AMITY GLOBAL BUSINESS SCHOOL MUMBAI

SUMMER INTERNSHIP REPORT ON

INTRODUCTION TO OPAL WARE KITCHENWARE OF CELLO
WIMPLAST LTD
SUBMITTED BY:
PARMEET KAUR BHOMRA
ENROLLMENT NO:
57
COURSE- BBA (2015-2018)

UNDER THE GUIDANCE OF:

Prof. SUBHENDU BHATTACHARYA
 DECLARATION
I hereby declare that the work reported in this thesis entitled “Introduction to Opal ware
kitchenware of Cello Wimplast Ltd.” resulted out of the summer internship project undertaken
at “Cello Wimplast Ltd.” during the period June 2017- July 2017 is original and has not been
previously submitted anywhere else.

Name: Parmeet Kaur Bhomra

Enrolment No.: 57
 CERTIFICATE
This is to certify that the work incorporated in the summer project “Operational aspects of
international business of Gandhar Oil Refinery India Ltd.” Submitted by Dolly Karia, was
carried out by the candidate under my supervision. Such material as has been obtained from
other sources has been duly acknowledged in this report.

Name of the Guide: Prof. Subhendu Bhattacharya

Signature of the Guide:
 ACKNOWLEDGEMENT

This report would have not been possible without the contribution and collaboration of others,
my sincere gratitude to my project guide Mr Subhendu Bhattacharya for his constant help and
guidance during the entire course of the research. He has always been there for providing an
unbiased critical overview of the project at each stage. To the rest of the A.G.B.S. Mumbai, I
extend my deepest gratitude.

I would also like to thank our honourable director Mr Pankaj Shukla for giving me the platform
to present my dissertation on the finance research topic, “Introduction to Opal ware
kitchenware of Cello Wimplast ltd” and encouraging the same in the form of a research project
submitted for degree assessment purpose.
 Index

SR.NO PARTICULARS PAGE NO.

1 Executive Summary 8

2 Introduction 9

3 Company Profile 11

4 Aim and Objective 12

5 Constraints for developing Opal ware industry 13

5.1Advantages of opal ware 14

5.2Future prospects of opal ware 14

6 Total tableware market size 15

Current opal ware market size 16

7 BCG Matrix 17-19

8 About Opal ware 20

8.1Introduction 20

8.2Manufacturing Procedure 22-27

8.3Quality Checks 28

9 Opal ware component variety 31-33

10 Marketing Mix 33

10.1 Product Design 33

10.2 Pricing 33

10.3 Place 34

10.4 Packaging 34

10.5 Promotion 35

10.6 Physical Evidence 35

10.7 People 37

11 Product launch 38-40

12 Introduction to competitor brand 41

12.1 La Opala 41-45

12.2 Corelle 46

13 Features of Cello Opal ware product 47

14 Financial statement of Cello Wimplast 48-50

15 SWOT Analysis 51-53

16 Product Life Cycle 54-55

17 E-commerce 56-59

18 Questionnaire and Analysis 60-69

19 Recommendation 70
20 Conclusion 71

21 Annexure 72

22 Bibliography 73
 Executive Summary
The project is aimed at understanding how a new product line is launched and introduced in
the market place. Kitchenware has by far become an integral part of every dining room not
only because of its utility but also it can lend grandeur even to a humble little dwelling. The
demand for kitchenware in India has undergone a dramatic change. Kitchenware is no longer
used only as a serve ware but as a lifestyle product.

With the changing lifestyle and attitude of people, the design of crockery has undergone sea
change. A transition from Stainless Steel to Glass wares has been observed. With cultural
diversity and varied lifestyles in India, crockery market is one of the most vibrant market
segments.

A highly fragmented market, crockery has been one of the fastest growing segments over the
past few years paving the way for new market players to enter the industry.

The project helps to know about the production and manufacturing process of opal ware
kitchen ware. It helps to understand the marketing strategies used by the company to
efficiently introduce the product in the market.

It helps to study about the competitive brands, their marketing strategies, and how the
company Cello makes use of the information gathered from competitive brand to successfully
introduce the new product line in the market.
 Introduction

CELLO as a brand made its inception through its founder Shri. Ghisulal Rathod in 1974. Cello
started its journey making Thermoware for Indian kitchens from a small factory at Mumbai,
in 1986. Today under the able stewardship of Shri G. D. Rathod, along with his sons, Shri
Pradeep Rathod and Shri Pankaj Rathod,have successfully taken the group into its next
generation further with his grandson, ShriGauravRathod. They have led the diversification of
the group into new products and markets, resulting in Cello becoming the largest manufacturer
of branded commodities in India and worldwide , with a wide range of plastic molded products.

Cello ventured into manufacturing of elegant, versatile and durable Plastic Molded Furniture
bringing convenience and style to consumers at surprisingly economical prices, made from
special grade plastic and state of the art moulds from Italy. Cello Pens was created in 1995
which exploded on the scene with cello clear pens with Swiss Tips and German Ink. The
revolutionary new smear free smooth flowing pen not just took the market by storm but marked
a new era in writing instruments. Further to this a new feather in the cap was the inception of
Cello Oral Hygiene Products in the year 1997. Cello marched towards Exports in the year 1990
which won the titles of ‘The Largest Exporter of Insulated Thermoware and Writing
Instruments from India’and Winner of the Prestigious Plex Council Award as ‘Highest
Exporter’. Turning to innovation in the field of Extrusion Technology cello set up processing
of Bubble Guard Sheets in 2003-04 with a range of products for interior, advertising, packaging
and construction application.

The flying saucer of cello not only stopped with the above but entered into Construction
activities which includes commercial, residential and malls in the year 2005 being successful
into multiple projects on Pan India basis. And now launched its new product ‘cello Air Coolers’
in 2015.

CELLO has spearheaded the modernization of Indian plastic industry with many technology
advancements. The world acknowledges its outstanding quality, which always seeks
perfection. Million families in India and millions around the world have put their trust in cello.
To delight and deliver beyond expectation through ingenious strategy implied entrepreneurship
impaired technology, innovative products, insightful marketing and inspired thinking about the
future. To establish the company as ‘India’s Best Company’ being the Marketing Objective
cello brand is a top rung group with a vision of Uncompromising Quality and Total Consumer
Satisfaction.

1982
With a tiny factory for making plastic household goods, Mr. G. D. Rathod makes a small
beginning in manufacturing. Behind this step the founder has a vision of
uncompromising quality and total consumer satisfaction. Set up on this deep foundation,
cello begins its journey to become a leader.

1986
A new factory for cello Thermoware is set up in Goregaon, Mumbai, capable of
manufacturing the finest range of hot spots and casserols, insulated water bottles,
attractive range of insulated jugs and flasks.

1994
cello Group ventures into manufacturing moulded furniture. Elegant, versatile and
durable, cello furniture brings convenience and style to consumers at surprising
economical price, made from special grade plastic and state-of-the-art moulds from Italy.
cello Furniture becomes a household name in short span of time for its range of products
and quality.

1995
cello Writing Instruments, a part of cello Group entered the plastic moulded ball pen
market. In 1995, cello exploded on the scene with cello Clear Pens with Swiss tips and
German ink and changed forever the way pen ran on paper. The revolutionary new smear
free, smooth flowing pen not just took the market by storm but marked a new era in
writing instruments in India. Not too long after, the company unveiled two more models
Prism and Crystal and with that started as a mere 3-machine company, took wings.
 COMPANY PROFILE

Name Of Unit: Cello Wim Plast

Year Of Establishment : 1988
Address: Cello House, Corporate Avenue, ‘B’ Wing, Sonawal Road, Goregaon(E),
Mumbai- 400063
Form Of Organisation: Limited Company
Chairman: Ghisulal D Rathod
Production Unit: Over 2acres of land, Daman
Accounting year: April to March
Website: www.cellowimplast.com
 Aim and Objective

The study is about introduction to opal ware product line at Cello. The main objective of
the study is to understand how the product is made using various component
compositions, so that the cost are minimized and profit margins are maximized. The
objective is to understand that when a new product line is being introduced in the market
what are they key steps that has to be adopted so as to make the product boom and gain
high sales in the market, like promotional, pricing strategies.
Its objective is to understand the market demand for the product, study the market about
the product line, study competitor’s product line and then come up with the best product
line in terms of quality, price, strategies, etc to gain a good place in the market.

The main aim of Cello company is to introduce the opal ware product line in such a way
that it gains the highest place in opal ware market. It aims at studying the competitor
market from the start and come up with better and latest products in terms of quality,
price, combinations, etc.
The main aim of the company is to generate high revenues from this product line and try
to make this product line star over a period of time.
It aims at manufacturing the product at minimum possible cost so as to maximize profits
and also compete against the competitor’s price.
Constraints for developing Opal ware industry

• Opal ware technology is much more complicated than other conventional ceramic

table-ware technology.

• Manufacturers are still facing lots of technical problems in production as it is

performed on a very large scale.

• Almost all the machines are imported from foreign countries, which in turn makes the

manufacturing units face problems when there is any kind of break down of machines as

the users are not very familiar to the foreign advanced machines

• Very high capital investment is required to set up an Opal Ware project.

• Opal glass project is commercially viable only at huge production capacity.

• Power supply is another major factor. Lack of availability of HT power transmission

(minimum 33 KVA) and high cost of electricity did not support the development of opal

ware industry in India.

Advantages of opal technology over conventional ceramic table-
ware
• Opal glass technology is more eco-friendly.
• Advanced cold-top type furnaces have minimised the evolution of harmful green house
gases.
• Electrical heating generates sulfur-free neutral atmosphere.
• The constituents of Opal ware are least likely to generate harmful materials.
• At present Hopewell Tableware is having the most advanced Furnace with Top
Electrode technology.

Future prospects of Opal-ware in India

• Opal ware is becoming popular in India day by day.
• The reasons for such growing popularity have been mentioned above.
• It is expected that the demand of this item will grow by 12-15% per annum in next 5
years.
• There is a very good business opportunity for Indian Manufacturers in international
market.
• Within its limitations, Indian Companies have been able to produce very high quality
opal ware which can compete with foreign companies.
Total table ware market size

SR.NO PARTICULARS APPROX TURNOVER

(IN CR)
Opal ware 300
Glass ware 630
Glass bakeware 72
Bone China 300
Other ceramic and pottery tableware 250
Melamine 380
Total tableware business 2082

The above table shows that the approximately turnover of opal ware is 300cr, however
there are other types of tableware category which having a turnover greater than the opal
ware market.
As the above table shows that total tableware business in India is around 2082cr out of
which opal ware market accounts to only 300cr, this means that the demand for
tableware product in India is at a good rate hence taking advantage of the demand factor
the opal ware companies can gain more turnovers over a period of time
This means that opal ware market is yet at a developing stage.
The company can introduce better strategies, innovations and techniques than other
tableware markets to increase the annual turnover of opal ware market
Current opal ware market size

SR.NO COMPANY NAME APPROX TURNOVER

(IN CR)
1 Laopala 130
2 RAK 30
3 Luminarc 20
4 Bormiolli Rocco 20
5 Corelle 60
6 Unorganised Sector 40
Total Approx Business Of Opalware 300

The total approx. business from opal ware market is 300cr. The companies which are
making a turnover of 300cr are as follows: Laopala , Luminarc, Corelle, etc.
La opala accounts to maximum turnover amount which is 130cr as shown in table, and
after la opala comes Corelle having a turnover of 60cr.
The company Cello after analysing the current market size of each company has
considered La Opala and Corelle as their nearest and biggest competitors.
Cello has taken into consideration every aspect of the two brands La opala and corelle at
every stage. All the marketing strategies, promotional strategies, designs, packaging , etc
of La opala and Corelle are taken into consideration by Cello before introducing the
product in the market.
 BCG Matrix
BCG matrix is a corporate planning tool, which is used to portray firm’s brand portfolio
or SBUs on a quadrant along relative market share axis (horizontal axis) and speed of
market growth (vertical axis) axis.
BCG matrix is a framework created by Boston Consulting Group to evaluate the
strategic position of the business brand portfolio and its potential. It classifies business
portfolio into four categories based on industry attractiveness (growth rate of that
industry) and competitive position (relative market share). These two dimensions reveal
likely profitability of the business portfolio in terms of cash needed to support that unit
and cash generated by it. The general purpose of the analysis is to help understand,
which brands the firm should invest in and which ones should be divested.

Star
Stars operate in high growth industries and maintain high market share. Stars are both
cash generators and cash users.
The business units or products that have the best market share and generate the most cash
are considered stars. Monopolies and first-to-market products are frequently termed stars
Cash Cow
Cash cows are the leaders in the marketplace and generate more cash than they consume.
These are business units or products that have a high market share but low growth
prospects.

Question Mark
These parts of a business have high growth prospects but a low market share. They
consume a lot of cash but bring little in return. In the end, question marks, also known as
problem children, lose money. However, since these business units are growing rapidly,
they do have the potential to turn into stars

Dogs
Also known as pets, dogs are units or products that have both a low market share and a
low growth rate. They frequently break even, neither earning nor consuming a great deal
of cash

Cello Group BCG Matrix

STAR Question Mark

-Thermoware -Glassware
-Stainless Steel - Melmoware
- Opalware

Cash Cow Dog

-Household -Nil
-Wimplast
Henceforth the above table shows that cello company products are divided according to
the current market position and product demand in the market place.
Cello product Thermoware and Stainless steel products are stars which clearly indicates
that they have high relative market share as well as high market growth rate.
Other company product of Glass ware, Melmo ware and Opalware fall under question
mark category. This indicates that Glass ware, Melmo ware and Opalware product range
have low relative market share but high market growth rate, These product range can
initially turn into star category if its market share is increased over a period of time
Products like Household and Wimplast fall under Cash cow category, which basically
means that this product range has high relative market share but low market growth rate.
These product range generate more cash and generates good funds but they have limited
scope of growth.
About Opal ware

Opal glass started in Venice, Itally in 16th Century. In india, La Opala started commercial
production of Opal glass almost 25 years back in Madhupur, Bihar.

It was manual pressing technology. It introduced spinning technology 6 years back at

Sitarganj plant in Uttrakhand. In this 25 year long period few attempts were made to develop
opal-ware. In 2011, Hopewell Tableware started their Opal Glass project.

Hopewell Tableware is now successfully producing almost18- 20 MT of tempered finished

products per day within a span of three and a half months after light up.At present, there is
nearly 16 manufacturing units of opal glass worldwide.

INTRODUCTION TO CELLO OPALWARE

• Cello have been the authors of change, innovation and evolution best known for leading the
writing instruments, household & thermo ware businesses in India from the past 2
decades.

• Cello has built a world class state of the art manufacturing unit at Daman, spread across 12
acres of land, producing premium quality opalwares every second which is the largest in

India.

• Our products are aesthetically durable & made from world’s best machines imported
from Germany and Italy.

• Silica having the highest degree of whiteness are used in making premium white color

Opal wares

• Each of our products are passed through stringent quality tests ensuring they are break
& chip resistant, scratch free and highly durable.

• Our designs are developed by world class designers providing a wide range of elegant

designs
• Each of our product are shrink wrapped and packed in thermocol for damage free transits.

• Our plant is backed up with 2 huge LNG generators which can produce 4000 KW of

electricity during power cut.

• 500 trained manpower contributes in making world’s best Opalwares

What are the critical aspects of making an opal ware Glass?

Raw Material Quality

Good equipment

Staff Training and expertise and glass industry know how

Raw Material –

Raw material first element to good product

Good and consistent quality of raw materials to be sourced with thorough negotiations

after preparing specifications. Quality check of raw material and then mixing needs perfect
blend

We have 12 different ingredients. Some minor ingredients are critical and are the key to the
quality of product like 500 particles per million of 0.05% of the total batch, seems small but
the key to a good quality glass product without bubble and defection.

Weather change can affect the raw material, so it is critical to check the raw material
constantly. One mistake in batch house will affect the entire production run
PROCESS OF MAKING OPALWARE PRODUCT

Manufacturing Unit of Cello Opal ware

Furnace

Right temperature Higher than 1400 degree celcius. German Technology is put into use to
make opal ware .

Furnace is too big and it takes 2 days to make the batch put into furnace and into forming
machine, and if the batch is not mixed properly or the raw material is not proper you loose 48
hours and have a bad quality product and lose millions of dollars

Furnace is the heart of the factory, If the furnace is not working you cannot produce anything
and anything can go wrong, to avoid it you need to put the right material and control all the
parameters all the time
Essential components used are-

Forming Machines

Good technology

Good equipment

German Technology

All machinery from the industry leader

Temperature 1200 degree to 400-500 degree within seconds

Annealing

The second step in the process is annealing

Annealing basically refers to heat the glass to the softening point to remove the stress and
then a controlled reduction in temperature to bring back the glass at room temperature so that
all the internal stress is eliminated.

This stage helps in making the product chip resistant.

This process is important as it has to be done at high temperatures so that the glass product is
made strong to match up with the qualities and features of the product
Tempering

The second step in the process is tempering

Heating glass to a certain limit where it is soft and then rapidly cooling the glass, and then

putting controlled stress so that it is homogenous and this is the stress which is required

to make the glass much more strong. Torture the glass to check quality
Decals

Decal refers to a design prepared on special paper for durable transfer on to another surface
such as glass or porcelain. They Fuse the design into the glass and conduct different torture
checks in order to see that the design does not vanish away. For example try to take a knife
scratch it you wont cut it as mechanical resistance is very high.

These enamels of designs are made with specific composition so that it is completely
compatible with the formula cello uses. Burnt and checked so that the molecular structure
regardless of the torture it has to go through does not fade away

Also the application process is tightly controlled with experience operators there are people
who have been trained for several weeks to reach the level of expertise needed for manual
application of decal
Pad printing

Pad printing (also called tampography) is a printing process that can transfer a 2-D image
onto a 3-D object. This is accomplished using an indirect offset (gravure) printing process
that involves an image being transferred from the cliché via a silicone pad onto a substrate.
Pad printing is used for printing on otherwise difficult to print on products in many industries
including medical, automotive, promotional, apparel, and electronic objects, as well as
appliances, sports equipment and toys. It can also be used to deposit functional materials such
as conductive inks, adhesives, dyes and lubricants.

Physical changes within the ink film both on the cliché and on the pad allow it to leave the
etched image area in favor of adhering to the pad, and to subsequently release from the pad in
favor of adhering to the substrate.

The unique properties of the silicone pad enable it to pick the image up from a flat plane and
transfer it to a variety of surfaces, such as flat, cylindrical, spherical, compound angles,
textures, concave, or convex surfaces.
Quality Check
As this product is break and chip resistant hence it is necessary to check on the quality and
the feature guaranteed. The chip and ball drop test marks the quality of the product. Every
product under every range is first sent under the following two tests and only after passing the
test it is then forwarded for packaging process.

Chip Test

Ball Drop Test

What is High quality of glass made of:

-Homogeneity

-Melting Process has to be controlled

-Need special tricks to control the homogeneity

-Good mechanical resistance and thermal resistance

-Opacity of opal glass

-Whiteness

-Shininess

-Dimensions of the mold have to be controlled in the

-Unique things of the plant

-Double gob press lines which is unique to cello plast, it is the only factory in India to have
double gob capacity so that the production can be doubled
Molds used in the procedure

-Molds are a very critical aspect in the making of opal ware product.

-They always are shocked thermally because of the hot glass poured in and then the

cooling of it. Hence due to this hot cold process constantly the molds get damaged

-Mold maintenance is critical and change is necessary for quality

-Press machine which have several pieces they must match perfectly, good steel required

and we make one of the best mold and some are sourced from European and American

manufacturers

-The company design its own molds

-There is controlled shaped of the molds

-Mold maintenance is critical and requires high expertise

-Molds temperature has to controlled while heating and cooling

-Top cooling side cooling bottom cooling on the molds has to be controlled

Press line

-How much time to press, how much pressure to apply How much gob to be put in needs to
be adjusted properly

-Fire finisher each corner has to be controlled

The position of the corner, the rotation of the article, the speed of the article has to be
adjusted

There are 1.5 lakh pieces manufactured per day

With 50 tons capacity it the largest factory for opal ware in India
Cello opal ware various component variety:

There are different components which are manufactured and made combinations of to be sold
in the market. There are various sets made out of the different components.

There are 15 different components of wares.

The list of different components of opal ware of cello are

There are various sets, compositions and combinations made from these wares which are
displayed in the market such as gift sets, dinner sets etc.
These sets are also made of different sizes of small as well as big in order to meet the market
demand

Dinner sets in different size and with different components

There are 9sizes of dinner ware sets ranging from 6piece set to 47piece set.

There are different gift sets made from different components

There are 6 different gift sets variety under opal ware constituting different
combination of components

There are two different range or category of catalogues launched in order to

compete against the competitor La opala India’s no.1 tableware brand namely
Imperial and Royale collection.

Imperial and Royale collection will be competing against the Classic and Ivory
collection of the brand La opala.

Marketing Mix
Product Designs

As studies show about 75% of the market accounts to floral desgins on opal ware products.
Approximately 15% to geometry designs and rest to other designs. The brand hence forth has
launched more of floral and nature designs on the opal ware components.

The target audience in India prefer floral designs on the opal ware components for use.

Pricing

The idea behind launching two different catagories is that one set of range will be competing
against and would be displayed at nearly the same rate as the competitor, however the other
set of range would be marked at a lower price than the competitor price range to fight against
competition.
Also the pricing strategy used the company is Cost plus pricing strategy. Cost plus pricing is
a cost-based method for setting the prices of goods and services. Under this approach, you
add together the direct material cost, direct labor cost, and overhead costs for a product, and
add to it a markup percentage (to create a profit margin) in order to derive the price of the
product. Hence the company adds up all its cost and the adds the margin percentage to the
cost price of the product which results into selling price.

Currently the company is trying to keep the rates competitive against the competing brands so
as to gain a good base and good market under the category opal ware.

The target audience here for opal ware products is lower middle class, middle class an upper
middle class. This product is launched with a view to let and make the target audience get
used to opalware products not only for ocassional use but for daily use too, and henceforth
the prices are offered very competitive for sale.

Place
Place refers to the point of sale. In every industry, catching the eye of the consumer and
making it easy for her to buy it is the main aim of a good distribution or 'place' strategy.
Retailers pay a premium for the right location.

Cello has also planned to display its product line at the right place for huge sales volume.

According to the product nature the products will be displayed with different designs as
different places. The designs depending on the place will make a huge difference. A settled
elegant piece with nature design will be preferable at high class end places.

Packaging

Packaging is the technology of enclosing or protecting products for distribution, storage, sale,
and use. Packaging also refers to the process of designing, evaluating, and producing
packages. Packaging can be described as a coordinated system of preparing goods for
transport, warehousing, logistics, sale, and end use.
The packaging strategy Cello has adopted is displaying the designs of the ware on the
packaging box rather than giving a natural background. This strategy of displaying the design
makes the packaging look less messy. The design which is yet an important factor is
delivered to the end customers clearly. This way of packaging makes it look classy, rich and
gives a clear view about what the design would exactly look like.

The box contains all other required information on the box such as the product dimensions,
number of components, the different component combination, the price, features about the
product, etc

The competitive brand uses the packaging strategy in which they display the product of sale
along with a table shot background which makes the packaging box. The table shot look
makes the packaging look messy and the design of the product does not come out well.

CELLO LA OPALA

Cello has adopted plain background so that the design of the ware is more visible and is
delivered to the end customer clearly.

La opala has adopted a table shot background which makes deliver of the design less clear to
the end customer.
Promotion

Promotion basically refers to all the activities undertaken to make the product or service
known to the user and trade. This can include advertising, word of mouth, press reports,
incentives, commissions and awards to the trade. It can also include consumer schemes,
direct marketing, contests and prizes.

As opal ware product line in Cello has just been introduced hence they have started with
distribution product launch and have further planned retailer launch. Over a period of time,
Cello will come up with new promotion strategies so that the product is known in the market
to all potential buyers.

PHYSICAL EVIDENCE

Physical evidence is very important as the consumer is able to feel the product and check on
its quality, size and get satisfaction before buying it. In case of goods, the consumers have a
tangible product in order to reflect upon the results of buying that product. The physical
evidence demonstrates the quality of service that the provider provides and wants to convey
to its consumers.

In order to make the product physically available and to make sure that the distributors can
feel the product quality, size , design quality , design patterns , colour , etc the company had
displayed each product components.

Each component was displayed with different size range, different design range , etc

The same quality and sizes would be delivered at the customer end.
People

The target audience is yet important factor to be considered according to the product and
product nature offered for sale.

The target audience here for opal ware products is lower middle class, middle class an upper
middle class. This product is launched with a view to let and make the target audience get
used to opalware products not only for ocassional use but for daily use too, and henceforth
the prices are offered very competitive for sale.

Uses of opal ware products to the end customers:

Gifts
Occasional use

Daily use

Product Launch

Date: 5/7/2017

Venue: Westin Hotel, Goregaon

No. of distributors attended: 100

Timing: 4 pm to midnight

Category: Opalware

Opal ware distributors across India were invited for the launch. The company presented a
Power point Presentation of the product range and displayed a corporate video for better
understanding purpose to the distributors. Catalogues, price list, welcome letter, speeches by
the President, Director, Marketing head, Operations head was given at the launch.

Each product range was kept on display stands for the distributors to feel the product
physically and analyse it according for better understanding purpose. The company
representatives were applauded for the product quality and designs delivered.

At the first launch the company received an order of approximately 70trucks which
accounted to approx. 15cr.
Distributor Product Launch
POSTERS CATALOG BOOKS STAND DESIGN

Catalog book

The company has made a catalog book which contains all the details required for reference.

This book contains all the opal ware components manufactured by the firm, all the designs
launched. It also includes all the different sizes, compositions and cominations of of wares
such as different sizes of dinner sets, gift sets etc
Introduction to competitor brand

La Opala

La Opala is India’s No.1 Table ware brand.

La Opala RG Limited is an India-based pure-play tableware company. The Company

operates as a manufacturer and marketer of life style products in the tableware segment. The
Company is engaged in the manufacture and marketing of opal glass tableware and
approximately 24% lead crystalware products. The Company's glassware portfolio includes
plates, bowls, dinner sets, cup-saucer sets, coffee mugs, coffee cups, tea sets, soup sets,
pudding and dessert sets, and crystal ware products comprise barware, vases, bowls,
stemware and heat-resistant borosilicate cookware. The Company's brands include La Opala,
Diva and Solitare. Diva (tableware) and Solitare (crystal ware) address consumer needs. The
Company exports products to more than 40 countries. It has facilities located at Sitarganj,
Uttarakhand, which manufactures opalware and Madhupur, Jharkhand, which manufactures
crystal ware and opal ware. Its manufacturing operations are located in India.

The brand bridges the gap between steel- and melamine-based ranges and fine bone
china."

While the positioning is premium, it is not as expensive as the other foreign brands. So it is
both an aspirational and affordable brand.

La Opala (Budget Opalware)

Solitaire (High End Glassware)

Diva (Mid End Opalware)

Objective and aim of laopala

-The main objective of La Opala is that it is aiming at stopping people from using steel
utensils
La Opala

In 1991, La Opala ventured into overseas markets such as Singapore, Afghanistan, Saudi
Arabia, UAE and Bahrain, went public in 1995, and a year later, introduced Solitaire, a range

of 24% lead crystal glassware in a tie-up with South Korea’s Doosan Glass.

Exports account for about 75 per cent of La Opala's crystal ware sales.

Since it is 100 per cent handcrafted crystal ware, it has great demand in the US

La Opala opal ware accounts for 60 per cent of the Rs 450-crore market.

La Opala sells 75 per cent of its production in India through 200 distributors and 12,000

retailers.

Clearly, it is riding the boom in India's glass and ceramic tableware industry, which
Nangiapegs at Rs 900-1,000 crore.

Recipient of 19 certificates and awards from trade bodies CAPEXIL (Chemical and Allied

Export Promotion Council) and EPCH (Export Promotion Council for Handicrafts) for
exports to over 40 countries, including the US and Germany

Today, the combined capacity of Sitarganj and Madhupur plants is 21,000 tpa.

At Madhupur and Sitarganj, it is about 70 per cent capacity utilization

They touched Rs256 crore in 2015/16 – sales (Sales rose 16 per cent, net profit 36 per cent,

and EBITDA 27 per cent a year between 2011 and 2016.)

The EBITDA-to- capital employed ratio shot up from 15 per cent to 50 per cent between
2009 and 2014,indicating a sharp rise in efficiency

The company also exports to markets such as the US, France and Italy — 90% of Solitaire’s

₹ 20-crore sales come from export.

La Opala also used the opportunity to introduce Diva, a high quality brand with premium

positioning, which proved a game changer — the brand now contributes 50% to total

revenue. The lighter, thinner yet stronger product saw good traction in the market and its
premium pricing trickled down to the company’s bottom-line — the Diva range starts at a

35% premium to La Opala.

La Opala since its cost of production is similar to Chinese players. At the same time, 90% of

La Opala’s sales come from opal ware, which is priced 30% higher than Chinese imports,

which are mainly bone china and porcelain products, which means his margins are higher.

Crockery/tableware and crystal ware are sold under ‘La Opala’ and ‘Diva’ brands and

products like barware, vases, bowls and stemware are sold under ‘Solitaire’ brand.

Its brands are known for high product quality, attractive product designs and dealer loyalty.

La Opala is a technology driven company, which allows it to consistently improve quality of

its products. It is the first Indian player to use electric arc furnace. The company invested an

aggregate ` 730 mn in acquiring best‐in‐class technologies in last seven years.

The Company also sells its products through many of world’s leading retail outlets including

Wal-Mart, Carrefour and Tesco. Modern trade accounted for 12‐13% of the total sales.

The basic ingredients for the Company are a fusion of quartz sand, lime, soda, clays, Borax

Pentahydrate, transfers paper etc. The Company sources quartz sand locally whereas Borax

is imported from USA and Turkey. Prices of raw materials are stable and are expected to

remain stable going forward.

La Opala dinner sets and tea and saucer sets
Corelle

Corelle is a brand of glassware and dishware. It is made of Vitrelle, a tempered glass product
consisting of two types of glass laminated into three layers.[2] It was introduced by Corning
Glass Works in 1970, but is now manufactured and sold by World Kitchen.

The best quality and feature of Corelle is that it is not break resistant but unbreakable opal
ware product.

A typical Corelle dinner plate measures 26 centimetres in diameter and weighs 355 grams.

Corelle has come in hundreds of different patterns over the years since it was first introduced,
but most of these were retired when the brand was purchased by World Kitchen; many of the
patterns were also used in CorningWare cookware.

Retired patterns are still widely available.

Corelle has the world’s unique 3-layer laminated glass. Corelle presents Vitrelle glass which
harnesses the special technology of binding three layers of special glass materials. The result is
a lasting light weight material which is highly resistant to breaking, cracking, chipping and
permanent staining.

Corelle designs are very light, simple, elegant and never seen before designs which makes this
brand an elegant one.
Features of Cello opal ware product

These features would let our brand product distinguish us in the market from
our competitive brands like La Opala, Corelle, Luminarc, Larah, etc

-First Opalware in India carved out of German technology

-Thermal resistance makes it microwave and refrigerator safe

-Fully tempered makes it 3× times stronger

-Break, chip and scratch resistance makes it suitable for everyday use

-100% vegetarian (Bone Ash Free)

-Dishwasher safe
 FINANCIAL STATEMENT OF CELLO WIMPLAST

The Directors have pleasure in presenting the 29th Annual Report of Wim Plast Limited along
with the Audited Financial Statements for the year ended 31st March, 2017.

1. FINANCIAL RESULTS
(Rs, In Lacs)
Particulars Standalone Consolidated
2016-17 2015-16 2016-17
Revenue from Operations 35770.22 35907.64 35779.78
Other Income 234.00 153.79 234.76
Profit before Depreciation and Tax 8445.74 7626.24 8439.93
Less : Depreciation (1194.00) (1124.92) (1194.00)
Less : Tax Expenses (2394.98) (1986.72) (2393.19)
Profit after Tax 4856.76 4514.60 4852.74
Less: Minority Interest - - (-1.61)
Net Profit for the year 4856.76 4514.60 4854.35
Transfer to General Reserve - - -
Balance c/fd to Balance Sheet as at 31.03.2017 4856.76 4514.60 4854.35

2. COMPANY’S PERFORMANCE
The revenue from operations for financial year 2016-17 stands at Rs, 35770.22 Lacs as
compared to Rs, 35907.64 Lacs of the Financial Year 2015-16 thereby recording a slight
decrease of 0.38%. However, the Profit after tax for the year have increased from Rs, 4514.60
Lacs in FY 2015-16 to Rs, 4856.76 Lacs in FY 2016-17 recording a growth of 7.58%.

3. DIVIDEND
Based on the Company''s performance, the Board has recommended Final Dividend of Rs, 7/-
(i.e. 70%) per share, for total 12,003,360 Equity Shares of Rs,10/- each for the Financial Year
ended 31st March, 2017, subject to approval of members at the ensuing 29th Annual General
Meeting of the Company.

4. TRANSFER TO RESERVES
The Board does not propose transfer to reserves for the year 2016-17 and an amount of Rs,
4856.75 Lacs is proposed to be retained in profit and loss account for the year ended
31st March, 2017.

5. TRANSFER TO INVESTOR EDUCATION AND PROTECTION FUND

The Company has transferred an amount of Rs, 2.29 Lacs to Investor Education and
Protection Fund Account towards the balance lying in the Unpaid Dividend Account for the
year 2008-09.

6. PARTICULARS OF EMPLOYEES AND RELATED DISCLOSURES

The prescribed particulars of employees required under Section 197(12) of the Companies
Act, 2013 read with Rule 5(1) of the Companies (Appointment and Remuneration of
Managerial Personnel) Rules, 2014 are set out in Annexure — I forming part of this Report.
7. SUBSIDIARY COMPANY
The Company has One (1) Subsidiary Company Wim Plast Moldetipo Pvt. Limited,
incorporated on 31st May 2016, with the main object of carrying out Tools and Dies business.
In terms of proviso to sub-section (3) of Section 129 of the Act, the salient features of the
financial statement of the subsidiary is set out in the prescribed Form AOC-1, set out in
Annexure — II forming part of this Report.
In accordance with third proviso of Section 136(1) of the Companies Act, 2013, the Annual
Report of the Company, containing therein its standalone and the consolidated financial
statements has been placed on the website of the Company, www.cellowimplast.com. Further
as per the fourth proviso of the said Section, audited annual accounts of the Subsidiary
Company have also been placed on the website of the Company - www.cellowimplast.com.

8. ISSUE OF BONUS SHARES AND SHARE CAPITAL STRUCTURE

During the year, the Company had issued 6,001,680 Equity Shares on 14th September, 2016
to its then existing shareholders in the ratio of 1:1 by way of capitalisation of free reserves
which has resulted into increase in paid up share capital of the Company.
As at 31st March, 2017, the Issued, Subscribed and Paid-up Equity Share Capital of the
Company stood at Rs, 12,00,33,600 (Rupees Twelve Crores Thirty Three Lacs Six Hundred
Only) divided into 12,003,360 (One Crore Twenty Lacs Three Thousand Three Hundred and
Sixty Only) Equity Shares of Rs, 10/- (Rupee Ten Only) each.

9. PUBLIC DEPOSITS
During the Financial Year 2016-17, the Company has not accepted any public deposit
covered under the Companies Act, 2013.

10. CONSERVATION OF ENERGY, TECHNOLOGY ABSORPTION AND FOREIGN

EXCHANGE EARNINGS / OUTGO
The particulars of Conservation of Energy, Technology Absorption and Foreign Exchange
Earnings/outgo are set out in Annexure — III forming part of this Report.

11. BOARD OF DIRECTORS AND KEY MANAGERIAL PERSONNEL

As on 31st March, 2017, the Board comprises of 10 Directors namely Mr. Ghisulal D. Rathod
(Chairman), Mr. Pradeep G. Rathod (Managing Director), Mr. Pankaj G. Rathod (Whole
Time Director), Ms. Karishma P. Rathod, Mr. Fatechand M. Shah, Mr. S.M. Khinvesra, Mr.
Mahendra F. Sundesha, Mr. Prem G. Manghani, Mr. Pushp Raj Singhvi and Mr. Sudhakar
Mondkar. During the year, Mr. Pankaj G. Rathod was appointed as a Whole Time Director
w.e.f. 1st June 2016.
As on 31st March, 2017, there was no disqualification of any Director pursuant to Section 164
(2) of the Companies Act, 2013.
The Directors Mr. Ghisulal D. Rathod and Mr. Fatehchand M. Shah are liable to retire by
rotation at the ensuing 29thAnnual General Meeting of the Company and being eligible offer
themselves for re-appointment, and the Board recommends their re-appointment.
The other details with respect to Board of Directors are given in Corporate Governance
section forming part of this Report.
The Key Managerial Persons of the Company are Mr. Pradeep G. Rathod (Managing
Director), Mr. Pankaj G. Rathod (Whole-Time Director), Mr. Madhusudan Jangid (Chief
Financial Officer) and Mr. Kapil D. Joshi (Company Secretary and Compliance Officer).
Mr. Kapil D. Joshi - Company Secretary and Compliance Officer of the Company has
resigned w.e.f. 31st May, 2017 and the Board has appointed Ms. Neha K. Somani as
Company Secretary and Compliance Officer of the Company w.e.f. 1st June, 2017.
12. COMMITTEES OF THE BOARD
The Board has constituted necessary Committees pursuant to the provisions of the Companies
Act, 2013, rules framed there under and SEBI (Listing Obligations and Disclosure
Requirements), Regulation 2015. The Committees of the Board are Audit Committee,
Stakeholders'' Relationship Committee, Nomination and Remuneration Committee, Corporate
Social Responsibility Committee, Risk Management Committee and Bonus Allotment
Committee (constituted for the purpose of allotment of bonus shares).
The details about Composition of Committees and their Meetings are incorporated in the
Corporate Governance section forming part of this Report.

SWOT Analysis
SWOT analysis is a process that identifies an organization's strengths, weaknesses,
opportunities and threats. Specifically, SWOT is a basic, analytical framework that assesses
what an entity (usually a business, though it can be used for a place, industry or product) can
and cannot do, for factors both internal (the strengths and weaknesses) as well as external (the
potential opportunities and threats).

Using environmental data to evaluate the position of a company, a SWOT analysis

determines what assists the firm in accomplishing its objectives, and what obstacles must be
overcome or minimized to achieve desired results: where the organization is today, and where
it may be positioned in the future.

As its name states, a SWOT analysis examines four elements: Following are the SWOT
analysis of cello wim plast company

Strengths - Internal attributes and resources that support a successful outcome.

-experienced business units

-high profitability and revenue
-We see low barriers of market entry.
-We see high industry growth rates.
-The industry has unique products.

Weaknesses - internal attributes resources that work against a successful outcome.

-future cost structure

-heavy taxes

-Cost and income structure could be critical.

Opportunities - external factors the project can capitalize on or use to its advantage.

-growth rates and profitability

-new products and services
-global markets
-new markets
-new acquisitions
-growing economy

-We see global growth opportunities

-New trends can increase market size.
-The industry shows a positive trend.

Threats - external factors that could jeopardize the project.

increasing costs
-government regulations
-financial capacity

increasing competition

Cello Industry SWOT Analysis

Industry SWOT Analysis

90

80

70

60

50

40

30

20

10

0
Strengths Weaknesses Opportunities Threats
 Product Life Cycle

A new product progresses through a sequence of stages from introduction to growth,

maturity, and decline. This sequence is known as the product life cycle and is associated
with changes in the marketing situation, thus impacting the marketing strategy and the
marketing mix.

Introduction Stage- This stage of the cycle could be the most expensive for a company launching a new
product. The size of the market for the product is small, which means sales are low, although they will be
increasing. On the other hand, the cost of things like research and development, consumer testing, and the
marketing needed to launch the product can be very high, especially if it’s a competitive sector.

Growth Stage – The growth stage is typically characterized by a strong growth in sales
and profits, and because the company can start to benefit from economies of scale in
production, the profit margins, as well as the overall amount of profit, will increase. This
makes it possible for businesses to invest more money in the promotional activity to
maximize the potential of this growth stage.

Maturity Stage– During the maturity stage, the product is established and the aim for the
manufacturer is now to maintain the market share they have built up. This is probably the
most competitive time for most products and businesses need to invest wisely in any
marketing they undertake. They also need to consider any product modifications or
improvements to the production process which might give them a competitive advantage.

Decline Stage – Eventually, the market for a product will start to shrink, and this is what’s
known as the decline stage. This shrinkage could be due to the market becoming saturated
(i.e. all the customers who will buy the product have already purchased it), or because the
consumers are switching to a different type of product. While this decline may be inevitable,
it may still be possible for companies to make some profit by switching to less-expensive
production methods and cheaper markets.

From the following four stages, opalware kitchen ware category of product line in cello
company has just been introduced and developed. It is yet to be launched in the retail market.
This product is on the introduction stage in the product life cycle.

Chart Title
2.5

1.5

0.5

0
Introduction Growth Maturity Category 4
At this stage, as the product line is just being introduced in the market there are huge cost
involved to be spent on promotion and advertisement of the product range or product line. As
the product is new in the market making the people aware about the new product for high
sales is very crucial which is done by advertising and promotion strategies.

There are huge amounts invested by the organisation on the new product line. At this stage,
the product does not give any returns or profits to the organisation. Cello company has
invested huge amounts on opal ware product line on

-investments in huge machineries for production

-investing in land (production unit)

-stocking huge amount of raw materials, processed goods and finished goods

-advertising costs

-promotional cost

-distributor launch cost

-retailer product launch

 E-commerce

Digital marketing (also known as data-driven marketing) is an umbrella term for

the marketing of products or services using digital technologies, mainly on the Internet, but
also including mobile phones, display advertising, and any other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way brands and
businesses utilize technology for marketing. As digital platforms are increasingly
incorporated into marketing plans and everyday life, and as people use digital devices instead
of visiting physical shops, digital marketing campaigns are becoming more prevalent and
efficient.

Digital marketing techniques such as search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing and e-commerce marketing, social media marketing, social
media optimization, e-mail direct marketing, display advertising, e–books, and optical disks
and games are becoming more common in our advancing technology. In fact, digital
marketing now extends to non-Internet channels that provide digital media, such as mobile
phones (SMS and MMS), callback, and on-hold mobile ring tones.

Cello company has also planned to display opal ware products by Promotional activities of
cello through social media and social networking sites.

Looking forward positively towards the increasing progress of e-commerce websites,

increase in awareness about the importance of digital marketing Cello has decided to promote
the opal ware product line through social networking websites. This would help in making
the public aware about the newly launched product and help the company to gain potential
buyers.

Cello has introduced business promotional strategies through digital marketing, they are as
follows:

-Introduce a Facebook page under Cello opal ware category and keep it updated regularly by
posting one to two posts everyday which may consist of variation in designs, variation in
component combinations, variation in sizes of components, variation in number of
components in combinations.
-Introduce special offers for limited periods only for purchase only from official facebook
page of cello in order to attract potential buyers and also to increase the sales via social
networking activities.

-Providing prior information about any new product design, new component range, new
combinations etc which would be introduced in the market, prior information about any event
being conducted.

-Provide free gifts for a certain limited period of time like “grab free gifts by commenting
below within 15minutes” , so as to attract the customers. Also by providing free gifts of opal
ware product range the customer receiving the product would be able to feel the quality and
durability of the product and would become a loyal customer there after.

-Introduce first purchase offers for customers purchasing from company official page or
website

-Introduce new concept of customer membership to gain and maintain loyal customers, in
which the customer who have a membership could avail of and enjoy special offers and
schemes.

-Connecting with the increasing new trend of cooking pages on social networking websites
like facebook, instagram, etc by displaying Cello company opal ware range on the items
made and cooked.

-Connecting and coming into a contract with online such as amazon, flipkart, snapdeal, etc in
order to increase digital marketing sales

-Introducing discounts on the product on mrp price on if the product is purchased from these
websites, this would help in attracting the potential buyers

-Introduce an Instagram page under Cello opal ware category and keep it updated regularly
by posting one to two posts everyday which may consist of variation in designs, variation in
component combinations, variation in sizes of components, variation in number of
components in combinations.
Promotional strategies used by competitive brands:

Corelle

Corelle has also undertaken promotional strategies by getting into digital marketing activities.
The company Corelle has been constantly active on social networking site like Facebook.

This company uploads one to two post everyday on facebook of their respective product
design, combination of components, etc. It was seen that in order to encourage e-commerce
and digital marketing Corelle was providing free gift on certain sets of combinations.

Eg: On buying a 21pcs dinner set you get 6pcs of katoris free.

Corelle also makes sure that their customers are active too along with the brand henceforth it
introducing various quiz games for limited time period on their official page and encourage
customers by rewarding gifts to the winnerEg: A game was played randomly which included,
“Answer which of the following designs are Corelle designs, the winner would get a gift”
 Questionaire

Q 1) How many people currently live in your house?

2 4 6 More than 6

Particulars Percenatge
2 8.33%
4 16.67%
6 33.33%
More than 6 41.67%

As we can see that the percentage of respondents living in a house fall more under the
category of 6 people or more than 6 category, hence this shows that the respondents
have a medium sized family .
This number of people living could help the company come up with new
combinations of components and sets fitting for the customers falling under this
category range
Q 2) Have you ever used an opal ware (white glass) kitchen ware product of any
category? If yes please specify the category

No Yes Dinner Sets Cups and saucers Gifts Sets

Particulars Percentage
No 0%
Yes 16.67%
Dinner Sets 83.33%
Cups and Saucers 0%
Gift Sets 0%

The analysis shows that people have used opal ware products under the dinner set
category only, hence there is a need to gain more market under the other categories
also of the opal ware product line.
The company could introduce some new schemes or offers on cups and saucer and
gift set categories so that the customers buy that product categories also
 Q 3) How much would expect to spend on a opal ware (white glass) product?
Example : a cup and saucer set of 6pcs

Sales

Rs 500 Rs 1000 Rs 2000 Above 2000

Particulars Percentage
Rs 500 16.67%
Rs 1000 50%
Rs 2000 16.67%
Above 2000 16.67%

The analyses shows that the public is expecting to spend mostly Rs 1000 for a 6pcs
cup and saucer set, this amount category is a sign that the public is willing to spend a good
amount if the quality is good.

It also shows that the public is willing to spend Rs 2000 and above also however the
ratio is less.
 Q 4) Which kitchen ware category (e.g plates) are you currently using at home for
daily use?

Sales

Melamine Silver Steel Glass Opal ware(white glass) Others

Particulars Percentage
Melamine 8.33%
Silver Steel 33.33%
Glass 41.67%
Opal ware ( white glass) 16.67%
Others 0%

The analysis show that people using glass plates are maximum, this clearly indicates that the
public wish to improve their lifestyle and are changing with changing new trends and
changing lifestyle. But we can also see that people using silver steel are also close in numbers
against people using glass kitchen ware.

However people using opal ware (white glass) are less in percentage, hence there is a to
attract public who are using silver steel and glass kitchen ware and divert them to buy opal
ware products, with this sales would increase
Q 5) How often do you buy kitchenware glass products?

once a week once a month once in 6months once a year

Particulars Percentage
Once a week 8.33%
Once a month 50%
Once in 6months 41.23%
Once a year 36.22%

The above table shows that people buy kitchen ware products mostly once a month,
once in 6months as according to the percentage derived. This basically indicates that
there is demand for kitchenware glass category, which may be due to reasons like
customers buying find it affordable, customers buy it as they like to stay updated with
new designs. Hence coming up with new designs, compositions and new innovations
would prove to be helpful to increase sales.
Q 6) On opal ware kitchen ware product which design would you prefer and like?

Sales

Floral Designs Geometric Designs Nature Designs Others

Particulars Percentage
Floral Designs 33.33%
Geometric Designs 20%
Nature Designs 33.33%
Others 8.33%

This above table shows that the designs preferred on opal ware kitchenware products
are mostly floral and nature designs. People prefer and like floral and nature designs
hence the company can introduce a series of floral and nature designs to increase
sales.
The company can launch new, innovative floral and nature designs even if the
company is currently having floral and nature deigns. It can have more number of
floral and nature designs compared to other designs.
Q 7) Would you prefer using opal ware (white glass) kitchen ware products for daily use?

Column1

Yes No

Particulars Percentage
Yes 41.67%
No 58.33%

The above answer shows that there are currently more number of people who do not
prefer using opal ware products for daily use, there could be various reasons for not
using opal ware products for daily use. The reasons may include higher price,
durability than other kitchenware category like melamine, silver steel, etc .
Hence in order to increase sales there is a need to make sure that the people start using
opal ware products for daily use. For this purpose the company will have to work on
the factors and reasons for which people are not using opal ware products for daily
use Eg: Reduce opal ware products price range upto other kitchen ware category or
provide features or after sales services which would increase durability of the opal
ware products.
Q 8) Would you prefer gifting an opal ware (white glass) product on occasions to
friends/relatives? If yes then which category product

Sales

No Yes Gift sets Dinner sets Cups and saucers

Particulars Percentage
No 0%
Yes 8.33%
Gift sets 50%
Dinner sets 41.67%
Cups and saucers 0%

The above table shows that people do prefer gifting opal ware products on occasions.
The analysis shows that people prefer gifting either dinner sets or gift sets, however
the percentage of gifting gift sets is more.
Hence the company can come up with new, different, reasonable combinations of opal
ware product combinations as gift sets.
This would in turn help to increase sales for opal ware product line
Q 9) What is the most important factor you consider when buying a kitchen ware
product?

Sales

Price Quality Variety Availabe Product desig and look

Particulars Percentage
Price 16.67%
Quality 58.33%
Variety Available 8.33%
Product Design 16.67%

It is important to know the most important factor which the customer considers before
buying your product. The above table shows that the most important factor people
take into consideration before buying opal ware category product is Quality of
product for most respondants.
Hence the company should make sure that it maintains good and high quality so that
there is high customer satisfaction. However along with quality some respondants
consider price and product designs as well as variety available hence the company
should take these factors also into consideration.
Q 10) Would you like to buy opal ware products through online websites? If yes
which website would you prefer

Sales

Yes No Amazon Flipcart Jabong Ebay Others

Particulars Percentage
Yes 16.67%
No 58.33%
Amazon 25%
Flipkart 0%
Jabong 0%
Ebay 0%
Others 0%
The above table shows that the percentage of people willing to shop from online
websites are very less. Although e-commerce and digital market is growing very fast
however for this product line people would first like to check on the quality, size,
design, etc. Hence in order to increase sales through online websites certain reasons
for not shopping online should be taken into consideration.
If people are shopping online it seems that they would amazon website, hence it is
preferable to first introduce Cello company opal ware product line on Amazon as it
known and trusted by all.
Recommendations
After studying the market under the opal ware product line, it would be recommended
that the company Cello keeps the quality up to the mark as it was analysed that along
with price the market demands quality first. The company should not compromise on
quality while competing with competitor’s pricing of products.
In order to provide the customers quality assurity the company can introduce return
and repair policy with certain conditions apply, this would help Cello company
differentiate its product from other competitors products in the market place.

Looking on the increasing digital marketing and e-commerce industry being

encouraged and gaining its place in the market it would be recommended that the
company sells its opal ware product line through online social networking websites.
Along with products being displayed in the traditional market if it is displayed and
offered for sale on social networking websites also it would help spread awareness
about the product. It would help the company to gain a larger market through
traditional as well as e-commerce market.
 Conclusion

From the above analysis we come to a conclusion that there is high demand and scope for
opal ware kitchen ware products in the market place. The opal ware market is yet at a
developing stage.

In the market place there is awareness of opal ware category products.

The consumers are willing to spend a good amount on purchase opal ware product which is
seen from the survey conducted.

The market demands for quality first over price which is considered a very important aspect.

The customers are not willing to use opal ware kitchenware products for daily use due to the
nature of product like chipping off, breakage.

There are use amounts of investments involved in setting opal ware production plant and it
will derive huge profits if the company manages to survive
 Annexure

Q 1) How many people currently live in your house?

Q 2) Have you ever used an opal ware (white glass) kitchen ware product of any category? If
yes please specify the category

Q 3) How much would expect to spend on a opal ware (white glass) product? Example : a
cup and saucer set of 6pcs

Q 4) Which kitchen ware category (e.g plates) are you currently using at home for daily use?

Q 5) How often do you buy kitchenware glass products?

Q 6) On opal ware kitchen ware product which design would you prefer and like?

Q 7) Would you prefer using opal ware (white glass) kitchen ware products for daily use?

Q 8) Would you prefer gifting an opal ware (white glass) product on occasions to
friends/relatives? If yes then which category product

Q 9) What is the most important factor you consider when buying a kitchen ware product?

Q 10) Would you like to buy opal ware products through online websites? If yes which
website would you prefer
 BIBLIOGRAPHY

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ab.3..33i160k1.462.15323.0.17222.41.31.1.0.0.0.334.4617.3j12j8j2.25.0....0...1.1.64.psy-
ab..19.20.3296...0j0i67k1j33i22i29i30k1j33i21k1.Z01Q7TlGOd0

https://www.surveymonkey.com/welcome/sem/?&opt=brand&iv_=_

http://economictimes.indiatimes.com/definition/marketing-mix

http://www.cellowimplast.com/