PrOject RepOrT_OFFICE_FINAL by Bhaumik Pathak

8/9/2019 PrOject RepOrT_OFFICE_FINAL by Bhaumik Pathak

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I N D E X

1. Introduction...01

1.1 About industries.....02

1.2 About Organization...11

1.3 About Project..242 Strategy Development and market research (M.R.)28

3. Statistical Analysis and Mathematical Modeling...52

4. Conclusions and Recommendations..79

5. Bibliography and Words of Appreciations84

6. Company details.87


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Chapter. 1

INTRODUCTION

PAVIT Ceramics Pvt., Ltd.Page |

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1.1 ABOUT INDUSTRY

I. ABOUT INDUSTRY REAL ESTATE

The Indian economy is estimated to have grown by 9% in FY08 as compared to 9.6% in

FY07, as per recent data released by Central Statistical Organization. The manufacturing

sector recorded a growth rate of 8.8%, while construction grew by 9.8% at constant

prices. The service sector grew by 10.8% during the same period.

The Indian construction industry has been playing a vital role in overall economic

development, as its contribution to GDP at current market prices has gone up from 5.3%in FY02 to around 7.8% during FY08. In fact, during FY02-FY08, the sector grew at

CAGR of 20.3%.

The Indian Construction Sector and share to GDP:


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INDUSTRY OVERVIEW

The construction industry is an integral part of the infrastructure sector and comprises

commercial, residential, roadways, ports, airports, SEZ etc. In 2005, the sector generated

around 31 million jobs, out of which, the organised sector generated 1.2 million jobs,

while the unorganised sector generated the rest. Going forward, taking cue from the

Government of Indias ambitious projects lined up for the Eleventh Plan period, the

demand for construction is expected to grow by at least 8-9%, and 2.5 million

employment opportunities per annum are expected to be generated.

STATISTICS

The construction materials constitute the highest cost among other categories, followed

by construction equipment. However, several other costs such general administration,

labour and enabling services also constitute major components of costs in Indian

construction sector.


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II. ABOUT BUILDING MATERIAL INDUSTRY

VITRIFIED & CERAMIC TILES

The word Ceramic comes from the Greek word Keramos meaning pottery, it is related

to an old Sanskrit root meaning to burn but was primarily used to mean burnt stuff.

In the early days the tiles were hand made, hand formed and hand-painted. But today the

ceramic tile is not hand made or hand painted for most of the part. In fact in the modern

house, throughout ceramic tiles are used for their bathrooms and kitchens and in every

vital area of the premise. Apart from decorative look ceramic tiles are primarily hygiene

products and that is evident from its usage ranging from bathrooms and kitchens in

average Indian households to medical centers, labs, milk booths, schools, public

conveniences etc.

A ceramic tile is basically a utility product and popular housing projects are

increasingly switching over to Ceramic Tiles from the traditional mosaic and even granite

or marble, owing to several factors viz. ease in laying ability, versatility, low price and

most importantly hygiene. The main product segments are the Wall tiles, Floor tiles,

Vitrified tiles and Porcelain tile segments. The market shares are 35 percent, 53 percent

and 12 percent respectively for wall, floor & Vitrified/Porcelain tiles.

Industry Profile:

Ceramic tiles as a product segment have grown to 3.8 million tons production per annum.

The potential seems to be great particularly in view of the boom in the housing sector,

retail sector and IT and BPO sectors. The ceramic tile sector has been clocking a robust

growth of 12-15 percent consistently over the last few years. The investment in theceramic tile industry, in the last five years is approximately Rs2000 crores. This industry

provides employment of 5,50,000 people, 50,000 of whom are directly employed. The

potential is huge considering the per capita consumption of ceramic tiles in India.


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Currently it is at 0.5 sq.m per person in comparison to over 2 for like countries like

China, Brazil and Malaysia. Some of the key statistics pertaining to the industry are

summarized below:

Ceramics Industries key Statistic Summary:

1. World production6400 Million Sq.mtrs

2. India's Share200 Million Sq.mtrs.

3. World Ranking (in production)7

4. Per capita consumption0.15 sq.mtrs.

5. Global Industry Growth Rate...6%

6. Growth rate (India Domestic Market)..12%7. Organized industry turnover (India).INR 22.50 Billion

i. Glazed Wall tile share... 40%

ii. Glazed Floor tile share...46%

iii. Unglazed Vitrified tile share..8%

iv. Glazed Porcelain tile share.6%

8. Unorganized industry turnover

i. Glazed Wall tile share.57%

ii. Glazed Floor tile share35%

iii. Unglazed Vitrified tile share....6%

iv. Glazed Porcelain tile share...2%

9. Investment in the last 5 years.. INR 20 Billion

10. Organized sector :

i. Share of Production..56%ii. No. of units...15%

11. Revenue (excise duty) ..INR ~ 2.3 Billion per annum

12. Unorganized sector


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i. Share of Production .44%

13. No. of units :

i. ~200 (70% based in Gujarat region)

14. Revenue (excise duty)INR 0.7 Billion per annum or less

15. 12 Job Potential i. Direct Job..50,000

ii. Indirect Job5,00,000

Let us understand the industry with SWOT Analysis:

Strengths

Consistent growth of 12-15

percent inspite of slowdown in

economy.

The Indian ceramic export market is rising at the rate of 15 percent per annum

Weakness

Not much importance given on

brand building and network thus

creating hindrance for export

growth.

Low per capita consumption (0.15

sq.mt. p.a.) as compared to

developed nations.Opportunities

The construction and Housing Boom to provide bolstering demand

for ceramic tiles.

The untapped rural market

supported by a strong growth

witnessed by Indian Agriculture

provides tremendous potential for

the domestic ceramic manufacturers.

Threats

Freight, supply of power and gasremains the key cost-related issues

impacting the industry.

Basic Customs Duty on import of

ceramic tiles from China and raw

materials imported from abroad

should be corrected to prevent

dumping of tiles from China.

International Scenario


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30 major tile manufacturing companies cover 95.8 percent of the total world production

of ceramic tiles in 2005. Asia contributes 53 percent to the total world production in

2005, 54 percent in 2004 and 50 percent in 2003 respectively. China is the largest

producer and contributes almost 33 percent of the world production in 2004. This is

followed by Thailand, Poland, South Africa and Russia which are growing at almost 20 percent CAGR between 2001-05 whereas countries like Japan, Italy have shown negative

growth over the period.

Fig: Ceramic tile Production - Regionwise

Asia tops the consumption chart followed by EU and South America. China dominates

the consumption list and its consumption is almost four times that of Brazil. Germany,

France features in the top 10 list of consuming countries but they are not there in the top

10 producing nations. Going further USA, Germany, France and even India consume

more than they produce and they are meeting their demands through imports.

The 30 major tiles manufacturing countries are also the biggest consumers and consume

88.20 percent of the total world consumption of ceramic tiles. Europe is the highestexporting region and exports almost 50 percent of its production to the other regions.

Whereas Asia consumes most of its production in its own region and has little left to

export. Italy, Spain and China are the leading exporters and USA, Germany and France

are the leading importers. China which was the 3rd largest exporter in 2004 has at present


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become the 2end largest exporter. Exports of the 15 major exporting countries represent

23.9 percent world consumption and exports from Italy and Spain represent 42.6 percent

of the worlds exports and 11.2 percent of world consumption.

Indian Scenario

In India, Ceramic tile industry emerged in the late 1950s. Ceramic Tile Industry can be

classified into three categories namely wall tile segment, floor tile segment and vitrified

and porcelain tile segment. In India the floor tiles segment is growing at a faster rate. The

market for the wall tiles is rising at a relatively slower pace and this has resulted in high

excess capacity in the wall tile segment.

The entry of two new product categories Vitrified tiles and Porcelain tiles has increased

the size of the market considerably. It is expected that these products will gradually take

away the market from the conventional ceramic tiles (wall and floor). As far as

manufacturing of ceramic tiles is concerned, both the organized and unorganized sector s

play a very important role in India.


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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 the market share of India have risen from 1.7

percent to 2.7 percent in terms of ceramic tile production.

Potential for the Ceramic Industry in India

Like developed markets the financial institutions (both foreign and domestic) are

beginning to show interest in the sector. Various foreign Real Estate and Finance

companies like GE Commercial Finance, Tishman Speyer, Ascendas and Farallon Capital

have entered the Indian market. The Ceramic Tile Industry drives its demand from the

Real Estate and Construction sector.

Ceramic tiles find its maximum usage in residential and commercial buildings and are

also finding acceptance in other construction projects as well like airports, bus terminals

etc. as they are found more suitable at places where there is more human traffic. In India

the construction sector is expected to do well in future mainly due to fiscal incentives

given to infrastructure development. India is the prime destination for the IT services

outsourcing.

In the coming five years at least 55 million sq.mt of extra office space must be completed

in the premium office space alone. Investment commission report states that the retail

sales were $206 billion in 2004 and is expected to grow three-fold in the next 10 years

from $206 billion to about $660 billion by 2015. Organized retail was only $6.4 billion


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and is expected to grow rapidly to reach $100 billion by 2015. Further India is expected

to be among the top 5 retail markets in the world in 10 years.

The Ceramic tiles particularly the vitrified tiles are finding increasing usage in both these

sectors and the sector would benefit from an upsurge in these areas as well. Indianeconomy is poised to grow at 7-8 percent and with growing incomes and urbanization,

demand for houses is slated for growth. The increasing focus on rural areas, by

government and corporates, the demand for housing would also increase in rural areas.

The ceramic industry will also benefit from the above developments. Increasing demand

is just one part of the story the availability of Finance is the other part. With the

availability of loans at low interest rate and tax incentives have enabled the people to buy

houses and build up their own establishment. With the increasing competition amongst

both Banks and Housing Finance Companies the people are avail of getting better

financing options and that too at a cheaper rate. This would further increase the demand

for tiles. Another important driver is the distribution network of a ceramic tile

manufacturing company. The distribution network is critical to success in this industry.

fig: Distribution Chain in Tile Industry :

1.2 ABOUT ORGANIZATIONS


Company

Direct Project Wholesaler

Dealer / Retailer Builder Contractor/Architect User

End user

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INTRODUCTION

THE GROUP is operating in the Building Material and allied services industry by

manufacturing and marketing of ceramics tiles under the brand of VICTORY, full body

mineral based vitrified special purpose tiles under the brand of PAVIT for all horizontal

applications and for vertical applications under the brand of CLADIT.

The company is headed by a very dynamic person Mr. VIJAY JAIN as its chairman who,

in turn is very well assisted by the Directors Mr. Pradeep Balkiwal, Mr. Sachin Jain and

Mr. Sushil Jain in achieving overall growth in every field of activity of the company.

In the past, the company has attained moments of glory regularly by surpassing targeted

achievements in the field of production as well as marketing through the concerted efforts

and timely initiatives at all levels in day to day functioning of the company.

In achieving the desired goals for the company, the participation and hard work buy all

the members at all levels of operations is highly commendable company wishes the

growth momentum to continue at a much harder pace in the years to come.

Group is building up the momentum, which impels the creating of opportunities that will

impel rapid growth enabling the group to emerge as a benchmark of excellence, sound

governance is helping the group to set up platforms for unparalleled performance with

trust and transparency. Technological innovation is opening up new vistas for us to drive

growth.


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MISSION STATEMENT:Providing Total Paving and Cladding Solutions Worldwide Through Vitrified Ceramics

Which are long lasting, weather proof and aesthetic.

VISION STATEMENTS To establish facilities for providing 24Hrs X 7Days customer care & service.

To establish branch network is established In All A & B class cities with representation

of commercial & technical, trained manpower in all C class towns in India.

To establish well trained panel of contractors to outsource the application work at

branch level in India.

To establish standby technical assistance available in related applications facilities at

central office . To establish systems to obtain global expertise.

To keep all the promises honored.

CORE VALUES: Commitment

Honesty

Quality

Relationship

Communication

STRATEGIC OBJECTIVES

1. Profitability blending innovation and learning.

2. Attracting, developing and retaining outstanding people and partners

3. Creating an aggressive, exciting value driven culture with high expectations and

rewards.

4. To achieve Process Excellence


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COMPANY PROFILE

PAVIT CERAMICS PVT., LTD., introduces their selves as an esteemed organization in

Vitrified Pavement tiles with PAVIT as the brand name.

The Quality Management Systems of Pavit Ceramics Pvt. Ltd. has been checked and

found correct as per the ISO 9001:2000 standard. An ISO 9001:2000 certificate is

awarded by SWISO.

PAVIT Ceramics presents for the first time in India the exquisite range of vitrified

pavement tiles for horizontal applications under the brand PAVIT and vitrified exterior

wall cladding tiles for vertical applications under the brand CLADIT . The other in house

series are GRANULATO [bigger format Salt & Pepper versioned vitreous tiles] &

naturally stylish TERRENE. All these brands have an excellent presence in prestigious

schemes in India and are brought to you by promoters, who have vast experience in the

manufacturing of different kinds of building products. PAVIT, GRANULATO,

TERRENE and CLADIT are an international concept with international standards,

which promises to be a complete paving and cladding solution.

The state of the art manufacturing plant is located at Jolwa, Gujarat (50 Kms. fromBharuch). The modern facility equipped with the technologically advanced machinery

feeds the market across India. The enormous plant capacity enjoys excellent economies

of scale. The stringent quality parameters adopted ensures that the product is of

international standards.

TILES AND PAVIT VITRIFIED PAVEMENTS - COMPARISION


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Properties Cement / Concrete Base Tiles Pavit

Body

Composition Cement/Concrete Minerals & Clay Process Vibrating/Cold Cast Hydraulic Pressing / Fired At HighTemp.

IS Specification As Per IS 1237 As Per IS 4457 : 1990

Water Absorption 7 To 8 % Less Than 2%

CompressiveStrength 450 K.G/ Sq.Cm 940 K.G+/Sq.Cm.

Abrasion Resistance 2 To 3 Ehd Highly Resistant

Thermal Shock Resistance Not Resistant Resistant

Thermal Expansion

Cement Has A NaturalTendency To Expand AndContract

No Thermal Expansion

Scratch Resistance Gets Scratched Easily > 7 On Mohs Scale

Stain Resistance Gets Stained Resistant To Stains

Deviation In Size High Due To MultipleShapes 2%

Pigmentation Only On The Top Surface InA Separate Layer Of Up to 6Mm

Throughout The Body/ HomogeneousBody

Packing Poor Due To Shapes Good Standard Packing

Transit Breakage High Due To Poor Packing Low

TransportationCost

High Due To Heavy WeightAnd Occupies More Space

Low Due To Less Weight AndOccupies Lesser Area.

Laying Laid On A Hard Base Laid On A Hard Base

Joints Joints Are Fixed As Per Pattern Of Pavements

Joints Can Be Easily Adjusted As Per Requirement And Architectural DesignAnd Also Makes Replacement Easier

Durability 2-5 Years Max. Long Lasting PAVIT is synonymous to the colorful exteriors, which can withstand vagaries of

weather in most consummate way. Pavit is available in three sizes, two finishes,


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and five thicknesses and has 15 colors meant for horizontal application. The brand

is quite popular with leading architects & Builders.

CLADIT is an expression of myriad colors and designs for the vertical

applications on faade, elevations etc. CLADIT being virtually non porous (water

absorption < 2%) provides permanent maintenance free surfaces for buildings.

Presented in four interesting sizes, three fascinating finishes and six interesting

colors, CLADIT satiates the creative cravings of one & all.

Human nature is, to be nearest to the natural surroundings, yet without their

shortcomings. TERRENE , that replicates the actual stones, but with the

additional properties of low water absorption and higher mechanical strength sothat the discerning user gets the best of the both worlds i.e. nature and technology.

You can see this fusion of nature with technology in four finishes, nine colors in

two sizes of TERRENE. TERRENE is at the cutting edge technology in vitreous

tile formats, contemporary to the global trends.

PAVIT has obtained international recognition by CERAM U.K and has

certified that PAVIT has met the requirement of international standard of tiles,

ISO 10545 & ISO 13006 (EN 14411: 2006) standards.

PRODUCT INTRODUCTION

1. PAVIT:

What is a Vitrified Pavement Tiles?


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Vitrified Pavement Tiles are Homogeneous in nature, having very low water absorption

(less than 2%) and can be used for fixing in pavement area where light to heavy traffic

movement is expected.

Available in 100mm x 100mm x 8mm (Light Duty), 100mm x 100mm x 12mm (Medium Duty), 100mm x 100mm x16mm(Heavy Duty) ,200mm x 200mm x

10mm & 300mm x 300mm x 15 mm.

12 Shades to choose from

Confirms to EN / IS Standards

High level of Tolerance to stains / scratches, acids , alkalis & Chemicals

Being non-porous, they prevent growth of algae/fungus and hence are hygienic

Meets internationally set compression and breaking strength norms. Facilities strong bondage to the substrate.

Anti-skid property provide better grip.

Acceptable substitute for natural stones, non-vitrifies tiles, cement and concrete

based pavements.

A natural choice for hardworking floors

Homogeneous tiles in ready to lay format

Being small in size.

2. CLADIT

What is a Vitrified Cladding ?

Vitrified Cladding are Homogeneous in nature, having very low water absorption (less

than 2%) and can be used for fixing in exterior

What is Cladit ?

Available in 240mm x 60mm x 7.3mm, 195mm x 45mm x 7.3mm.

12 Shades to choose from.



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Meets internationally set compression and breaking strength norms.

Facilities strong bondage to the substrate.



based pavements.

A natural choice for external cladding.



3. GRANULATO

What is GRANULATO ?

Available in 300X300X10MM.

6 Shades to choose from








based pavements.

A natural choice for hardworking floors



4. TERRENE

What is TERRENE ?


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Available in 300X300X8MM & 400X400X9MM.

9 Shades to choose from.








based pavements.

A natural choice for external cladding.


Being small in size

CORPORATE PROFILE Established in 2001 to manufacture Vitrified Tile concepts for Exterior Flooring

and cladding applications in small formats for variable traffic Zones for the first

time in India.

Constitution : Private Limited

Professional management, with key/critical functions, which are headed by

experienced technocrats.

Total employee strength of 370.

Gross annual turnover 500million INR in 2007-08.

Manufacturing Unit located at Jolwa, 50km North of Baruch (Near Dahej )

The systems are ISO 9001:2001 certified.

Capacity expansion within six years of establishment having latest imported

machinery

Annual production capacity of 1.8 million sq meters.

First Corporate Member of IGBC [in line with USGBC.]

Wide Channel Partner/ Field sales network across India.


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SALES CYCLE & CHANNEL MANAGEMENT:

Sales cycle and channel managemen is he most important and very influencing factor of

the marketing policy of any organization. It is the factor which can lead the business tothe great heights and also if not defined and maintained well, it can be threat to the

business to sale or market its product also. The following are major flow of the

distribution channel with all key position defining in it following to the key objectives of

the Distribution channel partners of the PAVIT Ceramics

SALES CYCLE for PAVIT:

MANUFACTURE

PLC CURVE for PAVIT:


BUILDERS/END USERS

DEALERS/RETAILERS/SUPPLIERS

CONTRACTOR/CONSULTANTS

ARCHITECT/INFLUENCER

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Following is the PLC curve for the PAVIT Ceramics Pvt. Ltd Company. The circle on

the curve shows the current position of the organization on the life cycle curve. As

indicated in the curve the organization is currently in the rapid Growth stage. After

completing its introductory stage, of 6 years. The company is expanding and promoting

its business very magnificently with noticeable growth rate per year.

IntroductoryStage

GrowthStage

MaturityStage Decli

BCG MATRIX ANALYSIS for PAVIT:

QuestionMarks

PAVIT

Stars

ASIAN,NITCO

Dogs

OREVA,Cash Cows

KAJARIA M a r k e t g r o w

t h r a

t e

HIGHLOW

As shown in the above BCG Matrix diagram, PAVIT is currently postioned as figured, in

the Question Mark stage with high market growth rate but with low over all market

shares compared to other companies.


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SWOT Analysis Of PAVIT:

The overall evaluation of a companys Internal Strengths and Weaknesses, and alsoExternal Opportunities, and Threats is called as SWOT Analysis, which is made by very

carefull analysis and supervision of the ceramics market and organization itself.

Strengths High Brand Extension visibility &

potentiality. Easy availability of human skill.

Weaknesses

Lack of communication between

company and sub-dealers. Lack of enthusiasm in sub-

dealers so company should takesome steps to motivate them.

Less spending on Advertisementsand sales promotion tools.

Opportunities

Growing International market. If possible company has to

inclined towards new trends of ceramic industry, like

1. Porcelain Vitrified.2. Glazed Vitrified.

Threats

High competition from local aswell as Multinational firms.

Customer doesnt have enoughknowledge about new range of

products so it is possible that in near future they turn their preference onother cheaper products .

PRODUCTION PROCESS:


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fig: Production Process of PAVIT and Glass Ceramics

Applications of product PAVIT

Walkways

Driveways


Ball Mill

Sieving 80#

Blunger

Sieving 80#Storage Tank

Service Tank

Spray Drier Temp 550

Pavit Silo Floor Silo

Mixture Press

Press Drier

Spray Booth(Thin Glazed Layer )

Glaze App. & Printing

Drier Kiln (Temp 1175 5 )

Kiln (Temp 1205 5)

Sorting

STDCOM

UTI

Sorting INTLCOMOTC

Ware House

Ware House

Dispatch

Dispatch

Weighing Raw Material Weighing

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Landscapes

Porches

Patios

Terraces

Swimming Pool Decks

Hallways

Shopping Complexes

Multiplexes

Hotels

Lobbies

Petrol Pumps


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1.3 ABOUT PROJECT 1.3 ABOUT PROJ ECT

PPavit Ceramics Pvt., Ltd., Organization has provided Summer Internship Training to

students from different Institutes. Like Amity International Business School, St. Kabir Institute of Professional Studies (S.K.I.P.S.), A.E.S. Post Graduation Institute of

Business Management. We were have work in the group consisting of 2 different task

forces of 3 persons per team and the major job role of our Summer Internship Project was

to take out two major task what Mr. A. V. Rao (Associate V.P., Pavit Ceramics Pvt, Ltd)

has suggested as:

1. Market Research (MR) &

2. Mathematical Modeling for Marketing Program (3MP)

Shri A. V. Rao had taken much care and shown deeply interest in our training and verydedicatedly engaged in our training with allocating his precious time and all other

required resources to us for every smallest query and of ours or for our knowledge. He

was the person to whom we reporting directly and meet him anytime a day without

hesitation and without taking permission before. We had to report him 3 times a day and

among that one is a conference every morning at the starting of our work. He make us

know and aware about not only regarding project and our subject oriented work but also,

various and important marketing strategies which may be very useful for our bright future

as a valuable tips and suggestions from his high knowledge and 24 years of enormous

Experience in Marketing field. He had planned our entire training time in a well planned

and fruitful schedule by day

As per their Plan and observing past trends Pavit Ceramics Pvt., Ltd., officials have put

forth certain assumptions and test specimen which were to be substantiated through field

study. The effective training consist of complete 45 days of studies and learning withouthaving a single day break and without wasting a bit of time. Continuous evaluation and

finding out errors and mistakes they have given us their precious and valuable guidance

and feedbacks for our faults patiently to enhance our knowledge and learning.


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We are confident enough and true to say that we have had a truly exhaustive and very

much learnable training while our summer internship program. The scheduled for all the

45 days and every day planning s and programs were very well pre planned and taken

care.

Ours everyday work was allocated to us in advance and we have to report each and

every day 3 times to directly Mr. A. V. Rao (Assist. Vice President, Marketing PAVIT

Ceramics Pvt Ltd). And the timings were like at the time of entering office, after launch

and in the evening at the time of leaving the office. So the program and reporting were

clearly defined and well managed by him. We, 6 Summer Internee (S.I.)s were there

from the above mentioned different and reputed Business Schools, for the project and 1

S.I. could not be with us for long because of his illness. We 5 S.I.s have to follow the

below given program scheduled for the training. One can easily see that the schedule is

much hectic and very much interesting and knowledgeable.

As from the schedule, our training started from 1 st of June and first 15 days we have the

office work were we have to develop marketing strategies and questionnaire,

mathematical modeling of the raw data and analysis of the basic assumptions developed

by Mr. A. V. Rao. After the first 15 days of office work, we have to visit the market

assigned to every one. We were allocated 3 different cities of India for the different

market places. These cities were Ahmedabad, Mumbai and Delhi for next 24 days for the

market survey and gathering primary data through questionnaires for the focused 4

different target groups i.e., customers, dealers/retailers, builders and architects for

verifying above mentioned assumptions. After completion of the 24 days of field work

we have 1 more week of office work for the analysis of the feedbacks of the T.G.s and

report preparations. The detailed schedule and its objectives were as shown in the

following table.


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SUMMER TRAINING SCHEDULE

The schedule for the summer training of the company PAVIT Ceramics Pvt, Ltd was

prepared with well care and evenly work distribution for all the team members to enhance

each and every persons knowledge and effective learning from the summer internship program. And from the schedule one can easily conclude that the summer internship

training was really an exhaustive and really applicable experience for all of us.

SUMMER INTERNSHIP TRAINING 2009 10:

Sl.N o Date Day Activity

Team

one/MRdraft Team two/3MP

1 01.06.09 MondayIntroduction toorganization/product common Common

2 02.06.09 TuesdayProject outlining &strategy teams common Common

3 03.06.09 Wednesday Data collectionDemographicdistributions Model ground work

4 04.06.09 Thursday Data collectionTGdetermination

AUDAINFORMATION

5 05.06.09 Friday Data collection

Dataacquisitionmodels/samplesizes

COMMERCIALPLACES

6 06.06.09 Saturday Data collection

wildquestionnairepreparations

RESIDENTIALPLACES

7 07.06.09 Sunday HOLIDAY

8 08.06.09 MondayQuestionnaire 1stdraft PUBLIC UTILITIES

9 09.06.09 TuesdayQuestionnaire 1stdraft review CONSOLIDATION

10 10.06.09 WednesdayQuestionnairerefinement/pilot

MODELDEVELOPMENT

11 11.06.09 ThursdayQuestionnaire 2ndreview& refinement FINAL ANALYSIS


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12 12.06.09 FridayQuestionnairefinal/pint common common/BRIEFING

13 13.06.09 Saturday final preps& prints common common/BRIEFING

14 14.06.09 Sunday HOLIDAY

15 15.06.09 Monday Field Work16 16.06.09 Tuesday Field Work

17 17.06.09 Wednesday Field Work

18 18.06.09 Thursday Field Work

19 19.06.09 Friday Field Work

20 20.06.09 Saturday Field Work

21 21.06.09 Sunday Field Work

22 22.06.09 Monday Field Work

23 23.06.09 Tuesday Field Work

24 24.06.09 Wednesday Field Work25 25.06.09 Thursday Field Work

26 26.06.09 Friday Field Work

27 27.06.09 Saturday Field Work





32 02.07.09 Thursday Field Work

33 03.07.09 Friday Field Work34 04.07.09 Saturday Field Work





39 09.07.09 Thursday Analysis

40 10.07.09 Friday Analysis

41 11.07.09 Saturday Analysis

42 12.07.09 Sunday Analysis

43 13.07.09 Monday Analysis

44 14.07.09 Tuesday Report final

45 15.07.09 Wednesday Report final


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Chapter. 2

STRATEGYDEVELOPMENT

AND

MARKET RESEARCH


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STRATEGY DEVELOPMENT STRATEGY DEVELOPMENT

For the accurate and perfect market Research and the statistical analysis we have

covered a wide range for the primary data to make the analysis accurate and precise andwell distributed over the range of the span.

The analysis will be consists of 4 major target groups (T.G.) as mentioned early and they

are:

1. Architects, 2. Builders/Contractors, 3.Customers (End users) and 4. Dealers /

Retailers and the questionnaires for all the T.G.s were different and the details pertaining

to that are as shown in following market survey strategy.

This strategy is well defined and properly scanned by our mentor with his vast experience

and practical knowledge of more than 30 years. The strategy is being properly designed

by a team work and active participation of other employees and executives with their

valuable contribution and time. Each and every minute details have been taken care while

preparing this market survey strategy and the questionnaire for the time period of 5 days,

only dedicated to the Strategy and Questionnaire preparation for survey.

The complete designed strategy and the questionnaire for all the 4 target groups are given

and mentioned below. The questionnaire here given are not just copied and pasted but all

shown and mention the details and importance of each and every questions for all the

target groups with well explanations.


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Market Survey Strategy:

1. Information Source: Primary Information through INTERVIEW Questionnaires

2. Sample Size:

Market Survey and Questionnaire: 24 days

Total number of Trainees: 5 persons

Avg. number of persons approached daily: 20 Persons/Day

Total Approximate Sample Size: 24 5 20 = 2400

Approximate minimum targeted Sample Size: 2000 Achieved target of Sample Size: 2338

2. Demographics:

ARCHITECTS DEMOGRAPHICS

Preference Based: Renovation and New Project

Age Group Approached: 35 55 years old

Gender Approached: Male and Female both

Location Approached: Ahmedabad, Delhi, Mumbai

Preferred Visit Area: Offices

Timing: After noon, 2 to 6

BUILDERS DEMOGRAPHICS

Preference Based: Commercial and Residential

Age Group Approached: 35 55 years old, Experienced

Gender Approached: Male


Preferred Visit Area: Offices


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Timing: Morning, 8 to 11

CUSTOMERS DEMOGRAPHICS

Economic Group: Lower Middle Class to Upper Class

Age Group Approached: 20 55 years old

Gender Approached: Male and Female both


DEALERS DEMOGRAPHICS

Preference Based: Exclusive and Non Execlusive Dealers

Age Group Approached: 20 - 60 years old, Experienced

Gender Approached: Male


Preferred Visit Area: Shops

Timing: After noon, 12 to 5

3. Survey Type Used:

1) Closed (Revealing Self-Identity

For: Dealers / Retailers

2) Blind (Not Revealing Self-Identity))

For: Architects, Builders and Customers

4. No. of Questions in the Questionnaire: 20 25 Questions Avg.

5. Total types of Questionnaire: 4 different varieties for different Target Groups:

6. Target Groups (T. G.): 1. Architects

2. Builders

3. C ustomers (End Users)

4. Dealers / Retailers


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7. Timing Consumed for 1 sample Surveyed:

Typically 8 -10 minutes with conclusive and positive feedback with customers ,at the shops of dealers and with contractors

Typically 15-20 minutes for dealers, builders and Architects at there respecitev

offices in the afternoon time, as they have some time to spend for the response

8. Communication Tools Used: Direct Questioning in known (Native) Language to

interviewee.


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QUESTIONNAIRES:QUESTIONNAIRES:

Following are the major different types of Questionnaire we have prepared

A rchitects

Builders

C ustomers (End Users)

Dealers / Retailers

The from here below attached the copy of all the questionnaires of 4 different

types with there detail explanation of each and every questions importance and

requirements for different target groups.


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Questionnaire for Architect Type - (A)

General Details:

Name: __________________________________________________

Questions:

1. What sort of projects do you normally prefer doing? Commercial Public utility Residential Other then specify_________________

2. Do you undertake any small renovation projects also? Yes No

If yes, a) what will be the time gap between renovations? 0 to 6 months 7 to 12 months 13 to 18 month 18 to 24 months 2 to 3 year more then 3 year

b) What will be approx budget? 0 to 50000 51000 to 100000 lakh 1 to 1.5 lakhs 1.5 to 2 lakhs 2 to 3 lakhs more hen 3 lakhs

3. What is minimum budget for any project for you to take up? 0-10 lakhs 11 to 20 lakhs 21 to 30 lakhs

31 to 40 lakhs 41 to 50 lakhs 51 lakhs & above

4. What should be the minimum size of any project for you to consider?(Ground size only )

less than 2000 sq-ft 2001 to 10000 sq-ft 10001 to 15000 sq-ft

15001 to 30000 30001 to 50000 sq-ft 50001 & above sq-ft5. On what basis do you select a brand /product?

Functionality Form (Varity/novelty)1 to 5. // to get the introductory information about the architect and his preference at the

selecting any project, and getting the basic idea about the architect focus area and hiscurrent project and his preferences and also to get the other details of the architects and


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his projects like the area of the site and the budget for the project and approximate gapbetween the two major projects and also his considerations for selecting any product for the project.

6 .What are the factors you consider while deciding the material for any project?(Rank them on the priority - bases)

Budget Quality Looks/Style Brand name

6. // what factor does architect considers while selecting any product or material for his project, what are the criteria for him to select the product.

7. What do you prefer for landscaping

Greenery Stones Cement blocks Sand Tiles7. // this question is asked for to check what is the general preference for the external outside part of the house.

8. Are you aware about usage of exterior tiles?

Yes NoIf yes, Name of any Brand of exterior tiles________________________ If yes, have you used recommended to others? yes no

8. // To check the awareness about the exterior vitrified tiles among the builders for there project

9. from your point of view, which feature is more important for exterior tiles?

(Please rank them accordingly)[ ] Water absorption capacity [ ]Skid resistance[ ] Size and color [ ]Breaking strength

9. // what are the criteria generally decides the Quality exterior flooring materials inthe ceramic industries and market.

10. Are you aware of Exterior vitrified tiles? Yes No

(B) If yes, what do you know? _________________________

. (C) Can exterior vitrified tiles be used for the vertical application? Yes No

10. // To check the awareness about the exterior vitrified tiles among the builders for there project and also as a cross check question for Q. No. 8

11 . Are you aware of small form of, un-rectified, Vitrified Exterior Tiles?


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Yes NoIf yes, can you name the Brand? ___________________

11. // to check the awareness about the small, un-rectified piece of exterior vitrified tilesamong the builders

12.Can you rank the quality of the following factors in the successful executionFLOORING as a composite?

[ ] Tiles, [ ] Cement, [ ] Sand, [ ] mortar, [ ] workmanship,[ ] Time availability for setting, [ ] ambient Weather [ ] Any Other, Please Specify____________

12. // to measure the important factor for the successful execution of flooring.

13. According to you, what is going to be important feature for flooring material?(In the order of merit)

[ ] Size, [ ] color, [ ] design, [ ] price[ ] Any Other Please Specify: ________________________________

13. // to identify the future trend and demand among the customer.

14. What is the average quantity in boxes of flooring material per project? 1000 sft, 2500 sft 10000 sft or more.

14. //to check the potential average market of the flooring tiles for the architects

15. Have you ever seen this kind of tile (aided recall)?

Yes NoIf yes, can you name any brand?__________

15. // to check the awareness among the dealers about the PAVIT exterior vitrified tiles(using aided recall). And also their feedback about the product and their experience.

16. How do you search for the information about any new products for your projectdecision?

from the sales staff _______________ Magazine _______________ Internet: _______________ Actual demo at the counter _______________ Any Other, Please Specify: _____________________________

a. From your view which is the Magazine most popular with Architects?[ ] I.F.J [ ] Inside-Outside [ ] Indian architect& builders[ ] Better interior [ ] Society interior [ ] Etc. Please Specify: ____


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16. // to see and analyze his searching habits and cross check our assumption about themost effective media for the advertisements of the products and also if magazine whichmagazine is most popular amongst the architects.

17. What are the features you consider while giving your assurance about the qualityin flooring material to your customers? ( Give them proper Ranking, Please )[ ] Company Image, [ ] Test-Certificates [ ] Field Staff Credibility

[ ] looks publicityAny Other, Please Specify: _______________________

17 // to see what is the word Quality is for the dealers.

18. What is important in defining Quality in flooring materials for exterior applications? ( Ranking them accordingly )

[ ] Water Absorption, [ ] Load bearing capacity[ ] cross braking strength, [ ] hardness [ ] Resistance to acids,

18 // what are the criteria generally decides the Quality exterior flooring materials in

the ceramic industries and market.

19. Can you rank the quality of the following factors in the successful executionFLOORING as a composite?

[ ] Tiles, [ ] Cement, [ ] Sand, [ ] mortar, [ ] workmanship,[ ] Time availability for setting, [ ] ambient Weather [ ] Any Other, Please Specify____________

20. According to you, what is going to be important feature for flooring material?(In the order of merit)

[ ] Size, [ ] color, [ ] design, [ ] price[ ] Any Other Please Specify: ________________________________

19 & 20 // just to cross check the response of the architect with reference to the questionnumbers 12 & 13

21. Are you interested in Rain Harvesting? Yes No

22. Are you aware that vitrified tiles help in Rain harvesting?

Yes No23. Are you aware of LEEDS program for I.G.B.C.?

Yes No24. Do you have client, who asks for Green Building?

Yes No.


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25. Do you want to use Eco-Friendly Products for your project? Yes NoIf yes , How much eco-friendly product matters for you:? 0 to 20% 21 to 40% 41 to 60% 61 to 80% 81 to 100%

21 to 25 // to check and analysis the awareness of the environment friendly products and their % of usage and knowledge among major architects and big constructions projects.

Parameters like rain harvesting and I.G.B.C.s and the importance of the eco friendly products and its value.


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Questionnaire for BuildersType (B)

General Details: Name: __________________________________________________

Site __________________ Name of Project: ______________________ Questions:

1. (A) What is the focus area of the firm?

Commercial:

Offices Mall Shopping Centers Showroom Multiplex Any other, Please Specify: _______________________

No. of floor ________________________________

Residential Flats Bungalows Raw-Houses Tenements Any other, Please Specify: _______________________

No. of floor ________________________________

(B) Approximate Area of your project ______________________ (in Sq-Ft)

(C) What is your budget for this Project? Amount: _____________ (Approx.)

(D) Which was your last project: __________________________

Duration: _____ years/months beforePlease mention some of your previous projects: (If Any)

____________________________________________________________________ _

// to get the introductory information about the builder and his project, and getting thebasic idea about the builders focus area and his current project and his preferences and also to get the other details of the builders and his projects like the area of the site and the budget for the project and approximate gap between the two major projects.

. What is/are the factors you considered while deciding the material of tiles for your project? (Rank them on the priority - bases)

Budget Quality Looks/Style Brand name Any other: Please Specify________________

Who is the decision maker?


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Self Architect Contractor

// what factor does builder considers while selecting any product or material for his project, what are the criteria for him to select the product. And also to check who has theauthority to purchase the particular product for the project.

2. What type of exterior flooring you normally use for your project? Greenery cement pavers vitrified tiles natural stone

2. // what is the preference of the builder to select among the above options for theexterior or outside the home applications

3. Are you aware about External Vitrified Tiles?

Yes: Name any one (If Possible) ______________________________ No

If no, What have you planned to use for the exteriors of the building for outsidePurpose? _____________________________________________________

// To check the awareness about the exterior vitrified tiles among the builders for there project

4. How do you search for the information about any products before reaching adecision?

Your Pre usage Experience_______________ Magazine: _______________ T.V _______________ Website/Internet: _______________ Actual demo at the counter _______________ Any Other, Please Specify: _______________________________

// to see and analyze his searching habits and cross check our assumption about the most effective media for the advertisements of the products

5. Are you aware of small form of, un-rectified, Vitrified Exterior Tiles? Yes No

If yes, which Brand: ________________________________

6. Can you rank the quality of the following factors in the successful execution of FLOORING as a composite?

[ ] Tiles [ ] Cement [ ] Sand [ ] Mortar [ ] Workmanship[ ] Time availability for setting [ ] ambient Weather Any other, Please Specify: ___________________________________

How do you rank these features in defining the quality of service?


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[ ] Ready stocks, [ ] timely delivery, [ ] credit period small[ ] quantity availability [ ] credibility of the staff [ ] new design introductions

5. // to check the awareness about the small, un-rectified piece of exterior vitrified tilesamong the builders

6. // to measure the important factor for the successful execution of flooring. And also to see what is quality for the dealers for the flooring tiles dealership, what they see for stocking any product.

7. According to you, what is going to be important feature for flooring material? (In theorder of merit)? [Future Trends]

Size, color, design, price Any Other Please Specify: ________________________________

8. Have you ever seen this kind of tile (aided recall)? Yes No

If yes- can you give a brand name?_______________________.

How do you rate that brand?[ ] Excellent [ ] very good [ ] good [ ] average[ ] bad [ ] worst

7. // to identify the future trend and demand among the customer 8. // to check the awareness among the dealers about the PAVIT exterior vitrified tiles(using aided recall). And also their feedback about the product and their experience.

9. In your view which is the Magazine most popular with Architects?

[ ] I.F.J [ ] Inside-Outside [ ] Indian architect& builders[ ] Better interior [ ] Society interior [ ] Etc. Please Specify: ____

9. // which magazine is highly used among the major customers and architects.

10. What are the features you consider while giving your assurance about the qualityin flooring material to your customers? ( Give them proper Ranking, Please )[ ] Company Image, [ ] Test-Certificates [ ] Field Staff Credibility[ ] looks publicityAny Other, Please Specify: _______________________

10 // to see what is the word Quality is for the dealers.

11. What is important in defining Quality in flooring materials for exterior applications? ( Ranking them accordingly )[ ] Water Absorption, [ ] Load bearing capacity[ ] cross braking strength, [ ] hardness [ ] Resistance to acids,


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11 // what are the criteria generally decides the Quality exterior flooring materials inthe ceramic industries and market.

12. Do you use external vitrified tiles for vertical application? Yes No

If no, then why? ____________________________________________

13. How many projects do you plan to build this year? 0 3 3 6 6 and above

12 // to check our assumption about whether builder prefers to use the pavements for thevertical applications (walls)

13. // to analyze the potential for this year for the product for the particular builder

14. Where do you prefer to purchase your tile requirements? Local producers import

Local /import why so?[ ] Price [ ] latest designs [ ] quality[ ] image booster of my project

14. // to check whether the builder generally prefers the Indian products or the imported particularly for the flooring tiles and for what reasons and also to check the availablemarket potential in the market for PAVIT

15. Have you ever heard about ISOLA (Indian society for landscape arcade)? Yes NoIf yes, How do you know about it?

15// to check the awareness among the builders about the ISOLA in the city. What % of total builders are actually know it by asking the sub-question .

16. Are you aware of I.G.B.C .? Yes NoIf yes, Can you expand it ____________________________________________

17. Are you aware of SAVE THE EARTH movement?

Yes No.18. Are you aware of any Eco-Friendly brands in flooring materials?

Yes No.If yes, Can you name such a brand: ____________________________________


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// Above three questions, to check the awareness of the dealer about I.G.B.C., SAVE THE EARTH MOVEMENT & ECO-FRIENDLY Products respectively, in terms of awarenessabout the environmently friendly products

If yes, Do you think customer will purchase these brands for some extra cost? Yes No.If yes, How much extra % ? __________.

// to check the opinion of the dealer for whether the above described idea add any valueto the product or concept or they are not worthy at all.


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Questionnaire for CustomersType - (C)

General Details:

Name: _____________________________________________________ Profession: _________________________________________________

Questions:

1. May I know the purpose of this visit?a. To furnish the new house b. To renovate the existing housec. To help my client/friend d. To see the display of new introse. Just a casual visit. f. Any other __________________

// to check the purpose of the visit of the person to the store.

2. May I know the type of your home & approx. area? Flat / Apartment ____ sft Bungalow / Row House ____sft Tenement _____sft

// to see the type of his dwelling and wants to renovate or furnish it.

3. Which room / place of your house are you renovating? Drawing Room / Living Kitchen Bedroom Bath-room

Any Other Please Specify:________________________ a. When was the last renovation you have done in this home?___ Years back (Duration),

b. Size (Approximate) of the Area being renovated: _____________

c. What is your budget for this renovation? Amount: _____________

// for analyzing our assumption that which part of the house is generally more renovated comparing to the other parts of the house and other general details about it. Like area of the part and the budget he is ready to spend for it time gap between this and last renovation

4. Which room / place of your house are you furnishing? Drawing Room / Living Kitchen Bedroom Bath-room Any Other Please Specify:________________________ a. When did you purchase this home?


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3 months 6 months 12 months More than a year. b. Size (Approximate) of the Area being furnished:

< 100 100 500 500 1000 > 1000c. What is your budget for this furnishing? ( Amount in Rs.)

200000

// for analyzing our assumption that which part/portion of the house is generally furnished comparing to the other parts of the house and other general details about it. Like area of the part and the budget he is ready to spend for it time to purchase the property

5. Are you consulting any Professionals for this renovation/furnishing? Yes NoIf yes: Name _________________, Place________________

// whether he is using the guidance or suggestions from any professionals or not.

6. Who is the final decision maker for the purchases in this work? Self Spouse Consultant Mason Retailer

Any other, Please Specify: _______________________

// whether he is using the guidance or suggestions from any professionals or not, and if yes who is the final decision maker for the material. Product being used and the budget for that

7. Please rank the following factors in the order of importance while deciding theMaterial to be purchased for this renovation/furnishing

[ ] Budget [ ] Quality [ ] Looks/Style [ ] Brand name

Any other: Please Specify________________

// to know and analysis his taste and preferences for the materials he is using in the project.

8. Where do you search for the information about any product/brands to be usedFor this Renovation/furnishing? (Names if possible)

Magazine/Periodical: ___________________ T.V.: ___________________ Website/Internet: ___________________ Relatives / friends: ___________________ Actual demo at the counter: ___________________ Any Other, Please Specify: ___________________


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9. Are you interested/consider new/latest products/brands in this work? Yes No

// to check our assumption that: whether people are innovative or conventional thinking particularly for selecting products for their house

10. Do you think Vitrified tiles are better than ceramic tiles? Yes No I am not aware.

// to check the awareness among the public about what is vitrified tiles whether it is good or not.

11. Are you aware about Exterior Vitrified Tiles?

Yes : Name any one (If Possible) ______________________________ No: Do you think interior vitrified tiles can be used for outside purpose?

Yes No

// to check the awareness among the public about the exterior vitrified tiles.

12. Are you aware about SAVE THE EARTH concept? Yes No.

// whether public aware about helping environment and not polluting it.

13. Do you want to use Eco-Friendly flooring for this renovation/furnishing? Yes NoIf yes , would you mind spending extra for this cause? Yes: How much % (of Budget)? ___________ No.

// whether public aware about helping environment and not polluting it. And if so howmuch more they are ready to spend for helping the environment by purchasing Eco

friendly products.

.


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Questionnaire for Dealers / RetailersType - (D)

General Details:

Name: ________________________________________________________ Store Name: ________________________ Location: __________________

Questions:

1. Can you rank the following features on the basis of their importance / Relevance?[ ] Budget [ ] Quality [ ] Looks/Style [ ] Brand nameAny other: Please Specify: ___________________________________

// to see the preference of the dealer and to cross check our assumption about to what factor dealer is looking highest while stocking any product for sell.

2. According to you, what generally customer demands for flooring materials?[ ] Price [ ] Quality [ ] Looks/Style [ ] Brand nameAny Other: Please Specify : ______________________________________

// to see the preference of the customer and to cross check our assumption about to what factor customer is looking for the product being used in his house.

3. Are you interested in promoting any specific Brands for flooring materials? Yes No:If Yes, for what reasons ?

Quality Margin matching to Customers requirements

Dealership Any Other: Please Specify _______________________

// whether dealer is having dealership of any specific brand or not and if so what themajor factor he his looking in for the dealership.

4. What percentage of total Customers entering your shop looks for renovationwork? < 10% 11-25% 26-40% 41-60%

61-75% >75%// to cross check our assumption that what is the total % of the customers looks for therenovation work and what % of the customers looks for the new project.

5. Generally, which part / portion of the house customer wants to renovate?(Give them rank on their priority bases)[ ] Bathroom [ ] Bedroom [ ] Kitchen [ ] Living [ ] Exteriors


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a. Any other, Please Specify: ____________________________________ b. Approximate Budget for the Renovation work ( in Rs. ):

< 15,000 15,000-50,000 50,000-1,00,000 1,00,000-2,00,000 >2,00,000

// for analyzing our assumption that which part of the house is generally more renovated comparing to the other parts of the house and other general details about it. Like budget he is ready to spend for it.

6. What is more important / relevant for flooring materials? (Give them rankings)[ ] Price [ ] Quality [ ] Looks/Style [ ] Brand name

// to see the preference of the customer and to cross check our assumption about to what factor customer is looking for the product being used in his house.

7. In your opinion, does the customer tend to spend more for renovation work? Yes No

// to cross check our assumption that what sort of project is more like to spend higher for the furnishing house whether the renovation or the new project.

8. What are the features you think will make customer to understand Quality inFlooring material? (Ranking)[ ] Looks [ ] Certificates [ ] Your Assurances [ ] Product Brochures[ ] Publicity

// to see what is the word Quality is actually means for the customers.9. What are the features you consider while giving your assurance about the quality

in flooring material to your customers? ( Give them proper Ranking, Please )[ ] Company Image, [ ] Test-Certificates [ ] Field Staff Credibility[ ] looks publicityAny Other, Please Specify: _______________________

// to see what is the word Quality is for the dealers.

10. What is important in defining Quality in flooring materials for exterior applications? ( Ranking them accordingly )[ ] Water Absorption, [ ] Load bearing capacity[ ] cross braking strength, [ ] hardness [ ] Resistance to acids,

// what are the criteria generally decides the Quality exterior flooring materials in theceramic industries and market.

11. How do you rank these features in defining the quality of service?[ ] Ready stocks, [ ] timely delivery, [ ] credit period quantity


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[ ] credibility of the staff [ ] Timely settlement of dues [ ] new design introductions[ ] Local promotion / In shop promos.

// to see what is quality for the dealers for the flooring tiles dealership, what they see for stocking any product.

12. What do you prefer for Exterior Landscaping ? Greenery Stones Cement blocks Sand Tiles

Any Other; Please Specify : ___________________________________

// this question is asked for to check what is the general preference for the external outside part of the house.

13. Are you aware about Exterior Vitrified Tiles? Yes No:

a) If yes, Name any one (If Possible) ______________________________

b) If no, Do you think vitrified tiles can be used for Exteriors ? Yes No

// to check the awareness among the dealers about the exterior vitrified tiles.

14. Are you aware of small form of, un-rectified, Vitrified Exterior Tiles? Yes NoIf yes, Which Brand?: ________________________________

// to check the awareness among the dealers about the PAVIT exterior vitrified tiles.

15. Can you rank the quality of the following factors in the successful execution of FLOORING as a composite?

[ ] Tiles, [ ] Cement, [ ] Sand, [ ] Mortar, [ ] Workmanship,[ ] Time availability for setting, [ ] Ambient Weather Any other, Please Specify: ___________________________________

// to measure the important factor for the successful execution of flooring.

16. According to you, what is going to be important feature for flooring material. (inthe order of merit)? [Future Trends] Size, Color, Design, Price

Any Other Please Specify: ________________________________

// to identify the future trend and demand among the customer

17. What is the average quantity ( in boxes ) of flooring material per customer? 10 boxes, 25 boxes, 50 boxes, 100 boxes


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// to analyze the approximate potential of the dealer for his selling capacity

18. Have you ever seen this kind of tile? Yes No

// to check the awareness among the dealers about the PAVIT exterior vitrified tiles using aided recall.

19. How do you search for the information about any products before Stocking or Selling any newly launched product or Concept?(Give them Rank based on their Priority)

[ ] Magazine/Periodicals [ ] Other Stores / Sales Persons [ ] Internet[ ] Relatives / friends [ ] Enquiries from the customers

Any Other, Please Specify: _____________________________________


20. Which is the best medium for advertising for newly launched concepts? (Rank them)[ ] Magazine/Periodicals [ ] Other Stores / Sales Persons [ ] Internet[ ] Relatives / friends [ ] Enquiries from the customers[ ] In shop demos, [ ] Mason training

In case of Magazine, As per your opinion which one is the best Magazine?

Inside Outside India Architects & Builders Better Interiors

Society for Interiors Better Housekeeping Any Other, Please Specify: ________________________________________

// to see and analyze what could be the better option for advertising and promoting thisnewly launched concept PAVIT. And also which magazine is highly used among themajor customers and architects.

21. Are you aware of I.G.B.C .? Yes NoIf yes, Can you expand it ____________________________________________

22. Are you aware of SAVE THE EARTH movement? Yes No.

23. Are you aware of any Eco-Friendly brands in flooring materials? Yes No.If yes, Can you name such a brand: ____________________________________


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// Above three questions, to check the awareness of the dealer about I.G.B.C., SAVE THE EARTH MOVEMENT & ECO-FRIENDLY Products respectively, in terms of awarenessabout the environmently friendly products

24. Do you think the above stated Concepts add any value to any Brand Name in

flooring materials? Yes NoIf yes, Do you think customer will purchase these brands for some extra cost? Yes No.If yes, How much extra % ? __________.

// to check the opinion of the dealer for whether the above described idea add any valueto the product or concept or they are not worthy at all.

25. Do you convert the customers preferred brand to any other Brand? Yes NoIf Yes, For what reasons ? Quality Margin Matching with Customers requirements

Dealership Any Other Reason: Please Specify : _________________

// this question is just to cross check the proper response of the dealer, with reference toquestion no. 3


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Chapter. 3

STATISTICAL ANALYSISAND

MATHEMATICALMODELING


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STATISTICAL ANALYSIS:

Here in this chapter we are presenting the information and the fact and the figure we have

calculated and concluded after the huge and very much exhaustive learning of the

techniques and methods for the perfect sense of the data analysis. The analysis of the raw

data was done very much minutely with complete concentration and deep understanding

about the importance and value of the information which will be carried out through our

analysis. The analysis of the information was done under the direct guidance and

informative instruction of our well experienced mentor Shri. A. V. Rao (Associate V. P.

Marketing, Pavit Ceramics Pvt., Ltd .). Here in this report we have attached the copy of

the analysis of all major 4 target groups inclusive of all questions of the respective feed

back forms for the Target Groups. Here in this section attached are the analysis of thequestions in the following orders of the questions and their importance mentioned and

explained in the above chapter.

The order of the Analysis by the Target Group Bases:

1. Architect

2. Builders Contractors

3. Customers (End User)

4. Dealers Retailer

As mentioned their importance and their roles for the promotion and targeting of the

brand as a new concept and not as a product. The responses of the T. G.s were amazing

and interesting and after analyzing that information the results and the facts were really

astonishing and outrageous. After analyzing the information with detailed care, we were

able to reach certain concrete conclusions which are given below after each and every

analysis of particular T. G.


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RESPONSE ANALYSIS:

1. ARCHITECTS RESPONSE ANALYSIS:

ARCHITECTS' FEED - BACK ANALYSIS REPORT --QUESTIONNAIRRE - (A)

AHD (285) DELHI(148) MUM(34)Total(467)

Q-1 Percentage Percentage Percentagecommercial 37%(106) 49%(72) 41%(14) 41%(192)

Residential 62.30%(177)50.60%(75) 47%(16) 58%(268)

Public utility .70%(2) .40%(1) 2%(4) 1%(7)

Any other

AHD(198) DELHI(91) MUM(24)Total(313)

Q-2 Percentage Percentage Percentage

yes 51%(101) 59%(54) 54%(13)53.67%(168)

NO 49%(97) 41%(37) 46%(11)46.33%(145)

AHD(124) DELHI(61) MUM(9)Total(194)

Q-2A Percentage Percentage Percentage

0-6 months 15%(18) 48%(29) 33.33%(3)25.77%(50)

7-12 months 41%(52) 44%(27) 22.22%(2)41.75%(81)

13-18 months 25%(32) 7%(4) 11.11%(1)19.07%(37)

18-24 months 6%(8) 0 11.11%(1) 4.64%(9)

2-3 year 3%(4) 0 0 10.81%(4)


56/95

51000-1 lakh 31%(45) 7%(3) 17%(2)25.77%(50)

1-1.5 lakh 22%(31) 0 015.98%(31)

1.5- 2 lakh 9%(13) 18%(7) 010.31%(20)

2-3 lakh 15%(22) 12%(5) 8%(1)14.43%(28)

< 3 lakh 8%(10) 63%(25) 75%(9)22.68%(44)

AHD(240) DELHI(60) MUM(17) Total(317)Q-3 Percentage Percentage Percentage

0-10 lakh 21%(50) 2%(1) 6%(1)16.40%(52)

11-20 lakh 49%(117) 8%(5) 038.49%(122)

21-30 lakh 25%(61) 18%(11) 18%(3)23.66%(75)

31-40 lakh 2%(7) 22%(13) 29%(5) 7.89%(25041-50 lakh 1%(1) 20%(12) 29%(5) 5.68%(18)2000 20%(49) 6%(5) 10%(2)16.47%(56)

2001- 10000 sf 61%(117) 29%(23) 55%(11)44.41%(151)

10001-15000 sf 15%(38) 39%(31) .50%(1)20.59%(70)

15001-30000 sf 2%(7) 14%(11) 20%(4) 6.47%(22)30001- 50000 sf 1%(2) 9%(7) .50%(1) 2.94%(10)< 50000 sf 1%(2) 3%(3) .50%(1) 1.76%(6)


Functionality 62%(193) 82%(90) 77%(17)68.03%(300)

Form 38%(116) 18%(20) 23%(5)31.97%(141)

Both

AHD(1946) Del(992) MUM(228) Total(4166)



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Budget (453)23% 25%(245) 25%(57)18.12%(755)

Quality (703)36% 30%(302) 27%(62)25.61%(1067)

Look/style (554)29% 25%(2460) 26%(58)73.74%(3072)

Brand name (236)12% 20%(199) 22%(51)11.67%(486)


Greenery 49%(176) 55%(77) 24%(11)48.44%(264)

Stones 21%(77) 2%(3) 29%(13)17.06%(93)

Cement blocks 22%(80) 10%(14) 22%(10)19.08%(104)

Sand .05%(2) 0 4%(2) 0.73%(4)

TILES 7%(26) 33(45)% 21%(9)14.68%(80)

AHD(199) DELHI(103) MUM(22) Total(324)Q-8(aware about exteriortile) Percentage Percentage Percentage

Yes 98%(195) 100%(104) 68%(15)96.60%(313)

No 2%(4) 32%(7) 3.40%(11)

Q-8A-Brand namepavit-16 pavit-0 pavit-1asian-73 asian-7 jhonson-2nitco-69 nitco-10 nitco-1somany-18 somany-6 euro-2oreva-15 orient-9kajaria-18 sahara-12euro-15 kajaria-4

jhonson-40

volvo-15

Q-8B(Recommended toother) AHD(179) DELHI(4) MUM(6) Total(189)

Yes 78%(139) 25%(1) 33%(2)75.13%(142)

No 22%(40) 75%(3) 67%(4) 24.87%(47


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)

AHD(1986) DELHI(877) MUM(240) Total(3103)

Q-9 Percentage Percentage PercentageWater absorptioncapacity 23%(448) 34%(301) 31%(75)

26.55%(824)

Skid resistance 36%(712) 23%(198) 22%(53)31.03%(963)

Size/color 22%(443) 17%(145) 23%(54)20.69%(642)

Breaking strength 19%(383) 26%(233) 24%(58)21.72%(674)


Q-10(Aware of exteriorvitrified tile) Percentage Percentage Percentage

Yes 99%(1970) 100% 44%(8)95.96%(309)

No 1%(3) 56%(10) 4.04%(13)

Q-10B (used as verticalapplication) AHD(191) DELHI(68) MUM(6) Total(265)

Yes 67%(127) 88%(60) 34%(2)71.32%(189)

NO 23%(64) 12%(8) 66%(4)28.68%(76)

AHD(198) DELHI(100) MUM(19) Total(317)Q-11(aware about smallunrectified exterior tile) Percentage Percentage Percentage

Yes 92%(181) 96%(96) 37%(7)89.59%(284)

No 8%(17) 4%(4) 63%(12)10.41%(33)

Brand name pavit-30 pavit-5 pavit-1asian-5 Rak-16

jhonson-17 asian-11nitco-9 orient-9volvo-6 kajaria-2

oreva-7nitco-5


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AHD DELHI(1578) MUM(327) Total(7107)


Tiles 12%(631) 19%(294) 20%(67)13.96%(992)

Cement 15%(776) 18%(280) 18%(59)

15.69(111

5)Sand 12%(642) 15%(232) 20%(65)

13.21%(939)

Mortar 18%(980) 11%(174) 8%(28)16.63%(1182)

Workmanship 30%(1594) 20%(301) 22%(72)27.68%(1967)

Time 6%(348) 12%(192) 6%(22)7.91%(562)

Ambient weather 4%(231) 5%(105) 4%(14)4.92%(350)



Size 17%(338) 32%(264) 17%(38)21.34%(640)

Color 28%(552) 19%(162) 29%(66)26.01%(780)

Design 35%(686) 36%(300) 36%(82)35.61%(1068)

Price 20%(369) 13%(108) 18%(44)17.37%(521)


1000 sf 8%(19) 10%(9) 67%(14)12.28%(42)

2500 sf 51%(120) 60%(52) 29%(6)52.05%(178)

10000 sf 41%(95) 30%(26) 14%(1)35.67%(122)

AHD(197) DELHI(99) MUM(19) Total(315)Q-15(Added recall) Percentage Percentage Percentage

Yes 84%(166) 68%(67) 42%(8)76.51%(241)

No 16%(31) 32%(32) 58%(11)23.49%(74)


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Brand name pavit-32 pavit-16 volvo-1volvo-5 Rak-16nitco-5 nitco-7

jhonson-16 asian-4somany-5 somany-2


Sales person 36%(168) 53%(54) 34%(16)38.89%(238)

Magazine 37%(172) 39%(40) 36%(17)37.42%(229)

Internet 22%(102) 3%(3) 30%(14)19.44%(119)

Actual demo at counter 4.8%(20) 5%(5) 0 4.08%(25)Any other .20%(1) .16%(1)

AHD(199) DELHI(64) MUM(22) Total(285)Q-17 Percentage Percentage PercentageI.F.J

Inside-Outside 49.20%(98) 49%(31) 45%(10)48.77%(139)

Indian architect&builders 49.20%(98) 45%(29) 55%(12)48.77%(139)

Better interior 0.6%(3) 6%(4) 0 2.46%(7)Society interior

Any other



Company image 33%(768) 29%(221) 39%(100)31.25%(1089)

Test certificates 18%(408) 27%(206) 11%(28) 18.42(642)

Field staff credibility 17%(396) 20%(153) 15%(38)16.84%(587)

Looks publicity 25%(574) 17%(133) 32%(83)22.67%(790)

Any other 6%(151) 7%(55) 3%(11)6.23%(217)


Q-18 Percentage Percentage PercentageWater absorption 26%(640) 26.82%(364 25%(67) 26%(1071)


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)

Load bearing capacity 25%(663)26.89%(365) 26%(70)

27%(1098)

Cross breaking strength 16%(394)16.94%(230) 16%(43) 16%(667)

Hardness 22%(546)

15.69%(213

) 23%(62) 20%(821)Resistance to acids 11%(214)

13.63%(185) 10%(29) 11%(428)

AHD DELHI(454) MUM(193) Total(647)Q-20 Percentage Percentage Percentage

Size 32%(143) 17%(33)27.20%(176)

Color 21(95) 25%(49)

22.26%(14

4)Design 37%(166) 39%(75)

37.25%(241)

Price 10%(50) 19%(36)13.29%(86)

AHD(200) DELHI(99) MUM(25) Total(324)Q-21(Aware of Rainharvesting) Percentage Percentage Percentage

Yes 99%(197) 91%(90) 44%(11)91.98%(298)

No 1%(3) 9%(9) 56%(14) 8.02%(26)

AHD(199) DELHI(101) MUM(23) Total(323)Q-22(Help in Rainharvesting) Percentage Percentage Percentage

Yes 38%(76)67%(68) 44%(10)47.68%(154)

No 62%(123) 33%(33) 56%(13)52.32%(169)

AHD(199) DELHI(100) MUM(24) Total(323)Q-23(Aware about

I.G.B.C) Percentage Percentage Percentage

Yes 43%(86)54%(54) 63%(15)47.99%(155)

No 57%(113) 46%(46) 37%(9)52.01%(168)

AHD(199) DELHI(95) MUM(24) Total(318)Q-24(Clients who ask for Percentage Percentage Percentage


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Gren building)

Yes 15%(30) 39%(37) 29%(7)23.27%(74)

No 85%(169) 61%(58) 71%(17)76.73%(244)

AHD(200) DELHI(86) MUM(24) Total(310)Q-25(Eco friendly) Percentage Percentage Percentage

Yes 92%(184) 97%(83) 63%(15)90.97%(282)

NO 8%(16) 3%(3) 37%(9) 9.03%(28)

AHD(196) DELHI(46) MUM(16) Total(258)Q-25A Percentage Percentage Percentage

0-20% 9%(17) 39%(18) 75%(12)18.22%(47)

21-40% 26%(51) 7%(3) 19%(3)22.09%(57)

41-60% 24%(47) 36%(16) 6%(1)24.81%(64)

61-80% 30%(59) 18%(9)26.36%(64)

81-100% 11%(22) 8.53%(22)

2. BUILDERS RESPONSE ANALYSIS:

BUILDERS FEED - BACK ANALYSIS REPORT --QUESTIONNAIRRE - (B)

A

type AHD MUM DELtotal

percentage

commercial 41.86(72) 65.78(50) 69.42(84) 206 55.82

residential58.13(100) 37.14(26) 30.57(37) 163 44.17

total 172 76 121 369

Commercial


percentage

offices51.38%(37) 40%(20)

66.67%(56) 113 52.55


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mall 6.94%(5) 6%(3) 7.14%(6) 14 6.51shopping centre 12.5(9) 10%(5) 9.52%(8) 22 10.23showroom 25%(18) 42%(21) 11.9%(10) 49 22.79mutiplex 2%(10) 4.76%(4) 14 6.51other 4.16%(3) 3 1.39

total 72 50 84 215

Residential


percentage

flats 95%(95)69.23%(18)

75.67%(28) 141 86.5

bungalows 1%(1) 3.84%(1) 8.10%(3) 5 3.06row-houses 26.92%(7) 8.10%(3) 10 6.13tenements 2%(2) 8.10%(3) 5 3.06other 2%(2) 2 1.22

total 100 26 37 163

B

Area AHD MUM DELtotal

Commercial 52174(19) 20000(1) 3357(21)Residential 34307(29) 1300(21)total

D

Time(months) AHD MUM DELtotal

percentage

0-6 months 1.49%(2) 4.54%(1)45.45%(45) 48 18.82

6-12 months 1.49%(2)77.27%(17)

46.46%(46) 65 25.49

12-18 months73.13%(98) 18.18%(4) 8.08%(8) 110 43.13

18 and above23.88%(32) 32 12.54

total 134 22 99 255

Q1

ParameterAHD(1789) MUM(468) DEL(1560)

Total

Percentage

Budget23.6%(423)

22.4%(105)

22.75%(355) 883 23.12%

Quality35.6%(638)

22.86%(107)

31.79%(496)

1241 32.50%


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looks19.8%(355)

27.13%(127)

20.89%(326) 808 21.12%

Brand name14.8%(266)

21.36%(100)

17.88%(279) 645 16.89%

Other 5.9%(107) 6.19%(29)6.73%(105) 241 6.31%

Total 1789 468 1560381

8

Q1B

Decision maker AHD MUM DELtotal

percentage

Self 78.43%(120)

44.44%(20)

PrOject RepOrT_OFFICE_FINAL by Bhaumik Pathak

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