Cera Sanitaryware Limited (Cera), a Gujarat-based company, was established in 1980. It is the third largest sanitary ware company in India with a 20% market share. Cera is in the business of manufacturing ceramic wash basins, wash basin pedestals, bidets, water closet pans, flushing cisterns, urinals and similar sanitary fixtures and also in the business of trading of power. Its sanitaryware manufacturing plant is located at Kadi in Gujarat. With a production capacity of 2.2 million (mn) pieces per annum (25,000 tonnes per annum), it is India’s largest sanitaryware plant. It also has wind farms located at Jamnagar and Kutch in Gujarat.
o Premium Collection
o Regular Collection
o Senator Collection
o Wall Hung Basin
• Glass Basins
• Shower Range
• Whirlpool & Bath Tubs
• Pozzi Ginori
PORTER’S FIVE FORCES CONCLUSION
Based on Appendice 1
The sanitaryware manufacturers in the unorganized sector continue to enjoy duty exemptions, which is not conducive for healthy competition. CSL faces a lot of competition from the unorganized sector in Gujarat which is a cause for concern to the company. After studying the Model, we can conclude that Sanitaryware business completely depends on the development and booming of the Housing and Retail Sector. Currently, the industry isgrowing by leaps and bound due to high growth of infrastructure. In near future, the great phase of consolidation will start. Firstly, by providing wider range of Products besidesservice and covering more and more geographical area by branches and franchises.
Based on Appendice 2
• Need to give full knowledge about product use to customers through advertisement in magazines, newspaper or TV. channel. • Need to make some improvement in products to satisfy its customer. • There should be all information regarding product use, installation, product features, and emergency repair of product in User Manual. • Company should add sufficient technical information in other mediums of • information like website. So customer can use alternate way for
• Company should provide technical expert employee for every specific area. Those can personally solve the problem of customer. • If company is not providing service to its customer timely. Then there should be provision of compensation to its customer
Cera’s product mix and new marketing strategies:
Cera has a mix of products that would cater to all needs of consumer. Cera has top end products like the Senator Collection, the Shower Temples with Jacuzzi features in them. Cera also has the Premium Collection focused at middle end users and the Regular collection which includes the Indian EWCs as well as European EWCs for the lower end customers. In Bath Fittings, the Single Lever Bath fittings are for the elite, followed by the Quarter turn and the half turn fittings meant for people looking for more economical range.
Product: Product of the company as is defined in company’s introductory chapter is a sanitaryware product having mainly extraordinary features like twin flush water saving product, soft close seat cover, shower temple product. This product talks about giving a spa foot massage and inbuilt Jacuzzi unit which give experience artificial water waves and facility like radio and telecalling with six body jetspray.
Price: Prices of the product and services offered are competitivecompared to our competitors products and also provide value for money to the customers. Because as we talked in the earlier paragraph that features provided in the products are very uniqueand are having low cost so finally company becomes best cost provider in the market.