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SUMMER TRANINGPROJECT REPORT
OnMARKET POTENTIAL & AWARENESS OF DESIGNER TILES AMONG A CASE OF KAJARIA
WORLD Ltd REAL ESTATE DEVELOPERS IN NOIDA REGION
At
Submitted in the Partial fulfillment for the degree of
Master of Business Administration
from
Mahamaya Technical University, Noida
Under the Guidence of: Submitted by:
Ms.KIRAN MALIK
(lecturer, Management)
ANURAG SINGH CHAUHAN
1064470008
MBA (III sem.)
Submitted ToM.T.U. NOIDA
SVS
SHAHJI VISHNU SWROOP
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CERTIFICATE
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CERTIFICATE
This is to certify that the project titled MARKET POTENTIAL AND SCOPE
FOR DESIGNER TILES AMONG REAL ESATATE DEVELOPERS IN
NOIDA region is the work carried by ANURAG SINGH CHAUHAN
in the fulfillment of the requirement for the degree of POST GRADUATE
DIPLOMA IN
MANAGEMENT FROM KIET SCHOOL OF MANAGEMENT, GHAZIABAD
(approved by AICTE, ministry of HRD, Govt. of India) under our guidance and
direction.
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PREFACE
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PREFACE
THE WOODS ARE LONELY, DARK AND DEEP
BUT I HAVE PROMISES TO KEEP,
AND MILES TO GO BEFORE I SLEEP
Progress is a continuous process. It is relative and absolute. We cannot stop at a
certain destination and declare that target has been achieved and we need not to go
further.
The research reports are designed to give the manager the future of the corporate
happenings and work culture. These real life situations are entirely different from the
stimulated exercise enacted in an artificial environment inside this programmers and
designed, so that the manager to tomorrow do not feel ill case when the time comes
to shoulder responsibilities.
I was privileged enough to Join KAJARIA WORLD. as a summer trainee.
The experience that I have gathered during this period has certainly provided me
with an orientation which, I believe, will help me to shoulder any assignment
successfully in near future. During this period, I have visited many prominent builders
of Meerut city like Aksardham, Supertech, RajKamal Residency etc. collected all the
pertinent
information though primary and secondary data, which were available at the
concerned office and outside of the company. On the basis of my research, I have
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tried my best to arrange the work in a systematic and chronological way. However to
cove Detailed information of the organization in such a short period was not
possible. Despite the inherent shortcomings of the study, a genuine attempt was
made on my part see that the study was carried out in the right respective.
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ACKNOWLEDGEMENT
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ACKNOWLEDGEMENT
The Summer Internship at KAJARIA WORLD LIMITED has been a quantum
leap in terms of practical savvy, understanding of management concepts, sincerity,
diligence, responsibility & above all self-confidence.
In particular, I would like to extend my heartfelt gratitude to MR.VIPIN KUMAR
SHARMA (AREA MANAGER) without whose facilitation and cooperation this
project would not have been so fulfilling.
I would like to take this opportunity to thank my project guide Mrs. RAMAGOEL.
For her guidance and for keeping me on track through her expertise in the field of HR
and the entire esteemed faculty ofKIET-KSM, GHAZHIABAD for providing me
the required theoretical background to prepare the project.
Above all, I would definitely like to thank all my fellow summer trainee friends in the
company who always provided me the support and confidence and without whom I
would have a never able to do my research successfully.
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CONTENTS
1. PREFACE 042. ACKNOWLEDGEMANT 073. COMPANY PROFILE 124. OBJECTIVE 535. SCOPE 556. RESEARCH METHODOLOGY 587. DATA INTERPRETATION 628. FINDINGS 789. LIMITATIONS 8010.SUGGESTIONS 8211.SWOT ANALYSIS 8512.CONCLUSION 9013.MANAGERIAL USEFULLNESS 9214.ANNEXURES 9315.BIBLIOGRAPHY 102
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INTRODUCTION
Practical training constitutes an integral part of the Management studies. Training
gives an opportunity to the students to expose themselves to the industrial
environment, which is quite different from the classroom teachings. The practical
knowledge is an important suffix to the theoretical knowledge.
One cannot rely upon theoretical knowledge. It has to be coupled with practical to be
fruitful. Classrooms lectures make the fundamental concept of technologies clear but
not their application in actual practice. A positive & correct result of the classroom
learning needs realities of the practical situation. The training also enables the
Management students to see themselves the working conditions under which they
have to work in the future. It thus enables the students to undergone those experiences,
which will help them later when they join any organization.
It is in this sense that practical training in company has a significant role to play in the
subject of Management for developing managerial & administrative skills in the future
managers & to enhance their analytical skills.
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I underwent eight weeks of training at KAJARIA WORLD.
I consider myself lucky to get my Project training in such a big company. It really
helped me to get a practical insight into the actual working environment and provide
me an opportunity to make my Ceramic industry related concepts more clear.
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COMPANY PROFILE
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Global Tiles Industry
The major regions in the world that produce and export ceramic tiles in bulk are Asia,
Latin America and European Union (EU), in 2009, they had jointly produced more
than 87% of the global output. World production of ceramic tiles was 7565 million
sq.mt. in 2009 China was the largest producer with a total production of 2200 million
sq.mt. Spain and Italy were the 2nd and 3rd largest producers with production of 635
million sq.mt. and 589 million sq.mt. respectively. India ranks at 5th position with
production of 270 million sq.mt., which is around 2.5% of global production.
Ceramic tile production has been increasing at a rate of close to 6 per cent. Asia is
the most significant region by production, as well as for consumption, accounting
for more than 50 per cent of both. China is the leading country in the production of
ceramic tiles with a share of 33 per cent at a total production of 2,200 million square
meters, followed by Spain and Italy. Europe accounts for 30 per cent and of the
total global production of ceramic tiles. In terms of consumption the pattern
remains similar, with Asia accounting for 51 per cent, Europe for 26 per cent
and USA accounting for 18 per cent of the total global ceramic tile consumption.
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INDIAN CERAMICS INDUSTRY
Ceramic Tiles
Indias ceramic tile industry emerged in the 1950s. Tiles form the most significant part
of the Indian ceramics industry and consist of floor tiles (46 per cent), vitrified and
porcelain tiles (12 per cent) and wall tiles (42 per cent). The floor tiles segment is
growing faster as compared to wall tiles. Vitrified and porcelain tiles are recent
entrants into the ceramic tile industry and have increased the size of the market
considerably. It is expected that this segment will capture the bulk of the
market gradually, replacing the conventional floor and wall tiles segment. These
tiles are light and have the added advantage of being offered in designer looks as
compared to mosaic tiles, which are heavier and more expensive to transport. Both
organized and unorganized sectors play a key role in the m anufacturing of ceramic
tiles in India. The per capita consumption of ceramic tiles in India is very less as
compared to the other countries in the world. It is as low as 0.25 sq.mtr per annum.
This low per capita consumption shows the likely demand that is going to arise in the
future in India as more and more development takes place. Ceramic Tiles are
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furnishing material apart from being utility or hygiene products. Despite an overall
slowdown of the economy this sector continues to grow at a healthy rate of 12 percent
per annum. Growth of the unorganized sector in India accounted for 44 percent of the
total Production and the revenue earnings from the organized sector accounted to over
Rs150 crore. India ranks 5th in terms of production in the world and the market
share of India have risen from 1.7 percent to 2.7 percent in terms of ceramic tile
production.
Ceramic Tile industry with respective shares of different tiles
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MARKET SIZE OF THE INDIAN CERAMIC INDUSTRY
The total ceramic tile market in India is valued at INR 110 billion & is poised to reach
INR 171by 2012. It Comprises of wall tiles, floor tiles and vitrified tiles. The per
capita Consumption of ceramic tiles in India is just 0.25 square meters per Annum,
which is quite low as compared to developed countries.
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Production of Ceramic Tiles
Million Tonnes
The industry has been experiencing increased demand, which, in recent years, has
matched the installed capacity. While capacity has also increased significantly,
from 120 million tonnes in 2004, to 215 million tonnes in 2009, the demand has
grown nearly two and a half times in the same period, from 97 Million tonnes to 207
million tonnes. Ceramic tiles are produced by organised, as well as unorganised
players. The share of production of organised players is around 55 per cent. The
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organised sector is characterised by the existence of a few large players, such as
H.R.Johnson, Kajaria Ceramics,Bell Ceramics, Varmora, Asian Granito , OCIL and
Nitco.
CERAMIC INDUSTRY STATISTICS
World production
7565
Million
sq.mt.
India's Share
340
Million
sq.mt..
World ranking (in production): 5
Per capita consumption: 0.30 sq.mt.
Global Industry Growth Rate: 6%
Growth Rate (India Domestic Market) 12%
Organized industry turnoverRs 3000
crores
Glazed Wall Tile share: 40%
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Glazed Floor Tile share: 46%
Unglazed Vitrified Tile share : 8%
Glazed Porcelain Tile Share:
6%
Unorganized Industry TurnoverRs 3500
crores
Glazed Wall Tile share: 57%
Glazed Floor Tile share: 35%
Unglazed Vitrified Tile share: 6%
Glazed Porcelain Tile Share: 2%
Investments in last 5 years:Rs 2000 cr
Organized sector
Share of Production: 56%
16
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No. of units:
Revenue (excise duty):Rs 300 crores
Unorganized sector
Share of Production:44%
No. of units: 200 (approx) (70%
based in Gujarat
region)
Revenue (excise duty):Rs 350 crores per
annum or less
Job Potential: 50,000
direct
,500,000
indirect
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List of Players in Indian Ceramic Industry with their
websites addresses
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Name of Member Website
Anant Raj Industries Ltd.www.romano.trade-
india.com
Antique Granito Pvt. Ltd. www.antiquegranito.com
Asian Granito (India) Ltd. www.asiangranito.com
City Tiles Ltd. www.citytilesltd.com
Century Tiles Ltd. www.centurytiles.com
Deco Lights Ceramics Ltd. www.decocovering.com
Euro Ceramics Pvt. Ltd. www.eurogranamite.com
H. & R. Johnson (India) Ltd. www.hrjohnsonindia.com
Jalaram Ceramics Ltd. www.siddharthceramics.com
Kajaria Ceramics Ltd. www.kajariaceramics.com
Murudeshwar Ceramics Ltd. www.naveenceramics.com
Oracle Granito Ltd. www.oraclegranito.com
Orient Ceramics And Industries www.orienttiles.com
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Ltd.javascript:if(confirm('http://www.icctas.com/ceramicindustry/orientdetails.htm
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RAK Ceramics India Pvt. Ltd. www.rakceram.com
Regent Granito (India) Ltd. www.regentgranito.com
Restile Ceramics Ltd. www.restile.com
Sentini Cermica Pvt. Ltd. www.sentinicermica.com
Sogo Ceramics Pvt. Ltd. www.sogovitrified.com
SPL Ltd.www.somanytiles.com
Varmora Granito (P) Ltd.www.varmora.com
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%278/3/2019 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History of Tiles
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HISTORYOF TILES
tile art had survived in Turkey and the Middle East and the Delft tiles art survived in
Holland.
A form of tile making had also evolved among the natives of North and South
America at some point. The first decorative tiles to appear in Colonial North America
were imported from Northern Europe, mainly England the Brits having hijacked the
technology from the Dutch. The tiles were too expensive for utilitarian purposes in
the Colonies and were found almost exclusively in the homes of the wealthy.
Through the centuries, tile decoration was improved upon, as were methods of tile
manufacture. For example, during the Islamic period, all methods of tile decoration
were brought to perfection in Persia. Throughout the known world, in various
countries and cities, Ceramic tile production and decoration reached great heights. The
tile mosaics of Spain and Portugal, the floor tiles of Renaissance Italy, the faiences of
Antwerp, the development of tile iconography in the Netherlands, and the Ceramic
tiles of Germany are all prominent landmarks in the history of Ceramic tile.
In the early days, the tiles were hand-made, each tile was hand-formed and hand-
painted, thus each was a work of art in its own right. Ceramic tile was used almost
everywhere on walls, floors, ceilings, fireplaces, in murals, and as an exterior cladding
on buildings.
Today Ceramic tile throughout the world is not hand-made or hand-painted for the
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most part. Automated manufacturing techniques are used and the human hand does
not enter into the picture until it is time to install the tile. They are used in an almost
infinite number of ways and you dont have to consider yourself wealthy to own them.
In commercial buildings, where both beauty and durability are considerations,
ceramic tiles will be found, particularly in lobby areas and restrooms.
In fact most modern houses throughout use Ceramic tiles for their bathrooms and
kitchens and in every vital area of the premise. Ceramic tiles are also the choice of
industry, where walls and floors must resist chemicals. And the Space Shuttle never
leaves Earth without its protective jacket of high-tech, heat resistant tiles.
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Ceramic Tiles
Kajaria
Ceramics
Limited is the
largest
manufacturer
and exporter of
ceramic wall
and floor tiles in
India. Kajaria is
the first tile
company to win
the Superbrand
Status.Kajaria`s
distribution network
comprises of about
600 dealers .
Vitrified Tiles
Kerrogres, the
new look
Vitrified Tiles
are the result of
latest
technology
sourced by
Kajaria. These
tiles ideal for
use in both
domestic and
commercial
applications e.g.
Schools, Hospitals,
Residences,
Restaurants.
Imported Tiles
Kajaria world
offers you tiles
from the leader
of Italy, Spain
and China. Over
100 options in
bathroom
concepts with
ceramic and
porcelain tiles
for floors in
living areas,
dining halls.
Sanitary ware
Kerovit insists
to the faith of
pursuing
perfection,
bringing forth
new ideas
unceasingly,
making ideal
life, creating
forever in
simple and
devotes itself to
develop products of
unify composing
construction.
Real Estate
Kajaria first
Real Estate
project -
Kajaria
Greens in
Bhiwadi
under the
banner of
Kajaria
Infrastructure.
Kajaria
Greens the
first multistorie
apartments (9
storied) in Alw
Distt.
http://www.kajariainfrastructure.com/http://www.kerovit.com/http://www.kajariaworld.com/http://www.kerrogres.com/http://www.kajariaceramics.com/8/3/2019 Dev Raj Thakur
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ABOUT KAJARIA CERAMICS LIMITED
YEAR EVENTS 1985 - The Company was incorporated on 20th December at
Kanpur. It manufactures glazed and unglazed wall & floor tiles. The company
obtained the certificate of commencement of business on 20th January 1986. It was
promoted by Shri Ashok Kumar Kajaria, his associates.
The Company entered into a technical collaboration agreement with Todagres S.A.,
of Spain for the manufacture of ceramic glazed wall & floor tiles.The agreement
provides for supply of technical know-how and manufacturing assistance necessary
design, drawings, specifications and also train the company's personnel and provide
technical assistance for the setting up of the plant.The company undertook a project
to set up a plant for the manufacture of 12,000 tpa of ceramic glazed wall/floor tiles in
various shades. The plant is located on a plot of 17.5 acres acquired from UPSIDC at
Sikandrabad Industrial Area in Bulandshahr district of U.P. main plant and machinery
was supplied by Sacmi Imola and Omis Due SPA of Italy.
Three D.G. sets of a total capacity of 835 KVA were installed to meet contingent
power requirement.
The company has an obligation to export 25% of the production for a period of 5 years
from the date of commercial production. It was hopeful of meeting the export
requirement with the help of the promoter company, Kajaria Exports, Ltd.
The company received the necessary registration for the expansion of the installed
capacity from 12,000 tpa to 26,000 tpa.
1989 - The company maintained an average capacity utilization of 120%. The
company started exporting tiles to the Gulf countries, Europe and Bangladesh. New
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range of tiles were introduced in the market. Various new designs and prints were
introduced in the market.
The expansion programme was on the verge of completion and production at the
expanded capacity was expected to commence in June, 1990.
1991 - The company was awarded "CAPEXIL" special exports award for the year
1992 for being the largest exporter of ceramic tiles from the country.
1993 - The company proposed a further expansion of the installed capacity to
1,30,000 MT with the support of technical collaborators M/s. Todagres SA of Spain.
1994 - During the year the company successfully launched wall tiles manufactured
with single firing technology which was well accepted in the market.
2003 -The Members approved the of Mr. Rishi Kajaria as Director on the Board and
ratification of re-appointment of Mr D.D.Rishi in the capacity of Jt.Managing Director
of the Company for a period of 5 years.
The year 2003 also saw the launch ofkajaria world showrooms extending the brand
equity.These showrooms wee aimed at targeting the upper end of market i.e designer
& luxury tiles imported from different countries namely Spain, Italy, Turkey etc.
Redefined Kajaria as the countrys most influential brand in ceramics.
2004 -The Board of Directors in their meeting held on December 26,
2003Commenced the commercial production of its additional capacity of 2 million sq
mtr per annum on February 27, 2004, with an investment of Rs.340 million at Gailpur
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Plant. With this expansion, the aggregate capacity of the company has become 14
million sq.mtr per annum.
2008 - The company is now ready to forge into real Estate with Kajaria Infrastructure.
To mark its first venture Kajaria Infrastructure, announces Kajaria Greens, a
residential project that will exchange the face of Bhiwadi forever & make it the most
sought after destination.
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Vision
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vision
The ability to think about or plan the future with imagination or wisdom or a mental
image of what the future will be .kajaria ceramics limited has few visions they are as
follows :-
We will offer unparalleled value to create customer delight and
enhance business productivity.
We will also generate value for our capabilities beyond Indian borders
and enable millions of India's knowledge workers to deliver their
services globally.
Build a globally respected and enduring business firm so that they get
closer to realizing their vision and become a leader in their industry.
A Leader in the Indian Automobile Industry, Creating Customer
delight & Shareholders Wealth.
A Pride of India.
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MISSION
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MISSION
kajaria main mission is to make its product keeping in mind the ecological
environment in the country. It aims that the pollution should not be increased.
To work with vigor, dedication and innovation to achieve excellence in
service, quality, reliability, safety and customer care as the ultimate goal.
To consistently achieve high growth with the highest levels of productivity.
To contribute towards community development and nation building.
To be a responsible corporate citizen nurturing human values and concern for
society, the environment and above all, the people.
Our mission is to strive for excellence in production and marketing of
Ceramic.
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CHAIRMANS MESSAGE
India being one of the largest domestic market and an emerging Global center is very
well positioned to take the mantle of a Global manufacturing base. Kajaria Ceramics
Ltd has played its own role in achieving this goal. Since our founding in mid 1988, we
have been moving forward on many fronts to capitalize on solid growth opportunities,
to improve our operating efficiency and to sharpen our business portfolios focus
. Today, as
a result of our internal growth initiatives and several strategic and innovative
initiatives, our business has grown many folds.
We started with one mn sq mtr capacity in 1988. Today the aggregate capacity of the
Company is 21 mn sq mtr distributed across two plants. Sikandrabad at Uttar Pradesh
(capacity 6.90 mn sq mtrs) and Gailpur at Rajasthan (capacity 14.10 mn sq mtrs
We are also in advance stage of commissioning 2.5 mn sq mtr vitrified tile facility at
Sikandrabad (Uttar Pradesh), adding a margin-accretive product vertical to the
business model. After this, the aggregate capacity of the Company would become
23.50 mn sq mtr of tile production per annum.
Apart from growth, the company is focusing up on larger consumer satisfaction in the
years to come.
Ashok kajaria
(Chairman & Managing Director)
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AWARDS AND RECOGNITIONS
Kajaria Ceramics Limited has been awarded the "Super Brand" Title. Kajaria is the
only ceramics tile company who have won the status of consumers "Super Brand",
this status of super brand is with Kajaria from the last 10 years.
The company has had a unique distinction of having received the President's Award
for achieving the highest exports in the industry.
Kajaria Ceramics is the largest exporter of ceramic tiles in India and consistently
winning the Export Awards.
Kajaria Gailpur is the only plant in India to have the following four ISO
Certifications.
Achievements for Kajaria are not just about being number one brand; the company is
conscious of its social responsibilities and committed to improving the quality of life.
In2001 Kajaria became one of a handful of companies in India and the only one in the
tiles industry to adopt a formal environment policy. To fulfill this obligation Kajaria
undertook extensive product reformulation, process modification, equipment redesign
and re-cycling and re-use of materials. For this it was bestowed the ISO
14001certification.
The company was awarded the prestigious OHSAS 18001 for fulfilling international
standards in occupational health and safest management system specifications.
Its no surprise that Kajaria Ceramics is also amongst a very few ceramic tile
companies in the world to get this certification.
It was also the first company in the ceramic tile industry to receive the ISO
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9002certification confirming its adherence to global standards of quality.
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CAPEXIL AWARD
Certificate in Recognition of Export achievement in respect ofGlazed Ceramic Tiles
for the year 2008-2009.
Certificate in Recognition ofExport achievement in
respect ofGlazed Ceramic Tiles for the year 2008-2009
Kajaria Gailpur is the only plant in India to have the following four
ISOCertifications
Achievements for Kajaria are not just about being number one brand; the company is
conscious of its social responsibilities and committed to improving the quality of life.
In 2001 Kajaria became one of a handful of companies in India and the only one in
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the tiles industry to adopt a formal environment policy. To fulfill this obligation
Kajaria undertook extensive product reformulation, process modification, equipment
redesign and recycling and re-use of materials. For this it was bestowed the ISO
14001 certification. The company was awarded the prestigious OHSAS 18001for
fulfilling international standards in occupational health and safest management
system specifications. Its no surprise that Kajaria Ceramics is also amongst a very
few ceramic tile companies in the world to get this certification.
It was also the first company in the ceramic tile industry to receive the ISO
9002certification confirming its adherence to global standards of quality.
Now kajaira has yet again proven it worth byforming the largest nationwide chain
of Imported designer tiles showrooms.Under brand name of Kajaria World.
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CURRENT STATUS
Kajaria Ceramics Limited is the largest manufacturer and exporter of ceramic wall
and floor tiles in India. Kajaria is the first tile company to win the Super brand Status.
Kajaria`s distribution network comprises of about 600 dealers . Kajaria Ceramics is
the largest manufacturer of ceramics tiles in India. It has an annual capacity of 21 mn.
Sq. mtr. Distributed across two plantSikandrabad at Uttar Pradesh (capacity 6.90
mn. Sq. mtrs) and Gailpur at Rajasthan (capacity 14.10mn.Sq.mtrs.).
The Company is in advance stage of commissioning 2.5 mn sq mtr vitrified tile
facility at Sikandrabad (Uttar Pradesh), adding a margin-accretive product vertical to
the business model. After this, the aggregate capacity of the Company would become
23.50 mn sq mtr of tile production per annum.
The company has received the ISO 9001 (for quality management), ISO14001
(environment management), OHSAS 18001 (for safety and healthmanagement)
and SA-8000 (for commitment to society) certifications across its plant. ), These
plants also fulfill international norms.
It is a continuous process, which allows us to express through tiles what words can't
say and provide our consumers with new and innovative options. The new range of
tiles released this year adds to the already impressive Kajaria Collection. Certificate in
recognition of export achievement in respect ofGlazed Ceramic Tiles for the year
2008-2009.
http://www.kajariaceramics.com/http://www.kajariaceramics.com/http://www.kajariaceramics.com/http://www.kajariaceramics.com/http://www.kajariaceramics.com/http://www.kajariaceramics.com/http://www.kajariaceramics.com/http://www.kajariaceramics.com/8/3/2019 Dev Raj Thakur
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DEALERS AND SUB DALERS SHOWROOMS
kajaria ceramics has a strong distribution network of about 600 dealers and over 6000
sub dealers spread all over india.
These dealer showrooms showcase innovative products, panels combinations for
customers to choose from. The display division of the marketing department has done
a remarkable job by upgrading 600 dealer and 6000 sub-dealer showrooms across the
country.
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INTERNATIONAL MARKET
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 UAE. Now in international markets we enjoy a similar brand
Recall value as that of Domestic.
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Kajaria World is inherited from Kajaria Ceramics, the pioneer in luxury tile designs.
Focusing on exclusive designer walls & floors and home aesthetics. Kajaria World
was established in the year 2003 as an strategic business unit for kajaria ceramics
under this a series of showrooms are established all over India showcasing different
international renowned brands of tiles sourced from countries like Spain, Italy,
Turkey and Brazil etc.
In fact the concept of designer tiles in India was first introduced by Kajaria ceramics
only.
Now Kajaria World has become Indias first & largest chain of Imported tiles
showrooms.
YEAR EVENTS 1985 - The Company was incorporated on 20th December at Kanpur. It
manufactures glazed and unglazed wall & floor tiles. The company obtained the certificate of
commencement of business on 20th January 1986. It was promoted by Shri Ashok Kumar
Kajaria, his associate and Kajaria Exports Ltd.
The Company entered into a technical collaboration agreement with Todagres S.A., Spain for
the manufacture of ceramic glazed wall & floor tiles.The agreement provides for supply of
technical know-how and manufacturing assistance necessary design, drawings, specifications
and also train the company's personnel and provide technical assistance for the setting up of
the plant.The company undertook a project to set up a plant for the manufacture of 12,000
Company is Kajaria Ceramics Limited not
Kajaria World Limited. Its a Devision of
Kajaria Ceramics Limited and KCL started in1988
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tpa of ceramic glazed wall/floor tiles in various shades. The plant is located on a plot of 17.5
acres acquired from UPSIDC at Sikandrabad Industrial Area in Bulandshahr district of U.P.
main plant and machinery was supplied by Sacmi Imola and Omis Due SPA of Italy.
Three D.G. sets of a total capacity of 835 KVA were installed to meet contingent power
requirement.
The company has an obligation to export 25% of the production for a period of 5 years from
the date of commercial production. It was hopeful of meeting the export requirement with
the help of the promoter company, Kajaria Exports, Ltd.
The company received the necessary registration for the expansion of the installed capacity
from 12,000 tpa to 26,000 tpa.
1989 - The company maintained an average capacity utilization of 120%. The company
started exporting tiles to the Gulf countries, Europe and Bangladesh. New range of tiles
were introduced in the market. Various new designs and prints were introduced in the
market.
The expansion programme was on the verge of completion and production at the expanded
capacity was expected to commence in June, 1990.
1991 - The company was awarded "CAPEXIL" special exports award for the year 1992 for
being the largest exporter of ceramic tiles from the country.
1993 - The company proposed a further expansion of the installed capacity to 1,30,000 MT
with the support of technical collaborators M/s. Todagres SA of Spain.
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1994 - During the year the company successfully launched wall tiles manufactured with
single firing technology which was well accepted in the market.
2003 -The Members approved the of Mr. Rishi Kajaria as Director on the Board and
ratification of re-appointment of Mr D.D.Rishi in the capacity of Jt.Managing Director of the
Company for a period of 5 years and volunatry delisting of equity shares from U P Stock
Exchange Association Ltd.,Delhi Stock Exchange Association Ltd. and Calcutta Stock Exchange
Association Ltd.
Kajaria Ceramics Ltd has informed that the securities of the company have been delisted
from the Delhi Stock Exchange Association Ltd w.e.f December 10, 2003.
2004 -Kajaria Ceramics Ltd has informed that consequent upon acquisition of R&TA Division
of M/s Computech International Limited by M/s MCS Limited, the Registrar & Transfer Agent
of the Company stands changed from M/s Computech International Ltd to M/s MCS Limited.
The change of the same has been approved by the Board of Directors in their meeting held
on December 26, 2003Commenced the commercial production of its additional capacity of 2
million sq mtr per annum on February 27, 2004, with an investment of Rs.340 million at
Gailpur Plant. With this expansion, the aggregate capacity of the company has become 14
million sq.mtr per annum.
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Aparici
Cermicas Aparici S.A. produces and comercialices ceramic wall and floor tiles and
porcelain tiles to the national and international market .
The ceramic company is managed in Alcora ( Castelln de la Plana ) in 1961, the
place where the fabrication of tiles is already, a tradition associated with its culture.
In
its origins it counted with a team of 8 people with which is dedicated to elaborate a
bizcocho' through traditional kilns.
At the moment, the facilities ofCermicas Aparici possesses a productive capacity
that reaches the 14.500.000 square meters a year and a total of 280.000 square
meters
(including a space to display our large range of products and that with 1.600 square
meters is considered one of the largest in its sector).
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Argenta Ceramica
Argenta ceramic now a days in full expansion occupies an industrial surface of which
200,000m2 of which .Latest bid on de I plus D plus I, the latest technology in each
dept allows annual production of 16,500,000m2 of high quality wall & floor &
porcelain tiles
It is the third company in Europe which is the member of European Integrated
Environmental Authorization.
EGE SERAMIK
Ege Seramik was founded in 1972; production began in Izmir, Kemalpasa three years
later. In 1981, Ege joined the Polat group, a financially strong and strategically
focused, major Turkish holding company. Since that time, the firm quickly became a
leading domestic tile manufacturer and shortly thereafter, due to a program of well-
planned investment and growth, joined the elite circle of the world's primary ceramic
tile producers and marketers.
Today having an annual production of 24 million square meters. More than half of the
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company's production is exported to over 50 countries. And 40% of its exported
materials are shipped to the United States and Canada.
Since setting up office in 1991, Ege Seramik America as been a major supplier of top-
quality Turkish-manufactured ceramic and porcelain tile materials. We currently serve
roughly 100 active U.S. and Canadian customers from our stateside headquarters in
Atlanta, Georgia. For years, the Ege brand has been the number one Turkish product
exported to the North American continent, with sales exceeding $20 million in 2006.
Grespania
It is the tile manufacturer from Spain established in the year 1976.It is the world
leader in manufacturing of tiles Maximum quality in the manufacturing process,
continuous innovation in design, coupled with a determination to offer customers the
best services & an absolute undertaking to protect the environment &maintain a
responsible attitude towards it. The company was found in the castellon in spain
which is having astong tradition in building of tiles.
It iss having 3 factories in the region incorporating the latest technology & the most
advanced manufacturing process. It has the distribution centres through out he Spain
& has branches in France, Holland, Poland, United kingdom, Italy .
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GRANITO FORTE
Granito Forte is a leading Italian tile manufacture which is a supplier to kajaria
world.It was established in the year 19991. It has the total production capacity of 13
million tonnes.
BALDOCER CERAMICS
Baldocer ceramics is the leading ceramic tile Manufacturer & supplier of Spain. It
was established in the year 1994. It deals with manufacturing of designer tiles &
supplies to over to dozen countries .It has branches all over Europe
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Different imported Designer Tiles under Brand kajaria World sourced
from different parts of the Globe.
THE EUROPEAN TILE COLLECTION
THE GLAZED PORCELAIN TILES SANITARYWARE
http://www.kajariaworld.com/saloni.htmhttp://www.kajariaworld.com/Grespania.htmhttp://www.kajariaworld.com/granitoForte.htmhttp://www.kajariaworld.com/egeceramics.htmhttp://www.kajariaworld.com/interPlan.htmhttp://www.kajariaworld.com/Baldocer.htmhttp://www.kajariaworld.com/argenta.htmhttp://www.kajariaworld.com/Aparici.htm8/3/2019 Dev Raj Thakur
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http://www.kerovit.com/http://www.kajariaworld.com/Eternity.htm8/3/2019 Dev Raj Thakur
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SCOPE
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Scope Of The Study
Ceramic tile comes under Building Material Industry. Over the years, Indian
Building Material Industry is growing at a fast pace of almost 16%/annum due to
boom in real estate and construction industry. Increase in income levels and
availability of a range of financing options for housing has enabled rapid growth
in housing construction.
In India, particularly in NCR region, growth rate of building material industry is at
Very high rate and constantly growing. By this project finding, I had tried to analyze
the awareness and potential of Designer tiles real estate developers with respect to
kajaria World for their commercial and residential needs in Noida region.
Also as marble prices begin to pinch purses in these times, tiles are making deeper
inroads into urban homes.
The study helps the company to redefine & redesign their services, price,
promotion, product according to the need of bulk buyers.
This study will help in developing marketing strategies more effectively for
Real estate developers who are using products of other companies.
The study will help to redefine positioning of Kajaria World
The prime objective of this to find out the customer approach to designer tiles
of Kajaria world as compared with other companies.
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This study will also help the company to target real estate companies moreeffectively in Noida.
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OBJECTIVE OF STUDY
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OBJECTIVE OF STUDY
The objective of this study is to do an analysis regarding awareness & potential of
Kajaria World among developers in Noida.
To determine the Market Potential of designer tiles.
To ascertain the market potential of Kajaria World .
To know about the awareness about Kajaria World products.
To analyze about the purchasing trend of builders in Noida region.
To determine the position of competitors with respect to Kajaria world.
To check the interest of Real Estate Developers with regard to designer
tiles.
To predict the Trend of market about designer tiles.
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RESEARCH METHODLOGY
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RESEARCH METHODLOGY
The present research plan "Market potential & awareness of Kajaria World among
real Estate developers in Noida" is exploratory in nature. The present work is based
on
both primary data & secondary data which is collected through questionnaire &
interviews conducted by the researcher. There are 14 questions in the questionnaire
&
have been arranged in systematic manner. The questions have been asked from
developers & their architects. Along with informal interaction and non participation
observation were also used so as to assess the real picture of problem.
RESEARCH PROBLEM
The first step while conducting a research is to carefully define the research problem.
The problem to be studied must be defined unambiguously. The present study has
been undertaken in Noida region of Uttar Pradesh to identify the market awareness &
potential of Kajaria World Products among real estate developers.
The main problem with my topic is that, there is no control on the variable; we can
only report what is happening and what has happened. The questions which researcher
had found out were, buying behavior of customer, brand preferred etc. these questions
are quantitative whereas, the satisfaction level of engineers and their opinions are
qualitative in nature.
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UNIVERSE
All the items under consideration in any field of inquiry constitute a universe or
population. In practice only few items are selected from the universe for the study
purpose. The items so selected istechnically called a Sample. In this study sample is
selected from the Real Estate developers of from Noida.
SAMPLE DESIGN
For collecting information from the sample selected any method of sample design
may
be selected. In this research researcher used- Convenient Sampling technique on
the
basis of easy to access.
Sample Unit Real Estate Developers
Type of Research Exploratory
Sample size 25 Respondents
Sample Medium Questionnaire
Sampling Technique Convenient Sampling
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Area Covered Noida
COLLECTION OF DATA
The data required for the study is primary data as well as secondary data The primary
data are those which are collected a fresh and for the first time and thus happen to be
original in character. The secondary data, on the other hand, are those which have
already been collected by someone else and which have already been passed through
statistical process.
Various method used for collection of primary data are interview method,
questionnaires & secondary data are collected from the various sources like papers,
company websites, internet etc.
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.
DATA INTERPRETATION
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Ques1. Are you aware about Kajaria World?
A).Yes
B).No
Interpretation:- The idea about this question is to determine the awareness about
Kajaria world among real estate developers in Noida region. This shows out of 25
only 2 developers are not aware about the Kajaria World
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Ques2. How do you came to know about Kajaria & Kajaria World ?
Interpretation: The idea behind this questionis to know the means which need to be
followed to maximize the companys awareness.
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Ques3. Which Brand of tiles you would like to prefer to use in your projects?
Interpretation:- The reason behind this question is to know the preference of the
developers for tiles which they would like to use in their projects that are available in
the market.
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Ques4. If you are using brand other than Kajaria World why? (Rate it )
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Interpretation:-The reason behind this is to determine the factors which influence
developers to go for a particular brand in the market, also the factors which are
important to developers.
Ques5. Which are the areas where you would like to use tile most in your
projects?
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Interpretation:- The idea of this question is to analyze the areas where the designer
tiles are being used by developers in their projects, Whether it is Kitchen, Bathroom
Floor or Drawing room.
Ques6.From where you purchase designer tile ?
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Interpretation:- The reason behind this question is to know the options preferred by
developers to procure their tiles.
Ques7. Indicate the criterion for using the designer tiles?
Interpretation:- The reason for this question is to determine the criteria for
developers to use the tiles in their projects
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Ques8. How do you rate our products & services & did they meet your
expectations regarding quality & performances?
Interpretation:- This question indicates that the tiles which are used by the
developers are able to meet their expectations regarding quality & performance or
not.
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Ques9. Have you ever been contacted by our executives or not?
Interpretation:- This questions helps the company to know the effectiveness of their
sales team, whether the executives & officials are taking adequate steps in
approaching the real estate developers or not.
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Ques10. Rank the features of tiles according to importance
Interpretation:-This question indicates the criteria of developers regarding features
which they rank want in the tiles according to their respective importance while they
are purchasing them.
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Ques11. While purchasing your main Objective remains on.
Interpretation:- This shows the factors which the developers look for when they are
purchasing tiles.
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Ques12. If you are not satisfy than what are the reasons ?
Interpretation:- This questions tries to analyze the factors which discourages the
developers during purchasing of the ti
Ques13. Are you satisfied with Price and Quality ratio of Kajaria world?
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Interpretation:-This chart shows the perception of developers regarding the price &
quality ratio of Kajaria World. Whether the products are priced right or not or they are
charged more of them.
Ques14. Any suggestions . ...
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Competitive Profile Matrix
It identifies firms major competitors and their strengths & weaknesses
in relation to a firms strategic position.
K.W Schablona Le Studio
Critical
Success
FactorWEIGH
T
RATIN
G
SCOR
E
RATIN
G
SCOR
E
RATIN
G
SCOR
E
Advertisin
g
0.20 4 0.80 1 0.20 3 0.60
Product
Quality
0.10 4 0.40 4 0.40 3 0.30
Price
Competitio
n
0.10 3 0.30 3 0.30 4 0.40
Customer
Loyalty
0.10 4 0.40 4 0.40 2 0.20
Market
Share
0.05 4 0.20 1 0.05 3 0.15
Financial
position
0.15 3 0.45 4 0.60 3 0.45
Manageme
nt
0.10 3 .30 4 0.40 3 0.30
Global
Expansion
0.20 2 0.40 4 0.80 2 0.40
Total 1.00 3.25 3.15 2.80
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The result of the matrix shows that the Kajaria World with the score of 3.25 is the best
company among the major competitors in the market.
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FINDINGS
FINDINGS
To find out the market potential I used the interview & questionnaire method. The
important findings from the Noida are given below:-
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There is lot of potential for the designer tiles as there are more developerscoming out with more luxury projects.
Designer tiles are costlier than other tiles. There are some of the brands available in the market like Le Studio,
Schalbona & Stiler but they have entered after Kajaria World also their
awareness is low as compared to kajaria World.
Most of the developers are aware of Kajaria World. The prices of the Kajaria World tiles are higher as compared to other
competitors in the area.
The sales promotional technique of Kajaria World is good but still there needto be more emphasis on personal contact with developers of Area manager.
Some of the real estate developers are going for tiles imported through theirtrusted importers this is the threat to Kajaria World.
Schablona ,Stiler & Le studio are the strongest competitor of Kajaria in thatregion also their product ranges are updated time to time.
There is also use of designer tiles in office space like high end IT/ITEScompanies offices.
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Limitations
Limitations
The scope of the study restricted to only few areas of Noida Respondents might not have given accurate data
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Busy nature of the respondents leading to Non response. Sample size of respondents was small in comparison with the population of
Noida.
Respondents biasness towards the certain priorities and features. Lack of time is the basis limitation in the project. Some respondent gave biased or incomplete information regarding the
research.
Some respondent did not answer all the question or do not have time toanswer.
This study does not gives a sales forecast of the market.
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SUGGESTIONS
SUGGESTIONS
After analyzing the respondents views I found that the company has a very
good image in market. They have positioned the product well in the mind of the
customers. Developers buy their the tiles according to their need, style, performance
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& brand. But some customers are not satisfied due to different reasons for that I
have some suggestions for the company.
The company should participate in different real estate related exhibitionsorganized in country.
Awareness of company should be raised from new innovative means like Facebook, Twitter, Banner ads on internet should be followed.
T.V & News Paper ads should be there showing its luxury appeal, so as to
increase the awareness of Kajaria World in certain class of society about it.
Sales people should have to visit time to time to builders place & also to theirarchitects too with the company's design and catalogs.
They can provide information through more sophisticated means like PPTPresentations, audio, video presentations.
The distribution channels should be improved & concept of only companysself Operating showrooms should be followed because it increases the
exclusive appeal.
The company should open its showrooms in the different parts of the country
where there is demand for premium housing & office space. It should focus on The 7 Stars of India* i.e Delhi NCR, Mumbai, Pune,
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Banglore, Chennai, Hyderabad.
Quality of tiles should be improved, also the delivery time period for it shouldalso need to be taken care of.
met. If the customer demands for extra pieces of tiles, there demand should be
*Source:- Jones Lang La salle Meghraj quarterly report
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SWOT ANALYSIS
SWOT ANALYSIS
SWOT analysis is the short form of Strength, Weakness, Opportunity and threats
analysis. In this analysis we discuss about the product under these four points.
Strength, Weakness, Opportunity and threats for the designer tiles are as follows-
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STRENGTHS
It is a new concept in ceramic industries in India, thereby increasing the chance of
success.
The name of Kajaria is itself a big support to increase the brand awareness of
Kajaria World.
Innovativeness in design and quality products is quite better, particularly in bigger
size.
Availability of international brands increases appreciation & reputation for the
company.
The company is having a wide presence in Indian cities, thereby making
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available products in time.
Distributing through own showrooms add to exclusivity, which is most important
in luxury products.
WEAKNESES
The designer tiles are very costly, as they are imported from different countries
so import cost & excise duty is levied on them making them costlier.
There is no use of broken tiles.
Customers in Tier 2 & 3 cities are not aware about it.
It is out of reach of middle class customer which are more in majority.
Kajaria has to depend on different other companies for making the tiles
available so more time is involved in delivering goods
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OPPORTUNITIES
The designer tiles are having very good opportunity because of its look and itsincreasing use in luxury housing projects also by many high end users who
earlier have to depend on importers. It can be said that in coming future there
will be only and only designer tiles.
Kajaria because of its position & reputation can make available these tiles tothe use of the common man especially middle class at affordable rates who are
now seen & respected as a huge market.
As the developers move into Tier 1 & Tier 2 cities of India there will be anincrease in demand for luxury housing there by creating a huge market
opportunity for the company.
Now a days IT/ITES companies are entering in to other cities therebyincreasing the demand for premium office space.
THREATS
In spite of very good opportunity, the Indian ceramic market has a threat of Chinese
tiles. The Chinese tile are not only less in price but also have better designs.
The other threat emerging from government policy is excise & other import
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duties which kajaria had to pay for importing tiles thereby increasing the cost
of the product.
The designer tiles are mainly design based, ones the design are removed
from offerings then it becomes tough to procure them.
Threat from local importers like PPC is also there
There is also a threat to the company from other organized players like
Schablona, Le Studio & Stiler.
Schablona from SOMANY , Le Studio from NITCO & Stiler from Orient
has also ventured in designer tile market so kajaria should also take some
steps to maintain its leadership position.
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Conclusion
Conclusion
The conclusion of the report is that the Kajaria World should focus on its
strength & new emerging markets in India while Keeping the requirement of
real estate developers in mind. It was found that Kajaria World is a quality
product and it can capture more market share if the company focuses on 7 Ps
of marketing more effectively & efficiently. Company should make strategies
to make the product affordable & making it available to higher end customers
in society and spread awareness among them as the product is not known to
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the customers yet as it is supposed to be.
Managerial Usefulness
The report will help the management to analyze the potential of Noida as a
market.
In making quick business decision i.e. Operations, Marketing Strategies,
Financial Strategies
It can be helpful in identifying the different obstacles/areas where we need to
be focused
It can help in identifying the changing trends of the market with respect to
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companys business .
This report can act as a record to the manager to analyze the whole data.
The report can help management to identify future prospect for the business of
designer tiles.
To analyze the different competitors who are there in the market.
It will help in identifying the details of captured market of the Noida region
and gives details where company need to improve.
Annexure
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Questionnaire
Name of the Construction Company
.
Address.
Telephone no..
Project Name
Decision making Authority
Name of the Architect
Email id
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Ques1. Are you aware about Kajaria World?
A).Yes
B).No
Ques2. How do you came to know about Kajaria & Kajaria World ?
A) Self Approached
B) Exhibitions
C) World of mouth
D) Use by fellow competitors
Ques3. Which tiles you would like to prefer to use in your projects?
A) Kajaria World
B) Chinese Imported
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C) Somany (Schablona)
D) H&R Johnson
Ques4. If you are using brand other than Kajaria World why? (Rate it )
A) For quality
B) For price
C) Easy Availability
D) Good service
E) Brand
Ques5. Which are the areas where you like to use tile most in your projects?
A) Kitchen
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B) Bathroom
C) Floor
D) Lobby
E) Drawing room
Ques6.From where you purchase designer tile ?
A) Direct from manufacturer
B) From Importer
C) From organized company outlets
Ques7. Indicate the criterion for using the designer tiles?
A) Convenience
B) Premium
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D) More of fashion
Ques8. How do you rate our products & services & did they meet your expectations
regarding quality & performances?
A) Excellent
B) Good
C) satisfied
D) poor
Ques9. Have you ever been contacted by our executives or not?
A) Yes
B) No
Ques10. Rank the features of tiles according to importance.
A) Robustness/Strength
B) Color
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C) Styles or design
D) Stain resistance
E) Others
Ques11. While purchasing your main Objective remains on.
A) Discount
B) Quality
C) Price
D) Service
Ques12. If you are not satisfy than what are the reasons ?
A) Cost
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B). Design
C) Finishing
D) Quality
E) Service
Ques13. Are you satisfied with Price and Quality ratio of Kajaria world?
A) Prices are higher than quality
B) Less than quality
C) Reasonable
D) No response
Ques14. Any suggestions . ...
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BIBLIOGRAPHY
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Books:
> Kothari, C.R., (2002), "Research Methodology Methods &
Techniques", Wishwa Prakashan, New Delhi.
> Kotlar, Philip (2003), "Marketing Management" (11 * Edition),
> Pearson Education (Singapore) Pvt. Ltd., New Delhi.
Magazine/Journal:
> India Today Edition March. 2010
> Aug.2010 Newspaper:
> Times of India
> Hindustan time
Web Sites:
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> http://www.google/.com
> http://www.joneslanglasalle.co.in/India
> http://www.wikipiedia/.com
> http://www.SOMANY GLOBAL/.com
> http://www.DESIGNER TILES/.com
> http://kajariaworld.co
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