SUMMER TRAINING REPORT

ON

MARKET POTENTIAL OF DESIGNER TILES

PROJECT UNDERTAKEN
AT
SCHABLONA INDIA LIMITED

SUBMITTED IN THE PARTIAL FULFILLMENT OF

(2008-2010)

UNDER GUIDANCE OF
MR.AKLESH KUMAR PANDEY (SR.MARKETING MANAGER)

Submitted to:- Submitteb by:-

MISS SARIKA SHARMA NARENDER

KUMAR
(FACULATY OF MBA) MBA 3RD
SAMASTER

HARYANA GROUP OF INSTITUTIONS

ASUDHA, BAHADURGARH
HARYANA
 TABLE OF CONTENTS: -
PAGE NO:
i. DECLARATION

ii. SUPERVISOR ‘S CERTIFICATE

iii. ACKNOWLEGEMENT

iv. PREFACE

v. TABLE OF CONTENTS
CHAPTER
NO.
1. INTRODUCTION

1.1 INTRODUCTION
1.2 SIGNIFICANCE OF STUDY
1.3 SCOPE OF STUDY
1.4 OBJECTIVES OF THE STUDY
1.5 RESEARCH METHODOLOGY

2. LITERATURE REVIEW

3. THE ORGANIZATION
3.1 INTRODUCTION
3.2 HISTORY OF CERAMIC TILES
4. DATA ANALYSIS AND INTERPRETATION

5. FINDINGS OF THE STUDY

6. CONCLUSIONS AND SUGGESTIONS
6.1 CONCLUSION
6.2 SUGGESTIONS
6.3 LIMITATIONS

BIBLIOGRAPHY
ANNEXURE
 DECLARATION

I, NARENDER KUMAR student of MBA. ( 3rd semester) ,hit hereby

declare that the project report entitled topic MARKET POTENTIAL
OF DESIGNER TILES IN DELHI. at “SCHABLONA INDIA
LIMITED” is a record of independent research work carried out by
me under supervision of MR. AKHLISH KUMAR PANDAY. This
project has not been previously submitted for the award of any
diploma, degree or any other similar title.

NARENDER KUMAR

(Signature of candidate)
 ACKNOWLEDGEMENT
The Summer Internship at “SCHABLONA INDIA LIMITED” has
been a quantum leap in terms of practical savvy, understanding of
management concepts, sincerity, diligence, responsibility & above all
self-confidence.

In particular, I would like to extend my heartfelt gratitude to

MR. AKLESH KUMAR PANDEY (SENIOR MARKETING
MANAGER) without whose facilitation and cooperation this project
would not have been so fulfilling.

I would like to take this opportunity to thank my project guide

MR. MANOJ DAVE. For their guidance and for keeping me on track
through their expertise in the field of HR.

I would also like to acknowledge MISS SARIKA SHARMA.

My project guide, faculty of HIT and the entire esteemed faculty of
HIT, BAHADURGARH for providing me the required theoretical
background to approach the project.
Above all, I would definitely like to thank all my fellow summer
trainee friends in the company who always provided me the support
and confidence and without whom I would never adjust myself in
such an atmosphere.
 PREFACE

Practical training constitutes an integral part of the technical

studies. Training gives an opportunity to the students to expose
themselves to the industrial environment, which is quite different
from the classroom teachings. The practical knowledge is an
important suffix to the theoretical knowledge.

One cannot rely upon theoretical knowledge. It has to be

coupled with practical to be fruitful. Classrooms lectures make the
fundamental concept of technologies clear but not their application in
actual practice. A positive & correct result of the classroom learning
needs realities of the practical situation. The training also enables the
engineering students to see themselves the working conditions under
which they have to work in the future. It thus enables the students to
undergone those experiences, which will help them later when they
join any organization.

It is in this sense that practical training in company has a

significant role to play in the subject of financial management for
developing managerial & administrative skills in the future finance
managers & to enhance their analytical skills.

I underwent six weeks of training at SCHABLONA INDIA

LIMITED.

I consider myself lucky to get my Project training in such a big

company. It really helped me to get a practical insight into the actual
software environment and provide me an opportunity to make my
computer software related concepts more clear.
 INTRODUCTION

Schablona India Ltd., a Somany Enterprise, is a joint stock company

registered in India. Its shares are listed at the Stock Exchanges at
Bombay and Calcutta. Its Registered Office is situated at 2 Red Cross
Place, Kolkata - 700 001.

Company has established its manufacturing base near Delhi in

National Capital Region on NH-10 at Bahadurgarh in German
Collaboration. Operations of the Company are divided under two
separate divisions - one for production of Ceramic Decals and the
other for production and marketing of value added Ceramic Tiles.

TRANSFER (DECALS) DIVISION (TRF)

Ceramic Transfer/Decal printing plant was set up in 1994 with a view

to produce high quality decals required by manufacturers of glass -
ceramics and enamelware.

The company employs in-house a strong team of qualified and

experienced artists and designers which is assisted and supported by
state of the art darkroom and computer facilities and personnel. Our
designers and R&D personnel are able to execute even the most
difficult designing assignments within the time frame required by our
customers. Plant and equipment for production were imported from
Germany under advice and supervision of German Collaborators,
Schablona Consulting and Beteiligungs Gmbh.

Today Schablona name is considered synonymous with high

quality decals in the country. The company is a leader in production
of decals for transparent and opal glass industries. Besides it is the
first choice of bone china manufacturers for their high quality
customized needs. We specialize in printing of gold and platinum. We
carry regular stock of colour ranges to suit all likely needs of our
clients, including certification for heavy metal norms and food safe
products.
This Division of Schablona can produce over one million sheets
per annum in 65 cm x 85 cm size. Recently the Division has added
furnaces for decoration and firing of glass, bone china and porcelain.
This would enable our clients to get their transfers designed and fired
from a single window. The Division has started accepting orders for
decoration and firing of glass bottles in large quantities on regular
basis.

DESIGNER TILES DIVISION (DTD)

The Company's plant for on line decoration/printing and firing for

value added ceramic tiles was set up in 2004 with annual production
capacity of 90,000 sq. meters of tiles.

The plant is equipped with an automatic printing line and two

microprocessor controlled gas fired furnaces besides automatic tiles
cutting equipment, all imported from Italy.

A water jet cutting machine was added in 2005 which is

capable of making inticate designs by cutting grooving.

A new plant with automated printed line and two microprocessor

controlled gas fired furnaces besides automatic tiles cutting
equipment along with dryers was added in 2006. With this addition
of plant the annual production capacity rose to 1,90,000 sq. meters of
tiles. And in 2008 the company's annual production is 3,80,000 sq.
meters of tiles. And combined annual production of Kadi (Gujarat)
and Kassar, Bahadurgarh (Haryana) is approximately 6,00,000 sq.
meters of tiles. And the company has the largest production capacity.
The company can undertake any customization in ceramic and
vitrified tiles.
 VISION AND MISSION OF
SCHABLONA

VISION

To Emerge as India’s finest design power house and

manufacturer of value added tiles a confluence of latest technology
and finest craftsmanship delighting customers with the innovative
and latest designs thus marking a nichest fashion statement of it's
consumers.

MISSION

To manufacture, market and service products of

international standard. Ensure that all company processes are geared
to deliver the highest levels of customer satisfaction. Keep an
employee-centric focus in all the operations. Foster Innovation and
creativity at all levels. Deliver value to all stakeholders of the
company.
To be recognized as the pioneers and trend setters in Designer
products segment in the world creating and delivering qualitative
designer Ceramic products and Transfers.
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 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)

Top
CERAMIC TILES INDUSTRY IN INDIA:

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.
With proper planning and better quality control our exports (presently
insignificant) contribution can significantly increase.
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 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.

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.
s
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%).
(Source: Compiled using information from Corporate Catalyst India, ASCER
and other associations.)

Top
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%
200 (approx..) (70% based in
No. of units:
Gujarat region)
Rs 350 crores per annum or
Revenue (excise duty):
less
11. Job Potential: 50,000 direct
500,000 indirect

Click on the links below to get Graphical picture of:

• Top 10 Exporting Countries.

 • Top 10 Tile Producing Countries.

• Top 10 Countries with Highest Per Capita Consumption/ Sq.Mt.

Top
MEMBERS IN CERAMIC TILE INDUSTRY:
Members in Ceramic Tile Industry:-
Name of Member
Anant Raj Industries Ltd.
Antique Granito Pvt. Ltd.
Asian Granito (India) Ltd.
City Tiles Ltd.
Century Tiles Ltd.
Deco Lights Ceramics Ltd.
Euro Ceramics Pvt. Ltd.
H. & R. Johnson (India) Ltd.
Jalaram Ceramics Ltd.
Kajaria Ceramics Ltd.
Murudeshwar Ceramics Ltd.
Oracle Granito Ltd.
Orient Ceramics And
Industries Ltd.
RAK Ceramics India Pvt. Ltd. www.rakceram.com
Regent Granito (India) Ltd.
Restile Ceramics Ltd.
Sentini Cermica Pvt. Ltd.
Sogo Ceramics Pvt. Ltd.
SPL Ltd.
Varmora Granito (P) Ltd.
Vrundavan Ceramics Ltd.
Website
www.romano.trade-india.com
www.antiquegranito.com
www.asiangranito.com
www.citytilesltd.com
www.centurytiles.com
www.decocovering.com
www.eurogranamite.com
www.hrjohnsonindia.com
www.siddharthceramics.com
www.kajariaceramics.com
www.naveenceramics.com
www.oraclegranito.com
www.orienttiles.com
www.regentgranito.com
www.restile.com
www.sentinicermica.com
www.sogovitrified.com
www.somanytiles.com
www.varmora.com
www.vrundawanceramic.com
A.FORMULATION OF RESEARCH
TOPIC
Market is a place where, the buyer and the seller meet in order to
exchange the product, which has some monetary value. In short
market is a geographical segment which deals with the buying and
selling of product in monetary term.

Marketing is a process by which individuals and group obtain what

they want and through creating and exchanging products and value
with other. Palmer defines it as “marketing is the management
process that identifies, anticipates and satisfies customer
requirements profitability”.

My study topic is “TO IDENIFY THE MARKET POTENTIAL OF

DESIGNER TILES IN JANAKPURI”. As we know that formulating
the problem involve the task of laying down boundaries within which
the researcher shall study the problem with the predetermined
objective and view.

B.OBJECTIVE OF RESEARCH STUDY

• The objective of this study is to understand and market

analysis of tile industry with respect to Schablona India
Limited.

• To know about the market potential of designer tiles.

• To know the best price acceptance level of your market.

• To know purchasing power of customer in given area/ market.

• To Know about selling operation of tiles.

• To know the average trend of selling of tiles.

• To know buying behavior of customer in given market

• To know the taste of market about designer tiles.

 • To know that the people are aware about Schablona product
range or not.

• To identify the interest level towards Schablona product.

C.SCOPE OF THE STUDY

• This research study is done at Schablona India Limited &

hence the scope of study is wide towards the dealers of tiles,
sanitary ware & designer tiles.

• To find market share of Schablona in Janak puri (Delhi).

• To find opportunities and scope of designer tiles of Schablona

tiles.

• To find out the customer satisfaction level of existing dealer as

well as the competitors.
LIMITATIONS OF THE STUDY

 Limited area.
 Limited time period due to regular classes.
 Some responses to the questions were abacuses.
  Sampling technique was convenience sample.
 Some respondent were not willing to give the answer
 Sample size is 30 which is very small.
 Respondents view may be biased.

SIGNIFICANCE OF THE STUDY

This is a limited study which takes into consideration the
response of 20 dealers. This data can be explorated to take in the
trends across the industry. The significance for the industry lies in
studying these trends that emerge from the study. It is a rapidly
changing and evolving sector. A study like this can attempt to guide
the future of the industry based on current trends.
 The given topic has three important point, first is, what is
designer tile. Second question is , what is market potential for
designer tile in Delhi east region and market condition in the given
area.

Designer tiles are also known as decorative tile. It is a new

concept in ceramic industry in India. In short, designer tile are value
addition through various processes on the finished glazed surface of
normal ceramic tiles. These tile are also known as third fire tile.
These tile are called as third fire tile because, in first fire normal
structure of tile is shaped, in second firing a glazed is coated upon the
surface and in third firing the design is crafted upon the surface with
the help of screen, hand printing through ceramic colors, application
of glass material, use of water jet cutting and transfer sheet etc, and
the reprocessing of normal ceramic tile through above process going
to be converted into different form and that are commonly known as
designer/third fire basic dark-light (BD/BL), motifs, border, mural
and in addition to these the existing latest trend through above
process called highlighters, are the important part of designer tile.
Designer tile create a revolution in the field of ceramic tiles. In short
it can be said that, if ceramic tile is black and white movie, then
designer tiles are its digital colorful version.

Market potential means, finding out the condition for the

introduction and growth, opportunity, maximum investment and the
area require for the investment for the given product. To find out the
answer of these question, companies are engaged in finding out the
exact position of 4p’s (product, price, place, promotion) in the given
market.

RESEARCH METHODLOGY
 Research in common parlance refers to a search for
knowledge. Research is an art of scientific investigation and is a
careful investigation or inquiry especially through search for new
facts in any branch of knowledge. Research comprises defining and
redefining problems, formulating hypothesis or suggested solutions;
collecting, organizing and evaluating data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis. Research is
an original contribution to the existing stock of knowledge making
for its advancement. It is the pursuit of truth with the help of study,
observation, comparison and experiment.

Research Methodology is a way to systematically solve the

research problem .It may be understood as a science of studying how
research is done scientifically. In it we study the various steps that are
generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to
know not only the research methods / techniques but also the
methodology.

RESEARCH PROBLEM
The first step while conducting a research is to carefully define
the research problem. The problem to be studied must be defined
unambiguously. The present study has been undertaken to Janak
puri (Delhi). The market potential Towards Schablona Products.

RESEARCH DESIGN:
Research Design clears the conceptual structure within which
research would be conducted. The preparation of such design
facilitates research to be as effective as possible.

The following are different types of Research Design –

1 Research design in case of exploratory research studies.

2 Research design in case of descriptive research studies.

3 Research design in case of diagnostic research studies.

4 Research design in case of experiment research studies.

In this study Descriptive Research design is used.

Descriptive Research studies are those studies which are concerned
with describing the characteristics of a particular group or situation.

UNIVERSE OR SURVEY POPULATION

All the items under consideration in any field of inquiry constitute a
‘universe’ or ‘population’. In practice select only a few items from
the universe for the study purpose. The items so selected constitute is
technically called a Sample. In this study sample is selected from the
dealers of tiles from the Janak puri ( Delhi).

SAMPLE DESIGN
For collecting information from the sample selected any method of
sample design may be selected. Various methods of sample design
are- Random Sampling, systematic Sampling, Deliberate Sampling ,
Quota Sampling, Area Sampling, Convenient Sampling technique is
used on the basis of easy to access.
Sample Unit – Dealers of tiles

Type of Research - Analytical

Sample size - 30 Respondents

Sample media - Questionnaire

Sampling Technique - Convenient Sampling

Area Covered - Janak Puri (Delhi)

 TYPE OF RESEARCH USED IN THE
PROJECT

Research is a common parlance refers to a search for knowledge. One

can also define research as a scientific and systematic search for
patient information on a specific topic. Redman define research as a
“systematized effort to gain new knowledge”. There are many type of
research as descriptive & analytical, applied and fundamental
conceptual and empirical research etc.

The main problem with my topic is that, there is no control on the

variable, we can only report what is happening and what has
happened. The questions which I have to find out are, buying
behavior of customer, price range, etc. these questions are
quantitative where as, the satisfaction level of dealer and there
opinions are qualitative in nature.

Thus having above condition in mind the suitable type of research is

descriptive research, quantitative research and qualitative research.
COLLECTION OF DATA
The data required for the study is primary data as well as secondary
data “The primary data are those which are collected a fresh and for
the first time and thus happen to be original in character”. The
secondary data, on the other hand, are those which have already been
collected by someone else and which have already been passed
through statistical process.

The various method used for collection of primary data is

observation method, interview method, questionnaires and schedules.

The secondary data are collected from the various sources like
papers, internet.
 DATA ANALYSIS AND
INTERPRESENTATION

Dr. A.L. Bowlly very aptly observes that, “it is never safe to take
published statistics at there face value without knowing there
meaning and limitation and it is always necessary to criticize
argument that can be based on them”.

The various data collected from the field and there interpretation is
as follows–
Q.1) MODE OF TILE SALES IN YOUR SHOWROOM

MOCK-UP DISPLAY ( ) SLANT DISPLAY ( )

PANEL DISPLAY ( ) HANDY OF DIFFERENT BRAND ( )

MODE OF DISPLAY Percentage

MOCK- UP DISPLAY 20
PANEL DISPLAY 40
SLANT DISPLAY 10
HANDY OF DIFFERENT 30
BRAND
TOTAL 100

MOCK- UP
40 DISPLAY

30 PANEL DISPLAY

20
SLANT DISPLAY
10

0 HANDY OF
1
DIFFERENT
BRAND

INTERPRETATION
According to that we find that the mode of display on the show room
is Mock-up display is 30%, Panel display is 30%, Slant display is
15% and the Handy of different brand is 25%.
Q.2) DETAILS OF SELLING OPERATION OF TILES

THROUGH SALESPERSON ( )

IF YES, NO OF SALES PERSON………….

DORECT OWNER SELLING ( )

SELLING
OPERATION PERCENTAGE
THROUGH SALES
PERSON 65
DIRECT OWNER
SELLING 35

70
60
50
THROUGH
40
SALES PERSON
30
DIRECT OWNER
20 SELLING
10
0
1 2 3 4

INTERPRETATION
In this question we got to know that the selling operation of tiles is
Through sales person and direct owner selling, so we find that there
were 70% selling by sales person and 30 percent were by direct
owner selling.
Q.3) AVERAGE TREND OF SELLING FROM YOUR COUNTER

WHOLESELLING ( )

IF YES, BRAND OF WHOLESELLING………………………

RETAIL SELLING ( )

PROJECT SELLING ( )

TREND OF
SELLING PERCENTAGE
WHOLE
SELLING 30
RETAIL
SELLING 60
PROJECT
SELLING 10

60
50
WHOLE SELLING
40
30 RETAIL SELLING
20
PROJECT
10 SELLING
0
1 2 3

INTERPRETATION
Through this question we find that trend of selling like whole selling
is 25%, retail selling is 55% and the project selling is 20%.
Q.5) DETAIL OF DEALERSHIP OF CERAMIC TILES AND
OTHER

BUILDING MATERIAL

TILES BATH SANITARY DESIGNER IMPORTED

(COMPANIES) FITTER WARE TILES

INTERPRETATION
Through this question we got to know that on the show rooms of tiles
there are available of every kind of building material like bath fitter,
sanitary ware, designer tiles and imported tiles.

Q.6) DEALER SHIP OF OTHER COMPANIES RELATED

BUILDING MATERIAL PRODUCT

PRODUCT NAME OF BRAND

i. SANITARY WARE ………………………………………

ii. BATH FITTINGS …………………………………. …..
iii. DESIGNER TILES ………………………………………
iv. IMPORTED TILES ………………………………………
Q.7) % OF PURCHASING POWER OF CUSTOMER IN YOUR
AREA

/ MARKET

i. HIGH CLASS …………………………………….

ii. MIDDLE CLASS …………………………………….
iii. LOWER MIDDLE CLASS ……………………………………..

PURCHASING POWER OF
CUSTOMER PERCENTAGE
HIGH CLASS 25
MIDDLE CLASS 50
LOWER MIDDLE CLASS 25
PURCHASING
60 POWER OF
50 CUSTOMER

40 HIGH CLASS

30
20 MIDDLE CLASS
10
0 LOWER MIDDLE
1 2 3 4 5
CLASS
INTERPRETATION
The society under my study is divided into three main category, these
are high class, middle class and low class. The classes are divided on
the basis of their income. High class refers to the group who is
innovator in nature and does not much care about the money in
purchasing of tiles. They ask for the designs and new launching. The
high class includes upper middle class. Middle class includes those
group who are price conscious and innovator in nature. The lower
class usages glossy and matt tiles with border and sometime motifs.
The important point is that the interpreted data includes the
population in reference to ceramic customer only and not the whole
population.

In this question we got to know that in the area of Janak Puri, there
are only 25% people belongs to high class, from middle class 50%
and from the lower middle class there were only 25% people.
Q.8) % OF BUYING BEHAVIOUR OF CUSTOMER IN YOUR
AREA

/ MARKET

i. BRAND LOYAL ……………………………………...

ii. PRICE CONSCIOUS ………………………………………
iii. INNOVATOR ………………………………………
BEHAVIOUR OF
CUSTOMER PERCENTAGE
BRAND LOYAL 15
PRICE CONSCIOUS 75
INNOVATOR 10
BEHAVIOUR OF
80 CUSTOMER
70 BRAND LOYAL
60
50 PRICE
40 CONSCIOUS
30 INNOVATOR
20
10
0

INTERPRETATION
In reference to buying behavior of customer, the customer is divided
into three categories Price conscious, Innovator and Brand loyal.
Price conscious are those who seems more careful about the MRP of
the tiles. These types of customer go for the cheapest tiles in the
market and for this they compromise with quality and brand of tile
also. On the other hand Brand Loyal are those who ask for the
particular brand like Somany, Schablona etc. Innovator are those
who adopt the new trend or launching in the market and price have
no matter to them.

In this question we got to know that in the area of Janak puri the
behaviour of customer is devided into three category these are brand
loyal is 10% , Price conscious is 80% and the strength of innovator is
10%.
Q.9) GIVE THE DETAILS OF VARIOUS DESIGNER TILES
BRANDS IN YOUR MARKET

……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………

ANALYSIS
In the area of Uttam Nagar there were various brands of designer
tiles these are JOHNSON, KAJARIA, NICE, AMBANI, SUNCITY
AND SCHABLONA, ETC.

Q.10) DAILY AVERAGE SELLING NO OF BATHROOMS

FROM YOUR COUNTER.

i. 5-7
ii. 8-15
iii. 16-25
iv. 25 and more

ANALYSIS
In the area of Uttam Nagar no one dealer couldn’t tells us about that
there average selling of no. of bathrooms from there counter. So, we
can not give the detail about it.

Q.11) PER MONTH AVERAGE SALES OF FOLLOWING FROM

YOUR COUNTER

PRODUCT NO OF BOXES

i. FLOOR TILES ……………………………………

ii. WALL TILES ……………………………………
iii. DESIGNER TILES …………………………………….
iv. IMPORTED TILES ……………………………………
 SALE OF COMPLIMENTS VALUE IN LAKHS

i. BR ……………………..
ii. MF ……………………..
iii. EH ……………………..
SOURCE OF ABOVE PRODUCT RANGE AVAILABLITY
(COMPLIMENTS)

……………………………………………………………………………
……………………………………………………………………………
…………………………………………………………………………….

Q.12) BEST PRICE ACCEPTANCE LEVEL OF YOUR MARKET

i. RS 25-35/sqft
ii. RS 35-50/sqft
iii. RS 50-65/sqft
iv. RS 65-100/sqft
v. MORE THAN RS 100

PRICE ACCEPTANCE PERCENTAGE

RS 25-35 25
RS 35-50 25
RS 50-65 20
RS 65-100 20
MORE THAN RS100 10
 25 RS 25-35

20 RS 35-50
15
RS 50-65
10

5 RS 65-100

0 MORE THAN
1 2 3 4 RS100

INTERPRETATION
In the area of Janakpuri the price acceptance level is devided into
different category these are RS 25-35 is 20%, RS 30-50 is 30%, RS
50-65 is 25%, RS 65-100 is 15% and more than RS 100 is only 10%.

Q.13) ARE YOU AWARE ABOUT SCHABLONA DESIGNER

TILES ?

YES ( ) NO ( )

ANALYSIS

Through this question we got to know that the few people were aware
about the Schablona products and those person knows, they knows it
through Somany company. Only Somany dealers and those dealers
uses the Schablona products these persons knows about the
Schablona.
Q.14) IF YES, SOURCE OF AWARENESS THROUGH

……………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
………..

SOURCE OF
AWARENESS PERCENTAGE
SCHABLONA SALES
PERSON 20
SOMANY SALES
PERSON 45
NO AWARENESS 35

50

40 SCHABLONA
SALES PERSON
30
SOMANY SALES
20 PERSON

10 NO
AWARENESS
0
1 2 3 4

INTERPRETATION
In this area we got to know that only 25% of dealers aware about
Schablona through the Schablona sales person, and through Somany
sales person 45% dealers were aware about it. And 30% of the total
population were not aware about it.
Q.15) SATISFACTION LEVEL OF SCHABLONA ( IF USING
OTHERWISE SATISFACTION LEVEL OF OTHERS)

RATING PARAMETERS

i. DESIGN 1 2 3 4 5 6 7 8 9 10
ii. QUALITY 1 2 3 4 5 6 7 8 9 10
iii. PRICE 1 2 3 4 5 6 7 8 9 10
iv. SERVICE 1 2 3 4 5 6 7 8 9 10
v. COMPANY POLICIES 1 2 3 4 5 6 7 8 9 10
vi. FIELD FORCE 1 2 3 4 5 6 7 8 9 10
vii. BRANDING 1 2 3 4 5 6 7 8 9 10
viii. CUSTOMER CARE 1 2 3 4 5 6 7 8 9 10
ix. SALES PROMOTIONS 1 2 3 4 5 6 7 8 9 10

ANALYSIS

Through the survey we got to know that only few dealers those were
using the Schablona products are satisfied by the Schablona product
and there were only 10% of dealer were satisfied by the Schablona
product otherwise the Kajaria is the king of the market. And other
competitors of the Schablona are Johnson, Nice, Ambani etc. has also
the better market than the Schablona.

Q.16) OPPORTUNITIES AND SCOPE OF DESIGNER

TILES..........................................................................................................
......................................................................................................................
......................................................................................................................

Q.17) YOUR VALUABLE SUGGESTIONS FOR TILES …………

……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………….....
Q.18) INTEREST TOWARDS SCHABLONA

i. VERY INTERESTED
ii. AVERAGE
iii. POOR

INTEREST TOWARDS
SCHABLONA PERCENTAGE
VERY INTERESTED 20
AVERAGE 55
POOR 25

60
50
VERY
40 INTERESTED
30 AVERAGE
20
POOR
10
0
1 2 3 4 5

INTERPRETATION

Through this question we got to know that only 10% dealers were
very interested about the Schablona tiles otherwise 45% dealers were
interested but they are satisfied with there products which they are
selling, and 45% dealers have poor response because they are fully
satisfied with there product which they are selling.
Q.19) IF INTERESTED, THEN REMARKS ………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………

Q.20) NO. OF VISIT DONE TO GET THE INFORMATION ……

………………………………………………………………………

Q.21) FINDINGS:

i. AVERAGE NO. OF FOOT FALLS OF CUSTOMERS …

………………………………………………………

ii. RATINGS OF SCHABLONA & SOMANY IN THE

MARKET……………………………………………

iii. NAME OF THREE POPULAR COUNTERS IN THE

AREA SURVEYED : a)……………………………………
……….
b)……………………………………………

C)……………………………………………

iv. TOP MOST TILES BRAND IN THE AREA SURVEYED

……………………………………………………………………………
……………………………………………………………………………
OUTPUT
 FINDINGS

To find out the market potential I used the interview/ questionnaire

method. The important findings from the Uttam Nagar market are
given below:-

• There is average demand for the designer tiles.

• Costly tiles are not much demanded. The demand is for the
tiles of (RS. 25-30) sq. ft.

• The local brands covers the whole market like Nova, Suncity,
Vikas, Pioneer etc.

• There are some of the top most brands in the market like Nitco
and Kajaria but demand for them is very few.

• Most of the dealers are not aware of Schablona. Somany itself

has its image name in the market.

• The prices of the Schablona tiles are higher as compared to

other tiles in the that area.

• The sales promotional technique of Schablona is very weak.

There is no emphasis on the advertising and marketing
activities in this area.

• Somany and Schablona are loosing their dealers in the market.

• Sales person don't visit to the market.

• Sample are not available in the market.

SUGGESTIONS AND RECOMMENDATIONS
After analyzing the respondents views I found that no
doubt the company has a very good image in market. They
have positioned the product in the mind of the customers.
People buy their the tiles according to their need, style, performance.
But some customers are not satisfied due to some reasons. I
have some suggestions for the company.

• The marketing policy of the firm should be improved.

• The prices of the tiles should be in synchronization of the

market and demand of the customers.

• Sales person should have to visit time to time with the

company's design and catalogs.

• The distribution channels should be improved.

• Marketing should be done with the name of Somany as people

are not aware of Schablona.

• The proper advertising should be there.

 CONCLUSION-

The surveyed area has so many problems like

people income, source of income, traditional thinking and living style,
price consciousness and so on. Some local brands like Bell, Bajaj,
Vermora, Commander etc. are providing tiles at cheaper rate. This is
a biggest problem. These all create problem to introduce costly
designer tiles to any company in that particular region.

Kajaria is the strongest competitor of Schablona in that region. It

had overtake almost part of market. Other than that imported tiles
are much more preferred in term of design and cost. The product
ranges are time to time updated.

Designer tiles from Bagno, Graffiti, Ratnagiri have major market

share in the domestic tile companies.

‘SWOT’ ANALYSIS
SWOT analysis is the short form of Strength, Weakness, Opportunity
and threats analysis. In this analysis we discuss about the product
under these four points. Strength, Weakness, Opportunity and
threats for the designer tiles are as follows-

STRENGTH-
 It is totally a new concept in ceramic industries in India.

 The name of Somany is itself a big support to increase the brand

awareness of SIL.

 Innovativeness in design and quality products is quite better,

particularly in bigger size.
 It is also easy to apply in comparison of marble.

 Designer tiles has increases the use of tiles.

WEAKNESS-
 The designer tiles are very costly.

 There is no use of broken tiles.

 Color variation create problem.

 It is out of reach of local customer.

 No focus working on the low price range customers which are

available in majority.

OPPORTUNITY-
The designer tiles are having very good opportunity because of its
look and its increasing use in industrial and non industrial sectors. It
can be said that in coming future there will be only and only designer
tiles.

THREATS-
In spite of very good opportunity, the Indian ceramic market has a
threat of Chinese tiles. Te Chinese tile are not only less in price but
also have better designs.

 Another threat is government policy. Government is

increasing taxes and duties on construction material
gradually which increase the price of tiles.

 The designer tiles are mainly design based, ones the design is
rejected from the market it become difficult to sale them at
loss too.
 BIBLIOGRAPHY

Books:
> Kothari, C.R., (2002), "Research Methodology Methods &
Techniques", Wishwa

Prakashan, New Delhi.

>Kotlar,Philip (2003), "Marketing Management" (11 * Edition),

Pearson Education (Singapore) Pvt. Ltd., New Delhi.
>Sheriekar, S.A. (2000), "Marketing Management" (12th Edition),
Himalaya Publishing House, Bombay.
>Blackwell Roget, Miniard, Paul & Engel, James, "Consumer
Behaviour", Thomson Learning, New Delhi.

Magazine/Journal:
>Indian Journal of marketing, volume-XXX 111,2004
>India Today Edition Feb. 2009
>Outlook Edition Dec.2008
>Auto Cars,Edition
Sep.2008 Newspaper:
 >Times of India
>Hindustan time
>The Tribune

Web Sites:

>http://www.google/.com
>http://www.yahoo/.com
>http://www.wikipiedia/.com
>http://www.SOMANY GLOBAL/.com
>http://www.DESIGNER TILES/.com

QUESTIONNAIRE
I am Narender Kumar. I am doing MBA
from Haryana Institute of Technology now,
I am presenting my summer training report
on the topic MARKETING POTENTIAL
OF SCHABLONA at DELHI. So, Help me
for being the subject of mine and fill up this
questionnare
PERSONAL INFORMATION:-

Name of the firm : …………………………………

Owner Name/ Interviewer Name:……………………

Address : …………………………………….

Place : …………………………………….
Q.1) SHOWROOM / COVERED AREA (sqft):……………………
…..

Q.2) MODE OF TILE SALES IN YOUR SHOWROOM

MOCK-UP DISPLAY ( ) SLANT DISPLAY ( )

PANEL DISPLAY ( ) HANDY OF DIFFERENT BRAND ( )

Q.3) DETAILS OF SELLING OPERATION OF TILES

THROUGH SALESPERSON ( )

IF YES, NO OF SALES PERSON………….

DORECT OWNER SELLING ( )

Q.4) AVERAGE TREND OF SELLING FROM YOUR COUNTER

WHOLESELLING ( )

IF YES, BRAND OF WHOLESELLING………………………

RETAIL SELLING ( )
 PROJECT SELLING ( )

Q.5) DETAIL OF DEALERSHIP OF CERAMIC TILES AND

OTHER

BUILDING MATERIAL

TILES BATH SANITARY DESIGNER IMPORTED

(COMPANIES) FITTER WARE TILES

Q.6) DEALER SHIP OF OTHER COMPANIES RELATED

BUILDING MATERIAL PRODUCT

PRODUCT NAME OF BRAND

v. SANITARY WARE ………………………………………

vi. BATH FITTINGS …………………………………. …..
vii. DESIGNER TILES ………………………………………
viii. IMPORTED TILES ………………………………………
Q.7) % OF PURCHASING POWER OF CUSTOMER IN YOUR
AREA

/ MARKET

iv. HIGH CLASS …………………………………….

v. MIDDLE CLASS …………………………………….
vi. LOWER MIDDLE CLASS ……………………………………..

Q.8) % OF BUYING BEHAVIOUR OF CUSTOMER IN YOUR

AREA
 / MARKET

iv. BRAND LOYAL ……………………………………...

v. PRICE CONSCIOUS ………………………………………
vi. INNOVATOR ………………………………………

Q.9) GIVE THE DETAILS OF VARIOUS DESIGNER TILES

BRANDS IN YOUR MARKET

……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………

Q.10) DAILY AVERAGE SELLING NO OF BATHROOMS FROM

YOUR COUNTER.

v. 5-7
vi. 8-15
vii. 16-25
viii. 25 and more
Q.11) PER MONTH AVERAGE SALES OF FOLLOWING FROM
YOUR COUNTER

PRODUCT NO OF BOXES

v. FLOOR TILES ……………………………………

vi. WALL TILES ……………………………………
vii. DESIGNER TILES …………………………………….
viii. IMPORTED TILES ……………………………………

SALE OF COMPLIMENTS VALUE IN LAKHS

iv. BR ……………………..
v. MF ……………………..
vi. EH ……………………..
SOURCE OF ABOVE PRODUCT RANGE AVAILABLITY
(COMPLIMENTS)

……………………………………………………………………………
……………………………………………………………………………
…………………………………………………………………………….

Q.12) BEST PRICE ACCEPTANCE LEVEL OF YOUR MARKET

vi. RS 25-35/sqft
vii. RS 35-50/sqft
viii. RS 50-65/sqft
ix. RS 65-100/sqft
x. MORE THAN RS 100

Q.13) ARE YOU AWARE ABOUT SCHABLONA DESIGNER

TILES ?

YES ( ) NO ( )

Q.14) IF YES, SOURCE OF AWARENESS THROUGH

……………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
………..

Q.15) SATISFACTION LEVEL OF SCHABLONA ( IF USING

OTHERWISE SATISFACTION LEVEL OF OTHERS)

RATING PARAMETERS

i. DESIGN 1 2 3 4 5 6 7 8 9
10
ii. QUALITY 1 2 3 4 5 6 7 8 9
10
 iii. PRICE 1 2 3 4 5 6 7 8 9
10
iv. SERVICE 1 2 3 4 5 6 7 8 9
10
v. COMPANY POLICIES 1 2 3 4 5 6 7 8 9
10
vi. FIELD FORCE 1 2 3 4 5 6 7 8 9
10
vii. BRANDING 1 2 3 4 5 6 7 8 9
10
viii. CUSTOMER CARE 1 2 3 4 5 6 7 8 9
10
ix. SALES PROMOTIONS 1 2 3 4 5 6 7 8 9
10

Q.16) OPPORTUNITIES AND SCOPE OF DESIGNER

TILES..........................................................................................................
......................................................................................................................
......................................................................................................................

Q.17) YOUR VALUABLE SUGGESTIONS FOR TILES …………

……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………….....

Q.18) INTEREST TOWARDS SCHABLONA

iv. VERY INTERESTED

v. AVERAGE
vi. POOR

Q.19) IF INTERESTED, THEN REMARKS ………………………

……………………………………………………………………………
……………………………………………………………………………
……………………………………………………
Q.20) NO. OF VISIT DONE TO GET THE INFORMATION ……
………………………………………………………………………

Q.21) FINDINGS:

iv. AVERAGE NO. OF FOOT FALLS OF CUSTOMERS …

………………………………………………………
v. RATINGS OF SCHABLONA & SOMANY IN THE
MARKET……………………………………………
vi. NAME OF THREE POPULAR COUNTERS IN THE
AREA SURVEYED : a)……………………………………
……….
b)……………………………………………

C)……………………………………………

iv. TOP MOST TILES BRAND IN THE AREA SURVEYED

……………………………………………………………………………
……………………………………………………………………………

THANKS