Ppt on sentosa for sip mba

1. A PRESENTATION ON
“A STUDY OF BRAND IMAGE POSITIONING OF SENTOSA
CERAMICS”
AT
SENTOSA CERAMIC PVT.LTD
PREPARED BY :
JITHARA DHARMESH
ENROLLMENT NO:
137730592028

2. Industry Overview
Investment : 4700 Crore Approx
Employment : 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.
CompanyProfile
Name of the company : - SENTOSA CERAMICS PVT.LTD
Chairman :- K.G. KUNDARIYA
Company Address : - 8-A, Nava Jambudia -Morbi
Year of establishment : - 2000
Size : - Large Scale Industry
Name of the Product :- Vitrified Tiles
Total Investment : - 47 Crores Rs.
No. of Employee : - 320

3. 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:

4. 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

5. Training :
TS (Technical Specification) certificate related training
Work related training
Training for quality maintenance
→ Employees Welfare Activates
→ Wages and Salary Administration

6. Marketing Department
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.
Main Customers: Sigma, Commando, Delta, Sunrise, Vraj
Export Percentage: 50% - 55%
Countries: Srilanka, Nepal, South Africa, Dubai, Oman, Saudiarebia
Competitors: No perfect competitors.
→ 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.

7. 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

8. S.W.O.T. Analysis
 Strength:-
 SENTOSA CERAMICS PVT. LTD.
is giving employment to around
250 employees.
 Strong market presence
 Develop rural area to reach at the
global position.
 Opportunity:-
 Rapid and continuous growth in the market,
so company will think about expansion.

9. 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.

10. 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.

11. 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

12.  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
 Since they are covered elsewhere, cement and concrete and abrasives and
refractories are not included. Ceramic literature can be found in the form of books,
periodicals, government documents, patents, news media, and translations with
reference to the related abstracts, indexes, and bibliographies. Pertinent
publications have been included in the selective bibliography supplementing the
text. Although brief reviews of most sources are included, the majority of the more
significant books have merely been marked with an asterisk in the bibliography.

13. 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

14. 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%
30
20
10
0
Brand Image of
the 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.

15. 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%
30
20
10
0
leader all
member
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.

16. Q-3 Does brand image inspire you to purchase the product?
No. of
respondents
Percentag
e
80
60
40
Yes 60 85.71%
No 10 14.29%
20
TOTAL 70 100% 0
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.

17. Q-4 Do you have any knowledge about sentosa ceramics Pvt.
Ltd. Product?
No. of
respondents
Percenta
ge
80
60
40
Yes 61 87.14%
No 09 12.86%
20
TOTAL 70 100% 0
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.

18. 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%
30
20
10
0
friends news
paper
holdings electronic
media
Analysis and Interpretation:-
Mostly respondents (25) heard about the product by holdings. 15 from friends ,
18 from news paper , 12 from electronic media.

19. 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%
60
40
20
0
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.

20. 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%
40
20
0
fully
satisfy
satisfy never
satisfy
not at
all
Analysis and Interpretation:-
26 respondents who have fully satisfied and 38 are only satisfy and 6
respondents not purchase the product from sentosa ceramic.

21. 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%
30
20
10
0
good
quality
affordable
price
best
service
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.

22. Q-9 Are you satisfied with after sales service of Sanotasa
ceramic?
No. of respondents
Yes 42
No 28
60
40
20
0
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.

23. 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%
100
50
0
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.

24. Hypothesis Testing
Q:- what are the Factors of sentosa ceramics products that
attracted you to purchase it?
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
푥2Cal = (Oi-Ei) 2 /Ei
Step-3:- ∞ = 0.05

25. 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-

26. Step :- 6
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
Cal. = 12.52
2
Step-7:-
Hear, 푥2Calculation 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.

27.  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.
 Mostly people are satisfied by the sentosa ceramics products.
 Many people already purchase of sentosa ceramic product in past.
People have knowledge about the sentosa ceramic competitors. After this
knowledge still they purchase from sentosa ceramics.

28.  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.

29. CONCLUSION
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.