A Study on the Marketing Information System of KMML, Chavara

Project Report

Master of Business Administration

Of the

MAHATMA GANDHI UNIVERSITY

By

RATISH KANT.R

Under the Guidance of

Mrs. Bindi.K.R

SREE NARAYANA GURU INSTITUTE OF SCIENCE AND TECHNOLOGY

NORTH PARAVUR

DECLARATION

I hereby declare that this is a bonafide record of the Project titled “A Study on the

Marketing Information Systems of KMML,. Chavara” is a bonafide record of my project

work done in partial fulfilment of the MBA programme of Mahatma Gandhi University

and that this report has not formed the basis for award of any degree/diploma or other

similar title to any candidate of any other University.

Place: North Paravur

Date: Ratish Kant.R

ACKNOWLEDGEMENT

I am grateful to the Mahatma Gandhi University for giving me this opportunity

to do the Organization Study. I would also like to thank the Director of SNGIST

Dr. C. Karthikeyan, Head of the Department Mr. Kuppachi Sreenivas and Faculty

Mrs. Bindi K R for encouraging and guiding me for my project at The Kerala

Minerals and Metals Ltd,. Chavara and encouraging me to learn a lot of new

subjects.

I wish to express my sincere thanks to the Marketing Manager of THE

KERALA MINERALS AND METALS LTD Mr. James Paul and the whole of

THE KMML family for their help throughout the Organizational Study and

providing all the facilities in the Organization.

I would also like to thank all the staffs in the organization for their timely help

and co-operation.

Ratish Kant.R

INDEX

Sr. No. Contents Page No.

1 List of Tables & Charts

2 Introduction

3 Industry Profile

4 Company Profile

5 Product profile

6 Objectives of the study

7 Scope of the study

8 Research Methodology

A. Research Design

B. Source of Data

C. Sample Design

D. Research Instrument

E. Analysis of Data

F. Methods of Presentation of Reports

G. Limitations of Study

9 Information System of KMML

10 Screenshots of MkIS

11 Review of Literature

12 Analysis & Interpretation

13 Findings & Suggestions

14 Conclusions

15 Bibliography

16 List of Abbreviations

17 Questionnaire

LIST OF TABLES

1. List of Tables

Sr. No. Tables Page No.

1 Main reason for changing from traditional marketing

activities to MkIS.

2 Implementation of MkIS has improved the efficiency of the

employees.

3 Present MkIS is user friendly to operate.

4 MkIS helps in increasing the profitability of the organization.

5 Are there technical problems/system failures with the current

MkIS.

6 MkIS at KMML is effective in handling your customers.

7 MkIS more helpful in forecasting and decision making than the

traditional system.

8 Current system is up to date to cater the present needs of the

organization.

9 Frequent training programmes are conducted for the employees

to increase the efficiency in handling the MkIS.

10 Are you satisfied with the security aspects of the current MkIS.

11 Implementation of new systems are necessary even though it

causes loss of jobs to employees.

12 Do you receive proper follow-ups from the service technicians to

keep the systems properly functioning.

13 MkIS is not limited to use by the staff’s only, but also provides

information to.

14 Marketing activities of KMML runs smoothly with the help of

MkIS.

15 The processed information from the MkIS disseminates the needs

of the employees at the right time.

16 MkIS helps to meet the global challenges that the company face

in the marketing fields.

17 Current MkIS system is outdated.

18 Are you aware of ERP systems.

19 Are there any needs for shifting from the current MkIS to ERP

systems.

INTRODUCTION

2. Introduction

Information is the life blood of successful marketing. It is of great strategic value to

marketers, as well as contributing to tactical and more routine operational decision making.

Knowing what kind of information to obtain and how to make effective use of it once you

have got it, are the key skills of strategic marketing. Such information gives the firm an

opportunity to gain competitive advantage over competitors. Armies win wars not necessarily

because they have superior military power, but through more effective intelligence gathering

procedures. Likewise commercial firms are waging commercial war in a free market

competitive economy. They too will have a better chance of ‘winning’ if they have superior

intelligence to their competitors.

All aspect of information including its collection, storage, processing, retrieval and use must

be managed. The marketing oriented firm needs some form of process to carry out this

activity. What is needed is some form of system devoted to the management of the entire

information needs of the organisation. Such a system is called a Marketing Information

System (MkIS). Marketing research is a component part of an integrated MkIS.

Marketing is the management process that anticipates and delivers customer value more

effectively and efficiently than the competition and, in a profit making organisation, does so

at an acceptable level of profit. Many markets are dynamic rather than static. The only thing

really certain about the future is that it will be different from today. Marketing management

needs to anticipate and stay ahead of these changes. Much marketing decision making a t the

strategic level requires some form of prediction or forecast of likely future conditions across a

wide variety of areas. Marketing information systems can be used to provide information for

use in a wide range of decision areas. Not all of these invo lve forecasting. However it would

be true to say of any information system or decision support system, that the end product is

usually a decision about the future made in the present, often based largely on information

about the past. This process by its very nature involves forecasting.

Marketing Information Systems

The term ‘system’ often conjures up thoughts of computers in the minds of many people.

They incorrectly feel it must be too sophisticated for their business and must require a great

deal of technical skill to design and implement. As we shall see such a system can be purely

manual. Hence companies of all sizes are carrying out information audits in an attempt to

design systems that will meet their information needs and give them a competitive edge.

Kotler defines an MkIS as:

‘…. consisting of people, equipment and procedures to gather, sort, analyse, evaluate and

distribute needed, timely and accurate information to marketing decision makers.’

A formal MkIS can be of great benefit to any organisation no matter what it’s size or the

level of managerial sophistication. It is true today that in many companies an MkIS is

operated as part of a computer system. If no computing capability is available, the design and

implementation of an MkIS is still possible can be based entirely on a manual system of

reference cards and files. Such a system will lack the ease of storage and retrieval of a

computer system, but some form of manual system is better than having nothing and leaving

the management of information to chance. To manage a business well is to manage its future

and this means the management of information (MIS) of which the MkIS is an integral part,

which is a valuable resource to be carefully managed as any other resource e.g. human

resources and financial resources.

INDUSTRY PROFILE

3. Industry Profile

Mr. Reb Williams Gregor was the one who found the unfamiliar block of magnetic sand

blended with titanium at first. It was Mr. Kapoth who discovered the titanium. The name

titanium was derived from the Greek word ‘Titan’. The first commercial production of

titanium was an alloy addition to iron steel. In 1906 Ferro alloys were developed in the

US. A decade later TiO2 pigment was produced on a commercial scale.

Indian Titanium Industry

The history of Indian titanium industry bearing mineral dates way back to 1909 when the

German geologist Mr. Schomberg discovered the presence of monazite in the black beach

sands attached to the traditional export item-coir. The first shipment of Ilmenite from

India left Chavara in 1922. M/s FX Pereira & Sons Travancore Pvt Ltd established the

first fully fledged Ilmenite mineral industry in 1932. By the end of 1940, there were four

companies engaged in export of Ilmenite mineral along the Chavara beach. FX Pereira &

Sons Travancore Pvt Ltd which was involved in mineral separation technology was taken

over by ‘The Kerala State Govt.’ in the year 1956. This continued to function as FXP

Mineral Deposit of Chavara. It was the richest mineral asset of the state which required

larger exploitation. This led to the formation of ‘The Kerala Minerals & Metals Ltd’ in

1972. The Travancore Titanium Products Ltd, Trivandrum was the first pigment industry

in the country from 1951. The KMML started the production of TiO2 pigment using the

chloride technology from 1985.

COMPANY PROFILE

4. Company Profile

Around a century ago, the local folks spun ropes out of coir on the beaches of Kerala,

which was not only used to tie the masts of the sails in the ships but were exported in large

quantities to Europe and other countries. These ropes were smeared with the sands of the

beaches.

Once out of sheer curiosity, Dr. Schomberg, a German scientist analyzed this cla y and

to his surprise, it was found to contain traces of monazite in it. This exciting discovery

changed the destiny of the sleepy coastal hamlet Sankaramangalam in south Kerala, from

where the coir was exported.

Today The Kerala Minerals and Metals Limited, one of Kerala’s flagship companies

in the public sector exports Titanium Dioxide, produced from the sand mined from the beach,

to over 45 countries worldwide. The landmark discovery led to a series of studies into this

offering of nature. The researches revealed that the sand contained several rare elements like

Ilmenite, Zircon and Rutile. The commercial possibilities of these precious metals gave a

renewed impetus to the mineral processing industry. To derive maximum advantage from

these minerals, which are available in abundance along the shoreline, the Kerala Minerals and

Metals Ltd (KMML) was set up in 1972.

KMML is the world’s only integrated Titanium Dioxide plant- right from mining to

the final pigment. It is also India’s only producer of Rutile grade Titanium Dioxide by the

chloride route. The state of the art factories located at Sankaramangalam and Kovilthottam

have access to the world’s richest mineral beaches is an advantage which makes the

company’s product highly competitive in the interna tional markets. KEMOX, the branded

Titanium Dioxide of KMML is in great demand all over the world.

KMML produces six different grades of Titanium Dioxide to meet the specific needs

of various industries. Products like Titanium Tetrachloride, Ilmenite, Rutile, Leucoxene and

Silimanite are the basic raw materials for a number of industries. Zircon and Monazite find

their use in nuclear technology. Apart from these, KMML also produces Iron Oxide bricks, a

popular building material. Titanium Dioxide pigment manufactured by KMML is known for

its extra gloss, longer tint retention and for its easy dispersion qualities.

The high quality of its products, the superior technology and its reputation of being a

professionally managed company has helped KMML to rise to the position of a formidable

and respectable company. The awards and international acclaim are a testimony to its

committed and impressive performance over the years.

With continued growth and demand in the economy and industry, the products of KMML are

being lapped up by the eager market. This has in turn set the wheels turning for KMML’s

expansion. KMML has always been responsive to social and environmental causes. Some of

the initiatives taken by KMML have made a significant change to the area and its people.

The Vision Statement

To be a world class producer of mineral and sand based value added products.

The Mission Statement

To become nodal agency for promoting and establishing mineral based industries in

the state to ensure value addition, effective and controlled exploitation of mineral reserves.

To develop adequate supply base for the service and utility for development of mineral based industries.

To create more awareness about Corporate Social Responsibilities for chemical

industries in the state.

To become the leader in controlling green house gas emission so as to promote the

concept of Green Earth.

PRODUCT PROFILE

5. Product Profile

Titanium Tetrachloride

General Description

Titanium tetra Chloride (synonym – Tickle) is produced as an intermediary product in the

production of rutile grade titanium dioxide pigment. It is colourless to pale yellow liquid.

Titanium Tetra Chloride reacts violently on contact with water and expands to 1600 times its

liquid volume on exposure creating smoke screen and thereby necessitates careful handling.

Application

Titanium Tetra Chloride is exclusively used in the manufacture of Titanium dioxide pigment,

Titanium sponge/metal. Titanium salts, Butyl titanate and Titanium oxy-chlorides.

Titanium Dioxide

Kemox RC 800

General Description

KEMOX RC 800 is a low absorption medium durable alumina treated Rutile Titanium

Dioxide pigment produced by the chloride process. It has a high gloss producing properties

for interior trade sales paints and industrial coatings. It exhibits high brightness, excellent tint

strength in gloss and semi-gloss enamels.

Application

KEMOX RC 800 is recommended for printing inks, high gloss coatings, industrial coatings,

low abrasivity pigment for letter press gravure, polyamides and exterior applications where

maximum chalk resistance is not required.

Kemox RC 800PG

General Description

KEMOX RC 800PG is low oil absorption, medium durable alumina treated plastic grade

rutile pigment produced by the chloride process. It has high tinting strength and excellent

dispersion property. RC 800PG exhibits comparatively low abrasivity.

Application

KEMOX RC800PG finds applications in plastics requiring a blue white high dispersion

TiO2. Other areas of application are powder coating, polyethylene films and vinyl sheet

goods. It is used in most other common plastic/rubber floor like applications.

Kemox RC802

General Application

KEMOX RC 802 is a multi purpose superior performance Titanium Dioxide pigment

produced by the chloride process. It is surface treated with alumina and silica. RC 802 has

good opacity and weathering property. It has high gloss and is easily dispersible.

Application

KEMOX RC 802 is recommended for both interior and exterior applications. This is

recommended for architectural and industrial paints both solvent and water based.

Kemox RC 808

General Application

KEMOX RC 808 is a chloride process rutile titanium dioxide pigment surface treated with

alumina, zirconia and silica. It is designed to a universal grade suitable for multi purpose

applications where outstanding optical properties, very good gloss retention and chalk

resistance are required. KEMOX RC 808 gives high gloss, haze free finishes and high

brightness. It is easily dispersed and has very high tinting strength and produces clean shades

in tints.

Application

KEMOX RC 808 is recommended for automotive, industrial and architectural finishes. It is

also recommended for coil coating, radiation cured finishes, emulsion paint systems, powder

coatings, water borne coatings and printing inks. It can also be used for letter press gravures,

polyamides and inks where low abrasive pigments are required.

Kemox RC 813

General Description

KEMOX RC 813 is a highly treated rutile pigment produced by the chloride process. It is

surface treated with alumina and silica. It has highest dry hiding properties. KEMOX RC 813

has he highest durability in exterior weathering. It has excellent dispersibility.

Application

KEMOX RC 813 can be used in both interior and exterior low gloss and flat paints and

coatings both solvent and water based. It finds application in interior flat wall paints, exterior

low gloss or flat chemical coatings etc. KEMOX RC 813 can be described as universal

pigment for all coatings formulated at higher percentage pigment volume concentrations.

Kemox RC 822

General Description

KEMOX RC 822 is a silica-alumina and organic treated titanium dioxide pigment produced

by the chloride process. It has the highest degree of weather resistance, gloss and tint

retention properties in exterior film applications. It is characterised by an optical balance of

high initial gloss, ease of dispersion, opacifying power and exterior weathering properties.

Application

KEMOX RC 822 is recommended for interior and exterior enamels and lacquers for

industrial and architectural purposes.

OBJECTIVES OF STUDY

6. Objectives of the study

To understand the functions of MIS at KMML.

To find out the requirement of MIS at KMML.

To study the present market information position of KMML’s product after the

implementation of information system.

To study the customer approaches about the MIS of KMML.

Find out any defects of the existing MIS of KMML.

SCOPE OF STUDY

7. Scope Of The Study

I was interested to study about the marketing information systems of KMML. The main

scope of this study is how to impact the marketing information system in KMML for future

decision making or future activities. Marketing system meets the information needs of an

organization in sales, sales, distribution, advertising, market analysis, market research,

product research, customer profile and other marketing functions.

RESEARCH METHODOLOGY

8. Research Methodology

The success of a research mainly depends on the methodology on which it is carried out. The

applied methodology will improve the validity of findings. The research methodology

describes the method of data collection, sample size, population and sampling procedure and

so on. In this there are so many steps that are generally adopted by a researcher in studying

the research problem along with the logic behind them.

Research Design

The research design simply is the framework or plan for a study that guides. The collection

and analysis of the data function of a research design is to ensure that the required data are

collected accurately and economically.

For this study exploratory type of research was used. So an extensive survey is

conducted to serve the purpose. The objective of exploratory research is to generate new

ideas based on the views and opinion of the employees and customers.

Source Of Data

1. Primary data:-

Primary data are those collected for the first time for the particular purpose

and thus original in character. For this study primary data was collected through observation,

interviews, questionnaire and by personal visit.

2. Secondary data:-

Secondary data are those which have already been collected for their purpose,

which includes data collected from previous annual report, company brochures etc. For this

study, secondary data was collected from magazines, company website etc.

Sample Design

‘A sample is a small proportion of a population selected for observation and analysis.

A good sample of a population is one, which will produce the characteristics with great

accuracy. For the study a sample of 20 employees was selected. The selection was based on

random sampling. Random sampling helps to avoid bias and ensure greater representation.

Research Instrument

For the study the instrument used was structured questionnaire and unstructured

interview. Questions are prepared on the basis of objectives of the study.

Analysis Of Data

After the collection of data, each question were classified and tabulated subject to analysis.

The data obtained were analysed in the percentage analysis

Methods Of Presentation Of Reports

Diagram and graph is one of the methods to simplifying the complexity of quantitative data

and to make them easily intelligible.

For this study column charts are used for presentation.

Limitations Of The Study

Time constraint was the major limitation.

Restricted access inside the premises due to security aspect was also a major limitation.

INFORMATION SYSTEM OF KMML

9. Information System Of KMML

The company is following many systems for their developments of marketing information

system, marketing intelligent system and decision support system. But the company is

concentrating more on marketing information system.

KMML is a member of chemical & allied product export council (CAPEXIL) Bulletins of

CAPEXIL are regularly received by KMML and more used to obtain the latest trend of TiO2

demand for various customers both indigenous and foreign.

KMML subscribes ‘Paint India’ a leading publication of paint industry and also’ Mineral

market report’ which provides valuable information about TiO2 at national & international

level.

KMML uses the service rendered by Indian Market Research Bureau (IMRB) which conducts

valuable research programs as advised by KMML. For this KMML has to pay fees annually

for their research studies. These are the ways in which KMML gets information about the

pigment market in general and the recent trends prevailing in the industry.

One of the important specialities of KMML’s market information system is that the grade-

wise sales report is prepared in the company after the implementation of information system.

KMML implemented the information system in the year 2000. Till the year 2000 there was

no export sales in KMML. The sales and production increased after implementation of the

information system. The profitability position also reflected a great change after the

introduction of the information system at KMML.

Yearly sales report of 2000-2008

Data Flow Diagram

Control Level Data Flow Diagram

Year MT

2000-2001 23501.500

2001-2002 26202.175

2002-2003 26758.815

2003-2004 27485

2004-2005 32153

2005-2006 31884

2006-2007 31415

2007-2008 35768

2008-2009 38465.540

User Marketing Process User

SCREENSHOTS

10. Screen shots of the MkIS of KMML

REVIEW OF LITERATURE

11. Review of Literature

Literature related to the topic.

Review of related literature plays a significant role in any type of research work. It

allows the researcher to acquaint with current knowledge in the field or area in which the

researcher is going to conduct his research. Review of related literature implies locating,

reading and evaluating report of casual observations and opinions that are related to the

individual’s planned projects.

The related literatures reviewed for the present study are classified as:

1) Studies related to marketing

Marketing is the process of transferring goods from the point of production to the

point of consumption. Marketing is the essence of commerce. It makes goods useful

to the society by getting them transferred to those people who want them.

Marketing is the functional area of an organization that is responsible for determining

the identity of the actual goods and services offered to consumers as well as the

methods needed to effectively price, promote and distribute those goods and services.

2) Studies related to Marketing Information System

The information system has a very important role in marketing activities. The

information system meets the marketing information of an organization. The

information system in marketing is primarily customer oriented. Marketing

information needs of an organization is sales, advertising, distribution, market

analysis, market research etc.

Marketing information systems provide employers with information that helps

companies capture niche market in highly competitive industries. Marketing

information systems must watch the marketing environment in order to provide

decision makers with information they should have to make key marketing decisions.

The budget allocations and sales forecasting is successfully done with the help of

marketing information system of an organization.

ANALYSIS & INTERPRETATIONS

12. Analysis and Interpretations

1. Main reason for changing from traditional marketing activities to MkIS.

Adopting New Technology 1

Better Service 5

Lesser Paperwork 2 Efficiency Improvement 12

Total 20

Inference:

Most of the people believe that the main reason for shifting from the traditional marketing

activities to the MkIS is for improvement of the efficiency.

2. Implementation of MkIS has improved the efficiency of the employees.

Yes 19

No 1 Total 20

Inference:

Most of the people believes that the implementation of the MkIS has improved the

efficiency of the employees.

3. Present MkIS is user friendly to operate.

Yes 16

No 4 Total 20

Inference:

16 out of the 20 employees believe that the present MkIS is user friendly to operate.

4. MkIS helps in increasing the profitability of the organization.

Yes 19

No 1 Total 20

Inference:

19 out of the 20 employees believe that the MkIS has helped in increasing the profitability of

the organization.

5. Are there technical problems/system failures with the current MkIS.

Yes 6

No 14 Total 20

Inference:

Most of the employees opinion that they do not face problems/system failures with the

current MkIS.

6. MkIS at KMML is effective in handling your customers.

Yes 19

No 1 Total 20

Inference:

19 of the 20 employees are of the opinion that the MkIS at KMML is highly effective in

handling the customers.

7. MkIS more helpful in forecasting and decision making than the traditional system.

Yes 16

No 4 Total 20

Inference:

Most employees are of the opinion that the present MkIS is more helpful in forecasting and

decision making than the traditional system.

8. Current system is up to date to cater the present needs of the organization.

Yes 14

No 6 Total 20

Inference:

Most of the employees are of the opinion that the present MkIS system is up to date to cater

the needs of the organization.

9. Frequent training programmes are conducted for the employees to increase the efficiency in handling the MkIS.

Yes 18

No 2 Total 20

Inference:

18 out of the 20 employees has the opinion that frequent programmes are conducted for

them to increase their efficiency in handling the MkIS system.

10. Are you satisfied with the security aspects of the current MkIS.

Yes 15

No 5 Total 20

Inference:

Most of the employees are satisfied with the security aspects of the current MkIS.

11. Implementation of new systems are necessary even though it causes loss of jobs to employees.

Yes 10

No 10 Total 20

Inference:

Half of the employees have the opinion that implementation of new systems are necessary

even though it causes loss of jobs.

12. Do you receive proper follow-ups from the service technicians to keep the systems properly functioning.

Yes 15

No 5 Total 20

Inference:

Most employees accept they receive proper follow-ups from the service technicians to keep

the system properly functioning.

13. MkIS is not limited to use by the staff’s only, but also provides information to

The Govt. 4

Shareholders 0 Customers 12

Stockists 4

Total 20

Inference:

Most employees believe that the MkIS helps in providing information to the customers apart

from the employees.

14. Marketing activities of KMML runs smoothly with the help of MkIS.

Yes 18

No 2 Total 20

Inference:

18 out of the 20 employees believe that the marketing activities of KMML runs smoothly

with the help of MkIS.

15. The processed information from the MkIS disseminates the needs of the employees at the right time.

Yes 11

No 9 Total 20

Inference:

Most of the employees believe that the information processed by the MkIS reflects the

needs of the employees at the right time.

16. MkIS helps to meet the global challenges that the company face in the marketing fields.

Yes 16

No 4 Total 20

Inference:

Most of the employees believe that the MkIS helps to meet the global challenges that the

company faces in the marketing fields.

17. Current MkIS system is outdated.

Yes 7

No 13 Total 20

Inference:

Most employees opinion that the current MkIS system is not outdated.

18. Are you aware of ERP systems.

Yes 12

No 8 Total 20

Inference:

Most employees are aware of ERP Systems.

19. Are there any needs for shifting from the current MkIS to ERP systems.

Yes 12

No 8 Total 20

Inference:

Most employees have the opinion that there are needs to shift from the current MkIS to ERP

systems.

FINDINGS & SUGGESTIONS

13. Findings and Suggestions

Findings

1. The main reason for shifting to the MkIS is for efficiency improvement.

2. Most of the employees of the marketing department at KMML believes that

implementation of the MkIS has drastically improved their efficiency.

3. The employees are of the opinion that the current MkIS is highly user friendly to

operate.

4. Most employees at the marketing department of the KMML believe that the MkIS has

helped in increasing the profitability of the organization to a great extent.

5. The MkIS at KMML is highly reliable and does not cause frequent breakdowns and

crashes.

6. The MkIS at KMML is highly effective in handling the customer queries and

requests.

7. The MkIS at the KMML helps a lot in forecasting and decision making than the

traditional system.

8. KMML has the latest MkIS implemented for catering the needs of the organization.

9. Frequent training programmes are conducted for the employees to increase their

efficiency in handling the MkIS.

10. KMML has a highly secure MkIS system implemented.

11. Employees at KMML has a mixed reaction regarding the implementation of new

systems because it may also result in job loss to some employees.

12. Dedicated service technicians keeps the systems properly functioning.

13. Apart from the employees the main beneficiary of the MkIS at the KMML are the

customers, the govt. and the stockists.

14. Implementation of the MkIS at the KMML has smoothened the marketing activities of

the organization.

15. MkIS helps the employees in fulfilling the needs of the employees at the right time.

16. Implementation of the MkIS at the KMML has helped in meeting the global

challenges faced by the organization.

17. KMML has an Up to date MkIS installed for its employees.

18. Most of the present employees are aware of the ERP systems.

19. As a part of technical advancement, the MkIS needs to be replaced by ERP systems.

Suggestions

1. There are needs to provide awareness of ERP systems to the employees.

2. Regular updation of website is necessary.

3. The present system is to be simplified for making it more user- friendly.

4. The present MkIS system should be made more responsive to cater the needs of the

employees.

5. The company should sort out a way for implementing new technologies with out

causing loss of job to the employees.

6. Proper maintenance of the system is to be done in order to prevent it from failures and

frequent crashes.

CONCLUSION

14. Conclusion

Bringing more to your everyday life, KMML touches you in numerous ways. Be it the dress

you wear, the cosmetics you use, the medicines you take, the paints you decorate your home

with or the utility plastic products, our products are there. Eco-friendly & socially committed,

it is the only integrated Titanium Dioxide facility having mining, mineral separation,

synthetic rutile and pigment-production plants. With continued growth and demand in the

economy and industry, the products of KMML are being lapped up by the eager market. This

has in turn set the wheels turning for KMML’s expansion. KMML has always been

responsive to social and environmental causes. Some of the initiatives taken by KMML have

made a significant change to the area and its people.

BIBLIOGRAPHY

15. Bibliography

Company Brochures & Journals

www. kmml.com

Direct Interviews

Microsoft Encarta 2007

Questionnaires

Brace_-_Questionnaire_Design

Hair_-_Marketing_Research

Bradburn_-_Asking_Questions

LIST OF ABBREVIATIONS

16. List of abbreviations

TiO2 - Titanium Dioxide

MkIS - Marketing Information System

MT - Metric Tonnes

GM - General Manager

AGM - Assistant General Manager

P&A - Personnel & Administration

DGM - Deputy General Manager

HRD - Human Resource Department

AAO - Assistant Accounts Officer

AMO - Assistant Marketing Officer

IBP - Ilmenite Beneficiation Plant

ARP - Acid Regeneration Plant

PPP - Pigment Production Plant

MS - Mineral Separation

QUESTIONNAIRE

Questionnaire on “A Study on The Marketing Information System (MkIS) of KMML”.

Name:_________________ Designation:_______________________

1. The main reason for changing from traditional marketing activities to MkIS.

Adopting new technology Better Service

Lesser paper work Efficiency improvement

2. Do you think the implementation of MkIS has improved the efficiency of the

employees?

Yes No

3. The present MkIS is user friendly to operate?

Yes No

4. The MkIS has helped in increasing the profitability of the organization?

Yes No

5. Do you face technical problems/system failures with the current MkIS?

Yes No

6. The MkIS at KMML is effective in handling your customers?

Yes No

7. Is the present MkIS more helpful in forecasting and decision making than the

traditional system?

Yes No

8. Is the current system up to date to cater the present needs of the organization?

Yes No

9. Are frequent training programmes conducted for the employees to increase the

efficiency in handling the MkIS?

Yes No

10. Are you satisfied with the security aspects of the current MkIS?

Yes No

11. Do you believe that implementation of new systems are necessary even though it

causes loss of jobs to employees?

Yes No

12. Do you receive proper follow-ups from the service technicians to keep the systems

properly functioning?

Yes No

13. The MkIS is not limited to use by the staff’s only, but also provides information to-

The Govt. Shareholders

Customers Stockists

14. Marketing activities of KMML runs smoothly with the help of MkIS.

Yes No

15. The processed information from the MkIS disseminates the needs of the employees at

the right time?

Yes No

16. Do you believe the MkIS helps to meet the global challenges that the company face in

the marketing fields?

Yes No

17. Do you think the current MkIS system is outdated?

Yes No

18. Are you aware of ERP systems?

Yes No

19. Are there any needs for shifting from the current MkIS to ERP systems?

Yes No

20. What improvements can be further made in the existing MkIS?

Suggest:______________________________________________________________

_____________________________________________________________________

Date: __/__/2009 Signature:_____________________