20-04-2012, 11:11 AM
A Study on the Marketing Information System of KMML
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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.
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:
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.
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.