A PROJECT REPORT ON SALES AND DISTRIBUTIN AT ORACLE GRANITO MANUFACTURING LTD.

(MARBITO VITRIFIED TILES)

IN PARTIAL FULFILLMENT OF MASTERS IN MARKETING MANAGEMENT UNIVERCITY OF PUNE

SUBMITTED BY MR. MAULIK PATEL

INSTITUTE OF MANAGEMENT BUSINESS AND RESEARCH, CHINCHWAD PUNE -: 411019 2007 2009

ACKNOWLEDGEMENT

I am grateful towards Marbito vitrified tiles management for allowing me to undertake my Summer Project at your esteemed organization. I am also thankful to all the staff of the organization for supporting me and guiding me in this endeavor. My special thanks to chief among them is the Director of my Institute Prof. Dr (Mrs) Asha Pachpandey. Who has arranged the summer training for the student? MMM Program. I also thank Mrs. Archana Borde Director

It is a matter to immense pleasure and pride for me to express my sincere thanks and regard to my project guide Resp. Prof.Dr.C.Anbalagan, Mr. Manimama Patel General Manager in Marbito vitrified tiles from the core of my heart, which with his relentless efforts and continuous support provided me the necessary knowledge and procedure toward this project report, otherwise this project would have been a distant dream for me.

Yours Sincerely, Sandip Patel.

DECLARATION

I, Mr. Maulik Patel hereby declare that this project is the record of authentic work carried out by me, in well reputed ceramic company Marbito Vitrified Tiles during the academic year 2010-2012, under the guidance of Prof. Dr.C. Anbalagan, SABAR Institute Management. This is my real work and has not been submitted to any other university or institute towards the award of any degree.

Date: -

Place: -

MAULIK PATEL

PREFACE
I have pleasure to bring out this document incorporating my views on Marketing Management, especially highlighting the Sales and Distribution base of Marketing Management. During the last decade vast changes have taken place in economic conditions of India. The New Economic Policy has used in an era of foreign collaboration, acquisition & mergers. This changed environment, new concepts of management are being introduced.

Marketing has now become a subject of study in almost all universities besides the management institution worldwide. The project consists of comprehensive discussion of the elements that go to make up the Marketing Management. This project report is prepared pursing my second year of MMM at the Institute of Business Management and Research. The project is a part of my academic curriculum. By this document reader will be able to get a gist of the subject Marketing + Sales + Distribution, according to my point of view.

The information provided in this project is derived with reference from various books, internet sites & professional guidance from people related to this field. I confirm that this particular project is true to best of my knowledge.

CONTENTS

Chapter

Title

Page No.
6 8 11 13 21 44 48 55 58 60 62 64 66

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

INTRODUCTIN EXECUTIVE SUMMARY OBJECTIVES AND SCOPE OF PROJECT COMPANY PROFILE PRODUCT PROFILE RESEARCH METHODOLY DATA ANALYSIS FINDINGS LIMITATIONS SUGGESTIONS CONCLUSION BIBLIOGRAPHY ANNEXURE

INTRODUCTION

INTRODUCTION
Company Training is an integral part of the MMM programmed which commences in the first week of June and extends to about two months. For a young managements student the two months of summer training is the most wonderful experience. The objective of this exercise is to get a first hand exposure to the realties of business world and gain an insight into the working of the corporate world and develop our managerial skills. The summer training gives us opportunity.

 To apply management theory in to practical life.  To understand the complexities of organization life.  To become aware of our strengths and weakness as required for potential managers.  To necessary skills of complete leader.  To understand coordination process. There are certain things which are not too secret to be disclosed but disclosure of those things prove successful.

The summer trainees are being fresh and unbiased to the organization, thus the origination expects some unbiased suggestions and opinions from them because we will come to know about extant and would be remarked.

We are required to compile the projects to the fullest satisfaction of organization concerned and submit detailed report to the top management. I personally feel that company training is very important aspect for a complete MMM graduate and the two months of company training have been a quality experience of mine. On the whole, it has been a challenging job.

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The project report on

: To study the effect of sales and distribution.

The project carried by Himmatnagar: Oracle Granito Ltd.

The project guide by

: Mr. Manimama Patel (General Manager) Oracle Granito Ltd.

The project undertaken by

: Mr. Sandip Patel Course- MMM IBMR, Chinch wad Pune- 411019

The project to study on sales and distribution how the company can manage the sales and distribution department and this department can handle all the states because goods are supply in all the states of India.

The data collection sources include both primary data sources and secondary data sources. For primary data source I choose personal observation, personal interview, questionnaire, schedules, etc. for secondary can be collected from catalogues, books, magazines, and newspapers, journals and other records which provide by company.

MAJOR FINDINGS

y y

Marbito vitrified tiles is having great brand equity as compared to competitors. Ceramic market can be divided in to two broad area:

(a) Premium segment: in this segment high price in the high quality perceived brand exists i.e. varmora, marbito, and sogo. (b) Economic segment: This segment consists of average price and quality ceramic, which are Regent, century.

SUGGESTION

Company should frequently check its price and price fluctuation should be controlled.

It is clear that, while purchasing a ceramic of any company, customer first prefer its quality so marbito should maintain its quality in future.

10

OBJECTIVES OF THE STUDY

11

OBJECTIVES OF THE STUDY

To study the Sales and Distribution procedure of Marbito vitrified tiles

To collect the information about the Methods and Sources of Sales and Distribution.

To Study the need & importance of system of Sales and Distribution as a Marketing function.

To suggest measures for improvement of system of Sales and Distribution in the organization.

 

To know leadership in market of Marbito vitrified tiles

To know the market share of ceramic.

12

COMPANY PROFILE

13

Company

Marbito situated at Himatnagar, 70Km. from Ahmadabad, for manufacturing high quality vitrified tiles under the brand name of Marbito. It is a young company established recently. Marbito drive an excellence and an insatiable apatite for quality and customer satisfaction was accredited with ISO 9001:2000.

Marbito has edified a sophisticated imported state-of-art manufacturing plant at Himatnagar having installed capacity of 12,000 sq. mt. /day. Marbito is a leading manufacturer of vitrified tiles and produces 605x605 mm, 807x807 mm & 1000x1000 mm (first time in India).

Marbito procure sophisticated technology from world leaders in vitrified technology such as Sacmi, Barbieri, and Itaca, Italy. Marbito also have latest R & D laboratory with constantly trained workforce.

Marbito has been providing fascinating shades of marbles, plain colors, anti skid, multi prints & double charge excelling international technical specifications to provide better floor solutions for our valued customers.

Marbito has opted for a long term policy which means to produce quality product to keep its client satisfied.

14

Excellent Technology
Marbito has perfected the techniques that make its vitrified tiles the most durable and appealing in the market. Sophisticated Italian equipment and innovative processes ensure excellent color consistency, guaranteeing vibrant hues and low maintenance year after years. Stringent controls at each stage of the manufacturing process guarantee that tiles leaves the factory complies with the highest international and ISO standards. Meeting even the biggest delivery commitments on time is no problem, thanks to the companys one-roof, fully computerized system. This allows the company to the maximize efficiency and cost-effectivenes addingrealvalueforthcustomer.

The unique features of the vitrified tiles plant are

     

Longest kiln in India. 48 Head Polishing Machine, largest in India. Indias largest 16 MW in-house power plant (among the tile manufacturers) Machinery from the industry pioneer: Nassetti Italy 5000 Metric Tone Press, the largest in the country The largest tile formats (1mx1m & above) in India.

15

These are the ideal settings for vitrified tiles to qualify most stringent European norms. The technical property given bellow reflects the technical properties of Marbito brand vitrified tiles. Technical Parameters
Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Property Deviation in Lenth Deviation in Thickness Straightness of Sides Rectangularity Surface Flatness Water Absorption* Mohs Hardness* Flexural Straightness* Abrasion Resistance Skid Resistance (Friction Coefficient) Breaking Strength* Density (g/cc) Frost Resistance Chemical Resistance Thermal Shock Resistance Colour Resistance Thermal Expansion Stain Resistance Moisture Expansion Glossiness International Std. ISO 13006/EN 176 Group Bla 0.6% 0.5% 0.5% 0.6% 0.5% <0.5% >0.6 > 27 N/mm2 < 204 mm > 0.4 1113 N >2 Frost Proof No Damage No Damage No Damage < 9 x 10-6 Resistant Nil 2

MARBITO Granitile Value 0.1% 1% 0.1% 0.2% 0.2% <0.05% >0.8 > 44 N/mm2 < 144 mm > 0.6 2800 N 2.4 Frost Proof No Damage No Damage No Damage < 6 x 10-6 Resistant Nil
Min. 60% reflection
2

Method of Testing EN 98 EN 98 EN 98 EN 98 EN 98 EN 99 EN 101 EN 100 EN 102 ASTM C-1028 ASTM C-648 DIN 51082 EN 202 EN 106 EN 104 DIN 51094 EN 103 ISO 10545-14 ISO 10545-10 Glossmeter

16

Excellent Blend
Marbito unique blend of international expertise yields vitrified tiles of outstanding beauty and resilience. The flair of the best designers is combined with state-of-the-art Italian technology and skilled craftsmanship. This fascinating merge of cultures results in a dazzling array of the designs, both classic and modern, presented in a range of vibrant, long-lasting colors. With a complete range of products, Marbito tiles are an unbeatable choice for both commercial and domestic use.

Excellent Sales Network

Marbito tiles features high quality, original pattern and diversified varieties. Since launching into the market, the products have earned high popularity from the domestic Consumers and distributors. The sales network of the company covers throughout India currently has developed over 350 dealers network and exclusive stores in India. Besides focusing on the development at home, Marbito tiles opened his hands to international market. Pay attention to the market trend, Marbito has accumulated rich experience, and has transferred the pressure into promotion.

Excellent Professional Team

Professionalism is the key to the Marbito reputation as a leading producer of vitrified tile. With a truly qualified & devoted team, we work hard to maintain efficient communication flows, making sure we keep to our commitments. And a holistic approach to human resource development within the company allows personnel to upgrade and refine their skills and expertise while gaining an understanding of the companys operations as a whole. Such insights enhance the teamwork that enables us not only to fulfill, but also to exceed customer expectations.

17

ABOUT TILES

Types of Tiles
The word ceramic tiles is a generic word which includes: Ceramic tiles; ceramic vitrified tiles; and porcelain tiles; Ceramic tiles may be classified as glazed ceramic tiles and unglazed ceramic tiles. Glazed ceramic tiles may be plain or decorated and are generally used as both wall tiles and floor tiles. Unglazed ceramic floor tiles are more suited to commercial and industrial settings.

Floor tiles are generally thicker, larger and more porous when compared to wall tiles. Floor tiles are generally of three kinds:

Ceramic tiles Porcelain tiles Fully vitrified tiles (Granito).

18

Manufacturing of Tiles

The manufacturing process for wall tiles differs from that of floor tiles. Wall tiles are manufactured through the Bicottura process whereas floor tiles are manufactured through the Monocottura process.

Porcelain tiles / vitrified tiles are essentially ceramic tiles; however, they have very low water absorbency. They are usually made from kaolin clays, feldspar, silica and coloring oxides and are fired at about 1,200 degree Celsius. Porcelain and vitrified tiles, unlike porous bodied tiles, shrink in the firing process and hence certain allowances are made for dimensional accuracy during the manufacturing process. These tiles can be used as both wall and floors tiles. However, the current industry trend is towards using them as wall tiles.

19

PRODUCT SEGMENT
The main product segments are the Wall tile, Floor tile, Vitrified tile and Porcelain tile segments. 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 and surface effects. They cater to tastes as varied from rustics to contemporary marble designs in super glossy mirror finishes.

20

PRODUCT PROFILE

21

PRODUCT

VITRIFIED ROCK SLAB THE GRAND ROCK MULTICHARGE VITRIFIED RUSTIC AQUART STEPS ELEVATION RISERS

22

PRODUCT ANALYSIS Design consistency

Compared to natural stones like marble, Oracle Granito has far more consistency in design for greater aesthetic appeal.

Polish retention
Unlike marble, Oracle Granito retains its polish for long.

Durable colour
Unlike marble which turns yellowish with passage of time, Oracle Granito exhibits nil discoloration.

Stronger than granite and abrasion-resistant

Oracle Granito tiles look good year after year and makes for a long-term investment.

Full-body-design
As the design pattern runs through the body of Oracle Granito tile, surface wear over a period of time does no expose different patterns. Water absorption lower than 0.05%: Make Oracle Granito stain-resistant, cleaner, and more hygienic and maintenance-friendly

Chemical-resistance
Chemicals like light acids, can be used to remove the most stubborn of stains.

Flatter joints
Less dirt collects at the joints.

Skid-resistance when dry

Safe for the young and the aged.

Pre-polished and pre-sized tiles

Ready-to-use Oracle Granito tiles saves time in laying.

ISO 9001:2000 accredited company

Customer can rest assured on product quality. 23

PROPERTIES OF VITRIFIED TILES

Hardness
Hardness is the resistance of a material to an indentation by any other material. Vitrified tiles have hardness of 7 to 8 MOH.

Strength
It is a measure of the load a material can beer with out formation of a crack or permanent deformation. Vitrified tiles have strength greater than 300kg/square cm.

Zero water absorption property

Since vitrified tiles have high percentage of vitrification, they are less porous and hence they have zero percentage of water absorption. Water absorption is conducted by socking a tile in the water. The percentage increase of mass of tile is the percentage of water absorption. In case of vitrified tiles water absorption is less than 0.50%.

Abrasion Resistance
Since vitrified tiles have MOHS hardness value of 7 to 8, it is very difficult to abrade it in normal conditions. Although any harder materials such as topaz or diamond can abrade it.

Acid resistance
Vitrified tiles have got resistance against wide range of chemicals including acids and alkalies except hydrofluoric acid.

24

PRODUCTION CAPACITY

W s tern Granito Lim ited

5000 5000 5000 5000 5000 5000 5000 5000 6500 10000 10000 10000 10000 10000 14000 21000
Western Granito Limited Sogo Ceramics Ltd. Sakar Ceramics Ltd. egent Granito Ltd. Jalaram Ceramics Ltd. City iles Ltd. kash Ceramics Ltd. Deco Light Ceramics Ltd. ell Granito India Ltd. armora Granito Ltd Oracle Granito Ltd. H& Johnson Ltd. E ro Ceramics Ltd. ntiq e Granito Ltd. sian Granito India Ltd Mar deshwara Ceramics Ltd.

Sakar C r am ics Ltd. g n t Granito Ltd.

Jalaram C r am ics Ltd. City il s Ltd. kash C r am ics Ltd.

D co Lig t C r am ics Ltd. ll Granito India Ltd.

arm ora Granito Ltd Oracl Granito Ltd.

E ro C r am i ntiq

Granito Ltd.

ian Grani o India L d w ara C r am i

Mar d

L d.

H&

Jo nson Ltd. Ltd.

Sogo C r am ics Ltd.

Capacity of rod ction (Sq. Mtr / Day)

25

BRANCH OFFICES
 MUMBAI  DELHI  AHMEDABAD  BANGALORE  CHENNAI  KOCHI  HIMATNAGAR

26

Introduction
Definition Marketing is the process of planning and executing the conception, pricing, promotion, and distribution (4 Ps) of ideas, goods and services to create exchanges (with customers) that satisfy individual and organizational objectives.

Need for Marketing of Ceramic Some of the factors like competition create awareness of product to customer, market penetration, to achieve goal for selling in particular segment, to establish good image of brand of product to customer, etc are driving force behind marketing task. As additional companies are coming up in the southern and eastern region, there is stiff competition among ceramic producing companies. This companies need to adjust themselves to changing situation by upgrading the technology, widening product range, developing new market segments, improving existing, channel of distributions etc.

Essentials of Tiles Marketing 1. Focus on brand name 2. Effective Differentiation 3. Effective public relations 4. Price differentiation 5. Strong distribution network Marbito Ceramic has created marketing department in Gujarat, Maharashtra, Rajasthan, mp, Jharkhand etc, states of country as well as in foreign

27

countries too. The head office of marketing department is at Gujarat, which looks after the marketing of all regions centrally. Marbito ceramic has created its own office at Ahmadabad, Delhi, and Mumbai etc.

ORGANIZATIONAL STUCTURE

Management Structure

Chairman, Managing Director, Board of Directors, Marketing President, Marketing Vice President

Top Management

Deputy General Manager, Regional Manager, Area Regional Manager, Finance Manager, Production Manager

Middle Management

Regional Sales Manager, Sales Executives, Production Executives

Lower Management

28

MARKET SEGMENTATION
A company, which decides to operate from some part of market normally, can not serve all the customers in market. To maximum utilization of available market & resources to the sales the company adopts the market segmentation policy.

Marbito adopts market segmentation on following basis 1. Trade segment It is the biggest segment, which covers 50% of Marbito market. It is the segment of the retailers where brand identification, quality of product and market penetration play very important role. 2. Builder It is the second largest segment and very effective segment in ceramic marketing of builders. Builders generally purchase in large quality so price and credit policy plays vital role for this segment. 3. Government Segment Govt. & Semi govt. agencies are the largest consumer contribution about 25-30% of all India ceramic consumption. Special quality ceramic is asked at times for railways, ONGC, and irrigation dep. etc. 4. Institutional This segment covers industrial units and public trust. So relationship plays big role for this segment.

29

PRICE MIX

Price is the only element of marketing mix that produces revenue. So we can say that price is one of the most important element determining companys market share and profitability. When it comes to setting up the price, it is the most crucial decision. Price decides the market share and profitability. So any mistake in deciding price will affect too much to unit. Marbito follows two types of pricing policies. (a) Cost Oriented Pricing It is the simplest method for price. It also says as cost plus & target pricing. Generally retailers are using this method. Marbito keeps the following point in mind while deciding on cost base. 1. Sales Production cost 2. Distribution cost 3. Advertising cost 4. Promotion cost 5. Other marketing expenditure

30

(b)

Competition Oriented Pricing In this policy the price is set in accordance with the competition prevailing in the

market. This method is applied when there is higher competition. In ceramic market the price of the ceramic product charges time by time. As the owner of ceramic manufacturing units associated themselves in a group there avails high product of price charge, the association fixed up price as per cost of products on, transportation cost, excise duty, 10% profit etc hence it plays a vital role in pricing policy. No w a days, government has no any control over the ceramic prices as a result of this each organization adopts its own pricing policies. In Marbito pricing decision are taken by consideration following aspects. Cost of product Add expenses Distribution cost Market conditions Sales production cost This is a combination of demand and competition oriented pricing policy. The present price of Marbito is Rs. 800 per box. This method is applied where there is high competition in the market. Credit Facility Marbito follows 0 days of credit policy and this is the major positive strength of the company. Discount Marbito itself a known brand tells the market about good economic rate so market never needs any discount.

31

CHANNEL MANAGEMENT

According to Bucklin, A channel of distribution shall be considered to comprise a set of institution which performs all of the activities utilized to move a product and its title from production to consumption. When producer relinquishes some control over how and to when products are sold to marketing intermediaries, it is said to be the channel of distribution. At this time producer appears to be placing the firms destiny in the hands of intermediaries. For marketing, Marbito has assigned the task to Distributor who is private channel partner and perform all distribution activities on behalf of Marbito. This part directly collects orders from the dealers/customers and prepares a chart accordingly type of tiles, quantity of tiles, date of booking order, etc. this chart is send to site after receiving such chart at site. They will prepare transport wise dispatch programmers from site; products would be distributed as per the requirements of the distributors through concern transporters. Generally, Marbito has appointed three type of transport facility for transporting the goods by roads.

(a) (b) (c)

By Road By Sea By Rail

32

PROCEDURE FOR DISPATCHES

Procedure

Co- ordination

Receipt of order from Marketing

Booking office

Order processing

ispatch order

ispatch program

Weigh bridge weight

Transporters

Packing house loading Back to booking for Invoices Security

Collection Memo to truck

Weigh bridge weightiest

Marbito has developed well- balance of distribution in all state, there is one sales officer is there and under him distributors and dealers are there.

33

An example of the distribution network of Marbito in south region is as follow.

Regional Sales office

Direct consumers
istributor

ealer

Sub dealer

34

DISTIBUTION AREA

1.

North Zone Delhi Punjab Haryana Uttarpradesh Uttaranchal Himachal Jammu and Kashmir Chandigarh

2.

East Zone West Bengal Jharkhand Bihar Assam Tripura

35

3. West Zone Maharashtra Goa Gujarat Rajasthan

4. Central Zone Madhya Pradesh Chhattisgarh Orissa

5. South Indian Andhra Pradesh Tamil Nadu Karnataka Kerala

36

Marketing Structure (Personnel)

Marketing Director

Marketing President

Marketing Vice President

Deputy General Manager

Regional Manager

Area Regional Manager

Regional Sales Manager

Sales Executives

PRODUCT MIX
37

Elements of Product mix of Marbito (A) Product Item (B) A single product. Here vitrified is only a product Marbella series Platinum series Super series Satin Matt series Stono series Arizona series Pioneer series Granite series Mega slab series (B) Product Line: 1) 600600mm size 2) 605605mm size 3) 807807mm size 4)10001000 mm size

38

(c) Product mix

Vitrified Tiles Quality Standard Company produces vitrified as per the requirement of quality standard specified in ISO 9001 the quality strength of the Marbito ceramic is regularly tested. Quality of Tiles per bag Only Two kind of quality packing is done, 15.5 & 25sqr ft per box of Tiles. SIZE (m.m) 600600 605605 807 807 1000 1000 Sq.ft. 15.5 15.76 21 25

39

PROMOTION MIX
Marbitos promotion is combination of two strategies i.e. 1. 2. Sales Promotion Advertisement

(1) Sales Promotion Definition To communicate with individuals, groups or organizations to directly or indirectly facilitate exchanges by informing and persuading one or more audiences to accept an organization's products. With the indent of open market ceramic as commodity is now shifting towards being new ways to convince the customer to purchase their brand. They are positioning their products stressing on specific attribute which customer consider e.g. strength, reliability, water requirement etc. and are formulating their promotional strategies accordingly.

Objectives to be achieved by the Marbito through sales promotion are 1. To stimulate the buyer for purchasing the product. 2. To consider the type of market, competitive condition of market. 3. To give extra incentive to consumers. Marbito adopts various types of sales promotion tools like discounts, gifts, and some other incentives and sometimes company send their dealers and distributors on tour. Marbito has adopted 3 levels of sales promotion: A. At a Dealer level B. At a Salesman level C. At a Consumer level

40

I at a Dealer Level Company prefers dealer who deals with Marbito only. Dealer being the direct link between the customer and company, sales promotion applied on them provides fruit full results. Marbito provides following schemes. Depending up on sales turnover of a particular dealer, certain incentive is provided. Company arranges parties and functions at different places. Foreign tour is also arranged for the dealers. Picnics are arranged for all dealers of a particular region Calendars, diaries, etc., are provided to dealers.

II. at a Salesmen Level Different attractive incentives are provided by Marbito to its salesmen for increase in sales volume to their target. The target is fixed for each and every salesman and he is able to achieve it, he will be awarded some gifts or monetary rewards and thus motivated. III. at a Consumer Level Marbito explain its consumer about different types of ceramic tiles. They explain that what are the other tiles and what is the Marbito vitrified. Consumers are ensured with number of benefits when they use marbito tiles and cash discount also in certain situation many a time; consumer also gets different gifts like diaries, ball pens, calendars, etc. Marbito occasionally arranges consumer camp so that they can get information about the company and its product. Marbito also arranges training camps masons, architecture, builders, etc. Thus, we can say that sales promotion is not expenditure; it is an investment which provides a lot of rich dividend. Thus it is integral part of manufacture in efforts.

41

3. Advertising In the present period of business management, advertising is the most important media to stay in the market. To earn profitability in business it is very necessary to advertise our product of doing its publicity. Through advertisement one can differentiate its product from the product of the other company. With the indent of open market, tiles as commodity are now shifting towards being new ways to convince the customer to purchase their brand. They are positioning their products stressing on specific attributes which customer consider. E.g. strength, reliability, water requirement, etc and are formulating their promotional strategies accordingly. Advertising is primarily a private enterprise marketing tool; it is used in all countries of world including socialists. Advertising is the cost effective way to disseminate messages, whether it is to build brand preference for all over the world to motivate developing nation. There are various advertising media like magazine, newspaper, radio, television, outdoor display, direct mail, cards, catalogs, aerators, etc. The unit has adopted the competitive advertisement policy for advertisement purpose. The final budget is fixed every year. They are not having different advertisement targets for different regions. They have got a controlled advertisement target of different regions.  Printed Media Marbito gives advertisement in newspaper, magazine and periodicals. The company also distributes printed calendars to distributors, dealers, customer & workers every year.  Outdoor Media Marbito also gives advertisement through outdoor media. For outdoor media they use wall printing, poster and hoardings, bus, panels, railway bogies, etc.  Audio Visual Media Marbito also uses media for advertisement like television, radio, theatre, etc.

42

MARKETING RESEARCH

Marketing research is one of the powerful and intelligent media for those who wish to be stable in market. It is the study of what, who, where, why, and how. In Marbito there is no any department for conducting market research. They are doing research at fixed intervals with the help of professionals. The corporate office is looking after the marketing research activities. Following method have been adopted by Marbito, for marketing research. 1> 2> Survey Method: By taking Personal Interview. Experimental Method: To check the distribution channel, advertising strategy. By this way they make their ideal efforts to increase their sales and improve the quality of the product. But in one of the year due to sudden fall in the price by notable extent, the company is suffering from over production. But compared to other ceramic Industries, Marbito is quite on safe line. .

Today Marbitos exports of vitrified in India are 50% and Marbito has ranked no. 1 exporter of tiles for last three years.

43

RESEARCH METHODOLOGY

44

INTRODUCTION
Research is a search for knowledge. Methodology is the process of collecting the information, which helps to find out the solution to the topic selected by the researcher. It is a systematic way of presenting information.

METHOD OF DATA COLLECTION

The study is based on facts and figures collected by conducting a survey in MARBITO tiles. Respondents are surveyed for the study. The respondents taken for the survey are those workmen workers who are actually engaged in Manufacturing / Operating systems. To get the respondents view, a questionnaire was prepared and the personal interview method is adopted.

SOURCES OF DATA COLLECTION

Data and information collected for the purpose of the study has been obtain from the following sources   Primary Data Secondary Data

 PRIMARY DATA
Primary data is obtained by a study specifically designed to fulfill the data need. Such data are original in character and are generated by large number of surveys conducted. A primary source is one that itself collects the data by following methods: a)

Direct personal Interviews

In this method of data collection, there is a face-to-face contact with the persons from whom the information is to be obtained. The questions are ask to the respondents pertaining to the survey and collect the desired information. The information obtained by this method is likely to be more accurate.

45

b)

Questionnaire method
In this method, a list of questions pertaining to the survey is prepared and given to the respondents. The questionnaire contains questions and provides space for answers. A request is made to the informants to fill up the questionnaire. This method is very helpful when the field of investigation is very vast. The workmen workers were given the questionnaire form to be filled giving the details about the process of recruitment & selection.

SECONDARY DATA
Secondary source of data is one the is already available. Which is been collected by some one else. The secondary data mainly comprise of theoretical background. Material collected from various Books, Magazines, Text Books and Company broachers, & records. Secondary data is obtained by: a) Published Data b) Unpublished Data The web site of Marbito vitrified i.e. www.Marbito vitrified tiles.com is available on the Internet, which helped us to gather all detail information for the project.

 LIBRARY WORKS
For preparing the project report, various books were referred which were available in both, collage library as well as companys library, which proved to be of great help to me.

46

SAMPLING

Sampling may be defined as the selection of some part of an aggregate or totality on the basis of which a judgment is made. In other words it is the process of obtaining information about a part of it. The items so selected constitute what is technically called a sample. Generally speaking sampling selection is a skillful task, which should take into account various aspects. In order to collect the reliable information for the study I have selected questionnaire-sampling method. Under the questionnaire sampling method out of 500 workmens I decided to contact 100 workmens who are actually involved in the manufacturing / operating. Accordingly I approached the randomly selected respondents and took the personal interview of those respondents who were willing to assist in conducting the research.

47

DATA ANALYSIS

48

ANALYSIS

1. 2. 3. 4. 5. 6. 7. 8. 9.

Dealers generally look for profit margin to sale any particular brand of Vitrified. According to them they can sale any brand it depends on profit margin. As far quality is concerned Johnson & Johnson is on first position As far as After sales service is concerned Vitrified is in 1st position and Marbito ceramic is on better position Marbella series is the 1st choice and Color is last choice of all type of customer. Pricing positioning of Johnson & Johnson is first rest has 2nd position including Marbito Vitrified tiles ltd. In market share according to volume Johnson & Johnson come at the best and Marbito is not so well. In regard of market potential Marbito Vitrified has better position. Delivery position, Strength, Marbito has got third position. In communication Marbito Vitrified is on the good position. As regarding Brand perception and Buyers choice Marbito is on third rank.

10.

11. In Promotion Scheme Marbito is on forth rank.

49

GRAPHICAL ANALYSIS
Which brand of Ceramic you prefer? % OF BRAND RESPONDENTS Varmora 27 Marbito 16 Asian 24 J&J 15 sogo 8 city 10

Interpretation
Various major plant brands available in ceramic at Himmatnagar and nearby region. On major part wholesaler and retailer preferring Varmora as their first preference with 27% followed by Marbito with 16% than j&j with 15%, City with 10% and then Sogo with 8%.

50

What are motivating factors for consumers? % of FACTORS RESPONDENTS price 10 quality 61 image 29

Interpretations
Survey revel that, customers are much Quality continuous while purchasing any ceramic. So far customer, as whole sellers and retailers perceive, quality is a major motivational factor for buying decision with 61%, where as brand image with 29% and price with 10% stood second and third position as a motivational factors for customer.

51

When 100 customers comes to you what is the percentage of demand? % OF BRAND DEMAND varmora 28 marbito 24 Asian 18 J&J 17 sogo 8 city 5

Interpretation
On major part of the customer preferring Varmora as their first preference with 28% and it nearest competitor is Asian 18% followed by Marbito with 24% than J&J with 17%, Sogo with 8% and then City tiles 5%.

52

Which media is most effective for sale?

MEDIA PERCENTAGE Newspaper 11 Magazine 3 Television 41 wall Painting 27 Hording 13 Glow signboard 5

Intrepretation
In the glamorous world of advertisement different type of media was use for different product . Through ceramic is a commodity product; hence its market segment is different from any other product. By the survey it was concluded that above 41% of retailer think that Telivision is the best media to attact customer . Wall prenting is other best media of attrection followed by Hoarding. By survey it was concluded that only 3% of retailer think that Magazine is effective media . which shows that magazine is not an effwctive media for sale promotion activity.

53

What are the reasons preferences of any brand?

FACTORS BRAND QUALITY BRAND IMAGE MARGIN GIFT OTHERS

PERCENTAGE 50 30 10 5 5

Interpretation
By survey it was observed that retailer suggest the specific brand on the basis of brand quality followed brand image on their margin than at last on the basis of gift. It was observed that retailer and wholesaler prefer first to suggest the specific brand on the basis of brand quality which is 50% , than followed by brand image 30% followed by margin with 10% than gift and other factor by 5%.(here other factor includes service ,relation .)

54

FINDINGSAND ANALYSIS

55

FINDINGS FROM THE DATA

 Most of the whole sellers and retailers told that product is very good. Quality of the product is up to the mark.  MRP of the product must be increased. The whole salers and retailers were not happy with the MRP.  Product complaint is very less. As per the retailers product carried very less complaints.  Marbito vitrified tiles is having great brand equity as compared to its competitor.  Advertising frequency of marbito vitrified tile is relatively high than its compititors.  Consumer perceived clear differentiation between different brands of vitrified tiles.  Strength is most important factor. Which affect the vitrified tiles buying decision?  On brand preference marbito vitrified tiles is most preferred brand in the market.  Marbito vitrified tiles is most available brand in the market.  Marbito vitrified tiles having a good position in the market.

56

SWOT ANALYSIS
Strength 1. Lower energy cost due to imported calorific value coal and use of non-conventional fuels. 2. Lower transportation cost due to increased transport through sea router fro bulk shipping. 3. Very high brand identity. 4. Excellent innovation engineering and technological skill useful for operating excellence. 5. Very less dependent on government for coal and power. 6. Favorable location having raw material site at a distance of the production line. 7. High distribution efficiency and sound to cope up with economic situation. 8. Excellent management team to cope with changing environment. Weakness 1. No national geographic coverage as in case of competition. 2. Very limited fragmentation of plant, which avoid is presence in very sub regional markets. Opportunity 1. Higher agriculture production may result into higher purchasing power, which will increase demand. 2. Stability of Government may result into higher FDI inflow, which will give rise to Macs entry in India, which would require operations in India. Thus large infrastructure projects and related requirements of housing and accommodation will boost ceramic sales. 3. New product usage of RMC (Ready Mix Concrete) would the demand. Threats 1. Threats from the economic cycles. I.e. Recession or growth. 2. Change in Government policies in term of coal, diesel, raw material and transport. 3. Exchange rate fluctuation having direct effect on bottom line as well as on export. 4. Capacity expansion by the competition, which will lead to the surplus of the ceramic.

57

LIMITATION

58

LIMITATION

 Bearing an Employee in a company, time constant is a major limitation for the study of projects, preparation of questionnaire, follow up for filling up feedback from, collection and compilation of data  Also candidate, while taking personnel interview, do not open themselves easily or they feel that the person doing position to justify the things than only understand or collecting the queries.  Hence it is very difficult to convince candidate to give proper answer of questionnaire.  Due to bad weather condition during survey period the monthly sales not accurately respondent.

59

SUGGESTIONS

60

SUGGESTIONS
 Company should frequently check its price and price fluctuation should be controlled.  It is clear that while purchasing vitrified tiles of any company, customer first prefer its quality. So Marbito vitrified tiles should maintain its quality in future.  Though advertisement of Marbito vitrified tiles is very good. But it does not get position in preference rating of consumer of Marbito vitrified tiles where as it has preferred by the customer of varmora and sogo, While purchasing. So Marbito should make advertising which should be heart catching and emotional to convenience more people. Current price of Marbito vitrified tiles seems quite competitive, so company should maintain its price according to circumstance and competitors strategy.  Company should start a scheme of giving gift to customers for purchasing of vitrified tiles in bulk quantity.  The advertising should focus on the reasonable price with high quality and strong image in comparison with the other brand of image.  Oracle granite ltd should try to establish its relationship marketing with key parties like distributors, suppliers, retailers, and customer in order to earn retail long term preference and business.

61

CONCLUSION

62

CONCLUSION
I underwent a two months training at Oracle manufacturing Ltd. Before coming to Oracle manufacturing Ltd I had just studied Marketing Management as apart of my curriculum. But coming to Oracle manufacturing Ltd I learnt the need & importance of system of Sales and Distribution as a Marketing function. In conclusion, I can say that, Oracle manufacturing Ltd is a well-managed organization where all the personnel have a sense of belongingness and responsibility towards the organization. Oracle manufacturing Ltd is an example of outstanding performance and dedicated organization. The members of the organization work like a close-knit family so member of Oracle manufacturing Ltd called this organization as ORACLE PARIVAR. The major area of concern for Oracle manufacturing Ltd is Quality and the quality and only the quality. The Organization has never compromised on quality it is the major reason for Oracles success. Sales and Distribution procedures differ from the proto call of other organizations and its uniqueness is appreciable. With my study on Sales and Distribution process, I come to know that most of the customers of Oracle manufacturing Ltd are satisfied with these processes.

63

BIBLIOGRAPHY

64

BIBLIOGRAPHY

Marketing Management -: Philip Kotler

Research Methodology -: Kothari C.R.

Sales Management -: E.W.Cundiff, R.R. Still

1. Website Visited -: www.Marbito.co.in 2. Annual Report of Oracle Granito Ltd 3. www.google.com

65

ANNEXURE

66

ANNEXURE

QUESTIONNAIRE
______________________________________________________________________________

Research Sandip Patel Course MMM Roll No 73197

Research Guide Prof, Dr.C.ANBALAGAN, M.Com, M.Ed., PhD (Com) PhD(Edn) IBMR

______________________________________________________________________________

Name: ____________________________________________________ Address:___________________________________________________ Phone no.:__________________________________ Age:_______________________________________ E-mail I.D.:_________________________________

Q.1.Which brand of ceramic you prefer most (according to you)? a. Varmora b. Marbito c. Asian d. J&J e. Sogo f. City

67

Q.2.What is motivating factor of customers? 1. Price 2. Quality 3. Brand 4. Other

Q.3.Which brand of company customer prefer? a. Varmora b. Marbito c. Asian d. J&J e. Sogo f. City

Q.4.Media most effective for sales promotion? a. News paper b. Magazine c. Television d. Wall printing e. Hoarding f. others

Q.7.Importance factors that people buy vitrified tiles from marbito?

Price Brand Name Quality Scheme Demand Delivery Time Packaging Advertising 68

Q.8.How do you evaluate the quality of vitrified tiles of Marbito as compare to Other producer? Good Very Good Satisfied Poor Very Poor

Q.9Do you get vitrified tiles as per your order and delivery schedule? Most of Time Some Time Always Rarely Never

Q.10In which area Marbito need to improve its strategy to get better remark (Areas given below)?

Processing System Quality of Product Promotional Areas Packaging of the Product Discount Facilities After Sales Services Better Feedback

69