AProject Study Report

On

Training Undertaken atKAJARIA CERAMICS LTD.

Titled“POTENTIAL ANALYSIS OF MARKET SHARE AND LEVEL OF

SATISFACTION OF DEALERS/SUB-DEALER OF KAJARIA”

Bachelor of Business Administration

BHARTIYA VIDYA BHAVAN

JAIPUR

Submitted By:- Submitted To:- Manvendra narula Ms. Shubhangi BBA Final year

CERTIFICFATE

This is to certify that MR. MANVENDRA NARULA  was trained with our firm from 10th may 2009 to 11th July in “POTENTIAL ANALYSIS OF MARKET SHARE AND LEVEL OF SATISFACTION OF DEALERS/SUB-DEALER OF KAJARIA” under the supervision of  MR. RAVI JAIN

His conduct and performance was found satisfactory during the course of training.

I wish him all success in his new endeavour.

 

 

MR. RAVI JAIN

(Area General Manager)

Kajaria ceramics ltd.

JAIPUR

G-1, Aishwarya Tower, Near Hotel Hawa Mahal, Ajmer Road

Jaipur, Rajasthan

Phone - 0141-2222955, 3263055

Fax - 0141-2220244

Email - jaipur@kajariaceramics.com

2

Preface

The project work entitled “Potential study of market share of kajaria and study dealers

and sub-dealers, satisfaction with kajaria product “were conducted around the jaipur

city. The survey has been conducted for the purpose of analyzing the perception pattern

of the respondent. In their connection a multiple choice questionnaires has been

prepared.

The questionnaires which has been prepared for the purpose of survey, includes various

aspect information like customer preference, dealer perception towards kajaria’s

product, various factor affecting the purchasing of the product ,major competitors and

their different kind of scheme and benefits and collect information to improve the

market share . company can make suitable marketing strategy with the help of all this

information.

.

3

Acknowledgement

I express my sincere thanks to my project guide, Mr. RAVI JAIN, Area General

Manager, Marketing and Sales, for guiding me right form the inception till the

successful completion of the project. I sincerely acknowledge him for extending their

valuable guidance, support for literature, critical reviews of project and the report and

above all the moral support he had provided to me with all stages of this project.

I would also like to thank the supporting staff Kajaria Ceremics Ltd, for their help and

cooperation throughout our project.

(Signature of Student) Name of the Students

4

Executive Summary

The following report is based on the market survey done in city of Rajasthan –Jaipur,

for fulfillment of objective-‘Analysis of Channel Sales and satisfaction level of channel

members’ under the guidance of Mr. Ravi Jain (AGM), Rajasthan and Mr. Naval

Maheshwari (Sr.Marketing manager), KAJARIA CERAMICS LTD.

The survey includes face to face interaction and filling of 10 point questionnaires from

kajaria dealers/sub dealers as well non sellers of kajaria tiles, so as to know the

satisfaction level of dealers accompanied with the problem in selling, if any, or if they

need any type of support or help from the company. Besides the dealer satisfaction

level, the objective was also to know about the brand image of kajaria at local level and

what should be done to boost up the retail sales in the city because 55% of the sales are

project base and 45% is retailing based as because coming time will be more of retailing

, presently project based selling is on boom because in Jaipur city the property market

is on boom, further to know the approximate market share of kajaria in Rajasthan,

because the sales in Jaipur city carries the highest sales percentage out of the total sales.

A detailed survey was conducted which covered 100 tiles sellers in the Jaipur city.

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CONTENT

1. INTRODUCTION OF TILE INDUSTRY

2. COMPANY PROFILE

2.1 Kajariya ceramics ltd2.2 History of company2.3 Milestones of Kajariya2.4 Awards2.5 Production2.6 Product Range

3. COMPETITORS OF KAJARIYA

3.1 Johnson3.2 Bell3.3 Somany

4. INTRODUCTION TO THE PROJECT TOPIC

Potential Analysis of Market Share and Level of Satisfaction of Dealers/Sub- Dealer of Kajaria

5. SPECIFYING THE RESEARCH OBJECTIVE

6. SCOPE OF THE STUDY

6.1 Universe6.2 Sampling technique6.3 Research design6.4 Data collection

7. RESEARCH METHODOLOGY:-

8. LIMITATION OF THE STUDY

6

9. DATA ANALYSIS AND INTERPRETATION

10. SWOT ANALYSIS OF KAJARIYA CERAMICS

11. SUGGESTIONS

12. CONCLUSION

13. BIBLIOGRAPHY

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1.1 HISTORY OF CERAMIC TILES:-

Rumors have it that the first clay tiles were produced seven to eight thousand years ago

in the area now known as the Holy Land. Many sources independently verify that the

actual known history of Tiles, (and the known usage of wall and floor tile coverings)

can be traced back as far as the fourth millennium BC (4000 BC) to Egypt.

In those days, in Egypt, tiles were used to decorate various houses. Clay bricks were

dried beneath the sun or baked, and the first glazes were blue in color and were made

from copper, very exquisite!

During that period ceramics were also known to be found in Mesopotamia. These

ceramics bore decorations, which were white and blue striped and later possessed more

varied patterns and colors. Later on, in China too, the great center of ceramic art, a fine,

white stoneware with the earliest Chinese glaze was produced during the Shang-Yin

dynasty (1523-1028 BC).

The usage and the art of making and decorating ceramic tiles had spread and by 900

A.D., decorative tiles had become widely used in Persia, Syria, Turkey and across North

Africa. As transport and communication developed, tile usage and its penetration in

other territories increased. Wars and territory take-overs caused this art to spread even

faster.

The Romans introduced tile making in Western Europe as they occupied territories. The

Low Countries of Northern Europe somehow acquired the technology from Persia,

while the Moors brought African tiles with them when they invaded Iberia (Spain). It

was aboard the ships of Spanish conquistadors that decorative clay tiles found their way

to the New World, where they were used primarily to decorate the Churches of newly

built missions.

By the end of the 12th century, use and manufacture of Ceramic Tiles had spread across

Italy and Spain and into the rest of Europe. Till that time they were mainly used to

decorate the floors of Cathedrals and Churches. The skill had eventually vanished from

Europe in the 16th century following the reformation. But the decorative wall tile art

8

had survived in Turkey and the Middle East and the Delft tiles art survived in Holland.

A form of tile making had also evolved among the natives of North and South America

at some point. The first decorative tiles to appear in Colonial North America were

imported from Northern Europe, mainly England the Brits having hijacked the

technology from the Dutch. The tiles were too expensive for utilitarian purposes in the

Colonies and were found almost exclusively in the homes of the wealthy.

Through the centuries, tile decoration was improved upon, as were methods of tile

manufacture. For example, during the Islamic period, all methods of tile decoration

were brought to perfection in Persia. Throughout the known world, in various countries

and cities, Ceramic tile production and decoration reached great heights. The tile

mosaics of Spain and Portugal, the floor tiles of Renaissance Italy, the faiences of

Antwerp, the development of tile iconography in the Netherlands, and the Ceramic tiles

of Germany are all prominent landmarks in the history of Ceramic tile.

In the early days, the tiles were hand-made, each tile was hand-formed and hand-

painted, thus each was a work of art in its own right. Ceramic tile was used almost

everywhere on walls, floors, ceilings, fireplaces, in murals, and as an exterior cladding

on buildings.

Today Ceramic tile throughout the world is not hand-made or hand-painted for the most

part. Automated manufacturing techniques are used and the human hand does not enter

into the picture until it is time to install the tile. They are used in an almost infinite

number of ways and you dont have to consider yourself wealthy to own them. In

commercial buildings, where both beauty and durability are considerations, ceramic tiles

will be found, particularly in lobby areas and restrooms.

In fact most modern houses throughout use Ceramic tiles for their bathrooms and

kitchens and in every vital area of the premise. Ceramic tiles are also the choice of

industry, where walls and floors must resist chemicals. And the Space Shuttle never

leaves Earth without its protective jacket of high-tech, heat resistant tiles.

(Note: The above history has been compiled after taking varied sources of information

into consideration)

9

INDUSTRY HIGHLIGHTS:

Ceramic Tiles today have become an integral part of home improvement. It can

make a huge difference to the way your interiors and outdoors look and express. 

The Indian tile industry, despite an overall slowdown of the economy,  continues

to grow at a healthy 15% per annum.

Investments in the last 5 years have aggregated over Rs. 2000 crores and

production during 2006-07 stood at approx. 340 million sq mts.

The Indian tile industry is divided into organized and unorganized sector.

The organized sector comprises of approximately 16 players. The current size of

the unorganized sector is about Rs 3000 crores

The unorganized sector accounts for 55% of the total industry bearing testimony of

the attractive returns from this sector. The size of the unorganized sector is

approximately Rs 3500 crores

Revenue earning industry - excise mops up over Rs. 350 crores annually from the

organized sector itself.

Indian ranks in the top 5 list of countries in terms of tile production in the world.

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BACKGROUND:-

Apart from their decorative looks, Ceramic Tiles are primarily hygiene products and

that is how our broad spectrum of consumers view the product. This is fairly evident

from its varied usage from bathrooms and kitchens in average Indian households to

medical centers, labs, milk booths, schools, public conveniences, shopping malls and

numerous other centers; which dot our day to day life. A ceramic tile is basically a

"utility product" and that remains our promotional slogan. Popular housing projects are

increasingly switching over to Ceramic Tiles moving away from the traditional use

mosaic and even granite or marble, owing to several factors viz. ease in laying ability,

versatility, low price and hygiene.

Nevertheless, this decorative aspect of a Ceramic Tiles has forever been in the forefront.

Heavy churning out of bolder and colorful designs by the industry are testament to the

fact that most households regard a ceramic tile as an "adornment" for an otherwise "drab

look" of their age-old floorings or an unfurnished wall.

OVERALL PICTURE OF THE INDUSTRY:

Ceramic tiles as a product segment has grown to a sizeable chunk today at 340 Millions

Square meters production per annum. However, the potential seems to be great,

particularly as the housing sector, retail, IT & BPO sectors have been witnessing an

unprecedented boom in recent times. The ceramic tiles sector has been clocking a robust

growth of 12-15% consistently over the last few years. Today, India figures in the top 5

countries in the world manufacturing ceramic tiles.

The key drivers for the ceramic tiles in India are the boom in housing sector coupled by

government policies fuelling strong growth in housing sector. The retail boom in the

Indian economy has also influenced the demand for higher end products. Overall the

bullish growth estimates in the Indian economy has significantly influenced the growth

of the Indian Ceramic tile industry.

The main product segments are the Wall tile, Floor tile, Vitrified tile and Porcelain tile

11

segments. The market shares are 35%, 53% and 12% respectively for Wall, Floor &

Vitrified/Porcelain tiles. The tiles are available in a wide variety of designs, textures and

surface effects. They cater to tastes as varied from rustics to contemporary marble

designs in super glossy mirror finishes.

Both, traditional methods of manufacturing (tunnel ) and the latest single fast firing

methods are deployed in manufacturing. Some of the latest trends in manufacturing

methods can be seen in India.

The investments in the last five years are approx. Rs 2000 crores. The industry also

enjoys the unique distinction of being highly indigenous with an abundance of raw

materials, technical skills, infrastructural facilities despite being fairly capital intensive.

A total of over 5,50,000 people are employed in the sector. Out of this, 50,000 people

are directly employed and 5,00,000 are indirectly associated. The potential is huge

considering the per capita consumption of ceramic tiles in India. Currently it is at 0.30

square meters per person in comparison to over 2 square meters per person for like

countries like China, Brazil and Malaysia.

Where we stand and what we must do?

As a foreign exchange earner or a global player, Indian Tile industry has captured the

attention of the world in the ceramic tiles segment. India is projected to figure in the top

3 countries manufacturing ceramic tiles by 2010. This however is subject to policies

favorable for the tile industry to complete with international players on an even ground.

To compete internationally, our plants must be geared up to large units currently

operating in China and Turkey are driven by economies of scale. These will also help us

in lowering our cost of production significantly. Also, infrastructural support is a key

factor that determines the speed of growth. Better infrastructure will bring in better

growth in terms of consistency and sustenance. Freight, supply of power and gas

remains the key cost-related issues impacting the industry. Availability, consistent

supply and reasonable rates are extremely important for the growth of the ceramic tile

industry.

12

Also, the prevailing anomalies pertaining to Basic Customs Duty on import of ceramic

tiles from China and raw materials imported from abroad need to be corrected to prevent

dumping of tiles from China. Rural thrust should be enhanced by favorable excise duty

and MRP structure

CURRENT STATUS OF THE INDUSTRY:-

The ceramic tiles industry in India has followed similar trends internationally which

have been characterized by excess capacities and falling margins. Countries like

Malaysia, Thailand, Indonesia, Sri Lanka and Vietnam are setting up their own plants.

China has emerged as a major competitor. Producers from Spain and Italy have the

advantage of lower transportation costs while exporting to USA and Germany. In India,

the per capita consumption is as low as 0.30 square meters per person compared to

China (2 square meters per person), Europe (5 to 6 square meters per person) or Brazil

(2.5 square meters per person). Rising disposable incomes of the growing middle class

and 40 million units of housing shortage hold out a great potential.

A major change that took over the ceramic tiles industry, was the introduction of

vitrified and porcelain tiles. These new entrant product types are said to be the tiles of

the future. Internationally these tiles are already the major sellers. These category of

products account for 13% of all organized sales in this industry.

These new products and the conventional wall & floor tiles have together made the

organized industry grow to a formidable Rs. 3000 crores industry. This coupled with a

spate of expansions by many players make the industry look very promising in the

future.

The Indian Industry has developed an export market although at the lower end. In

volume it constitutes less than half a percent of the global market. (Presently India does

not figure in the list of major exporting countries). But this reality could change as

Indian exports are rising at the rate of 15% per annum. The top-end of the global export

market is presently dominated by Italy (40.8%) and Spain (26.4%).

13

History of Ceramic Tiles:-

The latin word ‘tegula’ and its french derivative ‘tuile’ mean quite precisely a roof tile

of baked clay.The english ‘tile’ is less precise, for it can in addition be used for any kind

of earthenware slab applied to any surface of a building.

The word ‘ceramic’ comes from the greek word ‘keramos’ meaning pottery, it is related

to an old sanskrit root meaning ‘to burn’ but was primarily used to mean ‘burnt stuff’.

Origin

Historically, man has desired to create living spaces which were beautiful, durable and

user friendly. With that in mind, ceramic tile has been made by man for 4000 years.

Beautiful tiled surfaces have been found in the oldest pyramids, the ruins of Babylon,

and ancient ruins of Greek cities.

Decorative tile-work was invented in the near east, where it has enjoyed a longer

popularity and assumed a greater variety of design than anywhere in the world.

During the Islamic period, all methods of tile decoration were brought to perfection in

Persia.

In Europe decorated tiles did not come into general use outside Moorish Spain until the

second half of the 12th century. The tile mosaics of Spain and Portugal, the Majolica

floor tiles of Renaissance Italy, the Faiences of Antwerp, the development of tile

iconography in England and in the Netherlands, and the ceramic tiles of Germany are all

prominent landmarks in the history of ceramic tile.

Usage and Global Flow:-

The usage and the art of making and decorating ceramic tiles had spread and by 900

A.D., decorative tiles had become widely used in Persia, Syria, Turkey and across North

Africa. As transport and communication developed, tile usage and its penetration in

other territories increased. Wars and territory take-over caused this art to spread even

faster.

14

The Romans introduced tile making in Western Europe as they occupied territories. The

Low Countries of Northern Europe somehow acquired the technology from Persia,

while the Moors brought African tiles with them when they invaded Iberia (Spain). It

was aboard the ships of Spanish conquistadors that decorative clay tiles found their way

to the New World, where they were used primarily to decorate the Churches of newly

built missions.

By the end of the 12th century, use and manufacture of Ceramic Tiles had spread

across Italy and Spain and into the rest of Europe. Till that time they were mainly used

to decorate the floors of Cathedrals and Churches. The skill had eventually vanished

from Europe in the 16th century following the reformation. But the decorative wall tile

art had survived in Turkey and the Middle East and the Delft tiles art survived in

Holland.

A form of tile making had also evolved among the natives of North and South

America at some point. The first decorative tiles to appear in Colonial North America

were imported from Northern Europe, mainly England the Brits having hijacked the

technology from the Dutch. The tiles were too expensive for utilitarian purposes in the

Colonies and were found almost exclusively in the homes of the wealthy.

Through the centuries, tile decoration was improved upon, as were methods of tile

manufacture. For example, during the Islamic period, all methods of tile decoration

were brought to perfection in Persia. Throughout the known world, in various countries

and cities, Ceramic tile production and decoration reached great heights.

In the early days, the tiles were hand-made, each tile was hand-formed and hand-

painted, thus each was a work of art in its own right. Ceramic tile was used almost

everywhere on walls, floors, ceilings, fireplaces, in murals, and as an exterior cladding

on buildings.

Today, Ceramic tile throughout the world is not hand-made or hand-painted for the most

part. Automated manufacturing techniques are used and the human hand does not enter

into the picture until it is time to install the tile. They are used in an almost infinite

15

number of ways and you dont have to consider yourself wealthy to own them. In

commercial buildings, where both beauty and durability are considerations, ceramic tiles

will be found, particularly in lobby areas and restrooms.

In fact most modern houses throughout use Ceramic tiles for their bathrooms and

kitchens and in every vital area of the premise. Ceramic tiles are also the choice of

industry, where walls and floors must resist chemicals. And the Space Shuttle never

leaves Earth without its protective jacket of high-tech, heat resistant tiles.

16

CERAMIC TILE INDUSTRY STATISTICS:

   

1. World production:  6900 Million sq.mt.2. India's Share: 340 Million sq.mt..3. World ranking (in production): 5

4. Per capita consumption: 0.30 sq.mt.5. Global Industry Growth Rate: 6%

6. Growth Rate (India Domestic Market): 15%

7. Organized industry turnover (India): Rs 3000 crores

    Glazed Wall Tile share: 40%

Glazed Floor Tile share: 46%

   Unglazed Vitrified Tile share:

8%

    Glazed Porcelain Tile Share: 6%

  Unorganised Industry Turnover Rs 3500 crores     Glazed Wall Tile share: 57%    Glazed Floor Tile share: 35%

  

Unglazed Vitrified Tile share:

6%

    Glazed Porcelain Tile Share: 2%8. Investments in last 5 years:  Rs 2000 crores 9. Organized sector:  

    Share of Production:  56%

    No. of units: 16

    Revenue (excise duty):  Rs 300 crores 10. Unorganized sector:  

    Share of Production: 44%

    No. of units: 200 (approx..) (70% based in Gujarat region)

    Revenue (excise duty): Rs 350 crores per annum or less 11. Job Potential:  50,000 direct

    500,000 indirect

17

2.1 Kajaria Ceramics Ltd

Kajaria is the leading manufacturer and largest Exporters of Ceramic tiles in India with

an annual turnover of 70 million USD per annum. We have two plants operating at

100% + capacity and producing 18 Million Square Meters of Wall & Floor Tiles as of

today and with expansion on the verge of completion we will be producing about double

the current production. We are a SUPER BRAND company in India, and is a trend

setter in Indian Ceramic Tile Market which makes us the leader.

India has been slowly becoming a manufacturing base for lot of countries and offers

very good quality with very competitive prices. We are ISO 9002 & ISO 14001,

depicting our quality and a sense to secure of environment where we live. We also have

OHSAS 18001 Certificate by M/s. TUV Suddeutschland, Germany, assuring that we are

fully committed to the fulfillment of international standards in Occupational Health and

Safety Management Systems.

Kajaria Ceramics is the one of the First ceramic tile company in the world to get this

certification. We at Kajaria always believe that safe working methods lead to better

business performance, motivated workforce and higher productivity

On Global front we have satisfied customers in Europe, Australia, Canada, Gulf &

SAARC Countries etc. In the urge of having more of satisfied customers we wish to

develop good business relations with your company.

Kajaria Ceramics manufactures different sizes of ceramic tiles 20x20 cm, 20x 30 cm,

25x 40cm in wall tiles and 30x 30 cm, 39.5x 39.5 cm(Rectified) and 40 x40 cm in floor

tiles.

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2.2 HISTORY OF COMPANY

19

YEAR EVENTS

1985 The Company was incorporated on 20th December at Kanpur.

1. It manufactures glazed and unglazed wall & floor tiles. The

company obtained the certificate of commencement of

business on 20th January 1986. It was promoted by Shri

Ashok Kumar Kajaria, his associate and Kajaria Exports

Ltd.The Company entered into a technical colloboration

agreement with Todagres S.A., Spain for the manufacture of

ceramic glazed wall & floor tiles.

The agreement provides for supply of technical know-how

and manufacturing assistance necessary design, drawings,

specifications and also train the company's personnel and with

technical assistance for the setting up of the plant.

The company undertook a project to set up a plant for the -

manufacture of 12,000 tpa of ceramic glazed wall/floor tiles

in various shades. The plant is located on a plot of 17.5 acres

acquired from UPSIDC at Sikandrabad Industrial Area in

Bulandshahr district of U.P. main plant and machinery was

supplied by Sacmi Imola and Omis Due SPA of Italy.

Three D.G. sets of a total capacity of 835 KVA were

installedn to meet contingent power requirement.

The company has an obligation to export 25% of the

production for a period of 5 years from the date of

commercial production. It was hopeful of meeting the export

requirement with the help of the promoter company, Kajaria

Exports, Ltd.

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The company received the necessary registration for the

expansion of the installed capacity from 12,000 tpa to 26,000

tpa.

1987 - 700 shares subscribed for by the signatories to Memorandum

of Association. 53,32,700 shares then issued at par of which

the following were reserved for allotment:

(i) 23, 32,700 shares to promoters, Indian resident directors.

(ii) 8, 00,000 shares on repatriation basis to NRI’s and NRI

Companies owned predominantly by NRIs.

Out of the remaining 22, 00,000 shares, the following were

preferential allotment:

(i) 2, 66,600 shares to employees, Indian working directors,

workers of the Company and employees of the Kajaria

Exports LTD (only 11,400 shares taken up) and (ii) 5,00,000

shares to NRIs on repatriation basis only 39,600 shares taken

up). The balance 14, 33,400 shares, along with unsubscribed

17,15,600 shares of preferential quotas, were offered to the

public in September 1988. Additional 8, 00,000 shares

allotted to retain over-subscription.

1989 - The company maintained an average capacity utilisation of

120% The company started exporting tiles to the Gulf

countries,Europe and Bangladesh. New range of tiles were

introduced in the market. Various new designs and prints

were introduced in the market.The expansion programme was

on the verge of completion and production at the expanded

capacity was expected to commence in June, 1990. During

August/September, the company offered 3,22,000-14%

secured fully convertible debentures of Rs. 100 each for cash

21

at par. Out of these 3,06,670 debentures of Rs. 100 each were

offered on Rights basis to the existing shareholders in the

prop. 5 debentures: 100 Equity shares (all were taken up).

Simultaneously, 15,330 debentures of Rs. 100 each were

offered to the employees and Indian working directors of the

Company on an equitable basis (only 785 debentures were

taken up).

Additional 31,455 debentures along with the unsubscribed

portion of 14,545 debentures from employees quota were

allotted at the discretion of the directors.

As per the terms of issue, part `A' of Rs. 40 of each debenture

was converted at par into four equity shares of Rs. 10 each at

the end of six months from the date of allotment of the

debentures. Accordingly 14,13,820 shares were issued. The

remaining part of Rs. 60 was converted into 3.53 number of

equity shares of Rs. 10 each at a premium of Rs. 7 per share

on 15th December, 1991.

1990 - A further expansion of installed capacity from 26,000 MT to

40,000 MT was being implemented.14,13,820 shares allotted

at par in conversion of debentures (Part `A').

1991 - The company was awarded CAPEXIL special exports award

for the year 1992 for being the largest exporter of ceramic

tiles from the country.

The company proposed a further expansion of the installed

capacity to 60,000 MT.12,47,696 shares allotted (prem. of Rs.

7 per share; prop. 1deb: 3.53 shares) in conversion of deb.

(Part `B').

1993 - The company proposed a further expansion of the installed

capacity to 1,30,000 MT with the support of technical

22

collaborators M/s. Todagres SA of Spain. During July, the

company issued 21,98,729 - zero interest unsecured fully

convertible debentures of Rs. 70 each at par on

Rights basis in the proportion of 1 debenture: 4 equity shares

held.

Another 5,49,671 - zero interest unsecured fully convertible

debentures of Rs. 70 each at par were issued on preferential

basis to promoters, directors and their friends, including group

companies.Each debenture of Rs. 70 will be converted into 2

equity Shares of Rs. 10 each at a premium of Rs. 25 per share

on expiry of 9 months from the date of allotment or on 1st

April, 1994, whichever is earlier.

1994 - During the year the company successfully launched wall tiles

manufactured with single firing technology which was well

accepted in the market. The company proposed to issue

2,00,000 - 14% Non-Convertible debentures of Rs. 100 each

at par to financial institutions/Mutual funds on private

placement basis.54,96,800 No. of equity shares allotted on

conversion of Zero Interest Unsecured fully convertible

debentures.

1995 - 4,25,000 No. of equity shares allotted to IFCI in terms of

exercise of conversion option under loan agreement.

2003 - The Members approved the of Mr. Rishi Kajaria as Director

on the Board and ratification of re-appointment of Mr.

D.D.Rishi in the capacity of Jt.Managing Director of the

Company for a period of 5years and voluntary delisting of

equity shares from U P Stock Exchange Association

Ltd.,Delhi Stock Exchange Association Ltd. And Calcutta

Stock Exchange Association Ltd.

23

Kajaria Ceramics Ltd has informed that the securities of the

company have been delisted from the Delhi Stock Exchange

Association Ltd w.e.f December 10, 2003.

2004 - Kajaria Ceramics Ltd has informed that consequent upon

acquisition of R&TA Division of M/s Computech

International Limited by M/s MCS Limited, the Registrar &

Transfer Agent of the Company stands changed from M/s

Computech International Ltd to M/s MCS Limited. The

change of the same has been approved by the Board of

Directors in their meeting held on December 26, 2003. The

address, telephone numbers etc of the new Registrar & Share

Transfer Agent are as follows : M/s MCS Limited, W-40,

Okhla Industrial Area, Phase-II, New Delhi 110020; Phone:

011-26384909, 910, 911; E-mail: mcsdel@vsnl.com.

24

25

2.3 MILESTONE OF KAJARIA

1998- Production of ceramic tiles begins with single firing technology.

1990- Expansion of capacity from 12000 MT to 26000 MT

1991- Further increase in capacity to 40000 MT

1992- Kajaria wins the CAPEXIL award for highest exports.

1994- Monoporosa wall tiles introduced for the first time

1995- Capacity expended to 80000MT

1996- Rs 1 billion turnover crossed

1997- World economics forum honors kajaria as one of the top performing

global growth company from India.

a) Kajaria capture 15% market share and reaches the no.2 position in the

ceramics industry.

b) Win the CAPEXIL award for the highest exports.

1998- Capacity expanded to 150000 MT equivalents to 33000 sq.perday, at par

with the international players.

1999- Rs 2 billion turnover crossed.

2000- National export award presented by the primeminister for the outstanding

export performance in the ceramic glazed title segment.

2003- Rs 2390 million turnover achieved.

2004- Rs 2698 million turnover achieved reflecting a growth of 13%

26

2.4 Awards

Kajaria Ceramics Limited has been awarded the "Super Brand" Title. Kajaria is the only

ceramics tile company who has won the status of consumers "Super Brand”.

Mr. Ashok Kajaria (Chairman & Managing Director) receiving the award presented by

Honorable Minster for Civil Aviation, Mr. Praful Patel

The company has had a unique distinction of having received the President's Award for

achieving the highest exports in the industry.

Kajaria Ceramics is the largest exporter of ceramic tiles in India and consistently

winning the Export Awards.

Mr. Chetan Kajaria with the National Export Award Presented by The Prime Minister of

India.

27

28

2.5 PRODUCTION

Kajaria Ceramics is the largest

manufacturer of ceramics tiles in India. It

has an annual capacity of 26.4 mn. Sq.

mtr. Distributed across two plant –

Sikandrabad at Uttar Pradesh (capacity

9.70 mn. Sq. mtrs) and Gailpur at

Rajasthan (capacity 16.7 mn. Sq. mtrs.)

The company has received the ISO 9001

(for quality management), ISO 14001 (environment management), OHSAS 18001 (for

safety and health management) and SA-8000 (for commitment to society) certifications

across its plant. ), These plants also fulfill international norms.

Over the years, Kajaria has become

synonymous with innovation. New

techniques are diligently applied to

create tiles that stand apart and speak the

language of your soul. Hence every year,

we come up with exciting new concepts

that voice new emotions and keep up

with current trends.

It is a continuous process, which allows us to express through tiles what words can't say

and provide our consumers with new and innovative options. The new range of tiles

released this year adds to the already impressive Kajaria Collection

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2.6 PRODUCTS

Floor tiles

Wall tiles

Highlighter

Verified tiles

Imported tiles

1. Floor tiles

a.)298 x 298 mm

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i)Metallic series

Abel platinum

Abel copper

Andes platinum

Andes copper

Metallic bronze

Metallic copper

Metallic platinum

b.)300 x 300 mm Smoke beige

i.)Metallic series Smoke blue

Topark nero Solaris blue

ii.)Printed Solaris grey

Avanti beige Tecnico verde

Avanti brown Tiffani beige

Exotic beige Tiffani brown

Exotic crema

Lino beige

iii.)Stone series

Lino cotto Banswara beige

Lino verde Banswara cotto

Maze beige Banswara crema

Maze cotto Colorado beige

Minto verde Colorado cotto

Monumento beige Colorado crema

Nature Dholpur beige

Osaka blanko Dholpur brown

Osak crema Dholpur nero

Pebbles Morocco beige

Moraccco grey v.)Pearl series

Peru beige Alicante beige

Peru nero Alicante blue

Rock stone beige Alicante blanco

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Rock stone grey Alicante grey

Rockstone nero Alicante pink

Sea rock grey Alicante verde

Toscan cotto Astrale beige

iv.)Preminum range Astrale brown

Berlino beige Amphora brown

Berlino cotto Bahamas beige

Berlino grey Bahamas brown

Caserta brown Blanco neive

Desert brown Brown meditterrineo

Fabrica brown Crema

Grandur blue cuba beige

Granito brown granilia almendo

Java crema granilia aqua

Java cotto granilia beige

Kansas beige granilia blanco

Kansas cotto granilia brown

Livorno verde granilia cobait blue

Maxico beige granilia crema

Maxico cotto granilia grey

Maxico grey granilia verde

Ranger cotto havana crema

Riverstone beige libya beige

Sandstone beige libya grey

Stonelo beige limoni beige

Stonelo blanco limoni grey

Stonelo cotto linea beige

linea grey

Nova beige silver grey

Nova crema steel grey

Nova verde Tan

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Touchwood beige

c.)300 x 300 mm,(joint free)

i.)Power line Pietro beige forte

Ambra beige forte Rebecca brown

Adora aqua Toronto blanco

Debora brown Toronto crema

Doneta blanco Toronto red

Essenzia blue forte Toronto verde

Evita beige Toronto yellow

Wenge brown Valentino beige

d.)400 x 400 mm

i.)Contractor series Venus cotto

Limoni beige Jaisalmer beige

Limoni grey Jaisalmer crema

ii.)Premium range Nebrasaka brown

Bikaner beige Nebrasaka verde

Bikaner brown Neo stone

Brick stone Stonalo beige

Formato brown Stonalo blanco

Habitat Stonalo crema

e.)395 x 395 mm

i.)Rectificado Majestica verde

Albano beige Oasis beige

Albano crema Oasis cotto

Amphorna brown Oasis nero

Apollo beige pinewood

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Apollo verde plasma beige

Cedar plasma brown

Congo plasma crema

Congo crema teak Word

Domino grey vella Word

Domino nero vella blanco

Domino verde wall nut

Domino beige

Everset beige ii.)metallic series

Magic beige metalika chroma

Magica cotto metalika oxide

Magica grey

Magica nero

Majastica beige

2. WALL TILE

a.)200 x 200 mm

i.)Plain Jet black

Blanco nieve Kajaria verde

Crema Majenta

ii.)Elite plain Orange

Almondo Passion yellow

Aqua marine Pisscina

Ash grey Royal blue

Autumn yellow Coral red

Azurro Crema

Blanco nieve Fiero

Blue iii.)Bermuda series

Candy rose Bermuda almondo

Cobalt blue Bermuda aqua

Copper brown Bermuda blanco

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Jaipur pink

b.)300 x 200 mm

i.)Plain provenza cotto

Blanco nieve provenza verde

Crema

ii.)Mosaico series iv.)printed

Mosaico beige alpine beige

mosaico grey alpine beigeforte

mosaico silver angola beige

iii.)Provenza Angola crema

provenza beige Angola grey

provenza brown Ankara beige

provenza crema Ankara dlanco

Arabia beige Panama blue fort

Arabia grey Panama grey

Atlanta beige Panama grey fort

Atlanta beigeforte Panama verde

Monaco silver Panama verde fort

Atlanta blue Rio gold

Atlanta blue forte Rio silver

Atlanta verde Romania beige

Atlanta verde forte Romania blue

Eureka beige Roamania pink

Eureka pink Roamania verde

Eureka verde Silica crema

Florida gold Touchwood beige

Florida silver Touchwood pink

Madrid beige Touchwood pink fort

Madrid crema Zurich silver

Madrid grey Panama beige

Malta beige Panama beige forte

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Panama blue

c.)250 x 400 mm

i.)Series royale Bermuda crema

Albino beige Blanco nieve

Albino crema Caserta beige

Albino grey Caserta beige forte

Albino verde Caserta blanco

Anaida beige Caserta brown

Anaida beige fort Caserta nero

Angelo beige Crema

Angelo beige forte Imperio

Avanti beige Livorno beige

Avanti brown Livorno blanco

Livorno cotto Stripes verde

Livorno verde Suede blanco

Lucacrema Suede blue

Luca brown Suede brown

Luca yellow Suede cotto

Luca verde Symphony blanco

Malibu brown Symphony blue

Malibu verde Symphony crema

Prado beige Symphony green

Prado crema Symphony red

Radiant beige Tarviso verde

Radiant beige forte Tarviso verde forte

Rivolibeige Tarviso beige

Rivoli beige forte Tarviso beige forte

Rivoli crema Tarviso grey

Rivoli brown Tarviso grey forte

Rivoli verde Teresa blanco

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Satinato crema Teresa crema

Satinato Tivoli beige

Spazio beige Tivoli beige forte

Stripes beige Tivoli verde

Stripes blue Tivoli verde forte

Stripes blanco Torino beige

Torino beige forte

d.)300 x 450 mm

i.)Power line series Fabio crema

Adora aqua Lucia blanco

Adora blanco Lucia blue

Alicia crema Munich beige

Ambra beige Murano beige

Ambra beige forte Murano beige forte

Blanco neive Nadia brown

Capri brown Nadia crema

Capri blanco Pietro beige

Capri verde Pietro beige forte

Capri verde forte Rebecca beige

Circa blanco Rebecca brown

Clara blanco Romeo blanco

Clara verde Romeo red

Crema Romeo yellow

Debora brown Romeo verde

Debora crema Satinato

Donata blanco Satinato crema

Donata nero Sylvia crema

Doris blanco Tweed beige

Elena blanco Tweed beige forte

Elena brown Wenge beige

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Essenza beige Wenge brown

Essenza beige forte Evita beige

Essenza blue Evita beige forte

Essenza ble forte Fabio brown

Eva crema

e.)300 x 600 mm

i.)Series exquisite

Alvira crema Lorenz brown

Blanco neive Maestra beige

Burma teak Mirnada beige

Burma wallnut Miranda brown

Crema Oakwood beige

Dolphino blanco Oakwood brown

Dolphino red Oceano beige

Elemento blanco Oceano brown

Elemento crema Onyx beige

Emilia crema Opera beige

Emilia brown Opera beige forte

Florence cotto Opera verde

Florence crema Opera verde forte

Genoa Orlando beige

Leo nardo beige Orlando beige forte

Lorenza beige Sabina beige

Valentino beige Sabina brown

3 . COMPETITORS OF KAJARIA

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There are many competitors of kajaria but the main competitors are

Johnson

Bell

Somany

3.1 Profile of H & R JOHNSON TILES LTD .

Originally formed in 1901 at Stoke on Trent, H & R Johnson Tiles Ltd developed in to a

major manufacturer of ceramic wall and floor tiles and has tile manufacturing interests

throughout the world. In 2001, the company opened a new manufacturing facility in

Stoke on Trent following an investment of over £35 million. The new facilities include

two 105 meter long roller hearth kilns together with all the associated raw material

processing equipment. A major warehouse capable of storing a million square meters of

tiles has been included in the new development. The new factory utilizes the latest

material handling and processing techniques which have ensured that the company’s

products continue to lead in design and quality. With increasing focus on sustainability,

Johnson Tiles have continued to develop their unique and award winning ceramic

recycling process. Today each tile produced at Stoke on Trent contains at least 25%

recycled material content. This process forms part of an overall programme which has

been established to meet all regulatory requirements for energy conservation and waste

management. Having over a century of experience in manufacturing ceramic tiles,

today’s products are suitable for a wide range of installations.

The company’s products are used in all types of buildings and developments throughout

the world. Johnson Tiles have also been accredited to ISO9000, ISO14001 and hold the

British Standards Institution Kitemark.

Somany story is all about grit, determination and accomplishments. It goes on to prove

that single minded focus and dedication pays. Somany’s success story started in 1936

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with their stock brokering venture at the Calcutta Stock Exchanges.  Soon they

embarked on their first industrial venture with their maiden project; Somany Glass

Works, a mouth blown operation, manufacturing containers glass.

3.2 Profile of BELL

Company Profile

Started in 1985 with the aim of manufacturing world-class ceramic glazed tiles

Plants

Two plants, strategically located near major Indian markets. One near Vadodara,

Gujarat, Western India; other near Bangalore, Karnataka, Southern India.

Vadodara plant has production installed capacity of 63.87 lacs square meters per annum

of wall and floor tiles.

Bangalore plant has an installed capacity of 82.13 lacs square meters per annum of floor

tiles.

Product Range

Wide range of breathtaking products to suit various consumer preferences

Ceramic Glaze Wall Tiles. 200mm x 300mm

Ceramic Glazed Floor Tiles. 300mm x 300mm, 400mm x 400mm

Also available Edge Cut Floor Tiles in large 397mm x 397mm format for that joint

free look

Bell is a pioneer in making Non-Skid Group-V Series, Floor Tiles in 300mm x

300mm, 400mm x 400mm & In Edge Cut – 397mm x 397 mm. These tiles are

“Grandfather friendly & Grandson proof”

Exhaustive product range with a wide range of designs, colours, patterns, surface

finishes

ISO 9001:2000 and ISO 14001 manufacturing facilities strategically located near

prime markets in India.

Manufactured according to COMITEE EUROPEAN DENORMALISATION

(CEN).

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The Company:-

Well-spread and well-connected distribution network comprising 29 Depots, more

than 1000 Dealers and over 4000 Retailer to ensure optimal delivery.

Country-wide connectivity of depots through world-class ERP software adds to

effective outbound logistics, inventory and receivable controls.

Exports to some of the most demanding markets of the world.

Feted with many awards for performance including Certificate of Merit conferred by

the President of India for meritorious performance in Exports

Keeps in touch with end-users, influencers and channel partners with regularly

organized events, exhibitions and meets.

3.3 Profile Of SOMANY:-

In 1968, Somany Pilkingston’s Ltd came in to existence which later changed to SPL

Limited.  SPL has always been the guiding force for Indian tile industry by bringing

new technology, products etc. Initiated nearly three decades ago, it started the journey in

collaboration with world’s best company called Pilkingston’s Ltd of UK. It was the

beginning of an evolution. Once the wheels started rolling, there was no stopping of it

from becoming one of the most coveted names in the industry. And thus ‘Somany Tiles’

– The brand was created. Consumers lapped it up instantly. The tile market was limited

just to wall tiles in 70’s, but being the visionary in the segment, SPL introduced the

floor tile range in the market. Year 1999 saw the historical collaboration of this

organisation with Leonardo Ceramica of Italy, and was the year when the internationally

renowned mirror finish tiles were introduced by us.

SPL continued its innovation even in the wall tiles category by exposing the customers

and trade to the world trends and came up with large format wall tiles – 30x45cm  &

world’s most preferred size wall tiles, 25x35cm

Another wonder product introduced was VC Shield Floor tiles which are 

technologically advanced & priced well. This tile has a special coating on the surface

which makes it more abrasion resistant than any other floor tiles of any grade. VC

Shield tile is a perfect solution for high traffic areas like showrooms, Airport, schools,

hospitals etc.

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To meet the requirement of industrial segment, SPL innovated tiles for industrial usage.

So, the Durastone- Industrial vitrified tiles introduced in the market. The properties like

acid & alkali resistance, high load bearing capacity and low water absorption makes

these tiles suitable for Industrial usage.     

SPL was the first tile company in India to be awarded with ISO 9002 & ISO 14001

certificates for its quality process and environment friendly manufacturing facilities.

SPL is marching ahead its journey of excellence in next millennium

4 INTRODUCTION TO THE PROJECT TOPIC

Marketing as it is said is the one of the corporate activities. Half the battle is won if the

marketing strategy is in the right. Marketing is the field, which deals with getting right

things, by right people. It is the first and foremost in launching and distribution of a

product or services.

The market research is meant to get the knowledge of the latest trend prevailing in the

market and to know about the mood of the customer.

Marketing environment is changing at an accelerating rate.

Change like:

Buyer need to buyer want.

National to region to local.

Price to non-price competition.

Look for real time marketing information to give company a competitive advantage over

its competitor.

My survey deals with marketing a database of the dealers, sub-dealers, who come to the

fact of real happening in the market. My work is to collect information from various

places of Jaipur. I have made questionnaire and through this questionnaire information

was collected with respect to Kajaria’s market share and level satisfaction of

dealers/sub-dealers.

Title of the study:- Potential Analysis Of Market Share And Level Of Satisfaction

Of Dealers/Sub-Dealer Of Kajaria

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5. SPECIFYING THE RESEARCH OBJECTIVE

Unless the research objective is stated no research can be done. The present research

was conducted to achieve the following objectives.

To know the market potential for Kajaria floor’s and wall tiles.

To collect the database sub dealers, retailers who plays an imperatives role in

distribution of Kajaria products.

To know the preferences of Architects and builders for wall and floor ceramics.

To gain information about various constructions sites (where there is a

requirement of tiles) undertaken by these Architects and builders.

To know the dealer’s perception towards Kajaria product.

To study the various factors to which customer gives importance while

purchasing.

To know the major competitor and their schemes which are offered as a

promotional tool.

Analysis strengths and weakness of the company.

To give the necessary suggestion to the company.

6. SCOPE OF STUDY

The project work entitled “Potential study of market share of kajaria and study dealers

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And sub-dealers, satisfaction with kajaria product “were conducted around the jaipur

city. The survey has been conducted for the purpose of analyzing the perception pattern

of the respondent. In their connection a multiple choice questionnaires has been

prepared.

The questionnaires which has been prepared for the purpose of survey, includes various

aspect information like customer preference, dealer perception towards kajaria’s

product, various factor affecting the purchasing of the product ,major competitors and

their different kind of scheme and benefits and collect information to improve the

market share . company can make suitable marketing strategy with the help of all this

information.

7. RESEARCH METHODOLOGY

7.1 UNIVERSE:

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The Universe was jaipur with the finite of the Sample Size of 100.

7.2 SAMPLING TECHNIQUE:

The sampling technique adapted was “Random Sampling” For that purpose I visited

and maximum no of shops dealer and sub- dealers as surveyed with an avowed objective

of minimizing bias and maximizing the reliability of the data. Also, by adopting this

procedure it was ensured that the sample drawn would have the same composition and

characteristics of the population.

7.3 RESEARCH DESIGN:

The research was “Descriptive” in nature as it dealt with describing the market and

potential of the dealers and also the survey of the consumer to know about their

perception. The research was designed to discover the potentiality dealer/sub-dealer.

7.4 DATA COLLECTION:

A questionnaire as developed to conduct the research. The researcher put to the

respondents the questions from the Performa and recorded the replies.

The questionnaire was the best available alternatives for data collection. The other

option was that of interview and questionnaire. The schedule had many features which

added value to its use as a tool for accumulation of required information.

8. LIMITATION OF THE STUDY

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Due to time constraint, the area under study was limited to only a selected segment

of the market. The population selected was dealers, sub-dealers and retailers and

customers.

Hence the findings of the study may pertain only to the area covered by the

researcher.

The researcher faced major problems while conducting survey taking in to

consideration, various constraints, which deal with the middle class.

The result of the study depends on the information furnished by the respondents and

hence the information provided by them may be subject to sampling bias.

Preference and response of customer could change over a period of time.

Some of the respondents did not respond properly and accurately due to time

constraints, which was the main hindrance.

Some of the sub-dealer were completely new, so they felt amazed and suspicious

upon this survey.

1. According to you what the consumer prefers before buying tiles?

(a) Brand (b) Cost (c) quality (d) variety (e) delivery

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Interpretation:

Brand and Cost both factors are favored by the customers while selecting the tiles. So

Kajaria must stress upon building its market image and reducing the cost while

increasing the quality.

2. While buying which brand consumers prefers most?

a. Kajaria (b) Somany (c) Johnson (d) Bell

30%

34%

21%

13%2%

Brand

Cost

Quality

Variety

Delivery

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Kajaria56%

Somani10%

Johnson14%

Bell8%

others12%

Interpretation:

Kajaria is clearly the market leader since it has the highest percentage. Johnson is the

closest competitor of Kajaria. The others include the local and low quality tiles.

3. For which portion of house consumer prefers tiles?

(a) Room (b) Kitchen (c) Bathroom

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Room2%

Kitchen18%

Bathroom80%

Interpretation:

Most of the customers use tiles for their bathroom and very few of them use tiles in their

rooms.

4. Which schemes attracts the most?

(a) Discounts (b) free samples

(c) Extra (d) others__________

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Discount68%

Free sample16%

Extra10%

Others6%

Interpretation:

So the customers are attracted by the discounts which are given by the company time to

time so it is clear that if company wishes to increase the sales it should use the various

discount strategies.

5. Do you think that sales of the tiles are from showroom itself?

(a) Yes (b) No

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Yes10%

No90%

Interpretation:

Most of the dealers want that the sales of tiles should be from their own showroom not

from the display center.

6. The margin of Kajaria tiles is?

(a) Low (b) limited (c) satisfactory

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Low44%

Limited36%

Satisfactory20%

Interpretation:

Very less of the dealers and sub dealers are satisfied from the margins of Kajaria.

7. Total no of boxes sold per month (approx.)

(a) <500 (b) 500-1000 (c) 1000-1500 (d)>1500

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<50026%

500-100024%1000-1500

14%

>150036%

Interpretation:

There is a decent sale of Kajaria and the company should encourage its dealers and sub

dealers to cross the 1000 land mark.

8. Which size consumer prefers the most?

(a) 8 x 8 (b) 8 x 12 (c) 10 x 16 (d) 12 x 18

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8x82%

8x1263%

10x164%

12x1831%

Interpretation:

8x12 is the major performing segment in the market and 12x18 is the next performing

type.

9. Promotion schemes adopted by the company are beneficial for dealers and sub

dealers?

(a) Yes (b) No

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Yes18%

No82%

Interpretation:

A major portion of the dealers and sub dealers think that the promotional schemes

adopted by Kajaria are not good.

10. SWOT ANALYSIS OF THE KAJARIA CERAMICS

STRENGHTS OF THE KAJARIA

1) Excellent production capacity.

2) Foreign Collaboration

3) Different type of variety in Design.

4) Fully automated and mechanized factory.

5) Extensive Research and Development department.

6) Showroom with display concept.

7) Well preferred Brand name.

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WEAKNESS

1) Comparative price higher.

2) Color difference in the same boxes.

3) Broken tiles in some boxes.

4) Company itself a competitor of its own Dealer.

5) Lack of the print media ad about availability of dealer.

OPPORTUNITIES

1) Can tie up with housing finance companies private as well as Government.

2) Opening more showrooms to give thrust to display concept.

3) Mobile display vans can tour to the rural areas.

4) It can follow the policy of the expansion in other countries in collaboration with

local players.

5) Concept of selling through retail outlet.

THREATS

1) Unmotivated dealers can distort the perception of individual customer.

2) Competitor with lower price.

3) Competition following push strategy providing the higher commissions to

intermediaries.

4) Regional and local player may be dangerous for the company.

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11. SUGGESTIONS

Reformatting of margin policy for dealers- presently company is providing5 -

10% discount varying on targets& volume for every kajaria dealers which gives

dealer more flexibility in offer price dealer can set their selling margin a/c to his

potential, like big-dealer can sell tile on low margin which hamper the sell of

small dealer because he may or may not be able to sell on low margin so i would

like to suggest to fix the discount % which will give a check on flexibility in the

margin

Brand management – in jaipur kajaria needs brand visibility. People know about

this tile but due to less visibility at local level some time they are not able to

remind the brand which move customer to purchase other tile. I would suggest to

give advertisement in local newspaper. Through wall painting, hoardings, glow

signs, exhibition in various places.

Providing panel as tile sample- in place of providing tiles sample in lose. We

should provide double sided display panel. Reason for doing so is that panels are

easier to manage as compared to lose sample. it just is simple as taking out the

file from the self as compared to taking out the file from the vertical bundle and

double sided panel will save the storing space plus panel will always be in

display which curtails the wastage of the sample tile.

Shopkeeper put sample tiles carelessly which result in cracks and broking of

the tile. This practice ( samples on panels) will give good result in the long term

when the shopkeeper will have both of design the old one and the fresh one

Discount and offer- as company is also in the business of retail so I would

suggest to give offer , discount, gifts, schemes directly to the the consumer, like

at the time of festival or on the purchase of particular type of design or volume

etc.

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Company could harness the potential among middle and lower income groups by

making cheaper tiles.

Kajaria ought to maintain the quality standard by packaging the tile of strictly

the same colour and design in one box.

The company should try to enter into beneficial ties up with private housing

finance companies

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12. CONCLUSIONS

Kajaria is a market leader of ceramic industry but in order to maintain

this position it has to proactive to the market need.

Kajaria should include customer’s feedback in our renovative ideas, so

that company can change range of product & increase quality of product

in accordance with the customer taste and preferences.

When I asked about the quality of kajaria most of dealers / sub -dealers

and tile sellers appreciated it.

Some of the dealers said that the company is not doing sufficient

advertising.

When I asked about the policy of kajaria I got negative response.

Some dealers / sub- dealers said that kajaria gives low margin and its

services are not good.

Dealers complained that kajaia give high discount to its customers when

they directly purchase from kajaria’s showroom.

I also observe lack of communication between company and dealers.

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13. BIBLIOGRAPHY

Marketing management – Philip Kotler

Research methodology- Kothari C.R

Kajaria’s catalog general

www.kajariaceramics.com

www.kajariaworld.com

www.hrjohnsonindia.com

www.bellceramics.com

www.google.com

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64

QUESTIONNAIRE

NAME OF THE KEY PERSON: _______________________________

NAME OF ORGANISATION: _________________________________

OFFICE ADDRESS: __________________________________________

__________________________________________

__________________________________________

CONTACT NO: ____________________________

1. According to you what the consumer prefers before buying tiles?

(a) Brand (b) Cost (c) quality (d) variety (e) delivery

2. While buying which brand consumers prefers most?

(a) Kajaria (b) Somany (c) Johnson (d) Bell

3. For which portion of house consumer prefers tiles?

(a) Room (b) Kitchen (c) Bathroom

4) Which schemes attract most?

(a) Discounts (b) free samples

(c) Extra (d) others__________

5) Do you think that sales of the tiles are from showroom itself?

(a) Yes (b) No

6) The margin of kajaria tiles is?

(a) Low (b) limited (c) satisfactory

7) (A) Total no of boxes sold per month (approx.)

(a) 500 (b) 1000

(c) 1500 (d) more than 1500

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(e)__________.

(B) Of kajaria ____________.

8) Which size consumer prefers the most?

(a) 8 x 8 (b) 8 x 12 (c) 10 x 16 (d) 12 x 18

9) Promotion schemes adopted by the company are beneficial for dealers and sub

dealers?

(a) Yes (b) No

10) Any suggestions for tiles industries for future prospects?

_________________________________________________________________

___________________________________________________

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