racer TV
series(Nicktoons and Lions Gate),Jolly Rabbit TV Series (BBC,ABC Australia
and Canal Plus,France) and Gaturro(3 D feature film Illusion studios
,Argentina).

Market

Animation industry is right now a booming one, it has got a huge potential and
is now in a position to compete with any of the commercial films.Till recently
the animations was mainly targeted at kids but now the dimensions are
changing, now the market of Toonz extends across all the age groups –kids,
teenagers, adults. Avaatar is a example of how an animated movie is equally
enjoyed by all age groups. Toonz believe that they have got a huge unexplored
market potential.
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Promotional activitie’s

They conduct trailers and screenings in international film festivals.As an ardent

supporter of the animation industry Toonz is involved in initiatives like
Children’s animation workshop’ where scores of story ideas and character
designs are made I to animated films and also the animation festival ‘The week
with the masters’ which brings the top masters of animation from around the
world. The biggest and most spectacular animation summit of its kind in India.
Hosted by Toonz, this event features interactive panel discussions, open forums
and retrospectives with the ‘Masters’ as well as renowned artists, animators and
filmmakers. The ‘Masters’ have included internationally famous animation
veterans such as Paul Driessen, Jimmy T. Murakami, Wendy Tilby, Rob
Coleman, among others.

Competitors

Crest animation (Mumbai),Paparica (Banglore), Big animation,Prana

Customers

Toonz’s client list includes the biggest names in media and entertainment:
Marvel, Hallmark, Paramount, Disney, and Cartoon Network.

USP of TOONZ

Toonz prides itself in constantly keeping abreast with technological

advancements as well as quality standards. With its international production
systems, 24/7 schedules, cutting edge communication infrastructure, cost
effective service pricing and advantages of time difference.

Why In Kerala?

Toonz started its operation at Technopark,Trivandrum in November 1999. An

investment of USD 6 mn was made in the facility. Mr. P Jayakumar, Director -
Operations, Toonz India, points out why they chose Trivandrum over other
cities. He says "Thiruvananthapuram was chosen for its ambience, world class
infrastructure availability, cost advantage and the raw talent of creative people
available in the state. The city impressed the investors against Bangalore,
Hyderabad and even Singapore."

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ORGANISATION CULTURE

Culture is made up of ,the values, beliefs, underlying assumptions, attitudes, and

behaviours shared by a group of people.Culture is the behavior that results when
a group arrives at a set of - generally unspoken and unwritten - rules for
working together. An organization’s culture is made up of all of the life
experiences each employee brings to the organization. Culture is especially
influenced by the organization’s founder, executives, and other managerial staff
because of their role in decision making and strategic direction. Culture is
represented in a group’s:

• language
• decision making,
• symbols,
• stories and legends, and
• daily work practices.
Toonz animation India, pvt ltd has a flexible organisation culture. A flexible
culture is an environment where ideas are shared, people support each other and
organizations are able to quickly adapt to change.

Elements of a Flexible Culture

•Innovative
•IndividualEmpowerment

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•Adaptable/ChangeReady
•Ethical,holistic,leadership
•Customer-focused
•Strategic
• Fun

Workforce diversity
Global diversity is changing the way we view the world. Whether a
global corporation or not, global diversity is here and it impacts us all-directly
or indirectly. Cross-cultural teamwork and collaboration are essential for an
organization's success.Top companies realize the importance of creating a
workforce as broad and diversified as the customer base they serve. Diversity
management, while based on cultural change, is a pragmatic business strategy
that focuses on maximizing the productivity, creativity, and commitment of the
workforce, while meeting the needs of diverse consumer groups.

Diverse
Toonz animation is no different from this.It has been very successful in
managing a diverse workforce.Before there have been more than 50% people
from outside kerala working in the organisation.There are people continuing
with the organisation for the past ten years.
The ambience inside the organisation is a very cool and friendly one.Unlike IT
companies where they follow a very formal dress code ,Toonz is entirely
different.The organisation encourages its employees to wear casuals.But like
any other organisation they do have a fixed working time where the employees
are expected to be on time for their work and leave the organisation only on the
stipulated time.

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Recruitment and Training

Toonz do not adopt a mass recruitment policy. employees no?

They recruit either from the toonz academy or experienced people. Education is
not an important factor while selecting the employees, they even have people
who have not passed their tenth form. They look for talented people who have
good artistic skills.Toonz academy is a centre of excellence which provides a
platform where students can compete on a global stage.
Toonz Academy offers an ‘Advanced Diploma in Digital Arts and Animation’
that aims to impart proficiency in key areas like Character modeling,
Background, Organic Character Texturing, Lighting, Character Rigging,
Character Animation and Particle Effects, Dynamics, and Compositing.

Training given to the recruited employees: Toonz provides a 6 months

internship programmes for the selected employees where they get to develop
their skills and know more about the work nature. Then they will be on
probation for another 6 months and those people who perform well in this
period will be finally selected.
Other than this, they also give a training for every new project to the employees
and this is necessary as each project is different from the other

Training given for cross-cultural adaptability: After the final candidates are
selected an induction training is given to them. Here they are given a briefing
about the environment in Kerala and the company also helps them to find a
place of accommodation.

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DEPARTMENTS

Departments in toonz animation private limited

3D character modeling

3D rigging

3D animation

3D vfx and compositing

3D paticle and dynamics

3D background systems

Research and development

2D department

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ORGANISATIONAL CHART

CEO

DELIVERY
ceo HEAD

CCO Marketing HR HEAD

CFO executive
cco DELIVERY
HEAD
MANAGER/ HEAD ADMINSTR
PRODUCTION ATION
2D 3D Legal FINANCE
MANAGERS AM HR
OFFICER

DEPARTMENT PDT GUEST HR

HEADS ASST RELATION EXE

OA
ARTISTS ACCOUNTS
HR
SECTION ASST

RECEPTIONIST

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Operational flow chart

Story selection

2D 3D

Character designing

Modelling

Voice recording

Animation/rigging

Staging

Lighting

Rendering

Composite cleaning

Editing

Mixing

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SWOT ANALYSIS OF TOONZ ANIMATION PVT,LTD,Trivandrum

STRENGTHS
WEAKNESS
• Creative manpower major rivals in
animation industry

• Strong visionary and management

• Diverse workforce

• Pioneers in the animation industry

• Cutting edge technology

OPPORTUNITIES THREATS
• Dimension is changing Economic
downturn
• Focus of the animation industry is Employee
retention
Changing

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ADAPTABILITY OF EMPLOYEES IN TOONZ INDIA

OBJECTIVE: To find the cross cultural adaptability of the employees in

Toonz animation private ltd,Trivandrum.

Cross cultural adaptability

The globalization of business has made it necessary for managers, as well as
other employees, to become more adaptable and culturally savvy. Organizations
that either hire based on these characteristics, or help their employees to
develop international skills while working for the organization, have a
significant competitive advantage.
In order to be able to thrive in the global environment, the organization must
understand that merely knowing language of the region is not enough. The
employee must be able to understand and adapt to the culture of the region as
well as the culture of the organization, its employees .than dealing with the
aftereffects of cultural misunderstandings . These differences can be in
communication skills, language, and tone, which can be unique to different
cultures. Being unfamiliar with attitudes and behavioral differences can lead to
misunderstandings. For instance, cultural etiquette is something that can be
simple to learn and can play a major role in relationships in the event of a
misunderstanding . Cross-cultural training allows employees to learn to deal
with conflict in a way that works across cultural boundaries. Thus, the parties
can come to a resolution that is beneficial to individuals as well as the
companies involved.

MODUS OPERANDI

• Conducted a discussion with 4 trainees hailing from different parts of India

on the various challenges they came across when they came to kerala and the
how they adapted to the different culture.

The 4 trainees are

Dhairya- Hydrebad

Pranauthi- Indore

Darshan- Indore

Sundeep- Nagpur

• Conducted a organizational study .

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Some of the questions posed to the new recruits

1. How do you like the god’s own country

2. Are u comfortable with the new work environment
3. Are the people friendly
4. Do feel language a barrier
5. How does the food suit your palette
6. Do u find the living conditions suitable
7. How do u find the cost of living in Trivandrum
8. Are you satisfied with the recreational facilities available in Trivandrum
(after work and weekends)
9. Is the facilities available for commuting satisfactory
10.Is the level of cleanliness satisfactory
11.Do you find distance from your hometown a put off
12.Do u you find yourself safe in Trivandrum
13.Are you comfortable with the dress code
14.Is there an amiss of cultural practices
15.Are you comfortable with religious practices
16.Do you find the organization cosmopolitan in nature
17. Were your expectations founded
18. Do you feel your skill sets are being bloomed(you are in the right
career )
19.Is your employer friendly
20.Do you feel you are changing due to the environment
21.Do you find a future in organization both career and personally

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What we learnt from the trainees

The discussion which was held in toonz animations was a very insightful one.
What we got from them was a very mixed response from them about the
place.According to them:

Strenghts of Trivandrum

All of them unanimously agreed to the fact that kerala is definitely God’s own
country with its scenic beauty,less population,pollution and with its clean
environment.They also find the people of Kerala to be very friendly and
helpful.They are of the opinion that the cost of living in Kerala is comparatively
less when compared to their hometowns in terms of
rentaccomodation,transportation.

They were very much much in appreciation of the various tourist destination in
trivandrum like the Kovalam,Veli,Shanghumugham. Dhairya also highlighted
the point that architecture of the various temples in Kerala especially
Padmarajaare very different from back home,she found it very rich in culture
and hertage.

Weakness of Trivandrum

However they do find the language a huge barrier especially while they interact
with the local people and while using the public transport.
The trainess are of the belief that trivandrum is not a safe place for girls as they
are not encouraged to go out of their hostels after 7pm unaccompanied.Even
though they are of high opinion of the kerala food and ardent fans of the kerala
fish curry they find it rather difficult to adjust to it ,having it daily as they are
not used to the coconut oil and rice.
Less number of hangouts and absence of night clubs in trivandrum ia a huge
putoff for them. They also find a miss of cultural practices as many of the
festivals celebrated in grandeur (like holi) back home is absent in kerala.
Some of the dressing styles in Kerala was also new to them.

Opinion of the trainees about the organization

They are happy about the organization.They found the company very employee
friendly and encouraging. They believe that all their skill sets are being
bloomed. The work and atmosphere was according to their expectations

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SWOT of the adaptability of the employees in TOONZ ANIMATION, PVT

LTD,Trivandrum

STRENGTHS
WEAKNESS
• Clean place Distance
from home
• Good work environment Food

• Less cost of living Language

• Friendly people Different cultural

Practices
Less recreational
facilities

OPPORTUNITIES THREATS

•Exposure to new culture Safety

and security in a
• Chance to work in one of an unknown
place
the coolest workplace in
the world

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CONCLUSION

Thus from the study it is clear that when a employee comes in contact with a
new organisation and culture they might come across some challenges which
they have to overcome and adapt to the changes in order to be successful in that
organisation .The skills required for the individual to be able to adapt to the new
culture are:

*Emotional Resilience: ability to cope, react positively to new experiences, and

deal effectively with feelings of culture shock

* Flexibility and Openness: acceptance of others who are different and

comfortable with all kinds of people

* Perceptual Acuity: reflects empathy, attentiveness to interpersonal relations,

and verbal and nonverbal behavior

* Personal Autonomy: respect for others while feeling secure with own identity.

The flattening of the world has led to an increased need for managers to be
prepared for and respond quickly to new situations. The globally oriented
employee must be able to adapt quickly to cultural changes. Employee, who are
able to value diversity and are aware of cultural differences, will contribute to
organizational competitiveness .Individuals are different, and managers must be
able to adapt, understand, and work with each person despite their individuality.
These differences may be cultural, organizational, or personal in nature.

In any case, the employee must be willing and able to adapt in the global
environment. The global manager possesses three main characteristics: "A
belief that differences matter, openness to new and different ideas, and
cognitive complexity or the ability to focus on both the "hard" and "soft"
metrics in an organization"

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REFERENCE

• Interactionwith the employess in TOONZ ANIMATION,pvt,ltd

• www.toonzanimations.
• www.google.com

- http://www.creativeorgdesign.com/tests_page.htm?id=75

- http://www.jmu.edu/assessment/wm_library/ccai.pdf

- http://epm.sagepub.com/cgi/content/abstract/66/2/318

-http://www.encyclopedia.com/doc/1G1-210099652.html.

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TABLE OF CONTENTS

DETAILS PG NO:

3. ORGANISATIONAL STUDY

3.1INTRODUCTION
1

3.2MARKET 3

3.3ORGANISATIONAL CULTURE
6

3.4RECRUITEMENT AND TRAINING

8

3.5DEPARTMENTS
9

3.6ORGANISATIONAL CHART
10

3.7OPERATIONAL FLOW CHART 11

3.8SWOT ANALYSIS OF THE ORGANISATION

12

4. ADAPTABILITY OF THE EMPLOYEES IN THE ORGANISATION

4.1OBJECTIVE AND THE METHOD OF STUDY

13

4.2QUESTIONNAIRE
14

4.3WHAT WAS LEARNT

15

21