THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

NEW DELHI

SUMMER TRAINING PROJECT REPORT

ON

A STUDY ON IMPACT OF BTL ACTIVITIES

ON HINDWARE'S MARKET POSITION

UNDER GUIDANCE OF:

MR.VISHAL MUTREJA

SUBMITTED BY:
SUNNY TYAGI
BATCH: FW/10-12
SECTION: FK 1
REF ID: D1012FWISBE-B10707-(DEL-5-$-1372)
IIPM, NEW DELHI
Email ID: sunny_tyagi1802@yahoo.in

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 ACKNOWLEDGEMENT

This project was an insightful experience of my internship at Hindware,

Gurgaon. I would like to thank Mr. Vishal Mutreja for not only giving
me the opportunity to work on this project, but also provided me with
sound guidance and the necessary facilities to carry out the project. I
thank him for giving me numerous assignments beyond my project and
expose me to the entire gamut of activities and made me to learn more
beyond my project.

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 TABLE OF CONTENT
Title page
Completion certificate from the company / organization
Acknowledgements ii
Executive summary iv
Introduction 1
Research objectives and methodology 6
Body of the report - sector overview 9
Company details 19
Primary findings and analysis 23
An assessment of the internship 43
Conclusion & recommendations 46
Illustrations & annexure 56
Bibliography 59

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 EXECUTIVE SUMMARY

Advertising and communication today is experiencing a transformation at

a pace faster than ever. It is evident in India more than anywhere else.
The rising economy, increased cash at hand for disposal and a
consumerist mindset coupled with the changing lifestyle and media hav
made communicating with the consumers a daunting task.Shopping today
has evolved , and so has the consumer. While the consumer is being
hammered through means and methods of communication that pass
through certain filters of his mind to lodge the brand there, he is still
vulnerable to various psychological factors and bran selection
inducements at the point of purchase. Good advertising is that which
sells. and in context of today's scenario the need is for a judicious and
careful spend of marketing budgets to gain maximum impact that
converts into sales. Brands today need to go beyond the share-of-mind to
capture the share-of-wallet.
With mass-media's return on investment going down drastically because
of audience fragmentation and media-cost inflation, marketers are
looking at BTL more and more to deliver customized solutions for their
brands. BTL in marketing is considered one of the most effective tools of
product promotion. BTL-events allow not only to create positive image of
the company, to get acquainted the customer with the product, to get
interested the prospects in product purchasing, but also helps to provide
all necessary information on terms of purchase, using and storage of
product/service. Visual presentation of a product increases customer
loyalty and allows for increasing product sales volumes.

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HSIL Limited is the largest Indian manufacturer of sanitary ware
products, with a dominant market share of over 42% in the industry.
HSIL’s portfolio of products includes Building products & Container
Glass in addition to the international brands such as TEUCO and
Keramag, all of which enjoy great popularity with consumers. HSIL
Limited products are available across the length and breadth of the
country and are supported by over 1400 direct dealers and 12000 sub
dealers HSIL Limited was the first Company in India to manufacture
Vitreous China Sanitaryware.
This research was undertaken to gauge the market position of Hindware
based on the effect of BTL activities carried out by the company in
Gurgaon region.

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 INTRODUCTION

Bathroom is a place worthy of attention from gold-plated taps to the latest

Whirlpool technology; from designer tiles to colour matching products.
People have started furnishing their bathroom like other rooms in the
house. A modern bathroom is designed as a veritable work of art, often
looked at as a status symbol. It is that part of your house which should
make you feel safe and comfortable and should be within easy reach of
all rooms. The size and the format of the bath are determined by a
number of factors, economic as well as functional. Be honest about your
needs, who will use the bath and what do you want from it. Would a
double sink alleviate congestion, would you like a bidet, a handheld or
wall mounted shower, or a sit-up bath. Selecting fixtures and fittings is
vital.
Planning the decor of a bathroom requires as much care and attention.
Options are limited and mistakes, costly. Bathrooms like kitchens are
limited by the existing plumbing arrangements and may present you with
difficulties in making modifications later on.
It is difficult and prohibitively expensive to alter, so the fittings will have
to remain in basically the same position. The materials and accessories
chosen, the colours used, placement of essential units—all these elements
contribute to its success or failure.
India could soon become a manufacturing hub for international sanitary
ware brands. International brands like Roca, Kohler and H&R Johnson
plan to expand their scale of operations in India. The expansion will be
either through Brownfield expansion of their joint venture partners or
through setting up Greenfield ventures.

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Apart from supplying to the global market, the facilities will also cater to
the rising consumer demand within India for branded and premium
sanitary ware products. Close to Rs 1,000 crore will be invested over a
period of two years in the Rs 2,500 crore Indian markets.
The market size for sanitary ware and bathroom solutions within India is
estimated to be Rs 2,500 crore. Out of which the branded segment
accounts for a larger share of 55 per cent and is growing at a rate of 20
per cent whereas the market share of the non-branded segment has shrunk
to a 45 per cent growing at lesser pace of 8 to 9 per cent.
The sanitary ware market in India has grown rapidly during the last 5-6
years, with key players doubling their production capacities. India has
emerged as a major bath and sanitary ware market in the Asia-Pacific
region.
The organized sector comprises more than half of the total market by
value. The major threat for the industry is from the unorganized sector,
which provides products at low prices. In terms of market value,
organized players lead the market but on the other hand in terms of
volume, unorganized players hold the major share.
Housing and institutional sectors are the major growth drivers. At present,
housing demand is rapidly rising and with increasing purchasing power
people have started taking interest in premium sanitary ware products.
Sanitary ware demand comes from new projects as well as from
replacement market.

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Major Players
The sanitary ware industry in India is divided in two sectors, organized
sector and the unorganized sector.
Organized sector
 In india organized sector consisting of 5 major companies;
 M/s. Hindustan Sanitary Industries Limited,
 M/s. E.I.D. Parry,
 M/s. Swastik Sanitarywares Limited,
 M/s. Madhusudan Ceramics,
 M/s. Neycer India Limited),
These companies manufacturing sanitary ware for the last 15-20 years
and have established their Brand image. The organized sectors produce
fully vitrified sanitary wares, using latest technology and best of Ceramic
Raw Materials available in India. Many other players had entered the
organized sector, but most of them have since been taken over by the
majors.
The large foreign players like American Standard, Toto, Villeroy and
Boch have also set up distribution channels in India.
Unorganized sector
 The unorganized sectors have adopted local Indian technology to
manufacture the basic sanitary ware products. Since the
availability of raw material is in abundance and also very cheap
in the state of Gujarat & Rajasthan, various companies have
established their factory in these areas. They are producing the
basic sanitary ware in various brands.

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Market Share
 Unorganized sector's percentage of production capacity and also
their sales in the local domestic market are higher than that of
the organized sectors' sales. Unorganized sanitary ware
manufacturer comes under small sectors and hence enjoy the
benefit of Nil Excise Duty and Sales Tax and hence they sell
their products in the domestic market approximately 70%
cheaper than the organized sector products.
Future Demand
 In the next decade, India is expected to be one of the world's
fastest growing countries for sanitaryware consumption. The
sanitation penetration has more than trebled from 8% in 1982 to
18% in 1994 and to 29% in 1999. The market size is estimated to
be Rs. 12 bn, while demand for sanitary ware in India is growing
at 12% -15% every year.
The government impetus to improve hygiene and sanitation is likely to
increase the demand for sanitary ware in India. Moreover the increasing
urbanization of India and the consequent requirement for residential and
commercial buildings will be a major driver for growth of sanitary ware.
Along with this the focus of the central and state governments to provide
housing facilities to the poor, is also expected to generate demand.
The cost of producing sanitary ware in India is substantially low as
compared to the advance countries, because the labour cost and the basic
raw materials for manufacturing quality sanitary wares is available at
very cheap rate and in abundance. Because of our low cost of production,
Indian sanitary wares are very competitive in the neighboring countries
and hence export from India is also growing everyday.

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It is estimated that there is currently a demand for 20 million housing
units in India. Further, a significant number of the 115 million housing
units across the country will need reconstruction for improvement.
Therefore a replacement market will emerge, though currently original
equipment sanitary ware market accounts for nearly 90% of the market.

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 RESEARCH OBJECTIVES AND METHODOLOGY

PROJECT OBJECTIVE

 To analyse BTL (Below-The-Line) activations acoss the

sanitaryware industry in India, and understanding the marketer’s
strategy behind those activations.
 To analyze the impact of recent BTL activities carried out by
Hindware in Gurgaon region on its market position.

METHODOLOGY

Methodology is a systematic way to solve the research problem. It may

be understood as a science of studying how research is done logically.
The various steps that are generally adopted by a researcher problem are
also the main function of the research methodology.

DATA COLLECTION:

The tow types of data used for the purpose and study are:

 Primary Data
 Secondary Data

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PRIMARY DATA:

In primary data collection, you collect the data yourself using methods
such as interviews and questionnaires. The key point here is that the data
you collect is unique to you and your research and, until you publish, no
one else has access to it.
Relating to the study, data was collected from the End Consumers of
Sanitary Ware, Retailers who deal in Sanitary Ware and the Architects.
It was collected through interview and questionnaire method. The other
method such as observation, indirect oral interview and detailed with the
respondents have been conducted for the purpose of data collection.

SECONDARY DATA:

Secondary data are those which have already been collected by the
agency and which have already been processed. Secondary data for the
study has been complied from the report and official publication of the
organization, which have helped in getting and insight of the present
scenario existing in the sanitary ware industry.

QUESTIONNAIRE DESIGN:

A questionnaire is a research instrument consisting of a series of

questions and other prompts for the purpose of gathering information
from respondents.
The questionnaire used for data collection is a structured one. It was a
mixture of both open ended, closed ended and multiple choices. The

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words used were simple and help in avoiding confusion and
misunderstanding among the respondents.

SAMPLE UNIT:
End Consumers:
 The end consumers of sanitary ware products were surveyed.
 The sample size of 26 samples was considered for the survey
study.
Retailers:
 The retailers who deal with sanitary ware products were surveyed
in around the city.
 The sample size of 50 samples was considered for the survey
study.
 The survey was done through direct interview with the retailers.

LIMITATION OF THE STUDY:

As in the case of any study, I have to cope with some limitations.
 The lack of interest of the end consumers in responding to the
survey.
 The end consumers may not give proper details with respect to
expenditure.
 The lack of interest of the retailers in responding to the survey.
 Many answers of the respondent will be subjective.

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 BODY OF THE REPORT

"All the successful models we grew up with don't work. It used to be

brands had all the power, and then they got sidelined by promotions.…
Now it's become a consumer republic again. The consumer is boss –
there's no more mass market – and is driving the flow of information."
-- Kevin Roberts, CEO, Saatchi & Saatchi Worldwide

"I believe today's marketing model is broken. We're applying antiquated

thinking and work systems to a new world of possibilities."
-- Jim Stengel, CMO, Procter & Gamble

ORIGIN OF THE”LINE”

The origin of term “BTL” is the following: an advertising manager of

Procter & Gamble developed promotion campaign media-plan that
included main media channels: TV, press, outdoor etc. He underlined it,
summarized the expenses and only after recalled about the board on fairy,
souvenirs, gifts etc. He added these expenses to the list “below the line”.
BTL is usually opposed/contrasted to ATL (above the line) – advertising
in its traditional distribution channels: press, TV, radio, outdoor, movie,
Internet.

The annals of Marketing Management have witnessed a tug of war

between advertising and sales promotion since inception. But in the early
phase of twenty first century this war has taken a new avatar in form of
Above - The- Line and Below - The- Line activities, widening both scope
and intensity of this war. Above-the-line propagated traditional marketing

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channels that strive to reach a mass audience with messages that reinforce
a brand communicate general product information or inspire an emotional
response. “Below-the-line” initiatives, by comparison, acts like traditional
direct marketing efforts – they aspire to establish targeted relationships
between marketers and individual consumers, and offer comparable ease
in measurability. With increase fragmentations and demographic along
with the increased pressure to increase effectiveness of marketing
communication soon BTL activities started substituting ATL activities
and there has been a steady growth in BTL expenditure in this century .
With its unique ability to personalize and customize communication this
form of communication is slowly replacing the mass media advertising.

Introduction of the Topic

There are two kinds of marketing strategies that can be used to promote
any product: "above-the-line" (ATL, essentially advertising in the mass
media) and "below-the-line" (BTL). These category names reflect the
business practices of advertising agencies. Agencies generally make
commission on placement of advertisements in newspapers, magazines
and cinema, and on television, radio and billboards, a fee that appears
"above the line" on their bill. Traditionally, other forms of promotion—
events, direct marketing, email promotions, text message promotions,
premiums, price reductions, public relations activities, sponsorship, trade
shows, exhibitions, sales literature and catalogues—were charged at a
fixed fee and thus appeared "below the line
Above-the-line propagated traditional marketing channels that strive to
reach a mass audience with messages that reinforce a brand communicate
general product information or inspire an emotional response. “Below-

10
the-line” initiatives, by comparison, acts like traditional direct marketing
efforts – they aspire to establish targeted relationships between marketers
and individual consumers, and offer comparable ease in measurability.
Traditionally ATL and BTL strategies have been considered distinct, and
BTL the poor cousin. BTL activities were generally used to complement
the main mass media marketing activities and usually a fraction of
marketing resources were allocated for these activities. BTL activities
first shot into prominence when ATL activities for products which have
unwholesome demand were proscribed by the Socio-legal restrictions.
Even though BTL activities started off to fill in for ATL activities,
increasingly, BTL strategies are now recognized as economical, unique,
and personal ways to achieve "cut-through" in the supersaturated
advertising environment.

Figure: Channels of BTL and ATL activities

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 Above-the-Line Media Below-the-Line Media

Are targeted to individual

1. Are tailored to reach a mass audience
2. Establish brand identity or reinforce
emotional concepts surrounding a
product or brand
3. May or may not drive customer
response
4. Are difficult – if not impossible – to
measure with any accuracy
5. Cater to the mass market
consumers, based on their expressed
needs and preferences
Issue a “call-to-action,” inspiring
specific customer activity or tailored
messages about a product or brand
Drive individual responses
Are highly measurable, allowing
marketers insight into their return-
on-investment, as well as those
tactics that are (and are not) working
Establish one-to-one relationships
between consumers and marketers

Figure: Differences in BTL and ATL activities

Evolution of below -the- line activities
In a market rapidly adapting to changes in technology, available
information and heightened consumer demand, traditional, brand-oriented
advertising is no longer the primary driver of customer behaviour.
Whether it’s reflected in dwindling print newspaper circulation or the
stagnant market for network television commercials, significant evidence
suggests that the marketing landscape has fundamentally shifted – from
an “above-the-line” focus on reaching a broad population with
emotionally-oriented appeals, to a “below-the- line” approach that
stresses targeted, customer-centric communications, measurable results
and concrete return-on-investment.

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We believe that the metaphorical “line” separating marketing
philosophies (often quoted, but never precisely defined) is reflected in
three key qualities that separate today’s emerging promotional methods
from the top-down advertising monologue of the past. Acting in concert,
they embody the universal elements of successful below-the-line
marketing efforts:
 Perception – The extent to which a consumer feels that he or she is
engaged as an active participant in a marketing dialogue, rather
than a target of an aggressive direct sales or branding effort
 Interaction – The extent to which consumers are empowered to
respond to marketing communications via preferred channels that
are both convenient and accessible
 Measurability – The extent to which a marketer can track the
results of an individual initiative, determine commensurate return-
on-investment and adjust future campaigns to provide for an
enhanced chance of success

Figure 1.3 Framework of BTL activities

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Channels of BTL activities
a) Database marketing: It involves use of proprietary database of
consumer records which can enhance prospect or customer data sources
with unprecedented demographic, lifestyle and transactional data. It can
be utilized for tuning marketing offers targeted at new prospects -- and
provide their current customers with products that more closely match
purchasing preferences and habits.
b) Mail marketing: It involves creation of compelling branded
Mail/email templates and campaign messages, and also our data driven
services to develop precise targeting to reach the highest number of
quality prospects
c) Interactive services: By designing online campaigns that generate
valuable and conversions by the use of Web Properties, Affiliate Network
and Search Engine Marketing

d) Affinity marketing: Enhancing brand value and gaining new

customers by affinity programs like collaborations with
 Veteran's Organizations
 Sportsmen's Organizations
 Conservation and Wildlife Advocacy Organizations
 Seniors Advocacy Organizations
 Political Organizations
 Religious Organizations
 Youth Activity Organizations
 Ethnic Group Advocacy Organizations
 Cause Based Organizations

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Direct Response Print: It’s most common form today is infomercials. It is
achieved by eliciting a direct response via television presentations.
Viewers respond via telephone or internet, credit card in hand. Other
media, such as magazines, newspapers, radio, and e-mail can be used to
elicit the response, but they tend to achieve lower response rates than
television.
e) Event Marketing: It involves a strategic-based face-to-face contact
designed to impact a brand's perception among its constituents. It is set of
promotional activities involving an event such as a sporting or social
event, designed to bring a product to the attention of the public
f) Promotional Marketing: It is a non-personal promotional effort that
is designed to have an immediate impact on sales. Sales promotion is
media and non-media marketing communications employed for a pre-
determined, limited time to increase consumer demand, stimulate market
demand or improve product availability.
Examples include:
 Coupons
 Discounts and sales
 Contests
 Point of purchase displays
 Rebates
 Free samples (in the case of food items)
 Gifts and incentive items
 Free travel, such as free flights
Sales promotions can be directed at the customer, sales staff, or
distribution channel members (such as retailers). Sales promotions
targeted at the consumer are called consumer sales promotions. Sales

15
promotions targeted at retailers and wholesale are called trade sales
promotions.
The Indian market is witnessing some major changes. More consumers,
more buying power and more media reach. Then there is the rise of
digital media, the fragmentation of mass media, the growing power of
young consumers and the growing BTL activities.
Marketers acknowledge that advertising is just one variable that impacts
sales among other including pricing, distributions etc. Products and
services that are promotion elastic tend to be highly impacted by price-
offs and discounts which increase the likelihood of consumer buying the
same. In comparison, products and services that are advertising elastic see
higher sales with increased advertising. Many successful categories and
brands in Key Urban Towns (KUT) are price sensitive and hence
promotion elastic. Marketers then choose to divert advertising budgets to
on-ground promotions (including BTL and activation) that show a direct
impact. In comparison, premium brands that have a greater uptake in
metros (given higher purchasing power) tend to be advertising elastic
which means that the more they are advertised, the higher is the
likelihood of sales.
For marketers, the decision to enter a new market is dependent on a
number of factors which help them select and prioritize markets. As
shared by some of the leading Indian marketers, the key factors impacting
their decisions for gauging market potential and allocating marketing
spends are listed below.

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Exhibit – Factors impacting choice of market(s)

Once the market is selected then the marketer is faced with the decision
to select the choice of medium for advertising. The factors are listed
below:

Exhibit – Factors impacting choice of media for advertising

One of the new directions taken by marketers in allocating ad spends that

could be indicative of changes that can be expected in the future is a
growing share of BTL in the total marketing spend. The average BTL
spends across marketers met was about 35-40 % against about 15 % of
marketing spends, just three years earlier. While in the metros, BTL is
used because the clutter in mass media is too high and getting audience
attention is difficult in Key Urban Towns (KUT), since media options are
limited BTL gets a more than proportionate response from the inquisitive
consumers. BTL could therefore be one of the factors that could better

17
harness the marketing and media needs of KUT where marketers can use
BTL effectively instead of focusing only on traditional media planks
which may not be as readily accessible.
BTL activations can be strategical or tactical in nature, depending upon
the type of activation. BTL activations are most commonly used for sales
promotions, branding, product launch, channel partners appeasement,
channel expansion, lead generation. Marketers have different objective
for different activities. Some of the most common strategies are customer
retention, customer acquisition, brand visibility etc.

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 COMPANY PROFILE

It was the year 1960 when Mr. Rajendra K. Somany established

Hindustan Twyfords, in collaboration with Twyfords Ltd. of UK. With a
bent towards innovation coupled with the intention to introduce vitreous
china ceramics in India, he identified the sanitaryware market as the
segment of interest. Hindustan Twyfords was the first in the country to
make available vitreous china ceramics, offering significant improvement
from the prevalent earthenware sanitary products. Aware and focused
towards the burning need for sanitation across the country, this
opportunity well extended his desire for social welfare, and bringing a
much needed service to the nation. This was the impetus that initiated the
journey half a decade ago.

With strong family support, coupled with technical collaboration from

Twyfords, Mr. RK Somany established the Bahadurgarh plant, which
commenced production in 1962. Every decade thereon marked a
milestone of achievement in product innovation, market penetration,
internal expansion as well as venturing out to new business segments –
container glass and home retail.

Concentrated and strategic progress enabled business expansion through

organic and inorganic growth. HSIL bought over another sanitaryware
manufacturing sanitaryware manufacturing facility in South India, and
recently commenced operations of our second container glass facility in
Bhongir, A.P. Today, HSIL stands tall with strong market leadership in
the building products market, and a dominant player in the container glass
segment. The Building Products commands more than 38% of the market

19
in the sanitaryware industry, while the Container Glass is the second
largest player in India.

Customer Satisfaction, Product Innovation, and Quality Control are the

three pillars that have fostered high levels of trust and respect for the
Hindware Brand. The brand is trusted and respected by millions of
customers and thousands of dealers across the country. The 40 million
satisfied customers are testimonials to the brand ethos. With a product
spectrum ranging from Sanitaryware to Wellness, to Faucets and as of
recently covering Kitchen Appliances, Hindware satisfies the need of
bathroom and kitchen products. Appreciating the evolving customer
needs, Hindware’s Customer Service Division takes pride in its
confidence of speedy customer support, and in providing a spectrum of
service opportunities for enhancing the Hindware experience.

Their institutional partners include the respectable business houses India

– DLF, The Taj Hotels, GMR, Unitech, ITC Hotels, Mahindra, Infosys,
Coca Cola, Pepsi, Dr. Reddy’s Laboratories, Hindustan Unilever, Peron
Ricard, Pfizer, Sab Miller, Dabur, Nestle, to name a few. This validation
from the cream of India Inc. extends the confidence and conviction in
their values and vision.

While HSIL predominantly caters to the Indian market, in this era of

globalization, both the Building Products Division and the Container
Glass Division have expanded their horizons to cater to the international
market as well. A definite accomplishment in itself.

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HSIL is recognized among the top 300 companies in India, while rated
amongst the best 100 small and medium sized companies in the world by
the Forbes Magazine.

HSIL is the first company in the Building Materials Industry to be

awarded the prestigious ISO 9001, 14001 and OHSAS 18001 certificate,
awarding effective quality management and environment systems. They
were also the first in the country to receive the ISI License in the country,
back in 1962.

With their recent foray into the retail of Home Interior solutions, they
have extended their outreach to the end-customer. EVOK, their retail
brand specializes in providing a comfortable and convenient one-stop
shopping experience. Currently located in NCR, upon consolidating their
hold within North India, EVOK plans to become the household name
across urban India for value-for-money home interior solutions.

Their corporate office is located in Gurgaon, with eight regional offices

covering the length and breadth of the country. They now have four
manufacturing units, one located in Bahadurgarh, Haryana, while the
other three are located in Andhra Pradesh.

Some Interesting Facts

o Hindware" brand has been recognized as a Super brand

consecutively for the last four years.

o Hindware manufactures ten sanitary ware pieces every two

minutes; 310 every hour and 2.7 million each year.

o Possesses the largest distribution network in India's building

products industry.

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 o AGI Glasspac has a capacity to produce 953 million bottles per
annum and the capability to manufacture 400 different products in
three colours.

o AGI's second container glass manufacturing facility at Bhongir

( AP) has a capacity of 690 mn pieces per annum bringing the total
capacity to 1643 mn pieces per annum.

PRODUCTS:

Sanitary ware:

 Wash Basin
 Water Closets

 Cisterns

 Closet seat

 Biders

 Kids series

 Paraplegic series

 Urinals

 Sinks

Faucets :

 Kitchen
 Bathroom

 Showers

 Flush values

 Addons

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  Accessories

Wellness Products:

 Steam Rooms
 Bath tubs

 Shower Enclosures & Partitions

 Shower Panels

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 PRIMARY FINDINGS AND ANALYSIS
DATA ANALYSIS FOR END CONSUMERS OF SANITARY WARE PRODUCTS
1. How much would you spend on a bathroom?

VARIABLES RESPONDENTS
Below Rs 50000 6
Between Rs.50000-Rs.100000 9
Between Rs.100000-Rs.150000 8
Above Rs. 150000 3
TOTAL 26

INFERENCE:

 6 respondents said that they will spend below Rs. 50000 for bathroom.
 9 respondents said that they will spend between Rs.50000-Rs. 100000
for bathroom.
 8 respondents said that they will spend between Rs.100000- Rs.150000
for bathroom.
 3 respondents said that they are ready to spend above Rs.150000 for
bathroom.

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 2. Which company does your bathroom sanitary ware belong to?

BRANDS RESPONDENTS
JAQUAR 6
PARRYWARE ROCA 11
CERA INDIA 2
HINDWARE 8
OTHERS 9
TOTAL 36

INFERENCE:

 6 Respondents used sanitary ware products of Jaquar.

 11 Respondents used sanitary ware products of Parryware Roca.
 2 Respondents used sanitary ware products of Cera India
 8 Respondents used sanitary ware products of Hindware.
 9 Respondents used sanitary ware products of Metro, Kohler, Alto and Opera.

3. What do you look for before selecting a bathroom range?

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 Variables Parryware Roca Hindware Jaquar Others Total

Quality 4 6 1 1 12
Price 5 3 1 4 11
Brand Reputation 2 5 2 1 10
Post Sales Service 0 0 0 2 2
Style And Appearance 6 5 2 3 16
Total 51

INFERENCE:

 12 respondents said that they look for Quality before selecting a brand for
purchasing sanitary ware products. Majority of the respondents, 6 respondents
who see Quality as important factor are Hindware consumers.

 11 respondents said that they look for Price before selecting a brand for
purchasing sanitary ware products. Majority of the respondents, 5 respondents
who see Price as important factor are Parryware Roca consumers.

 10 respondents said that they look for Brand Reputation before selecting a
brand for purchasing sanitary ware products. Majority of the respondents, 5
respondents who see Brand Reputation as important factor are Hindware
consumers.

 2 respondents said that they look for Post Sales Service before selecting a
brand for purchasing sanitary ware products. Respondents who see Post Sale
Service as one of the important factor before selecting a brand are Kohler
consumer.

 16 respondents said that they look for style and appearance before selecting a
brand for purchasing sanitary ware products. Majority of the respondents, 6
respondents who see style and appearance as important factor are Parryware
Roca consumers. 5 respondents who use Hindware said that style and
appearance is the important factor for choosing a sanitary ware brand.

26
27
 4. What source of information have you used to buy the current range?

Variables Parryware Roca Hindware Jaquar Others Total

Advertisements 0 5 2 3 10
Architects 6 4 2 3 15
Retailers and Dealers 4 4 0 2 10
Family and Friends 3 3 2 1 9
Past Experience 1 1 0 0 2
Total 46

INFERENCE:

 10 respondents said that Advertisement is the source of information which

they referred before purchasing the product. Out of 10 respondents, majority 5
respondents who used Advertisement as a source of information are Hindware
consumer.
 15 respondents said that Architects is the source of information which they
referred before purchasing the product. Out of 15 respondents, majority 6
respondents who used Architects as a source of information are Hindware
consumer.
 10 respondents said that Retailers and Dealers is the source of information
which they referred before purchasing the product. Out of 10 respondents,
majority 4 respondents each who used Retailers and Dealers as a source of
information are Hindware and Parryware Roca consumer.

 9 respondents said that Family and Friends is the source of information which
they referred before purchasing the product. Out of 9 respondents, majority 3

28
 respondents each who used Retailers and Dealers as a source of information
are Hindware and Parryware Roca consumer.

 2 respondents said that Past Experience is the source of information which

they referred before purchasing the product. Out of 9 respondents, majority 1
respondents each who used Retailers and Dealers as a source of information
are Hindware and Parryware Roca consumer.

29
 5. In case of future renovation, would you choose product from the existing
brand?

Variables Respondents
Yes 10
No 12
Don’t know 4
Total 26

INFERENCE:
 10 respondents said that on renovation of bathroom they will purchase
products of the same brand.

 12 respondents said that on renovation of bathroom they will go in for

products of different brands.

 4 respondents said that they don’t have any idea.

The reasons for not using the same brand are as follow:
 High price quotient and ineffective customer support.

 Readiness to experiment new brands and explore.

 Relevant experiences from the past or mere change in taste.

 They have also repeatedly emphasized on Quality and appearance and also on
lack of brand reputation.

30
 6. If respondents go in for a new brand for renovation which brand it will be?

Variables Respondents
Parryware 5
Kohler 1
Cera India 1
Hindware 4
Jaquar 1
Total 13

INFERENCE:

 5 respondents said that on renovation of bathroom they will purchase

products of Parryware Roca.

 4 respondents said that on renovation of bathroom they will purchase

products of Hindware.

 1 respondent each said that on renovation of bathroom they will

purchase products of Kohler, Cera –India and Jaquar.

31
 7. What is your satisfaction level in the current product you are using?

Variables Respondents
Highly satisfied 9
Satisfied 15
Neutral 9
Dissatisfied 3
Highly Dissatisfied 0
Total 36

INFERENCE:

 9 respondents said that they are highly satisfied with the product they are
using.

 15 respondents said that they are highly satisfied with the product they are
using.

 9 respondents said that they are highly satisfied with the product they are
using.

 3 respondents said that they are highly satisfied with the product they are
using.

 None of the respondents said that they are highly dissatisfied with the products
they use.

32
Brand wise break up of overall satisfaction level:

Variables Parryware Roca Hindware Jaquar Others

Highly satisfied 2 4 1 2
Satisfied 6 1 2 6
Neutral 3 2 2 2
Dissatisfied 0 1 1 1
Highly Dissatisfied 0 0 0 0

33
 8) Are you satisfied by the service provided by your customer service?

Variables Respondents
Yes, thoroughly satisfied 11
The problems were not resolved 4
The company does not provide any service 0
Not aware of such facility 11
Total 26

INFERENCE:
 11 respondents said that they are satisfied with the Customer service.

 4 respondents said that they are not satisfied with customer service as their
problems were not solved.

 11 respondents said that they are not aware of the facility.

34
 9) Will you recommend the brands to peers?

Variables Respondents
Yes 20
No 6
Total 26

INFERENCE:
 20 respondents said that they will recommend the brand to their peers.

 6 respondents said that they will not recommend the brand to their peers.

REASONS FOR NOT RECOMMENDING BRANDS TO PEERS:

 Dissatisfaction from the brand.
 Due to lack of brand reputation.
 Respondents feel that they products of the brand are not worth paying the
price they are charged.

35
HYPOTHESIS:

1) Choice of brand is independent of the amount spend on bathroom.

Variable Jaquar Parryware Roca Hindware Others Total

Below Rs 50000 1 5 3 3 12
Rs 50000-Rs100000 3 3 3 3 12
Above Rs.100000 2 3 2 5 12
Total 6 11 8 11 36
HYPOTHESIS:
H0: preference of brands is independent of expenditure on bathrooms.
H1: preference of brands is dependent of expenditure on bathrooms.

CALCULATION:

D.O.F =6
Table value @5 % = 12.592
Calculated value = 2.7027

RESULTS:
Since the calculated value is less than the table value. The null hypothesis H0 is
accepted.
Preference of brand is independent of the expenditure on bathrooms.

2) A recommendation of brands to peers is independent of the customer service

satisfaction.

36
 Variable Yes, Problems Company Not aware Total
thoroughly not doesn’t of such
satisfied resolved provide facility
any such
service
Yes 9 1 0 10 20
No 2 3 0 1 6
Total 11 4 0 11 26

HYPOTHESIS:
H0: Recommendation of brands to peers is independent of the customer service
satisfaction.
H1: Recommendation of brands to peers is dependent of the customer service
satisfaction.

CALCULATION:
D.O.F =3
Table value @5 % = 7.815
Calculated value = 7.5888

RESULTS:
Since the calculated value is less than the table value. The null hypothesis H0 is
accepted.
Recommendation of brands to peers is independent of the customer service
satisfaction.

37
 DATA ANALYSIS FOR RETAILERS

1) Could you tell us how long you have been in this business?

VARIABLES Respondents
0-5 2
yearyears
5-10 5
10-15 years 6
15-20 years 4
More than 20 years 8
TOTAL 25

INFERENCE:
 2 retailers responded that they are in this business for 0-5 years.

 5 retailers responded that they are in this business for 5-10 years.

 6 retailers responded that they are in this business for 10-15 years.

 4 retailers responded that they are in this business for 15-20 years.

 8 retailers responded that they are in this business for more than 20 years.

38
 2) What different brands you deal with?

VARIABLE RESPONDENTS
PARRYWARE 23
METRO 22
HSIL 21
JAQUAR 19
CERA-INDIA 9
KOHLER 8
NEYCER 5
GALAXY 4
OPERA 3
ALTO 3

INFERENCE:
 23 retailers responded that they recommend with Parryware Roca.
 22 retailers responded that they recommend with Metro.
 21 retailers responded that they recommend with Hindware.
 19 retailers responded that they recommend with Jaquar.
 9 retailers responded that they recommend with Cera-India.
 8 retailers responded that they recommend with Kohler.
 5 retailers responded that they recommend with Neycer.
 4 retailers responded that they recommend with Galaxy.
 3 retailers responded that they recommend with Opera.
 3 retailers responded that they recommend with Alto.

39
3) Which are the fast moving brands?

VARIABLE SANITARYWARE TAPS& SHOWERS

PARRRYWARE 19 14
METRO 0 18
HSIL 18 10
JAQUAR 12 15
CERA- INDIA 7 4
KOHLER 6 6
NEYCER 3 3
GALAXY 2 2
OPERA 2 2
ALTO 2 2

40
INFERENCE:

SANITARYWARE:
 19 retailers said that Parryware Roca is the fastest moving brand.
 18 retailers said that Hindware is the fastest moving brand.
 12 retailers said that Jaquar is the fastest moving brand.
 7 retailers said that Cera-India is the fastest moving brand.
 6 retailers said that Kohler is the fastest moving brand.
 3 retailers said that Neycer is the fastest moving brand.
 2 retailers said that Galaxy is the fastest moving brand.
 2 retailers said that Opera is the fastest moving brand.
 2 retailers said that Alto is the fastest moving brand.

TAPS&SHOWERS:
 14retailers said that Parryware Roca is the fastest moving brand.
 18 retailers said that Metro is the fastest moving brand.
 10 retailers said that Hindware is the fastest moving brand.
 15 retailers said that Jaquar is the fastest moving brand.
 4 retailers said that Cera-India is the fastest moving brand.
 6 retailers said that Kohler is the fastest moving brand.
 3 retailers said that Neycer is the fastest moving brand.
 2 retailers said that Galaxy is the fastest moving brand.
 2 retailers said that Opera is the fastest moving brand.
 2 retailers said that Alto is the fastest moving brand.
.

41
 4) Rating of various brands:
SANITARYWARE:
VARIABLE JAQUAR PARRYWARE HSIL CERA- KOHLER
QUALITY 4.3 4.5 4.6 INDIA
3.5 4.2
STYLE & 4.1 4.2 4.4 3.7 4.4
DESIGN
DURABILITY 4.5 4.7 4.7 4.1 4.6
PRICE 4.2 4.4 4.4 4.1 4

INFERENCE:
 JAQUAR earned 4.3 out of 5 for quality. 4.1out of 5 for style& design. 4.5 out
of 5 for durability and 4.2 out of 5 for price.

 PARRYWARE ROCA earned 4.5 out of 5 for quality. 4.2 out of 5 for style&
design. 4.7 out of 5 for durability and 4.4 out of 5 for price.

 HSIL earned 4.6 out of 5 for quality. 4.4 out of 5 for style& design. 4.7 out of
5 for durability and 4.4 out of 5 for price.

 CERA-INDIA earned 3.5 out of 5 for quality. 3.7 out of 5 for style& design.
4.1 out of 5 for durability and 4.1 out of 5 for price.

 KOHLER earned 4.2 out of 5 for quality. 4.4out of 5 for style& design. 4.6 out
of 5 for durability and 4 out of 5 for price.

42
TAPS & SHOWERS:
VARIABLE JAQUAR PARRYWARE HSIL CERA- KOHLER METRO
QUALITY 4.5 4.4 4.1 INDIA
3.9 4.2 4.5
STYLE & 4.3 4.2 4 3.8 4.1 4.1
DESIGN
DURABILITY 4.2 4.3 4.3 4 4.1 4.2
PRICE 4.1 4.2 4 3.9 3.8 4.4

INFERENCE:
 JAQUAR earned 4.5 out of 5 for quality. 4.3out of 5 for style& design. 4.2 out
of 5 for durability and 4.1 out of 5 for price.

 PARRYWARE ROCA earned 4.4 out of 5 for quality. 4.2 out of 5 for style&
design. 4.3 out of 5 for durability and 4.2 out of 5 for price.

 HSIL earned 4.1 out of 5 for quality. 4 out of 5 for style& design. 4.3 out of 5
for durability and 4 out of 5 for price.

 CERA-INDIA earned 3.9 out of 5 for quality. 3.8 out of 5 for style& design.
4.1 out of 4 for durability and 3.9 out of 5 for price.

 KOHLER earned 4.2 out of 5 for quality. 4.1 out of 5 for style& design. 4.1
out of 5 for durability and 3.8 out of 5 for price

 METRO earned 4.5 out of 5 for quality. 4.1 out of 5 for style& design. 4.2 out
of 5 for durability and 4.4 out of 5 for price

43
 AN ASSESSMENT OF THE INTERNSHIP

HSIL Ltd, the group behind India’s leading ceramic brand Hindware,
today announced a fresh identity for the iconic brand. Being one of the
most trusted names in bathware for millions of customers across India,
Hindware has suitably recognised their evolving perceptions and needs.
In the past 50 years of its existence, Hindware has steadily developed into
a brand which signifies utmost innovation and quality. The new identity
reflects these values and the company is all set to position Hindware as a
young, vibrant & contemporary brand which is representative of ‘Change,
Positivity & Passion’ and in sync with what modern India believes in.

The all new image of brand Hindware was unveiled at a gala event at ITC
Mughal, Agra in the presence of hundreds of channel partners assembled
together to celebrate the new face of the brand.

Hindware is one of the most prestigious brands in India today and it gives
me immense pleasure to introduce the new brand identity to all their
customers and stakeholders. They at HSIL believe that change lies at the
core of evolution. It is this philosophy that helps us keep up with
evolving consumers and markets. From being pioneers in sanitaryware in
India with their brand Hindware, to successfully being present across
India for 50 years, they now represent a brand that is bold, dynamic and
ready to take on challenges of the future. The new look reinforces the
trust and equity in consumers minds and reaffirms the credibility of the
brand.  The new face of brand Hindware symbolises a set of values that
are- ‘young, global, contemporary and dynamic’. The unique brand
identity supports their desire to balance function and form to the highest

44
degree. This fresh rendition is a manifestation of the global outlook of
brand Hindware and reflects the group’s ambitions and commitment.
Therefore, it is a fundamental change for us going forward.”

The change in the identity of Hindware showcases the transition of the

original logo which was symbolic of quality and reliability, to the new
young logo that reflects confidence and dynamism while maintaining the
core values for which the brand has stood for across the years. The design
partner responsible for Hindware’s new brand identity is Fitch, UK’s
leading design consultancy, also part of WPP, PLC which is one of the
world’s leading marketing services group. It was carefully selected to
design a fresh new brand identity for Hindware that would appeal to the
brand’s target market. The new identity is in a warm shade of red - the
colour of energy and passion. The choice of colour expresses the brand’s
determination and desire to succeed and deliver for our customers.  The
easily readable, simple and elegant lower case font has been specially
chosen to portray the brand as ‘engaging and approachable’ and is
immediately recognisable as Hindware. It appropriately conveys
modernity and their innate sense of style.  Their brand graphic element
derives from the negative and positive space found within our new brand
identity itself. It creates an additional layer of brand recognition and
recall and can be used across all brand applications.

The new look flow across products, packaging, signage and all
communication. As a part of Hindware’s promotion strategy, it rolled roll
out a comprehensive pan-India campaign across the media spectrum. This
comprised of both ATL (above-the-line) and BTL (below-the-line)
activities.

45
o ATL activities included - print and electronic media with all major
dailies, magazines and general interest, business and news
channels. Providing additional support would be the outdoor and
radio campaign.

o While BTL activities consisted of road shows, product parades

along with on-ground mall activities and interesting initiatives at
dealer outlets to promote the new brand identity.

46
 CONCLUSION & RECOMMENDATIONS

1. Most of the companies are doing multichannel promotions and

marketers endeavour to align their ATL and BTL strategy.

2. Almost all the players in each sector are tapping onto Rural India
as they see an immense opportunity. Since mass media has limited
reach over their hence a lot of BTL activations are done.

3. BTL to ATL ratio is increasing over the years. For the industry
average it is near 35:65, which was just about 15:85 three years
back. With marketers looking for cost effective marketing
campaigning, BTL industry is bound to increase.

4. BTL activations can be tactical or strategical in nature depending

upon the type of activations. It is the misconception that they are
only tactical in nature.

5. Companies are giving a lot of importance to their channel partners.

In some cases they are treated equally to customers.

A new direction taken by marketers in allocating funds that has been

highlighted through our research is the significant jump in the
investments going into below-the-line (BTL) marketing. Across the
board, marketers are spending anywhere between 10-50 % of their total
budgets on direct marketing, events, activation and other BTL activities
depending on the nature of the product / service and market of choice.
The average BTL spends across marketers met during the course of the
research was closer to 40 % against about 15 %, just three years earlier.
One reason of course is mass media fragmentation and therefore less
bang for the above-the-line (ATL) buck. The other more important reason

47
however isthe pressure on brand managers for a better return on
marketing investments made. This rise in BTL is resulting in a better
connect with small-town India because a larger portion of the increased
BTL is going to KUT as per marketers.
In the metros, BTL is used because the clutter in mass media is too high
and getting audience attention is difficult. The logic for using BTL in
KUT, however, is different. Even though media options are limited in
many KUT, yet because consumers are looking for new products or
services, BTL gets a more than proportionate response. In existing
product categories BTL in KUT has helped push up revenue
contributions.
Current Scenario in the field of BTL activities
Expenditure estimates say a lot about where sophisticated marketers are
focusing their efforts, but they don’t address the more fundamental
question of why. Why, after so many years of success with above-the-
line methods, are marketers finally changing their approach to
reaching customers and fostering profitable relationships? And why
do customers appear so willing to accept this new communications
philosophy? The following seven trends explore the factors, both external
and internal, that are contributing to this emerging marketing emphasis.
Specifically, it identifies seven key trends that are directly impacting the
allocation of marketing budgets for both ATL and BTL campaigns. They
include:

1. Changing consumer demographics decrease the influence of

traditional mass media (i.e. ”one-size-fits-all”) marketing messages
2. Growing consumer sophistication heightens the demand for
channel-agnostic communications

48
 3. Widespread marketing “clutter” diminishes the impact of
commercial messages that don’t address specific and individually
relevant consumer needs
4. Enhanced information availability empowers both marketers and
consumers with insight that allows for precise customer targeting
and intelligent purchase decisions
5. Heightened client pressure to deliver quantifiable value by
evaluation of ROI of the marketing initiatives , forces marketing
service providers – especially agencies – to re-evaluate services
platforms
6. Growing effectiveness of “multi channel” campaigns (those that
cross multiple media) reinforces demand for tactics that establish
one-to-one relationships between marketers and consumers
7. Rapid technological advances allow for consumer/marketer
interactions that are frequent, easier and more relevant than
previously possible

Trends Impacting BTL Marketing Budgets

1.) Changing consumer demographics decrease the influence of
traditional mass- media (i.e. "one-size-fits-all”) marketing messages.
Understanding the conventions of culture as well as the individual
cultural differences and similarities of target locales empowers marketing
professionals to realize that one universal message—whether verbal or
visual, can never reach a global audience. One global culture comprised
of people with identical values does not exist—not even within the
confines of our own country as the recent elections illustrate. Differences
in learning and thinking patterns influence the way people process
information, as demonstrated in their innate responses to marketing

49
communications. Audiences differ in the way they perceive and value
concepts of time, space, money, relationships, power, risk, and even the
protocols of gender roles. It is important to note that when attempting to
customize communications with cultural differences in mind, it is just as
important to recognize the cultural similarities. As much as localization
vendors like to overemphasize "extreme customization", cultural
similarities do exist, and are deeply imbedded in the core values of your
products and service offerings.

2. Growing consumer sophistication heightens the demand for

channel-agnostic communications.
Advances in marketing and communications haven’t just served to
benefit marketers – consumers, too, have learned to exploit technology,
information and available media channels for their benefit. Among other
capabilities, the sophisticated modern consumer is adept at:

• Using the Internet to compare product prices

• Screening out unwanted outbound telemarketing calls (or telemarketing
calls altogether – through participation on the National Do-Not-Call
list)
• Skipping past television commercials – the lifeblood of above-the-line
marketing – with TiVo and other digital video recording technologies
• Bypassing traditional print advertisements through online
newspaper subscriptions and opt-in “headlines” e-mails that provide a
selected snapshot of relevant news with only a fraction of the advertising
interference.
Collectively, these practices speak to the active participation of
consumers in the marketing process, a phenomenon made possible by the

50
same innovations that many marketers expected would cement their
authority in customers’ daily lives. They demand marketing responses
that are concise, relevant and universal across all media – so that
consumers who choose to interact via multiple channels (say, researching
available products online and then completing the purchase in-store) are
exposed to a consistent fundamental buying experience.

3. Widespread marketing “clutter” diminishes the impact of

commercial messages that don’t address specific and individually
relevant consumer needs.
Rapid advances in the quality of available marketing media have had at
least one deleterious effect: a saturated media consumption landscape,
plus a resultant consumer backlash against advertising messages that are
perceived as intrusive or otherwise irrelevant.

4. Enhanced information availability empowers both marketers and

consumers with insight that allows for precise customer targeting
and intelligent purchase decisions.
Significant advances in database marketing, analytics and customer
relationship management (CRM) platforms have spawned an
informational avalanche, allowing marketers the opportunity to build a
comprehensive, 360-degree view of the customer and their transaction
history. By maximizing the complex array of available information,
leading-edge marketers are reaching prospects with offers targeted to
their expressed (or expected) wants and desires – and driving
significantly enhanced response rates and lifetime customer value.
Not to be outdone, consumers are arming themselves with an array of
enhanced informational tools to make smarter buying decisions. Web

51
sites reinforce the movement to obtain information and apply it through
stricter scrutiny of the available market.

5. Heightened client pressure to deliver quantifiable value forces

marketing service providers – especially agencies – to re-evaluate
services platforms.
Among traditional advertising agencies, average client tenure now stands
at less than18 months per account. In a timeframe shorter than many ad
campaigns themselves, marketers are increasingly deciding that these
trusted strategic advisers – once thought of as the standard-bearers of
marketing strategy, conception and delivery – can easily be replaced by
others whose strategic, creative and, most notably, financial objectives
better align with their own.
While shoddy creative work is often cited as the reason, more often, the
actual fuel for this rapid agency turnover is a lack of concrete delivery. In
the face of alternative below-the-line media that offer the benefits of
personalization and measurable return-on-investment, the vast investment
required to sustain solo ATL campaigns (as well as the agencies from
which they originate) is increasingly seen as excessive in the eyes of
bottom-line focused executives.

6. Growing effectiveness of “multichannel” campaigns (those that

cross multiple media) reinforces demand for tactics that establish
one-to-one relationships between marketers and consumers.
Given the proper tools, consumers prefer to engage with marketers
through a combination of available media (including retail stores, the
Internet, catalogs, direct mail and direct response television) thus
relegating single-channel categorizations such as” catalog buyer” and

52
“online shopper” to the business archive. But these customers offer more
than just a challenge to marketing strategists – they also offer greater
profit potential. According to the Internet Advertising Bureau, well-
executed multichannel marketing campaigns generate a sales lift ranging
from 7 to 34 percent. Viewed from another perspective, that spells trouble
for single- channel marketers (such as those hoping that traditional
television advertisements will fuel visits to retail stores).

7. Rapid technological advances allow for consumer/marketer

interactions that are more frequent, easier and more relevant than
previously possible.
Long ago cited as the most significant factor inhibiting the growth of
BTL marketing, the recent proliferation of appropriate, cost-effective
technologies – for both marketers and consumers – has finally reached
the critical mass necessary to fuel campaigns that cross multiple media
and stand out from the mass-oriented messages proffered by
traditional advertising.
The scope of technological advance spans all media, but perhaps the most
significant advance involves the widespread adoption of high-speed,
broadband Internet connections – allowing consumers to surf the Internet
effortlessly and manage rich, HTML-coded e-mail and online messages
that inspire click-through and greater response. More than 43 percent of
U.S. households now connect to the Internet through a broadband
connection, according to Jupiter Research, and approximately 80 percent
will be on broadband by 2011.

53
END CONSUMER:

• People are ready to spend more on bathroom products. Need for

luxury bathroom products are on increase.

• Hindware has a stiff competition from Parryware Roca

• People look for style, appearance and quality before selecting a

product.

• Advertisements and recommendations from retailers and architects

are the major source of information used by the consumers to select
the brand.

• Almost 50% of the respondents are ready to go for a new brand on

bathroom renovation.

• Consumers are satisfied with all the characteristic of products.

• Brand recommendation to peers is not dependent on the

satisfaction from customer service.

RETAILERS:

• Majority of the retailers recommend Parryware Roca, Hindware

and Metro.

• Parryware Roca and Hindware are the 2 fastest moving brand in

sanitaryware.

• Parryware, Metro and Jaquar are the 3 fastest moving brands in

Taps & showers solutions.

54
• Majority of the retailers recommend Parryware Roca, Hindware,
Jaquar and Metro. They recommend Metro and Jaquar only for
taps& shower solution.

• Retailers Rate Hindware superior to Parryware Roca in quality and

style and equal in price and durability in sanitaryware market.

• Retailers Rate Jaquar, Metro and Parryware Roca almost equal in

Taps& showers products.

55
 RECOMMENDATIONS

• Style and Design of the products are to be improved.

• Advertisements in all media channels especially in television.

• The delivery of high technology quality product with lesser

glitches is to be assured.

• An effective after sales service force is to be developed and

consumers should be made aware of it.

• More incentives can be given to Retailers so that they will

recommend only Hindware products.

• A special program like car& bike show or gadget guru etc, can be
organized for sanitaryware industries which will help in increasing
knowledge of the consumers about the products.

56
 ILLUSTRATIONS & ANNEXURE

QUESTIONNAIRE FOR END CONSUMERS

1) How much would you generally spend on a bathroom renovation?

 Below Rs 50,000
 Rs 50,000- Rs 1,00,000
 Rs 1,00,000- Rs 1,50,000
 Above Rs 1,50,000

2) Which company does your bathroom sanitary ware belong to?

 Jaquar
 Parry ware
 Hindware
 CERA - India
 Others
If others, please specify _____________________________________

3) What do you look for before selecting a bathroom range?

 Quality
 Price
 Brand reputation
 Post sales service
 Style and appearance
 Others
If others, please specify _____________________________________

4) What source of information have you used to buy the current product
range?
 Advertisements
 Recommendation from architects/interior decorator
 Dealers and retailers
 Family and friends
 Past experiences

5) In case of future renovation, would you choose product from the existing
range?
 Yes
 No
 Don’t know
If not, why ______________________________________________

57
6) If not, which brand would you switch to?

7) What is your satisfaction level in the current product range you are using?
 Very satisfied
 Somewhat satisfied
 Neutral
 Dissatisfied
 Very dissatisfied

8) Are you satisfied by the service provided by your customer service?

 Yes, thoroughly satisfied
 The problems were not resolved
 The company does not provide any service
 Not aware of such facility

9) Will you recommend the brand to your peers?

 Yes
 No
If not, why ______________________________________________

Thank you for filling the Questionnaire.

58
 Questionnaire For Retailers

1) Could you tell us how long have you been in this business?

2) Which are the fast moving brands? (tick)

Sanitaryware

Taps&
showers

3) Which brand do you recommend to your customers for their bathrooms?

4) Rate the following on the scale of 1 to 5: ( 5 stands for high and 1 stands for
low)

SANITARYWARE:

Parameters Jaquar Parryware Roca Cera- India HSIL Kohler

Quality
Style& design
Durability
Price

TAPS & SHOWERS:

Parameters Parryware Cera- METRO Kohler

Jaquar Roca India HSIL
Quality
Style&
design
Durability
Price

Thank you for filling the Questionnaire.

59
 BIBLIOGRAPHY

o www.agencyfaqs.com

o www.eventfaqs.com

o www.exchange4media.com

o www.adexindia.com

o www.indiantelevision.com

o Laurent, Gilles, Jean-Noel Kapferer, and Francoise Roussel (1995),

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