MARKET POTENTIAL OF DESIGNER TILES

SCHABLONA INDIA LIMITED By Yugankar Kumar

1) Incorporated on 5th November, 1983 2) Stock Exchange Association Ltd (CSE).Schablona India Ltd., a Somany Enterprise, is a joint stock company registered in India. Its shares are listed at the Stock Exchanges at Bombay and Calcutta. Its Registered Office is situated at 2 Red Cross Place, Kolkata -700001. 3) its manufacturing base near Delhi in National Capital Region on NH-10 at Bahadurgarh in German
Collaboration. Operations of the Company are divided under two separate divisions - one for production of Ceramic Decals and the other for production and marketing of value added Ceramic Tiles. Company has also established its manufacturing unit in Kadi(Gujarat) in 2008, to fulfill the increasing demand in west & south region.

VISION AND MISSION OF SCHABLONA

VISION To Emerge as Indias finest design power house and manufacturer of value added tiles a confluence of latest technology and finest craftsmanship delighting customers with the innovative and latest designs thus marking a nichest fashion statement of it's consumers.

MISSION
To manufacture, market and service products of international standard. Ensure that all company processes are geared to deliver the highest levels of customer satisfaction. Keep an employee-centric focus in all the operations. Foster Innovation and creativity at all levels. Deliver value to all stakeholders of the company. To be recognized as the pioneers and trend setters in Designer products segment in the world creating and delivering qualitative designer Ceramic products and Transfers.

COMPANY PROFILE
Basic Information Company Name: schablona india ltd Business Type: Manufacturer, Other Product/Service (We Sell): Decal sheets, Ceramic designer tiles, Klin firing, Promotional Coffee Mug Cup saucer, Ceramic wares job work Address: post office kassar Brands: Schablona Number of Employees: 11 - 50 People

Company Website URL: http://www.schablona.in AliExpress.com Store: Ownership & Capital Year Established: 1993 Factory Information Factory Location: Haryana QA/QC: In House No. of Production Lines: 2 No. of R&D Staff: Less than 5 People No. of QC Staff: Less than 5 People

CERAMIC TILES INDUSTRY IN INDIA:

Industry Highlights
Ceramic Tiles today have become an integral part of home improvement. It can make a huge difference to the way your interiors and outdoors look and express. The Indian tile industry, despite an overall slowdown of the economy, continues to grow at a healthy 15% per annum. Investments in the last 5 years have aggregated over Rs. 2000 crores and production during 2006-07 stood at approx. 340 million sq mts. The Indian tile industry is divided into organized and unorganized sector. The organized sector comprises of approximately 16 players. The current size of the unorganized sector is about Rs 3000 crores. The unorganized sector accounts for 55% of the total industry bearing testimony of the attractive returns from this sector. The size of the unorganized sector is approximately Rs 3500 crores. Revenue earning industry - excise mops up over Rs. 350 crores annually from the organized sector itself. Indian ranks in the top 5 list of countries in terms of tile production in the world. With proper planning and better quality control our exports (presently insignificant) contribution can significantly increase.

STRENGTH Designer tiles has increases the use of tiles. The name of Somany is itself a big support to increase the brand awareness of schablona. It is totally a new concept in ceramic industries in India. Innovativeness in design and quality products is quite better, particularly in bigger size. It is also easy to apply in comparison of marble. WEAKNESSThe designer tiles are very costly. There is no use of broken tiles. Color variation create problem. It is out of reach of local customer. No focus working on the low price range customers which are available in majority.

SWOT ANALYSIS

 OPPORTUNITY The designer tiles are having very good opportunity because of its look and its increasing use in industrial and non industrial sectors. It can be said that in coming future there will be only and only designer tiles. THREATS In spite of very good opportunity, the Indian ceramic market has a threat of Chinese tiles. Te Chinese tile are not only less in price but also have better designs. Another threat is government policy. Government is increasing taxes and duties on construction material gradually which increase the price of tiles. The designer tiles are mainly design based, ones the design is rejected from the market it become difficult to sale them at loss too.

OBJECTIVE OF RESEARCH STUDY

The objective of this study is to understand and market analysis of tile industry with respect to Schablona India Limited. Know the market potential for designer tiles . SCOPE OF THE STUDY This research study is done at Schablona India Limited & hence the scope of study is wide towards the dealers of tiles, sanitary ware & designer tiles. To find market share of MANGOL PURI & NAJAFGARH MARKET LIMITATIONS OF THE STUDY Limited area. Some responses to the questions were abacuses. Sampling technique was convenience sample. Some respondent were not willing to give the answer. Respondents view may be biased.

FINDINGS
In collection of data, in spite of questionnaire, observation and interview method are also used. In result of which, some qualitative information are also collected. This information is different from the quantitative data, but is of same importance. These data are express in subjective manner. Some important findings under my study are as follows: Top most brands in the area surveyed are Kajaria, Orient ,Johnson & Bell. Imported tiles has covered the largest segment of market & their demand are high due to less price. Some local brands in the area are Bajaj, gujrati tiles, spanio, etc. In my survey of 40 dealers kajaria, orient &bell have found at 22 counters whereas Schablona/Somany has found at 12 counters. Scope of Schablona/Somany is very good in Mangol puri & Najafgarh market as according to my survey many new dealers want to take the dealership of Schablona/Somany. By its strong branding and marketing Kajaria has covered the largest segment in the market.

SUGGESTIONS AND RECOMMENDATIONS

Company must try to reduce the price of the product. Company must compare the price with other brands price and then apply. Press and audiovisual media should be used for giving advertisement Company must increase its sales executive to provide better service and customer care. Exclusive designs should be well publicized and provided on time. Company should enlarge its network. Company should have to provide samples in the market. Company must organize meeting with contractor and local mistary and convince them to use the product. Company must organize meeting with architecture of that area and give them gifts to advertise its product in that area.