A

SUMMER INTERSHIP PROJECT REPORT

AT
Ice stone ceramic
ON“A STUDY OF BRAND IMAGE POSITIONING OF ICE
STONE CERAMIC”

Submitted Project Guide :-

by :- POPTANI SUMIT
Sonal Patel
Smit
Kundariya
ENROLLMENT CLASS:-
NO. :-
BBA [SEM-
2]
Academic Year
2021-2023

Submitted to
SAURASHTRA UNIVERSITY

RAJKOT

OM V.V.I.M.
COLLEGE, MORBI
1
2
MANUFACTURERING
BY
PARKING TILES
3
ACKNOWLEDGEMENT

The only way to exist is co-exist. For this report start from
beginning to end from whomever I got help I take opportunity to
thank all of them.

I express my sincere thanks to Mr.CIRAG PATEL, Human Resource

Manager, who led me to the right people who helped in my project.
Again I express my sincere gratitude to Mr. JAYANTILAL Area
Manager for his complete support during the entire duration of the
project and for his constant availability for any help.

It is my first and for most duty to express my sincere thanks and

deep sense of indebtness to R&D Director Mr.SHAILESH KUNDARIYA
at ICE STONE CERAMIC. Who has guided me and taken interest in my
summer training report. His scholarly and inspiring suggestions
helped me in the successful completion of the summer training
report. Words are inadequate for him for his invaluable guidance.

I cannot forget to pay my reverence gratitude to my guide during

summer training Prof. Bhavesh sir Lecturer at

I thank a lot to all my friends for their kind co-operation and

help towards completion of my project.

Finally it is all due to the blessings of Almighty, nothing is possible

without his blessings and inspiration. Last I thank all of them who
help me for this report directly or indirectly.

4
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 bun," 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. 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).

Day by day many new changes are taking place in the world. So it is
very necessary to build people for those changes. That can be done
thro ugh best policy it has been unanimously accepted to 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 it helps 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 Management students.

I visited ICE STONE CERAMIC, during summer training. I enjoyed my

visit and gained so many things about the ceramic industry. Thus
practical training is very much helpful for our development.

T- Train mind and develop the talent

R - Regularize sense of self discipline in

business A - Alertness and analyzing

capability

I - Initiation with creativity

N-No compromise with quality of the

product I - Inspiration source to peers

5
N - Negotiate matter with emotional
INDEX

NO. PARTICULAR PAGE

NO.
Chapter 1 INDUSTRY OVERVIEW 8-12

1.1 Introduction 9
1.2 Ceramic tiles industry in India 10

Chapter 2 COMPANY PROFILE 13-57

2.1 Introduction of the company 14

2.2 History of the company 16
2.3 Company profile 17
2.4 Organization chart 19
2.5 Size of the firm 20
2.6 Time keeping system 21
2.7 Major players in ceramic vitrified 22
tiles
2.8 Future plan 23
2.9 Production department 24
2.10 Personnel department 34
2.11 Marketing department 40
2.12 Finance department 51
2.13 SWOT analysis 57

Chapter 3 RESEARCH METHODOLOGY 58-63

3.1 Introduction 59
3.2 Importance of research 60
3.3 Scope of the study 60
3.4 Objective of research 61
3.5 Limitation of research 61
6
3.6 Literature review 62
3.7 Research design and sample 63
design

Chapter 4 FINDINGS AND SUGGESTIONS 64-66

4.1 Findings 65
4.2 Suggestions 66

Chapter 5 CONCLUSION 67

Chapter 6 REFERENCE 68

7
INDUSTRY
OVERVIEW

8
1.1 INTRODUCTION
 Rumors have it that the first clay tiles were produced seven to
eight thousand years ago in the area now known as the Holy Land.
Many sources independently verify that the actual known history
of Tiles (and the known usage of wall and floor tile coverings) can
be traced 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 were dried beneath the sun or baked, and the
first glazes were blue in color and were made from copper, very
exquisite!

 During that period ceramics were also known to be found in

Mesopotamia. These ceramics bore decorations, which were white
and blue striped and later possessed more varied 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-Yin dynasty (1523-1028 BC).

 The usage and the art of making and decorating ceramic tiles had
spread and by 900 A.D., decorative tiles had become widely used
in Persia, Syria, Turky and across North Africa. As transport and
communication developed, tile usage and its penetration in other
territories 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 across Italy and Spain and into the rest of
Europe. Till that time they were mainly used to decorate the
floors of Cathedrals and Churches. The skill had eventually
vanished from Europe in the 16th century following the
reformation. But the decorative wall tile art had survived in Turky
and the Middle East and the Delft tiles art survived in Holland.

9
1.2 CERAMIC TILES INDUSTRY IN INDIA

Industry Highlights

 Ceramic Tiles today have become an integral part of home

improvement. It can make a huge 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 at a healthy 15% per annum.

 Investments in the last 5 years have aggregated over Rs. 2000

crores and production during 2006-07 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 the unorganized sector is about Rs 3000
crores

 The unorganized sector accounts for 55% of the total

industry bearing testimony of the attractive 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 the organized 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.

Background
10
Apart from their decorative looks, Ceramic Tiles is primarily
hygiene products and that is how our broad spectrum of
conveniences, shopping malls and numerous other centers; which dot
our day to day life. A ceramic tile is basically a "utility product" and
that remains our promotional slog an. Popular housing projects are
increasingly switching over to Ceramic Tiles moving away from the
traditional use mosaic and even granite or marble, owing to several
factors viz. ease in laying ability, versatility, low price and hygiene.

Overall picture of the Industry

 Ceramic tiles are a product segment has grown to a sizeable

chunk today at 340 Millions Square meters production per
annum. However, the potential seems to be great, particularly
as the housing sector, retail, IT & BPO sectors have been
witnessing an unprecedented boom in recent times. The
ceramic tiles sector has been clocking a robust growth of 12-
15% consistently over the last few years. Today, India figures in
the top 5 countries in the world manufacturing ceramic tiles.

 The key drivers for the ceramic tiles in India are the boom in
housing sector coupled by government policies fuelling strong
growth in housing sector. The retail boom in the Indian
economy has also influenced the demand for higher end
products. Overall the bullish growth estimates in the Indian
economy has significantly influenced the growth of the Indian
Ceramic tile industry.

 The main product segments are the Parking tile segments. The
market shares are 100% respectively for parking tiles. The tiles
are available in a wide variety of designs, textures and surface
effects. They cater to tastes as varied from rustics to
contemporary marble designs in super glossy mirror finishes.

 Both, traditional methods of manufacturing (tunnel) and the

latest single fast firing methods are deployed in
manufacturing. Some of the latest trends in manufacturing
methods can be seen in India
11
 The investments in the last five years are approx. Rs 2000
crores. The industry also enjoys the unique distinction of being
highly indigenous with an abundance of raw total of over
550000 people are employed in the sector. Out of this, 50,000
people are directly employed and 500000 are indirectly
associated. The potential is huge considering the per capita
consumption of ceramic tiles in India. Currently it is at
0.30square meters per person in comparison to over 2 square
meters per person for like countries like China, Brazil and
Malaysia

12
PROFILE
OF
COMPANY

13
2.1 INTRODUCTION OF THE COMPA
ICE STONE CERAMIC .Is established group of the people who has set
landmark in their fields, fresco group consisting of ceramic tiles.
Manufacturers, industrial ceramics manufacturers’ importers,
exporters and ceramics techno crafts. So, it has set goal for its
products. As per future demand and requirement of its clientele, it
has erected and installed machineries and technologies for future
value added products. These value-added products will bring quality,
design and innovation as per international standard and trends. So,
you can find all the products from ICE STONE "Better than before
means always the best......” at every stage and every time. ICE ST
group manufactures 7200 square meter (8000 boxes) of granite in
everyday.

Innovation is a key success and at ICE STONE Ceramics as almost a

passion to translate innovative ideas into reality. ICE STONE Ceramics
Was established at that time first year total export of the company
was 35% to 40% of the total production.

ICE STONE Ceramics is developed to ultimate perfection and quality

through state of the art machinery. And hard work of motivated team
of experienced techno crafts made it possible that beauty and quality
finely blend together. The plant of the company is base do not the
best techno logy to deliver best quality product and perfect customer
satisfaction is the foremost objective of company. So company is
most popular all over country now. The comp any has a massive
dealer network through the country and products are available with
good services.

14
15
2.2 HISTORY OF THE COMPANY

ICE STONE CERAMIC Group is a private company limited. This

produces different kinds of parking vitrified tiles. Each and Every unit
has got other industries of its own. It contained when the firm was
incorporated, what way its purpose, what are the products
manufactured by them, etc.

All promoters of this group are mostly from the village area, which
comes under the District Morbi? They incorporated to cultivation and
they have good business of export-import in morbi city.

They have one unit also, HET CERAMIC this manufacture body clay.

16
2.3 COMPANY PROFILE

Name of the : ICE STONE

company CERAMIC

Company : Pavdiyari Road, Morbi,

Address (Gujarat) 363642

Year of :
establishment 2015

Factory office & head : Pavdiyari Road, Morbi,

office (Gujarat) 363642

Phone :
No 9712500015/98791242
12

E-mail : info@icestone
add ceramic.com

Websit : www.icestone
e ceramaic.com

Form of :
org Private

Siz : 300*300mm
e (12*12)

17
Brand : ICE
name STONE

Accounting : April to
year March

Chairma : Jayantilal
n Dhoryani

Direct Shailesh kundariya

or

Banker : central Bank of

s india

Name of the : Ceramic Parking

Product Tiles

Total :
Investment 15cr

Weekly :
off No

Labor : YES
Availability

No. Of :
Employee 100

18
2.4 ORGANISATION CHART

Chairman

Production Marketing Department Finance

Department
Department

Production Marketing State Marketing Finance

Manager Manager Manager Administrativ
e
Laborator Marketing Marketing Chief
y Officer Officer Accountant
Testing

Supervisio Dispatch Sales Accountant

n
Manager Executive
Workers Clerk Peon

19
2.5 SIZE OF THE FIRM
According to the definition given by Government of India, the size of
the industry can be divided into three main types.

 Small Scale Organization:-

The company which investment is up to 1 to 5 crores is cover
under the small scale organization.

 Medium Scale Organization :-

The company which investment is between 5 to 7crores is cover
under the medium scale organization.

 Large Scale Organization: -

The company's investment is more than 7crores is cover under
the large scale organization.

FORM OF ORGANISATION

According to the form of organization, the organization can be

divided as follows:

 Private sector unit:-

The company which is managed by the individual or a firm is
known as private sector unit. The company cannot issue shares
to the public for the investment.

 Public sector unit:-

The company is which managed by the government.

 Joint sector unit:

This is the joint venture of both private company and
government.

In this firm, it is a private limited firm.

20
2.6 TIME KEEPING SYSTEM

Time keeping system is very important as all the workers should

arrive at reporting time and start their work immediately. If they are
irregular than there would be less outcomes and expected target will
not be achieve. Therefore, the workers are given cards in which their
arrival and departure time is written regularly and therefore
punctuality is maintained.

Industry:-

This industry is running for continuous process i.e. 24 hours. It is

working in 3 shifts. They are:

08:00 AM to 08:00 PM
08:00 PM to 08:00 AM
office:-

Office hours for industry are as under.

08:00 AM to 12:00Noon
02:00 PM to 08:00 PM

21
2.7 MAJOR PLAYERS IN CERAMIC VITRIFIED TILES

 Excel Ceramic
 Aukland Ceramic
 Royalica Ceramic
 Sunbright Ceramic
 Kenzo Ceramic
 Volga Ceramic
 M.B Ceramic
 Ice Stone Ceramic
 Active Ceramic

22
2.8 FUTURE PLAN

Future plan of ICE STONE CERAMIC is to become one of

the leading companies in the Parking tiles all over the
world.

They will be installing new latest machines for increasing

production and various designs and ranges to meet the
upcoming market needs. Also wanted to try serving backward
class by giving them services.

23
PRODUCTION

DEPARTMENT
24
INTRODUCTION

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

or services required to satisfy customer needs. In any business,
suppliers are needed for product or service, it is quite obvious that
activities of production system must be related to the customer
demand or reflected in the continuo us flow of order.

It is the most important department amongst the other departments

of an organization. Personnel department, finance department,
marketing department are very much depended on production
department.

RAW MATERIALS AVAILABILITY

Raw materials are the basic requirement for any industry. Raw
materials are converted into finished goods after various
processes on it.

Raw materials are available with the help of roadways if

purchased from the country. if the materials are purchased from
other countries, than those are available with the help of railways
and water ways.

25
RAW MATERIAL USED

List of raw materials used for production of production of

parking tiles

Raw Material Place where it is obtained

W.B.C Clay Kutch

S.N.1 Clay Rajasthan

S.K.1 Clay Kutch

China Clay Kutch

Potash Clay Rajasthan

Talc Powder Rajasthan

Quartz Powder Local

Polishing waste Local

S.T.P.P Powder Local

Silicate Local

Binder Local

BALL CLAY Rajasthan

SODA Rajasthan

26
ICE STONE CERAMIC HAVE A VARIOUS DESIGN, SIZE, COLOR OF
TILES AS UNDER:

27
PRODUCTION PROCESS

 Weighing different types of raw materials.

 Grinding the mixture.

 Make slurry.

 Drier to the slurry.

 Make a powder.

 Remove iron and other type impurity in powder.

 Press the powder and make biscuit of the tiles.

 Biscuit pass in 60 meter long drier furnace near 200 C

temperatures.

 Colour and design break on the granite.

 Granite pass in main kiln it's length is 160 meter at 1200 C

temperatures.

 After this process it is pass one sizing machine make flat

surface.

 Product is inspection by quality control department.

 Final product is ready it is gone to the shorting and packing

department

28
DETAIL OF VARIOUS PRODUCTION DEPARTMENTS

 SLIP DEPARTMENT:-

The above types of raw materials keep in the slip house. The above
types of raw material will be added as per the company's specific
composition in the main hopper. After the completion of weighing of
the materials are shifted to ball mills for grinding procedure. After
attaining the required fineness, the slip will be unloaded in to the
agitator tanks for continuous mixing. This slip after passing through
vibro sieves and powerful magnates, then it will be supplied to the
spray dryer section for making powder granuals.

29
 BALL MILL:-

Ball mill is a one type of grinding element. It is mixing the different

type of clays and grinding the clays and makes slurry, adds different
additives, binder, grinding media. Ball mill's main components are
drum, ceramic ball, and gear drive, motor.

 PRESS:-

Press compress to raw material and make ceramic biscuit. Press is

operated hydraulic pressure.
30
 DRYER:-

Dryer is increased the temperature of the tiles up to 200 C to

maintain the strength. Dryer is one type of furnace it is heating the
tiles by exhaust gas of the main furnace. Dryer length is 60 meter
and length is 3.3 meter and it is feed the tiles by bar conveyers.

 GLAZELINE:-

After dryer process tiles is passing design and color screen for
adding color 1mm depth. In the glaze line and printing section,
various types of designs are prepared and printed on the dried
tiles by applying colours on the screen printing machine.
31
 KILAN

Kiln mean furnace, it is heating the tiles 1000 C temperature to

maintain the strength the tiles. Kiln length is 150 meter it is
construct is different temperature region and it is feed the tiles
ceramics bar conveyers. Kiln produce maximum 1400 C temperature.
It is operated computer control system. It is operated in cycle,
example 56 minutes cycle so it's mean tiles enter the kiln and exist
to kiln take 56 minutes time. Kiln is operated different cycle like 46,
52, 56 minute as per requirement. Times of the cycles are depending
on the temperature and temperature is directly affected to the tiles
size when temperature increased tiles size is decreased and vice
versa. After exists the tiles in kiln it is passed cooling section to
cooling purpose its temperature is decreased up to 150 C. After it is
passé polishing department.
32
 DIGITAL MACHINE

This Is Digital Printing Machine, It Comes From Itali(Spain). In

Ceramic All Types Of Design Printed Here, Digital Machine Contain 5
Colour Cyan, Magenta, Yellow, Black And Green. In Machine Have 5
Colour Bar Each Colour Bar Contain 7 Print head And Every Print head
Gives 70mm Printing Works.
Digital Machine Work in Cold Place like Air conditioner.

33
PERSONNEL
DEPARTMENT

34
INTRODUCTION

 Personnel management has a vital importance in modern

industrial organization. Personnel department is the part of
management, which is primarily concerned with establishment
and maintenance of personnel relations.

 HR is the life blood of any organization. Since in each and every

activities we need human being. So the function of HR
department is to make effective utilization of the employees in
the organization. The works of HR department manage all kind
of activities related to the human in the organization.

35
STRUCTURE OF

HUMAN RESOURCE DEPARTMENT

HUMAN RESOURCE MANAGER

Assista Assista Assista Assista

nt nt nt nt
Officer Officer Officer Officer

36
OBJECTIVE OF

HUMAN RESOURCE MANAGEMENT

The main objective of human resource management is by giving

importance to Human element in human resource management, it
wants to create effective system and achieves objective of
management.

 It is helpful for achieving organization goal.

 It refers to maintain the department contribution at a level

appropriate to the organization's needs & want.

 It increasing efficiency, quality and productivity of worker.

 By providing maximum productivity, high quality to the

society.

 Improve relationship between all the department and

employees of the organization.

 Improve employees' skill and efficiency.

37
FUNCTION OF
HUMAN RESOURCE DEPARTMENT

HRM

HRP
IR

WE HI
LF HR MANAGER RI
NG
AR
E

MOTIVATI
ON MATEN
ANCE

T&D

38
RECRUITMENT AND SELECTION

Recruitment and selection:

Every firm or company needs persons to perform different works. In

this shifting process only manpower have been determined,
recruitment is next logical step. It is a linking activity bringing
together those with job and those seeking job.

According to one author, "Recruitment is the process of finding and

attracting capable applicants for employment. The process begins
when new results are sought and ends when their applications are
submitted. The result is a pool of applicants from which new
employees are selected.”

Selection is a process of carefully choosing the candidates who

offer themselves for appointment. In selection many processes
applies on raw material but unit wants few persons. This is one of
the most import ant responsibilities. In selection, the person who
is having knowledge as well as experience is selected.

According to one author, "It is the process of differentiating between

applicants in order to identify those with a greater livelihood of
success in a job." Here in case of ICE STONE CERAMIC the co-
selection process includes basic four main steps.

39
MARKETING
DEPARTMENT

40
INTRODUCTION
Marketing is an organizational function and a set of processes for
creating, communicating and delivering value to customers and for
managing customer relationship in way that benefit to
Organization.

Marketing is a combination of art and science. In a marketing activity

both are needed. Marketing manager choose target markets and
getting, keeping, and growing customers through creating, delivering
and communicating superior customer value. Marketing people are
involved in marketing ten types of entities like a goods, services,
event, experiences, persons, places, properties, organizations,
information and ideas.

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. It
helps improve quality and reduced cost.

Marketing manager must have knowledge about the market so he

forecast demand and achieve organizational goal. They should know
about competitors' policy, price & product. These entire things
marketing manager must have knowledge because of there are
competitive world and Company capture full of market.

Marketing manager used marketing segmentation strategy and easy

to reach his and organization goal. Market segmentation refers to
subdividing a larger market in to smaller markets and other word
Market segmentation is a process of identifying groups of buyers
with different desires or requirements.

41
ORGANISATION CHART

Board of Director

Chairman

Managing Director

Marketing Manager

Assistant Manager

Regional Manager

District Manager

Area Manager

Salesman

42
MARKETING MIX

To assess the situation in the market, marketing information is

needed. We have to select specific marketing target for each
segment or sub-division of the market we formulate a combination of
a number of device or types of marketing activities that are
integrated into single marketing program to reach a particular target
or market segment the combination of this marketing methods or
devices is known as the marketing mix.

"Marketing Mix is the set of tools that the firm uses to pursue its
marketing objectives in the target market."

Successful marketing strategy must have marketing mix as well as a

target market for which the marketing mix has prepared. There are
4 types of tools in marketing mix.

They are as follows:-

1) Decision on product or service

2) Decision on price
3) Decision on promotion
4) Decision on distribution

In other words we can say:

5) Product mix
6) Price mix
7) Place mix
8) Promotion mix

43
MARKETING MIX

MARKETING MIX

TARGET MARKET

PRODUCT PRICE PROMOTION PLACE

Product List Price Advertising Location

Varity Discount Channels Sales
Quality Allowance Promotion
Design s Sales Force
Assortment
Brand Name Payment Period Public Relation

Packagin Credit Term Direct Marketing

Services
Size
Warrantie
s 44

Guarantee
PRICING

 Price may be defining as the exchange value of a product

or service expressed in monetary terms.

 Price is the very critical decision in marketing management.

The ultimate aim of any business organization is to earn profit
which mainly depends on the correct price decision.

 Policies are the guidelines for achieving the ultimate

objectives. Policies should be suitably worked out considering
various practical situations. Deciding the pricing policies is
also a very critical decision in this competitive business world.

 ICE STONE CERAMICS products are very reasonable and fair in

pricing method. There are two ways to increase profit by
increasing the price, or by increasing the sales. If company
increases the price it may lose its customers so it is not viable
to increase the price. So, by lowering the price or by keeping
the price reasonable, the customers are attracted and the sales
increases and consequently the profit rises.

 The ICE STONE CERAMIC keeps the price very reasonable

and lower than its competitors and thus is successful in
increase the sales.

45
Pricing Objectives:

It is not an exaggeration to say that pricing is the most important and

crucial decision in the area of marketing organization. Price is a
factor, which gives life to economic system. In view of the
importance of price as a determinant of the volume of sales and
profits, the management has to decide carefully the level of price of
their product to be fixed, the basic objectives of pricing to be adopted
and pricing policy to be selected.

 While deciding the prices of the products a firm has to keep in

mind
various factors influencing price such as.

 Elasticity of demand

 Costs

 Company's Market position

 Distribution Channel

 Government Policy

 The various objectives of pricing are as follows

 For Survival of an Organization

 To Achieve Maximum Current Profit

46
ADVERTISEMENT

47
CHANNEL
OF DISTRIBUTION

The word "Channel" has its origin to the French word used for
"Canal". Thus, channel is route through which goods passes from
one end to another. In other words, the route through which goods
move from the place of production to the place of consumption is
called "Channel Distribution". Channel of distribution is the pathway
or route through which goods are transferred from the hands of
producer to the consumers or from the seller to the buyer.

According to one author, "A channel of distribution for a product is

the route taken by the title to the goods as they move from the
producer to ultimate consumer."

In this industry, the distribution channel is

Manufacturing of
Company

Dealers

Sub
Dealers

Consumers

There are about 180 to 200 dealers in all states of

country

48
SALES PROMOTION

Sales promotion consists of short term incentives to encourage

purchase or sales of a product or service. It is demand stimulating
devices designed to supplement advertising and facilitate personal
selling. It is a direct inducement which offers an extra value and
incentive for the product and sales force distributors to ultimate
customers.

In this industry, they do not adopt any technique because of potential

marketing and potential customers.

EXPORT IN OTHER COUNTRY

1) Sri Lanka

2) Nepal

3) Africa

4) Dubai

5) Kuwait

49
AFTER SALES SERVICE

“Customer is the king” of the market, is a very attractive slogan.

Consumers generally never face any problem for ICE STONE
CERAMIC. But in spite of this, if any problem arises than following
hierarchies of problem handing is followed.

Problem of Consumers

Agent

Marketing People

Experts of Company

Discussion

Solution

50
FINANCE
DEPARTMENT

51
INTRODUCTION

 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.

 It is said, "Finance is the arms and legs of business". A potential

and capable management can run the department very
effectively. In finance department each and every decision
should be taken in such way that every pie of money should be
utilized in adequate manner.

 Finance department is a key area of business. It should not be

looked in isolation. It should be in coordination with all other
departments. The Finance manager is not expected to have
specialized knowledge about market demand, competitive
product prices etc. so it's essential that finance manager is in
constant communication with marketing and other
departments.

 Finance consists of procuring funds, managing and utilizing

them efficiently in order to maximize the profit, which is the
ultimate goal of any organization.

 In ICE STONE CERAMIC the capital is procured by issuing equity

shares. The secured loan of this industry is 50000000.

52
ORGANISATION CHART

Finance cum
Account
Department

Finance Manager
and Accountant

Assistant Account

Computer
Section

53
FINANCLAL PLANNING
Financial Planning means planning of finance. In the planning of
finance planning is done not only for spending the money but also
for finding and evaluating competing sources of finance and
selecting the one which s best for the company.

ICE STONE CERAMICS finance Department explains financial planning

as systematic arrangement of financial resources of the company in
order to reach the current & future finance requirement. The
prominent tools they use are budgetary control, profitability
planning, sales & cash budgeting.

ICE STONE CERAMICS tried to collect the fund at very cheap

rates, and they collect fund to Relatives, Banks and others.

For efficient utilization of funds, ICE STONE CERAMICS prepares two

types of plan. They are:

 Short Term Planning:-

Financial planning is done for less than one year, so it is known as

short-term planning.
FRESCO CERAMICS does it in monthly basis. Account Department
decides
the need for fund and its application as per monthly basis.

 Long Term Planning:-

Planning done for more than one year, it is called long term
planning. ICE STONE CERAMICS does its financial planning on
yearly, two yearly, and three yearly but not more than that.

ICE STONE CERAMICS prepares plan in such a way that company

does not face any problem in future. ICE STONE CERAMICS believes
that cash inflows should always remain more than cash outflows.
The result is the company has not faced any problem related to
finance till today. 54
SOURCES OF FUND

Internal Sources:-

I. Equity shares:-
The company is not using the equity shares
fund.

II. Reserves & surplus:-

The main source of fund is the company's
reserves and surplus for the ICE STONE
CERAMICS

External Sources:-

I. Secured Loans:-
ICE STONE CERAMICS taken loan for it is
continuous process of the company.

II. Unsecured Loans

(Loans from Relatives, Banks & Other)

55
ACCOUNTING POLICY

Accounting policy of ICE STONE CERAMIC as under:

 The company maintains its accounts on historical cost basis. The

current assets, loans, and advances, liabilities are approximately
of value stated if realized in ordinary course of business.

 The company follows the same method of accounting and

all claims, receivables and liabilities are provided on that
basis.

PROJECT COST

Sr. Particulars Amount (Lacs)

1 Land 360
2 Factory Building & Office Building 500
3 Imported Machinery 700
4 Indigenous Machinery 100
5 Electrical Installations 35
6 Computer 2
7 Furniture 25
8 Other Miscellaneous Assets 35
9 Total capital cost of project 1757
10 Margin money for working capital 300

Total Project Cost 2057

56
2.13 SWOT ANALYSIS

SWOT Analysis means the

analysis of S - Strength
W - Weakness
O -
Opportunity T -
Threat

 Strength:-

 ICE STONE
CERAMIC is
giving
employmen
t to around
100
employees.

 Strong
market
presence.

 Highly
Experience
 Opportunity:-
team in Tile
Manufacturi
 Rapid and continuous growth in the market, so company will
ng.
think about expansion.
 Develop
 rural area
Threat:-
to reach at
the global
 Highly competitive market against imported vitrified tiles.
position.

57
 Weakness:-
RESEARCH
METHODOLOGY

58
1.1
INTRODUCTION

 Research is an original contribution to the existing stock of

knowledge making for its advancement. It is the per suit of
truth with the help of study, observation, comparison and
experiment. In short, the search for knowledge through
objective and systematic method of finding solution to a
problem is research. The systematic approach concerning
generalization and the formulation of a theory is also research.
As such the term Research refers to the systematic method
consisting of enunciating the problem formulating a hypothesis,
collecting the facts or data, analyse the facts and reaching
certain conclusions either in the form of solutions towards the
concerned problem or in certain generalizations for some
theoretical formulation.

 Definition:-

‘Marketing research is to generate all the recording & analysis of

facts, as well recording the problem and transfer them for the
improvement in the need of the comparison between all related data
and forecast the sales of goods and services from producer to
customer.’
-American Marketing Association

A systematic process of planning gathering recording and

analyzing, interpreting and presenting of data relevant to the
problem or opportunities faced by a company for the purpose of
decision making.

59
1.2 IMPORTANCE OF MARKETING
RESEARCH:-

 For Production of new item

 Showing the features and uses of new product

 Valuable information about customer

 Selection of channel of distribution

 Distribution Channel is perfect or not

 Complete idea of product by the customers

 Existence of competitive situation

 To increase profitability

 Satisfaction Level is achieved or not

1.3 SCOPE OF THE STUDY

This Market Research involves the study of

 Customer Awareness of ICE STONE CERAMIC

 Customer Image of ICE STONE CERAMIC

 Customer Perception towards ICE STONE

CERAMIC

 Customer Satisfaction levels among ICE STONE

CERAMIC

 Consumer buying behaviour for ICE STONE

60
CERAMIC
4. OBJECTIVE OF RESEARCH

 To create brand awareness among customers.

 To know the level of customer satisfaction for the products of

"ICE STONE CERAMIC" 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.

5. LIMITATION OF RESEARCH

No research is free of constrains which hinder it from become full

proof hence this research is also characterized by certain
limitations which are as follow.

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

2. The survey was limited to Morbi city only.

3. The perceptions of the key person are their own, so the

basis of the dissertation is based upon their perception
only and concrete facts.

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

technique of data collection.

5. Time period of research is limited.

61
LITERATURE REVIEW

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.
BY: O.P.KULIK

Current ceramic materials offer preferred optical properties for highly

esthetic restorations. The inherent brittleness of some ceramic
materials, specific treatment modalities, and certain clinical
situations require resin bonding of the completed ceramic restoration
to the supporting tooth structures for long-term clinical success. This
article presents a literature review on the resin bond to dental
ceramics. A Pub Med database search was conducted for in vitro
studies pertaining to the resin bond to ceramic materials. Although
the resin bond to silica-based ceramics is well researched and
documented, few in vitro studies on the resin bond to high-strength
ceramic materials were identified. Available data suggest that resin
bonding to these materials is less predictable and requires
substantially different bonding methods than to silica-based ceramics.
Further in vitro studies, as well as controlled clinical trials, are
needed

 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 materials.
 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
62
resistance but also to brittleness
1.6 Research Design

Data : Primary source (Vitrified tiles user Of

source Morbi city)

Data collection : Primary

method method
Research :
instrument Questionnaire
Type of : Structured
questionnaire questionnaire
Type of : Open ended and close
questions ended
Research : Descriptive research
design study

Sampling Design

Sampling :
plan Morbi
Sampling : convenience
method sampling
Sample : 70
size Representatives
Contact :
method Personal

63
FINDINGS
AND
SUGGES
TIONS

64
4.1
FINDINGS

From the charts and tables of the comparative analysis of brand

image of ICE STONE ceramic with market trends and demand of the
products, with this overall survey we have found following customer
awareness about brand image with findings.

 In this research most of respondents prefer brand when they

purchase of ceramic products.

 The company tag line we shine your home is not heard by

many people.

 100% people know about the ceramic product because

every people already used ceramic product

 Generally purchasing decision of ceramic product taken by

all family members or leader of the family.
 87% people have knowledge about the ICE STONE ceramic
pvt.ltd.

 40% people know about ICE STONE ceramic by hoardings

 Many people already purchase of ICE STONE ceramic

product in past.

 Mostly people are satisfied by thee ICE STONE ceramics

products.

 People have knowledge about the ICE STONE ceramic

competitors. After this knowledge still they

 Purchase from ICE STONE ceramics.

65

 82% respondents have interested in purchase ICE STONE

4.2
SUGGESTION

 Make more innovative its brands.

 Most of the people want to brand so; company should improve

their brand image for more market

 Company can budgeted more money for advertisement.

 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.

 They must concentrate on effective after sales customer

support.

66
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.

So, I wish the company makes more and more profit, fulfil the future
plans and get good and global market.

67
BIBLIOGRAPHY

 REFERENCE BOOKS:-

 Fillip Kottler& Kevin Lane Keller (2007), "Marketing

Management", 12 editions, Dorling Kindersley Pnt. Lid, New-
Delhi.

 LM. Panday (2008), "Financial Management", 9h Edition. Vikas

Publishing house Pvt. Lid. New Delhi.

 K. Aswathappa (2008), "Human Resource Management", 5th

Edition.
Tata McGraw Hill Publishing Company limited, New Delhi.

 C.R.KOTHARI(2007) "Research Methodology" New age

Intemational Publishers 2d
Edition

 OTHERS:-

ICE STONE ceramic annual

report

 Catalogue of ICE STONE

ceramic

 MAGAZNE:-

 The Journal of
MANAGEMENT RESEARCH

 Ceramic india

 Ceramic directory

68
 NEWS-PAPER:-
69