Professional Documents
Culture Documents
SUBMITTED TO
GAURAV MEENA
MBA (BIOTECH)
(2010-12)
First and foremost I would like to thank God , for providing me the strength and
correct vision to complete the summer project successfully.
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)
1.
Cover page & Title
2.
Certificate
3.
Acknowledgement
4.
Evaluation form
5.
Preface
6.
Executive Summary
7.
Scope of the study
8.
Introduction
9.
Company & Profile
10.
Research Methodology
11.
Data Interpretation & Findings
12.
SWOT analysis
13.
Findings & Recommendations
14.
Risk and Concern
15.
Conclusion
16.
References
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.
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.
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.
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.
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.
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.
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.
For formulating any new strategy for marketing or promotion the important things
needed is-
Market segmentation
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
UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12 Page 11
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.
The major markets covered in this are study are – Jaipur, Kota, Sawaimadhopur
and some outskirts of city.
Jaipur- it‟s 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 . it‟s a
fortune for me to start my work from Jaipur which is capital of Rajasthan.
It‟s a big market which really took my time to complete visit of the whole city of
the populous state.
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 it‟s 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
KOTA- it‟s known as the education hub of India because here a mass of
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- it‟s 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.
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).
200mm x 300mm
295mm x 445mm
Bell is also having Ceramic floor tiles in the following sizes: -
300mm x 300mm
395mm x 395mm
397mm x 397mm
297mm x 447mm
Quality Policy: -
“To become the most preferred provider of tiling solutions in a short span of
time”
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.
PLANTS:
Bell ceramics has two plants located near major Indian markets.
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.
A company of original thinkers, Bell‟s 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
To determine the perception about various tile‟s 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.
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
UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12 Page 26
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 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.
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:-
Disadvantages of Surveys: -
SAMPLING
Meaning of Sampling: -
Characteristics of sampling: -
Advantages of Sampling: -
Disadvantages of Sampling: -
Sampling Units: -
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.
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: -
Sources of Data: -
Disadvantages of Data: -
QUESTIONNAIRE
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.
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)
Below 10 Years 52 52
10-20 Years 31 31
20-30 Years 8 8
9
20-30 Years
8
31
10-20 Years
52
Below 10 Years
0 10 20 30 40 50 60
Percentage
Turn Over
Below 10 Laces 82 82
10-20 Laces 12 12
90
80
70
60
50
40 Percentage
30
20
10
0
Below 10 10- 20 Laces Above 20
Laces Laces
Bell 4 4
Nitco 3 3
Somany 13 13
Kajaria 12 12
Others 95 95
Somany
Nitco
Bell
Government 8 8
Architects 18 18
Engineers 5 5
120
100
80
60 Percentage
40
20
Architect 31 31
Staff 63 63
100
80
60
Percentage
40
20
0
Architect Staff Family
Company 70 70
Authorized Dealer 30 30
Authorized
Dealer
30% Company
70%
10x13 63 63
12x18 31 31
10x16 20 20
24x24 86 86
12x12 70 70
16x16 43 43
24x36 15 15
10x16
12x18
Percentage
10x13
8x12
0 50 100 150
100
80
60
40
20
0
24x24 12x12 16x16 24x36
Yes 22 22
No 78 78
No 78
Perc
enta
ge
Yes 22
Companies Ranks
Orient 5 4 3 4 4
Kajaria 2 1 1 1 3
Somany 3 3 2 3 2
Bell 1 2 5 5 1
Johnson 4 5 4 2 5
Yes 74 74
No 26 26
No
26%
Yes
74%
Sanitary Wares 92 92
Bathroom Fittings 64 64
Marbles 19 19
Hardware 13 13
Paints 16 16
100
80
60 Percentage
40
20
14. What are your suggestions for better acceptance of Bell products?
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.
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.
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.
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.
-World class quality Ceramic tiles. -No proper feedback and communication
channel for the existing dealers.
-After merger with Orient get the
operational strength and Pan India comp. - Packaging problem faced by some dealers.
-Having a decent brand image . - Lack of designs and varieties in wall tiles.
-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
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.
After 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 didn‟t have the complete and proper
information pertaining to company‟s product range. So the company should start
various promotional schemes for enhancing the sale of its products.
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.
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 company‟s 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
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.
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.
5. Due to high inflation and tightening of credit by RBI, finance costs may be
adversely affected in the coming year.
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 company‟s 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 retailer‟s 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 influencer‟s 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.
· www.icctas.com
· Company websites (http://www.bellceramic.com/)
· Annual reports
· Previous summer training projects
· Magazines, web-articles and catalogues
NAME : _____________________________________________________
ADDRESS : __________________________________________________
__________________________________________________
Email Id : _____________________________________________
e) Tiles f) Paints
g) Marbles h) Steel
i) Others ___________________________________________
a) ____________________ b) ___________________________
c) ____________________ d) ___________________________
e) ____________________ f) ___________________________
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
Yes No
IF YES,
i) Price Yes No
If No, Specify,
____________________________________________
If No, Specify,
____________________________________________
If No, Specify,
____________________________________________
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:
(B)If yes, through which source you come to know about the new
introductions?
c) POP materials
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?
c) POP materials
Yes No
WALL FLOOR
8”x12” 12”x12”
10”x13” 16”x16”
12”x18” 20”x20”
12”x24” 24”x24”
Others: Others
___________
___________
___________
___________
e) Others__________________________________________
For those who does not deal with Bell Ceramic Limited.
Yes No
18.If Yes, How you come to know about Bell Ceramics Limited?
a)___________________ b)_______________________
c)___________________d)_______________________
Yes No
ADDRESS:
CONTACT NUMBER:
CITY:
2. What are the kinds of projects that you/ your firm are involved in?
a) Government b) Commercial
c) Residential d) Industrial
Marble
Granite
Ceramic
Vitrified
7. What are the features in tiles that you look for while choosing a
particular brand for your project?
a) Price b) Quality
e) Designs f) Availability
Wall Floor
12x18 12x12
10x13 16x16
8x12 24x24
Others: Others:
11. Would you like to know more about Group 5, Non- Skid tiles?
a) Yes b) No
Signature
DATE: 03.06.2011
94140-77517
UNIVERSITY BUSINESS SCHOOL, MBA(BIOTEC) 2010-12 Page 73
OWNER NOT FOUND , SHOP
BOY TELLS ABOUT THE
KISHOR( SHOP SANGAM E -12 ON NEXT VISIT TRY TO
DEALERSHIP OF JOHANSSON
BOY) SAINTARYWARES MEET THE OWNER .
SARDUL SINGH KI TILES.