CERATIZIT INDIA PVT

LTD

TABLE OF CONTENTS
1.History.
2.Product Portfolio.
3.Revenue.
4.Operational
Strategy.
5.Point of Sales.
6.After Sales
Service.
7.Industry Analysis.
8.Competitior
Analysis.

HISTORY
1.The Ceratizit Group was created as a merger
between the two companies CERAMETAL(founded
in 1931) and Plansee Tizit(1985).
2.It was founded in Walferdange (Luxembourg) by
Nicholas Lanners.
3.The Indian production unit was opened in
Kolkata in collaboration with Siel to form Siel Tizit
Limited.
4. In 2010 CERATIZIT and CB Carbide combined
their Asian activities within the joint venture
company CB-CERATIZIT in which both CERATIZIT

PRODUCT
PORTFOLIO
1.CERATIZIT develops, produces and markets solutions for
cutting and wear applications in selected industry sectors
from powder to semi finished products and coated
components based on hard metals, cermets or technical
ceramics.
2.Products include drilling,milling,turning,parting and
grooving tools.
3.Rods which includes rods(ground or unground),rods(with
or without coolant holes) and preformed blanks for milling
and drilling machine tools.
4.Wear parts which includes circular round and flat hard
metal parts,discs,blanks for metal forming,tool and die

U-drill

Eco-Cut

Turning

Groovi
ng

Milling

REVENUE
1.The annual estimated target of Ceratizit India Pvt
Ltd is Rs 100-110 crores.
2. Major customers for CERATIZIT India come from
the automotive sector namely Ashok Leyland, Tata
Motors, Hero Honda, Tata Steel, Tata Cummins,
Mahindra & Mahindra, Hyundai Motors, Maruti,
Bajaj, etc. Other important customers are BHEL,
HAL, BEMIL, ordinance factories and railways.
3.The following is a pie chart that demonstrates the
annual sales of Ceratizit India in the various sectors
of the market.

Sales Growth 2013-14

Sale increased by 21% than budget

Sale increased by 36% than
previous year

Profitability

Profitability

% on sale

07-08

0809

0910

10-11

1112

12-13

13-14

EBT (% on sales)

18

19

18

12

17

EBITDA (% on sales)

15

23

22

21

12

17

21

OPERATIONAL STRATEGY
1.It is committed towards the design,manufacture and
marketing of products that are beneficial for the customer
end both in terms of intended use and quality.
2.It complies with universally accepted quality standards.
3.It also seeks to minimuse risks at workplace and to look
for the security and well being of the employees.Also a
regular and systematic approach has been implemented in
the workplace with the implementation of 5S.
4. QSE procedures, which include the provision of adequate
and regular training, are continually reviewed and improved.
5. It strives to keep the environmental impact of its
activities down to an absolute minimum.In areas such as
resource use and waste management,there are obvious
synergies
between
environmental
responsibility
and
economic efficiency.
6. As it has customers in many different business fields, this

A BASIC LOGISTIC MODEL OF

OPERATION

AFTER SALES SERVICE

1.If a purchased product say a tool is damaged then the
following steps are taken by the Company to combat the
situation.At first the tool will be brought back to assess its
drawbacks in the quality department.
2.Required technical modifications are then suggested to the
concerned department and they are made on the improper
product if permissible.
3.The rectified tool can function at 100% of the tool life or
even the machining performance of a new tool.
4.The following guarantees are claimed:a)Product will be returned with original geometry.
b)Coated to original specification.
5.This greatly helps in reducing tooling costs and also
maintaining a small tool inventory due to quick service.
6.To ensure that these guidelines are effectively carried out
technical support team visits customers time to time to check
the efficiency of the companys product and give the requisite

INDUSTRY ANALYSIS
1.Ceratizit is known to sell its products ranging
from inserts to cutters at much reasonable prices
as compared to its competitiors like
Sandvik,Tungalloy etc.The products come at an
economical price coupled with good performance.
2.It is perhaps the only company which has the
state of the art facility in India to manufacture
coated inserts from raw powder.Unlike its
competitiors at India that import these inserts.
3.Its economical cost makes it the key supplier to
various government organisations like
Railways,Ordinance Factory as they want
productivity at low costs.So government
contracts are acquired to a large extent in

4.It is the global leader when it comes to

wear parts.No other competitor comes close
in this aspect.
5.The traded goods of Ceratizit have a 50%
higher life than that produced in India which
are also in much demand in the Indian
market.
6.It has absorbed a few companies like
Gunter Wirth over the last year which means
it is expanding.Moreover the products of
Ceratizit are sold in the international market
under the tag of WNT a reputed sales
organisation.So all signs point that the

COMPETITOR ANALYSIS
SANDVIK:1.They are the global leaders when it comes to carbide inserts
and a strong contender for Ceratizit.
2.It is the only company to have a R&D sector to promote
research and development of new products unlike others who
only have production sites.
3.Their main disadvantage is the high price they demand for their
coated inserts with high productivity.As a result only the large
scale and heavy industries are their customers.They fail to
attract medium and small scale industries as customers.
4.It has been seen in the market that it maybe a good brand for
turning inserts but in case of milling inserts and cutters it is
outsmarted by Ceratizit( A273 cutter 16 edged face milling).
5.It is also a contender in boring and drilling applications( the
CoroDrill and the CoroBore being its main products).