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PART-I

1 . COMPANY PROFILE
SORISO CERAMIC is situated at MORBI in Gujarat State of India. The Company has an installed production capacity of 12000 sq. meters per day of glazed porcelain floor tiles. Porcelain tiles are now part of modern living due to high aesthetic value and good technical specifications. The Plant is using the latest technology mainly from SACMI, Italy, which is environment friendly and energy efficient. SORISO CERAMIC is promoted by group of industrialists having in depth knowledge of the ceramic industry. The promoters of the company have very good business experience in various fields of ceramic tiles. SORISO CERAMIC is manufactures and suppliers of porcelain Tiles all over the world. SORISO ceramic Ltd. Has united the toughness of ceramic tiles with modern technological advances and customer aspiration to produce a range that is vast in choice with over 6 year of experience in this field and in depth knowledge of markets both in India and abroad The promoters of Porcelain tiles have set up a world class integrated production facility to manufacture and supply high quality Ceramic tiles the design, size, colors and surface finishes well be made keeping in mind the needs of the India

consumer over the years The company has built a said customer base and a reputation both for itself and its products to an extent they have been responsible for changing ceramic tiles from a made commodity to a branded product.

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OBJECTIVES The company is willing to establish and maintain an efficient and effective quality management system compile to international standards. The main objective of the company is to manufacture and market glazed porcelain Floor tiles in the domestic and international markets. MISSION/VISION Trust, Quality and Reliability are the watchwords of SORISO TILES and the company plan to continue fulfilling the expectations of their vast array of customers. For the company each relationship is valued, be it with the trade, consumers or suppliers.

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2 . BASIC INFORMATION
2.1. GENERAL INFORMATION

Company Name

SORISO CERAMIC PVT. LTD. Near GSPL office,

Registered office

Lakhdhirpur Road, 8-A NATIONAL HIGHWAY Morbi :- 363642

Phone No.

+91-02822-291333, 291382

Fax No. Mobile No Website Email

+91-02822-291477 +91-98256 05900 www.sorisoceramic.com marketing@sorisoceramic.com mail@sorisoceramic.com

Directors

Mr. Manoj Bhai Kakasaniya Mr. Raju Bhai Patel Mr. Sudhir Bhai Patel

Bankers

HDFC Bank State Bank of India

Quality head Technical Head Production Head Finance Head Marketing Head Weekly off

Mr. Deepak Dhamasana Mr. Ashvin Vidja Mr. Ramesh Bhai Patel Mr. Uppendra Bhai Patel Mr. Manoj Bhai Kakasaniya Sunday

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No. of Employees Shifts Per day production

300 2 8500 Boxes

Area of the organization 22 Acres (9,58,200 Feet) Sales Turnover Material required p/day Rs.60 Crores Rs.255000 Less- 5% Scraped years of establishment In house testing facility Loading minimum Production p/month Establishing ISO-9001(BSCIC) ISO-14001(BENCH Mark) Capacity 8500 boxes capacity 10,00,000(pcs) 2006 As per standard testing procedures

capacity 17 tons

[Table-1: General information]

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2.2.

CURRENT POSITION OF ORGANIZATION

SORISO CERAMIC PVT LTD. Located at MORBI is mainly working at national and international in 2-3 country. The position of the company in Ceramic sector is consider good at national market mainly in southern region of India but at international level company required to survive a high level of competition. As far as companys market consider in national and southern region of India enjoying good position in providing ceramic tiles mainly porcelain tiles, floor tiles because of good quality product.

SORISO CERAMIC PVT. LTD. Has made their position very strong in ceramic tiles industry because of good quality of product new Design and service. The company has achieved competitive advantages over other creamed tiles manufactures competitors because of good manufacturing and distribution channel.

There is always high level of competition in ceramic tiles manufacture industry. The companies have to provide a unique way of service, quality, price, and have to keep strong relationship with their customers with new creativity and innovation to service best for making their position perfect in future.

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2.3.

COMPETITORS OF THE SORISO CERAMIC

There are large numbers of competitors of the company but some of majors are as follow

Kajaria Ceramic Ltd. Graffiti ceramic Nitco ceramic Somani ceramic Asian ceramic Cengrace ceramic Cititiles Varmora ceramic Spaniso ceramic

2.4.

PRODUCTS OF THE FIRM 24" X 24" (600 X 600mm)

RUSTIC SERIES Gracia Crema Gracia grey Nature grey Caralia nero Harvest verge Harvest Bianco Emperior Ebony Phonix

RUSTIC WOODAN Sumava Sherwood Pine Ebony Teak wood Teak fine Nature wood Square lips

LAPATO Plazma lapato Plazma verde Flevia Lapato white Flevia Lapato ivory Flevia Lapato Black Flevia Lapato Brown

[Table-2: Products of the Firm]

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2.5.

ORGANISATION CHART

Board of Directors

Finance Department

Marketing Department

Production Department

Purchase Department

Finance Manager

Production Marketing Manager Laboratory Testing Employees Manager Purchase Manager

Chief Accountant

Marketing office

Accoutant

Sales

Workers

[Chart-1: Organization Chart]

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3. PRODUCTION DEPARTMENT
3.1. INTRODUCTION The production of a firm is concerned with the creation of a product or services required to satisfy customers needs. In any business, suppliers are needed for product or services; it is quite obvious that activities of production system must relate to customers demand or reflected in continuous flow of order.

SORISO Ceramic Pvt. Ltd. Have state of the technology which produces best in quality tiles granolith is product manifested by SORISO Ceramic having applications in various fields such as residences, shopping, malls, restaurants, and showroom. Hotels, offices, hospitals, airports etc,

It is the most important department amongst the other department of an organization.

3.2.

RAW MATERIAL USED

3.2.1. Body preparation Materials Clays Powders 3.2.2. Glaze Preparation Materials Frits Feldspar Quartz Printing Medium Printing Powders China Clays

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3.3.

PRODUCTION PROCESS

Body Preparation Powder Preparation

Spray Drying
Press Drying Glaged Line Firing in the Kiln Sizing Inspection and Sorting Packging Dispatch

[Chart-2: Production Process]

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3.4.

EXPLANATION OF PRODUCTION PROCESS

3.4.1. Formation of tile body and drying The powder is taken from the silos and after sieving on a vibrator fitted with a magnet, it is fed into hoppers of the hydraulic press where the powder is pressed in the shape of a tile of specific size as per the cavit y of the die. Green tiles coming out of the press are sent to the horizontal roll er dryer where they are heated to a specified temperature to remove the moisture.

3.4.2. Preparation of designs and screen printing of tiles In the glaze line and printing section, various t ypes of designs are prepared and printed on the dried tiles by appl ying colors on the screen printing machine.

3.4.3. Firing The tiles thereafter are fed into the fast single layer roller kiln in which the tiles are fired. The kiln has different temperatures ranging from 200 0 C to 1200 0 C in different zones.

3.4.4. Squaring The baked tiles are subjected to Squaring by using 32 head Squaring line. The tiles are also side chamfered. Multi finish tiles do not

need Squaring operation.

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3.4.5. Sorting and packing The polished tiles are subjected to qualit y checking and sorting, where an operation marks out tiles with defects and different grades qualit y. Different grades of finished tiles are then packed into

different t ypes of packing box which are marked accordingl y .

3.4.6. Inspection of raw material Raw materials are inspected and checked b efore they are sent to production department. guidelines of ISO -9002. Flow chart for inspection of raw material can be showed as follows. Sampling from truck MC% content Grinding Drying Powder preparation MC% addition Pressing Drying Firing Loss on ignition It is maintained in SORISO as per

3.5.

TYPES OF MACHINES

90% of machineries used in SORISO Vitrified Tiles are imported from Ital y and China.

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3.6.

LIST OF MACHINERIES Conveyor Ball mill Screen printing machine Slip pump Vibrator with magnet Hydraulic press loading machine Head polishing line Fork lift Vertical drier Kiln

Weighing hopper Wader Stirrer Spray drier Silos Elevator Chilling plant Unloading machine Compensator Air compressor Generators Squaring Line

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4. MARKETING DEPARTMENT
4.1. INTRODUCTION

Marketing is typing seen as the task of creating promoting and delivering goods & services to consumers and business marketing is in ten types at entities goods, services, experience, events, persons, places, properties, organizations, information and ideas.

According to definition, marketing is social process by which individual and groups obtain what they need and want to creating, offering and freely exchanging products & services of value with others.

Each product level must develop a marketing plan for achieving a marketing plan for achieving its goals the marketing plan is one of the most important outputs of marketing process. 4 PS OF MARKETING

4.2.

PRODUCTS: - Porcelain Tiles PRICE: - Competitive Place: - National & International Promotion: - Advertising, selling and sales promotion

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4.3.

COMPETITORS OF THE SORISO CERAMIC

There are large numbers of competitors of the company but some of majors are as follow

Kajaria Ceramic Ltd. Graffiti ceramic Nitco ceramic Somani ceramic Asian ceramic Cengrace ceramic Cititiles Varmora ceramic Spaniso ceramic

4.4.

MARKET COVERAGE As far as the present scenario, SORISO ceramics 70% of products is selling to KAJARIA CERAMIC and rest of the products sale to others parties around the world and inside the India.

At presently the company has covered some states mention below. Kerala Karnataka Delhi Rajasthan Madhya Pradesh Maharashtra Gujarat Punjab Uttaranchal West Bengal Chhattisgarh

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4.5.

MARKET SEGMENTATION

Market

segmentation

is

based

upon

the

market

oriented

strategies and philosophy segmentation gives special emphasis on the demand size of the market. Market segmentation is a method of achieving maximum market response from limited marketing resources by the markets for to identify the target customer. market segmentation. Generall y, there are two t ypes of

People oriented approach Consumer demand or product oriented approach.


In case of SORISO there is no need for market segmentation. Their market is fixed, so they think that there is no need of market segmentation. They produce the item according to orde rs they receive.

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4.6.

PRICING STRATEGY Price is powerful weapon of marketing. As a marketing weapon price is the big gun but must be used with caution. It is dangerous & explosive marketing planners make pricing decision with appropriate pricing strategy.

In SORISO CERAMIC, pricing policy is cost + profit. Whatever expenses have incurred during the manufacturing of product is considered + profit is too included. Competitors price are also considered, their prices are higher than their competitor s.

At SORISO CERAMIC there are basically 3 strategies which they follow in determining their prices.

These 3 are, THE BASIC RAW MATERIAL USED IN MANUFACTURING. LABOURS ENGAGED. PRODUCT DESIGN

4.7.

CREDIT FACILITY

To run the business smoothl y and regular cash flow, company gives some credit facilit y to the buyers. They give 1 months/ 30 days credits to regular buyers.

SORISO also does the same thing. They sale those products in the market on cash and credit basis.

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4.8.

CHANNEL OF DISTRIBUTION The word Channel has its origin to the French word used for Canal. Thus, channel is route through which goods passes In other words, the route through Channel of

from one end to another.

which goods move from the place of production to the place of consumption is called Channel Distribution.

distribution is the pathway or route through which goods are transferred from the hands of producer to the consumers or from the seller to the buyer. According to one author, A chan nel of distribution for a product is the route taken by the title to the goods as they move from the producer to ultimate consumer. In this industry, the distribution channel is

Manufacturing
Of Company

Dealers

Consumers

[Chart-3: Channel of Distribution ]

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5. FINANCE DEPARTMENT

5.1. INTRODUCTION Finance is the life blood of business finance is needed for the production of goods and services as well as their distribution the efficiency of production and marketing operations is directly influenced by the manner in the business system and it should be given equal importance as with production and marketing finance is defined as Finance is that administrative area or set of administrative functions in an organization which relate with the arrangement of cash and credit.

The most important thing is finance is capital hence, department related to this aspect itself as serves significance SORISO Ceramic Separate department known as finance which also maintains accounts.

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5.2.

SIGNIFICANT ACCOUNTING POLICIES

5.2.1.1.

Basis of accounting:

The company prepares its financial statement in accordance with applicable accounting standard and generally accepted accounting principles and also in accordance with the requirement of the Companies act.1956

5.2.1.2.

Income and expenditure :

Accounting of income & expenditure is done on Accrual basis.

5.2.1.3.

Fixed assets & Depreciation :

a. Fixed assets are stated at their original cost of acquisition inclusive of inward freight, duties and expenditure incurred in the acquisition, construction/ installation. b. sIn case of assets acquired out of foreign currency loans, the increase/decrease in liability on account of fluctuation in exchange rate has been charged to profit & loss account. c. Depreciation is charged on Written down Value Method at the rate provided in Schedules XIV of the Companies Act, 1956

5.2.2. Inventories: Inventories are valued on the following basis: a. Store and spares - at moving average basis. b. Raw Material at moving average basis. c. Work-in-process at estimated cost. d. Finished Goods At lower of cost or market Value.

5.2.3. Excise & Custom Duty: a. Custom Duty is accounted for at the time receipt goods in custom warehouse. b. CENVAT credit, to the extent availed, is adjusted toward cost of material.
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5.2.4. Sales: Sales are inclusive of excise duty and after deducting discounts. Discounts are recognized when substantially all condition appurtenant thereto have been fulfilled.

5.2.5. Foreign currency transaction: a. Transactions denominated in foreign currencies are recorded at the exchange rate prevailing on the date of the transaction or that approximates the actual rate at the date of the transaction. b. Any income or expenses on account of exchange difference either on settlement or on translation is recognized in the profit & loss account.

5.2.6. Export benefits: Export benefits in respect of unutilized Advance Licenses under DEPB scheme are accounting for in the year of utilization to the extent of duty livable on imports to be made in future. The consumption of Raw Material, Stores and other inputs and the valuation of closing stock are stated net such export benefits.

5.2.7. Employee Benefits : a. Short term employee benefits are recognized as an expense at the undiscounted amount in the profit & loss account of the year in which the related services is rendered. b. Gradually liability has been provided as the company has completed five years after date start of commercial production.

5.2.8. Research and development : Revenue Expenditure on research and development is charged to profit and loss account in the year in which it is incurred , capital expenditure on research and development is treated as additions to Fixed Assets in case the same qualifies as an intangible assets as per AS 26 issued as ICAI.
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5.2.9. Provision, contingent Liabilities and Contingent Assets: Provisions involving substantial degree of estimation in measurement are recognized when there is a present obligation as a result of past events and it is probable that there will be an outflow of resources. Contingent liabilities are not disclosed in the financial statements.

5.2.10. Dividend received is accounted for as and when it is declared.

5.2.11. Unless specifications stated to be otherwise, these policies are consistently followed.

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5.3.

BLANCE-SHEET

BALANCE SHEET AS AT: 31st MARCH, 2011


SOURCES OF FUNDS Particulars Shareholders Funds: Share Capital Reserve & Surplus 30,000,000.00 7,645,274.58 30,000,000.00 15,047.77 Current year Rs.31/03/2011 Previous Year Rs.31/03/2010

37,645,274.58 Loans Funds: Secured loans Unsecured loan 82,887,839.34 10,544,000.00

30,015,047.77

111,666,067.32 28,533,558.00

93,431,839.34

140,199,625.32

Deferred Tax Liabilities:

1,293,204.39

2,066,103.00

TOTAL

132,370,318.31

172,280,776.09

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APPLICATION OF FUND

Particulars

Current year Rs.31/03/2011

Previous Year Rs.31/03/2010


93,331,553.00

Fixed Assets

87,505,841.00

Current Assets, Loans & advances: inventories sundry Debtors Cash and Bank balances Loans & Advances 31,824,403.57 49,006,776.70 7,794,764.36 13,141,810.29 39,588,066.40 70,703,822.15 11,467,134.90 12,240,242.06

101,767,754.92

133,999,265.51

Less: Current Liabilities & provisions 56,903,277.61 55,060,414.42

Net current Assets

44,864,477.31

78,938,851.09

Miscellaneous Expenses TOTAL

0.00 132,370,318.31

10,372.00 172,280,776.09

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TRADING AND PROFIT & LOSS ACCOUNT FOR THE YEAR ENDED 31st MARCH, 2011

Particulars

Current year Rs.31/03/2011

Previous Year Rs.31/03/2010


336,374,503.42 24,133,587.00 312,240,916.42 1,136,580.94 313,377,497.36

INCOME Sales Less: Excise Duty Paid 476,663,675.00 53,095,043.00 423,568,632.00 Other income TOTAL INCOME 1,118,689.40 424,687,321.40

EXPENDITURE : Increase / decrease in stock Material manufacturing & other Expenses Salaries, wages & Amenities Repairs and maintenances General Administration Expenses Selling &Distribution Expenses Interest & other Finance Charges Depreciation 416,340,664.82 TOTAL EXPENDITURES 8,346,656.58 PROFIT BEFORE TAX 4,357,047.99 309,020,449.37 3,357,851.00 329,598,050.39 22,490,128.00 19,915,494.60 4,035,910.87 13,165,166.84 10,801,727.00 12,976,336.12 9,197,376.67 226,867,760.74 16,606,650.00 11,939,415.30 3,061,395.48 11,650,458.04 14,179,206.59 13,518,186.55

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(750,000.00) Provision for : add/(less) Income Tax Deferred Tax Income Tax/ Wealth tax adjusted (1,500,000.00) 772,898.61 10,671.62 16,421.00 16,998.59

PROFIT AFTER TAX Earnings per share (Rs.)

7,630,226.81 2.54

3,640,467.58 1.21

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5.4.

RATIO ANALYSIS

5.4.1. Current Ratio: - is the ratio of current assets to current liabilities; Indicates a company's ability to satisfy its current liabilities with its current assets: =Current Assets/Current Liabilities

2010 =133,999,265/78,938,851 =1.7%

2011 =101,767,754/44,864,477 =2.26%

Current ratio of 1.7:1 and 2.26:1 means that company has sufficient liquidity to cover its liabilities. But this liquidity is increased in 2011 year. 5.4.2. Net working capital to sales ratio: is the ratio of net working capital (current assets minus current liabilities) to sales; indicates a company's liquid assets (after meeting short term obligations) relative to its need for liquidity (represented by sales) =Current assets-current liabilities/sales

2010 =133,999,265 -78,938,851/ 476,663,675.00 =0.1155

2011 =101,767,754 -44,864,477/ 336,374,503.42 =0.169

This ratio is increased in 2011 year it means companys ability to satisfy its immediate obligations are increased.

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5.4.3. Return of Total Assets (ROA) = Net income after taxes / Total assets*100

2010

2011

=3,640,467.58 /44,864,477.31*100 =7,630,226.81/78,938,851.09*100 =8.11% =9.67%

In 2010, for every 100 of assets, the firm has a return of 8.11. And in 2011 9.67.It means profitability of assets is increased in 2011 compare to 2010 year.

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6. SWOT ANALYSIS
What is a SWOT Analysis A SWOT (strengths weaknesses, opportunities and threats) is a tool used to provide a general of detailed snapshot of a companys health.

Why use a SWOT Analysis? In any business, it is imperative that the business be its own worst critic. A SWOT analysis forces on objective analysis at a companys position with its competitors and the market place. Simultaneously, an effective swat analysis will help determine in which areas as many is succeeding allowing it to allocate resources in such a way as to maintain any dominant positions it may have.

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STRENGTHS Expert development team Long team consumer relationship More number of design and color Good sales & marketing staff Quality base product at competitive price

WEAKNESSES More ideal time in development department Poor Human Resource management Poor Cleanness in Organization

OPPORTUNITY To cover maximum market of MORBI Region Recruit experience & expects staff Introducing various promotional activities

THREAT Fast innovation in ceramic industry Fast-outdated current tiles design Emerging of new local competitors

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PART-II RESEARCH 7. LITERATURE REVIEW

7.1. ABOUT CERAMIC The basic meaning of Greek word Ceramic is given in Sanskrit language. In Sanskrit ceramic means to fire or heat. The ceramic means the art of the potter. This technique is very ancient but now it become modern. In common word the ceramic means the combination of clay with other substance in different mixture ratio and then fired it for hardness.1 it is also known as fire clay is an inorganic, non-metallic solid article, which is produced by the art or technique of heat and subsequent cooling. Ceramic is a diverse industry and contains several categories of products, including sanitary ware, refractory, cement, advanced Ceramic and ceramic tiles.2

The Indian Ceramic Industry ranks at 8th position in the world and produces around 2.5% of global output. The industry provides employment to 550,000 people, of whom 50,000 are directly employed. Gujarat accounts for around 70 % of total ceramic production.2 MORBI, the most promising ceramic tiles manufacturing hub of India, is a city located in Saurashtra region of Gujarat. Here are the key points which make this city the next big thing in international ceramic arena: Home to approx 390 manufacturing units. Cumulative investment of approx Rs. 4000 Crore, Total installed capacity of 1.8 million Sqr.Ft. tiles per day. The main products are Vitrified tiles, Floor tiles & Wall tiles. The main products are wall; floor and vitrified tiles, out of the total production 30-40% are on fuel or energy cost.4

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7.2. ABOUT SORISO CERAMIC SORISO CERAMIC is situated at MORBI in Gujarat State of India. The Company has an installed production capacity of 6000 sq. meters per day of glazed PORCELAIN FLOOR tiles. FLOOR tiles are now part of modern living due to high aesthetic value and good technical specifications. The Plant is using the latest technology mainly from SACMI, Italy, which is environment friendly and energy efficient. SORISO CERAMIC is promoted by group of industrialists having in depth knowledge of the Ceramic industry. The promoters of the company have very good business experience in various fields of ceramic tiles. SORISO CERAMIC is manufactures and suppliers of FLOOR Tiles in over the world. 7.3.OBJECTIVES The company is willing to establish and maintain an efficient and effective quality management system compile to international standards. The main objective of the company is to manufacture and market glazed Floor tiles in the domestic and international markets. 7.4. MISSION/VISION Trust, Quality and Reliability are the watchwords of SORISO TILES and the company plan to continue fulfilling the expectations of their vast array of customers. For the company each relationship is valued, be it with the trade, consumers or suppliers.

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7.5.

Key issues in SORISO CERAMIC

7.5.1. Technical issue Failure to develop latest state of art technology Generation of large ceramic wastes and non utilization

7.5.2. Infrastructure problems High electricity charge Improper awareness of export market

7.5.3. Some of the current key issues faced by SORISO CERAMIC

The government is imposed extra EXCISE duty 5-7% increased in Excise Duty

20-25% increase in Raw material due to government rises taxes


With constant increase in gas and fuel prices over the past one year, the transportation costs have also increased by 20-25 per cent and this has directly hit the profit margins SORISO CERAMIC. During the last one year, gas prices have increased by over 50 per cent. As petrol and diesel prices have increased, the raw material costs have also gain by 25 per cent in the last six months

7.5.4. Consumer Awareness for Products of SORISO Ceramic Pvt. Ltd.

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8. RESEARCH METHODOLOGY

8.1. Title of the Project A RESEARCH ON CONSUMER AWARENESS FOR PRODUCTS OF SORISO CERAMIC PVT. LTD.

8.2. Problem Statement

In the India now Real estate industry is growing very rapidly and in this growth the Ceramic industry is playing an important role. For increase the market share in the market the company must know the customers wants and demand. So that company can satisfy them and can increase the market share. So it becomes important to know the consumers awareness towards the company.

8.3. Scope of the study

The scope of the study is limited to the FLOOR Tiles segment of the SORISO Ceramic Pvt. Ltd. The study objective is to examine the customers Awareness towards the FLOOR Tiles of the SORISO Ceramic in the MORBI. The study considered the MORBI city. The samples under consideration are the persons who are buying the FLOOR Tiles and the customers/consumers of the competitors also.

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8.4. Objectives of the study Primary Objective

To find out the customers/consumers Awareness towards the FLOOR Tiles of the SORISO Ceramic Secondary Objective

To know the customers attitude towards FLOOR Tiles of the SORISO ceramic. To know the customers awareness level towards the SORISO Ceramic product. To know the effectiveness and efficiency of the advertisement that done by the company To know the satisfaction level of the customer. To know the companys image in the customers mind.

8.5. Research Design

I had used Descriptive Research as it describes some market characteristics of the FLOOR Tiles market and the perception regarding the FLOOR Tiles of the SORISO Ceramic among the respondents. For descriptive research I have used the survey and observation method. I also had done the exploratory research as it provides helps in understanding the problem.

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8.6. Sample Plan Sample Area: Sample size: Sample Method:

MORBI City 30 respondents Convenience

8.7. Type of data collection Primary data sources through the instruments Structured Questionnaire Secondary data sources Websites Magazines Newspaper

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9. DATA ANALYSIS

1. Have you ever make any purchase of FLOOR tiles?

Frequency

Percentage

YES NO Total

30 0 30

100 0 100

Here I take the sample from region of MORBI city only and from that following data I get.

Form 50 respondent I get that data that 30 the respondents have the experience of the purchase of the FLOOR Tiles.

Here all the respondents have the experience of the purchase of the FLOOR Tiles so i can get the good data regarding the research.

My question to the respondent was that have you ever made any purchase of the FLOOR Tiles?

So from the questionnaire get that 100% respondents have the experience to purchase the FLOOR Tiles.

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2. What feature you consider as important while purchasing of FLOOR tiles?

Particulars HIGH DURABILITY PRINTING WATER ABSORPTION VARIETY of COLOR

Frequency 10 5 9 6

Percentage 33.33 16.66 30 20

Importnt Features in Floor Tiles

Variety Of Color 20% Water Absorption 30% High Durability 33% Printing 17%

[Chart-4: Important Features in Floor tiles]

From the second question I come to know that which factor that important at the time of the purchase of the FLOOR Tiles.

According to the respondent the HIGH DURABILITY is the most important in the purchase of the FLOOR Tiles. Here 33.33% respondent says that they are emphasizing on the VARIETY of COLOR while making purchase of FLOOR Tiles.

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The second highest (30%) component at the time of the purchase is the WATER ABSORPTION of the FLOOR Tiles according to the respondents. PRINTING is the fourth most important factor at the time of the purchase of the FLOOR Tiles. So company should be Concentrate on the HIGH DURABILITY of the product.

3. Which factors you consider while purchasing PORCELAIN FLOOR tiles?

Particulars STRONGNESS QUALITY PRICE BRAND NAME AVAILABILITY

Frequency 4 16 5 5 0

Percentage 13.35 53.33 16.66 16.66 0

Frequency
BRAND NAME 17% PRICE 17%

AVAILABILITY 0% STRONGNESS 13%

QUALITY 53%

[Chart-5: Influencing Factors Selecting of PORCELAIN FLOOR tiles]

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According to the respondent the QUALITY is the most important in the purchase of the FLOOR Tiles. Here 53.33% respondent says that they are emphasizing on the QUALITY while making purchase of FLOOR Tiles.

The second highest component at the time of the purchase is the PRICE/BRAND NAME of the floor Tiles according to the respondents.

STRONGNESS is the fourth most important factor at the time of the purchase of the FLOOR Tiles

No single person talking or interested in AVAILABILITY of products in to the market.

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4. Do you aware about SORISO CERAMIC?

Frequency

Percentage

YES NO

27 3

90 10

Frequency of Consumer Awareness


YES 10% NO

90%

[Chart-6: Aware about SORISO Ceramic]

Here by using this question I trying to know which companys brand is easily available in the market.

90% are known about the SORISO Ceramic and its products.

10% Responded are not aware about Company.

So by this question I knew about brand name of the company towards consumers/customers into the market.

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5. If yes, how do you come to know about SORISO CERAMIC?

Particulars

Frequency

Percentage

NEWS PAPER RELATIVES SHOWROOM VISIT TV MAGAZINE ADS HOARDINGS FRIENDS OTHERS TOTAL

4 6 2

13.35 20 6.66

1 0

3.33 0

2 11 4 30

6.66 36.63 13.35 100

Sources of Awareness
13% 0% 13%

20% 37% 7% 0% 7% 3% NEWS PAPER TV FRIENDS RELATIVES MAGAZINE ADS OTHERS SHOWROOM VISIT HOARDINGS

[Chart-7: Sources of Awareness]

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The highest respondents come to know about the SORISO ceramic from the Friends that is the 36.63 % respondents.

So company should try to more advertise by using the Hoardings media and also in giving advertise on TV.

The second media from that respondent aware about the SORISO ceramic is the RELATIVES according to the 20% respondent.

The other media are the Television, magazine and NEWS PAPERS that are less effective than relatives.

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6. Which of the following brand you are seeing frequently in news paper/any advertisement?

Particulars SUNHEART ITALICA SORISO KAJARIA JAHSON

Frequency 5 1 4 16 4

Percentage 16.66 3.33 13.34 53.33 13.34

Brand Awareness
13% 17% 3% 13% 54% SUNHEART KAJARIA ITALICA JAHSON SORISO

[Chart-8: Brand Awareness] Here by using this question we are trying to know which companys brand is easily available in the market.

According to the respondents data the most available brand is the KAJARIA ceramic brand in the market.

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Second highest available in the market is the SUNHEART ceramics brand and then SORISO ceramic in the market availability.

So company should be more concentrate on Advertising to sustain into the market.

7. Rate following brands on the basis of various performance standards for FLOOR TILES (1 is most preferred brand and 5 is least preferred brand)

Analysis is on the basis of 1st Rank

Name

Rank on the basis of Quality

Rank on the basis of price 4

Rank on the basis of design 4

Rank on the basis of Availability 3

Rank on the basis of Color 5

JET GRANITO SORISO KAJARIA VARMORA ITALICA Other (specify name ___________)

8 13 7 1

10 10 5 1

8 8 7 3

8 9 6 4

6 9 7 4

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Performence of Features in Floor Tiles


JET GRANITO 13 10 10 8 3 1 Quality Price 7 4 5 1 Design Availability Basis of Colour 4 8 8 7 3 3 8 9 6 4 5 6 9 7 4 SORISO KAJARIA VARMORA ITALICA

[Chart-9: Performance standard for Floor Tiles]

Here by using this question we are trying to know which companys brand is easily available in the market and on the basis Price, Quality Design Colors.

According to the respondents data the most Quality brand is the KAJARIA ceramic in the market as well as the performance in Prices, Design also good as compare to others Competitors. Consumers Second choices is SORISO ceramics Products, so company should be more focus on creating Brand Value into the Market.

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8. Which brand you consider most while purchasing Tiles?

Particulars SOMANI DECO JET GRANITO SORISO LOCAL BRAND TOTAL

Frequency 4 3 4 17 2 30

Percentage 13.33 10 13.33 56.67 6.67 100

Brand Awareness of Consumers


7% 13% 10% 13% 57%

SOMANI

DECO

JET GRANITO

SORISO

LOCAL BRAND

[Chart-10: Brand Awareness of Company]

The highest respondents are responding that Brand name of SORISO ceramic is good as compare to other Branded company.

Consumers are more prefer to purchase the products of SORISO ceramic.

Consumers are more concentrate on purchasing 600x600 FLOOR tiles SORISO ceramic are producing only 600x600 Floor Tiles.

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9. How many times did you purchase above mentioned Branded Tiles?

Particulars ONE TWO THREE NONE TOTAL

Frequency 8 10 4 8 30

Percentage 26.64 33.33 13.33 26.67 100

Frequency of Purchasing of Branded Tiles

27%

27%

13% 33%

ONE

TWO

THREE

NONE

[Chart-11: Consumers Purchased rated of Branded Tiles]

33.33% Responded are purchase the Products of SORISO Ceramic TWO times. 26.67% are not purchasing the SORISO Ceramics Product.

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10. Why do you prefer the particular brand of FLOOR Tiles?

Particulars PRICE QUALITY SIZE AVAILABILITY TOTAL

Frequency 4 22 4 0 30

Percentage 13.33 73.34 13.33 0 100

Selecting Criteria to Select the Brand


0% 13% 14%

73%

PRICE

QUALITY

SIZE

AVAILABILITY

[Chart-12: Selecting Criteria to Select the Brand]


By this question I come to know that why they preferred the product of the SORISO Ceramic and which are the main factor that that him affect to purchase the product of the SORISO ceramic.

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From among given alternative the most preferred factor is the Quality by the 73.34% of respondent. According to the respondents respond we can say that the quality of the SORISO Ceramic is the best from the other given option.

The second highest preferred factor is the PRICE and SIZE of the SORISO ceramic by the 13.33% respondent.

According to the respondents the main factor to buy from the SORISO ceramic are the Quality and the PRICE for them.

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11. Are you satisfied with SORISO CERAMIC? NOMINAL

Particulars

Frequency

Percentage

YES NO Total

27 3 30

90 10 100

Satisfaction Scenario for SORISO Ceramic


10% 0%

90% YES NO

[Chart-13: Satisfaction Scenario for SORISO Ceramic]

90% responded are satisfied with SORISO Ceramic products.

Only 10% are not satisfied with SORISO ceramic, so company should be reduce the consumers problems and try to minimize them.

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10. Limitation of the Study

Through the detailed investigation is made in the present study, still there are following limitation: The study is restricted only to the MORBI city. So, the result may not be applicable to the other areas. The study is based on the prevailing customers satisfaction & perception. But the customers satisfaction may change according to time, technology, development, etc. As per the population of the study is huge, the sample size is 30 sample respondent is only covered till now. Data collection of exact data for the research is not possible because there is a gap between what respondent say and what they actually do. Information provided by the customer may not be accurate. They may hide some of the information at the time of filling of the questionnaires. Limited numbers of respondents have been taken due to the time constraint and this could affect the accuracy of result of certain extent.

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11. MY LEARNING
The summer internship program was an opportunity for me to put my theoretical knowledge into effective practical use.

During the course of my training, I got to a chance to interact with the labour staff and management staff, most of the time companys staff is motivating me t o learn more about the Ceramics and involvement into my work.

The success of SORISO Ceramic is only due to the active participation by management staff and employees of the company so, with the help of subordinates it's becomes easy to work.

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12. CONCLUSTION

After successfully completion of my project repost training and real marketing management at SORISO CERAMIC PVT. LTD. At Morbi city, I came to conclusion that SORISO CERAMIC LTD. Is a growing company in India? It is expert in manufacturing complete range of tiles with best quality work.

Company should be established good medical facilities for labors and staffs also to minimizing the accident and hazards during the production activities.

SORISO CERAMIC tries to concentrate more on HUMAN RESOURCE MANAGEMENT. The operation Department is always busy to develop new and new things and controlling the best quality products. Staff of marketing is expert in both technical and marketing skill so its helps more to company to generate business by understanding clients very well and provide Satisfaction of consumers/customers.

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13. SUGGESTIONS

PERFECTION IS THE RESULT OF VALUE SUGGESTIONS

In the work of very good individual is striving for perfection no one is perfect but constant endeavors for excellence leads towards perfection SORISO is a mark of good quality.

FOLLOWNG ARE THE SUGGESTIONS: Creating brand awareness in the Indian market as well as into MORBI Region. Maintain customer relationship. Adapt current trends and new technology in market. Increasing marketing team & dealership network for more market coverage.

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14. REFERENCES

1. www.ceramicofindia.com 2. Kotler, Keller, Koshy, Jha (2009), Marketing Management: A south Asian Perspective, 13th Edition, Pearson Education. 3. Kothari C. R. (2011), Research Methodology: Methods and Techniques, 2nd Revised Edition, New Age International Publishers.

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15. ANNEXURE
QUESTIONNAIRE

MARKETING RESEARCH ON CONSUMER AWARENESS FOR PRODUCTS OF SORISO CERAMIC PVT. LTD.

Instruction:1. This research is for education purpose only. 2. Please tick marks in the appropriate box only. 3. Please fill up only those questions whichever you know. Name : - ______________________________________ Address

______________________________________________________________ Gender : MALE FEMALE Occupation : - _______________________

1. Have you ever make any purchase of FLOOR tiles? YES NO

2. Which features you consider while purchasing PORCELAIN FLOOR tiles? HIGH DURABILITY WATER ABSORPTION PRINTING VARIETY of COLOR

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3. Which factors considered in buying PORCELAIN FLOOR tiles? STRONGNESS QUALITY AVAILABILITY 4. Do you aware about SORISO CERAMIC? YES NO 5. If yes, how do you come to know about SORISO CERAMIC? NEWS PAPER SHOWROOM VISIT MAGAZINE ADS FRIENDS RELATIVES TV HOARDINGS OTHERS PRICE BRAND NAME

6. Which of the following brand you are seeing frequently in news paper/any advertisement? SUNHEART ITALICA SORISO KAJARIA JAHSON

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7. Rate following brands on the basis of various performance standards for FLOOR TILES (1 is most preferred brand and 5 is least preferred brand)

Name

Rank on the Rank on basis Quality of the basis of price

Rank on the basis of design

Rank on the basis of Availability

Rank on the basis of Colour

JET GRANITO SORISO KAJARIA VARMORA ITALICA Other (specify name ___________)

8. Which brand of PORCELAIN FLOOR TILES do you prefer? VARMORA JET GRANITO LOCAL BRAND SORISO SUN HEART

9. How many times do you use the as above Tiles? One Three Two None

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10. Why do you prefer the particular brand of FLOOR Tiles? Price Size Quality Availability

11. Are you satisfied with SORISO CERAMIC? NOMINAL YES NO

If no, please state the problem faced by you? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

Would you like to give any suggestion? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

THANK YOU

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