BUV, AKIMSS COLLEGE, PUNE MBA-II YEAR

PROJECT REPORT ON

“A STUDY ON MARKTING MIX OF TILES INDUSTRIES WITH SPECIAL

REFERENCE TO JOHNSON TILES INDUSTRIES
PVT. LTD. SOLAPUR.”
SUBMITTED TO

BHARATI VIDYAPEETH UNIVERSITY, PUNE

IN PARTIAL FULFILLMENT DEGREE OF

MASTER OF BUSINESS ADMINSTRATION

SUBMITTED BY

MR. ALIM KHAJUBHAI SHAIKH

UNDER THE GUIDANCE OF

PROF. P.P KOTHARI SIR

THROUGH

THE DIRECTOR

BHARATI VIDYAPEETH

ABHIJIT KADAM INSTITUTE OF MANAGEMENT AND SOCIAL SCIENCES,

SOLAPUR.

2019-2020

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DIRECTOR CERTIFICATES

This is to certify that the project entitled “A STUDY ON MARKETNG MIX OF

INDUSTRIAL TILES WITH SPECIAL REFERENCE TO JOHNSON TILES INDUSTRIES
PVT.LTD. SOLAPUR’’ prepared by MR.SHAIKH ALIM KAJUBHAI In partial fulfillment
DEGREE OF MASTER OF BUSINESS ADMINSTRATION was carried out under the
supervision and guidance of DR.P.P KOTHARI and same is forwarded to the university.
I wish him all the best and success in future endeavors.

Place: - SOLAPUR

Date: -

DR. V.S. MANGNALE

M.A, M.PM, Ph.D.

(Director)

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GUIDE CERTIFICATE

This is to certify that Mr. SHAIKH ALIM KHAJUBHAI. Has satisfactorily

completed the project work entitled ““A STUDY ON MARKETING MIX OF INDUSTRIAL
TILES WITH SPECIAL REFERENCE TO JOHNSON TILES INDUSTRIES PVT.LTD.
SOLAPUR’’” For the partial fulfillment of M.B.A.-II submitted to Bharati Vidyapeeth
University, Pune during the academic year 2019-20 under my guidance. To my best knowledge
andbeliefthe matter presented by him is original andnot copied from any source. Also this report
has not been submitted earlier for the award of any degree or diploma of BharatiVidyapeeth
University or any other University.

PLACE: -Solapur

DATE:-

PROF.DR. P.P KOTHARI

Project Guide

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STUDENT’SDECLARATION

I hereby declare that the project report entitled “A STUDY ON MARKETING MIX OF

INDUSTRIAL TILES WITH SPECIAL REFERENCE TO JOHNSON TILES INDUSTRIES

PVT.LTD. SOLAPUR’’, is an original work prepared by me under the guidance of PROF.P.P

KOTHARI SIR. The empirical findings in this report are based on the data collected during the

project work. The matter included in this report is true & verified. This report has not been

presented anywhere else for the award of any degree, diploma or title.

I understand that any such copying is there then, I liable to be punished as the authorities

deem fit.

Place:-Solapur

Date:-

Mr. SHAIKH ALIM KHAJUBHAI

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ACKNOWLEDGEMENT

This study is an attempt to “A STUDY ON MARKETING MIX OF INDUSTRIAL

TILES WITH SPECIAL REFERENCE TO JOHNSON TILES INDUSTRIES PVT.LTD.
SOLAPUR’’, I owe my deep sense of gratitude for the successful completion of this project
which was made possible through co-operation of many people. I am deeply conscious of the
fact that study would have not been possible without willing co-operation of Mr. SANJAY
PATEL.

I also extend thanks to my project Guide PROF. DR.P.P KOTHARI for her valuable
guidance.

Place:-Solapur

Date:-

Mr. SHAIKH ALIM KHAUBHAI

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INDEX

CHAPTER TOPICS PAGE NO.

NO

I. INRODUCTION OF THE STUDY 01-10

II. COMPANY PROFILE 11-16

III. THEORETICAL BACKGROUND 17-21

IV DATA ANALYSIS AND INTERPRTATION 22-40

V. OBSERVATION AND FINDIGS 41-42

VI. CONCLUSION AND SUGGESTION 43-46

BIILIOGRAPHY 46-47

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CHAPTER NO-1
INTRODUCTION TO THE STUDY

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INTRODUCTION TO THE STUDY

In any business concern there are different department like purchase, personal marketing,
production etc. Success of business depends upon these entire departments, out of that
marketing department is almost important as it was money center. Without marketing the
business cannot exist.
The success of marketing depends upon market information, consumer’s information
about buying activities. The study studying the concept of marketing mix with the special
reference to JOHNSON TILES INDUSTRIES is selected for practical fulfillment of
MBA programmed. Before planning about organization needs to identify its target
consumer and its decision process.
In the present world we find that in order to know the position of the product and also
demand for the product in future, consumer opinion. To achieve these objectives the
researcher conducts the study.
In order to competition with other companies, the organization needs to acquire
competency with respect to have a good marketing of its product. Organization needs to
estimate the current and future sales and quantitative measure to analysis marketing
opportunities, planning marketing program and controlling marketing efforts. The size of
market depends upon the interest of buyer, their income an access to the market offer.
Therefore, this study is virtual framing production policies, price decision regarding
distribution channels and decision regarding sales promotion. This project will help the
organization in planning, controlling and directing the production programs, marketing
activities and stores department etc.

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1.1 Objective of Study :

 To determine the market size and potential of all organize and unorganised players.
 A comparative analysis among some major players of tiles industry, spatially in solapur
city region in terms of Quality, Brand Equity, price and customer service.
 Further scope and opportunity analysis.
 Identify the retail network customer base for Johnson tiles.

1.2 Scope of the study:

 Ceramic tiles come under building material.
 Over the years, Indian building material poised to grow at a fast pace of almost to 16
percent annum due to boom in real estate and construction industry.
 Increase income level and availability of a range of financing option for housing is rapid
growth of housing construction.
1.3 Importance of the study:
Companies that implement accurate marketing process realize important benefits such as:
 As guiding factor:- It enables firm to concentrate its efforts to product the required
quantities at the right times at reasonable time and the right quantity.
 Enhanced cash flow
 Knowing when and how to hire
 In depth knowledge of customers and the products they order.
 The ability to plan for production and capacity
 The ability to identify the pattern or trends of sales
 Ability to determine the expected return on investment
 Helps for management to change:- The various activities i.e. production, marketing,
planning Personal policies etc. can be prepared from it.
The combination of these benefits may result in:
 Increased revenue
 Increased customer retention
 Decreased costs
 Increased efficiency
1.4 Limitation of the study:
 The sample size is very less, hence it does not imply for the complete population.
 There was lack of time and resources that prevented from carrying out an in depth study.
 The findings of the survey are based on the subjective opinion of the respondents and
there is no way of assessing truth of the statements/.
 In rapidly changing industry, analysis on one day or in one segment can change very
quickly.

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1.5 Research Methodology:

Researcher can use both primary and secondary data to conduct the study.

1. Primary data:
It refers to the data collected from primary sources i.e. the data collection by the
investigator. It also called as an original data. A researcher can use method for collection of data.
For that he has to make standard format of questionnaire.

2 Secondary Data:
Secondary data on the other hand is based on second hand information. The data which have
already organization been collected, compiled and earlier by agency made be used for the
purpose of investigation.

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CHAPTER NO- 2
COMPANY PROFILE

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COMPANY PROFILE
2.1 Introduction of the organization:

H&R Johnson (India) limited is India’s No 1 tile company offering a wide range of wall and
floor tiles produce across various segment with Floor, Vitrified, Exterior and Industrial. The
company also has diversified interest in sanitaryware and bathroom accessories.
As a member of Johnson Ceramic International, UK, the global leader in the international tile
industry, we have a access to the latest trend and design prevalent in the international market.
With a vast portfolio comparison of 5 well-known brand in India ( Johnson Marbonite,
Porselano, Endura & Milano) the company provide most innovative products of international
standards that is coupled with the best of pre and after sales services.
We offer a range of wall and floor tile product across various categories. Our flagship brand is
Johnson tiles offering a range of ceramic floor and wall tiles. Our Marbonitic brand is India’s No
1 vitrified tiles brand. The Porselano brand is India’s first Joint-free offering Endura brand offers
under our premium brand, Milano.
We have the most modern manufacturing plants located across six strategic locations across
India. Our plant are located in Dewas (MP), Pen (Maharashtra), Kunigal (Karnataka, Karaikal
(Tamilnadu), Vijaywada (Andhra Pradesh) and Rajkot (Gujarat). These units employ the best of
technology from world leader in tile manufacturing industry.
Our plants are ISO compliant with 9001 as well as 14001 certifications. Besides this, our units in
Dewas, kunigal and karaikal are OHSAS 18001 certified for excellence in safety standards.
Prism Johnson Limited is one of India’s leading integrated building materials companies with a
wide range of products. The company has three Division Prism Cement, H&R Johnson has
added various product categories to offer complete solutions to its customers covering Tiles,
Sanitary ware and Bath Fittings and Engineered Marble and Quartz. Established in 1958, we are
the pioneer of ceramic tiles in India. We have consistently maintained our leadership position in
the field of tiles over the past five decades, we have a strong manufacturing set-up with 13
manufacturing plant and ISO certified facilities. Thank of any recent or past, in the Indian tile

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industry and chances we have our name is scaled on it. Our R&D setup a approved by the
Department of Scientific and Industrial Research GOI. We export to more than 40 countries
around the globe. Our International marketing Operation is organized by specialist exports
division. Along with this, we stand forefront in creating healthier and sustainable environment
and offer quality eco-friendly sustainable options.
Our design and development team are driven by a passion to create. For us inspiration is
everywhere. We travel to the far comers of the world to seek out new ideas and and materials,
inspired by everything from ancient Middle-Eastern architecture to the tones and colours of
nature itself.
With our considerable expertise and knowledge, we transform what captures our imagination
into truly unique tiles and products. Let us share our discoveries with you. Our in house design
team is here to offer its export advice on design schemes, layouts and bespoke installations, so
you can always find the right product to match your creative vision. Our design service is
accompanied by the CAD and visualization for all commercial projects, using the latest software,
so you can see your ideas evalve.
Not sure where to start? Immerse yourself in our world. Visit our studio here in Stoke-on-Trent
of for an in-depth exploration, head to our award-winning Material Lab in Central London.
Material lab is the leading resource studio we developed specifically to advice and inspire
professionals and consumers on current interior trends, latest products and ideas not just from
Johnson Tiles but from our brand partners across the globe.
All design are created in house are Johnson Tiles copyright however designs created using
clients drawings only the design elements would reate any design right for Johnson Tiles but not
full copyright.
Johnson tiles have a wide-range set of sample wallets, hand boards and other support materials
available to architects, designer and specifiers. Most of our ranges are available as 10cm*10cm
samples for use on mood board or colour / texture.
H&R Johnson (India) Ltd. Is member of Johnson Ceramics International UK, the global leaderin
the international tile industry , they have an access to the latest trends and designs provides in the
international market. Johnson Ceramics International has a very strong global presence and its
manufacturing plants are spread across the world.
H&R Johnson (India) Ltd. Has consistently pioneered new innovation to maintain its stronghold
on the Indian market for ever 50 years. In the market portfolio comparising of 5 well-known
brands in India (Johnson, Marbonite,Porcelain, Endura and Milano).
The flagship brand is Johnson tiles offering a range of ceramic floor and wall tiles. The
Marbonite brand is India’s No 1 vitrified tiles brand. The Porcelano brand is India’s first Joint-
free offering. Endure brand offers specialized industrial and pavement tiles. They also offer
complete kitchen and bathroom products under a premium brand, Milanno.
They export tiles to countries like Japan, Spain, U.K, Dubai, Singapore, Australia and New
Zealand. H&R Johnson (India) Ltd has the largest distribution network which is spread across

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the whole country with nine plants strategically located at 6 location 30 full-fledged branches,
1300 dealers, over 15000 sub-dealers and 39 depots.
The plants are ISO compliant with both 9001 as well as 14001 certifications. Besides this, units
in Dewas, Kunigal and Karaikal are OHSAS 18001 certified for excellence in safery standards.
The total manpower Strength is around 1500. Plats capacity of Johnson (India) Limited is 40,000
square meters per day.
During the year-ending March 2011 the compay’s revenues touched Rs. 1,472 crores. The
company’s sales vokume during the year also crossed 43 million sq mt tiles.

2.2 History of the organization:.

In 1901 H&R Johnson Tiles was founded in Cabrifge, Stoke on Trent in 1901 by the Johnson
family. In 1968, it merged with Richards Tiles, Misenton Hollins, Cambell Tiles, Maws anda
few other local companies to form what is now the core of the modern day Johnson Tiles.
As part of global expansion in 1971, Johnson Tiles opened an office in the Middle East. Its new
global reach allowed the company to meet the demands of its international client and today, 45
year later, its office in Dubai continues to expand, along with operation in the US. In 1979,
Johnson Tiles acquired by Norcros PLC and changed its name to H&R Johnson Ltd.
Johnson Tiles awarded The Queen Award for Environmental Achievement in 1997,
acknowledgement its industry leading ceramic recycling system, which means all its
manufactured tiles contained up to 28 percent waste product its from factory and 14 other local
manufacturers.
In 2001 Johnson Tiles continued to produce tiles in numerous factories across Stake- on-Trent
until 2001, until a decision was made to move all of its factories onto one site, 35 million
investment from parent company Norcross PLC later that year, the company relocated to a
purpose build state-of –the-art factory in Tunstall, keeping its root firmly placed in the Potteries.
The new site allowed Johnson Tile to design and manufacture tiles from 100*100mm right up to
600*300mm and various size in between, using modern manufacturing technique and state-of –
the-art machinery, warehousing and logistic.
In 2006 Johnson Tiles continued its expansion into new market and in 2006 created a hub for
new materials and inspiration in London, purely to answer the needs of the architectural and
design community. The solution was the award-winning Material Lab a free resources where
spsecifiers can go to explore a huge range of materials on display.
In 2008 further investment was made during 2008 when Johnson Tiles was the first UK tile
company to install state-of –the-art digital printing equipment, allowing it to produce photo-
realistic patterns on its tiles, establishing Johnson Tiles as the market leader in its sector. Further
additions to its printing machinery were made during the next few year bringing the total number
of digital primers to five.
In 2008-2010 During this time period Johnson Tiles was consistently in the Sunday times Top 50
Green Companies in the UK. In 2011, Johnson Tiles installed its fifth jumbo kiln at its UK

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manufacturing facility, allowing the company to increase production capacity and meet new
design and product around the world.

2.3 Organization Chart:

Managing Director

(M D)

(DMD)

Director

Executive Director

HR & Sales & Procurement Account & Commercial Internal IT

Admin Marketing Finance audit

Sr. AGM DGM DGM Sr. Sr. Asst.

Manager Manager Manager Manager

Deputy Sr. Sr. Sr. Manager Asst. Sr.

Manager Manager Manager Manager Manager Manager

Executive Deputy Asst. Asst. Sr. Sr. Executive

Manager Manager Manager Executive Executive

Jr. Asst. Sr. Sr. Executive

Executive
Executive Manager Executive Executive

Executive

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2.4 Products of the Organization:

Johnson Tiles offer or manufacturing various type and size of Homogeneous, Glazed Tiles, Wall
Tiles, Border tiles, marble Qourtz and Sanitarywaare or cladding tile.
1. Residential Tiles
2. Commercial Floors.
3. Engineered Marble and Quartz.
4. Industrial Tiles.
5. Outdoor Tiles.
6. Bathroom Tiles.
7. Modular Kitchen.
8. Bath Fittings & Sanitaryware.

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CHAPTER NO-3
THEORETICAL BACKGROUND

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THEORETICAL BACKGROUND
LITRATURE ON MARKETING MIX
THEROTICAL ASPECT OF MARKETING MIX
Introduction:-
Marketing plays a vital role in the business organization. As marketing starts with human needs
and wants the job of business is to goods services to the consumer. It is in this context: the
activities of marketing came in existence.
According to American marketing association “Marketing Management is the process of
planning & services to create exchange that satisfy individual and organizational goals”.
Marketing mix is an optimum combination of efforts in different functional areas like marketing
called components like marketing research, product, price, distribution and communication
including selling in such a manner that marketing objective and target are achieved with
maximum efficiency and minimum cost.
There are literally four factor classifications the 4 P’s.

PRODUCT
PRICE
PLACE
PROMOTION
MARKETING MIX
1. It is mixture of four controllable variable that a firm adopts to elicit the desired response
from its present as well a potential customer needs as well as organization objective.

PRODUCT MIX: PRICE MIX:

1. Brand 1. 1.Pricing strategy

2. Style 2. Pricing policy
3. Color 3. Basic price
4. Design 4. Discount
5. Product Line 5. Allowance
6. Package 6. Terms of Credits
7. Warrantee
8. Services

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PROMOTION MIX PLACE MIX

1. Personal selling DISTRIBUTION

2. Advertising CHANNELS
3. Publicity
1. Wholesaler
4. Sales Promotion
2. Mercantile agents

PHYSICAL
DISTRIBUTION

1. Transport.
2. Cold Storage

PRODUCT MIX
Product is thing it has processing utility. It has four components.

 Product range
 Brand
 Service after sale
 Package
 IRSHAD INDUSTRIES have different range of product & services. They provide
different kinds of coolers.
Other processing product packed in different color & Shape.
The product management involves product mix in consolation with marketing manager.

PRODUCT MIX
Price is the placed upon the product by the offer. It has to over pricing discount, allowance and
terms credit. It deals with price completion.
The pricing product is different according to demand.

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PLACE MIX
Distribution is the delivery of the product and right to consume it. Its include channels of
distribution, transportation, warehousing and inventory control. The cooler is also fit at the home
of consumer.

PROMOTION MIX
Promotion is the persuasive communication about product by the offer to the prospective.
It covers advertising, personal selling, selling, sales promotion, publicity, public relation and
exhibition. Largely it deals with non-price competition.

PRODUCT LIFE CYCLE CONCEPT:

The product life cycle derives from the fact that product’s sales, volumes and sales revenue
follows pattern of our phase cycle. The life cycle is a fast existence for every product. It is
similar to the human life cycle.
Typically, there are four phases in the product life cycle if any product they are,

1. Introduction
2. Growth
3. Maturity
4. Declines
INTRRODUCTION:-
In the early stage when the product is introduced in the market, sales revenue being to grow but
the rate of growth is very low. Profit may not there as we have low sales volumes, large
production and distribution costs. We may require heavy advertising and sales promotion.

GROWTH STAGE:-
It is the period during which the product is an accepted by customer and the trade. During the
growth stage, the rate of increase of sales turnover is very rapid profit also increased at the very
high rate. In this effective distribution and advertising are considered as key factors.

MATURITY:-
During this keens competition brings pressure on price. Increasing marketing expenditure and
falling price will reduce profit. Additional expenditure is involved in product modification and
declining profits are the features in this stages.

DECLINE STAGE:-
Diffusion is the consumer adoption process developed by E.M. Rogers. Diffusion process look at
what is happening in the market like buyers behavior.
Adoption process covers the steps that a consumer usually goes through in determining the
feasibility of buying new product.

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1. Awareness
2. Interest
3. Evaluation
4. Trail
5. Adoption
BRANDING:-
Branding is a major issue in product strategy. Marketer say’s ‘brand is the principal and
cornerstone of marketing’.

Company brand is “JOHNSON TILES”.

PACKAGING:-
Many physical products going to the market have to packaged and labeled. Packaged can play a
major or minor role.
In the company well designed packaging has use. It is automatic machine of various weight.

PRICE:
Price =bundle of expectation
The company decide the through the calculate expenses, margin of profit market condition of the
completion.
Place Distribution:
The company distributes the shows city means in the major city only. They arrange the artistic
and their tools according to place requirement.

PROMOTION MIX
A. Personal selling
B. Advertising
C. Sales Promotion
D. Public Relation
E. Publicity
F. Pamphlets
G. Posters(Big board’s)

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CHAPTER NO- 4
DATE ANALYSIS AND INTERPRETATION

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Table No- 1
Table showing customers first which brand comes in mind.

Particular Respondents Percentage %

Kajaria 08 16%
RAK 08 16%
JOHNSON 20 40%
Nitco 04 8%
Somani 07 14%
Nextion 01 2%
Zealtop 02 4%
Total 50 100%

Respondents which Brand consider first

2% 4% 16% Kajaria
14%
RAK
8% 16%
JOHNSON
Nitco
Somani
40%
Nextion
Zealtop

Interpretation:-
The above graph shows that 40 percent are maximum numbers of respondents is Johnson tiles is
known or already have been used prefer, 16 percent Kajaria and RAK are both brand shows the
equal percent comparatively equal, 8 percent Nitco, and the Somani is 14 percent, 4 percent
Zealtop and only 2 percent is Nextion.

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Table No-2
Table showing how many respondents heard about Johnson Tiles.

Particular Respondents Percentage %

Yes 34 68%

No 16 32%

Total 50 100%

Respondents heard about the Johnson products

32%

Yes
68% No

Interpretation:-
In above graph showing the maximum number of respondents are 68 percent know the Johnson
brand and New or existing customers towards Johnson products prefer and 32 percent is not
aware about the Johnson industry’s .

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Table No- 3
Table showing if respondents yes which source through heard about Johnson.

Particular Respondents Percentage 5

Print Media 15 30%

Friends & Family 19 38%
Internet 13 26%
T.V Adevertisement 03 6%
Total 50 100%

Promotional Factors

6%
30% Print Media
26%
Friends & Family
Internet
38%
T.V Adevertisement

Interpretation:-
In the above diagram 30 percent respondents are print media is source aware about, 38 percent is
maximum number of respondents is through Family & Friends or 26 percent is through of the
source is Internet and 6 percent is T.V Advertisement.

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Table No- 4
Table showing respondents which factor consider most while before purchasing tiles for
your Project/ Construction.

Particular Respondents Percentage %

Price 10 20%
Quality 12 24%
Design 12 24%
Brand Name 12 24%
Availability 04 8%
Total 50 100%

Factors considering for before purchasing products

8% 20%
Price
24%
Quality
24% Design

24% Brand Name

Availability

Interpretation:-
In above graph showing respondents are before purchasing tile for 20 percent is Price, 24 percent
is both for maximum frequency of customer are seeing Quality, Design and Brand and 8 percent
Availability other customer check for the availability of stock.

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Table No- 5
Table showing customer can easily available to find Johnson Tiles for Project/
Construction.

Particular Respondents Percentage%

Yes 31 62%
No 19 38%
Total 50 100%

Availability of Row- material

38%

Yes
62%
No

Interpretation:-
In this diagram showing that is 62 percent maximum number of respondents can easily find the
Johnson tiles most of customer prefer to use tiles products project and construction products and
38 percent respondents in No.

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Table No- 6
Table showing how many respondents gives rating Johnson Tiles in following parameter.
A) Price:- table showing how many respondents giving rates about price of products.

Particular Respondents Percentage %

Competitive 12 24%
Average 02 4%
Good 11 22%
High 25 50%
Total 50 100%

Price factors rating

24%
50% Competitive
4%
Average

22% Good
High

Interpretation:-
In the above graph shows that 24 percent respondents or customers gives rating for Johnson tiles
is competitive price, 4 percent for Average price, 22 percent rating for price and maximum
number of customers gives 50 percent is higher price.

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Table No- 6
B) Quality:- Table showing how many customers giving rates about Quality

Particular Respondents Percentage %

Very Good 10 20%

Average 08 16%
Good 30 60%
Poor 02 4%
Total 50 100%

Respondents giving rates about Quality

4% 20%
Very Good
16% Average
60% Good
Poor

Interpretation:-
In above graph shows that 10 percent customers satisfied for give Very Good rating, 16 percent
for Average rate, 60 percent is Higher Quality satisfactory about the tiles product and 4 percent
is lowest rating for Poor Quality.

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Table No- 6
C) Design:- Table showing how many respondents giving rates about Design.

Particular Respondents Percentage %

Very Good 13 26%

Average 07 14%
Good 23 46%
Poor 07 14%
Total 50 100%

Respondents giving rates about product Design

14% 26%
Very Good
Average
14%
46% Good
Poor

Interpretation:-
The above diagram shows 26 percent is Very Good rating give customers, 14 percent Average
minimum rating, 46 percetn is Good is higher rating for satisfaction about tiles design and 14
percent is lowest rates that is Poor Design.

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Table No-6
D) Range:- table showing how many respondents giving rates about the product Range.

Particular Respondents Percentage %

Very Good 06 12%

Average 15 30%
Good 25 50%
Poor 04 8%
Total 50 100%

Respondents giving rates about products Range

8% 12%
Very Good
30% Average
50%
Good
Poor

Interpretation:-
The above graph shows 12 percent customers are Very Good about range because of they are
satisfied about the Johnson industries , 30 percent is Average rate of customers, 50 percent is
Higher rate gives satisfactory about Tiles range and 8 percent for lowest range about tiles.

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Table No- 7
Table showing in your project or Construction if you have option would like to prefer
Johnson Tiles product.

Particular Respondents Percentage%

Yes 33 66%

No 17 34%

Total 50 100%

Respondents having option to prefer Jonnson

products

34%

Yes
66%
No

The above graph shows that 66 percent is maximum number of customers is like to use or prefer
Johnson Tiles because of loyal customer they are satisfied about service or products of the
Johnson industry and 34 percent is Not to prefer.

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Table No- 8
Table showing customers which types of Wall Tile size most prefers for your Project or
Construction.

Particular Respondents Percentage%

8”×12” 04 8%
18”×12” 13 26%
12”×24” 19 38%
16”×24” 08 16%
16”×32” 06 12%
Total 50 100%

Wall Tiles Size Applications

12% 8%
16% 8”×12”
26%
18”×12”
12”×24”
16”×24”
38%
16”×32”

Interpretation:-
The above diagram shows 8 percent customers are prefer size 8×12 wall tiles for commercial
use, 26 percent 18×12 wall size are regularly use for projects, 38 percent 12×24 is wall size
highly used for bathroom wall and elevation, 16 percent is customer prefer in house, 12 percent
16×32 wall size is use for banglove and row-house.

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Table No- 9
Table showing how many customers what types of floor tiles size prefer most.

Particular Respondents Percentage%

12”×12” 18 36%
16”×16” 08 16%
24”×16” 05 10%
32”×32” 05 10%
24”×24” 14 28%
Total 50 100%

Floor Tiles Size Application

28%
36%
12”×12”
16”×16”
10% 24”×16”

10% 32”×32”
16%
24”×24”

Interpretation:-
The above graph shows the 36 percent 12×12 floor size customer is highly prefer for home and
cladding, 8 percent is 16×16 floor size minimum usage, 10 percent floor tile size is 24×16 or
32×32 is both sizes customer use for bunglove and big shops or projects,28 percent is maximum
regular use in home and commercial use.

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Table No- 10
Table showing in floor tiles which tiles are most suitable for your floor application.

Particular Respondents Percentage%

Ceramic Tiles 13 26%
Anti skit/Matt finish Tiles 10 20%
Vitrified Tiles 13 26%
Glazed Vitrified Tiles (GVT) 12 24%
Others 02 4%
Total 50 100%

Floor application tiles

Ceramic Tiles

4%
24% 26% Anti skit/Matt finish
Tiles
Vitrified Tiles
20%
26%
Glazed Vitrified Tiles
(GVT)
Others

Interpretation:-
The above graph showing 26 percent is floor application highly used for big project i.e. Ceramic
and Vitrified Tile both the customer prefer, 20 percent is Anti skit/Matt finish floor tile is
minimum use for outdoors, cladding and elevation. 24 percent is GVT tile used for shopes and
malls and 4 percent is floor application used marble and qurtz.

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Table No- 11
Table showing is customers facing problems regarding Tile Breakage.

Particular Respondents Percentage%

Yes 26 52%
No 24 48%
Total 50 100%

Problems regarding Tiles Breakage

48%
52%
Yes
No

Interpretation:-
In above diagram 52 percent customers highly facing problems in Tile Breakage, in most time
these problem happen in product packaging or loading and unloading of tiles boxes, 48 percent is
result shows is No because of they company gives tiles boxes corner clips and tharmacols
packing its very less chances to breaking tiles.

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Table No- 12
Table showing company can gives customers Offers, Discount or Scheme.

Particular Respondents Percentage%

Yes 21 42%
No 29 58%
Total 50 100%

Respondents gets various promotional Schemes

42%

58% Yes
No

Interpretation:-
The above graph showing 42 percent customers can gets schemes, offers or discount because the
company gives discount for maximum numbers of projects and construction done , old product
stock end or stock clearance. 58 percent is customers not gets discount, schemes and offers,

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Table No- 13
Table showing in Johnson Tiles Industry the customers can find Variety of Design in Tiles.

Particular Respondents Percentage%

Yes 32 64%
No 18 36%
Total 50 100%

Respondents get to find Variety of Design

36%

Yes
64%
No

Interpretation:-
In above diagram shows the 64 percent customers are Yes Maximum number of Tiles variety
find in Johnson tiles for ex- floor tiles, wall tiles, bathroom, cladding, residential and commercial
tile and heavy traffic cladding floor tile are available in Johnson. 36 percent customers are not
find the variety of tiles because they not properly showrooms or dealers shop. The companies
catalogue are not easily find the customer they can get easily find companies websites.

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Table No- 14
Table showing how many customers satisfied with Johnson Tiles products.

Particular Respondents Percentage%

Yes 27 54%
No 23 46%
Total 50 100%

Respondents satisfied about the Johnson Products

46%

54% Yes
No

Interpretation:-
The above graph shows 54 percent respondents are highly satisfied about Johnson tiles products,
these graph shows the maximum numbers of customers of Johnson products are prefer quality,
price, variety of design and various types of sizes are available. 46 percent customers not prefer
the Johnson tiles products.

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Table No- 15
Table showing in Johnson Tiles which Features attract most.

Particular Respondents Percentage%

Distribution Channel 08 8%
Quality 14 28%
Price 06 12%
Variety of Design 23 46%
Credit Facility 03 6%
Total 50 100%

Respondents which features attract most

6% 8%
Distribution Channel
28%
Quality
46% Price
12% Variety of Design
Credit Facility

Interpretation:-
The above diagram shows the 8 percent of customers is distribution Channel attract more they
easily find the products through this network, 28 percent customers is Quality of products, 12
percent is minimum numbers of customers attract of the Price of tiles products, 46 percent is
Highly satisfied or attract the Variety of Johnson products, 6 percent is Credit facility.

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CHAPTER NO- 5
OBSERVATIONS AND FINDINGS

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FINDINGS:-
1) It was found that the maximum number of respondents has already preferred Johnson
tiles products.
2) In this report found that maximum number of respondents know about Johnson tiles
product.
3) It was found that most of the respondents families and friends or print media these are
source through prefer Johnson tiles.
4) It was found that Price, Quality, Design and Brand Name these are the major factors
customers can consider while before purchasing the product.
5) It was found that respondents are availability of stock or material easily find for project.
6) It was found that Price is major factor, it found tiles price is very high comparing to
another one, other vice Quality, Design and Range are equally good comparing to others.
7) It was found that respondents have option to use the Johnson tile product while they
comparing the quality or variety of designs usually for big projects.
8) It was found that maximum numbers of customers prefer for wall tile application size is
18×12 and 12×24 as per the requirement. In floor application 2×2 and 1×1 .
9) It was found that lots of respondents facing problems regarding tile breakage because of
packaging or safety to loading and unloading the boxes while safely delivering to the
customers.
10) It was found that maximum numbers of customers cannot get discounts, offers or
schemes. The company’s need to offers the customers various types of schemes and
offers or discounts.
11) It was found that the maximum numbers of respondents are satisfied about the Johnson
tiles products.
12) It was found company having strong distribution network to customers attract availability
and variety of designs towards Johnson products.

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CHAPTER NO- 6
CONCLUSION AND SUGGESTIONS

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CONCLUSION & SUGGESTIONS

SUGGESTIONS:-
1) One important suggestion is that more care and concern should be given to the client to
retain the traits of existing valued customers.
2) Company should try to improve technical service. No doubt the company products have
technically edge over competitors but in long run they have to build stronger strategies in
making their products.
3) Company need to promote various promotional schemes to offers discount and schemes
to attract the customers to in sales.
4) Price is major factor while before purchasing the product to compare another one.
5) Advertisement like exhibitions do not helps Johnson tiles to generate so much of
business, but they also should be participated in all exhibition to generate customer
awareness regarding their entire options.

CONCLUSIONS:
A STUDY ON MARKETING MIX OF TILES INDUSTRY WITH SPECIAL
REFERENCE TO JOHNSON TILE INDUSTY PVT. LTD. SOLAPUR. The study in
Johnson tiles has enabled to conclude that maximum numbers of respondents are considered
price factor while purchasing and maximum numbers of respondents have considered quality,
brand and variety of design. And maximum respondents were influenced by Friends & Family
and print media these are the source through in their purchase decision.

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Annexure

Questionnaire

Name:

Contact No:

Types of Construction:

1). In tiles which brand comes to your mind first?

A) Kajaria B) RAK C) Johnson D) Nitco

E) Somani F) Nextion G) Zealtop

2). Have you heard about Johnson Tiles?

A) Yes B) No

3) If Yes, through which sources?

A) Print Media B) Friends & Family C) Internet

D) T.V Advertisement

4) when you purchase tiles for your project/constructions, which factor do you consider most?

A) Price B) Quality C) Design D) Brand name

E) Availability

5) Do you find Johnson Tiles easily available in your Construction/Project?

A) Yes B) No

6) How do you rate Johnson tiles in terms of following parameter?

1) Price:- a) Competitive b) Average c) Good d) High

2) Quality:- a) Very Good b) Average c) Good d) Poor

3) Design:- a) Very Good b) Average c) Good d) Poor

4) Range:- a) Very Good b) Average c) Good d) Poor

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7) If you give option would you like to use Johnson tiles in your Project/Construction?

A) Yes B) No

8) Which wall tile size you prefer the most?

A) 8”×12” B) 18”×12” C) 12”×24” D) 16”×24”

E) 16”×32”

9) Which floor size you prefer the most?

A) 12"×12” B) 16”×16” C) 24”×16” D) 32”×32”

E) 24”×24”

10) In floor tiles which tiles are most suitable for your floor application?

A) Ceramic tiles B) Anti skit/Matt finish tiles C) Vitrified tiles

D) Glazed Vitrified Tiles (GVT) E) Others

11) Are you facing problems regarding tile Breakage.

A) Yes B) No

12) Company can give offers/ Discount or Scheme for you?

A) Yes B) No

13) Do you find the variety of design in tiles in Johnson Tiles?

A) Yes B) No

14) Are you satisfied with Johnson Tiles product?

A) Yes B) No

15) Which features of Johnson Tiles attract you most?

A) Distribution Channel B) Quality C) Price

D) Variety of Design E) Credit Facility

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BIBLIOGRAPHY:-
Text Books-
 Marketing Management. Philip Kotler marketing Management
Millennium Edition, Tenth Edition 2000

 Research Methodology. C. R. Kothari New Age Publication-New Delhi

(2nd Edition-2005)

Websites-

www.hrjohnsonindia.com

https://www.hrjohnsonindia.com

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