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Project Report On

CONSUMER AND DEALER RESPONSES TOWARDS KAJARIA TILES

Submitted in partial fulfilment of the requirements for the award of the degree of
Master of Business Administration
Of
Guru Gobind Singh Indraprastha University, Delhi

Submitted to:

Submitted By:

I.B. Singh

Manish Kumar

Faculty, DIAS

11612303913

Preface
Today all the decision of a company relies on the market. Market

is the

place where actual transaction between the consumer and company take
place. Consumers decides what a company should produce in turn
company gets various benefits like good consumer relationship, long time
stay in the market, monetary benefits etc.
Obtaining market information is not an easy job, one have to make
research for it called Market Research. Market research is very important
for a manager, as through it he can know his customer from very near. He
can give them what they require.
Market Research is a well-planned step to move towards the customers.
Manager has to keep several factors in mind like sample size, sample
design, type of research (exploratory, descriptive, or a mix of both),
choice of questionnaire is also important (open/close ended). One should
not forget the objective even while preparing for the research. He should
keep objective in mind while framing sample size or questionnaire, a
slight diversion from the objective may create blunders. So one should
have objective in mind at each and every step.

During this research we have tried to know the behaviour of the


consumers towards the Kajaria tile.

Acknowledgement
Concentration, dedication, hard work and application are the essential part
of our vocational summer training but not the factor to achieve the goal.
These must be supplement by guidance, assistance and cooperation of the
people to make it success.
Many people have given their precious ideas and valuable time to unable
me to complete this project report. I am deeply indebted to all of them for
their excellent ideas assistance.
After completing this project at Kajaria Ceramics Ltd., It is a great
pleasure for me to that all those who have helped me during the course of
completing this project.
I highly express my sincere thanks to
Mr. C.V.S. RANA (General Manager, Works)
Mr. B.M. PRASAD (Asst. General Manager, Production)
Mr. RAJESH SHARMA (Human Resource Manager)
I would like to thank Mr. S.K.VERMA who helped me in making this
project.
I also like to express my hearty gratitude to MS.CHITRA Mam (faculty of
I.P.E.M.) for her valuable guidance at each and every step.
I take this opportunity to thank all those who have directly or indirectly
helped me during the course of this task.
Last but not least I would like to thank my classmates and my parents for
their willing help and support at all times.

Declaration
I, Manish kumar from Delhi institute of advanced studies, rithala hereby
declare that this project report on Kajaria Ceramics Ltd. Has been
prepared based upon the survey done in their respective area like
Ghaziabad, Noida and Delhi .All the data and the information mentioned
in this project have been collected through primary and secondary data. It
is based upon the responses of the interviewee and keeping the concept of
business

objective

of

the

company

in

mind,

have

made

the

recommendations.
The recommendations were made, keeping all the cost and expenses and
technical barriers as constant.

Table of Content

S. No.
1
1.1

Titles

2
3
4

PART-I
Introduction about Company
PART-II
Objective
Research Methodology
SWOT Analysis

5
6

Findings
Conclusion

7
8
9
10

Suggestions
Limitation
Annexure
Bibliography

COMPANY PROFILE

About the Company


Kajaria Ceramics ltd. was incorporated in 1985 and was promoted by
Kajaria Exports ltd. And its associates. The plant
manufacturing

Ceramic

Glazed

floor

and

wall

was set up for


tiles

in

technical

collaboration with M/s Todagres of Spain and imported major equipments


from Sacmi Imola and Omis due of Italy.
The Company started commercial production in Aug.1988 at an initial
installed capacity of 12,000 metric tonnes per annum [TPA]. In Aug.1990
it commissioned an additional 14,000 TPA thereby raising installed
capacity

to

26,000

TPA.

The

second

phase

of

expansion

was

commissioned in Dec.1991, enhancing the installed capacity from 26,000


TPA to 40,000 TPA. The third phase of expansion in Aug.1994 enhanced
the installed capacity to 60,000 TPA and the fourth phase of expansion
increase the installed capacity to 80,000 TPA at Sikandrabad plant in
1996.
The capacity of this plant was further raised to 90,000 TPA in 1999.the
company has established its second plant at Bhiwadi, Rajasthan with a
capacity of 70,000 TPA in the year 1998.
The company manufacturers printed and special affect Tiles and have a
wide product range in terms of design, sizes and shades. It has
consistently pioneered and brought in the latest international quality
product in India. Exclusive and valid showroom in- Kajaria plus, Kajaria
tiles Shoppe , Kajaria Tile studio, Kajaria tile galleria in all the important
cities of the country offer a panoramic view of the widest range, choices
of the tiles, mix and match to suit individual

and family needs. The

company has to credit a

strong market presence and dealer network. The

market base was systematically expanded by appointing many dealers all


over the country. The sales turnover has progressively increased from
Rs.6.83 cr. In 1998-89 to Rs. 227cr. Approx in 2012-13.
The company entered the export market in 1989-90 and on a global front
Kajaria has made significance advances and established its first showroom
in Melbourne, Australia. Exports are being identified as a major thrust
area.
The company export markets are the Gulf countries, SARRC countries,
Canada, European countries, etc.
KCL is the first Tile Company having received ISO 9002 Certification,
which is symbolic for maintaining the highest standard of quality in
keeping with the stringent international specification, it also takes
pleasure in announcing environment friendly ISO 14001 accredit ion.
It is the first Tile manufacturer to receive OHSAS 18991 in India to
receive OHSAS 18001 in fulfilling international standards in occupational
health and safety management system specification.
Kajaria has yet again won the CAPEXIL Export Award for the highest
exports in 2000-01. This is the fourth consecutive year that Kajaria has
been awarded this national recognition.
It has been the recipient of the Global Growth Company Award by the
world economic forum in December 1997.

Today Kajaria is the largest selling brand in India and the largest exported
brand from the country. Despite the fact that the Kajaria Ceramics ltd. has

the largest manufacturing facility in the country. The company has been
consistently producing above 100% of its rated capacity.
KPL is promoted by Mr. Chetan Kajaria, a gold medalist in Engineering
from Pune University and MBA from Boston College, USA. Another fact
which has helped the company to control its cost is the supply of piped
natural gas, which ended the company dependence on LPG\LDO in
addition to reducing cost.
The management of Kajaria Ceramics ltd, since its inspection has always
remained conscious about the environmental aspects of the business and to
materialize its objective the mgmt. has incorporated the latest technology
available in the world. Several other initiatives toward improving the
environmental performance have been taken. One of this is to establish
unit as a zero liquid effluent plant. The unit is the first tile plant in
India

and among a very few ceramic Tile plant in the world to recycle

100% water which comes out as an effluent from the various point during
the manufacturing process. Another unique initiative is adoption of
vermiculture Bio-technology for organic waste.
As its most bold step, Kajaria introduced Kajaria World, the biggest and
most elegant imported tile showroom in the country. Opened in Gurgaon
over an area of 14,000 Sq. Ft., Kajaria World is the last word in premium
and high quality concepts for home design.
The entire area at Kajaria World is divided into a vitrified tile section, a
ceramic floor tile section, bathroom concepts and mock up flats where
consumers can browse through and view thousands of options and their
applications.
The company's in-house team of designers has done a remarkable job of
creating an elegant and exclusive ambience.

On display consumers will fine, modern bathroom concepts with over 100
alluring creative patterns and ideas. Mock-up flats where they can walk
through and find out how Kajaria tiles and ideas suit kitchens, living
rooms, dining halls, study rooms and bedrooms. Imported porcelain tiles
in

various

shades

and

marble

finish

selected

from

leading

tile

manufacturers of the world, ranging from 60x60 cm to large format 1x1


Metre. Tiles.
Kajaria World also offers customers advise from trained experts in the
fields of architecture and interior design to help them make the right
choice for their dream home. Kajaria ceramics is the Largest Exporter of
India

International Markets: Kajaria ceramics exports to more than 20 countries round the Globe. The
International Marketing operations are organized by a specialist export
division that manages a network of international agents and distributors
supported by our exclusive office/showroom in Australia. Now in
international markets we enjoy a similar brand Recall as that of Domestic.
Our Brand kajariatile has today become synonym of quality, service and
innovation not only in the domestic market but even in the international
market. With increased capacity, increase in turnover and a growing
domestic and exports market, Kajaria Ceramics is set to emerge as a
leader in the international ceramic tiles market.

Kajaria Milestones

A Memorable Decade

1988

Production

of

ceramic

tiles

begins

with

single

firing

technology.
1990

Expansion of capacity from 12,000 MT to 26,000 MT.

1991

Further increase in capacity to 40,000 MT.

1992

Kajaria wins the CAPEXIL Award for the highest exports.

1994

Monoporosa Wall Tiles introduced for the first time.

1995

Capacity expanded to 80,000 MT.

1996

Rs. 1 Billion turnover crossed.

1997

World Economic Forum honours Kajaria as one of the top


performing Global Growth Companies from India.
Kajaria captures 16% market share and reaches the No. 2
position in the ceramics tiles industry.

1998

Capacity expanded to 150,000 MT equivalents to 33,000 Sq.m


Per day, at par with the international players.

1999

Rs. 2 Billion turnover crossed.

2000.1

Fourth time winner of CAPEXIL Export Award.

2002.3

Starts advertisement in T.V.

2004-

Kajaria has registered turnover of Rs.2390 million.

2005-

Company has registered red turnover of Rs.2698 million.

Mission Statement
1. To remain forefront in the Ceramic Tile Industry.
2. To remain the highest brand recall in the mind of discerning customers
for quality, designs and as a provider of new concepts and ideas.
3. To reach into everyones dream home.
4. To follow the principles of transparency, high business ethics, global
quality standards and in creating new intellectual assets.

Performance of Kajaria Ceramics Ltd


BUOYED by the improved business prospects and growth in earnings, the
stock prices of companies in the ceramic tile industry have moved up the
past few months. Industry heavy weight Kajaria Ceramics is no exception.
Taking into account the company's strong positions in the industry, the
commissioning of expanded capacity and growth prospects, long-term
investors may include the stock in their portfolio.
Kajaria Ceramics is one of the bigger producers and exporters of ceramic
tiles.
After passing though a rough patch in the late-1990s, the company and
other ceramic tile producers benefited from the robust growth in demand
of recent years.

The softening interest rate regime and the pick-up in the real-estate and
construction sectors played a key role in bolstering demand for ceramic
tiles.
Apart from the retail segment, consisting primarily of residential housing,
the demand for tiles picked up from the institutional segment as well.
The increased activity in the retailing business along with the economic
growth propelled demand from the institutional segment.
The positive impact of these factors is evident in the company's
performance. For the year ended March 2005, revenues rose 12 per cent to
Rs 280 crores while the post-tax earnings more than doubled to Rs 25.5
crores from Rs 11.8 crores.
Along with the factors listed above, the lowering of excise duty on
ceramic tiles also helped the company's cause. This has effectively
narrowed the price differential between ceramic tiles and the traditionally
popular mosaic tiles.
To cater to the growing demand, the company has expanded its production
capacity to 18-million square metres from 14-million square metres.
This would place the company in the position to take advantage of the
growing demand for ceramic tiles Kajaria is also expanding its geographic
footprint and its retail presence by opening exclusive outlets across the
country. The trend of healthy growth in earnings is evident in this fiscal
as well.
For the quarter ended June 2005 revenues increased by 8 per cent to Rs
61.6 crores and post-tax earnings by 26 per cent to Rs 5 crores. Going
forward, the company appears well-positioned to post a healthy growth in
earnings.

The continued boom in the construction sector, housing industry in


particular, would spur demand for ceramic tiles. With expanded capacity
in place, the company would also have the option of enhance its export
earnings if there is surplus capacity.
Considering that the ceramic tile penetration is still low in India, there is
significant room for growth for the industry.
Kajaria and other tile majors such as Bell, Murudeshwar, SPL and Orient
may continue to see robust growth in demand.
The year 2012-13 concluded with companys overall turnover at Rs.2278
million and profit after tax Rs.26 million. Despite a tough year for the
industry in general, the company has operated at 109% capacity during the
year.
Grow ing Global Presence
After successfully establishing its first showroom in Melbourne, Australia
through its subsidiary Kajaria (Aus) Pty. Ltd. In February 2001, Kajaria
has spread its wings wider and has made significant advances in global
retailing.
While the impressive Melbourne showroom stands testimony to the
strengths of Kajaria in global retailing, its matter of great pride and
accomplishment to Kajaria that today its product are sold in Australia
through over 50 dealers. This shows the heartening response and
acceptance the products have received in this sophisticated market, where
Kajaria is pitched against other world-class brands and products.

Global retailing opens up new avenues for growth. Having established a


growing presence in a short span, Kajaria is now playing more exciting
showrooms in other cities of Australia. The objective is to emerge as a
strong force in global retailing and a strong brand in the international
arena.

Exports Market: -

Export Performance

The export was lower this year due to increase in domestic demand for
companys demand.
Kajaria Tile Brand is established not only in the domestic market but also
even in the international market, with exports to quality conscious
markets in Europe, Canada, Arabian Gulf and Saarc countries. With
increased capacity, increase in turnover and an overgrowing domestic and
exports market, Kajaria Ceramics is to set to emerge as a leader in
international Ceramics Tiles Market.

Series1

Product
People dont buy products, they buy what products do for them
JOHN WILHMURST.

KCLs Main Products: Ceramic Glazed Floor


Ceramic Wall Tiles

They differ in strength and resistance .

2. Commercial Tiles Upper Middle Class


3. Utility Tiles Middle and Lower Middle Class

-1
96 9 9 9 1
-9 7- 8-9 9- 0-20
7 98 9 10 1111
-2101
22

1. Standard Tiles Elite Class

Three Main Kind of Tiles:-

700
600
500
400

429

200

These Tiles Come Under Ranges of:1. Plan Colour Range


E.g. Blanco Nieve, Champagne, Silver Grey, etc.
2. Classic
E.g. Naveda Blanco, Kajaria Green etc.

3. Special Plain E.g. Burgundy, Oxford Blue, Terracotta etc.


4. Contractor E.g. Leonardo Beige, Limoni Grey, Luxor and Luna etc.
5. Printed
E.g. Alicante Beige, Arena Grey, Antique Blanco, etc.
6. Special Printed
E.g. Chimera Beige, Corona Grey, Galleria Brown, etc.
7. Premium Range
E.g. Auto Grey, Alfar Blue, Archiva, Argilla, Atrium, etc.

Floor Tiles

96

95
-

100

67.6

113

163

167

Alicante Pink

Alicante Verde

[300x300 mm]

[300x300 mm]

Amphora Biege

Amphora Brown

[300x300 mm]

[300x300 mm]

Wall Tiles

Ankara

Blanco Ankara Crema

[300x200 mm]

[300x200 mm]

Ankara Grey[300x200 mm]

Arabia Beige[300x200 mm]

Competitors
These continuously threaten rather than contribute to the survival of the
business. They watch each other very closely and follow one another
prices up and down, they try to capture either others market share and
customer base to increase their own profit margins.
The more competitors there are and the close their product offering, the
more sensitively sales respond to a relative change in price.
Non-price competition using branding and other product
Competitors of KCL
1. Johnson ( Oldest and biggest competitor )
2. Nitco Tiles in Mumbai

3. Somany
4. Orient

Objectives
1. To give top priority to quality.
2. Whatever we produce, product the best.
3. To make profit, through maximum production at minimum cost.
4. To train ourselves for excellence.
5. Maintain customer satisfaction as customer is the centre of our
universe.
6. To achieve business excellence by enhancing long term shareholders
value and interest of all its shareholders.
7. Efficient

conduct

of

the

business

of

the

company

through

commitment to transparency, business ethics and discharging its


corporate responsibilities, are hallmark
followed by the company.

of the best

practices

Research Methodology
Marketing research is a systematic design, collection, analysis and
reporting of the data and findings relevant to specific marketing situation
facing the company.
The marketing research is done in the following ways:
1. Defining the problem and research objective.
2. Developing the research plans.
This is to develop the most effective plan for gathering the needed
information. In this project the plan was so decided that the research
objective are fulfilled.

Data Sources

The research plan calls for gathering data.

Primary: This consists of original information gathered for the specific purpose. In
this case it was collected from the user and dealers. This was done by
survey research, which is generally conducted to learn about peoples
knowledge, beliefs, preferences, satisfaction etc.
For primary data collection. I used questionnaire method, where my
sample size is 100 people.
Sample technique-probability/ random sampling.
Type of research-non-experimental research.

Secondary: This consists of information that already exists somewhere. Here the
information was collected from magazine, newspaper, brochures, internet
and journals etc.
Data Collection
The various parameter deciding and subsequently influencing purchase of
tiles are identified and the questionnaire is prepared on the basis of the
objective. Different categories are selected for the study.
The primary information is collected using the survey technique in which
a structured questionnaire is devised to measure consumer preferences for
various factor effecting purchase decision, their awareness for brand,
various function of cell phone, physical features, general features, special
and accessories.

I have contacted people for collecting the data. I explained them for my
study and asked them to fill the questionnaire. Some of the people have
given their full co-operation while some of them have ignored. At last I
am able to collect the questionnaires filled by the people using tiles.
The questionnaire measured the responses using parameters like

Brand Awareness

Brand Loyalty

Brand Image

Usable location for tile.

Feature Awareness

Swot Analysis
Strengths: i. Kajaria ceramics has excellent brand awareness and a high quality
image.
ii. KCL focus on quality.
iii. The company is highly professional, devoted and result oriented in
marketing its product.
iv. Advertising campaign of the company is creative in the market.
v. Company believes in ensuring high quality standards of its product.

Weaknesses: i.

Lack of transparency with dealers.

ii. Company focus on niche segments.

Opportunities: i. Selection of effective and result oriented distributions for wide spread
distribution.
ii. Positive reaction of the customer because of the existing product.

Threats: i. Product of the competitors is available at low price as compared to


KCL.
ii. Dealer can sometimes be bias.

DATA ANALYSIS & INTERPRETATION


Findings & Analysis

Awareness
Rural

In this case we segment people in three categories one who are unaware,
second who are aware, and third who are interested to know about the tiles
of Kajaria Ceramics Limited.
In the rural areas there are 83% of people who are unaware about the tiles
of Kajaria Ceramics Limited. In this category some of them totally
unaware about the tiles but not of KCL.

In the rural areas there are 17% of people who are aware about the tiles of
Kajaria Ceramics Limited. Either through retailers or by friends from that
places where Kajaria tiles are used.
And in the other segment, which covers those people who are interested to
know about the tiles, are covered 68% people they are always ready to
know more about the tiles. This means for not only about Kajaria Tiles
other may also.
Awareness

Urban

In this case we segment people in their categories on who Are unaware,


second are aware and third who are interested to know about the tiles of
Kajaria Ceramics limited.
In the urban areas there are 1% of people who are unaware about the tiles
of Kajaria Ceramics Limited. But they know that what is tile, where it
should be used etc.
In the urban areas there are 99% of people who are aware about the tiles
of Kajaria Ceramics Limited. The matter is not that they dont know about
all categories of the tiles of Kajaria Ceramics Limited.
In the other segment which covers those who are interested to know about
the tiles are covered 12% people they are interested to know more about
the tiles either to increase his knowledge related to tiles or only for time
pass and rest of them says that they do not have time to spend on them. If
they require the tiles then at that time they will know it.

Brand Loyalty

Rural

In this case of brand loyalty we segment rural areas into none means those

peoples who are not brand loyal they may use it, that brand which are
suitable for them either in terms of cost of the tiles or design of the tiles
or by the motivation level of the dealers or retailers.
So, in rural areas 96% of the peoples are not brand loyal. In second
segment we concentrate on those people who are some brand loyal (3%
people). They either heard or by his friends, college and magazines or
through advertisement that this brand has confirmed they want only on
that places where the guest visit it most. The reasons behind this to show
that have something extra. They are not much aware of the advantage of
the tiles.
In terms of heavy users for the rural area very less are heavy users and
rest of them believe that this is the wastage of money to invest in the
tiles. You should invest in that sector from which there may be changes to
take return.
Usage Rate
Urban
And the last is heavy user who uses tiles in a large quantity like in hotels,
apartments and hospitals etc. They are of 14%.So, by this way we can say
that there is a big difference in terms of tiles users in between rural and
urban areas people

Usable Location

Rural

We segment the usable location in several parts where we can use the tiles
these are Kitchen, Bathrooms, Gallery, Veranda and other places. In the
case of rural most of the people do not use tiles and those who use it, they

Use it only in some parts of their Home. Now, we show our data,
according to our survey each part compare to whole rural people, only 2%
rural people use tiles in kitchen, only 4% rural people use tiles in
bathroom, only 8% rural people uses in gallery, 60% people use tiles in
rooms, 30% people use tiles in veranda and 2% people use tiles in other
places. There is that we use tiles only at that place where the guest visits
more. The purpose of showing tiles is more in comparison to its advantage

Usable Location
Urban

We segment the usable location in several parts, where we can use the
tiles these are kitchen, bathroom, gallery, veranda and other places. In the
case of urban area most of the people uses tiles but the location is totally
different in comparison to the rural area.
We can say this according to our survey .i.e. 77% people use tiles in
kitchen either on platform or on the wall or on both places. In Bathroom
91% people use wall tiles where only 63% people use floor tiles, their
perception is that floor tiles may cause skit problems, 66% people use
tiles in gallery, 58% people use tiles in rooms, 48% people use tiles in
veranda and only 4% people use tiles at other places.
The urban people mostly use stones (Marble, Kota, Granite) in the rooms,
veranda and platform of kitchen. So, the percentage of tiles used in rooms,
veranda is less in comparison to other places.

Using Criteria

Rural

For the purpose of using tiles we segment rural areas into four different
parts, which plays an important role before buying the tiles. These
different

parts

are

convenience;

here

convenience

indicates

the

availability of tiles of rural area people. So, 7% of rural area people gave
preference to those tiles, which are easily available, not the specific
brand.

Now, next is the premium quality so, only 2% of rural area people give
preference to this type of tile in which mostly are those who gave
preference for use of these tiles as a base of religious drawing or
photographs.
Next, is the economic condition it covers, 83% of rural area people buy
tiles according to his economic condition? It never indicates that other
segment avoid the economic condition they never gave preference to other
segments.
And last segment is value for money, which covers only those people who
always wants that purchased, must give at least, the value for their money
they are of 8%.

Using Criteria
Urban

For the purpose of using tiles we segment urban area into four different
parts, which plays an important role before buying the tiles? These
different are convenience, here convenience indicates the availability of
tiles for urban area people. So, 14% of urban people give preference to
those tiles, which are easily available, or in a specific pack or other
conditions not only for specific brands.
Now, next is the premium quality so, only 8% of urban area people give
preference to these types of tiles, in which mostly are those who give
preference for use of these tiles in a room or on pillars etc.

Next, is the economic condition it covers, 63% of urban area people buy
tiles according to his economic condition? It means that people under this
segment buy tiles on the basis of their economic condition. They buy only
those brands or designs, which suits their pocket.
And last segment is value for money, which covers only those people who
always wants that the product they have purchased must give at least, the
value for their money and they are 15%.

About Customer
Involvement

Rural
As, we know that in rural area most of the people use to sit together at
least once in a day and according to our survey we find they are interested
to know about the tiles.
So, there is a possibility to motivate the potential customer by satisfying
his or her quarries.
Like:As we know that in some of the stores of grains. The grains are affected
by moisture. So, with the use of tiles we may avoid the moisture problem
and save money.
With the use of the tiles we may avoid small insects, ants, housefly etc.
That comes either due to the unfinished floor, moisture or holes in them.

Involvement

Urban
In urban area there is no much involvement of the people in the
comparison to the rural area people. But the urban people are closer to the
advertisement. So, by advertisement, magazines, cable TV or through print
media we can motivate potential customer.
Because if you want to make people aware about the Kajaria Tiles
personally then you have faced many problems like potential customer
may say that he dont have time etc.

Perception
Rural
In rural area most of the people are not interested to spend money in tiles.
The important factor is economic condition and other reasons, like one
may skid, which cause problem and some of them may also want to follow
his or her traditional system. They believe that due to the traditional
system they can maintain the holiness of their house.

About Customer
Perception
Urban
In urban area most of the people are usually educated and rational in
thinking so they dont nurture any myths. Moreover their lifestyle
demands more attention towards their houses, offices, etc. Apart from
satisfying their basic necessities of life. These people are mostly

interested to invest in the stones like marble, granite and tiles in rooms
and other places where they can afford them.
In urban area some of the people believe that floor tiles in bathrooms may
cause problem thats why they are not interested to put floor tiles in
bathroom.
About Dealers

First of all we want to know that who are in the competition with Kajaria
tiles according to the dealers

they are Johnson, Nitco, Somany, and

Orient.
As according to this graph we say that the most important problem faced
by the dealers are margin problem. They say that they dont get margin
from this tiles and other company give better margin. Some of the dealers
also complain that their business is also affected by the opening of Kajaria
plus Showroom near his area.

Now, the next problem faced by the dealers are service problem means
that there is no proper response of any

complain if there may be any

response than it will be so late, as it lost its importance.


Some of the dealers are also complain for the tiles that they are not plain
in shape (base of the tiles), not

specific size of the tiles (16/12) and also

color range.
Some of the dealers say that they dont face any problem by this company
mostly are Kajaria Plus dealers.

Problems of Dealers

Now, in conclusion dealers says that they are doing business and business
means earn money so, why they want to sell those brand which do not give
the margins or better margins. If the same conditions continue then at that
time dealers want to motivate the customer for those brands, which give
better margin.

Conclusion
An attempt is made to identify the level of awareness among the
respondents towards Kajaria Ceramics Ltd. From the study it is inferred
that TV commercials have considerable influence on the buying decision
as well as brand preference of the consumers. The celebrity endorsement
is also considered to be an important part of advertisements to make them
more creative and innovative in their reach to the consumers and their
attempt to capture their attention.
Following observations are made after making an analysis of data
collected from various respondents and from general discussions with
them:
Almost half of the segment of respondents likes to watch ads
regularly. So company should expense more on advertisement.
A significant portion of the people prefers to watch ads because of the
informative content. This is because of Evocation of experience

Brand preference is considered to be one of the prerequisite for brand


salience-to create the Top of the mind Brand awareness. A small

segment of the respondents think that the advertisements are totally


true or reliable. All the rest of them think that they are either
sometimes deceptive or mostly deceptive.
Major chunk of the respondents feel that celebrities presence in the
ads is highly required. They feel models are familiar and their
presence is reassuring. Moreover, because of the high positive image
of the celebrities consumers feel the genuineness of the product/brand.

More than half of the consumers are not able to relate themselves with
the lifestyle shown in the TV ads. This is because the people are not
able to conform the exaggeration shown in the respect of product
benefits to their own picture.

Suggestions
It is very difficult for any company to rise and become the leading brand
but it is much more difficult to maintain this position.
I am pleased to submit my suggestion to Kajaria Ceramics Limited.
Any company can be successful only in one condition when the company
satisfies the dealer and customer. The company should follow this
principle that to maximize the production at minimum cost. It is very
difficult for a company or firm to raise needs of the customer. If you
successfully arise it, then the next step is more difficult in comparison to
first step i.e. to maintain the customers needs for the product. Because at
that time several other substitutes may present in the market with lower
cost and the same quality or nearer to the same quality because they dont
spend as much money on advertisement in comparison to original
products.
As we know that it is the first Indian Tile Company with ISO-9002
certification. Now, in the current market situation, some
Other tile companies also have ISO-9002 certification. So, only on the
basis of this Kajaria Ceramics cant motivate potential customer. Company
should have a goal to make profit with customer satisfaction and mission
of being committed to excellence.

According to our survey we saw there is a big difference in buying


behaviour of the customers of the rural and urban areas. We cover rural
area in Ghaziabad and urban area in Noida, Delhi and Ghaziabad. Because
the most of the people of the rural area follow the traditional approach
and most of the people of urban area believe in new generation.
According to our analysis we found that the current business of Kajaria
Ceramics Limited is better in comparison to other tile manufacturing
companies but if the same condition continues then the company may face
problem in future because most of the dealers prefer to sell those brands
which give them better margins.
So, if Kajaria ceramic ltd. Not changes its business strategy then it will
confirm face problem in respect of its customer as well as profit of the
company.
First of all Kajaria ceramic ltd. Segment its market separately in rural as
well as urban areas because their buying behaviour and their thinking for
tiles are different from each other.
As we know that in rural areas most of the people faces economics
problems. Here economic indicate that the cash money. The reason behind
this is natural disaster or condition mean people buy essential goods on
credit basis so they gave first preference to satisfy those people who gave
the substance on accredit basis. Rural area people also say that what are
the needs of the tiles for us? Firstly we manage need of our family like
food, cloths, shelter means repair of shelter before rainy season etc. And
then we think for the others.

So, the first step of the Kajaria ceramics Ltd. Is that to aware the rural
area people, about the advantages of tiles like heat resistance, by the use
of tiles you may avoid moisture in the stores by which your stored grains
are affected, you may avoid
Housefly which causes disease, you may also avoid the small insects and
may snake also who creep on the floor because they are unable to creep it
on the tiles by the use of the tiles etc.
You may easily do it because in rural area; people are interested to know
about the new thing. And in a day at least one time e they sit together so,
you dont face much problem to collect the people or for giving demo. Of
the tiles. When you will tell or aware the rural area people for the need of
the tiles then the next step is to make the stock in that area by which they
can easily buy it without spending much money on transportation, after
that you may also give a offer to buy on credit basis but this credit should
be in a period of six month or more for a year not more than this. The
reason behind that your business is also not affected by this offer. You
should also provide the better margin for the dealer s by reducing the by
reducing the advertisement through electronic or print media because
dealers may play a more role for motivating the customer for specific
brand. You should also give questioners to each dealer, which is necessary
to fill it, by the dealer after a month by which you can analyse the current
situation for the product on this area.
Now, in

urban areas we know that the most of the people dont have the

time to listen your demo for the tiles they say that whenever we feel to
buy, at that time we may ask for that. So you should concentrate on print
media,

electronic

media

and

dealer.

In

print

media

our

as

our

advertisement are continuously published in some magazines like business


world. But all the potential customer not read that magazines. So, you

should also use the some banners and the places, which is able to see by
the most of the people. Next is through electronic media by this electronic
media you should advertise either on a prime time or on that time when a
parent or guardian are watch T.V like news or family related serial which
is watched by the most of the housewifes.
And with the help of the margin, mean by giving more margin in
comparison to the other tiles company. If would we necessary cut some
advertisement cost from the print media or from electronic media then you
should cut it .But you dont compromise with dealer margin. Because
dealer play an important role for motivating the people.
E.g. If a customer enter in a shop which has a biggest banner of Kajaria
ceramic ltd. And the customer also have some knowledge about Kajaria
tiles then dealers gave demo which is fully devoted to Kajaria but in last
line if they say that now a days some of the customers tells some
problems comes in use of Kajaria tiles so,
We dont take any guarantee for this tile and according (dealers) to me if
you spend such money then you should invest on that brand which have no
complaint yet, means another company tiles who gave better performance
and no one gave any type of complain so, most of the potential customer
divert for the another brand tiles and the dealers also make a better margin
as dealer sit on the shop for making money. So, why they dont want to
sell that product which gave less margins? Whereas the quality is as same
as the Kajaria tiles. E.g. Dealers who have only Kajaria tiles now facing
problem from local manufactures which is located in Marbi, Rajkot,
Baroder. Major competitor is Gold coin, Bell ceramics, Asian etc. The
above manufactures are having equivalent to Kajaria quality and latest
machinery.

a) Good, production team.


b) They are in mass advertisement for specific area.
c) Gave better margins to dealers by which dealers motivate potential
customer to customers.
d) They gave better margins to dealers by cutting advertisement cost.
If Kajaria may allow giving its tiles on a credit basis for a limited time
period then the number of the customer increases because some of the
customers are brand loyal but they dont buy Kajaria tiles due to his
financial position. Or buy another brand as they have the option of credit
basis.
Some of the dealers also complain that your services are not up to the
mark like:

Mahul traders say that sometimes company doesnt give replacement


offer for defective materials for the customer.

Shree Shah sanitary stores say that since last one year, we have
received many complaints from the customers.

Having different problems requiring Kajaria ceramic tiles. There is


no positive answer from responsible person.

Vijay sanitary stores say they faced main problem of others. In


others problem can be sorting, services etc. They say that in pack of
tiles id to stored tiles of II quality in the I quality.

They also that due to present economic condition and cheaper and good
quality of tiles available in the market of different companies rates of
your company are high.
Company is not able to solve the genuine complaint of the customers,
replacement for defective goods as well as rates.

Now, you also make the better contact with architecture because they can
motivate the potential customer through his scientific point of view and
potential customer are easily believe on his views like heat resistance ,
stroke resistance.
Contact with Builders as they may help to gave better contract by which
your product can use in a huge amount. With contractors they may also
gave a better setting condition and other who may gave you a better
business.
You have also concentrates on those dealers who are nearer to the Kajaria
plus showroom as they are affected by the opening of Kajaria plus .The
reason behind this, is that the bigger project are transfer to the Kajaria
plus whereas this project is actually concerned with those dealers who are
nearer to the Kajaria plus showroom it will transfer to Kajaria plus.

Limitations
1. The data obtained is available to Ghaziabad.
2. Due to shortage of time study was restricted.

3. Inaccessibility to certain areas also restricted the study to a limited


sample size.
4. Inaccessibility of the respondents at times at their houses.

ANNEXURE
Questionnaire
Which brand of tile do you use?
a) Kajaria
b) Johnson
c) Nitco
d) Somany
e) Orient
If given a chance to change the brand of tiles, would you prefer to change
it?
f) Yes
g) No
2. If yes, then which brand?
a) Kajaria
b) Johnson
c) Nitco
d) Somanyorient

5. Are you aware of the fact that Kajaria Ceramics Ltd.? Is the No.1
Tile Company?
a. Yes
b. No
If yes then indicate the source of your awareness?
c. Newspaper
d. T.V
e. Magazine
f. Radio
Can you recall logo of any brand?
g. Yes
h.

No

If yes then which brand?


i. Kajaria
j. Johnson
k. Nitco
l. Somany
m. Orient
In your view which one is the best company (Quality Wise)?
n. Kajaria
o. Johnson
p. Nitco

q. Somany
r. Orient

In your view which one is the best company (Feature Wise)?


s. Kajaria
t. Johnson
u. Nitco
v. Somany
w. Orient
In your view which one is the best company (Price Wise)?
x. Kajaria
y. Johnson
z. Nitco
d) Somany
e) Orient

Indicate the criterion for using the tiles?


a) Convenience
b) Premium
c) Economic
d) Value For Money

Which is the most usable location for tiles in your opinion?


A) Kitchen

B) Bathroom
C) Floor
D) Gallery
E) Rooms
F) Veranda
G) Others
Indicate your usage rate?
a) Heavy User
b) Medium User
c) Light User
d) Non User

Bibliography

WWW.KAJARIACERIMICS.COM

MARKETING

MANAGEMENT
- PHILIP KOTLER

PRINCIPLES OF MANAGEMENT
- C.B. GUPTA
MARKETING RESEARCH
- D.D. SHARMA
RESEARCH METHODOLOGY
- C.R. KOTHARI