BUSINESS FAMILIARISATION REPORT

An internship report submitted in partial fulfilment of the requirements for the award of
MASTERS DEGREE IN BUSINESS ADMINISTRATION

University of Mysore, Mysore. Submitted By:

SIDDHARTH ARYA 3rd SEM MBA, REG. NO.11MB6685 Under the Guidance of Prof: Dipti Prohit, MBA (Faculty co-ordinator) IZee Business School, Bangalore Electronic City, Phase 2, Near Infosys Campus, Opp. HCL, Bangalore-100

IZee Business School, Bangalore (Affiliated to University of Mysore) Mysore-570009

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IZee Business School, Bangalore

CERTIFICATE

This is to certify that Siddharth Arya, student of 3rd semester MBA has carried out the Business Familiarization Report At Celestile Ltd as per his/ her curriculum activity and under the norms of obtaining a post Graduation degree in MASTER OF BUSINESS

ADMINISTRATION from University of Mysore during the year 201113.

Place: Bangalore Date:

Prof. Sherin V.Bovas

Director

IZee Business School, Bangalore

(Affiliated to University of Mysore) Mysore-570009

Department of Master of Business Administration

CERTIFICATE
This is to certify that Siddharth Arya, student of 3rd semester MBA has carried out the Business Familiarization Report At Celestile Ltd. as per his/her curriculum activity and under the norms of obtaining a post Graduation degree in MASTER OF BUSINESS ADMINISTRATION from University of Mysore during the year 201113.

Place: Bangalore Date:

Prof: Dipti Prohit ( faculty co-ordinator )

DECLARATION We hereby declare that this internship report at Celestile Ltd. was undertaken by me for the partial fulfilment of our M.B.A Degree under the guidance & supervision of (Prof: Dipti Prohit , MBA) Dept. of M.B.A, IZee Business School, Bangalore and, we further

declare that I have not submitted this Internship report to any other university.

Place- Bangalore Date-

Siddharth Arya Reg. No. 11MB6685

Acknowledgement
On this moment of completing my industry internship program I would like to thank, Chairman Mr Ilyas Ahmed, Director Prof. Sherin Bovas, IZee Business School for their support in giving me the opportunity to pursue the internship programme at Celestile Ltd. I would like to thank my faculty guide Prof: Dipti Prohit for giving me valuable feedback on regular basis to improve my work. My sincere thanks goes to my industry guide Head- HR Ms Kavita and the entire team of Celestile, who had helped me in all aspects during the course of internship.

Siddharth Arya Reg. No.11MB6685

Table of Contents

CHAPTER No. 1 2 3

INDEX Industry Profile Company Profile Study Of Departments

PAGE NO. 11-14 15-24

Functional 25-39

Production Management Human Resource Management Total Quality Management Inventory Management Operations Management Marketing Management 4 5 6 7 8 Job Profile SWOT analysis 40-44 45-46

Summary Of Findings & 47-51 Recommendation / Suggestions. Conclusion Bibliography 52-53 54-55
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Executive Summary

Executive Summary:
Celestile is one of the leading market player in the ceramic tile industry and having a pan India presence with two manufacturing facilities which are running 24X7 hours and cater the demand of customers across the county. Doing a project with Celestile is one of great experience which comes with a good learning phase in my life. The project titled as Organisation Study of Celestile Ltd was really the best experience of my life. The main objective of the project was to discover those markets which were Untapped and also increase the product reach to the remote areas customers. I have to grab this opportunity in those markets for Celestile. I have to also know that how the products of Celestile are running in the market. This project helps in determining the main dealers and Retailers, also the study reflect that the company now at the stage of exponential phase with launch of some good products. The information helps in maintaining a good customer relationship with the existing clients and customers. A proper survey was conducted for this by using two different standard Questionnaires separate for retailers and institutional customers and it was really successful or result oriented. In the survey many Retailers as well as Architects or contractors were touched with a proper questionnaire which was prepared to find out the relevant information with the subject given.

One of the major aspect of this project is that its conducted just after the Merger of Celestile Ltd and Karishma limited which results in the increase of Financial and Operational Efficiency for both Leading players in the market. The Acquisition results in the advantage for the Celestile ceramics. So my personal experience and learning in this project starts with convincing the retailers and other customers about the correct information about the merger and company products which helps the company to increase its loyal customer base.

The overall study in this project concludes that Celestile Ceramics having a good brand image in terms of quality and services in this huge competition. The company having the same policies for its all dealers and delight them with its regular services and feedback. There are some recommendations and suggestions on the basis of my study in this report to make this growth at higher pace. There are also some graphical and tabular representation of the data which helps in understanding the market scenario for the company. This study also facilitates the marketing and promotional strategies for the company and also increase its product reach in the overall country.

Preface
The word "Ceramic" has originated from the Greek word, "Keramos", which means pottery. It also relates to an ancient Sanskrit word whose root meaning is to burn, but it is predominantly used to indicate "burnt stuff". Almost 10,000 years later, with the establishment of settled communities, tiles were manufactured in Mesopotamia and India. The first instance of functional pottery vessels being used for storing water and food is thought to be around 9,000 or 10,000 BC. Clay bricks were also made around the same time. The ceramics industry in India came into existence about a century ago and has matured over time to form an industrial base. From traditional pottery making, the industry has evolved to find its place in the market for sophisticated insulators, electronic and electrical items. Over the years, the industry has been modernizing through new innovations in product profile, quality and design to emerge as a modern, world-class industry, ready to take on global competition. Though there are a number of large companies in the ceramics sector, small and medium enterprises (SMEs) account for more than 50 per cent of the total market in India, offering a wide range of articles including crockery, art ware, sanitary ware,

ceramic tiles, refractory and stoneware pipes among others. Most of the players are grouped together in clusters. Over the last two decades, the technical ceramics segment has recorded an impressive growth propelled by the demand for high-alumina ceramics, cuttings tools and structural ceramics from the industry. Overall, the Indian ceramics industry has emerged as a major manufacturer and supplier in the global market.

Scope of the Study

Ceramic tile comes under Building Material Industry. Over the years, Indian Building Material Industry poised to grow 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 is enabling rapid growth in housing construction. In India, particularly in Bangalore region, growth rate of building material industry is at very high and constantly growing. By this project finding, we have been trying to catch the opportunities and demand of various tile making organizations for their commercial and residential needs in White field and Electronic City. Also as marble prices begin to pinch purses in these times of meltdown, tiles are making deeper inroads into urban homes. And they are getting more designer makeovers to suit market demands.

Objective Of The Study: Major objective of this report confines with these
facts To know the nitty-gritty of Ceramic tile industry as much possible. Identify the retail network customer base for Celestile. Enhancement of the product reach to the remote areas by doing survey. Determine the market size and potential of all the organise and unorganized players.

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INDUSTRY OVERVIEW

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INTRODUCTION
As the change in demand and supply pattern in the market do not allow any company to fix or work with a set of rules in this speculative era. Each and every company goes for market research to gather information and collects the important data which is needed for the formulation of new strategies and also helps in gaining the competitive advantage. Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market Research is a key factor to get advantage over competitors. Market research provides important information to identify and analyse the market need, market size and competition. It is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Questionnaires and focus group discussion surveys are some of the instruments for market research. For formulating any new strategy for marketing or promotion the important things needed is-

Market information
Through Market information one can know the prices of the different commodities in the market, as well as the supply and demand situation. Information about the markets can be obtained from different sources, varieties and formats, as well as the sources and varieties that have to be obtained to make the business work.

Market segmentation
Market segmentation is the division of the market or population into subgroups with similar motivations. It is widely used for segmenting on geographic differences, personality differences, demographic differences, techno graphic differences, use of product differences, psychographic differences and gender differences. For B2B segmentation firm graphics is commonly used

Market trends
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Market trends are the upward or downward movement of a market, during a period of time. The market size is more difficult to estimate if one is starting with something completely new. In this case, you will have to derive the figures from the number of potential customers, or customer segments Besides information about the target market, one also needs information about one's competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness.

A few techniques are: Customer analysis Choice modelling Competitor analysis Risk analysis Product research Advertising the research Marketing mix modelling This project include all the key parameters needed to study a market and gathering information by using tools of market research like questionnaire or direct interview. In this project I visited many retailers who are using Celestile products and also others who are not using its products, I also visit some institutional customer group which include Architectures, Builders, Contractors etc. Data collection is done by using two different types of questionnaires. This project was to find out those areas which were previously not in touch of Celestile. To find out those places where Celestile can get start up for Business. To make some more sound presence in the Ceramic Tiles Market. The major markets covered in this are study are and some outskirts of city.

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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 manufacturing 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 0.15 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 furnishing material apart from being utility or hygiene products. Despite an overall slowdown of the economy this sector continues to grow at a healthy 12 percent per annum. Growth of the unorganized sector accounted for 44 percent of the total Production and the revenue earnings from the organized sector accounted to over Rs150 crore. India ranks 7th in terms of production in the world and market share of India have risen from 1.7 percent to 2.7 percent in terms of ceramic tile production.

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Company & Product Profile

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2. COMPANY OVERVIEW
2.1 INTRODUCTION
S.K. Marketing Tiles and Tapz had a modest beginning in April 1999, as a tiles distributor for AP at Padmarao Nagar, Secunderabad. The enterprise was conceived, established and gradually developed by Mr Vinay Agarwal into a major establishment, achieving the accomplishment of being the largest tiles showroom in Andhra Pradesh today. Over the last eleven years, the company has developed and marketed a wide range of products, all founded on the same basic philosophy of learning and developing through concept play. Offering a plethora of products and services in the sector, today we stand huge, yet humbled by the trust of a vast clientele who include some of the topmost businesses and personalities of India. The emergence of ideas and creative expression that Good Tile Designs enrich the beauty of the house is S K Marketings Philosophy. We have emphasized the importance of high quality throughout our presence, ensuring that customers return to us over and again. Tiles design is an ever-changing world and therefore our companys product development department works systematically with the evolution of nouvelle themes and product lines based on research among architects, customers and housing conditions. Added to this, a combination of systematization, the ability to solve complex problems, and orienting our structure to increasing demands upon new designing concepts, has held our approach high in the market. It is for this reason, that the S K Marketing system is frequently cited by many leading organizations and publications within the industry.

Quality Policy: - Our commitment to total customer satisfaction is by consistently providing innovative and quality products through team efforts

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Accomplishments
Received two consecutive awards, as the "Best Tiles Showroom," from the Indian Institute of Interior Design (IIID), for the last two years i.e., 2008 - 2009, 2009-2010, has been a feather in our cap, demonstrating a reflection of our professionalism.

Growth at Glance
1999 - S K Marketing Tiles & Tapz started at Padmarao Nagar, Secunderabad as a distribution centre with network covering entire Andhra Pradesh.2004 - Started a retail showroom of 2000 sqft "Celes'tile "2008 Expanded the retail showroom to 10000 sqft dealing in premium products imported from Italy, Spain, Turkey, China, etc.2010 - Started a new 5000 sqft showroom in Bangalore "Celes'tile "2011 Moved to 16,000 sqft warehouse on a one acre plot at Shamshabad, in Hyderabad.2012 - Started a new 12000 sqft showroom in Vijaywada second capital of Andhra Pradesh. " Celes'tile ".

2.2 Mission and vision of Celestile. Mission statement:

To open new stores at Chennai by 2012, Pune by 2013, Coimbatore by 2014 and Cochin by 2015. The Pioneer tile company, focussed to Launch Its IPO By 2015 With the authorized capital Of Rs 100 crore.

Vision statement:
PROCESS, PRODUCT, PLACE, PEOPLE, PROFIT. We focus on process (making/creating) through constant emphasis on quality and engineering, which we will combine with careful attention to our customer's needs so as always to deliver superior value of product. We honour the places where we display /use our products by endeavouring to become the first name in industry ecology, a company that cherishes nature and restore the environment, thereby maximizing customer satisfaction. CELES'TILE will lead by example and validate by
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results, including profits, leaving the world a better place than when we began, and we will be restorative through the power of our influence in the world.

2.3 About the product

1. Wall and Floor Tiles Ceramic tiles:
Ceramic with a water absorption rate of more than 10% after firing it at temperatures between 950 - 1150C is known as earthenware. Earthenware is easy to work and easy to decorate. Because it is so porous though, it should only be used indoors to prevent weathering caused by frost. Earthenware is mainly used as glazed wall tiles.

Porcelain tiles:
Porcelain tiles are ceramic tiles with a water absorption rate of less than 0.5 percent that are used to cover floors and walls. They can either be unglazed or glazed. Large-scale production of porcelain tile is undertaken in many countries, with the major producers being China, Italy, Spain and Turkey. There are also countries undertaking small-scale production, such as Australia and strong growth in Brazil.

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 Vitrified tiles: Vitrified tile is a tile is produced using verification and has very low porosity (and water absorption), making it stain-resistant and strong.[1] It is an alternative to marble and granite flooring.

Designer tiles:
Design as per the customer requirement. Like- Kids photo, God photo or any other design.

Interior Tiles: Natural Stones, Metals

Natural stone is a geographical list of stone used for decorative purposes in construction and monumental sculpture; currently or historically produced in various countries. In addition hard stone carving uses many types of gemstones. Uses for natural stone include architectural stone (construction, flooring, cladding, counter tops, curbing, etc.), raw block and monument stone for the funerary trade

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 External Elevation Tiles-Concrete And Natural Stones

Concrete is widely used for making architectural structures, foundations, brick/block walls, pavements, bridges/overpasses, motorways/roads, runways, parking structures, dams, pools/reservoirs, pipes, footings for gates, fences and poles and even boats.

2. Expensive Glass Mosaic Tiles:

Mosaic is the art of creating images with an assemblage of small pieces of coloured glass, stone, or other materials. It may be a technique of decorative art, an aspect of interior decoration, or of cultural and spiritual significance as in a cathedral. Small pieces, normally roughly quadratic, of stone or glass of different colours, known as tesserae, are used to create a pattern or picture

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3. Wall Papers: Wallpaper is a kind of material used to cover and decorate the interior walls of homes, offices, and other buildings; it is one aspect of interior decoration.

4. Wooden Flooring:
Wood flooring is any product manufactured from timber that is designed for use as flooring, either structural or aesthetic. Wood is a common choice as a flooring material due to its environmental profile, durability, and restorability. Bamboo flooring is often considered a form of wood flooring, although it is made from a grass (bamboo) rather than a timber.

5. Sanitary Ware:
The segmentation of the sanitary ware market in this survey is based on the type of material used. The product groups are: Plastic sanitary ware: baths, sinks and lavatory products made from plastic. Ceramic sanitary ware: baths, sinks and lavatory products made from porcelain, china and other ceramic material.

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Iron or steel sanitary ware: baths, sinks and other sanitary ware made from cast iron, stainless steel and other types of iron.

6. Glass Basins:
Glass Basins: is a bowl-shaped plumbing fixture used for washing hands, for dishwashing or other purposes. Sinks generally have taps (faucets) that supply hot and cold water and may include a spray feature to be used for faster rinsing. They also include a drain to remove used water; this drain may itself include a strainer and/or shut-off device and an overflow-prevention device. Sinks may also have an integrated soap dispenser.

7. Shower Panels:
A shower (or shower-bath, walk-in shower, steam shower) is a place in which a person bathes under a spray of water.[1] A shower uses less water than a bath: 80 litres on average for a shower compared to 150 litres for a bath.

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8. Mirrors:
A mirror is an object that reflects light or sound in a way that preserves much of its original quality subsequent to its contact with the mirror. Some mirrors also filter out some wavelengths, while preserving other wavelengths in the reflection. Mirrors are commonly used for personal grooming or admiring oneself decoration, and architecture.

9. Designer Kitchen Sinks:

A sink is a bowl-shaped fixture that is used for washing hands or small objects. In American plumbing parlance, a bathroom sink is known as a lavatory. Sinks generally have taps (faucets) that supply hot and cold water and may include a spray feature to be used for faster rinsing. They also include a drain to remove used water; this drain may itself include a strainer and/or shut-off device and an overflow-prevention device. Sinks may also have an integrated soap dispenser

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Celestile Group of company and Branches:

1. CELES'TILE No,2005, 1st floor,100ft Road, Indira Nagar , HAL 2nd Stage, Bangalore - 560038 2. CELES'TILE Head. Office : 304/305 Beside Hotel Green Bawarchi,Harini Plaza , Kamalapuri Colony, Jubilee Hills, Hyderabad - 500033 3. CELES'TILE 54-15-5A ,Srinivasa Nagar, Bank Colony, Vijayawada - 520008 4. KARISHMA STUDIO 842, Udyog Vihar, Phase V,Behind Trident Hotel Gurgaon, Haryana. 5. KARISHMA 469, shiv Market, Vazir pur, Ashok Vihar,Delhi-110052. 6. KARISHMA WESTEND: Raja Garden, New Delhi 7. KARISHMA EAST : 8. SURAT Bonzovi mart. LG 1 sarela shopping centre, ghod dod road. Surat, Gujarat. F 70 Main Road, Jagatpuri. New Delhi.

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FUNCTIONAL DEPARTMENTS

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STUDY OF FUNCTIONAL DEPARTMENTS

1. PRODUCTION MANAGEMENT
It may be defined as: The performance of the management activities with regards to selecting, designing, operating, Controlling and updating production system. It is the processes of effectively planning, coordinating and controlling the production, that is the operations of that part of an enterprise, it means to say that production and operations. Management is responsible for the actual transformation of raw materials into finished products.

OBJECTIVE OF PRODUCTION MANAGEMENT:

The objective of Production Management is to produce the desired product or specified product by specified methods so that the optimal utilization of available resources is met with. Hence the production management is responsible to produce the desired product, which has marketability at the cheapest price by proper planning, the manpower, material and processes. Production management must see that it will deliver right goods of right quantity at right place and at right price.

Function of Production Management Department:

The functions of Production Management depend upon the size of the firm. In small firms the production Manager may have to look after production planning and control along with Personnel,6 Production and Operations Management Marketing, Finance and Purchase functions. In medium sized firms, there may be separate managers for Personnel, marketing and Finance functions. But the production planning and control and Purchase and stores may be under the control of Production management department. In large sized firms the activities of Production Management is confined to the management of production activities only. They are:
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 Materials: The selection of materials for the product. Production manager

must have sound Knowledge of materials and their properties, so that he can select appropriate materials for his product. Research on materials is necessary to find alternatives to satisfy the changing needs of the design in the product and availability of material resumes.

Methods:

Finding the best method for the process, to search for the

methods to suit the available resources, identifying the sequence of process are some of the activities of Production Management.

Machines and Equipment: Selection of suitable machinery for the

process desired, designing the maintenance policy and design of layout of machines are taken care of by the Production

Management department:

Estimating: To fix up the Production targets and delivery dates and to keep
the production costs at minimum, production management department does a thorough estimation of Production times and production costs. In competitive situation this will help the management to decide what should be done in arresting the costs at desired level.

Loading and Scheduling: The Production Management department has

to draw the time table for various production activities, specifying when to start and when to finish the process required. It also has to draw the timings of materials movement and plan the activities of manpower. The scheduling is to be done keeping in mind the loads on hand and capacities of facilities available.

Routing: This is the most important function of Production Management

department. The Routing consists of fixing the flow lines for various raw materials, components etc., from the stores to the packing of finished product, so that all concerned knows what exactly is happening on the shop floor.

Despatching: The Production Management department has to prepare

various documents such as Job Cards, Route sheets, Move Cards, Inspection Cards for each and every component of the product. These are prepared in a
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set of five copies. These documents are to be released from Production Management department to give green signal for starting the production. The activities of the shop floor will follow the instructions given in these documents. Activity of releasing the document is known as dispatching.

Expediting or Follow up: Once the documents are dispatched, the

management wants to know whether the activities are being carried out as per the plans or not. Expediting engineers go round the production floor along with the plans, compare the actual with the plan and feedback the progress of the work to the management. This will help the management to evaluate the plans.

Inspection: Here inspection is generally concerned with the inspection

activities during production, but a separate quality control department does the quality inspection, which is not under the control of Production Management. This is true because, if the quality inspection is given to production Management, then there is a chance of qualifying the defective products also. For example Teaching and examining of students is given to the same person, then there is a possibility of passing Production and Operations Management 7 all the students in the first grade.

Evaluation: The Production department must evaluate itself and its

contribution in fulfilling the corporate objectives and the departmental objectives. This is necessary for setting up the standards for future. Whatever may be the size of the firm; Production management department alone must do Routing, Scheduling, Loading, Dispatching and expediting.

Combination Layout:
A combination of process and product layouts combines the advantages of both types of layouts. A combination layout is possible where an item is being made in different types and sizes. Here machinery is arranged in a process layout but the process grouping is then arranged in a sequence to manufacture various types and sizes of products. It is to be noted that the sequence of operations remains same with the variety of products and size.
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3. HRM:
The Human Resources (HR) is a process of examining policies, procedures, documentation, systems, and practices with respect to an organizations HR functions. The purpose of the audit is to reveal the strengths and weaknesses in the human resources system, and any issues needing resolution. It works best when the focus is on analysing and improving the HR function in the organization. The audit itself is a diagnostic tool, not a prescriptive instrument. It will help you identify what you are missing or need to improve, but it cant tell you what you need to do to address these issues. It is most useful when an organization is ready to act on the findings, and to evolve its HR function to a level where its full potential to support the organizations mission and objectives can be realized.

HR Policies:
Celestile treats all its employees with honesty and respect, identifying each employee as an individual. It is our belief that an open and honest relationship among employees and managers is the most productive and efficient manner in which to handle professional relations. We also pride ourselves in continuing to employ a professional atmosphere in which we are responsive of our employees need and concerns.

Compensation & Benefit:

Salaries is normally made on the 05 of each calendar month. Salaries will be auto-paid into the designated bank accounts of employees through HDFC bank. Salary comprises Basic Pay, Conveyance, HRA & Special Allowance. Incentives applicable to Marketing Staff based on Performance. Leave Applicable after Probation of 6 months: Casual Leave 12 Sick Leave 12
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The employee shall fill up a leave application form authorized by his/her immediate supervisor & Department Head five working days before proceeding on Casual Leave. In case employee is on sick leave, medical certificate need to be submitted on resuming office.

Training:
The Company believes individual talents of its staff and the development of a strong sense of teamwork are core factors for business success. An analysis of each individuals training and development needs will take place each year following the performance review and an individual competency development plan will be developed subject to managements approval. External Seminar & Courses: Employees may be nominated to attend public seminars to complement the inhouse corporate training. These kinds of training are useful for upgrading the skills or knowledge required for specific job functions

Transfer & Mobility:

It is the philosophy of the Group that employees may progress in their careers through transfer or mobility across departments, companies, business divisions or geographic locations.

Performance Appraisal:
Performance Review: The performance review process is conducted on a quarterly basis. Employees will be assessed based on their respective Goal Setting submitted for the year. Immediate supervisors will complete a performance evaluation form for employees. The amount of the increment is determined by the following factors:
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 individual performance; industry norm; business performance of the Company; and any other relevant factors, including but not limited to the need to retain and motivate employees and reasonable forecast of the business.

Required Paper
Personal Records: - Resume. - 2 References. - Passing Certificate (10th / 12th / Graduation / Post Graduation). - Last 3 months Salary Slip. - Experience Letter. - Relieving Letter. - 2 Photographs. - Address & ID Proof. All the documents shall be submitted within 3 days of joining.

Office Rules, Conduct and Discipline:

Dress Code: Employee is to be dressed appropriately for the type of business. Please refer to the do's and donts in the employees Handbook which will be provided to you soon. Office Cleanliness: The Company attaches considerable importance to the cleanliness of the office. Employees should keep their surroundings in best possible housekeeping and see that at the end of the working day, their workstations are left clean and tidy. E- Mails: No business mails should be sent through personal e-mail I.Ds. Attendance:
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Employees must register on biometric software on a day to day basis each time you walk in and out of the office. Office Hours: The Companys office hours All Employees are expected to be regular and punctual in attendance. If an Employee is unable to report for work on time for any reason, he/she shall notify Human Resource previous day or one hour prior to reporting to duty, whichever is earlier. Lunch Hours: Employees are allowed a half hour lunch break. Lunch breaks are generally taken between the hours of 1.00pm and 2.00pm.

Health and Safety

First Aid A first-aid kit is available in the pantry. Medication from the first-aid kit is supplied for the convenience of employees and shall be applied by employees in accordance with their own health condition and medication requirement at their own risk. The Company accepts no responsibility or liability arising from the use of the first-aid kit. Smoking Smoking inside the office premises is strictly prohibited. The company aims to create a healthy, comfortable, and productive work environment. Therefore, the

company is very careful to protect employees from second hand smoke. It is the responsibility of all to support and initiate this effort at work.

3. INVENTORY CONTROL OR MANAGEMENT: Meaning of Inventory:

Inventory generally refers to the materials in stock. It is also called the idle resource of an enterprise. Inventories represent those items which are either stocked for sale or they are in the process of manufacturing or they are in the form of materials, which are yet to be utilised.
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The interval between receiving the purchased parts and transforming them into final products varies from industries to industries depending upon the cycle time of manufacture

Reasons for Keeping Inventories: 1. To stabilise production: The demand for an item fluctuates because of the
number of factors, e.g., seasonality, production schedule etc. The inventories (raw materials and components) should be made available to the production as per the demand failing which results in stock out and the production stoppage takes place for want of materials.

2. To take advantage of price discounts: Usually the manufacturers offer

discount for bulk buying and to gain this price advantage the materials are bought in bulk even though it is not required immediately. Thus, inventory is maintained to gain economy in purchasing.

3. To meet the demand during the replenishment period: The lead time
for procurement of materials depends upon many factors like location of the source, demand supply condition, etc. So inventory is maintained to meet the demand during the procurement (replenishment).

4. To prevent loss of orders (sales): In this competitive scenario, one has to

meet the delivery schedules at 100 per cent service level, means they cannot afford to miss the delivery schedule which may result in loss of sales. To avoid the organizations have to maintain inventory.

5. To keep pace with changing market conditions: The organizations have

to anticipate the changing market sentiments and they have to stock materials in anticipation of non-availability of materials or sudden increase in prices.

Meaning of Inventory Control:

Inventory control is a planned approach of determining what to order, when to order and how much to order and how much to stock so that costs associated with buying and storing are optimal without interrupting production and sales. Inventory control basically deals with two problems: (i) When should an order be placed?
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(Order level), and (ii) How much should be ordered? (Order quantity).These questions are answered by the use of inventory models.

Objectives of Inventory Control

1. To ensure adequate supply of products to customer and avoid shortages as far as possible. 2. Efficient purchasing, storing, consumption and accounting for materials is an important objective. 3. To maintain timely record of inventories of all the items and to maintain the stock within the desired limits. 4. To provide a reserve stock for variations in lead times of delivery of materials. 5. To provide a scientific base for both short-term and long-term planning of materials.

Benefits of Inventory Control

It is an established fact that through the practice of scientific inventory control, following are the benefits of inventory control: 1. Improvement in customers relationship because of the timely delivery of goods and service. 2. Smooth and uninterrupted production and, hence, no stock out. 3. Economy in purchasing. 4. Eliminates the possibility of duplicate ordering.

Techniques of Inventory Control

In any organization, depending on the type of business, inventory is maintained. When the number of items in inventory is large and then large amount of money is needed to create such inventory, it becomes the concern of the management to have a proper control over its ordering, procurement, maintenance and consumption. The control can be for order quality and order frequency. The different techniques of inventory control are:

ABC analysis: In this analysis, the classification of existing inventory is based on

annual consumption and the annual value of the items. Hence we obtain the quantity of inventory item consumed during the year and multiply it by unit cost to obtain
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annual usage cost. The items are then arranged in the descending order of such annual usage cost. The analysis is carried out by drawing a graph based on the cumulative number of items and cumulative usage of consumption cost. Classification is done as follows: Once ABC classification has been achieved, the policy control can be formulated as follows:

A-Item: Very tight control, the items being of high value. The control need be
exercised at higher level of authority.

B-Item: Moderate control, the items being of moderate value. The control need be
exercised at middle level of authority.

C-Item: The items being of low value, the control can be exercised at gross root
level of authority, i.e., by respective user department managers.

HML analysis: In this analysis, the classification of existing inventory is based on

unit price of the items. They are classified as high price, medium price and low cost items.

VED analysis: In this analysis, the classification of existing inventory is based on

criticality of the items. They are classified as vital, essential and desirable items. It is mainly used in spare parts inventory.

FSN analysis: In this analysis, the classification of existing inventory is based

consumption of the items. They are classified as fast moving, slow moving and nonmoving items.

SDE analysis: In this analysis, the classification of existing inventory is based on

the items.

GOLF analysis: In this analysis, the classification of existing inventory is based

sources of the items. They are classified as Government supply, ordinarily available, local availability and foreign source of supply items.

SOS analysis: In this analysis, the classification of existing inventory is based

nature of supply of items. They are classified as seasonal and off-seasonal items.

Just in time production (JIT):

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Just in time is a pull system of production, so actual orders provide a signal for when a product should be manufactured. Demand-pull enables a firm to produce only what is required, in the correct quantity and at the correct time. This means that stock levels of raw materials, components, work in progress and finished goods can be kept to a minimum. This requires a carefully planned scheduling and flow of resources through the production process. Modern manufacturing firms use sophisticated production scheduling software to plan production for each period of time, which includes ordering the correct stock. Information is exchanged with suppliers and customers through EDI (Electronic Data Interchange) to help ensure that every detail is correct. Supplies are delivered right to the production line only when they are needed. For example, a car manufacturing plant might receive exactly the right number and type of tyres for one days production, and the supplier would be expected to deliver them to the correct loading bay on the production line within a very narrow time slot.

Advantages of JIT:
Lower stock holding means a reduction in storage space which saves rent and insurance costs As stock is only obtained when it is needed, less working capital is tied up in stock There is less likelihood of stock perishing, becoming obsolete or out of date Less time is spent on checking and re-working the product of others as the emphasis is on getting the work right first time.

Disadvantages of JIT:
There is little room for mistakes as minimal stock is kept for re-working faulty product Production is very reliant on suppliers and if stock is not delivered on time, the whole production schedule can be delayed

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There is no spare finished product available to meet unexpected orders, because all product is made to meet actual orders however, JIT is a very responsive method of production.

4.

Marketing Management:

Marketing (Management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Within marketing planning, marketers must make decisions on target markets, market positioning, product development, pricing, distribution channels, physical distribution, communication, and promotion. Marketing work in the customer market is formally carried out by sales managers, salespeople, advertising and promotion manages, marketing researchers, customer service managers, product and brand managers, market and industry managers, and the marketing vice-president. 1) Todays marketing is all about creating customer value and building profitable relationships. It starts with understanding your customer needs and wants, deciding which target markets that you can best serve, and developing a compelling value proposition by which to attract, keep, and grow your targeted customers. 2) Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is meeting needs profitably. 3) Marketing management takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties. Thus we see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
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4) In the marketing process, companies work to understand consumers, create customer value, and build strong customer relationships.

The steps are:

1. 2. 3. 4. 5. Understand the marketplace and customer needs and wants. Design a customer-driven marketing strategy. Construct a marketing program that delivers superior value. Build profitable relationships and create customer delight. Capture value from customers to create profits and customer quality. In the final step, companies reap the rewards of capturing value from consumers in the form of sales, profits, and long-term customer equity. Exchange is the act of obtaining a desired object from someone by offering something in return. 6. Marketing management is defined as the art and science of choosing target

markets and building profitable relationships with them.

The marketing manager must answer two important questions:

What customers will we serve (whats our target market)? How can we serve these customers best (whats our value proposition)? 8. The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs. 9. Under the marketing concept, customer focus and value are the paths to sales and profits. 10. The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. 11. Customer Relationship Management: CRM The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

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12 The key to building lasting customer relationships is to create superior customer value and satisfaction. 13. Customer satisfaction depends on the products perceived performance relative to a buyers expectations. 14. Basic Relationships are often used by a company with many low-margin customers. For example, Procter & Gamble does not phone or call on all of its Tide consumers to get to know them personally. Instead, P&G creates relationships through brand-building advertising, sales promotions, and its Web site. 15. Many companies now target fewer, more profitable customers using selective relationship management to relate more deeply and interactively to carefully selected customers through blogs, Websites, online communities and social networks

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JOB PROFILE

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Job Profile: Relationship Manager. 1. Research on target market segment:

Marketing segmentation is about using market research to know all you can about your customers. The purpose is not just to sell products and services that you have, but to also inform research and development. Customers generally appreciate marketing that is directed to them, designed for them, and that efficiently presents the information they need to make purchase decisions. Learn some techniques for conducting market segmentation. The more that is known about a target market, the easier it becomes to differentiate a product. When a market researcher knows what is valued by a consumer group, she knows how to market the product or how to style the advertising to appeal to that group.

Market Segmentation
Market segmentation can be established by exploring and analyzing many different characteristics about potential consumers. It is helpful to think of market segmentation utilizing several tiers of categorical characteristics. Tier One includes the most common attribute groups: Demographic, socioeconomic, and product usage. Demographic -- This category includes attributes related age, city or region of residence, gender, race and ethnicity, and composition of household. While these are all important attributes, the relationship between these characteristics and consumer behaviour small. Socioeconomic -- This category includes attributes related to household income, level of educational attainment, occupation, neighbourhood of residence, and membership in various associations. These characteristics tend to be more refined in terms of relationship to consumer behaviour, particularly as a reflection of lifestyle, brand preference, array of services used, and price sensitivity. may be quite

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 Brand affinity / Product usage -- Consumers who exhibit brand affinity or actual product usage are segmented on the basis of their behaviour. That this is true, makes brand affinity and product usage one of the strongest categories to use for developing market segments. Tier Two are really just extensions of the Tier One attribute group. Tier Two attributes are derived at by drilling deeper into Tier One attributes. Psychographics -- This category includes attributes related to specific lifestyles, hobbies, personality, attitudes, opinion, and even voting behaviour. The relationship between these psychographic characteristics and consumer behaviour is fairly strong and can provide an effective avenue of communication with potential consumers. Generation -- This category includes attributes related to a cohort group. Segmentation by generation addresses similarities in people who are born in the same time period. These generation cohorts tend to exhibit an orientation to life that has been (or is) strongly influenced by the economical, technological/scientific, political, educational, and political experiences they have shared. Geography -- This category includes attributes that are related to the geographical area in which consumers reside and work. Consumers in this category may be similar along a number of important dimensions, such as political orientation, religious affiliation, and options for transportation and shopping. These consumers may share an affinity for regional cooking or show strong preferences for certain kinds of apparel. Benefits sought -- This category of attributes is related to the benefits that consumers seek when they shop for products and services. The benefits that consumers seek can vary widely depending on what they are in the market to buy. Brand loyalty, brand affinity, and consumer brand attitude cannot be measured collectively. 2. Product knowledge and training. Effective product knowledge
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training prepares employees, customers and partners to describe product

features and benefits. Depending on the target audience, participants learn to sell to potential buyers, troubleshoot problems with existing customers or provide feedback to development teams on usage and satisfaction. Companies typically maintain a website to allow participants to register for training courses, sign up for newsletters, download reference materials and participate in communities. By offering different formats, such as lectures, seminars, workshops, webinars and self-paced alternatives, companies provide product knowledge training suited to the learning style of every busy professional

3. Tools to understand market strategy for competition:It is appropriate in identifying competitive forces, which affect business in any given environment. These five forces are the threat of companies from same segment, threat of new entrants in the segment, threat from substitute products, threat from the increase in consumers bargaining power and threat from suppliers bargaining power. If in the same segment there are too many players, if the segment is reaching saturation, if no further scope of expansion than to continue operation is difficult for the company. Many companies were caught napping with respect to competition coming from the internet. Companies after going through the process of identifying competition, also need to do in-depth analyze in terms of nature, strategy, strength, weakness and operation pattern. Companies following similar strategy need to group existing player in a matrix of product offering. To deal with competition companies need to design an intelligence system. Companies need to identify parameters which will help in analyzing the competition. The information from system is helpful in designing marketing

strategies. Marketing strategy evolve depending on company position in the market. Market leaders, market challenger, market follower and niche players are four types of position strategy companies follow. Dealing with competition is not an easy task and it requires dedicated resources of manpower, system and budget. Any lapse from company would result in decrease of market share and profit.

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4. Field survey to analyze competitors:

Get information about the competitors from the other TILE vendors in the neighboring places Analyze the rates and preparation of perfect proposal with minimized cost for the the client friendly and increase the sales for the company Lead generation also been done in this process which helped me understand the marketing field.

5. Visited and delivered presentations to Architects, Client, Retailer & builder about Company and product. Archtiects Name:
THOMAS ASSOCIATES Sandip Khosla (Khosla Association) Arun Kumar (IMBAL CONSTRUCTION) RSP Design Consultant (India) Pvt Ltd

Builder:

SHRI VANDANA BUILD Ltd.(HSR Layout) EAPL GROUP SLV Builder& Developers Concord Group (Mr. Delvi) PROSPECT GROUP (K. Sarath Babu) Patel REALITY SMONDOVILLE NEOTOWN (Ashok Kumar) The RITZ CARLTON Hotel

6. Observation and Analysis Client requirements. 7. Client follow- ups.

Through Phone call Through Mail Through Direct meeting

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SWOT ANALYSIS

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Strengths:
World class quality Ceramic tiles. After merger with Karisma get the operational strength and Pan India comp. Having a decent brand image. Well diversified portfolio of products in floor tiles. -Exclusive floor tiles in market.

Weaknesses
Lack of Marketing and Promotional tools. No proper feedback and communication channel for the existing customer. Lack of designs and varieties in wall tiles. Not inclined towards rural markets, they are next big markets due to high rate of urbanization. Weak institutional customer network. Gap in demand and supply

Opportunities
Having a quality product is great opportunity for the company to absorb institutional customer base. Growth in tile industry Revival of production of ceramic tiles More showrooms for wide reach

Threats
Small and medium size industries mushrooming in various parts of the Country Dumping of cheaper tiles from foreign Companies frequent increase in cost of power and fuel. continuous falling in prices due to cutthroat competition

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FINDINGS & RECOMMENDATION

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On the basis of research conducted by using two different questionnaire, it helps in understanding the need of market and also the problem occur in distribution of tiles in the market. Overall study reflects that Celestile having a good marketing tactics and Brand image, but due to high competition in urban market its necessary to spread its product reach to rural market where a huge potential is lies.

1. LACK OF PROMOTIONAL PROCEDURESAfter the survey of towns in the vicinity of Rajasthan, most of the dealer responded that no representative from Celestile have come here till now, although they were aware of many competitive brands like kajaria, somany, orient etc. some dealers were partially aware that Celestile is a high quality brand but they didnt have the complete and proper information pertaining to companys product range. So the company should start various promotional schemes for enhancing the sale of its products.

Celestile can adopt following tools:

Online marketing using social networking sites need to create just a page of Celestile ceramics and all the employee and retailers can join that page. Recruit a team of trained salesman specially for distant areas and towns Print media advertisement during the high growth of industry. Attractive and informative catalogue of all the products. Any surprise gift or schemes of dealers after achieving certain target. 2.Merger of Celestile and Karisma ceramic limited: After the merger of Karisma and Celestile, there is lots of misconception in the mind of retailers and other customers about the manufacturing and operational activity of Celestile. My focus was to give the correct information about the Merger and convince them about the strength of Both companies in all over India. Need to convince all dealers and retailers about the correct information about Celestile and Karisma merger and what are the benefits of this merger also try to convey the Orient dealers that they should also sell products of Celestile with same interest.
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4. PACKAGING PROCEDURES- ` Celestile is having different packaging system or different box sizes which may be an uniqueness for company but after the response of dealers that other brands are giving packing of 10 sq. feet and where Celestile gives it in 14 sq. feet or 15 sq. feet. Its difficult to convince a customer about the large packaging and its related price. Customer refuse to take it just due to print of high price. Also there is risk of brokerage in the large boxes. Most dealers feel that packaging should be of 10 feet instead of 15 feet. The reason behind this is only the positioning or the perception in the minds of the customer for low price. For example- competitor is giving one box of tile at Rs.170 having 10 feet packaging and same box of tile offered by us is at Rs.210 per box having 15 feet packaging. Rates are same but customers hesitate to pay for 15 feet packaging. 4. The companys strength is its quality policy. So Celestile has to maintain it and try to improve it constantly. As from the last many years Celestile is selling very few designs in wall tiles, market or existing dealers demand more varieties in Wall tiles. Celestile wall tiles prices are quiet close to floor tiles. So there should be some lesser prices of wall tiles. As every dealer is selling local tiles of Morvi so Celestile try to give some economic prices of floor tiles also. Celestile has to increase its product range and designs. No company can sustain for a long time without increasing its range and designs. So Celestile try to do good research on designs.

Recommendations for Marketing and Promotion tactics of Celestile:

Celestile Should adopt the widest distribution network model to deliver products to the end user in quickest and most effective way. It would also accelerate the sales. It may include company owned showrooms, franchises, multi-product dealers and sub-dealers.
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 Distribution network should be clearly segregated towards specific product segments. May introduce three dimensional catalogue visual experiences to its customers and also give customer a chance to design product in their own way of choice (customized design specification). Celestile should Set up exclusive showrooms for special products instead of keeping with the regular range. As example, the upcoming product FOREVER-a product in NON-SKID tiles segment should have an exclusive place to showcase. It would add to the exclusive ambience of the product.

More introduction of matching wall and floor tiles.

To grow its institutional business, the Celestile should organize more interactions with architects, developers and government agencies at its dealer outlets. This would serve a dual purpose: it would enable the company to acquire an insight into evolving preferences of some of the most prominent and trend- influencing architects; on the other hand, it helped the company cater to their evolving preferences

Risks and Concerns:

Some of the key risks affecting the Company are explained below: 1. The instability in the fuel prices due to continuous increase in energy prices in the international market has significantly put pressure on margins. 2. After the Merger of Acquisition by the Orient its important for the company to retain its market share and more emphasis on promotion .there is risk of loss of market share due to wrong information in the market. 3. The market is getting saturated day by day due to large number of players in ceramic industry, there is need of brand loyalty by customers therefore company need a customer relationship management approach to retain the existing customers.
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4. To retain skilled professionals is also a cause for concern. However, best HR practices are in place to retain the talent and reduce the attrition. 5. Due to high inflation and tightening of credit by RBI, finance costs may be adversely affected in the coming year.

SUGGESTION:
1 .More exclusive outlet should be opened. 2. Price should be less. 3. The Celestile outlet should be made more attractive. 4. Discounts and offers should be given to regular Celestile customer. 5. Increase more promotional activities for Celestile products. 6. It should have more parking facility at Celestile outlet. 7. It should have brand ambassador for Celestile products.

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CONCLUSION

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Conclusion
A study was conducted on the topic A study on consumer behaviour towards Celestile among customers in Bangalore city in Bangalore city. Questionnaire is the tool used for collecting primary data with sample size of 70. Convenience sampling techniques was used to collect data. On the basis of the study conducted, it is concluded that the most preferred tiles of Celestile is more design and due to quality. The pricing followed by Celestile is expensive when compared to the other competitors in the market. Thus the customer are satisfied with the usage of Celestile and would recommend friends and relatives to purchase Raymond product in future.

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BIBLIOGRAPHY

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Bibliography Company websites http://www.celestile.com/ http.wikipedia.co.in google.com

Books referred: Marketing Management: Philip Kotler

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