advertising and sales promotion at acc cemen

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

EXECUTIVE SUMMARY

Advertising helps improve quality of life around the world through what it does

communicating messages to a wide range of audiences about products, services,

companies, consumer behavior or government priorities and importantly it enables the

vast majority of media vehicles which bring news, education, information and enjoyment,

to exist. Advertising contributes to all three pillars of sustainable development economic

development, environmental protection and social responsibility

This project entitled A Study "Effect of advertisement on sales in ACC” has been

undertaken with the objective of knowing to determine the impact of advertisement on

sales. The study was conducted at ACC CEMENTS office (Thondebhavi) with the help

of data which were collected by frequent discussion with the company executives and

officials. Data were also collected from journals and websites.

The data thus collected has been analyzed and interpreted with suggestions, if found

necessary, the company can adopt these suggestions based on the project.

This study was conducted mainly on Academic ground and will be considered as a

successful effort if some of the findings and recommendations are proved to be useful to

the organization. Advertising is not a one man show, it involves several experts, each

contributing to an effective advertisement. Testing for the effectiveness of the

advertisement will lead advertising to conformity; and it will be deficient in creativeness.

The research design adapted in the current study is descriptive in nature. Survey was

conducted using structured questionnaire. Primary data was collected with the help of

questionnaires and personal interview. Secondary data was collected from catalogs,

company records, Internet sites and library. A questionnaire containing different forms

of open ended, closed ended and multiple choice were used to collect the necessary

information. The study was adopted using convenience sampling for data collection; the

sample size was limited 50.


RESEARCH DESIGN

INDUSTRY PROFILE:

India is one of the top 11 producers of cement in the world. The first cement company

was established in Madras in1904. However, in 1912 – 13 three unit of ACC were

established at Porbandar in Gujarat and other two at Kavti Madhya Pradesh and

Lakheri in Rajasthan with total installed capacity of 14000 tones per annum.

At present cement industry is more than 92 year old. During the first half of the century

India was plagued by an extremely slow growth rate and not centil the down of

independence in the era of planning. The importance of the core sector industries

cement to national development was recognized.

On 24th May 1961, cement manufacturing Association (CMA) was formed in India.

The decade was momentous one for the India cement industry. During the whole

period of ten years. The industry installed capacity increased to 61.55 million tones in

1990 from about 40 million tones in 1989

The period during 1982-85 was boom period for industry. By 1992 it has attained

fourth position among the cement producing countries, behind the USA, China and

Japan the year 1990-92 was best for the cement producers. But in 1992-93, it has bad

fortunes the demand for cement was 8% in1991 declaimed to zero in 1992-93.

The cement industry has to adjust to the changing situation and upgrade its technology

and widen product range and use also different types of raw materials for making

available limestone reserves go a longer way.

The manufacture of blast furnace slag pozzolanic and other types of cement has to be

undertaken in order to increase significantly the out put of quality cement with the

same quality of slinker. Blast furnace slag and fly ash will be available in increasing

quantities with rising output of the integrated steel plants and the commissioning of

new coal based thermal station.

The invention of Portland cement is generally credited to Joseph Aspedin, an English

Bricklayer in 1824. It involves a double kilning such as was described by Vicat. In

1838 a young chemical engineer, Isaac Johnson, burned the cement raw material at

high temperature until the mass was nearly vitrified producing the modern Portland

cement. The earliest kiln is one of William Aspedin's bottle kilns from Robins &

Aspedin factory at Northfleet.


The chamber kiln was an improved design developed and patented by Mr. Johnson, the

combustion gases from the kiln dried the raw material so that when the kiln was burned

out a new charge of dried material is immediately ready for use.

The time and heat losses resulting from drawing the clinker, recharging the kiln, and

then heating it again led to the design of shaft kiln with continuous burning of the

materials, the main problem of the new kiln operation was the difficulty of obtaining an

even clinker burning as some were under-burnt or heavily clinkered.

In 1898 Atlas Portland cement company according to Lewis improved the design by

using what is called a Rotary kiln, this improvement was a big revolution in the cement

industry because the new kiln could produce 200 cement barrels per day compared to a

shaft kiln which produced only 40 to max 80 barrels per day additional to quick

improvement in this new design regarding the mixing, grinding equipments for raw

material, grinding equipments for coal, belt conveyor using mix kind of fuel such as

natural gas (1904, Iola Portland cement, Iola Kansas).

In practice, the operation with the first generation of rotary kiln (Ransone kiln) was

very difficult due to problem of maintaining a sufficient and uniform kiln temperature

with excessive balling of raw feed and sticking on the Frederick lining.

In 1899 Atlas Cement Company improved the technology of the rotary kiln and fuel

economy by replacing fuel oil with powdered coal dust. Furthermore, modifications to

the kiln were made by addition of two auxiliary clinker coolers, in which the first hot

discharged clinker was received as it fell from the kiln and air flowing over it was

heated and helped to ignite the coal dust in the rotary kiln.

The new clinker produced from the new kiln technology was different than the old

clinker especially from the setting time (much faster setting time). The French chemist

Pierre Giron solved this problem by adding gypsum to the cement in order to control

the setting time.

GROWTH AND DEVELOPMENT OF THE CEMENT INDUSTRY


Strong relation to the GDP growth, high level of competition, regional nature of

demand, high component of freight costs, capital intensity, and dependence on inputs

with administered prices and heavy reliance on fiscal concession characterize the

cement industry. In the long run, it has been seen that cement has elasticity of demand

and constitutes 1.4% of GDP growth.

Transportation is a very critical element of industry with the markets spread over a

radius of 350-600 km from the plants. Freight is the single largest cost element for any

cement company. Industry is heavily dependent on input with administered prices.

Power and fuel are the other main inputs for the cement manufacturing companies.

Sales Tax exemptions are the major determinant for viability of cement plant in past.

The sales tax constituted 15% of selling price and exemption of sales tax was main

reason for cash accruals, during the initial periods of factory.

The cement has cause of age after long period of ambivalence in which it was buffed

about the industry is taking its right full place in economy upsurge redounds to estate

management over a millions of people who are engaged in construction activities.

The cement industry today contributed a sum of over Rs. 3600 corers to central

government in form of taxes like central excise, sales tax etc

COMPANY PROFILE

ACC Limited

The Associated Cement Companies Limited ( ACC ) BSE: 500410 is Indian company

in cement manufacturing business. It is registered office is called Cement House. It is

located on Maharishi Karve Road, Mumbai. It is blue chip company. The stock price

of company contributes in calculating BSE Sensex.

The management control of company was taken over by Swiss cement major Holcim

in 2004. On 1 September 2006 the name of The Associated Cement Companies

Limited was changed to ACC Limited. The company is only cement company to get

Superbrand status in India.off

http://en.wikipedia.org/wiki/Holcim

http://en.wikipedia.org/wiki/BSE_Sensex

http://en.wikipedia.org/wiki/Mumbai

http://en.wikipedia.org/wiki/Cement

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Bombay_Stock_Exchange


ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. ACC's

operations are spread throughout the country with 16 modern cement factories, more

than 40 Ready mix concrete plants, 20 sales offices, and several zonal offices. It has a

workforce of about 9,000 persons and a countrywide distribution network of over

9,000 dealers.

Since inception in 1936, the company has been a trendsetter and important benchmark

for the cement industry in many areas of cement and concrete technology. ACC has a

unique track record of innovative research, product development and specialized

consultancy services. The company's various manufacturing units are backed by a

central technology support services centre - the only one of its kind in the Indian

cement industry.

ACC has rich experience in mining, being the largest user of limestone. As the largest

cement producer in India, it is one of the biggest customers of the domestic coal

industry, of Indian Railways, and a considerable user of the country’s road transport

network services for inward and outward movement of materials and products.

Among the first companies in India to include commitment to environmental

protection as one of its corporate objectives, the company installed sophisticated

pollution control equipment as far back as 1966, long before pollution control laws

came into existence. Today each of its cement plants has state-of-the art pollution

control equipment and devices.

ACC plants, mines and townships visibly demonstrate successful endeavours in quarry

rehabilitation, water management techniques and ‘greening’ activities. The company

actively promotes the use of alternative fuels and raw materials and offers total

solutions for waste management including testing, suggestions for reuse, recycling and

co-processing.

ACC has taken purposeful steps in knowledge building. We run two institutes that

offer professional technical courses for engineering graduates and diploma holders

which are relevant to manufacturing sectors such as cement. The main beneficiaries

are youth from remote and


backward areas of the country.

ACC has made significant contributions to the nation building process by way of

quality products, services and sharing expertise. Its commitment to sustainable

development, its high ethical standards in business dealings and its on-going efforts in

community welfare programmes have won it acclaim as a responsible corporate

citizen. ACC’s brand name is synonymous with cement and enjoys a high level of

equity in the Indian market. It is the only cement company that figures in the list of

Consumer SuperBrands of India.

ABOUT: HUMAN RESOURCES

ACC has a large workforce of about 9,000 people, comprising experts in various

disciplines assisted by a dedicated workforce of skilled persons. ACC employees,

referred to as the ACC Parivar, come from all parts of the country and belonging to a

variety of ethnic, cultural and religious backgrounds. ACC employees display a strong

sense of loyalty to the Company and their special stellar qualities as ‘value-adding’

human capital are well known in the industry.

ACC has clearly stated guidelines concerning recruitment, termination, career

advancement, performance appraisal, professional and employee ethics and code of

conduct. The Company’s personnel policies and processes enshrine equal

opportunities to all and non-discrimination with regard to gender, caste, creed,

ideology or other opinion, whether social, political or religious. Also ensured is a due

process for employee consultation and participation in organizational development and

policy formulation.

The importance of Corporate Governance has always been recognised in ACC. Much

before Corporate Governance guidelines became applicable and mandatory for listed

companies, ACC had systems in place for effective strategic planning and processes,

risk management, human resources development and succession planning. The Audit

Committee in ACC was constituted as far back as in 1986. The Shareholders-Investors

Grievance Committee was formed way back in 1962 and the Compensation

Committee was convened since 1993. The Company’s core values are based on

integrity, respect for the law and strict compliance thereof, emphasis on product

quality and a caring spirit. Corporate Governance therefore in ACC is a way of life.

ACC is a professionally managed Company with a majority of its Directors being

Independent Directors. The Board of Directors has always consisted of persons who

are professionals in their respective fields and with unquestionable integrity and

reputation. The role, responsibility and accountability of the Board of Directors is


clearly defined. Members of the Board have full freedom to express their views on

matters placed before them for deliberation and consideration.

It is the continuous endeavour of the Board of Directors to achieve the highest

standards of Corporate Governance through the adoption of a strategic planning

process, succession planning for attracting, motivating and energizing human

resources, identification of major risks and the way and means to manage such risks,

an effective communication policy and integrity of Company’s internal control

systems. The Board of Directors are also constantly looking at ways and means to

ensure that the most effective use is made of the scarce resources at its disposal and

that the management and employees have the freedom to take the Company forward

within the framework of effective accountability.

The Annual Reports, press releases and other communication have always made full

disclosures on various facets of importance to the stakeholders, particularly with

regard to information relating to financial matters, company’s operations/performance,

stock movements etc.

CENTRAL PROCUREMENT:

ACC has a countrywide spread of 14 modern cement plants. This large network of

manufacturing units consumes a wide spectrum of inputs – about 60,000 different

items ranging from Coal, Gypsum, Slag, Packaging material (bags), Refractories,

Steel, Grinding Media, Electrodes, Cables, Bearings, Conveyor Belts, Spares of

various mechanical, electrical and instrumentation equipment, Mining Equipment and

their spares and explosives.

ACC has a vendor base of more than 6000 suppliers spread across the country.

A team of professionals at Corporate, Regions and Plant Level manages the

procurement function. The function is organized so as to derive maximum value for

the company through economies of scale from central pooling and procurement of

some inputs at the corporate level while meeting individual operational requirements

at plant level. The Procurement function comprises a Central procurement team at the

corporate office for the requirement of major inputs for the operations of cement

plants.


ACC was among the first Indian companies to adopt automation of information

technology. We started computerizing our systems as early as 1968 - a commitment to

progress through the harnessing of relevant available technologies, a practice that

continues even today.

We have traveled a long way from our early days when we were using simple

keypunching machines. Significant improvements have been made in application

systems and infrastructure since then - from Batch processing to on-line systems, from

IBM 1401 and Data General system to the latest Linux/UNIX and Windows 2003

based machines. We have made timely transitions determined by available

technologies and business requirements.

In February 2007 the company made a quantum jump from in-house developed

systems using Oracle 9i and Developer 6i to an ERP (SAP) based solution. This

decision was based solely on our strategic objectives and the business benefits that we

expect to derive from implementing such a solution. With this move we also aligned

people, business processes and technologies across the country.


The Company has an Intranet Portal called ‘Accelerate’ which is dedicated to

employees. The portal’s content is based on Personal information relating to Human

Resource matters, Performance Management, as well as other information of use to

employees such as the latest news on company affairs, developments on sustainable

development, house magazines and newsletters.

Being a large organization with a countrywide network of manufacturing, marketing

and R&D centers, we have invested in the creation of a comprehensive infrastructure

that allows free flow of information across the organization. This enables almost

instant communication between all levels in the organization. A hybrid WAN network

connects each of our 275 plus locations. A judicious mix of VSAT and VPN links

ensure adequate connectivity between these locations. Each manufacturing location

has a well designed LAN to meet its needs.

IT in ACC is well placed to master future expansions of our core businesses.

ACC is essentially a people’s brand

of cement with more than 80 per cent of sales made through an extensive dealer

network that covers every state in India. Its customer base represents the masses of

India - individual homebuilders in small towns, rural and semi-urban India.

Going beyond the supply of cement, we offer ACC Help services to share knowledge

about the process of home building and correct procedures of product usage.

Our Regional Offices have Customer Services Cells manned by qualified Civil

Engineers who interact with customers to assess their needs and problems, offer advice

before and after sales including educating users and customers on correct usage of

cement and concrete and good construction practices.

ACC reaches out to its customers, home builders and engineers in the following ways:

ACC Help Centres: For personal guidance on the right construction practices.

ACC Help Literature: Easy-to-understand construction guides.

ACC Help Vans : Mobile help services. Our engineers in vans assist you at your

site

www.acchelp.in : an interactive website for all your construction related questions.

Indian Concrete Journal : the country’s oldest civil engineering journal

HISTORY

off


1936

The Company was incorporated at Mumbai. The Company manufacture cement,

refractories and cement plant and other heavy machinery including structural and

mild fabrications. The Company undertook revamping of the Kymore unit for

production of high value refractory intermediates. ACC, is India's oldest and

largest cement company, belonging to the Tata group.

6,03,200 No. of equity shares issued for consideration other than cash.

1959

In January, the Company in association with Vickers Ltd., and Babcock

& Wilcox Ltd., formed a new company called ACC-Vickers-Babcock & Wilcox

Ltd., formed a new company called ACC-Vickers-Babcock Ltd.

1965

On 12th March, two agreements were signed between the Governments of

West Pakistan and the Company for the sale of all the immovable properties of the

Company at Wah and Rohri in Pakistan to the Government of Pakistan. According

to these agreements, a total consideration of Rs 3.26 crores was payable by the

Government of West Pakistan to the Company in seven annual installments along

with interest due.

The Government of West Pakistan caused the Mumbai Branch of the First

National City Bank to furnish an irrevocable and without recourse guarantee to the

Company.

4,74,731 Right Equity shares issued at par in the prop. 1:5.

1990

Production of grey cement at 74 lakh tonnes was almost same as in the

previous year, that of refractory products stood lower at 31,742 tonnes due to a 4

months strike at the Katni plant.

The coal washing at the Kymore cement works was mechanically completed and

was commissioned in 1991-92.

The products developed in-house were dark colour portland slag cement, CASAL

- non portland cement for concrete repairs, `Shrinkkump-40', a new grouting

formulation with rapid hardening properties CALAL-65 a new calcium aluminate


cement for refractory application and Low Cement Castable - a new generation

refractory material.

Product Profile:

Thondebhavi cement work manufactures ordinary Portland cement type 43, 53 grade

(latest version of IS: 1489 Part – 1) under the brand name ACC SURAKSHA that

makes utilization of fly ash up to 25% thereby helping in maintaining pollution free

environment.

There are three types of grade

Ordinary Portland cement :

1 ) 43 grade cement : [ OPC 43 grade ]

ACC Cement is the most commonly used cement in all constructions including plain

and reinforced cement concrete, brick and stone masonry, floors and plastering. It is

also used in the finishing of all types of buildings, bridges, culverts, roads, water

retaining structures, etc.

What is more, it surpasses BIS Specifications (IS 8112-1989 for 43 grade OPC) on

compressive strength levels

BIS Specifications on Compressive Strength Levels:

3 days 23 MPA

7 days 33 MPA

28 days 43 MPA

ACC Cement is marketed in specially designed 50 kg bags with golden yellow bands

along the sides.

2) ACC samrat: [53 grade OPC ]

ACC SAMRAT is the brand name for a product developed recently by our Research

and Consultancy Directorate.

It is an Ordinary Portland Cement which surpasses the requirements of IS: 12269-53

Grade. It is produced from high quality clinker ground with high purity gypsum.

ACC SAMRAT provides high strength and durability to structures because of its

optimum particle size distribution, superior crystalline structure and balanced phase

composition.


3) ACC SURAKSHA [ A Composite cement ]

This is a new, specially composite cement, produced by intergrinding higher strength

Ordinary Portland Cement clinker with high quality processed fly ash - based on

norms set by the company's R&D division.

This unique, value-added product has hydraulic binding properties not found in

ordinary cements.

It is available in specially designed 50-kg bags with parrot-green bands along the

sides.

Area of operation – Global/ National/ Regional :

Regional Marketing Offices :

Synthetic Ferric Oxide plant,

Bangalore

Bhopal

Calcutta

Chandigarh

Coimbatore

Kanpur

Mumbai

New Delhi

Patna

Pune

Secunderabad

Overseas :

Yanbu Cement co. (KSA)

Gandil Agriculture Co, Ltd., (Sudan)

Iran and India Cement

Engineering Consultants PJS Tehran, Iran.

Ownership pattern:


A new association was forged between ACC and the Holcim group of Switzerland in

2005. In January 2005, Holcim announced its plans to enter into a long-term strategic

alliance with the Ambuja Group by acquiring a majority stake in Ambuja Cements

India Ltd. (ACIL), which at the time held 13.8 per cent of the total equity shares in

ACC. Holcim simultaneously announced its bid to make an open offer to ACC

shareholders, through Holdcem Cement Pvt. Limited and ACIL, to acquire a majority

shareholding in ACC. An open offer was made by Holdcem Cement Pvt. Limited

along with Ambuja Cements India Ltd. (ACIL), following which the shareholding of

ACIL increased to 34.69 per cent of the Equity share capital of ACC. Consequently,

ACIL has filed declarations indicating their shareholding and declaring itself as a

Promoter of ACC.

Holcim is the world leader in cement as well as being large suppliers of concrete,

aggregates and certain construction-related services. Holcim is also a respected name

in information technology and research and development. The group has its

headquarters in Switzerland with worldwide operations spread across more than 70

countries. Considering the formidable global presence of Holcim and its excellent

reputation, the Board of ACC has welcomed this new association.

Competitor’s information:

Vasavadatta cement

Rajashree cement

Ultra tech cement

Ambuja cement

Birla plus cement

Bharathi Cement

Infrastructural Facilities:

1) School:

An English Medium School in the Company township upto 10th Standard of Central

Board Syllabus to meet the educational requirement of the employees children and a

Kannada medium Primary school in the Colony run by the State Govt. was started.

2) Dispensary:


The Company has provided health center with X-ray diagnostics facility, ECG

&Pathology Lab to the benefit of the employees with qualified Medical Officers and

Para Medical staff, Visits of specialists are arranged regularly.

3) Libraries and Reading Rooms:

The company has provided libraries and Reading Rooms in the plant and also in the

Club for the benefit of employees. All kinds of News papers and magazines are made

available.

4) Literacy Programmes:

The Company is organizing literacy classes for the illiterate workers.

5) Bachelor’s housing:

The company provides Bachelors accommodation for the fresher who join as trainees

and a staff Bachelors Mess is being run by the bachelor staff themselves.

6) Bus Facility:

The Company provides bus facility to Gulbarga and Wadi town on Saturday and

Sunday respectively every week for the benefit of the Employees for shopping purpose.

7) Sports & Games:

The Sports Club provides recreation for the employees and their family members and

has indoor game facilities and out door game facilities for Volley ball, Basket ball,

Football, Hockey, Cricket, etc. It also has a reading room and a library.

8) Housing, Utility Loans etc:

The Management provides the housing loan to their employees depending on the

category for construction of house by employees and the loan recovery in easy

installments. In addition, a number of loans like utility loan for consumer items like

Refrigerator, Two wheeler, domestic appliances etc and Marriage loans.


Work flow model ( End to End ):

MODERNISATION / EXPANSION / NEW PROJECTS

A major part of the Bargarh expansion project was completed and the Vertical Roller

Mill and Captive Power Plant were commissioned during 2009. The next phase of the

plant is expected to be commissioned during the first quarter of 2010, after which the

cement grinding capacity of Bargarh will stand enhanced to 2.1 million tonnes. The

first phase of the programme to increase the cement grinding capacity by 3 million

tonnes per annum of capacity in Karnataka was completed with the launch of two new

satellite grinding units. These are the Thondebhavi grinding plant in Chikballapur

District near Bangalore with a capacity of 1.6 million tonnes per annum and the

Kudithini grinding plant in Bellary District with a capacity of 1.1 million tonnes per

annum. The remaining phase of the New Wadi Expansion Project for creation of

additional clinkering capacity in Karnataka, including additional captive power plants

of 2 x 25 MW capacity, are expected to be completed by mid 2010.

The expansion project of the Bargarh Plant was substantially completed during the

year. The satellite grinding units which were set up as a part of Wadi expansion

programme at Thondebhavi in Chikballapur District and Kudithini in Bellary District

in Karnataka were also partly commissioned during the last quarter of 2009.


The future of the industry is linked to the economy and the key driver is governmental

spending in infra structure projects like roads, bridges, ports, and airports. Nabmir

points out that concrete roads are maintenance free, eco friendly and last for years. A

case in point is the marine drive flyover in Mumbai, constructed 60 years ago the

industry also pressing for rural roads to be concretized. If all this happens, if all this

happens, it will trigger demand for cement in the next 10 years and give a big boost to

the industry which was been reeling under the impact of excessive supplies, and

uneconomic realization. The silver lining is that money collected by the way of cess on

petrol/diesel has to be spent on road development. Given this situation, ACC has a

clear road ahead.

The growth in the next year will driven by firm cement prizes coupled with the

increase in volumes from Wadi. The average realization for the year to March 2004

should be about 10% higher than the realization for the year to March 2003. Besides,

there is an incremental 2.6 million capacity that will come on string in this quarter,

leading to an increase in cement sales to 12.5 million tones for the year ending March

2003 from 11.06 million tones last year. “In sum if the economic activity has

envisaged by the government fructifies, then ACC is a good brick – and – mortar

story.

PRODUCTS: : QUALITY

Product Development has always been an important activity at ACC,

arising out of a focus on quality and process improvement. It has been a constant

partner, driving research, innovation and evaluation.

ACC has effectively pledged its reputation as the market leader in the quality of

cement. Maintaining this lead calls for harnessing the resources and expertise of the

company - from applied research and production to marketing. Accordingly, all ACC

factories are equipped with state-of-the-art process control instrumentation and

associated quality control and testing laboratories manned by qualified personnel.

As a result of this focus on quality, ACC cement specifications exceed those set by

BIS by a wide margin. Today, all ACC cement plants have the ISO 9001 Quality

Systems certification. This demonstrates our tradition of providing reliable and

off


consistent quality through the application of modern technology, and justifies the

preferences of a nationwide customer base.

PRODUCTS: CEMENT

ACC manufactures the following types of cement, in addition to which, it provides

Bulk Cement and Ready Mix Concrete.

Ordinary Portland Cements

43 Grade Cement (OPC 43 Grade)

53 Grade Cement

Fly-ash based Portland Pozzolana Cement

PRODUCTS: BULK

CEMENT

Bulk Cement

Yet another first in our seven-decade history of cement in India has been the introduction

of Bulk Cement, an alternative to bagged cement, which is of particular advantage to large

consumers of cement. Internationally, the trend is to move cement more and more in loose

form rather than bagged. In fact, over 90 percent cement in the USA, and other European

countries is transported and sold in bulk, unlike in India, where only one percent is

transported in bulk.

or requirements in

Delhi: [email protected]

Punjab: [email protected]

Kolkata: [email protected]

Bangalore:[email protected]

Hyderabad: [email protected]

Mumbai: [email protected]

Chennai: [email protected]

mailto:[email protected]








Key Performance Indicators

Sales Volume & Growth

Net Sales, Operating EBITDA & Operating EBITDA Margin

Profit Before Tax & Profit After Tax

Capital Employed & Return on Capital Employed

Net Worth & Return on Net Worth

Dividend Per Share

Net Cash Generated from Operations

Fixed Assets & Asset Turnover Ratio

Employees & Turnover Per Employee

Cement Production

Overseeing the company's range of businesses, the Corporate Office is the central

headquarters of all business and human resource functions.

Indian Cement Plants

BargarhCementWorks

ChaibasaCementWorks

ChandaCementWorks

DamodharCementWorks

http://www.acclimited.com/newsite/reach_acc.asp#cp22%23cp22





GagalCementWorks

JamulCementWorks

KudithiniCementWorks

KymoreCementWorks

LakheriCementWorks

MadukkaraiCementWorks

SindriCementWorks

WadiCementWorks

ThondebhaviCementWorks

Tikaria Cement Works

ACC Concrete Plants

Delhi

Ahmadabad

Bangalore

Punjab

Chennai

Hyderabad

Kolkata

Mumbai

Pune

Name of the

Company

Location State Process Used

ACC Ltd. Gagal Himachal Pradesh Dry

ACC Ltd. (G) Tikaria Uttar Pradesh Grinding Unit

ACC Ltd. Lakheri Rajasthan Dry

ACC Ltd. Kymore Madhya Pradesh Dry

ACC Ltd. Chaibasa Jharkhand Chiapas

ACC Ltd. Sandra Jharkhand Grinding Unit

ACC Ltd. Jamul Chhattisgarh Dry and Semi-

Dry

ACC Ltd. Chandra Maharashtra Dry

ACC Ltd. Wade Karnataka Dry








http://www.acclimited.com/newsite/reach_acc.asp#kudithini%23kudithini



http://www.mapsofindia.com/maps/maharashtra/


ACC Ltd. – New Thondebhavi Karnataka Dry

ACC Ltd. Macherial Andhra Pradesh

ACC Ltd. Madukkarai Tamil Nadu Semi-Dry

VALUES

Strengths

Building strong and lasting relationships. Conducting everyday operations internally in true

team spirit. Acting responsibly with integrity and demonstrating strength of character.

Performance

Delivering on our promises to each other and to our stakeholders. Always ensuring

excellence. Working together and striving to delight customers with best solutions.

VISION

To be one of the most respected companies in India; recognised for challenging conventions

and delivering on our promises.

A solid partner Integrity and strength of character of our people

A strong organization backed with global leadership and competence.


Passion

Caring, being dedicated, committed and passionate about everything we do, and

demonstrating excellence in everything we do.


AWARDS & ACCOLADES

Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment and

Forests for "extraordinary work" carried out in the area of afforestation.

FICCI Award --- for innovative measures for control of pollution, waste management &

conservation of mineral resources in mines and plant.

Subh Karan Sarawagi Environment Award - by The Federation of Indian Mineral

Industries for environment protection measures.

Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts in protection of

Environment and mineral conservation in the large mechanized mines sector.

Indira Gandhi Memorial National Award - for excellent performance in prevention of

pollution and ecological development outstanding work in Environmental Protection and

Environment Performance by the Madhya Pradesh Pollution. Control Board.

National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of Environment

& Forests and Dept of Science & Technology, Govt of India - for manufacture of Portland

Pozzolana Cement.

Excellence in Management of Health, Safety and Environment : Certificate of Merit by

Indian Chemical Manufacturers Association

Good Corporate Citizen Award - by PHD Chamber of Commerce and Industry


FIMI National Award - for valuable contribution in Mining activities from the Federation

of Indian Mineral Industry under the Ministry of Coal.

Rajya Sthariya Paryavaran Puraskar - for

Mc KINSEY 7-S FRAME WORK IN ACC

There are many management approaches. Which talk about managing the things and

Operations in an organization? One of the famous modes to analyze the pattern of

Management is Mc 7’s frame work.

The 7’s model is better known as Mc Kinsey’s 7’s, this is because the two persons

who Developed this module. Tompetus & Robert waterman have been consultant at Mc

Kinsey’s and co at that time. They described that an organization is not that just structured

but consist of 7’ elements. Which can be distinguished into so called Hard S’s & Soft S’s?

The model is very much helpful in viewing the interrelationship of strategy. Formation

And interpretation it focus Managers attention to a verification of activities. That may Effect

the implantation of any strategy as the model originally developed as a way of Thinking more

broadly about the problems of organizing effectively. It is a judge tool for the implantation of

the strategy.

The 7’s model is mainly distinguished into two types

a) Hard s Model


b) Soft s Model

The Hardest elements are visible and easy to identifies as they can be found in a

Strategy elements, corporate plans, organization charts and other documentation of the

Company they include

a) Strategy.

b) System.

c) Structure.

The Soft elements are basically fishable because of difficult involved in describing them as

capabilities, values and elements of corporate culture and frequently developing and

Changing, they involve.

a) Style.

b) Staff.

c) Skills.

d) Shared Values.

ORGANISATIONAL CHART OF ACC:

SENIOR MANAGER

OFFICER


Finance department

CHAIRMAN

BOARDOF DIRECTOR(MUMBAI)

VICE PRESIDENT WORK MANAGER

SENIOR MANAGER

DEPUTY MANAGER

ASSISTANT MANAGER

Finance manager


In finance department:

Charted accountant

ICWA cost accountant

Report to all dept and top management , govt third parties

The Company will continue to maintain leadership in the cement Industry by adding

capacities in strategic markets and in line with market requirements. As logistics constitute a

major component of cost, the Company will maintain its focus on better supply chain

management for reduction of distribution costs. Similarly, the thrust on effective management

and promotion of the Company’s power plants will cover about 83% of Company’s power

requirements and will further bring down the cost of power.

Deputy Manager Deputy Manager

Assist manager Assist manager Assist manager

Officers Officers Officers Officers

Clerks


Acc has adopted the Quality improvement strategy.

In this type of marketing strategy the activities are incentives, gifts etc are given to dealers

to induce them to enhance the sale of cement to end users. The marketing activity is not

implied upon end users in this case, the idea is to push the product through the help of the

dealers and other intermediates.

Here the marketing activities are focused on the end users by providing them with gifts,

incentives; mason meet engineers meet, etc. so that demand is created in the market and is

sold to dealers in lieu of demand created in the market by end users.

ACC is in continuous pursuit for excellent cement quality and customer satisfaction are

committed to achieve optimum production, sales and distribution of product with

improved technology, less manpower and cost reduction process.

One of the important strategies adapted by the company is the Quality Emphasis. It is

implemented through Quality Assurance department, which undertakes consistent quality

appraisal of product at all stages till the product is dispatched, ensuring that the product

quality is achieved, maintained and improved.

This also helps to develop necessary competence in the department for meeting specific

quality requirement.

TPM total productivity maintenance, for policy, pledge, to achieve zero accident, zero

quality complaint, zero defect and zero down time, clean environment, reduction in cost

and higher productivity with participation of all employees to strengthen ISO-9002 and

ISO-14001.

The TPM aims at involving all the employees of the organization through its 8 pillars of

TPM, which is in vague.

Focused improvement.

Joshua Hozen ( Autonomous maintenance)

Planned Maintenance.

Early management ( M.P. Design)

Education and training.

Quality maintenance.

Administrative and support departments.

Safety and environment management.

To achieve Six Sigma through customer satisfaction, cost reduction, change in

organizational culture, training and development of technology and good system.

These are achieved through proper and strict implementation and observance of all

statutory provisions applicable to industry, rules and regulations of the unit and the


company industrial relations with all concerned government agencies, local and the

public and proper industrial system and procedure.

Organization has implemented the process of TQM i.e. total quality management,

recently with the nomenclature of Kaizen circles

The term system refers to all rules, regulations & procedures both formal & informal

that complement the organisation structure. It includes production planning system,

Cost Accounting procedures, Capital budgeting system, recruitment, training &

development system

ACC has its own standing orders for maintaining discipline among its employees. The

standing orders are applicable to all its employees, including the office staff. The

standing orders contain the rule & procedure to be adopted in case of minor and major

misconduct done by employees. The standing orders are enforced by manager (HR &

EW) and his departmental staff.

ACC recruits its office staff based on the criteria of ‘merit’ .The Asst manager are

selected by campus interviews from leading Engineering & Management Institutes in

India. They are given an induction and training program of six month for newly placed

staff before join the work.

The company’s temporary & permanent workers are recruited and selected by the unit

head based upon the requirements. However there no minimum education qualification

for casual workers but they are given training in there respective field.

The Asst manager is selected by campus interviews from leading Engineering

& Management Institutes in India. They are given a training of six month for newly

placed staff before inducted to the job.

The company’s temporary & permanent workers are recruited and selected by the unit

head based upon the requirements. However there no minimum education qualification

for casual workers but they are given training in respective fields. Training

programmes are also conducted once in four month for all functional sand operational

staff to impart latest development in Cement industry.


Duties & Responsibilities:

1) Clerical duties & responsibilities

Duty to take care about workers leaves ESA, PE & Gratuity etc

Maintaining attendance report

Handling petty cashes for expenses

2) Supervisory duties & responsibilities

Checking the work by their subordinate time to time whether they are doing

correctly or not

Proving the necessaries to the workers in their time of work

3) Finance dept duties & responsibilities

Billing the payments amounts

Billing regular expenses

Normal capital expenditure

Employee related: -

Pay, salary, wages

To Govt bodies

Processing of the bills verification

MANAGEMENT DISCUSSION AND ANALYSIS

HIGHLIGHTS OF PERFORMANCE / EVENTS

_ Largest cement producer having produced and sold 15 Million Tonnes of cement.


_ Capacity increased to 17.63 Million Tonnes per annum.

_ Capacity utilisation higher at 91% as compared to 86% in the previous year.

_ Market share improved to 13.1% from 12.5%.

_ Profit before Exceptional Items & Tax Rs. 264 crore as against Rs.135 crore in the

previous year.

_ Profit after Taxes increased by 93 % to Rs 200 crore from Rs 104 crore.

_ Growth in profit through higher volume, improved cement price realization and

improvement in operational efficiencies.

_ Interest expenses lower by 11% over the previous period due to improved financial

and working capital management.

_ Acquisition of 0.96 MTPA of IDCOL Cement Ltd (renamed Bargarh Cement Ltd.)

in Orissa

.

_ Maiden international offering - US$40 million through GDS and US$60 million

through FCCB.

ECONOMY AND BUSINESS ENVIRONMENT

The year 2003-04 witnessed buoyant and sustained growth of the Indian economy. The

normal monsoon which spurred the agriculture sector growth, the pick up of the industrial

growth and the continued growth of service sector made the Indian economy one of the fastest

growing economies in the world. The burgeoning foreign exchange reserves and the modest

inflation notwithstanding the high crude oil prices are positive factors for economic growth.

The key growth drivers like housing, infrastructure are continuing to be robust which augurs

well for the Cement Industry.

INDUSTRY OUTLOOK & OPPORTUNITIES FOR CEMENT BUSINESS

Cement production and despatches during the year ended March 31, 2004 have exceeded 117

million tonnes as compared to 111 million tonnes during the previous year. Despite low per

capita consumption, the Indian Cement Industry occupies the second position after China in

the world cement production.

The consumption of cement grew at a Compounded Annual Growth Rate (CAGR) of around

8% during the last decade. During the year under review the Indian Cement Industry,

however, grew at a lower rate of 5.5% due to various reasons including early onset and

prolonged spell of monsoon.


Housing and infrastructure are the key growth drivers of cement industry. Rural housing

demand is largely dependent on good rainfall and consequent agricultural output. The planned

infrastructure projects of road, airports, ports and power generation should push cement

demand further. The continuation of fiscal benefits for promoting housing, lower housing

finance rates, sustained growth in disbursements of housing finance etc will give a fillip to the

cement demand growth.

The rising capacity utilisation levels of leading cement players, with no new large capacities

being created are expected to bring about more remunerative and stable cement prices in view

of the narrowing down of the supply demand gap. There has been substantial growth in

exports of cement and clinker by 30% to 9 million tonnes during


SWOT Analysis of the company:

STRENGTHS:

Cement Company are its superlative quality of its products. To maintain and to

enhance the quality of the cement the company has taken various steps which


involve activities right from the raw-material stage to the finished product

stage. the company has setup the quality lab, which involves methods like:

Testing lab.

X-ray analysis.

Chemical lab analysis.

Physical lab analysis.

It also consists of a fully computerized control room, to avoid any deviations and deterioration

of conditions.

2) Faster setting quality:

Due to the faster setting quality of the cement, there is lesser consumption of the cement.

This is one of the better sign of the cement which would lead to better demand for the cement,

from all respects.

3) Best utilization of capacity and power:

The strength of the ACC Cement Company is the best utilization of the capacity. This is

possible through the well trained work force of the company who regularly trained for better

efficiency. And another one is the power efficiency which is of utmost help to the

environment.

OTHERS :

Largest Network in India.

15 Cement Production Factories.

The trade mark “ACC”.

Certification by ISO-9001

WEAKNESS:

Unable to reduce cost due to the increase in input costs:

The last nine years, input costs have risen by between 100 and 220 percent. In effect,

the cement production cost has gone up by Rs. 108 percent bag., while the price for a

50 Kg bag in Mumbai market has gone up from Rs. 150 in 2009 to Rs. 185 in 2010


Add to this the latest hike in petroleum prices work over, and your have a perfect

stretcher case in the making.

However the above problems were solved to some extent by:

Higher production of blended cement.

Reduction in total power consumption.

Lower fuel consumption.

The operating expenses of the company are comparatively high which affects

in its profit earning capacity.

Over staffed, both in managerial staff & permanent labors

OPPORTUNITIES:

Given the low per capita cement consumption in India, there is therefore, significant

potential for growth in cement consumption in the coming years even if the current

economic growth rates have to be maintained in the country. Country’s cement

capacity will need to be enhanced to meet the growing demand during the coming

years.

The recent emphasis on creation of infrastructure in the country should provide a

further fillip to the demand of cement. Even a part on version of national highways to

concrete has the potential to generate double-digit growth rate for cement, year after

year. A very large backlog in the demand for housing both in rural and urban areas is

also expected to give boost to cement demand

.

The ACC Cement has shown a good sign of increasing its production through

increasing its capacity by setting up of new production units, the Unit-III which is

going to be set up by the end of 2006 and the future set up of the Unit-IV by the end

of year 2003

Through the increasing of production the company has an advantage of entering new

foreign markets and to double its supply to those countries where it is already

marketing its produce

.

It can become market leader in cement industry.

To tie-up strategic alliance with more global leaders for introduction of better products

and technology.


PART-B

2.1: INTRODUCTION:

Research design is the basic plan, which guides the researchers in the collection and analysis

of data required for participating in the research project. In fact, the research design is the

conceptual structure with which research is conducted. It consists of the blue print for the

collection, measurement and analysis of the data that was followed completing the study to

ensure that study is relevant to the problem and will follow the predetermined and set data.

Research design is a plan, a structure and a strategy for conducting the research. In other

words, a research design is the arrangements of conditions for collection and analysis of data

in the manner that aims to combine relevance to the research purpose with economy in

purpose.

2.2: TITLE OF THE STUDY:

“A study on advertising and sales promotion at ACC “.

2.3: INTROUCTION TO THE STUDY:

Advertising is bringing a product (or service) to the attention of potential and current

customers. Advertising is focused on one particular product or service. Thus, an advertising

plan for one product might be very different than that for another product. Advertising is

typically done with signs, brochures, commercials, direct mailings or e-mail messages,

personal contact, etc.

Advertising is multidimensional. It is a form of mass communication, a

powerful marketing tool, a component of the economic system, a means of financing the mass


media, a social institution, and an art form, an instrument of business management, a field of

employment and a profession.


2.4: STATEMENT OF THE PROBLEM :

Advertising is a tool which is used to provoke the customers to buy the products. In this

context it is necessary to determine the impact of advertisement on sales.

Advertising is a tool which is used to provoke the customers to buy the products. In this context

it is necessary to determine the impact of advertisement on sales. Thenegative side vof an

advertising is that it is not usually a neutral and objective statement

Sales promotion is an important component of a company’s marketing communication

strategy along with advertising. The negavitve effect of sales promotion is it will yield

fast and measurable responses in sales but it will not yield new loyal nor long term buyers

in mature markets.

2.5: OBJECTIVES :

To analyze the various segments focused by the Company.

To study the current and past three years advertisement strategy used by ACC

CEMENTS.

To study the effectiveness of advertising towards the sales.

To study the perception of the customers about the advertisement.

2.6: SCOPE OF THE STUDY :

To provide information about the perception of the consumers towards

advertisement and its impact on sales.

The information would help to know the consumers feedback and company can

co-create


2.7: SOURCES OF DATA:

Both primary and secondary data were used to obtain the required

information

PRIMARY DATA:

Primary data was gathered from personal interview and questionnaire.

Sources of obtaining primary data are:

Questionnaire method: The primary data was collected by administering structure

questionnaire to 50 respondents (customers).

RESEARCH DESIGN

RESEARCH DESIGN:

According to Nachmias “A research design is the programme that guides the investigator

in the process of collecting, analyzing and interpreting observation”.

According to Claire Selltiz:-

“A Research Design is the arrangement of conditions for collection and analysis

of data in a manner that aims to combine relevance to the research purpose with economy

in procedure”

Title of the Study:-


“A study on advertising and sales promotion at ACC”.

Scope of the Study:-

Scope of the Study includes the identification of advertising and sales promotion

technique towards Cement. It also includes due study on performance of ACC Cement

Company, consumer Satisfaction towards of ACC Cement problems faced by of ACC

Cement Company etc. The study includes only 50 numbers of consumer chickaballpur.

Objectives of the Study:-

To find out the advertising and sales promotion technical towards ACC Cement.

To know the effectiveness of advertisement.

To know the consumer satisfaction with ACC Cement

To Study the competitor of ACC Cement.

To analyze the promotional tools and techniques.

Research methodology:-

The survey method was adopted for this study field work has carried out in

Chickballpur District Respondents were asked to fill the questionnaire.

The information thus collected constitutes primary data secondary data.

Sources of Data:-

Analysis and interpretation of data is based on both primary and Secondary data.

.

Primary data:-


Primary data are first hand information collected through various methods such as

observation inching.

The primary data was collected with the help of a suitable questionnaire which

was prepared to collect information,

Secondary data:-

Secondary data is the information that already exists or another purpose.

The Secondary data was collected through Brochures company profile company

magazines, websites, magazines and information from dealers.

Sampling Size:-

The number of respondents selected for this study was 50, the area is study was restricted

the main were constrictors and business.

Limitation of the Study:-

Information optioned from the respondents may change faster like performance.

The study was Restricted only to Chickabllapur district.

The assumption was made on information given by the respondents are correct.

Due to lack of time spend money and time study is restricted to 50 respondents

only.


ANALYSIS & INTERPRETATION

TABLE-1

TABLE SHOWING SEX RATIO OF THE RESPONDENTS

SEX RATIO NO OF

RESPONDENTS

PERCENTAGE

Male 38 76

Female 12 24

Total 50 100

INTERPRETATION:-

The above Table shows that 76% of the respondents are male and 24% of the

respondents are female

CHART-1

CHART SHOWING THE GENDER RATIO OF THE

RESPONDENTS


male female0

5

10

15

20

25

30

35

40 38

12


TABLE-2

TABLE SHOWING AGE GROUP OF THE RESPONDENTS

Age Group No. of Respondents Percentage

20-25 10 20

25-35 19 38

35-45 15 30

45 and above 06 12

Total 50 100

INTERPRETATION:-

the above table shows that 38% of the respondents belong to the age group of

25-35 years.30%of the respondents belong to the age group of 35-45

years.20%of the respondents belong to the age group of20-25 years.12%of

the respondents belong to the age group of 45and above years.


CHART-2

CHART SHOWING THE AGE GROUP OF THE RSPONDENTS

20-25 25-35 35-45 45and above

02468

101214161820

10

19

15

6


TABLE:- 3

TABLE SHOWING THE QUALIFICATION OF THE

RESPONDENTS

QUALIFICATION NO OF

RESPONDENTS

PERCENTAGE

Illiterate 06 12

S.S.L.C 13 26

Under graduate 14 28

Post graduate 17 34

Total 50 100

INTERPRETATION:-

The above table shows that. 34% of the respondents are postgraduates.28% of the

respondents are undergraduates. 26% of the respondents are SSLC.12% of the

respondents are illiterates.

CHART:- 3


CHART SHOWING THE QUALIFICATION OF THE

RESPONDENTS

Illitrate SSLC Under Grad-uates

Post Graduates0

2

4

6

8

10

12

14

16

18

20

TABLE-4


TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS

INTERPRETATION:-

The above table shows that 36% of the respondents are civil

engineers.24% of the respondents are contractors.20% of the respondents are

professionals.20% of the respondents are employees.

Occupation No of Respondents Percentage

Civil Engineers 18 36

Contractors 12 24

Professionals 10 20

Employees 10 20

TOTAL 50 100


CHART-4

CHART SHOWING OCCUPATION OF THE RESPONDENTS

Civil Engineers Contractors Professionals Employees0

2

4

6

8

10

12

14

16

18


TABLE-5

TABLE SHOWING INCOME LEVEL OF THE RESPONDENTS

INCOME LEVEL NO OF RESPONDENTS PERCENTAGE

UptoRs 3000 18 36

Rs 3000to5000 14 28

Rs5000to8000 11 22

Rs15000&above 07 14

Total 50 100

INTERPETATION:-

The above table shows that 36% of the respondents falls under the income group of rs

3000, 28% of the respondents under the income group of rs 3000to 5000, 22% of the

respondents under the income group of rs 5000to 8000, 14% of the respondents under the

income group of rs 15000&above.


CHART-5

CHART SHOWING THE INCOME LEVEL OF RESPONDENTS

Upto Rs 3000 Rs3000to5000 Rs5000to8000 Rs15000&above0

2

4

6

8

10

12

14

16

18


TABLE-6

TABLE SHOWING RESPONDENTS AWARENESS TOWARDS ACC

CEMENT

AWARENESS NO.OF

RESPONDENTS

PERCENTAGE

YES 48 96

NO 02 04

Total 50 100

INTERPRETATION:-

The above table shows that majority i.e., 96% of the respondents are aware of ACC

cement. And 4% of the respondents are aware of ACC cement.


CHART-6

CHART SHOWING THE AWARENESS TOWARDS ACC CEMENT

YES NO0

5

10

15

20

25

30

35

40

45

50


TABLE-7

TABLE SHOWING SOURCES FROM WHICH RESPONDENTS

CAME TO KNOW ABOUT ACC CEMENT

SOURCES NO OF

RESPONDENTS

PERCENTAGE

TV 25 50

NEWSPAPER 12 24

MAGAZINES 10 20

WALLWRITINGS 03 06

Total 50 100

INTERPRETATION:-

The above table shows that 50% of the respondents are influence by TV.24%

of the respondents are influence by newsparper.20% of the respondents are influence

by magazines. of the respondents were influence by wallwritings.


CHART-7

CHART SHOWING THE SOURCES FROM WHICH

RESPONDENTS CAME TO KNOW ABOUT ACC CEMENT

TV NEWSPAPER MAGAZINES WALLWRITINGS0

5

10

15

20

25


TABLE-8

TABLE SHOWING RESPONDENTS BRAND IMPORTANT

TOWARDS ACC CEMENT

REPONSE NO OF

RESPONDENTS

PERCENTAGE

Very important

28 56

Less important

14 28

Not important

08 16

Total 50 100

INTERPRETATION:-


The above table shows that 56% of the respondents gave very high

importance.28% of the respondents gave less importance.16% of the respondents did

not gave any importance for purchasing cement brand.

CHART-8

CHART SHOWING RESPONDENTS BRAND IMPORTANT

TOWARDS ACC CEMENT

very important less important not important0

5

10

15

20

25

3028

14

8


TABLE-9

TABLE SHOWING THE RESPONDENTS OPINION ABOUT PRICE

OF ACC CEMENT

RESPONSE NO OF

RESPONDENTS

PERCENTAGE

Very high 23 46

High 12 24

medium 09 18

low 06 12

Total 50 100


INTERPRETATION:-

The above table shows that 46% of the respondents said very high price .24% of the

respondents very price.18% of the respondents said medium price.12% of the

respondents said low price towards ACC cement.

CHART-9

CHART SHOWING THE RESPONDENTS OPINION ABOUT PRICE

OF ACC CEMENT


VERY HIGH

HIGH MEDIUM LOW0

5

10

15

20

25

TABLE-10


TABLE SHOWING THE RESPONDENTS OPINION ABOUT

QUALITYOF ACC CEMENT

INTERPRETATION:-

The above table shows that majority i.e., 64% of the respondents are said that long

lasting.16% of the respondents are said that durable.14% of the respondents are said

thatmoderate.06% of the respondents are said that shorter.

CHART-10

RESPONSE NO OF

RESPONDENTS

PERCENTAGE

Long lasting 32 64

Durable 08 16

Moderate 07 14

shorter 03 06

Total 50 100


CHART SHOWING THE RESPONDENTS OPINION ABOUT

QUALITY OF ACC CEMENT

LONG LAST-ING

DURABLE MODERATE SHORTER0

5

10

15

20

25

30

35


TABLE-11

TABLE SHOWING THE EFFECTIVE MEDIA OF ADVERTISMENT

FOR ACC CEMENT

EFFECTIVE NO OF RESPONDENTS PERCENTAG

E

TV 26 52

NEWSPAPER 12 24

MAGZINES 08 16

BILL BOARDS 04 08

Total 50 100

INTERPRETATION:-

The above table shows that majority 52% of the respondents are suggested that tv .24%

of the respondents are suggested That newspaper.16% of the respondents are suggested

that magazines.8% of the respondents are suggested that bill boards. Has a effective

media of advertisement for ACC cement.


CHART-11

CHART SHOWING THE EFFECTIVE MEDIA OF

ADVERTISMENT FOR ACC CEMENT

TV NEWSPAPER MAGZINES BILL BOARDS0

5

10

15

20

25

30


TABLE-12

TABLE SHOWING THE BRAND SWITCHING OF RESPONDENTS

FORM ACC CEMENT TO OTHER BRAND DUE TO LOWER

PRICE

RESPONSE NO OF

RESPONDENTS

PERCENTAGE

YES 17 34

NO 33 66

Total 50 100

INTERPRETATION:-

The above table shows that majority i.e., 66% of the respondents opinioned to stick on to

the ACC cement.34% of the respondents opinioned to other brand when price is lower

than ACC cement


CHART-12

CHART SHOWING THE BRAND SWITCHING OF RESPONDENTS

FORM ACC CEMENT TO OTHER BRAND DUE TO LOWER

PRICE

YES NO0

5

10

15

20

25

30

35


TABLE-13

TABLE SHOWING THE RESPONDENTS PREFERED BRAND OF

CEMENT DUE TO LOWERED PRICE WHEN COMPARED TO

ACC CEMENT

RESPONSE RESPONDENTS %OF NO. OF

RESPONDENTS

Acc 34 68

Birla Super cement 06 12

L&T 05 10

priya 05 10

Total 50 100

INTERPRETATION:-


The above table shows majority 68% of the respondents preferred ACC cement when

price is lowered than Birla Super cement.12% of the respondents preferred Birla Super

when price is lowered than ACC cement & others.

CHART-13

CHART SHOWING THE RESPONDENTS PREFERED BRAND OF

CEMENT DUE TO LOWERED PRICE WHEN COMPARED TO

ACC CEMENT


Birlsuper ACC L&T PRIYA0

5

10

15

20

25

30

35

TABLE-14


TABLE SHOWING THE RESPONDENTS COMPLIANTS

TOWARDS BRAND ACC CEMENT

COMPLIANTS NO OF

RESPONDENTS

PERCENTAGE

YES 10 20

NO 40 80

Total 50 100

Category 1 Category 2 Category 30

20

40

60

80

100

120

140

160

20

80

100

tot.respondentsno.of respondentscomplaints


INTERPRETATION:-

The above table shows the majority 80 % of the respondents are not having

any problem. 20% of the respondents are having problem ACC cement.

CHART-14

CHART SHOWING THE RESPONDENTS COMPLIANTS

TOWARDS BRAND ACC CEMENT


YES NO0

5

10

15

20

25

30

35

40

TABLE-15

TABLE SHOWING THE RESPONDENTS SATISFACTION

TOWARDS ACC CEMENT


AVAILABILITY NO OF

RESPONDENTS

PERCENTAGE

Full satisfied 30 60

Partially satisfied 10 20

Not satisfied 10 20

Total 50 100

INTERPRETATION:-

The above table shows that majority i.e., 60% of the respondents are fully

satisfied.20% of the respondents are partially satisfied. 20% of the respondents

are not satisfied with the availability of ACC cement.

CHART-15

CHART SHOWING THE RESPONDENTS SATISFACTION

TOWARDS ACC CEMENT


FULLY SAT-ISFIED

PARTIALLY SATISFIED

NOT SAT-ISFIED

0

5

10

15

20

25

30

TABLE-16

TABLE SHOWING BRAND RECOMMEND TO THE RESPONDENT

FAMILY AND FRIENDS


OPTION NO OF

RESPONDENTS

PERCENTAGE

YES 36 72

NO 14 28

Total 50 100

INTERPRETATION:-

The above table shows that majority i.e., 72% of the respondents are

recommended to their family and friends.8% of the respondents are not

recommended ACC brand to their family and friends.

CHART-16


CHART SHOWING BRAND RECOMAND TO THE RESPONDENT

FAMILY AND FRIENDS

YES NO0

5

10

15

20

25

30

35

40 36

14

INTERPRETATION.

The above chart shows that nearly 36% of the customers are get

recommended by the family members and the friends, and the remaining

14% of influence themselves.


TABLE-17

TABLE SHOWING THE RESPONDENTS PREFERED PROMOTIONAL

OFFERS TOWARDS ACC CEMENT

OFFER NO OF

RESPONDENTS

PERCENTAGE

Price Discount

25 50

Gifts 10 20

Home delivery

10 20

Free transportation

05 10

Total 50 100

INTERPRETATION:-

The above shows that majority i.e., 50% of the respondents are offers price

discount.20% of the respondents are offers gifts.20% of the respondents are

offers home delivery.10% of the respondents are offers free transportation for

ACC cement.


CHART-17

CHART SHOWING THE RESPONDENTS PREFERED PROMOTIONAL

OFFERS TOWARDS ACC CEMENT

PRICE DISCOUNT GIFTS HOME DELIVERY FREE TRANS-

PORTATION

0

5

10

15

20

25


TABLE-18

TABLE SHOWING THE RESPONDENTS PREFFERED MODE OF PURCHASE

OF ACC CEMENT

PURCHASE NO OF

RESPONDENTS

PERCENTAGE

Cash 35 70

Installment 10 20

Fully credit 05 10

Total 50 100

INTERPRETATION:-

The above table shows that majority i.e., 70% of the respondents preferred

purchase was cash.20% of the respondents preferred purchase was

installment.10% of the respondents preferred purchase was fully credit.


CHART-18

CHART SHOWING THE RESPONDENTS PREFFERED MODE OF PURCHASE

OF ACC CEMENT

CASH IN-STALL-MENT

FULLY CREDIT

0

5

10

15

20

25

30

35


TABLE-19

TABLE SHOWING THE PLACE OF PURCHASE OF ACC CEMENT

PURCHASE NO OF

RESPONDENTS

PERCENTAGE

Authorized dealers

30 60

Retailer 10 20

wholesalers 10 20

Total 50 100

INTERPRETATION:-

The above table shows that majority i.e., 60% of the respondents are

purchased from authorized dealer.20% of the respondents are purchased from

retailer.20% of the respondents are purchased from wholesalers.


CHART-19

CHART SHOWING THE PLACE OF PURCHASE OF ACC CEMENT

AUTHORIZED DEALER

RETAILER WHOLESALERS0

5

10

15

20

25

30

30

10 10


SUMMARY OF THE FINDINGS

Majority i.e., 76% of the respondents are male

.

Majority i.e., 38% of the respondents are between the age group of 25-35 years.

Majority i.e., 34% of the respondents are postgraduates,28% of the respondents

are undergraduates.

Majority i.e., 36% of the respondents were civil engineers, 24% of the

respondents were contractor.

Majority i.e., 36% of the respondents monthly income lies, in the income

category of rupees 5000-8000.

Majority i.e., 96% of the respondents are aware of ACC cement.

Majority i.e., 50% of the respondents came to know about ACC cement, through

TV, 24% of the respondents came to know through magazines.

Majority i.e., 56% of the respondents gave very high importance to brand

purchasing cement

.


Majority i.e., 48% of the respondents are having very good opinion regarding

ACC cement

o .

Majority i.e., 46% of the respondents opinion about the price of Birla Super

cement is very high.

Majority i.e., 64% of the respondents having good opinion about life of the ACC

cement

.

Majority i.e., 52% of the respondents were suggested that TV is the effective

media of advertisement for ACC cement

.

Majority i.e., 66% of the respondents opinion to stick on to the ACC cement and

remaining 34% of the respondents switch to other brand when price lower than

Birla Super cement.

Majority i.e., 68% of the respondents preferred ACC when price is lowered than

Birla Super cement.

Majority i.e., 80% of the respondents have no complaints with regarding to ACC

cement.

Majority i.e., 60% of the respondents are fully satisfied with aviability of ACC

cement

.

Majority i.e., 72% of the respondents recommended brand ACC cement to their

family & friends.

Majority i.e., 50% of the respondents preferred price discount has a promotional

offer to ACC cement.

Majority i.e., 70% of the respondents preferred cash purchase of ACC cement


Majority i.e., 60% of the respondents were purchased ACC cement authorized

dealers.

SUGGESTIONS

It was from that majority of customer are male. It is good sign that company is

able to attract the main users. In order to increase market share it should make

efforts to attract other customers by creating awareness about the brand.

Majority of customer belong to the age group of 25-35 years. It indicates huge

potential market/customers in order to make use of this opportunity company as to

high light the product features to attract other group of customers.

The company is more successful in attraction of civil engineers and contractors.

The awareness of the product is their in the market so the company should try to

create interest and desire for the product through aggressive advertisement.

The company has to increase the effectiveness of advertisement to capture the

market and to create awareness towards brand ACC cement.

The company has to improve their product quality by adding few more features .

The majority customer accepting good quality of packing so company has to

improvement in packing.


The company can introduce more of dealers sales promotional activities to

encourage dealers.

The company has to maintain stable price of ACC cement to become leader in the

market to attract price sensitive consumers.

Majority of customers have no complaints with regarding to ACC cement so

company has to make improvement quality price distributional channel aware of

the brand.

The holdings and signboards must be placed on the bus stop and other consumer

place to make consumer aware of brand.

CONCLUSIONS

From the study we can conclude that ACC is a excellent quality as judged by the brand

prefer in customers and with advantage like effective distributional channel. It lack

maintaining certain aspects like price, packing and improving awareness of certain brands

which are of equivalent Excellency with other brands.

Hence from above survey we can conclude that ACC improving its valuable market share

because of proper implementation of strategies like quality advertisement availability and

other sales promotional activities because of these builders are gaining their confidence

on this company.

According to report most of the builders are profit makers. If the company keeps more

margin with the other brands then builders will jump to other brands automatically.

Even the company is having very good cement image, the goods is not up to the market

so It conducts survey in such areas to identify the extra reasons.


ANNEXURES

Questionnaire

“A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT “.

(For customer)

Dear Sir/Madam,

(1) Name :

(2) Address ...

.....................................................

.....................................................

(3) Gender : (a) Male [ ] (b) Female [ ]

(4) Age : (a) 20-25 [ ] (b) 25-35 [ ]

(c) 35-45 [ ] (d) 45 & above [

]

(5) Qualification :

(a) Illiterate [ ] (b) S.S.L.C. [ ]

(c) Under graduate [ ] (d) Post Graduate [ ]

(e) Engineers [ ] (f ) other [ ]


(6) Occupation :

(a) Civil Engineers [ ] (b) Contractor [ ]

(c) Professional [ ] (d) Employee [ ]

(e) Business [ ] (f) others [ ]

(7) Income :

(a) Upto Rs. 3,000 [ ] (b) Rs. 3,000 to 5,000 [ ]

(c) Rs. 5,000 to 8,000 [ ] (d) Rs.8, 000 to 15,000 [ ]

(e) Rs. 15,000 &above [ ]

(8) Are you aware of ACC cement?

(a) Yes [ ] (b) No [ ]

(9) Through which sources you come to know about ACC cement?

(a) T. V. [ ] (b) Newspapers [ ]

(c) Magazines[ ] (d) Wall Writing [ ]

(e) Family and Friends [ ] (f) Others [ ]

(10) While choosing cement how much importance does you assign to The brand?

(a) Very important [ ] (b) Less important [ ]

(c) Not important [ ]

(11) What is your opinion about ACC Cement?

(a) Very good [ ] (b) Good [ ]

(c) Satisfactory [ ] (d) Poor [ ]


(12) What is your opinion regarding price of ACC Cement?

(a) Very high [ ] (b) High [ ]

(c) Medium [ ] (d) Low [

]

(13) What is your opinion life of ACC cement?

(a) Long lasting [ ] (b) Durable [ ]

(c) Moderate [ ] (d) Shorter [ ]

(14) Which media of advertising effectively reaching you?

(a) Television [ ] (b) Newspapers [ ]

(c) Magazine [ ] (d) Bill boards [ ]

(e) Wall Writing [ ] (f) Others [ ]

(15) In case the price of another brand is lower that ACC cement Will you buy that

brand?

(a) Yes [ ] (b) No [ ]

(a) If yes which brand of cement do you prefer?

(a) Birla Super [ ] (b) A.C.C. [ ]

(c) L & T [ ] (d) Praia [ ]

(e) Ambuja [ ]

(16) Is there any complaint with regard to Ultratech cement?

(a) Yes [ ] (b) No [ ]


(a) If Yes, Please specify,

(a) Non. Availability [ ] (b) Poor quality [ ]

(c) High price [ ] (d) Non durable [ ]

(e) Bad Advertisement [ ]

(17) Are you satisfied with the product availability?

(a) Fully satisfied [ ] (b) Partially satisfied [ ]

(c) Not satisfied [ ]

(18) Will you recommend this brand to your family and friends?

(a) Yes [ ] (b) No [ ]

(19) Which Promotional offer do you prefer?

(a) Price Discounts [ ] (b) Gifts [ ]

(c) Home delivery [ ] (d) Free transportation [ ]

(e) Others [ ]

(20) Which mode of purpose do you prefer?

(a) Cash [ ] (b) Installment [ ]

(c) Fully credit [ ]

(21) From where do you purchase ACC cement?

(a) Authorized Dealers [ ] (b) Retailers [ ]

(c) Whole sealers [ ] (d) Other’s [ ]

(22) Do you have any suggestions?

Please Specify...........................................................

...............................................................


...............................................................

...............................................................

...............................................................

BIBLIOGRAPHY

SI.No AUTHOR YEAR EDITION TITLE


.

1 Philip Kotler 1999 SECOND Marketing Management

2 S.A. Sherlaker 2004 THIRD Essentials of Marketing

3 P.N. Reddy 2006 FIRST Marketing Management

4 H.R. appaniah 2006 SECOND Marketing Management

Web site;-WWW.Aditya Birla. Com

WWW.ACCCement.Com

http://WWW.ACCCement.Com/

http://WWW.Aditya/

advertising and sales promotion at acc cemen

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