MkIS of KMML

Chapter 1

Introduction

Study of MkIS in KMML Page 1

1.1 Topic

The study of Marketing Information System (MkIS) followed in KMML, Chavara and to find any defects in the current system.

1.2 Reason for the selection of this topic

To see the impact of MkIS in KMML for future decision making or future activities. MkIS meets information needs in sales, distribution, advertising, market analysis, market research, product research, customer profile and other marketing function.

1.3 Reasons for the need of the topic for the company

There are several reasons for the need of this topic to the company, some are: To study the present marketing information position of KMML’s after the

implementation of MkIS Find out the defects of existing KMML’s MkIS so that changes can be done

accordingly.

1.4 Learning from the study

More and more, companies are faced with the need to control an ever larger and rapidly changing marketing environment. The information processing requirements of companies are expanding as their competitive environment becomes more dynamic and volatile. A Market Intelligence System (MkIS) is one that systematically gathers and processes critical business information, transforming it into actionable management intelligence for marketing decisions.The objective in MkIS development has been to implement MkIS which cover almost all management activities in the sales and marketing functions, and to produce timely and accurate information to be used in decision making.

Benefits of an MkIS: Market and customer orientation - implementing an MkIS will encourage people

throughout the organisation to focus externally. Identification of new opportunities. Early warning of competitor moves - through good intelligence. Minimizing investment risk - ongoing intelligence and analysis is more likely to

temper unbridled enthusiasm. Better customer interaction Better market selection & positioning - good understanding of customer needs and

competitor positioning will help a company better carve out its own unique niche Quicker, more efficient and cost-effective information - establishment of a system

will make information more quickly and easily accessible.


The new concepts included in MkIS is ERP, MRP I and MRP II. ERP, which is an abbreviation for Enterprise Resource Planning, is principally an integration of business management practices and modern technology. Information Technology (IT) integrates with the core business processes of a corporate house to streamline and accomplish specific business objectives. In simpler words, an ERP is a massive software architecture that supports the streaming and distribution of geographically scattered enterprise wide information across all the functional units of a business house. It provides the business management executives with a comprehensive overview of the complete business execution which in turn influences their decisions in a productive way.Material Requirements Planning (MRP) and Manufacturing Resource Planning (MRPII) are both incremental information integration business process strategies that are implemented using hardware and modular software applications linked to a central database that stores and delivers business data and information.MRP is concerned primarily with manufacturing materials while MRPII is concerned with the coordination of the entire manufacturing production, including materials, finance, and human relations. MRP is a production planning and inventory control system used to manage manufacturing processes. Most MRP systems are software-based, while it is possible to conduct MRP by hand as well.The goal of MRPII is to provide consistent data to all players in the manufacturing process as the product moves through the production line.


Chapter 2

Organization Profile


2.1 Indian Titanium Industry Profile

Titanium Dioxide is one of the top 20 inorganic chemicals of industrial importance. It is the most important pigment material used It is used extensively in paint, paper, plastic and other industries. The first successful attempt to produce relatively pure titanium dioxide from ilmenite ore was made by Rossi in USA in 1908. The first titanium pigment company which intially produced composite pigments commenced production at Niagara Falls in 1918.In India the titanium dioxide industry arrived almost with the dawn of independence. First plant was set-up by the erstwhile State of Travancore in 1950. However, thereafter the growth of the Indian industry has been rather sluggish.Titanium dioxide is produced and marketed in two grades. These are Rutile and Anatase. Rutile has close packed structure whereas Anatase has, more open structure.Use of Rutile grade is preferred for applications in paints, plastics, Ceramics, etc. Anatase grade imparts a bluish tinge and is preferred by the Paper Industry. Anatase grade is invariably used for delustering of synthetic textile fibres.The present (1991) requirement of titanium dioxide in the country is estimated at 47,480 tons. The total demand of titanium dioxide is projected to increase to 61,620 tons by 1995 and 82,890 tons by the year 2000. This corresponds to growth rate of about 6.9% which seems very reasonable. Presently titanium dioxide is being manufactured in India by three companies. These are M/s. Tavancore Titanium Products Limited, Trivandrum, M/s. Kerala Minerals and Metals Limited, Quilon and M/s. Kolmac Chemicals, Calcutta. M/s. TTP are the oldest manufacturer of titanium dioxide in India. They use sulphate process and their plant has present installedcapacity of 24,500 tonne. The present production level is about 10,000 tonne. The technology for the sulphate process was obtained from M/s. Tioxide of U.K. who are also the equity partners.M/s. KMML have set-up a plant to manufacture titanium dioxide by chloride process. The plant has an installed capacity of 22,000 TPY but the production is only around 9,000 TPY. The technology was provided by M/s. KMCC of USA. M/s, Kolmac have a small plant at Kalyani near Calcutta and they produce about 1,300 TPY of anatase grade pigment. So far four compaies have sourced technology from abroad. M/s TTP obtained sulphate technology from M/s. Tioxide of U.K. M/s. Tioxide also joined TTP as equity partner. M/s KMML obtained technology from KMCC of U.S.A. M/s. Prodhvi Industry have an agreement with Czechoslavakia for provision of sulphate technology.

2.2 KMML Profile

2.2.1 Formation of the company

During the year 1909, Dr. Schomberg, a German scientist, found traces of monazite in the sand flakes on the imported coir from the beaches of Sankarmangalam. The beaches with a wealth of rare earth minerals became the centre of scientific attraction.

By 1932, a visionary private entrepreneur established the F. X. Perira and Sons Pvt. Ltd, the forerunner to KMML. During the course of time, KMML changed hands three times over. In 1956 it was taken over by the state government and was placed under the control of the


industries department. The unit was subsequently converted as a limited company in 1972 by the name of ‘The Kerala Minerals and Metals Ltd.’ with the following broad objectives.1. Optimum utilisation of mineral wealth found along the sea coast of Kollam-Alappuzha Districts.2. Large scale generation of employment in the state in general.3. Overall growth and development of the local area in particular and the state in general.

The construction of Titanium Dioxide Pigment using chloride technology started in 1979. The same was commissioned in 1984 as the first and only integrated Titanium Dioxide Plant in the world. KMML is the world’s first fully integrated Titanium dioxide plant. KMML is India’s first and only manufacturer of Rutile Grade Titanium dioxide by chloride process.Today, with over 2000 employees and a range of products, KMML has become part and parcel of local and international life.

2.2.2 Business focus

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

Mission- To become nodal agency for 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 responsibility 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.

2.2.3 Suppliers

Some of the major suppliers are listed below: SG Global Impex Private Limited Ashit Enterprises Bharat Solvent & Chemical Corporation Bajaj Chemicals Balajee Exports House Chemical de Enterprises Classic Solvents Pvt. Ltd. D.B. Rana & Co Gautham Dye Chem Pvt Ltd. Gajalakshmi (Bangalore) Dyes & Chemicals Hero Dye- Chem Industries Karnataka Chemicals


K.A.J Chemicals Pvt Ltd KEMCO Corporation KMG International Ltd Manorama Sales Corporation Neeraj Rasayan Udyog Neeru Marketing Pvt Ltd Parekh Industrial Corporation Raj Chemical Company Sree Narayana Agencies Sheth Chemical Corporation Sri Vijaya Durga Minerals Sri Karthikeya Enterprises Surya Color Chem Tradex Corporation Vaijayanti Enterprises Vyas Rasayan Pvt ltd

2.2.4 Distribution network

The distribution network of KMML is spread worldwide. KMML exports to the developed and developing nations and has earned a two star rating as an exporting house. Over 30 offices in 50 nations acts as a key factor in the distribution network. KMML’s products are supplied to industries all over the globe, including countries like China, Korea UK, Philippines, South Africa, Turkey, Mauritius, Dubai and Sri Lanka. Major customers in the domestic market are served directly by the company. KMML has an all India network of 28 stockists to meet requirements of our customers.

2.2.5 Product/ Services that they provide

Some of the major products provided by KMML are Titanium Dioxide Pigment(Rutile)- The various grades of Titanium Dioxide Pigment

are: KEMOX RC 800 KEMOX RC 802 KEMOX RC 808 KEMOX RC 822 KEMOX RC 800 PG KEMOX RC 813 KEMOX RC 822 Titanium Tetra Chloride Ilmenite Rutile Leucoxene Zircon Sillimenite Monazite


2.2.6 Quality

Superior Quality has been the benchmark for KMML products. The quality parameters set are strictly followed from the moment the sand is mined to the point where the customer takes the packaged product. In short, the mining, manufacturing procedures, process control, testing and packaging are up to global standards. KMML satisfies the strict guideline of ISO 9001.

2.2.7 Social Responsibility

KMML carries out various social responsible activities for the society as well as the environment. A number of social welfare schemes are envisaged and executed taking into consideration the needs and aspirations of the local people. Some of such welfare measures being carried out for local people are listed below:

At present KMML is providing 400 m3/day of drinking water to public by laying about 55 Km of pipeline in different directions from the plant as a center.

The company spent an amount of Rs.10 lakhs for repair of roads in Chavara panchayath.

KMML has conducted a number of Safety/Environment Awareness Programmes for the local public.

KMML contributes Rs15 lakh / year, for the nearby Panchayats viz. Panmana, Chavara and Neendakara, which fall under the mining area welfare board.

KMML provides financial assistance to nearby five educational institutions (at Kuttivattam and Panmana LP School) for monthly requirement to meet noon-meals programme. KMML had supplied computers to 14 schools and provided financial assistance for purchasing of books and uniforms for poor children in the nearby schools.

KMML has contributed Rs.35 lakhs for the rural area electrification, under Grama Jyothy Programme in Neendakara, Panmana, Chavara, Thevalakkara and Thekkumbhagom Panchayats

The company has made it a policy to develop ancillary industries for more employment generation .

KMML has borne the entire expenses for the relief work of first two days of the Tsunami Disaster.

KMML is part of a local area environmental protection committee which monitors any case of environmental problem and suggests remedial measures

KMML is extending facilities to the nearby Public Health Centre, like supply of drinking water, medicines, oxygen cylinders etc. Company also conducts free medical camps for the local public.

An amount of Rs.63000 for purchase of inverter was given to the Village Block of Chavara, to help tide over the Electricity crisis.

Six computers worth Rs.1 lakh were given to the Police Training Centre. Environmental Management Programmes are also been conducted in plants Water and air pollution control measures are adopted by KMML


Chapter 3

Research objectives and Scope of Research Project

3.1 Problem Definition


KMML implemented the MkIS into the organization since 2000. It has proved to be quite useful to the firm. It has newly included concepts such as MRP I and MRP II. The objective is to study the general working of the MkIS followed at KMML, to find out the defects within the current system if any and make changes accordingly.

3.2 Objectives of the research study

3.2.1 Primary objectives

To understand the function of MkIS in KMML. To find the requirements of MkIS in KMML. To study present Marketing information position of KMML’s after the

implementation of MkIS.

3.2.3 Secondary objectives

Finding out the defects in the existing MkIS. Propose suggestions for changes in the current system based on the opinions from the

employees of KMML.


Chapter 4

Research Methodology and Limitation

4.1 Research Plan


KMML incorporated the concept of MkIS since 2000 into its working. It has proved to be quite helpful in improving the profitability of the firm. The research is been done to find out the employees’ opinion and defects about the current system and also to know their suggestions so that it can be modified accordingly. It is important to know if the employees are comfortable with the current MkIS so that it is utilized to the maximum. 4.2 Research design

4.2.1 Developing the research plan

The research plan consisted of various steps. The collection of secondary data such as organization’s profile and industry profile were collected from websites, company brochures and magazines as well as through interaction with company employees. The primary data, i.e. employees’ opinions and suggestions about the existing MkIS to find the defects of current system if any, were collected with the help of a structured questionnaire. The questionnaire was prepared after a thorough discussion with the corporate mentor, keeping into consideration his views. 4.2.2 Data collection4.2.2.a Secondary dataThe sources for these type of data were previous annual reports, company brochures, magazines and company website.

4.2.2.b Primary dataTo collect the primary data the techniques used were observation, personal interview and questionnaire.

4.3 Sampling Plan

4.3.1 Sampling units

The employees of KMML are the sampling units used for this research. 4.3.2 Sampling technique

The sampling technique used here is simple random sampling method to avoid bias and ensure greater representation.

4.3.3 Research Instrument

The research instruments used in this study were structured questionnaire and unstructured interview.

4.3.4 Contact method


Throughout the study, the direct contact method was followed.

4.4 Sample size

The sample size used for this research is 50.

4.5 Data collection Instrument Development

The data collection instrument used is a structured questionnaire. Before preparing it, I had a thorough discussion with my organization mentor in the marketing department as to what type of questions should be included. Keeping his suggestions and advice in mind the questionnaire was prepared.

4.6 Research Limitations

Some of the limitations in the study were:1) The research was limited to only a period of 30 days.2) MkIS has some security procedure so wide collection of data is not possible.3) The study was only limited to the marketing department of the firm.


Chapter 5

Data Analysis, Interpretation and Presentation

1. Main reasons for changing from traditional marketing activities of MkIS


Response Percentage(%)

Adapting new technology 2 4

Better services 13 26

Less paper works 5 10

Efficiency improvement 30 60

50 100

Table 5.1

Figure 5.1

Inference: 60% of the employees believe that the reason for changing from traditional MkIS is for improving the efficiency

2. Implementation of MkIS improved efficiency of employees


Response %

Yes 47 94

No 3 6

50 100

Table 5.2

Figure 5.2

Infernce:94% of employees believe that employees’ efficiency has improved after the implementation of MkIS

3. Present MkIS is friendly to operate


Response %

Yes 40 80

No 10 20

50 100

Table 5.3

Figure 5.3

Inference: 80% of respondents find the present MkIS user friendly

4. Current system up-to-date to cater the present needs of organization


Response %

Strongly agree 38 76

Agree 7 14

Disagree 5 10

Strongly disagree 0 0

50 100

Table 5.4

Graph 5.4

Inference: 76% of respondents strongly agree that the current system caters organization’s needs.

5. Response about system failure within current MkIS


Response %

Yes 15 30

No 35 70

50 100

Table 5.5

Figure 5.5

Inference: 70% respondents do not believe there is a system failure within current MkIS

6. MkIS of KMML is effective in handling their customers


Response %

Yes 47 94

No 3 6

50 100

Table 5.6

Figure 5.6

Inference: 94% of employees agree that current MkIS is effective in handling customers

7. Frequently training increases efficiency of employees


Response %

Yes 45 90

No 5 10

50 100

Table 5.7

Figure 5.7

Inference: 90% employees believe that frequent training increases efficiency of employees

8. Satisfaction about security aspect of current MkIS


Response %

Yes 42 84

No 8 16

50 100

Table 5.8

Figure 5.8

Inference: 84% employees are satisfied with the security aspect of current MkIS

9. Implementation of new system is necessary even though it causes loss of jobs of employees


Response %

Yes 25 50

No 25 50

50 100

Table 5.9

Figure 5.9

Inference: 50% of respondents both agree and disagree that new system should be implemented even if it causes loss of jobs

10. Proper follow-ups received from service technicians helps to keep the system properly functioning


Response %

Yes 37 74

No 13 26

50 100

Table 5.10

Figure 5.10

Inference: 74% of respondents believe that proper follow ups about system should be given for its smooth functioning

11. Opinion about, MkIS should not only be limited to use by staff only but also provide information to


Response %

Government 3 6

Shareholders 0 0

Customers 34 68

Stockists 13 26

50 100

Table 5.11

Figure 5.11

Inference: 68% of employees agree that MkIS should provide information also to customers

12. Marketing activities run smoothly with help of MkIS

Response %


Strongly agree 30 60

Agree 15 30

Disagree 5 10

Strongly disagree 0 0

50 100

Table 5.12

Figure 5.12

Inference: 60% of respondents strongly agree that MkIS helps in marketing activities

13. Are there technical problems/failures with current MkIS

Response %


Yes 15 30

No 35 70

50 100

Table 5.13

Figure 5.13

Inference: 70% employees believe that there are no technical problems with current MkIS

14. Extent in which processed information disseminates the needs of employee at right time

Response %


Very high 32 64

High 15 30

Moderate 3 6

Low 0 0

50 100

Table 5.14

Figure 5.14

Inference: 64% of respondents believe that the extent in which processed data is disseminated for employees’ needs is very high

15. MkIS helps to meet global challenges that KMML face in the marketing field

Response %


Yes 40 80

No 10 20

50 100

Table 5.15

Figure 5.15

Inference: 80% of employees agree that MkIS helps KMML to meet its global challenges

16. Awareness of ERP system

Response %


Yes 37 74

No 13 26

50 100

Table 5.16

Figure 5.16

Inference: 74% of employees are aware of ERP system

17. Need for shifting from current MkIS to ERP system

Response %


Yes 35 70

No 15 30

50 100

Table 5.17

Figure 5.17

Inference: 70% of employees agree shifting of current MkIS to ERP system

18. Current MkIS is outdated

Response %


Yes 17 34

No 33 66

50 100

Table 5.18

Figure 5.18

Inference: 66% employees disagree that current MkIS is outdated


Chapter 6

Findings, Suggestions and Conclusion

Findings

60% of the employees believe that the reason for changing from traditional MkIS is for improving the efficiency.


About 26% of employees think better services as the reason for changing from traditional MkIS.

The least majority ie, about 10% think less paper work as cause for changing from traditional MkIS.

6% do not agree that the employee efficiency as increased after implementation of MkIS.

94% of employees believe that employees’ efficiency has improved after the implementation of MkIS.

The present MkIS is not friendly to operate according to 20%. 80% of respondents find the present MkIS user friendly. 76% of respondents strongly agree that the current system caters organization’s

needs. The current system does not cater the present needs of the organization according to

10%. 70% respondents do not believe there is a system failure within current MkIS. 94% of employees agree that current MkIS is effective in handling customers. 90% employees believe that frequent training increases efficiency of employees. 84% employees are satisfied with the security aspect of current MkIS . 16% of employees are not satisfied with the security aspect of current MkIS. 50% of respondents both agree and disagree that new system should be implemented

even if it causes loss of jobs. 74% of respondents believe that proper follow ups about system should be given for

its smooth functioning . 68% of employees agree that MkIS should provide information also to customers Stockists should also be provided with information from the MkIS according to 26%. 60% of respondents strongly agree that MkIS helps in marketing activities. 70% employees believe that there are no technical problems with current MkIS. 64% of respondents believe that the extent in which processed data is disseminated

for employees’ needs is very high. 80% of employees agree that MkIS helps KMML to meet its global challenges. 74% of employees are aware of ERP system. 70% of employees agree shifting of current MkIS to ERP system. 66% employees disagree that current MkIS is outdated.

Suggestions

Employees should be given more awareness about the use and importance of ERP system.

Regular updation of website is necessary. The present system is to be simplified for making it more user-friendly. The present MkIS should be made more responsive to cater the needs of the

employees. The company should sort out a way for implementing new technologies without

causing loss of job to employees. Proper maintenance of system is to be done in order to prevent it from failures and

frequent crashes.


For decision making data are mainly collected from internal company records of KMML. The company will get more valuable data for market research and searching other website.

Conclusion

Bringing more to your everyday life, KMML touches you in numerous ways. Eco-friendly & socially committed, it is the only integrated Titanium Dioxide facility having mining, mineral separation, Synthetic Rutile and pigment-production plants. Apart from producing Rutile grade Titanium Dioxide pigment for various types of industries, it also produces other products like Illmenite, Rutile, Zircon, Sillimenite, Synthetic Rutile etc.

With continued growth and demand in the economy and industry, the products of KMML are being lapped up by the eager market. To survive in this very competitive market the implementation of MkIS into its working has definitely helped it to cater to company needs in a more efficient manner. This has in turn set the wheels turning for KMML’s expansion. So it should more sure that the company’s MkIS functions smoothly.

For this purpose, the employees should be given proper training to make sure that they understand the use and importance of MkIS. The data which is required for decision making should be obtained from external sources also which will make it more valuable for market research so as improve the company’s services in such a way that it can cater the need of its customers in a more efficiently.


Chapter 7

Limitations of the study


Time constraint was the main limitation.

MkIS has some security procedure so wide collection of data is not possible.

The study was only limited to the marketing department of the firm.

It was difficult to collect data as the employees and staff were busy with their routine work at the firm.


Appendix

QUESTIONNAIRETopic: Studyof MkIS in KMML

Name: Age: Sex:Designation: Years of experience:

1. Main reasons for changing from traditional marketing activities of MkIS a)Adapting new technology b)Better services

c)Less paper works d)Efficiency improvement

2. Implementation of MkIS improved efficiency of employeesa)Yes b)No

3. Present MkIS is friendly to operatea)Yes b)No

4. Current system up-to-date to cater the present needs of organizationa)Strongly agree b)Agree

c)Disagree c)Strongly disagree

5. Response about system failure within current MkISa)Yes b)No

6. MkIS of KMML is effective in handling their customersa)Yes b)No

7. Frequently training increases efficiency of employees a)Yes b)No

8. Satisfaction about security aspect of current MkIS


a)Yes b)No

9. Implementation of new system is necessary even though it causes loss of jobs of employeesa)Yes b)No

10. Proper follow-ups received from service technicians helps to keep the system properly functioning a)Yes b)No

11. Opinion about, MkIS should not only be limited to use by staff only but also provide information toa)Government b)Shareholders

c)Customers d)Stockists

12. Marketing activities run smoothly with help of MkISa)Strongly agree b)Agree

c)Disagree c)Strongly disagree

13. Are there technical problems/failures with current MkISa)Yes b)No

14. Extent in which processed information disseminates the needs of employee at right timea)Very high b)High c)Moderate d)Low

15. MkIS helps to meet global challenges that KMML face in the marketing fielda)Yes b)No

16. Awareness of ERP systema)Yes b)No

17. Need for shifting from current MkIS to ERP systema)Yes b)No


18. Current MkIS is outdateda)Yes b)No

19. Advantages of current MkIS ________________________________________________________________________________________________________________________

20. Disadvantages of the current MkIS________________________________________________________________________________________________________________________

21. Suggestions, if any________________________________________________________________________________________________________________________

Note: The information filled in by you kept confidential and will be used for educational purpose only


Bibliography

http://www.kmml.comhttp://www.dsir.gov.in/reports/techreps/tsr095.pdf


Documents

MkIS of KMML