A PROJECT REPORT

ON
THE GREEN MARKETING

BY
MANJOTHI ABDULAZIZ LATIF
(BBA)(2010-2011)
IN PARTAL FULFILLMENT OF
Bachelor of Business Administration
UNIVERSITY OF PUNE

SMT.KASHIBAI NAVALE COLLEGE OF COMMERCE

PUNE 411004

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SMT. KASHIBAI NAVALE COLLEGE OF COMMERCE

CERTIFICATE
This is to certify that
Mr.______________________________________

Of S.K.N.C.C college has successfully completed the project work

title______________________________________ in partial
fulfillment of requirement for the award of Bachelor of Business
Administration prescribed by the University of Pune.

This project is the record of authentic work carried out during the
academic year 2010-2011.

Subject Teacher Principal

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 DECLERATION

I, Mr.________________________________ hereby declare that

this project is the record of authentic work carried out by me during
the academic year 2010-2011 and has not been submitted to any
other university or institute towards the award of any degree.

Signature of student

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 AKNOWLAGEDMENT

Apart from the efforts of me, the success of any project depends largely on the
encouragement and guidelines of many others. I take this opportunity to express my
gratitude to the people who have been instrumental in the successful completion of
this project.

I would like to show my greatest appreciation to Prof. Dr. Dharmadhikari N. S. and

Mrs. Bokil Aparna. I can’t say thank you enough for their tremendous support and
help. I feel motivated and encouraged every time I attend their meeting. Without their
encouragement and guidance this project would not have materialized.

The guidance and support received from Mr.Sandip Godse and all the members of
Kerakool contributed and who are contributing to this project, was vital for the
success of the project. I am grateful for their constant support and help.

Manjothi AbduAziz Ltif

4
EXECLUIVE SUMMERY

I started my project on 2nd of January by understanding the various types of products

and its specification and know how to do site mapping and what is needed to do
product promotion at Mangalmurti complex,305-B,117/A,Next to Big Bazar,sinhgad
Rd,pune, Corporate office of Kerakoll India Pvt. Ltd. There I met to Mr.sandeep and
ask him to give detail information about the execution of the work.he has the sample
outfits of the whole products by mens of which he gave me the detail information.four
staff are working over there one is to look after the computer center,and two are
involved in the process of generating sales and one Mr.sandeep himself,the
regional sales manager.

The site mapping team is to do the site map, means to find out the various running
construction, from there the site mapping team collect information like site name,
contractor name, owner name, and architect name even the stage of the site. He then
provides the information to the architect team to do further proceedings to generate
the sales. The architect team then goes to architect after having the appointment and
tell them about the various products of kerakoll. In the mean while the site mapping
team also done some product promotion at the place of running sites and by telling
about the product to the contractors and site engineers. Apart from this the retail team
is doing its further effort to go for the retail penetration of the kerakoll product.

First of all I prepard the questionnaire to work assigned to me. As per research
work ,My respondents are infrastructural product shop keeper, architect or project
manager. Initially I was assigned to collect the information about the running project in
the Pune. I was also asked to collect the information about the held up projects and
the reasons for their helding up. On the first day i started with the area of swargate
and market yard. There I come to know about the customer acquction.

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 CONTENTS

CHAPTER 1- INTRODUCTION

Introduction to the company

Company overview

Product Differentiation

KERACOLL’S Product

Mission Vision
Value

Worldwide

CHAPTER 2- Subject Topic

Green marketing

Green Building

Green/eco products

CHAPTER 3- MY own contribution

CHAPTER 4-

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 Chapter 1

Introduction

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 Introduction to company
Kerakoll, an international leader in applied chemistry for bulding industry, was found in
1968 in sassuolo, Italy in the heart of worldwide ceramic industry. At just 29 years of
old, Romano sghedoni founded kerakoll in 1968 in sassuolo,Modena. Today the
company is world leader in product and service for sustainable architecture,
historical restoration and interior design.The first single component adhesives for
ceramic design and product in his garage, were the result of his passion for
construction and chemistry, combine with a huge love of engineering.

His insight and amazing determination drove him in a continual pursuit of

innovation, inventing one new product after another, each one with uniue technology
and ease of professional application to make laying homogenous tiles and natural
stone easy, whatever the circumstances.

The constant growth that followed enable the company to extend its operation into
the restoration sector, where it turn it attention to tackling waterproofing problems,
the deterioration of concrete mistakenly considered indestructible, and the restoration
of building plagued by damp.

Sghedoni also applied his innovative approach to building a motivated team with a
shared mission, vivion and values. The strong corporate culture that resulted led to
the foundation of kerakoll global service in 1990, establishing kerakoll as leading
name in the consultancy and end-to-end technical support field.

His children Fabio, Gian Luca and Emilia assure the business continues to be
guided by the same sghedoni name and dedication , together they have championed
the internationalization process, building an international team, and adopting an
increasingly global approach and innovative way of adding value to brand .

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In September 2000 and April 2006,kerakoll increased its respective stack in Slc
Rinaldi and Rankover , both leading European manufactures of adhesives and
varnishes for the hardwood floor , and decorative coating for the construction industry.

Kerakoll employee more than 1,100 people with an average age of 35 throughout its
15 branches in Europe, USA, Asia and Australia,it export almost 40% of its product
to more than 100 different countries and supplies 20,000 builders merchant and
5,000 wood flooring centers worldwide, serving the nigh on 2,000,000 building
professionals who choose kerakoll product every year.

From the outset, the pillar of kerakoll vivion has always been to make the difference
through innovation. This belie led first to launch of Biocalce and Building wellness
in April 2005, i.e. the new take on sustainable building in which the focus is to
safeguard health and improve the uality of life, and kerakoll Design in February2007,
the new eco-friendly solid surface in cementoresian that are particular favorite with
architects, design engineers and interior designers.

Product, service and specific knoe-how formed the basic of kerakoll’s rise to become
The Innovative Group , the only company to provide a global offering for
contemporary architecture, building wellness, Histrocial restoration and interio design.

Over the year, the group has achieved acclaim for its rapid and steady growth,proof of
which can be seen in revenue which have risen from about 11 million Euro in 1990 to
285 Euro in 2006.Kerakoll has 910 employees, 16 operating companies,9
manufacturing plants in Italy and abroad,3 research center , 1 training institute and 1
technical center.

With the gradual internationalization of the business, 35% of group revenue are now
generated throughout foreign sales, thanks to company presence in 14 countries:

 Manufacturing plant in spain, Poland and Greece.

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  Sales network in united kingdom , france, Croatia, Portugal, Sweden, singapor,
USA, India and Hungary based on local partnership or commercial companies.

Innovation and research have always been the driving factors behind kerakoll
expansion. Investment in these area account for about 5.5% of annual turnover and
translate into continuous product improvement in line with market reuirment, as well as
the development of new product/services which have broken new ground in buildings
practices.

Kerakoll product are used in most important construction sites in Italy and around the
world. To name but few of architectural project signed by internationally acclaimed
architects who chose kerakoll as their technological partner:

 “Citta della Musica By Renzo Piano In Rome,

 European court of Human Right by Richard Rogers in Strasbourg,
 World Trade Center by WJ Atkins & Partners in Bahrain,
 Queen sofia Palace of Arts by Santiago calatrava in Valencia.

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 Company overview
Kerakoll India private limited, 100% subsidiary company of kerakoll S.P.A.- Italy,

Kerakoll being 40 years old company has presence in india to cater the need
of industry growing professional in construction field. Kerakoll having plant,offices
and coustomer worldwide is one of the world’s biggest chemical companies for the
building industry.kerakoll International currently doing turnover more then 400 million
US$ with major international division manufacturing proffisional laying system for tiles
and stone,wood & parute and also specialised in other building chemical products
and solution for the restoration of historical building. Currently kerakoll operating 9
plants worldwide with production over 5000 tones a day, 2 R & D center & 1 technical
center along with more than 900 employees around the globe. Our company can
considerd international in true sens of the world. We manufacture more than 500
‘specialty’ products for building proffisionals all over the world.kerakoll having full set-
up and it’s head office in Mumbai and warehouse and having full profissional working
team available in technical and sales department to provide best pre snd after
technical-sales service support to its coustomer at South East Asia continent.with
kerakoll expertise of 40 years in this field, certainly it can satisfy customer need for
challenging and rapid growing construction requirment .

In 1978, kerakoll set the pace in the Italian ceramic industry bu inventing H40 flex, the
world’s first ever single- component adhesive that finally provide a safe solution to
securing single-fired and homogeneous tiles in all domistic and commercial
applicatons with no technical restriction.

To promote and spread a better quality of building,Kerakoll sees technical refresher

courses and vocational as key tool, proof of which is the fact that in the four year
period from 2003 to 2006, the company invested 3.2% of it’s turnover in these areas.

With 2500 s.m. of teaching worksite and 30 specialized trainers, the kerakoll technical
center held 3,256 courses in five year period from 2002 to 2006, qualifying some
120,000 building professional around the world.

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 NEED OF STUDY

Now a day due to MARKETING STRATEGY AT COMPANY FOR COUSTOMER

ACQUISTION AND RETENTION, the construction industry facing so many problems
and slow running construction project. The company want to know the reason behind
this site slowdown. Thus this study enable the company to know about the reason of
the site slowdown and new emerging recent trend in the construction industry. The
company wants to know about the current market condition and by mean of that it can
generate more and more sales. It want to get into big market of India and have bigger
share in this market. To become major player, company has to concentrate on sales
and sales should be increase by creating effective demand and by going to the recent
industry trends. Effective demand will come mainly from middle and high income
consumer in urban area. The growth of disposable incomes, change in family
structure, more women joining the work force are the main reasons that lead to have a
single apartment and thus it encourage the construction of the new housing society,
Malls, big hospital and this is the reasons that big name and industries are being
involve in this industry.

The need of the study is to discover the major recent trends affecting the construction
adhesives and chemicals market also to understand consumers consumption and
expenditure patterns and to understand the future direction of this market . The need
of study is to know about Market forces, customers retention, competitor’s price,
product, and place and also to know about the strength, weakness,opportunites and
threats of kerakoll, and for this systematic and logical analysis is to be done which
provide solution to the various problem and will help to analysis various isses in
construction Industry.

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 SCOPE OF THE STUDY

Complection of the project could help marketing team to develop marketing

strategies as per market condition and demand. Also it will help to understand
the current market scenario and essence of marketing in stiff compition and this
present scenario of coustomer acuisition & retention. Being a student of
management we can draw the relevent suggestion to the organisition.
The company can take decision according to the suggestion and it will provide
better exprince to the students for their bright career.

My study wiil help me to:

To identify prospective market for the company.
To understand customer pereption about and expections from the
company.
To identify the target market for the company.
To carry out competitors analysis.
To make recommendation to the company to increase sales and
enhance brand image.

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 KERACOLL’S Product

Normal-setting, eco-friendly self-leveling mineral product for the high-performance

correction of irregular, uneven substrates, ideal for use in Green Building. Low CO2
emissions and very low volatile organic compound emissions, contains recycled raw
materials. Recyclable as an inert material at the end of its life.

Keratech® Eco develops high levels of resistance to the solvent action of water,
making it possible to correct large surfaces, also on external floors or those in
contact with humidity to allow them to be overlaid with flooring using eco-friendly
adhesives

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Extra-rapid hardening, eco-friendly, self-levelling mineral product for the
high-performance, high-thickness correction of irregular substrates, ideal for
use in GreenBuilding. Low CO2 emissions and very low volatile organic
compound emissions. Recyclable as an inert material at the end of its life.

Keratech® Eco R30 develops a high degree of workability, guaranteeing an

ideal surface for the subsequent laying of ceramic tiles and natural stone
using eco-friendly mineral adhesives.

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Thixotropic, eco-friendly, normal-setting mineral levelling product with extended
workability of irregular substrates for the high-performance correction, ideal for use in
GreenBuilding. Recyclable as an inert material at the end of its life. 

Keralevel® Eco develops extended workability times, thereby guaranteeing the

correction of large surfaces even in extreme climatic conditions with a smooth finish
that is ideal for the subsequent laying of coverings using eco-friendly adhesives.

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Eco-friendly, mineral mortar for the guaranteed, long-lasting restoration of concrete
structures, ideal for use in GreenBuilding. With low CO2 emissions, recyclable as an
inert material at the end of its life.

Kerabuild® Eco R3 Tixo is a polymer-modified, thixotropic, fibre-reinforced, with

compensated shrinkage and Zero Crack Risk mortar, that complies with the
performance requirements foreseen by EN 1504-3 for class R3 structural mortars of
type CC and PCC.

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Eco-friendly, mineral mortar for the guaranteed, long-lasting protective finishing of
concrete structures, ideal for use in GreenBuilding. With low CO2 emissions, can be
recycled as an inert material at the end of its life.

Kerabuild® Eco R3 Finish is a polymer-modified, Zero Crack Risk mortar, that

complies with the performance requirements foreseen by EN 1504-3 for class R3
mortars of type CC and PCC. Correction of concrete surfaces.

Eco-friendly, hydraulic, normal-setting, rapid-drying mineral binder for high-

performance screeds and heat-radiant slabs, ideal for use in GreenBuilding.
Recyclable as an inert material at the end of its life.

Keracem® Eco, mixed with inert materials of assorted grain size from 0 to 8 mm,

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creates screeds of high dimensional stability and constant moisture stability,
guaranteeing the rapid, safe laying of ceramic tiles after 24 hours and hardwood
floors after just 5 days.

Ready-to-use, eco-friendly, normal-setting and rapid-drying mineral screed to be

covered with adhesives, ideal for use in GreenBuilding. Low CO2 emissions, contains

recycled raw materials.

Keracem® Eco Pronto develops excellent thermal conductivity that is essential in

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heated substrates to allow the system to quickly reach optimal efficiency and an even

distribution of heat.

Eco-friendly, water-based elastomeric latex for use as a high-performance additive in

cement-based mortars and fine-grain concretes, ideal for use in GreenBuilding.

Solvent-free, safeguards the health of both users and the environment.

P5 Eco increases substrate adhesion, reduces water absorption and enhances the

20
level of compactness and flexibility. For slurry keys used in additional casting layers

and in restoration work. For internal and external use.

Eco-friendly, mineral membrane for the flexible waterproofing with high levels of

adhesion and durability of substrates before laying with adhesives, ideal for use in

GreenBuilding. Single-component with low CO2 emissions and very low volatile

organic compound emissions. Recyclable as an inert material at the end of its life.

Nanoflex® Eco develops a smooth, fluid mixture that can be adjusted by varying the

amount of water in order to obtain optimal workability for the particular site conditions,

guaranteeing maximum adhesion of the bonded system.

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Mission & Vision.

To represent GreenBuilding, the new low environmental impact approach to

building that safeguards the health and wellbeing of people

We think, develop and produce innovative solutions that focus on the environment and on improving both
health and quality of life by using eco-friendly and naturally breathable building materials that avoid the most
common illnesses caused by indoor pollution.

Our vision is to interpret GreenBuilding as a new way of building that is kind on the environment, promoting
higher quality homes around the world and helping people to live better.

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Value.

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The Kerakoll business culture to create value over time
Kerakoll is determined to improve its performance in all ways, firm in the belief that to
create value over time you have to first create a firm business culture.

Business culture in Kerakoll means being committed to recognizing and reclaiming the
value of key experiences and practices of the past, and at the same time being
constantly willing to go out on a limb.

Research and innovation only make sense in such a context, where progress goes
hand-in-hand with restoration, preservation and reclaiming the heritage of the
company’s past.

The Kerakoll mission is to meet the needs of its consumers with a constant supply of
new and original ideas, remaining ever faithful to a business culture always ready to
consider the ideas of all its members.

When it comes to knowledge assets, people are a key resource for

Kerakoll along with the values, expectations, hopes, ideas and originality they bring

24
with them.

This belief is the cornerstone of the Kerakoll business ethos, and the five pillars of this
approach represent our modus operandi in both life and work.

Innovative
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Innovative People in Kerakoll, both men and women alike, have ideas and
initiative, and are creative beings applyinginnovation and
invention to all that they do, inspired by change and excited by
experimentation.

Only inquiring minds of this kind can produce the unique and
original discoveries that are the founding pillars of the Kerakoll The
GreenBuilding Company.

Responsible.

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Responsible
Kerakoll people are careful and responsible, both trustworthy
and correct in their dealings with consumers, colleagues and
stakeholders in order to promote a new development model
bringing economic growth, wellbeing, quality of life and a safe
environment.

Dynamic.

27
Dynamic
Kerakoll people are enthusiastic, and truly passionate about
excellence and leadership. They are both pragmatic and fast-
thinking in making decisions, and flexible and capable in
adapting to change.

The aim is to improve one day at a time, consolidating relations

with customers and with key stakeholders.

True

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True
Kerakoll people have a young, flexible outlook, and are open,
honest and genuine. In their work they are down-to-earth,
humble and driven by a simple entrepreneurial spirit which
enables them to be inventive and to pursue their creations with a
team-oriented approach.

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 Aware

Aware
Kerakoll people listen to the market, firm in the belief that the
best ideas always come from stakeholders; a line of contact is
always maintained with the market in order to understand needs
and turn them into solutions capable of generating only the best
results.

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 Milestone.

Milestones
1968

Realizing the huge potential to be tapped, Romano Sghedoni

started producing tile adhesive in his garage and founded
Kerakoll in Sassuolo, province of Modena, at the heart of
worldwide ceramic industry.

1978

H40 Flex was invented, the world’s first single-component SAS (Shock
Absorbing System) technology adhesive. This was a landmark moment
for the ceramic industry as it provided a secure way of fixing single-
fired materials and homogeneous slabs in high stress applications. It
was also the first step on the road to success.

1990

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Kerakoll ventured into the construction industry with high-
resistance laying systems for ceramic tiles and natural stone,
leading the way and partnering construction companies around
the world. Single-technology, BME (Low Elastic Modulus)
technology was introduced, revolutionising the concept of special
mortars for concrete.

2000

Investment in Green Technology R&D rose from 15% to 50%.

Kerakoll acquired its stake in SLC and launched an industrial
reorganization to change from a chemical company to an
ecofriendly company. The guidelines are: in the first 5 years, cut
back on solvents used by 60%; develop new ecological and
water-based products; low VOC emission-certified products.

2003

Invention of Keratech, the next generation in eco-compatible self-

levelling products with HDE technology. For the first time,
hypoallergenic cements with low chromium salt content are used,
and are certified as having the lowest levels of volatile organic
compound emissions in their category.

2004

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Kerakoll welcomes MIGRA, an eco-friendly company specializing
in the recovery of the mineral residues resulting from marble
processing in the quarries at Carrara (Italy).
The recycled mineral used in Kerakoll products comes from
residues of other production processes, and is not extracted from
new raw materials, thereby converting the large amount of
energy generally required for the disposal of waste products into
a useful resource that protects our ecosystem. Two hundred
thousand tons of inert mineral are recycled every year.

2005

Biocalce was introduced, the first BIO range of NHL-based

mortars, plasters and paints that let buildings breath. There is a
rising awareness among the general public of the risk to our
health that the air inside our houses and Sick Building Syndrome
pose.

Kerakoll Campus opened, Europe’s finest and most expert

training academy in the development of a green culture for the
building industry.

2006

Kerakoll acquired Rankover, a company founded in 1972 in

Zimella (Verona) and a leading European business in the
formulation, production and development of decorative eco-
coatings for sustainable building and at the cutting edge of the
production of natural paint coats for historical restoration.

Joint scientific projects commenced with the European

33
Commission’s Joint Research Centre to identify the main indoor
pollutants with relation to breathability and dilution of Kerakoll’s
BIO range of natural materials.

2007

Kerakoll Design was born, the new home design brand behind
Cementoresina, the revolutionary, low environmental impact
compound for joint-free surfaces that are perfect in eco-
sustainable design.
The first Kerakoll Design Gallery showroom opened in the heart
of Milan’s design district.

2008

Construction began on the Kerakoll GreenLab, the futuristic

Research Centre that encompasses nine advanced Green
Technology development labs where 100 new green building
researchers will be employed.
Designed and built entirely with Green Building materials and
technology, the Kerakoll Green Lab is one of the first examples
in Europe of an industrial building with low-environmental impact,
extreme living comfort, and high energy efficiency.

2009

The launch of Nanoflex, the first waterproof eco-membrane

certified to have low VOC emissions. Nanoflex is a friend of the
environment, as it is the first eco-technology designed product to
reduce CO2 emissions into the atmosphere. Designed using
more than 30% recycled materials, and itself recyclable as an
inert material at the end of its life, Nanoflex represents the best

34
 of low environmental impact technology.

The laboratory for microbiology and environmental health at

CSTB, the French Scientific and Technical Centre for Building,
confirmed the natural antibacterial action of Kerakoll natural
hydraulic lime.

2010

Kerakoll becomes The Green Building Company, the leading

world manufacturer of Green Building solutions, boasting a
technological supremacy famous around the globe. With over
1,700 eco-friendly items and production of over 950,000
tons/year, Kerakoll is the leading manufacturer of green
materials for designing, building, and living in harmony with the
environment and in healthy spaces.
 

35
 Award
Mission & Vision The Green Building Company Values Milestones Awards Social
Responsibility Worldwide Finance

Awards
Kerakoll ranked number one in its field for
competitiveness
Number one for people management, speed of innovation,
product reputation and high standards of service.

Having customers name us as their partner is a testament of the

quality of our products, services, attention to detail, reliability,
efficiency and reputation.

These principles have taken Kerakoll to the very forefront of the

industry for competitiveness and quality of the company’s
Made in Italy strategy, a rare accreditation awarded to the small
number of elite businesses that continue to generate value.

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 Social Responsibility

Social Responsibility

Integrated policy for total quality, wellbeing and

protection of the environment

We pride ourselves on our quality; we are guided by our

commitment to society and the health of people, and tireless
in our promotion of environmental sustainability.

Focus on the environmental sustainability of a home as it relates

to the health of its inhabitants: this is the core philosophy that
underlies Kerakoll Green Building. The pillars of healthy housing
are indoor air quality, advanced environmental and energy
standards, and healthy spaces that exist in harmony with nature.
Kerakoll’s personal approach aims to integrate the many aspects
of Green Building into everyday life, in keeping with the growing
environmental sensibility of every individual.

We believe that:

Our mission is to make technology more sustainable and to

develop an associated model of development: the true aim of any
business should be to develop projects of low environment

37
impact but of huge technological innovation.

Kerakoll’s commitment in this direction can be seen in everyday

things, in business, and in our awareness of consumer needs in
order to satisfy current requirements without jeopardizing the
wellbeing of future generations. This is not just an economic
mission, but also one of corporate social responsibility which
guides and unites everyone here at Kerakoll.

That’s why at Kerakoll we see business and social responsibility

as going hand in hand, which means we make it our business to
improve the quality of life of people and the environment they live
in.

Worldwide
38
Worldwide

Taking Made in Italy excellence around the world

In its 40 years in the industry, Kerakoll has been so successful that it has gone
from being top of the domestic market to a top Italian-based business in
Europe, before also becoming a leading European group (and Italian at heart)
bound for the international arena.
Worldwide
 

Kerakoll Worldwide
Find on the map

International expansion and an ever more global approach have

certainly not eroded the longstanding Kerakoll identity. The
company has remained faithful to the values that saw it rise to
1st place in the production of Green Building solutions around
the world with more than 1,700 items that are 100% eco-
friendly.

Innovation, respect for the environment, concern for health and

living comfort, and a pure wholesome approach are the defining
tenets of Kerakoll.

The international dimension of the company also

39
 emerges in the makeup of our management team

In global markets, the majority of managers are selected locally,

which explains why you’ll find local experts heading up our
branches in USA, India, UK, Portugal, Germany and Hungary.
Our intense investment policy and 12 branch operations around
the world have enabled us to continue to grow and consolidate
our position, the aim being to keep in close range of our markets.

Over the years, Kerakoll has carved out an extremely competitive

position for the company in its benchmark markets, managing to
take our standards of customer service to new levels by making
sure our full product range is constantly in stock in the local
market.

Large amounts of money were also invested in 2009 to improve

our technical support service, our intention being to offer a
standardized global support service by qualified Kerakoll
Worldwide Global Service experts onsite within 24 hours of the
call-out.

Kerakoll Worldwide Global Service

400 GreenBuilding Consultants

Highly professional team whose skills and knowledge are in
constant development
Onsite Technical Support
Expert site visits
Technical Consultancy Service
Call Centre with 40 experts providing real-time assistance
Online technical support
24/7 web assistance
Special quick call-out service
Expert assistance onsite within 24 hours of the call
 

40
41
 Chapter 2

Subject Topic

42
43
Kerakoll is the first company in the world to offer a comprehensive package of GreenBuilding
materials and services to build and live in healthy homes that won’t harm the environment.

Global partner

Green Building is the building style, which focuses on the environment and on improving both health
and quality of life by using environmentally friendly, naturally breathable, and highly energy-efficient
building materials. Since 1968 – when the Group was founded in Sassuolo at the heart of the most
important ceramic district in the world, thanks to the business initiative of Romano Sghedoni – Kerakoll
has been pursuing a clear course of development in Italian and international markets for building
materials, that has taken the company to the forefront of the GreenBuilding industry and to a level of
technological supremacy famous around the globe.

The GreenBuilding Rating

Building today is a key factor in global sustainability problems for the following reasons:

- It generates 40% of CO2 emissions;

- It consumes 35% of natural resources;

- It is responsible for 38% of global waste;

- It affects human health (Sick Building Syndrome).

In this context, Kerakoll embarked in 2000 on a preliminary study of the environmental impact of
chemical building products. Drawing on the many existing studies and reports published on the effect
these products have on the environment, Kerakoll has studied and patented the first ever scientific
method to measure the actual environmental sustainability of buildings: the Green Building
Rating.

The Green Building Rating was created to give the construction industry a new benchmark for the
design and construction of eco-friendly buildings using green products that help to make houses and

44
the environment healthier and safer for humans by reducing the impact they have when they are used
or destroyed.

It is a objective evaluation method to measure and then improve the environmental sustainability of
building materials, using scientific methods to provide an environmental points rating for every product
on a scale from ECO ZERO (the product is not considered eco-friendly) to ECO 5 (the product is
considerer)

The “green” philosophy

The company missions is embrace and promote Green Building as the new low environmental impact
approach to building and promote higher quality homes around the world through the use of eco-friendly
building materials and innovative solutions focusing on the environment and on improving both health
and quality of life.

Research and innovation

Kerakoll’s Green Building products are the result of in-depth scientific research in the field of health and
wellbeing, and are created by pairing technology and environmental compatibility. A staff of specialists,
working with academic institutions and scientific organizations, is consistently studying and investigating
the connections between health and eco-friendly, natural materials, building a wealth of knowledge that
forms the foundation for the design of all Kerakoll products.

Today, the Group’s investment in “green research” represents 100% of the total invested in R&D, equal
to approximately 5.4% of the annual turnover, which translates into a constant improvement in products,
in line with the principles of ecologically sustainable development.

The Green Lab

Kerakoll’s Sassuolo Green Lab, the futuristic Research Centre that will encompass nine advanced
Green Technology development labs and employ 100 new green building researchers, is all part of this
eco-based growth strategy to be implemented by 2011

Designed and built entirely with Green Building materials and technology, the Kerakoll Green Lab is
one of the first examples in Europe of an industrial building with low environmental impact, extreme
living comfort, and high energy efficiency.

Constant growth

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Over the years, Kerakoll has achieved acclaim for its rapid and steady growth, proof of which can be
seen in revenues which have risen from about 11 million Euros in 1990 to 335 million Euros in 2009.

This success has been mirrored in occupational terms with the number of employees rising to around
1,200 and a workforce that grew by 7% this year.

Successful generational transfer

Wholly owned by the Sghedoni family which controls 100% of the share capital, the Group is a fine
example of a successful transfer from one generation to the next. Gian Luca Sghedoni, the current
company CEO and winner of the “Entrepreneur of the Year” award, is the son of the company’s
founder, and now works alongside a group of managers who combine experience and technical know-
how with an innovative and strong management-based approach.

Kerakoll employs a staff of about 1,200 across the 12 different operating companies it works through,
with 10 manufacturing plants in Italy and abroad, 3 research centres and 1 training institute.

International Group

46
 Brackdown of domestic/foreign turnover

OTHER COUNTRIES 40%

ITAYL 60%

With the gradual internationalization of the business, 40% of the Group’s revenues are now generated
through foreign sales, thanks to the company’s presence in 12 countries.

• Italy, Spain, Poland and Greece (direct presence with manufacturing plants);

• India, United Kingdom, France, Croatia, Germany, Portugal, USA, Hungary (commercial presence
through trading companies)

Plants

47
The manufacturing structure consists of 10 specialist plants located in:

• Sassuolo (Modena, Italy) – 2 manufacturing sites;

• Rubiera (Reggio Emilia, Italy);

• Brugine (Padova, Italy);

• Sant’Angelo (Padova, Italy);

• Zimella (Verona, Italy);

• Castellon (Spain);

• Almazora (Spain);

• Lodz (Poland);

• Atene (Greece)

Global benchmark

48
Kerakoll has a reputation in the building world as a pioneer and global benchmark in its sector, a
position of prestige that comes from the company’s constant pursuit of innovation, high-tech products
and unparalleled global technical support service. Together, these traits help create a better quality of
life where buildings and interiors are safer, and much more pleasant, and appealing places to live in.

Specialist know-how, technological innovation, professional culture and training, and passion are the
pillars of the product that the Group markets, and that they have in just a few years taken Kerakoll to
the forefront of the Italian and international marketplace, earning several prestigious awards along the
way.

Market acclaim has come in the form of

• 1st place Ernst & Young “Entrepreneur of the Year 2008” won by CEO Gian Luca Sghedoni and Best
Italian Entrepreneur in the World at the World Entrepreneur of the Year Award ceremony

• 1st for competitiveness and quality of strategy in the chemical industries rankings, 6th in the stability
table and 36th in Busacca & Associati’s list of Italy’s top corporations in 2007.

Investments and Development Plans

As part of the future growth strategy, Kerakoll has announced an ambitious € 35.1 million investment
programmed to be rolled out over the two-year period 2010-2011. By virtue of this plan, 5.4% of
turnover will be ploughed back into research (100% on green research), on top of the € 38 million
already spent in 2009 and the € 100 million invested over the five-year period from 2004 to 2008.

Notable among the more recent investments are:

• the new Kerakoll Campus training centre completed in 2008 at a total cost of € 3 million

• the new plant in Almazora, Spain (€ 25 million) opened in 2009;

• Kerakoll Green Lab, the futuristic new Green Technology centre in Sassuolo (€ 14 million), the 7,000
m2 site built using solely sustainable materials, due for completion in 2011, and a future home to more
than 100 researchers;

• the € 15.6 million expansion and refurbishment of the Zimella plant in the Italian province of Verona.
Work is due to commence in October 2010 and by the time it is completed in March 2012, the company
will have a latest generation site for the production of superior quality natural paints and coatings. As
part of the project, a 140 kW photovoltaic system will be integrated with the production plant and office
building to generate more than 150,000 kWh/year of green energy, which is the same as a 70,000
kg/year reduction in greenhouse gas emissions;

49
• the installation of the third production line in the Rubiera plant (Italian province of Reggio Emilia) that
will boost the production of natural pre-mixed products and further the energy efficiency of the buildings
(€ 3 million);

• the extension of the Kerakoll Green Campus, the dedicated training centre for building trade
professionals, with € 2.5 million spent on developing a heating chamber – the first hot room with
thermal flow meter built in Italy to UNI EN 1934:2000 specifications. Developed in cooperation with the
Faculty of Mechanical and Civil Engineering at the University of Modena and Reggio Emilia.

50
 Green marketing

The term Green Marketing came into prominence in the late 1980s and early
1990s. The American Marketing Association (AMA) held the first workshop on
"Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of
the first books on green marketing entitled "Ecological Marketing".

Green marketing is a way to use the environmental benefits of a product or service to

promote sales. Many consumers will choose products that do not damage the
environment over less environmentally friendly products, even if they cost more. With
green marketing, advertisers focus on environmental benefits to sell products such as
biodegradable diapers, energy-efficient light bulbs, and environmentally safe
detergents.

People buy billions of dollars worth of goods and services every year—many which
harm the environment in how they are harvested, made, or used. Environmentalists
support green marketing to encourage people to use environmentally preferable
alternatives, and to offer incentives to manufacturers that develop more
environmentally beneficial products.

The concept of green marketing has been around at least since the first Earth Day in
1970. But the idea did not catch on until the 1980s, when rising public interest in the
environment led to a demand for more green products and services. Manufacturers
responded to public interest by labeling hundreds of new products "environmentally
friendly"—making claims that products were biodegradable, compostable, energy
efficient, or the like.

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In spite of its growing popularity, the green marketing movement faced serious
setbacks in the late 1980s because many industries made false claims about their
products and services. For instance, the environmental organization CorpWatch,
which issues annually a list of the top ten "greenwashing" companies, included BP
Amoco for advertising its "Plug in the Sun" program, in which the company installed
solar panels in two hundred gas stations, while continuing to aggressively lobby to drill
for oil in the Arctic National Wildlife Refuge.

Without environmental labeling standards, consumers could not tell which products
and services were truly beneficial. Consumers ended up paying extra for
misrepresented products. The media came up with the term "greenwashing" to
describe cases where organizations misrepresented themselves as environmentally
responsible.

In 1992, the Federal Trade Commission (FTC) stepped in to prevent further deception.
The FTC created guidelines for the use of environmental marketing claims such as
"recyclable," "biodegradable," "compostable," and the like. The FTC and the U.S.
Environmental Protection Agency defined "environmentally preferable products" as
products and services that have a lesser or reduced effect on human health and the
environment when compared to other products and services that serve the same
purpose. The label "environmentally preferable" considers how raw materials are
acquired, produced, manufactured, packaged, distributed, reused, operated,
maintained, or how the product or service is disposed.

Today, special labels help the public identify legitimate environmentally preferable
products and services. Several environmental groups evaluate and certify products
and services that meet FTC standards—or their own tougher standards. One popular
product that has received certification is shade-grown coffee, an alternative to coffee
beans that are grown on deforested land in the tropics.

52
During the late 1990s, green marketing received a large boost when President Bill
Clinton issued executive orders directing federal offices to purchase recycled and
environmentally preferable products. Some industries adopted similar policies.

Examples of environmentally-beneficial products and services:

 Paper containing post-consumer wastepaper

 Cereals sold without excess packaging
 Shade-grown coffee beans
 Cleaning supplies that do not harm humans or environment
 Wood harvested from sustainable forests
 Energy-efficient lightbulbs
 Energy-efficient cars
 Energy from renewable sources of energy such as windmills and solar power

53
 Green Building

Green Buildings are Eco Friendly Structures

When the pre historic man constructed a hut for the first time using bamboo trees and
coconut leaves to protect himself from sun and rain, he was starting to exploit nature
for his humble needs. Apart from killing the trees he also disturbed the natural habital
of the insects and birds in those trees and interfered in the cycles of nature. That was
a beginning.

Now, it is beyond imagination, how much damage has been inflicted on earth by the
construction of various types of buildings using sand and water from the rivers, stones
from the mountains, cement manufactured from the ingredients dug from the land. In
addition, carbon emission from the buildings and manufacture of construction
materials warm up the air and space.

54
But, after getting conscious about the environment and after feeling the environmental
responsibilities, the way our people try to address this problem is wonderful. One of
the intelligent initiative is the concept of “Green Buildings”.

The concept of Green Buildings envision a new approach to save water, energy and
material resources in the construction and maintenance of the buildings and can
reduce or eliminate the adverse impact of buildings on the environment and
occupants.

Concept of Green Buildings

A model plan of a Green Building

By preferring Green Building over a conventional building we help this planet earth
and the people to retain nature to a maximum extent possible in three ways with
reference to the location of the buildings.

55
1. Retain the external environment at the location of the building.
2. Improve internal environment for the occupants
3. Preserve the environment at places far away from the building

Green Buildings Retain the Environment at the location of the Building.

Suppose we propose a multistoried office complex to accommodate thousands of

officers and staff, it requires a vast area. Therefore selection of a site for such a
building complex should consider retention of local vegetation, wild life, natural water
courses etc. Either a site with bio diversity should be avoided or the building should be
planned to reduce site disturbance.

Concept of Green Buildings

Concept cross section of a Green Building

Land :The landscaping and the exterior design in a green building shall be in such a
way that there is more shaded area, the light trespass is eliminated and local species
of plants are grown.

56
Water : The green building by its design and shape shall not disrupt the natural water
flows, it should orient and stand just like a tree. Rain falling over the whole area of the
complex shall be harvested in full either to replenish the ground water table in and
around the building or to be utilized in the services of the building. The toilets shall be
fitted with low flesh fixtures. The plumbing system should have separate lines for
drinking and flushing. Grey water from kitchenette, bath and laundry shall be treated
and reused for gardening or in cooling towers of air conditioning.

Energy: The solar energy at the top of a green building is harvested to supplement

the conventional energy,. The natural light is harvested in the intermediate floors to
minimize the usage of electricity. Sunlight is restricted by the high grown trees outside
the lower floors of the building. High efficiency light fixtures make a pleasant lighting
apart from saving the energy. High-efficiency windows and insulation in walls, ceilings,
and floors are used for the benefit of better temperature control.

Green buildings improve internal environment for the occupants

Light: In a designed green building the occupants shall feel as if they are in outdoor
location. The interior and exterior designs shall go hand in hand by blending the
natural and artificial lighting and presenting transparent views wherever possible.

Air: In the air conditioned environment, a green building shall be specially equipped to
ensure the Indoor Air Quality for a healthy atmosphere. Even the nasal feelings shall
be pleasant free from the odour of paints and furnishings.

A comfortable atmosphere at work stations improve the attendance of the staff and
increase the productivity.

57
Concept of Green Buildings

Model elevation of another Green Building

Green buildings preserve the environment at places far away from the buildings.

We all know that a building is constructed using cement, sand, steel, stones, bricks,
and a lot of finishing materials. These materials are quarried or procured from far way
from the location of the buildings. Building materials are responsible for about 20
percent of the greenhouse gasses emitted by a building during its lifetime,.

Green buildings shall use the products that are non-toxic, reusable, renewable, and/or
recyclable wherever possible. Locally manufactured products are preferred so that the
collective material environment of the locality remains a constant and moreover the
fuel for the transport of materials is saved.

As we see, our food and domestic products are tagged with green as a fashion of eco
friendly practices, building materials are also going green. The futuristic green
buildings are to use green materials which are in research stage now.

58
Green wood : A Stanford team has done a research for wood alternate. Hemp fibers
and biodegradable plastic when pressed together and heated form layers and this
material is as strong as wood. When buried in land fill, it degrades faster. This wood
creates more raw materials when it breaks down. Microbes produce methane gas
when they decompose this wood substitute and other debris thrown into landfills.
Another type of bacteria absorbs this gas and turns it into plastic that can be used to
create a new wooden plank. By this cycle, there is a continuous source of raw material
for this wood. When this material at research comes to market, it may help to control
deforestation and promote the rainfall.

Green Cement: Bruce Constantz at Calera, based in Los Gatos, has developed a

green method to produce both cement and aggregate, another component of
Concrete. Their method sequesters Carbon Di Oxide from power plant flues and
mixes the gas with sea water to produce the mineral raw materials of concrete. For
every ton of green cement Calera manufactures half a ton of fly ash from coal plants is
used apart from preventing production and emission of Corbon Di Oxide.

Other Green Building materials: Renewable plant materials like bamboo (because

bamboo grows quickly) and straw, lumber from forests ecology blocks, dimension
stone.recycled stone, recycled metal are some of the other materials used in a Green
Building.

Concept of Green Buildings

59
Savings due to Green Buildings

LEED GREEN BUILDINGS RATING SYSTEM

The Buildings constructed based on the Green concepts should confirm to the
prescribed standards. There should be continuous assessment and and monitoring
from the planning/design stage upto the completion of construction, for declaring a
building as a Green Building.

For this, LEED ( Leadership in Energy and Environmental Design ) Green Building
Rating system is followed. In this system points are awarded for adopting Green
concepts in various categories and the Buildings are certified Green at levels such as
Silver, Gold or Platinam based on the total number of points they get in LEED Rating.

Activity and ecological production systems

With over 1,700 eco-friendly items and production of over 950,000 tons/year achieved using 200,000
tons of recycled materials, Kerakoll is the leading manufacturer of green materials for designing,
building, and living in harmony with the environment and in healthy spaces.

A full and highly innovative range of eco-friendly products for a fast-growing new building philosophy
that delivers significant advantages in terms of protecting the environment, the health and wellbeing of
people, as well as economic benefits gained from improved energy efficiency, and which can be split
into two main groups:

• the ECO range is kinder on the environment because it uses fewer natural resources and reduces the
impact buildings have on the environment, creating a healthier place for people to live in while also

60
providing the most cost-effective solution. This kind of building makes for healthier living and higher
standards of quality and efficiency;

• the BIO range, with naturally breathable materials for health and living comfort, improves indoor air
quality to reduce the problems associated with the Sick Building Syndrome.

Eco rang

Intelligent solutions to halt Global Warming

Global carbon dioxide emissions, which are the primary cause of increased CO2 levels in the
atmosphere, continue to rise. In industrialized regions, the residential and commercial building sector
alone is responsible for 40% of these emissions, which is even higher than the transport and heavy
engineering industries.

In the EU, heating and cooling systems account for about two thirds of total energy consumption in
buildings, and it is here that action must be taken to optimize energy savings. By introducing
appropriate, eco-friendly thermal insulation systems, Kerakoll products can reduce the amount of
energy used for heating and cooling by 70-90%.

But let’s not forget that the problem is not just caused by the energy consumed in buildings, but also
the energy needed to make the materials themselves, such as cement, the production of which
accounts for 5% of total CO2 emissions.

The mineral products in the ECO range significantly reduce CO2 emissions (to less than 250g/kg)
because they feature the latest generation solutions containing less cementitious binders but with the
same performance characteristics, and are made with single-component technology that excludes the
use of plastic containers.

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Recycled materials to safeguard the natural environment Architects, builders and all those in the
building trade are starting to reflect on the negative effect buildings have on the environment, on our
world and on ourselves.

On learning that the building sector consumes 35% of natural resources, it is obvious why people are
starting to opt for places to live and work in that are sustainable in relation to the environment.

Products in the ECO range contain 30% recycled minerals obtained from the remains of other industrial
processes, meaning that new raw materials don’t have to be extracted or exploited.

100% recyclable materials: the best way to generate less waste

Buildings require large quantities of natural resources, whether it’s for their construction, renovation or
demolition.

At each stage of a building’s life cycle, a huge amount of waste material is generated and disposed of,
usually in landfill sites. The building industry accounts for 38% of global waste.

At the end of their life cycle, mineral products in the Eco range can be recycled and reused as inert
materials generated from demolition avoiding in this way any serious impact on the environment.

Purer indoor air quality

According to estimates by the WHO (World Health Organisation) 20% of the western population is
affected by Sick Building Syndrome (headaches, nausea, irritations…) traceable to the poor quality of
building materials of chemical origin.

Mineral materials in the Eco range are by definition and by nature eco-friendly, containing 60%
materials of mineral origin that are totally harmless to the environment and to humans. What’s more,
they are certified as low in VOC emissions which improves the quality of indoor air, thereby creating
places that are healthy and pleasant for people to live and work in.

The GreenBuilding Rating

In the absence of a single, official assessment system at the European level, Kerakoll has developed
the GreenBuilding Rating, an innovative method to respond to the emerging demands that the building
sector must face in terms of respecting the environment.

The GreenBuilding Rating is the first dependable and reliable evaluation system for measuring and
improving the environmental performance of building materials based on environmental sustainability
criteria that can be measured objectively. Thanks to this new method, designers, application

62
professionals, and end users can purchase products and select the best solution in environmental
performance for building with respect for the environment.

The GreenBuilding Rating classifies Kerakoll products in the ECO range into 3 general categories
depending on their type and the various manufacturing processes:

• inorganic minerals category

• organic minerals category

• organic fluids category

Each category is linked to 5 objectively measurable environmental indicators. Based on compliance

with the eco-parameters, products are distinguished from each other and marked with an ECO
conformity symbol on every package and in all technical documentation. This system allows designers
and users to easily classify the products both by how they are used and by their environmental
compatibility.

Indoor pollution

The indoor pollution – defined by the Italian Ministry for the Environment as “the presence of physical,
chemical and biological contaminants in the air in confined spaces which are not naturally occurring in
outside air” – has become today an even more widespread problem.

63
The most up-to-date figures on indoor pollution confirm the fact that the quality of air in confined
spaces is between 2 and 3 times worse than that outside. The fact that in today’s society we spend up
to 90% of our time in enclosed spaces (30-40% in places of work) makes this even more serious.

According to official figures released by the World Health Organisation, about 20% of people in the
western world suffer from the so-called Sick Building Syndrome, a combination of unpleasant ailments
caused by pollutants present in modern buildings, the symptoms causing feelings of severe discomfort
which disappear or lessen on leaving the building.

Many new or recently remodelled buildings or homes have been linked to symptoms of the Sick
Building Syndrome due to the thoughtless use of many synthetic substances widely used in the
building industry (paints, lacquers, chipboard and some types of plaster/render, etc.). The sealing of
buildings supposedly to cut energy loss, poor ventilation and limited breathability of the materials
employed have turned houses into “closed boxes” with very poor indoor air quality, which is also one of
the major causes of the increase in asthma in children and teenagers.

BIO rang

Kerakoll’s BIO products bring new hope of improving the quality of indoor air thereby limiting problems
associated with Sick Building Syndrome.

As a matter of fact, in GreenBuilding all enclosing and dividing structures, i.e. inside and outside walls
and ceilings, are made from natural, breathable, ecofriendly materials. So, the building breathes and the
internal humidity in the air is captured by the high porosity of the skin (plaster/render + paint coats)
covering it. It is then distributed through capillary action to the walls and the entire structure, allowing a
fast and continuous interchange as it evaporates outside. The overall effect is natural “ventilation”,
achieved by selecting appropriate building materials which must be highly porous, hygroscopic and
breathable.

64
You don’t have to look any further than nature itself for the healthiest building materials, such as lime,
pozzolan and natural coloured soils that can be used as a breathable skin protecting buildings while
allowing them to breathe. Products in the BIO range are in fact naturally more porous than cement-
based ones, making them to all intents and purposes a natural hygrometric lung for indoor
environments that are more pleasant to live in, guaranteeing health and wellbeing for the body and soul.

Scientific studies show how Kerakoll BIO products promote improved mental and physical wellbeing
and an overall better quality of life by creating walls that breathe and allow impurities to escape from
internal spaces.

Ecological systems for energy-saving applications

In Italy, the energy used in residential construction represents 30% of electrical consumption and 25%
of national carbon dioxide emissions. Saving energy to protect the environment and improve the
energy and environmental performance of buildings is at the basis of GreenBuilding.

By applying natural insulating cladding or breathable insulating plasters an optimum heat insulation is
ensured, while maintaining breathability in the walls, benefiting wellbeing inside the buildings and
making them less costly to heat and cool, healthier, and more eco-friendly.

Breathable systems for insulation and energy saving were subjected to severe performance tests in a
special thermal chamber that is on the cutting-edge of technology in Europe, developed in collaboration
with the University of Modena, Civil Engineering Department and approved by the ITC Institute –
Institute for Construction Technologies – CNR – Milan.

All-green offering

65
The key to Kerakoll’s success is its ability to offer a Total GreenBuilding Solution: a solution comprised
of products and services paired with a specialised distribution network able to meet the needs of every
market segment. The offer is supplemented by additional services such as on-site consulting, technical
training, design assistance, and marketing support.

GreenBuilding Point

Kerakoll GreenBuilding materials are distributed through a network of 25,000 specialised building
retailers who ensure the best service and top consulting for businesses, designers, and customers on
sustainable eco-friendly construction focused on improving health and quality of life.

Green Club

The Green Club is the Kerakoll professional lab that offers training and professional specialization in
GreenBuilding techniques for people in the construction industry. Green Club certified businesses are
specialised in creating buildings with low environmental impact in line with new market trends.

Innovation and research

Innovation and research have always been the driving factors behind Kerakoll’s expansion. Investments
in these areas account for about 5.4% of annual turnover and translate into continuous product
improvement in line with market requirements, as well as the development of new products/services.

66
A new building culture: the “Green Campus”

To promote and spread a better quality of building, Kerakoll sees technical refresher courses

and vocational training as key tools, proof of which is the fact that the company invested 3.4% of its
turnover in these areas.

The Kerakoll Green Campus is the most important private institution in Europe working to promote and
circulate a new, more up-to-date green culture in the sustainable building sector. With 1,800 m2 of
lecture halls and teaching rooms, 600 m2 of teaching worksite, 30 specialist trainers and 8 building
instructors, over the five-year period from 2005 to 2009, Kerakoll Campus trained 205,700 specialist
building professionals.

The Centre organises courses at various levels of specialisation, both theoretical and practical,
featuring a tried-and-tested method that is constantly updated and now represents the private
professional training institution with the most authority on new technology and new building systems,
European regulations on building materials and rules for on-site safety.

The customers

Over the years, Kerakoll has built up a unique legacy of technical know-how and skills that have
allowed the company to carve out a leading place in the worldwide market for GreenBuilding

67
construction materials, becoming the partner of leading design engineers, specialist distributors and
corporate clients such as McDonald’s, Armani, BMW, Ferrari, Zara, Diesel, Ikea, Mercedes, Dolce &
Gabbana, Swatch and Coca Cola.

Kerakoll products are also used in some of the most important construction sites in Italy and around the
world:

• airports (Frankfurt, Dusseldorf, Milan Malpensa, Delhi);

• train stations (Roma Termini, Genova Principe, Milan Central, Florence S.M.N.);

• underground stations (Rome, Lyon, London’s Oxford Circus and Tottenham Court Road, Hong Kong’s
Diamond Hill);

• Meazza Stadium, San Siro in Milan, Santiago Bernabeu Stadium in Madrid, the Florence Stadium;

• City Council Building in Malaysia, the Balexert School in Geneva, and the Valencia Conference
Centre;

• Shopping malls in Italy, Germany, United Kingdom, Switzerland and Austria;

• St. Mark’s Basilica and La Fenice Theatre in Venice, New Renzo Piano Auditorium in Rome, the
former stock exchange in Bologna, the residence of the Duke of Urbino, San Massimo Church in
Verona, Palazzo Avogadro in Turin and several other historical palazzos in Naples, Milan and Savona;

• The Cortona Dam (Arezzo), the treatment plant in Merano and Lucca;

• Industrial sites for Plasmon in Parma, for Lindt in Varese, Barilla in Parma, and for IBM in Vimercate
and Rome.

Large-scale architectural projects

Impressive partnerships have prompted leading international designers to choose Kerakoll as Technical
Supplier for large architectural projects. These designers recognize the growing present and future
value of green building as a next-generation solution typified by superior standards for quality living and
environmental impact.

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Notable among the architectural projects designed by internationally acclaimed architects who chose
Kerakoll as their technological partner, are:

• The German firm GMB Architects for the Green Point Stadium in Cape Town, commissioned specially
for the South Africa 2010 World Cup;

• Zaha Hadid, for Maxxi in Rome, opened in late May;

• Herzog & De Meuron for the Beijing Olympic Stadium;

• Studio HOK for the Indira Gandhi International Airport in Delhi;

• Frank O. Gehry for the Guggenheim Museum in Bilbao;

• Renzo Piano for the “Città della Musica” (city of music) in Rome;

• Richard Rogers for the European Court of Human Rights in Strasbourg;

• Santiago Calatrava for the Queen Sofia Palace of the Arts in Valencia;

• WS Atkins & Partners for the World Trade Center in Bahrain;

• David Fisher for the Rotating Tower in Dubai;

• Jean Nouvel for the Agbar Tower in Barcelona.

Ecologically sustainable restoration

Kerakoll has also been involved in historic preservation projects all over Italy, in which the principles of
ecological sustainability were applied to the restoration of historical buildings:

• St. Mark’s Basilica in Venice;

• Verona Arena;

• Palazzo Pitti, Palazzo Vecchio and Corridoio Vasariano in Florence;

• Reggia di Venaria Reale in Turin;

• Sant’Ambrogio Basilica in Milan;

• San Lorenzo Altar in Genoa.

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CHAPTER- 3

DESCRIPTIVE WORK OF
SUBTOPIC OF THE
STUDY
The project undertaken was to know the recent trend and the effect of financial
crunch on construction industry to achive competitive edge over various
competitors and to know about the present market demand and situation to
determine the best marketing strategies for the sales. Basically my research work is
divided into three parts:

 Market survey core site mapping.

 Analysis of various held up projects.
 Working procedure.

Market survey

This was the first part of the project. This part deals in visiting so many running sites
in the NCR region to know the status of that site like stage owner contractor names
etc. The survey will be helpful in understanding the current market scenario as well
as the new emerging trends in the construction industry. The main purpose lies in
interacting with the project managers and site architects who are the real promoter
of the product. The comments regarding the various product of the various brand
are gathered and in particular of kerakoll and by that we have to do the product

70
promotion of kerakoll. The positives and negatives of each brand are noted. The
issues such as water proofing leveling an laying of tiles are to be observed. The
basic purpose of market survey was to understand the market and the pros and
cons of construction industry.

Analysis of Various Brand Preference of Product

This part deals with the knowledge of various product & consumer preference.
The reason of their held up, their restart time etc... There may be various reasons of
customer acquisition & retention and some personal problem.

Working Procedure

Here we have to approach various architects, contractors, owners, project

managers, and various structural consultants etc. we are doing there the product
promotion of kerakoll. We have to then go to some retailers and also tell them about
the kerakoll product. After taking wit the architects we try to analyze the recent
marketing trend and try to establish the new procedure for the sales and demand
forecast. We have to submit Daily report about each market and full information
about each site in those markets. Questionnaire and observation method was used
for collecting the information.

My Own Contribution

As far as my contribution is concerned I regularly visit to market, goes to locate

different running sites and found so many sales generating future prospects sites
and used to meet the concerned person’s like project manager, architects and
contractors. I also wanted to meet to the site owners but strange the site owners
never come to these sites or may come rarely.

Then I specially met to the various architects to know about the architectural view
about this topic, about the effect of financial crunch on the site slowdowns and the
new emerging trends in the construction industry. This project is helping me in
getting practical experience about marketing research, Green marketing, sales

71
and developing new strategies for demand forecasting and the new ideas for
product promotion.

CHAPTER – 5

Data Analysis

&

Interpretation

DATA ANALYSIS

RESEARCH ON CONSUMER:

Study – 1

 Which is your favorite product at kerakoll

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CONCLUTION:-

In this analysis, I found that most of the likes product which is used in making basic
structure of building, that is P5.

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2. Is the product line in kerakoll’s adequate?

CONCLUTION:-
In this analysis, I found that 38% of product line in kerakoll’s adequate is average.

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3. What is the main problem you faced at kerakoll’s?

CONCLUTION:-
In this analysis, I found that is no problem in kerakoll excepted price of product.

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1. What is the first thing that strikes your mind about kerakoll’s?

CONCLUTION:-

In this analysis, I found that if customer go to the market the first thing strikes in
its mind that is Adhesives

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 Study – 2
Relating to socio economic profile of respondents by chi-suare test (X2) is
presented in the following tables:-

1. Relationship between consumer preference and Brand

name:-

Hypothesis:

There is no significant association between the consumer preference and the brand
preference for construction chemical industry.

Table-1

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