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Bell Ceramics Limited


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Bell Ceramics Limited

  1. 1. “Market is some where else”- A New edge of Marketing. Synopsis on the Summer Training Project In Bell Ceramic Ltd. Submitted to: Submitted by: Mrs. Ambika Rathi. BiswajitGhosh. 2K8PGPMH12 ASIA-PACIFIC INSTITUTE OF MANAGEMENT STUDIES PLOT NO F-2, BLOCK NO.B-1, MOHAN CO-OPERATIVE INDUSTRIAL ESTATE MATHURA ROAD, NEW DELHI-110044
  3. 3. “Market is some where else” Mr. A.N. Rangaswamy. (President, Bell Ceramics ltd.) Bell Ceramic limited is a well known tiles manufacturer in Indian ceramic tile industry. According to the President of Bell Ceramics Ltd. they have segmented the consumer goods market and their product is meant for upper middle and middle Income group of consumers of the Tier-I and Tier-II as they are the highest potential consumer group in Indian market. For this reason they have earned a steady line of profit though the maket is in downturn. Now Bell has a strategic view to penatrate the untouched parts of this country. Basically Indian maket is majorly consisting of Tier-III and Rural marekets with its vast size and demand base which offers great opportunities to marketers. Two – thirds of the Indian consumers live in rural areas and almost half of the national income is being generated here. It is only natural that rural markets form an important part of the total market of India. Our nation is classified in around 450 districts, and approximately 630000 villages, which can be sorted in different parameters such as literacy levels, accessibility, income levels, penetration, distances from nearest towns, etc. Tier-III and Rural market have the potential purchasing power and disposable income in the hands of consumers which is increasing day by day. So it’s the time to move and grab the market to sustain this profitibility in long term prospective. In the Tiles Industry, the market is dependent on broadly three groups: 1. Channel partners: The dealers and distributors. 2. Influencers: The builders, contractors and professional architectures, etc. 3. End users: Buyers or consumers. Though the buyers or consumers are the end users but companies are moving their products through the Dealers and Large Building Contractors as they the are main factors in decision making of end users. Bell Ceramics Ltd selected me to do the project in West Bengal to increase the sale of Bell Wall and Floor Tiles in the Upcountry market under the guidance of Mr. Sujit Mitra. So in this context we are selecting out some major untouched parts in West Bengal where the happening market resides.
  5. 5. Bell Ceramic Limited Company Name: Bell Ceramics limited. Product: Ceramic Wall and Floor Tiles. Estd: In 1985 with the aim of manufacturing world-class ceramic glazed tiles. Managing director: K.M.Pai. President (India) : A.N. Rangaswamy. Corporate Office: Vadodara, Gujrat. Registered Office: Vill-Dora, Dist- Bharuch, Gujrat. Plant: Vadodara and Bangalore.
  7. 7.  Title of the Project: “Market is some where else—A new edge of marketing.”  Rationale of Study: Bell Ceramic Ltd. has a strategic view to enter into Tier-III and Rural Marketing as they are doing well in all major cities in India. Its products relies within upper middle and middle class income group consumers and this the major portion of Indian consumer goods market. In this project we are trying to explore those parts of Indian market which are untouched still now and have potential to increase the sale of Bell tiles with a view to organize the company-dealer-retailer network . Here the title “Market is somewhere else –A new edge of marketing” is justified enough to describe the underlying principle of my project.
  9. 9. Objective: 1. To understand the products ability to increase the sales in upcountry market. 2. To understand the present distribution network practices in present marketing trend. 3. To study the present market conditions. 4. To understand the customer awareness about ceramic tiles. 5. To understanding the current market leaders and identifying their market share. Scope: 1. Increasing brand awareness of Bell Ceramic ltd in upcountry market. 2. Increasing sales of the Bell tiles through established dealers-retailers network in rural market. 3. Providing information about the sales of tiles in most happening market. 4. Helping to understand the competitor’s business practices. 5. Providing the feedback of channel partners.
  11. 11. Research Methodology: In order to approach the above mentioned research objectives, this cross sectional exploratory study took into account both qualitative and quantitative research strategies. Qualitative method is taken into consideration because of informal discussions with dealers and more formal approaches through in-depth interviews. Quantitative method can help because of random sampling of dealers which involves a large number of respondents through surveys and pre-formatted questionnaires. Research Design: The Research design adopted for the study is mixed of exploratory and descriptive research design: Exploratory Research: It has the goal of formulating problems more precisely underlying with the specific market, clarifying concepts on retailing through supply chain in the rural market and forming hypotheses. I am surveying the respective market and seeking interview those who are knowledgeable and might be able to provide insight concerning relationship among variables. Descriptive Research: It would help to describe users of product, predicting the future demand based on the potential market. Cross-sectional study method is taken because of sample are interviewing once at point of time and gathering information to draw a present market viability of ceramic tiles in the rural market.
  13. 13. Sample Design: Cluster Sample: For the above study we are taking cluster sampling method. The sample of channel partners is regarded as being composed of a number of first stage or primary sampling units (PSU's) as the tiles dealers in market and each of them being made up of a number of second stage units in each selected PSU that is the retailers in that particular market and so the procedure continues down to the final sampling unit, with the sampling ideally. Sample Size: Sample size is not determined as cluster sampling method is taken into consideration and a state-level rural market is to be covered. Its dependent on the time frame and size of markets which are measured as the potential market to increase the sale of ceramic tiles. Area of Operation: Kolkata Region and rest of the major semi urban-rural markets in West Bengal. Methods of Data Collection: Following method were used to established direct contact with respondents. 1. Questionnaire. 2. Onsite field survey and personal interview. Tools of Data Analysis: 1. SPSS. 2. MS-Excel.
  14. 14. REFERENCE
  15. 15. Reference: 1. Rural Marketing: Targeting the non-urban Consumer. (Velayudhan, Sanal Kumar). 2. “Sambaad” –Bell Ceramic Ltd.