'Abstract on Marketing Intelligence System for a Media Company\r'

' merchandiseing parole educationbase Management at Manipal Media vane e particular(a)(a) A project by * Abhishek Gupta * Aishwarya Shetty * Nikhil Modi * Nikita Patel * Pritish Prabhu * Rahul Dara * Reshma R * Rishi Gupta * Sudip Ray * Vaibhav Goswami OVERVIEW OF MMNL Manipal Media net profit Limited is a subsidiary of Manipal Group which specializes in printing and publications. Udayavani, the flagship publication of the MMNL is a tether mundane Kannada impertinentspaper. Its subscriptions reach most cities of Karnataka including Mangalore, Bangalore and Gulbarga.Its introductory issue was in 1971 and it continues to grow daily reaching more than 300,000 ho works. military control dodging MMNL has always tried to maintain the value of its shargonholders and guests against its competition. MMNL strives to be a Multi-media Corporation, making its armorial bearing felt a hybridization several political programs including print, e-papers among others delivering local anaesthetic in the raws and recreation solutions. IT dodge The ashes of the IT group of MMNL is consistently queue uped with the boilers suit dodging of the ph peerlessr.This is d ace by the high wariness who believe that IT plays an integral infract in proving a competitive advantage. The IT team has fork outd MMNL with mixed solutions forth of its magazine such(prenominal)(prenominal) as iTunes’ first Kannada Application, the first Kannada word Android App and has entered into partnerships with media threesomeers such as Yahoo and watchwordhunt. The IT team has similarly ensured that MMNL is a leader in delivering immatures on online plat counterfeits such as Android, IOS and Web. Along with this, it has authentic fellowshipable MIS ashess and also worked hand in hand with companies worry 4CPlus for successful ERP carrying into actions in numerous atomic number 18as.By implementing Market Intelligence entropybase governance which go away s uccor us in storing the selective nurture in a coordinate arrange and providing charge with lineament knowledge which impart give them a break turn out insight for efficient decision making. strategicalal conjunction Model * Alignment of origin and IT outline: * The over solely business strategy of MMNL is to be a multi media corporation with bearing across platforms delivering hyper local news and entertainment solutions. The IT team works in conjunction with this over all strategy and strives to fork over case edge engineering solutions that are ahead in age, however sustentationing the follow picture in perspective. Some of the contributes of their cause is †ITunes first Kannada App, First Kannada News App on Android, Partnership with global leaders like Yahoo and Newshunt. Since m whatsoever readers today harbor access to internet and spend a lot of time on it, the application feels that there might be a shift from traditional newspaper to online pla tforms. * However, this should experience a decades time or so. MMNL world a leader in coastal in Karnataka sees this as an opportunity to be leader on online platforms as closely like Android, IOS, Web. Alignment of business and IT capabilities: * In order to align the business capabilities with IT capabilities, we hurt provided a suggestion to use IT capabilities in order to improve business processes and victimisation IT tools to promote node loyalty. The marketing knowledge frame proposed by us is a step towards accomplishing this objective. * Alignment of business strategy and business capabilities: * In order to align the business strategy with business capabilities, cordial architecture tools loafer be formulated.The animated re informants and capabilities should be fully utilized in order to implement the business strategy. * training and motivating the workforce and incentivizing the workforce on successful completion of strategic objectives and goals are the m eans towards achieving it. * Alignment of IT strategy and IT capabilities: * When it comes to inside strategy, the IT team has developed internal MIS arranging and also engaged with an external function for ERP death penalty which has been d angiotensin-converting enzyme successfully in m either athletic fields.This proves that the current IT capabilities are quite robust and tidy sum be further utilized to drive business growth. * Alignment of IT strategy and capabilities nominate be achieved by having a cross-functional team of managers with expertise is IT knowledge and business knowledge so as to leverage the full potential of its IT capabilities. messageion The major competitors to Udayavani are Prajavani, Vijay Karnataka, Kannada Prabha, Sanjevani among others. This leads to major focus being placed on ships alliance and use of market erudition as the competition is cut throat.MARKET INTELLIGENCE selling Intelligence includes ein truthday culture germane(pred icate) to a caller-up, collate and analyze the obtained discipline for subsequent decision making in determining market opportunities, risks and strategies. The system is to be designed for usage by the management of the phoner and apprise be viewed by all the employees of the beau monde. This specifically enables the management to see current key performance incidentors in real time and analyze trends, kinda than wait for analysts to deliver periodic reports.Market Intelligence is a subset of Business Intelligence which is a set of methodologies, processes, architectures, and technologies that transform raw information into meaningful and useful information. schooling assembly Market related selective information reaches the company with variant sources. The unhorse level of the organisation consists of executives and trainees who visit distributors on a daily basis. The sources of information could be by a company employees or special agents and the mode of informati on is mainly done and by dint of phone calls, SMS, email or through other market sources.The bulk of the information is however gathered by these lower level executives from the distributors and hawkers usually during the early hours of the morning. The information consists of competitors strategies with respect to: * Advertising space, * Insertions of pamphlets, * Change of content in animated publications (page design) * Emergence of new newspapers (VRL publication) * Distributors margins * Expansion by competitors in new territories * Subscription rateManipal Institute of Communication conducts yearly market research on behalf of MMNL which gives them insight into the new trends and expectations from customers and distributors. STORAGE OF DATA MMNL presently maintains individual excel sheets for each of its competitors. The assistant managers are tasked with collating and compiling the entropy given to them by the executives. This information is hold according to: * figur e and division * Edition * Geographic area and edition * address of information and setting * Findings * Employee go into selective information and * Employee validating the dataThe data is pass through multiple sources in different regions and also through cross verification. Example: Data collected in Mangalore impart be cross freightervass with similar repeating data from Udupi and Manipal. receivable to such disparate sources, data comes in various formats, due to which collation of data is very difficult. Also, it is difficult to comprehend this data and bringing it into a common platform may distort it. Since information is non properly structured, it may get perverse while sharing between various departments and its interpretation could be different by different bulk.PROBLEM The problem go nigh by MMNL is on three levels. 1. Lack of structure- Data reaching the company is unstructured and in fragmented form. It makes the data difficult to comprehend. Since da ta is of strategic importance, it could hand over high conflict on company’s upcoming strategy or decision. 2. Transfer of data †The data leakage during the transfer of data is the biggest problem faced by MMNL. The executives at the lower level who pass the data to the managerial level use their circumspection and pass the data what they feel is classic instead of all the data gathered.This leads to leaving of data which may turn out to be important. 3. Accessibility †MMNL has data of the then(prenominal) 8-9 years which is stored using excel sheets. A separate excel sheet is maintained for every company. Whenever the company has to check whatsoever data it has to go through all the files which is a cumbersome process. 4. Acceptance †When a new system is apply people may non be lively to accept it. They may be neural active what the channel may lead to. RECOMMENDATIONS Few options that are present to manoeuver the issue of data leakage faced by MMNL are: 1.Toll-free number †The company heap acquire a buzzer free number on which the executives allow for call and/or SMS the data which forget be recorded through an automated system. If this is apply the executives allow for non seduce to manage extra efforts to pass on the data to their managers which in turn it giveing minimize any data leakage. The greet associated are: * BSNL †damage is Rs. 1. 60/minute. * initial comprise: Rs. 13000 (Rs. 10000 refundable) * unyielding periodic price: Rs. 1000 * Tata †Cost is Rs. 2. 39/minute * Initial Cost: Rs. 30000 (Rs. 25000 refundable) Fixed monthly cost: Rs. 3000 * Reliance †Cost is Rs. 2. 20/minute * Initial Cost: Rs 13000 (Rs. 10000 refundable) * Fixed monthly cost: Depends on usage 2. Incentives †Keeping the existing system of personally reporting the data to managers in place, incentives can be provided sporadically based on quantity and quality of data. This go forth ensure that execu tives are support to pass on every region of available information. If the toll-free system is implemented by MMNL then it can provide incentives to executives who report the data.The problem of unreliable data exit not come on as the data pull up stakes be validated from sources in different regions. 3. Training and maturement †MMNL can perform training and festering programs which are imperative to mould the picture in accordance with the company’s strategy. A company’s gross sales force is very crucial for the light gathering activity as they can provide excellent data about the current trends in the market. They are also a very credible source for acquiring confidential data about competitors, consumers, suppliers etc.For sales force outside Manipal and Udupi, a trainer can be do to tour different parts of the country. 4. Network outerly †In order to keep a tab on its competitors, measures should be taken to track how competitors are performi ng. For this, get the competitors products, checking their advertising campaigns, the press media coverage, reading their publish reports, etc can be done. This process is called warlike intelligence which is the broader discipline of researching, analyzing and formulating data and information from the entire competitive environment of any organization. . Collect Competitive Intelligence through customer feedback †Customer feedback is an important aspect for any company as it is the customer who purchases the product. Online platforms like chat rooms, blogs, discussion forums, customer review boards etc can be employ to generate customer feedback. This enables the company to attend its customer’s view about the product. For this, a structured system can be applied by the company to obtain the relevant data. Manipal Institute of communication theory does yearly surveys to find out changing customer perceptions regarding MMNL. . For the issue of accessibility MMNL c an implement a database. * The centralised database go forth be in the following format: * The basic cost for a database system is around Rs. 1. 5 lakhs but depending on the different features needed by MMNL the cost can vary. * The database form can be opened at any time by the employees. A static striking volition be provided. * Our centralized database system will be decided into 2 main categories: * Internal Data * External Data * Internal Data * The employees can enter the intelligence acquired on internal matters in this section. The data entered here will be like delivery problems, supply chain problems etc. * There will be a form enquire them what are the issues and the department it relates to. * External Data * This section will again be divided into 2 parts: * antagonist data * Advertising Data * contender Data * In this form the employee will have to enter intelligence pertaining to: * realize of the company * News Acquired * Source of News * Advertising Data * In this form the employee will have to enter intelligence pertaining to: * Name of the company * News Acquired Source of News * The database will also have a verification code. * Every employee will be given a singular code which he has to enter sooner submitting the intelligence data. * This will secure the database and will also eliminate the possibility of anyone entering data wrongly under the agnomen of any other person. * The problem of adoption can be addressed in the following manner: a) Involvement of employees (i) Executives: Involving them in regards to the various incentives on offer will help reduce the anxiety to change; this will also help in building loyalty. ii) Employees: The employees can be conf apply through inputs about the functions needed by them in the database system. b) Workshops †MMNL can conduct workshops in the initial months after the implementation of the database system and the toll free number. * Representation through GRIDS QUICK WIN SUSTAI NABILITY RISK instruction execution RISK DUMB IDEA parvenue SYSTEM at MMNL SIZE OF hazard ABILITY TO EXECUTE (PG. NO. 34, CHAPTER 1,CORPORATE INFORMATION & STRATEGY MANAGEMENT) MMNL has a very good track record in implementation of new technological systems.Whenever the company has implemented a new technology system the implementation took place germ free. The company has implemented Kannada news app on android and also it has tie-ups with Yahoo and Newshunt. The company is also in the process of implementing an first step Resource Planning (ERP) system. The implementation of this is overtaking smoothly. This leads us to believe that ability to lam a new system will be high at MMNL and and then the new system will go across in sustainability risk. But, whenever a new IT system is implemented there is always an implementation risk ecause there might be social and technological problems. Social problems which can arise are that employees may be anxious about the new syst em. They may be anxious about the fact whether they will be able to use that system properly or not and if not then will they be fired from their jobs. Technological problems that may arise are compatibility problems with the legacy systems and maintenance problems. Thus, we word that the new system will be in the implementation risk of the strategic grid. PROBABLE IMPACT ON STRATEGY PROBABLE IMPACT ON BUSINESS OPERATIONSCurrent mental attitude Position after implementation (pg. no. 37,chapter 1,Corporate Information & dodge Management) The marketing intelligence gathered from various sources is currently passed around in the spot informally through Word of speak and excel sheets. This leads to the data being fragmented, illogical and getting distorted. As a result of this it is not accessible to everyone and does not provide the correct point of view. Due to this neediness of accessibility, management is not able to take any timely strategic decisions.This also does not he lp the company very much in its business operations. We can verbalise that current system of MMNL is in the financing quadrant of the McFarlan’s Grid. This is because the system does not impact the business operations as well as its strategic decisions. afterward the Marketing Intelligence database system is implemented, the data will be stored in one centralized location. This will help in easy accessibility of the data. The company officials can then access this data at anytime and use it to take strategic decisions.Since the data is about competitors and the market which will help in taking important strategic decisions. The implementation of the system will not lead to any change in the business operations of the company. Thus, the system, once implemented should move from the current support position to the TURNAROUND quadrant of the McFarlan’s Grid. * BENEFITS FROM DATABASE carrying out of Market Intelligence Database System at MMNL will not lead to any tang ible benefits as the decisions taken by management on the market intelligence acquired cannot be known at the moment.The implementation of the system at MMNL will exclusively lead to intangible benefits. The benefits that arise will be: 1. The data will all be present in one place which will help the management to take better decisions. 2. The company employees will save a lot of time if the data is present in one place with options of search. 3. It will give company a competitive advantage as very few media networks have such a system present at the moment. 4. The storage of data will help the company in making a wide database which can be used for analytics in the future.\r\n'