MARKET RESEARCH AND ANALYSIS ON

VITRIFIED TILES INDUSTRY AT

GANDHINAGAR AND AHMEDABAD REGION

OF ASIAN GRANITO INDIA LIMITED

Prepared by: Nirmal Patel (41) Div. : D AMPICS - MBA

ASIAN GRANITO INDIA LTD

Manufacturing vitrified tiles ceramic wall tiles,

floor tiles and marble

manufacturing capacity of 16,000 sq. Mtr. & 25,000 sq. Mtr. of

vitrified tiles & wall tiles per day respectively

Total Annual Sales Volume: US$50 Million - US$100 Million

( Kamlesh Patel )

COIMBATORE

COCHIN

PUNE

HIMMATNAGAR

AHMEDABAD•CITY MALL•DEV ARC

BUILDING

MUMBAI

DELHI

BANGALORECHENNAI

DISPLAYHOUSES

Export Percentage: 21% - 30%

The Company has won 21 awards in an

“Inside outside Mega Show”

Key competitors

Vitrified- Ceramic Tiles

India ranks in the top 5 in the production of vitrified tile in the world.

Basic characteristics - Hardness - Strength - water absorption - Acid resistance

Vitrified tiles are latest version of ceramic tiles.

it has been made into glass or a glassy look

especially through heat fusion.

Mainly Three segments

- Wall Tiles segment

- Floor Tiles segment

- Vitrified & Porcelain segment

Use of vitrified tiles

- Shopping Malls

- Offices

- Schools &Hospital

- Supermarket

- Restaurants &Café…….

MARKET RESEARCH AND ANALYSIS• Definition : The systematic design, collection, analysis and reporting of data and

findings relevant to a specific marketing situation facing the organisation

Types of Market Research

By Source

- Qualitative

- Quantitative

By Methodology

- Primary

- Secondary

By Objectives

- Exploratory

- Descriptive

- Causal

Methodology

Type of Research Design : conclusive Research Design Source of Data : A. Primary Data:

Survey Method

: B. Secondary Data:

Internet, Magazines, Newspapers, Reference books

Research Equipment : Questions by interview

Sampling Technique : Non-Probability Technique-

Convenience Sampling Method.

Sampling frame : builders -purchasing and using tiles

Sample Size : 163 Samples

Target Population Defined: : builders using tiles

Data Analysis and Interpretation

Q - Approximately completion stage of the site?

Interpretation:-

Around 13 % of the sites

have completed their tiles stage but

around 87 % of the sites are in the

startup mode, so there is a great

opportunity for the company to

place their tiles in the sample

House.

Q - Which type of tiles you use in your construction?

Interpretation:-

Interest of Builders in using Vitri.Tiles - high

Use of Vitri. Tiles – 46%

Use of Ceramic Tiles - 26%

Q-Why do you use vitrified tiles?

Most of the respondent prefers vitri. Because of its quality & their pref.Quality- 32% & Preference – 36%

Interpretation:-

Q-Current market suppliers of vitrified tiles.

Interpretation:-

Asian tiles occupies 20% market position

among all competitors

Somany, swastik & city tiles gives good

fights.

Q-suppliers do you prefer on what basis?

Interpretation:-

suppliers are selected on the basis of

price and good delivery.

63% of respondents select price and

good delivery.

Q - Sizes of Asian vitrified tiles builders preferred to use?

Interpretation:-

Builders preferred to use 605 X 605 mm and

300 X 900 mm Vitrified Tiles of Asian

Granito.

very less demand of 397 X 397 AND 925

X 925 mm tiles there

Q – Sources from where builders get Asian tiles?

Interpretation:-

Most of the respondents said that

they purchased Tiles from Asian

granito Showroom and retailer.

The figure shows that 33% of

respondents purchases tiles from

showrooms & 34% respondents

from retailer.

Q – Which product of Asian tiles you most prefer?

Interpretation:-

Company gives the different variety

of products to the customers but

among them floor tiles, wall tiles and

grestek are very famous and used.

Floor tiles - 36%

Wall tiles - 31%

Grestek - 12%

Q - There is any problem which you faced by using Asian tiles?

Interpretation:-

Here maximum reply of

respondents are seen in the

favour of Asian company.

46% builder have no problem by

using Asian tiles

Q - Awareness among builders about different sales promotional activities for asian tiles.

Interpretation:-

maximum builders have

awareness about price off

and credit facility.

63% builders have selected

price off and credit facility.

Findings

Builders are interested in purchasing

Vitrified Tiles that is of very good

quality, for them price does not matter a lot

Because of low Profit margin in village type area builders mainly use Vitrified Tiles of

low quality

Builders mainly use 605 X 605 mm & 300 X 900 mm vitrified tiles.

Builders has found that they were not happy with margin, sometimes availability and

replacement of crack tiles .

The awareness level of Asian Vitrified Tiles in Big Builders is around 90% but only

20% are using Asian Granito Tiles.

Higher price of asian tiles stops the growth of company among the competitors.

suggestion/Conclusion

Minimize the price level of tiles as compared to competitors

More TV ads and commercials so as to increase greater

awareness.

605 X 605 mm & 300 X 900 mm size tiles should make available to retailers for

selling, because Builders use more number of this size for construction.

In the local market like Gandhinagar and Ahmadabad the Asian Tiles is popular as

compared to other Tiles company.

I had observed that Asian is very good in 3 Ps of Marketing i.e. Product, Place &

Promotion