Cera Sanitaryware Ltd

CERA SANITARYWARE LTD follow BACKGROUND Cera Sanitarywargon Limited (Cera), a Gujarat-based ships caller-up, was established in 1980. It is the third largest sanitary w ar company in India with a 20% market sh are. Cera is in the business of manufacturing ceramic wash basins, wash basin pedestals, bidets, pee closet pans, flushing cisterns, urinals and similar sanitary fixtures and also in the business of trading of designer. Its sanitaryware manufacturing plant is located at Kadi in Gujarat. With a crossingion capacity of 2. million (mn) pieces per annum (25,000 tonnes per annum), it is Indias largest sanitaryware plant. It also has wind farms located at Jamnagar and Kutch in Gujarat. PRODUCT PROFILE Sanitaryware o Premium order of battle o official Collection o Senator Collection o Wall Hung Basin Glass Basins Shower Range Whirlpool & clean Tubs Pozzi Ginori COMPETITORS pic INDUSTRY HIGHLIGHTS pic PORTERS FIVE FORCES CONCLUSION establish on Appendice 1 Thesanitaryware manufacturersinthenonunionizedsectorcontinue to enjoy duty exemptions, which is not conducive forhealthy opposition.CSL faces a lot of competition from the unorganized sector in Gujarat which is a cause for concern to the company. After studying the Model, we can fill up that Sanitarywarebusiness completely depends on the development and booming of the Housing and Retail Sector. Currently, the manufacture isgrowingbyleapsand borderduetohighgrowthofinfrastructure. In near future, the great phase of consolidation will start. Firstly, by providing bigr range of Products besidesserviceandcoveringmoreandmoregeographicalareabybranches and franchises. SWOT ANALYSIS Based on Appendice 2Recommendations Need to give full knowledge about product use to customers through ad in magazines, hotspaper or TV. channel. Need to make some improvement in products to satisfy its customer. at that place should be all information regarding product use, installation, product accepts, and emergenc y repair of product in exploiter Manual. Company should add sufficient technical information in other mediums of information identical website. So customer can use alternate way for information. Company should exit technical expert employee for every(prenominal) specific area.Those can personally solve the problem of customer. If company is not providing service to its customer clippingly. accordingly in that location should be provision of compensation to its customer PRODUCT MIX pic Ceras product liquifyand new trade strategies Cera has a mix of products that would cater to all demand of contractr. Cera has top end products like the Senator Collection, the Shower Temples with Jacuzzi features in them. Cera also has the Premium Collection focused at middle end users and the Regular collection which includes the Indian EWCs as well as European EWCs for the lower end customers.In Bath Fittings, the atomic number 53 Lever Bath fittings are for the elite, followed by t he Quarter turn and the half turn fittings meant forpeople looking for more economical range. 7PS Product Product of the company as is defined in companys introductory chapter is a sanitaryware product having mainlyextraordinary features like twin flush piss saving product, soft close seat cover, shower temple product. This product talks about crowing a spa foot massage and inbuilt Jacuzzi unit which give experience artificial urine waves and facility like radio and telecalling with six body jetspray.Price Pricesoftheproductandservicesofferedarecompetitivecompared to our competitors products and also provide value for m integrityy to the customers. Because as we talkedintheearlierparagraph that features provided in the products are very uniqueand are having low cost so finally company becomes best costprovider in themarket. focalize Ascerasanitarywareishavingexcellentdistributionchannelempowered by cholecalciferol dealers network and 5000 retailers all crossways India tosuppl ementthedistributionnetwork, it has10majordepotsacrossIndia.Ithas7zonalsales&serviceoffices,supported by another 28 sales offices, 7 bath studios strategicallylocated in major cities across India. To capitalize on the growth market for premium products, Cera has entered into an exclusivemarketingagreementwithItalysluxurybrandPozzi-Ginoritomarket its designer sanitaryware in India. Promotion Cera sanitaryware ltd. has forever and a day been proactive in promotional activities for increasing thebrand awareness among the consumer so the company has promotional scheme directedtowards consumer as well as its partner (dealer). Consumer lie few months ago, the company had launch (special offer) the promotional scheme applicable only in Delhi, Clair set in Rs. 3999/- for only one month. match oriented gold scheme, silverish scheme and foreign travel scheme. People In ceramic industry as goods are produced and instigate service is given to the people i. e. employees need to be highly tr ained and answer. So requires good qualified and expertise employees to this competitive industry. Cera sanitary ware has achieved a good sense of the same by employing highly qualified employees like M. B. A. nd other Marketing specialized. Physical Evidence Cera sanitary ware is providing catalogs to their customers as a physical evidence ofpurchasing the product. If customer wants to see the physical product then company has itsown display center? Cera bath studio? in metro cities of India. Process This last gradation of marketing mix ofCera sanitary ware includes following points to be done for making the product available to thecustomers. Consumerorientedfewmonthsago,thecompanyhadlaunch(specialoffer)thepromotionalschemeapplicableonly in Delhi, Clair set in Rs. 3999/- for only one month. Partnerorientedgoldscheme,silverschemeandforeigntravel scheme. Data regarding details of prospect customers are beginning(a) beingcollected by sales personnel. These personnel then make calli ng and getting appointmentsfrom prospects to explain product and services. Nextstepincludesmeetingandexplainingproductandservices. Then all the documents required for dispatching the productto client premises are collected by the sales personnel. These all documents are then submitted to Head Office at Ahmedabad. Then order is bear upon and cheque is collected and thus order of the goodsgets dispatched.STP of SENATOR COLLECTION Segmentation The segmentation of SERA products has been done as follows game End Segment Lower and Upper Middle Segment Mass Market Segment These segments are keeping in mind the income levels, taste and preferences. Targeting For the Senator Collection CERA has targeted the high end segment with unique feature like shower temples, Jacuzzi and sensor technologies. Positioning It has positioned the senator collection as a premium brand and in effect did so through its TVC ad campaign. Appendice 2 Portes Five Forces Model Rivalry Among Existing PlayersTher e are about 20-25 organized players and high percentage of unprganized players whose market share is very high. They have moderately tell apart products and they depend on the growth of the housing industry. Bargaining Power of buyer The buyer has a wide range of products to choose from and information about the products is easily available. The switching cost is very low. Thus CERA needs to increase its awareness as bargaining power of buyer is very high Bargaining power of Supplier CERA is moderately dependant on its suppliers as there is limited number of suppliers in the marketThreat of new entrants The industry entry is difficult due to high cost of set up and manpower, non availability if materials. The industry though is very attractive due to growing potential Threat of substitutes As such there is no such threat of substitutes. Appendice 1 SWOT Analysis STRENGTHS Indias first to use innate gas firing. Direct connection of natural gas from GAIL has certainly helped CERA i n better margins. However, this is only one of the several advantages. CERA has captive power plant using natural gas. CERA also has wind turbines.Thus CERA is not helpless on government electricity board for its power requirements. Others will take a long time to catch up. Further, CERA is getting natural gas on very cheap rate directly from the ONGC vegetable oil fields, which will continue to be cheap, wherein others are getting imported LNG which is three times costlier than what Cera is getting. Indias first to launch twin flushtechnology 4 liters flush WC. We have twin flush models that on an average consume only 4 liters of piss, against the others which can use up to 6 liters every flush. That quantifies to 50% of water saving.With water scarcity in urban areas, there are a lot of initiatives that have already been interpreted by Metros like Mumbai. Others will have to soon follow in order to save water. spacious product range. Capitalizing on a strong brand image and an evolving market for bathroom products, CSL expanded its product range to other related products like shower panels, shower cubicles, shower temples, bath tubes, whirlpools, bath fittings and so forth , which makes it a total bathroom solutions provider. Huge distribution network. CSL enjoys a strong distribution network of 500 dealers and 5000 retailers.To supplement the distribution network, the company has several depots and zonal offices across India. This will help the company in increasing its market share. WEAKNESSES. The company has only one manufacturing plant at Kadi, Gujarat. While its nearest competitors HSIL and buffet ware has more than one manufacturing plant strategically located across different parts of India to twain the gap between demand and supply. Large unorganized existence. Low RD for product innovation. OPPORTUNITIES upgrade domestic demand for tile, sanitary ware and table ware.