Market Research for New Tile Launch

A STUDY ON
MARKET RESEARCH FOR NEW PRODUCT LAUNCHING

WITH SPECIAL REFERENCE TO HINDWARE LTD
A PROJECT SUBMITTED BY
B.VEERANJANEYULU
(Regd. No.PG091001015)
Under the guidance of
Sri. K.V.V.DEVI PRASAD
A Project Report Submitted in partial fulfillment of the requirement for the
award of degree of
MASTER OF BUSINESS ADMINISTRATION
From
G.V.P COLLEGE FOR DEGREE & P.G COURSES

(AUTONOMOUS)
(AFFILIATED TO ANDHRA UNIVERSITY)ACCREDITED BY NAAC AT
B**
VISAKHAPATNAM
2009-2011
ACKNOWLEDGEMENT
I sincerely acknowledge my thanks to Sri. K.V.V.DEVI PRASAD
(project guide), GAYATHRI VIDYA PARISHAD COLLEGE FOR DEGREE
& P.G COURCES, without whose help I could not draw multifarious sketch of
this type report.
I express gratitude to Sri SUNIL CHANDAR, SR. Marketing manager and

also express my gratitude to Sri PRADEEP KUMAR, HR department and Sri
SUBRATH PATNAIK, saes manager of Hindware ltd for continuous support
and encouragement throughout my project work.
My heartfelt thanks to parents and friends whose kind help and

understanding has made effort possible.
( B.VEERANJANEYULU)
DECLARATION
I here by declare that this project work entitled “MARKETING
RESEARCH FOR NEW PRODUCT LAUNCHING” with special reference to
HINDWARE LTD submitted by me towards partial fulfillment for the award of
the degree of MASTER OF BUSINESS ADMINISTRATION. Under the
guidance of Sri.K.V.V.DEVI PRASAD, GAYATHRI VIDYA PARISHAD
COLEGE FOR DEGREE & P.G COURSES an original work done by me.
Signature of the candidate

(B.VEERANJANEYULU)
G.V.P COLEGE FOR DEGREE&P.G COURSES

VISAKHAPATAM
(2009-2011)
CERTIFICATE
This is to certify that Mr. BAVEERANJANEYULU, Student of final year

M.B.A bearing Regd.No.PGO91001015 had submitted the Project Report entitled
“MARKET RESEARCH FOR NEW PRODUCT LAUNCHING” with
special reference to HINDWARE LTD, Hyderabad for the partial Fulfillment of
the award of degree of MASTER OF BUSSINESS ADMINISTRATION for the
year 2009-2011 is a record of bonafide work done by him under my guidance and
super wise.
Signature of the H.O.D Signature of the project guide
CONTENTS
CHAPTER-1
➢ INTRODUCTION
• Tiles
• Company
• Industry
• Market research
• Need for the study
• Objectives of the study
• Methodology
• Limitations of the study
CHATER-2
➢ INDUSTRY PROFILE
CHAPTER-3
➢ COMPANY PROFILE
CHAPTER-4
➢ CONCEPTUAL FRAME WORK
CHAPTER-5
➢ ANALYSIS OF THE STUDY
CHAPTER-6
➢ FINDINGS AND SUGGESTIONS
CHAPTER-7
➢ ANNEXURE
➢ BIBLIOGRAPHY
BIBILOGRAPHY
CHAPTER- 1
INTRODUCTION
Introduction:
The study of market research is prepared for the purpose of presenting a
review or report management of and deal with the state of dealers and retailers in
business and result achieved during the period under review. They reflect the
position of company in market and satisfactory strengths or weaknesses of the
concern by properly establishing relationship between the items of the balance
dealers and retailers.
Market research can be under taken by me towards to the management of

Hindware ltd. The nature of manufacturing the company is basically sanitary
products. According to the analysis able to say how well the firm could utilize the
resource of the society in generating goods and services. Services provided by the
company or firm worthy.
Hence it is overall responsibility of the management to see that the resource of the
firm is used most efficiently and effectively and that the firm’s. Market position is
good. Market research for new product launching analysis does indicate what can
be expected in future and further steps promoting the product in the competitive
market.
TILES:
Market research for the company is about the product “Tiles”. Tile market in India
specially in developing cities is drastically increases. A tile is a manufactured piece
of hard-wearing material such as ceramic, stone, metal, or even glass. Tiles are
generally used for covering roofs, floors, walls, showers, or other objects such as
tabletops. Alternatively, tile can sometimes refer to similar units made from
lightweight materials such as perlite, wood, and mineral wool, typically used for
wall and ceiling applications. Less precisely, the modern term can refer to any sort
of construction tile or similar object, such as rectangular counters used in playing
games (see tile-based game). The word is derived from the French word tuile,
which is, in turn, from the Latin word tegula, meaning a roof tile composed of
baked clay.
Tiles are often used to form wall and floor coverings, and can range from simple
square tiles to complex mosaics. Tiles are most often made from ceramic, with a
hard glaze finish, but other materials are also commonly used, such
as glass, marble, granite, slate, and reformed ceramic slurry, which is cast in a
mould and fired.
According to the project survey my observations of different types of tiles are
declared here. They are
• Roof tiles
• Floor tiles
• Pebble tile
• Ceiling tiles
• Digital tile
In this tile world tile working and color blocking is one of the major parts. For
skimming the market or grasping entire market overcome competitors all the
manufacturers are use these two actions to perform well.
For example some of them are:
• Decorative tile work and colored brick
1. Islamic tiles
2. Western tile work
Natural stone tiles can be beautiful but as a natural product they are less uniform in
color and pattern, and require more planning for use and installation. Mass
produced stone tiles are uniform in width and length. Granite or marble tiles are
sawn on both sides and then polished or finished on the facing up side, so that they
have a uniform thickness. Other natural stone tiles such as slate are typically
"riven" (split) on the facing up side so that the thickness of the tile varies slightly
from one spot on the tile to another and from one tile to another. Variations in tile
thickness can be handled by adjusting the amount of mortar under each part of the
tile, by using wide grout lines that "ramp" between different thicknesses, or by
using a cold chisel to knock off high spots.
Some stone tiles such as polished granite, marble, and travertine are very slippery
when wet. Stone tiles with a riven (split) surface such as slate or with a sawn and
then sandblasted or honed surface will be more slip resistant. Ceramic tiles for use
in wet areas can be made more slip resistant either by using very small tiles so that
the grout lines act as grooves or by imprinting a contour pattern onto the face of
the tile.
The hardness of natural stone tiles varies such that some of the softer stone (e.g.
limestone) tiles are not suitable for very heavy traffic floor areas. On the other
hand, ceramic tiles typically have a glazed upper surface and when that becomes
scratched or pitted the floor looks worn, whereas the same amount of wear on
natural stone tiles won't show, or will be less noticeable.
Natural stone tiles can be stained by spilled liquids; they must be sealed and
periodically resealed with a sealant in contrast to ceramic tiles which only need
their grout lines sealed. However, because of the complex, non repeating patterns
in natural stone, small amounts of dirt on many natural stone floor tiles do not
show.
Most vendors of stone tiles emphasize that there will be variation in color and
pattern from one batch of tiles to another of the same description and variation
within the same batch. Stone floor tiles tend to be heavier than ceramic tiles and
somewhat more prone to breakage during shipment.
Rubber floor tiles have a variety of uses, both in residential and commercial
settings. They are especially useful in situations where it is desired to have high-
traction floors or protection for an easily breakable floor. Some common uses
include flooring of garage, workshops, patios, swimming pool decks, sport courts,
gyms, and dance floors.
Plastic floor tiles including interlocking floor tiles that can be installed without
adhesive or glue are a recent innovation and are suitable for areas subject to heavy
traffic, wet areas and floors that are subject to movement, damp or contamination
from oil, grease or other substances that may prevent adhesion to the substrate.
Common uses include old factory floors, garages, gyms and sports complexes,
schools and shops.
Company:
In the year 1960 when Mr. Rajendra K. Somany established Hindustan Twyfords,
in collaboration with Twyfords Ltd. of UK. With a bent towards innovation
coupled with the intention to introduce vitreous china ceramics in India, he
identified the sanitaryware market as the segment of interest. Hindustan Twyfords
was the first in the country to make available vitreous china ceramics, offering
significant improvement from the prevalent earthenware sanitary products. Aware
and focused towards the burning need for sanitation across the country, this
opportunity well extended his desire for social welfare, and bringing a much
needed service to the nation. This was the impetus that initiated the journey half a
decade ago.
• Hindware" brand has been recognized as a Super brand consecutively for the
last four years.
• Possesses the largest distribution network in India's building products
industry.
• Hindware has one of the world’s best vertically integrated manufacturing
facilities, where vital raw materials and consumables are produced and
upgraded in captive units, thereby ensuring superior quality and on time
availability.
• At Hindware R & D department, latest testing equipment is used and our
constant Endeavour is to enhance and improve the manufacturing processes.
At Hindware plant, high-voltage, electrostatic automatic glazing technology is used

for its products. The Glaze is prepared using stains imported from developed
countries.
This ensures that products retain their gloss and shine for years. No wonder,
Hindware products are known for their beauty and sustainability.
At Hindware, they do not believe in selling mere products but instead creating
experiences that leave customers rejuvenated. They believe that be it baths or
kitchens, every moment of your precious time spent there should be relaxing. They
bring to customers designs that not only function smoothly but also please your
senses. Available in three collections - Hindware Italian Collection, Hindware Art
and Hindware.
Industry:
It was the year 1960 when Mr.Rajendra K.Somany established Hindustan
Twyfords, in collaboration with Twyfords Ltd. Of UK. With a bent towards
innovation couple with the intention to introduce vitrious china ceramics in India,
he identified the sanitary market as the segment of interest. Customer satisfaction,
Product innovation and Quality control are the three pillars that have fostered high
levels of trust and respect for the Hindware brand. Its brand is trusted and
respected by millions of customers and thousands of dealers across the country.
The 40 million customers are testimonials to its brand ethos. With a product
spectrum ranging from sanitaryware to wellness, to Faucets and as of recently
covering kitchen applications, Hindware satisfies the need of bathroom and kitchen
products.
While HSIL predominantly caters to the Indian market, in this era of globalization,
both the building produts division and the container glass division have expanded
their horizons to cater to the international market as well. A definite
accomplishment itself.
HSIL is recognized among the top 300 companies in India.While rated amongest
the best 100 small and medium sized companies in the world Forbes magazine.
• They were instrumental in helping the Bureau of Indian Standards (BIS) for
reduction in water consumption per flushing over the years.
• HSIL commissioned an R&D centre (recognised by the Department of
Science & Technology, Ministry of Science, Govt. of India for more than 30
years), the first such instance in our industry
• HSIL rationalised the consumption of water per flush in our products from
15 litres in 1962 to 10 litres in 1984 and 6/3 litres in 2004 (a potential saving
of 35,000 litres per annum across a family of four)
HSIL is known for its attitude. They are good and we know it. They are not afraid
to share it with the world. The team members at HSIL are what bring the HSIL
attitude to life. HSIL look for people who have an attitude of self confidence, have
a passion for what they do, and are driven to succeed. Here, customer are expected
to challenge ideas, take risks, work autonomously, be very resourceful, embrace
team work, think outside the box and understand the essence of quality products
and processes.
An environment where words ‘I’ and ‘You’ crumble into insignificance and ‘WE’
evolves above them all. It is this spirit of “WE” - the urge to collectively make a
difference and yet be recognized as an individual that drives their business and
helps us excel in everything they do.
Market research:
Consumer marketing research is a form of applied sociology that concentrates on
understanding the preferences, attitudes, and behaviors of consumer in a market-
based economy, and it aims to understand the effects and comparative success of
marketing campaigns.
Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the
purpose of assisting management in decision making related to the identification
and solution of problems and opportunities in marketing. The goal of marketing
research is to identify and assess how changing elements of the marketing mix
impacts customer behavior.
Marketing:
Marketing is everywhere. Formally or informally people or organization in vast
number of activities that could be called marketing. Good marketing has become
an increasingly vital ingredient for business success. And marketing profoundly
affects day-to-day lives. It is embedded in everything we do.Good marketing is no
accident but a result of careful planning and execution. Marketing practices are
continually being refined and reformed in virtually all industries to increase the
chances of success. But marketing excellence is difficult to achieve. Marketing is
both an “art” and “science”.
Importance of marketing:
Financial success often depends on marketing ability. Finance, Operations
accounting and other business functions will not really matter if there is not
sufficient demand for products and services. So the company can make the profit.
The companies at greatest risk are those that carefully monitor their customers,
competitors and to continuously improve their value offerings.
Scope of marketing:
To prepare to be a marketer we need to understand what marketing is, how it
works, what is marketed and who does the marketing.
Marketing is an organizational function and set of process for creating
communication and delivering values to customers, managing customer
relationships in ways that benefit the organization and its stakeholders.
Marketing management as the art and science of choosing target markets and
getting, keeping and growing customers through creating, delivering and
communicating superior customer values.
A societal process by which individuals and groups obtain what they need and
through creating, offering and freely exchanging products and services of value
with others. The starting of any new business depends upon the research done by
the relevant persons or represents. The marketing research is needy worth to any
business.
Concept of market research:

Market research is any organized effort to gather information about markets or
customers. It is a very important component of business strategy.[1] The term is
commonly interchanged with marketing research; however, expert practitioners
may wish to draw a distinction, in that marketing research is concerned specifically
about marketing processes, while marketing research is concerned specifically with
markets.
Market Research is the key factor to get advantage over competitors. Market
research provides important information to identify and analyze the market need,
market size and competition.
Market research, as defined by the ICC/ESOMAR International Code on Market
and Social Research, includes social and opinion research, [and] is the systematic
gathering and interpretation of information about individuals or organizations
using statistical and analytical methods and techniques of the applied social
sciences to gain insight or support decision making. Market research is for
discovering what people want, need, or believe. It can also involve discovering
how they act. Once that research is completed, it can be used to determine how to
market your product.
Questionnaires and focus group discussion surveys are some of the instruments for
market research.
For starting up a business, there are some important things:
• Through Market information one can know the prices of the different
commodities in the market, as well as the supply and demand situation.
Information about the markets can be obtained from different sources,
varieties and formats, as well as the sources and varieties that have to be
obtained to make the business work.
• Market segmentation is the division of the market or population into
subgroups with similar motivations. It is widely used for segmenting on
geographic differences, personality differences, demographic
differences, techno graphic differences, use of product differences,
psychographic differences and gender differences.
• Market trends are the upward or downward movement of a market, during
a period of time. The market size is more difficult to estimate if one is
starting with something completely new. In this case, you will have to derive
the figures from the number of potential customers, or customer segments.
Besides information about the target market, one also needs information about
one's competitors, customers, products, etc. Lastly, you need to measure marketing
effectiveness.
Need for the study:
In modern days marketing plays a vital role in rapidly changing industrial scenario.
The marketing discipline is undergoing press reappraisal in the light of vast global,
technological, economic and social changes being faced by today’s companies. In
order to know the changes in the field of marketing it is necessary to conduct
marketing survey.
1. This study is also beneficial to top management of the company by
providing relevant information regarding important aspects like market
position, strategies to maintain, potential customers, activity and
profitability.
2. The project work is done for analyzing the market research for new product
launch of Hindware. The analysis of the market research gives a better
picture of the market position of the organization in order to take better
decisions.
3. Research analysis guides the board and management to pursue objectives
that are in the interests of the company facilitates effective monitoring
thereby promoting optimal maintaining of market reserves more efficiently.
4. The study is also beneficial to dealers and distributers also retailers offers
motivation by sharing how they are contributing for the company growth.
5. The investors who are interest in the investing the company’s share will also
get benefited by going through the study and can easily take a decision
whether to invest or not in the company shares.
Study conducted considering the following aspect:

The major aspect of the study is marketing research of new product launching by
Hind ware. To know, the present position of market and acceptance of new
product from Hind ware by the dealers.
Objective of the study:
The main objective is “Marketing research for new product launching” of
Hindware in segment of Visakhapatnam.
The objectives:
The present study has been undertaken with the following objectives.
1. To study the perception of dealers to deal with Hindware new
launched tiles.
2. To study the dealers level of satisfaction in dealing of Hindware tiles
in comparing with other companies.
3. To study present marketing position of Hindware company products
and its brand name.
4. To now the variation of tiles from different companies and also the
most marketing variety of tiles.
5. To study the financial strengths and weaknesses of the Organization.
6. To study the growth and development of Hindware.
7. To study the trends in market and analyze various elements in market
analysis.
Area of the study:
The study is concerned in Visakhapatnam city, covering all areas of the segmented
areas. These areas are divided into different parts depends upon demographic
segmentation.
Methodology of the study:
Data is collected from two sources namely,
1) Primary data
2) Secondary data
Primary data:
Primary data was collected with the help of finalized questionnaire and through
interview with the distributors, retailers.
Secondary data:
Some secondary data required for the study is obtained from Hindware.
Limitations of the study:
The following are the main limitations of my study:
1. The sample size is not Universe; some part of Visakhapatnam remained
uncovered.
2. Time is also a big constraint for my study as the time which was taken by
me is so less to study Marketing research for new product launching.
3. Time is also a big constraint for the chosen study which is not at all
sufficient to study all the factors in detail.
4. Random sampling cannot include all type of dealer behaviour.
5. The questionnaire might not be just enough since if can’t cover the entire
information and if it is a onetime survey.
6. Time is one of the limiting factors of the study. The duration of the training
is only 8 weeks which is too short to study the organization.
CHAPTER- 2
INDUSTRY PROFILE
INDUSTRY PROFILE
Industry profile:
It was the year 1960 when Mr.Rajendra K.Somany established Hindustan
Twyfords, in collaboration with Twyfords Ltd. Of UK. With a bent towards
innovation couple with the intention to introduce vitrious china ceramics in
India, he identified the sanitary market as the segment of interest. Hindustan
Twyfords was the first in country to make available virtuous china ceramics,
offering significant improvement from the prevalent earthenware sanitary
products. Aware and focused towards burning need for the sanitation across the
country, this opportunity well extended his desire for social welfare, and
bringing a much needed service to the nation. This was the emptetus that
initiated the journey half a decade ago.
With the strong family support, coupled with technical collaboration from
Twyfords Mr.RK.Somany established the Bahadurgarh plant, which
commenced production in 1962. Every decade there on marked a mile stone
achievement in product innovation, market presentation, internal expansion as
well as venturing out to new business segments- container glass and home
retail. Concentrated and strategic progress established business expansion
through organic and inorganic. HSIL bought another sanitaryware
manufacturing facility in south India, and recently commenced operations of
their second container glass facility in Bhongir, A.P. Today, HSIL stands tall
with strong market leadership in building products market, and a dominant
player in the container glass segment. The building product commands more
than 38% of the market in the sanitaryware industry, while the container glass is
the second largest player in India.
Customer satisfaction, Product innovation and Quality control are the three
pillars that have fostered high levels of trust and respect for the Hindware
brand. Its brand is trusted and respected by millions of customers and thousands
of dealers across the country. The 40 million customers are testimonials to its
brand ethos. With a product spectrum ranging from sanitaryware to wellness, to
Faucets and as of recently covering kitchen applications, Hindware satisfies the
need of bathroom and kitchen products. Appreciating the evolving customer
needs, Hind ware’s customer’s service division take pride in its confidence of
speedy customer support, and in providing a spectrum of service opportunities
for enhancing the Hindware experience.
Its institutional partners includes respectable business houses in India-DLF,The
Taj hotel,GMR,Unitech,ITC hotels, Mahindra, Infosys, Coca
cola,Pepsi,Dr.Reddy’s laboratories , Hindusthan Unilever,Oeron Recoprd, Sab
Miller,Dabur,Nestle, to a name few. This validation from the ream of India.Inc
extends the confidence and conviction in our values and vision.
While HSIL predominantly caters to the Indian market, in this era of
globalization, both the building produts division and the container glass division
have expanded their horizons to cater to the international market as well. A
definite accomplishment itself.
HSIL is recognized among the top 300 companies in India.While rated
amongest the best 100 small and medium sized companies in the world Forbes
magazine.
HSIL is the first company in the building materials industry to be awarded the
prestigious ISO 9001, 14001 and OHSAS 18001 certificate, awarding effective
quality management and environment systems. They were also the first in the
Country to resive the ISI licence in the country, back in 1962. With its recent
forey into the retaile of Home interiopr solutions \, it have extebnded its
outreach to the end customer. EVOK, their retails brand specializes in providing
a Comfortable and convenient one-stop shopping experience. Currently located
in NCR, consolidating its hold in north India, EVOK plans to become the house
hold name across urbean India for value-for-money home ionterior solutions.
Its corporate office is located in Gurgone, with eight regional offices covering
the length and breadth of the country. It one have four manufacturing units, one
located in Bahadurgarh, Haryana, while the other three are located in
Andhrapradesh.
Corporate social responsibilities:
At HSIL, we have for long extended our service mindset from the direct
customer to the indirect customer. From the person who pays the bill for the
product to the world that finally foots the bill. This attitude has sought to reconcile
economic realities with a respect for deep ecological considerations. Over the
years, they have been painfully aware of the reality that potable water is also used
in flushing water closets and that bathroom applications account for a third of the
water consumed in Indian households.
HSIL responded to this reality through the following initiatives:
• HSIL were instrumental in helping the Bureau of Indian Standards (BIS) for
reduction in water consumption per flushing over the years.
• HSIL commissioned an R&D centre (recognised by the Department of
Science & Technology, Ministry of Science, Govt. of India for more than 30
years), the first such instance in our industry
• HSIL rationalised the consumption of water per flush in our products from
15 litres in 1962 to 10 litres in 1984 and 6/3 litres in 2004 (a potential saving
of 35,000 litres per annum across a family of four)
• HSIL launched European Water Closet (EWC) which consumes only 3.5
litres of water per flush.
Social Initiatives:
HSIL gifted a secure home to approximately 70 children who reside at Apna
Ghar Orphanage at Bahadurgarh when it constructed the building on their
premises developed by the Haryana Child Welfare Society. This humble action
was brought to completion through the Krishna Somany Charity Trust. Mr R K
Somany takes personal interest in the wellbeing of the children and never
misses an occasion to catch up on their progress.
CAREER IN HSIL:
People
The HSIL team consists of a group of very diverse people. They come from all
parts of the country and thrive on our differences and commonalities. They are
intelligent, They have passion for life and work. They are results driven and share
the same vision of an open network computing world. They know how to make the
work day fun, from everyday friendly banter to the occasional practical joke. The
management of HSIL know how to make a stressful day more bearable or make a
good day great! It's our people that make the Sun experience unique.
Attitude
HSIL is known for its attitude. They are good and they know it. HSIL not afraid to
share it with the world. The team members at HSIL are what bring the HSIL
attitude to life. HSIL look for people who have an attitude of self confidence, have
a passion for what they do, and are driven to succeed. Here, customers are
expected to challenge ideas, take risks, work autonomously, be very resourceful,
embrace team work, think outside the box and understand the essence of quality
products and processes. At HSIL, YOU are in control of your career. customersa
are in control of how much you bring to the table.
Life
While Hsil hold high expectations and require a strong level of commitment and
dedication from our team, it have a deep understanding of the need for a healthy
work/life balance. From flexible hours to flexible offices, it doesn't matter where or
when you get your job done, just that you do it and do it well. As long as your
manager supports it and your job allows it, you can adjust your hours and work
remotely to accommodate your lifestyle. So whether you have a family to care for
or hobbies to pursue, here you can achieve both and have a great job as well.
As you can see, one of Sun's most popular themes is to be flexible. They have such
a dynamic atmosphere that continually evolves to stay ahead of the competition.
This is a place where innovation, entrepreneurship, and out of the box creativity
can thrive. It is a fast paced world that constantly challenges you and keeps on
your toes. Working at HSIL is more than just a job, it's an experience.
Engagement
Employee engagement is one of the keys to successful employee motivation.
Employee engagement follows trust as a factor in employee satisfaction with their
supervisor and their work place. They make sure that our employees have a life
beyond work. It allow them a reasonable flexibility within the scope of
departmental needs to establish a balance between work and their personal lives.
This may result in them working better when they are here.
Training & Development

As a global organization, the Group not only believes in hiring the right and best
talent but nurturing it too. We welcome our new members to the organization with
a commitment to enhance their learning by acquiring knowledge, sharpening skills,
concepts, rules, changing of attitudes and behaviors. New hires are groomed and
empowered to independently handle projects.
Competencies are continuously reviewed and training courses specially designed to
keep abreast of the new technologies. Every employee undergoes an average of 40
hours of training, conducted in diverse ways, be it classroom training, workshops,
seminars, out bounds etc. These not only help to increase the productivity of the
associates but also help in grooming their overall personality.
Development of talent at HSIL is a key success factor in achieving our goal of

sustainable growth. We are working hard to create a shared culture of
entrepreneurship, measured risk taking, creativity and inspiring leadership. Such a
culture will engage our talented employees and inspire them to give their best. And
it means that we will be able to attract, retain and develop the best people. Our goal
is to staff management positions primarily from within our own ranks. The
management do this by identifying employees with leadership potential and
developing their skills as versatile leaders.
The management provide talented employees with support to steer their career and
realize their potential through challenging new assignments. The management
offer special learning curricula for High and Top Potentials, designed to hone their
leadership skills. They also offer special development programs specifically for
executives.
The effectiveness of career progression in an organization depends largely on the

extent to which training and development opportunities are made available to
employees, to enable them to realize their growth potential & to make contribution
towards achieving organizational objectives. Training and development activities
are the main mechanism through which individual goal and aspirations can be
integrated with organization goals and requirements.
Work Life Balance:

As wisely put by Henry Ford:
“Coming together is a beginning. Keeping together is a process. Working together
is a success”.
They believe that people are the basis for the lasting success of HSIL, That's why
they are dedicated to the human spirit - to attracting, retaining and rewarding
talented people. They give them the chance to taste success through inspiring and
challenging career opportunities and to fully contribute
to a positive future for HSIL.
Finding talented people for the HSIL family is only a part of our people story.
Once they're part of our organization, we aim to provide talented individuals with
them inspiring an environment to work in as possible. They believe it's the
responsibility of everyone in the company - from the leaders at the top of the
organization to HR managers, line managers and the individuals who make up their
teams - to ensure our company is an inspiring place to work. They are working
hard to create an environment where everyone can fully participate in creating
business success, and where each person feels valued for his or her distinctive
talents. As well as offering people an inspiring work environment; The
management believe it is vital to also.
REWARDS AND RECOGNITION
• The management people who are work for it as, your hard work and
contributions will always be given special attention at HSIL. Their
continued growth in size and diversity, and their persistent endeavor for
excellence has induced us to introduce Rewards & Recognition Policy.
• Excellence is ways of life in HSIL. But still there are spectacular
achievements and accomplishments by individual associates and teams that
merit special recognition. It have instituted various rewards that celebrate
spectacular achievements by their teams and individual associates.
• "Reward and Recognition" essentially implies providing incentives to &
recognition of employees, individually and as members of groups, for their
performance and acknowledging their contributions to the growth of the
Company. There are many ways to acknowledge good performance, from a
sincere "Thank You!" for a specific job well done, to granting the highest
level, company-specific rewards. Recognition ensures a positive, productive
and innovative organizational climate & encourages more action.
• There are spectacular achievements by individual associates & project
teams that merit special recognition.
• This effort is in conformance to HSIL’s HR Philosophy 'Motivation of
personnel through Recognition and Appreciation'. Recognition programs
have become a part of a healthy culture in HSIL which values colleagues for
the results accomplished and the ways employees and workers effectively
work together. It is the management utmost desire to encourage and
recognize excellent performance of colleagues as individuals and as
participants in team efforts. The results have been extremely positive to all
to see.
• High performance culture that HSIL has created and maintained in the
company has resulted in high level of employee satisfaction and
productivity.
Recruitment:
With career options spanning sales, Marketing supply chain, Human
Resources,Finance,Production,Quality,Technical and various other functions ,
HSIL offers a wide range of opportunities for people. They believe in training
and development that will enable people to grow continuously and maximize
their potential. Believe in employee’s retention. This also athenticates their
commitment to strive for consumer satisfaction with employee satisfaction.
HSIL WORK ETHOS:
HSIL believes its true strength lies in the potential of its employees.HSIL’s
approaches towards employee development in on giving employees whatever
they need to succeed;
• be it a virtual assistant or talent transformation
• Expert guidance or fast track grouth
• An atmosphere of trust and confidence
• A high degree of operational freedom.
They can assure that their employees are given support, knowledge,
Recognization,Empowerment and Transformation.
CULTURE:
Their most valuable resource at HSIL, their People, joins us from diverse cultural
and academic backgrounds thereby bringing in a plethora of knowledge and
experience. The best way to describe such a diverse Organisation is through a single
letter-“WE”. At HSIL, they nurture unique people practices that foster recognition at
both individual and team level. Precisely why, you and your team never feel lost in a
swarm of people here! It is a pleasure to see how this has evolved into a corporate
culture characterized by fairness, equal opportunity, growth and personal
satisfaction. They give us sufficient space to indulge into research and development,
prospects and platforms to explore share your knowledge and above all ample
opportunities to learn and expand your horizons.
Culture of HSIL:
HSIL statement “We encourage unique identities. But we insist on shared values”.
Honesty, Integrity, Equality and mutual respect are prerequisites to any form of
genuine success. They say’s that these are not words. They have enshrined
employees in practical policies and standards that govern all areas of their activity,
including safety, security, and human environmental ethics.HSIL relentless in
ensuring the safety of their team and have secured numerous honors’ for an injury-
free attack record.
BOARD OF DIRECTORS:
R.K. Somany chairman & managing director. Co promoter (1960) and director
since 09.10.1988. He has the prestigious fellowships of the institute of ceramics,
U.K., chartered institute of management, U.K., and Institute of materials and
Mining, U.K., and he is life fellow of all India management association. He is
convention of Bureau of Indian standards – sanitaryware subcommittee. He also a
member emirates of the American ceramic society, Past president of
ASSOCHAM,Bahadurgarh chamber of commerce and Industry(BCCI), HD
chamber of commerce and Industry(PHDCCI) and Employer’s federation of India
and past chairman of council of Indian Employers. He is the founder of Vitrious
china ceramic sanitaryware Industry with the formation of ‘HSIL’. Additionally he
is a president of Rotary Midtown and Delhi Junior Chamber.
Sandip Somany Joint Managing Director. Associated with the Company Since
01.10.1985 and Director Since 11.11.1994.A Commerce graduate and a diploma
CHAPTER-3
COMPANY PROFILE
COMPANY PROFILE:
Over view
In the year 1960 when Mr. Rajendra K. Somany established Hindustan

Twyfords, in collaboration with Twyfords Ltd. of UK. With a bent towards
innovation coupled with the intention to introduce vitreous china ceramics in
India, he identified the sanitaryware market as the segment of interest.
Hindustan Twyfords was the first in the country to make available vitreous
china ceramics, offering significant improvement from the prevalent
earthenware sanitary products. Aware and focused towards the burning need
for sanitation across the country, this opportunity well extended his desire for
social welfare, and bringing a much needed service to the nation. This was the
impetus that initiated the journey half a decade ago.
• Hindware" brand has been recognized as a Super brand consecutively
for the last four years.
• Hindware manufactures ten sanitary ware pieces every two minutes; 310
every hour and 2.7 million each year.
• Possesses the largest distribution network in India's building products
industry.
• AGI Glasspac has a capacity to produce 953 million bottles per annum
and the capability to manufacture 400 different products in three
colours.
• AGI's second container glass manufacturing facility at Bhongir (AP) has
a capacity of 690 mn pieces per annum bringing the total capacity to
1643 mn pieces per annum.
Vision:
“A world class organization committed to enhancing stake holder value”.
Mission:
“The retail market leadership by constantly innovating outstanding quality
products and services that delight customers”.
Manufacturing Faculty:
A tour of Hindware manufacturing process makes evident the utmost emphasis on
quality. From raw materials to the actual products, there is an adherence to highest
standards.Hindware has one of the world’s best vertically integrated manufacturing
facilities, where vital raw materials and consumables are produced and upgraded in
captive units, thereby ensuring superior quality and on time availability.
Research, Development and Design Centre:
Great designs in the best of bathrooms are produced at Hindware Design Centres.
• These designs are first prepared on the latest CAD software.
• Based on this, a plaster model is created.
• Then, renowned designers test these designs.
• The final design is taken up for commercial production.
Hindware R&D Department is the first and the only one in the Sanitaryware
Industry to be recognized by the Ministry of Science and Technology, Government
of India.
At Hindware R & D department, latest testing equipment is used and our constant
Endeavour is to enhance and improve the manufacturing processes.
The Production Process:
• All raw materials are tested.

• The X-ray particle analyzer tests the particle size of different clays in terms
of their behavior during the production process.
• The Temperature Gradient Furnace helps to understand the effect of
different temperature zones on the colours of products.
• And similarly, the Simultaneous Thermal Analyzer helps to analyze the
behavior of clay; the body of the product; and the Glaze at different
temperature zones over time.
Slip Preparation and Casting:
Hindware plant is the only one in India that uses a completely automated system to
process raw materials.

• To start with, the Slip (which is used for casting) is prepared by crushing and
blending various types of clays in a completely automated way.
• Hindware also employs an environment controlled, battery casting shop to
ensure that each piece meets strigent quality norms.
• In fact, Hindware was the first in India to use battery casting technology,
wherein, the casted pieces are dried in an automated dryer, where water
content is reduced to less than 1%.
Glazing:
At Hindware plant, high-voltage, electrostatic automatic glazing technology is used
for its products. The Glaze is prepared using stains imported from developed
countries.
This ensures that products retain their gloss and shine for years. No wonder,
Hindware products are known for their beauty and sustainability.
Firing:
After the glazed product is fired in the tunnel kiln, the final product is obtained.
Here again, Hindware was the first company in India to use the computer-
controlled, openfired,tunnel-kilntechnology.
Inspection and Testing:
Finished products are thoroughly tested before they are packed. They go through
different quality tests to meet Hindware stringent quality standards.
Quality Policy:
They are committed to continuous improvement in their products and services
through innovative technology and meaningful Human Resource Development,
Installation of Quality Management system of National/International standards and
establishing and reviewing quality objectives for customer values and aspirations.
Rooted in quality .Guided by innovation:
Be it homes or hotels, offices or airports, for over 47 years Hindware has been
creating refreshing experiences across the country. With a vast range of bath and
kitchen products to boast of, Hindware caters to all your needs in style. The
dynamic combination of high quality materials, innovative technologies and eye-
catching designs has made Hindware a favorite with the end consumers as well as
the architects.
At Hindware, they do not believe in selling mere products but instead creating
experiences that leave customers rejuvenated. They believe that be it baths or
kitchens, every moment of your precious time spent there should be relaxing. They
bring to customers designs that not only function smoothly but also please your
senses. Available in three collections - Hindware Italian Collection, Hindware Art
and Hindware.
About company products:
The tasteless, colorless, odorless, transparent liquid, the purest form of flowing life
which in the cities is available at the twist of a tap has reached much to its scarcity.
Water, one of the renewable natural resources of energy that constitutes two thirds
of the earth, now provides only 3% of the potable water. And with the global fresh
water levels dipping down due to misuse of it along with the factors like global
warming there are rare chances of water being a renewable resource.
If the management of Hindware take a close look at the total quantity of fresh
water available to us, a huge part of it is consumed in the bathrooms. Running taps
while brushing teeth or shaving, buckets full of spillage to wash a few sq. meters of
space, the leaks, the drips, faulty washers and broken pipes. All that is required is
its economical use and usage of eco-friendly products in customers bath space. A
little sensitivity towards this life saving elixir can make much of a difference and
Hindware believes and abides by the same too.
Hindware with its extensive research on product development has introduced a
collection of eco-friendly products which save precious water. Hindware’s new
range of bathroom products include water saving models which use less and even
no water. The latest being Aqua free, a first-ever waterless urinal and Enigma mu-
sense Urinal which have introduced Microwave Sensor Technology in urinals for
the first time in India. This unique technology leads to a very low consumption of
water, thereby making these urinals highly environment friendly. They say every
drop counts when forming an ocean and its time you contribute your drop to
preserve water to deserve it.
Gone are the days when bathroom was just a room in your home to perform your
ablutions. With time, lifestyles have changed and so have the preconceptions of a
bathroom, pertaining to its design, architecture and décor. With unique trends and
fashion in almost everything around, a bathroom too has become a canvas to
reflect one’s individual style which demands to be in vogue and in synch with your
home do up. A bathroom or a powder room has repositioned itself from finding
space in your backyard in olden times to being your personal zone today that
closely integrates with your bedroom and living area.
So while you invest in your bathroom or powder room lay emphasis on every
element that makes it complete. Say for instance basins, which is an important and
unavoidable aspect of your bathroom. Depending on your style, utility and space,
you can choose among the different kinds of basins such as, pedestal basins, wall
hung basins, table top, counter top, under the counter or basins with storage space.
So whether you want to keep it elegant, classic, sleek…for a look that might be
contemporary, traditional, Victorian; or say you are looking for different and
fascinating shapes, sizes and colours, etc.- Hindware has it all. Its exclusive and
wide array of designs and Premium Italian collection can redefine luxury and give
you the bathroom of your dreams, where you loosen your inhibitions, wash off your
daily worries and get charged.
Whether you are kick starting your day or returning after a tiring day’s work, one
place that you hit before leaving and after coming back home - is your Bathroom.
With Hindware, your bathroom is not just any cubical in your house but your
individual space to let your hair down and rejuvenate yourself. As you step into this
leisure room, you shed the stress and worries. It’s simply you in your skin, enjoying
your world of fantasy. You could well be a diva, do a moon walk, act like a rock
star, battle the aliens, perform a belly dance, or simply laze around to soak in some
peace.
It’s just you uninterrupted. In fact, many of us would confess that our brightest
ideas and most creative thoughts happen whilst we indulge ourselves in our
bathrooms! Hindware understands your desires and lends you an entirely new and
luxurious experience to pamper your senses, reclaim your personal space and Get
Charged. Hindware presents beautiful designs that enhance your special space and
lend a touch of “you” to it. Hindware has the choicest closets and wash basins to
suit every need, coupled with a variety of bathtubs, jacuzzis, shower enclosures,
spa’s and the world’s best bath fittings – all brought together for just that added
comfort to make your bath space PERFECT. Besides, Hind ware’s useful products
and thoughtful innovations make life easier.
So, if it’s a rejuvenating vacation that you have been longing for just open the doors
to your Hindware bathroom and surrender yourself. And experience ultimate luxury
with the soft foamy gush of water which will open every pore of your senses. If you
share the same passion for your personal space as we do and are inquisitive to know
more or have your say, then stay active and keep posting your suggestions,
feedback and inputs to make our discussions more meaningful.
PRODUCTS:
Sanitary ware:
• Wash Basin
• Water Closets
• Cisterns
• Closet seat
• Biders
• Kids series
• Paraplegic series
• Urinals
• Sinks
Faucets :
• Kitchen
• Bathroom
• Showers
• Flush values
• Addons
• Accessories
Wellness Products:
• Steam Rooms
• Bath tubs
• Shower Enclosures & Partitions
• Shower Panels
TILES
A tile is a manufactured piece of hard-wearing material such as ceramic, stone,
metal, or even glass. Tiles are generally used for covering roofs, floors, walls,
showers, or other objects such as tabletops. Alternatively, tile can sometimes refer
to similar units made from lightweight materials such as perlite, wood, and mineral
wool, typically used for wall and ceiling applications. Less precisely, the modern
term can refer to any sort of construction tile or similar object, such as rectangular
counters used in playing games (see tile-based game). The word is derived from
the French word tuile, which is, in turn, from the Latin word tegula, meaning a roof
tile composed of baked clay.
Tiles are often used to form wall and floor coverings, and can range from simple
square tiles to complex mosaics. Tiles are most often made from ceramic, with a
hard glaze finish, but other materials are also commonly used, such
as glass, marble, granite, slate, and reformed ceramic slurry, which is cast in a
mould and fired.
History
Fired tiles are found as early as the 3rd millennium BC in the Early Helladic House
of the tiles in Lerna, Greece. Debris found at the site contained thousands of
terracotta tiles having fallen from the roof. In the Mycenaean period. tiles are
documented for Gla and Midea.
The earliest finds of tiles in archaic Greece are documented from a very restricted
area around Corinth(Greece), where fired tiles began to replace thatched roofs at
two temples of Apollo and Poseidon between 700-650 BC. Spreading rapidly, tiles
were within fifty years in evidence for a large number of sites around the Eastern
Mediterranean, including Mainland Greece, Western Asia Minor, Southern and
Central Italy. Early tiles showed an S-shape, with the pan and cover tile forming
one piece. They were rather bulky affairs, weighing around 30 kg apiece. Being
more expensive and labour-intensive to produce than thatch, their introduction has
been explained by their greatly enhanced fire resistance which gave desired
protection to the costly temples.
The spread of the tile technique has to be viewed in connection with the
simultaneous rise of monumental architecture in ancient Greece. Only the
appearing stone walls, which were replacing the earlier mudbrick and wood walls,
were strong enough to support the weight of a tiled roof. As a side-effect, it has
been assumed that the new stone and tile construction also ushered in the end of
'Chinese roof' (Knickdach) construction in Greek architecture, as they made the
need for an extended roof as rain protection for the mudbrick walls obsolete.
Tiling was extensively used by the Sinhalese kings of ancient Sri Lanka. Mostly
they used smoothed and polished stones, which were laid on floors and in
swimming pools. Historians suggest that they used advanced techniques and tools
for tiling, because each tile fits perfectly to the other, with no gaps. They can still
be seen at Ruwanwelisaya and Kuttam Pokuna in the city of Anuradhapura.
One of the great 20th century Italian tile masters was Giuseppe Damato, an
immigrant from Barletta, Italy, who set many masterpieces in the San Francisco
Bay Area.
There are different types in tiles which are famous from earlier. They are
1. Roof tiles
2. Floor tiles
3. Decorative tile work and colour brik
4. Islamic tiles
5. Western tile work
6. Pebble tiles
7. Ceiling tiles
8. Digital tiling
9. Mathematics of tiling
Roof tiles
Roof tiles are designed mainly to keep out rain, and are traditionally made from
locally available materials such as clay or slate. Modern materials such
asconcrete and plastic are also used and some clay tiles have a waterproof glaze. A
large number of shapes (or "profiles") of roof tiles have evolved.
These include:
• Flat tiles - the simplest type, which are laid in regular overlapping rows. An
example of this is the clay-made "beaver-tail" tile (German Biberschwanz),
common in Southern Germany. Flat roof tiles are usually made of clay but
also may be made of stone, wood, plastic, concrete, or solar cells.
• Imbrex and tegula, an ancient Roman pattern of curved and flat tiles that
make rain channels on a roof.
• Roman tiles - flat in the middle, with a concave curve at one end at
a convex curve at the other, to allow interlocking.
• Pantiles - with an S-shaped profile, allowing adjacent tiles to interlock. These
result in a ridged pattern resembling a ploughed field. An example of this is
the "double Roman" tile, dating from the late 19th century in England and
USA.
• Mission or barrel tiles are semi-cylindrical tiles laid in alternating columns of
convex and concave tiles. Originally they were made by forming clay around
a curved surface, often a log or the maker's thigh. Today barrel tiles are mass
produced from clay, metal, concrete or plastic.
• Interlocking roof tile have a appearance like a pantile but are equipped with a
side and top locking so, the best protection is created against water and wind.
Roof tiles are 'hung' from the framework of a roof by fixing them with nails. The
tiles are usually hung in parallel rows, with each row overlapping the row below it
to exclude rainwater and to cover the nails that hold the row below. There are also
roof tiles for special positions, particularly where the planes of the several pitches
meet. They include ridge, hip and valley tiles.
History
Fired tiles are found as early as the 3rd millennium BC in the Early Helladic House
of the tiles in Lerna, Greece. Debris found at the site contained thousands of
terracotta tiles having fallen from the roof. In the Mycenaean period. tiles are
documented for Gla and Midea.
The earliest finds of tiles in archaic Greece are documented from a very restricted
area around Corinth(Greece), where fired tiles began to replace thatched roofs at
two temples of Apollo and Poseidon between 700-650 BC. Spreading rapidly, tiles
were within fifty years in evidence for a large number of sites around the Eastern
Mediterranean, including Mainland Greece, Western Asia Minor, Southern and
Central Italy. Early tiles showed an S-shape, with the pan and cover tile forming
one piece. They were rather bulky affairs, weighing around 30 kg apiece. Being
more expensive and labour-intensive to produce than thatch, their introduction has
been explained by their greatly enhanced fire resistance which gave desired
protection to the costly temples.
The spread of the tile technique has to be viewed in connection with the
simultaneous rise of monumental architecture in ancient Greece. Only the
appearing stone walls, which were replacing the earlier mudbrick and wood walls,
were strong enough to support the weight of a tiled roof. As a side-effect, it has
been assumed that the new stone and tile construction also ushered in the end of
'Chinese roof' (Knickdach) construction in Greek architecture, as they made the
need for an extended roof as rain protection for the mudbrick walls obsolete.
Tiling was extensively used by the Sinhalese kings of ancient Sri Lanka. Mostly
they used smoothed and polished stones, which were laid on floors and in
swimming pools. Historians suggest that they used advanced techniques and tools
for tiling, because each tile fits perfectly to the other, with no gaps. They can still
be seen at Ruwanwelisaya and Kuttam Pokuna in the city of Anuradhapura.
One of the great 20th century Italian tile masters was Giuseppe Damato, an
immigrant from Barletta, Italy, who set many masterpieces in the San Francisco
Bay Area.
Made in Holland roof tiles The production of roof tiles in the Netherlands started
in the 14th century when it was obligated by the city management to use fire proof
materials. At that time houses where all made of wood and had straw roofing. So a
fire could burn down the whole city. Many small roof tile makers begun to produce
roof tiles by hand with or on wooden moulds to fill the rising demand for these
building products. The roof tiles where dried in special cabinets were the wind
could get to the tiles. When the tiles where good to go, a outdoor oven was built
which they fired up. There was no control to manage the heath the results became
visual when the fired was cooled down. This leaded to many differences in
dimensions and coloring. Many of these small factories are closed down or merged
and set up production near rivers not only for the availability of clay but also for
transportation. The area near the cities Alphen a/d Rijn, Belfeld, Coutrai, Deest,
Echt, Tegelen, Utrecht and Woerden where very popular. The roof tile makers
like Gebr. Laumans, J. Kurstjens, Gebr. (Paul) Teeuwen, O&Z, Meeuwissen de
Valk, D&G, Van Oordt and Janssen Dings are worldly known.
Similarly to roof tiling, tiling has been used to provide a protective weather
envelope to the sides of timber frame buildings. These are hung on laths nailed to
wall timbers, with tiles specially moulded to cover corners and jambs. Often these
tiles are shaped at the exposed end to give a decorative effect. Another form of this
is the so-called Mathematical tile, which was hung on laths, nailed and then
grouted. This form of tiling gives an imitation of brickwork and was developed to
give the appearance of brick, but avoided the Brick Taxes of the 18th century.
Floor tiles
These are commonly made of ceramic or stone, although recent technological
advances have resulted in rubber or glass tiles for floors as well. Ceramic tiles may
be painted and glazed. Small mosaic tiles may be laid in various patterns. Floor
tiles are typically set into mortar consisting of sand, cement and often
alatex additive for extra adhesion. The spaces between the tiles are nowadays filled
with sanded or unsanded floor grout, but traditionally mortar was used.
Natural stone tiles can be beautiful but as a natural product they are less uniform in
color and pattern, and require more planning for use and installation. Mass
produced stone tiles are uniform in width and length. Granite or marble tiles are
sawn on both sides and then polished or finished on the facing up side, so that they
have a uniform thickness. Other natural stone tiles such as slate are typically
"riven" (split) on the facing up side so that the thickness of the tile varies slightly
from one spot on the tile to another and from one tile to another. Variations in tile
thickness can be handled by adjusting the amount of mortar under each part of the
tile, by using wide grout lines that "ramp" between different thicknesses, or by
using a cold chisel to knock off high spots.
Some stone tiles such as polished granite, marble, and travertine are very slippery
when wet. Stone tiles with a riven (split) surface such as slate or with a sawn and
then sandblasted or honed surface will be more slip resistant. Ceramic tiles for use
in wet areas can be made more slip resistant either by using very small tiles so that
the grout lines acts as grooves or by imprinting a contour pattern onto the face of
the tile.
The hardness of natural stone tiles varies such that some of the softer stone (e.g.
limestone) tiles are not suitable for very heavy traffic floor areas. On the other
hand, ceramic tiles typically have a glazed upper surface and when that becomes
scratched or pitted the floor looks worn, whereas the same amount of wear on
natural stone tiles won't show, or will be less noticeable.
Natural stone tiles can be stained by spilled liquids; they must be sealed and
periodically resealed with a sealant in contrast to ceramic tiles which only need
their grout lines sealed. However, because of the complex, non repeating patterns in
natural stone, small amounts of dirt on many natural stone floor tiles do not show.
Most vendors of stone tiles emphasize that there will be variation in color and
pattern from one batch of tiles to another of the same description and variation
within the same batch. Stone floor tiles tend to be heavier than ceramic tiles and
somewhat more prone to breakage during shipment.
Rubber floor tiles have a variety of uses, both in residential and commercial
settings. They are especially useful in situations where it is desired to have high-
traction floors or protection for an easily breakable floor. Some common uses
include flooring of garage, workshops, patios, swimming pool decks, sport courts,
gyms, and dance floors.
Plastic floor tiles including interlocking floor tiles that can be installed without
adhesive or glue are a recent innovation and are suitable for areas subject to heavy
traffic, wet areas and floors that are subject to movement, damp or contamination
from oil, grease or other substances that may prevent adhesion to the substrate.
Common uses include old factory floors, garages, gyms and sports complexes,
schools and shops.
Medieval letter tiles were used to create Christian inscriptions on church floors.
Decorative tile work and colored brik

Decorative tilework should be distinguished from mosaic, where forms are made of
great numbers of tiny irregularly positioned tesserae in a single colour, usually of
glass or sometimes ceramic.
The earliest evidence of glazed brick is the discovery of glazed bricks in
the Elamite Temple at Chogha Zanbil, dated to the 13th century BCE. Glazed and
coloured bricks were used to make low reliefs in Ancient Mesopotamia, most
famously the Ishtar Gate ofBabylon (ca. 575 BCE), now partly reconstructed
in Berlin, with sections elsewhere. Mesopotamian craftsmen were imported for the
palaces of the Persian Empire such as Persepolis.
Islamic tiles
The Persian tradition continued, and after the Islamic conquest of Persia coloured
and often painted glazed bricks or tiles became an important element in Persian
architecture, and from there spread to much of the Islamic world, notably the İznik
pottery of Turkeyunder the Ottoman Empire in the 16th and 17th centuries. Palaces,
public buildings and mosques were heavily decorated with dense, often massive
patterns and friezes of astonishing complexity, including floral motifs and
calligraphy as well as geometric patterns.
Western tilework
Transmitted via Islamic Spain, a new tradition of Azulejos developed in Spain and
especially Portugal, which by the Baroque period produced extremely large painted
scenes on tiles, usually in blue and white. Delftware tiles, typically with a painted
design covering only one (rather small) tile, were ubiquitous in Holland and widely
exported over Northern Europe from the 16th century on. Several 18th century
royal palaces had porcelain rooms with the walls entirely covered in porcelain in
tiles or panels. Surviving examples include ones at Capodimonte, Naples, the Royal
Palace of Madrid and the nearby Royal Palace of Aranjuez.
There are several other types of traditional tiles that remain in manufacture, for
example the small, almost mosaic, brightly coloured tiles of Morocco. With
exceptions, notably the Porcelain Tower of Nanjing, decorated tiles or glazed bricks
do not feature largely in East Asian ceramics.
Portugal and São Luís continue their tradition of azulejo tilework today. In the
United States and other Western counties, decorative tiles were in vogue in the
1920s and 1930s. Notable among tilemakers of the period were Ernest A.
Batchelder and Pewabic Pottery.
Pebble tile
Similar to mosaics or other patterned tiles, pebble tiles are tiles made up of small
pebbles attached to a backing. The tile is generally designed in an interlocking
pattern so that final installations fit of multiple tiles fit together to have a seamless
appearance. A relatively new tile design, pebble tiles were originally developed in
Indonesia using pebbles found in various locations in the country. Today, pebble
tiles feature all types of stones and pebbles from around the world, but are still
generally associated with pebbles found in exotic locations.
Ceiling tiles
Ceiling tiles are lightweight tiles used in the interior of buildings. They are placed
on a steel grid and they provide thermal but especially sound insulation. They are
fabricated from perlite, mineral wool, and fibers from recycled paper. They usually
have patterns of holes to improve their sound reflection properties.
Digital tiling
Printing techniques and digital manipulation of art and photography have
converged in custom tile printing. Dye sublimation printers, inkjet printers and
ceramic inks and toners permit printing on a variety of tile types yielding
photographic-quality reproduction.[12] Using digital image capture
via scanning or digital cameras, bitmap/raster images can be prepared
in Photoshop and other photo editing software programs. Specialized custom-tile
printing techniques permit transfer under heat and pressure or the use of high
temperature kilns to fuse the picture to the tile substrate. This has become an
increasingly popular method of producing custom tile murals for kitchens, showers,
and commercial decoration in restaurants, hotels, and corporate lobbies.
Mathematics of tiling
Certain shapes of tiles, most obviously rectangles, can be replicated to cover a
surface with no gaps. These shapes are said to tessellate.
CHAPTER-4
CONCEPTUAL FRAME WORK
THE MARKETING RESEARCH:

MARKETING:
Marketing is everywhere. Formally or informally people or organization in vast
number of activities that could be called marketing. Good marketing has become
an increasingly vital ingredient for business success. And marketing profoundly
affects day-to-day lives. It is embedded in everything we do.
Good marketing is no accident but a result of careful planning and execution.
Marketing practices are continually being refined and reformed in virtually all
industries to increase the chances of success. But marketing excellence is difficult
to achieve. Marketing is both an “art” and “science”.
IMPARTENCE OF MARKETING:
THE SCOPE OF THE MARKETING:
business.
IMPARTENCE OF MARKETING:
THE SCOPE OF THE MARKETING:
business.
CONTACT METHODS:
Marketing researcher must decide how the subject should be contrasted:

1. Mail questionnaire
2. Telephone interview
3. Personal interview
4. Online interview
COLLECTION OF INFORMATION:
The data collection phase of marketing research is generally the most expensive
and the most prove to error. In the case of surveys, four major problems are;
a) Some respondents will not be at home and must be contrasted again or
replaced.
b) Other respondents will refuse to cooperate.
c) Still others will give biased or dishonest answers.
d) Finally some interviewer will be biased or dishonest getting the right
respondents is critical.
Market research:
Market research is any organized effort to gather information about markets or
customers. It is a very important component of business strategy.[1] The term is
commonly interchanged with marketing research; however, expert practitioners
may wish to draw a distinction, in that marketing research is concerned specifically
about marketing processes, while marketing research is concerned specifically with
markets.
Market Research is the key factor to get advantage over competitors. Market
research provides important information to identify and analyze the market need,
market size and competition.
Market research, as defined by the ICC/ESOMAR International Code on Market
and Social Research, includes social and opinion research, [and] is the systematic
gathering and interpretation of information about individuals or organizations
using statistical and analytical methods and techniques of the applied social
sciences to gain insight or support decision making.
Market research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is completed, it can be used
to determine how to market your product.
Questionnaires and focus group discussion surveys are some of the instruments for
market research.
For starting up a business, there are some important things:
• Through Market information one can know the prices of the different
commodities in the market, as well as the supply and demand situation.
Information about the markets can be obtained from different sources,
varieties and formats, as well as the sources and varieties that have to be
obtained to make the business work.
• Market segmentation is the division of the market or population into
subgroups with similar motivations. It is widely used for segmenting on
geographic differences, personality differences, demographic
differences, techno graphic differences, use of product differences,
psychographic differences and gender differences.
• Market trends are the upward or downward movement of a market, during
a period of time. The market size is more difficult to estimate if one is
starting with something completely new. In this case, you will have to derive
the figures from the number of potential customers, or customer segments.
Besides information about the target market, one also needs information about
one's competitors, customers, products, etc. Lastly, you need to measure marketing
effectiveness. Marketing is everywhere. Formally or informally people or
organization in vast number of activities that could be called marketing. Good
marketing has become an increasingly vital ingredient for business success. And
marketing profoundly affects day-to-day lives. It is embedded in everything we do.
Good marketing is no accident but a result of careful planning and execution.
Marketing practices are continually being refined and reformed in virtually all
industries to increase the chances of success. But marketing excellence is difficult
to achieve. Marketing is both an “art” and “science”.
Marketing research is the systematic gathering, recording, and analysis of data
about issues relating to marketing products and services. The term is commonly
interchanged with market research; however, expert practitioners may wish to draw
a distinction, in that market research is concerned specifically with markets, while
marketing research is concerned specifically about marketing processes. Marketing
research is often partitioned into two sets of categorical pairs, either by target
market:
• Consumer marketing research, and
• Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach:
• Qualitative marketing research, and
• Quantitative marketing research
Consumer marketing research is a form of applied sociology that concentrates on
understanding the preferences, attitudes, and behaviors of consumer in a market-
based economy, and it aims to understand the effects and comparative success of
marketing campaigns.
Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the
purpose of assisting management in decision making related to the identification
and solution of problems and opportunities in marketing. The goal of marketing
research is to identify and assess how changing elements of the marketing mix
impacts customer behavior.
Marketing managers often commission formal marketing studies of specific

problems and opportunities. They may request a market survey, a product
preference test, a sale forecast by region or an advertising evaluation. It is the job
of the marketing researcher to produce insight into the customer’s attitude and
buying behavior. We define marketing research as the systematic design,
collection, analysis and reporting of the data and findings relevant to a specific
marketing situation facing the company. A company can obtain marketing research
in a number of ways. Most large companies have their own marketing research
departments, which often play crucial roles within the organization.
Companies normally budget marketing research at 1 to 2 percent of the company
sales. A large percent on that is spent on the services of outside firms. Marketing
research firms fall into 3 categories;
1. Syndicated- services research firms:
These firms gather customer and trade information, which they sell for a fee.
2. Customer marketing research firms:
These firms are hired to carry out specific projects. They design the study
and report the findings.
3. Specially-line marketing research firms:
These firms provide specialised research services.
MARKETING RESEARCH APPROCHES:
Primary data can be collected in five ways.
1. Through observation
2. Focus groups
3. Surveys
4. Behavioural data
5. Experiments
1. Observation focus groups :

Fresh data can be gathered by observing the relevant actors and settings.
Consumers can be unobtrusively observed as they shop or as they consume
products.
2. Focus group research:
A focus group is a gathering of 6 to 10 people who are carefully selected
based on certain demographic, physiographic or other.
Considerations and brought together to discuss at length various topics of
interest. A professional research moderator provider questions and probes
based on discussion guide or agenda prepared by the responsible marketing
managers to ensure that the right materials get covered.
3. Survey research :
Companies undertake surveys to learn about people’s knowledge, believes,
preferences, satisfaction and to measure these magnitudes in the general
population.
4. Behavioural data :
Customer leave traces of their purchasing behaviour in store scanning data,
catalogue purchases and customer database. Customer’s actual purchases
reflect preferences and often are more reliable than statements they offer to
market researches. People may report preference for popular brands, and yet
the data show them actually buying other hands.
5. Experimental researches :
The most scientifically valid research is experimental research. The purpose

of experimental research is to capture cause-and-capture relationships by
eliminating competing explanations of the observed findings. The extent the
design and execution of the experiment eliminating alternative hypothesis
that might explain the results, researches and marketing managers can have
confidence in the conclusion.
Experiments call for selecting material groups of subjects and subjecting
groups of different treatments, controlling extraneous variables and checking
whether observed response differences are statistically significant to the
extent that extraneous factors are eliminated or controlled. The observed
effects can be related to the variations in the treatments.
Marketing research characteristics:
First, marketing research is a systematic. Thus systematic planning is required at
all the stages of the marketing research process. The procedures followed at each
stage are methodologically sound, well documented, and, as much as possible,
planned in advance. Marketing research uses the scientific method in that data are
collected and analyzed to test prior notions or hypotheses.
Marketing research is objective. It attempts to provide accurate information that
reflects a true state of affairs. It should be conducted impartially. While research is
always influenced by the researcher's research philosophy, it should be free from
the personal or political biases of the researcher or the management. Research
which is motivated by personal or political gain involves a breach of professional
standards. Such research is deliberately biased so as to result in predetermined
findings. The motto of every researcher should be, "Find it and tell it like it is."
The objective nature of marketing research underscores the importance of ethical
considerations, which are discussed later in the chapter.
Marketing research involves the identification, collection, analysis, and
dissemination of information. Each phase of this process is important. We identify
or define the marketing research problem or opportunity and then determine what
information is needed to investigate it., and inferences are drawn. Finally, the
findings, implications and recommendations are provided in a format that allows
the information to be used for management decision making and to be acted upon
directly. It should be emphasized that marketing research is conducted to assist
management in decision making and is not: a means or an end in itself. The next
section elaborates on this definition by classifying different types of marketing
research.
Classification of marketing research
Organizations engage in marketing research for two reasons: (1) to identify and (2)
solve marketing problems. This distinction serves as a basis for classifying
marketing research into problem identification research and problem solving
research.
Problem identification research is undertaken to help identify problems which are,
perhaps, not apparent on the surface and yet exist or are likely to company image,
market characteristics, sales analysis, short-range forecasting, long range
forecasting, and business trends research. Research of this type provides
information about the marketing environment and helps diagnose a problem. For
example, the findings of problem solving research are used in making decisions
which will solve specific marketing problems.
The Stand ford Research Institute, on the other hand, conducts an annual survey of
consumers that is used to classify persons into homogeneous groups for
segmentation purposes. The National Purchase Dairy panel (NPD) maintains the
largest diary panel in the United States.
Standardized services are research studies conducted for different client firms but
in a standard way. For example, procedures for measuring advertising
effectiveness have been standardized so that the results can be compared across
studies and evaluative norms can be established. The Starch Readership Survey is
the most widely used service for evaluating print advertisements; another well-
known service is the Gallup and Robinson Magazine Impact Studies. These
services are also sold on a syndicated basis.
• Customized services offer a wide variety of marketing research services
customized to suit a client's specific needs. Each marketing research project
is treated uniquely.
• Limited-service suppliers specialize in one or a few phases of the marketing
research project. Services offered by such suppliers are classified as field
services, coding and data entry, data analysis, analytical services, and
branded products.
• Field services collect data through mail, personal, or telephone interviewing,
and firms that specialize in interviewing are called field service
organizations. These organizations may range from small proprietary
organizations which operate locally to large multinational organizations with
WATS line interviewing facilities. Some organizations maintain extensive
interviewing facilities across the country for interviewing shoppers in malls.
• Coding and data entry services include editing completed questionnaires,
developing a coding scheme, and transcribing the data on to diskettes or
magnetic tapes for input into the computer. NRC Data Systems provides
such services.
• Analytical services include designing and pretesting questionnaires,
determining the best means of collecting data, designing sampling plans, and
other aspects of the research design. Some complex marketing research
projects require knowledge of sophisticated procedures, including
specialized experimental designs, and analytical techniques such as conjoint
analysis and multidimensional scaling. This kind of expertise can be
obtained from firms and consultants specializing in analytical services.
• Data analysis services are offered by firms, also known as tab houses that
specialize in computer analysis of quantitative data such as those obtained in
large surveys. Initially most data analysis firms supplied only tabulations
(frequency counts) and cross tabulations (frequency counts that describe two
or more variables simultaneously). With the proliferation of software, many
firms now have the capability to analyze their own data, but, data analysis
firms are still in demand.
• Branded marketing research products and services are specialized data
collection and analysis procedures developed to address specific types of
marketing research problems. These procedures are patented, given brand
names, and marketed like any other branded product.
Role of marketing research:
The task of marketing research is to provide management with relevant, accurate,
reliable, valid, and current information. Competitive marketing environment and
the ever-increasing costs attributed to poor decision making require that marketing
research provide sound information. Sound decisions are not based on gut feeling,
intuition, or even pure judgment.
Marketing managers make numerous strategic and tactical decisions in the process
of identifying and satisfying customer needs. They make decisions about potential
opportunities, target market selection, market segmentation, planning and
implementing marketing programs, marketing performance, and control. These
decisions are complicated by interactions between the controllable marketing
variables of product, pricing, promotion, and distribution. Further complications
are added by uncontrollable environmental factors such as general economic
conditions, technology, public policies and laws, political environment,
competition, and social and cultural changes. Another factor in this mix is the
complexity of consumers. Marketing research helps the marketing manager link
the marketing variables with the environment and the consumers. It helps remove
some of the uncertainty by providing relevant information about the marketing
variables, environment, and consumers. In the absence of relevant information,
consumers' response to marketing programs cannot be predicted reliably or
accurately. Ongoing marketing research programs provide information on
controllable and non-controllable factors and consumers; this information enhances
the effectiveness of decisions made by marketing managers.
Traditionally, marketing researchers were responsible for providing the relevant
information and marketing decisions were made by the managers. However, the
roles are changing and marketing researchers are becoming more involved in
decision making, whereas marketing managers are becoming more involved with
research. The role of marketing research in managerial decision making is
explained further using the framework of the "DECIDE" model:
D Define the marketing problem
E Enumerate the controllable and uncontrollable decision factors
C Collect relevant information
I identify the best alternative
D Develop and implement a marketing plan
E Evaluate the decision and the decision process
The DECIDE model conceptualizes managerial decision making as a series of six
steps. The decision process begins by precisely defining the problem or
opportunity, along with the objectives and constraints. Next, the possible decision
factors that make up the alternative courses of action (controllable factors) and
uncertainties (uncontrollable factors) are enumerated. Then, relevant information
on the alternatives and possible outcomes is collected. The next step is to select the
best alternative based on chosen criteria or measures of success. Then a detailed
plan to implement the alternative selected is developed and put into effect. Last,
the outcome of the decision and the decision process itself are evaluated.
Market analysis for product launch :

The launching of any product or service in the highly competitive market is
certainly a great event, in every business sector. Before the product/service
launch the company has to consider a multitude of things regarding the success of
product in the market, and also the survival and success of the business. A new
product launch progresses through a number of inevitable stages which includes
the internal communication, pre- launch activities that secure proper distribution
and ascertains that the traders and retailers have the necessary knowledge and
resources services. The basic principles of product or service launch encompasses
the market and competitive analysis; creation of expedient marketing plans;
feasible market strategy; external and internal marketing programs; compiling
launch plans; and launch management. To expand this basic content, several new
topics can also be added:
• Employing web intelligence techniques to support the market analysis
• Analyzing the competitive environments
• Mapping the business model and planning distribution
• Using messages in market materials
• Writing press releases
• Creating favorable launch schedules for managing and reporting
• Developing and managing the launch budgets
• Setting up an online launch center
We also extend effective product launching services. We undertake the execution
of new product or service launch at national, regional, and local levels, so as to
boost up sales impressively.
Product Positioning Test:

In marketing, positioning means the process by which the marketers try to create
an image or identity in the minds of their target market for their product, brand, or
organization. The Product Positioning is the 'relative competitive comparison'
their product occupies in the specified target market. The most general definition
of the Product Positioning is: "The position of a product is how the potential
buyers see the product", and is expressed relative to the position of the
competitors. In present highly competitive business climate, understanding the
dynamics of your market is the first step toward the survival and success of the
business. Distinct product positioning and comprehensive and clear
understanding of consumers and the competitive landscape are extremely
important.
Product Concept Test:

Hindware ltd a variety of concept testing market research design approach can
develop precise and specific concept statements for development, testing,
screening and segmentation. Here they collaborate with customers in identifying
the product, advertising, or positioning, pricing, or branding concepts
appropriately consistent with customer marketing strategies. We utilize advanced
concept testing research measurement and questionnaire approaches to evaluate
the concept strength of brand, advertising, and product concepts using qualitative
and quantitative market research methods.
Research instruments:
Marketing researchers have a choice of three main research instruments in
collecting primary data:
 Questionnaires
 Qualitative measures
 Mechanical devices
 Data analyzing tools
1. Questionnaires:
A questionnaire consists of set of questions presented to respondents. Because
of its flexibility, the questionnaire is by fare most common instrument used to
collect primary data. Questionnaire need to be carefully developed, tested and
debugged before they are administered on a large scale. In preparing a
questionnaire, the research carefully chooses the questions and their forwarding
and sequence. The form of the question can influence the response marketing
measures distinguish between closed-end and open-end questions. Closed-end
questions specify all the possible answers and provide answers. That is easier to
interpret and tabulate. Open-end questions allow respondents to answer in their
own words and often reveal more about hoe people think.
2. Qualitative measures:
Some qualitative methods giving consumer opinion. Because consumer actions
do not always match their answer to survey questions. Qualitative research
techniques are relatively unstructured measurement approaches that permit a range
of possible qualitative research techniques is limited only by the creativity of the
marketing researches. Here are seven techniques for understanding the customer
experience,
a) Shadowing
b) Behaviour mapping
c) Consumer journey
d) Camera journals
e) Extreme user interviews
f) Story telling
g) Unfocused groups
3. Mechanical devices :
Mechanical devices are occasionally used in marketing research, for example,
galvanometers can measure the interest or emotions aroused by exposure to a
specific ad or picture. Eye cameras study respondent’s eye movements to see
where their eyes land first, how long they linger on a given item, and so on. In
recent years technology has advanced to such a degree that now devices like skin
sensors, brain, wave scanners and full body scanners are being used to get
consumer responses.
4. Data analyzing tools:
After gathering the data from previous and secondary sourced the data was
analyzed, tabled, interpretations was written down with the help of picture diagram
as well as bar diagram and finally suggestions were made regarding the entire
project.
CHAPTER-5
ANALYSIS OF THE STUDY
Analysis of the study:
Market: Visakhapatnam
Sample: 40
Data summary:
Data type : Primary data
Data instrument : A well structured questionnaire
Sample size : 40
Statistical method : Simple percentage
Period of the study : Two months
Place of the study : Visakhapatnam
Organization : Hindware Ltd
Title of the Project:

“Market research for new product launching” of Hindware. This is about overall
satisfaction rate of dealers with Hindware products and market position of
Hindware when it is going to launch a new product.
Data interpretation:
Total number of samples 40.
I have met total 40 dealers to fulfill my object of survey, in these 40 members’
dealers and some of retailers are also included.
Data analysis:
1. Name of the retail outlet…………………………
2. Owner name……………….
3. Area…………………………..
4. Phone number……………….
5. Table representing for dealers dealing with tiles or not
S.no Category Number Percentage(%)

1 Yes 40 100
2 No 0 0
Total 40 100
Diagrammatic representation of dealers dealing with tiles or not
Interpretation: From the above graph it can be observed that 100% of the dealers
and retailers are dealing with tiles.
6. If deals, with which company?

1 With in state manufacturer 8 20
with in the country
2 manufacturer 12 30
Out of the country
3 manufacturer 0 0
4 All the above 20 50
Total 40 100
Diagrammatic representation of with which company dealers are dealing with
Interpretation: From the above graph it can be observed that among all the
dealers, 10% of the dealers dealing with the state manufacturers, 15% of them are
within the country manufacturers, no one of them are dealing only with out of the
country and 25% of them are dealing with all the above manufacturers.
7. Table for What type of tiles are deal by dealers?

Vitrified
1 Tiles 6 15
Ceramic
2 Tiles 2 5
3 Both 32 80
Total 40 100
Diagrammatic representation of what type of tiles dealing by the dealers

Interpretation:
From this above graph it can be observed that 80% of dealers are dealing with both
vitrified and ceramic tiles and 15% of them are dealing with vitrified tiles only.
8. Table for In tiles ,How many brands are that the dealer aware of

1 Up to 5 14 35
2 5 to 10 16 40
3 Above 10 10 25
Total 40 100
Diagrammatic representation of number of companies deal by the dealers
Interpretation:
From the above graph we can observe that 35% of dealers are dealing with
minimum of 5 companies, 40% of dealers are in between 5 to 10 companies and
remaining of them are dealing with above 10 company tiles.
9. Table for sizes of tiles that dealers have

Basic size to
1 1*1 ft 0 0
2 1*1ft to 2*2ft 0 0
3 2*2ft to 3*3ft 8 20
4 All sizes 32 80
Total 40 100
Diagrammatic representation of sizes of tiles deal by the dealers
Interpretation: From the above diagram we can observe that sizes of tiles that the
dealers having of 80% of dealers are deal with all sizes of tiles from all cp0mpanie
and remaining of them are deal with the size of 2*2 ft to 3*3.
10.Table representing colours are available in market

1 Premium 8 20
2 Standard 10 25
3 Commercial 6 15
4 All 16 40
Total 40 100
Diagrammatic representation of colors available in market

Interpretation:
From the above diagram it can observe that 40% of dealers are having with all type
colors in tiles, 15% of them deal with commercial colors, 20% of them with
premium colors and remaining 25% of them are with standard colors only.
11.Table for fast moving size among all sizes of tiles

1 2*2ft 16 40
2 8*12" 12 30
Depends upon
3 customers 12 30
Total 40 100
Diagrammatic representation of fast moving size of the tiles
Interpretation:
From the above diagram it can be observed that fast moving size in tiles available
in market. According to this, 40% of fast moving size is 2*2ft, 30% of 8*12” size,
12% of size depends upon customers choice. These observed among 40 dealers and
retailers in Visakhapatnam.
12.
13. 12. Table for representing M.R.P per box

14.
Percentage(%
S.no Category Number )
RS.300/- to
1 Rs.500/- 20 50
Rs.500/- to
2 Rs.700/- 14 35
Diagrammatic
3 Rs.700/- and above 2 5 representation
Depends upon
4 Company 4 10 of M.R.P per
box
Total 40 100
Interpretation:
This shows that the price description of tiles per box from the available companies
in the market. According to this, it can be observed that, 50% of tiles having price
in between Rs.300/- to 500/-, 35% of them with the range of Rs.500/- to Rs.700/-,
5% of these are with the range of Rs.700/- and above and remaining 10% of these
are depends upon the company and product Quality.
13. Table for profit margin to the dealers
Percentage
S.no Category Number (%)
Up to
1 Rs.5/- 18 45
Up to
2 Rs.10/- 6 15
Up to
3 Rs.15/- 6 15
4 Can't say 10 25
Total 40 100
Diagrammatic representation of profit margin of dealers in tiles
Interpretation:
According to this diagram this is clearly observed that the profit margin to the
dealers. With this diagram 45% of dealers having minimum of Rs.5/- per tile, 15%
of them are having of profit range up to Rs.10/- and Rs.15/- and remaining 25% of
dealers are not interested to tell their profit margin per tile with the companies.
14.Table for interest of launching of Hindware tiles by the dealers

1 Yes 24 60
2 No 0 0
If
3 launched 16 40
Total 40 100
Diagrammatic representation of interest of dealers to launch Hindware

tiles
Interpretation:
From the observation above diagram this is clear that interest of dealers in
launching of Hindware tiles. According to this, more over 60% of dealers
are interested in launching, 40% of them are said that after launching the
product based upon quality, price they are going to take decision and no one
of dealer does not said not interested in dealing of Hindware tiles. All
dealers are accepting new product from Hindware.
15.Table for satisfactory level of Hindware Products

1 Bad 0 0
2 Good 14 35
Very
3 good 6 15
4 Excellent 20 50
Total 40 100
Diagrammatic representation of satisfactory level with Hindware products
Interpretation:
This shows the satisfactory level of Hindware products to the dealers. According to
this from all the dealers 50% of dealers said that excellent in satisfactory level,
15% of them gave very good rating of satisfactory level, 35% of them with good in
rating.
16.Table for what
S.no Category Number Percentage(%) type of tiles
Vitrified
1 tiles 16 40 are expected
Ceramic by dealer from
2 tiles 0 0 Hindware
3 Both 24 60
Total 40 100
Diagrammatic representation of type tiles expected from Hindware by dealers
Interpretation:
This shows the dealers expectation types of tiles from Hindware. According to this,
40% of dealers are expecting vitrified tiles from Hindware, remaining 60% of
dealers are expecting both vitrified and ceramic tiles from Hindware.
17.Table for M.R.P bracket expected by dealer in vitrified tiles per box

Up to
1 Rs.400/- 22 55
Up to
2 Rs.700/- 4 10
3 Can't say 14 35
Total 40 100
Diagrammatic representation of M.R.P bracket that dealer expect from

Hindware in vitrified tiles
Interpretation:
This shows the expected M.R.P of tiles per box by dealers from Hindware.
According to this, 55% of dealers are expect that p0rice of tiles per box from
Hindware up to Rs.400/-, 10% of them are expect that the price within the range of
Rs.700/- and 35% of dealers said that price depends upon company and quality.
18.Table for
sizes expect
1 2*2FT 16 40 from
2 Any size 10 25 Hindware in
depends on vitrified tiles
3 market 8 20
by the
4 Can't say 6 15
dealers
Total 40 100
Diagrammatic representation of sizes of that are expect from Hindware in

vitrified tiles
Interpretation:
This shows that they expect the sizes in vitrified tiles by dealers from Hindware.
According to this 40% of dealers are expect 2*2 ft, 25% of dealers say any size
from Hindware that they are expect, 20% of them are saying that it depends upon
the company and remaining 15% of them are can’t say anything.
19.Table shows, the interest of dealers in selling Hindware vitrified tiles
high end( Rs.100/- to Rs.150/-)

1 Yes 12 30
2 No 18 45
3 Can't say 10 25
Total 40 100
Diagrammatic representation of interest of dealers in dealing of Hindware

vitrified high end
Interpretation:
This shows that the interest of dealers in dealing of Hindware vitrified tiles of high
end. According to this it is clear that, 45% of dealers are not interested in dealing
of Hindware vitrified tiles in high end, 30% of them are interested in dealing and
25% of them are can’t say anything whether they deal ore not deal.
CHAPTER-6
FINDINGS AND SUGGETIONS
Findings and suggestions:

Findings:
• In this project I observed that there is less many number of tile
manufacturing companies.
• All of these are having minimum of price at maintaining high quality of
production
• Tile manufacturing companies are available in state manufacturer, with in
the country and also outside of the country.
• Price of the tile depends upon the quality and the available price of the
particular company.
• Retailers/Dealers are interested in launching of tiles from Hind ware.
• In retailer’s point of view, there will be specific brand name to the Hind
ware. Marketing of the sales are depends upon colour.
• In tiles of vitrified and ceramic tiles, Ceramic tiles containing of lower
marketing capability compare with vitrified tiles.
• According to my project survey report in and around Visakhapatnam there
were nearly 40 dealers dealing with tiles.
• According to the survey more number of dealers are dealing to the
manufacturers with in state and country and some of them are dealing with
manufacturers out of the country.
• From this survey maximum numbers of dealers are dealing with vitrified
tiles and lesser in part of ceramic tiles.
• In tiles all sizes and colours are deal by the dealers.
• Fast moving size in vitrified tiles is 2*2ft and ceramic tiles are 8*12”. The
prizes per box are from the starting range Rs.300/- onwards.
• Tiles market is drastically increasing day by day in entire Visakhapatnam
area.
• There was more number of tile manufacturing companies in our country.
More over manufacturing companies are from Gujarat which having local
branding.
• Out of country manufacturing Tiles are also available in Visakhapatnam
area.
• In tiles containing two types. Vitrified tiles & ceramic tiles.
• Vitrified tiles are available from basic size to any size having minimum cost
of Rs.38/- to maximum cost Rs.300/- per single piece.
• Where as ceramic tiles are available from basic size to any size having
minimum cost Rs.20/- to maximum cost Rs.110/-.
• Vitrified tiles having entire body same material where as ceramic tiles
having two layers. Upper layer thinner in size to lower layer.
• Vitrified tiles are used as flooring, interior and exterior having top to bottom
single colour where as ceramic tiles for bathroom floor having single layer
on top and lower layer in different colour.
• All dealers interested to accept new product (tiles) from Hindware whether
Hindware having best results in sanitorywares.
• Dealers and retailers believe that Hindware might maintain same quality in
tiles which has been doing in sanitary ware.
Suggestions:
By the completion of my project about marketing research for new product
launching,
• It is difficult to start a new product launching into the market when there are
lot of competition.
• Hind ware already having brand image among the customers as well as
retailers. Minimum price method is the best way of implementing new
product into the market.
• Launching of product be with in areas of where there is a demand for them.
• In Visakhapatnam area Hind ware having its brand image among all other
competitors of sanitary manufacturers.
• By the entering into the tiles business even though it may not aware about it
based upon its branding Hind ware may survive in tiles business also.
• Hindware tiles are acceptable by the dealers/retailers in and around
Visakhapatnam.
CHAPTER-7
• ANNEXURE
• BIBLIOGRAPHY
Questionnaire:
1. Name of the Retail outlet……………..
2. Owner name………………….
3. Area………………………….
4. Phone number………………..
5. Are you dealing with tiles or not?

a) Yes b) No
6. What type of tiles?
a) Vitrified tiles b) ceramic tiles c) Both
7. If deals, with which manufacturing company in tiles you are dealing

with?
a) Within the state manufacturers
b) Within the country manufacturers
c) Out of the country manufacturers
d) All the above
8. In tiles how many brands you are dealing?

a) Up to 5
b) 5 to 10
c) Above 10
9. What sizes in tiles?
a) Up to 1*1ft
b) Up to 2*2ft
c) Up to 3*3ft
d) All sizes
10.Which colours in tiles you are dealing?

a) Premium
b) Standard
c) Commercial
d) All colours
11.What is the fast moving size?

a) 2*2ft
b) 8*12”
c) Depends upon customer choice
12.What is the M.R.P per box in tiles?

a) Rs.300/- to Rs.500/-
b) Rs.500/- to Rs.700/-
c) Above Rs.700/-
d) Depends upon company
13.What is the profit margin per single tile?
a) Up to Rs.5/-
b) Up to Rs.10/-
c) Up to Rs.15/-
d) Can’t say
14.Will you interested in launching of Hindware vitrified tiles?

a) Yes
b) No
c) If launched
15. Which tiles you are expecting vitrified or ceramic tiles?

a) Vitrified tiles
b) Ceramic tiles
c) Both
16.What M.R.P bracket you are expecting in vitrified tiles?

a) Above Rs.400/-
b) Above Rs.500/-
c) Can’t say
17.What sizes you are expecting in vitrified tiles from Hindware?

a) 2*2ft
b) Any size
c) Based upon market
d) Can’t say
18.Are you interested in selling of vitrified high end (Rs.100/- to Rs.

150/-)?
a) Yes
b) No
c) Can’t say
19.What is the satisfactory level of Hindware products?

a) Bad c) Very good
b) Good d) Excellent
BIBLIOGRAPHY
Bibliography:

Market Research for New Tile Launch

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Market Research for New Tile Launch

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A STUDY ON

MARKET RESEARCH FOR NEW PRODUCT LAUNCHING

G.V.P COLLEGE FOR DEGREE & P.G COURSES

I express gratitude to Sri SUNIL CHANDAR, SR. Marketing manager and

My heartfelt thanks to parents and friends whose kind help and

Signature of the candidate

G.V.P COLEGE FOR DEGREE&P.G COURSES

This is to certify that Mr. BAVEERANJANEYULU, Student of final year

Signature of the H.O.D Signature of the project guide

Market research can be under taken by me towards to the management of

At Hindware plant, high-voltage, electrostatic automatic glazing technology is used

Concept of market research:

Study conducted considering the following aspect:

Training & Development

Development of talent at HSIL is a key success factor in achieving our goal of

The effectiveness of career progression in an organization depends largely on the

Work Life Balance:

REWARDS AND RECOGNITION

In the year 1960 when Mr. Rajendra K. Somany established Hindustan

• All raw materials are tested.

process raw materials.

Decorative tile work and colored brik

CONCEPTUAL FRAME WORK

THE MARKETING RESEARCH:

Marketing researcher must decide how the subject should be contrasted:

Marketing managers often commission formal marketing studies of specific

1. Observation focus groups :

The most scientifically valid research is experimental research. The purpose

Market analysis for product launch :

Product Positioning Test:

Product Concept Test:

Title of the Project:

S.no Category Number Percentage(%)

Diagrammatic representation of dealers dealing with tiles or not

S.no Category Number Percentage(%)

Diagrammatic representation of with which company dealers are dealing with

7. Table for What type of tiles are deal by dealers?

S.no Category Number Percentage(%)

Diagrammatic representation of what type of tiles dealing by the dealers

S.no Category Number Percentage(%)

Diagrammatic representation of number of companies deal by the dealers

9. Table for sizes of tiles that dealers have

Diagrammatic representation of sizes of tiles deal by the dealers

10.Table representing colours are available in market

S.no Category Number Percentage(%)

Diagrammatic representation of colors available in market

S.no Category Number Percentage(%)

Diagrammatic representation of fast moving size of the tiles

13. 12. Table for representing M.R.P per box

Diagrammatic representation of profit margin of dealers in tiles

14.Table for interest of launching of Hindware tiles by the dealers

S.no Category Number Percentage(%)

Diagrammatic representation of interest of dealers to launch Hindware

15.Table for satisfactory level of Hindware Products

S.no Category Number Percentage(%)

Diagrammatic representation of satisfactory level with Hindware products

S.no Category Number Percentage(%)

Diagrammatic representation of M.R.P bracket that dealer expect from

Diagrammatic representation of sizes of that are expect from Hindware in

S.no Category Number Percentage(%)

Diagrammatic representation of interest of dealers in dealing of Hindware

Findings and suggestions: