A PRESENTATION ON “A STUDY OF BRAND IMAGE POSITIONING OF SENTOSA

CERAMICS”AT

SENTOSA CERAMIC PVT.LTD

PREPARED BY :JITHARA DHARMESH

ENROLLMENT NO:137730592028

Industry Overview

Investment : 4700 Crore ApproxEmployment : 550000 (Direct and Indirect)

Production : 640 million sq mts. /Year

Indian ranks in the top 5 list of countries in terms of tile

production in the world.

Company Profile

Name of the company : - SENTOSA CERAMICS PVT.LTD

Company Address : - 8-A, Nava Jambudia -Morbi

Year of establishment : - 2000

Chairman :- K.G. KUNDARIYA

Size : - Large Scale Industry

Total Investment : - 47 Crores Rs.No. of Employee : - 320

Name of the Product :- Vitrified Tiles

Production Department

→ The production of a firm is concerned with the creation of a product or

services required to satisfy Customer Needs.

→ Producing as per the order

→ Material Handling

→ Raw materials are available with the help of roadways,Railways,Waterways.

→ SENTOSA CERAMIC HAVE A VARIOUS DESIGN,SIZE,COLOR OF TILES AS UNDER:

Personnel Department

Recruitment: Used both internal and external sources.

Selection: The stages of including in the selection process are as follows.

News paper advertisement

Receipt of application

Screening

Arrangement and interview

Selection

Placement and confirmation

Training :

TS (Technical Specification) certificate related training

Work related training

Training for quality maintenance

→ Employees Welfare Activates

→ Wages and Salary Administration

Marketing Department

Main Customers: Sigma, Commando, Delta, Sunrise, Vraj

Export Percentage: 50% - 55%

Countries: Srilanka, Nepal, South Africa, Dubai, Oman, Saudiarebia

Competitors: No perfect competitors.

Marketing is important in business firm. It’s obvious but it is also important to

consumer and society. It is helpful to firm for launch new product and for consumer

to know about the new product.

→ There are about 290 to 300 dealers in all states of country.

→ Sentosa Ceramic advertise their products on news papers, hoardings, radio and

also do wall paintings all over India.

Finance Department

Finance plays a very important role in any type of the firm. From the initial

stage money is needed for the information registration of the firms, listing of the firm.

Finance is needed for making necessary documents.

SENTOSA CERAMICS prepares two types of plan :

→ Short Term Planning:→ Long Term Planning:

SENTOSA Ceramic used one Sources of Fund

(Capital Structure)

Secured loans

Financial Data of 2013

Net Sales : 45 Crore

Net Profit : 11.7 Crore

Total Project Cost : 47 Crore

S.W.O.T. Analysis

Opportunity:-

Rapid and continuous growth in the market,

so company will think about expansion.

Strength:-

SENTOSA CERAMICS PVT. LTD.

is giving employment to around

250 employees.

Strong market presence

Develop rural area to reach at the

global position.

Research Methodology

Research Topic:

BRAND IMAGE POSITIONING OF SENTOSA CERAMICS

LIMITATION OF RESEARCH :

1. The survey was limited to Morbi city only.

2. Sample size is only 70, which may not represent the overall population.

4. In this research used only one technique of research primary technique of data collection.

5. Time period of research is limited.

OBJECTIVE OF RESEARCH

To create brand awareness among customers.

To know the level of customer satisfaction for the products of “Sentosa

ceramics pvt.ltd.” in morbi.

To know the customer expectation for improvements in the current products.

To know the strengths and weaknesses of the company.

To obtain, if any, suggestion for better financial service.

LITERATURE REVIEW :

The term ceramics covers a wide variety of inorganic materials such as silica-

based glasses, crystalline ceramics, glass ceramics, intermetallics and carbon

which are high temperature structural material.

By : o.p.kulik

Their chemical bonding is generally a hybrid of covalent and ionic which

results in characteristics like high melting point, high chemical stability, high elastic

moduli and low dislocation and atomic mobility which leads to high hardness and

creep resistance but also to brittleness

Since they are covered elsewhere, cement and concrete and abrasives andrefractories are not included. Ceramic literature can be found in the form of books,periodicals, government documents, patents, news media, and translations withreference to the related abstracts, indexes, and bibliographies. Pertinentpublications have been included in the selective bibliography supplementing thetext. Although brief reviews of most sources are included, the majority of the moresignificant books have merely been marked with an asterisk in the bibliography.

Since the ceramic field has developed to an important materials science

within the last century, available sources of literature have expanded

proportionately. A general review of ceramic literature is given, followed by more

specific coverage of clays, enamels, glass, porcelain, building materials, and electro

ceramics

Research Design

Data source : Primary source (Vitrified tiles user of Morbi City)

Data collection method : Primary method

Research instrument : Questionnaire

Type of questions : Open ended and close ended

Sampling Design

Sample size : 70 Representatives

Contact method : Personal

Sampling Plan : Morbi

Q. 1 what factor you consider in product before purchasing?

Perce

ntage

Brand 28 40%

Image of the product 18

24.73

%

Price 18

25.71

%

Services 06

8.57

%

TOTAL 70 100%

0

10

20

30

Brand Image ofthe product

Price Services

Analysis and Interpretation:-

In the opinion of the customer there are number of respondents of my research most of the

customer says that there is a highly need of branded product as well as the price level is

necessary for purchasing the product.

Q-2 At the time of Constructing your home, who decides about the

purchasing part of ceramic product?

leader 20 28.57%

All family

members 25 35.71%

Builder/engi

neer 18 25.71%

Others 07 10%

TOTAL 70 100%

0

10

20

30

leader allmember

builder others

Analysis and Interpretation:-

20 responders said the purchasing decision are taken by leader of the family, 25

respondent said decision is taken by all family member, 18 respondent said decision is

taken by builder or engineer , 7 respondent said decision is taken by other. Mostly

purchasing decision is taken by the all family members.

Q-3 Does brand image inspire you to purchase the product?

No. of

respondents

Percentag

e

Yes 60 85.71%

No 10 14.29%

TOTAL 70 100% 0

20

40

60

80

yes no

Analysis and Interpretation:-

When the respondent are purchasing the ceramic product out of 70 respondent

60 see the brand image and 10 do not see the brand image.

Q-4 Do you have any knowledge about sentosa ceramics Pvt.

Ltd. Product?

No. of

respondents

Percenta

ge

Yes 61 87.14%

No 09 12.86%

TOTAL 70 100% 0

20

40

60

80

yes no

Analysis and Interpretation:-

The ceramic company “sentosa ceramic pvt.ltd.” products are known by 61 respondents and

9 are not aware about this company’s product.

Q-5 where you heard about the products?

No. of

respondents Percentage

Friends 15 14%

News paper 18 14%

Holdings 25 40%

Electronic

media 12 14%

TOTAL 70 100%

0

10

20

30

friends newspaper

holdings electronicmedia

Analysis and Interpretation:-

Mostly respondents (25) heard about the product by holdings. 15 from friends ,

18 from news paper , 12 from electronic media.

Q-6 Have you purchase the product of sentosa ceramics

any time in Past?

No. of

respondents

Percent

age

Yes 26 37.14%

No 44 62.86%

TOTAL 70 100%

0

20

40

60

yes no

Analysis and Interpretation:-

“sentosa ceramic Pvt. Ltd.”, in this out of 70 the 26 respondent have purchase

the product in past time and 44 respondents have not purchase this product in

past time.

Q-7 are you satisfied with the product?

No. of

respondents

Percent

age

Fully satisfy 26 37.14%

Satisfy 38 54.29%

Never satisfy 0 0

Not at all 6 8.57%

TOTAL 70 100%

0

20

40

fullysatisfy

satisfy neversatisfy

not atall

Analysis and Interpretation:-

26 respondents who have fully satisfied and 38 are only satisfy and 6

respondents not purchase the product from sentosa ceramic.

Q-8 what are the Factors of sentosa ceramics products that

attracted you to purchase it?

No. of

respondent

s

Percen

tage

Good quality 20 28.57%

Affordable price 28 40%

Best service 14 20%

Design 8 11.43%

TOTAL 70 100%

0

10

20

30

goodquality

affordableprice

bestservice

others

Analysis and Interpretation:-

Out of 70 the 20 respondents expect good quality, 28 expect affordable price,

14 expect best service, 8 expect other things.

Q-9 Are you satisfied with after sales service of Sanotasa

ceramic?

No. of respondents

Yes 42

No 28

0

20

40

60

yes no

Interpretation and analysis:-

This question was asked to 70 respondent in them 42 was say “yes” and 28

say “no” Regarding to sale after service.

Q-10 Would you like to purchase sentosa ceramics product

Again?

No. of

respondents

Percenta

ge

Yes 51 72.86%

No 19 27.14%

TOTAL 70 100%

0

50

100

yes no

Analysis and Interpretation:-

Out of 70 respondent 51 respondents have interest in purchasing of sentosa

ceramics product in future and 19 respondents have no interested.

Hypothesis Testing

H0:- = Factor that Attracts Customer For brand and Awareness of sentosa ceramic in

comparative market are Normally Distributed

H1:- = Factor that Attracts Customer For brand and Awareness of sentosa ceramic

in comparative market are not Normally Distributed.

Step-2:- The statistical test being used is

𝑥2Cal = (Oi-Ei) 2 /Ei

Q:- what are the Factors of sentosa ceramics products that

attracted you to purchase it?

Step-3:- ∞ = 0.05

Step4:- Chi-square goodness of fit

. (N-1) = (4-1) =3

The critical chi-square value is 3= 0.05, 3= 7.8147

No. of

responde

nts

Good quality 20

Affordable price 28

Best service 14

Design 8

TOTAL 70

Step : 5-

Observe

frequency

(0)

Expected

frequency

(E)

2

(O-E)/E

20 17.5 0.36

28 17.5 6.3

14 17.5 0.7

08 17.5 5.16

70 12.52

Step :- 6

Cal. = 12.52

2

Hear, 𝑥2Calculation value is 12.52 while 3 Critical Value is 7.8147

Thus we reject null hypothesis.

That means that the factors that

attracts customer towards brand and

awarenes are not normally distributed.

Step-7:-

In this research most of respondents prefer brand when they purchase of

ceramic products.

people know about the ceramic product because every people already used

ceramic prod.

people have knowledge about the sentosa ceramic pvt.Ltd.

Many people already purchase of sentosa ceramic product in past.

Mostly people are satisfied by the sentosa ceramics products.

People have knowledge about the sentosa ceramic competitors. After this

knowledge still they purchase from sentosa ceramics.

Make more innovative its brands.

Make product according to customers’ preference.

Change marketing strategy according to competitive market.

Product will sell in attractive packing to create brand awareness.

Catch-up more and more market by increasing production capacity.

To improve the supply chain management so the finished good reached fast to

the final customer.

The co-operation of the employees is good. The management is

also effective and efficient. All the departments are also handled

by authorized person who have great experience and it is one of

the response of success of the firm.

Company brand image in the market is very good.

Most of the people believe in brand then other factor before

buying ceramic product.

CONCLUSION