1. 1 EXECUTIVE SUMMARY
The main objective of the project was to discover those markets which were
Untapped and also increase the product reach to the remote areas customers. We have to
grab this opportunity in those markets for Tile Style. We have to also know that how the products
of Tile Style are running in the market.
This project helps in determining the main dealers and Retailers, also the Study
reflect that the business now at the stage of exponential phase with launch of some good products.
The information helps in maintaining a good customer relationship with the existing clients and
customers.
A proper survey was conducted for this by using two different standard
Questionnaires separate for institutional customers and it was really successful or result oriented.
In the survey many contractors were touched with a proper questionn aire which was prepared to
find out the relevant information with the subject given.
So my personal experience and learning in this project starts with convincing the
customers about the correct information about the merger and company products which helps the
company to increase its loyal customer base.
The overall study in this project concludes that Tile Style having a good brand image in
terms of quality and services in this huge competition. The company having the same
policies for its all dealers and delight them with its regular services and feedback.
There are some recommendations and suggestions on the basis of my study in this report
to make this growth at higher pace . There area also some graphical and tabular
representation of the data which helps in understanding the market scenario for the company.
This study also facilitate the marketing and promotional strategies for the company and
also increase its product reach in the overall country.
1
2. ISME
2 UNDERSTANDING THE MARKET
Understanding the market is the key aspect for starting any business and Porter’s five
forces is a simple and powerful tool that helps to identify where the power lies in a business.
According to Porter, the probability of any firm making profit depends on five important factors.
In this paper the five forces are used for understanding market related to a small roadside
restaurant business which serves Chinese cuisine. Figure 2.1 shows a graphical view of Porter’s
five forces.
Figure 2.1: Porter’s five forces
2
3. ISME
There is a great growth in Tiles flooring industry; the resent census shows there is a 85%
of growth is there in rural areas and 71% growth in the urban areas. Figure 2.2 shows a clear
picture about growth in this industry in India.
Fig no 2.2: Rang of Tiles industry & Growth rate in India
3
4. ISME
3 MARKET SEGMENTATION AND POSITIONING
3.1 Market segmentation
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, and technographic differences, use of product differences,
psychographic differences and gender differences. For B2B segmentation firmographics is
commonly used.
Fig no 3.1: Tiles industry Share by value
4
5. ISME
Who are our customers?
Our customers are mainly, whose ages are between 20 to 55+. Mostly people in
the age group of 40 to 50 are our major customers and followed by 30 to 40 and other age
group.
The following pie-chart will gives the clear picture about the Age groups.
Age Group
Age
30-40
Age
20-30
Other
Age Group
Age
40-50
Fig no 3.2: Different Age group people prefer tiles (%)
3.2 Market trends
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 informatio about one's
competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness.
5
6. ISME
A few techniques are:
Customer analysis
Choice modelling
Competitor analysis
Risk analysis
Product research
Advertising the research
Marketing mix modeling
6
7. ISME
4 MARKETING RESEARCH PLAN
NAME :
ADDRESS:
CONTACT NUMBER:
CITY:
1. Since how long you are into this profession?
2. What do you prefer for wall coverings?
3. Which brands of tiles you recommend or use for your projects?
a) Kajaria b) Bell
c) Somany d) H & R Johnson
e) Nitco f) Others ____________
7
8. ISME
4. Have you ever used tiles?
a) Yes b) No
If Yes, your comments:
If No, what are the reasons for not opting tiles?
5. What are the features in tiles that you look for while choosing a
particular brand for your project?
a) Price b) Quality
c) Brand Name d) Product Range
e) Designs f) Availability
g) Services h) Any other ________
6. What is your most preferred tiles size?
Wall Floor
12x18 12x12
10x13 16x16
8x12 24x24
Others: Others:
8
9. ISME
7. Do you prefer tiles with Edge cut?
a) Yes b) No
8. What do you prefer more?
a) Non- Skid b) Group 5 Series
c) Non- Skid & Group 5
9. Would you like to know more about Group 5, Non- Skid tiles?
a) Yes b) No
10.Your valued comments:
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________.
Thank you very much for your co- operation.
Signature
Date:
9
10. ISME
5 PRODUCTS
There are different types of products available in our business, depend upon our research the
distribution of products, placing, price, verities are distributed.
PRODUCTS
TILES KITCHEN BATH MARBL
E
Fig no 5.1: Different types of products
Tiles
Abbeystone
Angora
Backs
Boston
Classic
Bellevue
Other Products
Marble
Granit
Limestone
Slate
Honed
Flamed
10
11. ISME
6 PRICING DECISIONS
Price decisions depend upon many factors, they are not constant. It may vary by Brands,
Style, Art & Design and mainly on the quality of products. Pricing may depend upon the demand of
the products with regards to customer’s satisfaction. Pricing also depends on the favourability of the
customer.
Name of Product 30x30 40x40 60x30 60x40
Kund multi 15.40 17.75 18.50 18.70
Green gold 27.10 30.35 33.65 35.00
Himachal black 39.70 42.00 46.70 51.40
Silver shine 29.45 33.15 37.40 41.10
Q. pink 65.40 74.75 84.00 93.45
Table no 6.1: Different types of Price decisions
The pricing depends upon the “How we market the things....?” . The expose of the
product will also impact on the cost of the product. We will distribute the price of the particular
product according to the variation in the market price.
Price range
The prices of vitrified tiles vary from Rs.50 per square feet to Rs.250 per square feet.
“Ceramic tiles start from Rs.45 per square feet while vitrified tiles start from Rs.50.
They can imitate wood, leather and even marble and these designs are hot picks in the city. A
few years back, it was hard for a middle-class family to have a wooden floor, but today they have so
many options in vitrified tiles,” informed Hasmukh Patel of Prabhu and Sons, a retail outlet at
Secunderabad.
“They are very easy to maintain and that’s the USP for such tiles,” said K.R. Rajani, sales
executive for tiles. Regular mopping of floors with detergents or cleansing solutions and if needed
shine-imparting chemicals once every six months, help restore the gloss.
Domestic stains like turmeric, ink, gum or even mud can be removed by a mere swipe.
11
12. ISME
7 RECOMMENDATIONS
PRODUCT
The ceramic products have traditionally been associated with the aesthetic value of cultures.
Today, due to increasing hygiene consciousness and growth tendency to adopt new construction
materials has boosted the demand of the product. The product is also associated with Kitchen.
Ceramic tiles are very convenient as compared to marble, granite, and stone in term of price,
colour choice, weight, sizes, surface and availability.
PLACE
Areas where there is a scope for industries, corporate & real-estate.
It must be easily accessed on the road & good transportation.
Mostly in metropolitan cities
PROMOTION
Our ceramic companies now displays their product range at National exhibitions held in
major trade hubs like Bangalore, Hyderabad, and in Delhi. Also brand loyalty is given due
importance.
We are using advertising resources like T.V, News papers, Brochures, Magazines and Social
Network.
PRICE
Though our ceramic industry is facing pricing war from China, our prices is reasonably low
in premium markets. Only thing we need is proper sale network in big markets.
In the market like Kanpur and Noida, the prices plays and important role. So we need to
lower down the publicity cost and alternative sources of transport.
RISK FACTORS
There are some risky fall-outs too. “It all depends on how the owner of the flat or house is
able to lay the tiles. Masonry is absolutely important with such tiles.
They can make or break the vitrified tiles,” says Mr. Menon. Ground preparation and smooth
levelling are important for strong floors capable of withstanding adequate load. “Air pockets between
tiles lead to cracks from impact loads. Improper water soaking of tiles prior to laying can also lead to
thermal cracks.
All these can be avoided by following the tile laying instructions from the manufacturers,”
Mr. Menon added.
12
14. ISME
9 APPENDIX
What products do we sell at our shop?
As the respondents touched are surely selling tiles. Along with tiles they are selling
some more products and the list of that is given below:
Products Frequency Percentage (%)
Tiles 100 100
Sanitary Wares 92 92
Bathroom Fittings 64 64
Marbles 19 19
Hardware 13 13
Paints 16 16
Fig 9.1: What products do we sell at our shop
14
