INTRODUCTION

Introduction to Sanitary ware industry

India is a large, highly populated Country of around one billion people, with an economy, which is steadily growing. As per the study, there were an estimated 125 million dwellings in India (1995), but 200 million households. This reveals an acute housing shortage. The U.N. predicts an increase in the population of 1.6% per annum. There is a gradual migrant shift from rural to urban areas and 27% of the population now lives in urban areas as compared to 20% in 1971. There is a large difference in amenities between the urban population and the rural. In 1994, 70% of the urban population had access to adequate sanitation, whereas in the rural community only 14% had access. In 1991, approximately 64% of urban households had some kind of toilet facility compared with 9% of the rural areas. There is a widening difference in income between different regions, the rich and the poor. Sanitation is a must for every individual of our society. According to the Government estimates, more than 50% of the urban population does not access to sanitation facilities. Condition of the rural areas is that only 6% of the population is covered by sanitation.

Sanitary ware Demand

Sanitary ware Industries in India for the last 6-7 years has shown very dramatic growth with major players doubling their production capacity. The Companies have also upgraded their manufacturing system by introducing Battery Casting, Beam Casting and have gone in for latest imported Fast Firing Cycle Kiln Technology. These Companies have also upgraded their quality and have introduced high value range in the market, which has been accepted and appreciated. The demand for high value sanitary ware in India is growing very fast. The Companies are trying to meet the demand as the realization per Metric Ton for high value product is very good which ultimately results in good profitability. In order to educate the customers in India to go for quality products and also for higher value sanitary ware, companies have adopted a very aggressive advertisement campaign. Companies have also strengthened their dealer network by offering showroom incentives and some of the

companies have also gone for their own retail outlets in major towns. The demand for sanitary ware in India is growing @ 15% -17% every year The sanitary ware industry in India is divided in two sectors. The organized sector consisting of 5 companies (M/s. Hindustan Sanitary Industries Limited, M/s. E.I.D. Parry, M/s. Swastik Sanitary ware Limited, M/s. Madhusudan Ceramics, M/s. Neycer India Limited), manufacturing sanitary ware for the last 15-20 years and have established their Brand image. The organized sectors produce fully vitrified sanitary wares, using latest technology and best of Ceramic Raw Materials available in India. The unorganized sectors have adopted local Indian technology to manufacture the basic sanitary ware products. Since the availability of raw material is in abundance and also very cheap in the state of Gujarat & Rajasthan, various companies have established their factory in these areas. They are producing the basic sanitary ware in various brands. Unorganized sector's percentage of production capacity and also their sales in the local domestic market are higher than that of the organized sectors' sales. Unorganized sanitary ware manufacturer comes under small sectors and hence enjoy the benefit of Nil Excise Duty and Sales Tax and hence they sell their products in the domestic market approximately 70% cheaper than the organized sector products.

Opportunities
Government of India Policy on Housing Sector is very encouraging. The Government has announced Income Tax rebate on housing loan to boost the housing sector. All financial institutions are lending money for construction of house at a very low rate of interest. Government figure shows that Housing Sector is growing by approximately 25% every year. The need of Housing in India with 100 crores population looks to be very potential. As per DGTD Survey Report there is a shortage of about 20 million houses in the country by the end of 8th Five Year Plan. The housing has become a basic necessity, as people in India are looking forward for improved sanitary condition. The concept of making toilet is fast growing even in village areas, where toilet till last two years did not exist. The cost of producing sanitary ware in India is substantially low as compared to the advance countries, because the labour cost and the basic raw materials for manufacturing quality sanitary ware is available at very cheap rate and in abundance. Because of our low cost of production, Indian sanitary ware is very competitive in the neighboring countries and hence export from India is also growing every day.

Current Market Size:

Indian Sanitary ware Market: 1300 Cr (approx) Growth Rate (India Domestic Market): 10% Sector Segregation:Organized: 43 % (Rs. 559 crores) Unorganized: 57% (Rs. 741 crores) Gujarat Sanitary ware Market Size: 125 Cr. Organized: 25 Cr. Unorganized: 100 Cr. MAJOR PLAYERS: 1. CERA 2. HINDWARE 3. PARRYWARE OTHERS: 1. KOHLER 2. TOTO

Market Size
14% 31% 21% Parryware Hindware Cera Other 34%

Figure 1.1 Outlook for Sanitary ware Industry in India

In the next decade, India is expected to be one of the world's fastest growing countries for sanitary ware consumption. The sanitation penetration has more than trebled from 8% in 1982 to 18% in 1994 and to 29% in 1999. The comparative penetration levels in neighboring countries are as follows: Pakistan: 50%, Sri Lanka: 65%, Malaysia: 94% and Thailand: 96%. The government impetus to improve hygiene and sanitation is likely to increase the demand for sanitary ware in India. Moreover the increasing urbanization of India and the consequent requirement for residential and commercial buildings will be a major driver for growth of sanitary ware. Along with this the focus of the central and state governments to provide housing facilities to the poor, is also expected to generate demand. The National Housing Policy formulation that envisages "Housing for all" by the end of Ninth Plan period is a big step towards this. Indira Awaas Yojana, Samgra Awaas Yojana is programs for providing housing to the rural poor is a key step taken by the government in this area. The housing development organizations like HUDCO, State Housing Development Boards and Rajiv Gandhi Rural Housing Corporation Ltd. are also playing a large role in this initiative. It is estimated that there is currently a demand for 20 million housing units in India. Further, a significant number of the 115 million housing units across the country will need reconstruction for improvement. Therefore a replacement market will emerge, though currently original equipment sanitary ware market accounts for nearly 90% of the market.

COMPANY PROFILE

Introduction to CERA Sanitary ware Limited

Launched in 1980, Cera is a pioneer in the sanitary ware segment in India. The first sanitary ware company to use natural gas, Cera has been on the forefront of launching a versatile colour range and introducing the bath suite concept. It also launched innovative designs and water-saving products. The twin-flush model launched in India by Cera for the first time, reduces the water needs of households considerably. WCs designed to flush in just 4 litres of water is another notable innovation by Cera.

Based in Kadi, Gujarat, Cera Sanitary ware Ltd. uses International technology, which has ensured Ceras superiority over others in quality. Established with an initial capacity of 3,600 MTPA, the plant has undergone several periodical up gradations and modernizations to expand to 25,000 MTPA.

To achieve growth in the rapidly changing retail market in the country, Cera, has launched its one of a kind Cera Bath Studios in Ahmedabad, Bangalore, Chandigarh, Kolkata, Cochin and Hyderabad, Mumbai. With the opening of the Cera Bath Studios, the discerning consumers, architects and interior designers can have full view of the Ceras premium ranges of WCs, Wash Basins, Shower Panels, Shower Cubicles, Bath Tubs, Shower Temples, Whirlpools, CP fittings etc. Cera Bath Studios will complement its existing network of 600 dealers and 5000 retailers. Several Bathrooms are displayed live, so that the customers can get a feel of Ceras vast range of products.

Having shown a growth rate of more than 25% since last 3 years, Cera Sanitary ware Ltd. today is the fastest growing sanitary ware company in India. For its contribution towards the industrial growth, Cera's ED 'Mr. Vidhush Somany' received "The Nirman Ratna Award" in September 2010.

Regd.Office&Works
9, GIDC Industrial Estate,

Kadi 382715, Dist. Mehsana, North Gujarat Phone: (02764) 242329, 262619, 262638, 263874, 321949 Telefax: (02764) 242465 Email: kadi@cera-india.com

Head Office
Madhusudan House, Opp. Navrangpura Telephone Exchange, Ahmedabad 380006 Phone: (079) 26449781, 26449789 Fax: (079) 26569259 Email: marketing@cera-india.com

HISTORY OF CERA SANITARY WARE LIMITED:

Vikram Somany, Chairman & Managing Director of Cera Sanitary ware Limited. Mr. Somany possessed entrepreneurial spirit even while he was managing Madhusudan Industries

Limited in Gujarat. This company was into production of vegetable oils and vanaspati. The turning point came into the company when Mr. Somany met a government delegation in 1978.When he signed the MoU to commence the sanitary ware manufacturing unit in Kadi in North Gujarat using natural gas, the first of its kind in India. It was a kind of milestone. And it was just the beginning.

Of course, one might argue that Mr. Somany had entrepreneurship in his blood and had also inherited the understanding of this industry. His father had rich experience in sanitary ware. He along with his brothers had pioneered sanitary ware in India in the early sixties by setting up a manufacturing unit, Hindustan Sanitary ware, in collaboration with Twyfords of UK. Yes, this did give Vikram Somany some kind of background. Also, there was a market opportunity. But Cera's success does not rest on these two factors. It rests on his ability in transforming the opportunity into a business success. The opportunity was open for others as well but Cera made the most of it. Though those were the days of sellers market for sanitary ware, most companies, which went into production around the same time as Cera, did not succeed later. So what was it that Cera did different? The quality of Cera matched international norms. Cera focused on creative designs and paid equal attention to after-sales service with the differentiating factor. Moreover, Mr. Somany did not neglect the other relevant business aspects as well. Cera went on to create history with its advertising campaign in the early 1980s: Your Bathroom is a Room Too" An entrepreneur is successful because he understands and respects the three Cs: customer, change and competition. Apart from Cera, the other two major players are Parry ware and Hind ware. Both have larger production capacities than Cera currently Cera, however, is now expanding its capacities

To maintain that edge in the market, Cera keeps upgrading and increasing its product portfolio regularly. Cera also recognizes its responsibility towards environment. Like the other two major players in the organized sector, In fact, its gone a step ahead.

Well, looking at Cera's track record, Mr. Somany's vision is soon likely to be transformed into reality. He is himself quite confident about it because he has built a strong team. Success tips from Mr. Somany of Cera Identify market opportunities Create a dedicated team and give it fully operational freedom Concentrate on brand-building right from the beginning

Recognize social and environmental responsibilities Follow international norms of quality Keep innovating the product offerings Provide good after-sales service.

MISSION OF THE COMPANY

To setup and carry out research and development for the manufacture and development of sanitary ware products. Provide high quality to sanitary ware products. The Company is aiming to achieve 50-60% of market share for every product.

VISION OF THE COMPANY

To be a total home solutions provider in the long run, providing products for every room in the home.

PRODUCT PROFILE
1. Sanitary ware:

Figure 2.1 Premium Collection a) Clair b) Cornet c) Caliber d) Casino

1.2 Regular Collection

a) EWCs & Squatting Pans Figure 2.2

Figure 2.3 b) Sinks and accessories

Figure 2.4

c) Washbasins Figure 2.5

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d) Urinals & Sensors Figure 2.6

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Exclusive Export Range Senator collection

a) Calida Table Top b) Capsule Wash Basin c) Casablanca Bath Suite d) Celebrity Bath Suite e) Chancellor Bath Suite f) Clarion g) Cosmo Bath Ware e) Coupe f) Cruse Bath Suite

Wall hung basin

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Figure 2.7 a) CLAIR (EWC Wall Hung) b) CALIBRE (EWC Wall Hung) c) CIRCLE (UNDER-OVER COUNTER) d) CLASSIC (EWC Wall Hung 'P' -SEAT COVER) e) COMET (Counter Top Wash Basin) f) OVAL (Under, Over Counter Wash Basin)

Glass Basins

Figure 2.8 Cathie_GB152 Glass Basin Charmaine_GB141 Glass Chrystina-Tempered Glass Basin Cleo_GB115-Glass Basin Cleopatra_GB131 Glass Basin Correa_GB120- glass basin

SHOWER RANGE: Figure 2.9

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Shower Cubicles Figure 2.10

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Cadet_8841- Shower Partition

Candila-Shower Cubicle (with shower tray)

Cocoon-Shower Cubicle (with shower tray)

Cupid_Shower Tray, Hot & Cold Mixer with divertor, Shower Jets Rain-Shower & HandShower, Foot Massager.

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czarina_8711-Bath

Tub

with

Whirlpool,

Hot

&

Cold

Mixer

with

divertor.

WHIRLPOOL & BATH TUBS:

Figure 2.11: Carol-Bath Tub

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Cielo Bath Tub

Colleen_8012-Whirlpool, Hot & Cold Mixer with Divertor,

Corner Panel (One-Piece) corner.

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Cushan-Hot & Cold Mixer with Diverter.

Pozzi Ginori
Figure 2.12

International presence and exports

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CERA has exported, in the past, to developed countries like the US, huge quantities. However, as the domestic market was giving better realization, CERA has to curtail its exports. Currently, CERA has presence in several markets like Gulf, New Zealand, Greece, South Africa, etc. With the production going up in the coming months, CERA is now looking at export market more seriously and talks are on with certain parties for OE supplies.

World Technology
To keep ahead of competition, Cera has always kept its technology ahead of rest of the players in India. It took help from ceramic technology suppliers from several countries in Europe time and again so that its process and products are of international norms. It also helped Cera bag large export orders from the US, unmatched by any other Indian sanitary ware company. Cera could easily make products conforming to ANSI, apart from European, Australian, Canadian and Indian norms. CERA has been constantly using internationally renowned consultants in the ceramic field to upgrade its production processes, yield and finished good quality. Product innovation has been Ceras forte. One after the other, Cera launched not only new designs, but even new innovations in India. The first was bath suitesa unique design concept consisting of WCs, wash basins, bidets and accessories, giving the bathroom a distinct personality. A series of bath suitesCrowne, Conca, Capri, Cornet, Comet, Clair, Cognac, Celebrity, Celeste, etc.were launched in quick succession. Cera is also credited with launch Indias first mono block EWC, Cologne and now has an array of one piece EWCs & wash basins to its kitty.

Innovation:
Water scarcity has always been a concern in most parts of India. When there is shortage of water, can we not think of conserving it, by sending less water per flush down the drain? This concern was brainstormed by our technical and research personnel, designers and quality assurance and marketing personnel and thus the concept of twin action flushing was born. CERA found that in most households, a WC is used more as a urinal and still it was using 8 to 12 liters of water for each flush. Cera then came up with the idea of half flush along with full flush. A household can save substantial quantity of water by installing twin flush. Even

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where water is available in abundance, we advise twin flush because the cost of electricity for pumping extra water to overhead tank can be saved. In India, ever since cera pioneered the twin action coupled closets two years back, it has caught the fancy of all architects, plumbing consultants, trade, customers and even competitors. One after the other, all manufacturers commenced twin action. For the economy range, Cera have also launched twin flush model of Plastic Cisterns.

Entry barriers for CERA in organized sector

The entry barriers for organized sector are-huge manpower requirements, since sanitary ware manufacturing is highly labor intensive, non-availability of standardized raw-materials (every manufacturer has to source raw materials from mines and have its own quality assurance systems), low market size (the market currently is estimated to be just around Rs7bn) and innumerable number of unorganized sector players who thrive partly on government policy of levy-exemption and partly on evasion of taxes. Organized sector currently contributed nearly 50% of volume sales in India. However, as quality consciousness and brand-awareness are increasing among consumers, over a period of time, the unorganized sector is likely to go up considerably. Currently, the replacement market is estimated to be just 10% of the total market. However, as the market matures, it is likely to go up exponentially.

ORGANISTIONAL STRUCTURE:

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Board of Directors

Managing Director

Vice President Sales

Vice President HRD & Personnel

Vice President Finance

Vice President R&D

Vice President Projects

Vice President Marketing

Regional Sales Manager

HRD Manager

HRD Manager

Marketing Manager

Sales Officer

Asst. Manager

Quality Assts.

Project Manager

Asst. Mrkg. Mgr

Market Intelligent Assistants

Assistants

Manager Accnts Factory Accnts.

Manager Tax

Regional Mrkg. Mgr

Field Officers Market Intelligent System

Figure 2.13

WHO IS WHO & ROLE IN THE ORGANIZATION?

Key Personnel

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Board of Directors
Mr. Vikram Somany, Chairman and Managing Director Mr. Vidush Somany, Executive Director Mr. Sajan Kumar Pasari Dr. K N Maiti Mr. Shree Narayan Mohata Mr. Ashok Chhajed Mr.Govindbhai P. Patel Mr. Mahendra Kumar Bhandari, Director - Technical

Works
S K Ghatak, President (Works) V.K. Jain, Joint Vice President (Quality Assurance) Anil Kumar Punjabi, Joint Vice President (Production)

Marketing & Sales

Atul Sanghvi, President (Sales & Marketing)

Marketing
P. K. Shashidharan, Vice President (Marketing)

Domestic Sales
West, East & North : Parthiv Dave, Vice President (Sales) South : Abbey Rodrigues, Vice President (Sales)

Export Sales
Gaurang Bhatt, General Manager (Export)

Sales Administration
B K Desai, Deputy General Manager (Sales Administration)

Finance & Company Affairs

R B Shah, President & Chief Financial Officer Narendra N Patel, Vice President & Company Secretary

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Functional Area

H.R. Department

Manufacturing Department

Financial Department

Marketing Department

Figure 2.14

PERSONNEL DEPARTMENT
Personnel Department has got a vital role to play in every business organization. It can be stated that without the active involvement personnel dept. no work can be done in the organization whether it is production work or managerial work. The Vice president heads the personnel dept. of Cera Sanitary ware Ltd. and he is assisted by managers and other staffs. All the recruitment selection and Placement and salary fixation jobs are done by this Dept. In this unit of company, there is a total strength of 20 employees the number of managerial staff is 7. The contractor to whom they have been given fixes the remuneration of those employees.

Human resource is present in abundance and skills are traditionally inherited. The owner usually deals with management issues and marketing related activities. Most of the labor is semi skilled and are trained on job. There is no specialized marketing or accounts department. They facilitate their sales only on the basis of personal contacts and no proper accounts are maintained therefore certain problems related to tax return, monitoring and evaluation are faced. Only primary or intermediate level employees are handling accounts. Glazing supervisor, Body supervisor, Kiln supervisor, Designing or molding in-charge and accountant are considered middle level management that are ceramics diploma holders or experienced persons and also easily available in the market.

Function of Personnel Department

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Salary computation Salary disbursement Leave Marking Attendance Manpower Planning Recruitment Transfer and promotion

PRODUCTION DEPARTMENT
In macroeconomics production is the act of making things; in particular the act of making product that will be traded or sold commercially. Production decision concentrates on what goods to produce, how to produce them, the cost of producing them and optimizing the mix of resource inputs used in their production. This production information then can be combined with market information (like demand and marginal revenue) to determine the quantity of product to produce and optimum price.

Product design is based on: Consumer acceptance Manufacture capability Developing capability Quality consideration By product possibilities

Under production department Company have these following units: Quality assurance Department Purchase Department R & D Department Stores Department Maintenance Department

Quality assurance Department:

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A separate quality assurance department is functioning in this unit to ensure that all the products meet the required quality. The quality assurance dept. is entrusted with the responsibility of preparing quality control plans and measures and evaluating product quality.

Important Function
1. The department makes sure that the raw materials comply with the quality specifications by collecting samples. Raw materials are accepted if it conforms to specified quality and are rejected if the raw materials do not comply with the specified quality. 2. The department checks the quality of output after the completion of each stage of production. 3. The department attends the customer complaints on quality aspects and takes corrective action. 4. The department ensures that necessary actions have been taken for the assurance of quality of the final product.

Purchase Department
The purchase department is responsible for the continuous availability of raw material to the production department. The production department should see that all the required materials are purchased at the right time in the right quantity at the right price. Continuous availability of all the raw material is necessary to keep the production flow uninterrupted. The company makes purchases from suppliers outside as well as inside the state.

Purchase Procedure:
The company prepares a detailed purchase budget at the beginning of every year, which contains the item and quantity to be purchased of each item. The bill of materials can also be used to know the requirement of raw materials for a certain period of time. The purchase incharge, after receiving the purchase requisition form initiated by the storekeeper makes necessary arrangements for inviting tender for supplier selection. The supplier selection then company conducts vendor evaluation by collecting complete information about the suppliers.

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While evaluating suppliers information like creditworthiness, past experience, delivery time, capacity to supply, mode of payment are collected and evaluated. An approval list of suppliers is prepared after the completion of vendor evaluation. After having selected the supplier, the purchase department proceeds to place the order for materials, specifying the details of goods. The purchase order contains details such as order number and date, suppliers name & address, rate and number of items ordered, mode and date of delivery etc. The dept sends reminder to supplier for the timely delivery of goods. Goods are verified at the time of receiving with the help of delivery note sent by the supplier and the purchase order. Quality assurance is done by quality department by taking samples from the arrived materials. Goods are received only after the completion of quality and quantity inspection. This follows the preparation of material received note.

R & D Department
A well- equipped and well-organized R & D department is functioning under Cera Sanitary ware Ltd to develop new products and to improve the existing products. The department conducts detailed research before the introduction of every new product. The company is

giving more attention and importance on R & D. Well qualified and dedicated staffs are the main strength of the R & D department the companys latest product Pozzi Ginnori is formulated after conducting various research. A big R & D lab is being constructed with in the premises of this unit. The R & D department is headed by R & D in-charge and he is assisted by R & D assistants. The R & D department is playing a vital role in the success of every products of the company. The human resource of R & D division includes qualified chemists and trained laboratory technicians whom implements internationally acknowledged analytical procedures. It can be stated the reason for the increasing use of the companys products is the effort of its R & D department, which formulates quality products.

Stores Department

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Stores Department is responsible for storing materials and finished products. Stores department is headed by storekeeper and he is assisted by assistants. This unit has a centralized store and it is from here materials are dent to various departments. The departments keep the finished good and all the raw materials required for the production. Raw materials are issued according to the requirements from respective departments.

Functions
1. The department checks the weights of the raw materials when they are received. 2. The department issues raw materials to the production department. 3. The stores department maintains different types of books and registers for the proper control of materials. Various records are maintained in stores department are 1. Goods Received note 2. Stock Register 3. Material Purchase register 4. Quality Register (for recording items of low quality)

Maintenance Department
The maintenance department is responsible for the smooth and proper working of all the machines. This department ensures that all the machines are maintained properly which is necessary for the uninterrupted flow of production. The maintenance department is headed by maintenance in charge and he is assisted by maintenance staff. The maintenance department performs mainly 3 types of maintenance works namely Preventive maintenance Periodic Maintenance Break down Maintenance

Preventive maintenance

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The maintenance works done for the prevention of machine break down is known as preventive maintenances. Lubrication, oiling, greasing etc. are the examples of preventive maintenance.

Periodic Maintenance
Periodic maintenance is done monthly or weekly and it is a part of preventive maintenance. Examples of periodic maintenance are cleaning and over hauling.

Break down Maintenance

Break down maintenance is done at the time of breakdown of machines. Break down of machines are informed to the department when it occurs and the department attends the problem.

The operations/Manufacturing process

Machinery Suppliers
Spray booth, Glaze Containers, drums and kilns are the machinery used for ceramics sanitary ware factory. Kilns are designed by ceramics engineers and manufactured by the kiln makers. There are about 12 kiln makers which are experts and fulfilling the need of industry. Glaze containers, spray both and drums are prepared by the engineering sector of the Cera.

Raw Material Suppliers

Supply chain is crucial to this field and without proper raw material supply these units cannot keep up with the production. There are about 4 to 5 companies supplying raw material to ceramics industry in Cera. These suppliers procure clay from mine owners1 and import barium carbonate and china clay from china and zirconium from England, USA, Italy, and Malaysia for fulfilling the raw material requirement of Ceramics Sanitary ware industry. However raw material supply is irregular and manufacturers have to face late delivery of raw material or shortage of raw material.

Analysis of Production Operations

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1. Raw Material:
Raw materials for body include Quarts, Feldspar, China clays and Ball clay Mianwali clay, K.D. 7 Stone and K.D. 10 Stone. Raw materials for glaze include Quartz, Feldspar, and Limestone, Zinc oxide, Barium oxide, Zirconium and ceramic colors. Plaster of the Paris is the material that is used for modeling and molding of the Ceramics sanitary ware.

2. Slip Preparations and Glaze Making:

For the slip preparation the raw materials are mixed with water as per the requirement. Proper composition along with the sufficient amount of water then gets loaded to the ball mills for grinding. Glaze is a glasslike, multi-ingredient, silicate thin layer, which adheres to the surface of ceramic body. It is usually sprayed upon dry body by manual or automatic spraying method, which after firing produces smooth, glossy, and surface with beautiful color and luster. So properties of glaze have large influence on quality of products. Generally ball milling is used to prepare glaze.

3. Casting and Drying:

Slip is cast into plaster moulds. Due to the absorption and water character of porous moulds, an even thin layer gets formed on the surface which becomes thicker with time. When a desired thickness is arrived, surplus slip is poured out. Finally the layer continues to retract by de-watering resulting in the gross body. Before next process, all products need to be dried to a low water content to increase the strength of body, which is called drying.

4. Glazing:
There are many glazing methods such as spraying glaze, dipping glaze, pouring glaze, brushing glaze etc. Sanitary wares are mostly adopted spraying glaze method because large volume complicated shape, low strength of body. Spraying glaze may be manual glazing or automatic glazing. Manual glazing is done in a booth with sufficient de-dust installation, and automatic glaze spraying is done on the conveying belt.

5. Firing:

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These sprayed clay wares are then taken to the kiln for firing. As a result the bodies will take place a series of physical and chemical reactions, and will take a fixed shape. The bodies are put in the entrance of tunnel and the products are pushed out from the exit. Fuel is burnt in the resisting firewall on both sides of tunnel. The tunnel kiln is consisting of three zones. Preheating zone Heating zone Cooling zone The heating zone has burners on the both sides, in the third section the product cools down by exhausting. The temperature of every section is strictly controlled by automatic ventilation equipment and the temperature-controlling facilities called thermo couples to ensure to fire every product evenly. Continuous kilns are classified as roller kilns and tunnel kilns, the roller kilns support and convey products by high temperature resistance ceramic rolling stick. In the tunnel Kiln, kiln cars are used that are made from steel frame wheels on which low mass refectories, silicon carbide board etc. are built to support products. These cars are pushed by hydraulic Pusher.

6. Inspection, Repairing, Re-firing and Packing:

This is the last process of production. Finished products are determined according to stipulated standards to select passed products and un-passed parts by repairing and re-firing. Passed products are carefully packed and then send to customers.

7. Quality Assurance:
Currently the local market is being invaded by the cheap and better quality Chinese ceramics products. This invasion along with strong friction from other international manufacturers, local manufactured products are suffering from huge losses. Their biggest concern is the quality which requires high manufacturing cost and over whelming rejection rates (7 to 8 % scrap rate is common to this industry and sometimes it crosses this threshold too). One of the main causes of this problem is the low and inconsistent quality standards. There is no standards conformance control at the source (mines) from where the clay is excavated and manufacturers dont have any facility where this raw material can be pre-processed before being used in production line. The results are as follows:

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I.

Finished products show cracks after whole process of casting and baking has been undertaken which cause loss of man hours, machine hours and finance.

II.

Inconsistency of material causes pin holes and cracks which result into an extra fragile product which can rupture during use causing a fatal loss of customer satisfaction and further market penetration.

III.

Few manufacturers are setting up their own pre-processing setups which do not provide required material refinement and add to extra burden of pre-processing cost resulting in higher cost of production.

IV.

Manufacturers can import preprocessed material from china and other countries but it would cost them more than double.

Performance by Production Department

The use of German know-how ensured Ceras technological superiority over others in uncompromising quality. Established with an initial capacity of 3,500 MTPA, the plant underwent several periodical up gradations and modernizations to reach 15,000 MTPA. The plant is under massive expansion and will be largest single location manufacturer in India as far as sanitary ware is concerned.

To keep ahead of competition, Cera has always kept its technology ahead of rest of the players in India. It took help from ceramic technology suppliers from several countries in Europe time and again so that its process and products are of international norms. It also helped Cera bag large export orders from the US, unmatched by any other Indian sanitary ware company. Cera could easily make products conforming to ANSI, apart from European, Australian, Canadian and Indian norms. CERA has been constantly using internationally renowned consultants in the ceramic field to upgrade its production processes, yield and finished goods quality.

Suggestion to increase Production Capacity:

Glazing with the help of robots in order to improve consistency. Fast Firing Kilns to improve the flexibility.

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Since the manufacturing of sanitary ware involves a high degree of manual labor, there is a noticeable trend of movement of manufacturing from the developed countries to developing countries to reduce manufacturing costs.

FINANCE DEPARTMENT
Finance is said to be the life blood of any business for proper allocation and management of the funds organization requires a finance department. Cera is having a separate finance department to take care of all these activities the following is the departmental chart of the same.

Figure 2.15

Functions of the department:

1) Maintaining proper books of accounts. 2) Reporting to the management issues relating to finance. 3) Obtaining of funds from various sources and using it efficiently. 4) Tax planning. 5) Controlling. (regular assessment of financial activities)

Marketing Department:
Marketing is a subject having wide spectrum. Marketing deals with the whole process of entering markets, establishing profitable positions and building loyal customer relationship.

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As market change, so does marketing. Marketing is no longer a company department charged with a limited numbers of tasks. Managing and advertising. Sending out direct mail, finding sales leads. Providing customer service. It must drive the companys vision, mission and strategic planning. Marketing is about deciding who the company wants as its customers, Which needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive. What channel of distribution to use and what partnership to develop.

MARKETING STRATEGIES
All marketing strategies are built on STP- segmentation, targeting, and positioning. Companies discover different needs and groups in the market place, target those needs and groups that the companies can satisfy in a superior way, and then positions its offering so that the target market recognizes the companies distinctive offering and image. No company can win, if its product and offering resembles every other product and offerings. Today most companies are guilty of strategy convergence namely undifferentiated strategies. Companies must pursue meaningful and relevant positioning and differentiation. Companies normally reformulate their marketing strategies and offerings several times. Economic condition changes, competitors launch new and the produce passes through new stages of buyer interests and requirements. Consequently strategies appropriate to each stage in the products life cycle must be developed.

MARKETING STRATEGIES OF Cera Sanitaryware LTD.

Whole the marketing strategies of company is formulated and controlled by the head office at Ahmedabad directly. There is no involvement from the production units situated at different part of the country.

The following are the marketing strategies adopted by the company:1. To deliver quality products at reasonable prices to all the class of the society. 2. Positioning the products in its most suitable manner by developing a unique selling preposition. (USP) 3. Differentials the products in order to get distinctive identity in the market.

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4. Adopting sales promotional schemes for both the dealers and customers. 5. Creating brand awareness in the customers through continuous advertisements and event sponsorship.

DISTRIBUTION CHANNELS
Marketing channels are set of interdependent organization involved in the process of marketing a product or service available for use or consumption. Channel decisions are among the most critical decision facing the management. The channels chosen intimately affect all the other marketing decisions. The distribution system is a key external source. It ranks in importance with key internal resources such as manufacturing, research, and final sales personal facilities.

CHANNEL FUNCTIONS
They gather information about potential and current competitors and other actors and forces in the marketing environment. They develop and disseminate persuasive communications to stimulate purchasing. They reach agreement on price and other terms so that transfer of ownership or possession can be done easily. They place order with manufacturers. They acquire the funds to finance investments at different levels in the marketing channel. They assume risk connected with carrying out channel work.

Distribution Channel of Cera Sanitary ware Ltd.

The Channel of distribution of the company is functioning very well to meet the aim of reaching the product to customers at the right time. Following is the chain of distribution of the company.

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Super Stocker

Distributors

Whole Sellers

Retailers Figure 2.16 Finished products are taken by super stockers from the company and it is the Super stockers who supply the products to the distributors.

ADVERTISEMENT
In todays competitive business environment advertisement has got a crucial role in the success of every business organization. No company can win the competition if its advertisement strategies are not properly planned and created. Advertisement is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertisement makes the customers aware about the products and services of the company. It can be seen that, behind the success of every products in that market, advertisement has played an important role.

KINDS OF ADVERTISEMENT
Information advertising Aims to create awareness and knowledge of new products or new features of existing products. Persuasive advertising Aims to create liking, preference, conviction and purchase of products or services

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Reminder Advertising Aims to stimulate repeat purchase of products and service

Reinforcement advertising Aims to convince current purchasers that they made the right choice.

Advertisement policy of Cera Sanitaryware ltd.

The company makes use of various Medias to communicate its message and product features to the customers. All the advertisement are planned and implemented directly from the head office

Different advertisement Medias used by the company are as follows Newspapers Magazines T.V. advertisement Board and roadside wall advertisements Apart from the above-mentioned Medias the company sponsors events and serials, which are broadcasted in television

Sales Promotion
Sales promotion, a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumer. Sales promotions.

Purpose of Sales Promotion.

Sales promotion tools vary in their specific objectives. A free sample stimulates consumer trial, whereas a free management advisory service aims at generating a large term relationship with a retailer. Sellers use incentive type promotions to attract new users, to reward loyal customers and to increase the repurchase rates of occasional users. Sales promotion often attracts brand switchers, who are primarily looking for low price, good value, or premium. Sales promotions are unlikely to turn them into loyal users. Sales promotion used in markets of high brand similarity produce a high sales response in the short run but little permanent gain in market share. In markets if high brand dissimilarity, sales promotion can alter market

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permanently. Sales promotion enables manufactures to adjust to short-term variations in demand and supply.

Ceras product mix and new marketing strategies:

Cera has a mix of products that would cater to all needs of consumer. Cera has top end products like the Senator Collection, the Shower Temples with Jacuzzi features in them. Cera also has the Premium Collection focused at middle end users and the Regular collection which includes the Indian EWCs as well as European EWCs for the lower end customers. In Bath Fittings, the Single Lever Bath fittings are for the elite, followed by the Quarter turn and the half turn fittings meant for people looking for more economical range.

SWOT Analysis:
STRENGTHS:
Indias first to use natural gas firing. Direct connection of natural gas from GAIL has certainly helped CERA in better margins. However, this is only one of the several advantages. CERA has captive power plant using natural gas. CERA also has wind turbines. Thus CERA is not dependent on government electricity board for its power requirements. Others will take a long time to catch up. Further, CERA is getting natural gas on very cheap rate directly from the ONGC oil fields, which will continue to be cheap, wherein others are getting imported LNG which is three times costlier than what Cera is getting. Indias first to launch twin flush technology & 4 liters flush WC. We have twin flush models that on an average consume only 4 liters of water, against the others which can use up to 6 liters every flush. That quantifies to 50% of water saving. With water scarcity in urban areas, there are a lot of initiatives that have already been taken by Metros like Mumbai. Others will have to soon follow in order to save water. Wide product range. Capitalizing on a strong brand image and an evolving market for bathroom products, CSL expanded its product range to other related products like shower panels, shower cubicles, shower temples, bath tubes, whirlpools, bath fittings etc., which makes it a total bathroom solutions provider. Huge distribution network.

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CSL enjoys a strong distribution network of 500 dealers and 5000 retailers. To supplement the distribution network, the company has several depots and zonal offices across India. This will help the company in increasing its market share.

WEAKNESSES.
The company has only one manufacturing plant at Kadi, Gujarat. While its nearest competitors HSIL and parry ware has more than one manufacturing plant strategically located across different parts of India to bridge the gap between demand and supply. Large unorganized existence. Low R&D for product innovation.

OPPORTUNITIES
Rising domestic demand for tile, sanitary ware and table ware. Large export potential in sanitary ware in Middle East, Africa and Central Asia. Exploit local expertise in related sectors, clusters technologies. Facilitate supply chain collaboration.

THREATS
Low priced import from china. Changing consumer preferences. Large surplus capacities in the international market. Increasing regulatory pressures.

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LITERATURE REVIEW
Marketing Communications: Overview:
To market a product successfully, it is not enough to ensure that it is the right product, available at the right place at the right time; information about its availability, utility and price must also be effectively communicated to prospective buyers. For the communication process to be effective, the marketer must be able to create the right message and deliver it to the right prospect at the right time, using the right media. Although this may sound simple, in a competitive environment with increasingly similar products and services, proliferation of media options, and complexity in segmenting audiences, it is very difficult to get all the elements of the communications process right. In order to differentiate their brands in such an environment, marketers must constantly refine and fine-tune their marketing communications strategies. Marketing communication has undergone drastic changes over the last few years. In the past, marketers communicated using a limited number of marketing communication tools like advertising, sales promotions or sales personnel; the number of media options - like radio, television or print media - at their disposal was also limited. In the last couple of decades though, fragmentation of traditional media such as television and print, and the emergence of new or non-traditional media such as the Internet, have made marketing communications much more complex. Today, marketers can no longer rely completely on a single marketing communication tool like advertising, personal selling or publicity. Instead, recognizing that each element of the communication mix is effective in achieving a specific communication objective, they must choose the right mix of communications tools that will help them best achieve their overall marketing objectives. Marketing Communications examines the subject from various perspectives, and discusses the strategies that a marketer can use while interacting with different stakeholders through marketing communications mix elements like advertising, sales promotion, personal selling, public relations and direct marketing. The book also highlights the need for integrating the different marketing communications mix elements to present a single consistent image for a company or a brand.

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MARKETING ASPECTS
Here we have analyzed various marketing aspects of Cera sanitary ware undertaken for the marketing mix of the company. Various marketing mix of Cera sanitary ware is as follows:

Product:
Product of the company as is defined in companys introductory chapter is an sanitary ware product having mainly extraordinary features like twin flush water saving product, soft close seat cover, shower temple product. This product talk about giving an spa foot massage and inbuilt Jacuzzi unit which give experience artificial water waves and facility like radio and tele calling with six body jet spray.

Price:
Prices of the product and services offered are competitive compared to our competitors products and also provide value for money to the customers. Because as we talked in the earlier paragraph that features provided in the products are very unique and are having low cost so finally company becomes best cost provider in the market.

Place:
As Cera sanitaryware is having excellent distribution channel empowered by 500 dealers network and 5000 retailers all across India. To supplement the distribution network, it has 10 major depots across India. It has 7 zonal sales & service offices, supported by another 28 sales offices, 7 bath studios strategically located in major cities across India. To capitalize on the growth market for premium products, Cera has entered into an exclusive marketing agreement with Italy's luxury brand Pozzi-Ginori to market its designer sanitaryware in India.

Promotion:
Cera sanitaryware ltd. has always been proactive in promotional activities for increasing the brand awareness among the consumer so the company has promotional scheme directed towards consumer as well as its partner (dealer). Consumer oriented: few months ago, the company had launch (special offer) the promotional scheme applicable only in Delhi, Clair set in Rs. 3999/- for only one month. Partner oriented: gold scheme, silver scheme and foreign travel scheme.

People:

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As company is in service industry it needs to have strong additional 3 Ps of the marketing mix starting from people. In ceramic industry as goods are produced and prompt service is given to the people i.e. employees need to be highly trained and qualified. So requires good qualified and expertise employees to this competitive industry. Cera sanitary ware has achieved a good sense of the same by employing highly qualified employees like M.B.A. and other Marketing specialized.

Physical Evidence:
Cera sanitary ware is providing catalogs to their customers as a physical evidence of purchasing the product. If customer wants to see the physical product then company has its own display center Cera bath studio in metro cities of India.

Process:
This last step of marketing mix of Cera sanitary ware includes following points to be done for making the product available to the customers.

Marketing Communications Research:

Market research plays a major role in increasing the effectiveness of the marketing communications strategy of a company. The steps involved in the market research process: defining the problem, designing the research plan, collecting the data, analyzing the data, and submitting the report. Marketing communications research elements like communications audit, competitor communications strategy research, and communications content research, which help in designing an effective marketing communications strategy. After going to the research process the things are examine & involved in each element of the marketing communications mix that is, advertising, sales promotions, direct selling, and public relations research. Advertising research involves advertising strategy research, advertising copy research, and ad campaign evaluation research. Sales promotion research involves pre-testing research, and post-testing various sales promotions programs for their effectiveness. Direct marketing research involves finding answers to questions like whom to direct market and how to direct market. Public relations research aims at researching the effectiveness of various PR programs. In the end I came to know various functions of media research and the framework and model for making better media decisions. Finally, we examined the challenges involved in media research.

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Marketing Communication Planning Process: SUMMARY: For successful implementation of the marketing communications program a systematic marketing communications plan is necessary. A cohesive and proper marketing communications plan will help the company implement marketing communication programs effectively in terms of achieving objectives and costs. In this chapter we outlined the steps involved in drawing up a marketing communications plan. As marketing communications is a subset of overall marketing mix, companies have to first formulate a marketing strategy. A marketing plan involves the following steps - situational analysis, identifying marketing objectives, creating a marketing strategy, implementing a marketing strategy, evaluation and control. After developing a marketing plan, companies have to develop a marketing communications plan based on the marketing plan. The primary step in the marketing communications plan is to analyze the internal and external marketing environment. There are four key environmental variables that companies have to evaluate. They are: competition, market analysis, customer analysis and positioning analysis. The next step in the marketing communications plan is to establish marketing communication objectives that reflect the analysis made in the previous step. There are usually five key objectives -creating brand awareness and building brand equity, providing information, increasing sales, differentiating the brand and influencing consumer behavior. Based on the marketing communications objectives, companies have to decide the budgeting allocation for marketing communications activities. Companies usually use-- arbitrary method, affordability method and percentage of sales method, competitive parity method, objective and task method, and payout planning method -- to set the budget. After deciding on the marketing communication objectives and the budget allocation, companies have to design the marketing communications program. The decisions to be taken in this regard are: selection of communication mix, developing a creative strategy and media decisions. The final step in the marketing communications plan is evaluating and controlling the marketing communications programs. This evaluation can be done through the communication audit.

Modeling for Marketing Communication:

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SUMMARY: A few famous models of marketing communication were discussed. The black box model based on stimulus response theory was described. The AIDAS model from the early development phase was explained in detail. The model assumes that a customer follows Attention - Interest - Desire - Action - Satisfaction sequence. The third model, Lavidge and Steiner, assumes that a customer goes through six stages before making a purchase. The stages in sequential manner are: Awareness - Knowledge - Liking - Preference - Conviction Purchase. The DAGMAR model suggests the stages, Awareness - Comprehension Conviction - Action. The Joyce model is based on the interrelations between advertising, purchasing and attitudes. The heightened appreciation model suggests that advertising strategy should be based on distinct and important attribute of the brand. The FCB model divides buying behavior using two parameters: high involvement and low involvement versus thinking and feeling

From the above data the communicational strategies can be implemented in various ways. It also depends on company to company i.e.: what kind of communication strategies the company wants to put I order to sell its products and also to increase the market share in the market with reference to using various promotional and communication strategies.

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OBJECTIVE OF PROJECT
OBJECTIVE OF RESEARCH
The main aim of research is to find out truth which is hidden and which has not been discounted as yet. The purpose of research is to discover answer to questions through the application of scientific procedures of collecting data. To visit showrooms in Ahmedabad and rate them as per the following criteria: o Display o Branding o Communication To show different product range of the company

SCOPE OF THE STUDY

There has been a rise in the demand for specialized sanitary ware products in the recent times. Though the market conditions are bit fluctuating, but then also large numbers of new players have entered the market and trying to gain market share in this rapidly volatile market. The research is carried in AHMEDABAD. I had been sent at various shops that includes dealers and retailers of the company for my Project work. I surveyed on my Project Topic Comparative analysis of various ways of marketing communication used by CERA and its competitors on the visiting of shops.

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RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
First of all, the question that arises is that what is research? Research is a scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation. Research methodology is used to find new fact and knowledge.

OBJECTIVE OF RESEARCH
The main aim of research is to find out truth which is hidden and which has not been discounted as yet. The purpose of research is to discover answer to questions through the application of scientific procedures of collecting data. To visit showrooms in Ahmedabad and rate them as per the following criteria: o Display o Branding o Communication

I have mentioned only major players in sanitary ware market that are: HINDWARE PARRYWARE CERA KOHLER TOTO

METHOD ADOPTED FOR RESEARCH

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 Survey method
The term survey is used for the technique of investigation by direct observation of phenomena or systematic gathering of data from population by applying personal contact and interviews when adequate information about a certain problem is not available in records files and other sources. It is currently being used in those investigations also where published data is used. The researcher has to come in close and direct contact of the people whom he wants to study. A survey brings the researcher in a position to come & face with the realities of life and see things personally.

Collection method:
The task of data collection begins after a research problem has been defined and Research design/plan chalked out. The success of research depends on the Systematic collection of data. The appropriate method used for collection of data will yield adequate a relevant Information. For the research, data have been collected through primary and secondary sources.

Source of data

Primary Data

Secondary Data 1.Companys Reports 2. Relevant Books and journals

1. Dealers Survey 2. Retailers Survey 3. Personal Interviews 4. Questionnaire Method

Both primary data and secondary data were used to collect information. 1. Primary Data:

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Primary data are those, which are collected by the research himself for first time & they are original in character. We collected primary data during the course of sample surveys either through observation or through direct communication with respondents in one form or another. For this research primary data were collected through asking questions directly to the shop owners. This method of data collection is quite popular in case of big enquiries.

2. Secondary Data:

Secondary data are those which have already been used by other persons for his/their purpose and are published. They are usually in the shape of finished products. Collection of secondary data has the advantage of being less expensive and less time consuming. The sources of secondary data used for this research were old reports and journals of the company and through website (i.e.: www.cera-india.com).

TOOLS USED TO COLLECT DATA:

The main tools used to gain the basic information regarding the market were extracted from the response of dealers and retailers. I have selected the methods of personally asking questions, although the latter method involved a lot of time and cost. My survey work was retailers and dealers survey. Sample Size:

The sample size was 100 Dealers & Retailers both.

Areas of the survey work:

AHMEDABAD

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DATA ANALYSIS
QUESTIONNAIRE:
Q.1)Why do you stock Cera Products? ANS.) PRICE QUALITY AVAILABILITY OTHERS

CERA
Price Quality Availability Others

10% 20%

40% 30%

Figure 6.1

INTERPRETATION: From the figure we can derive that due to availability & quality of products the retailers are stocking CERAs products. The amount of in percentage is 40% on Availability of products and than 30% on quality. The main reason behind is that the plant is very much near to the city called Ahmedabad i.e.: Kadi is the place where the plant is being located. The prices are not that much low if we compare the brand with other brand. Q.2) Why do you stock Hindware Products?

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ANS.)

PRICE QUALITY AVAILABILITY OTHERS

HINDWARE
Price Quality Availability Others

15% 22%

25%

38%

Figure 6.2

INTERPRETATION: Here in Hindware the main thing matters are quality which is the best if we compare to other brands. The amount measured in percentage is 38% in quality,25% in availability, 22% in price and rest 15% is other factors. Hindware as we well know is the leading brand amongst all the sanitary ware companies in India having larger market share. The prices are comparatively same with other brands. Q.3) Why do you stock Parryware Products? ANS.) PRICE

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QUALITY AVAILABILITY OTHERS

PARRYWARE
Price Quality Availability Others

20% 25%

25% 30%

Figure 6.3

INTERPRETATION: The quality of product bears around 40% and while 25% in Price & avaialiblity concepts for Parryware. The company needs to provide the materials for establishing its brand.

Q.4) Which brand is mostly preferred by customers? ANS.) CERA

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HINDWARE PARRYWARE

PREFERED BRAND
CERA HINDWARE PARRYWARE

25% 40%

35%

Figure 6.4

INTERPRETATION: The brand which is mostly preferred in Gujarat is CERA because of easily accessibility. So Cera is scoring high amongst all i.e.: 40% is the percentage amount. Hindware is having 35% and Parryware is haing 25% under brand preference. The main reason also could be the company is having its largest market share in India. Q.5) Your customers are ANS.) Cost Oriented Brand Oriented

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Orientation
Cost Oriented Brand Oriented

45%

55%

Figure 6.5

INTERPRETATION: The customers are mostly cost oriented because of that the amount of percentage for cost goes to 55% while if we talk about brand orientation than it is 45% which is less than the cost concept.

Q.6) What kind of Promotional activities Company provides you? Ans.) Print Media T.V.Media Others

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Promotional Activities
Print Media T.V.Media Others

20% 35%

45%

Figure 6.6

INTERPRETATION: Here T.V. Media is more popular than rest of the available media. Having 45% as compared to other media which is 35% and 20%. And because the company is giving ads more and more in order to increase its brand value rather in any other sources. It is also due to that this is the best source for promotional activities.

Q.7) According to you which Co. has more customer satisfaction towards their products? ANS.) CERA HINDWARE

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PARRYWARE

Customer Satisfaction
CERA HINDWARE PARRYWARE

25% 40%

35%

Figure 6.7

INTERPRETATION: Customers are more satisfied with CERA with an percentage amount of 40% as compared to Hindware 35% and Parryware 25%. They are satisfied also because of easy availability of various kinds of products and hence Cera is leading in customer satisfaction.

Q.8) How company promotes its brand to dealers & retailers? ANS.) Margins Schemes
Advertising

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Company Promotion
Margins Schemes Advertising

20%

45%

35%

Figure 6.8

INTERPRETATION: The Cera and other companies mainly promote through the criteria of margin i.e.: giving more & more margins to the shopkeepers and promote its brand name. The amount of percentage for margin is 45% which more than that of schemes 35% and advertising 20%. The more margins are only given to those shopkeepers who are loyal to the company and have trust & good relation with the company.

OVERALL RATING OF MAJOR PLAYERS:

HINDWARE:

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HINDWARE Rating (10)

29% 38%

1 Display 2 Showroom Quality 3 Communication

33%

Figure 6.9 PARRYWARE:

PARRYWARE Rating (10)

1 Display
26% 42%

2 Showroom Quality

32%

3 Communication

Figure 6.10 CERA:

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CERA Rating (10)

1 Display
32%

36%

2 Showroom Quality

3 Communication
32%

Figure 6.11 KOHLER:

KOHLER Rating(10)

35%

31%

1 Display 2 Showroom Quality 3 Communication

34%

Figure 6.12 TOTO:

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TOTO Rating (10)

35%

30%

1 Display 2 Showroom Quality 3 Communication

35%

Figure 6.13

LEARNING OUTCOMES

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 The research on the consumer satisfaction and sales promotion was quite helpful for the company as well as it provided me the first hand experience as how to conduct surveys. I learnt the steps to be followed and the necessary measures to be taken. It also made me aware of the problem faced by the researcher while conducting a survey.

The study on the consumer satisfaction and sales promotion also enhanced my knowledge to know about the buying behavior, nature of the market, market share of CERA Sanitary ware Ltd., and customer preferences - liking and disliking, attitudes etc.

FINDINGS

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After going through the entire process of preparing the project onCOMPARATIVE ANALYSIS OF VARIOUS WAYS OF MARKETING

COMMUNICATION USED BY CERA AND ITS COMPETITORS. During the survey work, I found that most of the respondents were co-operative and took keen interest in filling up the questionnaire though some of them did not pay adequate attention. Most of the respondents were aware of the terms used while communication. Also found out what is actual reason for promotion of brands in terms of selling the products. Also find out what is the actual scenario while you as a sales executive goes and talk with the retailers and also convincing them to sell more of our products and not of any other brand. Some of the respondents were not behaving properly, if the company doesnt gives some sort of gifts or any kind of incentives. The shopkeepers only want to talk about increasing margins and extending the credit limt.

SUGGESTIONS

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 Need to have a standard layout for various types of shops. Bringing more design and new technology in order to stick into the market Meeting for dealers & retailers, Architect, Builders and consumers meets should be organised at regular intervals. Optimum numbers of dealers and retailers should be appointed for each market so as to provide ample space for sale as well as margins. Various kinds of POP items such as caps, key chains, empty bag display, notepads, pens and cut outs should be distributed in a planned way at regular intervals. You may also want to send your customer and clients some exciting corporate gifts that they will never forget. The advertising elements (Dealer boards, POPs) should be improved i.e.: more attractive and excellent shop boards to be introduced in order to attract more and more number of people.

LIMITATIONS

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The following were the limitations while conducting the research works that are mentioned below: The sample size was less. Area covered under the research is only one or two places. Some of the shopkeepers were not ready to share their views in terms of communication strategies. The information given by some respondents may be wrong. The respondents are afraid of giving actual information. The information provided was not accurate enough to judge the final inference by the shop owners. The study is time bound and would be applicable to current scenario It is assumed that the information provided by the company is corrected and reference is drawn accordingly.

CONCLUSION

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I came to know that; sanitary ware sector is also providing services to their consumers. The Indian Sanitary ware industry is passing through a phase of consumer demand. The consumers have more choices in choosing their brands. A competition has been established, and to judge the behavior of consumer and builders towards CERA Sanitary ware is the main aim of this project and also to find out the best promotional strategies used by various companies as well as what is the current position of CERA Sanitary ware Ltd in the industry. This market research has helped to get a deep insight into the product and the marketing strategies of the company CERA Sanitary ware Ltd. The marketing communication strategies used by the sanitary ware companies are very much innovative and diverse. I came to know the real marketing aspects in terms of communication of the brand as well as the products. The company must concentrate on its core products and on the basis of which the advertising facet should be followed.

BIBLIOGRAPHY

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Books:
Kevin Keller (2007). Strategic Brand Management International Edition 3rd Edition Philip Kotler (2010). Marketing Management - (Eleventh Edition) Kenneth Clow, Donald Baack( Jan 2009). Integrated Advertising, Promotion and Marketing Communications. Global Edition 4th Edition Richard J. Varey , Marketing Communication Principles & London & New Yor (2002) Edition Business Research by C.R.Kothari, Delhi 1998, ED.29

Magazines:
4Ps Business and Marketing issue 2011 Society interiors issue 2009, 2010, 2011 Interiors issue 2009, 2010, 2011 Lifestyle issue 2011

WEBSITES
http://www.indiamarkets.com/imo/industry/construction/consacc/constacc.asp?display_conte nt_link=0&search_link=0 http://www.cera-india.com/content.aspx?id=6 http://www.google.co.in/ http://www.economictimes.com/ http://www.icctas.com/ceramicindustry/sanitarywarehistory.htm#INDIA http://www.hindwarehomes.com/index.aspx http://www.eparryware.com/default.asp http://www.kohler.co.in/home.ndi http://asia.toto.com/index.php www.amizone.net/Amizone/WebForms/DigitalLibrary/digitalLibrary.aspx http://www.icmrindia.org/courseware/Marketing%20Communications/ModellingMarketing%20Communication.htm http://www.icmrindia.org/courseware/Marketing%20Communications/Marke-Communicat PlPro.htm http://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Comm unications.htm http://www.keynote.co.uk/market-intelligence/view/product/2278/baths-%26sanitary ware/1/executive-summary?utm_source=kn.reports.related

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ANNEXURE
QUESTIONNAIRE:

(FOR RETAILER & DEALERS)

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Q.1)Why do you stock Cera Products? ANS.) PRICE QUALITY AVAILABILITY OTHERS Q.2) Why do you stock Hindware Products? ANS.) PRICE QUALITY AVAILABILITY OTHERS Q.3) Why do you stock Parryware Products? ANS.) PRICE QUALITY AVAILABILITY OTHERS Q.4) Which brand is mostly preferred by customers? ANS.) CERA HINDWARE PARRYWARE Q.5) Your customers are ANS.) Cost Oriented Brand Oriented Q.6) What kind of Promotional activities Company provides you?

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Ans.) Print Media T.V.Media Others Q.7) According to you which Co. has more customer satisfaction towards their products? ANS.) CERA HINDWARE PARRYWARE Q.8) How company promotes its brand to dealers & retailers? ANS.) Margins Schemes
Advertising

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