“OPERATIONS AND MARKET RESEARCH”

Project Report

On

Summer Internship at

“CASCA DESIGNER TILES STUDIO”

Submitted By: Submitted to:

Name: Mihir Aggarwal Name: Dr. Rahul Mishra

PG No.: 20201027 Designation: Dean

IILM INSTITUTE FOR HIGHER EDUCATION, LODHI ROAD

 OPERATIONS AND MARKET RESEARCH

Presented To: Dr. Rahul Mishra

Student Declaration:

I declare that I, Mihir Aggarwal, have completed this work and that I have not used any
other than permitted reference sources or materials nor engaged in any plagiarism. All
references and other sources used by me have been appropriately acknowledged in the work,
in well reputed company CASCA DESIGNERS during the academic year 2020-2022, under
the guidance pf Prof. Dr. Rahul Mishra, IILM Institute of Higher Studies. I further declare
that the work has not been submitted for the purpose of academic examination, either in its
original or similar form, anywhere else.

Signature: Mihir Aggarwal

Place: New Delhi

Date: 18/07/2021
 INTERNSHIP APPROVAL FORM

To be filled out by the student:

Student Name: Mihir Aggarwal Student ID No.: PG20201027
PG Major: Finance Year: 2020-2022
Stipend Offered: None

To be filled out by the Internship Supervisor(s)

Name of Supervisor (Surname, Given name): Mr. Gaurang Gambhir
Name of Organization: Casca Designer Tiles Studio
Address of Organization / Place of work: F157, Jagatpuri, Krishna Nagar, New Delhi, Delhi
110051
Supervisor Title or Position:
Co - Founder
Email address: [email protected] Telephone No.: 8800807466

Internship Objectives:
________________________________________________________________
___________________________________________________________________________
______

Internship Structure:
_________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
______

(Signature of Supervisor) Date: 18/07/2021

(Signature of Student/Intern) Date: 18/07/2021

INTERNSHIP OFFER LETTER
INTERNSHIP CERTIFICATE
 ACKNOWLEDGMENT

I take this opportunity to thank everyone who has made the working of this project feasible
for me. I would first like to thank Casca Designers for providing me with the opportunity to
work with their entire team and giving me my first taste of the real professional world. It gave
me an opportunity to understand the real-life situations and to learn and implement all those
things which I had earlier only come across in textbooks as part of my course.

I would also like to extend my gratitude to my Project guide, Mr. Gaurang Gambhir, at
Casca Designers for allowing me to work under his able guidance. Without his guidance, help
and support this project would not have been possible. The crucial inputs and teachings by
the team, regarding the marketing and financial aspects to look into for my training has
helped a lot for this report and will also go a long way in shaping my future.

I would also like to sincerely thank my faculty guide, Dr. Rahul Mishra for providing timely
guidance and support for my project. I also thank all other employees of Casca Designers for
their co-operation and support.
 TABLE OF CONTENTS
Executive Summary
1. Introduction
1.1 Objectives
1.2 Scope
1.3 Limitations
1.4 Research methodology
2. About the firm
1.1 About Ceramic Industry
1.2 About Casca Designers
1.3 Corporate Facts
1.4 Business Structure
1.5 Product Segment
1.6 Types of Tiles
3. Work Done
1.1 Department
1.2 Direct Report
1.3 Roles
1.4 Tasks
1.5 Duties
1.6 New Skills
1.7 Knowledge
1.8 Findings
4. Annexure and Data Analysis
1.1 Questionnaire
1.2 Data Analysis
5. Conclusion & Recommendations
1.1 Conclusion
1.2 Recommendations
6. Attachments
1.1 Resume
1.2 Fortnightly Reports
 EXECUTIVE SUMMARY

Casca Designers are into retail business with a store in New Delhi which is dealing in tiles
and is one of the best tiles providing business overall Delhi.

I got a golden opportunity of Summer Internship Program at Casca Designers. My objective

of the study is to understand the in-depth marketing research and operational activity of the
company. The aim is to understand how the market works, the supply chain, the inventory
management of goods etc.

The objective of the study is to put in practical the knowledge of marketing and also finance.
In this internship I learned how to do market research which included comparing the products
of the company with its competitors and maintaining the data for the same on excel sheet.

Also, this SIP helped me in understanding how the market works and its distribution
channels, supply chain. It also helped me to gain experience in maintaining client
relationship.

Every business requires maintaining of client relationships and good market research and
wider reach for the smooth functioning of business and growth at the same time.

This project helps in determining the main dealers and retailers, also the study reflect that the
company now at the stage of exponential phase with a wider range of products. The
information helps in maintaining a good customer relationship with the existing clients and
customers.

This study also facilitates the marketing and promotional strategies for the company and also
increase its product reach in the overall state.
CHAPTER 1
INTRODUCTION
 1. INTRODUCTION

As the change in demand and supply pattern in the market do not allow any company to fix or
work with a set of rules in this speculative era. Each and every company goes for market
research to gather information and collects the important data which is needed for the
formulation of new strategies and also helps in gaining the competitive advantage.

Market research is any organized effort to gather information about markets or customers. It
is very important component of business strategy. However, expert practitioners may wish to
draw a distinction, in that marketing research is concerned specifically about marketing
processes, while market research is concerned specifically with markets.

For formulating any new strategy for marketing or promotion, the important things needed
are:

 Market Information: Through this one can know the prices of different commodities
in the market, as well as the supply and demand situation. This information can be
collected from different sources, varieties and formats.

 Market Segmentation: It is the division of the market or population into subgroups

with similar motivations. It is widely used for segmenting on geographic differences,
personality differences, demographic, use of product and gender differences.

 Market Trends: Market trends are the upward and the downward movement of the
market, during a period of time. The market size is more difficult to estimate if one is
starting with something completely new. In this case, we will have to derive the
figures from the number of potential customers.

Also information about the target market, one also needs information about its
competitors, customers, products etc.
1.1 OBJECTIVES

Major objectives of this report confines with these facts:

 To know the nitty-gritty Ceramic tile industry as much as possible.

 To know about the retail business of Casca Designers.

 Identify the retail network customer base for Casca Designers.

 Enhancement of the product reach to the remote areas

 Determine the market size and potential of all the organized and unorganized players

 To study the sales and distribution procedure of Casca Designers.

 To collect the information about the methods and sources of sales and distribution.

 To learn how to manage the inventory

 To learn account management

1.2 SCOPE

Ceramic tile comes under ‘Building Material Industry’. Over the years Indian Building
Material Industry poised to grow at a fast pace of almost 16%/annum due to boom in real
estate and construction industry.

In India, particularly in Delhi, growth rate of building material industry is at very high and
constantly growing. By this project finding, we have been trying to catch the opportunities
and demand of various tile making organizations for their commercial and residential needs
in Delhi, NCR and Meerut region.

Also as marble prices begin to pinch purses in these times of meltdown, tiles are making
deeper inroads into urban homes. And they are getting more designer makeovers to suit
market demands.
1.3 LIMITATIONS

 Bearing an employee in a company, time constant is a major limitation for the study
of projects, preparation of questionnaire, follow up for filling up feedback form,
collection and compilation of data.

 The market is getting saturated day by day due to large number of players in the tiles
industry and also ceramic from which tiles are made

 There is need of brand loyalty by customers therefore company need a customer

relationship management approach to retain the existing customers.

 Due to the COVID-19 outbreak, shops have been closed due to which the sales
declined as the customer prefers to buy tiles by visiting the store as compared to
online purchases.

 Due to high inflation and tightening of credit by RBI, finance costs may be adversely
affected in the coming year.

 The instability in the fuel prices due to continuous increase in energy prices in the
international market has significantly put pressure on margins while transporting
goods.
1.4 RESEARCH METHODOLOGY

Research is a “search for knowledge”. Methodology is the process of collecting the

information.

The study is based on facts and figures collected through primary and secondary mode of
data collection. Respondents are surveyed for the study. They are the workmen workers who
are actually engaged in tiles retail business. Also, a questionnaire was prepared and personal
interview method was adopted.

 Primary Data

a) Direct Personal Interview: In this data is collected through face-to-face contact.

b) Questionnaire Method: A list of questions pertaining to the survey is prepared

and given to the respondents.

 Secondary Data

It is the data which is already available. Which is been collected by someone else. It
mainly comprises of:

a) Published data

b) Unpublished data like the website of Casca Designers

QUANTITATIVE RESEARCH:

Quantitative research is used to measure how many people feel, think or act in a particular
way. These surveys tend to include large samples - anything from 50 to any number of
interviews. Structured questionnaires are usually used incorporating mainly closed questions
- questions with set responses. There are various vehicles used for collecting quantitative
information but the most common are on-street or telephone interviews.

QUALITATIVE RESEARCH:

Qualitative research is used to help us understand how people feel and why they feel as they
do. It is concerned with collecting in-depth information asking questions such as why do you
say that. Samples tend to be smaller compared with quantitative projects that include much
larger samples. Depth interviews or group discussions are two common methods used for
collecting qualitative information.

SAMPLE SIZE:

I have taken Casca Designers and other tiles retailers as a sample size. I have taken personal
interviews of manager, trainers of the employees. I took survey of about over 20 of
employees (officials and labor) in the firm.
CHAPTER 2
COMPANY PROFILE
 2. ABOUT THE FIRM

2.1 ABOUT CERAMIC INDUSTRY

Rumors have it that the first clay tiles were produced seven to eight thousand years ago in the
area now known as the Holy Land. Many sources independently verify that the actual known
history of Tiles, (and the known usage of wall and floor tile coverings) can be traced back as
far as the fourth millennium BC (4000 BC) to Egypt. In the early days, the tiles were hand-
made, each tile was hand-formed and hand- painted, thus each was a work of art in its own
right. Ceramic tile was used almost everywhere on walls, floors, ceilings, fireplaces, in
murals, and as an exterior cladding on buildings.

Today Ceramic tile throughout the world is not hand-made or hand-painted for the most part.
Automated manufacturing techniques are used and the human hand does not enter into the
picture until it is time to install the tile. They are used in an almost infinite number of ways
and you don’t have to consider yourself wealthy to own them. In commercial buildings,
where both beauty and durability are considerations, ceramic tiles will be found, particularly
in lobby areas and restrooms.

In fact most modern houses throughout use Ceramic tiles for their bathrooms and kitchens
and in every vital area of the premise. Ceramic tiles are also the choice of industry, where
walls and floors must resist chemicals. And the Space Shuttle never leaves without its
protective jacket of high tech, heat resistant tile.

The key drivers for the ceramic tiles in India are the boom in housing sector coupled by
government policies fueling strong growth in housing sector. The retail boom in the Indian
economy has also influenced the demand for higher end products. The overall bullish growth
estimates in the Indian economy has significantly influenced the growth of the Indian
Ceramic tile industry.
2.2 ABOUT CASCA DESIGNERS

Casca Designers is one of the major players in the market dealing in ceramic tiles and also
exporter of ceramic wall and floor tiles in India. It incorporated in the year 1990 in New
Delhi.

Casca has been providing fascinating shades of marbles, plain color, anti-skid, multi prints
and double charge excelling international technical specifications to provide better floor
solutions for our valued customers.

Casca has perfected the techniques that make it’s vitrifies tiles the most durable and
appealing in the market. Sophisticated Italian equipment and innovative processes ensure
excellent color consistency, guaranteeing vibrant hues and low maintenance year after year.

It is a continuous process, which allows us to express through tiles what words can't say and
provide our consumers with new and innovative options. The new range of tiles released this
year adds to the already impressive Casca Collection. Certificate in Recognition of Export
achievement in respect of Glazed Ceramic Tiles for the year 2008-2009.

Casca Designers is managed by highly experienced and qualified professionals.

The company has many tie ups for its manufacturing.

2.3 CORPORATE FACTS

Board Committee

Founder: Mr. Mahinder Gambhir

Co-founder: Mr. Gaurang Gambhir

Registered Office

F157, Jagatpuri

Krishna Nagar,

New Delhi 110051

Company Type

Sole Proprietorship (Retail Business)

No. of Employees

15

Distribution Area

 Preet Vihar

 Karkardooma

 Laxmi Nagar

 Delhi NCR
2.4 ORGANIZATIONAL STRUCTURE

Founder Top Management

Co-founder

Executive Employee
Accountant Middle
Manager Management

Workers Lower
Transport Labourers Management

2.5 PRODUCT SEGMENT

The main product segments are the Wall tile, Floor tile, Vitrified tile and Porcelain tile
segments. The market shares are 35%, 53% and 12% respectively for Wall, Floor &
Vitrified/Porcelain tiles.

The tiles are available in a wide variety of designs, textures and surface effects. They cater to
tastes as varied from rustics to contemporary marble designs in super glossy mirror finishes.
Due to their packaging, they are able to minimize the loss due to breakage in transportation.
Each box of tiles is packed in a Cartoon and then each box is SHRINKED wrapped to ensure
safety of the material. Then these boxes are loaded on the pre designed EURO Pallets,
secured heavily with Plastic straps. The container stuffing is also done in the presence of
experienced personnel, to ensure best stuffing and maximum material can be loaded. Now,
they have standardized the quantity, which can be stuffed in a Container, which is listed
above in previous page.

2.6 TYPES OF TILES

The word ‘ceramic tiles’ is a generic word which includes: Ceramic tiles, ceramic vitrifies
tiles and proclaim tiles; Ceramic tiles may be classified as glazed and unglazed ceramic tiles.

Glazed may be plain or decorated and are generally used as both wall and floor tiles.
Unglazed ceramic tiles are more suited to commercial and industrial settings.

 Wall Tiles

Casca Designers brings to you, premium wall tiles that are detailed with perfection.
Each tile is made using state of the art technology making them strong, durable &
easy to maintain.
 Floor Tiles

Casca Designers’ range of luxurious floor tiles integrates technological expertise with
exquisite designs. Each tile is crafted using ultra-modern technology to ensure high
quality.

 Glazed Vitrified Tiles

Tiles inspired by Italian designs to give on extra oomph to your spaces. Glazed may
be plain or decorated and are generally used as both wall and floor tiles. Unglazed
ceramic tiles are more suited to commercial and industrial settings.
CHAPTER 3
WORK DONE
CHAPTER 4
ANNEXURE AND
DATA ANALYSIS
4.1 QUESTIONNAIRE
4.2 DATA ANALYSIS

1. What are the types of tiles that you deal in?

In the answer of this question, all the dealers are working in only Ceramic and
Vitrified tiles. The sizes like 8x12, 12x12, 10x13, 12x18, 10x16 which comes only in
Ceramic. While 24x24, 36x36, 24x36 etc. are the bigger sizes and called as Vitrified
tiles. Vitrified tiles are mainly the floor tiles.
So, there is each and every retailer selling Ceramic tiles and approx. 87% are selling
Vitrified tiles.

2. What products do you sell at your shops?

As the respondents touched are surely selling tiles. Along with tiles are selling some
more products and the list of that is given below:
Interpretation:

Here in the chart, it is clearly showing that 92% dealers are selling ware along with
tiles. Bathroom fittings is an expensive thing and selling by 64% respondents. In few
quantity marble, hardware and paints are also selling by the respondents.
3. Who are your end customers?

In the answer the respondents are mainly selling their tiles to four people.

The table is as follows:

Interpretation:

As every dealer (100%) is selling to individuals, 44% respondents are supplying to the
Builders also. And only 8% dealers are supplying their tiles to Govt. departments also.
They also supply to the Architects and Engineers.
4. Are the customers conscious about the brand of tiles?

In the answer of this question, I got mixed response. As some customers prefer
branded tiles while the others like cheap local tiles. So, the database is as follows:

Brand Consciousness

NO YES

Interpretation:

The response of the dealers was that customers don’t see on the quality. Only 22%
respondents said that their customers prefer quality tiles. But, 78% said that customers
do not prefer quality but looks.
5. From whom do you procure tiles?

Respondents do the purchase either from the company or from its authorized dealer.
Datasheet is as follows:

Interpretation:

As 70% respondents used to purchase tiles directly from company or its

manufacturing plant, only 30% respondents purchase tiles from the authorized
dealers. So the trend says that dealers prefer to purchase tiles directly from the
company.
CHAPTER 5
CONCLUSION &
RECOMMENDATIONS
5.1 CONCLUSION

In conclusion of the project, it can be said that Casca has become a good brand name in the
field of Ceramic tiles. It has positioned as a special brand which carries a good report with it.
Also, a well-managed organization where all the personnel have a sense of belongingness and
responsibility.

The major area of concern for Casca Designers was the quality of its products.

For the new policies, retailers have to know the feedback of the customers. Research based
surveys are one of the best ways to find this out. This also helps in getting that what is
currently going on in the market, where the products need to be updated from the retailors
side.

To know the feedbacks of other retailers, questionnaires were prepared and according to them
information was collected on how the market of tiles works

Casca Designers is a very big brand name and I am very thankful to the Casca Designers
people to help me in completing my project. It provided me with good opportunities to make
my skills stronger in operations and management. While doing this project I have talked with
many people and came to know about the human resource and I learnt that how the
companies’ works and what they have to do for retaining their position in the human
resource.
5.2 RECOMMENDATIONS

 Casca designers should adopt the widest distribution network model to deliver
products to the end user in quickest and most effective way. It would also accelerate
the sales as the customer would be satisfied.

 May introduce 3D dimensional catalogue visual experiences to its customers and also
give customer a chance to design product in their own way of choice (Customized
design specification).

 To grow its institutional business, Casca should organize more interactions with
architects, developers and government agencies at its dealer outlets. This would serve
a dual purpose as it would enable the company to acquire an insight into evolving
preferences of some of the most prominent and trend – influencing architects. On the
other hand, it helped the company cater to their evolving processes.

 The business should start giving free gifts to customers for purchasing of vitrified tiles
in bulk quantity.

 The business should frequently check its price and price fluctuation should be
controlled.
CHAPTER 6
ATTACHMENTS
6.1 RESUME
RESUME

MIHIR AGGARWAL

Address: Vaishali, Ghaziabad Mobile: +91-8586801623 *E-Mail: [email protected]

A BRIEF SYNOPSIS

B.A.(HONS.) Economics from AMITY UNIVERSITY involving micro and macro-Economics and 1
month experience in Business development, marketing and coworking with Talent4Assure.

Currently pursuing PGDM in Finance from IILM Lodhi Road and looking to gain experience in the
same field.

PREVIOUS ASSIGNMENTS

Talent4Assure Test Services Pvt. Ltd.: 28th May 2018 to 22nd June, New Delhi as an Intern
Overview
 Marketing: Develop plans to grow the community and raise awareness. Marketing
online, outreach, scheduling and conducting tours, follow up with interested parties.
Identify leads on LinkedIn
 Website: Learn communication and promotion through our Facebook, Instagram and
Twitter pages

Indian Robotics Solution Pvt. Ltd. : February 26, 2020 to March 26, 2020, New Delhi as an
intern
Overview
 Worked there as an e-commerce intern
 Handled company’s website for orders
 Maintained data on excel sheet

Casca Designers Tiles Studio: 1st June 2021 to 30th June 2021, New Delhi as an intern

Overview
 Worked there as an operations and marketing research intern
 Performed market research and analysis.
 Supported the marketing team in daily tasks
 Helped maintain business accounts.
 Helped maintain inventory of products and maintain data for the same on excel.
 ACADEMIC CREDENTIALS

QUALIFICATION INSTITUTE UNIVERSITY YEAR

PGDM Finance IILM Institute for Higher Studies IILM 2020-2022

B.A.(Hons.)
Amity School of Economics Amity University 2016-2019
Economics

12th Sneh International School C.B.S.E. 2016

10TH Sneh International School C.B.S.E. 2014

BEYOND CURRICULUM

 Learned French during my school and college year

 Participated in debate competition during my school days.
 Watching novel-based movies
 Won many gold medals in athletics in intra and inter school competitions
 Achieved Third position in Zonal Football competition
 Lead guitarist and singer in my own band during school and college days

SKILLS

 Sound knowledge of MS Word, PowerPoint, Excel.

 Enthusiast for group tasks and activities.
 Having a sound knowledge of Preparing & Delivering Presentations.
 Punctual and Disciplined.

PERSONAL DOSSIER

Date of Birth: 23rd August 1998

Communication Address: F-1, Leela Homes, sec-4, Vaishali, Ghaziabad, Uttar Pradesh-201010
Linguistic Abilities: Hindi, English and French

I look forward to employ my abilities and expertise to successfully enhance for the advancement of the college
vis-à-vis my professional growth.
6.2 FORTNIGHTLY REPORTS

Internship Progress Report

1st Progress Report

Name of the Student PG No Name of Faculty Coach

Mihir Aggarwal PG20201027 Prof. Rahul Mishra

Company Name Name of Company Location

Casca Designer Tiles Studio Advisor and F157, Jagatpuri,

Krishna Nagar
Contact no NEW DELHI, Delhi
110051
Mr. Gaurang India

Gambhir

Topic of the Project Market Research

Responsibilities for this report period The first thing I was asked to learn was about the
products. I had a meeting in which details about
the various products and their prices were
explained. Also we were told about the various
offers we can offer to the prospects based on their
bill. The products were perishable in nature(fruits).
Initially I was assigned to do market research work
where I had to analyze the market trends and
competitors so that our products could be better
placed in comparison to others.
What experiences were particularly This task has helped me improve my
rewarding during this report period? communication skills by being in direct contact
with the customers and briefing them about the
products offered which helped me in
understanding the mindset of the customers. I also
researched about various markets where the
company can expand its operations.
 What experiences were particularly My internship is going good.
disappointing or frustrating?

Describe other professional growth I visited the store before lockdown and started to
opportunities (e.g., conferences, field analyze the market in order to increase the footfall
trips, directed readings, meetings, at the store. I also started dealing with the
research...) that you were able to customers and the suppliers. This helped me in
capitalize on last two weeks and/or improving my communication skills as well as
hope to have next week. how to deal with clients. Sometimes the client
negotiates which becomes a challenge to handle
but I was able to learn the skills of negotiation and
handle the situation promptly.
Describe principal tasks and duties to In the coming week I would be dealing with the
be performed and accomplishments suppliers and will study about the supply chain of
during the upcoming week. different products.

Other Comments

Internship Progress Report

2nd Progress Report
June 30, 2021A

Name of the Student PG Number Name of Faculty Coach

Mihir Aggarwal PG20201027 Prof. Rahul Mishra

Company Name Name of Company Location
Advisor and Contact no-
Casca Designer Tiles Mr. Gaurang Gambhir F157, Jagatpuri,
Studio Krishna Nagar
New Delhi, Delhi 110051
India
Topic of the Project Operations, Management & Advertising

Responsibilities for this I was responsible for the management of the store. Also, I helped the
report period support staff in the inventory management. Apart from that I also
helped the accountant of the firm and learned from him and also
helped promote the products through various marketing techniques
such as use of social media and word of mouth. From sourcing,
inventory management, marketing to last mile delivery. I was
 involved in the end-to-end process of delivery.

What experiences were During this task the major learning was about dealing with the
particularly rewarding clients and handling all the delivery platforms. Also, I got to know
during this report about various marketing techniques like how to use Instagram for
period? promotion and also working on the concept of Insta reels. Also
helped in keeping accounts

What experiences were During this task there was nothing as such disappointing.
particularly
disappointing or
frustrating?

Describe other Dealing with clients is surely a new thing for me which leads to
professional growth better understanding of the clients and brings the ability to
opportunities (e.g., understand them. While dealing with the customers and the vendors
conferences, field trips, I came across different types of people and their use of different
directed readings, techniques to negotiate. Drafting a rate list according to the price of
meetings, research...) the product keeping our margin was a big task and needed to be
that you were able to verified, so all the employees got a rate list of the products which
capitalize on last two were offered to the clients.
weeks and/or hope to Also managing the inventory and maintain the data was
have next week. knowledgeable.

Describe other Other growth opportunities would be the improvement of my

professional growth communication skills, maintaining data etc.
opportunities

Other Comment Overall, the Internship helped in my growth process.

THANK
YOU