Professional Documents
Culture Documents
ON
PROJECT UNDERTAKEN
AT
SCHABLONA INDIA LIMITED
UNDER GUIDANCE OF
MR.AKLESH KUMAR PANDEY (SR.MARKETING MANAGER)
iii. ACKNOWLEGEMENT
iv. PREFACE
v. TABLE OF CONTENTS
CHAPTER
NO.
1. INTRODUCTION
1.1 INTRODUCTION
1.2 SIGNIFICANCE OF STUDY
1.3 SCOPE OF STUDY
1.4 OBJECTIVES OF THE STUDY
1.5 RESEARCH METHODOLOGY
2. LITERATURE REVIEW
3. THE ORGANIZATION
3.1 INTRODUCTION
3.2 HISTORY OF CERAMIC TILES
4. DATA ANALYSIS AND INTERPRETATION
BIBLIOGRAPHY
ANNEXURE
DECLARATION
NARENDER KUMAR
(Signature of candidate)
ACKNOWLEDGEMENT
The Summer Internship at “SCHABLONA INDIA LIMITED” has
been a quantum leap in terms of practical savvy, understanding of
management concepts, sincerity, diligence, responsibility & above all
self-confidence.
VISION
MISSION
Rumors have it that the first clay tiles were produced seven to eight thousand
years ago in the area now known as the Holy Land. Many sources independently
verify that the actual known history of Tiles, (and the known usage of wall and
floor tile coverings) can be traced back as far as the fourth millennium BC (4000
BC) to Egypt.
In those days, in Egypt, tiles were used to decorate various houses. Clay bricks
were dried beneath the sun or baked, and the first glazes were blue in color and
were made from copper, very exquisite!
During that period ceramics were also known to be found in Mesopotamia. These
ceramics bore decorations, which were white and blue striped and later possessed
more varied patterns and colors. Later on, in China too, the great center of
ceramic art, a fine, white stoneware with the earliest Chinese glaze was produced
during the Shang-Yin dynasty (1523-1028 BC).
The usage and the art of making and decorating ceramic tiles had spread and by
900 A.D., decorative tiles had become widely used in Persia, Syria, Turkey and
across North Africa. As transport and communication developed, tile usage and
its penetration in other territories increased. Wars and territory take-overs
caused this art to spread even faster.
By the end of the 12th century, use and manufacture of Ceramic Tiles had spread
across Italy and Spain and into the rest of Europe. Till that time they were
mainly used to decorate the floors of Cathedrals and Churches. The skill had
eventually vanished from Europe in the 16th century following the reformation.
But the decorative wall tile art had survived in Turkey and the Middle East and
the Delft tiles art survived in Holland.
A form of tile making had also evolved among the natives of North and South
America at some point. The first decorative tiles to appear in Colonial North
America were imported from Northern Europe, mainly England the Brits having
hijacked the technology from the Dutch. The tiles were too expensive for
utilitarian purposes in the Colonies and were found almost exclusively in the
homes of the wealthy.
Through the centuries, tile decoration was improved upon, as were methods of
tile manufacture. For example, during the Islamic period, all methods of tile
decoration were brought to perfection in Persia. Throughout the known world, in
various countries and cities, Ceramic tile production and decoration reached
great heights. The tile mosaics of Spain and Portugal, the floor tiles of
Renaissance Italy, the faiences of Antwerp, the development of tile iconography
in the Netherlands, and the Ceramic tiles of Germany are all prominent
landmarks in the history of Ceramic tile.
In the early days, the tiles were hand-made, each tile was hand-formed and hand-
painted, thus each was a work of art in its own right. Ceramic tile was used
almost everywhere on walls, floors, ceilings, fireplaces, in murals, and as an
exterior cladding on buildings.
Today Ceramic tile throughout the world is not hand-made or hand-painted for
the most part. Automated manufacturing techniques are used and the human
hand does not enter into the picture until it is time to install the tile. They are
used in an almost infinite number of ways and you dont have to consider yourself
wealthy to own them. In commercial buildings, where both beauty and durability
are considerations, ceramic tiles will be found, particularly in lobby areas and
restrooms.
In fact most modern houses throughout use Ceramic tiles for their bathrooms
and kitchens and in every vital area of the premise. Ceramic tiles are also the
choice of industry, where walls and floors must resist chemicals. And the Space
Shuttle never leaves Earth without its protective jacket of high-tech, heat
resistant tiles.
(Note: The above history has been compiled after taking varied sources of
information into consideration)
Top
CERAMIC TILES INDUSTRY IN INDIA:
Industry Highlights
Apart from their decorative looks, Ceramic Tiles are primarily hygiene products
and that is how our broad spectrum of consumers view the product. This is fairly
evident from its varied usage from bathrooms and kitchens in average Indian
households to medical centers, labs, milk booths, schools, public conveniences,
shopping malls and numerous other centers; which dot our day to day life. A
ceramic tile is basically a "utility product" and that remains our promotional
slogan. Popular housing projects are increasingly switching over to Ceramic Tiles
moving away from the traditional use mosaic and even granite or marble, owing
to several factors viz. ease in laying ability, versatility, low price and hygiene.
Nevertheless, this decorative aspect of a Ceramic Tiles has forever been in the
forefront. Heavy churning out of bolder and colorful designs by the industry are
testament to the fact that most households regard a ceramic tile as an
"adornment" for an otherwise "drab look" of their age-old floorings or an
unfurnished wall.
Ceramic tiles as a product segment has grown to a sizeable chunk today at 340
Millions Square meters production per annum. However, the potential seems to
be great, particularly as the housing sector, retail, IT & BPO sectors have been
witnessing an unprecedented boom in recent times. The ceramic tiles sector has
been clocking a robust growth of 12-15% consistently over the last few years.
Today, India figures in the top 5 countries in the world manufacturing ceramic
tiles.
The key drivers for the ceramic tiles in India are the boom in housing sector
coupled by government policies fuelling strong growth in housing sector. The
retail boom in the Indian economy has also influenced the demand for higher end
products. Overall the bullish growth estimates in the Indian economy has
significantly influenced the growth of the Indian Ceramic tile industry.
The main product segments are the Wall tile, Floor tile, Vitrified tile and
Porcelain tile segments. The market shares are 35%, 53% and 12% respectively
for Wall, Floor & Vitrified/Porcelain tiles. The tiles are available in a wide variety
of designs, textures and surface effects. They cater to tastes as varied from rustics
to contemporary marble designs in super glossy mirror finishes.
Both, traditional methods of manufacturing (tunnel ) and the latest single fast
firing methods are deployed in manufacturing. Some of the latest trends in
manufacturing methods can be seen in India.
The investments in the last five years are approx. Rs 2000 crores. The industry
also enjoys the unique distinction of being highly indigenous with an abundance
of raw materials, technical skills, infrastructural facilities despite being fairly
capital intensive. A total of over 5,50,000 people are employed in the sector. Out
of this, 50,000 people are directly employed and 5,00,000 are indirectly
associated. The potential is huge considering the per capita consumption of
ceramic tiles in India. Currently it is at 0.30 square meters per person in
comparison to over 2 square meters per person for like countries like China,
Brazil and Malaysia
The ceramic tiles industry in India has followed similar trends internationally
which have been characterized by excess capacities and falling margins.
Countries like Malaysia, Thailand, Indonesia, Sri Lanka and Vietnam are setting
up their own plants. China has emerged as a major competitor. Producers from
Spain and Italy have the advantage of lower transportation costs while exporting
to USA and Germany. In India, the per capita consumption is as low as 0.30
square meters per person compared to China (2 square meters per person),
Europe (5 to 6 square meters per person) or Brazil (2.5 square meters per
person). Rising disposable incomes of the growing middle class and 40 million
units of housing shortage hold out a great potential.
A major change that took over the ceramic tiles industry, was the introduction of
vitrified and porcelain tiles. These new entrant product types are said to be the
tiles of the future. Internationally these tiles are already the major sellers. These
category of products account for 13% of all organized sales in this industry.
These new products and the conventional wall & floor tiles have together made
the organized industry grow to a formidable Rs. 3000 crores industry. This
coupled with a spate of expansions by many players make the industry look very
promising in the future.
s
The Indian Industry has developed an export market although at the lower end.
In volume it constitutes less than half a percent of the global market. (Presently
India does not figure in the list of major exporting countries). But this reality
could change as Indian exports are rising at the rate of 15% per annum. The top-
end of the global export market is presently dominated by Italy (40.8%) and
Spain (26.4%).
(Source: Compiled using information from Corporate Catalyst India, ASCER
and other associations.)
Top
CERAMIC TILE INDUSTRY STATISTICS:
Top
MEMBERS IN CERAMIC TILE INDUSTRY:
Members in Ceramic Tile Industry:-
Limited area.
Limited time period due to regular classes.
Some responses to the questions were abacuses.
Sampling technique was convenience sample.
Some respondent were not willing to give the answer
Sample size is 30 which is very small.
Respondents view may be biased.
RESEARCH METHODLOGY
Research in common parlance refers to a search for
knowledge. Research is an art of scientific investigation and is a
careful investigation or inquiry especially through search for new
facts in any branch of knowledge. Research comprises defining and
redefining problems, formulating hypothesis or suggested solutions;
collecting, organizing and evaluating data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis. Research is
an original contribution to the existing stock of knowledge making
for its advancement. It is the pursuit of truth with the help of study,
observation, comparison and experiment.
RESEARCH PROBLEM
The first step while conducting a research is to carefully define
the research problem. The problem to be studied must be defined
unambiguously. The present study has been undertaken to Janak
puri (Delhi). The market potential Towards Schablona Products.
RESEARCH DESIGN:
Research Design clears the conceptual structure within which
research would be conducted. The preparation of such design
facilitates research to be as effective as possible.
SAMPLE DESIGN
For collecting information from the sample selected any method of
sample design may be selected. Various methods of sample design
are- Random Sampling, systematic Sampling, Deliberate Sampling ,
Quota Sampling, Area Sampling, Convenient Sampling technique is
used on the basis of easy to access.
Sample Unit – Dealers of tiles
The secondary data are collected from the various sources like
papers, internet.
DATA ANALYSIS AND
INTERPRESENTATION
Dr. A.L. Bowlly very aptly observes that, “it is never safe to take
published statistics at there face value without knowing there
meaning and limitation and it is always necessary to criticize
argument that can be based on them”.
The various data collected from the field and there interpretation is
as follows–
Q.1) MODE OF TILE SALES IN YOUR SHOWROOM
MOCK- UP
40 DISPLAY
30 PANEL DISPLAY
20
SLANT DISPLAY
10
0 HANDY OF
1
DIFFERENT
BRAND
INTERPRETATION
According to that we find that the mode of display on the show room
is Mock-up display is 30%, Panel display is 30%, Slant display is
15% and the Handy of different brand is 25%.
Q.2) DETAILS OF SELLING OPERATION OF TILES
THROUGH SALESPERSON ( )
SELLING
OPERATION PERCENTAGE
THROUGH SALES
PERSON 65
DIRECT OWNER
SELLING 35
70
60
50
THROUGH
40
SALES PERSON
30
DIRECT OWNER
20 SELLING
10
0
1 2 3 4
INTERPRETATION
In this question we got to know that the selling operation of tiles is
Through sales person and direct owner selling, so we find that there
were 70% selling by sales person and 30 percent were by direct
owner selling.
Q.3) AVERAGE TREND OF SELLING FROM YOUR COUNTER
WHOLESELLING ( )
RETAIL SELLING ( )
PROJECT SELLING ( )
TREND OF
SELLING PERCENTAGE
WHOLE
SELLING 30
RETAIL
SELLING 60
PROJECT
SELLING 10
60
50
WHOLE SELLING
40
30 RETAIL SELLING
20
PROJECT
10 SELLING
0
1 2 3
INTERPRETATION
Through this question we find that trend of selling like whole selling
is 25%, retail selling is 55% and the project selling is 20%.
Q.5) DETAIL OF DEALERSHIP OF CERAMIC TILES AND
OTHER
BUILDING MATERIAL
INTERPRETATION
Through this question we got to know that on the show rooms of tiles
there are available of every kind of building material like bath fitter,
sanitary ware, designer tiles and imported tiles.
/ MARKET
PURCHASING POWER OF
CUSTOMER PERCENTAGE
HIGH CLASS 25
MIDDLE CLASS 50
LOWER MIDDLE CLASS 25
PURCHASING
60 POWER OF
50 CUSTOMER
40 HIGH CLASS
30
20 MIDDLE CLASS
10
0 LOWER MIDDLE
1 2 3 4 5
CLASS
INTERPRETATION
The society under my study is divided into three main category, these
are high class, middle class and low class. The classes are divided on
the basis of their income. High class refers to the group who is
innovator in nature and does not much care about the money in
purchasing of tiles. They ask for the designs and new launching. The
high class includes upper middle class. Middle class includes those
group who are price conscious and innovator in nature. The lower
class usages glossy and matt tiles with border and sometime motifs.
The important point is that the interpreted data includes the
population in reference to ceramic customer only and not the whole
population.
In this question we got to know that in the area of Janak Puri, there
are only 25% people belongs to high class, from middle class 50%
and from the lower middle class there were only 25% people.
Q.8) % OF BUYING BEHAVIOUR OF CUSTOMER IN YOUR
AREA
/ MARKET
INTERPRETATION
In reference to buying behavior of customer, the customer is divided
into three categories Price conscious, Innovator and Brand loyal.
Price conscious are those who seems more careful about the MRP of
the tiles. These types of customer go for the cheapest tiles in the
market and for this they compromise with quality and brand of tile
also. On the other hand Brand Loyal are those who ask for the
particular brand like Somany, Schablona etc. Innovator are those
who adopt the new trend or launching in the market and price have
no matter to them.
In this question we got to know that in the area of Janak puri the
behaviour of customer is devided into three category these are brand
loyal is 10% , Price conscious is 80% and the strength of innovator is
10%.
Q.9) GIVE THE DETAILS OF VARIOUS DESIGNER TILES
BRANDS IN YOUR MARKET
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
ANALYSIS
In the area of Uttam Nagar there were various brands of designer
tiles these are JOHNSON, KAJARIA, NICE, AMBANI, SUNCITY
AND SCHABLONA, ETC.
i. 5-7
ii. 8-15
iii. 16-25
iv. 25 and more
ANALYSIS
In the area of Uttam Nagar no one dealer couldn’t tells us about that
there average selling of no. of bathrooms from there counter. So, we
can not give the detail about it.
PRODUCT NO OF BOXES
i. BR ……………………..
ii. MF ……………………..
iii. EH ……………………..
SOURCE OF ABOVE PRODUCT RANGE AVAILABLITY
(COMPLIMENTS)
……………………………………………………………………………
……………………………………………………………………………
…………………………………………………………………………….
i. RS 25-35/sqft
ii. RS 35-50/sqft
iii. RS 50-65/sqft
iv. RS 65-100/sqft
v. MORE THAN RS 100
20 RS 35-50
15
RS 50-65
10
5 RS 65-100
0 MORE THAN
1 2 3 4 RS100
INTERPRETATION
In the area of Janakpuri the price acceptance level is devided into
different category these are RS 25-35 is 20%, RS 30-50 is 30%, RS
50-65 is 25%, RS 65-100 is 15% and more than RS 100 is only 10%.
YES ( ) NO ( )
ANALYSIS
Through this question we got to know that the few people were aware
about the Schablona products and those person knows, they knows it
through Somany company. Only Somany dealers and those dealers
uses the Schablona products these persons knows about the
Schablona.
Q.14) IF YES, SOURCE OF AWARENESS THROUGH
……………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
………..
SOURCE OF
AWARENESS PERCENTAGE
SCHABLONA SALES
PERSON 20
SOMANY SALES
PERSON 45
NO AWARENESS 35
50
40 SCHABLONA
SALES PERSON
30
SOMANY SALES
20 PERSON
10 NO
AWARENESS
0
1 2 3 4
INTERPRETATION
In this area we got to know that only 25% of dealers aware about
Schablona through the Schablona sales person, and through Somany
sales person 45% dealers were aware about it. And 30% of the total
population were not aware about it.
Q.15) SATISFACTION LEVEL OF SCHABLONA ( IF USING
OTHERWISE SATISFACTION LEVEL OF OTHERS)
RATING PARAMETERS
i. DESIGN 1 2 3 4 5 6 7 8 9 10
ii. QUALITY 1 2 3 4 5 6 7 8 9 10
iii. PRICE 1 2 3 4 5 6 7 8 9 10
iv. SERVICE 1 2 3 4 5 6 7 8 9 10
v. COMPANY POLICIES 1 2 3 4 5 6 7 8 9 10
vi. FIELD FORCE 1 2 3 4 5 6 7 8 9 10
vii. BRANDING 1 2 3 4 5 6 7 8 9 10
viii. CUSTOMER CARE 1 2 3 4 5 6 7 8 9 10
ix. SALES PROMOTIONS 1 2 3 4 5 6 7 8 9 10
ANALYSIS
Through the survey we got to know that only few dealers those were
using the Schablona products are satisfied by the Schablona product
and there were only 10% of dealer were satisfied by the Schablona
product otherwise the Kajaria is the king of the market. And other
competitors of the Schablona are Johnson, Nice, Ambani etc. has also
the better market than the Schablona.
i. VERY INTERESTED
ii. AVERAGE
iii. POOR
INTEREST TOWARDS
SCHABLONA PERCENTAGE
VERY INTERESTED 20
AVERAGE 55
POOR 25
60
50
VERY
40 INTERESTED
30 AVERAGE
20
POOR
10
0
1 2 3 4 5
INTERPRETATION
Through this question we got to know that only 10% dealers were
very interested about the Schablona tiles otherwise 45% dealers were
interested but they are satisfied with there products which they are
selling, and 45% dealers have poor response because they are fully
satisfied with there product which they are selling.
Q.19) IF INTERESTED, THEN REMARKS ………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………
Q.21) FINDINGS:
C)……………………………………………
• Costly tiles are not much demanded. The demand is for the
tiles of (RS. 25-30) sq. ft.
• The local brands covers the whole market like Nova, Suncity,
Vikas, Pioneer etc.
• There are some of the top most brands in the market like Nitco
and Kajaria but demand for them is very few.
‘SWOT’ ANALYSIS
SWOT analysis is the short form of Strength, Weakness, Opportunity
and threats analysis. In this analysis we discuss about the product
under these four points. Strength, Weakness, Opportunity and
threats for the designer tiles are as follows-
STRENGTH-
It is totally a new concept in ceramic industries in India.
WEAKNESS-
The designer tiles are very costly.
OPPORTUNITY-
The designer tiles are having very good opportunity because of its
look and its increasing use in industrial and non industrial sectors. It
can be said that in coming future there will be only and only designer
tiles.
THREATS-
In spite of very good opportunity, the Indian ceramic market has a
threat of Chinese tiles. Te Chinese tile are not only less in price but
also have better designs.
The designer tiles are mainly design based, ones the design is
rejected from the market it become difficult to sale them at
loss too.
BIBLIOGRAPHY
Books:
> Kothari, C.R., (2002), "Research Methodology Methods &
Techniques", Wishwa
Magazine/Journal:
>Indian Journal of marketing, volume-XXX 111,2004
>India Today Edition Feb. 2009
>Outlook Edition Dec.2008
>Auto Cars,Edition
Sep.2008 Newspaper:
>Times of India
>Hindustan time
>The Tribune
Web Sites:
>http://www.google/.com
>http://www.yahoo/.com
>http://www.wikipiedia/.com
>http://www.SOMANY GLOBAL/.com
>http://www.DESIGNER TILES/.com
QUESTIONNAIRE
I am Narender Kumar. I am doing MBA
from Haryana Institute of Technology now,
I am presenting my summer training report
on the topic MARKETING POTENTIAL
OF SCHABLONA at DELHI. So, Help me
for being the subject of mine and fill up this
questionnare
PERSONAL INFORMATION:-
Address : …………………………………….
Place : …………………………………….
Q.1) SHOWROOM / COVERED AREA (sqft):……………………
…..
THROUGH SALESPERSON ( )
WHOLESELLING ( )
RETAIL SELLING ( )
PROJECT SELLING ( )
BUILDING MATERIAL
/ MARKET
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
v. 5-7
vi. 8-15
vii. 16-25
viii. 25 and more
Q.11) PER MONTH AVERAGE SALES OF FOLLOWING FROM
YOUR COUNTER
PRODUCT NO OF BOXES
iv. BR ……………………..
v. MF ……………………..
vi. EH ……………………..
SOURCE OF ABOVE PRODUCT RANGE AVAILABLITY
(COMPLIMENTS)
……………………………………………………………………………
……………………………………………………………………………
…………………………………………………………………………….
vi. RS 25-35/sqft
vii. RS 35-50/sqft
viii. RS 50-65/sqft
ix. RS 65-100/sqft
x. MORE THAN RS 100
YES ( ) NO ( )
……………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
………..
RATING PARAMETERS
i. DESIGN 1 2 3 4 5 6 7 8 9
10
ii. QUALITY 1 2 3 4 5 6 7 8 9
10
iii. PRICE 1 2 3 4 5 6 7 8 9
10
iv. SERVICE 1 2 3 4 5 6 7 8 9
10
v. COMPANY POLICIES 1 2 3 4 5 6 7 8 9
10
vi. FIELD FORCE 1 2 3 4 5 6 7 8 9
10
vii. BRANDING 1 2 3 4 5 6 7 8 9
10
viii. CUSTOMER CARE 1 2 3 4 5 6 7 8 9
10
ix. SALES PROMOTIONS 1 2 3 4 5 6 7 8 9
10
Q.21) FINDINGS:
C)……………………………………………
THANKS