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N PATEL COLLEGE OF COMPUTER & MANAGEMENT, KALYANPURA

1. GLOBAL SCENARIO TILE INDUSTRY

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

Section 1: Global scenario

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

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

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

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

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

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L.N PATEL COLLEGE OF COMPUTER & MANAGEMENT, KALYANPURA

2. INDIAN SCENARIO

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

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

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

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

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3.3 HISTORY

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

3.4 VISION & MISSION

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

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

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3.6 INFRASTRUCTURE

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

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3.7 COMPANY PRODUCT

(1) INNOGRES VITRIFIED TILES

SOLUBLE SALT GLAZED VITRIFIED GLAZED VITRIFIED - LAPATTO DOUBLE CHARGED PAVITO

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(2) SIGNIA WALL TILES

PLAIN LIGHT COLOUR GLOSSY SATIN MATT PUNCH EFFECT-SP.COLOUR HIGHLIGHTER BORDER

(3)PORCELAIN TILES
ELEVATION ECO

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4. RESEARCH PROPOSAL

4.1 TITLE OF PROJECT Market research on retailer test & preference

4.2 OBJECTIVE (1) primary Retailer test & preference

(2) Secondary

I.

To Know about competitor market

II. Awareness of crystal ceramic product. III. To know consumer preference for sales promotion schemes. IV. To know about most important attributes V. To know satisfaction level of service.

4.3 RESEARCH TYPE

-: Basic research

4.4 RESERCH DESIGN

-: DESCRIPTIVE

4.5 TYPE OF DATA

-: Primary and secondary

4.6 RESEARCH APPROACH -: Survey research

4.7 RESEARCH INSTRUMENT -: Questionnaire, m.s. office

4.8CONTACT METHOD

-: Personal interviewing

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4.9 SAMPLE SIZE

-: Retailer 94

4.10 SAMPLE AREA

-: Ahmadabad

4.11 SAMPLING MHETOD

-: Non probability method Convenience method

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Q.1 Are you selling crystal ceramic tiles?

opinion yes no total

No. of Retailer 94 0 94

0%

(1) yes (2)no

100%

INTERPRETATION

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

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Q.2 which product are you selling from the crystal? Product name Porcelain tiles Inn ogres vitrified tiles Signia wall tiles No. of respondent 70 77 11

No. of respondent 90 80 N of respondent o. 70 60 50 40 30 20 10 0 Porcelain tiles innogres vitrified tiles product name signia wall tiles No. of respondent

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

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Q.3 Which company product are you selling most? No Name of brand 1 2 3 4 Crystal Varmora somany cromet No. of respondent 94 44 39 11

5 6 7 8 9

Sun heart yuro kajaria Kohinoor bajaj

11 12 15 5 35

Most selling product

100 90 80 70 60 50 40 30 20 10 0 94

respondent

44

39 15 5

35 11 11 12

No. of respondent

brand name

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

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Q.4 who are the most purchaser of the crystal ceramic products? purchaser Architecture House holders builders contactor Other No. respondent 4 56 57 12 0 of

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

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

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Q.5 From which sources are you aware about crystal ceramic tiles? Advertising sources Hoardings News paper Bill board Magazine T.V aids Other No. of respondent 51 32 5 19 2 0

No. of respondent 60 50 40 30 20 10 0 5 32 19 2 0 No. of respondent 51

No. of respondent

INTERPRETATION  In our area retailer 51 retailer aware from hoardings, 32 retailers are aware from news paper, 19 retailers aware from the magazine. In our survey area most of the retailers are aware about crystal ceramic tiles from the hording and news papers.

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Ho a Ne r di w ng s s p Bi ape ll b r M oa r ag d az T. ine V. ai ds O th er
Advertising sources

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

Attributes
(1) Price

Very important 43 39 33 55 75 36

Some what important 44 33 27 19 7 24

Indifference 10 14 29 7 6 15

Not important 2 5 4 2 2 5

(2) Finishing

(3) Sales promotion

(4) Availability of size

(5) Color/design

(6) Packaging

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(i).price
Attributes
Very important Some important what Indifference Not important

Price

41

42

Price

41

42

Very important Some what important Indifference Not important

INTERPRETATION  From the survey I found that most of the consumer are focus on the price before purchasing tiles product in our area out of 94 respondent 41 respondent more focus on price before purchasing tiles product.42 respondent some focus on price .

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(ii)Finishing
Attributes
Very important Some important what Indifference Not important

Finishing

41

28

17

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

28 17 8 Finishing

Very important

Some what important

Indifference

Not important

NTERPRETATION

 From the survey I found that most of the consumer are focus on the finishing before
purchasing tiles product in our area out of 94 respondent 41 respondent more focus on finishing before purchasing tiles product.28 respondent some focus on finishing.

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(iii). Sales promotion

Attributes
Very important Some important what Indifference Not important

Sales promotion

34

27

29

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

INTERPRETATION

 From the survey I found that most of the consumers are focus on the sales promotion
before purchasing tiles product in our area out of 94 respondent 34 respondents more focus on sales promotion before purchasing tiles product.29 respondent indifferent on sales promotion. 27 respondent some important on sales promotion.

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So m e

Ve ry

im po rta w nt ha ti m po rta nt In di ffe re nc N e ot im po rta nt

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(iv) Availability of size

Attributes
Very important Some important what Indifference Not important

Availability of 55 size

19

19

SIZE OF TILES
60 50 40 30 20 10 0 55

19

s 19 1

RESPONDENT

INTERPRETATION

 From the survey I found that most of the consumer are focus on the size of tiles
before purchasing tiles product in our area out of 94 respondent 55 respondent more focus on size of tiles before purchasing tiles product.19 respondent some focus on size of tiles.

L.N PATEL COLLEGE OF COMPUTER & MANAGEMENT, KALYANPURA

So m e

Ve ry

im po rta w nt ha ti m po rta nt In di ffe re nc e N ot im po rta nt

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

Availability of 77 size

Color/design 90 80 70 60 50 40 30 20 10 0 77

Color/design 7 8 2

po rt a nt

ta n

nc e

po r

ff e re

im

ha ti

In di

Ve r

INTERPRETATION

 From the survey I found that most of the consumers are focus on the color/design
before purchasing tiles product in our area out of 94 respondent 77 respondent more focus on color /design before purchasing tiles product.8 respondent indifference on color/design.

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So m

No t

im

po

rta

nt

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(vi)Packaging

Attributes

Very important

Some important

what

Indifference

Not important

Availability of 42 size

29

18

Packaging

Not important, 5 Indifference , 18 Very important, 42

Some what important, 29

INTERPRETATION

 From the survey I found that most of the consumer are focus on the packaging
before purchasing tiles product in our area out of 94 respondent 42 respondent more focus on packaging before purchasing tiles product.29 respondent some focus on packaging.

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

preference
Discount Extra quantity Free trips Credit availability

No. of respondent 25 12 14 52

No. of respondent

25 Discount extra quantity free rtips credit availability

52 12 14

INTERPRETATION

 From the survey I found that most of the consumer are focus on the promotion
schemes before purchasing tiles product in our area out of 94 respondent 52 respondent more focus on sales promotion scheme before purchasing tiles product.25 respondent some focus on sales promotion scheme.

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

Sources

No. of respondent 60 34

wholesaler Company

Sources of purchase

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

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

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

Opinion for No. of sales force respondent Yes No 94 0

No. of respondent

No 0%

Yes No

Yes 100%

INTERPRETATION

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

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Q.10 Will you recommend crystals product to other?

Recommend No. of for product respondent Yes No 93 1

No. of respondent Yes No

1%

99%

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

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Q.11 How you making the payment of purchase?

Payment system
Cash Advance draft Cheque RTGS

No. of respondent 14 4 76 0
No. of respondent

80 70 No of respondent 60 50 40 30 20 10 0 cash 14 4 Advance draft Cheque R.T.G.S 76 No. of respondent

INTERPRETATION  In our survey area most of the retailer prefer cheque for payment system and other are prefer are cash payment. Out of 94 retailers 76 retailers are preferred cheque payment and other are prefer cash payment.

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6.FINDINGS

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

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6. RECOMMENDATION

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

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7. LIMITATIONS

 Our project duration in 28 days.  Survey has sample size may not have been true representation of the entire population and may not suggest a generalized view of the ceramic industry.  There may not perfect information which is provided by the retailers of their lack o time. In hurry the information may different from their perceptions.  Further the sample size may not have been true representation of the entire population and may not suggest a generalized view of the ceramic industry.

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8. BIBLIOGRAPHY

BOOK:-

 Philip kotler, marketing management 13th edition, pocerson education.  David j. luck & Ronalds. Rubin 1st edition PHI learning privet limited , new Delhi.

WEBSITES:-

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

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In Ahmedabad area. Out of 94 retailer, 55 retailer said that availability of size is more important. Does this information support that the availability of size is more important while purchase size the tiles?

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

Difference = | p - P | = | 55/94 -1/2 | = |0.585 -0.5| = 0.085

S.E. OF p =

PQ/N 1/2 *

94

1/376

= 0.0516

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

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