For Ofce Use !ra"e
Internship Report CERA Submitted by:-
Abhinav Prakash (141205) Section: B
Batch: MBA-FT (2014-2016)
Institute of Management, Nirma University Date of Submission: 28th, April 2015 Introduction to Sanitary ware industry
India is a large, highly populated Country of around one billion people, with an economy, which is steadily growing. As per the study, there were an estimated 125 million dwellings in India 1!!5", but 200 million households. #his re$eals an acute housing shortage. #he %.&. predicts an increase in the population of 1.'( per annum. #here is a gradual migrant shift from rural to urban areas and 2)( of the population now li$es in urban areas as compared to20( in 1!)1. #here is a large difference in amenities between the urban population and the rural. In 1!!*, )0( of the urban population had access to ade+uate sanitation, whereas in the rural community only 1*( had access. In 1!!1, approimately '*( of urban households had some -ind of toilet facility compared with !( of the rural areas. #here is a widening difference in income between different regions, the rich and the poor. anitation is a must for e$ery indi$idual of our society. According to the /o$ernment estimates, more than 50( of the urban population does not access to sanitation facilities. Condition of the rural areas is that only '( of the population is co$ered by sanitation.
Sanitary ware Demand anitary ware Industries in India for the last ') years has shown $ery dramatic growth with maor players doubling their production capacity. #he Companies ha$e also upgraded their manufacturing system by introducing attery Casting, eam Casting and ha$e gone in for latest imported 3ast 3iring Cycle 4iln #echnology. #hese Companies ha$e also upgraded their +uality and ha$e introduced high $alue range in the mar-et, which has been accepted and appreciated. #he demand for high $alue sanitary ware in India is growing $ery fast. #he Companies are trying to meet the demand as the realiation per 6etric #on for high $alue product is $ery good which ultimately results in good profitability. In order to educate the customers in India to go for +uality products and also for higher $alue sanitary ware, companies ha$e adopted a $ery aggressi$e ad$ertisement campaign. Companies ha$e also strengthened their dealer networ- by offering showroom incenti$es and some of the companies ha$e also gone for their own retail outlets in maor towns. #he demand for sanitary ware in India is growing 7 15( 1)( e$ery year. #he sanitary ware industry in India is di$ided in two sectors. #he organied sector consisting of 5 companies 6s. 9industan anitary Industries :imited, 6s. ;.I.<. =arry, 6s. wasti- anitary ware :imited, 6s. 6adhusudan Ceramics, 6s. &eycer India :imited", manufacturing sanitary ware for the last 1520 years and ha$e established their rand image. #he organied sectors produce fully $itrified sanitary wares,
using latest technology and best of Ceramic >aw 6aterials a$ailable in India. #he unorganied sectors ha$e adopted local Indian technology to manufacture the basic sanitary ware products. ince the a$ailability of raw material is in abundance and also $ery cheap in the state of /uarat ? >aasthan, $arious companies ha$e established their factory in these areas. #hey are producing the basic sanitary ware in $arious brands. %norganied sector@s percentage of production capacity and also their sales in the local domestic mar-et are higher than that of the organied sectors@ sales. %norganied sanitary ware manufacturer comes under small sectors and hence enoy the benefit of &il ;cise
Introduction to CERA Sanitary ware Limited :aunched in 1!80, Cera is a pioneer in the sanitary ware segment in India. #he first sanitary ware company to use natural gas, Cera has been on the forefront of launching a $ersatile colour range and introducing the bath suite concept. It also launched inno$ati$e designs and watersa$ing products. #he twinflush model launched in India by Cera for the first time, reduces the water needs of households considerably. Cs designed to flush in ust * litres of water is another notable inno$ation by Cera.
ased in 4adi, /uarat, Cera anitary ware :td. uses International technology, which has ensured CeraBs superiority o$er others in +uality. ;stablished with an initial capacity of ,'00 6#=A, the plant has undergone se$eral periodical up gradations and moderniations to epand to 25,000 6#=A.
#o achie$e growth in the rapidly changing retail mar-et in the country, Cera, has launched its one of a -ind Cera ath tudios in Ahmedabad, angalore, Chandigarh, 4ol-ata, Cochin and 9yderabad, 6umbai. ith the opening of the Cera ath tudios, the discerning consumers, architects and interior designers can ha$e full $iew of the CeraBs premium ranges of CBs, ash asins, hower =anels, hower Cubicles, ath #ubs, hower #emples, hirlpools, C= fittings etc. Cera ath tudios will complement its eisting networ- of '00 dealers and 5000 retailers. e$eral athrooms are displayed li$e, so that the customers can get a feel of CeraBs $ast range of products.
9a$ing shown a growth rate of more than 25( since last years, Cera anitary ware :td. today is the fastest growing sanitary ware company in India. 3or its contribution towards the industrial growth, Cera@s ;< @6r. Didhush omany@ recei$ed E#he &irman >atna AwardE in eptember 2010.
History of Cera Sanitary ware Ltd: Di-ram omany, Chairman ? 6anaging
Ff course, one might argue that 6r. omany had entrepreneurship in his blood and had also inherited the understanding of this industry. 9is father had rich eperience in sanitary ware. 9e along with his brothers had pioneered sanitary ware in India in the early sities by setting up a manufacturing unit, 9industan anitary ware, in collaboration with #wyfords of %4. Ges, this did gi$e Di-ram omany some -ind of bac-ground. Also, there was a mar-et opportunity. ut Cera@s success does not rest on these two factors. It rests on his ability in transforming the opportunity into a business success. #he opportunity was open for others as well but Cera made the most of it. #hough those were the days of sellersB mar-et for sanitary ware, most companies, which went into production around the same time as Cera, did not succeed later. o what was it that Cera did differentH #he +uality of Cera matched international norms. Cera focused on creati$e designs and paid e+ual attention to aftersales ser$ice with the differentiating factor. 6oreo$er, 6r. omany did not neglect the other rele$ant business aspects as well. Cera went on to create history with its ad$ertising campaign in the early 1!80s Gour athroom is a >oom #ooJE An entrepreneur is successful because he understands and respects the three Cs customer, change and competition. Apart from Cera, the other two maor players are =arry ware and 9ind ware. oth ha$e larger production capacities than Cera currently Cera, howe$er, is now epanding its capacities
#o maintain that edge in the mar-et, Cera -eeps upgrading and increasing its product portfolio regularly. Cera also recognies its responsibility towards en$ironment. :i-e the other two maor players in the organied sector, In fact, itBs gone a step ahead.
ell, loo-ing at Cera@s trac- record, 6r. omany@s $ision is soon li-ely to be transformed into reality. 9e is himself +uite confident about it because he has built a strong team. uccess tips from 6r. omany of Cera Identify mar-et opportunities Create a dedicated team and gi$e it fully operational freedom Concentrate on brandbuilding right from the beginning >ecognie social and en$ironmental responsibilities 3ollow international norms of +uality 4eep inno$ating the product offerings =ro$ide good aftersales ser$ice.
Mission of the Company •
#o setup and carry out research and de$elopment for the manufacture and de$elopment of sanitary ware products.
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=ro$ide high +uality to sanitary ware products.
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#he Company is aiming to achie$e 50'0( of mar-et share for e$ery product.
Vision of the Company #o be a total home solutions pro$ider in the long run, pro$iding products for e$ery room in the home.
PRD!C"S 1
#e$$ness
team hower >ooms hower >ooms hower Cubicles hower =artitions Indoor wimming =ool ath #ubs with hirlpool ath #ubs hower =anels =ressure =ump %itchen Sin&s
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=remium =ump Classic >ane Mirrors Persona$ Care
=ersonal Care 9and dryer =erfume prayer with remote control =erfume >efill 9air
Internship: #he Internship proect is with C;>AIndia =$t :td that started on 1 th April 2015. 6y organisation mentor Aditya Agarwal aditya7ceraindia.com , !510028515" and my organisation centre address is 'nd ($oor) * *$oc& "he Acropo$is Ma$$) S+,+Hi-hway) "ha$te.) Ahmeda/ad0123345) ,u.arat . #he proect is to perform a mar-eting research to understand the purchasing beha$iour of Customers buying the construction material that C;>A produces li-e anitaryware, ellness, faucets etc. I am performing this research in &oida city. #he Kuestionnaire has been pro$ided by the company that mainly focuses on the brand awareness of C;>A and its contemporaries among the customers. In the first 15 days, I ha$e $isited many stores and found that in &FI
Learnin-s: • •
#he clarity of thought while communicating to the customer. Customer has less time so be specific on what you ha$e to as-.
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region and then they loo- for designs. A lot depends on the suggestion gi$en by the re tailers.