UNIT-I

INTRODUCTION

PREFACE
 The topic chosen by me for my project is marketing strategy in reference to ACC
CEMENTS especially in the cement industry. At present Acc cement is market leader in the
Indian market.

Today there are various companies coming in Indian and these certainly will exist a
cutthroat competition in these field . I have chosen a Acc as a topic essence of my project ..

A normal customer is quit puzzled and faces for an uneven some time huge problems in
deciding which vehicle to buy. I realized the problem and decide to take these up as the
challenge and provide answer to as the requirement of the Acc cements.

SCOPE OF THE STUDY

This study includes direct interaction with the customers and this helps us to know the ‘Market

potential and customer satisfaction level ‘to great accuracy. This study is of great importance

to the company which will know about the customer preference to buy a particular brand.

The company will gain information about customer’s preference depending on the following

factors:-

1. Price factor

2. fineness of the cement

3. setting time

4. attractive packaging

5. brand image—one of the important factor

6. quick delivery time

7. wide availability

So , scope of this study is to achieve customer satisfaction because customer

satisfaction and quality maintenance is company’s primary objective…

 OBJECTIVE OF THE STUDY

Main objective:- The main objective of this study is to find out the MARKET POTENTIAL

AND CUSTOMER SATISFACTION LEVEL through scientific tools like interviews and

questionnaire .

Specific objectives:- The specific objectives will be met by finding the customer

satisfaction level through direct interaction with the customer and by knowing their preference.

This will include all the processes like asking questions from the customers through

questionnaire which will be included in the primary survey . once the primary survey is done ,

secondary survey will be done . The path of the secondary survey will be decided depending on

the conclusions coming out of the primary survey.

≈} To know the customers expectations

towards Acc cements

≈} to find out the customer opinion regarding

Various aspect of the cements.

≈} To give the appropriate suggestion to the

company regarding he performances.

RESEARCH METHODOLOGY

Data collection method—

I have selected around 50 persons for the the interview.

I have taken help of the questionnaire , personal and

Telephonic interview.

I have collected the data through focus interviews. I have concentrated on taking

interview mainly from the following group of people.

1. Masons—20%

2. Architects/ engineers--- 10%

3. Retail stockiest---- 2

4. Wholesale---- 10%

5. Industrial bulk consumer—10%

6. General consumer---- 30%

The survey was descriptive and sample chosen was mainly on the judgement of the

researcher with the help and proper consultation of project guide..

In this kind of sampling method , the population elements are based on the judgement of

the researcher. The researcher exercises judgement or expertise , chooses the elements to be

included in the sample , because he or she believes that they are represntative of the population

of intrest or are otherwise appropriate.

In this survey , I visited the dealers of cement also to know the strategy of the

companies , especially Acc cements to satisfy the customer as they buy the cement of any

particular company….

The main purpose of the descriptive research is description of the state of affairs as they exist at

present.
 LIMITATIONS OF THE STUDY
➢ This survey was conducted partially in Mancherial, northern part of India and some
parts of Adilabad. So market potential of the ACC cement in other parts of the
country couldn’t be determined.

➢ Some customers were not able to understand some of the questions.

➢ The sample size was not enough and it failed to give the clear picture or the results of
the survey.(Sample size =50 )

➢ Some customers or dealers did not cooperated well.

➢ The questionnaire did not cover the whole aspect of the market potential of ACC
cements limited.
 Unit-II

MARKETING STRATEGIES OF ACC CEMENTS

MARKETING STRATEGY OF ACC CEMENTS

LIMITED

1. SEGMENTATION:-

The company has segmented the market geographically . it sells its products all over
India with major presence in northern region
2. PRICING STRATEGY

Before deciding the price of the cement company has considered the following points:--
 Cost factor:-

Manufacturing cost

Transporting cost

Storing and material handling

Other cost

Officer expenses

Other expenses

Tax and interest

Competitor’s price and offering

MARKETING STARTEGY

Company conducts market surveys to identify market trends and customer’s response,
company position in the market etc. There is R and D department which continuously trying to
improve the quality of the product at the minimum cost and trying to meet the demand of the
customer.

MARKETRING STRATEGY FOR COMPETITORS

Company always keeps an eye over its competitors activities and its offerings like
different promotional schemes, product price etc. It also takes proper action according to
competitors strategy.
 DISTRIBUTION STRATEGY

The company is distributing cement by following ways:-

Direct to consumer
Depot
1.whole seller
2.retailer

Director General of sales and disposal

1. Tender sales

2. Government department

Non trading sales

1. wagon load

2. Institutional sales

Method of developing dealers:-

Company conducts the market survey also to motivate the sub dealer and advertise
the programmer. The company takes profile of the dealers and gives dealership only to those
in a particular area where the company is not having already existing dealer.

OBJECTIVES OF MARKETING STRATEGIES

1. To increase sales in high realization

2. To develop stockiest network consisting of retailer or final outlet which directly sells

3. Increasing sales of branded cement ie Acc white cements

 4. Marketing distribution network more efficient and cost effective.

The company has a dedicated team of highly skilled professionals and Experienced
application engineering. They are functioning in an advisory capacity. Besides handling
their constructional problem the cell offering all kind of assistance in the selection of the
right cement for different application to ensure cost effective , durable and safe construction.

Key factor of marketing strategy

Segmentation of acc cements: -

Geographical Segmentation
Geographic Segmentation calls for division of the market into different geographical units
such as nations, states, regions, countries, cities, or neighborhoods. In the South Asian
context, geographic segmentation assumes importance due to variations in consumer
preferences and purchase habits across different regions, across different countries, and
across different states in these countries.
 Demographic Segmentation
In Demographic Segmentation, we divide the market into groups on the basis of variables
such as age, family size, family life cycle, income, occupation, education, religion, race,
generation, nationality and social class. One reason demographic variables are so popular
with marketers in that they’re often associated with consumer needs and wants. Another is
that they’re easy to measure. Even when we describe the target market in non-
demographic terms (say, by personality type), we may need the link back to demographic
characteristics in order to estimate the size of the market and the media we should use to
reach it efficiently.

Psychographic Segmentation
Psychographics is the science of using psychology and demographics to better understand
consumers. In psychographic segmentation, buyers are divided into different groups on
the basis of psychological/personality traits, lifestyle, or values. People within the same
demographic group can exhibit very different psychographic profiles. Values and lifestyles
significantly affect product and brand choice of consumers. Religion has a significant
influence on values and lifestyles. The strict norms that consumers follow with respect to
food, habits or even dress codes are representative examples in this regard.
 The four groups with higher resources are:

1. Innovators: - successful, sophisticated, active, “take- charge” people with high self-
esteem. Purchases often reflect cultivated tastes for relatively upscale, niche-oriented products
and services.
2. Thinkers- mature, satisfied, and reflective people who are motivated by ideals and who
value order, knowledge and responsibility. They seed durability, functionality, and value in
products.
3. Achievers- successful, goal-oriented people who focus on career and family. they favor
premium products that demonstrate success to their peers
4. Experiences- Young, enthusiastic, impulsive people who seek variety and excitement.
They spend a comparatively high proportion of income on fashion, entertainment and
socializing.
 The four groups with lower resources are:

1. Believers- conservative, conventional, and traditional people with concrete beliefs. They
prefer familiar products and are loyal to established brands.

2. Strivers- trendy and fun-loving people who are resource constrained. They favor stylish
products that emulate the purchases of those with greater material wealth.

3. Makers- Practical, down-to-earth, self-sufficient people who like to work with the hands.
They seek products with a practical or functional purpose.

4. Survivors- Elderly, passive people who are concerned about change. They are loyal to
their favorite brands.

Behavior Segmentation: -
In behavioral segmentation, marketers divide buyers into groups on the basis of their
knowledge of, attitude toward, use of, or response to a product.

Decision Roles:
People play five roles in a buying decision: Initiator, Influencer, Decider, Buyer and User.
Recognition of the different buying roles and specification of the people who play these roles
for specific products and services are vital for marketers. This is especially useful for
designing the communication strategy.

Behavioral Variables:
Many marketers believe behavioral variables-occasions, benefits, user status, usage rate,
buyer readiness stage, loyalty status, and attitude-are the best starting points for constructing
market segments.
Market Targeting: -

Effective Segmentation Criteria

To be useful, market segments must rate favorably on five key criteria:

➢ Measurable, the size, purchasing power and characteristics of the segments can be
measured.

➢ Substantial, The segments are large and profitable enough to serve. A segment should
be the largest possible homogenous group worth going after with a tailored marketing
program. It would not pay, for example, for an automobile manufacture to develop cars
for people who are less four feet tall.

➢ Accessible, The segments can be effectively reached and served.

➢ Differentiable, The segments are conceptually distinguishable and respond

differently to different marketing-mix elements and programs. If married and unmarried
women respond similarly to a sale on perfume, they do not constitute separate segments.

➢ Actionable, Effective programs can be formulated for attracting and serving the
segments.
 MARKET POTENTIAL:
Decisions related to products and services - where to offer them, how to set revenue
targets for them, how much to spend in support of them - all start with a realistic, accurate and
confident understanding of Market Potential.
“A Market Potential is an estimate of the maximum possible sales opportunities present
in a particular market segment and open to all sellers of a good or service during a stated future
period.”
A market potential indicates how much of a particular product can be sold to a particular
market segment over some future period assuming the application of appropriate marketing
methods.
Market Potential data measures the likely demand for a product or service in a county,
ZIP Code, or any other defined trade area. Businesses and other organizations use Market
Potential data to make decisions about where to offer products and services.
A Market Potential is an estimate of the maximum possible sales opportunities present in
a particular market segment and open to all sellers of goods or services during a stated future
period.
Thus, a market potential indicates how much of a particular product can be sold to a
particular market segment over some future period, assuming the application of appropriate
marketing methods.
Sales potential:

A sales potential is an estimate of the maximum possible sales opportunities present in a

particular market segment and open to a specified company selling a good or service during a
stated future period. Thus, sales potential represents sales opportunities available to a particular
manufacturer, while market potential indicates sales opportunities available to entire industry.
With Market Potential Data One Can-
• Optimize organization merchandise mix
• Develop successful advertising and marketing plans
• Decide which expansions are most profitable
• Increasing Share of Wallet/Untapped Potential
 Increasing market share requires an understanding of "Untapped Potential," which is
different than simply taking the difference between Total Potential and your current market
share.
• Maximize Marketing Budgets & Efficiencies
With a realistic picture of Market Potential you can focus resources intelligently,
maintaining a presence where you're strong and investing heavily where opportunity is greatest
i.e., investing marketing budget more effectively.
• Set Aggressive & Attainable Revenue Targets
The best way to establish revenue goals and sales quotas for products, territories or
stores/branches is to base them on the true consumer demand/market potential within the area.

Sales Forecast:-
A sales forecasting is an estimate of sales in physical units in a future period under a
particular marketing program and assumed set of economic and other factors outside the unit for
an entire product line. It may be for a manufacturer’s entire marketing area or for any sub-
division of it. Such forecasts are short term or operating it is important to the sales executive.

ANALYZING THE MARKET POTENTIAL

Market Identification:-
The first step in analyzing a product’s market potential is to identify its market. Market
identification required finding out
Who buys the product?
Who use it?
Who are the prospective buyers and users?
Some companies find answer to these questions in their internal records but most of the
companies especially those that use long marketing channels, in consumer- good marketing,
Buyers, user, and prospectus are identified and classified according to such characteristics as age,
sex, income, and social class. In Industrial goods marketing, buyers, users, and prospectus are
identified and classified by size of firm, geographical location, type of industry and the like.
 Market identification studies reveal the characteristics that differentiate the market segments
making up the product’s market potential. market identification studies provides, as a side result,
customer data on such factors as purchase frequency, searching time expended unit of purchase,
and seasonal buying habits. When assembled and analyzed, these data help in estimating market
potential.

Market Motivation:-

The second step in analyzing market potential is to detect the reasons why customers buy
the product and the reasons why potential customers might buy it. Market motivation studies
answer twin questions: why do people buy? & why don’t buy?
The answer helps not only in estimating market potential but assist the sales executive to
increase the effectiveness of promotional programs.
Motivation research techniques vary, but the most widely used are the projective
techniques, in which respondents projects themselves, their attitudes interests and opinions into
interpretation of special materials presented by the researcher. Analysis of results by trained
specialist lays bare what goes on in buyer’s minds, including, importantly, the real reasons for
buying or not buying the product. Most motivation studies are directed towards explaining the
buying behaviour of ultimate consumers rather than industrial users.
Information from motivation studies helps not only in estimating a product’s market
potential but also assists in deciding
1. How best to present the product in sales talks
2. The relative effectiveness of different selling appeals
3. The relative appropriateness of various promotional methods

Analysis of Market Potential:-

Third Step is to analyze the market potential. Market potential can not be analyze directly,
so analysis make use of market factors (Market factor is a market feature or characteristics
related to the product’s demand) using market factor for analyzing market potential is a two step
process
1. Select the market factor associated with the product’s demand
2. Eliminate those market segments that do not contain prospective buyers of the product

Why Use Market Potential Data

Market Potential data helps companies to understand, predict, and influence consumer
behavior by providing insight into areas with the highest growth potential. This allows you to
make informed decisions about products and services based on the latest trends and consumer
demand.

UNIT-III
INTRODUCTION OF CEMENT INDUSTRY
 INTRODUCTION OF THE COMPANY
ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. ACC's
operations are spread throughout the country with 14 modern cement factories, 19 Ready mix
concrete plants, 19 sales offices, and several zonal offices. It has a workforce of about 9000
persons and a countrywide distribution network of over 9,000 dealers. ACC's research and
development facility has a unique track record of innovative research, product development and
specialized consultancy services. Since its inception in 1936, the company has been a trendsetter
and important benchmark for the cement industry in respect of its production, marketing and
personnel management processes. Its commitment to environment-friendliness, its high ethical
standards in business dealings and its on-going efforts in community welfare programs have won
it acclaim as a responsible corporate citizen. ACC has made significant contributions to the
nation building process by way of quality products, services and sharing its expertise.

In the 70 years of its existence, ACC has been a pioneer in the manufacture of cement
and concrete and a trendsetter in many areas of cement and concrete technology including
improvements in raw material utilization, process improvement, energy conservation and
development of high performance concretes.

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 Super Brands
of India.

The company's various businesses are supported by a powerful, in-house research and
technology backup facility - the only one of its kind in the Indian cement industry. This ensures
not just consistency in product quality but also continuous improvements in products, processes,
and application areas.

ACC has rich experience in mining, being the largest user of limestone, and it is also one
of the principal users of coal. As the largest cement producer in India, it is one of the biggest
customers of the Indian Railways, and the foremost user of the road transport network services
for inward and outward movement of materials and products.

ACC has also extended its services overseas to the Middle East, Africa, and South
America, where it has provided technical and managerial consultancy to a variety of consumers,
and also helps in the operation and maintenance of cement plants abroad.

ACC is among the first companies in India to include commitment to environmental

protection as one of its corporate objectives, long before pollution control laws came into
existence. The company installed pollution control equipment and high efficiency sophisticated
electrostatic precipitators for cement kilns, raw mills, coal mills, power plants and coolers as far
back as 1966. Every factory has state-of-the art pollution control equipment and devices.

ACC demonstrates the practices of being a good corporate citizen undertaking a wide range of
activities to improve the living conditions of the under-privileged classes living near its factories.

OVERVIEW OF THE CEMENT INDUSTRY

The Indian Cement industry is the second largest cement producer in the world, with an installed
capacity of 144 million tonnes. The industry has undergone rapid technological Adilabad
gradation and vibrant growth during the last two decades, and some of the plants can be
compared in every respect with the best operating plants in the world. The industry is highly
energy intensive and the energy bill in some of the plants is as high as 60% of cement
manufacturing cost. Although the
newer plants are equipped with the latest state-of-the-art equipment, there exists substantial
scope for reduction in energy consumption in many of the older plants adopting various energy
conservation measures.
The Indian cement industry is a mixture of mini and large capacity cement plants, ranging in unit
capacity per kiln as low as 10 tpd to as high as 7500 tpd. Majority of the production of cement in
the country (94% ) is by large plants, which are defined as plants having capacity of more than
600 tpd. At present there are 124 large rotary kiln plants in the country. The Ordinary Portland
Cement (OPC) enjoys the major share (56%) of the total cement production in India followed by
Portland Pozzolana Cement (PPC) and Portland Slag Cement (PSC). A positive trend towards
the increased use of blended cement can be seen with the share
of blended cement increasing to 43%. There is regional imbalance in cement production in India
due to the limitations posed by raw material and fuel sources. Most of the cements plants in India
are located in proximity to the raw material sources, exploiting the natural resources to the full
extent. The southern region is the most cement rich region while other regions have almost same
cement production capacity. The Indian cement industry is about 90 years old and its main
sources of energy are thermal and electrical energy. The thermal energy is generally obtained
from coal, and the electrical energy is obtained either from grid or captive power plants of the
individual manufacturing units.
2. Salient features of Indian cement industry

Indian cement industry is the second largest in the world with an installed capacity of 135
MTPA. It accounts for nearly 6% of the world production.
There are 124 large plants and around 365 mini plants. The industry presents a mixed
picture with many new plants that employ state-of-the-art dry process technology and a few old
wet process plants having wet process kilns.
Production from large plants (with capacity above 1 MTPA) account for 85% of the total
production.
The cement industry has achieved significant progress in terms of reducing the overall
energy intensity. Dry process plants that the weighted average thermal energy consumption was
734 kCal/kg clinker, and weighted average electrical energy consumption was 89 kWh/tonne of
cement. The best energy consumption are 692 kCal/kg. clinker and 66 kWh/ton of cement.
3. Quantitative details:

The energy intensity of the all the dry process plants (cost of energy as percentage of total
production cost of packed cement) varies from 29 to 61%. This is observed to vary with the
vintage of the plant, the technology employed by the plants and the type of cement produced.
Specific thermal and electrical energy consumption for the plants ranges between 692 – 879
kCal/kg. of clinker and 66 – 127 kWh/ton of cement produced (product mix) respectively. The
specific electrical energy also includes the energy consumed in packing, plant utilities and plant
lighting. The reasons for wide range in specific energy consumption can be mainly attributed to
the differing equipment configuration employed in different sections of the plants .
Total.Poduction
The cement industry comprises of 125 large cement plants with an installed capacity of
148.28 million tonnes and more than 300 mini cement plants with an estimated capacity of 11.10
million tonnes per annum.
The Cement Corporation of India, which is a Central Public Sector Undertaking, has 10
units. There are 10 large cement plants owned by various State Governments. The total installed
capacity in the country as a whole is 159.38 million tonnes. Actual cement production in 2002-
03 was 116.35 million tonnes as against a production of 106.90 million tonnes in 2001-02,
registering a growth rate of 8.84%. Major players in cement production are Acc cement,
Aditya Cement, J K Cement and L & T cement.
Apart from meeting the entire domestic demand, the industry is also exporting cement and
clinker. The export of cement during 2001-02 and 2003-04 was 5.14 million tonnes and 6.92
million tonnes respectively. Export during April-May, 2003 was 1.35 million tonnes. Major
exporters were Gujarat Acc Cements Ltd. and L&T Ltd.
The Planning Commission for the formulation of X Five Year Plan constituted a 'Working Group
on Cement Industry' for the development of cement industry. The Working Group has identified
following thrust areas for improving demand for cement;

i. Further push to housing development programmes;

ii. Promotion of concrete Highways and roads; and

iii. Use of ready-mix concrete in large infrastructure projects.

Further, in order to improve global competitiveness of the Indian Cement Industry, the
Department of Industrial Policy & Promotion commissioned a study on the global
competitiveness of the Indian Industry through an organization of international repute, viz.
Table given here is representing the cement industry growth through five year plans……

Five years plan Years Capacity (mt) Production (mt)

Pre plan
2nd plan 1950-51 3.28 2.20
3rd plan 1951-56 5.02 4.60
4rth plan 1956-61 9.30 7.97
5th plan 1961-66 12.00 10.97
6th plan 1969-74 19.76 14.66
7th plan 1974-79 22.58 19.42
8th plan 1980-85 42.40 30.13
9th plan 1985-90 61.31 45.41
10th pl 1992-97 105.26 76.22
1997-02 146.13 108.40

Cement industry has been decontrolled from price and distribution on 1st March
1989 and de-licensed on 25th July 1991. However, the performance of the industry and prices of
cement are monitored regularly. Being a key infrastructure industry, the constraints faced by the
industry are reviewed in the Infrastructure Coordination Committee meetings held in the Cabinet
Secretariat under the Chairmanship of Secretary (Coordination). The Committee on
Infrastructure also reviews its performance.

Technological change
Continuous technological Adilabad grading and assimilation of latest technology has
been going on in the cement industry. Presently 93 per cent of the total capacity in the industry is
based on modern and environment-friendly dry process technology and only 7 per cent of the
capacity is based on old wet and semi-dry process technology. There is tremendous scope for
waste heat recovery in cement plants and thereby reduction in emission level. One project for co-
generation of power utilizing waste heat in an Indian cement plant is being implemented with
Japanese assistance under Green Aid Plan. The induction of advanced technology has helped the
industry immensely to conserve energy and fuel and to save materials substantially. India is also
producing different varieties of cement like Ordinary Portland Cement (OPC), Portland
Pozzolana Cement (PPC), Portland Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid
Hardening Portland Cement, Sulphate Resisting Portland Cement, White Cement etc. Production
of these varieties of cement conform to the BIS Specifications. Also, some cement plants have
setAdilabad dedicated jetties for promoting bulk transportation and export.

State- wise major cement plants

state No.of plants Capacity mt

Andhra pradesh 24 23.96

Assam 1 0.20
Bihar 1 1.00
Chhatisgarh 9 10.36
Delhi 1 0.50
Gujrat 12 17.12
Haryana 1 0.17
Himachal pradesh 4 4.06
J and k 1 0.20
Jharkhand 5 4.57
Karnatka 9 10.07
Kerala 1 0.42
Madhya pradesh 12 16.39
Maharashtra 8 10.95
Meghyalaya 1 0.20
Orrisa 3 2.76
Punjab 3 2.84
Rajasthan 14 17.95
Tamil nadu 13 14.79
 Uttar pradesh 7 5.07
West Bengal 4 3.13

Total 134 146.71

Current status of Indian cement industry

The Indian cement industry has grown remarkably in the last two decades to emerge as
the second largest in the world after china. In terms of technology , quality and productivity,
India cement industry is remarkably is undeniably at the top. Today, the country has 134 major
plants with an installed capacity of 146.71 million tones. There are also 60 surviving mini and
tiny units with a capacity of 6.3 million tones The combined capacity of the cement industry is
153.01 million tones . in recent years , the production of blended cement has increased in India
as more and more companies shifting their emphasis from opc to blended cement. With
increased cement production, the cement supplies have increased substantially resulting into
depressed prices, with producers are getting inadequate returns on their investment, affecting the
bottom lines of several companies.
Today, the Indian cement industry is passing through are alignment and consolidation .
Multi nationals have a strong entry in the cement market and are trying to get their presence by
acquisitions and mergers. The per capita consumption of cement in India, which currently is very
low at 99 kg, has huge scope of growth . according to industry sources with the intiative taken
by the government on the infrastructure , particularly the north and south corridor particularly
known as “ golden qualidateral” the working group on the cement industry constituted by the
planning commission.

History & Profile of ACC Cement Works

ACC was formed in 1936 when ten existing cement companies came together under one
umbrella in a historic merger – the country’s first notable merger at a time when the term
mergers and acquisitions was not even coined. The history of ACC spans a wide canvas
beginning with the lonely struggle of its pioneer F E Din Shaw and other Indian entrepreneurs
like him who founded the Indian cement industry. Their efforts to face competition for survival
in a small but aggressive market mingled with the stirring of a country’s nationalist pride that
touched all walks of life – including trade, commerce and business.

The first success came in a move towards cooperation in the country’s young cement
industry and culminated in the historic merger of ten companies to form a cement giant. These
companies belonged to four prominent business groups – Tatas, Khataus, Killick Nixon and F E
Din Shaw groups. ACC was formally established on August 1, 1936. Sadly, F E Din Shaw, the
man recognized as the founder of ACC, died in January 1936. Just months before his dream
could be realized.

ACC stands out as the most unique and successful merger in Indian business history, in
which the distinct identities of the constituent companies were melded into a new cohesive
organization – one that has survived and retained its position of leadership in industry. In a sense,
the formation of ACC represents a quest for the synergy of good business practices, values and
shared objectives. The use of the plural in ACC’s full name, The Associated Cement Companies
Limited, itself indicates the company’s origins from a merger. Many years later, some
stockbrokers in the country’s leading stock exchanges still refer to this company simply as ‘The
Merger’

The ACC Board comprises of 13 persons. These include executive, non-executive, and
nominee directors. This group is responsible for determining the objectives and broad policies of
the Company - consistent with the primary objective of enhancing long-term shareholder value.

The Board meets once a month. Two other small groups of directors - comprising
Shareholders'/Investors' Grievance Committee and Audit Committee of the Board of Directors -
also meet once a month on matters pertaining to the finance and share disciplines. During the last
decade, there has been a streamlining of the senior management structure that is more responsive
to the needs of the Company's prime business. A Managing Committee - comprising, in addition
to the Managing Director and the two executive directors, the presidents representing
multifarious disciplines: finance, production, marketing, research and consultancy, engineering
and human resources – meets once a week. Besides these bodies, there are senior executives and
other regional managers - based at the Company's corporate office and at its marketing offices
and manufacturing units -who contribute to the development and operation of the various
functions. While these groups form the core management team that frames and guides corporate
policy, ACC is proud of its manpower strength of about 9,000 people, who comprise experts in
various disciplines assisted by a dedicated workforce of skilled persons. Quite a number of them
have logged many years of service with the organization. They come from all parts of the
country and belong to a variety of ethnic, cultural and religious backgrounds. Because of such a
cosmopolitan make-up, ACC can rightly be said to embrace within its fold a family that forms a
'mini-India'.
A Strategic Alliance:

The house of Tata was intimately associated with the heritage and history of ACC, right
from its formation in 1936 up to 2000. The Tata group sold all 14.45% of its shareholdings in
ACC in three stages to subsidiary companies of GujaratACC Cements Ltd. (GMCL), who are
now the largest single shareholder in ACC.
This enabled ACC to enter into a strategic alliance with GMCL; a company reputed for its brand
image and cost leadership in the cement industry.

Holcim – A New Partnership:

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 long – term alliances withACC
Group by acquiring a majority stake inACC Cements India Ltd. (ACIL),which at the time held
13.8% of total equity shares in ACC. Holcim simultaneously announced its bid to make an open
offer to ACC shareholders, through Holdcem Cement Pvt. Ltd. and ACIL, to acquire a majority
shareholding in ACC. An open offer was made by Holdcem Cement Pvt. Ltd. along with ACIL,
following which the shareholding of ACIL increased to 34.69% of 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 supplier 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 broad of ACC has
welcomed this new association.
Plants & Their Capacity:

S. No. Units State Capacity (MTPA)

Bargarh Cement Works
1 Bargarh 0.96
Chaibasa Cement Works
2 Chaibasa 0.87
Chanda Cement Works
3 Chanda 1.00
Damodar Cement Works
4 Damodhar 0.53
Gagal Cement Works 4.40
5 Gagal
(Gagal I and II)
Jamul Cement Works
6 Jamul 1.58
Kymore Cement Works
7 Kymore 2.20
Mancherial Cement Works
8 mancherial 1.50
Madukkarai Cement Works
9 Madukkarai 0.96
Sindri Cement Works
10 Sindri 0.91
Wadi Cement Works
11 Wadi 2.59
Wadi Cement Works
12 New Wadi Plant 2.60
Tikaria Cement Grinding and Packing
13 Tikaria Plant 2.31

Mission of ACC

Maintain our leadership of the Indian cement industry through the

Leadership continuous modernization and expansion of our manufacturing facilities

and activities, and through the establishment of a wide and efficient
marketing network.
 Achieve a fair and reasonable return on capital by promoting productivity
Profitability throughout the company.
Ensure a steady growth of business by strengthening our position in the
Growth cement sector.
Maintain the high quality of our products and services and ensure their
Quality supply at fair prices.
Promote and maintain fair industrial relations and an environment for the
Equity effective involvement, welfare and development of staff at all levels.
Promote research and development efforts in the areas of product

Pioneering development and energy, and fuel conservation, and to innovate and
optimize productivity.
Fulfill our obligations to society, specifically in the areas of integrated

Responsibility rural development and in safeguarding the environment and natural

ecological balance.

Milestones of ACC Limited

1936 Incorporation of The Associated Cement Companies Limited on August 1, 1936.

1936 First Board Meeting of The Associated Cement Companies Limited held at Esplanade
House, Mumbai on November 10, 1936.

1937 With the transfer of the 10th company to ACC, viz. Dewarkhand Cement Company, the
formation of ACC is complete on October 23, 1937.

1944 ACC’s first community development venture near Bombay

1947 India’s first entirely indigenous cement plant established at Chaibasa in Bihar

1952 Village Welfare Scheme launched

1955 Sindri cement works used the waste product calcium carbonate sludge from fertilizer
factory at Sindri.

1956 Bulk Cement Depot established at Okhla, Delhi

1957 Technical training institute established at Kymore, Madhya Pradesh.

1957 Katni Refractories

1961 Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture Portland Slag
Cement for the first time in India.

1961 Manufacture of Accocid Cement, which resists the corrosive action of acids and
chemicals.

1961 Oilwell Cement manufactured at ACC Shahabad Cement Works in Karnataka for
cementation of oilwells upto a depth of 6,000 feet.
Map of ACC Network

Corporate office:

Overseeing the company’s rang of business, the Corporate Office is the central head quarters of
all business and human resource function located in Mumbai.

ACC Subsidiaries:

1. Bulk Cement Corporation India Ltd (BCCI)

2. ACC Machinery Company Ltd (AMCL)
3. ACC Nihon Casting Ltd (ANCL)
Cement Plant:

1. Bargarh Cement Works

2. Chaibasa Cement Works
3. Chanda Cement Works
4. Damodar Cement Works
5. Jmul Cement Works
6. Gagal Cement Works
7. Kymore Cement Works
8. Madhukkarai Cement Works
9. Mancherial CEMENT Works
10. Sindri Cement Works
11. Wadi Cement Works
12. Tikaria Cement Works

Regional Marketing Office:

• BANGALORE
• BHOPAL
• CHNDIGARH
• COIMBATORE
• KANPUR
• KOLKATA
• MUMBAI
• NEW DEHPATNA
• PUNE
• SECUNDERABAD
• MANCHERAIL

Area Office:
 • ALLAHABAD ASANSOL
• AURANGABAD
• BELLARY COCHIN
• CHENNAI
• FAZABAD
• GULBARGA
• GUWAHATI
• JAMMU
• BHUBANESHWAR
• JALANDHAR KOCHI
• KOZHIKODE
• KOLHAPUR
• LUCKNOW
• MANGALORE
• NAGPUR
• PATIALA
• RAIPUR
• SHIMLA
• VELLORE
• ADILABAD

RMX Office:

• Mumbai- Kalamboli
• Mumbai- Sion
• Mumbai- JVLR Project
• Chennai
• Delhi- Faridabad
• Greater Noida
• Bangalore- Whitefield
• Bangalore- Peenya
• Bangalore- Hosur Road
• Bangalore- betta Halsoor
• Kolkata- Sonapur
• Goa- Panaji
• Gurgaon- Haryana

OVERVIEW OF MANCHERIAL CEMENT WORKS

Unit Profile: Mancherial

 Mancherial is a city and a municipality in Adilabad district in the Indian state of Andhra
Pradesh. Mostly surrounded by agricultural lands & villages the most distinct feature of
Mancherial is a cement manufacturing unit of ACC [Associated Cement Companies] Ltd. This
plant is the oldest running cement plant in Asia. But with the passage of time the plant has
undergone expansions to incorporate the latest technology in cement producing. The latest
expansion project is being completed in April 2007.
ACC Limited is India’s foremost manufacturer of cement and ready mix concrete with a
countrywide network of factories and marketing offices.
Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete
technology. ACC’s brand name is synonymous with cement and enjoys a high level of equity in
the Indian market. Among the first companies in India to include commitment to environment
protection as a corporate objective, ACC has won several prizes and accolades for environment
friendly measures taken at its plants and mines. The company has also been felicitated for its acts
of good corporate citizenship. Presently ACC is a part of the “Holcim Group”, one of the largest
multinational Cement manufacturers. ACC Mancherial Cement Works is located between Kota
& Sawai Madhopur of Western-Central Railway. Place known for ACC Cement. The oldest
cement plant in India which has still preserved its 1905 lime kilns. Plant has already been
modernized and the capacity being further increased to 1.5 M.T.P.A.together with 25MW Coal
based Power Plant during the year 2006-2007.

Product (Cement):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. In 1964, a centralized research facility – the Central Research Station
(CRS) was established in Thane. The research complex now renamed as ACC Thane Complex,
spread over an area of 8000 sq m has modern labs with the latest equipment and manned by
highly qualified scientists and technologists who carry out product development work in cement
and allied fields.

ACC has effectively pledged its reputation as the market leader in 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. Trained engineers, chemists and technicians staff these. The Central Laboratory at
ACC Thane Complex is used as a reference laboratory for diagnosis and resolving specific
trouble – shooting cases.
As a result of this focus on quality, ACC cement specification exceeds those set by BIS
by wide margin. Today, all ACC cements plants have the ISO 9001 Quality Systems
Certification. This demonstrates our tradition of providing reliable and consistent quality through
the application of modern technology, and justifies the preferences of a nationwide customer
base.

ACC manufactures the following types of cement, in addition to which, it provides Bulk
Cement and Ready Mix Concrete.

Ordinary Portland Cements

• OPC 43 Grade

Blended Cements
• Fly-ash based Portland Pozzolana Cement

Ordinary Portland Cement 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.

ACC Cement is marketed in specially designed 50 kg bags.

ACC in other plants also manufactured 53 Grade Cement This 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 53 Grade OPC provides high strength and durability to structures because of its optimum
particle size distribution, superior crystalline structure and balanced phase composition.

It is available in specially designed 50-kg bags.

Blended Cement:
Fly-ash based Portland Pozzolana Cement
This is special blended cement, produced by inter-grinding 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.

Pioneer & Trendsetter:

ACC has a unique track record of innovative research, product development and
specialized consultancy services. It is a important benchmark for the cement industry in respect
of its production, marketing and personal management process.

ACC is proud of its many innovation over the years and realizes that innovativeness is an
essential characteristic of leadership.

ACC Cement:

ACC’s brand name is synonymous with cement . its marketing, sales and distribution
processes are industry standards. The brand building approach to marketing cement which was
first adopted by ACC has proved to be exceptionally successful in respect of blended cements in
terms of providing more effective communication with customers and has been emulated by
other companies in the industry.

Ready- Mix Concrete:

ACC established the country’s first commercial ready-mix concrete (RMX) in Mumbai.
ACC’s pioneering efforts in this respect along with the introduction of bulk cement handling
facilities have been responsible for redefining the pace and quality of construction activity in
metropolitan cities and in mega infrastructure projects. The JJ flyover in Mumbai was the first
mega construction project in India to use High Performance Concrete of M-75 grad.

Research & Development:

ACC is the only cement producer in India with its own in-house Research and
Development facility. The sprawling Research and Consultancy Directorate
(RCD) complex at Thane near Mumbai has a unique track record of innovative research and
specialized technological services.
RCD has helped introduce some unique special projects of immense value to the concrete
and construction sectors. These include repair products and grouts and Ancones, a non explosive
demolition agent. RCD has developed Accmarg, a revolutionary new product and grouting
composition for the construction and repair of new roads and highways.

The services of concrete group at RCD have been utilized in the striation of several
heritage buildings across the country, such as the CST terminus at Mumbai, churches and royal
palaces in Goa, Mysore and Hyderabad.

Sharing Knowledge:

Following the massive earthquake in Gujarat, ACC’s civil engineers trained over 1500
unemployed youth from remote villages in the fundamentals of building stronger, more
earthquake resistant structures. This was the first formal training effort of its kind for masons.
Many of these youth are now gainfully employed.

Environmental Protection:

ACC is among the first companies in India to include commitment to environmental

protection as one of its corporate,long before pollution control norms and regulatory act came in
to existence. The company inducted the use of pollution control equipment and hig efficiency
sophisticated electrostatic precipitators for cement kilns, raw mills, coal mills, power plants and
coolers as for as 1966.

Today each ACC factory has high efficiency state-of-the art pollution control equipment
and devices. Each of our manufacturing units has a separate environment section manned by a
qualified environmental engineer and supporting staff. Our plants, mines and township
demonstrate the company’s successful endeavors in greening activities such as Afforestation,
tree planting, horticulture, vegetable and cultivation apart from basic landscaping designed to
enrich and beautify the environment.
Cleaner mining techniques have helped safeguard and conserve mineral resources. In
addition, we have taken other positive measures such as top – soil conservation, efficient water
management systems and the treatment of the wastage, sewage and effluents. Some of our plants
have become near self – reliant in their water requirements.

ACC has achieved spectacular results in the utilization of two hazardous and pollutant
industrial wastes – namely slag from steel plants and fly ash from thermal power stations – to
make blended cements that help conserve limestone resources. Over the years, ACC has won
several prizes and certificates of merit for environmental measures undertaken at its various
plants and mines.

In particular, for programs involving greening, Afforestation, rehabilitation of mines, noise

abatement and other visible measures like tree plantation and water management.
A forestation and Greening the Environment.
Tree plantation is a regular and committed activity at ACC. Vacant land in plant, mines
and colony at each factory is used to develop greenery of various species. Some ACC plants (viz.
Gagal, Jamul, Kymore and Chaibasa) have developed as much as 40% area for green belts as
compared to statutory requirement of 30 %. Every cement plant has its own success story of tree
plantation, greening activities, horticulture, flower and fruit cultivation and water conservation.
Tree plantation and green belt development programs have been extended to cover areas in
vicinity of our plants for the benefit of local community.

Rocky areas in mines have been rendered suitable for plantation by overspreading topsoil
obtained from mining activity. A forestation programs have helped transform the once barren
and dry ambience into lush greenery.Each One – Plant One has been an inspiring message
practiced by many of our employees. The total plantation undertaken across ACC is more than
3.3 million numbers of trees, with an average survival rate of 85% and spread over an area of
1000 acres in mines, factories and residential townships.

Table no 5: - Prices of the shares of MCL (BSE and NSE)

MONTH BSE (HIGH) BSE (LOW) NSE (HIGH) NSE (LOW)

 January-09 79.20 65.55 79.20 65.10

February-09 76.25 59.55 76.40 59.75

March-09 75.10 60.35 75.00 60.40

April-09 87.80 70.20 87.85 68.30

May-09 95.00 74.00 94.70 74.00

June-09 107.00 79.20 106.90 82.50

July-09 109.95 85.25 110.30 85.05

August-09 111.50 95.10 111.80 95.05

September-09 102.50 96.05 102.45 96.05

October-09 105.55 83.80 105.30 86.05

November-09 95.00 81.80 95.00 81.85

December-09 104.80 92.15 105.20 92.35

(Source: Acc cement Annual Report 2009)

2.14 Distribution of Shareholding:-

The shareholding distribution of the equity shares as on 31st December, 2009 is shown in the
table:-

Table no 6- Shareholders distribution

 Number of equity Number of Number of shares Percentage of
shares shareholders
shareholders

Less than 50 120245 3066287 0.20

51 to 100 43095 3876307 0.25

101 to 500 44915 11697348 0.77

501 to 1000 11564 9110676 0.60

1001 to 5000 20195 53451013 3.51

5001 to 10000 3946 28498276 1.87

10001 to 50000 2292 42316750 2.78

50001 to 100000 141 10024450 0.66

100001 to 500000 165 36755350 2.41

500001 & above 128 1324914923 86.95

TOTAL 246686 1523711380 100

(Source: Acc cement Annual Report 2009)

2.15 Shareholding Pattern:

The shareholding of different categories of the shareholders as on 31st December, 2009 is shown
in the table-

Table no 7. -Shareholding pattern

Category No. of Shares Percentage (%)

Indian Promoters 12081909 0.79

Foreign Promoters 695393717 45.64

Foreign Investors 349054069 22.91

(including FIIs)

Mutual Funds, Banks & 257400509 16.89

Institution 20416097 1.34

OCB NRIs 21332630 1.40

Body Corporates 28952518 1.90

GDR Holders 139079931 9.13

Other

TOTAL 1523711380 100

(Source: Acc cement Annual Report 2009)
 UNIT-IV

DATA ANALYSIS & INTERPETATION

DATA ANALYSIS:

In this section, we will analyze the data which was obtained through different means of
data analysis like questionnaire, personal interviews. Since this survey was related to the cement
industry, so people related to it like masons, bulk consumer , retailer and Above all general
consumer were interviewed.
 The whole data analysis section is done with help of different charts, bars and other
techniques available. The interview was mostly done on selected persons of selected category. I
have done survey mainly on the basis of following structure…..

1. Masons—20%
2. Arch/ Engineers—10%
3. Retail stockists--- 20%
4. Wholesalers--- 10%
5. Bulk consumers—10%
6. General consumer—30%

For doing the survey, a questionnaire was designed as a scientific tool so as to know the
customer’s attitude towards the Acc mancherial cement works limited.

The main purpose of this survey was to know the customer satisfaction level

. This survey was done partially Mancheria land somepartsd of NCR also. Some other parts of
the country like the neighboring Adilabad was also touched for the survey.

This page and onwards will contain step by step analysis of different questions…

1 How important is price for you while buying the cement?

1. MASONS

Choices / options No of respondents

1. Extremely important 3
2. Rarely important 2
3. Not at all important 0
2. Arch / engineers

Options / choices No of respondents

1.Extremely important 2
2.Rarely important 1
3.Not at all important 0

INTERPRETATION:
The above table shows that majority of respondents consider price is more important
while purchasing.

2 Do you consider colour of cement as an important factor for buying of the cement?

1. Masons

Options /choices No respondents

1.Definitely important 2
2.Not so important 1
3.Sometimes important 1
4..Not sure 1

2. Retail stockists.

Options No of respondents
1.definitely important 1
2 .not so important 2
3.sometimes important 1
4. not sure 1

3. General consumer

Options No of respondents
1.Definitely important 1
2.Not so important 4
3.sometimes important 1
4.not sure 1

INTERPRETATION:
Above interpretation indicates that colour of the cement is not an important factor. From survey
done on different group of people , it is evident that masons, retail stockists and general
consumer, all of them do not give too much attention to colour of the cement….

3 Is early setting time an important factor in buying of the cement?

Architects / engineers

No of respondents
Parameters
1.Important 1
2.Not important 0
3.Extremely important 2
4.Not sure 0

3. Retail stockiest

No. of respondents
Parameters
1.Important 1
2.Not important 0
3.Extremely important 3
4.Not sure 1

4.General consumer
Parametrs
No. of respondents
1. Important 2
2. Not important 1
3.Extremely important 4
4. Not sure 0

INTERPRETATION:
The above interpretation clearly indicates that early setting time is one of the important factor
with all group of people giving more weightage to it.

4 Do you think that attractive packaging is an important factor while buying a cement?

1. Retail stockiest.

Parametrs
No of respondents
1. Very much 2
2. Not so much 2
3. Can’t say 1

2. Whole salers
Parametrs
No. of respondents
1. Very much 1
2. Not so much 1
3.Can’t say 1

3. General consumer

Parameters
No of respondents
1.Very much 2
2. Not so much 4
3.cant say 1

The response to this question clearly indicates that people do not tend to buy those cement which
have good and attractive packaging as after all quality matters.

4. Rate the following on the scale of 1 to 5!!

Parameters
Brand name Brand Delivery Price Packaging
image time
Ambuja 4 3 3 4
GUJ ACC 3 3 3 3

ACC 3 2 3 2
MANCHERIA
L CEMENTS
LAFARGE 4 3 3 3

INTERPRETATION:
Table given here is determining the customer’s preference of different brands depending on
different parameters. It is evident from the table that ACC and LAFARGE excel on every
parameter i.e. brand image, delivery time, price and packaging etc. Brand image and price are
one of the important factors in the selection of any Cement.

5. Do you prefer the cement which is very fine (i.e. fineness of the cement)?

1. Masons

Parametrs
No of responses recieved
1. Sometimes 1
2. Always 2
3. Never 1
4.Can’t decide 1

2. Retail stockiest

Options
Response
1. Sometimes 1
2. Always 3
3. Never 1
4.Cant decide 0

1. General customer

Choices / options
Responses
1. Sometimes 3
2. Always 3
3.Never 1
4.Cant decide 0

INTERPRETATION:
We can interpret from the response received that fineness of the cement is one of the
Important factor that consumer takes into account while buying a cement.

6. How many retailers of Acc Cement do you find in your city?

1. Masons

No. of retailers
Response
1 . 1-5 2
2. 5-7 3
3. 7-10 0
4. More than ten 0
2. Wholesalers

Options
NO. Of responses
1. 1-5 1
2.5-7 2
3.7-10 0
4. more than 10 0

INTERPRETATION:
The response received from the customers indicate that there are enough cement retailers in their
city.
7. If you were a dealer Which type of schemes and incentives do you except from the company?

Options
No of responses
1. Gift items given 1
2. Award for best retailing 2
3.Promoting certain incentive 0
schemes
4.Educate about the company’s 0
policy
5. Foreign tours 2

INTERPRETATION: It is evident that the retailers want awards, tours and gifts on equal
basis.

8. Do you find your desired cement easily in your city?

1.Masons

Options
Responses
1.sometimes 2
2.Always 2
3.Never 1
2. Industrial bulk consumer

options
No. of respondents
1. Sometimes 1
2.Always 2
3.Never 0

3. General customer

choices responses
1. sometimes 2
2. never 1
3. always 4

INTERPRETATION: The above tables shows that most of the customers always find their
desired cement easily in the town.
9. Which medium of information made you aware about Acc mancherial cements?

1.General customer

Options
Level of responses
1. Newspapers 2
2.Hoardings 3
3. TV ads 1
4. Meeting with dealers 1

2. Industrial bulk consumer

options
No of respondents
1.Newspaper 0
2.Hoardings 1
3.Tv ads 0
4.Dealers meet 2

INTERPRETATION:
Analysis of this question reveals that hoardings are the best means of the communication as any
illiterate person can also read the various signs which could be there on the hoardings and also
there should be regular dealer meeting to know the customer aware of the cement.
10. Do you find compressive strength of the cement as a major factor while buying any cement?

1. Masons.

Options
Response rate
Very much 3
Not much 2
Cant decide 0

2. General customer
Options
Response level
Very much 5
Not much 1
Can’t decide 1

INTERPRETATION:
Analysis of this question reveals that customers don’t comprise on the matter of quality.

11. Is the response time of the company to the complaints satisfactory?

1. Wholesalers

Parameters
Response level
1. Satisfactory 1
2.Good 1
3. Not so good 1
4. Not sure 0

2. General customer

Parameters
Response level
1. Satisfactory 3
2 Good 2
3. Not so good 1
4. Not sure 1

INTERPRETATION:
Hence , we analyze that response time of the company to the complaints is overall satisfactory….
 UNIT-V
CONCLUSIONS & SUGGETIONS
On the basis of analysis of the questionnaire and data analysis, we find that:----

1. Market potential of the Acc cement limited is very good in the northern parts despite the
presence of so many branded cement companies like Acc , GUJRAT ACC etc.
2.Customer satisfaction with respect to the ACC cement is satisfactory.
3. Despite the increasing cost of the raw material the company is able to bring down the cost of
manufacturing through procurement of raw materials by the mines which are located nearby .
3. Customers come to know about ACC cements mainly from hoardings as many

people are illiterate .

4. Customers want more prizes and dealers want more incentives , gifts and tours.

Dealers also want more meeting with officials of the cement companies.

5. Bulk consumers want more and more cash discount.

 SUGGESTIONS

1. The company should concentrate on more aggressive advertisement to promote their

products.
2. The company should launch more and more promotional schemes like “ two for the price of
one” or more discount coupons.
3 Company should do more to promote their brand as customer prefer good brand while buying
any cement.
4. Customer prefer price as an important factor while buying any cement so the company should
fix the price accordingly.
5. Company should concentrate on direct meeting with the customer as they are the most vital
element in deciding the growth or decline of any company.
6.Company should decrease the response time to the complaint received.
7.The company should fix certain amount of cement especially for the dealers and give them free
of cost as incentives.

8. The company should appoint more and more persons for the promotions of the brand.
9. The company should expand its market and concentrate in deep penetration in northern part of
India.
10. Company should decrease delivery time of the cement.
 ANNEXURES
QUESTIONNAIRE & BIBLIOGRAPHY

QUESTIONNAIRES

Q 1. How important is price for you while buying the cement?

1. Extremely important 2. Rarely important 3. Not at all important
Q2. Do you consider colour of cement as an important factor for buying of the cement?
1.Definitely important 2.Not so important
3.Sometimes important 4.Not sure
Q3. Is early setting time an important factor in buying of the cement?
1.Important 2.Not important
3.Extremely important 4.Not sure
Q4. Do you think that attractive packaging is an important factor while buying a cement?

1. Very much 2. Not so much 3. Can’t say

Q5. Do you prefer the cement which is very fine (i.e. fineness of the cement)?
1. Sometimes 2. Always
3. Never 4.Can’t decide
Q6. How many retailers of Acc Cement do you find in your city?
1. 1-5 2. 5-7
3.7-10 4. More than 10
Q7. If you were a dealer which type of schemes and incentives do you except from the company?
1. Gift items given 2. Award for best retailing
3. Promoting certain incentive schemes 4.Educate about the company’s policy
5. Foreign tours
Q8. Do you find your desired cement easily in your city?
1. Sometimes 2.Always 3.Never
Q9. Which medium of information made you aware about Acc Mancherial cements?
1. Newspapers 2.Hoardings
3. TV ads 4. Meeting with dealers
Q10. Do you find compressive strength of the cement as a major factor while buying any
cement?
1. Very much 2. Not much 3. Can’t decide
Q11. Is the response time of the company to the complaints satisfactory?
1. Satisfactory 2.Good
3. Not so good 4. Not sure
 BIBLIOGRAPHY

1. www.Acc cement.com

2. www.acc.com/

3. Labour and Industrial chronicle-- Survey of major cement plants

4. Marketing research—Naresh kumar Malhotra , Pearson education

5. Marketing Management—Phillip Kotler