Project Report

On

“Review of Management Information System in Consumer Sales

group of State Office in Indian oil & Suggestion to Improve”

Dissertation submitted to the

AJAY KUMAR GARG INSTITIUTE OF MANAGEMENT

“In partial fulfillment of the requirement for the award of the

Certificate of

“POST GRADUATE DIPLOMA IN MANAGEMENT”

Submitted By:-

Niharika Jaiswal

PGDM (1st Yr.)

Session: - 2008-2010
 Id: - [email protected]

ACKNOWLEDGEMENT

My indebtedness and gratitude to the many individuals who have helped to

shape this thesis in its present form cannot be adequately conveyed in just a few
sentences. Yet I must record my immense gratitude to the brains and hands that
worked overtime to support my efforts in making a near comprehensive study of
a topic as broad as “review of MIS in consumer sales group of state office in
Indian Oil & suggestion to improve“, in Indian oil corporation Ltd., Noida.

I am highly obliged to Mr. Manoj Mathur , & Mr. Amit srivastsva, IOCL,
Noida for giving me this opportunity to work on this challenging project and
lending me his learnings over the months and continuous guidance in his
capacity as my Project Guide. I also owe my indebtness to Mrs. Shraboni
Ghosh, Mr.Vinod Gupta.

Next in line I thank all the professors of AKGIM for apprising me of their
specific requirements and the nuances of the system and helping me immensely
with their phenomenal and participative responses during the interviews I had
with them. The thank list would be far from incomplete without the mention of
all such Supervisors, Associates and all the employees of IOCL, Noida.

Last but not the least I am thankful to Almighty God, my parents, my uncle, my
friends for their immense support and cooperation throughout.

In fact the list can never be completed….

NIHARIKA JAISWAL
Table Of Contents

CONTENTS PAGE

Abstract………………………………………………………………………………
Acknowledgement ...........................................................................................

Preface

1. Introduction…………………………………………………………………………

2. An Overview of Indian oil corporation Ltd...................................................

3. Significant events in history

4. IOCL Major Units

5. Management information system

6. Marketing information system

7. Industry practices

8. Conclusion

9. Bibliography
 PREFACE

Summer training in the business organization make the student’s

more practical and habitual To analyze the situation in more critical

and refined way which ultimately contribute in later stage of practice.

I feel encouraged by doing summer training in the Indian oil

corporation ltd. in Noida. The topic assigned to me was “Review Of

Management Information System In Consumer Sales Group Of State

Office In Indian Oil & Suggestion To Improve”.

Management information system is a complex, multifaceted

phenomenon and can be viewed from multiple perspectives and it is

developed to support all levels of management.

I got an opportunity to undergo my summer training in “Indian

oil corporation ltd.” Under the summer training programme I went

through entire consumer sales departments in company. On the basis

of my survey work and available data in the company, the prepared

report is presented.
 ABSTRACT

Management information Systems (MIS), sometimes referred to as Information

Management and Systems, are the discipline covering the application of people,

technologies, and procedures — collectively called information systems — to

solving business problems. Management Information Systems are distinct from

regular information systems in that they are used to analyze other information

systems applied in operational activities in the organization. Academically, the

term is commonly used to refer to the group of information management

methods tied to the automation or support of human decision making, e.g.

Decision Support Systems, Expert systems, and Executive information

systems.The terms MIS and information system are often confused. Information

systems include systems that are not intended for decision making. MIS is

sometimes referred to, in a restrictive sense, as information technology

management. That area of study should not be confused with computer science.

IT service management is a practitioner-focused discipline. MIS has also some

differences with Enterprise Resource Planning (ERP) as ERP incorporates

elements that are not necessarily focused on decision support.

1.Introduction

The 18th largest petroleum company in the world, Indian Oil Corporation Ltd.

(IndianOil) was formed in 1964 after the merger of Indian Oil Company Ltd. With

Indian Refineries Ltd. It is currently India's largest company (by sales) and has reported a net

profit of INR 38.2 bn in fiscal 2008.

At 170th position, IndianOil is also the highest-ranked Indian company in the

Fortune Global 500 list. The company's 10,000th petrol station was commissioned during

2004-05. A wholly owned subsidiary, IndianOil Technologies Ltd., has been established for

commercialising the innovations and technologies developed by IndianOil's R&D Centre.

1.1 Business

IndianOil controls ten of India's 18 refineries with a combined capacity of 54.20 million

metric tonnes per annum. The company lays crude oil and petroleum products pipelines and

provides consultancy for commissioning, operating and maintaining pipelines. IndianOil

operates a total network of 8952 km crude oil and petroleum product pipelines.

Its Servo brand lubricants control over 42 per cent market share in India. The company also

has a 65 per cent market share in the aviation fuel business. Kisan Sewa Kendras, launched to

meet the needs of rural customers, offer fertilizers, seeds, pesticides, farm equipment,

medicines, spare parts for trucks and tractors, tractor engine oils and pump set oils, besides

auto fuels and kerosene. Indian Oil reaches Indane cooking gas to 41.05 million households.
1.2 Partnership

The corporation has launched several joint ventures in partnership with some of the most

respected companies from India and abroad including Lubrizol, Petronas, Oiltanking GmbH

and Marubeni.

1.3 Location

IndianOil's has a network of 24,000 sales points, 158 bulk storage depots and terminals, 95

aviation fuel stations and 88 Indane LPG bottling plants all over India. Indian Oil has also set

up offices in SriLanka, Mauritius and the UAE. Servo lubricants are being marketed in

Dubai, Nepal, Bhutan, Kuwait, Malaysia, Bahrain, Indonesia, Sri Lanka, Kyrgyzstan,

Mauritius and Bangladesh. IndianOil has been lending its expertise for nearly two decades to

various countries in several areas of refining, marketing, transportation, training and research

and development. These include Sri Lanka, Kuwait, Bahrain, Iraq, Abu Dhabi, Tanzania,

Ethiopia, Algeria, Nigeria, Nepal, Bhutan, Maldives, Malaysia, Sudan and Zambia.

Statistics:

Public Company

Incorporated: 1964

Employees: 32,266

Sales: Rs 113.32 billion ($24.2 billion) (2001)

Stock Exchanges: Mumbai

Ticker Symbol: 530965

NAIC: 324110 Petroleum Refineries

1.4 Company Perspectives:

We strive be a major diversified, transnational, integrated energy company, with national

leadership and a strong environmental conscience, playing a national role in oil security and

public distribution.

2. Company History

The Indian Oil Corporation Ltd. operates as the largest company in India in terms of turnover

and is the only Indian company to rank in the Fortune "Global 500" listing. The oil concern is

administratively controlled by India's Ministry of Petroleum and Natural Gas, a government

entity that owns just over 90 percent of the firm. Since 1959, this refining, marketing, and

international trading company served the Indian state with the important task of reducing

India's dependence on foreign oil and thus conserving valuable foreign exchange. That

changed in April 2002, however, when the Indian government deregulated its petroleum

industry and ended Indian Oil's monopoly on crude oil imports. The firm owns and operates

seven of the 17 refineries in India, controlling nearly 40 percent of the country's refining

capacity.

2.1 Origins

Indian Oil owes its origins to the Indian government's conflicts with foreign-owned oil

companies in the period immediately following India's independence in 1947. The leaders of

the newly independent state found that much of the country's oil industry was effectively in

the hands of a private monopoly led by a combination of British-owned oil companies

Burmah and Shell and U.S. companies Standard-Vacuum and Caltex.

An indigenous Indian industry barely existed. During the 1930s, a small number of Indian oil

traders had managed to trade outside the international cartel. They imported motor spirit,

diesel, and kerosene, mainly from the Soviet Union, at less than world market prices.
Supplies were irregular, and they lacked marketing networks that could effectively compete

with the multinationals.

Burmah-Shell entered into price wars against these independents, causing protests in the

national press, which demanded government-set minimum and maximum prices for

kerosene--a basic cooking and lighting requirement for India's people--and motor spirit. No

action was taken, but some of the independents managed to survive until World War II, when

they were taken over by the colonial government for wartime purposes.

During the war, the supply of petroleum products in India was regulated by a committee in

London. Within India, a committee under the chairmanship of the general manager of

Burmah-Shell and composed of oil company representatives pooled the supply and worked

out a set price. Prices were regulated by the government, and the government coordinated the

supply of oil in accordance with defense policy.

2.2 The Indian Oil Industry Evolves: Late 1940s-60s

Wartime rationing lasted until 1950, and a shortage of oil products continued until well after

independence. The government's 1948 Industrial Policy Resolution declared the oil industry

to be an area of the economy that should be reserved for state ownership and control,

stipulating that all new units should be government-owned unless specifically authorized.

India remained effectively tied to a colonial supply system, however. Oil could only be

afforded if imported from a country in the sterling area rather than from countries where it

had to be paid for in dollars. In 1949, India asked the oil companies of Britain and the United

States to offer advice on a refinery project to make the country more self-sufficient in oil. The

joint technical committee advised against the project and said it could only be run at a

considerable loss.
The oil companies were prepared to consider building two refineries, but only if these

refineries were allowed to sell products at a price ten percent above world parity price. The

government refused, but within two years an event in the Persian Gulf caused the companies

to change their minds and build the refineries. The companies had lost their huge refinery at

Abadan in Iran to Prime Minister Mussadegh's nationalization decree and were unable to

supply India's petroleum needs from a sterling-area country. With the severe foreign

exchange problems created, the foreign companies feared new Iranian competition within

India. Even more important, the government began to discuss setting up a refinery by itself.

Between 1954 and 1957, two refineries were built by Burmah-Shell and Standard-Vacuum at

Bombay, and another was built at Vizagapatnam by Caltex. During the same period the

companies found themselves in increasing conflict with the government.

The government came into disagreement with Burmah Oil over the Nahorkatiya oil field

shortly after its discovery in 1953. It refused Burmah the right to refine or market this oil and

insisted on joint ownership in crude production. Burmah then temporarily suspended all

exploration activities in India.

Shortly afterward, the government accused the companies of charging excessive prices for

importing oil. The companies also refused to refine Soviet oil that the government had

secured on very favorable terms. The government was impatient with the companies'

reluctance to expand refining capacity or train sufficient Indian personnel. In 1958, the

government formed its own refinery company, Indian Refineries Ltd. With Soviet and

Romanian assistance, the company was able to build its own refineries at Noonmati, Barauni,

and Koyali. Foreign companies were told that they would not be allowed to build any new

refineries unless they agreed to a majority shareholding by the Indian government.

In 1959, the Indian Oil Company was founded as a statutory body. At first, its objective was

to supply oil products to Indian state enterprise. Then it was made responsible for the sale of

the products of state refineries. After a 1961 price war with the foreign companies, it emerged

as the nation's major marketing body for the export and import of oil and gas.

Growing Soviet imports led the foreign companies to respond with a price war in August

1961. At this time, Indian Oil had no retail outlets and could sell only to bulk consumers. The

oil companies undercut Indian Oil's prices and left it with storage problems. Indian Oil then

offered even lower prices. The foreign companies were the ultimate losers because the

government was persuaded that a policy of allowing Indian Oil dominance in the market was

correct. This policy allowed Indian Oil the market share of the output of all refineries that

were partly or wholly owned by the government. Foreign oil companies would only be

allowed such market share as equaled their share of refinery capacity.

2.3 Indian Oil Corporation: 1964 to the 1990s

In September 1964, Indian Refineries Ltd. and the Indian Oil Company were merged to form

the Indian Oil Corporation. The government announced that all future refinery partnerships

would be required to sell their products through Indian Oil.

It was widely expected that Indian Oil and India's Oil and Natural Gas Commission (ONGC)

would eventually be merged into a single state monopoly company. Both companies grew

vastly in size and sales volume but, despite close links, they remained separate. ONGC

retained control of most of the country's exploration and production capacity. Indian Oil

remained responsible for refining and marketing.

During this same decade, India found that rapid industrialization meant a large fuel bill,

which was a steady drain on foreign exchange. To meet the crisis, the government prohibited
imported petroleum and petroleum product imports by private companies. In effect, Indian

Oil was given a monopoly on oil imports.

A policy of state control was reinforced by India's closer economic and political links with

the Soviet Union and its isolation from the mainstream of western multinational capitalism.

Although India identified its international political stance as non-aligned, the government

became increasingly friendly with the Soviet Bloc, because the United States and China were

seen as too closely linked to India's major rival, Pakistan. India and the USSR entered into a

number of trade deals. One of the most important of these trade pacts allowed Indian Oil to

import oil from the USSR and Romania at prices lower than those prevailing in world

markets and to pay in local currency, rather than dollars or other convertible currencies.

For a time, no more foreign refineries were allowed. By the mid-1960s, government policy

was modified to allow expansions of foreign-owned refinery capacity. The Indian Oil

Corporation worked out barter agreements with major oil companies in order to facilitate

distribution of refinery products.

In the 1970s, the Oil and Natural Gas Commission of India, with the help of Soviet

and other foreign companies, made several important new finds off the west coast of India,

but this increased domestic supply was unable to keep up with demand. When international

prices rose steeply after the 1973 Arab oil boycott, India's foreign exchange problems

mounted. Indian Oil's role as the country's monopoly buyer gave the company an increasingly

important role in the economy. While the Soviet Union continued to be an important supplier,

Indian Oil also bought Saudi, Iraqi, Kuwaiti, and United Arab Emirate oil. India became the

largest single purchaser of crude on the Dubai spot market.

 The government decided to nationalize the country's remaining refineries. The

Burmah-Shell refinery at Bombay and the Caltex refinery at Vizagapatnam were taken over

in 1976. The Burmah-Shell refinery became the main asset of a new state company, Bharat

Petroleum Ltd. Caltex Oil Refining (India) Ltd. was amalgamated with another state

company, Hindustan Petroleum Corporation Ltd., in March 1978. Hindustan had become

fully Indian-owned on October 1, 1976, when Esso's 26 percent share was bought out. On

October 14, 1981, Burmah Oil's remaining interests in the Assam Oil Company were

nationalized, and Indian Oil took over its refining and marketing activities. Half of India's 12

refineries belonged to Indian Oil. The other half belonged to other state-owned companies.

By the end of the 1980s, India's oil consumption continued to grow at eight percent per year,

and Indian Oil expanded its capacity to about 150 million barrels of crude per annum. In

1989, Indian Oil announced plans to build a new refinery at Pradip and modernize the Digboi

refinery, India's oldest. However, the government's Public Investment Board refused to

approve a 120,000 barrels-per-day refinery at Daitari in Orissa because it feared future over-

capacity.

By the early 1990s, Indian Oil refined, produced, and transported petroleum products

throughout India. Indian Oil produced crude oil, base oil, formula products, lubricants,

greases, and other petroleum products. It was organized into three divisions. The refineries

and pipelines division had six refineries, located at Gwahati, Barauni, Gujarat, Haldia,

Mathura, and Digboi. Together, the six represented 45 percent of the country's refining

capacity. The division also laid and managed oil pipelines. The marketing division was

responsible for storage and distribution and controlled about 60 percent of the total oil

industry sales. The Assam Oil division controlled the marketing and distribution activities of

the formerly British-owned company.

Indian Oil also established its own research center at Faridabad near New Delhi for testing

lubricants and other petroleum products. It developed lubricants under the brand names Servo

and Servoprime. The center also designed fuel-efficient equipment.

2.4 Changes in the Oil Industry: Late 1990s and Beyond

The oil industry in India changed dramatically throughout the 1990s and into the new

millennium. Reform in the downstream hydrocarbon sector--the sector in which Indian Oil

was the market leader--began as early in 1991 and continued throughout the decade. In 1997,

the government announced that the Administered Pricing Mechanism (APM) would be

dismantled by 2002.

To prepare for the increased competition that deregulation would bring, Indian Oil

added a seventh refinery to its holdings in 1998 when the Panipat facility was commissioned.

The company also looked to strengthen its industry position by forming joint ventures. In

1993, the firm teamed up with Balmer Lawrie & Co. and NYCO SA of France to create Avi-

Oil India Ltd., a manufacturer of oil products used by defense and civil aviation firms. One

year later, Indo Mobil Ltd. was formed in a 50-50 joint venture with Exxon Mobil. The new

company imported and blended Mobil brand lubricants for marketing in India, Nepal, and

Bhutan. In addition, Indian Oil was involved in the formation of ten major ventures from

1996 through 2000.

Indian Oil also entered the public arena as the government divested nearly 10 percent

of the company. In 2000, Indian Oil and ONGC traded a 10 percent equity stake in each other

in a strategic alliance that would better position the two after the APM dismantling, which

was scheduled for 2002. According to a 1999 Hindu article, Indian Oil Corporation's strategy

at this time was "to become a diversified, integrated global energy corporation." The article
went on to claim that "while maintaining its leadership in oil refining, marketing and pipeline

transportation, it aims for higher growth through integration and diversification. For this, it is

harnessing new business opportunities in petrochemicals, power, lube marketing, exploration

and production ... and fuel management in this country and abroad."

In early 2002, Indian Oil acquired IBP, a state-owned petroleum marketing company.

The firm also purchased a 26 percent stake in financially troubled Haldia Petrochemicals Ltd.

In April of that year, Indian Oil's monopoly over crude imports ended as deregulation of the

petroleum industry went into effect. As a result, the company faced increased competition

from large international firms as well as new domestic entrants to the market. During the first

45 days of deregulation, Indian Oil lost Rs7.25 billion, a signal that the India's largest oil

refiner would indeed face challenges as a result of the changes.

Nevertheless, Indian Oil management believed that the deregulation would bring lucrative

opportunities to the company and would eventually allow it to become one of the top 100

companies on the Fortune 500--in 2001 the company was ranked 209. With demand for

petroleum products in India projected to grow from 148 million metric tons in 2006 to 368

million metric tons by 2025, Indian Oil believed it was well positioned for future growth and

prosperity.

2.5. KeyDates:
1948: India's government passes the Industrial Policy Resolution, which states that its oil
industry should be state-owned and operated.
1958: The government forms its own refinery company, Indian Refineries Ltd.
1959: Indian Oil Company is founded as a statutory body to supply oil products to Indian
state enterprise.
1964: Indian Refineries and Indian Oil Company merge to form the Indian Oil Corporation.
1976: The Burmah-Shell and the Caltex refineries are nationalized.
1981: Half of India's 12 refineries are operated by Indian Oil.
1998: The company's seventh refinery is commissioned at Panipat.

2002: The Indian petroleum industry is deregulated.

2.6. Key executives of IOCL:

S.No Name Designation

1 Mr. Sarthak Behuria Chairman / Chair Person

2 Mr. Vishan Chandra Agrawal Director

3 Mr. Brij Mohan Bansal Director

4 Mr. Anand Kumar Director

5 Mr. Gyan Chand Daga Director

6 Mr. Sthanunathan Sundareshan Director

7 Mr. Pradeep Kumar Sinha Director

8 Mr. Serangulam Varadarajan Narasimhan Director

9 Mr. Basavaraj Ningappa Bankapur Director

10 Mr. Pranab Kumar Chakraborti Director

11 Dr. Indira Parikh Director

12 Prof. Gautam Barua Independent Director

13 Mr. N K Poddar Independent Director

14 Dr. Indu Shahani Independent Director

15 Mr. Anees Noorani Independent Director

16 Mr. Michael Bastian Independent Director

17 Mr. S V Narasimhan Nominee Director

2.7. Principal Subsidiaries: Indo Mobil Ltd. (50%); Avi-Oil Ltd. (25%); Indian Oiltanking

Ltd. (25%); Petronet India Ltd. (16%); Petronet VK Ltd. (26%); Petronet CTM Ltd. (26%);

Petronet CIPL Ltd. (12.5%); IndianOil Petronas Ltd. (50%); IndianOil Panipat Power
Consortium Ltd. (26%); IndianOil TCG Petrochem Ltd. (50%); Librizol India Pvt. Ltd.

(50%).

2.8. Principal Competitors: Bharat Petroleum Corporation Ltd.; Hindustand Petroleum

Corporation Ltd.; Royal Dutch/Shell Group of Companies.

Company Sales Current Change (%) P/E Ratio Market 52-Week

(Rs.Cr.) Price Cap.(Rs.Cr.) High/Low

Essar Oil Ltd. 38106.35 146.20 3.18 0.00 17566.36 247/54

Sah Petroleums Ltd. 205.76 21.50 1.90 1954.55 94.60 40/8

Indraprastha Gas Ltd. 860.41 143.90 1.70 11.68 2014.60 154/93

Hindustan Petroleum104312.99 334.00 1.46 24.42 11310.15 398/163

Corporation Ltd.

Mangalore Refinery And32565.85 84.30 1.38 12.39 14776.97 102/30

Petrochemicals Ltd.

Bongaigaon Refinery &6030.46 45.60 1.10 3.10 911.17 71/34

Petrochemicals Ltd.

Bharat Petroleum110208.13 467.00 1.04 22.94 16884.02 516/226

Corporation Ltd.

Reliance Petroleum Ltd. 0.00 118.90 0.38 639.25 53505.00 177/68

Chennai Petroleum28172.61 178.25 -0.11 0.00 2655.93 336/78

Corporation Ltd.

Cals Refineries Ltd. 0.08 0.73 -1.35 0.00 579.62 5/-

3. Indian oil major units

1. Refinery division

2. Pipeline division
 3. R&D division

4. Marketing division

3.1. Refinery Division

IndianOil controls 10 of India’s 20 refineries. The group refining capacity is 60.2 million

metric tonnes per annum (MMTPA) or 1.2 million barrels per day -the largest share among

refining companies in India. It accounts for 33.8% share of national refining capacity.

IndianOil refineries have an ambitious growth plan with an outlay of about Rs. 55,000 crore

for capacity augmentation, de-bottlenecking, bottom upgradation and quality upgradation.

Major projects under implementation include a 15 MMTPA grassroots refinery at Paradip,

Orissa, Naphtha Cracker and Polymer Complex at Panipat, Panipat Refinery expansion from

12 MMTPA to 15 MMTPA, among others

IndianOil Refineries: Installed Capacities

(MMTPA)
Digboi

0.65

Guwahati

1.0

Barauni

6.0

Koyali

13.7

Haldia

6.0

Mathura

8.0

Panipat

12.0
 (MMTPA – Million metric tonnes per annum,

equal to 20, 000 barrels per day)

3.2. Pipeline Division

It is an established fact that pipelines are preferred as a cost effective, energy efficient, safe

and environment friendly method of transportation for petroleum products and crude oil and

are playing a leading role in meeting the demand for petroleum products in India. Economic

growth and expansion of infrastructure in India offer opportunities to better utilize the

existing pipeline network in addition to expand by constructing new pipelines.

IndianOil, the pioneer in cross-country petroleum product pipeline in the Indian sub-continent

constructed and commissioned its first petroleum product pipeline, Guwahati-Siliguri

Pipeline in the year 1964. Since then IndianOil has mastered the art and technology of

pipeline engineering. Over the last four decades the pipeline network of IndianOil has grown

to 10,000 km with a capacity of about 62 million metric tonnes per year. Commissioning of

new projects worth about Rs. 2,300 crore including LPG and R-LNG pipelines will reach the

capacity to 75 million metric tonnes per annum with a network of over 10,000 km.

3.3. Marketing division

IndianOil provides a wide range of marketing services and consultancy in fuel handling,

distribution, storage and fuel/lube technical services. With a formidable bank of technical and

engineering talent, IndianOil is fully equipped to handle small to large-scale infrastructural

projects in the petroleum downstream sector anywhere in the country. Our project teams have

independently or jointly as a consortium, have set up depots, terminals, pipelines, aviation

fuel stations, filling plants, LPG bottling plants, amongst others. IndianOil's fuel management

system to bulk customers offer customized solutions that deliver least cost supplies keeping
in mind usage patterns and inventory levels. A wide network of lubricant and fuel testing

laboratories are available at major installations which is further backed by sector-wise

expertise in the core sectors of power, steel, fertiliser, gas plants, textile mills, etc. Cutting

edge systems and processes are designed around one simple belief-to provide valuable

customers with an unbeatable edge in their business. IndianOil's supply and distribution

network is strategically located across the country linked through a customized supply chain

system backed by front offices located in conceivably every single town of consequence.

The wide network of services offered by IndianOil, Marketing Division is illustrated in this

section, which includes; commercial/reticulated LPG; total fuel management/ consumer

pumps; IndianOil Aviation Service; LPG Business (non-fuel alliances); loyalty programs;

retail business (non-fuel alliances) and SERVO technical services.

Head Quarter: BOMBAY

In the marketing division there is 16 state office, one of them is UPSO-II

3.3.1. Hierarchy Of Marketing Division

3.4. Research and development

Indian Oil's world class R&D Centre, established in 1972, has state-of –the art facilities and has

delivered pioneering results in lubricants technology, refining process, pipeline transportation, bio-

fuels and fuel-efficient appliances.

Over the past three decades, Indian Oil R&D Centre has developed over thousands of formulations of

lubricating oils and greases responding to the needs of Indian industry and consuming sectors like
Defence, Railways, Public Utilities and Transportation. The Centre has also developed and introduced

many new lubricant products to the Indian market like multi grade railroad oils.

3.5. Products of IOCL

Petroleum product

As the flagship national oil company in the downstream sector, Indian oil reaches precious

petroleum products to millions of people every day through an unmatched countrywide

network. That are naphtha, high speed diesel, LDO, Furnace oil, LSHS, Bitumen, packed

Bitumen, special products etc.

4. Management information system

Information is the basis for every decision taken in an organization. The efficiency of

management depends upon the availability of regular and relevant information. Thus it is

essential that an effective and efficient reporting system be developed as part of accounting

system. The main object of management information is to obtain the required information

about the operating results of an organization regularly in order to use them for future

planning and control.

4.1. CONCEPT OF MIS

DEF: “A system of people, equipment, procedures, documents and communications that

collects, validates, operates on transformers, stores, retrieves, and present data for use in

planning, budgeting, accounting, controlling and other management process.”

Management
“Management can be defined as a science of using resources rationally (mobilization, allocation,

combination, utilization of resources in judicious manner using appropriate skills, approaches and

techniques) and economically to achieve the desired results or meet the targeted performance level”

Information

“Information is data that has been processed into a form that is meaningful to the recipient and is of

real or perceived value in current or progressive decision”

– Davis and Olson

• The data information cycle can be expressed as –

Idea

Intelligence Data

Knowledge Information

System

“A system can be defined as a group of inter-related, often interacting units that together perform a

task in a synchronized manner to provide the desired result.”

A business is also a system where resources such as people, money, material, machines etc., are

transformed by various organization processes into goods and services.

4.1.1. The function of MIS can be shown diagrammatically as-

Determination of Information needs

 Data gathering and processing

Evaluation, Indexing, Abstraction

Dissemination Storage 4.2. ORGANIZATION STRUCTURE

AND INFORMATION NEEDS

Information Use The management can be broadly classified,

depending upon the requirements of information for performing their managerial responsibilities, into

4.2.1. Top Management (Strategic):

The main responsibilities are:

i) Determining the overall goals and objectives of the business.

ii) Dealing with long term plans, policy matters and broad based strategic planning.

iii) Establishing a framework within which the various departments should work.

“The information used is futuristic and external in nature (political, economical, social, technological,

ecological and legal). It receives the summary from the middle management and the decision made at

this level is non-programmed but strategic.”

4.2.2 Middle Management (Tactical): The middle management is concerned with

elaborating, classifying, and transforming of organizational goals into actions and plans.

The information is fed from the top management as well as the supervisory management

and is internal in nature. It needs information for short-term planning.”

4.2.3 Lower level Management (Operation): The supervisory management deals

with the operational plans, policies and procedures for transforming or

 converting inputs to outputs. It is responsible for “day-to-day” routine

decisions and operations of the organization.

“The information is received from the middle management and is mostly internal in nature. Decisions

at this level are usually routine, structured and programmed. The functions and processes are

standardized.”

4.3. The Marketing Information System

Sales and Marketing is a key process for the sustenance of any business as revenues are a direct

outcome of it. Information Systems within the Sales and Marketing process implement technologies

that allow the personnel to access crucial and updated information related to access crucial and

updated information related to customer preferences and market demands to offer prompt services.

Organizations are increasingly gaining a competitive edge by integrating Information Systems

with their business processes to determine and implement potential sales strategies. Substantial results

can be achieved by using Information Systems to analyze the sales pipelining process. Sales

pipelining is the process of recognizing the initiation and closure of each sale in which a prospective

customer is converted into a customer and then into a repeat customer.

4.3.1. DEFINING SALES AND MARKETING

A sale is a customer business organization transaction involving the exchange of goods or services

with money. In an organization, it is usually the Sales team that interfaces with the customers to

enable this transaction.

Marketing is defined as a brand name building exercise for the product or service being

offered by a company. The end objective of marketing is to incorporate a sense of recall among

existing and potential customers regarding the product or service. Marketing helps to establish and

enhance the credibility of the product or service.

 To understand the proper role of information systems one must examine what

managers do and what information they need for decision making. We must also understand

how decisions are made and what kinds of decision problems can be supported by formal

information systems. One can then determine whether information systems will be valuable

tools and how they should be designed.

4.3.2. COMPONENTS OF A MARKETING INFORMATION

SYSTEM

A marketing information system (MIS) is intended to bring together disparate items of

data into a coherent body of information. An MIS is, as will shortly be seen, more than raw

data or information suitable for the purposes of decision making. An MIS also provides

methods for interpreting the information. Moreover, as Kotler's definition says, an MIS is

more than a system of data collection or a set of information technologies:

Figure .The marketing information systems and its subsystems

Figure illustrates the major components of an MIS, the environmental factors monitored by

the system and the types of marketing decision which the MIS seeks to underpin.

The explanation of this model of an MIS begins with a description of each of its four main constituent

parts: the internal reporting systems, marketing research system, marketing intelligence system and

marketing models. It is suggested that whilst the MIS varies in its degree of sophistication - with

many in the industrialized countries being computerized and few in the developing countries being so

- a fully fledged MIS should have these components, the methods (and technologies) of collection,

storing, retrieving and processing data notwithstanding.

(a)Internal reporting systems: All enterprises which have been in operation for any period of time

have a wealth of information. However, this information often remains under-utilized because it is

compartmentalized, either in the form of an individual entrepreneur or in the functional departments

of larger businesses. That is, information is usually categorized according to its nature so that there

are, for example, financial, production, manpower, marketing, stockholding and logistical data. Often

the entrepreneurs, or various personnel working in the functional departments holding these pieces of

data, do not see how it could help decision makers in other functional areas. Similarly, decision
makers can fail to appreciate how information from other functional areas might help them and

therefore do not request it.

The internal records that are of immediate value to marketing decisions are: orders received,

stockholdings and sales invoices. These are but a few of the internal records that can be used by

marketing managers, but even this small set of records is capable of generating a great deal of

information. Below, is a list of some of the information that can be derived from sales invoices:

• Product type, size and pack type by territory.

• Product type, size and pack type by type of account.

• Product type, size and pack type by industry.

• Product type, size and pack type by customer.

• Average value and/or volume of sale by territory

• Average value and/or volume of sale by type of account

• Average value and/or volume of sale by industry

• Average value and/or volume of sale by sales person

By comparing orders received with invoices an enterprise can establish the extent to which it is

providing an acceptable level of customer service. In the same way, comparing stockholding records

with orders received helps an enterprise ascertain whether its stocks are in line with current demand

patterns.

(b) Marketing research systems: The general topic of marketing research has been the prime '

subject of the textbook and only a little more needs to be added here. Marketing research is a

proactive search for information. That is, the enterprise which commissions these studies does so to

solve a perceived marketing problem. In many cases, data is collected in a purposeful way to address

a well-defined problem (or a problem which can be defined and solved within the course of the

study). The other form of marketing research centres not around a specific marketing problem but is
an attempt to continuously monitor the marketing environment. These monitoring or tracking

exercises are continuous marketing research studies, often involving panels of farmers, consumers or

distributors from which the same data is collected at regular intervals. Whilst the ad hoc study and

continuous marketing research differs in the orientation, yet they are both proactive.

(c) Marketing intelligence systems: Whereas marketing research is focused, market intelligence is

not. A marketing intelligence system is a set of procedures and data sources used by marketing

managers to sift information from the environment that they can use in their decision making. This

scanning of the economic and business environment can be undertaken in a variety of ways,

including:

 Unfocused scanning: - The manager, by virtue of what he/she reads, hears and watches

expose him/herself to information that may prove useful. Whilst the behavior is unfocused

and the manager has no specific purpose in mind, it is not unintentional.

 Semi-focused scanning: - Again, the manager is not in search of particular pieces of

information that he/she is actively searching but does narrow the range of media that is

scanned. For instance, the manager may focus more on economic and business publications,

broadcasts etc. and pay less attention to political, scientific or technological media.

 Informal search: - This describes the situation where a fairly limited and unstructured attempt

is made to obtain information for a specific purpose. For example, the marketing manager of a

firm considering entering the business of importing frozen fish from a neighbouring country

may make informal inquiries as to prices and demand levels of frozen and fresh fish. There

would be little structure to this search with the manager making inquiries with traders he/she

happens to encounter as well as with other ad hoc contacts in ministries, international aid

agencies, with trade associations, importers/exporters etc.

 Formal search: - This is a purposeful search after information in some systematic way. The

information will be required to address a specific issue. Whilst this sort of activity may seem

to share the characteristics of marketing research it is carried out by the manager him/herself
 rather than a professional researcher. Moreover, the scope of the search is likely to be narrow

in scope and far less intensive than marketing research

Some enterprises will approach marketing intelligence gathering in a more deliberate fashion and will

train its sales force, after-sales personnel and district/area managers to take cognizance of competitors'

actions, customer complaints and requests and distributor problems. Enterprises with vision will also

encourage intermediaries, such as collectors, retailers, traders and other middlemen to be proactive in

conveying market intelligence back to them.

(d) Marketing models:

Within the MIS there has to be the means of interpreting information in order to give direction to

decision. These models may be computerized or may not. Typical tools are:

• Time series sales modes.

• Brand switching models.

• Linear programming.

• Elasticity models (price, incomes, demand, supply, etc.).

• Regression and correlation models.

• Analysis of Variance (ANOVA) models.

• Sensitivity analysis.

• Discounted cash flow.

• Spreadsheet 'what if models.

These and similar mathematical, statistical, econometric and financial models are the analytical

subsystem of the MIS. A relatively modest investment in a desktop computer is enough to allow an

enterprise to automate the analysis of its data. Some of the models used are stochastic, i.e. those

containing a probabilistic element whereas others are deterministic models where chance plays no

part. Brand switching models are stochastic since these express brand choices in probabilities whereas
linear programming is deterministic in that the relationships between variables are expressed in exact

mathematical terms.

4.4.Marketing Strategies Using MIS

The role of Information Systems in devising Marketing strategies has been increasing over the years.

Organizations derive the following benefits from implementing Information Systems in marketing:

 Creating effective Marketing plans: Target market identification, implementation of the entire

marketing campaign and finally setting up of required standards criteria and evaluating the

performance of the plans generated.

 Customizing modules for specific requirements: Information can be used to manage

campaigns to retain customers, vendors and optimize services regarding each contact.

 Managing critical business issues: Information Systems are effectively used to manage critical

issues, such as costs and budget analysis, media policies, establishing milestones and segment

management for every campaign.

 Creating Product promotional strategies: Information Systems are used to design, analyze and

implement product promotional strategies of a particular brand according to its price, quality,

and other related issues.

 Conducting market analysis: Information Systems can be used to survey the potential market

and this information can be analyzed to develop specific target market strategies.

 Preparing comprehensive reports: Information Systems can filter information to provide

customized solutions to marketers. This information can be viewed in various ways such as

summarized views, total, sub total, statistical views or graphic views.

4.4.1. Strategic Information Mining

Data-based marketing is fairly new, so few CIOs have experience with the relevant methodology and

technologies. Here's how to go from data processing to information mining.One of the important

challenges today's CIOs face is the shift from data processing to information processing. On the
forefront of this phenomenon is perhaps the most strategic application of all: data-based marketing.

At the core of data-based marketing is the mining of historical transactional data to uncover customer

patterns and trends. Data-based marketing cannot succeed without support from technology experts.

Unfortunately, marketers often find IS personnel uncooperative. The problems usually stem from

some basic misconceptions:

Misconception:

The MIS department has the knowledge and tools to build correct data-based marketing systems; it

just needs to move more quickly and pro-actively.

Reality: MIS's experience base is usually operational systems. An order-entry clerk's very

regimented use of data does not resemble the way marketers use information to devise customer-

acquisition strategies, plan promotions, and search for new marketing ideas. Thus, most of what IS

personnel learn from building operational data processing systems simply doesn't apply to data-based

marketing.

Misconception: Marketers do not communicate what they want.

Reality: Marketing requirements differ significantly from other business requirements. Marketers

cannot communicate a complete and invariant set of requirements because their most important

requirement is to be able to deal with constantly changing needs.

Misconception: The way the data already exists in the operational databases is good for marketing

information mining.

Reality: For marketing needs, the data must be carefully prepared to address ever-present integrity

and consistency problems. Moreover, the data must be cast into logical and physical structures

tailored to the unique task of marketing information mining. Resource sharing between operational

and informational databases usually leads to bottlenecks and escalating costs.

Misconception: Relational queries give users enough flexibility for accessing the data.

Reality: Relational interfaces cannot do complex data transformation and statistical aggregation in a

straightforward and efficient way. Expressing marketing analysis queries in SQL is about as natural

as writing operating systems in COBOL. This is the reason that, in the absence of their own database,

marketing analysts may use SQL to pull data extracts, but they do the real work with other tools.

Misconception: End-user "automated" analysis tools, based on rule induction, neural networks, fuzzy

logic, genetic algorithms, fractals, or fuzzy logic, replace the need for human information mining.

Reality: All these techniques require, just as old-fashioned statistical analysis does, careful

structuring of the inputs and tinkering with the knobs. At the very least, a human analyst must

discover what is relevant before asking a program to verify, refine, and quantify it.

Misconception: Data-based marketing is just a sales forecasting or a customer-selection system.

Reality: Analyzing marketing data and implementing the results of the analysis are two different

things. Information mining will likely result in a slew of new operational systems, but one should not

confuse gold with the process of mining it.

Because data-based marketing is new, few CIOs have experience with the relevant

methodology and technologies. CIOs must understand the key differences between data processing

and information mining. The goal of data processing is to support the smooth flow of a business's

daily activities. The goal of information mining is to detect and measure marketplace phenomena in

order to actively manage business change.

4.4.2. Different Process

Because of differences in purpose, data processing and information mining use computers in very

different ways. Information mining is characterized by the use of:

 • Long, detailed histories of interactions with each and every customer, as opposed to just

current or highly pre-summarized data.

• Data dynamically derived from the basic elements by computations, re-coding, etc., rather

than stored static data.

• Statistical aggregation of data rather than retrieval of individual record values.

• Ad hoc, data-driven iterative processing rather than a well-defined flow of execution steps.

• Individual project work organization.

These characteristics lead to wide swings of resource utilization, greater need for resource flexibility,

and low reuse rate (and therefore little opportunity for traditional systems quality assurance).

Information mining is done not through a collection of well-specified applications, but in a

computational environment that facilitates data-intensive research.

4.4.3.Dedicating Storage And Processors To Information Mining

The integrated world of MIS often considers segregating databases and creating data redundancy a

capital offense. But, as Inmon observed, not doing so may lead to much greater and uncontrollable

redundancy, with every user pulling his own extracts to get his job done. A separate historical

database, (or in Inmon's words a "data warehouse"), minimizes and controls redundancy.

Having processors and storage dedicated to information mining avoids the conflict that arises if you

introduce erratic information processing into an environment of predictable utilization rates.

Fortunately unless your customer file contains the entire population of the United States and all

citizens' purchases, you may not need very complicated and costly hardware. Once all parties agree to

separate computing resources, periodic, not continuous, feeding of data from operational databases is

a natural outcome. The strategy of updating the marketing database only periodically has few

drawbacks and several important advantages:

• It permits creation of a Data Quality Filter (discussed later) to assure data usability.
 • Iterative analysis is best done on data that are not changing.

• Continuous updating takes up resources needed for data analysis. Periodic updating fits well

with peaks and troughs of information mining.

• Not having the most current layer of data can be easily compensated by straightforward short-

term projection of customer counts. Most of the time, it is not even an issue because analysis

is done by time slicing the past.

• Short-term promotion tracking reports can be easily produced from the operational databases.

4.4.4.From Information Mining to Applications

Certainly not all information-mining efforts lead to the creation of new applications. Some do not

even produce interesting results, let alone influence strategies or tactics. However, the most common

applications that emerge are:

• A customer-acquisition planning system that helps marketers choose the best ways to acquire

new customers based on models that project the long-term payoff of such efforts.

• A promotion planning, customer selection, and tracking system based on a segmentation

model that ranks customers based on expected profitability — a financial model combined

with a model of customer long-term value determines the depth of selection for targeted

promotions.

• Tracking and projection of critical customer segments — this is an EIS application used to

keep a watch on the “health” of a customer base, project sales, and play “what if” scenarios

with the marketing strategy.

• A test planning and evaluation system supported by well-defined customer clusters.

• Merchandising support based on discovered clusters of products that customers tend to buy as

a group.
The use of these systems leads to new ideas and new research questions that translate into more

information mining. CIOs should develop and execute these marketing and executive applications in

the information-mining environment for the following reasons:

• In the operational environment it will be difficult to get data of the same quality and

consistency as in the historical informational data-base.

• Moreover, although these applications are not as fluid as information mining itself, they need

to be considerably more open to revisions than order entry or accounting.

• A compelling argument for maintaining these applications within the information-mining

environment is that quality-control procedures established there are more appropriate than

regular data processing quality controls.

A crucial element in executive information systems is a human information provider, usually a

marketing data analyst. Information providers perform information mining, investigate suspicious

results, and answer follow-up questions. The place for these is the information-mining environment.

4.5.MIS Reports

Need for MIS Reports

1. Provides data: One of the important functions of the management accountant is to

keep the management informed of all the facts relating to the business to assist the

management in the effective management of the business. The effectiveness of the

information depends upon on its proper reporting.

2. Aid to managers: The growth of size of business requires the delegation of authority

to various levels of management. Therefore, there arises need of control, co-

ordination and communication. Without mis, the managers, working at different

levels in the organization, cannot carry out the function of planning, controlling and

decision making effectively.

 3. Basis of decision: It is through mis reports only the management is able to get a full

insight into the entire operative activity of the concern. The mis reports are basis for

the management to make decisions.

4. Take informed decisions: The primary object of mis reporting is two fold: informing

the management of the actual performance, to enable the management to make

scientific and sound decision.

4.5.1.Different Types Of Reports Used In Marketing

1. SALES CALL REPORT – This report contains data about the potential customer. It also

contains details about the types of items customer is interested in.

M/s ABC Ltd.

Sales Call Report

Division Name: ____ Sales Call no._____

Date: __/__/__

Customer’s Name: _________________________________

Type of Customer Item(s) Interested in

Retail Shop _________ _________

_________ _________

Distributor _________ _________

Follow up plan _______________________________________________

Date of next call: __/__/__

Remarks: ______________________________________________________

______________________________________________________

Sales Person: __________________ Signature: __________________

2. QUOTATION – It is a document that gives a statement of the price, terms and the condition

for a sale a supplier offers for the items. A quotation enables both the sales person and the

customer to have a written proof of the sales offer.

M/s ABC Ltd.

Quotation
 Date: __/__/__

To,

__________

__________

__________

Dear Sir,

We are pleased to submit our quotation as under:

Sr. Particulars Rate Quanti Amount

No. ty

1. Product P Xx Xxx Xxxx

2. Product Q Xx Xxx Xxxx

3. Product R Xx Xxx Xxxx

Amount Payable Xxxxx

Delivery period: Within 30 days of receiving order.

Payment Terms: 50% advance, 50% within 30 days of delivery.

Mode of Payment: By Bank Draft.

Validity: One month from the date quoted above.

3. PURCHASE ORDER – It is a written document from the customer to the seller listing the

required items and providing a description of the goods.

M/s ABC Ltd.

Purchase Order

To, P.O. No. ________

_________ Date: __/__/__

_________

_________

You are required to deliver the items mentioned below within 30 days of the purchase

order date, at the address mentioned above.

Sr. No. Particulars Description Quantity

1. Product P Medium Xxx

2. Product Y Large Xxx

The payment for above consignment will be made within 30 days of the receipt of goods.

Liability for lost or damaged goods lies with the supplier only. Payment will be made only for

goods passing the quality test.

Prepared by: _________ Passed by: _________

4. INVOICE – It is a note asking for payments for goods and services that have been supplied. The

invoice accompanies the delivery of ordered goods.

M/s ABC Ltd.

INVOICE

To, Invoice No: ________

________ Date: __/__/__

________

________
Dear Mr.______,

The details of items supplied to you are mentioned below:

Sr. No. Particulars Amount (Rs.)

1. Product P Xxx

2. Product Q Xxx

Total Xxxx

Discount 2% (xx)

Sales Tax @10% Xx

Amount Payable Xxxx

The payment for the goods supplied is to be made within 30 days of the invoice date.

5. SALES REPORT (product wise) – A sales report suggests the total product wise sales. From this

report one can draw conclusions about the product preferences of customers in different months

of the year.
M/s ABC Ltd.

MONTHLY SALES REPORT

Product wise

Month: February Page: 1

Product Name Quantity Sold Sales Value (Rs.)

Product P Xxx Xxxx

Product Q Xxx Xxxx

Product R Xxx Xxxx

Total Sales Xxxx

6. MONTHLY SALES REPORT (Sales person wise) – Sales persons are given individual sales

targets. This report shows the cumulative sales made by each salesperson for a month.

M/s ABC Ltd.

MONTHLY SALES REPORT

Sales Person wise

Month: February

Page: 1
Salesperson Name Quantity Sold Sales Value (Rs.)

Mr. ABC Xxx Xxxx

Mr. DEF Xxx Xxxx

Mr. GHI Xxx Xxxx

Total Sales Xxxx

7. OUTSTANDING PAYMENTS REPORT – There are many customers who do not make the

payments in time for the goods and services they have taken. Every delayed payment impacts the

financial planning of an organization. Therefore, it becomes very important that payment

collection be done on time. It shows the details of all invoices for which payments are pending till

the last day of the month.

M/s ABC Ltd.

SALES DEPARTMENT OUTSTANDING PAYMENTS REPORT

Month: February Date: __/__/__

Customer Invoice Amount

Name Amount (Rs.) Pending (Rs.)

Invoice Date

No.

Mr. ABC 12 __/__/__ Xxx Xx

Mr. DEF 44 __/__/__ Xxx Xx

Mr. GHI 102 __/__/__ Xxx Xx

 Total Outstanding Xxxx

4.6.Other aspects of MIS in marketing

4.6.1.Managing Financial transactions:

• Managing cash on sales delivery and credit based delivery.

• Centralizing the security systems and electronic cash drawer support to avoid mismanagement

of cash.

• Managing any refunds or exchanges made for each individual product.

4.6.2.Providing stock and inventory details:

• Consolidating the stock availability, sales information, inventory details and data transfer

across geographically dispersed stores.

• Allowing the view of stock availability by individual product, product category, department,

supplier and manufacturer.

4.6.3.Maintaining relevant customer information:

• Maintaining relevant information about customers specifying the personalized shopping

habits, customer profiling, tracking and membership details.

• Analyzing every account including the potential buyer, personal benefits being offered to the

buyer if the sale is closed and the problems faced during the particular sale.

4.6.4.Integrating sales processes:

• Identifying the top selling product by category, department, supplier and manufacturer

• Managing the sales pipelines to maximize the chances of closing a sale.

• Storing detailed sales histories by individual product, product category, department, supplier

and manufacturer.

4.7.Management Information System In E – Commerce

Meaning: E – Commerce is one of the fastest growing segments of the internet, which is used by

businesses. E – Commerce can be divided into the following categories:

• Business to Business E – Commerce (B2B)

• Business to Consumer E – Commerce (B2C)

• Consumer to Consumer E – Commerce (C2C)

• Business to Peer (B2P)

BENEFITS:

Information Systems are being used in management of E - commerce. The Information Systems offer

the following benefits:

 Integrating existing point of sales systems.

 Integrating with other E – Commerce driven applications to provide the analysis of market

effectiveness in terms of real business.

 Managing customer information that can then be used for effective analysis to predict buying

trends.

 Provides various methods that can be used for diverting traffic onto the required websites.

 Integrating graphs and multiple report building wizards for the creation of effective reports

based on any type of information.

 Information systems also provide various customer retention strategies according to each

segment or market campaign or sales force.

 Information systems also manage the search engine optimizations:

 The Information System can manage the inbound links to a website. It monitors and manages

these inbound links as the number of inbound links can have a visible effect on the listing of

the website by a search engine.

  Information Systems are able to identify the appropriate keywords that best describe the

company and its products. The content on the site, which is developed around the keywords,

has to be clear, concise and relevant.

 Information Systems can also set up and manage pay per click mechanisms. They
continuously generate new keywords and messages for the website to analyze the
combination so as to divert the maximum traffic to the company’s website at a minimum cost
to the company.

5.Consumer Sales Department

5.1.Project objective
The primary objective of developing and establishing an MIS for the selected major

marketing department in consumer sales was to provide a comprehensive system facilitating

planning, design, various kind of unstructured data in the structured & planned way so that

top management can take any strategic decision for the system.

The system developed to:

 Provides quick, accurate and relevant information.

 Improves data management and handling capacity.

 Provides effective sharing of data and information amongst various management levels and

with associated offices

5.2.Scope: To handled the study, design, development, testing and installation of the management
information system, training of officials, as well as implementation support for the system.

MIS has the following modules:

1. Core activities

 Petroleum refining
  Pipelines – crude oil & Petroleum Products

 Petroleum product marketing

 Research and developement

2. Integration

 Exploration and Production

 Petrochemicals

3. Diversification

 Natural gas-Import and marketing

 City Gas Destribution

4. Overseas Business

 Equity Oil & Gas

 Petroleum products & marketing

 Lubricants Blending & Marketing

 Exports- Petroleum Products & Petrochemicals

5. Offerings

 Consultancy –refinery and pipelines projects

 Refinery revamp, turnaround, O & M

 Refining Process Technologies

 Manpower Secondment

 Training & development

5.3. Annual sales analysis of IOCL(2008)

5.4. Sales analysis

It consists of measuring and evaluating actual sales in relations to sales goal. Two specific

tools in this approach:

5.4.1. Sales variance analysis:

Measures the relative contribution of different factors to a gap in sales performance.

5.4.2. Micro sales analysis

Looks at specific products, territories, and so forth, that failed to produce their expected

share of sales.

Consumer sales department of IOCL has performed major work on the sales analysis

on the basis of management information reporting system (MIRS).

Sales analysis on the basis of:

• Product wise

• Region wise (eg. Northern region)

• Sectors wise (eg. Railway, construction)

• Location wise

• State wise

• Division office wise

• Consumer wise

5.4.3.Sales report MIRS in IOCL:

• Executive MIS of monthly sales

• Cumulative sales

• Daily sales report

• HSD daywise sales

 • Flash reports- monthly, cumulative, additional info FTP products

• Industry sales- monthly, cumulative, SO-wise, product- SO wise

• Company wise- monthly sales

• Nill selling CPs

• Y2 Report- district wise report, Flash report, Category wise sales for

LPG/SKO/Bitumen

Findings: IOCL mostly using micro share analysis so that company can easily

differentiate and find profitable region, division, product, etc. also can easily

distinguished the product , region , which give loss to the organization.

5.4.4. Market share analysis:

Company sales do not reveal how well the company is doing relative to competitors. Four

different measures are available:

• Overall market share

• Served- market share

• Relative market share (to top three competitors)

• Relative market share (to leading competitors)

5.4.5. Marketing Expense-to-Sales Analysis

Annual plan control requires making sure that the company is not overspending to achieve its

sales goals. With the help of control chart management can track key ratio time to time.

5.4.6. Key ratio:

• Sales force-to-sales

• Advertising-to-sales

• Sales promotion-to-sales

• Marketing research-to-sales

• Sales administration-to-sales

5.4.7. Financial analysis

Financial analysis is used by management to identify the factors that affect the company’s

rate of return on net worth . With the help of this expense to sales analysis marketers can

make analysis to find profitable strategies and not just sales building strategies.

5.4.8. Customer attitude tracking

This a type of alert companies set up systems to track the attitudes of customers, dealers, and

other marketing system participants. By monitoring changing customer attitude before they

affect sales, management can take earlier action.

The main systems are:

• Complaint and suggestions system

• Customer panels
 • Customer surveys

5.5. Corrective Action: When performance starts deviating too much from the plan’s goals,

management needs to undertake corrective actions,like:

• Production cutting

• Price cutting

• Increased pressure on sales force

• Fringe expenditure cutting

• Personnel cuts

• Bookkeeping adjustment
 6. CONCLUSION

From the above findings it can be concluded that management information system is not

only the activity that is desirable but also an activity that an organization must efficiently and

carefully decide and analyze existing system in better way through which company can able to

evaluate errors and take corrective action against it. With the help of MIS of sales data of consumer

sales organization can able to find more profitable customer and set goal for its desired growth and

profit with respect to the requirement of the local as well as global market .

It is necessary for the continuous systematic development among all levels of

strategies and policies determination regarding the marketing plannings and analysis of products in

the competitive market as a action plan against the competitors products with respect to their price,

quality, technology, performance, innovation, dully delivery & technical support that can fulfill and

satisfy the specific requirement of the customers

The main objective attained from the MIS of IOCL to grow in following areas:

• Grow in its capital market

• Grow in its share market

• Grow in its performance

• Can survive and capture the competitive market

• Can understand, fulfill and satisfy the customers as per their requirements

• Grow in goodwill

• Improvement in technology

• To make an strategic decision

 • To develop export market

In the absence of proper handling of large and unstructured data company cannot make any

kind of sales analysis ,market share analysis, customer attitude tracking etc. and company may lose or

decline in all above desirable results.

Thus for the growth of economical as well as social health of the organization in global ,

international national and in local market proper design of marketing plans and analysis of products

must be carefully and effectively conducted to gain the desirable result.

IOCL is improving the level of customer satisfaction by mail questionnaires & personal discussion.

Organizing camps at various sites for the limited period listening to the customers problems

,resolving them & providing technical guidance.

IOCL is also participating in international trade fairs which are held in India & abroad as a

strategic policy of its marketing planning to cover the national & international market also

The systems are mostly in the place through same process simplifications have to be carried out and

certain procedural redundancies need to be remained. The company also needs to make the

interdepartmental co-ordination and effective in addition IOCL must be completely responsible for

internal follow-up as well as services as a single point contact with the client.
Bibliography:

Books

Management Information System, NIIT

Marketing Management, Philip Kotler

Websites:

www.google.com

www.iocl.com