UNIVERSITY OF PETROLEUM & ENERGY STUDIES
School Of Business, Dehradun
Internship Report ON MARKETING AND SALES
Simpolo Ceramics
Bachelor of Business Administration (With Specialization in Marketing
Management) 2022-2025
Under the guidance:
External Mentor:
Internal mentor :
Yog Mishra Aman Jain
SIP Mentor,UPES Manager,Simpolo Ceramics
Submitted by:
Pushpendra Singh
500105588
R1402222044 BBA
Marketing
1
2
STUDENT DECLARATION
I, Pushpendra Singh student of BBA Marketing Management at the University of Petroleum and
Energy Studies, hereby declare that the internship report titled “Internship Report ON
MARKETING AND SALES” submitted to University of Petroleum and Energy Studies, BBA
foreign trade an original work completed by me during my summer internship at SIMPOLO
CERAMICS from [20/05/2024] to [20/06/2024]. The information provided in this internship
report is a true reflection of my internship experience at SIMPOLO CERAMICS PVT, LTD..
All activities, tasks, and projects described were carried out by me, and the report is a genuine
representation of the work completed during my internship period. This work is my original
work and has not been submitted previously for academic credit or qualification at any other
institution. I hereby declare that the above statements are true to the best of my knowledge and
belief.
PUSHPENDRA SINGH
500105588
3
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 “toburn,” 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. The first instance of functional pottery vessels
being
used for storing water and food is thought to be around 9,000 or 10,000 BC.
Clay bricks were also made around the same time. The ceramics industry in India came
into existence about a century ago and has matured over time to form a industrial base.
From
traditional pottery making, the industry has evolved to find its place in the market for
sophisticated insulators, electronic and electrical items.
Over the years, the industry has been modernizing through new innovations in product
profile, quality and design to emerge as a modern, world-class industry, ready to take on
global
competition. Though there are a number of large companies in the ceramics sector, small
and
medium enterprises (SMEs) account for more than 50 per cent of the total marketing
India,
offering a wide range of articles including crockery, art ware, sanitary ware, ceramic tiles,
refractory and stoneware pipes among others. Most of the players are grouped together in
clusters.
Over the last two decades, the technical ceramics segment has recorded an impressive growth
propelled by the demand for high-alumina ceramics, cutting stools and structural ceramics
from
the industry. Overall, the Indian ceramics industry has emerged as a major manufacturer and
supplier in the global market
4
Acknowledgement
With immense pleasure , I would like to thank University for letting me go through such an enriching
experience.I would like to express my gratitude to all those who gave me the encouragement to
complete his project . My sincere and deepest thanks to our MENTOR YOG MISHRA . I am
grateful to Jitendra Aghara chairman at Simpolo Ceramics for allowing us to undergo our project
work and providing valuable suggestions and guiding us in our efforts at Simpolo Ceramics . I am
also thankful to other staff members of Simpolo Ceramics .
5
Table Of Content
Vision/Mission Page 7
Company Profile Page 9
Organization Structure Departmental Study SWOT Page 11
Analysis Page 13
Overview of Industry and Market Players Page 17
Page 19
PESTEL Analysis
Page 20
Porter’s Five Model Analysis
Page 21
Conclusion and Bibliography
Page 26
6
Chapter -1 Vision/Mission
7
1.1 Vision & Mission of Company
SIMPOLO is committed to provide the Indian market with the best quality product at
reasonable price. The core philosophy is to "WE DELIVER WHAT WE PROMISE..."
We believe that the core philosophy of then group has been instrumental in the success of
the business.
Our product is sold under the brand name "SIMPOLO", which is well recognized and
placed in the Indian market as well as in international market. Looking to our brand and
quality of product the renowned in the industry viz. RAK , LODHA, TATA HOUSING
etc. are also among our valued customers.
We are committed to ensuring total customer satisfaction by consistency providing innovative
and
quality
quality products though continuous research and development. With a commitment towards
we strived to adopt technologies and standards with the changing times.
The size, colors, designs and finishing of the product are determined, by keeping in the mind the
trends and needs of the customers with extra emphasis on maintaining International standard.
Customers satisfactions being the ultimate goal , the focus will always be process the turns out in
to
exciting products , a perpetual endeavor will be to make systematic improvements , nature
innovations and pool in the finest human resources , so that Excellence prevails in every aspect
of the
business.
We are coming with new plant as a part of our expansions which will give the boost to our daily
productions capacity with added 12000 Sq./Mtr per day in ongoing capacity. Withthis expansion
we
will introduce new products, designs and sizes of vitrified tiles.
In nutshell, we can say that in short span of time we are among top players, in terms of quality of
product and capacity. We never compromise with quality at any cost and that is why we can say,
"WE DELIVER WHAT WE PROMISE..."
8
Chapter-2 Company Profile
9
10
Chapter-3 Organization Structure
11
Organization Structure:-
12
DEPARTMENTAL STUDY
Production Process Chart
13
Stages of the manufacturing process :
Raw Material preparation:
Raw – Material preparation involves size reduction & mixing of clay with different material
into body. There is basically done by wet grinding of materials into ball mill. So, Water is
used as wet medium for availability & cost effectiveness, prepared wet slip is then stored to
continuous birded tanks.
Granulation & Drying:
Slip contain some percentage of water has to be removed & admixture hot air with
according to requirement size distribution, moisture & practical size are maintained
through flow & temperature of air blow. Then it will be sending for pressing.
Shaping/Drying:-
Presenting of body granules by hydraulic pressers which can apply maximum pressure up
to 2000 M.T. according to required size of tiles can be pressed in hydraulic pressers.
Glazing:
Dried tiles will be send to send glazed line for glazing on it where glazed slip is applied on
biscuit of tiles then printed on it required designs screen printing machine
Firing:
The tiles will then send for firing into roller hearth kiln where ceramics & metal roller keep
moving into kiln & which passes through preheating firing & cooling stages respectively,
all required cross reaction of body & glaze make them suitable during this processing stage
the chance roller kiln technology, produces tiles with higher quality standards & with
minimum losses.
Sorting/ Packaging:
The final stage involves tiles to sort according to quality into different grades by skilled
persons. Then it will be packed in corrugated boxes & stored into godown.
14
MARKETING DEPARTMENT
Marketing department has to perform various functions right from production to sales.
Company Do Widely Sale Of Tiles In National And International Market.
15
DISTRIBUTION CHANNELS
It the field of marketing, channels of distribution indicates routes or pathways through which
goods and services flow, or move from producers to consumers. The route or channel in
includes both the manufactures and the ultimate consumers as well as all interrelated and we
have the total distribution system which is responsible for distribution of goods or services in
order to satisfy consumer needs or desires.
Simpolo Pvt. Ltd distribution channel is as under.
16
SWOT Analysis:-
SWOT analysis of any company is shows the internal strength and
weakness and external opportunity and threat other company.
In the SWOT analysis Is includes the following:
S- Strength
W- Weakness
O- Opportunity
T- Threats
Strength
The strength of the Simpolo ceramic in compare to the other ceramic companyand for the
competing as follows
- Is giving employment around 830 employees.
- Finance Position is good
- Develop rural area to reach at global position
-company capacity meets Indian market Requirment.
17
Weaknesses
The main weaknesses of the Simpolo ceramic are as
• For the raw material company is depend on the others and if delivery may not in
they have tothen
time
follows: wait for the
• Raw material cost has very high because they imported from other
production.
countries
Opportunity
The opportunity for the Simpolo ceramic in the ceramic industry market as follow:Simpolo
ceramic Pvt. Ltd. - Rapidly and continuous growth in the market.
- Rapidly development in the Realty sectors so increase demand of ceramic product that is
the
opportunity for the company to capture that market.
- Governmental so support for the export the production in the many countries so that is the
opportunity for the company.
Threats
The main threat for the company in the Wall tiles market as follow: - Highly competitive
market against imported vitrified tiles.
- Changing the consumer preferences also the threat for the company.
- Threats from the economic cycle i.e.Inflation or Deflation.
- Quick change in the technology is very difficult to maintain for the company
.
So thisupis the SWOT analysis of the ceramic industry in the Morbi region that helpful in the
catch
then opportunity in the market for the ceramic industry
18
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 9% per annum.
Investments in the last 5 years have aggregated over 15.3 billion Indian rupees .
The Indian tile industry is divided into organized and unorganized sector. The
organized sector comprises of approximately 16 players. The current size of the
organized sector is about Rs. 7,200 Crores.
The unorganized sector accounts for 60% of the total industry bearing testimony of the
attractive returns from this sector. The size of the unorganized sector is approximately
Rs
10800 crores.
Based on value, the size of the ceramic tiles market in India was worth INR 250 Bn in
2017 and is expected to reach INR 501.70 Bn by the end of 2023, expanding at a
compound annual growth rate (CAGR) of 13%.
Indian ranks in the top 5 list of countries in terms of tile production in the world
19
MAJOR PLAYERS OF CERAMIC TILES INDUSTRY IN INDIA
Other major players:
Asian Granito India Limited.
Simpolo Ceramics Euro Ceramics
Limited. H & R Johnson (India)
Limited. Kajaria Ceramics
Limited. Nitco Limited. Orient
Bell Limited. Varmora Granito
Private Limited. RAK Ceramics
India Private Limited.
20
Porter’s Five Force Model Analysis of Industry: (1 = Low 3=
Moderate and 5=High)
Threats For New Entrants:
From the above factors it can be said that the threats of new entrance in the market of
ceramic industry is 3.4 which is slightly higher than the moderate. The presence scenario of
the industry tells that the big company such as Somany Ceramics and Kajaria Ceramics are
increasing their market share by acquisition of the small units and due to high cost have
prevented new entrance for next two year no new entries are coming in the markets
21
Bargaining Power of Buyers:
From the above factors we can conclude that the bargaining power of buyer are near to
moderate. The present scenario of buyers demand is changing relatively big size tiles are now
in fashion as customers are making now their home look aesthetics and giving it a luxurious
and the per capita consumption of ceramic tile in india is low and boom in housing market has
boosted the demand for ceramic tiles.
22
Bargaining Power of Suppliers:
From the above details we can conclude that the bargaining power are neat to high. Because
of their shortage of the raw such as Feldspar & Quartzs are being exported to the other
countries as well as raw material cost of such as Zirconium and Titanium are rising and by
this way the overall bargaining power of supplier is higher in the industry.
23
Threats from Substitute Products:
From the above factors we can conclude that the threats of substitute product is moderate to
high, but the ceramic tiles are man maid and easy to lay and maintain. They come in various
textures and patterns which natural products such as marbles and stones, granite fails to provide.
Natural product require the lot of treatment like cutting, polishing and laying etc.. The process is
time consuming an it takes 15 days marble to set, where as tiles take only 48 hours. In the long
run there might be scarcity of natural resources.
24
Rivals from existing players:
From the above factors we can conclude that the rivalry among the existing firms is
moderate to high. As per present scenario the big companies such as Orient Ceramics has
merged with Bell Ceramics Ltd., another big player H&R Johnson (1) Lid. Has merged with
Prisam Cements Ltd., Asian Tile has merged with Asian Granito (1) ltd. And companies like
Somany Tiles and Kajaria Tiles are acquiring the small units to increase their market
presence. The industry has very w such as 16 Organized players and rest of the industry is
fragmented and unorganized industry in inda.
Conclusion:-
From the above discussion it can be concluded that, the sales are though showing sluggish
ternd in present but it has potential to rise in future, so as the efforts can be made to reduce
the costs of the industry. Profits are also going to show positive signs in future. There is also
going to be growing demand in the future and no of competitors are also few and highly
fragmented. So industry is somewhere between pioneering to expansion stage, more close to
expansion stage.
25
Future Trends:- “Growing Urbanization is Driving this
Market”
The growing urbanization in India is likely to remain a major growth driver for the ceramic
tiles market in the region over the forecast period. There are several factors at play that
have led to the urbanization in India – population growth and migration as one of the two
major factors. Recently, a third factor has been a huge contributor to urbanization growth:
the expansion of towns and cities. The urbanization in India is mainly due to the expansion
of cities and the migration of people. Investments are made in housing, road network,
urban transport, water supply, power- related infrastructures, smart cities, and other forms
of urban management. Urbanization boosts the demand for residential and commercial
construction markets in the country, which has fueled rapid growth for the Indian ceramic
tiles market. India is witnessing an absolute growth in the urban population, owing to
growing income levels of the middle-class and stable democracy. Moreover, people are
migrating to the urban area every year in India, which is expected to form new cities with
more population.
“India Ceramic Tile Market was valued US$ 5.58 Bn in 2019 and is projected to reach US$
11.23 Bn by 2027 at a CAGR of 9.14 %.”
Conclusions:-
This study at tempts to maintain good financial position of Simpolo ceramic. On the
basis of the study the various aspects of the company can be concluded.
Simpolo ceramic has huge finance department so working capital of the company should
maintain.
26
Simpolo ceramic a successful company with excellent infrastructure facility, usingthe latest
technology, efficient production, effective human capital sand efficient management. The
dependency on the supplier of the raw material is weak point of the ceramic company are
Net working capital of the Simpolo Granito pvt.ltd. Increases every year. so
that all the stakeholders(owner,investor,lenders,employees,etc.) can easily
draw
conclusion
firm. about the performance.Thus, can take decision in relation to the
Simpolo granito pvt.ltd.maintain the time between a company’s paying for materials,
entering into stock and receiving the cash from sales of finished goods.
27
Bibliography:
https://www.mordorintelligence.com/industry-reports/india-ceramic-tiles-market
https://www.apollo.io/companies/Simpolo-Ceramics/5e571f5f91af0900016e76a1?
chart=count
https://www.businessinsider.in/
https://www.maximizemarketresearch.com/market-report/india-ceramic-tile-
market/24767/
www.ceramicindia.com
www.icctas.com
www.slideshare.net
28
