A Market research

on
Somany ceramics ltd
“Effectiveness of rebranding and
repositioning of Somany”
 Objective of the study
 To aware the company’s customers about the
rebranding and repositioning of company.

 To know the view of customers towards the

company’s action.

 To find the expectation and desires of customers.

 To maintain a good relation with the customers.

 Scope of study
 Ceramics tiles come under building material
industry, over the years Indian building material
industry poised to grow at a fast pace of almost 16%
annum due to boom in real estate and construction
industry.

 Increase in income levels and availability of a range

of financing options for housing is enabling rapid
growth housing construction.

 So, this study definitely help to establish a positive

image of company in customer’s mind and will help
to gain the belief of customers.
 Somany ceramics ltd
 The history of a company which has captured the memories of
millions of its customers as a strong witness to every moment of their
joy and emotions bears testimony of the durability of its products.

 Somany ceramics is one such company which began as a vision of

the future and an adapting ever changing companion to every
customer ever since and is now a trail blazer for every one to follow.

 As a producer of the highest quality of ceramics glazed tiles, vitrified

tiles, sanitary ware or porcelain floor tiles, Somany started off with a
clear distinctive position that of being strong, durable and effectively
close to the heart.

 Since it inception in 1969 as Somany Pilkington's, it was this dream

to establishing the closest connect with its patrons Shri H.L. Somany
strived to realize, this dream did not only drive the company towards
the path of unparalleled success, but also established its presence
as an unchallenged leader in Indian tiles sector.

Continued…..
-With a clear and unique objective to achieve, Somany has always tried
to relentlessly set benchmarks and create trends in home interior
design.

-Like every growing family, each Somany home has stories to tell,
which have seamlessly been captured thanks to quality, strength and
life of its products.

-To sustain a dream of such a magnitude, it is always important to stay

ahead of your time. This truth, realized by Shri H.L. Somany was not
only executed through the superior and innovative style and quality of
Somany products, but also sustained through the wisdom of the
following generations of leaders.

-With Shri H. L. Somany at the helm as Founder, Shri Shreekant

Somany as the CMD and Shri Abhishek Somany as the JMD, the
company is heading towards an exciting phase of expansion and
growth.
 Somany values
Vision
 "Most sought after tile and allied product in
India and be the best employer in the tile
industry".  

Mission
 "Achieving customer delight through business
innovation and cost effectiveness while
pursuing latest fashion trends in ceramics 
Awards and recognition
 2010 Somany - first company in Indian tile industry to get BIS
mark license for its products which is a testimony for the Best
Quality Tiles in India Got Power Brands award. 

  2009- VC Patent  

 2000- Awarded Export House award. Capexil award for 03

consecutive years.
  
 1999- ISO 14001 awarded ISO 9001
   
 1998- ISO 9002 awarded 

  1996- R & D initiatives and activities recognised by the Govt. Of

India 
What is rebranding and
repositioning?
 Rebranding- is the creation of a new name,
term, symbol, design or a combination of them for
an established brand with the intention of
developing a differentiated position in the mind of
stakeholders, customers and competitors.

 Far from just a change of visual identity rebranding

should be part of an overall brand strategy for a
product. This may involve radical changes to the
brand’s logo, brand name, image, marketing
strategy and advertising themes.

 Rebranding is generally used to communicate a new

message for a company.
CONTINUED……..
 Repositioning- in marketing positioning has come
to mean the process by which marketers try to create an
image or identity in the minds of their target market for its
product, brand or organization.

 It goes deeper than rebranding, repositioning involves

identifying the right markets and right positioning.

 Repositioning involves changing the identity of a brand or

product.

 It involves more than a marketing challenge, in this

process making a hard decision about how a market is
shifting and how a firm’s competitor will react plays an
important role.
 Why ‘Somany’ did rebranding and


repositioning?
Since ‘Somany’ was perceived as a good and trusted
brand, and enjoyed a fairly good reputation in terms of
brand image and perception. but as the dynamics of
market are changing and the change is the need of time,
so company decided to revamp themselves to keep the
pace with the changing times. that's the reason of
company’s new identity is very young, vibrant and
appealing to youth (which is their TG).

 This rebranding has been done to mind share and recall

for the brand.
    
Somany’s marketing strategy
 The new brand identity focuses on their repositioning strategy of
making the brand more youthful, vibrant and acceptable among
youth but yet not lose its association of being long lasting and
durable.

 The new brand identity gives the opportunity to present a single,

powerful and unified face to company’s customers, stakeholders
and partners around the country. It reinforces company’s
promise to deliver innovative products and superior quality to the
customers across India.

 The new face of ‘Somany’ is youthful, vibrant and dynamic, it

underlines Somany's willingness to embrace everything that is
new. The red color represents the new energy, youthfulness and
dynamism, at the same time it retains the core elements of what
has made the brand a market leader.
 A market survey

 We have done a market survey to find the

customer’s reaction towards the brand and
what they think about company and its step
towards rebranding and repositioning.
 Questionnaire
 Since what time your are dealing business with
Somany?

6 3-7 years
8 10-15 years
 How is company’s marketing function?

5
good
9
bad
average
 Have you ever felt disappointment from company?

5
yes
9 no
 Do you prefer Somany's product to your customers?

yes
all considers Somany as
a good product no
 If yes then why?

good product and

brand name
compsny's scheme
13
 How is the reaction of customer’s towards the
brand?

good
bad
5 9 average
 Which brand is nearest competitor of Somany?

3
Kajaria
Nitco
10 HR Johnson
2
Orient
 What are their positive points?

5
Advertising
8 Low price
Brand name
4
 Do you know Somany has done rebranding
recently?

8 6
Yes

No
 How you look company’s action?

Right
13
Wrong
 Have you seen the new logo of company?

5
9
Yes

No
 If yes, then where did you see it first time?

TV Advertisement
5 Somany'sWebsite
2 Catalogue
 Will this rebranding change your perception towards
Somany?

5
Yes
9
No
 Do you like the new logo of Somany?

Yes
12
No
Not bad
Conclusion of the study
 After the study, we found Somany’s step towards the
rebranding and repositioning is quite good. Our market
survey report clearly indicates company’s brand power in
tile industry but in some areas Somany has to take more
action including advertisement, regular dealer meeting
( dealers suggested this in market survey), gifts and
rewards to dealers.

 Kajaria a strong competitor of company has more

advertisements and due to which customers choose their
product ( most of dealer agreed this fact).

 Overall, we found Somany has a good position in tile

industry.