A study on the problems of international marketing of ceramic sanitary wares with special reference to Muthoot APT Ceramics LTD.

E-MAIL : [email protected]

ACTIVITIES / PRODUCTS : Exporter & Manufacturers of : Sanitary & Bathroom fittings

CONTACT PERSON : Lalit Dhawan

INDIA (+91)

COMPANY: GMB CERAMICS LTD

ADDRESS: 23,Ganesh Chandra Avenue, Calcutta - 700 013, India

TEL: 267600, 266204, 267519, FAX: 091-33-2259255

E-MAIL: [email protected]

ACTIVITIES / PRODUCTS: Only sanitaryware unit in Eastern India. Manufacturing the most captivating Sterling range of WCs, Wash Basins and other essential fittings in myriad colours and designs.

CONTACT PERSON: Mr. R. A. Jalan

INDIA (+91)

COMPANY : SANITARY SYSTEM (INDIA)

ADDRESS : 6 Shiv Krupa Industrial Estate. L B S Marg, Vikroli (West) Bombay- 400 083, India

TEL: 91-22-5780344 / 5756841 FAX: 971-22-3433386

ACTIVITIES/PRODUCTS : Manufacturer of flushing cisterns, toilet seats & mirror frame. Experience of manufacturing 25 years. Products are result of intensive scientific research, well known for quality, durability & functional utility.

CONTACT PERSON : Mr Mukesh Shah

INDIA (+91)

COMPANY: SHYAM LAL AGGARWAL & SONS

ADDRESS : 3683, Chawri Bazar, Delhi-110006. India

Tel: 91-11-3276247 Fax: 91-11-3262887

E-MAIL : [email protected]

ACRIVITIES / PRODUCTS : We Shyam lal Aggarwal & Sons.

Leading Manufacturers & dealers of exclusive & designer hardware and sanitaryware. We offer wide selection of ethnic Indian traditional hardware items. and also deal in elegant decorative items. Our 20 years of experience has produced altogether different world of excellent Bathrooms, Doors and Window fittings. Our customers are all over India and our export items are famous in India & as well as all over the world. Our showroom is located in the Asia's largest wholesale market in Delhi.

CONTACT PERSON: Aditya

Theoretical Background of the study

Product:

Sanitary wares are made of ceramic materials like China clay, Ball clay, Feldspar, Quartz etc. After casting they are coated with glazing material to give a glaze finish to the finished products.

Sanitary wares include items such as wash basins, kitchen sinks, urinals, water closets, bath tubs, cisterns, bidets etc. According to the applications they are made in different sizes and styles. They are also given pleasing colors to match the surrounding where they are fitted.

Sanitary wares of exclusive designs, which incorporate water saving systems, are the modern trend. These items find their applications in bathroom and kitchens of houses, hotels, hospitals and public places.

Market:

At present India's share in international export market is very less, although the products have export potential. In view of the developments taking place in the industry, the market for sanitary ware is likely to undergo a radical change in coming years. Some of the units are going for technology upgradation and introduction of new product range. Furthermore, India also has price advantage. The Indian FOB price of sanitary wares is much less compared to price charged by other exporting countries.

Hence it won't be difficult for India to compete with other countries and gain 10% of the total international export market. India is exporting 15% of its production every year.

Manufacture:

Feldspar and quartz after calcination are first ground to 20-30 mesh followed by wet grinding to the requisite particle size in a ball mill. Wet slurry is then transferred to speed plungers where well ground China clay, ball clay and talc in requisite proportions are added and well dispersed. This mixture is called slip.

This slip is then put into moulds made of plaster of Paris and a thick wall like cast in the shape of the article desired is formed inside the mould. As the absorption goes on, the thickness of cast is increased. When the required thickness is obtained the remaining slip from the mould is taken out into the slip container and the article cast and left in the mould for about 10-12 hours, which becomes sufficiently stiff. After the cast wares are removed from the moulds and allowed to dry in shades. When the cast get dried, they are bisque fried. The ceramic glazing composition well mixed with required colors is sprayed on the biscuited sanitary wares, which are then fed into the tunnel kiln for gloss firing. The finished goods are then inspected, sorted and finally packed for sale.

Plant and machinery:

Tunnel kiln for first firing of sanitary wares

Shuttle kiln for refiring of sanitary wares

Control and testing equipment

Disintegrator

Ball mill

Plunger

Agitators

Jigger and Jolley

Magnetic filter

Jaw crusher

Chamber dryer

Glazing line

Grinding machine

De-dusting system

Feed Hopper

Conveyors

LPG storage tanks

Kiln cars

Front end loader

Raw materials:

China clay

Quartz

Feldspar

Ball clay

Zirconium opacifier

Ceramic colors and stains

Utilities and infra-structure

Land

Building

Water

LPG

Diesel oil

Electricity

Manpower

Research takes the advantage of the knowledge that has accumulated in the past as a result of constant human endeavor. It can never be undertaken in isolation of the work that has already been done on the problems which are directly or indirectly related to a study proposed by a researcher. A careful review of the research journals, books, dissertations, theses and other sources of information on the problem to be investigated is one of the important steps in the planning of any research study.

Trade between nations has been growing rapidly. Economists have propounded some important theories to explain the factors prompting or necessitating trade between countries. International trade may take place due to the differences in comparative costs of production between countries, as demonstrated by the famous classical economist, David Ricardo.

Haberler has attempted to provide a more convincing explanation in terms of the differences in the opportunity cost of production between countries and international trade arises from the fact that factor endowments vary between countries and international trade arise form the fact that factor endowments vary between countries and that factor intensities differ between commodities.

Regions and nations specialize and trade with each other for the same reasons that individuals specialize and trade. International trade is merely a special case of inter-local or inter-regional trade. According to Alfred Marshall, "the causes which determine the economic progress of nations belong to the study of international trade."

Haberler points out: "International division of labor and international trade, which enable every country to specialize and to export those things that it can produce cheaper in exchange for others that can provide at a lower cost, have been and still are one of the basic factors promoting economic well-being and increasing the national income of every participating country".

The global scenario that is emerging out of several recent and emerging developments is one that will foster international business. Although some developments hamper international business, the forces, which foster far outweigh them.

Irving Kravis has pointed out that international trade arises as a result of the availability and non-availability factors - a nation would tend to import those commodities which are not readily available domestically and export those whose domestic supply can be easily expanded beyond the quantity required to satisfy the domestic demand.

Export is the lifeline of a country. India has now understood that for existence and to continue its economic growth, it has to export in a large way. The commerce ministry as such has identified 34 thrust areas in which India has potentiality to become a competitive exporter. Export thrust in these areas is expected to bring the expected growth rate in $ terms to the targeted 25% per annum.

The export thrust items identified under extreme focus areas include agriculture, agro-chemicals, auto components, bicycles and parts, cement, drugs and pharmaceuticals, dyes and intermediates, floriculture, footwear, fresh fruits, gold jewelry, granites, hand tools, industrial castings and forging, tomato paste products, topical fruit juices, pulp and concentrates, preserved mushrooms, readymade garments, rice, software packages, systems software, Computer Aided Design/ Computer Aided Manufacture (CAD/CAM), spices, synthetic and man made textiles and tires.

Export Processing Zones (EPZs) are industrial estates that form enclaves from the national customs territory of a country and are usually situated near seaports or airports. The entire production of such a zone is normally intended for exports. The Kandla Free Trade Zone (KAFTZ), set up in 1965 is India's first free trade zone. Cochin Export Processing Zone (CEPZ) commenced exports during the Seven Plan (1985-86).

Benefits for EPZ/EOU Units

Concessional Rent: The units set up in the EPZs will be eligible for concessional rent for lease of industrial plots and standard design factory (SDF) buildings.

Clubbing of NFE: Net Foreign Exchange (NFE) earned by an EOU/EPZ unit can be clubbed with the NFE of its parent/associate company in the domestic tariff area (DTA) for the purpose of according Export House, Trading House or Star Trading House status for the latter.

Supplies from DTA: Supplies from DTA to EOU/EPZ units will be regarded as "Deemed Exports" and will be eligible for extra benefits.

Sub-contracting: The EOU/EPZ units may be permitted to sub-contract part of their production for job work to units in the DTA on a case to case basis.

Private Bonded Warehouses: Private bonded ware houses may be permitted to be setup in EPZs for stock and sale of duty free raw-materials, components etc. to EOUs and EPZs units subject to certain conditions.

An Evaluation of EPZ/EOUs:

A number of developing countries have pinned great hopes in EPZs or EOUs as a means to increase exports, achieve transfer of technology, inter industry linkages, employment generation and economic development.

The achievement of the objectives has been limited in most of the countries. The MNCs have not been enthusiastic to transfer technology. It is mostly the assembly stage of production that has been relocated to the EPZs. Further, there has not been scope for forward linkages as the entire output is meant for exports. The scope for backward linkages is limited because of the heavy reliance on imports for the inputs.

Strategic Marketing:

The heart of modern strategic marketing can be described as STP marketing - segmenting, targeting and positioning. Companies are increasingly embracing target marketing. Target marketing help sellers to identify marketing opportunities better. The sellers can develop the right offer for each market. Target marketing is one in which the seller distinguishes the major market segments, targets one or more of these segments and develops products and marketing programs tailored to each selected segments.

Profile of the organization

MUTHOOT APT CERAMICS LTD. (MACL)

" Molded for supremacy in world markets, fired by international standards of excellence"

Muthoot APT Ceramics Ltd. (MACL) is a 100% Export Oriented Unit manufacturing designer Vitreous China Sanitaryware. MACL is promoted by the Muthoot Group in technical and financial collaboration with Advanced Project Technology of U.K.

The Registered Office is situated at Muthoot Towers, M.G.Road - 682 035, Kochi, Kerala and the factory admeasuring 11429 square meters is located at the Cochin Export Processing Zone (CEPZ), Kakkanad - 682 030, Kochi, Kerala.

APT limited, the technical as well as financial collaborators of MACL is essentially a ceramic consulting engineering company belonging to the Newton Hall group. APT has the rich experience drawn from Newton Hall group's pool of executives who have been involved in the design, construction and running of numerous ceramic factories throughout the world.

Products

MACL manufactures middle to top of the range designer sanitary ware conforming to European and American standards. MACL has the most modern equipment from U.K and Italy

The initial product range shall comprise of three bathroom suites consisting of seven pieces each as detailed here under.

MACL has a highly skilled expatriate management team to support the company's objective to produce Vitreous China Sanitaryware of the highest quality at the lowest cost. Process Quality International is guiding it through the ISO certification. Certification will be carried out by C.I.C.S a renowned certification body within the European Ceramic Industry. Our commitment to Quality and Customer Care is our driving force.

MACL manufactures middle to top of the range designer sanitary ware conforming to European and American standards. MACL has the most modern equipment from U.K and Italy.

The plant can supply the base range of colors and any specific color either decorated or on decorated in small numbers.

MACL's commitment to quality and customer care:

Fully equipped laboratory for Quality Control, Research and Development

The Ceramic Technology Department vets all suppliers and only those who qualify become approved suppliers. Raw materials are stringently checked using the latest technology in the Ceramic industry.

Color control is verified by sophisticated instrumentation to ensure that the customer does not suffer mismatches

The fired product is subjected to stringent testing to maintain the highest standards of serviceability.

Every piece of vitreous china sanitary ware is hand inspected and only then released for retail.

Packing Details

Individual pieces are packed in 7 ply corrugated cardboard boxes whose outer dimensions are as follows (Nominal measurements in 'mm'.)

Sl.No. Description Length Width Height

Closet 700 400 490

2 Cistern (Traditional) 420 245 375 3 Cistern (Shell/Contemporary) 465 240 360

4 Bidet 610 410 430

5 Wash Basin (Traditional) 625 505 300

6 Wash Basin (Contemporary) 600 495 245

7 Pedestal 230 195 715

8 Vanity Wash Basin 555 510 245

9 Cloakroom Wash Basin 535 405 250

0 Cloakroom Wash Basin (S/C) 530 395 230

MUTHOOT BANKERS

"Maintaining international banking standards through customer oriented services"

Profile

Muthoot Bankers are very active and trusted in private banking circles throughout Kerala. The reputation of the Muthoot Group, carefully built and nurtured from its inception, has helped Muthoot Bankers to mobilize large amounts of deposits from the public over the last five decades. Muthoot Bankers has over 100 branches all over Kerala and Tamil Nadu with more than 300,000 account holders.

Total fund based operations of Muthoot Bankers exceeds Rs. 2,500 million.

The fixed deposits collected have been intelligently deployed into productive areas.

Testimony to the Bankers' ability to efficiently deploy funds is backed by their existence since 1939 and is to be viewed in the light of the fact that many a finance company and private banker in the state of Kerala had to close down due to mismanagement of funds and lack of investor confidence. The more than five decades of experience in private banking has given the Group the necessary strength and expertise to diversify into value based corporate financial services and capital market operations.

Maintaining international banking standards:

Courteous service and personalized attention has made every customer a lifelong friend.

Customer oriented services

Gold loans facility available at all branches

.Loans upto Rs. 2700* per sovereign (* subject to fluctuations in the market value)

2.Total automation for hi-speed disbursement.

3.Simple formalities.

4.Relaxed terms for shorter periods.

5.Ideal for business people.

6.Customer friendly timings - disbursement upto 5 p.m.

Safe Deposit Lockers facility available at the following branches

Kozhikode, Chennai, Coimbatore,Ernakulam ,Kottayam Palakkad , Peroorkada (Thiruvananthapuram) Sasthamangalam (Thiruvananthapuram) M.C.Road (Thiruvalla)

MUTHOOT REAL ESTATE

Prime assets:

Muthoot Towers, Muthoot Centre, Muthoot Shopping Centre, Muthoot Shopping Arcade.

Successful development of commercial properties has been the forte of this division of the Group. Muthoot Estate Investments has todate developed 1,14,000 square feet of commercial shopping space strategically located in the nerve centers of business in leading cities of Kerala.

Muthoot Towers

Details:

Six Storied Building

The Regional Office of the Muthoot Group of

Companies

Ground floor is used as commercial space

Upper floors are Office spaces

Building has two elevators

Each floor is self-contained and is provided with

amenities for the staff

Basement floor has parking space for 20 cars

The total plinth area is 4200 cubic meter

Muthoot Centre

Muthoot Centre at Punnen Road, Thiruvananthapuram is an ultra modern multi-storied building which will be the Regional office of the Muthoot Group of Companies.

Details:

7 storied building with all round glass curtain wall

Lower 4 floors are for commercial space (total plinth area - 5013 square meters)

Upper floors are planned as office spaces for lease (total plinth area - 567 square meters)

Building has 2 gearless elevators and a service lift Centrally air-conditioned

Each floor is self contained

Basement floor has parking space for 30 cars

Handing over date - March 1998

Muthoot Shopping Centre, Kayamkulam

Details:

Two storied building

The Kayamkulam branch of Muthoot Bankers is housed in the upper floor

Each floor is self-contained and is provided with amenities for staff

The basement floor has parking space for 15 cars

The total plinth area is 3800 cubic meter

Muthoot Shopping Centre Arcade, Ulloor, Thiruvananthapuram

Details:

Two storied building

Ground floor is to be used as commercial space and is for outright sale

The Ulloor branch of Muthoot Bankers and the office of the Group Company M/s. Muthoot Motors (Pvt.) Ltd. are housed in the upper floor

Each floor is self-contained and is provided with amenities for staff

The basement floor has parking space for 10 cars

MUTHOOT CINE ENTERPRISES

Muthoot Cine Enterprises brings alive the magic of cinema through the marvel of DTS technology

The fact that almost all major international feature films came with a digitally recorded sound track, was successfully used by DTS: Digital Theatre Systems, US, to create its own niche in this segment. This gives the option of taking the digital sound track completely off the film and providing it on a separate CD-ROM.

In the DTS Surround Sound System that has been installed during 1996, in leading Cinema Halls in the Indian Metros, the 6 tracks of Digital Audio, stored on the CD-ROM, are read by a special playback unit which synchronises the sound with a special timecode track recorded on the film.

Repeated good collections for movies screened at Kripa, Muthoot Cine Enterprises' movie house in Thiruvananthapuram, Kerala stand testimony to the positive and overwhelming response by movie buffs to the marvel of DTS (Digital Theatre Systems) technology.

MUTHOOT CAPITAL SRVICES LTD., (MCSL)

Muthoot Capital Services Ltd., (MCSL) is a public limited Non Banking Financial Company registered with the Reserve Bank of India and listed in the Cochin, Coimbatore and Bombay Stock Exchanges.

Promoters

The promoter of MCSL is the Muthoot Pappachan Group who have been in the banking business since 1939. Muthoot Bankers, the flagship organization of the Group has been able to mobilize large amounts of deposits from the public over the last five decades based on the trust invested by the public in the Group.

Management

The Board of Directors of MCSL comprises of:

Muthoot Mathew M Thomas (Pappachan) - Chairman

Thomas Kuruvilla - Managing Director

Thomas George Muthoot - Joint Managing Director

A.P. Kurien

Philip Thomas

Thomas John Muthoot

Thomas Muthoot

Profile

Date of incorporation

February, 1994

Place

Kerala, India

Objective

Providing value based financial services to the corporate sector of Kerala and engaging in capital market operations.

Customer confidence indication

To augment its fund base, MCSL came out with a public issue in February, 1995. The issue was oversubscribed by 8.5 times - at a time when the Indian Capital Market was sluggish. Almost the entire subscription was received from the state of Kerala, which was a record of sorts as traditionally, Kerala is not known to be primary market friendly. MCSL has also diversified into fund and non-fund based activities laying equal emphasis on the corporate and non-corporate sectors of Kerala

MCSL is a Category I Merchant Banker registered with SEBI.

Lease and Hire Purchase Finance

MCSL has actively entered into the areas of Lease and Hire Purchase Finance. MCSL, focusing mainly on the potential corporate clients based in Kerala, has deployed a substantial amount under its Lease and Hire Purchase Schemes.

Items under the schemes include

Windmill Electric Generators

Plant and Machinery

Diesel Generating Sets

Commercial Vehicles

Two-Wheelers

Computers

Consumer Items

Certification from the Reserve Bank of India

MCSL has recently been accorded a certificate from the Reserve Bank of India for having complied with the requirements regarding credit rating and prudential norms. This certificate paves the way for the company to raise and deploy much larger amounts of funds and also permits it to pay the appropriate rate of interest on the deposits collected.

Extensive network of offices

MCSL, through its own Branches and the Branch network of Muthoot Bankers is in a unique position to provide its financial services and products throughout the length and breadth of Kerala.

MCSL has its registered office in "MUTHOOT TOWERS", M.G. Road, a landmark in Cochin. MCSL has 12 branches in Kerala.

Also, all Kerala branches of Muthoot Bankers are authorized to act as collection centers for MCSL. The shares of the company are listed on the stock exchanges of Cochin, Coimbatore and Bombay.

SUMMARY

The chapter starts with a detailed look into the industrial background of the study.

The theoretical background of the study serves to shed light on the nature of the study. Theoretical aspects are discussed in great detail.

The profile of the organization gives an in depth view of the Muthoot Group of companies in general and Muthoot APT Ceramics in particular. The origin of the organization, its growth and development, present status and future outlook are mentioned.

CHAPTER - 3

RESEARCH DESIGN

AND

METHODOLOGY

CONTENTS OF CHAPTER - 3

TOPIC PAGE NO.

Chapter Overview -----------------------------------------------------III-2

Restatement of the Problem and Hypothesis ----------------------III-3

Description of Research Design -------------------------------------III-4

Methodological Assumptions and Limitations --------------------III-21

Chapter Summary -----------------------------------------------------III-22

CHAPTER OVERVIEW

This chapter will start with the restatement of the problems and hypothesis. The problems will

be spelled out and the need for this kind of study will be discussed. The research design will include

planning of a market research project, the resources required, methods used for field work program,

questionnaire design and type of questionnaire used.

Finally we will discuss the assumptions that are made along with reasons for making them.

Moreover, we will ponder over the limitations that go along with the study.

RESTATEMENT OF THE PROBLEM AND HYPOTHESIS

The size of the global market for ceramic sanitary wares is indeed large. The global market for ceramic sanitary wares is large, however Indian presence is limited. There is scope for increasing Indian presence and the reasons for the dismal performance will be looked into.

Once the selection and definition of the problem have been accomplished, the derivation of the hypothesis is the most important step in the research process. The hypothesis is a powerful tool in research process to achieve dependable knowledge. It helps the researcher to relate theory to observation and observation to theory.

The null hypothesis of the present study is," The Indian exporters are not able to match foreign technology and quality of ceramic sanitary wares available in the international market ".

DESCRIPTION OF RESEARCH DESIGN

PLANNING A MARKET RESEARCH PROJECT

In the present context the planning of a market research project by considering the need for market research for business decision making will be discussed.

MARKET RESEARCH AND DECISION MAKING:

Market research is the process of collection, analysis and interpretation of marketing information. Decision-making is an important aspect of business management. While some of the decisions have short-term consequences, others affect the long-term prospects of the business. Whatever the nature of decisions taken, a common thread is the need for information. In carrying out marketing analysis, planning, implementation, and control, marketing managers need information at almost every turn. They need information about customers, competitors, dealers and other forces in the market place. This is where market research has a great role to play.

Marketing research specifies the information needed to address marketing issues, designs the method for collecting information, manages and implements the data-collection process, analyzes the results, and communicates the findings and their implications.

Some common decision areas where market research can help are as follows:

Opportunities:

What product should we offer?

How should we formulate the product?

How much should we charge?

Which group of consumers are we going to supply?

How will we get the product to our customers?

How will we persuade the consumers to buy our products rather than our competitors'?

Evaluation:

Can we increase sales of our product?

Can we charge more for our product?

Can we supply to a different group of consumers?

Should we change the way we get the product to customers?

Should we change the way the product is offered?

Problem Solving:

How can we increase the profit made from a product?

How can we reverse a trend of falling sales?

How can we increase our customers' satisfaction with our products and service?

Each decision area involves making choices between alternatives. The chances of making the best choice are increased by having reliable information at hand.

Types of information commonly provided through market research:

The Market:

The total market size

Who the customers are? [their profile]

Customer needs and requirements.

Market segmentation by area, customer grouping, needs or requirements.

Trends - whether it is a growing or declining market?

The Market's Structure:

The major players - domestic manufacturers, importers.

Branding

Distribution networks in the market

Market share of major players/brands

Major distributors and retailers

Trends - who is growing, declining and why?

The suppliers & Brands:

How the suppliers operate in the market?

Why they are successful [or not]

Customers attitudes to (image of) suppliers and brands

The Product:

Types of products within the market

How the products are differentiated

Relationship of products to market segmentation

Level of product innovation

Product Life Cycle - how long they last?

How the product meets customers' needs?

Customer's satisfaction with products

The need to develop/change the product

Pricing:

Current pricing structures

Past trends

Customers' price expectations for a product

Anticipated changes in purchasing following price changes

Sales Method:

Customers' attitude to the methods used

Evaluation of different methods

Relating market potential to sales organization

Sales organization and market structure

Advertising:

Evaluation of advertising campaigns

Audiences reached by advertising media

Testing new advertising before / after use.

Relationship between advertising and product / brand perceptions

This section shows a wide range of information required to address a problem. However the process of obtaining information is to help you to arrive at a decision and not to serve as an alternative to decision making.

Description of Research Design: Fundamental to the success of any formal marketing research project is sound research design. A good research design has the following characteristic viz., problem definition, specific methods of data collection and analysis of , time required for research project and the estimate of expenses to be incurred. A research design is purely and simply the frame work or plan for a study that guides the collection and analysis of data. It is a blue print that is followed in completing a study.

* The study must be relevant to the problem.

* The study must employ economical procedures.

Three important points about research design are:

The design of investigation should stem from the problem.

Whether the designs are productive in a given problem setting depends on how imaginatively they are applied. An understanding of the basic design is needed so that they can be modified to suit specific purpose.

The three basic types of research design viz.,

. exploratory

2. descriptive and

3. casual or experimental

can be looked at as stages in a continuous process. The following figure shows their inter relationships. Explorative or formulative studies are often seen as the initial step in the continuous research process. It is shown here that these three designs are not mutually exclusive and a combination of all the three used in the successful completion of a marketing research project. We start with the exploratory and go to casual through the descriptive research. Alternatively we can select any of these research designs and take the help of the other two designs if the situation or problem requires.

EXPLORATORY RESEARCH:

All marketing research projects must start with exploratory research. This is a preliminary phase and is absolutely essential in order to obtain a proper definition of problem at hand. The major emphasis is on the discovery of ideas and insights. The exploratory research is particularly helpful in breaking broad and vague problem into smaller, more precise sub problem statements, hopefully in the form of specific hypothesis.

IMPORTANCE OF EXPLORATORY RESEARCH DESIGN

An exploratory study is used for the following purposes:

. Formulating a problem for more precise investigation or for developing hypothesis.

2. Establishing priorities for further research

3. Gathering information about the practical problem for carrying out research on particular conjectural statements.

Flexibility and informality characterize exploratory research. Explanatory studies rarely use

detailed questionnaires. Ingenuity, judgement and good luck play a part in such studies. Not withstanding the flexibility the research experience has demonstrated that

I literature surveys

II experience surveys

III analysis of selected cases

are particularly productive in exploratory research.

DESCRIPTIVE RESEARCH:

We should also recognize the existence of many studies whose results are descriptive, not conclusive. Most governmental and academic marketing studies probably fall within this category. For, example a professor or doctoral student makes a study of "Food Brokers: Their nature and functions", which is a research but descriptive in nature.

Descriptive studies investigate phenomena in their natural setting. Their purpose is both immediate and long range. They constitute a primitive type of research and do not aspire to develop an organized body of scientific laws. Descriptive research differs from other research in purpose and scope.

STEPS IN DESCRIPTIVE RESEARCH:

The process of descriptive studies is not different from other forms of research. Since such studies, describe and interpret what conditions or relationships exist at present, the researcher may adopt the following steps:

Selection of the Problem

A researcher may be concerned with conditions or relationships that exist, points of view or attitudes that are held, effects that are being felt or trends that are developing, and may select the problem accordingly from the area or field in which he is interested.

Statement and Definition of the Problem

The researcher must state the problem. The statement must identify the variables involved in the study. It should specify clearly whether the study is merely seeking to determine the present status of these variables or whether it will also explore relationships between the variables.

Identification of Data

After stating and defining the problem, the next step for the researcher is to list the data to be collected for the study. He has to specify whether the data are of qualitative or quantitative nature and whether the data will be collected in the form of counts, test scores, responses to questionnaires, interviews and so on.

Selection or Development of Tools

The nature of the data to be collected helps the researcher to select the appropriate tools for the study. Questionnaires, interviews, psychological tests, rating scales, schedules and attitude scales are the most frequently used tools for descriptive research. If the researcher uses ready-made tools, he should satisfy himself about their reliability, validity and suitability for sample chosen for the study.

Selection of the sample

The researcher must select the sample about which he wishes to seek information using appropriate sampling techniques. The sample selected should adequately represent the population.

Collection of Data

The researcher should specify the practical schedule for gathering the data from the sample selected for the study with the help of appropriate tools.

Analysis and interpretation of Data

The data collected is quantified in the form of counts, test scores, responses to questionnaires, etc. These are analyzed and interpreted with the help of appropriate parametric or non-parametric statistical tests.

Writing of the Research Report

It is the last stage in the descriptive research as in any other form of research. The researcher should exercise extreme caution in generalizing conclusions and reporting them with all the limitations of the study.

A RESEARCH PLAN

The second step of the marketing research process calls for determining the information needed, and developing a plan for gathering it efficiently. The elements of a research plan are as follows:

. Analysis of the requirement for research:

* Give some context - the business's involvement in the subject of the research.

* Briefly describe any past events that led unto the present situation.

* State what the present situation is and how this fits in with wider business goals.

* Outline business options that are available.

* Indicate what information, relevant to the requirement, is available and what confidence can be put on it.

The purpose of this research is to delve deep into the problems in the International marketing of ceramic sanitary wares manufactured by MACL.

. Stating the research objective

A statement of research objective should describe what would be achieved by carrying out the research. These objectives should meet the business requirements covered in the analysis stage.

Our research objective is to study the problems in the international marketing of ceramic sanitary wares manufactured by Muthoot APT Ceramics Ltd., Cochin.

2. Information needed to meet the objective

It is important to distinguish between the information needed to meet the objective and the objective itself. The objective is a statement of an intention to provide data relevant to a marketing problem, but in itself it does not indicate what the research must find out. The research project is constrained by both time and costs, and it is but natural that some compromises will have to be made in the depth and breadth of the information we propose to cover.

4. Research methods

This element of the plan describes how the work will be carried out. The sources of research information are conveniently classified as either primary or secondary. An understanding of what can be obtained through desk research, how to plan fieldwork, the role of questionnaires and how to use them in interviewing is all needed in before research methods of a plan can be written.

Secondary information is the one that has already been collected usually for some purpose quite unconnected with our requirement. Primary research on the other hand is needed to collect factual information to refine the data that is uncertain or too broad. Quantitative data is concerned with understanding the subjects of the research from within; it is very much concerned with attitudes and motivations.

Resources required

Market research in most respects is labor intensive and outside data analysis (especially processing of questionnaires, which is beyond the impact of information technology. Time factor is the most important element for any market research project.

. Desk Research

Generally two man-days spent in a library supplemented by telephone 'overview' interviews would produce the data.

2. Telephone interviews

The number of telephone interviews that can be carried out in a day is often more dependent on the time needed to locate appropriate respondents than on the length of the interview itself. Lengthy questionnaires are costly to be administered on telephone.

3. Face-to-face interviews

Considerable time is spent on travelling. If the respondents are scattered it may prove too costly. If the respondents are geographically concentrated and easily accessible, then this type of interviewing is beneficial.

4. Postal surveys

They can be employed when the responses are not subject to time constraints. Since time is a key factor in market research projects, the same may not prove beneficial here.

Non-interviewing methods:

* Postal survey

* Observation

Face to face interviewing involves a meeting between the person collecting the data and the person giving it for consumer research. Our area of interest in face to face interviews is business to business research, which are mostly carried out in the respondent's work place. For quality information, in-depth information is needed. In business to business research the respondent's view reflects the view of the organization.

Telephone interviews can be carried out in both consumer and business to business research; either as a stand-alone method or in conjunction with visits or a postal survey. Combining a postal survey with telephone interviews can overcome some limitations of each individual method. Observation is another non-interviewing fieldwork method.

In this study the interviewing was face to face at the respondent's work place.

Selection of Appropriate Fieldwork Method:

We now consider when and why to use one fieldwork method rather than another.

A number of factors are relevant and in a study it may be necessary to make a compromise to resolve conflicting requirements.

. Information:

Nature of information to be sought is the most important factor to be considered. Quantitative data usually requires the collection of standardized data from a reliable and representative sample. Either face to face or telephonic interviews can be considered. Attitude measurement using scales is a type of quantitative data, often based on a large number of interviews.

For collecting qualitative data, in-depth interviews or group discussions are advisable. However it is worth considering other methods of data collection, especially when both qualitative and quantitative data are to be collected from the same respondent. For qualitative data, open-ended questions are a comfortable alternative.

2. Respondents:

The nature and location of respondents may affect selection of the fieldwork method. For respondent group with low level of literacy, postal surveys cannot be used. Street interviewing is not

advisable for elderly or working class people.

3. Interviewing Requirements:

Special requirements may favor or rule out a particular field work approach. Telephonic interview is not feasible when something has to be shown to the respondents. Likewise when a product has to be shown or tested, then a hall is required unless a home placement is more appropriate. In our study, the Managing Director of MACL was interviewed face to face at his office.

4. Resources:

This is concerned with practical constraints and they may result in compromises on either method or fieldwork used or on sampling procedure. The ideal research method may not be feasible owing to the affordability criterion.

Strengths and Weaknesses of

the three contact methods

PERSONAL MAIL TELEPHONE

1. Flexibility Excellent Poor Good

2. Quantity of data

that can be collected Good Fair Excellent

3. Control of interviewer Excellent Fair Poor

4. Control of sample Fair Excellent Fair

5. Speed of data

collection Poor Excellent Good

6. Response rate Poor Good Good

7. Cost Good Fair Poor

CHOOSING THE RESPONDENT

In case of business research, who should be interviewed has to be given much thought. The respondents must be in a position to give factual data to arrive at the prevailing international market situations. The respondents must have first hand knowledge of the ceramic sanitary ware markets and the global scenario.

QUESTIONNAIRE DESIGN

Preparing questionnaires or observational forms is one significant step in research that may be done properly by watching for the many pitfalls and following an orderly procedure. The neophyte in this work should be warned, though, that no questionnaire has been perfect and that an adequate one requires painstaking effort.

A CLASSIFICATION OF QUESTIONNAIRES

Type of Questionnaire

Structured

Semi-structured

Unstructured

Areas of use of Questionnaire

Used in large interview programs

(over 50 interviews) where it is possible to anticipate closely the responses.

Used where there is need to accommodate widely different responses and where the responses cannot be anticipated.

Used for in-depth interviewing of consumers both one to one and groups. Allows probing and searching where a skilled researcher is not fully sure of the responses before the interviews.

Administration of the Questionnaire

Street interviews,

Home interviews,

Telephone,

Self-completion,

Face to face

Face to face,

Telephone

Home interviews,

Group discussions,

Industrial visit

Interviews,

Telephonic interviews

Types of Questions

A. CLOSED-END QUESTIONS

Name Description

Dichotomous A question offering two answer choices

Multiple choice A question offering three or more answer choices

Lickert Scale A statement with which the respondent shows the

amount of agreement/disagreement

Semantic A scale is inscibed between two bipolar words,

Differential and the respondent selects the point that

represents the direction and intensity of his or

her feelings.

B. OPEN- END QUESTIONS

Name Description

Completely Unstructured A question that a respondent can answer in an

almost unlimited number of ways.

Sentence completion Incomplete sentences are presented and the

Respondents are asked to complete it.

Story completion Incomplete story is presented and the

Respondent has to complete it.

Thematic Apperception A picture is presented and respondents are asked

Test (TAT) to make up a story on what they think is

happening or may happen.

GENERAL PRINCIPLES OF QUESTIONNAIRE DESIGN:

. Keeping the objectives in mind

Every survey has a purpose, which is defined on paper, and the objectives spelt out. The first step in questionnaire design is, therefore, to write down the objectives of the survey and then list the key subject areas where information is required. Then assign an order of priority to each subject.

2. Drafting the Questions

Ask the following questions

Will the question be understood in the way that I intended?

How many different ways could this question be interpreted?

Is this question likely to annoy or offend?

Is there a better way of asking the questions?

3. Pitfalls to avoid in the designing of Questionnaire

Avoid lengthy questionnaires. Make it short and sweet. Nobody likes a time consuming endeavor and the responses may suffer.

Avoid long or complicated questions. Make the language simple and easy to understand. Incorporate only one idea or instruction per questionnaire.

Avoid unreasonable questions. The respondent should not be forced into guesswork.

Avoid 'loaded' questions. Loaded questions are biased and may elicit inaccurate responses.

4. Fine tuning the questionnaire

Once the draft copy is prepared, revise it for corrections keeping in mind the features of a good questionnaire and by steering clear of the pitfalls in questionnaire design. The order of questions is adjusted to enhance the flow and ambiguous questions are removed. A test or dummy run of the questionnaire is advisable and it can be timed to arrive at the average time required to finish the questionnaire.

Fine-tuning of the questionnaire will flush out the weaknesses in the questionnaire in terms of the meaning of questions or length of questionnaire or its flow.

DESCRIPTION OF RESEARCH DESIGN OF THIS STUDY

The research design is the major blue print according to which the result is to be conducted. The research design specifies the methods of data collection and data analysis.

In the preliminary phase exploratory research was conducted to obtain a proper definition of the problem at hand. It helped in formulating the hypothesis for further research. The study also makes use of descriptive research in order to analyze the problem and come up with solutions.

Sources of data included both internal as well as external. Primary data was collected using questionnaires and by fixing interview schedules at the respondent's work place. Secondary data was collected from magazines, journals, textbooks, newspapers, Internet web sites etc.

Non probability sampling was used. The researcher has used judgment sampling to choose the elements of the sample. The sample size is 25% of the population.

METHODOLOGICAL ASSUMPTIONS AND LIMITATIONS

ASSUMPTIONS

Data was collected from the customers by using both the questionnaire method and the observation method

It is hoped that the sample size portrays the true picture.

The questionnaire and interview methods were employed to gather data.

LIMITATIONS

Due to time and money constraints the sample size is limited and probably not enough.

Due to the large International market and dispersed market players, the attention devoted to each player may not be sufficient.

The data gathered may be biased in favor of the respondents.

Summary

This chapter starts with the chapter overview wherein a briefing of the entire chapter is made.

The problems and hypothesis is restated. The problems are spelt out and the need for the study is discussed.

The research design is thoroughly explained. It includes a plan of a market research project, the resources required, methods used for fieldwork program, questionnaire design and type of questionnaire used.

Finally the assumptions that are made along with reasons for making them are mentioned.

The limitations that go along with the study are listed.

CHAPTER - 4

SOURCES

OF

DATA

CONTENTS OF CHAPTER - 4

TOPIC PAGE NO.

Primary Data ------------------------------------------------------------IV-2

Secondary Data ---------------------------------------------------------IV-4

Sampling Procedure ----------------------------------------------------IV-8

PRIMARY DATA

Primary data can be expressed in simple terms as information collected for the specific purpose at hand. Good decisions require good data. Just as researchers must carefully evaluate the quality of secondary information they obtain, they must also take great care in collecting primary data in order to gather relevant, accurate, current, and unbiased information.

Planning Primary RESEARCH CONTACT SAMPLING RESEARCH

Data Approaches APPROACHES METHODS PLAN INSTRUMENTS

Observation Mail Sampling unit Questionnaire

Survey Telephone Sample size Mechanical instruments

Experiment Personal Sampling procedure

Interview Planning:

Having decided on the size of sample required and the method of data collection to be used, the interview schedule can be ascertained. The quality of market research greatly depends on the questions asked and the responses elicited. The following points may be noted:

* Be pleasant.

* Assure the respondent of the genuineness of the research.

* Don't beat about the bush.

* Explain what is required of the respondent.

* Adopt a positive approach.

* First impression is the best impression; therefore the first few minutes are paramount for the success of the interview.

* Ensure the accuracy of responses obtained.

* Stick to the prepared questionnaire.

* Respect valid objections.

The questionnaire designed for collection of primary data elicits responses on the following:

* Pricing mechanism adopted

* Specific Markets for the products

* Market strengths and weaknesses

* Market share

* Product range

* Brands

* Channels of distribution

* Promotional aspects

* Competitors

* Government policies/regulations

SECONDARY DATA

Secondary data consist of information that already exists somewhere, having been collected for another purpose. Secondary data may be described as those data that have been compiled by some agency other than the user. When the needed data are available from secondary sources, either within or outside the organization, that can be a fine economy. Sources of existing data should be practically exhausted before seeking original data.

Uses of Secondary Data

. A prerequisite to the conduct of marketing research is an adequate understanding of the problem situation. This understanding typically is based to a large extent on secondary data.

2. Further use of secondary data often is in exploratory search for hypothetical solutions to the problem, suggested or inspired by others' publications and data.

3. In carrying out conclusive research to verify the expected effect of hypotheses under consideration, several uses may be made of secondary data. One is examining the methods employed in studies of similar nature for guidance in a project design to gather primary data.

4. Secondary data are essential in planning the sample from which primary information is to be obtained. They may be used to describe the target population that is to be sampled, as parameters and guides in the actual sample selection process, and as bases for validating the obtained sample.

Sources of Secondary Data

* Internal sources

Internal sources include company profit and loss statements, balance sheets, sales figures, sales call reports, invoices, inventory records, and prior research reports.

* Government publications

Various press releases and Government Gazettes provide information of secondary nature.

* Periodicals and books

Various export magazines, business publications like Business week e.t.c, are a store house of information.

* Commercial Data

There are numerous commercial houses selling data to subscribers.

The secondary data for this study was obtained from Business magazines, Export journals and other sanitary wear literature.

The sales performance of a company is partly due to its marketing efforts in a competitive environment and partly due to the result of trends within the market. Plotting a Company's sales over time may give an idea of the shape and movement of the market. Every company should make an effort to track its performance against the size of the market and in doing so plot its market share. Changes in the market shares are signal for action. An increase in market share may mean that a promotional campaign is working, the competitor is on a decline or product is priced too low. A decline in market share may mean that a product has been usurped by the competition, that competitors are more aggressive in their marketing, distribution channel is too poor or prizes are too high. In any case, plotting the Company's sales against the market should raise questions and it may prompt an investigation. Thus your own Company as a source of information is very important.

COMPARISON OF PRIMARY DATA COLLECTION AND SECONDARY

DATA COLLECTION

In a broader sense we can say that two types of data are available to a researcher. These are

. Primary data

2. Secondary data

. Primary data: Primary data is obtained when a particular problem at hand is investigated by the researcher employing mail, questionnaire, telephone surveys, personal interviews, observations and experiments.

Merits of using primary data:

a. The amount of information procured on each aspect is larger.

b. As there is personal interaction between interviewer and respondent, the data obtained are more reliable.

c. The result can be projected to the relevant universe with a greater degree of accuracy

Limitations of using primary data:

a. The cost involved is relatively higher.

b. The respondents may refuse to co-operate with the investigator

c. Bias may occur when the sample chosen to be surveyed is not really representative of the population.

. Secondary data: Secondary data on the other hand include those data which are collected for some earlier research work and are applicable or usable in the study the researcher has presently undertaken.

Merits of secondary data

a. Secondary data is unbiased. It is in no way affected by the objectivity of the researcher.

b. The secondary data obtained for research purposes are more economical than primary data.

Limitations of secondary data

a. Finding data to suit the specific project is cumbersome.

b. It is tiresome to find data of known accuracy

Selecting a survey technique

* The seven major factors involved in selecting a survey technique are

* Cost of collecting the data

* Speed of getting desired response

* Accuracy of the data

* Amount of data gathered

* Response rate

* Flexibility of the technique

* Degree to which sample represents the population

SAMPLING PROCEDURE

It would be impracticable, if not impossible, to test, to interview or observe each unit of the population under controlled conditions in order to arrive at principles having universal validity. Some populations are so large that their study would be expensive in terms of time, money, effort, and manpower. Sampling is the process by which a relatively small number of individuals or measures of individuals, objects, or events is selected and analyzed in order to find out something about the entire population from which it was selected.

The representative proportion of the population is called a sample. To obtain a representative sample, the researcher selects each unit in a specified way under controlled conditions. Usually four steps are involved in the process:

. Defining the population

2. Listing the population

3. Selecting a representative sample

4. Obtaining an adequate sample

Generally larger the sample, the greater the accuracy, provided it is selected in an appropriate way. Diminishing returns apply, however, and the increased accuracy from additional interviewing may be very small and not worth paying for.

The ideal sample is generally drawn randomly. In fact, pure random sampling is very rarely used. This applies to this study also, because cooperation from the respondent's part is essential.

The target population or universe in this study is made up of all the ceramic sanitary ware manufacturers who engage in exports. The entire population consists of about 20 known ceramic sanitary ware exporters. The number of respondents included in this study is 5, which amounts to 25% of the population.

The researcher has used Non-probability method of sampling. Judgment sampling is used to purposefully select the specific members of the sample in a random method. The researcher according to his judgment has chosen the members of the sample that would constitute a proper cross section representing the parameters of pertinence to the research.

A listing of every element in the population or universe would constitute a perfect sampling frame. In reality, though, most sampling frames are found to be far from perfect, owing to omissions, incomplete data, and outdated information. The sampling techniques used in this study may also suffer from any of the above mentioned defects. Since, it is practically impossible for a smaller segment of a population to be exactly representative of the population, some degree of sampling error will be present whenever we select a sample. This error is the result of chance. Non-sampling error is everything else besides sampling error that may inject inaccuracies and bias into the results of a study. It goes without saying that the study may have non-sampling errors but every step has been taken to minimize non-sampling errors.

CHAPTER - 5

PRESENTATION

OF

TABULATED DATA

Classification of Data

Classification is arranging the data according to points of similarities and dissimilarities. The common types of classification are quantitative, geographical and chronological. The objectives are:

. To prepare data in to homogeneous groups.

2. To prepare data to be presented in tabular form

3. To condense the mass of data in such a way that its salient features are highlighted.

4. To facilitate comparisons between variables

Data are classified into primary and secondary. Primary data is collected for meeting the specific objectives of research study. Primary data is collected for meeting the specific objectives of research study. The primary data is mainly collected by using questionnaires.

Secondly data is defined as data collected earlier for a purpose other than one currently being pursued. Data which is available prior to the commencement of a research study is secondary data. The data classified here is primary data collected from sources.

TABULATION

Factors influencing buying decision:

FACTORS

No. of respondents

Price

2

Shape

2

Others

Price 40%, shape 40%, and other factors 20%

Table 5A

Countries to which exports have failed:

Serial No.

Name of the country

.

South Africa

2.

China

3.

Namibia

Table 5B

Reasons for failure of exports to these countries:

S.No

Reasons

No of respondents

.

Low prices

2

2.

Low demand for quality products

2

3.

Others

Table 5A1

Promotional Inputs:

S. NO

Promotional Inputs

.

Product brochures

2.

Product leaflets

3.

Floppy disks

4.

Internet Web sites and home pages

Table5B1

Price mechanism adopted for the international market:

S.No

Price mechanism

No. of respondents

.

Uniform prices pegged to the U.S.$

0

2.

Different prices for different markets

5

Table 5C

Whether marketing research is conducted on an ongoing basis?

Query result

No of respondents

Yes, marketing research is conducted on an ongoing basis to identify changing customer preference

5

No, marketing research is not conducted

on an ongoing basis to identify changing customer preference

0

Table 5D

Common problems faced by sanitary ware manufacturers

S.No

Common Problems

.

Resistance to Indian products

2.

Freight charges

3.

Breakage in transit

4.

Rapid changes in design and

5.

High Research and development costs

Table 5C1

CHAPTER - 6

ANALYSIS

AND

INTERPRETATION

OF

THE DATA

Analysis and interpretation of data:

Table 5A Factors influencing buying decision

Out of the 5 respondents, 2 have agreed on the price of the products and 2 on the shape of the products and 1 has mentioned other factors. From the responses collected it is evident that price and shape of the sanitary fittings are the most important factors influencing buying decisions.

Table 5B Countries to which exports have failed

From the responses received the three countries to where exports have failed are South Africa, China and Namibia. The reasons given for this are that the demand for luxury items is low and the price of the sanitary wares in the domestic markets are too low and Indian manufacturers do not find it feasible to export quality products at that price.

Table 5C Price mechanism adopted by Indian manufacturers for the Export market

All 5 respondents price their products depending on the markets. None of them have pegged their pricing mechanism on the dollar. The importance of flexible pricing is evident from this. Differentiated pricing policies for different markets is surely better than pegging prices to the dollar as the benefits far outweigh the disadvantages.

Table 5D Whether the respondents carry out Marketing Research at regular intervals?

All the 5 respondents have agreed that they carry out marketing research at regular intervals to identify changing customer perception. Constant change in strategies according to the inputs received from the market research enables to fight the competition better.

Table 5A1 Reasons for failure of exports.to South Africa, China and Namibia.

The reasons for failure in exports to South Africa, China and Namibia can be attributed mainly to the following:

* Low prices

* Low demand for quality products

Table 5B1 Various promotional inputs used by the exporting companies

According to the responses received the promotional inputs of the various ceramic sanitary ware-exporting firms include the following:

* Product brochures

* Product leaflets

* Floppy disks and

* Internet Web sites and home pages.

Table 5C1 Problems faced by the ceramic sanitary ware manufacturing companies who export

There are a few common problems faced by the companies engaged in the manufacture and export of Indian ceramic sanitary wares. Some of the prominent ones include the following:

* Resistance to Indian products

* Freight charges

* Breakage in transit

* Rapid changes in design and

* High Research and development costs

CHAPTER - 7

RESULTS

OF

THE STUDY

The Indian ceramic sanitary ware industry has a number of players who export their merchandise to the global market place. It is true that the Indian share of the global market is limited and the market share negligible. However, the ceramic sanitary ware produced in India, especially the merchandise for exports are of good quality and conform to the BIS standards and other International standards.

The hypothesis," The Indian exporters are not able to match foreign technology and quality of ceramic sanitary ware available in the international market", is the null hypothesis of the present study. The study has revealed that the alternate hypothesis is true. Therefore, the null hypothesis has been rejected.

CHAPTER - 8

SUMMARY

Table 5A Factors influencing buying decision

Out of the 5 respondents, 2 have agreed on the price of the products and 2 on the shape of the products and 1 has mentioned other factors. From the responses collected it is evident that price and shape of the sanitary fittings are the most important factors influencing buying decisions.

Table 5B Countries to which exports have failed

From the responses received the three countries to where exports have failed are South Africa, China and Namibia. The reasons given for this are that the demand for luxury items is low and the price of the sanitary wares in the domestic markets are too low and Indian manufacturers do not find it feasible to export quality products at that price.

Table 5C Price mechanism adopted by Indian manufacturers for the Export market

All 5 respondents price their products depending on the markets. None of them have pegged their pricing mechanism on the dollar. The importance of flexible pricing is evident from this. Differentiated pricing policies for different markets is surely better than pegging prices to the dollar as the benefits far outweigh the disadvantages.

Table 5D Whether the respondents carry out Marketing Research at regular intervals?

All the 5 respondents have agreed that they carry out marketing research at regular intervals to identify changing customer perception. Constant change in strategies according to the inputs received from the market research enables to fight the competition better.

Table 5A1 Reasons for failure of exports.to South Africa, China and Namibia.

The reasons for failure in exports to South Africa, China and Namibia can be attributed mainly to the following:

* Low prices

* Low demand for quality products

Table 5B1 Various promotional inputs used by the exporting companies

According to the responses received the promotional inputs of the various ceramic sanitary ware-exporting firms include the following:

* Product brochures

* Product leaflets

* Floppy disks and

* Internet Web sites and home pages.

Table 5C1 Problems faced by the ceramic sanitary ware manufacturing companies who export

There are a few common problems faced by the companies engaged in the manufacture and export of Indian ceramic sanitary wares. Some of the prominent ones include the following:

* Resistance to Indian products

* Freight charges

* Breakage in transit

* Rapid changes in design and

* High Research and development costs

* Different standards to conform to in different countries or regions

CHAPTER - 9

CONCLUSIONS

The study has revealed that:

* The Indian ceramic sanitary wares produced for export are not inferior to that of those produced by international players.

* The quality standards of Indian export merchandise are high.

* The Indian Government offers encouragement to export firms on continuos basis.to boost exports.

* There is a large market for ceramic sanitary wares

* The Indian ceramic industry has good growth prospects.

* As there is great scope for growth, the ceramic industry can accommodate many more players. This can be explored and exploited by interested entrepreneurs.

CHAPTER - 10

RECOMMENDATIONS

Recommendations:

With the proper understanding of goals, policies and actions of countries globally, the exporters have to develop a culture of devising their own specific goals, strategies and policies. India, as a country, may have to meet the cost of getting into global strategic alliances and market chains, achieving the necessary market share, for which companies must grow. Thereby, the government can better equip the exporters to deal with the international competition.

Marketing Strategies:

Packaging:

Packaging plays a great role in product safety but above all, good packaging creates instant consumer recognition of the company or brand. Packaging also gives the first impression of the product to the customer. A well-packaged item is always associated with a good manufacturer. After selecting and introducing a package design, the company should check the packaging concept in the face of advances in technology and change in consumer preferences.

Overseas Market Surveys:

The tastes and preferences of the consumers are bound to changes. In keeping with this notion, MACL should not produce standardised products but indulge in innovative products.

To ascertain the needs of the customers, overseas market surveys are to be conducted at regular intervals through efficient agencies.

Tailor made products:

The need for tailor made products is assuming significance in the present world market scenario. MACL should be in a position to tap this market by offering products tailor made to the needs of the customer, thereby enhancing the prestige of the company and tapping a fast growing market.

Strategic alliances:

Better market access is possible by establishing strategic alliances. The strength of distribution is crucial in deepening and widening market penetration. Therefore instead of building a distribution channel and logistics, using up a developed one through alliance will be more appropriate.

Image Building:

The image building exercise is to be viewed as a process. The international market does not have a favorable impression of most Indian goods. An image building exercise will go a great way in promoting the standards and quality of Indian products in international market. The next step would be to tackle the problem of "facelessness" of Indian products. Finally, the Indian manufacturers will be in a position to place the "made in India" stamp with pride instead of having a faceless presence in the world market.

Advertising:

Effective print advertisements can be used in trade journals, magazines e.t.c., to instill the presence of Indian brand sanitary ware in the market. The quality of products and their research and development can be highlighted to evoke positive influences on the buyers.

Niche marketing:

A carefully formulated strategy of niche marketing would give a tremendous boost to the marketing of Indian products and Indian Brand names. Potential markets ignored can be chosen for gaining entry and building a market share.

Agreements and contracts:

The Company can also enter into long term agreements and contracts for marketing its products.

Trade shows:

The Company can participate in foreign trade shows. These trade shows draw a large number of buyers who view new products in a few concentrated days. The manufacturer sees how buyers react to various product features and terms and can assess buyer interest and purchase intentions.

Export marketing channels:

Knowledge about the whole set of inter-related marketing agencies which are involved in making the goods available from the producer to customers is important to the trader to enable him to tailor his marketing scheme appropriately. Therefore, he should know the available marketing channels. He should also know the most appropriate channel to link the domestic operations to the overseas channel.

How an Export Management Company can assist you?

An Export Management Company (EMC) represents a manufacturer as their Export Sales Department to develop international sales on their behalf.

An EMC offers a firm immediate expertise in international sales and marketing.

An EMC represents manufacturers of complementary, related products, but not competitive.

An EMC is paid a commission on sales made for the manufacturer, but only after the products have been shipped, and the manufacturer has been paid.

An EMC absorbs all selling costs, meaning NO FINANCIAL RISK, NO STAFF COMMITTMENTS, and NO ADDITIONAL EXPENSES borne by the manufacturer.

An EMC will find, screen, select and appoint commissioned representatives and distributors for your products, and will manage them for you.

CHAPTER - 11

APPENDIX

BLANK QUESTIONNAIRE

. Name the countries that buy from you in the International market. Also please specify the quantum of purchase (U.S. $ value or Indian Re. value on an average since inception)

S. No

Country

Quantum of purchase

Market share in %

.

2.

3.

4.

5.

6.

7.

8.

9.

0

Checklist your product range:

a. Bathroom Accessories

b. Closet with cistern

c. Washbasin with pedestal

d. Shower enclosure & cubicle

e. Vanity Basin

f. Cloak room basin

g. Bidet

h. Towel holder

. Other (please specify)_______________

Explain the Brand name strategy adopted by MACL.

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2 a) What factors motivate these countries to buy from you?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

b) Could you name any country or countries where you have tried to export but failed?

_______________________

_______________________

_______________________

c) What factors went against you?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. How do you source your buyers? (Indicate 4 or 5 critical mechanisms for sourcing)

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. Name some critical promotional input through which you create demand for your products in International market.

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

5. What price mechanism do you adopt for your products in the international market?

i. Uniform prices pegged to the U.S.$

ii. Different prices for different markets

6. Do you have any preset standards for pricing or do you go for negotiable pricing. Please explain.

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

7. How do you make your products available to your customers in the International market?

) Direct

1) Through channels

If 11) please explain the channel procedure.

8 a) Do you conduct marketing research as an ongoing process to identify changing customer perception?

Yes No

b) If so, what sort of basic research do you conduct?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

9. How do you keep yourself up in terms of technological advances, changing customer tastes and preferences etc.?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

0. How do you meet competition at the International level?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

1 a) What are the major problems you face in your line of business? Please explain in detail.

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

b) How friendly or unfriendly are the Government policies in boosting sanitary wares? Please support your answer with figures.

______________________________________________________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. What changes do you foresee in the ceramics sanitary wares market in the light of globalisation with reference to India?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

3a) Please name your competitors in India who export ceramic sanitary wares.

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

b) What is your share in the total export market?

c) What are the common problems ceramic sanitary manufacturers face in the export front?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. What are the problems that you face while clearing your goods from India to the importing country? Please give detailed explanation.

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

CHAPTER - 12

BIBLIOGRAPHY

BIBLIOGRAPHY

SOURCES OF DATA

. Marketing Research

Principles, Applications and cases by Dr. D.D. Sharma

2. Principles of Marketing by Philip Kotler & Gary Armstrong, 5th ed., 1994

3. Marketing Research by Luck, Wales, Taylor, and Rubin, 5th ed.,

978

4. Methodology of Educational Research by Lokesh Koul, Reprint,

994

5. Marketing Research by Donald S. Tull and Del I. Hawkins 4th ed.,

1987

6. Internet website: Exporters Yellow Pages (c) Infocom Network Ltd.

Web Design & Engineering (c) 1997, Vipul Ved Prakash