“Market is some where else”- A New edge of
Synopsis on the Summer Training Project
Bell Ceramic Ltd.
Submitted to: Submitted by:
Mrs. Ambika Rathi. BiswajitGhosh.
ASIA-PACIFIC INSTITUTE OF MANAGEMENT STUDIES
PLOT NO F-2, BLOCK NO.B-1, MOHAN CO-OPERATIVE INDUSTRIAL ESTATE
MATHURA ROAD, NEW DELHI-110044
“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
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.
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
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.
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.
1. To understand the products ability to increase the sales in upcountry market.
2. To understand the present distribution network practices in present
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
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.
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.
The Research design adopted for the study is mixed of exploratory and descriptive research
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
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.
SAMPLE DESIGN-SAMPLE SIZE-AREA OF
OPERATION-METHODS OF DATA
COLLECTION-TOOLS OF DATA ANAYSIS
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
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.
2. Onsite field survey and personal interview.
Tools of Data Analysis: