Summer Training Project Report & Viva Voce on

ON

“A STUDY OF MARKETING STRATEGY”

Undertaken at

BELL CERAMIC LIMITED

Submitted in the partial fulfillment of the requirementsfor

the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

to

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY LUCKNOW

UNDER THE GUIDANCE OF: SUBMITTED BY:

MR. SANIKANT NAYANIKA BISHT

MBA - III SEM

Enrollment No:-220152070056634

Academic Session
2023 - 2024
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Certificate

I NAYANIKA BISHT bearing Enrolment No. 220152070056634 from MBA-III Sem of the
Mangalmay Institute of Management & Technology, Greater Noida, U.P. hereby declare that the Summer
Training Project Report (KMBN308) entitled “A STUDY OF MARKETING STRATEGY AT
BELL CERAMIC” is an original work and the same has not been submitted to any other Institute for
the award of any other degree.

Date : Signature of the Student :

Certified that the Summer Training Project Report submitted in partial fulfillment of the
requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION to DR.
A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY LUCKNOW by Nayanika Bisht Enrolment No.
220152070056634 has been completed under my guidance and is Satisfactory.

Signature of the Faculty Guide:

Name of the Guide: MR. SANIKANT
Designation : MR. SANIKANT
Date:
Signature of the HoD
Name of the HoD : Dr Richa Sharma
Date:

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DECLARATION

The project report on “A STUDY OF MARKETING STRATEGY AT BELL CERAMIC

LIMITED" has been undertaken as a partial fulfillment of the requirement for the award of the
degree of Master of Business Administration of Dr. A.P.J. Abdul Kalam Technical University,
Lucknow . I hereby declare that this Project is my original work and the analysis and findings arefor
academic purposes only. This project has not been submitted by the any student earlier to anyother
institution/ university.

NAYANIKA BISHT

Roll no 2201520700179

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ACKNOWLEDGEMENT

I take this opportunity to thank BELL CERAMIC LIMITED for giving me the opportunity to work for this
project and I would like to express my sincere thanks to MR. SANIKANT who helped, inspired, and
mentored me and without their help this project report would not have taken its current shape. Under their
brilliant untiring guidance, I could complete the project being undertaken on the “A STUDY OF
MARKETING STRATEGY” successfully in time. Their meticulous attention and invaluable suggestions
have helped me in simplifying the problem involved in the work. I wouldalso like to thank the overwhelming
support of all the people who gave me an opportunity to learnand gain knowledge about the various aspects of
the industry.
I once again express my heartfelt indebtedness to all-aforesaid. Any omission or error in
acknowledgment is inadvertent. For such oversights and lapses, I tender unconditional apology.

NAYANIKA BISHT

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Executive Summary

A marketing strategy is a process that can allow an organization to focus its limited possessionson the
greatest opportunities to amplify sales and attain a sustainable competitive advantage. A marketing strategy
is always made around the major goal of the organizations and key concept is customer satisfaction.
Development, maintenance and upholding of products, product assortments, product positions, brands,
packaging, and options, and deletion of old products.
Establishment of channel relations, physical distribution, inventory management, warehousing,
transportation, allocation of goods, wholesaling, and detailing.
Combination of advertising, publicity, personal selling, and sales promotion; also involves public
relations and any other form of communication.
Outlines price ranges and levels, pricing techniques, purchase terms, price adjustment, and the use of
price as an active or passive factor.
A marketing strategy is composed of more than a few interconnected elements. The first and most
significant is market selection: choosing the markets to be served.
Product planning includes the definite products the company sells, the makeup of the product line, and
the design of individual offerings in the line. Another element is the logistic system: the retail and
wholesale channels required to perform the function of delivering the product and services from the
manufacture to end consumer.
A marketing strategy is a process or model to allow a company or organization to focus limited
resources on the best opportunities to increase sales and thereby achieve a sustainable competitive
advantage.

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TABLE OF CONTENTS

Chapter Topic Page No.

No.
1. Introduction 6

2. Review Of Literature 13

3. Problem Statement 20

4. Research Methodology 30

5. Results & Discussions 37

6. Recommendations & Conclusions 64

7 Thank Note 67

8 Bibliography 68

9 Appendix 69

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CHAPTER -1
INTRODUCTION

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Marketing Strategy

A marketing strategy is a process that can allow an organization to focus its limited possessions
on the greatest opportunities to amplify sales and attain a sustainable competitive advantage. A
marketing strategy is always made around the major goal of the organizations and key concept is
customer satisfaction. Specially, marketing strategy is developed by taking into account
following factors :

Environment analysis and marketing research

Monitoring of external factors affecting success or failure, such as the economy and competition;
solicitation of data to resolve specific marketing issues.

Consumer analysis

Inspection and assessment of consumer characteristics, needs, and purchase processes.

Product planning (including foods, services, and ideas)

Development, maintenance and upholding of products, product assortments, product positions,

brands, packaging, and options, and deletion of old products.

Logistic planning

Establishment of channel relations, physical distribution, inventory management, warehousing,

transportation, allocation of goods, wholesaling, detailing.

Promotion planning

Combination of advertising, publicity, personal selling, and sales promotion; also involves
public relations and any other form of communication.
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Price planning

Outlines price ranges and levels, pricing techniques, purchase terms, price adjustment, and
the use ofprice as an active or passive factor.

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Essentials of Marketing Strategy

A marketing strategy is composed of more than a few interconnected elements. The first and
most significant is market selection: choosing the markets to be served. Product planning
includes the definite products the company sells, the makeup of the product line, and the design
of individual offerings in the line. Another element is the logistic system: the retail and
wholesale channels required to perform the function of delivering the product and services from
the manufacture to end consumer.

The overall promotional strategy employs sales force to retain potential old customer and to
call on potential customers to tell about company‟s products through television, radio, direct
mail, and public print and personal selling to deploy a sales force to call on potential customers,
urge them to buy, and take orders. Finally, pricing is a significant element of any marketing plan.
The company‟s price must include all the fixed and variable cost such as commissions and
compensation to wholesalers, agents and retailers for delivery the product at right time at a
profitable margin.

Depending on the products nature and elements required to market the product, marketing
strategy may include inclusion and alteration of some components. A company whose goods
need repair and maintenance must have plans for product service Entering into a service sector
associate with excising product can act as a surplus profit margin and good brand equity. Such
programs are frequent businesses in themselves and need extensive repair shops, technical
service personnel, and inventories of spare parts. For example DELL, the nature and amount of
technical assistance provided by Dell to its customer is very critical to marketing success and
therefore an important element of strategy.

Customer credit is a significant element of the marketing program. Companies that

operate in travel and tourism, hotel and restaurants,gasoline stations, retail stores, or travel
agencies, for example, are required to keep a healthy credit limit to extend its customer base and

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grow in the business. So must companies sell on credit like industrial equipment, raw materials.

In businesses where plant location is also important which help a company to distribute its
products easily to all the target markets. Transportation cost and availability of products are
important factors and it is advice to make plant should be at the center of all the target markets.
For example, can serve only some degree of geographic area because distribution costs are high
in relation to the product's unit value. When transportation over long distances becomes
extravagant, plant location becomes a strategic marketing decision.

Brand name also be an important element of marketing strategy. A company may have to choose
between using a family brand name (such as Kraft for cheeses, jams, jellies) or a distinct name
(such as Lite for a beer made by Miller Brewing Company).

Other elements of strategy, particularly for buyer goods companies, are display of the
merchandise at the spot of sale, and promotions to clients (e.g., cents-off coupons, two-for-one
sales, and in-package quality), retailers, and wholesalers. The list of rudiments that might form
marketing strategy is extended and will vary among goods, markets, and companies. Moreover,
highlighting on particular aspects of marketing strategy will vary significantly, even among
competitors advertising similar products to the same markets. Emphasis will move, too, over
time as products established and market conditions amend. At one stage a company may expand
a competitive edge through extensive novel product development; at an additional, it may rely on
small price.

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Definition: Marketing Strategy

A marketing strategy is a process or model to allow a company or organization to focus limited

resources on the best opportunities to increase sales and thereby achieve a sustainable
competitive advantage.

Definition of marketing strategy as the high-level rules that direct your marketing
activities. For example, if there‟s a single influencer who touches all your customers and has a
significant impact on the way those customers try to solve their problem. One of your strategies
may be to focus on building a strong relationship with that influential individual or company.

Your marketing strategy is the way you make sure you‟re getting the maximum impact from
your limited marketing budget and time.

The picture on the right is the simplest way to think about it, starting at the bottom:

 Start with your business goals: these are the highest-level objectives of the business, or
mission statement.
 Next comes the marketing strategy: the high-level rules that will govern what marketing
efforts you focus on..
 After you‟ve defined your marketing strategy, you will define the marketing mix: plans
for Product, Pricing, Place (Distribution), and Promotion.
 Then the final step is to write the marketing plan, which will describe the specific,
detailed marketing activities that you plan on engaging in to achieve the marketing
strategies and business goals.

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CHAPTER 2

REVIEW OF LITERATURE

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In today‟s competitive world where every company is striving to retain and capture market the
importance of satisfying the existing customers has increased. Every organization is now needed to
review its Marketing strategy due to change in competition, new products, customers taste andoverall
change in industry level. That‟s why the companies are spending huge amounts for finding out the
changes required to be done in there market strategy .Its not only to work in existing market we need
a market strategy . Introduction to change in product, price, place and promotion required a good
review of overall Marketing strategy.

Some of the researches that have been done by various companies in different sectors, in the
field of marketing strategy have been discussed below.

Marketing strategy of coke India :

A survey was conducted by ICMR center of marketing research to find out the
Marketing strategy which turned coke into profit making company in India.According to the
report the To reach its 300 million consumers, Coke distributes its products in over 700,000
retail outlets. In its advertising campaigns, the company uses popular film stars like Aamir Khan,
Rani Mukherjee, Chiranjeevi and Simran to lure the masses. Coke also uses various innovative
promotion schemes. The case discusses in depth Coke's products, its advertising campaigns and
the famous taglines and how it is targeting both rural and urban markets in India.

Marketing strategy of BSNL:

A marketing strategy change of bsnl review was done by the Ravi Dayal, which found out that
the sale of bharat sanchar nigam ltd had been doubled in last three months of year 2001.This
includes both India telephone card and bharat mobile card coupons.
This strategy was introduced due to have competition increasing in the telecom industry. BSNL
allow five per cent commission to marketing agents for the sale of bharat mobile card coupons
(bmc). Besides, free connection charge of rs 840 for providing bharat mobile from October 1 to
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adopted in September, 2001, and a marketing cell was opened in the bsnl. Some 40 commission
agents rushed to avail themselves of the new scheme of five per cent commission in purchase (for
sale) of the bmc coupons worth rs 5,000 and/or more. Since then, the sale of bmc coupons has more
than doubled from around rs 20 lakh in November to more than rs 40 lakh

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Marketing strategy of Bharti:

According to a survey conducted by ICMR center of marketing research, to provides a

detailed account of how Bharti Cellular Ltd., one of the leading players in the Indian cellular
telephony market built up its pre-paid cellular service brand, Magic

In 2002, the leading Indian telecommunications company, Bharti Cellular Limited (Bharti)
signed the famous cricket player Saurav Ganguly and leading movie stars, Madhavan and
Kareena Kapoor as endorsers for its brand, Airtel Magic (pre-paid cellular card). Its objective
was to create the highest recall for Magic in the pre-paid cellular telephony segment by cashing
in on the two biggest passions of India - movies and cricket. Bharti also changed the tagline for
Magic from 'You Can Do Magic' to 'Magic Hai To Mumkin Hai' (If there is Magic, it's possible).
The move attracted considerable media attention, as it was unusual for a company to spend so
lavishly to promote a single brand.

.Marketing strategy of Nike:

A marketing strategy was conducted by the Academic Term Papers to find out changes done
by Nike. Nike is a marketer of sports apparel and athletic shoes. The American manufacturer,
through its marketing strategy which rests on a positive brand image, has evolved into a large
multinational enterprise. Advertising logo and slogan to keep up a distinctive and good brand
image. Its advertising slogan, "Just do it." In order to sustain and maintain this image, the
company makes huge investments in advertising and brand promotion.

Its promotional activities include agreements for product sponsorship with professional athletic
teams, celebrity athletes, and numerous college athletic teams. Nike is involved in the production

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of goods for a wide variety of sports, competing with every sports fashion brand in existence.
Because of the absence of any single brand that rivals the products of Nike, the company has no
direct competitors, with the exception of German company Adidas. This has helped popularize
the brand worldwide in all areas of sport and sports fashion.

Marketing strategy of Bata:

Neera Bhardwaj, 9 March 2002

Marketing strategy review by J.D. Power Asia Pacific of Bata India is coming with the serious
change in the marketing strategy , introducing revamp of retail formats, change of guard,
importing high end brands from bata;s international stable, launching a slew of locally designed
footwear and high-decible ad campaign.

Bata India is planning to bring weinbrenner, a global Bata brand and wipe n‟ go, shoes that will
need no polishing at all. For store locations will be 80 city stores located in metros/semi-metros.
About 770 family stores will be chalked out for medium and small towns and 190 bazaar.

.
Marketing strategy of Dell Computer:

Dell‟s marketing strategy study papers point out that Dell Computer Corporation is defined by its
direct model move toward to selling, which is in turn conquered by the company‟s intention to
generate as many sales as probable on the Internet. Dell is heavily dependent on internet
marketing as it acts as economical and most effective way to reach global market. Direct
marketing as Customer oriented products is a unique concept easily being catered by Dell as
customer chooses their product configuration and make orders. Company has altered its site
allowing existing and potential customers to make orders online. A jargon free site also helping
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to customer know about their products and getting the accurate information.

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Marketing strategy of Airtel:

DEC. 21. Focusing its concentration towards youth, women and senior citizens, cellular service
supplier Airtel today unveiled its fresh market segmentation plan by introducing new pre-paid
and post-paid strategy. The new plans offer lesser call rates, more value-added services and
attractive payment policy.
Bharti adopts a marketing segmentation strategy where it divides market by age providing
different plans for youth, women and senior citizens. It focuses to penetrate in the market by
converting non-customer base to a prospective buyer. Economical plans for senior citizen suited
to their calling needs.

Marketing strategy of HLL:

HLL has a large brand collection consisting of almost 110 bands. In every product line, it has
built a figure of brands over a period of time. Quite a few brands have approach to its fold from
the parent business. It has also acquired more than a few ongoing brands from the market. HLL
also strongly pursues brand extension plan. And concurrently, HLL undertakes line pruning and
brand reformation and consolidation, based on promotion compulsions. HLL is also playing the
upgrading and re-launch game. With great benefit the corporate-level actions at business
extension and diversification are also throwing new challenges on the brand plan front. HLL
lends itself for a proper considerate of the complexity of the brand organization task. We shall
examine how HLL handles the multipart demands in brand management.

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Marketing strategy of Tata Nano:

Tata Motors has said that the Nano's marketing approach in meticulous is to use conservative
media outlets, but use them in eccentric ways. The Nano will have no television campaigns, in its
place relying on innovative use of on paper media, radio spots and other medium such as the
Internet. Marketing strategies of Tata Motors comprise the usual uninteresting stuff like
incorporating Tata Nano news into the media and creating Nano newsbreaks on the broadcasting.
Some of the more attractive marketing strategies of Tata Motors include Tata Nano news
crawling crossways as ticker messages at the bottom of your TV as well as new online Tata
Nano games, Tata Nano Internet chat rooms, irritating Tata Nano pop-ups on major websites and
even some in-depth Tata Nano conversations for users to join in on Face book, Orkut and other
blog spaces.

Ad businesses know-it-alls say the marketing strategies of Tata Motors will be "cost-effective
and ground-breaking so that the Tata Nano becomes identical with whatever thing “small, cute
and brief.”

Marketing strategy of Hero -Honda :

Marketing strategy by Hero Honda India's prime two wheeler corporation Hero Honda Motors
is spreading its wings to imprison the commuting bikers' mind's eye in rural India, after
witnessing flat sales enlargement in 2007-08.
Market strategy to enter into new rural markets as urban market‟s showing a decline in sales due
to maturity. Using the market research to know about the demand and spending habits has caused
Hero Honda to work on the influencer, leader and panchayat heads. . In villages, the opinions of
people such as village panchayat heads and teachers are taken seriously. The same strategy has
been used successfully by Maruti Suzuki and other FMCG companies in rural markets.

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Marketing strategy at Nestle

Marketing strategy for Nestle‟s Kit Kat at Switzerland to make a favorable brand image in
the market, published by ICMR center of management research.

The success of the Kit Kat brand inspired Nestle to think and act „glocally' i.e. establishing
global as well as local brand identity. Nestle had taken a similar approach to several other
acquired sub-brands.

Moreover, Nestle introduced the Kit Kat brand in several other countries across the globe.
Nestle‟s brand management strategy included the divestment of non-strategic brands such as
Rowntree which Nestle acquired in 1998.

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CHAPTER 3

PROBLEM STATEMENT

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A STUDY OF MARKETING STRATEGY IN BELL CERMAIC LIMITED

After the review of literature in the previous chapter the importance of marketing strategy is
quite evident. However the researcher felt that with the dynamic nature of the Indian market and
the shortening life cycle of various products, there was a need for an elaborated study of the likes
and dislikes of the Indian consumer. With launch of various brands and models waiting at the
horizon, the Indian ceramic industry is expected to become highly competitive in the coming
years. So in order to retain and increase their market shares the companies need to satisfy their
customers in the best possible manner.

After carefully studying the current scenario of the ceramic industry in India, the researcher
decided to conduct a detailed study for evaluating the level of customer satisfaction and
identifying the reasons for the same. This study was conducted using a customer survey,
targeting the current customers and dealers of the all Bell ceramic tiles from 5th May. 2008 to 5th
July.

JUSTIFICATION OF RESEARCH

Ceramic Tiles today have become an important 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.

Ceramic tiles as a manufactured goods segment have grown-up to a sizeable chunk today at
340 Millions Square meters manufacture per annum. However, the possible seems to be great,

predominantly as the housing sector, retail, IT & BPO sectors have been witnessing an
unparalleled boom in recent times.

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3 countries developed ceramic tiles by 2010. This however is focus to policies favorable for the
tile manufacturing to complete with worldwide players on an even position.

To compete globally, our plants must be geared up to huge units currently working in China and
Turkey is determined by economies of scale. These will also assist us in lowering our cost of
creation significantly. Also, infrastructural support is a key feature that establishes the pace of
growth. Better communications will bring in better growth in terms of steadiness and
nourishment. Freight, deliver of power and gas remands the key cost-related subjects impacting
the industry. Availability, reliable supply and reasonable rates are tremendously significant for
the enlargement of the ceramic tile industry.

Explanation to conduct this study is to make easy in-depth sympathetic of tiles industry.
Understanding the factors implementation which are both at convenient and non-controllable by
the organization. Research provides a great content to discover the product, price, place and
promotion which is at present being used in the industry. A revised learn of marketing approach
is required to manage up the current downturn in the market.

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RESEARCH OBJECTIVE:

The first and the foremost step in any marketing research project is to define the objective i.e.,
the researcher should take into account the purpose of the study {main objective}, the relevant
information needed and how it will be used in decision making/ background information. Once
the problem has been identified and the researcher set the objective and, the research can be
designed and conducted properly.

The basic objective of the marketing survey was:

 To understand the various elements which are critical to marketing strategies

 To study these elements at bell ceramic limited

 To give suggestions for the weak areas if any

For this purpose we have designed a questionnaire and had it filled by the method of direct
personal interview with corporate people. We have a sample size of 150, which we analyzed and
concluded by giving our suggestions to the players in the industry.

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The ceramics industry in India

The ceramics industry in India came into existence about a century ago and has matured over
time to form a industrial base. Though there are a number of large companies in the ceramics
sector, small and medium enterprises (SMEs) account for more than 50 per cent of the total
market in India, offering a wide range of articles including crockery, art ware, sanitaryware,
ceramic tiles, refractory and stoneware pipes among others. Most of the players are grouped
together in clusters.

Over the last two decades, the technical ceramics segment has recorded an impressive growth
propelled by the demand for high-alumina ceramics, cuttings tools and structural ceramics from
the industry.

Overall, the Indian ceramics industry has emerged as a major manufacturer and supplier in the
global market.

Growth Trends
Production

• Indian ceramics industry provides employment to 550,000 people, of whom 50,000 are directly
employed.

• As per 2007-08 estimates, there are at present 16 units in the organized sector, with an installed
capacity of 21 lakh million tones (MT). This accounts for 2.5 per cent of the world ceramic tile
production. The ceramic tile industry has been growing at about 12 per cent per annum.

• In 2007-08, production of ceramic tiles was estimated to be at a 290.00 million square

meters as against 220 million sq. meters of ceramic tiles, out of the global production of 6,400
million sq. meters during 2006-07, when India was ranked 7th in the world in terms of

production of ceramic tiles produced..

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• India ranks fifth among tile makers globally, with the unorganized sector accounting for 55 per
cent of the country‟s total tile business, according to the Indian Council for Ceramic Tiles and
Sanitary ware, an organization of tile makers. Production of tiles stands at about 340 million
sq.m a year, and annual turnover for the organized sector is about Rs 2,865 crore (US$ 588.77
million), while it is about Rs 3,500 crore (US$719.2 1 million) for the unorganized sector.

• The size of the unorganized ceramic tiles industry - comprising wall tiles, floor tiles and fully
vitrified tiles - is around US$ 3.5 billion. These are exported to East and West Asian countries.

• In sanitary ware industry, at present, the production capacity in organized sector is 1.43 lakh
MT per annum, and 3,65,695 MT production has been estimated in 2007-08. In the small scale
sector, there are over 200 units with capacity of 53,000 MT per annum. The industry turnover is
above Rs 500-600 crores (US$ 102.77 million - US$ 123.32 million) per annum. Sanitary ware
industry has been growing by about 5 per cent per annum during the last two years.

• Pottery ware, signifying crockery and tableware, are produced both in the large scale and the
small scale sectors. There are 16 units in the organized sector, with a total installed capacity of
43,000 MT per annum and the production was estimated at 58,781 MT for 2007-08. Small-scale
sector has over 1,200 plants, with a capacity of 3 lakh MT per annum. Bone china and stoneware
contribute to the major portion of the production of ceramics tableware

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Production of Ceramic Tiles in India

CERAMIC TILE INDUSTRY STATISTICS:

1. World production: 6900 Million sq.mt.

2. India's Share: 340 Million sq.mt..

World ranking (in production): 5
3.
4. Per capita consumption: 0.30 sq.mt.
Global Industry Growth Rate: 6%
5.
Growth Rate (India Domestic Market): 15%
6.
7. Organized industry turnover (India): Rs 3000 crores
Glazed Wall Tile share: 40%

Glazed Floor Tile share: 46%

Unglazed Vitrified Tile share:8%

Ulazed 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

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Revenue (excise duty): Rs 300 crores

10. Unorganized sector:

Share of Production: 44%

200 (approx..) (70% based in

No. of units:
Gujarat region)

Revenue (excise duty): Rs 350 crores per annum or less

11. Job Potential: 50,000 direct

500,000 indirect

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INTRODUCTION OF BELL CERAMIC LIMITED

The Company was incorporated on 18th October1985, at Gujarat, and obtained the Bell
Ceramic has two plant strategically located, Certificate of Commencement of business on one
is in Vadodra, Gujrat and another plant is in 8th November. It was promoted by Mr.R.K.
Jatia and Bangalore, Karnataka.Banglore plant caters to the R.G.N. Swamy, a non-resident
Indian. The main need of southern India and Vadodra plant located objective of the
company is to manufacture in western part can look into the demand originating Ceramic glazed
wall and floor tiles. From western and northern India these are potential market. The company
undertook to set up a plant for the manufacture of 20,000 tons per annum of Plant capacity:
ceramic floor and wall tiles.

Main plant and machinery were to be imported from Italy and the Company was to use the
double deck roller hearth Vadodra plant has installed capacity of 63.87 lacs kiln technology
which is well proven for single firing square meter per annum of walls and floor tiles and fast
firing technology.

Bangalore plant has installed capacity of 82.13 lacs which shows agreement for technological and
technical square meter per annum of walls and floor tiles. collaboration was entered into
between the Company and Societa Impianti Termoelettrici

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CHEPTER 4

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY:

There were several methodologies of research that the researcher could have utilized to collect
information regarding customer satisfaction. Some of the more commonly used strategies are: i)
written survey, ii) telephone surveys, iii) focus groups, iv) in-depth interviews etc. However
factors such as information need, resources, accessibility to customers, sample to be used, time
etc. had to be considered prior to selection of a methodology.

Research Method:

For this particular study, the method of acquiring information from the customer needed to be
both easy to use and understand. Therefore the researcher decided to use the written survey
method. Under this method, the information was collected from the customers using a research
instrument called a Questionnaire (which was prepared by the researcher himself). This
questionnaire was a structured questionnaire, which had definite, concrete and predetermined
questions. These questions were presented with exactly the same wording and in the same order
to all the respondents. The questionnaire consisted of both closed ended & open ended
questions.

 First we identify the Target population; it is the collection of elements or objects that posses
the information sought by the researcher and about which inferences are to be made.

 Now we look for the Sample frame; it is the representation of the target population. It
usually is a list of population members used to obtain a sample. We took a sample size (the
number of elements to be included in the study) of 150.

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SOURCES OF INFORMATION:

A. Primary – From Questionnaires during the market research.

B. Secondary – From Office documents, manuals and websites of the company.

SAMPLE SIZE:

As the survey of the entire population is not possible and feasible to conduct due to time and cost
constraint, we have taken a sample size of 150 which represents the entire population.

SAMPLING TECHNIQUE:

AREA SAMPLING

A common form of cluster sampling is area sampling, in which the cluster consists of
geographic areas, such as counties, blocks, etc. This technique was used because only the region
of South-Delhi and East-Delhi was taken for the study.

PLACE OF STUDY:

Place of the study were all the major parts of South Delhi and East Delhi.
Areas Undertaken:
 Haus Khauz

 Saket

 Vasant Kunj

 Greater Kailash – I , II

 Tuglaqabad

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Procedure of the study:

 A database of Different market along with the dealers details i.e name, contact number and
office address of the concerned person.
1. During this process we looked for an appointment with the concerned person to
collect relevant information by questionnaire.

2. Complete details were revert back to the head office with dealers response and
next action recommended by agent.

 By knowing such information we can categories the dealer into the desired category and
target the dealer in the future.

Daily Call Report, Expense statement etc. On-line retrieval is achieved through
invoking programs, which incorporate the routines necessary to retrieve the data and the
predetermined formats for presenting it.

Potential dealers

They are categorized on the basis of turnover, which amount of total sales they made monthly.
So the base line is the any dealer selling more than 3000 sq mtrs per month .

Looking for the large dealers to make a hubs to provide a regular supply more then 10000
to 15000 sq meters per month.

Importance of Data:

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To be useful the various information systems must be integrated – the factor that best relates the
various systems is data.

Data covers the wide range of question from product , price , place and promotion to branding ,
organizing and sales promotion activities . Special focus is give to know about the demand,
supply of the dealer along with their psychology regarding the company position and future
prospects.

Data is often organized in a database – since the database receives inquiries from all over the
dealers, it acts as a centre for the network of information flows. Not all data is maintained in a
database – some information is needed only within their own files. If other sections within the
organization require the data then it is wise to incorporate it into the corporate database(s).

Daily report:

This is a very vital tool for any organization. As the sales people are mostly in the market, it is
very difficult to actually see them working. Thus daily report helps in informing the company
about the customers met by rep on that particular day and the business transacted.

The daily report helps in assessing the number of dealers met by the sales person on a particular
day. Normally each organization has a list of pre-identified dealer for a particular territory, be it a
multinational company or a small company.

A daily report always contains the name of the sales rep or the employee code number, the date,
the market worked during the day, names of dealer met and the contact numbers of the dealers,
the products for which met or the codes of the products , the orders taken during the day.

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ROLE OF SALES PERSONNEL DURING RESEARCH

Sales representatives Role

 To meet the sales objectives and targets.

 To call on dealers as per the calls planned.

 To plan sales presentation

 To maintain and upgrade customer relationships

 To maintain customer record card

 To process orders promptly

 Maintain Daily reports

 Submit Daily reports

 Exhibit honesty while dealing with the customers

 To abide by the company policy while making a call

 Prepare call objectives

 Study about client‟s profile and prepare a note on it

 Insure that you know what are you going to talk about

 Explain Call presentations

 Develop selling skills

 Techniques to achieve objectives of the call

 Listen to what your client says

 Do post –call analysis

 To participate in the formulation of the policy

39 | P a g e
CHAPTER 5

RESULTS & DISCUSSIONS

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Firstly, secondary data explaining the current production and growth opportunity for the tile industry.
Government initiative and Tax slabs showing the government initiative and political situation.

For my primary research I collected around 150 questionnaire for the dealer , sub- dealers and
non dealers of bell ceramic limited , and above I have compiled all the quantitative data into the
Bar and pie charts. Starting with the secondary data explaining the current product and growth
opportunity for the tile industry.When giving out my questionnaire I had to be very selective
about who I asked questions to, as I had to make sure that I had a representative sample
population so I can make generalizations about the entire consuming population.

The following pages discusses about the various marketing strategies being adopted by the bell
ceramic along with their market reach. Analysis includes a findings related to the product, price,
place and promotion along with their competitiveness with other brands like kajaria, somani, HR
johnsons ,Nitco and other brands. Pricing strategy of bell ceramic has been given along with the
comparison of price competitiveness of the bell ceramic from kajaria, somani, HR
johnsons ,Nitco.

Market segmentation strategy is also discussed, how bell divided complete market in different
town types. Use of segmentation strategy, bifurcating potential customer from the masses.

Survey was conducted to find about the demand of ceramic products in comparisonof granite,
mosaic, marbles and vitrified tiles. Product demand according to the product size and over
change in fast is also been depicted in graph-5. Separate graphs for wall and floor tiles show
client preference about the change of product demand according to product size.

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Year wise growth in million square meters

Source:Department of Industrial Policy & Promotion

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Sanitary ware Production in India

Source: Department of Industrial Policy & Promotion

Exports

• India exports ceramics worth approximately US$ 1 billion per annum. The main export
products are chemical porcelain and insulators, handicrafts, artware and stoneware crockery.

• The ceramic tile industry has shown a growth rate at about 12 per cent per annum. These are
exported to East and West Asian countries. The exports during 2006-07 amounted to Rs 251.20
crores (US$ 51.63 million).

• The exports in sanitaryware industry was to the tune of Rs 93.49 crores (US$ 19.21 million)
during 2006-07.

• The export of potteryware during 2006-07 was of the order of Rs 45.50 crore (US$ 9.35
million) and major markets include the US and Europe.

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Ceramic Exports during 2006‐07

Government Initiatives

Recognizing the potential of this sector, the government has undertaken several policy initiatives
to boost growth. The National Program for Energy Efficiency in SME Ceramic Industries in
India has been launched by UNIDO in collaboration with the Department of Industry Policy and
Promotion (DIPP), Ministry of Commerce and Industries, Government of India. The main
objectives of the programme are:

• Build capacity with regard to managers, workers, enterprises, and strengthening of institutional
structures and policy framework.

• Technology up gradation of selected ceramics units at Thangadh, Khurja and Morbi by

adoption of energy-efficient technologies and processes and improving their competitiveness by
achieving economies of scale, improving productivity, introducing new designs, adopting
international standards and encouraging quality controls.

• Promotion of India‟s brand image and enhancing quality of ceramic products.

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The government established Central Glass and Ceramic Research Institute (CGCRI) under the
Council of Scientific & Industrial Research which started functioning in 1944.

During the 1980s, the institute has renewed its emphasis on the Indian small scale sector and
rural pottery through the use of village level artisans. The institute also set up two extension
centres in Khurja (Uttar Pradesh) and Naroda (Gujarat), which are helping local industries in
introducing new technologies, beside upgrading existing ones.

The expertise generated by CGCRI at Bankura in the Indian state of West Bengal helped local
artisans produce pottery, based on locally available clay. This was a tremendous boost for the
artisans and led to the setting up of the Ceramic Centre for Rural Development, Pachmura,
Bankura.

During May-June 2007, a twenty-two member delegation from the Indian ceramics industry
visited China on an exposure –cum-study tour of ceramics manufacturing units. They interacted
with technology suppliers on different aspects of kiln and other equipments used in ceramics
units. In March 2008, French industrialists and six major companies under the „Ceramics
Competitiveness Cluster‟ participated in “Indian Ceramics 2008”, organised in Mumbai.

The main objectives for the delegates were to initiate alliances with Indian partners and present
French skills and expertise in industrial research and development in the field of ceramics.
„Indian Ceramics 2009‟ is scheduled to take place at Ahmedabad in Gujarat, the most significant
commercial and industrial centre, on 3-5 March 2009.

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commissioned a plant for manufacturing calcarious tiles.

• In July 2008, Kolkata-based IFGL Refactories acquired leading German ceramic company,
Hofmann Group of Companies, with an investment of US$ 11.15 million. Through this buyout,
FGL gained entry to the foundry industry which is growing at 15 per cent in China and 17 per
cent in India. This would also help the Indian company to get a strong foothold in mainland
Europe. In addition, the company hasalready started constructing a continuous casting refractory
manufacturing facility at the Kandla SEZ in Gujarat with an investment of US$ 11.82 million.

As per the recent statistics provided by DIPP, the ceramics industry in India has attracted Rs
17,462.43 million (US$ 409.92 million) i.e., 0.53 per cent of total foreign direct investment
inflows to India from April 2000-October 2008.

Future Opportunities

A report, published in June 2008, stated that the growth in demand for ceramic products has been
further strengthened by the boom in the Indian real estate sector, which is registering 30 per cent
growth per annum, for the last few years. The growth in the hospitality industry and the advent
of new malls, commercial complexes and multiplexes also lend support to the growth prospects
of this industry.

The low per-capita consumption of ceramic tiles in India, which is currently around 0.5 sq. m per
person as compared to 2.0 sq. m per person in countries, like Malaysia, Brazil and China, offers
huge growth potential.

The industry can reap the benefit of its low cost of production, which is 25-30 per cent lower
compared to the US and Europe, primarily owing to labour costs. Production of ceramics through
conversion from coal-fired to gas/oil fired- furnaces is likely to enhance fuel efficiency and
reduce cost as well as ensure better quality and reduction of environmental pollution.
Reduction in threshold limit under Zero Duty Export Promotion Capital Goods (EPCG) Scheme

46 | P a g e
PRIMARY RESULTS

Number of dealers dealing with Bell ceramic

Frequency Percent Valid percent Cumulative

percent
Yes 40 26.7 27 27
No 110 73.3 73 100
Total 150 100 100

Dealing with Bell

YES No

27%

73%

47 | P a g e
Area wise Dealers

40
30

20

10 Haus Tuglaqa
Jagat Loni mehrau G.K South
0 khas b
puri li ex
non-dealers
ad
ealers
Dealers 1 5 1 0 0 1 2
Sub- 3 15 1 0 0 2 3
dealers
non- 5 40 8 12 8 13 15
dealers

Chart Showing Active number of dealers, Sub-dealers and Non-dealers in different

markets of east and south Delhi.

Dealers - Currently acting as a wholesaler of bell ceramic limited which are keeping the stock
and distributing the tiles to other sub-dealers at slight higher price.

Sub-dealers -Currently selling the tiles of bell ceramic limited either through dealers or direct
material from the Delhi Depot.

Non-dealers - Currently not selling tiles of bell ceramic limited.

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Awareness of Brand

Frequency Percent Valid percent Cumulative

percent
Yes 66 44 44 44
No 84 55 55 100
Total 150 100 100

Awarness of Brand

yes
44%
No
56%

The survey revealed that only 44% of customers and dealers are fully aware about the brand
name of Bellceramic Limited. Most of the customers are aware Kajaria and Somina due to huge
advertisement by the in Media. Bell‟s brand is also associated with south very good market
share in south. This is not good from the company‟s prospective as the company image is not
driving by its attributes, rather than by location and Market base.

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SATISFACTION WITH BELL TILES

100%
90%
80%
70%
60%
50%
40%
30%
20%
no
10%
yes
0%price promotion personnel visit availability of
price
promotion material
personnel visit
no 61 70 58 availability of 33
material
yes 39 30 42 67

The above graph depicts the response of dealers and sub- dealers in the Delhi/ NCR region
regarding thesatisfaction level of bell ceramics tiles.

 39% of dealers are satisfied with the price of the bell ceramic tiles and 61% of the
dealers are notsatisfied with the price of bell tiles. Transportation is the reason for less
price competitiveness inthe northern Markets.

 30% of the dealers are satisfied with the promotion of bell tiles and 70% of dealers
are notsatisfied with the promotion of bell tiles. Low satisfaction at dealers part for
promotion as company do not spend on mass media like T.V advertisement, print
media etc.

 42% of the dealers are satisfied with the personnel visit and 58% of dealers are not
satisfied withthe personnel visit of bell tiles. There is a staff shortage in marketing

50 | P a g e
department that‟s why company is not able to tap complete market.

 Availability of product is good due to Delhi depot at M.J Road.

SELLING PROPORTIONS OF VARIOUS TILES

70

60

50
ceramics
40 vitrified
mosaic
30 marble
0 cerami vitrifie mosai marble granit granite
20
cs d c e
Colu1m
0n 29 62 11 37 11
1

 Vitrified tiles are in high demand in the market and bell ceramics do not produce vitrified
tiles, the dealer‟s sells around 62% of vitrified tiles. Consumer is demanding more
vitrified tiles due to more glaze and more designs.
 Ceramic tiles sell around 29% of the total market of tiles.

 Mosaic tiles sells around 11% in the market.

 Marble tiles sell around 37% which is also in good demand in the market. Black and
Brown marble are sold mostly in the market but used more for kitchens and bathrooms.
 Granite tiles sells around 11% in the current tiles market. More used in Kitchens as slabs
for housewife to cook food.

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Demand of EDGE-CUT TILES

Frequency Percent Valid percent Cumulative

percent
Yes 98 65.3 64 64
No 52 34.6 36 100
Total 150 100 100

DEMAND OF EDGE CUT TILES

DEMAND OF EDGE CUT TILES

66%

36%

YES No

According to the survey, the demand for the Edge cut tiles are more than other tiles of
Bell ceramic Limited. The reason is the better quality and favorable size of 16*16. Bell Ceramic
has very lessnumber of design in Edge cut tiles.

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Demand of Wall tiles according to size

18%

15%
Axis Title

12*18
8%
59% 10*13
8*12
Others

 Demand of wall size 12*18 is highest in all the ceramic products, company has
introduced new product leher in the market but color and concept are very less.

 The demand of Size 12*8 is decrease due to change in the taste and preference of
customers.

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Demand of floor tiles according to Size

50
40
30
20
10
0 12*1 16*1 24*2 Other
Demand
12*122 6 4 s
16*16
Deman 22 19 4*24 12
47 Oth ers
d

 Demand of Size 12*12 is highest at 47% which come up in last few years according to
the dealers of Delhi and NCR.

 Demand of product 16*16 is 19%, Bell has a huge demand of Size 16*16 group 5 tiles in
comparison to overall tiles categories.

 The demand of tile 12*12 is still there, company can penetrate its products in the market
at this segment.

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Defected Products

Frequency Percent Valid percent Cumulative

percent
Yes 30 20 20 20
No 120 80 80 100
Total 150 100 100

Defected Products

20%

YES
NO

80%

Survey showed a good response of the product quality of Bell tiles in the market.

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80% of respondents have not come up with any defect in Bell Ceramic‟s tiles. This can acts as a
USP for Bell in the tile industry as dealers are continuously complaining about the difference in
size and colors of similar products of other company. Main reason behind this is good
technology being used in manufacturing Bell tiles.

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Dealers demand for change in Bell ceramic limited
Frequency Percent Valid Percent Cumulative
percent
Quality 17 11.3 11.3 11.3

Improvement
More design 47 31.3 31.3 41.6

And colors
Competitive Price 24 16 16 57

More Size 62 41.3 41.3 100

Total 150 100 100

Dealers Demand for change in Bell ceamic

Limited

50
40
30
20
10

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0 Quali More Pric Mor
ty Desig e e
n Size
s
Dealers Demand for
11.3 31.3 16 41.3
change inBell
ceamic Limited

When the respondents were asked to give suggestion about the changes they would like to see in
Bell Ceramic limited, approximately 75% demanded to introduce of more tiles and design.
Currently Bell ceramic has around 107 different kinds of tiles shades in different sizes which are
very less in comparisonto Kajaria Tiles offering more the 400 options in ceramic wall tiles, wall
tiles, vitrified tiles and high-end imported tiles.

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DISTRIBUTION SYSTEM OF BELL CERAMI

Dora Plant

Wholesalers/Dealers

Delhi Depot

Sub-dealers

Customers

The distribution system of bell ceramics works in the following manner-

 Dora plant produces the tiles and transfer them to dealers directly or the Delhi depot.

 The sub-dealers can take the material or tiles from dealers directly or Delhi depot. The
price of tiles per box is increased by Rs.40, when the tiles are taken from Delhi depot
directly.

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 The dealers prefer to take tiles from Delhi depot when they need the material in small
quantities or there are urgent requirements.

 Finally the customer chooses the tiles of their own choice and gives the order according

to their requirements.

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SWOT Analysis on the basis of the research undertaken:Strengths:

 Prices of products are very competitive

 USP as Group 5 tiles

 Presence in Delhi (Delhi depot)

 Fair and Transparent system , Credit terms and repayment

Weaknesses:

 Limited number of size and ranges.

 Tiles of size 8-by-12

 No awareness thought mass media , less media visibility

 Unattractive catalogs

 Defects in products including color variations

Opportunities:

 More tile is need in wall tiles with highlighters

 Manufacturing of more products in size 12~12 and 12~24

 Better inventory management

 Appropriate timing

 Manufacturing of vitrified tiles

 Covering of areas near constructing buildings

 Better relationship management

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Threats:

 Highly competitive environment.

 Very less profit margins

 Loss in operation in last few year due to lack of demand and moreproduction

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CHAPTER 6

SUGGESTION AND CONCLUSION

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More than anything, Bell Ceramic is all about making the homes beautifuland values our customers
concern for quality, timely delivery & top-class support.

Observations and Findings:

There are some major problems and misconceptions associated with ceramic tiles and bell
ceramics in specific which 1 would like to point out.

Firstly- Dealers and Customers these days recommend a siize of 2*2 feet because a bigger size
means lesser points and since customers want lesser joints hence the demand for bigger size.

Secondly- vitrified tiles are more in demand for their looks and not many architects were aware
of their more porous nature and that there was a limitation with symmetrical designs on them.

Thirdly- not many dealers were aware of the current price range of bell and thought that bell
tiles were expensive which is not there.

Fourthly- there definitely a problem with visibility of the brand which needs to be tackled as not
many people were aware of group 5 Non skid tiles of bell.

Fifthly- as compared to other brands the design of bell rage is less.

One of the architects was kind enough to point out that these days concept tiles are in vogue
which means that the wall tiles should match the floor tiles and such a combination is known as
Concept tiles. Also he said that the way the tiles are laid here is wrong and that if the tiles were
laid as they are done in America or Europe there would be no problems of soap or dirt being
stuck in the joints and hence would be more acceptable in India. He also mentioned that Chinese
tiles are also in vogue these days. Another architect pointed out that there was a problem with
curvature of the tiles of other companies which exceeded the allowed limit. Some of the architect
prefer lighter shades. Even though they are recommending vitrified tiles yet most of them prefer
installing ceramic tiles in bathrooms.

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SUGGESTIONS :

 Pricing of bell ceramic is slightly uncompetitive, should be reduce toincrease overall

market share.

 For product strategy we recommend company to introduce more design in12*18 wall
tiles and 24*24 in floor tiles.

 Opportunity to introduce products in vitrified tiles as there is a huge demandin the market.

 Company need to increase its visibility through promotions such asadvertisements,

mass media and print media especially in northern India.

 Bell needs to introduce market development strategy by introducing existingproducts to

new markets such as rural India which is still untapped.

 Plant location strategy need to be reviewed as cost of transportation is veryhigh in

comparison to other companies.

 Mehrauli and Huas khas market is still untapped , more focus is required topay.

 More edge cut and group 5 tiles need to be introduced as these are morepopular
than normal tiles.

65 | P a g e
THANKS NOTE :

In the practical training for a period of 2 months, I have learned a lot about the present scenario
in the field of Ceramic Industry. I have gained knowledge about the technology and market
techniques used by the company.

At our college we learn the majority of the things theoretically, which does not provides
adequate information about the subject, and students remain uninformed of the problems and
errors when they go to the field. This practical training has provided us the knowledge about
various practical information on field.

I am highly grateful & thankful to the BELL CERAMIC LIMIETED for the support and
guidance given to us for the successful completion of our practical training & wish them success
in every field.

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BIBLIOGRAPHY

REFERENCES:

 Philip Kotler – Marketing Management, fifth Indian reprint, 11 edition

 Naresh K. Malhotra – Marketing Research, third Indian reprint,5 edition

 Marketing research , An integrated approach ,2nd edition, Alan Wilson, Apr 2006

 www.bellceramic.com

 www.marketingmanage12.com

 www.google.com

 http://www.icmrindia.org/casestudies/catalogue/Marketing1/MKTA011.

 http://www.examiner.com...

 http://www.dancewithsha...

 http://www.scribd.com/d...

 http://www.indiaenviron...

 http://www.business-sta...

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APPENDIX

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QUESTIONNAIRE

1. SINCE HOW LONG ARE YOU INTO THIS BUSINESS?

2. WHAT IS THE QUANTITY OF TILES THAT YOU PURCHASE MONTHLY?

3. WHAT ARE THE TYPES OF TILES THAT YOU DEAL IN?

a) Ceramic b) Vitrified

c) Mosaic d) Marble

e) Granite

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f) Any other

4. WHICH ARE THE TILE COMPANIES THAT YOU DEAL WITH?

a) Bell b) Nitco

c) Somany d) Kajaria

e) Others

5. WHO ARE YOUR END CUSTOMERS?

a) Government b) Individuals

c) Builders d) Architects

e) Engineers e) Others

6. ACCORDING TO YOU, WHO INFLUENCES THE DECISION OF

PURCHASING /SELECTION OF TILES?

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7. FROM WHOM DO YOU PROCURE TILES?

a) Company b) Authorized dealers

c) Sub-Dealers

d) Any other

8. WHAT IS YOUR MOST PREFERRED TILES’ SIZE?

WALL FLOOR

12x18 12x12

10x13 16x16

8x12 24x24

Others: Others

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9. ARE THE CUSTOMERS CONSCIOUS ABOUT THE BRAND OF TILES?

a) Yes b) No

10. HOW WOULD YOU RANK THE FOLLOWING COMPANIES?

Quality Price Demand Range Services

Orient

Kajaria Tiles
Somany Tiles

Bell Tiles

Jhonson Tiles

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11. IS THE DEMAND FOR EDGE-CUT TILES MORE?

a) Yes b) No

 IF YES, SPECIFY THE REASON

12. WHAT PRODUCTS DO YOU SELL AT YOUR SHOP?

a) Sanitary wares b) Hardwares

c) Bathroom fittings d) Electric

appliances

e) Tiles f) Paints

g) Marbles

h) Others

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13. DO YOU DEAL WITH BELL CERMICS LTD?

Yes No

IF YES,

a) SINCE HOW LONG

b) AVERAGE OFFTAKE MONTHLY
c) TYPES PREFERRED:
i) WALL ii) FLOOR

d) ARE YOU SATISFIED WITH:

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i) Price Yes No

If No, Specify,

ii) Promotion Yes No

If No, Specify,

iii) Personnel visit Yes No

If No, Specify,

iv) Availability of material Yes No

If No, Specify,

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e) HAVE YOU EVER FACED ANY PRODUCT DEFECTS WITH
BELLCERAMICS?

Yes No

IF YES, SPECIFY

f) DO YOU GET REGULAR INTIMATION ABOUT NEW

PRODUCT OFBELL CERAMICS?

Yes No

IF YES, HOW?

IF NOT A DEALER, WOULD YOU LIKE TO BE ONE?

14. WHAT ARE YOUR SUGGESTIONS FOR BETTER ACCEPTANCE OF

BELLPRODUCTS?

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a) Quality Improvement b) More Designs and colors
c) Competitive Price d) More sizes

e) Others

15. YOUR VALUED COMMENTS:

THANK YOU VERY MUCH FOR YOUR CO- OPERATION.

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