1. ASUMMER INTERNSHIP PROJECT REPORT1AtSENTOSA CERAMICS PVT. LTD.OnA STUDY OF BRAND IMAGE POSITIONING OF SENTOSA CERAMICSSubmitted by:Dharmesh JitharaENRO. NO:137730592028Project Guide:Mrs. Krishna JoshiAsst. ProfessorAcademic Year2013-14Submitted toGUJARAT TECHNOLOGICAL UNIVERSITYAHMEDABADShri Sunshine Educational institution, Rajkot

2. 2 3. 3 4. ACKNOWLEDGEMENTThe only way to exist is co-exist. For this report start from beginning to end from whomever Igot help I take opportunity to thank all of them.I express my sincere thanks to Mr.Jigneshbhai m. patel, Human Resource Manager, who led meto the right people who helped in my project. Again I express my sincere gratitude to Mr.Prakash Area Manager for his complete support during the entire duration of the project and forhis constant availability for any help.It is my first and for most duty to express my sincere thanks and deep sense of indebtness toR&D Director Mr.Dipeshkundariya at SENTOSA CERAMICS PVT.LTD.who has guided meand taken interest in my summer training report. His scholarly and inspiring suggestions helpedme in the successful completion of the summer training report. Words are inadequate for him forhis invaluable guidance.I cannot forget to pay my reverence gratitude to my guide during summer trainingProf. KrishnamedamLecturer atShri Sunshine Educational institution, Rajkot.who was looking after myproject work & for her constant cooperation & inspiration to complete this report.I thank a lot to all my friends for their kind cooperation and help towards completion of myproject.Finally it is all due to the blessings of Almighty, nothing is possible without his blessings andinspiration. Last I thank all of them who help me for this report directly or indirectly.4 5. PREFACEThe word "Ceramic" has originated from the Greek word, "Keramos", which meanspottery. It also relates to an ancient Sanskrit word whose root meaning is to burn, but it ispredominantly used to indicate "burnt stuff". Almost 10,000 years later, with the establishmentof settled communities, tiles were manufactured in Mesopotamia and India. Indias ceramic tileindustry emerged in the 1950s. Tiles form the most significant part of the Indian ceramicsindustry and consist of floor tiles (46 per cent), vitrified and porcelain tiles (12 per cent) and walltiles (42 per cent).Day by day many new changes are taking place in the world. So it is very necessary to buildpeople for those changes. That can be done through best policy it has been unanimously acceptedto students with theoretical knowledge. I appreciate this step of our education institution.I firmly believe that practical training is very much important in the field of education, because ithelps the students to know and understand practical side of our society.Development of industries has been the object of most of the five-year plan in our country.This requires the best administrators. For this purpose training is provided to the Managementstudents.I visited SENTOSA CERAMICS PVT.LTD, during summer training. I enjoyed my visitand gained so many things about the ceramic industry. Thus practical training is verymuchhelpful for our development.T - Train mind and develop the talentR - Regularize sense of self discipline in businessA -Alertness and analyzing capabilityI - Initiation with creativityN - No compromise with quality of the productI - Inspiration source to peersN - Negotiate matter with emotional intelligenceG - Gain knowledge of different areas5 6. INDEXNO. PARTICULAR PAGE6NO.Chapter 1INDUSTRY OVERVIEW 8-121.1 Introduction 91.2 Ceramic tiles industry in India 10Chapter 2COMPANY PROFILE 13 552.1 Introduction of the company 142.2 History of the company 162.3 Company profile 172.4 Organization chart 192.5 Size of the firm 202.6 Time keeping system 212.7 Major players in ceramic vitrified tiles 222.8 Future plan 232.9 Production department 242.10 Personnel department 322.11 Marketing department 382.12 Finance department 492.13 SWOT analysis 55Chapter 3RESEARCH METHODOLOGY 56 613.1 Introduction 573.2 Importance of research 583.3 Scope of the study 583.4 Objective of research 593.5 Limitation of research 593.6 Literature review 603.7Research design and sample design61 7. 7Chapter 4ANALYSIS AND INTERPRETATION OFDATA62 74Chapter 5FINDINGS AND SUGGESTIONS 75 775.1 Findings 765.2 Suggestions 776 CONCLUSION 787 REFERENCE 78 8. INDUSTRYOVERVIEW8 9. 1.1 INTRODUCTION Rumors have it that the first clay tiles were produced seven to eight thousand years ago inthe area now known as the Holy Land. Many sources independently verify that the actualknown history of Tiles (and the known usage of wall and floor tile coverings) can betraced back as far as the fourth millennium BC (4000 BC) to Egypt.In those days, in Egypt, tiles were used to decorate various houses. Clay bricks weredried beneath the sun or baked, and the first glazes were blue in color and were madefrom copper, very exquisite! During that period ceramics were also known to be found in Mesopotamia. Theseceramics bore decorations, which were white and blue striped and later possessed morevaried patterns and colors. Later on, in China too, the great center of ceramic art, a fine,white stoneware with the earliest Chinese glaze was produced during the Shang-Yindynasty (1523-1028 BC). The usage and the art of making and decorating ceramic tiles had spread and by 900A.D., decorative tiles had become widely used in Persia, Syria, Turkey and across NorthAfrica. As transport and communication developed, tile usage and its penetration in otherterritories increased. Wars and territory take-overs caused this art to spread even faster. By the end of the 12th century, use and manufacture of Ceramic Tiles had spread acrossItaly and Spain and into the rest of Europe. Till that time they were mainly used todecorate the floors of Cathedrals and Churches. The skill had eventually vanished fromEurope in the 16th century following the reformation. But the decorative wall tile art hadsurvived in Turkey and the Middle East and the Delft tiles art survived in Holland.9 10. 1.2 CERAMIC TILES INDUSTRY IN INDIA10Industry Highlights Ceramic Tiles today have become an integral part of home improvement. It can make ahuge difference to the way your interiors and outdoors look and express. The Indian tile industry, despite an overall slowdown of the economy, continues to grow ata healthy 15% per annum. Investments in the last 5 years have aggregated over Rs. 2000 crores and production during2006-07 stood at approx. 340 million sqmts. The Indian tile industry is divided into organized and unorganized sector. The organized sector comprises of approximately 16 players. The current size of theunorganized sector is about Rs 3000 crores The unorganized sector accounts for 55% of the total industry bearing testimony of theattractive returns from this sector. The size of the unorganized sector is approximately Rs3500 crores Revenue earning industry - excise mops up over Rs. 350 crores annually from theorganized sector itself. Indian ranks in the top 5 list of countries in terms of tile production in the world. With proper planning and better quality control our exports (presently insignificant)contribution can significantly increase.BackgroundApart from their decorative looks, Ceramic Tiles is primarily hygiene products and that is howour broad spectrum of consumers views the product. This is fairly evident from its varied usagefrom bathrooms and kitchens in average Indian households to medical centers, labs, milk booths,schools, public conveniences, shopping malls and numerous other centers; which dot our day to 11. day life. A ceramic tile is basically a "utility product" and that remains our promotional slogan.Popular housing projects are increasingly switching over to Ceramic Tiles moving away from thetraditional use mosaic and even granite or marble, owing to several factors viz. ease in layingability, versatility, low price and hygiene.11Overall picture of the Industry:- Ceramic tiles are a product segment has grown to a sizeable chunk today at 340 MillionsSquare meters production per annum. However, the potential seems to be great,particularly as the housing sector, retail, IT & BPO sectors have been witnessing anunprecedented boom in recent times. The ceramic tiles sector has been clocking a robustgrowth of 12-15% consistently over the last few years. Today, India figures in the top 5countries in the world manufacturing ceramic tiles. The key drivers for the ceramic tiles in India are the boom in housing sector coupled bygovernment policies fuelling strong growth in housing sector. The retail boom in theIndian economy has also influenced the demand for higher end products. Overall thebullish growth estimates in the Indian economy has significantly influenced the growth ofthe Indian Ceramic tile industry. The main product segments are the Wall tile, Floor tile, Vitrified tile and Porcelain tilesegments. The market shares are 35%, 53% and 12% respectively for Wall, Floor &Vitrified/Porcelain tiles. The tiles are available in a wide variety of designs, textures andsurface effects. They cater to tastes as varied from rustics to contemporary marbledesigns in super glossy mirror finishes. 12. Both, traditional methods of manufacturing (tunnel ) and the latest single fast firingmethods are deployed in manufacturing. Some of the latest trends in manufacturingmethods can be seen in India. The investments in the last five years are approx. Rs 2000 crores. The industry alsoenjoys the unique distinction of being highly indigenous with an abundance of rawmaterials, technical skills, infrastructural facilities despite being fairly capital intensive. Atotal of over 5,50,000 people are employed in the sector. Out of this, 50,000 people aredirectly employed and 5,00,000 are indirectly associated. The potential is hugeconsidering the per capita consumption of ceramic tiles in India. Currently it is at 0.30square meters per person in comparison to over 2 square meters per person for likecountries like China, Brazil and Malaysia12 13. 13PROFILEOFCOMPANY 14. 2.1 INTRODUCTION OF THE COMPANYSENTOSA CERAMICS PVT.LTD. Is establ ished group of the people who hasset landmark in their fields, Sentosa group consist ing of ceramic t i les.Manufacturers, industrial ceramics ma n u f ac t u r e r s imp o r t e r s , ex p o r t e r s an dceramics techno crafts. So, i t has set goal for i ts products. As per futuredemand and requirement of i ts cl ientele, i t has erected and instal ledmachineries and technologies for future value added products. These va lue-addedproducts wi l l bring qual i ty, design and innovat ion as per internat ionals t an d a r d an d t r en d s . S o , yo u c an f i n d al l t h e p r o d u ct s f r om S ENTOSA B et t ert h a n b ef o r e me an s alwa ys t h e b e s t. . at e v e r y s t ag e a n d ev er y t ime.Sentosa group manufactures 6500 square meter (4500 boxes) of grani te ineveryday.Innovat ion is a key success and at Sentosa Ceramics Pvt . Ltd. as almost apassion to translate innovat ive ideas into real i ty. sentosa Ceramics Pvt . Ltd.Was establ ished at that t ime fi rst year total ex port of the company was 35%to 40% of the total product ion.Sentosa Ceramics Pvt . Ltd. is developed to ul t imate per fect ion and qual i tythrough state of the art machinery. And hard work of mot ivated team ofexperienced techno crafts made i t possible that b eauty and qual i ty finely blendtogether . The plant of the company is base do not the best technology to del iverbest qual i ty product and per fect customer sat isfact ion is the foremost object iveof company. So company is most popular al l over count ry now. Th e companyhas a massive dealer network through the count ry and products are avai lablewi th good services.14 15. Sentosa ceramic have four brand151. Sentosa2. Endure3. Barana4. Topstone 16. 2.2 HISTORY OF THE COMPANYSENTOSA CERAMICS PVT. LTD. Group is a private company l imi ted. Thisproduces di f ferent kinds of vi t rified t i les. Each and Every uni t has got otherindustries of i ts own. It contained when the fi rm was incorporated, what wayi ts purpose, what are the products manufactured by them, etc.Al l promoters of this group are most ly from the vi l lage area, which comes underthe Dist rict Rajkot? They incorporated to cul t ivat ion and they have goodbusiness of export - impor t in morbi ci ty.These groups have another wal l t i les uni t at lakhdhi rpur road , Morbi under thename of M/s Digi tal ceramic Pvt . Ltd. The Workers are very fami l iar to work inthis industry.They have one uni t also, this manufacture ki ln br icks. These Industriesproduct is to manufacture ki ln bricks only.16 17. 2.3 COMPANY PROFILEName of the company : - SENTOSA CERAMICS PVT.LTD.Company Address : - 8-A, Nava Jambudia -MorbiYear of establishment : - 2000Factory Office &Head Office :- 8-A National Highway, Nava Jambudia,Morbi 363642 (Gujarat) India.Phone No. : - +91-2822-283854+91-2822-283855E-mail adds : -info@sentosaceramic.inWebsite: : -www.sentosaceramic.comForm of org. : - Pvt. Ltd. CoSize : - Large Scale IndustryBrand name : - SENTOSAAccounting year : - April to MarchChairman :- K.G. KUNDARIYA17 18. Director :- DINESHBHAI G. KUNDARIYAAMBRISHBHAI K. KUNDARIYADIVYAKANT BHAI D. PADSUMBIAGOPAL BHAI G. KUNDARIYAMANSUKHBHAI P. GHODASARADIPESHBHAI D. KUNDARIYAAMITBHAI K. MARVANIABankers :- BANK OF INDIA, HDFC BANKName of the Product :-Vitrified TilesTotal Investment : - 47 CroresRs.18Weekly off : -NOLabor Availability : - LocalNo. of Employee : -250 19. 2.4 ORGANISATION CHARTChairman19ProductionDepartmentProductionManagerLaboratoryTestingSupervisionManagerWorkersMarketingDepartmentMarketingManagerMarketingOfficerDispatchExecutiveClerkState MarketingManagerMarketingOfficeSalesFinanceDepartmentFinanceAdministrativeChiefAccountantAccountantPeon 20. 2.5 SIZE OF THE FIRMAccording to the defini t ion given by Government of India, the size of theindustry can be divided into three main types. Smal l Scale Organizat ion: -The company which investment is up to 1 to 5 crores is cover under the smal lscale organizat ion.20 Medium Scale Organizat ion: -The company which investment is between 5 to 7crores is cover under themedium scale organizat ion. Large Scale Organizat ion: -The company s i n v es tmen t i s mo r e t h a n 7 cr o r es i s cover under the large scaleorganizat ion.FORM OF ORGANISATIONAccording to the form of organizat ion, the organizat ion can be divided asfol lows: Private sector uni t : -The company which is managed by the individual or a fi rm is known asprivate sector uni t . The company cannot issue shares to the publ ic for theinvestment . Publ ic sector uni t : -The company is which managed by the government . Joint sector uni t : -This is the joint venture of both private company and government .In this fi rm, i t is a private l imi ted firm. 21. 2.6 TIME KEEPING SYSTEMTime keeping system is very impor tant as al l the workers should ar rive atreport ing t ime and start thei r work immediately. If they are ir regular than therewould be less outcomes and expected target wi l l not be achieve. Therefore, theworkers are given cards in which thei r ar rival and departure t ime is wri t tenregularly and therefore punctual i ty is maintained .Industry:-This indust ry is running for cont inuous process i .e. 24 hours. It is working in 3shifts. They are:08:00 AM to 08:00 PM08:00 PM to 08:00 AM21Office:-Of fice hours for industry are as under.08:00 AM to 12:00Noon02:00 PM to 08:00 PM 22. 2.7 MAJOR PLAYERS IN CERAMIC VITRIFIED TILES22 Somany ceramic Sentosa ceramics Euro ceramic Simpolo ceramic Ni tco ceramic Bel l ceramic H R Johnson Rak ceramic (Dubai ) Orient ceramic Asian ceramic Kaneria ceramic 23. 2.8 FUTURE PLANFuture plan of SENTOSA CERAMICS PVT. LTD. is to become one of theleading company in the Vi t ri fied t i les al l over the wor ld.They wi l l be instal l ing new latest machines for increasing product ion andvarious designs and ranges to meet the upcoming market needs. Also, theywanted to t ry serving backward class by giving them services.23 24. PRODUCTIONDEPARTMENT24 25. INTRODUCTIONThe product ion of a firm is concerned wi th the creat ion of a product or servicesrequi red to sat isfy customer needs. In any business, suppl iers are needed forproduct or service, i t is qui te obvious that act ivi t ies of product ion system mustbe related to the customer demand or ref lected in the cont inuous flow of order.It is the most important department amongst the other depar tments of anorganizat ion. Personnel department , finance departme nt , market ing departmentare very much depended on product ion department .RAW MATERIALS AVAILABILITYRaw materials are the basic requi rement for any indust ry. Raw mater ials areconverted into f inished goods after various processes on i t .Raw materials are avai lable wi th the help of roadways if purchased f rom thecountry. If the mater ials are purchased f rom other countries, than thoseareavai lable wi th the help of rai lways and waterways.25 26. RAW MATERIAL USEDList of raw materials used for product ion of vi t rified t i les .Raw Material Place where it is obtainedSoda feldspar RajasthanPotash feldspar RajasthanQuartz Powder RajasthanTalc Powder RajasthanR.D. Clay Rajasthan, KutchW.B.C. Clay RajasthanBal l Clay RajasthanChina Clay Import f rom China and26Bhuj ,KutchUkraine Clay Import f rom UkraineIndonesia Clay Import f rom IndonesiaFluorsparChemicalHyderabadLPG Madhya PradeshGujaratBinderChemicalHyderabad 27. SENTOSA CERAMIC HAVE A VARIOUS DESIGN,SIZE,COLOR OFTILES AS UNDER:27 28. PRODUCTION PROCESS Weighing dif ferent types of raw materials.28 Grinding the mixture. Make slurry. Drier to the slurry. Make a powder . Remove iron and other type impuri ty in powder. Press the powder and make biscui t of the t i les. Biscui t pass in 50 meter long drier furnace near 200 C temperatures. Colour and design break on the grani te. Gr an i t e p as s i n mai n k i l n i t s l en g t h i s 1 5 0 met e r at 1 2 0 0 C t emp e r at u r e s . After this process i t is pass three sizing machine make f lat surface. It is pass three pol ishing machine make to mi rror pol ish of the grani te. Product is inspect ion by qual i ty cont rol depar tment . Final product is ready i t is gone to the short ing and packing depar tment 29. DETAIL OF VARIOUS PRODUCTION DEPARTMENTS29SLIP DEPARTMENT:-The above types of raw materials keep in the sl ip house. The above types of rawmat er i al wi l l b e a d d ed as p er t h e comp a n y s s p eci f i c c omp o s i t i o n i n t h e mai nhopper. After the complet ion of weighing of the materials are shifted to bal lmi l ls for grinding procedure. After at taining the required fineness, the sl ip wi l lbe unloaded in to the agi tator tanks for cont inuous mixing. This sl ip afterpassing through vibro sieves and power ful magnates, then i t wi l l be suppl ied tothe spray dryer sect ion for making powder granuals.BALL MILL:-Bal l mi l l is a one type of grinding element . It is mixing the di fferent type ofclays and grinding the clays and makes slur ry, adds dif ferent addi t ives, binder,g r i n d i n g med i a. B al l mi l l s mai n comp o n ents are drum, ceramic bal l , and geardrive, motor .PRESS:-Press compress to raw material and make ceramic biscui t . Press is operatedhydraul ic pressure. 30. 30SPRAY DRIER:-This is a powder making sect ion from in slur ry before sending sl ip in spray dr ierin technicians wi l l check up thei r preparat ion l ike densi ty of sl ip and viscosi tyof in sl ip. Viscosi ty is nothing but the flow property of the sl ip. Densi ty isnothing but the quant i ty of water is present in sl ip. If the more water is addedmore temperature has to beco n s umed . T h at s wh y t h e ce r ami cs t e c h n i ci a n s wi l l ad d s ome ch emi cal s l i k eSTPP, Sodium si l icate etc to sl ip to develop reological propert ies wi th lesseramount of water in sl ip after achieved al l this propert ies the sl ip wi l l be spraydrier to the powder granuals which are ready for the further process that isflushing in to the t i les imported hydraul ic flushing.S p r a y d r i e r i s a cl o s ed v es s el . It s mai n f u n ct i o n i s r emo v e t h e mo i s t u r e co n t ai ni n t h e s l u r r y. It s c o n s t r u c t i o n i s s imi l a r l y the boi ler. In spray drier hot ai r comeinto the chain stoker furnace i ts temperature near about the 550 to 650 C. and i tdirect contact the slur ry so heat t ransfer take place the slur ry and moisture isremove. In spray drier slurry is spray throw the no of nozzle wi th high pressureat bot tom side. Spray drier is convert slurry in to the fine granules powder.FIVE LAYER DRYER:-Dryer is increased the temperature of the t i les up to 200 C to maintain thestrength. Dryer is one type of furnace i t is heat ing the t i les by exhaust gas of themain furnace. Dryer length is 40 meter but i t is const ruct f ive step each steplength is 8 meter and i t is feed the t i les by bar conveyers. 31. 31GLAZELINE:-After dryer process t i les is passing design and color screen for adding color1mm depth.In the glaze l ine and print ing sect ion, various types of designs are prepared andprinted on the dr ied t i les by applying colours on the screen print ing machine.KILN:-Ki ln mean furnace, i t is heat ing the t i les 1000 C temperature to maintain thestrength the t i les. Ki ln length is 150 meter i t is construct is di f ferenttemperature region and i t is feed th e t i les ceramics bar conveyers. Ki ln producemaximum 1400 C temperature. It is operated computer control system. It iso p e r at ed i n c yc l e, e x amp l e 5 6 mi n u t e s c ycl e s o i t s me an t i l es en t e r t h e k i l n an dexist to ki ln take 56 minutes t ime. Ki ln is operated di fferent cycle l ike 46, 52,56 minute as per requirement . Times of the cycles are depending on thetemperature and temperature is di rect ly affected to the t i les size whentemperature increased t i les size is decreased and vice versa. After exists thet i les in ki ln i t is passed cool ing sect ion to cool ing purpose i ts temperature isdecreased up to 150 C. After i t is pass pol ishing department .POLISHING:-Pol ishing department grinding the al l side and make a mi r ror pol ish of the t i les.In pol ishing two sizing machine prepare straight side of the t i les and two mul t icyl inder grinding machine make mi rror pol ishing and two flat machine make aflat sur face of the t i les. 32. PERSONNELDEPARTMENT32 33. INTRODUCTION Personnel management has a vi tal impor tance in modern indust rialorganizat ion. Personnel department is the part of management , which isprimari ly concerned wi th establ ishment and maintenance of personnelrelat ions. HR is the l i fe blood of any organizat ion. Since in each and everyact ivi t ies we need human being. So the funct ion of HR department is tomake ef fect ive ut i l izat ion of the employees in the organizat ion. The worksof HR depar tment manage al l kind of act ivi t ies related to the human in theorganizat ion.33 34. STRUCTURE OFHUMAN RESOURCE DEPARTMENT34AssistantOfficerAssistantOfficerAssistantOfficerAssistantOfficerHUMAN RESOURCEMANAGER 35. 35OBJECTIVE OFHUMAN RESOURCE MANAGEMENTThe main objective of human resource management is by giving importance to Human elementin human resource management, it wants to create effective system and achieves objective ofmanagement. It is helpful for achieving organization goal. It refers to maintain the department contribution at a level appropriate to theorganizations needs & want. It increasing efficiency, quality and productivity of worker. By providing maximum productivity, high quality to the society. Improve relationship between all the department and employees of the organization. Improve employees skill and efficiency. 36. HRMHR MANAGER36HIRINGT&DWELFAREIR HRPMotivationMatenanceFUNCTION OFHUMAN RESOURCE DEPARTMENT 37. RECRUITMENT AND SELECTION37Recruitment and selection:-Every fi rm or company needs persons to perform dif ferent works. In thisshift ing process only manpower have been determined, recrui tment is nextlogical step. It is a l inking act ivi ty bringing toge ther those wi th job and thoseseeking job.Ac co r d i n g t o o n e au t h o r , Re c r u i tmen t i s t h e p r o ce s s o f f i n d i n g an d at t r a ct i n gcapable appl icants for employment . The process begins when new resul ts aresought and ends when their appl icat ions are submi t ted. The resul t is a pool ofappl icants from which new employees are selected .Select ion is a process of careful ly choosing the candidates who offer themselvesfor appointment . In select ion many processes appl ies on raw material but uni twants few persons. This is one of the most important responsibi l i t ies. Inselect ion, the person who is having knowledge as wel l as experience is selected.Ac co r d i n g t o o n e au t h o r , It i s t h e p r o ce s s o f d i f f e r e n t i at i n g b etwe en ap p l i c an t sin order to ident i fy those wi th a gr e at er l i v el i h o o d o f s u cc es s i n a j o b . Here in case of SENTOSA CERAMICS PVT. LTD. the co-select ion processincludes basic four main steps. 38. MARKETINGDEPARTMENT38 39. INTRODUCTIONMarketing is an organizational function and a set of processes for creating, communicating anddelivering value to customers and for managing customer relationship in way that benefit toorganization.Marketing is a combination of art and science. In a marketing activity both are needed.Marketing manager choose target markets and getting, keeping, and growing customers throughcreating, delivering and communicating superior customer value. Marketing people are involvedin marketing ten types of entities like a goods, services, event, experiences, persons, places,properties, organizations, information and ideas.Marketing is important in business firm.Its obvious but it is also important to consumer andsociety. It is helpful to firm for launch new product and for consumer to know about the newproduct. It helps improve quality and reduced cost.Marketing manager must have knowledge about the market so he forecast demand and achieveorganizational goal. They should know about competitors policy, price & product. These entirethings marketing manager must have knowledge because of there are competitive world andCompany capture full of market.Marketing manager used marketing segmentation strategy and easy to reach his and organizationgoal. Market segmentation refers to subdividing a larger market in to smaller markets and otherword Market segmentation is a process of identifying groups of buyers with different desires orrequirements.39 40. ORGANISATION CHARTBoard ofDirectorChairmanManagingDirectorMarketingManagerAssistantManagerRegionalManagerDistrictManagerAreaManagerSalesman40 41. MARKETING MIXTo assess the situation in the market, marketing information is needed. We have to select specificmarketing target for each segment or sub-division of the market we formulate a combination of anumber of device or types of marketing activities that are integrated into single marketingprogram to reach a particular target or market segment the combination of this marketingmethods or devices is known as the marketing mix.Marketing Mix is the set of tools that the firm uses to pursue its marketing objectives in thetarget market.Successful marketing strategy must have marketing mix as well as a target market for which themarketing mix has prepared. There are 4 types of tools in marketing mix. They are as follows:-411) Decision on product or service2) Decision on price3) Decision on promotion4) Decision on distributionIn other words we can say: -1) Product mix2) Price mix3) Place mix4) Promotion mix 42. MARKETING MIXMARKETING MIXTARGETMARKETProduct Price Promotion PlaceProduct Varity List Price Advertising Channels LocationQuality Discount Sales PromotionDesign Allowances Sales Force AssortmentBrand Name Payment period Public RelationPackaging Credit Term Direct MarketingServicesSizeWarrantiesGuaranteesReturn42 43. 43PRICING Price may be defining as the exchange value of a product or service expressed inmonetary terms. Price is the very critical decision in marketing management. The ultimate aim of anybusiness organization is to earn profit which mainly depends on the correct pricedecision. Policies are the guidelines for achieving the ultimate objectives. Policies should besuitably worked out considering various practical situations. Deciding the pricing policiesis also a very critical decision in this competitive business world. SENTOSA CERAMICS products are very reasonable and fair in pricing method. Thereare two ways to increase profit by increasing the price, or by increasing the sales. Ifcompany increases the price it may lose its customers so it is not viable to increase theprice. So, by lowering the price or by keeping the price reasonable, the customers areattracted and the sales increases and consequently the profit rises. The SENTOSA CERAMICS PVT. LTD. keeps the price very reasonable and lower thanits competitors and thus is successful in increase the sales. 44. 44Pricing Objectives:-It is not an exaggeration to say that pricing is the most important and crucialdecision in the area of marketing organization. Price is a factor, which gives life toeconomic system. In view of the importance of price as a determinant of thevolume of sales and profits, the management has to decide carefully the level ofprice of their product to be fixed, the basic objectives of pricing to be adopted andpricing policy to be selected. While deciding the prices of the products a firm has to keep in mind variousfactors influencing price such as.. Elasticity of demand Costs Companys Market position Distribution Channel Government Policy The various objectives of pricing are as follows: - For Survival of an Organization To Achieve Maximum Current Profit 45. ADVERTISEMENT Now a day, market ing plays an important role for the ent ire organizat ion.Market ing is very much necessary for al l the products as wi thoutmarket ing the consumer wi l l have lack of informat ion about the products.Thus, to make the consumers aware of the product , market ing is done. SENTOSA CERAMICS PVT. LTD. adver t ises thei r products on very largescale. They advert ise thei r products on news papers, h oardings, radio andalso do wal l paint ings al l over India. They also distribute pamphlets forthe same.45 46. CHANNELOF DISTRIBUTIONT h e wo r d Ch an n el h as i t s o r i g i n t o t h e F r en ch wo r d u s ed f o r C a n al . T h u s ,channel is route through which goods passes from one end to another . In otherwords, the route through which goods move f rom the place of product ion to thep l a c e o f c o n s ump t i o n i s cal l e d C h a n n el Di s t r i b u t i o n . Ch a n n e l o f d i s t r i b u t i o nis the pathway or route through which goods are transferred fr om the hands ofproducer to the consumers or f rom the sel ler to the buyer .Ac co r d i n g t o o n e a u t h o r , A c h a n n el o f d i s t r i b u t i o n f o r a p r o d u ct i s t h e r o u t etaken by the t i t le to the goods as they move f rom the producer to ul t imateco n s umer . In this indust ry, the distribution channel isManufacturingOf CompanyDealersSub DealersConsumersThere are about 290 to 300 dealers in al l states of country.46 47. 47SALES PROMOTIONSales promot ion consists of short term incent ives to encourage purchase or salesof a product or service. It is demand st imulat ing devices designed tosupplement advert ising and faci l i tate personal sel l ing. It is a di rect inducementwhich of fers an extra value and incent ive for the product and sales forcedistr ibutors to ul t imate customers.In this indust ry, they do not adopt any technique because of potent ial market ingand potent ial customers.EXPORT IN OTHER COUNTRY1) Sri Lanka2) Nepal3) South Africa4) Dubai5) Oman6) Muscut7) Saudiarebia 48. AFTER SALES SERVICE Cu s t omer i s t h e k i n g o f t h e mar k et , i s a v e r y a t t r a ct i v e s l o g a n .Consumers general ly never face any problem for SENTOSA CERAMICPVT. LTD. but in spi te of this, i f any problem arises than fol lowinghierarchies of problem handl ing is fol lowed.Problem of Consumers48AgentMarketing PeopleExperts of CompanyDiscussionSolution 49. FINANCEDEPARTMENT49 50. INTRODUCTION Finance plays a very important role in any type of the firm. From theini t ial stage money is needed for the informat ion regist rat ion of the firms,l ist ing of the fi rm. Finance is needed for making necessary documents. It is said, Finance is the arms and legs of business . A potential and capablemanagement can run the department very effectively. In finance department each andevery decision should be taken in such way that every pieof money should be utilized inadequate manner. Finance department is a key area of business. It should not be looked in isolation. Itshould be in coordination with all other departments. The Finance manager is notexpected to have specialized knowledge about market demand, competitive productprices etc. so its essential that finance manager is in constant communication withmarketing and other departments. Finance consists of procuring funds, managing and ut i l izing themef ficient ly in order to maximize the prof i t , which is the ul t imate goal ofany organizat ion. In SENTOSA CERAMIC PVT. LTD, the capi tal is procured by issuingequi ty shares. The secured loan of this indust ry is 150000000.50 51. ORGANISATION CHARTFinance cumAccountDepartmentFinance ManagerAnd AccountantAssistantAccountComputerSection51 52. FINANCIAL PLANNINGFinancial Planning means planning of finance. In the planning of finance planning is done notonly for spending the money but also for finding and evaluating competing sources of financeand selecting the one which s best for the company.SENTOSA CERAMICS finance Department explains financial planning as systematicarrangement of financial resources of the company in order to reach the current & future financerequirement. The prominent tools they use are budgetary control, profitability planning, sales &cash budgeting.SENTOSA CERAMICS tried to collect the fund at very cheap rates, and they collect fund toRelatives, Banks and others.For efficient utilization of funds, SENTOSA CERAMICS prepares two types of plan. They are:52 Short Term Planning: -Financial planning is done for less than one year, so it is known as short-term planning.SENTOSA CERAMICS does it in monthly basis. Account Department decides the need for fundand its application as per monthly basis. Long Term Planning :-Planning done for more than one year, it is called long term planning. SENTOSA CERAMICSdoes its financial planning on yearly, two yearly, and three yearly but not more than that.SENTOSA CERAMICS prepares plan in such a way that company does not face any problem infuture. SENTOSA CERAMICS believes that cash inflows should always remain more than cashoutflows. The result is the company has not faced any problem related to finance till today. 53. SOURCES OF FUND53Internal Sources:-i. Equity shares:-The company is not using the equity shares fund.ii. Reserves & surplus:-The main source of fund is the companys reserves and surplus for theSENTOSA CERAMICS PVT. LTD.External Sources :-i. Secured Loans:-SENTOSA CERAMICS taken loan for its continuous process of thecompany.ii. Unsecured Loans(Loans from Relatives, Banks & Other) 54. ACCOUNTING POLICYAccounting pol icy of SENTOSA CERAMICS PVT. LTD. as under: The company maintains i ts accounts on histor ical cost basis. The cur rentassets, loans, and advances, l iabi l i t ies are approximately of value stated ifreal ized in ordinary course of business. The company fol lows the same method of account ing and al l claims,receivables and l iabi l i t ies are provided on that basis.54PROJECT COSTSr. Particulars Amount (Lacs)1 Land 547.002 FactoryBui lding 412.003 Impor ted Machinery 1800.004 Indigenous Machiner ies 817.005 Elect r ical Instal lat ions 101.006 Computers 3.007 Furni ture 18.008 Other Miscel laneous Assets 2.009 Total capi tal cost of project 3700.0010 Margin money for working capi tal 1000.00Total Project Cost 4700.00 55. 2.13 SWOT ANALYSIS55SWOT Analysis means the analysis ofS StrengthW WeaknessO Opportuni tyT ThreatStrength:- SENTOSA CERAMICS PVT. LTD. is giving employment to around 250employees. Strong market presence Develop rural area to reach at the global posi t ion.Weakness:- Ir regulari ty in t ime cost . SENTOSA CERAMICS industry entered late in the marketOpportunity:- Rapid and cont inuous growth in the market , so company wi l l think aboutexpansion.Threat:- Highly compet i t ive market against impor ted vi t rif ied t i les . 56. RESEARCHMETHODOLOGY56 57. 3.1 INTRODUCTION Research is an original contribution to the existing stock of knowledge making for itsadvancement. It is the per suit of truth with the help of study, observation, comparisonand experiment. In short, the search for knowledge through objective and systematicmethod of finding solution to a problem is research. The systematic approach concerninggeneralization and the formulation of a theory is also research. As such the termResearch refers to the systematic method consisting of enunciating the problem,formulating a hypothesis, collecting the facts or data, analyse the facts and reachingcertain conclusions either in the form of solutions towards the concerned problem or incertain generalizations for some theoretical formulation.57Definition:-Marketing research is to generate all the recording & analysis of facts, as well recording theproblem and transfer them for the improvement in the need of the comparison between all relateddata and forecast the sales of goods and services from producer to customer.-American Marketing AssociationA systematic process of planning gathering recording and analyzing, interpreting and presentingof data relevant to the problem or opportunities faced by a company for the purpose of decisionmaking. 58. 3.2 IMPORTANCE OF MARKETING RESEARCH:-58 For Production of new item Showing the features and uses of new product Valuable information about customer Selection of channel of distribution Distribution Channel is perfect or not Complete idea of product by the customers Existence of competitive situation To increase profitability Satisfaction Level is achieved or not3.3 SCOPE OF THE STUDYThis Market Research involves the study of Customer Awareness of Sentosa Ceramics Pvt. Ltd.Cu s o t omer s Image of Sentosa Ceramics Pvt. Ltd. Customer Percept ion towardsSentosa CeramicsPvt . Ltd. Customer Sat isfact ion levels among Sentosa Ceramics Pvt .Ltd.Consumer buying behavior for Sentosa Ceramics Pvt. Ltd. 59. 3.4 OBJECTIVE OF RESEARCH To create brand awareness among customers. To know the level of customer satisfaction for the products of Sentosa ceramics pvt.ltd.59in morbi. To know the customer expectation for improvements in the current products. To know the strengths and weaknesses of the company. To obtain, if any, suggestion for better financial service.3.5 LIMITATION OF RESEARCHNo research is free of constrains which hinder it from become full proof hence this research isalso characterized by certain limitations which are as follow.1. Sample size is only 70, which may not represent the overall population.2. The survey was limited to Morbi city only.3. The perceptions of the key person are their own, so the basis of the dissertation is basedupon their perception only and concrete facts.4. In this research used only one technique of research primary technique of data collection.5. Time period of research is limited. 60. LITERATURE REVIEWSince the ceramic field has developed to an important materials science within the lastcentury, available sources of literature have expanded proportionately. A general reviewof ceramic literature is given, followed by more specific coverage of clays, enamels,glass, porcelain, building materials, and electro ceramics. Since they are coveredelsewhere, cement and concrete and abrasives and refractories are not included. Ceramicliterature can be found in the form of books, periodicals, government documents, patents,news media, and translations with reference to the related abstracts, indexes, andbibliographies. Pertinent publications have been included in the selective bibliographysupplementing the text. Although brief reviews of most sources are included, the majorityof the more significant books have merely been marked with an asterisk in thebibliography.60BY: O.P.KULIKCurrent ceramic materials offer preferred optical properties for highly esthetic restorations. Theinherent brittleness of some ceramic materials, specific treatment modalities, and certain clinicalsituations require resin bonding of the completed ceramic restoration to the supporting toothstructures for long-term clinical success. This article presents a literature review on the resinbond to dental ceramics. A PubMed database search was conducted for in vitro studies pertainingto the resin bond to ceramic materials. Although the resin bond to silica-based ceramics is wellresearched and documented, few in vitro studies on the resin bond to high-strength ceramicmaterials were identified. Available data suggest that resin bonding to these materials is lesspredictable and requires substantially different bonding methods than to silica-based ceramics.Further in vitro studies, as well as controlled clinical trials, are needed The term ceramics covers a wide variety of inorganic materials such as silica-based glasses,crystalline ceramics, glass ceramics, intermetallics and carbon which are high temperaturestructural materials. Their chemical bonding is generally a hybrid of covalent and ionic which results incharacteristics like high melting point, high chemical stability, high elastic moduli and lowdislocation and atomic mobility which leads to high hardness and creep resistance but also tobrittlenessThey can be divided into two main categories:1. traditional / conventional ceramics:2. advanced / high performance ceramics: 61. 3.6 Research DesignData source : Primary source (Vitrified tiles userOf Morbi city)Data collection method : Primary methodResearch instrument : QuestionnaireType of questionnaire : Structured questionnaireType of questions : Open ended and close endedResearch design : Descriptive research study61Sampling DesignSampling plan : MorbiSampling method : convenience sampl ingSample size : 70 RepresentativesContact method : Personal 62. ANALYSISANDINTERPRETATION62OFDATA 63. Q. 1 what factor you consider in product before purchasing?Brand Image of the product Price Services63PercentageBrand 28 40%Image of the product 18 24.73%Price 18 25.71%Services 06 8.57%TOTAL 70 100%302520151050Analysis and Interpretation:-In the opinion of the customer there are number of respondents of my research most of thecustomer says that there is a highly need of branded product as well as the price level isnecessary for purchasing the product. 64. Q-2 At the time of Constructing your home, who decides about the purchasing part ofCeramic product?leader 20 28.57%All family members 25 35.71%Builder/engineer 18 25.71%Others 07 10%TOTAL 70 100%Series 1leader all member builder others64302520151050Analysis and Interpretation:-Series 120 responders said the purchasing decision are taken by leader of the family, 25 respondent saiddecision is taken by all family member, 18 respondent said decision is taken by builder orengineer , 7 respondent said decision is taken by other. Mostly purchasing decision is taken bythe all family members. 65. Q-3 Does brand image inspire you to purchase the product?No. of respondents PercentageYes 60 85.71%No 10 14.29%TOTAL 70 100%yes no65706050403020100Analysis and Interpretation:-When the respondent are purchasing the ceramic product out of 70 respondent 60 see the brandimage and 10 do not see the brand image. 66. Q-4 Do you have any knowledge about sentosa ceramics Pvt. Ltd. products?No. of respondents PercentageYes 61 87.14%No 09 12.86%TOTAL 70 100%yes no66706050403020100Analysis and Interpretation:-The ceramic company sentosa ceramic pvt.ltd. products are known by 61 respondents and 9are not aware about this companys product. 67. Q-5 If yes, then from where you heard about the products?No. of respondents PercentageFriends 15 14%News paper 18 14%Holdings 25 40%Electronic media 12 14%TOTAL 70 100%friends news paper holdings electronic media67302520151050Analysis and Interpretation:-Mostly respondents (25) heard about the product by holdings. 15 from friends , 18 from newspaper , 12 from electronic media. 68. Q-6 Have you purchase the product of sentosa ceramics any time in Past?No. of respondents PercentageYes 26 37.14%No 44 62.86%TOTAL 70 100%yes no6850454035302520151050Analysis and Interpretation:-sentosa ceramic Pvt. Ltd., in this out of 70 the 26 respondent have purchase the product inpast time and 44 respondents have not purchase this product in past time. 69. Q-7 If yes, then are you satisfied with the product?No. of respondents PercentageFully satisfy 26 37.14%Satisfy 38 54.29%Never satisfy 0 0Not at all 6 8.57%TOTAL 70 100%fully satisfy satisfy never satisfy not at all694035302520151050Analysis and Interpretation:-26 respondents who have fully satisfied and 38 are only satisfy and 6 respondents not purchasethe product from sentosa ceramic. 70. Q-8 what are the Factors of sentosa ceramics products that attracted you to purchase it?No. of respondents PercentageGood quality 20 28.57%Affordable price 28 40%Best service 14 20%Design 8 11.43%TOTAL 70 100%good quality affordable price best service others70302520151050Analysis and Interpretation:-Out of 70 the 20 respondents expect good quality, 28 expect affordable price, 14 expect bestservice, 8 expect other things. 71. Q-9 Are you satisfied withafter sales service of Sanotasa ceramic?yes no71No. of respondentsYes 42No 28454035302520151050Interpretation and analysis:-This question was asked to 70 respondent in them 42 was say yes and 28 say noRegarding to sale after service. 72. Q-10 Would you like to purchase sentosa ceramics product Again?No. of respondents PercentageYes 51 72.86%No 19 27.14%TOTAL 70 100%yes no726050403020100Analysis and Interpretation:-Out of 70 respondent 51 respondents have interest in purchasing of sentosa ceramics product infuture and 19 respondents have no interested. 73. HYPOTHESESWe have done this test on following questions.Q:- what are the Factors of sentosa ceramics products thatattracted you to purchase it?73Step 1:- HypothesisH0:- = Factor that Attracts Customer For brand and Awareness of sentosa ceramic in comparativemarket are Normally Distributed.H1:-= Factor that Attracts Customer For brand and Awareness of sentosa ceramic in comparativemarket are not Normally Distributed.Step-2:- The statistical test being used is2Cal = (Oi-Ei) 2 /EiStep-3:- = 0.05Step-4:- Chi-square goodness of fit test is one-tailed because a chi-square ofZero indicates perfect agreement between distributions any deviationfrom zero different occurs in the positive direction only because chi-squareis determined by a sum of squared values and can never beNegative with two categories in this question brand Perception. (N-1)= (4-1) =3The critical chi-square value is 3= 0.05, 3= 7.8147 74. 74Step : 5No. of respondentsGood quality 20Affordable price 28Best service 14Design 8TOTAL 70Step :- 6Observefrequency (0)Expectedfrequency (E)2(O-E)/E2017.50.362817.56.31417.50.70817.55.167012.522Cal = ( )2Cal. = 12.52Step-7:- ConclusionHear, 2Calculation value is 12.52 while 3 Critical Value is 7.8147It shows that calculated value is greater than critical value. Thus we reject nullhypothesis. That means that the factors that attracts customer towards brand andawareness are not normally distributed. 75. FINDINGSSUGGESTIONS75AND 76. 5.1 FINDINGSFrom the charts and tables of the comparative analysis of brand image of sentosa ceramic withmarket trends and demand of the products, with this overall survey we have found followingcustomer awareness about brand image with findings. In this research most of respondents prefer brand when they purchase of ceramic products. The company tag line we shine your home is not heard by many people. 100% people know about the ceramic product because every people already used ceramic76product. Generally purchasing decision of ceramic product taken by all family members or leader ofthe family. 87% people have knowledge about the sentosa ceramic pvt.ltd. 40% people know about sentosa ceramic by hoardings Many people already purchase of sentosa ceramic product in past. Mostly people are satisfied by the sentosa ceramics products. People have knowledge about the sentosa ceramic competitors. After thisknowledge still theypurchase from sentosa ceramics. 82% respondents have interested in purchase sentosa ceramic product in future. In this research many people wants good quality and affordable price from sentosa ceramic. 77. 5.2 SUGGESTION77 Makemore innovative its brands. Most of the people want to brand so; company should improve their brand image for moremarket Company can budgeted more money for advertisement. Make product according to customers preference. Change marketing strategy according to competitive market. Product will sell in attractive packing to create brand awareness. Catch-up more and more market by increasing production capacity. To improve the supply chain management so the finished good reached fast to the finalcustomer. They must concentrate on effective after sales customer support. 78. CONCLUSIONThe co-operat ion of the employees is good. The management is also effect iveand ef ficient . Al l the departments are also handled by authorized person whohave great experience and i t is one of the response of success of the f irm. Company brand image in the market is very good. Most of the people bel ieve in brand then other fa ctor before buying78ceramic product .So, I wish the company makes more and more profi t , ful fi l l the future plans andget good and global market . 79. BIBLIOGRAPHY79REFERENCE BOOKS:- Fillip Kottler& Kevin Lane Keller (2007), Marketing Management, 12th edition,Dorling Kindersley Pnt. Ltd, New-Delhi. I.M. Panday (2008), Financial Management, 9th Edition. Vikas Publishing house Pvt.Ltd., New Delhi. K. Aswathappa (2008), Human Resource Management, 5th Edition. Tata McGrawHill Publishing Company limited, New Delhi. C. R. KOTHARI(2007) Research Methodology New age International Publishers 2ndEditionOTHERS:- Sentosa ceramics pvt.ltd. annual report Catalogue of sentosa ceramics pvt.ltd.MAGAZINE:- The Journal of MANAGEMENT RESEARCH Ceramic india Ceramic directoryNEWS-PAPER:- Business standard Indian economy 80. 80Name :-Age :-Q. 1 what factor you consider in product before purchasing? brand Image of the product Services Price ANS :- _________________Q-2 At the time of Constructing your home, who decides about the purchasing part ofCeramic product? Leader of the family All family members Builder/engineer Others ANS:- ___________________Q-3 Does brand image inspire you to purchase the product? Yes No ANS:- ___________________Q-4 Do you have any knowledge about sentosa ceramics Pvt. Ltd. products? Yes No ANS:- ____________________Q-5 If yes, then from where you heard about the products? Friends News paper Holdings Electronic media ANS:- _____________________ 81. Q-6 Have you purchase the product of sentosa ceramics any time in Past? Yes No ANS:- _____________________Q-7 If yes, then are you satisfied with the product? Fully satisfy Satisfy Never satisfy Not at all ANS:- ___________________Q-8 what are the Factors of sentosa ceramics products that attracted you to purchase it?81 Good quality Affordable price Best service OthersQ-9 Are you satisfied withafter sales service of Sanotasa ceramic? Yes No ANS:- ____________________Q-10 Would you like to purchase sentosa ceramics product Again? Yes No ANS:- ___________________