MARKET RESEARCH AND ANALYSIS ON VITRIFIED TILES INDUSTRY AT GANDHINAGAR AND AHMEDABAD REGION OF ASIAN GRANITO INDIA LIMITED

Prepared by: Nirmal Patel (41) Div. : D AMPICS - MBA

ASIAN GRANITO INDIA LTD 
Manufacturing vitrified tiles ceramic wall tiles, floor tiles and marble ( Kamlesh Patel ) 

manufacturing capacity of 16,000 sq. Mtr. & 25,000 sq. Mtr. of vitrified tiles & wall tiles per day respectively  Total Annual Sales Volume: US$50 Million - US$100 Million
CHENNAI COIMBATORE BANGALORE 

Export Percentage: 21% - 30%
DELHI

COCHIN 

The Company has won 21 awards in an Inside outside Mega Show

DISPLAY HOUSES
MUMBAI

PUNE AHMEDABAD HIMMATNAGAR ‡DEV ARC
‡CITY MALL BUILDING 

Key competitors

Vitrified- Ceramic Tiles 
Vitrified tiles are latest version of ceramic tiles.  it has been made into glass or a glassy look especially through heat fusion.  Mainly Three segments - Wall Tiles segment - Floor Tiles segment  India ranks in the top 5 in the production of vitrified tile in the world.  Basic characteristics - Hardness - Strength - water absorption - Acid resistance - Vitrified & Porcelain segment  Use of vitrified tiles - Shopping Malls - Offices - Schools &Hospital - Supermarket - Restaurants &Café .

MARKET RESEARCH AND ANALYSIS
‡ Definition : The systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the organisation  Types of Market Research  By Source - Qualitative - Quantitative  By Methodology - Primary - Secondary  By Objectives - Exploratory - Descriptive - Causal

Methodology 
Type of Research Design : conclusive Research Design  Source of Data : A. Primary Data: Survey Method : B. Secondary Data: Internet, Magazines, Newspapers, Reference books  Research Equipment  Sampling Technique : Questions by interview : Non-Probability TechniqueConvenience Sampling Method.  Sampling frame  Sample Size : builders -purchasing and using tiles : 163 Samples 

Target Population Defined: : builders using tiles

Data Analysis and Interpretation
Q - Approximately completion stage of the site?

Interpretation:Around 13 % of the sites have completed their tiles stage but around 87 % of the sites are in the startup mode, so there is a great opportunity for the company to place their tiles in the sample House.

Q - Which type of tiles you use in your construction?

QWhy do you use vitrified tiles?

Interpretation:Interest of Builders in using Vitri.Tiles - high Use of Vitri. Tiles ± 46% Use of Ceramic Tiles - 26% Interpretation:Most of the respondent prefers vitri. Because of its quality & their pref. Quality- 32% & Preference ± 36%

Q-Current market suppliers of vitrified tiles.

Q-suppliers do you prefer on what basis?

Interpretation: Asian tiles occupies 20% market position among all competitors  Somany, swastik & city tiles gives good fights.

Interpretation: suppliers are selected on the basis of price and good delivery.  63% of respondents select price and good delivery.

Q - Sizes of Asian vitrified tiles builders preferred to use?

Interpretation: Builders preferred to use 605 X 605 mm and 300 X 900 mm Vitrified Tiles of Asian Granito.  very less demand of 397 X 397 AND 925 X 925 mm tiles there

Q ± Sources from where builders get Asian tiles?

Interpretation: Most of the respondents said that they purchased Tiles from Asian granito Showroom and retailer.  The figure shows that 33% of respondents purchases tiles from showrooms from retailer. & 34% respondents

Q ± Which product of Asian tiles you most prefer?

Interpretation: Company gives the different variety of products to the customers but among them floor tiles, wall tiles and grestek are very famous and used.  Floor tiles - 36%  Wall tiles - 31%  Grestek - 12%

Q - There is any problem which you faced by using Asian tiles?

Interpretation: Here maximum reply of

respondents are seen in the favour of Asian company.  46% builder have no problem by using Asian tiles

Q - Awareness among builders about different sales promotional activities for asian tiles.

Interpretation: maximum builders have

awareness about price off and credit facility.  63% builders have selected price off and credit facility.

Findings 
Builders are interested in purchasing Vitrified Tiles that is of very good quality, for them price does not matter a lot  Because of low Profit margin in village type area builders mainly use Vitrified Tiles of low quality  Builders mainly use 605 X 605 mm & 300 X 900 mm vitrified tiles.  Builders has found that they were not happy with margin, sometimes availability and replacement of crack tiles .  The awareness level of Asian Vitrified Tiles in Big Builders is around 90% but only 20% are using Asian Granito Tiles.  Higher price of asian tiles stops the growth of company among the competitors.

suggestion/Conclusion 
Minimize the price level of tiles as compared to competitors  More TV ads and commercials so as to increase greater awareness.  605 X 605 mm & 300 X 900 mm size tiles should make available to retailers for selling, because Builders use more number of this size for construction.  In the local market like Gandhinagar and Ahmadabad the Asian Tiles is popular as compared to other Tiles company.  I had observed that Asian is very good in 3 Ps of Marketing i.e. Product, Place & Promotion

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