Cera Sanitaryware Ltd

CERA SANITARYWARE LTD COMPANY BACKGROUND Cera Sanitaryware Limited (Cera), a Gujarat-based political party, was found in 1980. It is the third largest sanitary ware high society in India with a 20% market share. Cera is in the business of manufacturing ceramic mute basins, wash basin pedestals, bidets, urine closet pans, outpouringing cisterns, urinals and similar sanitary fixtures and also in the business of trading of power. Its sanitaryware manufacturing ready is hardened at Kadi in Gujarat. With a intersection pointion 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. fruit PROFILE Sanitaryware o reward collection o Regular Collection o Senator Collection o Wall Hung Basin Glass Basins Shower Range Whirlpool & lavatory Tubs Pozzi Ginori COMPETITORS pic INDUSTRY HIGHLIGHTS pic PORTERS FIVE FORCES CONCLUSION Based on Appendice 1 Thesanita rywaremanufacturersinthe unformedsector stick around to enjoy transaction exemptions, which is not conducive forhealthy competition.CSL faces a take of competition from the unorganized sector in Gujarat which is a cause for concern to the company. After poring over the work, we shadow conclude that Sanitarywarebusiness completely depends on the development and din of the Housing and Retail Sector. Currently, the industry isgrowingbyleapsandbounddueto bluegrowthofinfrastructure. In near future, the great phase of consolidation al belittled start. Firstly, by providing wider range of harvest-tides besides assistandcoveringmoreandmoregeographical subject areabybranches and franchises. SWOT ANALYSIS Based on Appendice 2Recommendations Need to touch full knowledge to the highest degree growth use to customers through advertisement in magazines, newspaper or TV. channel. Need to make some value in harvest-times to satisfy its customer. There should be all education reg arding product use, installation, product features, and emergency repair of product in User Manual. go with should add sufficient technical information in other mediums of information uniform website. So customer scum bag use alternate agency for information. Company should provide technical expert employee for every specific area.Those can personally solve the problem of customer. If company is not providing service to its customer timely. then there should be provision of compensation to its customer PRODUCT MIX pic Ceras product uniteand new marketing strategies Cera has a mix of products that would cater to all needs of consumer. 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 nearly as European EWCs for the lower end customers.In Bath Fittings, the Single open Bath fittings are for the elite, followed by the Quarter manoeuvre and the half turn fittings meant forpeople looking for more economical range. 7PS Product Product of the company as is defined in companys precedent chapter is a sanitaryware product having mainlyextraordinary features like copulate flush water saving product, soft close seat cover, squander tabernacle product. This product talks about giving a spa tail end massage and inbuilt Jacuzzi unit which give experience artificial water waves and facility like radio and telecalling with six body jetspray.Price Pricesoftheproductand functionofferedarecompetitivecompared to our competitors products and also provide value for money 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 cost supplier in themarket. Place Ascerasanitarywareishavingexcellent dispersalchannelempowered by vitamin D dealers interlock and 5000 retailers all crossways India tosupplementthedistributionnetwork, 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 support products, Cera has entered into an exclusivemarketingagreementwithItalysluxury mailPozzi-Ginoritomarket its designer sanitaryware in India. Promotion Cera sanitaryware ltd. has incessantly 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 orientated few months ago, the company had launch (special offer) the promotional scheme applicable unless in Delhi, Clair set in Rs. 3999/- for only one month. Partner oriented funds scheme, silver scheme and foreign travel scheme. People In ceramic industry as well be beatds are produced and prompt service is stipulation to the people i. e. employees need to be senior high schoolly trained and qualified. So requires sober 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 commercializeing specialized. Physical Evidence Cera sanitary ware is providing catalogs to their customers as a animal(prenominal) 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 step 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 numb er one beingcollected by sales personnel. These personnel then make calling and get 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 aver is processed 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 High suppress 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 consume temples, Jacuzzi and sensor technologies. Positioning It has positioned the senator collection as a premium brand and effectively did so through its TVC ad cam paign. Appendice 2 Portes Five Forces Model Rivalry Among Existing PlayersThere are about 20-25 organized players and high percentage of unprganized players whose market share is very high. They have moderately identify products and they depend on the growth of the housing industry. Bargaining Power of emptor 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 growth 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 accession is difficult due to high cost of set up and manpower, non accessibility if materials. The industry though is very attractive due to growing potency Threat of substitutes As such there is no such terror of substitutes. Appendice 1 SWOT Analysis STRENGTHS Indias first to use vivid gas firing. Direct connection of natural gas from GAIL has certainly helped CERA in 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 dependent 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 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 water, 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 taken by Metros like Mumbai. Others will have to soon follow in order to save water. Wide product range. Capitalizing on a strong brand image and an evolving market for buns products, CSL expanded its product range to other related products like shower panels, shower cubicles, shower temples, bath tubes, whirlpools, bath fittings etc. , which makes it a get along 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 obstruct ware has more than one manufacturing plant strategically located across different parts of India to bridge the gap between demand and supply. tremendous unorganized existence. Low RD for product innovation. OPPORTUNITIES Rising home(prenominal) demand for tile, sanitary ware and table war e.