A Research Report On

Marketing Mix And Consumer

Awareness At

ROTTO CERAMIC L.L.P.

PREPARED BY:
GHODASARA JAYDEEP CHIMANBHAI

CLASS:
B.B.A Sem - 6

GUIDED BY :
HEMANG THAKAR

COLLEGE :
SHRI P.G. PATEL COLLEGE – MORBI

SUBMITTED TO:
SAURASHTRA UNIVERSITY ,RAJKOT

ACADEMIC YEAR :
2020-2021

1
 Shri P.G.Patel College -
Morbi
(Affiliated To Saurashtra University)

Nr. Hotel Mahesh, Sanala Road, Morbi – 363641

Guide Certificate

This is to certify that Mr.GHODASARA

JAYDEEP C. has prepared research report on MARKETING MIX
AND CONSUMER AWARENESSOF ROTTO CERAMIC LLP
successfully under my guidance and supervision.

I hereby approve his / her work & wish him / her best of luck
for future.

HEMANG THAKAR Dr. Ravindra j.

Bhatt
Name of Guide Principal
Date: Date:

2
 DECLARATION

I hereby declare that the research report on MARKETING MIX AND

CONSUMER AWARENESSOF ROTTO CERAMIC

Is my original work and has not been published or submitted previously

for any other degree or course elsewhere. This work is undertaken for the
partial fulfillment of BBA at P.G.Patel College. This report has been carried out
under the guidance & supervision of Mr.HEMANG THAKAR of P.G.Patel
College – Morbi.

Date : Students’s Signature

Place:

3
 PREFACE

Now a day the important of industries is increased in the developing

Indian economy, industries demand for management person who are able to
manage and develop the industry in a success way.

Student are required to do on project report on any organization due to

this aspect each student gets a practical knowledge.

I selected ROTTO CERAMIC L.L.P. for this report. This work expanded
my boundaries of thinking about implication of the theoretical knowledge in
the practical field.

4
 ACKNOWLEDGEMENT

First of all I forward my acknowledgement to Mr.KAPILBHAI

GHODASARA of ROTTO CERMAIC L.L.P. for granting me this opportunity to
undergo practical training and allowing preparing report in this company.

I am thankful to Mr.SUNILBHAI BHORANIYA for giving me detail about

the firm.

I am also thankful to staff of ROTTO CERAMIC L.L.P. for their kind co-
operation and good response.

Next I express my sincere thanks to our lecturer Mr. Hemang Sir

5
 INDEX

PAGE
NO TOPICS
NO.
1. GENERAL INFORMATION 6
Introduction 7
Project At a Glance (Company profile) 8
History And Development 9
Form of organization 10
Location and location chart 12
Vision and mission 13
Organization structure 14
2. MARKETING DEPARTMENT 15
Introduction 16
Departmental Chart 17
Marketing System 18
Organization Structure 19
Advertising 20
Pricing Policy 21
Strategy Statement 22
Marketing strategy of rotto ceramic in Past, present & future 23
Marketing Mix 25
3. PRODUCT MIX 26
Levels of the Product 27
Product Design 28
Product Type 29
Services 30
Product Planning 31
Target Market and Market 32
Packaging 33
New product development 34
4. PRICING MIX 39
Introduction 40
Pricing strategy 41
Discount 42
Allowance 43
Payment period 44

6
5. PROMOTION MIX 45
Introduction 46
Sales promotion 47
Advertising 48
Sales Force 49
Marketing strategy 50
6. PLACE MIX 52
Introduction 53
Distribution channel 54
Location 56
Transport 57
Research department 58
Statement objective 60
Marketing segmentation 63
Research methodology 64
Research procedure 66
Objective of study 67
Formation of questionnaire 70
7. SUGGESTION 83
8. SWOT ANALYSIS 86
9. CONCLUSION 90
10. BIBLIOGRAPHY 91

7
8
 ‘‘INTRODUCTION’’

Production means creation of utility and covers all the activities of the
procurement, allocation, and utilization of resources such as labour, energy,
materials, equipment etc.

This department provides the ‘source’ for the business. It is also called
“Manufacturing Department”.

As Ceramic Industry working whole year as regular so its maintain stock on

regular basis.

9
 ‘‘PROJECT AT GLANCE’’

Name : Rotto Ceramic L.L.P.

Address : Sr. No:256, 8-A National Highway, Sapar-

Gala Road, At. Vaghpar , Morbi-363 642
Gujarat - India.

Establishment Year : 2016

Accounting Year : 31st March

Phone : +91 97123 23222

E-mail : rottoceramic@yahoo.com
info@rottoceramic.com
export@rottoceramic.com

Bankers : HDFC Bank

10
 ‘‘HISTORY AND DEVLOPMENT’’

Every unit has got some or other history of its own .It includes when the
firm was incorporated who were the promoters what was its purpose what
were the product manufactured by at etc.

This group is known a ROTTO CERAMIC L.L.P. Original promoters of this

group are from MORBI district. They are small Businessmen and having
good business of Ceramic products at MORBI Since 2016.

In 2015-2016 they have started one manufacturing of ceramics Wall tiles

under the name & style of ROTTO CERAMIC L.L.P.

Now this group is recognized as symbol of quality and success.

11
 “FORM OF ORGANIZATION’’

It is a SSI unit with the initial investment of Rs.xxxxx.All agriculture implements

units and their ancillary units are considered SSI irrespective of its investments.

As it is a private limited company its shares are not available in the share market.
The shares are entirely at the disposal of the Board of Directors. The factory building
and the office building together occupy xxxx sq.feet of land in the Sapar- Gala
Road, At. Vaghpar , Morbi-363 642 Gujarat.

Form of organization may be

1. Sole proprietorship [One man show]

2. Partnership Firm [Minimum 2 –
3. Limited Liability partnership
4. Co-operative Society [Voluntary org. of 11 members]
5. Company

Under company there are two types of companies:

1. private company[minimum 2 & maximum 200 members]

2. public company[minimum 7 & maximum no limit]

12
 ‘‘LOCATION AND LOCATION CHART’’

➢ LOCATION
Location is the particular place or area where the business unit is located. It is
the most important part of the business.

The main reason behind choosing this location is

→ It is the main industrial area of Morbi.

→ There was an ample space available with good infrastructure facility with
very cheap labour & the place was ever near to house.
→ Raw materials, power, water supply, as well as transportation and
infrastructure facilities are easily available here.
→ Manpower is also easily.

Due to the above reasons, the company has been situated in Morbi & in this
particular area.

The Registered office of the ROTTO CERAMIC L.L.P. is situated at

ROTTO CERAMIC L.L.P.

Sr. No:256, 8-A National Highway, Sapar- Gala Road, At. Vaghpar ,
Morbi-363 642 Gujarat - India.
Cell: +91 97132 23222, E-mail - rottoceramic@yahoo.com

13
➢ LOCATION CHART

14
 ‘‘VISION AND MISSION’’

➢ VISION

▪ CORE PURPOSE:-

“To transform people’s lives by providing happiness and confidence

through quality experience’’

→ A Leader in the Indian Automobile Industry, Creating Customer

delight &Shareholders Wealth.

→ A Pride of India.

▪ CORE VALU:-

→ TRUST
→ INNOVATION
→ TRANSPARENCY
→ RESPECT
→ COMMITMENT
→ QUALITY

▪ COMPANY BIG HAIRY AUDACIOUS GOAL (B.H.A.G.):-

“To becomes a trusted brand like TATA with 1 billion $ company

by 2028”

▪ BRAND PROMIS:-

✓ “100% responslve and result orlented”

15
 ‘‘ORGANIZATION STRUCTURE’’

Board of
Directors

Production Marketing Finance

Department Department Department

Production Marketing State Marketing Finance

Manager Manager Manager Administrative

Laboratory Marketing Marketing Chief

Testing Officer Office Accountant

Supervision Dispatch
Sales Accountant
Manager Executive

Workers Clerk Peon

16
17
 ‘‘INTRODUCTION’’

Marketing is the main point of all business activities, because the objective of
all business enterprise is to satisfy the need and wants of the society. All
company must be customer based depart mention which is basically market
oriented in which is departments are created around the market served or
around marketing channels, while both this approaches to departmentation are
used to emphasis marketing and make a more effective, so it is an important
segment of a unit. It is necessary for each and every basis.

R has got separate department of marketing and its chief executive is Mr.
KAPILBHAI GHODASARA

18
‘‘DEPARTMENTAL CHART’’

BOARD OF DIRECTOR

CHAIRMAN

MANAGING DIRECTOR

MARKETING MANAGER

ASSISTANT MANAGER

REGIONAL MANAGER

DISTRICT MANAGER

AREA MANAGER

SALESMAN

19
 ‘‘MARKETING SYSTEM’’

COMMUNICATION

GOODS
INDUSTRY /SERVICES MARKET
(A collection of (A collection of
sellers) buyers)
MONEY

20
 “ORGANISATION STRUCTURE”

Organization structure means a frame work of firm’s employees, which show

the position of each of the employee of a particular department.

In "SKYWING CERAMIC INDUSTRIES" Its product has efficiently organized

its marketing department. They produced their products on the basis of
customers taste & preferences. All decisions like how to produce the product,
which media to be used. Etc. all this decision which is related marketing is
taken by marketing manager. The organization structure of marketing
department is as follows:

21
 ‘‘ADVERTISING’’

Advertising is a form of mass communication. In it seller communicate

customers for their product or services to sold it, with the help of
➢ T.V.
➢ radio
➢ magazine
➢ holding boards
➢ News papers
etc the main aim behind the advertise is to make know public about product or
service for more sales & to earn profit.
Modern market is a competitive market. Now a days the advertising is powerful
tool to increase the sales, none of the company can stand in the market without
powerful advertisement. It is a mass media of communication.
The company does not go for heavy advertising, as it believes in providing
quality at reasonable price. Thus the company spends 14% to 15% on the
advertisement.

❖ National Advertising:-

The company does advertising at national level by advertising in magazines like

Print pack World, Construction magazines and also advertising through radio
and by the dealer of all over India.

❖ International Advertising:-

On International basis, the company advertises through their dealers in

abroad or magazines or by radio or by the other consumer who use their
product before.

22
 ‘‘PRICING POLICY’’

Price is very critical decision in marketing management. Price is the exchange

value of the goods or service in trams of money.

Pricing decision means decision or determines- nation of the price of product.

The price must be determined in such a way that it offers a reasonable amount
of profit to the producer and the maximum satisfaction to consumers.

In ROTTO CERAMIC price depend upon the quality of the product they decide
the price by adding desired percentage of profit on cost to the total cost of
product.

Hence we can say that ROTTO CERAMIC is using the cost plus pricing method
for the pricing decision where no product is said at a loss.

23
 “STRATEGY STATEMENT”

1. PRODUCT LINE :- They are manufacturing

digital WALL TILES 300 X 450MM &
FLOOR TILES 300 X300

2. PRICE :- Bit High

3 SALES PROMOTION :- Exhibition & Mega

Shows

4. ADVANTAGE :- Planning for advertising

Through various Medias

5. SERVICE :- They are providing

Guarantee.

6. SALES FORCE :- Trained marketing

Executives.

24
 MARKETING STRATEGY OF ROTTO CERAMIC IN
PAST, PRESENT & FUTURE

 PAST

In past means during last 8 or 9 years they were having their showrooms in
morbi city the name of ROTTO TILES, The rotto tiles showrooms is also
present. but this was proving expensive affair for the company.

 PRESENT

At present ROTTO CERAMIC is not going for showrooms but they are going
for franchises.

 FUTURE

In their future marketing strategy they want to make their dealership network
more strong & wide spread.

25
 “MARKETING MIX”

Marketing mix is the set of marketing tools that the firm uses to
peruse its marketing objectives in the target market. Marketing mix
is the various marketing tools that marketer use to sell its products.
There are 4 P’s of marketing Mix.

PRODUCT MIX PLACE MIX

PRODUCT VARIETY CHANNELS

QUALITY COVERAGE
FEATURES LOCATION
BRAND NAME INVENTORY
PACKAGING TRANSPORT
SIZES

MARKETING MIX
FOR
TARGET MARKET

PRICE MIX PROMOTION MIX

LIST PRICE SALES PROMOTION

DISCOUNTS ADVERTISING
ALLOWANCES SALES T
PAYMENT PERIOD PUBLICITY
CREDIT TERMS DIRECT MARKETING

26
The marketing mix is one of the major concepts in modern marketing.
Marketing mix can be defined as the mixture of controllable marketing
elements that the firm uses to pursue the assigned level of sales in the target
market. The marketing mix consists of everything the firm can do to influence
the demand for its product. If the market does a good job of understanding
consumer needs, develops product that provide superior value & prices,
distributes & promotes them effectively these products will sell very easily.

27
28
“LEVELS OF THE PRODUCT”

Potential

Argument

Expected

Generic

Core Benefit

Product

29
 “PRODUCT DESIGN”

Design is the outlook of product. It is the physical appearance of a

product. Design attracts the customers from 9 company point of view,
designing a product is very toughest task now a days, computers are used to
design a product from customer’s point of view design of product should be
attractive, easy to open, install, learn, how to use, repairs & dispose off.

In ROTTO CERAMIC, one of the strengths of ROTTO CERAMIC is the

ability to design products to meet the specific needs off clients. A large &
professionally trained department exists to translate the product ideas
conceived by clients & their interior designers into actual products.

30
 “PRODUCT TYPE”

➢ Glossy series
➢ Matt series
➢ Elevation series
➢ Kitchen series
➢ Crystal series
➢ Morracan series
➢ Magical floor series
➢ 3D floor series
➢ Special colour series
➢ Super white series
➢ Anti Skid

All the types of range are available in the required size*

31
 “SERVICES”

Services are extra benefits that are given after sale of the product. In other
words a service is any act or performance that one party can offer to another
that intangible does not result in the ownership of anything. They are
provided to capture the market, while some other products need after sales
service.

The importance of after sale service is for consumer & producer. From
producer’s point of view, the higher the period of after sale service, higher will
be the sale, from consumer’s point of view, after sale service will increase the
durability of the product.

In ROTTO CERAMIC, after sale service is provided guarantee period. If any

damage accrued before guarantee period, Company will replace the product’s
damaged part but after guarantee period any damage occurred, company will
take minimal charge.

32
 “PRODUCT PLANNING”

Product is the most tangible & important component of marketing

programmed also product are frequently described as the heart of business
without product there is nothing to distribute nothing to promote nothing to
price & nothing to sell.

A product in the context of marketing is anything that a purchaser gets in

exchange for money. Thus according to ALDERSON,

“PRODUCT IS A BUNDLE OF UTILITIES CONSISTING OF VARIOUS

PRODUCT FEATURES & ACCOMPLISHMENT SERVICES.”

The product planning signifies 3 important considerations.

1. DEVELOPMENT & INTRODUCTION OF NEW PRODUCTS.

2. DISCANTINUE OR ELIMINATION OF NON – PROFITABLE
PRODUCTS.
3. MODIFICATION OF EXISTING LINES AS MAY BE NEEDED IN TERMS
OF CHANGING CONSUMER NEEDS.

33
 ‘‘TARGET MARKET AND MARKET’’

❖ TARGET MARKET:-

This week we have been discussing demographics and target

marketing. We have discussed how important it is for marketers
to target a specific group of people, rather than the masses. If you
try to sell to everyone, you will sell to no one.
You and a partner will be given a product or service and you must
identify a specific segment of the market that is going to be your
target market. Example: 19-24 year old males come from upper-
middle to high income families, living out on their own for the first
time and attending a college or university.

❖ MARKET:-

Market Segmentation is pursuing a marketing strategy whereby

the total potential market is divided into homogeneous subsets of
customers, each of which responds differently to the marketing mix
of organization.

Market Segmentation allows organizations to target specific

markets segments that are likely to buy their products. By that,
organizations can effectively set marketing sources for those
market segments in order to maximize sales and also identify
heavy users of their products.

34
 ‘‘PACKAGING’’

Many marketers have called packaging as fifth ‘P’ of marketing mix along with
price, product, place & promotion. Most of the physical products have to be
packed & labeled. Sometimes the product is identified due to its exclusive ‘P’
packaging instead of its name.

It includes the activities of designing & producing the container for a product.
For the export product they packed product by palate packing machine in box.

35
 “NEW PRODUCT DEVELOPMENT”

The typical new product development process followed by ROTTO

CERAMIC is as follows:

The following stages are involved in NPD process.

1 IDEA GENERATION:

New Products are born from ideas. Before searching ideas, top
management should define the products and markets and should
also state the objectives for NPD.

Sources of new product ideas:

Customers:

Loyal customers often recognize the need for improvement in the

product before companies can do. Companies can identify
customers need through complaint letters, forced group discussion,
etc. and can made changes accordingly.

36
Scientists, Employees, Engineers:
Company must develop a culture so that employees are encouraged
to give new ideas. They should also develop an incentive scheme for
those who give best ideas.

Competitors:
Company can purchase the competitors product to see the
functioning and accordingly they can develop new product.

Other Sources:

Pattern attorneys, university, advertising, agencies, marketing

research firms, university, business publication and so on.

2. IDEA GENERATION TECHNIQUE

Attribute Listing:

It is listing an existing products attributes and then modifying each

attributes in the search for an improved product.

Forced Relationship:

In this several objects are considered in relation to one another to

create a new product.

37
Morphological Analysis:

It is identifying the structural dimensions of a problem and

examining the relationships among them.

Need and Problem Identification:

Here customer’s needs and problems are identified.

Brainstorming:

It is a group activity to stimulate the flow of ideas by discussing a

specified problem. Here rule is-
“We want as many ideas as possible and remember no evaluation”.

3. IDEA SCREENING:

In this stage new ideas are evaluated to determining the promising

ones. The purpose of ideas screening is to drop poor ideas as early
as possible because product development cost rises substantially at
each successive stage.

The committee should avoid two types of errors:

Drop error: It occurs when committee drop an idea which is
good.

38
Go error: It occurs when committee go with an idea which is poor.

Most of the company uses product idea rating device while

screening the idea price performance, quality, customer satisfaction,
matches with company resources, strategies, objectives, etc. Then
idea is matched with this certain criteria and if it does not match
then idea is dropped.

4. CONCEPT DEVELOPMENT AND TESTING:

Philip Kotler says,

‘Attractive ideas must be refined into testable product concepts.’

Consumers do not buy product ideas but product concept.

Product Idea : A possible product that the company might

offer to the market.
Product Concept : An elaborated version of ideas expressed in
consumer meaningful terms.
Product Image : A particular picture in the minds of
customer.

Concept Development:

A product idea can be turned into a several product concept.

39
Concept Positioning:

Each concept is required to be positioned so that it helps to

understand the product competition in relation to cost, time
preparation, quality, etc. These comparisons can be used to
communicate the product concept to the market.

40
41
 “INTRODUCTION”

Price is the only element in the marketing mix that produces revenue. The
other element produces cost. Price is also one of the most flexible elements of
the marketing mix, in that it can be changed quickly. Unlike product features &
channel commitments. At the same time pricing & price competition is the no
one problems faced by many marketing executives.

Thus a major part of success of business depends on its price. How

consciously, price of a product is decided is very important.

42
 “PRICING STRATEGY”

Price is powerful weapon of marketing. As a marketing weapon price is the big

gun but must be used with caution. It is dangerous & explosive marketing
planners make pricing decision with appropriate pricing strategy.

At ROTTO CERAMIC there are basically 3 strategies which they follow in

determining their prices. These 3 are,

1. THE BASIC RAW MATERIAL USED IN MANUFACTURING.

2. LABOURS ENGAGED.
3. DESIGN OF THE PRODUCT.

43
 “DISCOUNT”

Discount is an amount deducted form the price of product & through the profit
of all parties can be maintained discount is given to attract the customer for
early payment. To increase off season buying & to increase sales volume,
discount is very popularly used to increase the sales volume. Top management
uses this tool very effectively. Discount may be in term of cash, quantity
function or seasonal. These discounts are directly or indirectly beneficial to all
parties concerned in buying & selling.

ROTTO CERAMIC does not give any discount to its distributions. But they give
20 % commission to their dealers.

44
 “ALLOWANCE”

Allowance is another deduction from prices they are given to dealers to

promote the sales. It is an efficient promotional tool. In other words, it is a
return to distributors favoring the product of a firm.

ROTTO CERAMIC gives allowance to their dealers. The dealer will get 20 %
commission on sales & also he will be eligible for 5 % over writing commission.

45
 “PAYMENT PERIOD”

Payment period is a period of payment for dealers. For company it is a very

critical period to meet day to day expenses. It is a time within that the dealers
of a company have to make payment. Payment period decides the dependability
of company. If it is short, then company easily meets its expenses & capital
turnover will be high because it does not have to depend on other party. The
larger payment period will increase dependability & capital turn over ratio.
Also so, while giving a payment period to Dealer Company’s financial situation
& credit must be examined.

ROTTO CERAMIC has not direct contract with ultimate consumer, but it gives
30 to 35 days to its dealers. Generally, the payment period of company is given
order wise, is as follow.

SMALL ORDER : - 100 % ADVANCE PAYMENT.

LARGE ORDER : - 100 % ADVANCE PAYMENT

N0 CREDIT SYSTEM BUT 1 TO 2 YEAR CONTINUE WORKING THEN GIVE

THE CRADIT OF 20 %

46
47
 “INTRODUCTION”

The word promotion means to push forward in marketing term promotion

means a group of such activities that increase the sales volume. It is
communicating information between producer & seller.

ACCORDING TO MASON & RATH

“PROMOTION CONSISTS OF THOSE ACTIVITIES THAT ARE DESIGNED

TO BRING A COMPANY’S GOODS & SERVICES TO THE FAVOURABLE
ATTENTION OF CUSTOMERS.”

In this competitive age, it is believed a very effective tool for attracting

customer for a product for promotion various tools like personal selling,
advertising, sales promotion information about product of the potential
customer through this tools.

48
 “SALES PROMOTION”

The marketing activity other than advertise personal selling & publicity is
known as sales promotion. It is one of the methods of promoting sales. Sales
promotion is very common tool of promotion. It means those activities that
increase sales volume. Its main purpose is to stimulate consumers & dealers
effectively. Sales promotion techniques are indirect & non personal.

ACCORDING TO PHILIP KOTLER.

“SALES PROMOTION COMPRISES A WIDE VARIETY OF TACTICAL

PROMOTIONAL TOOLS OF A SHORT TERM INCENTIVE NATURE, DESIGNED TO
STIMULATE STRONGER TARGET MARKETING.”

ROTTO CEARAMIC ceramics industries provided cash discount if amount in

cash. In order to increases sales promotion its also provided to various
customers like gift in the form of wallet, wall clock, side bag, various samples
etc and if depends upon the control or agent & its needs.

49
 ‘‘ADVERTISING’’

Advertising is a form of mass communication. In it seller communicate

customers for their product or services to sold it, with the help of
➢ T.V.
➢ radio
➢ magazine
➢ holding boards
➢ News papers
etc the main aim behind the advertise is to make know public about product or
service for more sales & to earn profit.
Modern market is a competitive market. Now a days the advertising is powerful
tool to increase the sales, none of the company can stand in the market without
powerful advertisement. It is a mass media of communication.
The company does not go for heavy advertising, as it believes in providing
quality at reasonable price. Thus the company spends 14% to 15% on the
advertisement.

❖ National Advertising:-

The company does advertising at national level by advertising in magazines like

Print pack World, Construction magazines and also advertising through radio
and by the dealer of all over India.

❖ International Advertising:-

On International basis, the company advertises through their dealers in abroad

or magazines or by radio or by the other consumer who use their product
before.

50
 “SALES FORCE”

Sales force includes salesman, sales executive, sales officers or companies

develop sales force for better promotion of sale. Sale force is helpful in
promotion the sale. And to link the customer & producer it has favour of
company’s product, which gives its enough remuneration.

"ROTTO CERAMICINDUSTRIES" Has fixed no. of salesman i.e. 20 known as

marketing executives. They move into market to study consumer behavior, to
get orders for company etc. a particular target is given to them & they have to
fulfill it.

A no. of incentives is provided to sales person for their performance apart from
basic salary.

Thus we can say that ROTTO CERAMIC has competitive sales force which
contributes a lot in increasing the sale of company.

51
 “MARKETING STRATEGY”

The product life cycle is an important concept that provides insight

into a product’s competitive dynamic.

Product life cycle is an attempt to recognize the distinct stages in the

sales history of the product. By identifying the stage of product life

cycle company can formulate better marketing plans and strategies.

Most of the product life cycle portrays typical bellshaped curve or S-

shaped product life cycle, which is as follows:

Marketing Strategy

30

25

20

15

10
Sales & pro

0
Introduction Maturity

52
Time
There are other forms of product life cycle also. They are:

 Cycle-Recycle pattern

 Scalloped pattern

 Style pattern

 Fashion pattern

 Fad pattern

53
54
 “INTRODUCTION”

Place is the second marketing tool & important for all types of business. It is a
stand where all activities business are done. To satisfy the consumer needs in
today’s economy the producer & consumer are separated by vast distance, so it
is necessary to fill this gape. To supply the product to targeted customers
company must take help of distribution channel, so place should be selected
considering distribution channel decision, physical distribution its cost etc.

Place mix is also called distribution mix & constitutes of all those activities
which are necessary for the physical distribution of goods & services. The
physical distribution is the most important factor or element at place mix
because through physical distribution only, the product can reach its ultimate
consumer.

In this way, place mix is important & essential element of marketing mix.

55
 “DISTRIBUTION CHANNEL”

Movement of goods from the point of production to the point of consumption is

known as the distribution system. The main participants in the distribution
systems are,

1. THE MANUFACTURE.
2. THE INTERMEDIARIES.
3. THE FACLITATING AGENCIES.
4. THE CONSUMERS.

Channel of distribution is mainly concerned with the intermediaries. The term

channel of distribution refers to the “ROUTE TAKEN BY GOODS AS THEY FLOW
FROM THE PRODUCER TO THE CONSUMER.” The flow may be physical or
transfer of title only channel of distribution is mainly concerned with transfer
of title of product. This transfer of title may be affected directly or through a
chain of intermediaries.

Thus, the channel of distribution is a network of institutions that perform

a variety of interrelated & coordinated functions in the movement of goods
from producers to the consumers. The channel of distribution is also known as
the trade channel.
The channel of distribution can be classified into two types.

56
 DIRECT CHANNELS
When the producers sell their goods directly to the consumers, it is called direct
channel. No middlemen are present between the producer & the consumer.
INDIRECT CHANNELS
In this case, the producer does not sell directly to the consumers. Instead he
sells the goods to middlemen, who in turn, sell them to the consumers. The
middlemen may be wholesalers, retailers or mercantile agents.
The various channels of distribution adopted by "ROTTO CERAMIC L.L.P.” To
reach their consumers are as follows:

DIRECT METHODS.

PRODUCERS CONSUMERS

To advertise their products through print media, magazines (inside,

outside) & exhibitions & also they invite the customers to choose & buy directly
for in the factory.

INDIRECT METHOD

PRODUCERS RETAILER PRODUCERS

The second distribution channels which CERAMIC CERAMIC use to

selling their goods by passing them to the retailers who in turn sells to the
ultimate customers. ROTTO CERAMIC has its local as well as the national
dealers in part of the country.

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 “LOCATION”

In place mix location plays a significant role, because it decides many decision
like channel of distribution, its cost coverage etc. location plays a very vital role
in the life of a company & also in the development of the nearby villages, states
or the country.

Due to this location, company enjoys many benefits some of the benefits as are
under.

➢ EASY AVAILABILITY OF THE LABOURERS FROM THE NEARBY VILLAGE.

➢ EASY AVAILABILITY OF R.M.
➢ AVAILABILITY OF SKILLED LABOUR.
➢ AVAILABILITY OF EFFECTIVE TRANSPORTATION.
➢ AVAILABILITY OF CAPITAL ETC.

Thus, due to availability of these benefits, company can reduce production cost.
Hence we can say that the location of ROTTO CERAMIC L.L.P. is best location
in all aspects.

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 TRANSPORT

Transport is a very basic infrastructure facility. It affects the pricing of products.

Time of delivery, conditions of delivery etc. in, physical distribution, and
transport is believed very important process, because it actually carries goods
from producer to dealers. There are three four ways of transport, ROAD,
WATER FIRM select any of 2, which is less expensive & more convenient.

ROTTO CERAMIC uses three ways of transport road, water & air for national
market, it mostly prefer road transport facility because it is cheap, faster, & safe.
For international market water transport is used it is slow but safe mean of
transport. & it also transport of air way, sometime it sends its goods by railway.

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60
 “INTRODUCTION”

For any organization the internal analysis and the external analysis are very
much important for survival and growth in Market. The internal analysis
consists of work environment, labor force, productivity, source of finance etc.
that can be analyzed through post records available in organization. But a part
from internal analysis, the analysis from market environment is very much
important. But such analysis of market is not an easy task. It is required a lot of
hard work and it is also a time-consuming process. But still to survive in the
market, every organization has to go through such research process.

According to Philip Kotler, “Marketing research is a systematic problem

analysis, Model building and fact finding for the purpose of improved decision
making and control.”

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 “STATEMENT OBJECTIVE”

My statement objective is that, to know the research of tiles user of Rajkot, tiles
user regarding the awareness aspects. Therefore, I find out the reason from the
tiles user, that why they are not use Floor and what types of problems are
affected in non awareness about Floor tiles

62
 “MARKET RESEARCH”

Market Research

Market means actual and potential customers. Market research is the

systematic and intelligent investigation or study of “who, what, where, when,
why and how of actual and potential buyers.” It deals with research on
customer demand. Market research is primarily concerned with investigation,
analysis and measurement of market demand.

❖ The following items of study and analysis are included:-

▪ Size of the market
▪ Geographic location of customers
▪ Demographic description of customers
▪ Market segmentation on the basis of age, income,
education, etc.
▪ Analysis of market demand
▪ Sales analysis by customer, services products
▪ Customer’s need, wants, habits and behavior
▪ Dealer’s wants and preferences

63
Marketing Research:

→ “Marketing research is the systematic gathering, recording &

analysis of the data about problem related to the marketing of gods
& services. Market information is required for company’s growth.
By providing right information, it helps company to take right
decision.”

→ “Marketing research is the systematic design, collection,

interpretation & reporting of information to help marketers to solve
specific marketing problem or advantage of marketing
opportunities.”

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 “MARKET SEGMENTATION”

Market is divided in to various segments related to different environments like

demographic, geographical, psychological, etc. My market segmentation is a
psychological segmentation. My area is only in Rajkot city. Samples of my
research are peoples of following blocks:

❖ Education with awareness

❖ Age structure
❖ Mentality
❖ Personality
❖ Life style
❖ User status

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 “RESEARCH METHODOLOGY”

1) SAMPLING UNIT:-

The target population was divided in to two segments i.e. tiles user and dealers.
Things like needs, its fulfillment and suggestions of all segments were collected
for making this research success.

SAMPLE SIZE

How many people should be surveyed?

About 100 from different segment i.e. tiles user and dealers were taken as a
sample size. As we know that large sample gives more reliable data, but here
because the population was divided in two segments such thing was made
possible.

B) SAMPLING PROCEDURE

How should the respondents be chosen?

During my training days, we have divided the total time of training as per the
requirement. It means in any concern segment. It population is high the more
time was research for it.

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C) PROBALITIY SAMPLE

SIMPLE RANDOM SAMPLE

Every units of the population has an equal chance of selection.

STRATIFIED RANDOM SAMPLE

The population is divided into mutually exclusive group. (Such as age groups),
and random sample are drawn form group.

CLUSTER (AREA) SAMPLE

The Population is divided into mutually exclusive group. (Such as city blocks),
and the researches are draws a sample of the groups to interview.

D) NON-PROBABILITY SAMPLE

CONVENIENCE SAMPLE

Tab researcher selects the most accessible population members.

JUDGEMENT SAMPLE

The researchers select population members who are good prospects for
accurate information.

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 “RESEARCH PROCEDURE”

DEFINING THE PROBLEM

DEVELOPING THE RESEARCH PLAN

COLLECTING THE INFORMATION

ANALYSING THE INFORMATION

PRESENTING THE FINDINGS

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 “OBJECTIVE OF STUDY”

When any students are preparing the project report so it’s behind the particular
reason. When any students are studying in graduate level or postgraduate level,
so it’s main objective is getting knowledge in theoretical and practical
particular in BBA & MBA. Project report is very useful for getting practical
knowledge. The company gives practical knowledge. Theoretical knowledge is
not necessary and also everywhere practical knowledge is not necessary, but
according to me practical knowledge is giving knowledge of present time and
future time; this is more useful for making good career.

❖ MY MAIN OBJECTIVES ARE AS FOLLOWS :-

1) To make aware about the Wall tiles

2) To know the people’s viewpoint about company.

3) To make aware about the models of Wall tiles

4) To know about the features of the Wall tiles

5) To know about the opinions of the people about the company’s

after sales service.

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❖ DATA COLLECTION & SOURCES OF DATA

Once the research design or plan is finalized, the researcher will collect the data.
Mainly there are two sources of data collection

Primary data
Secondary data

➢ PRIMARY DATA

The data, which is collected for the first time from the respondent, called
primary data. It is generally gathered for a specific purpose for a specific
research project. It is gathered through the use of sampling.

➢ SECOND DATA

The data, which is already collected by another one or which is already, exist
where is called secondary data.

70
 Primary data collection

Observation Survey
→ Personal observation → Mail survey
→ Mechanical observation → Telephone survey
→ Personal survey

Secondary data Collection

Internal sources External Sources

→ Records → Reports
→ Mktg. data bank → Periodicals

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 “FORMATION OF QUESTIONNAIRE”

The questionnaire was design keeping a view to the data sorting for the
fulfilling for the objective of research study. The wordings of the question are
kept simple to generate the desire response. The questions are framed in such
a way that it creates the interest in customers to quick response.

I design my questionnaire based on certain parameters:

➢ Indian tiles performance point of view.

➢ Customer’s point of view.
➢ Companies’ product & service point of view.

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QUESTIONNAIRE
MARKETING RESEARCH ON CONSUER AWARNESS
ROTTO CERAMIC L.L.P. CERAMICS
Instruction:-
1. This research is for education purpose only.
2. Please tick marks in the appropriate box only.
3. Please fill up only those questions whichever you know.

(1) Name: - __________________________________________

(2) Address: - ________________________________________

________________________________________
________________________________________

(3)Phone no.: - (R) _______________ (O) _______________

(M)____________________

(4) Gender: - MALE FEMALE

(5)How much Floor tiles are necessary in each house?

YES NO

(6)Which kind of important thing in Wall tiles?

HIGH DURABILITY SHOW

VARIETY of COLOUR

73
(7)Which factors considered in buying Wall tiles?
WATER PROOFING PRICE
QUALITY BRAND NAME
AVAILABILITY

(8)Do you aware about “ROTTO CERAMIC”?

YES NO

(9) If yes, how do you come to know about “ROTTO CERAMIC WALL

tiles”?

NEWS PAPER RELATIVES OTHERS

SHOWROOM VISIT FRIENDS

(10) How the performance of ROTTO CERAMIC ceramic?

VERY GOOD AVERAGE
GOOD POOR

(11) Which brand you consider most?

STARWARE DECO
ROTTO CERAMIC LOCAL BRAND

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(12) Would you like to give any suggestion?
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________

Thank You For Visit

75
Q-01) Gender respondents

Gender Respondents
Male 75
Female 25
Total 100

Yes No

❖ Analysis:
From the above chart, it is clear that the percentage of male is 75 and female is
25. So, Male are more than the Female.

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Q-2) Are Wall tiles necessary in each house?

SR.
NO. PARTICULAR NO. OF RES.

1. YES 93
2. NO 7
--- ---- 100

❖ Analysis:
From the above mentioned graph we can analyze that out of 100, out of it 93
Person which are agreed with necessary of tiles and 7 are not agree with it.

❖ Suggestion:-
I would not like to give any suggestion, because most of the people are saying
that the Floor tiles are necessary for house.

Yes 93 No 7

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Q-3) Which factors considered in buying Wall & Floor tiles?

SR.
NO. FACTORS NO. OF RES.
1. STRONGNESS 35
2. QUALITY 20
3. PRICE 15
4. BRAND NAME 25
5. AVAILABILITY 5
--- ---- 100

❖ Analysis:
From the above mentioned graph we can analyze that out of 100 Person which
I have gone through, 35 strongness, 20 quality, 15 price, and 25 brand name, 5
avavilabilitiy, information.

❖ Suggestion:-
I would give suggestion that people are just see tiles prices so the price of tiles
should be decide after research.

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STRONGNESS 35

QUALITY 20

PRICE 15

BRAND NAME 25

AVAILABILITY 5

79
Q-4) Which kind of important thing in Wall tiles?

SR.
NO. FACTORS NO. OF RES.
1. HIGH DURABILITY 45
2. VARIETY OF COLOUR 30
3. SHOW 25
--- ---- 100

❖ Analysis:-
From the above mentioned graph we can analyze that out of 100 Person which
I have gone through, 45 high durability, 30 variety of colour, 25 show.

❖ Suggestion:-
I would not like to give any suggestion, because there is no need of suggestion
due to tiles are full of features.

High Durability 45

Veriety Of Colour 30

Show 25

80
Q-5) Do you aware about “ROTTO CERAMIC”?

Yes/No Respondents
Yes 75
No 25
Total 100

❖ Analysis:

From the above chart, we can say that a percentage of people who are
aware about the ROTTO CERAMICi.e. 94%& a people who are not aware
about the ROTTO CERAMICi.e. 6%.

Yes
No

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Q-6) Which brand you consider most?

SR.
NO. BRAND NO. OF RES.
1. KAZARIYA 65
2. ROTTO CERAMIC 19
3. ARKITON 14
4. LOCAL BRAND 2
--- ---- 100

❖ Analysis:-

From the above mentioned graph we can analyze that out of 100 Person which
I have gone through, 65 KAZARIYA, 19 ROTTO CERAMIC, 14 ARKITON, and 2
for information.

❖ Suggestion:-

I would like to give suggestion, because most of all brands are so ROTTO
CERAMIC like KAZARIYA, ARKITON so there are so much important given to
brand.

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KAZARIYA 65

FAMOUS 19

ARKITON 14

LOCAL BRAND 2

83
84
Q-7) Would you like to give any suggestion?

❖ Suggestion

(1) Company should give more advertisement.

(2) Company should try to increase the carrying capacity.

(3) Company should decrease their tiles price.

(4) Company should give dealership for expand their

business.

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86
87
 ‘‘SUGGESTION’’

ROTTO CERAMIC L.L.P. does apply the mgt. theories & practices. This is proved
by the way it trackless problem and handless human resources.

Some of the suggestion from my view point is as under.

- Even through being a great exporter of the different ceramic

products, people are not much aware about its name. They need to
created brand aware among people.

- They do not advertise much due to which awareness is not created.

So, they should advertise in visual & print media. So, the problem
of brand awareness can be solved.

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89
“After gaining an entry in the customer home, smart marketers aim for a space
in the customer’s heart too.”

To reach at the consumer heart ROTTO CERAMIC is doing “SWOT analysis” so

that they can add value to the customers.

“SWOT ANALYSIS means the analysis of:

S :- STRENGTH

W :- WEAKNESS

O :- OPPORTUNITY

T :- THREAT

STRENGTH
(1) Strong market awareness
(2) Technology
(3) Reputation of company

Develop rural area to reach at the global position

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WEAKNESS

➢ No credit system
➢ Product of ROTTO CERAMIC is not stackable.

OPPORTUNITY

There are so many opportunities for the company because it is almost

one company who manufacturing wall tiles product in India & also in Asia with
these types of products. So that the company has got wide market of their
product & also get more opportunity.

THREATS

Highly competitive market against imported Wall Tiles.

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92
 ‘‘CONCLUSION’’

Today, due to the new Industrial policy of Indian government of liberalization,

privatization and globalization, industries have got a wider scope for expanding
their business around the globe. ROTTO CERAMIC L.L.P. is one of the
competitive industries in producing the box .

Lastly, I can conclude that.

✓ Observation of all the department & meeting the executives, ROTTO

CEAMIC is a well managed company.
✓ The financial position of the firm is very strong due to his flexibly pricing
policy.
✓ The firm occupies smooth relation with distributor and workers.

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94
 ‘‘BIBLIOGRAPHY’’

Name of book Author’s name

1. Marketing Management Philip Kotler

2. Marketing Management J. C. Gandhi

3. Company’s website www.rottoceramic.com

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