Summer Training Presentation

On

Factors Affecting Trade Partners Satisfaction

At

Roca Bathroom Products Pvt. Ltd.

(Gurgaon)
Under the Supervision of:

Presented By:

Mr. Manoj Choudhari

Mohd. Owais Safdar

Dy. General Sales Manager

12MBA-30

Contents
1.
2.
3.
4.
5.
6.
7.
8.
9.

Industry Sanitary Ware

ROCA Company Profile
Research Methodology
Objectives of the Study
Data Analysis
The Case Study
SWOT & BCG
Recommendations
Limitations

Sanitary Ware Industry

Ceramic Industry in India is more than 100 years old.
The sanitary ware market in developing countries like India and
China has been growing tremendously for the past 5-6 years.
The sanitation penetration has steadily increased from 19% in 1999
to around 48% in 2007 and 55% in 2011.
The demand for sanitary wares in India is growing @ 15%-17%
every year.

Cont.
Indias current sanitary ware market is growing at an annual growth rate
of 3-4 percent in the industry.
Governments support to improve sanitation and hygiene and increasing
urbanization has given a big push to the Indian sanitary ware industry.
In the next decade India is expected to be one of the worlds fastest
growing countries for sanitary ware consumption.
The current market size is estimated at 4,000 crores.

ROCA Company Profile

Roca began its activities in 1917 as
Compania Roca Radiadores S.A.

Roca is an entirely Spanish company

whose capital is wholly owned by the
family group arising from its founders.

Roca is present in five continents.

 Its sales network is spread throughout 135 countries.

It has 76 production plants and it employs around 21,000
workers throughout the world.

In India Roca creates a 50% joint venture with

the company Parryware, a leader in this market,
in the year 2006. In 2007, Roca acquires the
remaining 50% of Parryware.

ROCA Market Segmentation

ELECTRONIC WATER-CLOSET

Rs. 8,95,000

LUMEN AVANT (Black)

Research Methodology
Research Type
Type of Data
Secondary
Research Instrument
Questionnaire
Data Analysis Tool

Descriptive
Primary &

Structured

MS- Excel

Population
Sampling Method
Sampling
Sample Size

NCR
Convenience
40

RESEARCH OBJECTIVES
1)
2)

To know the dealer/retailers satisfaction level.

To know the customers influence on choice of a product.

3) To know the unique tactics of the most selling brand in the

market.
4) To know the market perception of ROCA brand.
5) To know the factors influencing the success of a particular
brand.

DATA ANALYSIS

1. What is your dealership type?

No. of respondents
Direct Delear

Express Dealer

Retailer

a) Direct Dealer
b) Express Outlet

15%

c) Retailer

53%
33%

ANALYSIS
ROCAs dealership network is distributed among direct and express dealers.
Amongst the sample size of 40 entire dealers including competitors mostly direct
dealers were covered i.e. 52%, express dealers were 33% and retailers carried 15%.

2. Which brands do you sell?

a) Roca

d) American

Standard
b) Kohler

e) Toto

c) Duravit

f) Others

ANALYSIS
Among the targeted sample size (40) maximum
number of dealers that has been covered is of the
company itself followed by its major competitor
Kohler. There were several other players who
have also been included apart from the above
mentioned ones during the course of the survey.

3. Are you satisfied with the brand you sell?

a) Completely Satisfied

d) Somewhat

satisfied
b) Somewhat Satisfied
Dissatisfied
c) Neither satisfied nor dissatisfied

e) Completely

ANALYSIS
Through the dealers response it is learned that most of
them

are

completely

satisfied

(19)

or

somewhat

satisfied (16) with the brands they are selling because

of the brand value and product quality attached to its
products. The ones who are dissatisfied are for the
reason that may be of availability, logistics or some
other internal cause.

4. Which water closet do you sell the most?

a) Wall Hung WC
b) Floor mounted WC
FM

c) Combination
d) Single Piece

ANALYSIS
Surrounded

by

the

different

types

of

water

closets, Wall Hung WCs have become the most

preferred ones among the customers overcoming
the fashion of Floor Mounted water closets. Single
Piece FM has very less influence left as Waal
Hungs are what demanded today.

5. Which type of basins do you sell the most?

a) Bowl Basins
b) Countertop/ Under counter basins
c) Wall hung basins

ANALYSIS
In

the

different

varieties

of

basins

countertop/undercounter basins have attained

the

top

position

for

customer

fondness.

Purchaser of such international brands doesnt

like to go for Wall Hung basins. There are
several other forms of basins also prevailing in
the market but not common.

6. Which type of CP-Fitting you sell the most?

a) Single Levers
b) Wall Mixers

ANALYSIS
CP-Fitting, that is, faucets market has seen
complete change over in the tastes of the
customers as from the dealers responses it is
clear that demand is upgraded to Single
Levers from Wall Mixers.

7. What are the factors influencing the success of brands?

a) Availability

d) Service

b) Brand Positioning

e) Constant Price

c) Deals/Discounts

ANALYSIS
According to the dealers among the different
factors influencing the success of such brands,
brand positioning is the most important aspect in
the growth and acceptance of these brands. More
than 17 dealers emphasized on the brand value
followed

by

the

efficient

comforting

attached to the luxurious products.

service

8. Who plays an important role as an influencer?

a) Dealer
b) Plumber

c) Architect
d) Consumer

ANALYSIS
In this type of business, dealer is the key linker
between the manufacturer and the ultimate
customer and through the survey it is identified
that he acts as the main influencer for the
products to sell. Architects also do recommend
the brands to the customers who dont put their
own mind in the selection process.

THE CASE STUDY

A)

B)

C) Alternative Possible Solutions

Optimum Solution 1
New Models
Brand Awareness is desired to be improved
Advertising Campaign
Increase the marketing staf
Ofers and deals
Competitive Pricing
Warranty

Optimum Solution 2
Building relations
Promote retail outlets
Logistics
Increase in-stock availability
Faucet market development
Establish in-house customer service centre

Optimum solution 3
Maintain equity in ofering discounts
Make Roca a viral to the high end users
Creative Promotional Tricks
Repeat customer is what demanded today
Distribution channels, the backbone

D)

Best Possible Solution

Team Establishment
Structuring Afairs with Project Persons
Dealers Satisfaction
Promote Trade Partners
After Sales Service to be Progressive
Technician Training
Maintain in-stock availability
New Range of Faucets

SWOT MATRIX

Internal Environment
Strengths (S)

Leader of Premium bathroom Solutions

Commitment to the environment.

Design is one of the pillars of Roca.

Significantly active around the globe.

Weaknesses (W)

After Sales Service.

Fewer marketing eforts.

High priced products

Declining CP-Fitting market.

Strong financials with a great brand

positioning.

Slow-moving relations with Builders and

Architects.

Unique luxury and comfort attached to

the bathroom space.

Low advertising.

External Environment
Opportunities (O)

Boom in real estate and the chances of

dynamics in the coming time.
Infrastructural development.
Strong purchasing power consumers
have in this era.

Threats (T)

Kohlers increasing share with its low priced

products.

Aggressive marketing and exceptional sales

service by Kohler.

New foreign entrants for faucets.

Customers inclination towards premium

brands.

Governments policies towards sanitary

Competitors new advertising campaign.

Downturn in economy may mean people are
spending less.

BCG MATRIX

BCG Approach

RECOMMENDATIO
NS
Establishing a Reporting
Structure
Territory Monthly Report

ROCA Channel Design

Daily Visit Report

Channel Environment

Dealer Health Card

Channel Strategy
Handling Disputes

LIMITATIONS
Communication Barriers
Response Bias
Time
Small Sample Size
Reliability