Suraj.s.khelani div-A R.N.-26

8/6/2019 Suraj.s.khelani div-A R.N.-26

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SOM LALIT INSTITUTE OF BUSINESS MANAGEMENT

GUJARAT TECHNOLOGY UNIVERSITY

SUMMER PROJECT REPORT

ON

"IDENTIFICATION AND ENHANCEMENT OF RETAIL NETWORK ANDINSTITUTIONAL CUSTOMER BASE FOR BELL TILES IN AHMEDABAD"

In requirement of partial fulfillment of Master of Business Administration

SUBMITTED To

GUJARAT TECHNOLOGICAL UNIVERSITY

Internal Guide: Submitted By:

Name: Suraj.s.khelaniEnroll. No. 27

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DECLARATION

I Suraj.s.khelani of SOM LALIT INSTITUTE OF BUSINESS

MANAGEMENT hereby, Declare that the Project report on

"IDENTIFICATION AND ENHANCEMENT OF RETAIL NETWORK

AND INSTITUTIONAL CUSTOMER BASE FOR BELL TILES IN

AHMEDABAD" is my original work and has not been published elsewhere.

This has been undertaken for the purpose of partial fulfillment ofGUJARAT TECHNOLOGICAL UNIVERSITY requirement for the

award of the Degree ofMaster of Business Administration.

Name: Suraj.s.khelani

Date: __/__/2011

Place: Ahmedabad

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ACKNOWLEDGEMENTS

Simply put, I could not have done this work without the lots of

help I received cheerfully from whole BELL CERAMICS. The work culture

in BELL really motivates. Everybody is such a friendly and cheerful

companion here that work stress is never comes in way. I would specially

like to thank Mr.Rangaswamey and Mr.K.D.Vaishnav for proving the nice

ideas to work upon. Not only did they advised about my project but listeningto their discussions in BELL meeting have evoked a good interest in

project.

I would also thank Mr.krunal purohit and Mr.pratik koka for

always guiding me and solving all my problems and difficulties during the

whole summer project.

I am very very thankful to my all faculty members and specially

the Director Dr.joshipura Sir who has given chance to do my summer

internship in the company in which i got chance to learn a lot about the

marketing.

Finally i would like to thank all who have directly or indirectly

helped me to complete the internship and this project report.

SURAJ KHELANI

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TABLE OF CONTENTS

SUBJECT PAGE

NO.

ACKNOWLEDGEMENT 3

CERTIFICATE 5

EXECUTIVE SUMMARY 6

INTRODUCTION 7-9

OBJECTIVE OF THE STUDY 10

RESEARCH METHODOLOGY 11

FINDINGS 12-17

SWOT ANALYSIS 18-20

LEARNING EXPERIENCE 20

QUESTINNAIRES 21-22

REFERENCES 23

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CERTIFICATE FROM THE ORGANISATION

EXECUTIVE SUMMERY

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BELL ceramics ltd. is a well known ceramic manufacturer of

ceramic tiles.Bell ceramics makes quality products and is known for its

quality in the market and it has also become a large manufacturer of the

ceramic tiles all over India after its recent merger with orient ceramics.

This project concentrates mainly on the finding the reasons for this

declining sales in the Retail market and enhancement of the same. The

identification of the market situation and image of the BELL tiles is the

major concern of the project. A questionnaire containing of very few but

important questions regarding this issue is used for the project.

Direct meeting and promoting the new FOREVER TILE series and

the BELL-ORIENT merger and recent openings of the company depots were

the main aspect of the project to enhance the retail market of BELL.

The major issues like low margin for retailers, higher cost to the

consumers, poor promotions, weak distribution services, very less follow-up

to the retailers, old and common designs and very fewer designs in

VITRIFIED type of tiles are found to be major factors behind the declining

sales of the BELL tiles.

The SWOT analysis has been done on the basis of the findings

and other response and knowledge points got from the market.

INTRODUCTION TO

CERAMIC INDUSTRY AND BELL CERAMICS LTD

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History of Ceramic Tiles

The latin word tegula and its french derivative tuilemean quite precisely aroof tile of baked clay.The english tile is less precise, for it can in addition

be used for any kind of earthenware slab applied to any surface of a

building.

The word ceramic comes from the greek word keramos meaning pottery,

it is related to an old sanskrit root meaning to burn but was primarily used

to mean burnt stuff.

Rumors have it that the first clay tiles were produced seven to eight

thousand years ago in the area now known as the Holy Land. Many sources

independently verify that the actual known history of Tiles, (and the known

usage of wall and floor tile coverings) can be traced 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 were dried beneath the sun or baked, and the first glazes were blue in

color and were made from copper, very exquisite!

During that period ceramics were also known to be found in Mesopotamia.

These ceramics bore decorations, which were white and blue striped andlater possessed more varied 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-Yin dynasty (1523-1028 BC).

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The usage and the art of making and decorating ceramic tiles had spread and

by 900 A.D., decorative tiles had become widely used in Persia, Syria,

Turkey and across North Africa. As transport and communication

developed, tile usage and its penetration in other territories increased. Warsand territory take-overs caused this art to spread even faster.

The Romans introduced tile making in Western Europe as they occupied

territories. The Low Countries of Northern Europe somehow acquired the

technology from Persia, while the Moors brought African tiles with them

when they invaded Iberia (Spain). It was aboard the ships of Spanish

conquistadors that decorative clay tiles found their way to the New World,

where they were used primarily to decorate the Churches of newly built

missions.

By the end of the 12th century, use and manufacture of Ceramic Tiles had

spread across Italy and Spain and into the rest of Europe. Till that time they

were mainly used to decorate the floors of Cathedrals and Churches. The

skill had eventually vanished from Europe in the 16th century following the

reformation. But the decorative wall tile art had survived in Turkey and the

Middle East and the Delft tiles art survived in Holland.

A form of tile making had also evolved among the natives of North and

South America at some point. The first decorative tiles to appear in ColonialNorth America were imported from Northern Europe, mainly England the

Brits having hijacked the technology from the Dutch. The tiles were too

expensive for utilitarian purposes in the Colonies and were found almost

exclusively in the homes of the wealthy.

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Through the centuries, tile decoration was improved upon, as were methods

of tile manufacture. For example, during the Islamic period, all methods of

tile decoration were brought to perfection in Persia. Throughout the knownworld, in various countries and cities, Ceramic tile production and

decoration reached great heights. The tile mosaics of Spain and Portugal, the

floor tiles of Renaissance Italy, the faiences of Antwerp, the development of

tile iconography in the Netherlands, and the Ceramic tiles of Germany are all

prominent landmarks in the history of Ceramic tile.

In the early days, the tiles were hand-made, each tile was hand-formed and

hand-painted, thus each was a work of art in its own right. Ceramic tile was

used almost everywhere on walls, floors, ceilings, fireplaces, in murals, and

as an exterior cladding on buildings.

Today Ceramic tile throughout the world is not hand-made or hand-painted

for the most part. Automated manufacturing techniques are used and the

human hand does not enter into the picture until it is time to install the tile.

They are used in an almost infinite number of ways and you dont have to

consider yourself wealthy to own them. In commercial buildings, where both

beauty and durability are considerations, ceramic tiles will be found,

particularly in lobby areas and restrooms.

In fact most modern houses throughout use Ceramic tiles for their bathrooms

and kitchens and in every vital area of the premise. Ceramic tiles are also the

choice of industry, where walls and floors must resist chemicals. And the

Space Shuttle never leaves Earth without its protective jacket of high-tech,

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Usage and Global Flow

Historically, man has desired to create living spaces which were beautiful,

durable and user friendly. With that in mind, ceramic tile has been made byman for 4000 years. Beautiful tiled surfaces have been found in the oldest

pyramids, the ruins of Babylon, and ancient ruins of Greek cities.

Decorative tile-work was invented in the near east, where it has enjoyed a

longer popularity and assumed a greater variety of design than anywhere in

the world.

During the Islamic period, all methods of tile decoration were brought to

perfection in Persia.

In Europe decorated tiles did not come into general use outside Moorish

Spain until the second half of the 12th century. The tile mosaics of Spain

and Portugal, the Majolica floor tiles of Renaissance Italy, the Faiences of

Antwerp, the development of tile iconography in England and in the

Netherlands, and the ceramic tiles of Germany are all prominent landmarks

in the history of ceramic tile.

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INDUSTRY OVERVIEW

Ceramic is an inorganic, non-metallic solid which may have a

crystalline or partly crystalline structure, or may be

amorphous. Ceramic products are manufactured both in the

large and small-scale sector with wide variation in type, size,

quality and standard. India ranks 5th in the world in terms of

production of ceramic tiles.

The ceramics industry in India came into existence about a

century ago and has matured over time to form a industrial

base. From traditional pottery making, the industry has

evolved to find its place

in the market for sophisticated insulators, electronic and

electrical items. Over the years, the industry has been

modernizing through new innovations in product profile,

quality and design to emerge as a modern, world-class

industry, ready to take on global competition.

Ceramic products are divided into four sectors whichincludes Structural, including bricks, pipes, floor and roof

tiles; Refractories, such as kiln linings, gas fire radiants, steel

and glass making crucibles ; Whitewares, including

tableware, wall tiles, pottery products, and sanitary ware ;

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Technical ceramics which classified into three distinct

material categories of oxides, non-oxides and composite.

A large and growing middle class population of more than

300 million people, a changing life style, better cost of living

etc is growth drivers for this sector.With the growth in the

housing sector the demand of ceramic is expected to

increase. Indian tiles are competitive in the international

market. These are exported to East and West Asian

countries. The ceramics tiles industry in India emerged in the

late 1950s with H & R Johnson setting up its plant for the

manufacture of wall tiles at Thane near Mumbai. Spartek

Ceramics joined in 1985. The booming demand for floor tiles

prompted the entry of other players like Regency Ceramics,

Kajaria Ceramics, Murudeshwar Ceramics, Bell Ceramics.

By basic product variation, the tiles market has three

component segments: mosaic, ceramic, and natural stones.

Mosaic tiles claim a 50 to 60% share. The ceramic tiles and

natural stones share the rest almost equally. Natural stones

also have three segments: granites, marbles and other

stones, including Kota stone.

The ceramic tiles are available in at least three variations.

They are floor tiles, wall tiles and vitrified tiles. These tiles

are differentiated also by technology that is double firing

(the older system) - roller/roller tunnel/tunnel and

tunne1/roller; single firing (newer technology); and double

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face firing. Single firing is used for floor tiles while double

firing continues to be used for wall tiles. Roller technology is

more suitable for larger tiles and tunnel technology for

smaller ones. The vitrified tiles are abrasion and acid

resistant and do not absorb any moisture. They are suitable

for places subject to heavy wear and tear like industrial and

chemical plants, hotel lobbies, banks, special pavements.

In India, the per capita consumption is as low as 0.05 sqm

compared to 0.6 and 5 sqm in China and Europe,

respectively. Rising disposable incomes of the growing

middle class and 40 mn units of housing shortage, however,

hold out a reassuring potential for the industry. Over the

last two de-cades, the technical ceramics segment has

recorded an impressive growth propelled by the demand for

high-alumina ceramics, cuttings tools and structural

ceramics from the industry. Overall, the Indian ceramics

industry has emerged as a major manufacturer and supplier

in the global market.

The industry is capital-intensive although there is a sizable

presence of the informal sector operating on smaller capital

inputs. With new technology and large economic size, capitalcosts are high. So are working capital requirements because

of the need to store a wide variety of products and long

credits. A major change which took over the ceramic tiles

industry was the introduction of wall tiles for bathrooms and

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kitchens and for floors in offices and for decorative

hangings. The Indian industry developed an export market

although at the lower-end. In volume, it constituted only

about half-a-percent of the global market. The upper-end

market is arrogated by Italy and Spain.

The tiles industry in India was facing very competitive

conditions. There is dumping from China. Chinese landed

price is below total costs of Indian producers. On the

domestic front, organised sector has to compete with the

unorganised sector which has the advantage of lower billings

. The growth and demand for ceramic products in this sector

has been further strengthened by the boom in the Indian

real estate sector, which is registering 30 per cent growth

per annum, for the last few years. The growth in the

hospitality industry and the advent of new malls, commercial

complexes and multiplexes also lend support to the growth

prospects of this industry.

The wall tiles segment is dominated by H&R Johnson, SPL

and Kajaria. In the floor tiles, Murudeshwar, Spartek, Kajaria,

Regency and Bell Ceramics dominate. The top five, H&R

Johnson, SPL, Kajaria, Spartek and Sun Earth account for

more than 70% of the turnover of the organised sector.

Ceramic tiles as a product segment has grown to a sizeable

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latest single fast firing methods are deployed in

manufacturing. Some of the latest trends in manufacturing

methods can be seen in India.

The investments in the last five years are approx. Rs 2000

crores. The industry also enjoys the unique distinction of

being highly indigenous with an abundance of raw materials,

technical skills, infrastructural facilities despite being fairly

capital intensive. A total 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 huge considering the per capita consumption

of ceramic tiles in India. Currently it is at 0.30 square meters

per person in comparison to over 2 square meters per

person for like countries like China, Brazil and Malaysia

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CERAMIC TILE INDUSTRY STATISTICS:

1. World production: 6900 Million sq.mt.2. India's Share: 340 Million sq.mt..3. World ranking (in production): 54. Per capita consumption: 0.30 sq.mt.5. Global Industry Growth Rate: 6%6. Growth Rate (India Domestic Market): 15%7. Organized industry turnover (India): Rs 3000 crores

Glazed Wall Tile share: 40%Glazed Floor Tile share: 46%Unglazed Vitrified Tileshare:

8%

Glazed Porcelain TileShare:

6%

Unorganised Industry Turnover Rs 3500 croresGlazed Wall Tile share: 57%Glazed Floor Tile share: 35%Unglazed Vitrified Tileshare: 6%Glazed Porcelain TileShare:

2%

8. Investments in last 5 years: Rs 2000 crores9. Organized sector:

Share of Production: 56% No. of units: 16Revenue (excise duty): Rs 300 crores

10. Unorganized sector:

Share of Production: 44%No. of units:

200 (approx..) (70% basedin Gujarat region)

Revenue (excise duty):Rs 350 crores per annum orless

11. Job Potential: 50,000 direct500,000 indirect

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Industry Highlights

Ceramic Tiles today have become an integral part of home

improvement. It can make a huge difference to the way yourinteriors and outdoors look and express.

The Indian tile industry, despite an overall slowdown of the

economy, continues to grow at a healthy 15% per annum. Investments in the last 5 years have aggregated over Rs. 2000 crores

and production during 2006-07 stood at approx. 340 million sq mts. The Indian tile industry is divided into organized and unorganized

sector. The organized sector comprises of approximately 16 players. The

current size of the unorganized sector is about Rs 3000 crores The unorganized sector accounts for 55% of the total industry

bearing testimony of the attractive returns from this sector. The size

of the unorganized sector is approximately Rs 3500 crores Revenue earning industry - excise mops up over Rs. 350 crores

annually from the organized sector itself.

Indian ranks in the top 5 list of countries in terms of tile productionin the world.

With proper planning and better quality control our exports

(presently insignificant) contribution can significantly increase.

BACKGROUND

Apart from their decorative looks, Ceramic Tiles are primarily hygiene

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products and that is how our broad spectrum of consumers view the product.

This is fairly evident from its varied usage from bathrooms and kitchens in

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

public conveniences, shopping malls and numerous other centers; which dotour day to 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 the traditional use

mosaic and even granite or marble, owing to several factors viz. ease in

laying ability, versatility, low price and hygiene.

Nevertheless, this decorative aspect of a Ceramic Tiles has forever been in

the forefront. Heavy churning out of bolder and colorful designs by the

industry are testament to the fact that most households regard a ceramic tile

as an "adornment" for an otherwise "drab look" of their age-old floorings or

an unfurnished wall.

The Company

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Well-spread and well-connected distribution network comprising 29

Depots, more than 1000 Dealers and over 4000 Retailer to ensure

optimal delivery

Country-wide connectivity of depots through world-class ERP software

adds to effective outbound logistics, inventory and receivable controls

Exports to some of the most demanding markets of the world

Also available Edge Cut Floor Tiles in large 397mm x 397mm format for

that joint free look.

Feted with many awards for performance including Certificate of Merit

conferred by the President of India for meritorious performance in

Exports.

Keeps in touch with end-users, influencers and channel partners with

regularly organised events, exhibitions and meets.

Vision

To become the most preferred provider of tiling solutions

Mission

To delight every individual associated with Bell by providing innovative and

quality product & services on an ongoing basis

Company Profile

Started in 1985 with the aim of manufacturing world-class ceramic glazed

tiles

Products Range

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1) Wide range of breathtaking products to suit various consumer preferences

2) Ceramic Glaze Wall Tiles. 200mm x 300mm

3) Ceramic Glazed Floor Tiles. 300mm x 300mm, 400mm x 400mm4) Also available Edge Cut Floor Tiles in large 397mm x 397mm format for

that

Joint free look

5) Bell is a pioneer in making Non-Skid Group-V Series, Floor Tiles in

300mm x 300mm, 400mm x 400mm & In Edge Cut 397mm x 397

mm. These tiles are Grandfather friendly & Grandson proof

6) Exhaustive product range with a wide range of designs, colours, patterns,

surface finishes

7)ISO 9001:2000 and ISO 14001 manufacturing facilities strategically

located near prime markets in India

8) Manufactured according to COMITEE EUROPEAN DE

NORMALISATION (CEN).

Bell Ceramics Limited is managed by highly experienced and

qualified professionals.

Managing Director

Mr. K M Pai

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President(Marketing)

Mr. A N Rangaswamy

General Manager (Accounts & Finance)

Mr. G P Zala

BELL FACTORY VISIT

MANUFACTURING PROCESS-WALL TILES (DORA PLANT)

It is located at VILLAGE DORA, TALUKA AMOD, DISTRICT-

BHARUCH,

GUJARAT. The place is around 60 km away from Vadodara.

This plant is the REGISTERED OFFICE of Bell Ceramics Limited

The commercial production of floor tiles started in the year 1988

From 26th March 1998, Single Fired Wall Tile production got started

In year 2005, Double Fired Wall Tile production was initialized with

introduction of 10 x 13 designs along with Edge-cut (397 mm x 379

mm) Floor Tiles

The present capacity of plant is around 17,000 sqm per day.

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The Technology used in this plant is Wet Process.

Roller Hearth Klin, Screen Printing, screen preparation, design

development department and dark room.

A full fledged in house die shop where all the dies are machined

ground and finished

A Large spray Drier and Slip house department

A fully equipped R&D Division which continuously develops new

designs, textures, colours and sizes of Wall and Floor Tiles keeping

with the market trends

Current Product Sizes:o Wall Tiles: 200 x 300 mm, 295 x 445 mm

o Floor Tiles: 300 x 300 mm,395 x 395 mm (Edge-cut)

Advantages

Light in Weight, Excellent Sheen

Porous Body Hence has capacity to absorb water, which results in a

strong grip on walls.

Resistant to Bacterial growth hence suitable to areas like kitchens,

bathrooms, pantries Hospitals, laboratories, swimming pools etc.

Red body resulting in better quality and strength.

Imported frits and Glazes resulting in Classy looks and world class

quality.

Facilities

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Roller Hearth Klin, well proven for single firing, fast firing.

Screen Printing, screen preparation, design development department,

and dark room.

A full fledged in house die shop where all the dies are machined

ground and finished.

A Large spray Drier and Slip house department.

A fully equipped R&D Division which continuously develops new

designs, textures, colours and sizes of Wall Tiles keeping with the

market trends.

Raw Materials

Primary raw materials required for manufacture of Floor tiles are

various types of lays, quartz, Calcite/Woolastonoite, Frits, and Glazes.

Most of the raw materials are easily available in Gujarat and in the

neighboring state of Rajasthan.

Bell uses natural gas as fuel right from the inception stages .The fuel

is sourced from GAIL.

Frits and Glazes are imported from abroad to give the world class

quality and exotic look to the tiles.

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MANUFACTURING PROCESS-WALL TILES (DORA PLANT)

Manufacture of Double Fast Fired Wall Tiles is a highly technology

production process.

The various raw materials are weighed individually and ground in a

Ball Mill with water .The resulting Slurry consists of around 60%

solids and 40% water.

The Slurry is then Spray Dried at High pressure to obtain a powder

with around 5.5 % moisture content.

Such powders are stored in Stainless steel Silos.

Then the powder is pressed in high pressure hydraulic presses (Press

no. 1 & 2) into the shape of a tile.

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The tiles are then passed through a Horizontal Drier and subsequently

through a Kiln where the Tiles are fired at high temperature.

Those single fired tiles are then glazed into glazing lines. Various

colours in the glazes are coated onto the tiles by glazing machines. The tiles are also printed by screen printing machines which work at

very high speeds.

The glazed tiles are then passed through the second kiln where the

temperature is even higher than the first kiln (around 1110 degree C

temp).

This results in Double Fast Fired Tiles with attractive appearances. Then the tiles are graded for size, shade and then packed in automatic

selection lines.

The Tiles are palletized and shifted to the warehouse and are ready to

be dispatched by trucks to adorn the walls of the buyer.

MANUFACTURING PROCESS-FLOOR TILES (DORA PLANT)

The Floor Tile manufacturing process is almost the same as that of the

Wall Tile.

The only change is the omission of the First Firing. After taking the

tile of of press (Press no 1, 2 or 3), it is directly sent through the glaze

line and Screen-printing.

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The Tiles are then loaded to cars.

The cars are taken to the entrance of the kiln.

After passing through the Kiln, sorting is done.

The boxes are sent to the warehouse for storage/dispatch.

Production Process: (a) Flow Chart.

Wall Tiles

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Floor Tiles

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Production Process: (b) Detailed Explanation.

Wall Tiles

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Primary raw materials required for manufacture of Floor tiles are various

types of lays, quartz, Calcite/Woolastonoite, Frits, and Glazes.

1. The white clay is first grounded in Ball Mills with big smooth stones

and then properly mixed with water.

2. This mix is then Spray Dried at high pressure to reduce moisture

content to the minimum.

3. The result is evenly granulated clay material.4. This powder is spread evenly in fixed shapes on a conveyer belt.

5. This is then pressed under high pressure hydraulic presses into the

shape of a tile. There are two such presses.

6. This block is called a tile biscuit which still moves ahead on a

conveyer belt.

7. It is then passed through a horizontal drier and then to a Kiln where it

is heated at 1050 degrees Celsius.

8. Simultaneously the glazing material is produced using imported Frits

and Glazes to provide world class quality and excellent finishing.

9. The baked tiles are then passed through the glazing lines where they

are coated with the glazes on the glazing machines.

10. After glazing, screen printing is done on it through automated

machines.

11. Then these tiles are passed through the second kiln where they are

again heated at 1110 degrees Celsius. This provides it additional

toughness.

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12. These tiles are then graded for quality, size and shade and then

packed. These packs are then shifted to the warehouse.

Floor Tiles

Both the processes are exactly the same except in the case of floor tiles,

the first round of heating is not there. The tiles are shifted from the

presses to the glazing lines. Rest of the process remains same.

Product Profile

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The plant produces four different sizes:

(a) Wall Tiles Sizes: 200x300 mm and 300x450 mm.

(b) Floor Tiles Sizes: 300x300 mm and 395x395 mm (Edge Cut).

(c) Pricing Categories:

200x300 mm: Vanila, Premium, Royale and Crowne.

300x450 mm: Elegant, Grande and Ultimate.

300x300 mm: Prime, Exotic and Designer.

395x395 mm: Exotic Plus and Designer Plus.

(d) Product sorting for segregating material qualities: There are four

types of material sorting: First, Commercial, Economy and Utility.

SWOT analysis of Dora Production Plant.

Strengths:

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1. It uses natural gas as fuel that is sourced from GAIL.

2. Raw materials are easily available in Gujarat and neighboring state of

Rajasthan.3. It is a continuous production plant with a daily capacity of around

17000 sq meters.(4.50 Lac sq meters annually :Wall Tiles - 2.10 Lac

sq meters and Floor Tiles 2.40 Lac sq meters per annum )

4. The technology used in plant is wet process. Double Fast Firing

process for high quality Wall Tiles.

5. Has excellent team of professionals and skilled labors.

6. Has a fully equipped R&D department.

7. Cost effective Screen Printing technology.

Weakness:

1. The technology used is not as energy efficient as Multiline Dry

process technology.

2. Working conditions are quite tough especially in summer due to

intense heat in the region.

3. The deviation detection on tiles is done manually and is subjected to

human error.

Opportunities:

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1. It is located near Vadodara and hence has close proximity to market

with better connectivity and state infrastructure.

2. Availability of skilled labor force.

3. Availability of surrounding land for further expansion of plant.

Threats:

1. There are many other factories in the region and hence there is huge

competition for acquiring limited skilled man force.

2. Vadodara as a city is becoming more and more congested and moving

through the city to the nearest Railway Station or Air Port takes a lot

of time.

3. Catching trend of Vitrified tiles.

Induction and training program at BELL

The induction program during the visit guided us about the principles on

which the company functioned. It also made us clear that ethics are an

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important part of the entire system and the code of conduct should be strictly

maintained even on field.

The brief introduction of the ten students selected for SIP throughout Indiamade us realize about our importance towards the organizational goal.

We were given folders containing an official letter mentioning our territory,

targets, reporting officer and guide etc. We were also provided with a

detailed product catalog, a demo daily activity report and expense statement.

The Training program: It started with a promise made by Mr. Achal

Rangaswami Sir that, this program will change our life. And it indeed did.

The brief topics covered under it were:

1. What is selling?

2. What do we sell: Product, Features or Benefits?

3. The process:

Step 1: Probing Open probe and closed probe.

Step 2: Empathizing Being truly in customers shoes.

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Step 3: Pitching Benefits rather than features Showing the big

picture.

Step 4: Closing the call Tough job made easy, closed probe.

4. Customers behavior after the call.

At the end of the program we were lased with new ideas and proud as a

Sales Man.

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CLIENT LIST

Gujarat

Garden Vareli-Surat

Indian Dimond Association-Surat

Pruthvi Buildcon - C/O Hindalco - Dahej - Vadodara

Dinesh Remedies (Dinesh Mill)-Vadodara

Gujarat Flurochem Ltd - Halol - Vadodara

Pro Office - Narmada Bhavan - Vadodara

Bsnl Office-VadodaraMes - Makarpura - Vadodara

Mes - Fathegunj - Vadodara

Dr Shyam Lalchandani - (Ms) - Kalawati Hospital - Harni - Warasia Rind

Road - Vadodara

Baroda Eye Relief Hospital (Vaduwala) - Salatwada - Vadodara

Central Excise Of Baroda Building - Subhanpura - Vadodara

Karnataka

Regal Developers & Promoters-Udupi

Plama Citi Homes-Mangalore

Inland Builders-Mangalore

Colaco Hospital-Mangalore

Mahabaleshwara Promoters-Mangalore

P.A.Engineering College-Mangalore

Canara Engineering College-Mangalore

Sri Devi Education Trust-Mangalore

Nitte Education Society-Mangalore

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Islamic Education Trust-Mangalore

Yenapoya Hospital-Mangalore

The Mysore Construction Co.-Mangalore

Premier Builders-UdupiMothisham Complex Pvt. Ltd.-Mangalore

Mayur Residency-Mangalore

Kanachur Constructions CO,-Mangalore

Poojan Residency-Mangalore

Karavali Education Society-Mangalore

Janatha Construction-Mangalore

Inland Builders-Mangalore

Father Muller Charitable Institution-Mangalore

Puttur Education Society-Puttur

A.J.Hospital & Research Centre-Mangalore

Academy of Liberal Education -Sullia

RajasthanAir Force Staition - Uttarlai - Barmer

H.P.C.L.-

Indian Oil Corporation-Ajmer

N A L Air Force Station-Bikaner

Rajiv Gandhi Shiksha Sankul-Jaipur

Govt.T.B.Hospital-Jaipur

G.E. Call Center-Jaipur

R.T.D.C.-Jaipur

Deepshikha College Of Engineering-Jaipur

Jaipur Dental College-Jaipur

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Subodh College-Jaipur

G.P.O.-Jaipur

Air Force-Mt.Abu

Rajasthan Spinning And Weaving Mills-BhilwaraRajasthan Spinning And Weaving Mills-Mordi

Rajasthan Spinning And Weaving Mills-Banswara

Govt.Hospital-Kankroli

Govt.Hospital-Chittorgarh

M.G.Hospital-Banswara

Satellite Hospital-Udaipur

Bramhakumari Ashram - Abu.Road - Alwar

J.K.Tyres -Kankroli

Railways-Indragarh

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OBJECTIVE OF THE STUDY

For last few years BELL CERAMICS LTD. has shown declining market

share and reduction in the profit.

The retail market of the BELL is almost lost in last few years because of the

lots of competition and small scale cheaper manufacturers and the absence

of the company depo and distribution medium to the retailers.

The objective of my study/internship was to make the retailers in the area

alloted to me(CTM,RABARI COLONY,BAPUNAGAR AND NARODA)

aware about the newly opened company depot in GOTA, to promote the

FOREVER TILES series in these areas and inform about the ORIENT-

BELL merger to maximum possible retailers within the given area in

AHMEDABAD.

To find out the reasons why BELL tiles are not much running brand for last

few years in the retail market,why retailers stop preferring the BELL tilesand give suggestions to overcome these reasons according to the market

scenario and my knowledge and learning from the training.

Ultimately to enhance the retail network of BELL in AHMEDABAD

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RESERCH METHODOLOGY

My research and study method contained direct meeting with the retailers

and asking questions as suggested by the company.

I had to make a list of the responses and to report those responses to the

company evertday.

The questions were designed in a manner that they fulfill the purpose of the

study;to find out reasons why retailers are less prefering BELL tiles.

Sample size: 80

After this,as I was informed to, i talk about

The newly opened company depot in the area

The new improved and best quality FOREVER TILES series,and

The recent merger of BELL-ORIENT and its increased capacity ofaround 30crore sq,ft, manufacturing capacity every year.

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The daily report was of the feedback and the person contacted and his

address and name of the shop and the response and the next action to be

taken.

Findings and recommendations

1) Retailers' opinion about the Quality of BELL tiles

H0: Bell enjoys 85% market share due to its good quality (p=0.85)

H1: Bell enjoys less than 85% market share due to its good quality(p>0.85)

Here = 0.05

N=80

P=60/80

=0.75

q=1-p

=0.15

p = (0.85*0.15) /80

=0.

@ 90 % confidence interval we will get z = 1.64

So, using equation

p + zp

We will get 0.85+ (1.64*0.0)

= 0.94

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So null hypothesis is rejected and bell enjoys less than 85% market share due to itsquality.

As per my territory of CTM,Rabari colony and whole National no 8 i found

that 75 % of the people loved the quality of bell tiles and there was no complaint

regarding quality of bell tiles only a meager around 6% of the people found that the

quality was bad.

Bell tiles are known for quality in the market and they are popular due to it.

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2) Retailers' concern about price in selecting a brand

Around 62% of the retailers said that the price is a

major concern for selecting a brand according to the area

allotted to me and they usually prefer tiles which give a higher

margin of profit to them.Even they say that people dont buy

on MRP they bargain and so they prefer tiles which give a

higher margin to them.

Around 25% people said that they give a certain

amount of importance to price but they equally weigh othercharacters also as quality,design etc.

Around 13% of the people said that they give very less

importance to price and give more importance to other

characteristics such as quality and design etc .The bell tiles

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are usually high priced so it a major constraint on the

company.

3) Retailers' opinion/feedback about the distribution and delivery

service of BELL

Around 44% of the people say that distribution is not good it

means that when people place an order it is not fulfilled on

time so it acts as an major constraint and even 44% say that

the distribution is average and 12% say that it is good so

overall this is not gud news for the company as it holds major

constraints on its sales.

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4) Retailers' opinion about the Designs of BELL tiles:

Ho: Bell design is neither declining nor growing if p = 0.5

H1: Bell design is Decling if p< 0.5

Let alpha = 0.05

N = 80

p=probability of declining

=30/80

= 0.375

q= 1 p

= 0.5

p =(0.5*0.5) /80

= 0.056

@ 90 % confidence interval we will get z = 1.64

So, using equation

P + zp

We will get 0.5+ (1.64*0.056)

= 0.62

So, null hypothesis is rejected and we can say that bell tiles design is declining.

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Retailers around say 37% said that the designs are old and

other companies such as somany and johnson and Johnson

have more new designs and so people prefer those .Even 44%

say they are common and no new designs are available since

last few years and so this is not gud news for the company .

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(5) Retailers' interest about selling BELL tiles:

Since BELL has recntly opened a new company DEPO recently,now

retailers are attracted to BELL tiles. Moreover BELL's upcoming

designs and upcoming new technology in vitrified tiles as double charge

and Nano technology are creating interest in the minds of the retailers.

BELL's strong marketing strategy and Quality tiles have also

becomed successful to make retailers interested to sell BELL tiles.

Statistics reveal that 46% of the retailers who have never sold

BELL tiles are now interested in it. Even now 19% would act as future

prospects for the company.

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6)Reason behind retailers' less preference to sell BELL tiles:

Study shown that 25% of the retailers says that there is distribution and

delivery issues are the reason behind their less preference to sell BELL tiles,

50% are not happy with the prices and the margin they are getting of BELL

tiles sales, 19% retailers have the problems with the very common designs

of BELL tiles, and 6% have quality problem respectively.

It is found that Consumers of tiles;residentials are mostly notfamilier with the tiles' brands available in the market,they generally do

choice depending upon the designs and prices nut not the brands. Hence,it is

important to attract retailers rather than the consumers.

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SWOT ANALYSIS

STRENGTH

1) Complete advantageous-affordable tile to competewith mosaic.

2) Its quality is well known in the market and so retailers

usually like bell ceramics tiles for its quality . It has a

very gud quality tiles in different sizes and designs.

3) It now also has an advantage due to its recent

merger with orient ceramics which increases the

manufacturing area and also customers and

availability of credit .

4) Its gemoetric designs cannot be replicated and with

the upcoming new designs and new bell brochure it

would look new and attract the retailers and dealers

more.

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WEAKNESS

1) Revenue margin for the retailers are very low since it has a very lowgap between the price for retailers and the MRP.

2) The latest trend is for mainly vitrified tiles and BELL is very new in

vitrified tiles since it is concerned with only ceramic tiles from

beginning.

3) The distribution channel and services are much dissatisfying for

retailers. i got complaints from the retailers about the delayed delivery

of the ordered tiles.

4) In ceramic tiles, BELL have the a lot old designs which costs a lot to

the company and which are available with low prices from other

competing brands.

5) Outdoor advertizing is also needed to be start the competition is going

higher and higher.

6) There are very few retailers which have the samples of BELL tiles,this is a serious issue because tiles are the touch and feel products and

without samples it is difficult to sell it to consumers. Consumer will

always prefer to see live samples but not the pictures in the

catalogues.

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OPPORTUNITY

1) Company should seriously think towards the cost of tiles to thecompany, so that it can reduce the price being charged to the

retailers and hence the retailers will get bigger margin and will be

attracted to sell BELL tiles. It can also look towards the discounts

on bulk orders and other discount offered to retailers.

2) Company should focus on more attractive designs of the vitrified

tiles like double charge and nano technology which shall increase

the interest of the retailers and also attract consumers.

3) BELL has a very good quality base but very less consumers are

having knowledge about it, so company should start promotions to

attract the consumers also, which will lead them to demand for

BELL tiles from the retailers

4) Company should also focus on the projects of buildings and malls

which are going around in the city and should also consult andfocus on the architects as they can order in huge lots and more

sales can be available to the company easily.

5) Builders usually demand for the display of the various designs, so

company should also have some display stores in the city.

6) It is having the e-showroom which is not attractive enough, so

company should also look forward to the concept of the regularupdating the web-site and improving the e-showroom, which is

less costlier than the live displays.

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THREAT

1) The first and foremost problem encountered was about

the high price of the bell tiles which hindered its sales

and it was considered costly.

2) The second problem was regarding the design of the

Bell tiles they were not in tandem with the current

scenario.

3) The third threat is of the other tiles such as simpolo

and somany etc as they have more variety than bell

tiles.

4) The fourth threat is of the morbi tiles as they are less

costly and more available designs and localy made so

availability and distribution issues are not there.

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CONCLUSIONS

BELL tiles have the good image in the market. It has a very good quality

tiles in different sizes and designs. It has a very large production capacity.

But it is facing a low selling issues from because of the following issues:

1) The one of the problemis of the morbi tiles as they are lesscostly and more available designs and localy made so

availability and distribution issues are not there and so

retailers in Rabari colony prefer those .

2) The latest trend is for mainly vitrified tiles and BELL is very new in

vitrified tiles since it is concerned with only ceramic tiles from

beginning.

3) Statistics reveal that 46% of the retailers who have never sold BELL

tiles are now interested in it this is gud news for the company.

4) In ceramic tiles, BELL have the a lot old designs which costs a lot to

the company and which are available with low prices from other

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competing brands and that is the reason why the retailers do not buy

those from BELL.

5) Outdoor advertizing is also needed to be started, the competition is

going higher and higher.

6) Many of the retailers also said that for a long time we have not seen or

met anyone from the BELL, follow up is not good and that is the

reason we lost the interest in BELL.

7) The earning margin of retailers of bell is low and so it becomes very

difficult to sell to them as there is very low gap between MRP and sub

dealer price list.

8) Even due to twice changing of price list retailers were not happy but

explanation was given as all petrol prices,gas prices etc are rising and

so even it is becoming costly to produce and deliver and so price has

increased.

Since The procedure of providing Dealership and Sub-

Dealership is lengthy, the interested customers within the area allotted to

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me is now handled by the marketing and sales persons of BELL covering

that area.

SELLING DONE BY ME:

During the internship I have successfully got an order of tiles which made

company to earn the revenue of around 4500/-Rs .

RETAIL SHOP's NAME: Shree Laxmi traders

ADD:Opp. Nidhi co-op bank ltd.,Nr CTM char rasta,Amraiwadi

ORDER:16 boxes of 300*300 size, DESIGN: Corzo blue and Corzo ivory

Further I have successfully made a person R.B.MODI owner of

Naresh Marbel (Bapunagar) interested in dealership and he would be a

dealer in some time and deal is going on with Kunal sir.

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that people come to know of its products and this would have a

huge impact on sales and sales would also increase.

5) The company should also have certain display stores in the city

as some retailers and people who were dealers of other

companies and were interested in selling bell tiles demanded

for the display of bell tiles .

6) The company should also focus on bulk selling projects like

malls and buildings and should keep more marketing

executives for covering the area and contacting more architects

and this would also increase sales and its market share.

7) The another suggestion is that BELL has a very good quality

base but very less consumers are having knowledge about it, so

company should start promotions to attract the consumers also,

which will lead them to demand for BELL tiles from the

retailers.

8) Company should focus on more attractive designs of the

vitrified tiles like double charge and nano technology which

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shall increase the interest of the retailers and also attract

consumers.

9) The company should also focus on process costing of its tiles

as if its becomes possible and process cost is decreased it

would decrease prices and further retailers would get attracted

towards it and its market share would increase due to it.

At last there should be regular innovations and improvements in designs and

simultaneously follow up for the promotions to the retailers so that they can

know what new designs and ranges are upcoming and are available

Learning experience

My training began from June and continued up to July. During

this period, I was going for field visit around Ahmedabad city

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everyday. While working in the market, I met different

people from different age group, different education and

income background. They all had different preferences

regarding tiles and ceramic and vitrified tiles .

Each day I had to report to my project leader. Under his

guidance, I came to know more about how to communicate

to the people in corporate sector and how market strategies

are used to develop its product growth. I found friendly and

learning environment at Bell ceramics and which motivated

me to work hard.Even I came to know about competitors

strategy toward the customers.

During the training period, I got very well support from all the staff

members of the Depot of the company at gota (Patel trading

company).

Questions to be asked before talking about ournew products

1.what is you opinion about BELL tiles' quality?A.good B.average C.not good D. very bad

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2.how much you concern about prices of BELL tiles?A.Highly B.Moderately C.Less concern

3.What is your opinion about distribution and delivery of BELL tiles?A.Good B. average C.not good

4.what do you think about BELL tiles' designs?are they......A.different and new B.common C.old

5.If not selling BELL tiles, are you interested in?A.interested B.not interested C.may be in future

6.which brand(s) do you sell at present time?ans:______________________________________________-

______________________________________________

7. If not selling BELL tiles, what is the reason behind it?A.price issue B.availabilyty issuesC.distribution issues D.design issuesE.other__________________________

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8.Feedback about BELL tiles if any.____________________________________________________________________________________________________________________________________________________________

NAME :

_____________________________________________________

NAME OF THE FIRM :

_____________________________________________________

ADDRESS :

_____________________________________________________

_____________________________________________________

CONTACT NUMBER : (Landline) __________________

(M):__________________

Email Id : _____________________________________________

SUMMARY

The summer internship done at bell is very usefull and is also helpful and

enriching one. The experience and knowledge that I have received during

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this period complimented my learning process and will surely assist me in

my future career . The most important part is about the interaction with the

bell staff espically with Kunal sir and Amit sir as they were always there for

any doubts and queries arising and clearing doubts and queries. They havebeen supportive and give all possible help for my project .I have indeed been

very fortunate to be given this opportunity. The tasks that were given to me

were designed in such a manner that it assisted in my experience and helped

me in gaining an insight into the consumer behavior. It also made me more

confident in approaching Retailers dealers and customers.

In fact, I would love to be a part of the BELL Group again, if I am given an

opportunity. It is a great organization for future career and prospects and is

one of the best for any person who seeks a fulfilling career and all round

development is done as we had to approach in a different way to retailers

and builders and dealers. It poses all sorts of challenges to a person; hence at

the end of the day, a person accomplishes something great. I would again

like to thank all the people involved for their effort and support.

THANK YOUSURAJ KHELANI

REFERENCES

[1] Kotler, Philip. Marketing Management, 13th Edition. Perason

Publication, 2009.

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[2] Donald R. Cooper & Pamela S. Schindler. Business Research

Methods, 9th Edition. Tata McGraw Hill Publication, 2010.

[3] www.bellceramic.com

[4] www.ceramicreview.com

[5] www.ceramicartsdaily.org

[6] Clay Times magazine

Documents

Suraj.s.khelani div-A R.N.-26