its research project focusing on ceramic tile industry based on the market research conducted

1. 1
A
SUMMER PROJECT REPORT
ON
IDENTIFICATION AND ENHANCEMENT OF RETAIL
NETWORK AND INSTITUTIONAL CUSTOMER BASE FOR
BELL TILES
(IN JAIPUR AND SURROUNDING REGIONS)
SUBMITTED IN PARTIAL FULFILLMENT
OF
MASTER OF BUSINESS ADMINSTRATION
(2010 -2012)
UNIVERSITY BUSINESS SCHOOL,
CHANDIGARH
SUBMITTED TO SUBMITTED BY
MR. MANISH SONI GAURAVMEENA
MS. REJITHA R PILLAI (Project trainee, Jaipur)
(BELL CERAMICS)

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CONTENTS
Sr. No. Particulars Page No.
1. 1
Cover page & Title
2. 3
Certificate
3. 4
Acknowledgement
4. 5-7
Executive Summary
5. 8
Preface
6. 9
Scope of the study
7. 10-15
Introduction
8. 16-21
Company & Profile
9. 22-43
Research Methodology
10. 44-58
Data Interpretation & Findings
11. 59
SWOT analysis
12. 62-64
Findings & Recommendations
13. 65
Risk and Concern
14. 66
Conclusion
15. 67
References

3. 3
Certificate

4. 4
ACKNOWLEDGEMENT-
I express my sincere thanks and gratitude to Mr. Achal Rangaswamy (President
Marketing) for giving me permission to do this project. Actually it was he; who
gave me this great opportunity. I am also thankful to Ms. Rejitha Pillai, who helped
me directly and whose guidance I was able to focus on relevant points during my
training.
Finally, I express my sincere thanks to my project guide Mr. Manish Soni (Area
Sales manager BCL Jaipur). Without his guidance and unrelenting support the
project could not have been completed. He gave me all the valuable knowledge to
complete this project successfully.
I would like to thank all the dealers, influencers for spending their precious time to
provide the necessary information and guidance.
I thank one and all including my parents who helped me to carry on with the
survey and successfully complete the project on time.
(Gaurav Meena)

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EXECUTIVE SUMMARY

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Bell Ceramics Limited (BCL) is one of the leading market player in the ceramic
tile industry and having a pan India presence with two manufacturing facilities
which are running 24X7 hours and cater the demand of customers across the
county.
Doing a project with Bell Ceramics is one of great experience which comes
with a good learning phase in my life. The project titled as “Identification and
Enhancement of Retail Network and Institutional Customer base For Bell
Tiles in Jaipur and surrounding regions” was really the best experience of my
life.
The main objective of the project was to discover those markets which were
Untapped and also increase the product reach to the remote areas customers. I
have to grab this opportunity in those markets for Bell. I have to also know that
how the products of Bell are running in the market.
This project helps in determining the main dealers and Retailers, also the study
reflect that the company now at the stage of exponential phase with launch of some
good products. The information helps in maintaining a good customer relationship
with the existing clients and customers.
A proper survey was conducted for this by using two different standard
Questionnaires separate for retailers and institutional customers and it was really
successful or result oriented. In the survey many Retailers as well as Architects or
contractors were touched with a proper questionnaire which was prepared to find
out the relevant information with the subject given.
One of the major aspect of this project is that its conducted just after the Merger of
Bell ceramics and Orient Ceramics limited which results in the increase of

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Financial and Operational Efficiency for both Leading players in the market. The
Acquisition results in the advantage for the Bell ceramics.
So my personal experience and learning in this project starts with convincing the
retailers and other customers about the correct information about the merger and
company products which helps the company to increase its loyal customer base.
The overall study in this project concludes that Bell Ceramics having a good brand
image in terms of quality and services in this huge competition. The company
having the same policies for its all dealers and delight them with its regular
services and feedback.
There are some recommendations and suggestions on the basis of my study in this
report to make this growth at higher pace . There area also some graphical and
tabular representation of the data which helps in understanding the market scenario
for the company.
This study also facilitate the marketing and promotional strategies for the company
and also increase its product reach in the overall country.

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Preface
The word "Ceramic" has originated from the Greek word, "Keramos", which
means pottery. It also relates to an ancient Sanskrit word whose root meaning is “to
burn,” but it is predominantly used to indicate "burnt stuff". Almost 10,000 years
later, with the establishment of settled communities, tiles were manufactured in
Mesopotamia and India. The first instance of functional pottery vessels being used
for storing water and food is thought to be around 9,000 or 10,000 BC. Clay bricks
were also made around the same time.
The ceramics industry in India came into existence about a century ago and has
matured over time to form a industrial base. From traditional pottery making, the
industry has evolved to find its place in the market for sophisticated insulators,
electronic and electrical items. Over the years, the industry has been modernizing
through new innovations in product profile, quality and design to emerge as a
modern, world-class industry, ready to take on global competition.
Though there are a number of large companies in the ceramics sector, small and
medium enterprises (SMEs) account for more than 50 per cent of the total market
in India, offering a wide range of articles including crockery, art ware, sanitary
ware, ceramic tiles, refractory and stoneware pipes among others. Most of the
players are grouped together in clusters.
Over the last two decades, the technical ceramics segment has recorded an
impressive growth propelled by the demand for high-alumina ceramics, cuttings
tools and structural ceramics from the industry. Overall, the Indian ceramics
industry has emerged as a major manufacturer and supplier in the global market.

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Scope Of The Study
Ceramic tile comes under „Building Material Industry‟. Over the years, Indian
Building Material Industry poised to grow at a fast pace of almost 16%/annum due
to boom in real estate and construction industry. Increase in income levels and
availability of a range of financing options for housing is enabling rapid growth in
housing construction.
In India, particularly in NCR region, growth rate of building material industry is at
very high and constantly growing. By this project finding, we have been trying to
catch the opportunities and demand of various tile making organisations for their
commercial and residential needs in Ghaziabad and Meerut region.
Also as marble prices begin to pinch purses in these times of meltdown, tiles are
making deeper inroads into urban homes. And they are getting more designer
makeovers to suit market demands.
Objective Of The Study
Major objective of this report confines with these facts-
 To know the nitty-gritty of Ceramic tile industry as much possible.
 . Identify the retail network customer base for Bell tiles.
 . Enhancement of the product reach to the remote areas by doing survey.
 Determine the market size and potential of all the organise and unorganized
players

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INTRODUCTION
As the change in demand and supply pattern in the market do not allow any
company to fix or work with a set of rules in this speculative era. Each and every
company goes for market research to gather information and collects the important
data which is needed for the formulation of new strategies and also helps in
gaining the competitive advantage.
Market research is any organized effort to gather information about markets or
customers. It is a very important component of business strategy. The term is
commonly interchanged with marketing research; however, expert practitioners
may wish to draw a distinction, in that marketing research is concerned specifically
about marketing processes, while market research is concerned specifically with
markets.
Market Research is a key factor to get advantage over competitors. Market
research provides important information to identify and analyze the market need,
market size and competition.
It is for discovering what people want, need, or believe. It can also involve
discovering how they act. Once that research is completed, it can be used to
determine how to market your product.
Questionnaires and focus group discussion surveys are some of the
instruments for market research.
For formulating any new strategy for marketing or promotion the important things
needed is-

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 Market information
 Through Market information one can know the prices of the different
commodities in the market, as well as the supply and demand situation.
Information about the markets can be obtained from different sources, varieties
and formats, as well as the sources and varieties that have to be obtained to
make the business work.
 Market segmentation
Market segmentation is the division of the market or population into subgroups
with similar motivations. It is widely used for segmenting on geographic
differences, personality differences, demographic
differences, technographic differences, use of product differences, psychographic
differences and gender differences. For B2B segmentation firmographics is
commonly used.
 Market trends
Market trends are the upward or downward movement of a market, during a period
of time. The market size is more difficult to estimate if one is starting with
something completely new. In this case, you will have to derive the figures from
the number of potential customers, or customer segments
Besides information about the target market, one also needs information about
one's competitors, customers, products, etc. Lastly, you need to measure marketing
effectiveness. A few techniques are:
 Customer analysis
 Choice modelling
 Competitor analysis

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 Risk analysis
 Product research
 Advertising the research
 Marketing mix modeling
This project include all the key parameters needed to study a market and gathering
information by using tools of market research like questionnaire or direct
interview.
In this project I visited many retailers who are using Bell products and also others
who are not using its products , I also visit some institutional customer group
which include Architectures , Builders, Contractors etc. Data collection is done by
using two different type of questionnaires.
This project was to find out those areas which were
previously not in touch of Bell. To find out those places where Bell can get start up
for Business. To make some more sound presence in the Ceramic Tiles Market.
The major markets covered in this are study are – Jaipur, Kota, Sawaimadhopur
and some outskirts of city.

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Jaipur- it‟s the main or central market where the depot is actually located and
also the registered office of BCL. Jaipur is one of the leading cities which are
developing at higher pace in terms of industrial and real estate business . it‟s a
fortune for me to start my work from Jaipur which is capital of Rajasthan.
It‟s a big market which really took my time to complete visit of the whole city of
the populous state.
In terms of market segmentation Jaipur is segmented in basically two segments one
is branded tiles segment other is non branded segment.
Jaipur is a well saturated market due to number of players in the market like
Kajaria , Somany , Asian , Bell , Johnson , , Euro. These are all branded ceramic
tiles companies working from a long time in Jaipur. So it‟s really hard in such huge
competition to get a dealer and maintain it for a long time. However, Bell ceramics
is making exceptionally well in this market they are currently having 8 main
dealers and many Retailers in different zones of Jaipur which help them to serve
overall market consistently

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After my study and visits I am very sure about few dealers who will join Bell in
near future.
KOTA- it‟s known as the education hub of India because here a mass of
students studying in number of institution for competitive exams. Kota basically
concerned with the stone tiles like Kota stone and marbles.
There is also a good demand of ceramic tiles and currently two main dealers od
Bell serving the whole market. There is a need of few more dealers in this town
due to increase in development. After my study to Kota , I can assure few retailers
who are eager to know about Bell products.
As it is an Education City so there is very good demand of tiles in projects like
Hostels, Flats etc.
SAWAIMADHOPUR- it‟s a town located in the Jaipur region and around 160
k.m. from Jaipur. Currently there are no main dealers in this market due to low
market potential but having Retailers in this town which are doing fair business in
this town . as the market condition changing and urbanization is on peak many
restro and hotel chains are coming in this market which surely increase the demand
of ceramic tiles in this region. Its good to convert our Retailers into main dealers.
I also visit some outskirt areas in Jaipur city like Sanagner town , kalwar road or
Visvkarma industrial area which helps me to gather information about the new
retailers in the city.

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INDIAN CERAMICS INDUSTRY
Ceramic Tiles
India‟s ceramic tile industry emerged in the 1950s. Tiles form the most significant
part of the Indian ceramics industry and consist of floor tiles (46 per cent), vitrified
and porcelain tiles (12 per cent) and wall tiles (42 per cent). The floor tiles segment
is growing faster as compared to wall tiles. Vitrifed and porcelain tiles are recent
entrants into the ceramic tile industry and have increased the size of the market
considerably. It is expected that this segment will capture the bulk of the market
gradually, replacing the conventional floor and wall tiles segment.
These tiles are light and have the added advantage of being offered in designer
looks as compared to mosaic tiles, which are heavier and more expensive to
transport. Both organised and unorganised sectors play a key role in the
manufacturing of ceramic tiles in India. The per capita consumption of ceramic
tiles in India is very less as compared to the other countries in the world. It is as
low as 0.15 sq.mtr per annum.
This low per capita consumption shows the likely demand that is going to arise in
the future in India as more and more development takes place. Ceramic Tiles are
furnishing material apart from being utility or hygiene products. Despite an overall
slowdown of the economy this sector continues to grow at a healthy 12 percent per
annum. Growth of the unorganized sector accounted for 44 percent of the total
Production and the revenue earnings from the organized sector accounted to over
Rs150 crore. India ranks 7ly thth in terms of production in the world andmarket
share of India have risen from 1.7 percent to 2.7 percent in terms of ceramic tile
production.

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COMPANY
&
PRODUCT PROFILE

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The company Bell Ceramics Ltd. is well known name in the world of tiles industry
since more then 20 years. Bell was started in 1985 with the aim of manufacturing
world-class ceramic tiles. Bell is one of the initiator in the country to introduce
Ceramic tiles. Though there are many tiles companies in the market but still BCL
carries its brand image in its own way.
Bell Ceramics Limited is managed by highly experienced and qualified
professionals. :– Mr. K. M. Pai (Managing director), Mr. A.N. Rangaswamy
(President Marketing) , Mr. G P Zala ( G.M. of Accounts & Finance)
For manufacturing world class Ceramic tiles, company has two manufacturing
plants located near major Indian markets. The first one is in Vadodara, Gujarat
which facilitates the western part of tiles market in the country with installed
capacity of 63.87 lacs square meters per annum of wall and floor tiles. The second
one is located in Bangalore, Karnataka which facilitates the southern part of tiles
market in the country with installed capacity of 82.13 lacs square meters per
annum of floor tiles. BCL is an ISO 9001:2000 and ISO 14001 certified company.
Bell tiles are manufactured according to COMITEE EUROPEAN DE
NORMALISATION (CEN).
There is Well-spread and well-connected distribution network of BCL
comprising 29 Depots, more than 1000 Dealers and over 4000 Retailer to ensure
optimal delivery. BCL also do exports to some of the most demanding markets of
the world.
Bell has a wide range of breathtaking products
to suit various consumer preferences. Bell is having Ceramic wall tiles in the
following sizes: -
 200mm x 300mm
 295mm x 445mm
Bell is also having Ceramic floor tiles in the following sizes: -
 300mm x 300mm
 395mm x 395mm

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Bell is a pioneer in making Non-Skid Group-5 Series floor tiles in 300mm x
300mm, 400mm x 400mm and in edge cut – 395mm x 395 mm. These tiles are
“Grandfather friendly & Grandson proof.”
BCL has introduced the Edge- Cut concept for
getting joint free look. Some other companies are also doing this as namely Joint
Free concept. BCL is producing Edge- cut tiles in the following sizes: -
 397mm x 397mm
 297mm x 447mm
Quality Policy: -
“Our commitment to total customer satisfaction is by consistently providing
innovative and quality products through team efforts”
Vision Statement of the BCL: -
“To become the most preferred provider of tiling solutions in a short span of
time”
Mission Statement of BCL: -
“To bring a smile of satisfaction to everyone who gets touched by our
products – Customers, Visitors, Dealers, Vendors, Architects, Builders,
Masons and other Stakeholders”

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Products Range
Wide range of breathtaking products to suit various consumer preferences.
Ceramic Glaze Wall Tiles. 200mm x 300mm
Ceramic Floor Tiles. 300mm x 300mm, 400mm x 400mm
Also available Edge Cut Floor Tiles in large 397mm x 397mm format for that
joint free look.
Bell is a pioneer in making Non-Skid Group-V Series, Floor Tiles in 300mm x
300mm, 400mm x 400mm & In Edge Cut – 395mm x 395 mm.
 These tiles are “Grandfather friendly & Grandson proof “
Exhaustive product range with a wide range of designs, colours,
patterns, surface finishes.
 ISO 9001:2000 and ISO 14001 manufacturing facilities strategically
located near prime markets in India.
 Manufactured according to COMITEE EUROPEAN DE
NORMALISATION (CEN).

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Distribution Network:-

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 Well-spread and well-connected distribution network comprising 29
Depots, more than 1000 Dealers and over 4000 Retailer to ensure
optimal delivery.
 Country-wide connectivity of depots through world-class ERP software
adds to effective outbound logistics, inventory and receivable controls.
 Exports to some of the most demanding markets of the world.
 Also available Edge Cut Floor Tiles in large 397mm x 397mm format for
that joint free look.
PLANTS:
Bell ceramics has two plants located near major Indian markets.
One near Vadodara, Gujarat, Western India
Another near Bangalore, Karnataka, Southern India.
STATE TOWN UNITS CAPACITY PRODUCES
GUJARAT DORA 63.87 lacs square meters WALL &
per annum FLOOR
TILES
KARNATAKA HOSKATE 82.13 lacs square meters FLOOR
per annum TILES

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Acquistion of Bell Ceramic
Now a part of the Orient group, Bell Ceramics was founded in 1985 with the
dream of manufacturing world-class ceramic tiles. Together, Orient is now the
leading manufacturer in terms of installed capacity.
Bell's contemporary manufacturing units in Vadodra and Bangalore are
strategically located to strengthen its reach in Southern and Western India's
thriving markets. By buying BLC's business, Orient Ceramics gets a direct entry in
these markets. With this first-of-its-kind deal, OCIL's total capacity will stand
around 29 million square metres a year. This merger will also help bring better
visibility to brands of BCL and also give it an edge in terms of latest technologies
and designs.
A company of original thinkers, Bell‟s offerings begin with its standard wall and
floor tiles. This now merges with the unmatched innovative skill of the Orient
Team that strives to create unique designs through state-of-the-art technologies.
Together, they are set to cover more than 30 crore square feet of walls and floors
every year in all parts of growing India

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RESEARCH
METHODOLOGY

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Title
To determine the perception about various tile‟s quality, brand equity, price and
Customer service.
Title Justification:
Title is self-explanatory. The study mainly deals with the quality, brand awareness,
price analysis and above all customer experience about the various tile products
and categories.
Objective:
· To determine the awareness level of different major tile players among the
architects.
· To determine the customer awareness level, particularly for new users of tiles.
· In depth study on the dealer network of various tiles manufacturers.
Significance of the study:
Significance for the industry:
This is a limited study which takes into consideration the responses of 20
architect‟s, 25 dealers & 150 customers. This data can be explorated to take in the
trends across the industry. The significance for the industry lies in studying these
trends that emerge from the study. It is a rapidly changing and evolving sector. A
study like this can attempt to guide the future of the industry based on current
trends.
Also the views of the architects and dealers would help in determining the future
strategies of the companies and add to the betterment of end user requirement.
Significance for the researcher:
To have a firsthand research experience about tiles industry. Various primary and
Secondary data sources would help in shaping a good notion about the industry

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Trends and its future prospects. Also recommending measures to improve the
Present scenario of a company would boost up the confidence of the researcher.
Research Design:
Type of Research:
Exploratory and descriptive experimental research
Size of sample:
10 Architect or Contractors , 20 dealers or Retailers and 15 customers.
Area of study:
Jaipur city and outskirts , Kota , Sawaimadhopur
Sampling procedure:
Convenience Sampling
Method:
The research is primarily both exploratory as well as descriptive in
nature. The sources of information are both primary & secondary.
A well-structured questionnaire was prepared and personal interviews were
conducted to come to the conclusion.
The method which was adopted by me for this project is to do a market survey and
then on the basis of that sampling was done, and data was collected with the help
of questionnaire.
The main objectives of the project were:-
 To explore the new markets for Bell.
 To enhance the sell of Bell for the existing dealers.
 To take the feedback of channel partners and influencers regarding Bell and
its products.

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 To know the difficulties which are coming in front of Bell and the solutions
for them.
 To know about the competitors and about their policies.
There are certain terms used to achieve these objectives as Survey, Sampling,
Data, Questionnaire etc. All the terms are discussed below:-
SURVEY
Meaning of Survey:-
Survey is a fact finding study. It is a method of research
which involves collection of Data directly from a population or a sample at a
particular time. It requires expert and imaginative planning, careful analysis,
and rational interpretations of the findings. Data is collected by questionnaire.
The analysis of data is made by using simple statistical techniques depending
upon the objectives of the study.
Characteristics of Survey Method: -
 It is always conducted in a natural setting.
 It is a field study.
 It covers a very large population.
 It seeks responses directly from the respondents.
Purpose of Surveys: -
 Surveys concerned with cause and effect relationship, which can
be useful for making predictions.
 A survey is designed to make comparison of demographic
groups.
 Many surveys aimed to explain certain phenomena such as, to
test the hypothesis, to test the causal relationship between
variables and to assess the influencers or various factors on a
given phenomena.

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Advantages of Surveys: -
 Surveys are useful instruments for very fine theories.
 Survey method facilitates drawing generalization about large
population.
 Survey method is flexible.
Disadvantages of Surveys: -
 Survey methods are very expensive in terms of time and cost.
 A sample survey is subject of sampling error.
 Survey method is also not well suited to studies of historical
developments.
SAMPLING
Meaning of Sampling: -
The process of drawing a sample from large population is called sampling.
It is the unit of study. A part of population is known as a
sample. The main aim of sampling is to make an inference about an unknown
parameter from a measurable sample statistic. The second aim of sampling is to
test a statistical hypothesis relating to population. A sample is drawn and the data
from the sample informants are analyzed and on the basis of the result the
hypothesis may be accepted or rejected.
Characteristics of sampling: -
 A sample must be representative of the population. The validity
of sample depends upon its accuracy and precision.
 A sample must be adequate in size; in order to be reliable.
 A sample must yield precise estimate. Precision is measured by
the standard deviation.

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 A sample must be accurate (Unbiased) which exactly represent
the population.
Advantages of Sampling: -
 Sampling reduces the time and cost of research studied.
 Sampling saves labour.
 Sampling provides much quicker results.
Disadvantages of Sampling: -
 Sampling demands a through knowledge of sampling methods,
procedure, and an exercise of greater care, otherwise the results
obtain may be incorrect or misleading.
 A complicated sampling plan may require more labour for
coverage of the area.
Sampling Units: -
(1) Retailers of Tiles Shops
(2) Architects, Builders and Interior Designers
Sampling Size: -
It tells you about the number of people surveyed. In my sampling there were 130
Retailers and 10 Architects for doing the Survey. Project must be according to this
sample size.
DATA

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Meaning of Data Collection: -
The search for answers of research question is called collection of data. Data are
facts and other relevant material of past and present, serving as basis for study and
analysis.
Importance of Data: -
The data serve as the basis or raw material for analysis.
Without an analysis of factual data, no specific inferences can be drawn on the
questions. Under study; inferences based on imagination or guess work cannot
provide correct answers to research questions. The relevance, adequacy, and
reliability of data determine the quality of the findings of study. Data from the
basis for testing the hypothesis formulated the study. Data also provide the facts
and figure require for constructing measurement scales and tables, which are
analysis statistical techniques. Interference on the results of statistical analysis and
tests of significance provide the answers of research questions. Thus, the scientific
process of measurement, analysis, testing, and inference depends on the
availability of the relevant data and their accuracy.
Sources of Data: -
Data are collected from primary sources are original sources
from which the researcher directly collected data; that have not been previously
collected. Primary data are first hand information collected through various
methods. One of the methods is questionnaire. Primary data are used as the sole
source of information for a research project. Primary data are directly collected by
the researcher from their original sources. In this case the researcher can collect the
require data precisely according to his research needs. He can collect them when
he wants them and in that form he needs them. But the collection of primary data is
costly and time consuming.
Advantages of Primary Data: -

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 The most important advantage of primary data is that the
available data meet our specific needs.
 The available data gives as accurate as desired.
 Primary data are up-to-date and become obsolete.
 Primary data gives specific results.
Disadvantages of Data: -
 Primary data are not available or secured quickly and cheaply.
 Wider geographical area and longer reference period may not
be covered with less cost and time.
 They are not readymade and readily available.
QUESTIONNAIRE
The tool is referred as a questionnaire when it is sent to a respondent for
completion and return.
Characteristics of Questionnaire: -
1 .It asks for obtain all the information required for achieving the research
objectives.
2 .It contains questions relevant to the study and does not include any
irrelevant and unimportant questions.
3.It contains questions that can be answered as quickly and easily as
possible.
4.It avoids unwarranted presumptions about the respondents.
5.It does not contain questions which are beyond the memory span of the
respondents.

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QUESTIONNARE FOR DEALERS
NAME :
_____________________________________________________
ADDRESS : __________________________________________________
__________________________________________________
CONTACT NUMBER : (Landline) __________________
(M):__________________
Email Id : _____________________________________________
1. WHAT PRODUCTS DO YOU SELL FROM YOUR SHOW ROOM?
a) Sanitary wares b) Hardware
c) Bathroom fittings d) Cement
e) Tiles f) Paints
g) Marbles h) Steel

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i) Others ___________________________________________
2. SINCE HOW LONG ARE YOU INTO THIS
BUSINESS?____________
3. WHICH ARE THE BRANDS THAT YOU DEAL WITH IN TILES?
a) ____________________ b) ___________________________
c) ____________________ d) ___________________________
e) ____________________ f) ___________________________
4. WHO ARE YOUR END CUSTOMERS?
a) Government b) Individuals
c) Builders d) Contractors
e) Engineers/Architects e) Others
___________________
5. How you get updated about the products you deal with?
a) Mailers b) Newsletters

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c) Email d) Company Representative
e) Others (Please Specify)
_________________________________________
6. DO YOU DEAL WITH BELL CERMICS LTD?
Yes No
IF YES,
a) SINCE HOW LONG _______________________
b) AVERAGE OFFTAKE MONTHLY(in Boxes):
i) WALL Boxes ii) FLOOR
Boxes
c) ARE YOU SATISFIED WITH:
i) Price Yes No
If No, Specify,
____________________________________________

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ii) Promotion Yes No
If No, Specify,
____________________________________________
iii) Personnel visit Yes No
If No, Specify,
____________________________________________
iv) Availability of material Yes No
If No, Specify,
____________________________________________
7. Are you aware about the new series of wall & floor tiles introduced by
Bell Ceramics Limited?
Yes No
8. (A) If yes, which are the products you are aware about:
PRODUCT SIZE DESIGN NAMES
20X20
16X16

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12X12
12X18
8X12
(B)If yes, through which source you come to know about the new
introductions?
a) Samvaad b) Company Representative
c) POP materials
d) Other source (Please mention the reference)
____________________
9. Are you aware about FOREVER TILES, recently launched floor tiles?
Yes No
10. If yes, through which source you come to know about the new
introductions?
a) Samvaad b) Company Representative
c) POP materials
e) Other source (Please mention the reference)
____________________

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If no, for Q. 7 & Q.9, please give brief on the products which is not known
by the showroom person. Then go for below questions…
11. Please Give your valuable feedback on latest introduced designs from
Bell:
PRODUCT SIZE FEEDBACK
20X20
16X16
12X12
12X18
8X12
FOREVER
TILES
12. Would you like to get more updates from Bell Ceramics Limited?
Yes No
13. WHAT IS YOUR MOST PREFERRED TILES’ SIZE?
WALL FLOOR
8”x12” 12”x12”
10”x13” 16”x16”
12”x18” 20”x20”
12”x24” 24”x24”
Others: Others

37. 37
14. ARE THE CUSTOMERS CONSCIOUS ABOUT THE BRAND OF
TILES?
a) Yes b) No
15. HOW WOULD YOU RANK THE FOLLOWING COMPANIES?
(Please give rank from 1 to 5, 1 for most preferred and 5 for least
preferred)
Brand Quality Price Demand Range
Services
___________
___________
___________
___________
16. WHAT ARE YOUR SUGGESTIONS FOR BETTER ACCEPTANCE
OF BELL PRODUCTS?
a) Quality Improvement b) b) More Designs and colors
c) Competitive Price d d) more sizes
e) Others__________________________________________

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For those who does not deal with Bell Ceramic Limited.
17. Are you aware about Bell Ceramics Limited?
Yes No
18. If Yes, How you come to know about Bell Ceramics Limited?
a)___________________ b)_______________________
c)___________________ d)_______________________
19. Would you like to deal with Bell Ceramics’ tiles?
Yes No
20. YOUR VALUED COMMENTS:

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SIGNATURE & SEAL OF THE
RESPONDENT:_____________________
Date: ________________

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DATE: ____________
QUESTIONNAIRE
INFLUENCERS
NAME/ NAME OF THE FIRM:
ADDRESS:
CONTACT NUMBER:
CITY:
1. Since how long you are into this profession?
2. What are the kinds of projects that you/ your firm are involved in?
a) Government b) Commercial
c) Residential d) Industrial
e) Any other ____________________

41. 41
3. What kind of flooring you prefer for your projects?
Government Commercial Residential Industrial
Mosaic
Marble
Granite
Ceramic
Vitrified
4. What do you prefer for wall coverings?
5. Which brands of tiles you recommend or use for your projects?
a) Kajaria b) Bell
c) Somany d) H & R Johnson
e) Nitco f) Others ____________
6. Have you ever used Bell tiles?
a) Yes b) No

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 If Yes, your comments:
 If No, what are the reasons for not opting Bell tiles?
7. What are the features in tiles that you look for while choosing a
particular brand for your project?
a) Price b) Quality
c) Brand Name d) Product Range
e) Designs f) Availability
g) Services h) Any other ________
8. What is your most preferred tiles size?
Wall Floor
12x18 12x12
10x13 16x16
8x12 24x24
Others: Others:
9. Do you prefer tiles with Edge cut?
a) Yes b) No

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 If Yes, kindly specify the reason
10. What do you prefer more?
a) Non- Skid b) Group 5 Series
c) Non- Skid & Group 5
11. Would you like to know more about Group 5, Non- Skid tiles?
a) Yes b) No
12. Your valued comments:
__________________________________________________________________
________________________________________________________
Thank you very much for your co- operation.
Signature

44. 44
DATA INTERPRETATION
AND
ANALYSIS

45. 45
The questionnaires were prepared for both the retailers
and Architects. The data interpretation and data analysis is based on the
information collected from these questionnaires.
As the sample size for retailers was 100. And the head
location for me was Kota and there were 34 retailers from Kota itself out of 100.
There were total 15 questions in the questionnaire of retailers. (To see
questionnaire refer annexure)
Data Analysis of Retailers
What products do you sell at your shop?
As the respondents touched are surely
selling tiles. Along with tiles they are selling some more products and the list of
that is given below: -
Products Frequency Percentage (%)
Tiles 100 100
Sanitary Wares 92 92
Bathroom Fittings 64 64
Marbles 19 19
Hardware 13 13
Paints 16 16

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Interpretation:
Here in the chart it is clearly showing that 92%
dealers are selling sanitary ware along with tiles. Bathroom fitting is an expensive
thing and selling by 64% respondents. In few quantity marble, hardware and Paints
are also selling by the respondents.
2. Since how long are you into this Business?
For this question I got very good response and most of
dealers are working from 10 years. The data interpretation for this question is as
following: -
Time Period Frequency Percentage (%)
Below 10 Years 52 52
10-20 Years 31 31
20-30 Years 8 8

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30 Years and Above 9 9
Total 100 100
Interpretation:
As by seeing this column chart we can say that the
main strength of today‟s market is the shops of below 10 years old. These are the
persons who can interested to do work with Bell. These are the respondents who
really want to increase their business and these respondents can also increase
business of BCL.
3. What is your Monthly Off take of of tiles?
This question was to know the strength of
respondents. How much tiles they are selling monthly? The table for it is as
following: -

48. 48
Monthly Tiles Frequency Percentage (%)
Turn Over
Below 10 Laces 82 82
10-20 Laces 12 12
20 Laces and Above 6 6
Total 100 100
Interpretation:

49. 49
There were 82% respondents whose monthly tiles
selling are below 10 Laces. By knowing their turn over capacity we can think
about further planning. And only 12% are between 10-20 Laces.
3. What are the types of tiles that you deal in?
In the answer of this question all the dealers are
working in only Ceramic and Vitrified tiles. The sizes like 8x12, 12x12, 10x13,
12x18, 10x16 which comes only in Ceramic. While 24x24, 36x36, 24x36 etc. are
the bigger sizes and called as Vitrified tiles. Vitrified tiles are mainly floor tiles.
So there is each and every retailer selling Ceramic
tiles and approx. 87% are selling Vitrified tiles.
4. What are the tile companies that you deal with?
For the answer of this question there were dealers of
many companies. The table for this is as: -
Companies Frequency Percentage (%)
Bell 4 4
Nitco 3 3
Somany 13 13
Kajaria 12 12
Others 95 95

50. 50
Interpretation:
As there are only 4% respondents are working with
Bell from the places visited by me. Percentage of Somany is 13% and for Kajaria
is 12%. As each dealer used to sell local tiles so there were 95% respondents who
are selling others tiles also.
In others tiles there is very strong presence of
Johnson, Orient and Euro as branded tiles and in local tiles there is strong presence
of Varmora.
5. Who is your end Customers?
In the answer; the respondents are mainly selling
their tiles to four persons. The table is as follows: -

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End Customers Frequency Percentage (%)
Government 8 8
Individuals 100 100
Builders 44 44
Architects 18 18
Engineers 5 5
Interpretation:
As every dealer (100%) is selling to individuals.
44% respondents are supplying tiles to the Builders also. And only 8% dealers are

52. 52
supplying their tiles to Govt. Departments also. They also supply to the Architects
and Engineers.
7. From whom do you procure tiles?
Respondents do the purchase either from the
company or from its authorized dealer. Datasheet is as follows: -
Procurement Frequency Percentage (%)
Company 70 70
Authorized Dealer 30 30
Total 100 100

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Interpretation:
As 70% respondents used to purchase tiles
directly from company or its manufacturing plant. Only 30% respondents purchase
tiles from the authorized dealer. So the trend says that dealers prefer to purchase
tiles directly from the company.
8. What is your most preferred tiles size?
As every dealer is selling wall and floor
tiles so there is also various sizes in both tiles. The list of preferred sizes is as
follows: -
Wall Tiles Size Frequency Percentage (%)
8x12 100 100
10x13 63 63
12x18 31 31
10x16 20 20
Floor Tiles Size Frequency Percentage
24x24 86 86

54. 54
12x12 70 70
16x16 43 43
24x36 15 15

55. 55
Interpretation:
So according to this column chart every dealer
is selling 8x12 size in wall tiles. Because customers prefer this size. 10x13 is
selling by 63% and 12x18 is by 31%.
In the floor tiles, vitrified tiles in 24x24 size are
selling by 86% respondents. While 12x12 is selling by 70% dealers. 16x16 tiles
were sold by 43% respondents. So 8x12 and 24x24 tiles sizes are main strength
for a dealer.
9. Are the customers conscious about the brand of tiles?
In the answer of this question I got mixed
response. As some customers prefer branded tiles while others like local tiles. So
the datasheet is as follows: -
Conscious for Brand Frequency Percentage (%)
Yes 22 22
No 78 78
Total 100 100

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Interpretation:
The response of the dealers was that customers
don‟t see on the quality. Only 22% respondents said that their customers prefer
quality tiles. But 78% said that customers have no meaning with quality.
62% of 78% respondents said that their
customers see both price and quality and rest 38% of 78% said that their customers
see only prices and want least prices.
10. How would you rank the tiles companies?
As there were five companies in the
questionnaire to give ranks. So the table is as follows: -
Companies Ranks
Quality Price Demand Range Services
Orient 2 3 3 3 2
Kajaria 1 2 1 1 2
Somany 2 3 2 1 1
Bell 2 2 3 4 3

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Johnson 3 3 4 2 3
As the table is clearly showing the ranks of
different tiles companies. In quality, Bell is at no.2 position and Kajaria is at no.1.
Talking about prices, Kajaria has the most expensive tiles while Bell is at no.2 and
Somany is having 3rd rank.
Kajaria tiles are most demanded and also having
largest range. Somany tiles are on 2nd rank in demand while Johnson‟s range of
tiles is 2nd largest. Bell is at 4th position for range of tiles.
Services are served by Bell with having 3st position.
Somany is at 2nd and Kajaria is at 2rd rank. So Bell satisfies its dealers by its
services.
13. Do you deal with Bell Ceramics?
This question is for the calculation or estimation of the exact dealers present in the
market of Bell tiles, It also include the number of Retailers present in the market
.In Jaipur there are seven main dealers of Bell and also many Retailers are present.
In kota there are 2 main dealers of Bell which are serving the whole market..
14. What are your suggestions for better acceptance of Bell products?
Again it was the question mainly for its dealers
because only they can give the right suggestion for BCL. They give ranks to the
options of this question. They are as follows: -
1st Rank - More designs and Colors: - According to the dealers, the range
of Bell tiles is very limited. There should be more designs and colors in Bell tiles.
It is the habit of customers that they want to see more and more designs and colors
in tiles. So if there will be good collection of designs and colors then there will be
better acceptance of Bell tiles.

58. 58
2nd Rank – Competitive Prices: - Dealers said that there should be
competitive prices of Bell tiles. As each and every shopkeeper is selling local tiles;
which are very cheap. So if BCL do some price cutting then some more customers
can come in its range and it can get more acceptance.
3rd Rank – Proper Marketing: - All the dealers give 3rd rank to the proper
marketing. There is a need of proper marketing for the running products.
Marketing is the lifeline of any company. As BCL is working for more than 20
years but still it is lacking behind in the field of Marketing.
It is marketing; due to which „Kajaria‟ is at no. 1
position. So Bell has to spend more on marketing on regular basis.
4th Rank – More Sizes: - As per the dealers of Bell it is the time of vitrified
tiles. Each and every company is making vitrified tiles except BCL. In the past
years, these vitrified tiles were strength of Bell. So if Bell produces vitrified tiles
then its range of floor tiles will become quiet strong along with 12x12 and 16x16
tiles.
There are some sizes like 10x13, 10x16 in wall
tiles; very much in demand. If it is possible for BCL to reproduce 10x13 tiles, then
it will be very fruitful for it. All the dealers like to start this size again, as these
tiles were very much in demand previously.
5th Rank – Quality Improvement: - The strength of Bell tiles is its quality.
Due to its quality policy, BCL never negotiate with prices. All the dealers are
satisfied with its existing quality. So if Bell improves some more quality then it
will give more advantage and greater acceptance to Bell tiles.
15. Your Valued Comments for BCL. These comments are also from the dealers
of Bell. All the dealers are satisfied with working Bell. According to them, BCL always respects
its dealers. Bell used to give recognition to them for their work. The accounting system of BCL
is up to date. They have never faced any accounting problem from company side.

59. 59
SWOT ANALYSIS OF BELL
STRENGTH WEAKNESS
-Widespread distribution network with
dominance in southern market. -Lack of Marketing and Promotional tools
-World class quality Ceramic tiles. -No proper feedback and communication
channel for the existing dealers.
-After merger with Orient get the
operational strength and Pan India comp. - Packaging problem faced by some dealers.
-Having a decent brand image . - Lack of designs and varieties in wall tiles.
-Well diversified portfolio of products in - Not inclined towards rural markets , they are
floor tiles. next big markets due to high rate of
urbanization.
-Exclusive floor tiles in market.
- Weak institutional customer network.
OPPORTUNITY THREATS
-Having a quality product is great - Due to large number of players in the
opportunity for the company to market is getting saturated day by day.
absorb institutional customer base .
- After the acquisition with Orient its
- Untapped rural markets where difficult to satisfy the customers about the
exclusive product and may be results in loss
small retailer are doing business with of market share.
local tiles.
- Hike in interest rate and inflation result in
- Can open its showrooms and outlets increase in price of raw material which may
in the Northern region of India where also hurt the sale of company
other players are doing fair business

60. 60
Distribution System of BCL:
Ceramic Marketing:
The 4Ps of ceramic marketing are like different levers that can be used in different
degrees to achieve the same objective.
Product - There is a wide range of designs and sizes to choose from. Introduction of two new
categories-i.e., Vitrified and Concept tiles.
Price - The price range is very vast. Due to capacity expansion supply is increased so price is
lowered down by 35%. Moreover price war from china has also lowered down prices.
Promotion -Advertising is done in leading Construction magazines and interior design journals.
Taking part in international exhibitions is routine
.Place -Wide distribution network in and outside state. Products delivered within feasible
timeline of order.

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FINDINGS
&
RECOMMENDATIONS

62. 62
On the basis of research conducted by using two different questionnaire , it helps in
understanding the need of market and also the problem occur in distribution of tiles
in the market. Overall study reflects that Bell having a good marketing tactics and
Brand image , but due to high competition in urban market its necessary to spread
its product reach to rural market where a huge potential is lies.
1. LACK OF PROMOTIONAL PROCEDURES-
After the survey of towns in the vicinity of Rajasthan, most of the dealer
responded that no representative from Bell have come here till now, although they
were aware of many competitive brands like kajaria, somany, orient etc.some
dealers were partially aware that
Bell is a high quality brand but they didn‟t have the complete and proper
information pertaining to company‟s product range. So the company should start
various promotional schemes for enhancing the sale of its products.
BCL can adopt following tools :
 Online marketing using social networking sites need to create just
a page of Bell ceramics and all the employee and retailers can
join that page.
 Recruit a team of trained salesman specially for distant areas and
towns
 Print media advertisement during the high growth of industry.
 Attractive and informative catalogue of all the products.
 Any surprise gift or schemes of dealers after achieving certain
target.
2 . Merger of Bell and Orient ceramic limited:

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After the merger of Orient and Bell , there is lots of misconception in the
mind of retailers and other customers about the manufacturing and
operational activity of Bell. My focus was to give the correct information
about the Merger and convince them about the strength of Both companies
in all over India.
Need to convince all dealers and retailers about the correct information
about Bell and Orient merger and what are the benefits of this merger also
try to convey the Orient dealers that they should also sell products of Bell
with same interest.
3. PACKAGING PROCEDURES-
`BCL is having different packaging system or different box sizes which may be an
uniqueness for company but after the response of dealers that other brands are
giving packing of 10 sq. feet and where Bell gives it in 14 sq.feet or 15 sq.feet.
Its difficult to convince a customer about the large packaging and its related price.
Customer refuse to take it just due to print of high price.
Also there is risk of brokerage in the large boxes.
Most dealers feel that packaging should be of 10 feet instead of 15 feet. The reason
behind this is only the positioning or the perception in the minds of the customer
for low price. For example- competitor is giving one box of tile at Rs.170 having
10 feet packaging and same box of tile offered by us is at Rs.210 per box having
15 feet packaging. Rates are same but customers hesitate to pay for 15 feet
packaging.
4. The company‟s strength is its quality policy. So BCL has to maintain it and try
to improve it constantly.
As from the last many years Bell is selling very few designs in wall tiles , market
or existing dealers demand more varieties in Wall tiles

64. 64
Bell wall tiles prices are quiet close to floor tiles. So there should be some lesser
prices of wall tiles. As every dealer is selling local tiles of Morvi so BCL try to
give some economic prices of floor tiles also.
BCL has to increase its product range and designs. No company can sustain for a
long time without increasing its range and designs. So BCL try to do good research
on designs.
Recommendations for Marketing and Promotion tactics of Bell :
 Bell Should adopt the widest distribution network model to deliver
products to the end user in quickest and most effective way. It would
also accelerate the sales. It may include company owned showrooms,
franchises, multi-product dealers and sub-dealers.
 Distribution network should be clearly segregated towards specific
product segments.
 May introduce three dimensional catalogue visual experiences to its
customers and also give customer a chance to design product in their
own way of choice (customized design specification).
 Bell should Set up exclusive showrooms for special products instead
of keeping with the regular range.
As example, the upcoming product FOREVER-a product in
NON-SKID tiles segment should have an exclusive place to
showcase. It would add to the exclusive ambience of the product.
 More introduction of matching wall and floor tiles.
 To grow its institutional business, the BCL should organize more
interactions with architects, developers and government agencies at its
dealer outlets. This would serve a dual purpose: it would enable the
company to acquire an insight into evolving preferences of some of
the most prominent and trend- influencing architects; on the other
hand, it helped the company cater to their evolving preferences.

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Risks and Concerns:
Some of the key risks affecting the Company are explained below:
1. The instability in the fuel prices due to continuous increase in energy prices in
the international market has significantly put pressure on margins.
2. After the Merger of Acquisition by the Orient its important for the company to
retain its market share and more emphasis on promotion .there is risk of loss of
market share due to wrong information in the market.
3. The market is getting saturated day by day due to large number of players in
ceramic industry , there is need of brand loyalty by customers therefore company
need a customer relationship management approach to retain the existing
customers.
4. To retain skilled professionals is also a cause for concern. However, best HR
practices are in place to retain the talent and reduce the attrition.
5. Due to high inflation and tightening of credit by RBI, finance costs may be
adversely affected in the coming year.

66. 66
Conclusion:
The prospect and the future of ceramic tiles lies not only in northern region but it
spread across the country and after the Merger two leading tile companies (Bell
and Orient) , its become easier to them to gain the pan India presence with largest
manufacturing facility.
In conclusion of the project it can be said that BCL
has become a good brand name in the field of Ceramic tiles. It has positioned as a
special brand which carries a good repot with it. Bell was one of the initiator in the
tiles industry to introduce Ceramic and Vitrified tiles. Its necessary for them to
focus on their new products.
For the new policies company has to know the feed back of the dealers. Research
based surveys are one of the best way to find out this. These surveys also make a
way of communication for the company with the dealers and other retailers. This
also helps in getting that what currently is going on in the market.Where the
products need to be pushed up from company‟s side. These types of surveys make
the dealers and retailers feel that the organization is paying regular attention to
their demands. It is also essential for an organization because these are the persons
who sell their products to the customers. With the help of such surveys we come
to know the demands of the influencers also. These influencers also play a vital
role in positioning of the product with the sales. Most of the influencers want that
company should touch them time to time. So that they can enjoy the feelings of
their importance for organization. To know this feed back of dealers & retailers
and influencers, different questionnaires were prepared. And according to them
information was collected. All the useful information has already added in the data
analysis. As we have to enhance the sell of Bell tiles during this project. So there
were some good enquiries from retailer‟s side which have already mentioned.
Some retailers want to deal with Bell so the list of that retailers is already
mentioned.
There was very good response from influencer‟s side. So BCL has to maintain this
by sending them regular intimations. Company has to send their marketing person
to them on regular basis. So they will come to know the new happenings in BCL.

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References:
For secondary data-
· www.icctas.com
· Company websites (http://www.bellceramic.com/)
· Annual reports
· Previous summer training projects
· Magazines, web-articles and catalogues
For primary data-
· Questionnaire
· Supervisor‟s advice and information

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THANK
YOU