1. OVERVIEW OF THE INDUSTRY Studies state that India will be the fastest country in production as well as consumption by year 2015, and the expected growth rate will be in-between 20-22 per cent. The total world tile market is 8,515 million sq metres and out of that 65 per cent of the market is in Asia, which is growing at higher base in terms of production and consumption. The top three countries of world in manufacturing and consumption are China followed by Brazil and then India. Indian market is the 3rd largest market in the world in terms of production and consumption and will be at number one by 2015. The Indian tile Industry despite an overall slowdown of the economy continues to grow at a healthy rate of 20 per cent annually - that means 98 million sq metres is added every year. Ceramic Industry principally requires two major raw materials i.e. Feldspar and Clay. Both are abundantly available in and around Gujarat and nearby state of Rajasthan. But, due to presence of non organised mining industry there is significantly low supply as compared to the demand. Also, the two-fold increase of industry in last decade has changed the ratio of demand and supply of raw materials. Surely the raw material would become costly year by year and we expect organised manufacturing with the new policy on mining. The manufacturers will have to do inward integration by investing 1
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1. OVERVIEW OF THE INDUSTRY
Studies state that India will be the fastest country in production as well as consumption by
year 2015, and the expected growth rate will be in-between 20-22 per cent.
The total world tile market is 8,515 million sq metres and out of that 65 per cent of the
market is in Asia, which is growing at higher base in terms of production and consumption.
The top three countries of world in manufacturing and consumption are China followed by
Brazil and then India. Indian market is the 3rd largest market in the world in terms of
production and consumption and will be at number one by 2015. The Indian tile Industry
despite an overall slowdown of the economy continues to grow at a healthy rate of 20 per
cent annually - that means 98 million sq metres is added every year.
Ceramic Industry principally requires two major raw materials i.e. Feldspar and Clay. Both
are abundantly available in and around Gujarat and nearby state of Rajasthan. But, due to
presence of non organised mining industry there is significantly low supply as compared to
the demand. Also, the two-fold increase of industry in last decade has changed the ratio of
demand and supply of raw materials. Surely the raw material would become costly year by
year and we expect organised manufacturing with the new policy on mining. The
manufacturers will have to do inward integration by investing in mines and explore the mines
in organised and systematic method using heavy machineries and equipments. Small time
unorganised manufacturer who would not have access to such mines would surely have
difficulty in getting good quality and reasonable price raw materials. As we look at future of
the industry, in my opinion, stronger growth is predicted from 2012 onwards. However, this
is dependent on a stronger economic development and an upturn in new house building
activity. The overall market for ceramic tiles is set to increase by more than 20 per cent from
2012 onwards. The demand is anticipated to increase in 2012 and ceramic tiles market is
expected to see increased sales on Y-O-Y. This represents a recovery period, following the
economic downturn that negatively affected the Indian ceramic tile market in last few years.
The market shares are 35%, 53% and 12% respectively for Wall, Floor & Vitrified/Porcelain
tiles. The tiles are available in a wide variety of designs, textures and surface effects. They
cater to tastes as varied from rustics to contemporary marble designs in super glossy mirror
finishes.The ceramic tiles industry in India has followed similar trends internationally which
have been characterized by excess capacities and falling margins. Countries like Malaysia,
Thailand, Indonesia, Sri Lanka and Vietnam are setting up their own plants.
China has emerged as a major competitor. Producers from Spain and Italy have the
advantage of lower transportation costs while exporting to USA and Germany. In India, the
per capita consumption is as low as 0.30 square meters per person compared to China (2
square meters per person), Europe (5 to 6 square meters per person) or Brazil (2.5 square
meters per person). Rising disposable incomes of the growing middle class and 40 million
units of housing storage hold out a great potential. A major change that took over the ceramic
tiles industry, was the introduction of vitrified and porcelain tiles. These new entrant product
types are said to be the tiles of the future. Internationally these tiles are already the major
sellers. This category of products account for 13% of all organized sales in this industry.
ABOUT KAJARIA
Within 11 years of operation, Kajaria has moved very close to its vision of the company has
its corporate office at New Delhi and Regional offices at Ahmedabad, Bangalore, Calcutta,
Mumbai and Chennai. Today Kajaria is a well established name in the corporate world. From
a modest beginning of 3,000 sq.mts per day, the company today produces over 33,000 sq.mts
of tiles every day, clearly demonstrating Kajaria growing strength over the years and also
indicating rising customer preference for the brand. Manufacturing, standards, technology
user trends, competitiveness, customer preference all have played a vital role in shaping
Kajaria success story. Besides this, the company enjoys a reputation of rendering products
that's at par with international standards.
Kajaria has always been alert to changing market trends and preferences, by producing tiles
in myriad designs and colours‟. Infect Malaria is the only tile company in the country to have
an impressive range of over 400 designs with a many as 50 different variation in Group 5
category, demonstrating out commitment towards customer satisfaction.
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Kajaria also continued to improve its communication process with architects, Builders,
masons and interior decorators and designers in order to update their products information
and provide them convenient access to its diverse brands, designs, and colours. Using the
effective technique of sampling with frequent and regular communication through pamphlets,
products folders and catalogues helped to keep the Kajaria brand on the top of mind scale
among the priority target customers
In addition, the company emphasis on participating in national and local exhibitions also
enabled it to enhance its visibility and reach on a continuous basis, throughout the year. This
also helped to inspire and influence product usage at a more rapid pace becoming a leader
worldwide. Kajaria Ceramics has grown at a breath taking pace during the last decade in
turnover, profits and foreign earnings.
With the tremendous spurt taking place in the realm of information technology, Kajaria is
reaping the benefits from the new medium, by hosting its own website on the internet. The
Kajaria website provides wealth of information on its entire range of wall and floor tiles,
borders including detailed information on the various specifications. Exquisitely designed,
the website contains the full range of visually appealing graphics on designs, colours and
size. With access to this facility, customers can avail the tremendous benefits of e-commerce
of Kajaria tiles, and even place their orders for quick delivery.
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2. COMPANY PROFILE – KAJARIA CERAMICS LIMITED
MISSION
To maintain a leading position as suppliers of Ceramic Wall & Floor Tiles the
company utilizes its capabilities and resources to expand the business into allied areas and
other priority sectors of the economy like housing projects etc…
OBJECTIVES
To ensure a dynamic growth by enhancing the competitive edge of Kajaria Ceramics Ltd.
PROFITABILITY
To provide a reasonable and adequate return on capital employed, primarily through
improvements in operational efficiency, capacity utilization, productivity and generate
adequate internal resources to finance the company’s growth.
CUSTOMER FOCUS
To build a high degree of customer confidence by providing increased value for his money
through international standards of product quality, performance and superior services through
dealer network.
PEOPLE – ORIENTATION
To enable each employee to achieve his potential, improve his capabilities, perceive his role
and responsibilities and participate and contribute positively to the growth and success of the
company. To invest in human resources continuously and be alive to their needs.
TECHNOLOGY
Achieve technological excellence in operations by development of indigenous technologies
and efficient absorption and adaptations of imported technologies to suit business need and
priorities and provide the competitive advantage to the company.
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IMAGE
To fulfil and comply the relevant legislation regulations and the expectations which
employees, customers and the country at large have from Kajaria Ceramics Ltd.
The company was incorporated in December, 1985 with an object of setting up Ceramic Tile
Plant with an initial capacity of 12,000 MT at Sikandrabad (U P) in technical collaboration
with Todagres SA, Spain. The company had started the commercial production on 12th
August, 1988. Since then, the company has expanded its capacity at its existing location for
floor tiles twice during 1990-91 and 91-92 by 14,000
The company set up a green field Plant at Village Gailpur (Rajasthan) of 70,000 MT capacity
for the manufacture of Monocuttra Wall tiles in March, 1998. The company carried out the
modernization of its existing Plant at Sikandrabad in January, 99 which has resulted increase
in capacity from 80,000 MT to 90,000 MT and enhancing the life of the Plant. The total
present capacity of the company is 170,000 MT.
Both the Plants have adopted single firing technology (Monoporosa technology), which is the
latest, cost efficient and more productive technology. The company is marketing its products
since inception under the brand name of Kajaria which is a well-known brand within the
industry in India and abroad.
The company has also been selected as one of the top performing Global Growth Company
from India by World Economic Forum in 1997. Kajaria is the first ceramic tile company in
India and may be 5th in the world accredited with ISO 9002 certification for its quality
system. During the year the company has also been accredited with the “ISO 14001”
certification for the Environmental Management System for manufacturing Ceramic Tiles.
The company is the No. 1 preferred company for ceramic tiles in India.
The company has also been given OHSAS 18001 certificate by M/s. TUV Suddeutschland,
Germany. The Certificate has been given for the commitment of the company for fulfilling
international standards in Occupational Health and Safety Management System -
Specification. Kajaria Ceramics is the first ceramic tile company in the world to get this
certification.
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Kajaria has an all India network of 600 dealers. Kajaria is selling 80% of its products to the
retail consumer and 20% to the projects. Since last year company has franchised exclusive
tile Shoppe & tile galleria on all India bases. It displays the mock bathroom & kitchen with
various combinations of tiles. It helps in selection of the product/ design for the floor & walls.
These also have customer support staffs, which advise on sizes, combinations & laying
techniques. The company has opened 11 retail European styled showrooms located in various
parts of the country. Kajaria Ceramics has also opened a showroom in Melbourne, Australia.
The company is the largest exporter of ceramic tiles from India and accounts for 40% of total
exports of ceramic tiles from India. The Company’s exports are mainly to Australia, Sri
Lanka, Bahrain, UAE, Saudi Arabia and Oman. The company has won 7 exports award
including the National Export award given in May 2000.
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3. KAJARIA AND ITS COMPETITORS
Name of organization State
H & R JOHNSON MAHARASHTRA MP, KA
NITCO MAHARASHTRA
SOMANY PILKINGTONS GUJARAT, HARYANA
SPARTEK CERAMICS ANDHRA PRADESH
BELL CERAMICS GUJARAT, KARNATAKA
REGENCY CERAMICS ANDHRA PRADESH
REGMA CERAMICS TAMIL NADU
SAINTINY CERAMICS ANDHRA PRADESH
SUNEARTH CERAMICS MAHARASHTRA
ORIENT CERAMICS UTTER PRADESH
ANANTRAJ INDUSTRIES HARYANA
SAVANA TILES GUJARAT
MURUDESHWER CERAMICS KARNATAKA
EURO CERAMICS GUJARAT
GOLD COIN CERAMICS GUJARAT
In addition, more than 60% of the market share are from non-branded tiles (Gujarat based
companies) are in the market.
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4. PRODUCT PROFILE
VITRIFIED TILES
Vitrified tiles consist of a body made of very good quality ceramic raw materials like
potash and soda felspar, china clays (white firing), quartz, good fired color plastic
clay, zirconium opacifiers, body stains etc. which is pressed into tile shape and fired
in the kiln to result in almost zero porosity. The maximum water absorption is 0.05%
for vitrified tiles produced by Kajaria Ceramics Ltd.
Vitrified tile body may be normal ivory, super white or colored, soluble salt printed,
double charged, rustic unglazed, polished or satin or lapatto or even glazed.
The vitrified tiles are highly resistant to staining due to their very low water
absorption but they are not stain proof. In order to close even these small fraction of
pores they can be given a treatment of polishing with nano materials which closes the
pores at the surface giving good improvement in surface gloss and making the surface
almost stain proof.
The vitrified tiles, due to their very low water absorption, develop very high
mechanical strength, higher than glazed floor tiles. The modules of Ruphere for fired
tiles is upwards of 400 kg/sq. cm. and for polished tiles upwards of 350 kg/sq. cm.
Due to their almost complete vitrification the vitrified tiles absorb no water and are
completely frost proof.
Types of Vitrified Tiles
1. Unpolished Vitrified Tile
2. Glazed Vitrified Tiles (GVT)
3. Polished Vitrified Tiles (PVT)
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UNPOLISHED VITRIFIED TILES
These are the tiles which are not given any surface processing after firing. They may only be
sized, if required by the customer. These are basically used for paving outdoor spaces and
smaller formats with patterned surface designs are very popular. They are the same tiles as
Durato.
GLAZED VITRIFIED TILES
Vitrified tiles may also be glazed and decorated by printing in the same way as ceramic tiles
and a very wide variety of surface textures, finish and appearances can be produced by
having multiple applications on the glaze line. As complete air removal has taken place from
the body and the raw materials are also very pure in the vitrified body the resulting glaze
surfaces are very smooth and aesthetically pleasing. But in a tropical country like India there
is no advantage of vitrified body characteristics in GVT because what the customer uses is
the glaze surface.
POLISHED VITRIFIED TILES:
Vitrified Tiles, after firing, may be polished to get a mirror like finish akin to natural granite
in beauty and grace. The reflectance values obtained after polishing are 60-65%.
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Polishing also may be done in many ways:
Full polish
Satin polish
Lapatto polish
Full polish is done on tiles having plain surface and results in highly smooth and
glossy finish which is commonly sold as polished vitrified tiles in the market.
Satin polish is obtained when the polishing process is interrupted halfway. This is
performed using special abrasives. The surface is very smooth like satin but not
glossy.
Lapatto polish is done on rustic surface. The elevated porting on the rustic tile surface
is polished to half the depth.
Nano Polish: Nano polish is in fact the process of coating nano materials on to the polished
surface (glossy) of tiles to close the exposed pores due to which staining occurs. After nano
polish no staining is observed on the tile surface incidentally nano polish also helps to
improve the gloss values to 90% plus.
DECORATION OF VITRIFIED TILES
Soluble Salt Printing: Just like the ceramic glazed tiles the vitrified tiles can also be decorated
by printing but printing on vitrified tiles is performed using soluble salt paste instead of
ceramic stains because there is a polishing operation also in the process which removes about
0.5-0.7 mm of thickness and any decorations has to go beyond this depth in order to be
visible after polishing. After printing with soluble salts enough water is sprayed on the tiles
so that the water dissolves the salts printed on the tile surface and travels deep into the
thickness of tiles up to a depth of 2.5-3.00 mm. When tiles are polished after firing about
0.5-0.6mm thickness is shaved off but still about 1.-1.5 mm the print is left which is enough
to ensure the life of the print for several years certainly much longer as compared to glazed
tiles.
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CERAMIC GLAZED WALL TILES
Ceramic glazed wall tiles consists of a body made of ceramic raw materials like ball
clay, local red clay, felspar, silica sand, calcite, wollastonite etc. and coated with
vitreous glaze which may by glossy or matt.
The wall tile body may be white or red color. In both the cases the mechanical
properties relevant to the customer are same. The selection of body depends on
availability of body materials, their landed cost etc.
The wall clay body is generally porous having water absorption of more than 10%.
Wall tile glazes are softer i.e. having lower abrasion resistance for the reason that wall
tiles are not subjected to wear in their service life due to abrasive action of human
movement over them. If the wall tiles are used on floors the durability of glaze
cannot be ensured.
Wall tiles glaze can be matt appearance or glossy but in both cases it is fully vitreous.
The wall tiles glaze is completely stain proof.
The wall tile surface can be plain, rustic (or textured).
The wall tile glaze can be transparent or opaque.
The wall tiles glazes have an abrasion resistance of PEI-Group 2 or lower.
Technically, there is no problem if glazes with higher PEI grouping are used on walls
but that is not necessary from the point of view of technical requirement.
Wall tiles may be decorated by printing with ceramic color, dry applications or third
firing.
Bigger format tiles may be supplied after squaring and champhering in order to
improve the size tolerance of tiles.
As the glaze on wall tiles is completely vitreous they are very hygienic and widely
used in pantries, nursing homes, and hospitals.
CERAMIC GLAZED FLOOR TILES
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Ceramic glazed floor tiles consist of a body made of ceramic raw materials like ball
clay, red burning clay, felspar, silica sand, talc etc. and coated with a vitreous glaze
which could be of glossy or matt finish.
The floor tile body may be white or reddish color. In both the cases the mechanical
properties relevant to the customer are same. The selection of body pnmarity depends
on the availability of body materials, their landed cost and economics of cost of
production.
The floor tile body is also porous but to a lower extent as compared to the wall tiles.
The water absorption of floor tile bodies is generally in the range 3-6%.
Floor tile glazes are harder in comparison to wall tile glazes i.e. having higher
abrasion resistance for the reason that floor tiles glazes are subjected to abrasion due
to human movement over them. Generally, floor tiles are applied with glazes which
are PEI group 3 and above.
Floor tiles glaze can be matt or glossy but in both cases it is fully vitreous.
The floor tile glazes are fully stain proof.
The floor tile surface can be plain or rustic (textured).
The floor tile glazes can be transparent or opaque.
5. RESEARCH METHODOLOGY
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OBJECTIVE OF THE STUDY:
To identify the dealers’ perception on tile attributes, with special reference to
Kajaria ceramics limited, Coimbatore.
SAMPLING METHOD:
A probability sampling method was used for the study.
SAMPLING TECHNIQUE:
A simple random sampling method was selected and used for the research study.
SAMPLING FRAME:
Sampling frame consisting all the tile dealers in Coimbatore city.
(Source: Address list provided by the company).
SAMPLING SIZE:
50 tile dealers in Coimbatore city.
METHODOLOGY:
A structured questionnaire was circulated to 50 respondents, who were dealing tiles
and 50 respondents filled questionnaire were collected. The present study is based on both
primary and secondary data. While collecting the primary data, the researchers visited tile
dealers and also met the customers who were visiting at the showrooms. Data was analysed to
arrive percentage analysis for the various tile attributes and dealers perception, test results
were obtained with the help of SPSS package 16.0 version.
DATA COLLECTION:
Primary Data: A structured questionnaire was used.
Secondary Data: Company websites, journals, magazines.
LIMITATIONS OF THE STUDY:
1. The survey was restricted to Coimbatore city only.
2. Data were collected from the dealers of tiles and the customers who use Kajaria
6. DATA ANALYSIS
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PERCENTAGE OF DEALERS SELLING KAJARIA TILES
EXCLUSIVELY
Chart 5.1
INFERENCE:
It is inferred that only 12% of the respondents are selling Kajaria Tiles exclusively.
PERCENTAGE OF KAJARIA DEALER’S
14
Chart 5.2
INFERENCE:
It is inferred that only 10% of the respondents are dealing with Kajaria Tiles.
YEARS OF DEALERSHIP WITH KAJARIA15
Chart 5.3
INFERENCE:
It is inferred that out of 65 tile dealers in Coimbatore, only 6 dealers are dealing with Kajaria Tiles.
PERCENTAGE OF DEALERS SELLING BRANDED TILES
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Company name PercentageKajaria 14%Johnson 30%Somany 20%Nitco 10%RAK 14%Others 12%
Table 5.1
Chart 5.4
INFERENCE:
It is inferred that less than 15% of the dealers sell Kajaria Tiles and 30% and 20% of the dealers sell Johnson and Somany tiles respectively.
FLOOR TILE
FLOOR TILE –DESIGN ATTRIBUTE17
RATING GIVEN BY DEALERS ON FLOOR TILE DESIGN
Attribute Kajaria Johnson
Design 88% 90%
Finishing 80% 83%
Material 82% 86%
Table 5.2
Chart 5.5
INFERENCE:
From the above chart it is inferred that Somany leads in standardised design tiles and Johnson leads in customised design.
When compared with Johnson tile Kajaria is rated low in the tile design rating.
FLOOR TILE –FINISHING ATTRIBUTE
RATING GIVEN BY DEALERS ON FLOOR TILE FINISHING
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Company name Rustics Glossy Polished
Kajaria 80% 60% 83%
Johnson 82% 82% 81%
Somany 86% 87% 83%
Nitco 78% 78% 74%
RAK 76% 73% 76%
Table 5.3
Chart 5.6
INFERENCE:
From the above chart it is inferred that Somany tile is rated high in all the three finishing parameters.
Kajaria stands last in glossy finishing parameter. Though Kajaria rated high in polished finishing parameter it stands last in glossy finishing parameter.
FLOOR TILE –MATERIAL ATTRIBUTE
RATING GIVEN BY DEALERS ON FLOOR TILE MATERIAL
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Company name Vitrified Ceramic
Kajaria 75% 90%
Johnson 82% 83%
Somany 79% 75%
Nitco 78% 78%
RAK 80% 79%
Table 5.4
Chart 5.7
INFERENCE:
It is inferred that Kajaria tile leads the rating in ceramic type tile but is rated low in vitrified tile type.
COMPARISION WITH JOHNSON IN FLOOR TILE
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Attribute Kajaria Johnson
Design 88% 90%
Finishing 80% 83%
Material 82% 86%
Table : 5.5
Chart 5.8
INFERENCE:
It is inferred that Johnson tile is rated high in all the three finishing parameters in floor tile.
WALL TILE
WALL TILE –DESIGN ATTRIBUTE
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RATING GIVEN BY DEALERS ON WALL TILE DESIGN
Company name
Standardised Customised
Kajaria 92% 86%
Johnson 83% 73%
Somany 71% 73%
Nitco 73% 80%
RAK 74% 70%
Table 5.6
Chart 5.9
INFERENCE:
It is inferred that Kajaria is rated first in wall tile with both in standardised and customised tile design.
WALL TILE –FINISHING ATTRIBUTE
RATING GIVEN BY DEALERS ON WALL TILE FINISHING
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Company name
Rustics Glossy Polished
Kajaria 92% 92% 88%
Johnson 81% 84% 81%
Somany 78% 76% 76%
Nitco 80% 78% 74%
RAK 74% 72% 70%
Table 5.7
Chart 5.10
INFERENCE:
From the above chart it is inferred that Kajaria tile is rated high in all the three Finishing parameters.
Kajaria stands first in glossy and rustics finishing parameter.
WALL TILE –MATERIAL ATTRIBUTE
RATING GIVEN BY DEALERS ON WALL TILE MATERIAL
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Company name Vitrified Ceramic
Kajaria 88% 90%
Johnson 84% 80%
Somany 72% 75%
Nitco 84% 70%
RAK 74% 74%
Table 5.8
Chart 5.11
INFERENCE:
It is inferred that Kajaria tile leads the rating in ceramic type tile and vitrified tile.
COMPARISION WITH JOHNSON IN WALL TILE
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Attribute Kajaria Johnson
Design89% 86%
Finishing 90% 82%
Material 89% 80%
Table 5.9
Chart 5.12
INFERENCE:
It is inferred that Johnson is rated high in all the three finishing parameters.
OUTDOOR TILE
OUTDOOR TILE –DESIGN ATTRIBUTE
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RATING GIVEN BY DEALERS ON OUTDOOR TILE DESIGN
Company name Standardised Customised
Kajaria 90% 80%
Johnson 81% 90%
Somany 78% 76%
Nitco 85% 80%
RAK 89% 80%
Table 5.10
Chart 5.13
INFERENCE:
It is inferred that Kajaria overtakes Johnson in standardised design whereas vice-versa in case of customised design.
OUTDOOR TILE –LIFETIME
RATING GIVEN BY DEALERS ON OUTDOOR TILE LIFEFTIME
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Tile Life Time Percentage
Kajaria 86%
Johnson 82%
Somany 40%
Nitco 56%
RAK 60%
Table 5.11
Chart 5.14
INFERENCE:
It is inferred that both Kajaria and Johnson are almost rated equal for lifetime of the tile.
OTHER ATTRIBUTE
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Company Names Replacement Availability Strength Credit Period
Kajaria 76% 80% 86% 73%
Johnson 60% 81% 80% 70%
Somany 53% 78% 70% 70%
Nitco 76% 78% 74% 72%
RAK 65% 75% 72% 66%
Table 5.12
Chart 5.15
INFERENCE:
When compared with the competitors Kajaria is rated first in Replacement, Availability of tiles, Strength and Credit period offered by the company.
RATING GIVEN ON OTHER ATTRIBUTES FOR KAJARIA
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Company Names Replacement Availability Strength credit Period
Kajaria 76% 80% 86% 73%
Table 5.13
Chart 5.16
INFERENCE:
It is inferred that Kajaria is rated as 76% for Replacement, 80% for Availability, 86% for Strength, 73% for Credit period.
RATING ON SERVICES OFFERED BY THE COMPANY
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Company name Company Service
Kajaria 89%
Johnson 85%
Somany 76%
Nitco 76%
RAK 82%
Table 5.14
Chart 5.17
INFERENCE:
It is inferred that Kajaria was rated high (89%) for the services offered by the company followed by Johnson (85%) and RAK (82%).
FAST MOVING TILE IN THE MARKET
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Company name Percentage
Kajaria 46%
Johnson 38%
Somany 16%
Table 5.15
Chart 5.18
INFERENCE:
It is inferred that (46%) of the dealers said that Kajaria is the fastest moving tile in the market followed by Johnson (38%) and Somany (16%).
CUSTOMERS PREFERENCE ON USAGE OF SPACERS
31
Chart 5.19
INFERENCE:
It is inferred that 40% of the customers prefer Spacers in placing tiles.
CUSTOMERS PREFERENCE IN USE OF LARGE SIZE TILES
32
Chart 5.20
INFERENCE
Almost 50% of the customers prefer large size tiles for their flooring.
PREFERED TILE SIZE BY CUSTOMERS
33
Chart 5.21
INFERENCE:
Majority of the customers preference 800 x 800mm and 1M x 1M size tile and least preferred is 900 x 900mm.
TYPE OF TILE THAT MOVES FAST IN THE MARKET
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Companies Wall Tile Floor Tile Outdoor Tile
Kajaria 8% 66% 10%
Johnson 54% 14% 30%
Somany 32% 6% 40%
Nitco 6% 14% 10%
Table 5.16
Chart 5.22
INFERENCE:
As a whole the general perception of the dealers results as Kajaria Tops in Floor tile, Johnson tops in wall tile and Somany in Outdoor tile.
TYPE OF TILE DEALERS IN COIMBATORE
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Category Percentage
Big Showroom 10.20%
Medium Shop 40.82%
Small Retailer 48.98%
Table 5.17
Chart 5.23
INFERENCE:
At present focus is given to Big Showrooms only .Kajaria ceramics can concentrate on Medium sized retailer and Small retailers also.
CUSTOMERS PREFERENCE TOWARDS SQUARE AND RECTANGULAR SHAPE TILE
36
SQUARE Vs RECTANGULAR TILE
Chart 5.24
INFERENCE
Customers prefer more than 80% for squared tile rather than rectangular tile.
The perception of the customer is wastage of tile is less in square tile compared with Rectangular tile and more over designing in square is easier than rectangular tile.
7. SUMMARY OF FINDINGS
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This section deals with the Dealers Perception on tiles based on various attributes their
preferences towards tile products and the researcher found the following facts:
Out of 60 dealers only 6 dealers are dealing with Kajaria tile products.
Less than 15% of dealers are selling Kajaria tiles.
In floor tile design attribute Kajaria was rated high with 88% as compared with other
companies.
In floor tile Kajaria rated low in finishing attribute but it was rated high in material
attribute.
In all three parameters Johnson tile was rated high in floor tile.
In wall tile, Kajaria is rated first in design 89%, finishing 90%, and material 89% in
all the three attributes.
In outdoor tile design attribute Kajaria overtakes Johnson in standardised design 90%
whereas vice versa of customised design.
In outdoor tile both Kajaria and Johnson were almost rated equal for life time of the
tile.
In other attributes Kajaria is rated 76% in replacement, 80% in tile availability, 86%
in companies’ strength and 73% in credit period.
Kajaria was rated 89% in company service (high) compared with other companies,
Kajaria was rated first as fast moving tile in the market.
It is found that 40% of the customers prefer spacers in placing tiles.
Almost 50% of the customer prefer large size for their flooring .
Majority of the customers prefer bigger size tile above 2M *2M, and the most
preferred is 800*800mm.
Perception of customers is less wastage in square tile rather than rectangular tile.
As a whole the general perception of the dealers results Kajaria tops in floor tile,
Johnson tops in wall tile and Somany tops in outdoor tile.
KAJARIA PERFORMANCE CHART
38
Attribute Standard
Design
Customised
Design
Rustic
Finishing
Glossy
Finishing
Polished
Finishing
Vitrified
Material
Ceramic
Material
Tile
Life
Time
Floor Tile
Wall Tile
Outdoor
Tile
: Must Improve
: Doing Good
: No information
8. RECOMMENDATIONS AND SUGGESTIONS
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The company can appoint more dealers of Kajaria with other tile dealers in
Coimbatore. (Location: Flower Market, Thadagam Road and Avinashi Road)
The company can improve its floor tile in certain parameters like design and finishing.
Though the company rated high in material attribute the company must improve
themselves in the other attributes.
When compared with Johnson, Kajaria is rated low in floor tile attributes, so the
company can focus to improve these above attribute.
In outdoor tile the company is rated good in standardised design when compared with
Johnson.
Though Kajaria is rated good in standardized design tile, the company can focus more
on the customised design in outdoor tile.
Though the company stands good in availability, replacement, strength and credit
period, company can focus in replacement and availability of the other attributes of
the tiles.
In company service Kajaria is rated high, if the company contribute more quality of
service to the dealers the company will be rated 1st in which compared with other tile
companies.
It is stated that Kajaria tile is the fastest moving tile in the market. The company may
focus in advertising and the contribution towards the dealers then Kajaria will be
continue first place in future.
Although the company tops in floor tile it is rated low in wall and outdoor tile when
compared with other tile companies. Working on the outdoor and wall types of tiles,
which will make the company to compete in the international market.
From this research, it was found that the Johnson tile company is occupying half of
tile market of Coimbatore. Aggressive marketing and campaign will increase the
company’s market share.
The company can concentrate more in dealership and the lacking attributes of the tile,
so that the company can capture the tile market of the other competitive tile
companies.
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The awareness about Kajaria brand tile among the customers is lacking compared
with other tile companies, the company should create awareness about Kajaria direct
with the customers.
9. CONCLUSION
It is estimated that the tile market in India is expected to be in exponential
growth for the next five years. This is because of the rapid growth in real estate and
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construction industry. This growth in construction industry has a dependant demand
on tile requirement for households, megamalls and industries.
At this backdrop newer introduction of tile design and variety is the current
requirement and a challenge for tile manufacturers in India. This study is taken up to
identify the dealers perception on their tile attributes in Coimbatore region. The study
was taken up for Kajaria ceramics limited, to know about the Coimbatore market and
dealers preference in Coimbatore city.
Based on the data analysis, it was found that Kajaria tile is doing well in the
Coimbatore market in floor type tiles in particular. At the same time the company
must also focus on to improve on wall tile and outdoor tiles.
Suitable recommendations and suggestions are provided that would help to
improve these attributes mentioned and in-turn the company can overcome its current
drawbacks in tile attributes. Further, it is suggested that creating awareness through
advertisements about Kajaria tiles among the customers will help to improve the
market. Finally, it is concluded that there is no doubt that Kajaria is playing a major
role in tile market in India, incorporation of the recommendations made will push the
company to position themselves in International market.
Last but not the least; I thank Kajaria Ceramics Limited for permitting and
giving me this opportunity which was a wonderful experience for me. This project
helped me in meeting the dealers and gain good knowledge about marketing of tiles
and tile market. I personally thank Mr. Senthil Arumugam, Regional Manager for his
support and guidance.
APPENDIX 1
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QUESTIONNAIRE
A STUDY ON DEALERS’ PERCEPTION ON TILE ATTRIBUTES,
WITH SPECIAL REFERENCE TO KAJARIA CERAMICS LIMITED,
COIMBATORE
DATE: ..................
1.Dealer Name:
2.Location:
3.When you established your company____________________
4.Are you selling kajaria tiles exclusively Yes/No
5.Are you a dealer of kajaria Yes/No
If yes how many years ___________ , in which division KCL /VITRO / KW
6.How Many Companies are you dealing?(please tick)
a. Kajaria b.Somany c.johnson d.Nitco e.RAK
f.others(specify)_____________________
7. Rate the company tiles based on attributes given in table
1. Very good 2.Good 3.Neutral 4.Poor 5.Very poor
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Floor Tile:
Wall Tile:
OTHER
ATTRIBUTES:
Criteria Availability Strength Replacement Credit period
Kajaria
Johnson
Somany
Nitco
RAK
Others
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Criteria Design Finishing Material
Standard Customised Rustics Glossy Polished Vitrified CeramicKajariaJohnsonSomanyNitcoRAKothers