BY Sonam Benawat IIPM, PGP/Winter/2011-2013

INTRODUCTION TO THE MARBLE INDUSTRY

India is the principal producers of stones in the world with a share of about 27% of the world production. (90%) of the Indian stone exports is by way rough granite and marble blocks Government set a target of raising this to 50% over the next 5 years Rajasthan has over 90% of the country's marble Rajasthan more than 91% of the total marble reserves of the country

2 Mines
1. White Marble (Morward White).

2. Wonder Marble

PRODUCTS
OCEAN BLACK

R.K. PINK PEARL

IMPORTED MARBLE

1.In which pattern consumer buy their brand? 2. Why does the consumer change their brand? 3. Are they selecting the right strategy about consumer buying pattern? 4. Is the particular pattern good or bad?

SAMPLE QUESTIONS
What was the reason for changes? A. Quality C. Durability E. Relatives G. Status B. Price D. Brand Image F. Advertisement

Have you ever bought any other marble previously? A. Yes If yes which type of brand did you bought previously? A. Morward B. Dharmeta C. Majoli D. Imported E. Makrana F. Rajnagar G. Granites H. Tiles I. Others

B. No

 48% of the total respondents are belonged to the age group of 40-50. 96% of the male were appeared in the survey 39% respondents were bound to be high class buyers and followed by 35% medium class buyers. 66% of the respondents have bought other brand of marble previously before switching over to present brand. Reasons for shifting to the present consumable brand were quality 32% brand image 22% and relatives 20%.

 Company should open their sale brand in metro cities Salesman should be well qualified and professional. Company should be more liberal about their marketing and selling policy Industry should adopt environment friendly measures like recycling, growing trees etc.

SWOT ANALYSIS OF THE PROJECT

STRENGTHS It gives region wise, price Wise, quality wise analysis of each segment. It can make the consumer feel a very important part of company Easy way to know about the consumer taste and pattern, WEAKNESS Consumers are biased and not interested. It does not tell about the shifts. Questionnaire is not enough source to know about consumer buying pattern

OPPORTUNITIES Company may make a buying process more convenient and efficient for consumer. Company can maintain the existent consumer and make new consumer

THREATS Competitors can be aware. It may have opposite effect on consumer s mind