Welcome to the world of Somany Tiles

Chapter I

1
INTRODUCTION

2
 INDUSTRY PROFILE

CERAMIC TILES

Tiles, the sleekly thin slab made lip of different raw materials giving the
room a look from the lonesome one to the gleeful. The first to arrive in the
series were the MOSAIC TILES, the cement based tiles shaped into by
moulds, put into the humid environment and ready to use. Next in the
generation are the CERAMIC TILES, the imperial one, the advanced
technology product made from clay, silica, fluxes, etc.

Ceramic Tiles are prepared by grinding, sieving, mixing, moistening etc. and
shaped into by pressing, extruding, casting or other processes usually at
room temperature. They are then dried and subsequently fired at a high
temperature. These can be then glazed, unglazed. These tiles are
incombustible and are unaffected by light thus increasing both the durability
as well as the aesthetic value of the product as compared to the mosaic ones.

The revolution in the field came with the arrival of the printing technology
in the tile industry. And its continued development added to the creativity in
tiles giving to it an increased face value. Now these could be obtained with
varieties ranging from simple printed tiles to glass based silver lined and
golden finished etc.

3
 ADVENT INTO INDIAN MARKET

The market first showed its impact in the European world, ltaly, England,
Spain & Portugal were the countries where the ceramic tile manufacturing
got its start.

The origin of Indian tile industry can be taken back to 1958, when H R
JHONSON, is set up a unit in Mumbai. The next to arrive on the scene was
SOMANY PILKINGTON’S LIMITED, at first collaboration with the
Pilkington’s, which ended in the year 1995, and now an autonomous
organization.

The organization had set up its manufacturing unit at Kassar (Bahadurgarh),

near Delhi in 1972. Rupees 3000 crores Indian tiles market consists of about
25 players in the organized sector commanding over almost 65% of the total
market share. The remaining 35% are spread over hundreds of small units in
unorganized sector.

Over of the total share of 65% in the organized sector, S.P.L., Kajaria and H
R Johnson. Together hold about 52% (S.P.L.-19%, H&R Johnson-18%, and
Kajaria-15%).

The growth of the industry was robust during the period 1994-97. However
due to the recent increase in the capacity of organized sector, coupled with
the slow growth in the economy in general and real estate construction had
adversely affected the growth of ceramic tile industry.

4
There also exits a brighter side to the above phenomenon: It has lead to
hotting up of competition in the organized sector sparking off a
consolidation process which would see some of the players in the organized
sector getting our of the business. A series of the mergers a few months back
confirm this process. The process is already at its juvenile stage with
Parryware merging with Johnson and Cera into Sun Ceramics with brand
name as Sonora. This in a way has helped in reducing the competitors
though increasing the competition.

This has also forced closure of about 85 units in the unorganized sector, with
most of manufacturers switching on the manufacturing of ceramic pottery
for export market.

Indian Consumer market, being a dream for the foreign product, leaves a
scope for foreign countries to make an entry. The gulf countries have also
started sneaking around into the Indian market by the tile import in the
country. This is going to bring with it new technologies to the Indian market
at the same time inducing the challenge to the Indian tile industry.

Companies have also shifted their focus to find scope of the new generation
tiles in the Indian consumer world. Tiles of porcelain/vitrified are the recent
in the series.

Presently with a health sign of economic stability in India and the arrival of
new technology in Indian corporate sector, the Indian ceramic tile industry is
going to see the twilight of fortune soon.

5
 Company profile

Mr. Heera Lal Somany, the pioneer of ceramic industry

in India, established one of India’s leading industrial
groups, Somany Enterprise. The group’s activities
include ceramic glazed tiles, Sanitaryware, glass
containers, textiles and sanitary fittings.

The core business of the Somany Enterprise today is Somany Tiles was
established in 1970, technical collaboration with Pilkingtons Tiles Holding
Ltd. An U.K. based tile-manufacturing company.

SPL started its production in 1972 at Kassar plant situated near Bahadurgarh
(One of the industrial cities of Haryana) and 35 km away from Delhi Kassar
plant is spread on about 60 acres of land.

At that time the company commenced the production of only wall tiles and
achieved a capacity of 3.72 lacs sq. Meter in that year. The initial equity
capital & the company were Rs. 30 lacs starting with small base the
company continuous expanded its production capacity.

SPL set up another wall tiles plant in 1982 situated near Ahmedabad of
Gujrat state. Kadi plants deals with wall tiles. The objective of Kadi plant is
to capture the South Indian market.

6
The company started the production of floor tiles in 1992 in Kassar plant and
achieved a good market share in floor tiles in a short period of 1-2 years
Somany alliance with Pilikingtons tiles break up in 1995.

As there was no other big company dealing in ceramics tiles in India except
H.R. Jhonson (having plant in Mumbai) till 1988. The company enjoyed a
state of monopoly for about 20 years unless Kajaria set up its plant at
Secundrabad (U.P) in 1988, and Kajaria set up another plant in Bhiwadi
(Rajasthan) after a short period of time Kajaria emerged out as a strongest
competitor of Somany within a short period of 4-5 years. Besides, Orient,
Nitco, Bell, Sonara, Naveen, H.R.Jhonson etc. were also the other
competitors of the company and thus the company were out of shell facing
an immense competition.

The company’s current production (2005-2006) is 37000 sq. mt. per day.

In Sept. 1999, SPL announced a technical alliance with Leonardo 1502

Ceramica (a part of the US$ 300 million cooperative Ceramica D’lmola.
One of the Italy’s leading ceramics groups), for the production of vitrified
tiles. The company starts its production of vitrified tiles in April 2000. The
company produces both polished and unpolished vitrified tiles. The other
players of vitrified tiles market are H.R.Jhonson, Naveen & Bell.

SPL does not compromise with quality. Somany tiles are made from high.
Quality saw material. Made & top quality white body ensuring a high degree
of dimensional accuracy. The company adopted the characteristics of
European Norms. SPL gain certified ISO 9002 for both Kassar & Kadi

7
plants. This establishes the company’s commitment of consistent quality to
the consumer.

SPL is Eco-Friendly Company and adopted International environment

standards. For this SPL gains certified ISO 14001 under the International
environment standards. SPL is the only company in Indian ceramics industry
to get ISO 14001.

SPL maintained its thrust on creating new export market. SPL has a
achieved 44% growth from Rs. 5.84 crores to 8.39 crores (on F.O.B. Basis).
The efforts to create new export market will continue in the coming years.

Future Prospect of the company - With investment made in technology up

gradation in the last few years the company has emerged one of the best
equipped in the industry and is in a position to fulfill its customer’s changing
needs and expectation by continuously offering better and innovative
products.

In future company’s giver much attention to e-commerce and interesting in

online trade. The company came in trading off imported tiles from abroad.
The company gives more emphasis on total accessories by direct marketing.

8
 Promoters of the Company

MR. Heera Lal Somany

A visionary and the founder director of SPL
Limited, (formerly known as Somany Pilkington)
he is also credited with setting up mega brands like
Hindustan Sanitary ware & Industries Ltd. and M/s
Hindustan National Glass Limited.
With more than 60 years experience in business, Mr.Somany is a
member of Institute of Ceramics. During his illustrious career, he has
held various positions with Government and non-government
agencies and was the Chairman of Capexil in 1969, Commissioner of
Calcutta Port Trust during 1972-74, President of ASSOCHAM in
1997 and a member of the Eastern Regional Committee of IDBI.
His social commitment saw him being instrumental in setting up and
running several schools and colleges in Rajasthan and Haryana. His
multi faceted personality makes him a keen patron of arts and the
Chairman of the Sangeet Kala Mandir Trust & Samagam.

Mr. Shreekant Somany

Founder Director of SPL Ltd. was trained at Foundry

Practices and Machine Shop, Geneva. He set up Soma
Plumbing & Fixtures in 1975. Later, he moved on to
head the Glass division of Hindustan Sanitary ware, a
turn around venture. Two years after joining SPL

9
Limited in 1992, he took over as Managing Director. Since then he has
spearheaded the company’s growth and foray into the future. He is the
chairman of the Indian Council of Ceramic Tiles and Sanitary ware
(ICCTAS) and holds key positions with managing and expert committees of
ASSOCHAM and the PHD chamber of Commerce and industry and also a
member of National Council of Confederation of Indian Industry (CII).

Mr. Abhishek Somany

An MBA from Richmond University with specialization in

Accounts & Finance, he is the Executive Director of SPL.

Before chartering a new success course for the company;

which has taken SPL to new heights, he has undergone
intensive training at M/s Pilkington’s Tiles U.K.,
Manchester Plant, in manufacturing of Glazed ceramic wall & floor tiles and
has attended advance Management Course at Sun Ridge Park, U.K.

In course of his association with the company in various capacities, Mr.

Somany has gained wide knowledge and experience in all aspects of
Ceramic and Tile Industry and also acquired valued experience and
knowledge in varied aspects of corporate affairs.

10
 Mission & Vision of the Company
Mission

 To manufacture, market and service products of international

standard.

 Ensure that all company processes are geared to deliver the highest
levels of customer satisfaction.

 Keep an employee-centric focus in all the operations.

 Foster Innovation and creativity at all levels.

 Deliver value to all stakeholders of the company.

Vision
To emerge as India’s finest manufacturer of ceramic tiles using the
latest technologies, delighting customers and enhancing shareholders’ value
on a consistent and sustainable basis.

11
 DIFFERENT DEPARTMENTS

A. PRODUCTION

Pursuit of production of world-class quality

has been the company’s strength. Great
stress is given on the quality assurance as
well as for the quality control thus
company’s products are found to be more
valuable then the European norms.

This clear focus as resulted in creasing strong bonds between its

customers and resulted in enhanced brand value.

Different sub-department of production

1. Body making processing department

2. Pressing department

3. KILN Department

4. Glaze application department

5. Sorting department

6. Packing department

12
PRODUCTION PROCESS

Raw Material

Ball Milling (Grinding)

Slurry Formation

Final Slip

Spray Dryer

Dust

Silo

Hydraulic Pressing Machine

Tile Furnishing Unit

Loader

Wall Tiles Floor Tiles

(Glazed & Vitrified)
B.K. KILN

Encobing Encobing

Glazing Glazing

Printing Printing

G.K. KILN KILN

Sorting Sorting
(Standard /Commercial / (Superfine/fine/
Economy/Reject) Select/Reject)

13
B. QUALITY ASSURANCE & QUALITY CONTROL

The company has quality assurance and quality control department

maintaining the good quality of products.

Quality assurance department is to check the quality standard of raw

material before entering and another major function of the quality
assurance department to the check the final products before reaching to
warehouse.

Quality control department checks the process quality like dimension,

curvature, shade, thickness, surface quality free from defects etc.

Quality control department controlled the quality of raw material semi

finished and finished product in the plant.

C. R & D DEPARTMENT

To further strengthen its commitment to quality the company has taken

the effective steps to implement ISO 9002 quality management systems
for its plants. Besides this 2 % of the sales has been embarked for
expenses on Research & Department for-

14
 1. The study of various classes and other mineral available in India
determine their properties and assess applicability in ceramic
industry

2. Development & new type of glazes for special effects.

3. Waste reduction, reprocessing and recycling.

D. PURCHASE DEPARTMENT

Purchase Department responsibility is to maintain proper supply of raw

material and other goods, which are used in the company. The indent is
the document which different department demanding the specific
goods. After receiving the indent from the department, purchased
department contacted with supplier and give order for the specific
good. Purchase department purchases the Quality goods at least cost.

E. PERSONNEL DEPARTEMENT

Personnel department’s work is to manage workforce. Personnel

department handles 1500 employees of the company. Employee
motivation & morale, Grievance handling, maintain discipline,
employee’s safety & health, industrial disputes & industrial relations
are main focus areas of the company. It also deals with trade unions

15
F. FINANCE DEPARTMENT

Finance department is for to make effective use of money. The

responsibility of financial department is to raise money from public,
financial institution &other sources. Another important responsibility of
the finance department is effective utilization of money. The finance
department is one of the most crucial departments of the organization
as it handles all the financial matters of the company. All the financial
transactions are done from here.

G. MARKETING DEPARTMENT

Marketing department follows various levels of distribution. Marketing

persons get feedback from the dealers. Marketing persons, some times
gets direct order for the company. SPL owns a team of 150
professionals. Due to the effective marketing team, SPL achieved a
sales turnover of Rs. 248 crores. SPL have wide distribution Network.
The company has its own sales depots in different parts of the country
for easy availability of products. The different sales depots of the
company are

* Ahmedabad

* Bangalore

* Calcutta

* Chandigarh

* Cochin

16
* Chennai

* Delhi

* Ghaziabad

* Guhwati

* Hubli

* Indore

* Jaipur

* Lucknow

* Secunderabad

Different Sales Promotion activities of the company

* Meeting with Architects.

* Annual Dealer’s meeting.

* The company under different schemes organizes foreign tour for

the Dealer’s.

* Gifts given by the company to the sales persons.

* Especially dinner arrangement at tourist places in hotel

17
PRODUCT PROFILE

Somany tiles, which include wall and floor tiles, are available in a wide
range (1000) of design and colors. Somany tiles are best suited for
residential and commercial areas. Somany tiles provide the largest numbers
sized option to their customers. Somany tiles are available in a variety of
sizes there are various series of tiles available in each size.

Wall tiles are those tiles, which are laid on the wall. Wall tile is available in
different series. These series are lilium, helios, atlantis, allure, bohemia,
wallstreet, crust etc. These series are available in different sizes. The size,
which are available for wall tiles are:

1) 8x8 (in inches)

2) 8 x 12 (in inches)

3) 10 x 14 (in inches)

4) 18 x 12 (in inches)

The two types of floor tiles are -

(1) Glazed tiles

(2) Vitrified tiles.

18
Glazed tiles are those tiles in which encobe (base glaze) and final glaze are
put on the tiles are available in different series. This series are:

 Regular

 Popular

 Spl colour

 Printed

 Olympic

 Premium

 Super premium

These series are available in different size. These sizes are:

(1) 12 x 12 (in inches)

(2) 13 x 13 (in inches)

(3) 16 x 16 (in inches)

(4) 20 x 20(in inches)

(5) 24 x 24(in inches)

Vitrified tiles are the new products of Indian ceramic industry. It is the
fastest growing segment in the ceramic industry. These tiles are available in
different series.

19
 Salt and Pepper

 Crystal white

 Teracotta

 Musk

 Perlato

 Perlino.

These all series are come under brand name ‘Greviti’. These vitrified tiles
are available in different size. These sizes are:

(1) 12 x 12 (in inches)

(2) 24 x 12 (in inches)

(3) 18 x 18 (in inches)

(4) 24 x 24 (in inches).

For the manufacturing of vitrified tiles, Company has technical alliance with
Leonardo 1502 Ceramica, a leading ceramic tiles manufacturing company of
Italy.

20
 ENVIRONMENT POLICY

We are committed to:

 Complying with all environmental and other regulations.

 Improve out environmental performance continually prevention of the

pollution.

 Understanding and responsibility to the concern of all interested parties.

 Imparting training to all company personnel to perform their jobs in

environmentally responsible manner.

 Improving productivity by reducing process waste and energy

consumption.

MANAGING DIRECTOR

21
 QUALITY POLICY

We are committed to:

 Producing ceramics tiles conforming to international standards

 Understanding and satisfying customers expectation at all level of service

and quality.

 Building an organization where each employee is committed to

excellence in quality.

 Achieving excellence in the field of ceramic tiles by continuous

development and adoption of technology.

MANAGING DIRECTOR

22
 Awards & Recognitions:

 1996 - R & D initiatives and activities recognized by the Govt Of

India.

 1998 - ISO 9002 awarded.

 1999 - ISO 14001 awarded.

 ISO 9001: 2000 awarded.

 Export House award.

 Capexil award for 03 consecutive years.

Vineet Maitin, gm - Exports and Mktg. (East) Mr. Shrikant Somany, Chairman

receiving Capexil award cum MD receiving award

23
 Chapter II
INTRODUCTION OF PROJECT & RESEARCH
METHODOLOGY

24
INTRODUCTION OF THE PROJECT

In today’s highly competitive scenario of Indian ceramic market, it is

necessary to know for all companies to get feedback from their consumers
and about buying behavior, which is an important aspect in order to be
successful. For this, companies are doing marketing research. In larger
companies there is separate dept. for marketing research. This department’s
work is to do research in the market and get feedback from
consumers/customers.

The study of this project is to get feedback from the customer and
consumers. We can focus on the following:

1. The consumers buying behavior

2. Factors influencing the consumers buying behavior,

3. To get the detail of the person whose recommendation consumer

generally considers.

4. Places where ceramic tiles are used and potential places for using the
ceramic tiles.

25
5. Effective media of advertisement

6. Brand awareness of the product

7. New concept like-“ total accessories under single roof & on line
trading”.

It is important for companies to know all these points to be standing in the

market. To knowing these points company make effective strategy and
increase their market share. This is helpful for any company to be the market
leader.

26
OBJECTIVE OF THE PROJECT

1. To study the market scenario of ceramic tiles industry

2. To map the perception of customer regarding ceramics tiles in terms of

price, design, quality, brand awareness.

3. To know the suitable media for advertisement.

4. To know the person whose recommendation customer generally prefers

before purchasing tiles.

5. To take the views of customers regarding total accessories under one

roof.

6. To access the suitable time of constructing a house.

7. To check the brand awareness of different ceramics tiles Companies.

8. Scope of the online trading in Indian ceramics industry.

27
9. To know the type of tiles preferred.

28
RESEARCH METHODOLOGY

The most vital function of management in an organization is to minimize

risk and uncertainty through systematic decision-making. Better decision
result from the effectively and timely utilization of right information about
the consumers, dealers, competitors and others. So for making effective
decision research play and important role and provide the right information
about consumer, dealers, competitors etc. to the management.

Research is a systematic gathering, recording and analyzing of data about

problems. In other words we can say that research comprises defining and
redefining problems, formulating hypothesis or suggested solution;
collecting, organizing and evaluating of data; making deduction and
reaching conclusions; and at lest carefully testing the conclusions to
determine whether they fit the formulating hypothesis.

Research is of basic, three types —

(1) Exploratory

(2) Descriptive

(3) Experimental

Exploratory research is a preliminary phase and is absolutely essential in

order to obtain a proper definition of problems. The purpose of exploratory

29
research is to determine the general nature of problems and veritable related
to it. The major emphasis is on the discovery of ideas and insight.

Exploratory research is characterized by flexibility and informality.

Exploratory research is generally carried out by three sources -

(a) Literature (secondary data)

(b) Experience survey (discussion with experts)

(c) Study of some specific cases

Descriptive research is used for some specific purposes. It is focus on the

accurate description of variables present in the problems. The data is
collected in such a manner that the ambiguous nature of causes and effect
relationships in the phenomenon is reduced to maximum extent. A
descriptive research require a clear specifications of what, who, when,
where, why and how aspects of the research. Two types of research is -

(a) Case method

(b) Statistical method

Experimental research attempt to satisfy the nature of functional

relationships between two or more variable factors present in the problem
environment. Experiment research is a process of manipulating one variable
in controlled environment, while all others variables constant in order to
established a casual relationships.

30
Type of research used in the project:

The type of research employed in this project work is exploratory cum

descriptive. The exploratory research is used to define the problem and
discovery of new ideas while descriptive research used to data collection,
cause and effect relationships.

Sampling procedures:

We decided to study the consumer of Ceramic Tiles in Delhi region to assess

the market scenario of Ceramic Tiles Industry.

A total no. Of 150 samples were taken from 10 major markets from Delhi
region. It includes the markets of North, South, East and West zones, they
are Mangolpur, Pitampura. South Extn. Defence Colony, Laxmimagar,
Shadhra, Paschim Vihar, Raja Garden, Karol Bagh, Caunaught Place.

We used simple random sampling and judgment sampling. We approached

the consumer randomly of different income groups.

31
Data collection method:

Data collection begins after a research problem has been defined and
research design/plan chalked out.

There are two types of data:

(1) Primary data

(2) Secondary data

In primary data, researcher has to gather data-afresh for the specific study
that undertaken by him.

Primary data can be collected by three methods

(a) Observation

(b) Experimentation

(c) Survey

Secondary data are those, which are available in the firm’s internal records,
commercial, trade or govt. publication.

For primary data we took survey method and during survey we observed the
consumers. We got secondary data from company’s manual, annual report
and web site.

32
Analysis of data:

After collecting the data, it was tabulated in a proper manner and was
analyzed in order to draw conclusion. Using various statistical techniques
the analysis has been done. Initially the key is made from the questionnaire
analysis and made it in % form.

Questionnaires design:

While designing the questionnaire, various types of question were put in a

proper manner. These were multiple choice questions, rank assignments
types and free responses types question were formed by putting myself in
place of respondent. Proper sequencing of the question was done and after
each question proper space was provided. We also put control question to
check the biasness of the respondent.

33
 CHAPTER III

CONSUMER PROFILE

34
 CONSUMER PROFILE

As consumer is the only target of attraction on which the whole ceramic tiles
industry depends i.e. consumer is the only base of business. Without
consumer, the business is just like the man standing in the market, wants to
buy something for satisfying his needs, but with empty pockets.

For the success in business well as in corporate world of tiles especially in

the field of marketing, it’s important to know consumer behavior and for this
we need to study consumer profile.

Consumer profile is basically divided into three categories -

(a) Geographic base

(b) Demographic base

(c) Psycho graphic base

In geographic category generally we seek information about the

environment, climate conditions, language etc., but it hardly effected our

35
objective (assess the markets scenario) the sample size is drawn from the
every zone of Delhi market, that is North, South, East, West. Geographic
condition is more or less same.

In demographic category, we are concerned with the information like living

standard, income level, gender etc. of the consumer.

In psycho graphic category, we are concerned generally with the life style,
attitude and other aspects of consumer.

For the purpose ‘To assess the market scenario of ceramic tiles of Delhi
region’, we have tried to consider all the sections of society and levels of
consumer.

For easy understanding, we have divided the various consumers, according

to their monthly income.

Group A — Below 5000

Group B — 5000 - 15000

Group C — 15000 -25000

Group D — 25000 & above

Different income group has different buying behaviors. One group preferred
price whiles other income group preferred quality. Other than these, other

36
group is also present, which is brand loyal and gave preference to brand. The
buying behavior of different income group is as follows-

GROUP A : This group is of low-income group that is below than

Rs. 5000 per month. This group may or may not use
tiles in their own house. This group is price conscious
and price play an important role in their buying
behavior. They purchase the product which suits their
price. Consumer related to this group, use ceramic tiles
of unorganized sector (local brand) due to less in price.

GROUP B : This group is average income group that is between Rs.

5000 - 15000 per month. They use ceramic tiles in
general place like bathroom, kitchen etc. This group
gives preference to Price and quality both. Both have
leading role in their buying behavior, consumer of this
group likes to buy quality product but in less price.
This group generally uses wall tiles and they are not
much interested in using floor tiles. They buy ceramic
tiles of organized sector like Somany, Kajaria etc.

GROUP C : This group is of high-income group that is between Rs.

15000- 25000 per month. They use ceramic tiles in
their house at various places like kitchen, bathroom,
corridors, balconies, room floor etc. quality and brand
play important role in their buying behavior. They
want quality product and they arc brand loyal.

37
GROUP D : This group related to premium segment that is of
above Rs. 25000 of their monthly income. They buy
high quality product. They use ceramic tiles for
decorative purpose. They purchase the product of high-
priced brand. They use ceramic tiles of international
brand. They are users of vitrified tiles because of high
price.

38
 CHAPTER IV

DATA ANALYSIS & INTERPRETATION

39
 DATA ANALYSIS & INTERPRETATION

We conducted the market survey in 10 major markets of Delhi region and

150 numbers of samples of the consumer. From the above sample, analysis
is done in the following way:

Age group

Maximum numbers of our respondent is belonging to 20 -35age groups, the

other age group of our respondent are 35-50 & above 50.

Age Group No. Of Respondent

20-35 87

35-50 51

50 & above 12

Respondent of different age group

90

80

70

60

No. of 50
Respondent
40

30

20

10

0
20-35 35-50 50&above
Age Group

40
Occupation

The largest number of our respondents is from profession group, which

includes Doctors, Advocate, and Consultants.

The other respondents are from service, business and other groups. The
service group includes Govt. & Private employees. The business group
includes the respondent doing their own trading and manufacturing & others
includes household’s ladies, farmer’s etc.

Occupation No. Of Respondent

Profession 53

Service 48

Business 37

Others 12

60 53
48
50
37
40

30

20 12
10

0
Profession Service Business Others
Occupation

41
Income group

The maximum numbers of respondents are from 5000-15000 of their

monthly income. The other income group of respondents is below 5000,
15000-25000 and above 25000.

Income Group No. of Respondent

Below 5000 15

5000-15000 60

15000-25000 45

25000-above 30

In this section main problem is that respondent does not give right
information about their income due to fear of income tax or any other
reason. The respondent who has highly living standard is giving the income
information, between 5000-15000.

70 60
60
45
No. of Respondents

50
40 30

30
15
20
10
0
Below 5000 5000-15000 15000-25000 25000-above
Incom e Group

42
Own House

The maximum numbers of respondents have their own houses. There are
very less no. of respondent who have not their own houses but they want to
build their own houses in near future.

Own House Respondent

Yes 120

No 30

120
140
120
No. of Respondents

100
80 30
60
40
20
0
Yes No
Ow n House

43
Suitable Time for Construct a House

The maximum no. of respondents suggests time to construct a house during

Nov.-Jan. The other time to construct is Feb-April, May-July, Aug-Oct.

Time Respondent

Feb-April 25

May-July 41

Aug-Oct 21

Nov-Jan 63

In Nov-Jan, the season is free from rain, heat and environment is favorable
for construction. There is no shortage of water and electricity during this
time. So max. no. of respondents prefer this period. While Aug-Oct,
respondents avoid this time due to rain.

63
70
60
No. of Respondent

50 41

40 25
21
30
20
10
0
Feb-April May-July Aug-Oct Nov-Jan
Tim e

Persons Whose Recommendation Customers preferred:

44
The max. no. of respondents generally consider the recommendation of
architect. This is because when they consult architect about their houses,
they also consult about the material used like Ceramic Tiles. Other important
people who are generally considered by the customers are mason, dealers,
friends, and family members.

Persons Respondent

Architect 61

Mason 12

Dealer 11

Friends 21

Family Members 30

Self 15

70
61
60
No. of Respondent

50

40
30
30
21
20 15
12 11
10

0
Architect Mason Dealer Friends Family Self
Members

C ompanies

45
Place of using Ceramic Tiles

Bathrooms and kitchens are the general place for using Ceramic Tiles. The
other places of using Ceramic Tiles are room floor, backyard, verandah and
front facing.

Place Respondents

Bathroom 142

Kitchen 139

Roomfloor 67

Backyard 17

Verandah 21

Frontfacing 54

In this section respondent give their views in the entire place where he used
to Ceramic Tile. Room floors are the preferred by the high middle-income
group. Verandah and back yard are the potential place.

160 142
139
No. of Respondents

140

120

100

80 67
54
60

40 21
17
20

0
Bathroom Kitchen Roomfloor Backyard Verandah Frontfacing

Place

46
Effective media of advertisement

This is the important section of data analysis and interpretation for the
company. Media plays an important role for advertisement. The max. no. of
respondents gave suggestions to the company for giving advertisement in
newspapers, TV, magazines. The other media of advertisement is E-Display,
wall painting, Hoardings, Glow sign boards, Cinema.

Media Respondent

TV 120

Newspapers 115

Magazines 100

Hoardings 44 140
120 115
120
E-Display 42 100
100

80

Glowsign board: 33 60
44 42
40 33 33
26
19
Wall painting 33 20

0
TV

E-Display

Online 26
Glowsign
Hoardings
Magazines

board:

Wall nainhnp
Newspapers

Cinema
Online

M ed ia
Cinema 19

47
Benefits company’s retail outlet

Benefits of the direct market to the customers are genuine product, product
knowledge, installation knowledge, complaint handling, and direct
interaction with customers. But main benefits customer things in minds are
price factor. He thinks that the product will be cheaper in company’s retail
outlet then the market.

Benefits No. of Respondent

Genuine product 147

Product knowledge 105

Installation knowledge 96

Complaint handling 111

Direct Interaction 26

160 147
140
120 111
105
96
100
80
60
40 26
20
0
Genuine Product Installation Complaint Direct
product knowledge knowledge handling Interaction
Benefits

48
Premium for Getting total accessories under single roof

This question helped me in knowing the customer’s view about paying

premium for getting total accessories under single roof. The max. no. of
respondent give positive answers while some of them give negative answers.

Pay for premium Respondent

Yes 81

No 69

81

82
80
78
76
74
72 69
70
68
66
64
62
Yes No
B enefits

49
Possibility of online trading

On line trading is successful or not in Ceramic industry. This can be known

in this section max. no. of respondent gave negative answers and some of
them gave positive answers.

The main problem in this section that respondent is not much aware of
online concept.

ONLINE TRADING RESPONDENT

Yes 53

No 97

97
100
80
53
60
40
20
0
Yes No
Online views

50
Factors that affect the purchasing

There are various factors, which play an important role in purchasing of

ceramic tiles. These factors differ customer to customer. These factors,
which affect the purchasing of the customer, are price, quality, brand, design
and other factors. The other factors consider as wide range of colors, easy
availability, service etc.

Factors Respondent
Price 33
Brand 21
Design 08
Quality85
Others 03

100
85
80

60

40 33
21
20 8 3
0
P ric e B rand D es ign Q uality O thers

51
Brand awareness

Brand awareness is very necessary in today’s competitive scenario. So-it is

necessary for any company to measure his brand awareness among
customers, if the customer is aware of a particular brand; naturally he
purchases the product of that brand. They are the various big brand players
in the market like Kajaria, Somany, Orient, Sonora, H.R. Johnson, Nitco,
Bell, Naveen etc.

Brand Respondent

Kajaria 132

Somany 121

Orient 100

Sonara 57 140 132

12 1
120
10 0
100 93
H.R. Johnson 93 80 71
60 57
44
40 35
Nitco 71 20
0
Bell
Nitco
Orient

Naveen
Sonara
Kazaria

Somany

H.R.Jhonson

Bell 44
C o mp a ni es

Naveen 35

52
 CHAPTER 5

FINDING & RECOMMENDATION

53
 FINDINGS

1. Price, quality, design, brands are the most important factors considered
by consumers before purchasing.

2. Kajaria is the leading player while Somany tiles is second player in

Delhi region.

3. Newspapers, T.V., and magazines are most effective media of

advertisement.

4. Kajaria, Somany and Orient are the well known among customers.

5. Customers generally prefer the recommendation architect.

6. Mixed response from customer for paying premium of total accessories

under single roof.

7. Positive response come form customer in regarding of company’s

direct marketing.

8. Suitable times for sales promotions activities is Nov, Jan.

9. Mixed response from the customer regarding online trading.

54
 RECOMMENDATION

1. Company should take aggressive steps in better promotional strategies

and more emphasis on electronic media.

2. Advertising and publishing are given in general newspaper like The

Hindustan Times, The Times of India etc to give focus on consumer.

3. More marketing efforts on floor tiles (Glazed and Vitrified tiles).

4. Company should do direct interaction with consumer and develop close

relationship with them.

5. “Complaints/suggestion handling” address should be printed on each

carton.

6. Company set up separate marketing research depth for getting right

feedback from dealers and consumers.

7. Feedback/response form should be put in each carton.

8. Regular training programs on technical knowledge of product.

55
 SWOT ANALYSIS

STRENGTHS

1. Strong brand image

2. Wide distribution network (600 dealers & 20000 sub-dealers)

3. Largest number of sized options

4. Wide range of color and design of tiles (1000)

5. Continuous profit making company

6. Research and development support

7. Best location of plant

8. Quality standards equivalent to European standards

9. Skilled and experienced manpower

WEAKNESS

1. Loop holes in sorting system

2. High turn over ratio of employees

3. Grievances of consumers

4. More labour intensive TDF Plant

56
OPPORTUNITIES

1. Exploring new markets for exports

2. Expand the markets in rural areas

3. More emphasis on project selling

4. Direct marketing

5. Emerging scope for web marketing

6. Total accessories under single roof

7. Growing market for vitrified tiles

THREATS

1. Increasing competition from unorganized sector

2. Tiles import from abroad

3. Marble industry as an important substituted

4. Rapid change in consumer tastes and preferences

5. Highly competition in project selling

57
 Chapter VI
CONCLUSION & BIBLIOGRAPHY
 Conclusion
 Bibliography

58
 CONCLUSION

After studying and analyzing the various facts we arrived upon the
conclusion that the backyard and verandah are the potential places for using
ceramics tiles.

“Total accessories under single roof” concept has popular and company
should emphasis on this concept.

Price & quality are the factors, which very much influences the buying
behavior of customer. This is the important point for the company.

In regarding of Advertisement Company should choose effective media of

communication. Company should give advertisement in general newspaper
and TV so as reach to the public. Greviti, vitrified files (a new product of
Indian ceramic industry) does not attract the customers, none of our
respondent is knows about this. The company should take steps against this.

This market of floor tiles is very less and customer did not much aware of
the floor tiles. The company needs to make effective marketing strategy for
this.

The market of wall tiles is the good and the company has good market share
but have possibility to increasing. Somany express series of well tiles is very
popular among customers. The company should introduce new series like
this.

59
Company’s R. & D dept should create & develop new design and colour
continuously for standing in today’s competitive environment.

60
 BIBLIOGRAPHY

BOOKS

1. Marketing Research by D.D. Sharma

2. Marketing Management by Philip Kotler.

3. Marketing Research by C.R. Kothari.

INTERNET

www.somanytiles.com

www.google.com

MAGAZINE

SPL Bulletin

61
 ANNEXURES

Questionnaire

62
 TO ASSESS THE MARKET SCENARIO OF

CERAMIC TILES IN DELHI REGION

Name:……………………………………………………………………………………

Age group: 20-35 ( ) 35-50 ( ) Above 50 ( )

Occupation: Business ( ) Profession ( ) Service ( ) Other ( )

Monthly Income: Below 5000 ( ) 5000-15000 ( ) 15000-25000 ( )

Above 25000 ( )

1. (a) Do you have your own house? Yes ( ) No ( )

(b) If not, have you any plan to build your own house in future?

Within 1 year ( ) 1-5 Years ( ) Above 5 years ( )

2. What time do you think; best to construct a house:

Feb-April ( ) May-July ( ) Aug-Oct ( ) Nov-Jan ( )

3. Before buying ceramics tiles whose recommendations do you consider generally:

Architect ( ) Mason ( ) Dealer/Salesperson ( )

Friends ( ) Family members ( ) Self( )

4. While constructing a house, mention the place where you use ceramics tiles (please
mark):

Bathroom ( ) Kitchen ( ) Room floor ( ) Back yard ( )

Verandah ( ) Front facing ( )

5. Specify the factor, which you consider to be important while purchasing ceramic
tiles of particular company (Please give preference)
Price ( ) Brand ( ) Design( ) Quality ( ) Others..........

63
6. (a) Do you thing that advertisement play a vital role in sales promotion of
ceramics tiles:
Yes ( ) No ( )
(b) Have you even seen any advertisements regarding ceramics tiles?
Yes ( ) No( )
7. According to you view which of the following is most effective media for
advertising ceramics tiles:
Magazine( ) E-Display Board ( ) T.V. ( )
Newspaper ( ) - Glowsign Boards ( ) Cinema ( )
Wall painting ( ) On-line (e-commerce( ) Hoardings ( )
8. (a) If the company gives directly product to you through its own retail outlet. Do
you think it will be more beneficial to you?
Yes ( ) No ( )
(b) If yes than what benefits according to your preference
(i) Direct Interaction with company ( )
(ii) Genuine Product ( )
(ii) Complaints/ Grievances Handling ( )
(iv) Product Knowledge ( )
(v) Installation knowledge ( )
9. Would you like to pay premium if you get total accessories under single roof?
Yes ( ) No ( )
10. Would the on-line (E-commerce) trading give fruitful results in the ceramics tiles
industry?
Yes ( ) No ( )
11. Recall the brand names of ceramics tiles you know.
(i) ........................................................
(ii) ........................................................
(iii) ........................................................
(iv) ........................................................
(v) ........................................................

64