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  • 1. ASUMMER INTERNSHIP PROJECT REPORT1AtSENTOSA CERAMICS PVT. LTD.OnA STUDY OF BRAND IMAGE POSITIONING OF SENTOSA CERAMICSSubmitted by:Dharmesh JitharaENRO. NO:137730592028Project Guide:Mrs. Krishna JoshiAsst. ProfessorAcademic Year2013-14Submitted toGUJARAT TECHNOLOGICAL UNIVERSITYAHMEDABADShri Sunshine Educational institution, Rajkot

2. 2 3. 3 4. ACKNOWLEDGEMENTThe only way to exist is co-exist. For this report start from beginning to end from whomever Igot help I take opportunity to thank all of them.I express my sincere thanks to Mr.Jigneshbhai m. patel, Human Resource Manager, who led meto the right people who helped in my project. Again I express my sincere gratitude to Mr.Prakash Area Manager for his complete support during the entire duration of the project and forhis constant availability for any help.It is my first and for most duty to express my sincere thanks and deep sense of indebtness toR&D Director Mr.Dipeshkundariya at SENTOSA CERAMICS PVT.LTD.who has guided meand taken interest in my summer training report. His scholarly and inspiring suggestions helpedme in the successful completion of the summer training report. Words are inadequate for him forhis invaluable guidance.I cannot forget to pay my reverence gratitude to my guide during summer trainingProf. KrishnamedamLecturer atShri Sunshine Educational institution, Rajkot.who was looking after myproject work & for her constant cooperation & inspiration to complete this report.I thank a lot to all my friends for their kind cooperation and help towards completion of myproject.Finally it is all due to the blessings of Almighty, nothing is possible without his blessings andinspiration. Last I thank all of them who help me for this report directly or indirectly.4 5. PREFACEThe word "Ceramic" has originated from the Greek word, "Keramos", which meanspottery. It also relates to an ancient Sanskrit word whose root meaning is to burn, but it ispredominantly used to indicate "burnt stuff". Almost 10,000 years later, with the establishmentof settled communities, tiles were manufactured in Mesopotamia and India. Indias ceramic tileindustry emerged in the 1950s. Tiles form the most significant part of the Indian ceramicsindustry and consist of floor tiles (46 per cent), vitrified and porcelain tiles (12 per cent) and walltiles (42 per cent).Day by day many new changes are taking place in the world. So it is very necessary to buildpeople for those changes. That can be done through best policy it has been unanimously acceptedto students with theoretical knowledge. I appreciate this step of our education institution.I firmly believe that practical training is very much important in the field of education, because ithelps the students to know and understand practical side of our society.Development of industries has been the object of most of the five-year plan in our country.This requires the best administrators. For this purpose training is provided to the Managementstudents.I visited SENTOSA CERAMICS PVT.LTD, during summer training. I enjoyed my visitand gained so many things about the ceramic industry. Thus practical training is verymuchhelpful for our development.T - Train mind and develop the talentR - Regularize sense of self discipline in businessA -Alertness and analyzing capabilityI - Initiation with creativityN - No compromise with quality of the productI - Inspiration source to peersN - Negotiate matter with emotional intelligenceG - Gain knowledge of different areas5 6. INDEXNO. PARTICULAR PAGE6NO.Chapter 1INDUSTRY OVERVIEW 8-121.1 Introduction 91.2 Ceramic tiles industry in India 10Chapter 2COMPANY PROFILE 13 552.1 Introduction of the company 142.2 History of the company 162.3 Company profile 172.4 Organization chart 192.5 Size of the firm 202.6 Time keeping system 212.7 Major players in ceramic vitrified tiles 222.8 Future plan 232.9 Production department 242.10 Personnel department 322.11 Marketing department 382.12 Finance department 492.13 SWOT analysis 55Chapter 3RESEARCH METHODOLOGY 56 613.1 Introduction 573.2 Importance of research 583.3 Scope of the study 583.4 Objective of research 593.5 Limitation of research 593.6 Literature review 603.7Research design and sample design61 7. 7Chapter 4ANALYSIS AND INTERPRETATION OFDATA62 74Chapter 5FINDINGS AND SUGGESTIONS 75 775.1 Findings 765.2 Suggestions 776 CONCLUSION 787 REFERENCE 78 8. INDUSTRYOVERVIEW8 9. 1.1 INTRODUCTION Rumors have it that the first clay tiles were produced seven to eight thousand years ago inthe area now known as the Holy Land. Many sources independently verify that the actualknown history of Tiles (and the known usage of wall and floor tile coverings) can betraced back as far as the fourth millennium BC (4000 BC) to Egypt.In those days, in Egypt, tiles were used to decorate various houses. Clay bricks weredried beneath the sun or baked, and the first glazes were blue in color and were madefrom copper, very exquisite! During that period ceramics were also known to be found in Mesopotamia. Theseceramics bore decorations, which were white and blue striped and later possessed morevaried patterns and colors. Later on, in China too, the great center of ceramic art, a fine,white stoneware with the earliest Chinese glaze was produced during the Shang-Yindynasty (1523-1028 BC). The usage and the art of making and decorating ceramic tiles had spread and by 900A.D., decorative tiles had become widely used in Persia, Syria, Turkey and across NorthAfrica. As transport and communication developed, tile usage and its penetration in otherterritories increased. Wars and territory take-overs caused this art to spread even faster. By the end of the 12th century, use and manufacture of Ceramic Tiles had spread acrossItaly and Spain and into the rest of Europe. Till that time they were mainly used todecorate the floors of Cathedrals and Churches. The skill had eventually vanished fromEurope in the 16th century following the reformation. But the decorative wall tile art hadsurvived in Turkey and the Middle East and the Delft tiles art survived in Holland.9 10. 1.2 CERAMIC TILES INDUSTRY IN INDIA10Industry Highlights Ceramic Tiles today have become an integral part of home improvement. It can make ahuge difference to the way your interiors and outdoors look and express. The Indian tile industry, despite an overall slowdown of the economy, continues to grow ata healthy 15% per annum. Investments in the last 5 years have aggregated over Rs. 2000 crores and production during2006-07 stood at approx. 340 million sqmts. The Indian tile industry is divided into organized and unorganized sector. The organized sector comprises of approximately 16 players. The current size of theunorganized sector is about Rs 3000 crores The unorganized sector accounts for 55% of the total industry bearing testimony of theattractive returns from this sector. The size of the unorganized sector is approximately Rs3500 crores Revenue earning industry - excise mops up over Rs. 350 crores annually from theorganized sector itself. Indian ranks in the top 5 list of countries in terms of tile production in the world. With proper planning and better quality control our exports (presently insignificant)contribution can significantly increase.BackgroundApart from their decorative looks, Ceramic Tiles is primarily hygiene products and that is howour broad spectrum of consumers views the product. This is fairly evident from its varied usagefrom bathrooms and kitchens in average Indian households to medical centers, labs, milk booths,schools, public conveniences, shopping malls and numerous other centers; which dot our day to 11. day life. A ceramic tile is basically a "utility product" and that remains our promotional slogan.Popular housing projects are increasingly switching over to Ceramic Tiles moving away from thetraditional use mosaic and even granite or marble, owing to several factors viz. ease in layingability, versatility, low price and hygiene.11Overall picture of the Industry:- Ceramic tiles are a product segment has grown to a sizeable chunk today at 340 MillionsSquare meters production per annum. However, the potential seems to be great,particularly as the housing sector, retail, IT & BPO sectors have been witnessing anunprecedented boom in recent times. The ceramic tiles sector has been clocking a robustgrowth of 12-15% consistently over the last few years. Today, India figures in the top 5countries in the world manufacturing ceramic tiles. The key drivers for the ceramic tiles in India are the boom in housing sector coupled bygovernment policies fuelling strong growth in housing sector. The retail boom in theIndian economy has also influenced the demand for higher end products. Overall thebullish growth estimates in the Indian economy has significantly influenced the growth ofthe Indian Ceramic tile industry. The main product segments are the Wall tile, Floor tile, Vitrified tile and Porcelain tilesegments. The market shares are 35%, 53% and 12% respectively for Wall, Floor &Vitrified/Porcelain tiles. The tiles are available in a wide variety of designs, textures andsurface effects. They cater to tastes as varied from rustics to contemporary marbledesigns in super glossy mirror finishes. 12. Both, traditional methods of manufacturing (tunnel ) and the latest single fast firingmethods are deployed in manufacturing. Some of the latest trends in manufacturingmethods can be seen in India. The investments in the last five years are approx. Rs 2000 crores. The industry alsoenjoys the unique distinction of being highly indigenous with an abundance of rawmaterials, technical skills, infrastructural facilities despite being fairly capital intensive. Atotal of over 5,50,000 people are employed in the sector. Out of this, 50,000 people aredirectly employed and 5,00,000 are indirectly associated. The potential is hugeconsidering the per capita consumpti