Italian Tiles

Italia Ceramics Ltd.
(1.1)HISTORY: Italia ceramics an entity emerged in 1996 by its far sighted promoters having in depth knowledge of the ceramic tiles industry inland and overseas. With a very firm metamorphosis and a vision to become one of the distinguished manufactures of ceramic tiles ,the company grew manifolds in just one decade and has become synonymous with quality and trust by uniting the though ness of ceramic tiles with modern technology advancement and customers aspiration. Italia ceramics produce a range that is vast in choice the designs, sizes, colors and surface finishes have been made keeping in mind the needs of the Indian consumers over the years the years the company has built a solid customer base and a reputation both for it self and its product.
College of Computer and Management Studies, Vadu. PRAJAPATI SATISH
(1.2)UNIT AT A GLANCE: HEAD OFFICE ADDRESS: 4TH Floor, Samaan II, Opp. Reliance Petrol Pump, AnandNagar, Ahmedabad. Pin Code 380 051 Phone No: (+91) (79) 4000 6000 Fax No: (+91) (79) 4000 6100 Email: info@italiaceramics.in Website: www.italiaceramics.in
(1.3)MISSION & VISION: -
MISSION: Build dream homes for the people who indulge in sheer luxury. Design the rooms architecturally and decorate the interious aesthetically.
VISION: The management strongly believes that little efforts add up to large results. It further feels that for the company to grow, it is important to make its people grow.
(1.4) CERAMIC TILES INDUSTRIES IN INDIA: INTRODUCTION: The Industry report serves to give an overview of the sector and capture the basic characteristics of the sector in terms of overall size, present status and future potential. The Regulatory aspects of doing business in India, as well the relevant Tax and fiscal environment governing business in India are also discussed hear. BACKGROUND: The ceramic industries in India was started in the late 1950s with H & R Johnson setting up its plant for the manufacture of wall tiles at Thane near Mumbai, Spartek Ceramics joined in 1985. The booming demand for floor tiles prompted the entry of other players like Asian Ceramics, Santro Ceramics, Erose Ceramics and Swastik Ceramics etc. The floor tiles segment is growing faster, leaving only a limited idle capacity. The wall tiles market has been growing at slower pace, leaving large unutilized capacities. SIZE OF THE INDUSTRY: Ever since liberalization process was in initiated in 1991, the excise duty for the industry has been on the slide down. From as high as 55% in 1993-94, it was reduced to 40% in 1994, to 30% in 1995-1996 & to 25% in the budget of 1997-98 the Chelliah Committee had recommended even less, 15% by 1997. The cuts reduce the price differential between ceramic and vitrified tiles. This result in a sort of boom in the industry. The company expanded their capacities and a few new players enter the field in 1994-95, the industries capacity expanded by 14% and in 1995-96, it expand 32% the capacity has continued to expand by a similar jump in 1997-98. With a diverse variety of the products in terms of sizes, colours and designs, the inventory levels have been inordinately high in ceramic industry.
(1.5) ORGANITION STRUCTURE OF INDUSTY: -
Chairman
Managing Director
General Manager
Production Manager Raw-Material In charge Press In charge Kiln In charge Furnace In charge Printing In charge Shorting In charge
Personnel Manager Personnel Officer Clerk & Typist
Marketing Manager Regional Sales Manager Area Sales Manager Business Development Executives
DGM of Manager Finance Manager Accountant
Cashier
Time Keeper
Clerk
Italia Ceramics Ltd. (1.6)QUALITY POLICY: (1)COMMITMENT OF COMPLETE SATISFACTION Italia ceramics Limited-India is committed to manufacture and supply product of consistently high and reliable quality to meet and exceed the customers expectation and special needs with accepted international standards of quality, safety and reliability. (2)ALWAYS AT YOUR SERVICE All Italia ceramics product have warranty to the consumer against defects in material and workmanship Italia ceramics will replace free of charge during this warranty period any tile that proves defective in material and workmanship under normal installation, use & service. Replacement tiles can be obtained from local authorized Italia ceramics dealer or distributor. Staff will be happily available to offer advice on any inquiry.
(1.7) QUALITY OBJECTIVES: To reduce wastage of fired tiles as well as glazed tiles by 0.25% each stage this Year. To keep average output of 1st grade tiles 95% this year. To deliver material in time & maintain delivery schedule at least by 85%. Customer satisfaction level should go up at by 5% during next two ar of implementation of ISO 9001:2000. At least 2% this year. Minimum 5 new dealers to be included before the next financial year. Machine break down to be reduced by 0.5% this year (07-08) with reference to last year. To increase the person productivity level from 25sq.meters at present to 25.25sq.meters by 31st March, 08. To reduce wastage at glaze preparation & application by 0.25 at each stage this year.
(1.8) COMPANY PROFILE: College of Computer and Management Studies, Vadu. PRAJAPATI SATISH 6
Italia ceramics an entity emerged in 1996 by its far sighted promoters having in depth knowledge of the ceramic tiles industry inland and overseas. With a very firm metamorphosis and a vision to become one of the distinguished manufactures of ceramic tiles ,the company grew manifolds in just one decade and has become synonymous with quality and trust by uniting the though ness of ceramic tiles with modern technology advancement and customers aspiration. Italia ceramics produce a range that is vast in choice the designs, sizes, colors and surface finishes have been made keeping in mind the needs of the Indian consumers over the years the years the company has built a solid customer base and a reputation both for it self and its product. Adding one more product to its credit the company is now launching its exclusive Vitrified Tiles like through & C through Body Tiles, Double Charge Tiles, Soluble Salt Tiles and Rustic Tiles. These tiles come in the sizes of GIANT SLAB 1205 905 mm, 1005 1005 mm, 660.4 660.4 mm. It is also in the process of introducing other Vitrified Products like, Water-jet Flooring, Borders and Corners, molded Steps & Risers, molded Skirting, molded Door Guard, Wall Cladding, Table Top cut from water-jet and molded Wash Basin Top-Kitchen Platform. Trust, Quality & Reliability have been the watch words of Italia ceramics and they plan to continue fulfilling the expectations of their vast array of customers. Total customers satisfaction via adoption of international standard ISO 9001-2000 Quality Management the company each relationship is valued, be it with the trade, consumers or suppliers, This has established Italia ceramics as reliable and trustworthy entity capable of overcoming all the market challenges. Its includes ICRISAT (uno), Taj Groups of Hotels, Honda Show Rooms, Tata Show Rooms, Mahindra & Mahindra, Swaminarayan Temples, Brahmakumari Trust, Life Insurance Corporation, Concrate Builder, Panchshil Builder, Kumar Builder, Bhrahma Builder in Bombay Hotel Chins etc. beside Italia ceramics strong distribution network in all over India.
Italia Ceramics Ltd. Totally new plant with latest technology, Adoption of International Standard Quality Management System. ISO 9001:2000 in all spheres of activities of the company. Through training, motivation and inter-active participation, Italia ceramics employees are brought to a level where making high quality products. Becomes a habit and obsession! Building up a long term relationship with the trade, customers and suppliers for mutual benefits, safety and reliability. Italia ceramics have also strong logistic set up and to provide the best and prompt services to all its customers, the company has 22 Depots and Offices across India.
(2.1) INTRODUCTION OF PRODUCTION DEPARTMENT

Production is any process or procedure designed to transform a set of input element into a specified set of output element. Production department is a very important department the company is used raw material and is made different product.
(2.2) ORGANISATION STRUCTURE OF PRODUCTION DEPARTMENT
Chairman
BOD PRODUCTION Manager Raw-Material In charge Press In charge Kiln In charge Furnace In charge Printing In charge Shorting In charge
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(2.3) TYPES OF PRODUCT

VITRIFIED TILES 1. Opal Series 2. Elegance Series 3. Fortune Series 4. Platonic Series 5. Cratonic Series 6. Colour Plus Series 7. Glister Series 8. Empress Series 9. Earth Series 10. Risers 11. Steppers 12. Water Jet Designs
CERAMIC TILES 1. Rustiko Series 2. Leather Series 3. Lazer Series 4. Random Series 5. Catwood Series 6. Stone Series 7. Stonela Series 8. Swift Series 9. VDT Series 10. Vitro Series 11. Zenim Series
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(2.4) PRODUCT RANGE

VITRIFIED TILES 1. Opal Series: 660.4 660.4 mm 2.Elegance Series: 1005 1005 mm 660.4 660.4 mm 3.Fortune Series: 1005 1005 mm 660.4 660.4 mm 4.Platonic Series: 1005 1005 mm 660.4 660.4 mm 1205 905 mm 5.Cratonic Series: 660.4 660.4 mm 6.Colour Plus Series: 660.4 660.4 mm 7.Glister Series: 660.4 660.4 mm 1005 1005 mm 8.Empress Series: 660.4 660.4 mm 9.Earth Series: 660.4 660.4 mm 10. Risers: 660 150 mm 1005 150 mm 11. Steppers: 660 305 mm 1005 305 mm 12. Water Jet Designs: 660.4 660.4 mm College of Computer and Management Studies, Vadu. PRAJAPATI SATISH 12
Italia Ceramics Ltd. CERAMIC TILES 1. Rustiko Series: 496 496 mm 402 402 mm 2. Leather Series: 496 496 mm 3. Lazer Series: 602 602 mm 4. Random Series: 402 402 mm 5. Catwood Series: 602 602 mm 6. Stone Series: 602 602 mm 7. Stonela Series: 498 164 mm 8. Swift Series: 602 602 mm 9. VDT Series: 602 602 mm 496 496 mm 10. Vitro Series: 496 496 mm 602 602 mm 11. Zenim Series: 602 602 mm
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(2.5) TYPES OF RAW MATERIAL

There are five types of raw material used for making products in Italia ceramics Ltd. They are given as following: NAME OF RAW MATERIALS Clays Feldspar Silica Lustier Powder Stone
(2.6) SOURCES OF RAW MATERIAL

The raw material comes from Gujarat, Rajasthan, Hyderabad and Kutch. The name of places are given following, from where raw material is comes in the company. SOURCES OF RAW MATERIAL Clays Feldspar Silica Lustier Powder Gujarat Rajasthan Rajasthan Hyderabad Rajasthan Kutch Rajasthan
(2.7) PRODUCTION PROCESS CHART
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Collecting raw material
Mixing of raw material
Pressing raw material & made Biscuit of tiles
Heating of Biscuit of tiles by kiln
Adding glazed and colours on heated tiles
Printing design on tiles
Heating printed tiles by kiln
Cooling the heated tiles
Shorting of tiles
Packaging of tiles
(2.8) PRODUCTION PROCESS
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Italia Ceramics Ltd. There are three types of raw material used in the production process to produce tiles. These raw materials are in form of stone and lustier powder so the first step of the production is crushing in this stage raw materials are in sand form. This sends reached at step No.2 of mixture water & raw materials. In this, stage the raw materials are in liquid form. These are sending to pressing unit by conveyer belt. There the raw materials are converted in to square mould. The next step is drying. Then these tiles are given in the designing department where a variation in the designing is done on the tiles. These tiles are put in to designing function, these units design the tiles for three times at different roller and coloured to the tiles in this unit also, again these tiles are send to furnish for given temperature. After getting hot the tiles is send to reached to the cooling stage after that these tiles are passing away at sorting unit, in this unit worker check its quantity. After these procedures, prepared tiles are sending to the warehouse as a finish product through container. The production process of the Italia ceramics Ltd. is completed in the seven steps. After seven steps are completed, the final product of Vitrified & Ceramic Tiles is ready to sale. 1st Step 1st step of production process is laboratory department. It is must in production process because test of raw material like luster powder is required for best quality and quality control. After test of lustier powder the work of laboratory in charge is making a design, colour and size of Vitrified & Ceramic Tiles. Two types of powder use making a biscuit of tiles one is lustier powder and another is TR powder and mix same weight age of oil. In the laboratory available small press machine and kiln for testing of tiles quality. In this unit done two types of test: Crazing test and Water of Absorption test.
2nd Step Next step of production process, laboratory in charge was made design send to the screen printing department. Screen printer made a design according to prepare design and colour shade acquire from superior then prepared one printing sheet and
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Italia Ceramics Ltd. make a one sample of that design at that time colour said and design check and then after that sample sent to process of high quantity production. 3rd Step In the third step of production of tiles, firstly all the raw material came from Dhanali. In Dhanali set up our branch only for making raw material of ceramic industries. In the first step, all the materials are added in the one wage tank. In this tank, all the raw materials we add on the basis of the weight. All the raw materials are mixed in the tank. The capacity of the tank is about 100 ton raw materials are sent in the one huge tank. The name of the tank is hopper these 100% raw material clays, while all the raw materials we mixing then 40% water add in the raw materials then this raw materials are store for one day. All the materials are ready for body preparation. Then raw material sent to the press machine and makes a biscuits of tiles. The tiles have 50% water so tiles burn first tile at 200c temperature heated by kiln then biscuits of tiles sent in Roller kiln machine by conveyer belt. In Roller kiln machine all the biscuit of tiles burn at 1000c to 1100c temperature for making durable tiles. The Roller kiln machine has run by gas burner then tiles are sending to the next step. 4th Step The forth step is known as application system. All machines are automatic only one operator working on the machine. Firstly biscuit of tiles colour is red brown but then after do glazed tiles. Then 25gm water sprays in each tile heated at 50c temperature. These types of three machines are available. Then glazed tiles sent to design and colour department by conveyer belt. In this department print colour by printing machine according to selected design colour shade by laboratory in charge. Then print design by screen-printing machine three types of printer machines available here. Then next step is all the tiles taking in to dryer machine. 5th Step In this step tiles are dried in the Roller kiln machine. This machine is very important in all the process. All the printed and coloured tiles sent to Roller kiln machine by conveyer belt. In this machine tiles heated at 1000c to1100c temperature. College of Computer and Management Studies, Vadu. PRAJAPATI SATISH 17
Italia Ceramics Ltd. So, printed design and colour maintain properly and long time. Roller kiln machine run based on automatic computer base and temperature low at the time of first enter tiles in kiln but in which way went to kiln temperature level in that manner high but in which exit in kiln in that manner cooling the tiles. The tiles are taking in to another step by conveyer belt. 6th Step In this step, the computerized machine checks the quantity of the product. These classifications are on the basis of the tiles. Fault in the quality-checking machine is determined, even the smallest fault can be identified. One by one checking is done by shorting in charge. Only on shorting in charge is control this machine. In this step also shorting in charge attention hear the tiles are in some cases damages, creak and wrong printed at that time, this types of tiles removed. These types of tiles are defined in three categories: first, second and third. First types of tiles means tiles completed at a proper manner and at thus types of tiles sale at a fixed price. But in the case of second types of tiles made only slide mistake in production and at this types of tiles sale at a low price compare to first tiles. Last are third types of tile many mistake such as damages, creak etc. at these types of tiles sale at a very low price. 7th Step This step in known as packing department in department the tiles are packed according to their sizes. The packing is done by the machine automatically pack the tiles; the paper which used it is printed with Italia ceramics Ltd. name and price with other details. Then the tiles are packed in the corrugated boxes. Thus, the final product is produce this process is same in both Vitrified & Ceramic tiles. Italia ceramics Ltd. has two plants; both plants are same but one change in the Ceramic plant they have use mordents technology machine so the tiles are fired only one time while in Vitrified tiles fire twice.
(2.9) PRODUCTION CAPACITY

CERAMIC FLOOR TILES: 18
Capacity: - 7000 sq.mtrs. Per day VITRIFIED POLISHED TILES: Capacity: - 6000 sq.mtrs. Per day
(2.10) PLANT & MACHINERY

Italia ceramics Ltd. has available most integrated and constant continues machinery plant. Italia ceramics Ltd. is purchase machinery from the countries Italy & Germany. These types of machines two units are available in the company.
(3.1) INTRODUCTION OF PERSONNEL MANAGEMENT
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Italia Ceramics Ltd. Human resource is assets of any organization. Manpower management or personnel management is related with the function of recruitment, selection, promotion, demotion, transfer policy, wages and salary administration, collective bargaining, union benefits and other activities. In this unit there are harmonies between employees and employer. The management not facing any special problem regarding the employees and employer also not facing any problems regarding the management. According to Edward B. flippo, Personnel Management is the planning, organizing, and controlling of the procurement, development, compensation, integration, maintenance and separation of the human resources to the end those individuals, organizational and societal objectives are achieved. If a company utilized its manpower sources in right way or optimal fully controlled on when they cant leave it.
(3.2) ORGANIZATION STRUCTUREOF PERSONNEL
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MANAGEMENT
Personnel Manager
Personnel Officer Superviso r
Clerk & Typist
Time Keeper
Security Guard Watchma n
Peon
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(3.3) RECRUITMENT
Recruitment is the first step in the employment process it is regarded as the most important function of personal manager. The successes of many organizations depend mainly upon the team of skilled and qualified person. It also developing and main training the adequate manpower resources upon which the organization can depend where it needs additional employees. Recruitment is the process to defined manpower need and how to stimulate maximum and which types working forced to drive them. The Italia ceramics Ltd. two types of recruits are given below. Indirectly: The Italia ceramics Ltd. recruit the employee help with the news papers only because it is very effective source of recruitment they are required only Prantij taluka when that time they have utilized local papers like Rajdeep, thus they have convey the message and fill up the job requirement. Third Party: -
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Italia Ceramics Ltd. The Italia ceramics Ltd. conducts the recruitment employee with help of friends & relative of working employees because they have found out right people for pertaining job in his society. Sometime Italia ceramics Ltd. fill up the vacancies from present permanent employees if a person having someone knowledge of recruiting job who was holding a lots of knowledge of related job until to cerate immediately requirement when that time to use this fellow. Further they have recruit employee them and pay fees for his service.
(3.4) SELECTION
Selection is the processes by which the qualified people are choose from the applicant who has offered them for job in the organization. Selection procedure is the most important function management because it chooses the most qualified person and by which organization can achieve its objective. It is a process in which choosing the individuals who posses necessary skill, ability and knowledge to fill up particular job. Italia ceramics is use selection procedure for selection of employees these help them to right person on the right place so that company can do the optimum use the resources and reduce the wastage following are main steps of efficient selection of employees. First they receipt it the firstly application scrutiny by scrutinizer and avoid not matched application on the based of capability and to call him for interview since them have appear and pick up to competent employees to them therefore the company send a offer letter to that candidate and also discuss with general manager. If the salary and standard has been acceptable to his so he has informed to company about his view still the company provide appointment letter to his when he has joined it.
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(3.5) TRAINING
It is not possible for an industry to recruit all the trained personal for carrying out its production function even when persons are appointed with some previous training, this may not be sufficient and wholly suited for the jabs they are expected to do. Training is the systematic modification of behavior through learning which occurs as a result of education, instruction, development and planned experience. The Italia ceramics Ltd. takes new employee when at that time he has work like a trainee during Six month. If he performs excellently so they have afforded permanent letter. Italia ceramics have also taken up two types of training method in specific period. They are given as following. 1) On the Job Method 2) Off the Job Method 1) On the Job Method: To put it employee on apprenticeship and after few period fill in permanent base. 24
Italia ceramics provides to develop the management is job rotation in this job of manager is change from one to another is done to make him multitalented.
The person has to get the knowledge from its own experience one says that the experience is the best teachers.
2) Off the Job Method: Off the job mean providing training to person when they are not on the job. Seminar: They have invite moderator of specific field and share them idea. Team Discussion: They are carry team discussion from employee on specific field and they view swap between. And process them knowledge. The company continues to invest in the training and education of its employee and has been organization various training program from time to time.
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(3.6) JOB DESCRIPTION

Job description is the broad statement of the purpose scope, duties and responsibilities. Job description is the organized and real prospectus of duties and responsibilities of any specific job. The job description for HR Manager from Italia ceramics Ltd. is following. He has to maintain the salary & wages allotment of employee how much to give him. Also his work for calculating bonus and other ESI schemes benefit to give employee. He has to control the time keeping system of the company To approve the holiday permission. He has also solved the trade union problem.
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(3.7) PROMOTION AND TRANSFER POLICY: Promotion: Promotion involves a change from one job to another is better in terms of status and responsibility. It is vertical movement of the employee from the one post to another post. Promotion is made from lower level to top level management. The Italia ceramics Ltd. to undertake promotion on the bases of performance if the person who has satisfies the target of the company and to perform the work greatly whether the company could feel good because of they have given high responsibilities as well as salary. Sometime they have also emphasis the experience and seniority base promotion in some case. Transfer Policy: Transfer is lateral shift causing movement of individuals from one position to another usually without involving any marked changes in duties, responsibilities and skills needed for compensation.
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Italia Ceramics Ltd. The Italia ceramics Ltd. have no Transfer Policy for the employee and other officers.
(3.8) PERFORMANCE APPRAISAL: Performance appraisal is the systematic period and impartial rating of employees excellence in matters pertaining to his present job and to his potentialities for a better job. From Italia ceramics Ltd. the performance appraising is take up by HR manager. He has set target to employee and after the end of given period it has compare with actual performance thus he has given ratings. If he has found inability so he has avoid or punish them and some what found meanwhile they give chance to correct it. While he has fully comfort since to prefer new target them. Performance appraisal is mainly used in Italia ceramics Ltd. for these purposes. As a basis of reward allocation such as salary increment promotion and other reward etc. Performance appraisal will point out the weaknesses of employees. It can be used for the selection and development programmed.
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(3.9) TIME KEEPING SYSTEM: The Italia ceramics Ltd. has been divide his Work in Three Shift because the employee are work constantly so they feel like tired and somewhat boring so the work has been good thus company have loss thats why they have shifting. They have also decrease the works hours therefore they are perform work with highly enthusiastic due to decline the damage. There are three shifts are follows. 8 am to 4 pm 4 pm to 12 pm 12 pm to 8 am In the Italia ceramics Ltd. the Official Hour is 9 am to 6 pm and only Sunday is holiday.
(3.10) EMPLOYEE SERVICES: The Italia ceramics Ltd. is afforded many services to employee while the employee have been transfer when the company pay the fair remuneration, education,
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Italia Ceramics Ltd. compensation, traveling expenses, washing expenses and other financial allowances are give that even they are increment them salary. Also the Italia ceramics Ltd. services to the employee these are following. The Italia ceramics Ltd. has given pair of cloth and shoes. One kg sweets and gift put from company to the employees at Diwali occasion. Further they are facilities to open bank account and to keep insurance for all employees. They are also providing medical facility to them so the first aids boxes are currently available.
(3.11) WAGES AND SALARY ADMINISTRATION: Wages means the amount paid to the labour for his service to the employee. Salary means as the remuneration paid to the employee and managerial person on monthly and annual bases.
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(3.12) PERSONAL RECORDS OF EMPLOYEES

Personal records means that to maintaining the records of various persons who are working in the organization. It helps the management to get the information before taking any decision like promotion, retirement etc. These records are also useful at the selection of new employees in the future. Italia ceramics Ltd. also maintain the separate files for every employee containing all the details information regarding the particular employee. Following is the form of personnel records. Salary sheet. Records of his behavior. Resign of his letters file. Leave application form. Date of appointment. Personal bio-data. Taking day to day attendance of the employees.
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(3.13) GRIEVANCE HANDLING PROCEDURE

From Italia ceramics Ltd. to handling case of employees problem they are solve in step by step. These are following with procedure. Firstly they have investigated case and find whats the problem and why it is arise whats reason behind it? In next step, they have fully examined prior grievance records. It is right issue or not to check it by personnel manager. In next step to supervise the grievant personnel record it is good or bad if it is not good at that time they have keep step for more investigation not take immediately. In last they bring them grievance discussion to each other and to catch one decision of solving it. And to impel that yet it is not response for solving it so they take new step for it. On this way they have to eliminate grievances of employee.
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(4.1) INTRODUCTION OF THE MARKETING MANAGEMENT

Marketing has vital role in our day-to-day life. It is the broadest field among the entire different field and it is more practical then any other field. It cannot be seen but automatically it place and vital role in routine life. Marketing is social and managerial process by which individual and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others. Marketing Management is the analysis, planning, implementation and center of programmed designed to create build and maintain beneficial exchange with target buyers for the purpose of achieving organizational objectives. There are five alternative concept of marketing like production concept, product concept, selling concept, marketing concept and social concept. The major functions of marketing are product decision, distribution decision, promotional decision and marketing research.
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(4.2) ORGANIZATION STRUCTURE OF THE MARKETING MANAGEMENT

Organization of marketing means the structure of marketing and sales department & its field of work including authority and responsibility. Italia ceramics Ltd. is having a sound marketing organization but its sales department is not different from marketing department. Therefore, marketing and sales department are one same in this unit. The following is the chart of organization.
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MARKETING MANAGER REGIONAL SALES AREA SALES MANAGER SALES EXECUTIVES SALESMAN BUSINESS DEVELOPMENT EXECUTIVES
(4.3) PRODUCT PLANNING

Product planning is one of the most effective function in marketing department the certain product planning refers the product should be marketed in which manner and style. Italia ceramics Ltd. is doing the product planning by collecting the information from the market they get the information from the two types of customers. Primary customers 35
Italia Ceramics Ltd. Secondary customers The primary customers means that purchase the product directly from the Italia ceramics Ltd. like dealers, agents. The secondary customers means that purchase the product from the primary customers. For the product planning the Italia ceramics Ltd. is taking the data given by the primary customers. The Italia ceramics Ltd. is also meeting with the Architects, Dealers for the product planning.
(4.4) TYPES OF PRODUCT

VITRIFIED TILES Opal Series Elegance Series Fortune Series Platonic Series Cratonic Series Colour Plus Series 36
Italia Ceramics Ltd. Glister Series Empress Series Earth Series Risers Steppers Water Jet Designs
CERAMIC TILES Rustiko Series Leather Series Lazer Series Random Series Cat wood Series Stone Series Stonela Series Swift Series VDT Series Vitro Series Zenim Series
(4.5) PRICING POLICY

Price is the most important aspect of the marketing mix of the firm. Here we will keep our pricing strategy as follows: Price based on cost plus mark up Value for money pricing Target market from middle class to upper class
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Italia Ceramics Ltd. Here we will transfer the benefit gained from savings on taxes to the customers. So we will give good quality products at price less then competitors i.e. value for money pricing. This will help us in expanding our customer base.
(4.6) MARKET SEGMENTATION: Market segment means to divide the whole market in groups of customers. Segmentation is the process of taking the total homogenous market for a product dividing into several sub market segment. The product of Italia ceramics Ltd. is durable goods also its product is utilized in construction. College of Computer and Management Studies, Vadu. PRAJAPATI SATISH 38
The Italia ceramics Ltd. has divide his market on specific base whether they would determined them market for focusing builders construction company, dealers but they have direct customers in some cases also. If we are late in decision we are late in selling due to it down its share value thats why they run from depression side. This condition not creates thats why they have considered different criteria in segmentation of tiles market that are below. Income: Income criteria are most useful in segmentation because customer purchasing power depends on the level of income. It can be judge which goods should buy and how much they will buy. The tiles industry closely concerned with it due to some tiles are expensive or some are afforded thus reach groups are use attractive and expensive tiles but this tiles are not comfortable for poor class or middle class so that they have produce tiles on this base. Concept base: In a tiles industry different concept are use because it is mostly utilizes in construction they have classified them tiles on various concept like kitchen concept, office concept, bathroom concept it tiles attractiveness, designing, pricing, and pattern are select from concept.
(4.7) DISTRIBUTION CHANNEL: It is a set of interdependent groups and individuals concerned with transferring specific goods or services from the original producer or supplier to the final user or consumer. Frequently there may be a chain of intermediaries; each passing the product down the chain to the next organization, before it finally reaches the consumer or enduser. This process is known as the distribution chain or the channel. Each of the College of Computer and Management Studies, Vadu. PRAJAPATI SATISH 39
Italia Ceramics Ltd. elements in these chains will have their own specific needs, which the producer must take in to account along with those of the all- important end-user. Italia ceramics Ltd. is ever eager to expand its sales and marketing network currently. They are sales and marketing presence in virtually every state of India.
Producer
Dealer
Whole-seller
Retailer
Customer
This is a conventional distribution channel with indirect selling base. They would not depend on the other profit in each region only one retailer they could not approve the other.
(4.8) ADVERTISING
Advertising is one of the most common tools users to direct persuasive communication to target buyer and public. Advertising is any pain from non-personnel presentation and promotion of ideas, good services and identified sponsor. The Italia ceramics Ltd. has given advertising by several of media like using the media for knowing the message or availability of the product into market. When they
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Italia Ceramics Ltd. have utilizes many sources because all media are not applicable for every place hence they are keep different media from different place. If we are required to the message in the right way, we choose right media for it. It is defined on the base of territory, and some of it insists in region.
(4.9) SALES PROMOTION

Sales promotion is a diverse collection of incentives tools; it distinguished to stimulate quicker or greater purchase of particular products or service by consumers. Sales promotion is most important because company always found competition in the market sales promotion is the techniques which help in increase sales of the
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Italia Ceramics Ltd. product technique should be such as that encourages the customer to purchase the product. Here the promotion of the product will be targeted to the people who are influencer to the decision of the consumer. These are contractors and architects. For direct communication to the consumers, the print media and hoardings will be used. Our website will facilitate to see the design and select from it. They have utilized various tools for increasing sales objectives. These are following. The Italia ceramics Ltd. coupons are given to customer with various way like it is put into tiles box, sometime they have entitle in magazine also they have attached with it. The second tools of sales promotion is cash refund offer it insist provide proof of purchase then they can return price of the product. Usage of these tools is more significant to the Italia ceramics Ltd.
(4.10) MARKETING RESEARCH

Marketing research is concerned with collection, sorting, diagnosis and presenting to finding the marketing problem.
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Italia Ceramics Ltd. The Italia ceramics Ltd. always try to obtain new market due to they always gathering information how many people satisfy with our product, consuming our product and how many desire to buy. On this information marketer take about product like which types product they are produce, which distribution channel to use, what a price, also where they are provide their adds, which type sales promotion strategy adopt for making success in market. They have gathering this information from the construction area about product strength, competencies and effectiveness in market in compare of rival product. The Italia ceramics Ltd. estimating its future sales on this base even in release of new product this is used.
(4.11) COMPETITIORS: ASIAN TILES: SWASTIK TILES: 43
SANTRO TILES: EROSE TILES: -
(5.1) INTRODUCTION OF THE FINANCE MANAGEMENT

Any organization, whether it is small or large, clears with financing every businessman keeps separate records of financial matters. Finance and account department of the business depend upon the financial policy of the firm. College of Computer and Management Studies, Vadu. PRAJAPATI SATISH 44
Financial management is mainly concerned with finding out rational basis through answering following three questions. What total value of funds should be invested in the business? What specific assets should the business require? How should the required funds be raised?
The scope of financial management comprises traditional approach on procurement of funds rather than its allocation and use. While modern approach covers not only acquisition but also allocation and utilization of funds.
The firm may have any objectives but financial management has the objectives of profit maximization or wealth maximization. Keeping in mind these particular objectives only major three decisions are investment decision, financing decision and divided policy decision.
(5.2) ORGANIZATION STRUCTURE OF THE FINANCE MANAGEMENT
45
Italia Ceramics Ltd. To raise finance at a right time and to utilize it most efficiently is the primary functions of financial management. Where all other function of management can be safely delegated to other official persons of the business, the financial decision are monopolised by the top management only. The scope of finance functions has changed with the development of management science. The Italia ceramics Ltd. organization structure of finance & account department is as under:
Director of Finance
Deputy General ManagEr
Accountant
Cashier
Clerk
(5.3) FINANCIAL PLANNING
46
Italia Ceramics Ltd. Financial planning means planning for a acquiring funds to meet the firms financial needs. It helps to determine the equity and debt capital need for the firm. In Italia ceramics finance function is organized in such a way which is bases for objectives of the unit. There are Three departments in the finance department. Account Department Computer Department Internal Audit Department
(5.4) CAPITALIZATION
47
Italia Ceramics Ltd. Capital refers to the total investment of the company in money, tangible assets like goodwill, while which are means to be used for meeting long term and permanent need of company. Capitalization means the total accounting value of the capital, stock, surplus in whatever from it appear and funded long term debenture. Italia ceramics earning more in relation to its capital and capital is less than its requirement.
(5.5) MANAGEMENT OF FIXED ASSETS
48
Italia Ceramics Ltd. Fixed assets are valuable resources owned by a business which consists measurable cost every organization should take serious care while investing in fix assets because they remains in business for along time. The firms should take such decisions so that it can maximize its profit.
(5.6) INVENTORY MANAGEMENT
49
Italia Ceramics Ltd. Inventories constitute the most significant part of current assets of a large imparity of Companys. The company has to maintain a large size of inventories so a considerable amount of funds is required to be committed to them and the firm should manage inventories efficiently and effectively in order to avoid unnecessary investment. The assets which can firm are stores as inventories in anticipation of needs are: Raw-Material Work in process Finished goods Italia ceramics use inventories management to purchase raw material. It has manage higher inventories during the pack season while lower during the off season.
ITALIA CERAMICS LTD. AUDITED FINANCIAL RESULTS FOR THE QUARTER ENDED 31.03.2008
Particulars Nine Quarter ended Year Ended Consolidated Results
50

Month Year Ended Ended 31.12.2007 31.03.2008 31.03.2007 31.03.2008 31.03.2007 31.03.2008 31.03.2007 Unaudited Unaudited Audited Audited Gross Sales / Income from operations Less : Excise Duty Net Sales Other Income Total Expenditure : (a) (Increase)/Decrease in Stock in Trade (b) Traded Goods (c) Consumption of Raw Materials (d) Stores, Spare Parts & Packing Materials (e) Power & Fuel (f) Staff Cost (g) Freight & Forwarding (h) Other Expenses Total (a to h) Operating Profit Before Interest & Depreciation Interest & Finance Charges (Net) Profit / (Loss) Before Depreciation Depreciation Profit / (Loss) Before Tax Provision for Tax for earlier years written back Provision For Current Tax ( MAT) Deferred Tax Credit Provision For Fringet Benefit Tax MAT Credit Entitlement Net Profit / (Loss) After Tax
17303 1171 16132 67 16199
7216 461 6755 35 6790
5517 394 5123 407 5163
24519 1632 22887 102 22989
20019 1,370 18,649 78 1,8727
24591 1636 22955 105 23060
20099 1382 18717 82 18799
(490) 1795 4151 1532 2429 1341 1534 1687 13979 2220 1052 1168 881 287 30 257
136 774 1499 625 879 480 830 893 6116 674 324 350 299 51 22 (20) 18 (22) 53
(298) 589 1321 393 926 475 492 679 4577 586 367 219 266 (47) 6 108 67
(354) 2569 5650 2157 3308 1821 2364 2580 20095 2894 1376 1518 1180 338 22 (20) 48 (22) 310
(805) 1535 5359 1740 3386 1,619 1561 2092 16487 2240 1358 882 1,174 (292) 6 108 (178)
(356) 2569 5669 2155 3326 1858 2364 2584 20169 2891 1368 1523 1182 341 22 (20) 48 (22) 313
(808) 1536 5389 1742 3403 1651 1561 2094 16568 2231 1349 882 1176 (294) 6 -
109 (179)
51

Paid up Equity Share Capital ( Face Value of Rs. 10/- each) Reserves excluding Revaluation Reserves Basic & Diluted EPS (Rs.) for the period Cash 16.49 5.10 4.83 21.59 14.43 21.67 14.45 After Tax 3.72 0.77 0.97 4.49 (2.58) 4.54 (2.59) Aggregate of NonPromoter Shareholding -Number of NonPromoter 2,794,811 2,794,911 2,794,422 2,794,911 2,794,422 2,794,911 2,794,422 Shareholding -Percentage of 40.51 40.51 40.50 40.51 40.50 40.51 40.50 Shareholding
690
690
690
690
690
690
690
4361-
4,051
4504
4192
BALANCE SHEET FOR THE YEAR ENDING ON 31ST MARCH 2008

Particulars Gross Sales / Income from operations Less : Excise Duty Net Sales Year Ended 31.03.2008 31.03.2007 24519 20019 1632 1,370 22887 18,649
52

Other Income Total Expenditure : (a) (Increase)/Decrease in Stock in Trade (c) Consumption of Raw Materials (d) Stores, Spare Parts & Packing Materials (e) Power & Fuel (f) Staff Cost (h) Other Expenses Total (a to h) Operating Profit Before Interest & Depreciation Interest (Net) Profit / (Loss) Before Depreciation Depreciation Profit / (Loss) Before Tax Provision for Tax for earlier years written back Provision For Current Tax ( MAT) Deferred Tax Credit Excess Tax Provision of earlier years written back Net Profit / (Loss) After Tax Paid up Equity Share Capital ( Face Value of Rs. 10/- each) Reserves excluding Revaluation Reserves Basic & Diluted EPS (Rs.) for the period 102 22989 (354) 5650 2157 3308 1821 2580 20095 2894 1376 1518 1180 338 22 (20) 310 690 436178 1,8727 (805) 5359 1740 3386 1,619 2092 16487 2240 1358 882 1,174 (292) 6 (178) 690 4,051
6.1 STRENGTHS
Italia ceramics has created one image as trustable brand in customers. Company posses a good reputation in the market. Company provides value of money to its customers. It provides high quality product. It has strong distribution channels. Super active org. work 53
6.2 WEAKNESS
No replacement for the defected product given to the retailers. No promotional scheme being offered to customers. Non availability of Italia ceramics is the main reasons for customer for purchase of alternative. The delivery of the Italia ceramics is uncertain and not at proper time. Company cannot solve problems of the customers.
54
6.3 OPPORTUNITY
Company having reputed brand name so it can easily capture large market. Many areas still uncovered by the firm. The goodwill created by the firm as Italia ceramics is very helpful to the company to increase its sales and market share.
55
6.4 THREATS
Competitors are highly promoting their product with different scheme given to the dealers are willing to keep stock and promote the sales. Competition from large competitors. Lost sale may be major problem in future. Competitors provide fast and connivance service and create loyalty to retailers.
56
FINDING AND SUGGESTION: Company should make some concrete effort towards advertisement to create brand awareness of the company. Company needs its publicity in big and it can be done by road shows advertisement as well as by hording. They believe in recruit for attitude and train for skills. They dont believe ideas are the monopoly of the seniors only. Benefit, association and growing in volumes and intensity of relationship with clients.
57
Italia Ceramics Ltd. Manufactures should raise public awareness about choice issued through seminar etc. The company should offer consumers, retailer and distributor schemes. There should be more professional approach in every internal deal.
CONCLUSION
I visited the Italia ceramics Ltd. From 05th November to 25th December for a period of 21 days. A response from every department to collect information helped me lot toquite experiance old well as a management student and i am very much thankful toall managers of Italia ceramics Ltd. Company for courtly extended to me for getting information from various department. The main purpose of the visit is to develop among student practical training of industrial activity, which may be not get by getting through looks. This point helped me more to get practical experiance with knowledge. So that I am thankful to the General Manager Mr. Marketing Manager Deputy General Manager of Finance and Personnel Officer and all those person who are helpful during my industrial visit.
58
Italia Ceramics Ltd. This company also from the product, I can shown that it is best qualitative product at large price. So that it is beneficial to the consumer and society both. So this company not only earning gross profit more but also they protect to the customer.
BIBLIOGRAPHY
Reference Books: Philip Kotler Marketing Management the millennium Twelfth Edition, published by Prentice Hall India. Finance Management by Mr. Khan & P. K. Jain, Fourth Edition published by Tata Mc Graw-Hill Publishing Company Limited. Human Resources & Personnel Management by K Aswathappa, published by Mc Graw-Hill publishing Company Limited. Websites: -
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Italia Ceramics Ltd. www.italia ceramics.com www.google.com
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Italia Ceramics Ltd.

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(1.3)MISSION & VISION: -

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(1.5) ORGANITION STRUCTURE OF INDUSTY: -

Personnel Manager Personnel Officer Clerk & Typist

DGM of Manager Finance Manager Accountant

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(2.1) INTRODUCTION OF PRODUCTION DEPARTMENT

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(2.2) ORGANISATION STRUCTURE OF PRODUCTION DEPARTMENT

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(2.3) TYPES OF PRODUCT

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(2.4) PRODUCT RANGE

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(2.5) TYPES OF RAW MATERIAL

(2.6) SOURCES OF RAW MATERIAL

(2.7) PRODUCTION PROCESS CHART

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

Collecting raw material

Mixing of raw material

Pressing raw material & made Biscuit of tiles

Heating of Biscuit of tiles by kiln

Adding glazed and colours on heated tiles

Printing design on tiles

Heating printed tiles by kiln

Cooling the heated tiles

(2.8) PRODUCTION PROCESS

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

(2.9) PRODUCTION CAPACITY

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

(2.10) PLANT & MACHINERY

(3.1) INTRODUCTION OF PERSONNEL MANAGEMENT

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

(3.2) ORGANIZATION STRUCTUREOF PERSONNEL

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

Personnel Officer Superviso r

Clerk & Typist

Security Guard Watchma n

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

College of Computer and Management Studies, Vadu. PRAJAPATI SATISH

Italia Ceramics Ltd.