MANAGEMENT INFORMATION SYSTEM Prepared By/-Dr N.K.Ojha

MIS PURPOSE MIS is management information system MIS is the orderly flow of pertinent operational data both internally and between distribution members, for use as a basis of decision making in specified responsibility areas of distribution management. MIS is primarily use of Sales department

INFORMATION ADVANTAGE Useful in marketing planning – helps improve quality of marketing decisions Can help tap market opportunities Provides an alert against competition Helps spot trends – favorable or otherwise Helps develop action plan for growth Gives feedback on consumer needs

Classification of Information Based on the use made of it by marketing- planning, operations, decision making or control Based on subjects – consumers, products, competition, distributors, promotions, pricing, sales volume, value etc. Operations data – facts and figures Also based on assumptions, anticipated occurrences – forecasts relating to the distribution system

INFORMATION PROCESS COLLECTION PROCESSING STORAGE USE

INFORMATION PROCESS COLLECTION: acquiring and placing raw data – monthly sales by each territory PROCESSING: analyzing data to get meaning out of it – arranging, modifying and interpreting the data by the user – comparison of sales between periods STORAGE : keeping the information intact till it is needed. USE: application of information for management decision making – sales data of the last 1 month to forecast the sales of the next month.

Developing a distributor MIS Decide what information is required Organize information in a manner suitable for interpretation and action Decide who will use the information when and for what purpose.

USE OF INFORMATION Planning: sales forecasts or distributor indents Control: expenses against budget There is always a cost of collecting information If data collected is not used properly, the data provider will hesitate to give the information The distributor MIS works at the sales operational level. It has very little strategic intent.

SOURCES OF DATA Report (oral and written) and records of distributor members, sales people Letter, statement and market research Any other information collected by the sales people and the distributor members from the market.

A GOOD DISTRIBUTOR MIS.. Integrated system to handle all regular data Useful decision support system Reflects the style of the marketing organization User friendly and user oriented Convincing to the providers of the information as to its purpose Be cost effective Not need for verification from other sources Be fast and totally reliable

Element importance In a good channel MIS, it is necessary to define upfront for each element of the MIS, the following: Purpose of the Info Source of the Info Action Possible Impact on customer service

Competition Tracking Purpose : Plan day to day corrective action to protect market shares and shelf space Source: Trade, distributor partners and sales people Action Possible: Spot action while in the market and taken by distributor partners or sales people. Impact on service: Timely action to provide better support to the trade and retain their goodwill.

THANK YOU! Dr NK Ojha