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N PATEL COLLEGE OF COMPUTER & MANAGEMENT, KALYANPURA

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1. GLOBAL SCENARIO TILE INDUSTRY
INTRODUCTION Ceramic also know as ire clay is an inorganic, non-metallic solid article, which is produced by the art or technique of heat and subs guest cooling1 ceramic is a diverse industry and contain several categories of products, including sanitary ware, refectories, cement, advanced ceramic and ceramic tiles. Ceramic product like crockery, sanitary ware, tile etc play important role in our daily life. This is because, apart from their decorative look, ceramic products are primarily hygiene products. This is also one o the chief reasons for their wide usage in bathrooms and kitchens in mordant householders to medical centers, laboratories, milk booths, schools, public conveniences etc. The ceramic industry has a long history, with the first instance o functional pottery vessels being used or storing water and food, being thought to be around since 9,000 or 10,000 BC. Clay bricks were made around the same to medical centers, laboratories, milk booths, schools, public time. The ceramic industry has been modernizing continuously, by newer innovations in product design, quality etc.

Section 1: Global scenario
Global trade profile During the period from 2001 to 2008 total ceramic trade at CAGR of 9.8%, from US$ 39.6 billion to US$ 83.5 billion. During the period exports increased from US$ 19.9 billion to US$ 41.3 billion (CAGR OF 9.7%), while imports increased from US$19.9 billion to US$ 42.2 billion (CAGR of 9.9%)

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China is the largest trader of ceramic in the world, with total trade of US$ 8.5 billion during 2008, followed by Italy, US and Germany with total trade of US$ 7.4 billion, US$ 6.9 billion and US$ 6.8 billion, respectively.

Major exporters Chine has the largest ceramic exporter during 2008, with exporter of US$ 8 billion. Italy, Germany and Spain followed china with annual exports of US$ 6.3 billion, US$4.2 billion and US$ 3.9 billion, respectively. The top ten counties together accounted for close to 72% of total ceramic exports during 2008.

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Major importers United States was the world’s largest ceramic importer during 2008, with imports worth US$ 5.4sssss billion. US rely heavily on imports of ceramic meet its domestic ceramic consumption. This is also reflected in its high ceramic trade deficit o close to US$ 4 billion. US is followed by France, Germany and United Kingdom with annual imports o US$ 2.7 billion, US$2.6 billion and US$ 2.0 billion, respectively.

Trade situation in emerging markets The global ceramic industry has undergone a period of significant change over the years, driven by the demands of a globalize economy. While the traditional markets of Europe and the US continue to grow, primarily led by public sector investment, the most significant developments are however to be found in the emerging economies. They have, in recent years become the most significant players in the ceramic market, in terms of consumption, growth and investment. Since the future of the ceramic sector is so intricately linked the continued economic growth in emerging economies, the paper assesses the situation in emerging4 markets, excluding India.

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2. INDIAN SCENARIO
During 2008, India was the 24th largest ceramic trading nation in the world and accounted for a share of around 0.9% in total ceramics trade. During the period, from 2001 to 2008, India’s ceramics trade increased from US$ 143 million to US$ 738 million at a CAGR of 22.2%. The increase in trade was led by rise in imports, which increased, from US$ 60.9 million in 2001 to US$ 523.8 million in 2008, at a CAGR of 30.9%. India’s ceramic exports on the other hand increased at a CAGR of 12.8%, from US$ 82.3 million to US$ 214.5 million. China was India’s main source of ceramics imports, during 2008 with imports worth US$ 317.5 million followed by Germany and Italy with imports worth US$ 50.7 million and US$ 22.5 million, respectively. India’s top five import sources together accounted for close to 82% of India’s total ceramics imports during 2008. China alone accounted for 60.7% of India’s ceramic imports.

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UAE, Saudi Arabia and Malaysia were the major destinations for India’s Ceramics exports during 2008. India’s top five ceramics export destinations together accounted for 30% of India’s total ceramics exports.

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3.1 PROFILE
All around the world a crystal stands for strength and beauty as it does at Crystal Ceramic Industries Private Limited. We at Crystal have spent the last 45 years trying to perfect the art of ceramic engineering to create tiles of exceptional quality and unmatched design.

3.2 ABOUT US
The Supremely successful journey of crystal ceramic can be traced back to the year 1990, When the parent company Nijanand Ceramic Pvt.Ltd. was initiated by a group of passionate entrepreneurs, The company was rechristened as Crystal Glaze in 2001. in 2008, it transformed again. with advanced infrastructure, diversified product range, wider network and bigger ambition Crystal Glaze not only changed its name to Crystal Ceramic industries pvt.ltd but got a new vision too. it was only through constant innovation that transformed a small manufacturing entity into a company with production touching 4,80,000 Sq,Mtrs.per month. Crystal now boasts of 20 depots and 1500 dealers across the country making us more accessible to our markets. This also facilitates timely delivery of product and better trade relations. There is constant updating of new designs and products across all depots. We have onboard some of the most experienced professionals, a well equipped quality assurance department and R & D center that makes sure the quality remains our top priority. Crystal is all set to mark its presence on the global platform and transform the way the world looks.

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3.3 HISTORY
The Supremely successful journey of crystal ceramic can be traced back to the year 1990, When the parent company Nijanand Ceramic Pvt.Ltd. was initiated by a group of passionate entrepreneurs, The company was rechristened as Crystal Glaze in 2001. in 2008, it transformed again. With advanced infrastructure, diversified product range, wider network and bigger ambition Crystal Glaze not only changed its name to Crystal Ceramic industries pvt.ltd but got a new vision too. it was only through constant innovation that transformed a small manufacturing entity into a company with production touching 4,80,000 Sq,Mtrs.per month.

3.4 VISION & MISSION
Our objective is to create innovative and quality tiling solutions and services. It is our dream to become the best there is in the tile industry. We rely on our values of persistence, creativity, honesty and reverence to achieve our goals.

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3.5 CONTACT
Works:
Crystal Ceramic Industries Pvt.Ltd. At. & Post: Kaiyal, Kaiyal Shedhavi Road, Taluka Kadi, Dist.Mehsana-382 705 (Gujarat) Ph.:+91-2764-267531, 267630-31 Fax: +91-2764-267530, 267632 Customer Cell: +91-93276 03667, +91-93777 06238 Mktg.Office 2nd floor, Thakur Mall,'B'Wing Thakur Village, Kandivalli,East-Mumbai -400 101 Ph.:+91-22-65106449 Mktg.Office 23, First Floor, Rama Road, Shivaji Marg, Nr.Zakhira, New Delhi-110 015 Ph.:+91-11-47079955 E-mail info@crystalceramic.com crystalsahara@yahoo.co.in saharaplus@ymail.com Website www.crystalceramic.com

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3.6 INFRASTRUCTURE

Crystal now boasts of 20 depots and 1500 dealers across the country making us more accessible to our markets. This also facilitates timely delivery of product and better trade relations. There is constant updating of new designs and products across all depots. We have onboard some of the most experienced professionals, a well equipped quality assurance department and R & D center that makes sure the quality remains our top priority.

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3.7 COMPANY PRODUCT

(1) INNOGRES VITRIFIED TILES SOLUBLE SALT GLAZED VITRIFIED GLAZED VITRIFIED - LAPATTO DOUBLE CHARGED PAVITO

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(2) SIGNIA WALL TILES
PLAIN LIGHT COLOUR GLOSSY SATIN MATT PUNCH EFFECT-SP.COLOUR HIGHLIGHTER BORDER

(3)PORCELAIN TILES
ELEVATION ECO

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4. RESEARCH PROPOSAL

4.1 TITLE OF PROJECT Market research on retailer test & preference 4.2 OBJECTIVE (1) primary Retailer test & preference (2) Secondary I. To Know about competitor market II. Awareness of crystal ceramic product. III. To know consumer preference for sales promotion schemes. IV. To know about most important attributes V. To know satisfaction level of service.
4.3 RESEARCH TYPE

-: Basic research -: DESCRIPTIVE -: Primary and secondary

4.4 RESEARCH DESIGN 4.5 TYPE OF DATA

4.6 RESEARCH APPROACH -: Survey research 4.7 RESEARCH INSTRUMENT -: Questionnaire, m.s. office 4.8 TEST -: Z-test

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4.8CONTACT METHOD 4.9 SAMPLE SIZE 4.10 SAMPLE AREA 4.11 SAMPLING METHOD

-: Personal interviewing -: Retailer 94 -: Ahmadabad -: Non probability method - Convenience sampling

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Q.1 Are you selling crystal ceramic tiles?

Product name opinion Porcelain tiles yes Inn ogres vitrified tiles no total Signia wall tiles

No. of respondent No. of Retailer 70 94 77 0 94 11

No. of Retailer

INTER TION

PRETA

 In area we can say that 100% retailer selling crystal tiles. our survey

Q.2 Which product are you selling from the crystal?

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INTERPRETATION  From the survey I found that most of the retailer are selling porcelain tiles innogres vitrified tiles few retailers are selling signia wall tiles.  So company should more focus on signia wall tiles.

Q.3 Which company product are you selling most? No Name of brand 1 2 Crystal Armory No. of respondent 94 44

5 6 7

Sun heart Yuro Kajaria

11 12 15

3 Somany 8 Kohinoor 5 L.N PATEL COLLEGE OF 39 COMPUTER & MANAGEMENT, KALYANPURA 4 Cromet 11 9 Bajaj 35

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purchaser Architecture House holders
100 94 builders 90 80 contactor 70 60 Other50 40 30 20 10 0

No. respondent

of

4 Most selling product 56 57 12
44 39 11

0
11 12 15 5

35

t d n o p s e r

No . o f resp ondent

brand name

INTERPRETATION  From the above information we can say that 100% retailers selling crystal company tiles. 44 retailers are selling Varmora Company tiles. 39 retailer are selling somany company tiles.11 retailer are selling cromet company tiles. 11 retailer are selling sun heart company tiles. 12 retailer are selling yuro company tiles.15 retailer are selling kajaria company tile. 5 retailer are selling Kohinoor company tiles. 35 retailer are selling bajaj company tiles.

Q.4 who are the most purchaser of the crystal ceramic products?

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Most purcheser
60 No. of respondent 50 40 30 20 10 Architecture contractor house holders builders other 0 no. of respondent

INTERPRETATION  In Ahmadabad area most of tiles purchaser from the retailer, 56 respondent are house holder and other 57 respondent are builders.  From the survey I found that most of the end user are house holder and builders

Q.5 From which sources are you aware about crystal ceramic tiles? Advertising sources Hoardings News paper No. of respondent 51 32

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Bill board Magazine T.V aids Other

5 19 2 0

No. of respondent 60 50 40 30 20 10 0
Ho a Ne rdi ws ngs p Bi ap ll b er M oar ag d az T. ine V. ai ds O th er

No. of respondent

51 32 19 5 2 0 No. of respondent

Advertising sources

INTERPRETA TION
 In our area retailer 51 retailer aware from hoardings, 32 retailers are aware from news

paper, 19 retailers aware from the magazine. In our survey area most of the retailers are aware about crystal ceramic tiles from the hording and news papers.

Q.6 Give your opinion for the following attribute of crystal tiles according to your important in your purchase decision?

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Attributes
(1) Price

Very important 43 39 33 55 75 36

Some what important 44 33 27 19 7 24

Indifference 10 14 29 7 6 15

Not important 2 5 4 2 2 5

(2) Finishing

(3) Sales promotion

(4) Availability of size

(5) Color/design

(6) Packaging

(i).price
Attributes
Very Somewhat Indifference Not

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important

important

important

Price

41

42

9

2

Price

9

2

41

42

Very important Some what important Indifference Not important

INTERPRETATION
 From the survey I found that most of the consumer are focus on the price before

purchasing tiles product in our area out of 94 respondent 41 respondent more focus on price before purchasing tiles product.42 respondent some focus on price .

(ii)Finishing
Attributes
Very Some what Indifference Not

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important

important

important

Finishing

41

28

17

8

Finishing 45 40 35 30 25 20 15 10 5 0 41

28 17 8 Finishing

Very important Some what important

Indifference

Not important

INTERPRETATION
 From the survey I found that most of the consumer are focus on the finishing before

purchasing tiles product in our area out of 94 respondent 41 respondent more focus on finishing before purchasing tiles product.28 respondent some focus on finishing.

(iii). Sales promotion
Attributes
Very important Some important what Indifference Not important

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Sales promotion

34

27

29

4

Sales promotion Sales promotion 40 35 30 25 20 15 10 5 0 34 27 29

4
In di ffe re nc N e ot im po rta nt
Some important what Indifference

im

V er y

INTERPRETATION
 From the survey I found that most of the consumers are focus on the sales promotion

before purchasing tiles product in our area out of 94 respondent 34 respondents more focus on sales promotion before purchasing tiles product.29 respondent indifferent on sales promotion. 27 respondent some important on sales promotion.

(iv) Availability of size
Attributes
Very important Not important

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S om

e

w ha ti

m po rta nt

po rta nt

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Availability of 55 size

19

19

1

SIZE OF TILES
60 50 40 30 20 10 0 55

19

s 19 1

RESPONDENT

INTERPRETATION
 From the survey I found that most of the consumer are focus on the size of tiles before

purchasing tiles product in our area out of 94 respondent 55 respondent more focus on size of tiles before purchasing tiles product.19 respondent some focus on size of tiles.

(v) Color/design
Attributes
Very important Some important what Indifference Not important

Availability of 77

S om e

V er y

w ha ti

In di f fe re nc e N ot im po rta nt

im

m po rta nt

po rta nt

7

8

2

L.N PATEL COLLEGE OF COMPUTER & MANAGEMENT, KALYANPURA size

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Attributes

Very important

Some

what

Indifference

Not important

important Color/design

Availability of 42 size
90 80 70 60 50 40 30 20 10 0 77

29

18

5

Color/design 7
po rta nt

8

2

INTERPRETATION
 From the survey I found that most of the consumers are focus on the color/design

before purchasing tiles product in our area out of 94 respondent 77 respondent more focus on color /design before purchasing tiles product.8 respondent indifference on color/design.

(vi)Packaging

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So m e

Ve ry

w ha ti

In di ffe re nc e No ti m po rta nt

po rta nt im

m

1

Packaging

Not important, 5 Indifference , 18 Very important, 42

Some what important, 29

INTERPRETATION
 From the survey I found that most of the consumer are focus on the packaging before

purchasing tiles product in our area out of 94 respondent 42 respondent more focus on packaging before purchasing tiles product.29 respondent some focus on packaging.

Q.7 According to your preference which are the following sales promotion schemes for branded crystal ceramic tiles?

preference
Discount

No. of respondent 25

Extra quantity 12 L.N PATEL COLLEGE OF COMPUTER & MANAGEMENT, KALYANPURA Free trips 14 Credit availability 52

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Sources wholesaler Company

No. of respondent 60 34

INTERPRETATION
 From the survey I found that most of the consumer are focus on the promotion

schemes

before purchasing tiles product in our area out of 94 respondent 52

respondent more focus on sales promotion scheme before purchasing tiles product.25 respondent some focus on sales promotion scheme.

Q.8 Sources from where you purchases crystal ceramic tiles?

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Sources of purchase

60 50 40 30 20 10 0 wholesaler company 60 34 No. of respondent

INTERPRETATION
 In our area most of the retailer are purchase ceramic product from the wholesaler and

few purchaser direct from the company. In our area out of 94 retailer 60 retailer purchase from the wholesaler and other 34 retailer purchase direct from the company.

Q.9 Are you satisfied with the sales force of company?

Opinion for No. of sales force respondent Yes 94 1

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Recommen d for product Yes No

No. of No. of respondent respondent 93 1
No 0%

Yes No

Yes 100%

INTERPRETATION
 In our survey area 100%retailer are satisfied from the service of company.

Q.10 Will you recommend crystal’s product to other?

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Payment system
Cash Advance draft Cheque RTGS

No. of respondent 14 4 76 0

INTERPRETATION  All retailers are satisfied company service and company product so they are recommending to customer crystal ceramic product.

Q.11 How you making the payment of purchase?

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`

ER TA N

INT PRE TIO
 In our survey area most of the retailer prefer cheque for payment system and other are

prefer are cash payment. Out of 94 retailers 76 retailers are preferred cheque payment and other are prefer cash payment.

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6.FINDINGS

 Company should focus on signia wall tiles product
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 Companies extend their advertising source.  Company should more focus on credit availability and discount offer.  Company must focus on quality control department.  Company more focus on personal selling.

6. RECOMMENDATION

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Company should more advertisement for signia wall tiles. Company gives more information to the retailer about signia wall tiles.

 Company can extend their advertisement in different sources like magazine, bill board and T.V. aids so more retailer are aware about crystal ceramic product.  Most of the consumers are prefer schemes like credit availability free quantity, discount, so company can provide schemes as per the company norms.  Some of the retailer said that the product quality and finishing are not check by the company so focus on quality control department to make defecated less product.  Company must focus on personal selling to increase more different type of consumer like architecture, and contractor because, threw personal selling company gives more information regarding company’s product.

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7. LIMITATIONS

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Our project duration in 28 days.

 Survey has sample size may not have been true representation of the entire population and may not suggest a generalized view of the ceramic industry.

There may not perfect information which is provided by the retailers of their lack of time. In hurry the information may different from their perceptions.

 Further the sample size may not have been true representation of the entire population and may not suggest a generalized view of the ceramic industry.

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8. BIBLIOGRAPHY

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BOOK:-

 

Philip kotler, “marketing management 13th edition”, Pearson education. David j. luck & Ronalds & Rubin “1st edition PHI learning privet limited , New Delhi.

WEBSITES:-

  

www.crystalceramic.com www.google.com www.ceramicstiles.com

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QUESTIONNAIRE FOR RETAILER

Dear respondent,
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I am student of L.N.PATEL college o computer and management, kalyanpura. As a part of my academic curriculum in T.Y.B.B.A. programmer. I have to submit a project report based on research in this context I am doing research on consumer test and preference. I request you to fill up this questionnaire and help me in my study. I ensure you that database are used or academic purpose.

Personal detail Name: Address:

Signature: Date: Mobile no:

Q.1 Are you selling crystal ceramic tiles? Ans. (1) Yes No

Q.2 Which products are you selling for crystal ceramic tiles? Ans. (1) Porcelain tiles
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(2) Innogres vitrified tiles (3) Signia wall tiles

Q.3 Which company product are you selling most? Ans. (1)

(2) (3)

Q.4 Who are the most purchaser of the crystal ceramic products? Ans. Architecture House holders Others Builders Contractor

Q.5 From which sources are you aware about crystal ceramic tiles? Ans. Hoardings News paper Bill board Magazine T.V aids Other

Q.6 Give your opinion for the following attribute of crystal tiles according to your important in your purchase decision?

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Ans.
Attributes (1) Price (2) Finishing (3) Sales promotion (4) Availability of size (5) Color/design (6) Packaging Very important Some what important Indifference Not important

43 39 33 55 75 36

44 33 27 19 7 24

10 14 29 7 6 15

2 5 4 2 2 5

Q.7 According to your preference which are the following sales promotion schemes for branded crystal ceramic tiles? Ans. S Discount Extra quantity Other Free trips Credit availability

Q.8 Sources from where you purchases crystal ceramic tiles? Ans. Wholesaler Company Other

Q.9 Are you satisfied with the sales force of company?

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Ans. (1) Yes (2) No

If no reason

Q.10 Will you recommend crystal’s product to other? Ans. (1) Yes (2) No

If no reason

Q.11 How you making the payment of purchase? Ans. Cash Advance draft Other Cheques RTGS

Q.12 Are you want to give any suggestions to company? Ans.

2. Z - Test

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1.

In Ahmedabad area. Out of 94 retailers, 55 retailers said that availability of size is more important. Does this information support that the availability of size is more important while purchase the tiles? (5% Significance Level)

ANS. H0 : p= ½ (Availability of size not important) H1 : P≠ ½ ( Availability of size is important )

Rejection Area (1.647) __________________________________ 0 Difference = | p - P | = | 55/94 -1/2 | = |0.585 -0.5| = 0.085 1.645

S.E. OF p =

PQ/N 1/2 * ½

=

94

=

1/376

= 0.0516

=
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= 1.647 > 1.645 (5% significance level) HO: rejected. Than availability of size is important for company.

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