BELL CERAMICS Summer Project Report (GAURAV 2011)

A SUMMER PROJECT REPORT ON
IDENTIFICATION AND ENHANCEMENT OF RETAIL NETWORK AND INSTITUTIONAL CUSTOMER BASE FOR BELL TILES
(IN JAIPUR AND SURROUNDING REGIONS )
SUBMITTED IN PARTIAL FULFILLMENT OF MASTER OF BUSINESS ADMINSTRATION (2010 -2012)
SUBMITTED TO
UNIVERSITY BUSINESS SCHOOL, CHANDIGARH

SUBMITTED BY
GAURAV MEENA
MBA (BIOTECH) (2010-12)
UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12
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ACKNOWLEDGEMENT
First and foremost I would like to thank God , for providing me the strength and correct vision to complete the summer project successfully. I express my sincere thanks and gratitude to Mr. Achal Rangaswamy (President Marketing) for giving me permission to do this project. Actually it was he; who gave me this great opportunity. I am also thankful to Ms. Rejitha Pillai, who helped me directly and whose guidance I was able to focus on relevant points during my training.
Finally, I express my sincere thanks to my project guide Mr. Manish Soni (Area Sales manager BCL Jaipur). Without his guidance and unrelenting support the project could not have been completed. He gave me all the valuable knowledge to complete this project successfully.
I would like to thank all the dealers, influencers for spending their precious time to provide the necessary information and guidance. I thank one and all including my parents who helped me to carry on with the survey and successfully complete the project on time.
(Gaurav Meena)
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TABLE OF CONTENTS
Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.
Cover page & Title Certificate Acknowledgement Evaluation form Preface Executive Summary Scope of the study Introduction Company & Profile Research Methodology Data Interpretation & Findings SWOT analysis Findings & Recommendations Risk and Concern Conclusion References
Particulars
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17.
Appendix
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Preface
The word "Ceramic" has originated from the Greek word, "Keramos", which means pottery. It also relates to an ancient Sanskrit word whose root meaning is to burn, but it is predominantly used to indicate "burnt stuff". Almost 10,000 years later, with the establishment of settled communities, tiles were manufactured in Mesopotamia and India. The first instance of functional pottery vessels being used for storing water and food is thought to be around 9,000 or 10,000 BC. Clay bricks were also made around the same time. The ceramics industry in India came into existence about a century ago and has matured over time to form a industrial base. From traditional pottery making, the industry has evolved to find its place in the market for sophisticated insulators, electronic and electrical items. Over the years, the industry has been modernizing through new innovations in product profile, quality and design to emerge as a modern, world-class industry, ready to take on global competition. Though there are a number of large companies in the ceramics sector, small and medium enterprises (SMEs) account for more than 50 per cent of the total market in India, offering a wide range of articles including crockery, art ware, sanitary ware, ceramic tiles, refractory and stoneware pipes among others. Most of the players are grouped together in clusters. Over the last two decades, the technical ceramics segment has recorded an impressive growth propelled by the demand for high-alumina ceramics, cuttings tools and structural ceramics from the industry. Overall, the Indian ceramics industry has emerged as a major manufacturer and supplier in the global market.
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EXECUTIVE SUMMARY
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Bell Ceramics Limited (BCL) is one of the leading market player in the ceramic tile industry and having a pan India presence with two manufacturing facilities which are running 24X7 hours and cater the demand of customers across the county. Doing a project with Bell Ceramics is one of great experience which comes with a good learning phase in my life. The project titled as Identification and Enhancement of Retail Network and Institutional Customer base For Bell Tiles in Jaipur and surrounding regions was really the best experience of my life. The main objective of the project was to discover those markets which were Untapped and also increase the product reach to the remote areas customers. I have to grab this opportunity in those markets for Bell. I have to also know that how the products of Bell are running in the market. This project helps in determining the main dealers and Retailers, also the study reflect that the company now at the stage of exponential phase with launch of some good products. The information helps in maintaining a good customer relationship with the existing clients and customers. A proper survey was conducted for this by using two different standard Questionnaires separate for retailers and institutional customers and it was really successful or result oriented. In the survey many Retailers as well as Architects or contractors were touched with a proper questionnaire which was prepared to find out the relevant information with the subject given.
UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12 Page 7
One of the major aspect of this project is that its conducted just after the Merger of Bell ceramics and Orient Ceramics limited which results in the increase of Financial and Operational Efficiency for both Leading players in the market. The Acquisition results in the advantage for the Bell ceramics. So my personal experience and learning in this project starts with convincing the retailers and other customers about the correct information about the merger and company products which helps the company to increase its loyal customer base. The overall study in this project concludes that Bell Ceramics having a good brand image in terms of quality and services in this huge competition. The company having the same policies for its all dealers and delight them with its regular services and feedback. There are some recommendations and suggestions on the basis of my study in this report to make this growth at higher pace . There area also some graphical and tabular representation of the data which helps in understanding the market scenario for the company. This study also facilitate the marketing and promotional strategies for the company and also increase its product reach in the overall country.
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Scope Of The Study Ceramic tile comes under Building Material Industry. Over the years, Indian Building Material Industry poised to grow at a fast pace of almost 16%/annum due to boom in real estate and construction industry. Increase in income levels and availability of a range of financing options for housing is enabling rapid growth in housing construction. In India, particularly in NCR region, growth rate of building material industry is at very high and constantly growing. By this project finding, we have been trying to catch the opportunities and demand of various tile making organisations for their commercial and residential needs in Ghaziabad and Meerut region. Also as marble prices begin to pinch purses in these times of meltdown, tiles are making deeper inroads into urban homes. And they are getting more designer makeovers to suit market demands.
Objective Of The Study Major objective of this report confines with these facts To know the nitty-gritty of Ceramic tile industry as much possible. . Identify the retail network customer base for Bell tiles. . Enhancement of the product reach to the remote areas by doing survey. Determine the market size and potential of all the organise and unorganized players
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INTRODUCTION
As the change in demand and supply pattern in the market do not allow any company to fix or work with a set of rules in this speculative era. Each and every company goes for market research to gather information and collects the important data which is needed for the formulation of new strategies and also helps in gaining the competitive advantage. Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market Research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition. It is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Questionnaires and focus group discussion surveys are some of the instruments for market research. For formulating any new strategy for marketing or promotion the important things needed is-
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Market information Through Market information one can know the prices of the different commodities in the market, as well as the supply and demand situation. Information about the markets can be obtained from different sources, varieties and formats, as well as the sources and varieties that have to be obtained to make the business work.
Market segmentation
Market segmentation is the division of the market or population into subgroups with similar motivations. It is widely used for segmenting on geographic differences, personality differences, demographic
differences, technographic differences, use of product differences, psychographic differences and gender differences. For B2B segmentation firmographics is commonly used.
Market trends
Market trends are the upward or downward movement of a market, during a period of time. The market size is more difficult to estimate if one is starting with something completely new. In this case, you will have to derive the figures from the number of potential customers, or customer segments Besides information about the target market, one also needs information about one's competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness. A few techniques are:

Customer analysis Choice modelling

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Competitor analysis Risk analysis Product research Advertising the research Marketing mix modeling
This project include all the key parameters needed to study a market and gathering information by using tools of market research like questionnaire or direct interview. In this project I visited many retailers who are using Bell products and also others who are not using its products , I also visit some institutional customer group which include Architectures , Builders, Contractors etc. Data collection is done by using two different type of questionnaires. This project was to find out those areas which were previously not in touch of Bell. To find out those places where Bell can get start up for Business. To make some more sound presence in the Ceramic Tiles Market. The major markets covered in this are study are Jaipur, Kota, Sawaimadhopur and some outskirts of city.
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Market covered
KOTA
JAIPUR (head market)
Sawaimadhopur
Jaipur-
its the main or central market where the depot is actually located and
also the registered office of BCL. Jaipur is one of the leading cities which are developing at higher pace in terms of industrial and real estate business . its a fortune for me to start my work from Jaipur which is capital of Rajasthan. Its a big market which really took my time to complete visit of the whole city of the populous state. In terms of market segmentation Jaipur is segmented in basically two segments one is branded tiles segment other is non branded segment. Jaipur is a well saturated market due to number of players in the market like Kajaria , Somany , Asian , Bell , Johnson , , Euro. These are all branded ceramic tiles companies working from a long time in Jaipur. So its really hard in such huge competition to get a dealer and maintain it for a long time. However, Bell ceramics is making exceptionally well in this market they are currently having 8 main dealers and many Retailers in different zones of Jaipur which help them to serve overall market consistently
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After my study and visits I am very sure about few dealers who will join Bell in near future. its known as the education hub of India because here a mass of
KOTA-
students studying in number of institution for competitive exams. Kota basically concerned with the stone tiles like Kota stone and marbles. There is also a good demand of ceramic tiles and currently two main dealers od Bell serving the whole market. There is a need of few more dealers in this town due to increase in development. After my study to Kota , I can assure few retailers who are eager to know about Bell products. As it is an Education City so there is very good demand of tiles in projects like Hostels, Flats etc. SAWAIMADHOPUR- its a town located in the Jaipur region and around 160 k.m. from Jaipur. Currently there are no main dealers in this market due to low market potential but having Retailers in this town which are doing fair business in this town . as the market condition changing and urbanization is on peak many restro and hotel chains are coming in this market which surely increase the demand of ceramic tiles in this region. Its good to convert our Retailers into main dealers. I also visit some outskirt areas in Jaipur city like Sanagner town , kalwar road or Visvkarma industrial area which helps me to gather information about the new retailers in the city.
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INDIAN CERAMICS INDUSTRY Ceramic Tiles Indias ceramic tile industry emerged in the 1950s. Tiles form the most significant part of the Indian ceramics industry and consist of floor tiles (46 per cent), vitrified and porcelain tiles (12 per cent) and wall tiles (42 per cent). The floor tiles segment is growing faster as compared to wall tiles. Vitrifed and porcelain tiles are recent entrants into the ceramic tile industry and have increased the size of the market considerably. It is expected that this segment will capture the bulk of the market gradually, replacing the conventional floor and wall tiles segment. These tiles are light and have the added advantage of being offered in designer looks as compared to mosaic tiles, which are heavier and more expensive to transport. Both organised and unorganised sectors play a key role in the manufacturing of ceramic tiles in India. The per capita consumption of ceramic tiles in India is very less as compared to the other countries in the world. It is as low as 0.15 sq.mtr per annum. This low per capita consumption shows the likely demand that is going to arise in the future in India as more and more development takes place. Ceramic Tiles are furnishing material apart from being utility or hygiene products. Despite an overall slowdown of the economy this sector continues to grow at a healthy 12 percent per annum. Growth of the unorganized sector accounted for 44 percent of the total Production and the revenue earnings from the organized sector accounted to over Rs150 crore. India ranks 7ly thth in terms of production in the world andmarket share of India have risen from 1.7 percent to 2.7 percent in terms of ceramic tile production.
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COMPANY & PRODUCT PROFILE
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The company Bell Ceramics Ltd. is well known name in the world of tiles industry since more then 20 years. Bell was started in 1985 with the aim of manufacturing world-class ceramic tiles. Bell is one of the initiator in the country to introduce Ceramic tiles. Though there are many tiles companies in the market but still BCL carries its brand image in its own way. Bell Ceramics Limited is managed by highly experienced and qualified professionals. : Mr. K. M. Pai (Managing director), Mr. A.N. Rangaswamy (President Marketing) , Mr. G P Zala ( G.M. of Accounts & Finance) For manufacturing world class Ceramic tiles, company has two manufacturing plants located near major Indian markets. The first one is in Vadodara, Gujarat which facilitates the western part of tiles market in the country with installed capacity of 63.87 lacs square meters per annum of wall and floor tiles. The second one is located in Bangalore, Karnataka which facilitates the southern part of tiles market in the country with installed capacity of 82.13 lacs square meters per annum of floor tiles. BCL is an ISO 9001:2000 and ISO 14001 certified company. Bell tiles are manufactured according to COMITEE EUROPEAN DE NORMALISATION (CEN). There is Well-spread and well-connected distribution network of BCL comprising 29 Depots, more than 1000 Dealers and over 4000 Retailer to ensure optimal delivery. BCL also do exports to some of the most demanding markets of the world. Bell has a wide range of breathtaking products to suit various consumer preferences. Bell is having Ceramic wall tiles in the following sizes: 200mm x 300mm 295mm x 445mm Bell is also having Ceramic floor tiles in the following sizes: 300mm x 300mm 395mm x 395mm
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Bell is a pioneer in making Non-Skid Group-5 Series floor tiles in 300mm x 300mm, 400mm x 400mm and in edge cut 395mm x 395 mm. These tiles are Grandfather friendly & Grandson proof. BCL has introduced the Edge- Cut concept for getting joint free look. Some other companies are also doing this as namely Joint Free concept. BCL is producing Edge- cut tiles in the following sizes: 397mm x 397mm 297mm x 447mm Quality Policy: Our commitment to total customer satisfaction is by consistently providing innovative and quality products through team efforts
Vision Statement of the BCL: To become the most preferred provider of tiling solutions in a short span of time
Mission Statement of BCL: To bring a smile of satisfaction to everyone who gets touched by our products Customers, Visitors, Dealers, Vendors, Architects, Builders, Masons and other Stakeholders
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Products Range Wide range of breathtaking products to suit various consumer preferences. Ceramic Glaze Wall Tiles. 200mm x 300mm Ceramic Floor Tiles. 300mm x 300mm, 400mm x 400mm Also available Edge Cut Floor Tiles in large 397mm x 397mm format for that joint free look. Bell is a pioneer in making Non-Skid Group-V Series, Floor Tiles in 300mm x 300mm, 400mm x 400mm & In Edge Cut 395mm x 395 mm. These tiles are Grandfather friendly & Grandson proof Exhaustive product range with a wide range of designs, colours, patterns, surface finishes. ISO 9001:2000 and ISO 14001 manufacturing facilities strategically located near prime markets in India. Manufactured according to COMITEE EUROPEAN DE NORMALISATION (CEN).
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FLOOR TILES
Dora Grey
300 X 300
Dora Ivory
300 X 300
Dora White
300 X 300
Corzo White
300 X 300
Corzo Pink
300 X 300
Corzo Ivory
300 X 300
Corzo Grey
300 X 300
Black Gold
300 X 300
Ceramic Floor Tiles. 300mm x 300mm, 400mm x 400mm Floor tiles are the strength of BCL , which are having unique features like High tensile Strength , scratch proof , Non skid and giving a competitive advantage to the company.
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WALL TILES:
Ceramic Glaze Wall Tiles. 200mm x 300mm
Bell ceramics have a wide range of wall tiles including 8 x 12mm , 12 x 18 mmand 10 x 13 mm dimensions with wide range of designs.
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Distribution Network:-
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Well-spread and well-connected distribution network comprising 29 Depots, more than 1000 Dealers and over 4000 Retailer to ensure optimal delivery. Country-wide connectivity of depots through world-class ERP software adds to effective outbound logistics, inventory and receivable controls. Exports to some of the most demanding markets of the world. Also available Edge Cut Floor Tiles in large 397mm x 397mm format for that joint free look.
PLANTS: Bell ceramics has two plants located near major Indian markets. One near Vadodara, Gujarat, Western India Another near Bangalore, Karnataka, Southern India.
STATE GUJARAT
TOWN DORA
UNITS CAPACITY 63.87 lacs square meters per annum 82.13 lacs square meters per annum
PRODUCES WALL & FLOOR TILES FLOOR TILES
KARNATAKA
HOSKATE
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Acquistion of Bell Ceramic
Now a part of the Orient group, Bell Ceramics was founded in 1985 with the dream of manufacturing world-class ceramic tiles. Together, Orient is now the leading manufacturer in terms of installed capacity. Bell's contemporary manufacturing units in Vadodra and Bangalore are strategically located to strengthen its reach in Southern and Western India's thriving markets. By buying BLC's business, Orient Ceramics gets a direct entry in these markets. With this first-of-its-kind deal, OCIL's total capacity will stand around 29 million square metres a year. This merger will also help bring better visibility to brands of BCL and also give it an edge in terms of latest technologies and designs. A company of original thinkers, Bells offerings begin with its standard wall and floor tiles. This now merges with the unmatched innovative skill of the Orient Team that strives to create unique designs through state-of-the-art technologies. Together, they are set to cover more than 30 crore square feet of walls and floors every year in all parts of growing India
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RESEARCH METHODOLOGY
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Title To determine the perception about various tiles quality, brand equity, price and Customer service. Title Justification: Title is self-explanatory. The study mainly deals with the quality, brand awareness, price analysis and above all customer experience about the various tile products and categories. Objective: To determine the awareness level of different major tile players among the architects. To determine the customer awareness level, particularly for new users of tiles. In depth study on the dealer network of various tiles manufacturers. Significance of the study: Significance for the industry: This is a limited study which takes into consideration the responses of 20 architects, 25 dealers & 150 customers. This data can be explorated to take in the trends across the industry. The significance for the industry lies in studying these trends that emerge from the study. It is a rapidly changing and evolving sector. A study like this can attempt to guide the future of the industry based on current trends. Also the views of the architects and dealers would help in determining the future strategies of the companies and add to the betterment of end user requirement. Significance for the researcher: To have a firsthand research experience about tiles industry. Various primary and Secondary data sources would help in shaping a good notion about the industry
Trends and its future prospects. Also recommending measures to improve the Present scenario of a company would boost up the confidence of the researcher.
Research Design: Type of Research: Exploratory and descriptive experimental research Size of sample: Sample size is 100 , which include the retailers or dealers and institutional customers like Architects and contractors. Area of study: Jaipur city and outskirts , Kota , Sawaimadhopur Sampling procedure: Convenience Sampling Method: The research is primarily both exploratory as well as descriptive in nature. The sources of information are both primary & secondary. A well-structured questionnaire was prepared and personal interviews were conducted to come to the conclusion. The method which was adopted by me for this project is to do a market survey and then on the basis of that sampling was done, and data was collected with the help of questionnaire.
The main objectives of the project were: To explore the new markets for Bell. To enhance the sell of Bell for the existing dealers.
To take the feedback of channel partners and influencers regarding Bell and its products. To know the difficulties which are coming in front of Bell and the solutions for them. To know about the competitors and about their policies. There are certain terms used to achieve these objectives as Survey, Sampling, Data, Questionnaire etc. All the terms are discussed below:SURVEY Meaning of Survey:Survey is a fact finding study. It is a method of research which involves collection of Data directly from a population or a sample at a particular time. It requires expert and imaginative planning, careful analysis, and rational interpretations of the findings. Data is collected by questionnaire. The analysis of data is made by using simple statistical techniques depending upon the objectives of the study.
Characteristics of Survey Method: It is always conducted in a natural setting. It is a field study. It covers a very large population. It seeks responses directly from the respondents. Purpose of Surveys: -
Surveys concerned with cause and effect relationship, which can be useful for making predictions. A survey is designed to make comparison of demographic groups. Many surveys aimed to explain certain phenomena such as, to test the hypothesis, to test the causal relationship between variables and to assess the influencers or various factors on a given phenomena.
Advantages of Surveys: -
Surveys are useful instruments for very fine theories. Survey method facilitates drawing generalization about large population. Survey method is flexible. Disadvantages of Surveys: Survey methods are very expensive in terms of time and cost. A sample survey is subject of sampling error. Survey method is also not well suited to studies of historical developments. SAMPLING Meaning of Sampling: The process of drawing a sample from large population is called sampling. It is the unit of study. A part of population is known as a sample. The main aim of sampling is to make an inference about an unknown parameter from a measurable sample statistic. The second aim of sampling is to test a statistical hypothesis relating to population. A sample is drawn and the data from the sample informants are analyzed and on the basis of the result the hypothesis may be accepted or rejected.
Characteristics of sampling: -
A sample must be representative of the population. The validity of sample depends upon its accuracy and precision. A sample must be adequate in size; in order to be reliable.
A sample must yield precise estimate. Precision is measured by the standard deviation. A sample must be accurate (Unbiased) which exactly represent the population. Advantages of Sampling: -
Sampling reduces the time and cost of research studied. Sampling saves labour. Sampling provides much quicker results. Disadvantages of Sampling: -
Sampling demands a through knowledge of sampling methods, procedure, and an exercise of greater care, otherwise the results obtain may be incorrect or misleading. A complicated sampling plan may require more labour for coverage of the area. Sampling Units: -
(1) Retailers of Tiles Shops (2) Architects, Builders and Interior Designers
Sampling Size: It tells you about the number of people surveyed. In my sampling there were 130 Retailers and 10 Architects for doing the Survey. Project must be according to this sample size.
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DATA Meaning of Data Collection: The search for answers of research question is called collection of data. Data are facts and other relevant material of past and present, serving as basis for study and analysis.
Importance of Data: The data serve as the basis or raw material for analysis. Without an analysis of factual data, no specific inferences can be drawn on the questions. Under study; inferences based on imagination or guess work cannot provide correct answers to research questions. The relevance, adequacy, and reliability of data determine the quality of the findings of study. Data from the basis for testing the hypothesis formulated the study. Data also provide the facts and figure require for constructing measurement scales and tables, which are analysis statistical techniques. Interference on the results of statistical analysis and tests of significance provide the answers of research questions. Thus, the scientific process of measurement, analysis, testing, and inference depends on the availability of the relevant data and their accuracy.
Sources of Data: Data are collected from primary sources are original sources from which the researcher directly collected data; that have not been previously collected. Primary data are first hand information collected through various methods. One of the methods is questionnaire. Primary data are used as the sole source of information for a research project. Primary data are directly collected by the researcher from their original sources. In this case the researcher can collect the require data precisely according to his research needs. He can collect them when he wants them and in that form he needs them. But the collection of primary data is costly and time consuming.
Advantages of Primary Data: -
The most important advantage of primary data is that the available data meet our specific needs. The available data gives as accurate as desired. Primary data are up-to-date and become obsolete. Primary data gives specific results. Disadvantages of Data: -
Primary data are not available or secured quickly and cheaply. Wider geographical area and longer reference period may not be covered with less cost and time. They are not readymade and readily available. QUESTIONNAIRE The tool is referred as a questionnaire when it is sent to a respondent for completion and return.
Characteristics of Questionnaire: 1 .It asks for obtain all the information required for achieving the research objectives. 2 .It contains questions relevant to the study and does not include any irrelevant and unimportant questions. 3.It contains questions that can be answered as quickly and easily as possible. 4.It avoids unwarranted presumptions about the respondents. 5.It does not contain questions which are beyond the memory span of the respondents.
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DATA INTERPRETATION AND ANALYSIS
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The questionnaires were prepared for both the retailers and Architects. The data interpretation and data analysis is based on the information collected from these questionnaires. As the sample size for retailers was 100. And the head location for me was Kota and there were 34 retailers from Kota itself out of 100. There were total 15 questions in the questionnaire of retailers. (To see questionnaire refer annexure)
Data Analysis of Retailers
1. Since how long are you into this Business? For this question I got very good response and most of dealers are working from 10 years. The data interpretation for this question is as following: -
Time Period Below 10 Years 10-20 Years 20-30 Years
Frequency 52 31 8
Percentage (%) 52 31 8 9 100
30 Years and Above 9 Total 100
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30and Above
20-30 Years
8 31
10-20 Years
52
Below 10 Years
10
20
30
Percentage
40
50
60
As by seeing this column chart we can say that the main strength of todays market is the shops of below 10 years old. These are the persons who can interested to do work with Bell. These are the respondents who really want to increase their business and these respondents can also increase business of BCL.
2. What is your Monthly Turn-Over of tiles? This question was to know the strength of respondents. How much tiles they are selling monthly? The table for it is as following: -
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Monthly Tiles Turn Over Below 10 Laces 10-20 Laces
Frequency
Percentage (%)
82 12
82 12 6 100
20 Laces and Above 6 Total 100
90 80 70 60
50
40 30 20 10 0
Below 10 Laces 10- 20 Laces Above 20 Laces
Percentage
There were 82% respondents whose monthly tiles selling are below 10 Laces. By knowing their turn over capacity we can think about further planning. And only 12% are between 10-20 Laces. 3. What are the types of tiles that you deal in?
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In the answer of this question all the dealers are working in only Ceramic and Vitrified tiles. The sizes like 8x12, 12x12, 10x13, 12x18, 10x16 which comes only in Ceramic. While 24x24, 36x36, 24x36 etc. are the bigger sizes and called as Vitrified tiles. Vitrified tiles are mainly floor tiles. So there is each and every retailer selling Ceramic tiles and approx. 87% are selling Vitrified tiles.
4. What are the tile companies that you deal with? For the answer of this question there were dealers of many companies. The table for this is as: -
Companies Bell Nitco Somany Kajaria Others
Frequency 4 3 13 12 95
Percentage (%) 4 3 13 12 95
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Kajaria Others
Somany Nitco
Bell
As there are only 4% respondents are working with Bell from the places visited by me. Percentage of Somany is 13% and for Kajaria is 12%. As each dealer used to sell local tiles so there were 95% respondents who are selling others tiles also. In others tiles there is very strong presence of Johnson, Orient and Euro as branded tiles and in local tiles there is strong presence of Varmora.
5. Who is your end Customers? In the answer; the respondents are mainly selling their tiles to four persons. The table is as follows: -
End Customers Government Individuals
Frequency 8 100
Percentage (%) 8 100
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Builders Architects Engineers
44 18 5
44 18 5
120 100 80 60 40 20 0
Percentage
As every dealer (100%) is selling to individuals. 44% respondents are supplying tiles to the Builders also. And only 8% dealers are supplying their tiles to Govt. Departments also. They also supply to the Architects and Engineers.
6. Who influences the decision of purchasing of tiles?

For this question I got mainly two categories in answer. Take a look on the table: Influencing person Architect Staff Family Frequency 31 63 100 Percentage (%) 31 63 100
100 80 60
Percentage
40 20 0
Architect Staff Family
It is clearly showing that it is the personal or Family decision (100%) of the customer that which type of tile he or she wants to take. But according to 63% dealers, their display staff also influences the decision of the customer. 31% Dealers thinks that Architects also play a major role in the selection of tiles. This culture is mainly in Kota.
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7. From whom do you procure tiles? Respondents do the purchase either from the company or from its authorized dealer. Datasheet is as follows: -
Procurement Company Authorized Dealer Total
Frequency 70 30 100
Percentage (%) 70 30 100
Authorized Dealer 30%
Company 70%
As 70% respondents used to purchase tiles directly from company or its manufacturing plant. Only 30% respondents purchase tiles from the authorized dealer. So the trend says that dealers prefer to purchase tiles directly from the company.
8. What is your most preferred tiles size? As every dealer is selling wall and floor tiles so there is also various sizes in both tiles. The list of preferred sizes is as follows: -
Wall Tiles Size 8x12 10x13 12x18 10x16
Frequency 100 63 31 20
Percentage (%) 100 63 31 20
Floor Tiles Size 24x24 12x12 16x16 24x36
Frequency 86 70 43 15
Percentage 86 70 43 15
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Wall Tiles Sizes

10x16 12x18
Percentage
10x13 8x12 0 50 100 150
Floor Tiles Sizes

100 80 60 40 20 0 24x24 12x12 16x16 24x36
So according to this column chart every dealer is selling 8x12 size in wall tiles. Because customers prefer this size. 10x13 is selling by 63% and 12x18 is by 31%. In the floor tiles, vitrified tiles in 24x24 size are selling by 86% respondents. While 12x12 is selling by 70% dealers. 16x16 tiles were sold by 43% respondents. So 8x12 and 24x24 tiles sizes are main strength for a dealer.
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9. Are the customers conscious about the brand of tiles? In the answer of this question I got mixed response. As some customers prefer branded tiles while others like local tiles. So the datasheet is as follows: -
Conscious for Brand Yes No Total
Frequency 22 78 100
Consciousness for Brand
No
78
Perc enta ge
Yes
22
The response of the dealers was that customers dont see on the quality. Only 22% respondents said that their customers prefer quality tiles. But 78% said that customers have no meaning with quality.
62% of 78% respondents said that their customers see both price and quality and rest 38% of 78% said that their customers see only prices and want least prices.
10. How would you rank the tiles companies? As there were five companies questionnaire to give ranks. So the table is as follows: in the
Companies Quality Orient Kajaria Somany Bell Johnson 5 2 3 1 4 Price 4 1 3 2 5
Ranks Demand 3 1 2 5 4 Range 4 1 3 5 2 Services 4 3 2 1 5
As the table is clearly showing the ranks of different tiles companies. In quality, Bell is at no.1 position and Kajaria is at no.2. Talking about prices, Kajaria has the most expensive tiles while Bell is at no.2 and Somany is having 3rd rank. Kajaria tiles are most demanded and also having largest range. Somany tiles are on 2nd rank in demand while Johnsons range of tiles is 2nd largest. Bell is at 5th position for range of tiles. Services are served by Bell with having 1st position. Somany is at 2nd and Kajaria is at 3rd rank. So Bell satisfies its dealers by its services.
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11. Is the demand for Edge- Cut tiles more? Specify reason. As edge- cut tiles is the new trend of tiles, which is also called joint free tiles. Table is as given below: -
Demand for Edge- Cut Yes No Total
Frequency 74 26 100
Demand for Edge- Cut
No 26%
Yes 74%
As edge- Cut tiles were favored by 74% respondents. The reason behind that is, not to look gaps in edge- cut tiles. Some
dealers said that it is the current scenario of tiles market and customers are also following it. Edge- Cut tiles are mainly in demand for floor. As vitrified tiles comes in edge- cut. Bell is also making 16x16, 12x12 and 12x18 tiles in Edge- Cut. But wall tiles are not in much demand with having edge- cut. 8x12 tiles come without edge- cut. And are selling by every retailer. So edge- cut is the trend of floor tiles.
12. What products do you sell at your shop? As the respondents touched are surely selling tiles. Along with tiles they are selling some more products and the list of that is given below: -
Products Tiles Sanitary Wares Bathroom Fittings Marbles Hardware Paints
Frequency 100 92 64 19 13 16
Percentage (%) 100 92 64 19 13 16
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120 100 80 60 40 20 0
Percentage
Here in the chart it is clearly showing that 92% dealers are selling sanitary ware along with tiles. Bathroom fitting is an expensive thing and selling by 64% respondents. In few quantity marble, hardware and Paints are also selling by the respondents.
14. What are your suggestions for better acceptance of Bell products? Again it was the question mainly for its dealers because only they can give the right suggestion for BCL. They give ranks to the options of this question. They are as follows: 1st Rank - More designs and Colors: - According to the dealers, the range of Bell tiles is very limited. There should be more designs and colors in Bell tiles. It is the habit of customers that they want to see more and more designs and colors in tiles. So if there will be good collection of designs and colors then there will be better acceptance of Bell tiles.
2nd Rank Competitive Prices: - Dealers said that there should be competitive prices of Bell tiles. As each and every shopkeeper is selling local tiles;
which are very cheap. So if BCL do some price cutting then some more customers can come in its range and it can get more acceptance.
3rd Rank Proper Marketing: - All the dealers give 3rd rank to the proper marketing. There is a need of proper marketing for the running products. Marketing is the lifeline of any company. As BCL is working for more than 20 years but still it is lacking behind in the field of Marketing. It is marketing; due to which Kajaria is at no. 1 position. So Bell has to spend more on marketing on regular basis.
4th Rank More Sizes: - As per the dealers of Bell it is the time of vitrified tiles. Each and every company is making vitrified tiles except BCL. In the past years, these vitrified tiles were strength of Bell. So if Bell produces vitrified tiles then its range of floor tiles will become quiet strong along with 12x12 and 16x16 tiles. There are some sizes like 10x13, 10x16 in wall tiles; very much in demand. If it is possible for BCL to reproduce 10x13 tiles, then it will be very fruitful for it. All the dealers like to start this size again, as these tiles were very much in demand previously.
5th Rank Quality Improvement: - The strength of Bell tiles is its quality. Due to its quality policy, BCL never negotiate with prices. All the dealers are satisfied with its existing quality. So if Bell improves some more quality then it will give more advantage and greater acceptance to Bell tiles.
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15. Your Valued Comments for BCL. These comments are also from the dealers of Bell. All the dealers are satisfied with working Bell. According to them, BCL always respects its dealers. Bell used to give recognition to them for their work. The accounting system of BCL is up to date. They have never faced any accounting problem from company side. Complaint settlement system regarding breakage tiles and quality is also very good. All complains are settled on time. They have no problem with BCL and they want to continue with it for a quiet long time.
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SWOT ANALYSIS OF BELL

STRENGTH -Widespread distribution network dominance in southern market. -World class quality Ceramic tiles. -After merger with Orient get the operational strength and Pan India comp. -Having a decent brand image . with -Lack of Marketing and Promotional tools -No proper feedback and communication channel for the existing dealers. - Packaging problem faced by some dealers. - Lack of designs and varieties in wall tiles.
WEAKNESS
-Well diversified portfolio of products in - Not inclined towards rural markets , they are floor tiles. next big markets due to high rate of urbanization. -Exclusive floor tiles in market. - Weak institutional customer network.
OPPORTUNITY
THREATS
-Having a quality product is great - Due to large number of players in the
opportunity for the company to market is getting saturated day by day. absorb institutional customer base . - After the acquisition with Orient its - Untapped rural markets where difficult to satisfy the customers about the exclusive product and may be results in loss small retailer are doing business with of market share. local tiles. - Hike in interest rate and inflation result in - Can open its showrooms and outlets increase in price of raw material which may in the Northern region of India where also hurt the sale of company other players are doing fair business
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Distribution System of BCL:
Ceramic Marketing: The 4Ps of ceramic marketing are like different levers that can be used in different degrees to achieve the same objective.
Product - There is a wide range of designs and sizes to choose from. Introduction of two new categories-i.e., Vitrified and Concept tiles. Price - The price range is very vast. Due to capacity expansion supply is increased so price is lowered down by 35%. Moreover price war from china has also lowered down prices. Promotion -Advertising is done in leading Construction magazines and interior design journals. Taking part in international exhibitions is routine .Place -Wide distribution network in and outside state. Products delivered within feasible timeline of order.
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FINDINGS & RECOMMENDATIONS
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On the basis of research conducted by using two different questionnaire , it helps in understanding the need of market and also the problem occur in distribution of tiles in the market. Overall study reflects that Bell having a good marketing tactics and Brand image , but due to high competition in urban market its necessary to spread its product reach to rural market where a huge potential is lies.
1. LACK OF PROMOTIONAL PROCEDURESAfter the survey of towns in the vicinity of Rajasthan, most of the dealer responded that no representative from Bell have come here till now, although they were aware of many competitive brands like kajaria, somany, orient etc.some dealers were partially aware that Bell is a high quality brand but they didnt have the complete and proper information pertaining to companys product range. So the company should start various promotional schemes for enhancing the sale of its products. BCL can adopt following tools : Online marketing using social networking sites need to create just a page of Bell ceramics and all the employee and retailers can join that page. Recruit a team of trained salesman specially for distant areas and towns Print media advertisement during the high growth of industry. Attractive and informative catalogue of all the products.
Any surprise gift or schemes of dealers after achieving certain

target.
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2 . Merger of Bell and Orient ceramic limited: After the merger of Orient and Bell , there is lots of misconception in the mind of retailers and other customers about the manufacturing and operational activity of Bell. My focus was to give the correct information about the Merger and convince them about the strength of Both companies in all over India. Need to convince all dealers and retailers about the correct information about Bell and Orient merger and what are the benefits of this merger also try to convey the Orient dealers that they should also sell products of Bell with same interest.
3. PACKAGING PROCEDURES`BCL is having different packaging system or different box sizes which may be an uniqueness for company but after the response of dealers that other brands are giving packing of 10 sq. feet and where Bell gives it in 14 sq.feet or 15 sq.feet. Its difficult to convince a customer about the large packaging and its related price. Customer refuse to take it just due to print of high price. Also there is risk of brokerage in the large boxes. Most dealers feel that packaging should be of 10 feet instead of 15 feet. The reason behind this is only the positioning or the perception in the minds of the customer for low price. For example- competitor is giving one box of tile at Rs.170 having 10 feet packaging and same box of tile offered by us is at Rs.210 per box having 15 feet packaging. Rates are same but customers hesitate to pay for 15 feet packaging.
4. The companys strength is its quality policy. So BCL has to maintain it and try to improve it constantly. As from the last many years Bell is selling very few designs in wall tiles , market or existing dealers demand more varieties in Wall tiles
Bell wall tiles prices are quiet close to floor tiles. So there should be some lesser prices of wall tiles. As every dealer is selling local tiles of Morvi so BCL try to give some economic prices of floor tiles also. BCL has to increase its product range and designs. No company can sustain for a long time without increasing its range and designs. So BCL try to do good research on designs.
Recommendations for Marketing and Promotion tactics of Bell : Bell Should adopt the widest distribution network model to deliver products to the end user in quickest and most effective way. It would also accelerate the sales. It may include company owned showrooms, franchises, multi-product dealers and sub-dealers. Distribution network should be clearly segregated towards specific product segments. May introduce three dimensional catalogue visual experiences to its customers and also give customer a chance to design product in their own way of choice (customized design specification). Bell should Set up exclusive showrooms for special products instead of keeping with the regular range. As example, the upcoming product FOREVER-a product in NON-SKID tiles segment should have an exclusive place to showcase. It would add to the exclusive ambience of the product. More introduction of matching wall and floor tiles. To grow its institutional business, the BCL should organize more interactions with architects, developers and government agencies at its dealer outlets. This would serve a dual purpose: it would enable the company to acquire an insight into evolving preferences of some of the most prominent and trend- influencing architects; on the other hand, it helped the company cater to their evolving preferences.
Risks and Concerns:

Some of the key risks affecting the Company are explained below: 1. The instability in the fuel prices due to continuous increase in energy prices in the international market has significantly put pressure on margins. 2. After the Merger of Acquisition by the Orient its important for the company to retain its market share and more emphasis on promotion .there is risk of loss of market share due to wrong information in the market. 3. The market is getting saturated day by day due to large number of players in ceramic industry , there is need of brand loyalty by customers therefore company need a customer relationship management approach to retain the existing customers. 4. To retain skilled professionals is also a cause for concern. However, best HR practices are in place to retain the talent and reduce the attrition. 5. Due to high inflation and tightening of credit by RBI, finance costs may be adversely affected in the coming year.
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Conclusion:
The prospect and the future of ceramic tiles lies not only in northern region but it spread across the country and after the Merger two leading tile companies (Bell and Orient) , its become easier to them to gain the pan India presence with largest manufacturing facility. In conclusion of the project it can be said that BCL has become a good brand name in the field of Ceramic tiles. It has positioned as a special brand which carries a good repot with it. Bell was one of the initiator in the tiles industry to introduce Ceramic and Vitrified tiles. Its necessary for them to focus on their new products. For the new policies company has to know the feed back of the dealers. Research based surveys are one of the best way to find out this. These surveys also make a way of communication for the company with the dealers and other retailers. This also helps in getting that what currently is going on in the market.Where the products need to be pushed up from companys side. These types of surveys make the dealers and retailers feel that the organization is paying regular attention to their demands. It is also essential for an organization because these are the persons who sell their products to the customers. With the help of such surveys we come to know the demands of the influencers also. These influencers also play a vital role in positioning of the product with the sales. Most of the influencers want that company should touch them time to time. So that they can enjoy the feelings of their importance for organization. To know this feed back of dealers & retailers and influencers, different questionnaires were prepared. And according to them information was collected. All the useful information has already added in the data analysis. As we have to enhance the sell of Bell tiles during this project. So there were some good enquiries from retailers side which have already mentioned. Some retailers want to deal with Bell so the list of that retailers is already mentioned. There was very good response from influencers side. So BCL has to maintain this by sending them regular intimations. Company has to send their marketing person to them on regular basis. So they will come to know the new happenings in BCL.
References:
For secondary data www.icctas.com Company websites (http://www.bellceramic.com/) Annual reports Previous summer training projects Magazines, web-articles and catalogues
For primary data Questionnaire Supervisors advice and information
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APPENDIX
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QUESTIONNARE FOR DEALERS
NAME
: _____________________________________________________
ADDRESS
: __________________________________________________
__________________________________________________
CONTACT NUMBER : (Landline) __________________ (M):__________________
Email Id
: _____________________________________________
1. WHAT PRODUCTS DO YOU SELL FROM YOUR SHOW ROOM? a) Sanitary wares b) Hardware
c) Bathroom fittings
d) Cement
e) Tiles
f) Paints
g) Marbles
h) Steel
i) Others ___________________________________________
2. SINCE HOW LONG ARE YOU INTO THIS BUSINESS?____________ 3. WHICH ARE THE BRANDS THAT YOU DEAL WITH IN TILES? a) ____________________ b) ___________________________
c) ____________________
d) ___________________________
e) ____________________
f) ___________________________
4. WHO ARE YOUR END CUSTOMERS? a) Government b) Individuals
c) Builders
d) Contractors
e) Engineers/Architects ___________________
e) Others
5. How you get updated about the products you deal with? a) Mailers b) Newsletters
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c) Email
d) Company Representative
e) Others (Please Specify) _________________________________________
6. DO YOU DEAL WITH BELL CERMICS LTD? Yes No
IF YES,
a) SINCE HOW LONG _______________________ b) AVERAGE OFFTAKE MONTHLY(in Boxes): i) WALL Boxes Boxes ii) FLOOR
c) ARE YOU SATISFIED WITH: i) Price Yes No
If No, Specify, ____________________________________________
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ii) Promotion
Yes
No
If No, Specify, ____________________________________________
iii) Personnel visit
Yes
No
If No, Specify, ____________________________________________
iv) Availability of material
Yes
No
If No, Specify, ____________________________________________
7. Are you aware about the new series of wall & floor tiles introduced by Bell Ceramics Limited? Yes No
8. (A) If yes, which are the products you are aware about: PRODUCT SIZE DESIGN NAMES 20X20 16X16 12X12
12X18 8X12
(B)If yes, through which source you come to know about the new introductions?
a) Samvaad
b) Company Representative
c) POP materials
d) Other source (Please mention the reference) ____________________ 9. Are you aware about FOREVER TILES, recently launched floor tiles? Yes No
10.If yes, through which source you come to know about the new introductions? a) Samvaad b) Company Representative
c) POP materials
e) Other source (Please mention the reference) ____________________
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If no, for Q. 7 & Q.9, please give brief on the products which is not known by the showroom person. Then go for below questions
11.Please Give your valuable feedback on latest introduced designs from Bell: PRODUCT SIZE 20X20 16X16 12X12 12X18 8X12 FOREVER TILES 12.Would you like to get more updates from Bell Ceramics Limited? Yes No FEEDBACK
13.WHAT IS YOUR MOST PREFERRED TILES SIZE? WALL 8x12 10x13 12x18 12x24 Others: 12x12 16x16 20x20 24x24 Others FLOOR
14.ARE THE CUSTOMERS CONSCIOUS ABOUT THE BRAND OF TILES?
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a) Yes
b) No
15.HOW WOULD YOU RANK THE FOLLOWING COMPANIES? (Please give rank from 1 to 5, 1 for most preferred and 5 for least preferred) Brand Quality Price Demand Range Services ___________
___________
___________
___________
16.WHAT ARE YOUR SUGGESTIONS FOR BETTER ACCEPTANCE OF BELL PRODUCTS? a) Quality Improvement c) Competitive Price b) b) More Designs and colors d d) more sizes
e) Others__________________________________________
For those who does not deal with Bell Ceramic Limited.
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17.Are you aware about Bell Ceramics Limited? Yes No
18.If Yes, How you come to know about Bell Ceramics Limited? a)___________________ b)_______________________
c)___________________d)_______________________
19.Would you like to deal with Bell Ceramics tiles? Yes No
20.YOUR VALUED COMMENTS:
SIGNATURE & SEAL OF THE RESPONDENT:_____________________
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DATE: ____________
QUESTIONNAIRE FOR
INFLUENCERS
NAME/ NAME OF THE FIRM:
ADDRESS:
CONTACT NUMBER:
CITY:
1. Since how long you are into this profession?
2. What are the kinds of projects that you/ your firm are involved in? a) Government b) Commercial c) Residential e) Any other ____________________ d) Industrial
3. What kind of flooring you prefer for your projects? Government Commercial Residential Industrial
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Mosaic Marble Granite Ceramic Vitrified
4. What do you prefer for wall coverings?
5. Which brands of tiles you recommend or use for your projects? a) Kajaria b) Bell c) Somany e) Nitco d) H & R Johnson f) Others ____________
6. Have you ever used Bell tiles? a) Yes
b) No
If Yes, your comments:
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If No, what are the reasons for not opting Bell tiles?
7. What are the features in tiles that you look for while choosing a particular brand for your project? a) Price b) Quality c) Brand Name e) Designs g) Services d) Product Range f) Availability h) Any other ________
8. What is your most preferred tiles size? Wall 12x18 10x13 8x12 Others: Floor 12x12 16x16 24x24 Others:
9. Do you prefer tiles with Edge cut? a) Yes
b) No
If Yes, kindly specify the reason
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10. What do you prefer more? a) Non- Skid c) Non- Skid & Group 5
b) Group 5 Series
11. Would you like to know more about Group 5, Non- Skid tiles? a) Yes b) No
12.Your valued comments: __________________________________________________________________ ________________________________________________________
Thank you very much for your co- operation.
Signature
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SAMPLE OF DAILY ACTIVITY REORT(DAR)

DAILY ACTIVITY REPORT TRAINEE (SUMMER PROJECT) SUMMER TRAINEES NAME: GAURAV MEENA
DATE: 03.06.2011 REPORTING BRANCH : JAIPUR
CONTACT DETAILS PERSON CONTACTED ORGANIZATION ADDRESS / CONTACT N O. RESPONSE
NEXT ACTION
RAKESH KHANDELWAL
ALLIED AGENCIES
E -96 , MGD , MARKET , TRIPOLIA BAZAR JAIPUR
HE IS CURRENT DEALING WITH SIMPOLO TILES AND SANITARY WARES .
WILL DO SAMPLING AFTER HIS COMPLETE CONSENT AND MAKE HIM AWARE ABOUT PRICES OR ANY DISCOUNT IF POSSIBLE . NO NEED TO VISIT HIM ANYMORE . S
HOWEVER, SHOW INTEREST

IN DEALING WITH BELL TILES HECURRENTLY DEASL WITH , HE NEED MORE HINDWARE AND ITALICA INFORMATION ABOUT TILES. PRICES .
ASHOK AGARWAL
ASHOK TRADING CORPORATION
SHOP 100 , M. G. D
, ATISH MARKET , PH:- 2315680

JAIPUR
MUKESH
SHARMA
SUSHIL KUMAR
AND SONS
76-MGD , ATISH MARKET , JAIPUR PH;- 9214514626 302002
. POSITIVE RESPONSE REVISITED HIM .

NOT AT ALL INTRESTED IN CURRENTLY DEALING WITH BELL TILES AND FULLY KAJARIA , SATISFIED WITH THEIR SERVICES . LACK OF INTEREST , NOT NECESSARY TO VISIT AGAIN .
PH:-2310371
MR. DINESH
BADAYA ENTERPRISES
A-26 , ATISH MARKET , TRIPOLIA BAZAR , JAIPUR. PH: 01412313512
HE IS CURRENTLY DEALS CURRENTLY NO HAVING ANY WITH ORIENT TILES ..

PLANS TO DO BUSINESS WITH BELL .HIM ABOUT CONVINCE SEPARATE MANUFACTURING FACILITY OF B ELL AND ORIENT.
NOT INTRESTED .
94140-77517 UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12
Page 73
OWNER NOT FOUND , SHOP KISHOR( SHOP BOY) SANGAM SAINTARYWARES E -12 BOY TELLS ABOUT THE DEALERSHIP OF JOHANSSON TILES. NOT AWARE OF BELL PRODUCTS. ON NEXT VISIT TRY TO MEET THE OWNER .
SARDUL SINGH KI NAL , BEHIND MGD MARKET, TRIPOLIA ,

JAIPUR
SUMMER TRAINEES SIGNATURE SIGNATURE PROJECT GUIDE & DATE* NOTE THIS REPORT HAS TO BE SUBMITTED TO YOUR PROJECT GUIDE ON DAILY BASIS IN WRITING OR THROUGH E -MAIL .
Page 74
THANK YOU
Page 75

BELL CERAMICS Summer Project Report (GAURAV 2011)

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BELL CERAMICS Summer Project Report (GAURAV 2011)

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A SUMMER PROJECT REPORT ON

SUBMITTED IN PARTIAL FULFILLMENT OF MASTER OF BUSINESS ADMINSTRATION (2010 -2012)

UNIVERSITY BUSINESS SCHOOL, CHANDIGARH

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Customer analysis Choice modelling

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

JAIPUR (head market)

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

COMPANY & PRODUCT PROFILE

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Ceramic Glaze Wall Tiles. 200mm x 300mm

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

PRODUCES WALL & FLOOR TILES FLOOR TILES

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Acquistion of Bell Ceramic

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

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Advantages of Primary Data: -

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

DATA INTERPRETATION AND ANALYSIS

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Data Analysis of Retailers

Time Period Below 10 Years 10-20 Years 20-30 Years

Percentage (%) 52 31 8 9 100

30 Years and Above 9 Total 100

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Monthly Tiles Turn Over Below 10 Laces 10-20 Laces

20 Laces and Above 6 Total 100

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Companies Bell Nitco Somany Kajaria Others

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

End Customers Government Individuals

Percentage (%) 8 100

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Builders Architects Engineers

6. Who influences the decision of purchasing of tiles?

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Procurement Company Authorized Dealer Total

Percentage (%) 70 30 100

Authorized Dealer 30%

Wall Tiles Size 8x12 10x13 12x18 10x16

Percentage (%) 100 63 31 20

Floor Tiles Size 24x24 12x12 16x16 24x36

UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12

Wall Tiles Sizes

CONTACT NUMBER : (Landline) (M):

12.Your valued comments: __________