RETAIL MARKET SURVEY AND PROMOTION ACTIVITIES ALONG WITH YOUTH AWARENESS FOR THE ACC CEMENTS

Report By PRIYANK SHRIVASTAVA (Roll No. 11161)

Work Carried at ACC CEMENTS LTD, RAIPUR

Submitted in partial fulfillment of the requirement of Summer Internship Programme

Under the Supervision of Mr. Saurabh Srivastava ASM, ACC Cements Ltd Raipur SDM Institute for Management Development

Mysore, Karnataka, India (June 2012)

CERTIFICATE This is to certify that Project Report title SURVEY OF RETAIL MARKET & SALES PROMOTION AND THE YOUTH AWARENESS IN AREA OF RAIPUR REGION FOR ACC CEMENTS INDIA PVT. LTD. Is a bonafide work carried out by Priyank Shrivastava, MBA student from SDM Institute of management development Mysore for fulfillment of PGDM degree of SDMIMD. He has worked under our guidance and direction.

(Mr. Saurabh Srivastav)

Signature of Guide Prof. G.S Lakshminarayana

Date: Place :

Date: Place:

Acknowledgement
Interdependence is a higher value than independence Knowledge in itself is a continuous process. Nevertheless, a day getting a practical knowledge is an important thing & most important thing is the support, guidance, motivation and inspiration provided by the different persons of different sections. At this moment of our substantial enhancement, I find no words to express my gratitude towards those who helped me directly or indirectly in making this report successful. I am indebted & thankful for the assistance received from various individuals So I think all those people who contributed to this project from the very beginning till its successful completion.

This project report could not have been completed without guidance of our Prof. G.S Lakshminarayana I extended to my sincere gratitude to Mr. Saurabh Srivastava Marketing manager of ACC cements Pvt Ltd. in Raipur region. For his constant and able of guidance has been instrumental in large measure on the success of project. He suggest this study, and it has been great opportunity to learn about a subject of which had no previous knowledge for this, I am very grateful to him.

I also extend my warmest thanks to Dr. G.S Lakshminarayana whose constant encouragement and guidance was immense help for being on track through the project. Last but not least I would like to thank my faculties & colleagues who guided me for project completion.

Priyank Shrivastava

INDEX
Chapter No

Name Of the Chapter

Page no

1 2 3 4 5 6 7 8 9 11

Executive summary Introduction to the title, Objective, scope of the Project Company Profile Theoretical Background Research Methodology Data Analysis Findings Limitation of the Project Conclusion Bibliography

5 6-8 8-16 17-20 20-23 24-33,36-42 33-35,42-43 43-44 44-46 46-47

EXECUTIVE SUMMARY
The project was carried out at ACC Cements Pvt. Ltd. At Raipur region

OBJECTIVE

The objective was carried out for two mail objective. The first objective was carried out the market survey for knowing prevailing market condition of ACC Cement in Raipur market. The second objective of project was to study the sales promotion activities undertaken by ACC and other competitors.

RESEARCH METHODOLOGY

The descriptive nature of the research necessitated collection of primary data from retailers of cement through market survey. Both the methods, personal interview technique and telephonic interview technique were used with the measure emphasis on personal interview method. Interviews were conducted through the structure questionnaire.

Sampling Technique

Random Sampling technique was used to select the retailers. Out of nearly 150 retailers of cement, randomly 50% of population was considered as a sample size. 75 retailers were visited to collect the information about the cement market. The project was carried out for a period of 60 days. After collecting the detailed information from the market, analysis of the data was made. The market research has revealed many facts and figures about cement market.

RESEARCH AND DESIGN: INTRODUCTION

Today it is fashionable to talk about the new economy. We hear that the business are operating in globalize economy; things are moving at a nanosecond pace our market are characterized by hyper competition and disruptive technologies are challenging every business and so business must adopt to empower consumer

To become successful in such a competitive environment the business organizations have to be customer oriented. Customers need and want must be taken care of. Built customer and not only products. Customer must be delighted. This information about the market could be collected by the way of proper market survey. Rom the market survey we get the feed about the good or services of the organization .For this purpose the said project work is undertaken.

The project was carried out for knowing prevailing market condition of ACC Cement in Raipur Region .The second objective of the project was to study the sales promotion activities undertaken by ACC and its other competitors. Along with that how much the youth are aware of ACC as a brand has also been checked with the second project

The project was carried out in the marker of Raipur of Chhattisgarh state. There are six market players in cement industry. They are Ambuja, ACC, Century, Ultratech and Lafarge apart from these there are few local brands selling in the market. Though the name of Jaypee Cements is not been mentioned in the list of surveyed brand, but it`s important contribution is been also recorded.

The information about the market was gathered by visiting retailers in the market. Interview of retailers was taken depending upon their accessibility. While doing the project attempt was made to collect maximum information about the marker. To get actual and correct information ,it was not told retailers that the survey is conducted by ACC Cement for the obvious reasons .Number of retailers were visited to get the actual picture of the

market. Again, the retailers of each grade (according to the performance) were visited, to get each and every detail about the market. Most of the time was spent in traveling for one retailer were reluctant to give the information , as they do not want to disclose their business details. Visits to such retailers were loss of time, money and energy. After collecting the derailed information about the market analysis is done. In the analysis, the observations recorded during the project were carefully analyzed and the results are prepared. The findings and result of the project work are given at the later stage in the report.

OBJECTIVE OF THE PROJECT

This project was undertaken for two main objectives was

To carry out market survey for knowing prevailing market condition of ACC cements In Raipur (Chhattisgarh)

The second objective was dy the sales and promotion activities undertaken by ACC cement and other player in the market.

To attain these two objectives various other sub objective are needed to be achieved. These are listed below. To analyze the market share of ACC Cement in Raipur market. To know the customers preference for the brands of cement. To know the preference criteria of retailer towards selection of different brands of cement. To understand the effectiveness of various sales promotion activities of cement. To know preference of retailers for different schemes and incentives. To analyze the sales promotion activities of various brands. To analyze the transportation facilities for ACC and other cement companies. To analyze the frequency of visits of marketing representative of various companies

Thus it attempt to find ways to increase market share, to increase customer satisfaction and thus increase the business prospects.

SCOPE OF THE STUDY

1. The study has been done for the Cement so more or less it helps in understanding the consumer preference towards the cement market. 2. The study can help in analyzing certain weak point, improving on which a company can overcome the low sales of its cement but only in Raipur region.

COMPANY PROFILE
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, 21 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 countrys 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 endeavors 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 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. ACCs 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.

Heritage - A Corporate Saga Ours has been an interesting story - one that inspired a book. 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 Dinshaw 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

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 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 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 welcomed this new association.

Cement House- The Head Office building ACCs registered office was first located at Esplanade House in South Mumbai, a graceful edifice that still stands out in its neighborhood. The head office then shifted to its own premises in Cement House shown here. The address of this stately building was then Number 1, Queens Road, Church Gate. An all-India competition in 1938 had invited leading architects of the time to send in their designs of which this elegant design made by Ballardie Thompson & Mathews was chosen as the winning entry. Work on its construction began in 1939 and was completed during the War period.

10

The building was occupied by the Royal Air Force and vacated only in 1946.

11

MILESTONES

1936 1936

Incorporation of The Associated Cement Companies Limited on August 1, 1936. First Board Meeting of The Associated Cement Companies Limited held at Esplanade House, Mumbai on November 10, 1936. With the transfer of the 10th company to ACC, viz. Dewarkhand Cement Company, the formation of ACC is complete on October 23, 1937. ACCs first community development venture near Bombay Indias first entirely indigenous cement plant established at Chaibasa in Bihar Village Welfare Scheme launched Sindri cement works used the waste product calcium carbonate sludge from fertilizer factory at Sindri. Bulk Cement Depot established at Okhla, Delhi Technical training institute established at Kymore, Madhya Pradesh. Katni Refractories Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture Portland Slag Cement for the first time in India. Manufacture of Accocid Cement, which resists the corrosive action of acids and chemicals. Oilwell Cement manufactured at ACC Shahabad Cement Works in Karnataka for cementation of oilwells upto a depth of 6,000 feet. Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement Works in Bihar. Manufacture of Accoproof, a waterproofing additive. ACCs Central Research Station (CRS) established at Thane Manufacture of Portland Pozzolana Cement.

1937

1944 1947 1952 1955

1956 1957 1957 1961

1961

1961

1961

1962 1965 1965

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1965

Manufacture of Calundum, a High Alumina Binder; Firecrete, Low Density Alumina Castables and High Alumina Refractory Cement. Advent of computers in ACC for data processing and designing management information and control systems. ACC supplied and commissioned one-million-tonne iron ore pelletising plant ordered by TISCO Manufacture of Whytheat Castables A, K, C and Cal-Al-75 Take-over of The Cement Marketing Company of India (CMI) ACC receives ASSOCHAM first national award for the year 1976 instituted for outstanding performance in promoting rural and agricultural development activities. Introduction of the energy efficient precalcinator technology for the first time in India. Full scale commercial production based on MFC technology at Wadi in 1979. ACC wins international contract for operation and management of a new one million ton cement plant at Yanbu-Ras Biridi in Saudi Arabia. Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka. ACC achieves a breakthrough in import substitution by developing and supplying a special G type of oil well cement to ONGC. ACC develops a new binder for use at sub-zero temperatures, which is successfully used in the Indian expedition to Antarctica. Incorporation of Bulk Cement Corporation of India, a joint venture with the Government of India. ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai. ACC selected as Most Respected Company in India by Business India. Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh. Commissioning of captive power plants at the Jamul and Kymore plants in Madhya Pradesh. Tata group sells 7.2% of its stake in ACC to Ambuja Cement Holdings Ltd, a subsidiary of Gujarat Ambuja Cements Ltd. (GACL)

1968

1968

1971 1973 1977

1978

1979

1982 1984

1987

1992

1993 1995 1998 1999

1999

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2000

Tata Group sells their remaining stake in ACC to the GACL group, who with 14.45% now emerge as the single largest shareholder of ACC. Commissioning of the new plant of 2.6 MTPA capacity at Wadi, Karnataka plant, the largest in the country, and among the largest sized kilns in the world. ACC wins PHDCCI Good Corporate Citizen Award IDCOL Cement Ltd becomes a subsidiary of ACC IDCOL Cement Limited is renamed as Bargarh Cement Limited (BCL). ACC raises US $ 100 million abroad through Foreign Currency Convertible Bonds (FCCBs) for US$ 60 million and Global Depository Shares (GDSs) for US $ 40 million. Both offerings are listed on the London Stock Exchange. ACC named as a Consumer Superbrand by the Superbrands Council of India, becoming the only cement company to get this status. GreenTech Safety Gold and Silver Awards awarded to Madukkarai Cement Works and Katni Refractory Works by Greentech Foundation for outstanding performance in Safety Management System. ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit 2004 from Council For Fair Business Practices. Holcim group of Switzerland enters strategic alliance with Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL) which at the time held 13.8 % of the total equity shares in ACC. Holcim simultaneously makes an open offer to ACC shareholders, through Holdcem Cement Pvt. Limited and ACIL, to acquire a majority shareholding in ACC. Pursuant to the open offer, ACILs shareholding in ACC increases to 34.69 % of the Equity share capital of ACC. Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand, replacing old wet process technology with a new 1.2 MTPA clinkering unit, together with a captive power plant of 15 MW. Financial accounting year of the company changed to calendar year January-December Subsidiary companies Damodhar Cement & Slag Limited, Bargarh Cement Limited and Tarmac (India) Limited merged with ACC ACC announces new Workplace policy for HIV/AIDS Change of name to ACC Limited with effect from September 1, 2006 from The

2001

2002 2003 2004 2004

2004

2004

2005

2005

2005

2005 2006

2006 2006

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Associated Cement Companies Limited. 2006 ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber of Commerce and Industry New corporate brand identity and logo adopted from October 15, 2006

2006

2006

ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at Wadi in Karnataka the first ever such project by a private sector company in India. ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil Nadu Sumant Moolgaokar Technical Institute completes 50 years and reopens with new curriculum Ready mixed concrete business hived off to a new subsidiary called ACC Concrete Limited. ACC Cement Technology Institute formally inaugurated at Jamul on July 7. First Sustainable Development Report released on June 5. ACC wins CNBC-TV18 India Business Leader Award in the category India Corporate Citizen of the year 2008 Project Orchid launched to transform our Corporate Office, Cement House into a green building. ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair Business Practices ACC is allotted coal blocks in Madhya Pradesh and West Bengal. ACC's new Grinding plant of capacity 1.60 million tonnes inaugurated at Thondebhavi in Karnataka. Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4, 2010 with a capacity of 1.1 MTPA of Portland Slag Cement. ACC acquires 100 percent of the financial equity of Encore Cements & Additives Private Limited which is a slag grinding plant in Vishakhapatnam in coastal Andhra Pradesh. This company became a wholly-owned subsidiary of ACC in January 2010.

2007 2007

2008

2008 2008 2008

2008

2009

2009 2009

2010

2010

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2010

ACC enters its platinum jubilee year - the first company in the cement industry to achieve this status ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact Business Performance Social & Environmental Action & Globalisation for 2009-10 - a unique award received for the first time World's largest kiln installed at ACC Cement Plant, Wadi, Karnataka with a capacity of 12,500 tonnes per day creating new landmarks for cement industry Central Control Room Building at ACC Chanda Plant, Maharashtra set up as a Green building, the first of its kind in an industrial environment ACC Secretarial & Share processes received ISO 9001 2008 Certification

2010

2011

2011

2011

Awards & Accolades

National Award for Excellence in Water Management by Confederation of Indian Industry (CII) Outstanding Corporate Vision, Triple Impact - Business Performance Social & Environmental Action and Globalization for 2009-10 from Federation of Indian Chambers of Commerce and Industry Asia Pacific Entrepreneurship Award in two categories, Green Leadership and Community Engagement by Enterprise Asia. Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment and Forests for "extraordinary work" carried out in the area of afforestation.

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 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.

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Rajya Sthariya Paryavaran Puraskar - for 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.

THEORETICAL BACKGROUND
PROMOTION
Promotion is persuasive communication. It is a highly visible element in the marketing mix. It tells the target customer product, price, and place. It tells also known as marketing communication. Promotion consist of activities that facility exchanges with target customers through persuasive communication to stimulate demand.

According to Professor Philip kotler:Promotion includes all the activities the company undertakes to communicate and promote its products to the target market.

In modern marketing the question is not whether to promote but rather what to say, to whom and how often. A good product, an attractive price and an accessible distribution must be supported by an effective promotion to satisfy customer needs. Promotion activity include advertising, sales promotion, public relation, and direct marketing. Promotion can also be viewed as the management of the customer buying process of pre-purchase, purchase and post purchase. FUNCTION OF PROMOTION:-

Promotion is a tool to influence target customer and to face competition. It performs four functions:-

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Information Persuasion Reminding Reinforcing

PROMOTION MIX
The promotion mix is the combination of advertising, public relations, sales promotion, personal selling and direct marketing tools that help achieve marketing objective

1. ADVERTISING: - Advertising in any paid form of non personal communication by an identified sponsor to promote product. 2. PUBLIC RELATION: -It refers to programmes designed to promote or protect a company image and products. Publicity is any unpaid form of communication through media about an organization, its policies and products. 3. PERSONAL SELLING: - personal selling is personal communication with customers to persuade them to buy products. It permits interaction and relationship building. Sales persons provide feedback about the market, competitors and customers. 4. DIRECT MARKETING: - It is persuasion by manufacturer to specific customers. The tools of direct marketing are: 1. Face to face selling 2. Mail 3. Catalogue marketing 4. Telephone 5. E-mail 5. SALES PROMOTIONS: - Sales promotion has been increasing in popularity as a tool. Marketers are using it aggressively. Sales promotion refers to short term incentives to stimulate demand. It is used to create a stronger and quicker purchase response. It can be directed at consumers, middleman and sales personnel. It supplements advertising and facilitates personal selling. According to Professor William J. Stanton:- Sales promotion refers to demand stimulating devices designed to supplement advertising and facilitate personal selling.

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According to professor Philip kotler:- Sales promotion consists of diverse collection of incentives tools, mostly short term, designed to stimulate quicker and or greater purchase of particular product /services by consumer or trade.

NATURE OF SALES PROMOTION: 1. It is short term 2. It provides incentives 3. It aims at quicker response 4. It is directed at target audience.

OBJECTIVE OF SALES PROMOTION

1. Objective for consumer promotion:(a) Encourage greater purchase volume (b) Attract new customer (c) Introduce new products 2. Objective for trade promotion:(a) Carry and push new item (b) Increase resellers inventories (c) Attract new channel members (d) Offset competitive promotion (e) Better store display 3. Objective for sales force promotion (a) Motivate sales force (b) Support new product

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METHOD OF SALES PROMOTION

Sales promotion methods differ according to the target audience. They can be directed at consumer promotion, trade promotion, and sales force promotion (a) Consumer promotion method Free sample, Coupons, Rebates, Premium ,Price off ,Contests,Display/Demonstration (b)Trade promotion methods Free goods ,Allowance , Prices-off Sales contest, Gift items ,Credit facilities Trade show (c) Sales contests Trade shows and conventions ,Gift items, Promotional kits,

RESEARCH METHODOLOGY The research methodology is the way systematically solve the systematically solve the research problems. The main objective of the product was to know the market condition of ACC Cement and to study the sales promotion activities undertaken by various cement companies. For this, right at the beginning the research plan was prepared. This includes all the detail of how to go about research work of ACC Cement.

RESEARCH PLAN
Definition of research problem The research problem can be defined as follows 1. What are the cement being used by various customer in the region of Raipur and what are their expectation from the cement. 2 What is the market trend for cement and brand awareness of ACC Cement.

DATA COLLECTION

The descriptive nature of research necessitates collection of primary data from retailers

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through market survey, personal interview technique was used and interviews w e r e conducted through structured questionnaire the questions were asked in prearranged manner. The market research was conducted over a period of 60 days. Data was tabulated, analyzed and suggestion and recommendation were given.

RESEARCH INSTRUMENTS

The Research instrument chosen for conducting the survey was the structured questionnaire and is shown as in the annexure. The questionnaire includes open ended as well as close ended question, few open ended question were included to obtain the perception of the retailers. The questionnaire designed and a pilot survey was made with the questionnaire and then changes were made accordingly with the questionnaire.

SAMPLE PLAN Sampling technique was chosen for the study was Random Sampling Technique. This is the most common method of selecting the sample. This is because the retailers are localized in different part of the marker a group of retailers are chosen are random from large group. It gives all retailers in a group and equal chance of being selected for the purpose of the survey.

SAMPLE SIZE

Out of nearly 150 retailers in cement market of Raipur and its region around randomly 50% of total population was considered as the sample size.

CONTACT METHOD

Both personal and telephonic interview methods were used for conducting the market

21

survey. Personal interview had the benefit one to one communication between the researcher and the respondent. If the respondent is having any doubt or queries in their mind, they can get their doubts clarified from the researcher on the spot and so superior of data was collected from the survey was collected from the survey. Tele interview was conducted with the structured questionnaire. Tele-interview was less costly and less time consuming but the data could not be collected in detail from the respondents. Also any doubt or queries of respondent could not be clarified.

ANALYSIS AND INFORMATION

Detailed information was collected for the project marker survey for retail marketing and sales promotion activities of ACC Cement for the area of Raipur market. The information was collected by visiting the retailers of cement present in Raipur market. The interview of retailer taken in a friendly atmosphere so as to encourage them to give right information, without any hesitation. Because of some inherent limitation of telephonic interview, the method of personal interview was mostly used ANALYSIS The analysis of the collection information was made in scientific manner. Different manner rank was given to each alternative of particular questions, in the questionnaire. A particular rank was given in the following manner,

Rank-

Unfavorable

Rank-

For most unfavorable alternative

Rank-

For unfavorable alternative

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RankRank-

4 5

For the moderately favorable For the most favorable

To come at the conclusion, total of each alternative of all the sample size retailers was made. Thus the sum of an alternative having most score considered to be most favorable. In this manner, result is prepared for various important parameters of the survey. With the help of results so obtained, the findings are recorded in the form of graphs.

The market of cement Changes as the area changes. The demand for particular cement for particular cement is much less. This is because of the crazier Trend of particular market.

Thus the demand for the cement is not that price sensitive. Price is not the criterion for selection of rejection of particular brand is adapted on the type of application of cement and the brand name in market. Thus the awareness among the customers about the particular cement plays a vital role.

The major types of customers are the builders and masons. The individual customers are there, but their demand is not more. The customers are ready to give slightly high price, but he wants quality cement, thus he is quality conscious. The customer perceives quality of cement as good quality because of effective marketing. So effective marketing is necessary The retailer in the marker plays an important role in the sale of the cement. They have some expectation from the cement companies; they expected credit facility, good sales promotion schemes, and timely delivery of cement, etc Among the plastic bag and paper bag of cement, Customer prefer bag. This is because the paper bag prevents it from moisture and quantity remains intact. In brief cement market is sensitive to marketing. The better & more the marketing the more is possibility of sales. The observations and findings of the market survey about market share and sales promotion activities are given at the next stage,

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ANALYSIS:
Q1 WHICH BRAND DO YOU PREFER MOST? A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH 95 130 125 134 145

BRAND PREFERENCE
23% 21% 20% 15% 21% A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

It is very clear that most of the dealers are preferring ultratech followed by lafarge and ACC cements. Some of the dealers are either confused or dependent on seasonally available brands of cement.

Q2 WHICH BRAND DO YOU STORE?

A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

155 160 153 180 198

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STORE PREFERENCE
A. AMBUJA 24% 21% 18%

18%
19%

B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

Most of the dealers prefers to store Ultratech . Almost 25% dealers prefers to store Ultratech 21% prefers lafarge and 19% of the dealers are preferring ACC. While the century and the Ambuja holds an equal proportion of 18 % each. This clearly means that both the top of the brands enables them to have more profits or satisfaction. Though the name of Jaypee is not been mentioned here but dealers are getting biased ith Jaypee too because of its amazing schemes for dealers on a very low tonnage.

Q3 WHICH BRAND DOES YOUR CUSTOMER PREFER?

A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

127 145 138 140 140

CUSTOMER PREFERENCE
A. AMBUJA 20% 20% 20% 19% 21% B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

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The customer preference for all the brands are equal. This means that customer are price sensitive and they switch very regularly. Case of brand equity acc lies third in rank.
Q4 AVG. MONTHLY SALE OF DIFFERENT BRANDS OF CEMENT?

A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

75 80 85 85 90

MONTHLY SALES
A. AMBUJA 22% 20% 21% 18% 19% B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

The pie clearly shows that the monthly sales of ultratech is leading with 22% followed by Century and Lafarge. While ACC sits at number four on the list. The Ultratech is leading because of its great marketing and selling schemes, while the century and Lafarge is growing at very fast pace because of its low price and visibility. When asked from the dealers about ACC they says that the main reason for ACC losing market is its high cost and little loose marketing schemes when compared to its competitors . when I asked stockiest for the jaypee they said people have started liking this cement too because of its price which is little less than than some of the brands.

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Q5 RANK THE COMPANIES STOCKIEST ON THE BASIS FREQUENCY OF MAKING PERSONEL VISITS & CALLS

A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

123 145 135 165 170

VISITS AND CALL RANKING

A. AMBUJA 23% 17% 20% 22% 18% B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

The pie clearly shows that the in maintaining the relation with the dealers Ultratech over comes the other brand. While ACC ranks third on the list, it was also found out that that retailers hardly gets any call from the company, all what they get is from the respective dealers, and this matter has to be taken care of.

Q6 RANK COMPANY STOCKIEST IN INFORMING ABOUT THE PRICE CHANGE

A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

126 145 145 157 160

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PROMPTNESS RANKING
A. AMBUJA 22% 17% 20% 20% B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

21%

When we asked the people to rank the companies on their promptness in informing them about the price change the results were almost the same for all. But still Ultratech and Lafarge are leading in this score. One very strange thing was been found while asking this question that most of the companies are able to inform their dealers when prices rises but when the prices are slashed the companies are not able to inform that promptly, so on these criteria we can actually work out and can improve the score .
Q7 CREDIT IN DAYS YOU ENJOY FROM THE STOCKIEST A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH 7 10 10 14 14

13%

A. AMBUJA B. ACC 18% C. CENTURY D. LAFARGE

25%

26%

18%

E. ULTRATECH

The newly entered cement brand provides sufficient credit in terms of quantity as well as in days to their retailers. Thats why their growth rate is relatively high. While ACC cements and Ambuja cements does not believe much in providing these many leeway to the retailers. But most of the companies provide them the credit of two weeks which is quite a sufficient for the retailers.

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Q8 MAXIMUM PROFIT YOU BRANDS A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

GET OUT OF SELLING VARIOUS

4 5 8 6 6

PROFIT MARGIN
21%

14%
17%

A. AMBUJA B. ACC C. CENTURY D. LAFARGE

21% 27%

E. ULTRATECH

In profit margin among all the brands Century outcasts all the brands then followed by Ultratech and Lafarge. Whereas ACC ranks fourth in the list because of its relative high pricing. Ultratech is been called preferred by the customer because of its black color and despite of its low margin retailers prefer to store it because the bags keeps moving. The profit margin provided by the Jaypee is far more than the ACC , Ambuja and Lafarge which is a matter of concern for both ACC and Lafarge.

Q8 Type of Sales promotion activities by different brands of cement Shop/Wall Signage Certificate POP Customer Others Painting merchandise Service 55 46 38 50 6 14 9 10 5 15 10 10 5 10 5 5 NO NO NO NO NO NO NO NO

Brand Ambuja ACC Century Lafarge

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Ultratech

58

16

15

20

NO

NO

When it comes to wall paintings the ACC ranks fourth in number and this should not happen because the most effective way of advertising for any company is wall painting as it gives a great visibility for a brand so lacking in this aspects certainly will cause a lot in longer run. And when it comes to signage and POP merchandise the companies are fairly equal in rankings and score.

Q9 GIVE RANKS TO THE TYPE OF GIFTS/INCENTIVES A.SCHEMES B. TOUR C. GOLD D. MONETARY BENEFITS E. OTHERS
135 128 155 150 0

GIFTS PREFERENCE
0% A.SCHEMES

26%

24%

B. TOUR
C. GOLD

27%

23%

D. MONETARY BENEFITS E. OTHERS

About 27% weight age is been given to the Gold when it comes to the gifts and incentives provided by the companies. And then follows the monetary benefits and other schemes. Tours have been a least preference but when asked it to rank it over T.Vs , mobile phones , camera, trophies etc tours are given the highest priority. One more very important point has come while covering this question is that Jaypee cements is providing the gifts and schemes at the lowest tonnage clearance to the stockiest which is a matter of concern for the top players. Q10 GIVE RANKING TO THE CEMENT COMPANIES BASED ON THEIR SALES PROMOTION ACTIVITIES A. AMBUJA 124

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B. ACC C. CENTURY D. LAFARGE E. ULTRATECH

135 125 130 140

SALES PROMOTION RANKING

21% 19% A. AMBUJA B. ACC 21% 19% C. CENTURY D. LAFARGE E. ULTRATECH

20%

Sales promotion activities carried out by ACC and Ultratech is been liked by most of the retailers , they says that the way companies have shown their visibility in arena like IPL by endorsing cricket teams has certainly helped the companies as well as the dealers and retailers to prosper. And they insist that company should take some more initiatives to broaden its image as customer friendly.

Q12 rank the companies on the basis of their cement supply facilities A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH 150 155 155 154 155

SUPPLY FACILTIY
A. AMBUJA 20% 20% B. ACC C. CENTURY D. LAFARGE 20% E. ULTRATECH

20%

20%

The ranking of all the companies in this section is almost the same. It signifies that they understand the importance of good transport and supply system as it can cause a havoc if not dealt properly.

31

Transportation facility is a very vital factor for a brand to be successful in the market; ACC and Ultratech cement have proved themselves in this area as they are having the best reach in the urban area as well as in the rural area

Q13 RANK THE COMPANIES ON THE BASIS OF THE RESPONSE TO CUSTOMER COMPLAINTS A. AMBUJA 123 B. ACC 138 C. CENTURY 132 D. LAFARGE 145 E. ULTRATECH 145

RESPONSE TO COMPLAINTS
A. AMBUJA 21% 21% 20% 18% 20% B. ACC

C. CENTURY
D. LAFARGE E. ULTRATECH

Almost most all the companies stockiest response towards the customers complained but Lafarge and Ultratech are little ahead to the other companies. Most of the retailers said that Lafarge Marketing representative are very much attentive towards the customers responses.
Q14 RANK THE COMPANY ON THE BASIS OF THEIR MARKETING REPRESENTATIVE`S ART OF MAKING AND MAINTAINING THE RELATIONSHIP A. AMBUJA B. ACC C. CENTURY D. LAFARGE E. ULTRATECH 112 128 120 138 145

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MR SKILLS
23%

17%
20%

A. AMBUJA B. ACC C. CENTURY D. LAFARGE

21% 19%

E. ULTRATECH

Lafarges and Ultratech`s marketing representatives are too much concern towards the customers welfare. So they visit almost retailers ones in a week. Whereas other companies marketing representative visits the counter only twice in a month.

MAJOR FINDINGS

OTHER REASONS STATED BY RETAILER FOR BRAND PREFERENCE:-

LAFARGE 1. 2. 3. 4. 5. 6. Better quality Good name in the market Timely available Immediately respond on the competitors strategy. Relatively less price. Better packaging ULTRATECH 1. Sells easily in the market the customer demand for them. 2. Customer choice. 3. Good name in the market as it carries the goodwill of L&T. 4. High market awareness. 5. Sells more

33

6. They are selling cements at a lower profit margin, which enables them to have bulk selling which makes them to incur greater gross profit. 7. Its black in colour so people ask more for it, and says Dhande ke liye best cement he

CENTURY 1. Good relationship with the dealers and retailers 2. Price is low and affordable to people 3. Low price helps to sell easily 4. Quality is good 5. Good service and relationship

ACC

1. People ask for ACC 2. Service is good 3. Dhalai karne ke liye people ask for ACC 4. Very superior quality cements as compared to others 5. They have same price prevailing for Dealers/Stockiest retailers end.

6. 90% of the people says Ghar ke liye he, Dhande me nuksan marta ha

PROBLEM FACED BY STOCKIEST

1.

None of the stockiest had any complains about any brands, in regards to the price, transport, service etc

2. Dispatch being closed at the start of the month is a trump card for them

34

to play in the market to push the sale.

3.

Stockiest are satisfied with the companies service.

RETAILERS REGRETS (ACC) 1. The stockiest occasionally inform about the price change in the market. 2. They do not make personal visits to the counters frequently. 3. Price should be stabilized in the market. 4. Price stability in regard to the price set by the company as well as wholesalers (i.e. all the wholesalers should have the same price offered in the market).

5. The management should not interfere in the price offered by the counterperson to the customers. 6. They need price flexibility to shoot up the sale. 7. Dispatch being closed every month there is a problem for them to stick to the commitments made by them to the customers towards beginning of the month.

8. Small quantity ordered is not furnished on time. 9. Pressurize them for taking more quantity for more quantity for transportation facility. 10. One very critical view was noted down during the survey that Almost 90% of the customer who visits the stockiest does not ask for any brand. They just ask for cement which will provide them more of credit days

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PROJECT REPORT ON YOUNG GENERATIONS

SUMMARY The whole sole purpose of conducting this survey is to map how much the youth in the region of
Raipur are aware of the brand ACC ltd. And what they look for in any company before they join. To cover up the stated objectives a questionnaire was developed covering all the important points and was circulated among a sample size of 40 students, and then the following analysis was prepared. ANALYSIS: Q WHAT DOES YOU UNDERSTAND BY ACC CEMENTS A. INDIAN COMPANY B. CEMENT COMPANY C. DO NOT KNOW D. SOFTWARE COMPANY
0%

Responses 3 35 1 1
A. INDIAN COMPANY B. CEMENT COMPANY C. DO NOT KNOW D. SOFTWARE COMPANY

3%

4%

93%

The response of this particular question shows that the majority of the people know the ACC brands are able to connect it as the cement giant. The students from all the stream are very much aware of the brand and its visibility.

Q1 HOW MUCH DO YOU CARE ABOUT MAKING A CAREER WITH A WELL RECOGNISED BRAND/COMPANY A. SLIGHTLY B. STRONGLY 6 32

36

C. NOT MUCH D. NEVER

2 0

5% 0% 15% A. SLIGHTLY B. STRONGLY C. NOT MUCH 80% D. NEVER

When we asked the students about their willingness to join a big brand the results were found to be little strange. About 80% of the students preferred to start their career under a big banner, and most of these students were found to be from engineering background, this also means that the people from the technical background are oriented towards the branded company. And about 20% of the students preferred salary over a brand name or its visibility.

Q2 RANK THE OPERATING FIELD OF INDUSTRIES YOU WANT TO WORK WITH( NOTE : THE ONE WITH THE LEAST IN NUMERAL VALUES IS PREFERRED THE MOST) A. SOFTWARE COMPANY B. BANKING SECTOR C. PSU D. TELECOM SECTOR E. POWER SECTOR F. CEMENT SECTOR 129 136 115 125 130 148

37

19%

16%

A. SOFTWARE COMPANY B. BANKING SECTOR C. PSU 17% D. TELECOM SECTOR E. POWER SECTOR

17% 15%

16%

When we asked students to rank the company on their likings, the results were interesting. There was not much difference found in their choices, but still students gave their preferences in the following order: 1. PSU SECTOR : This been given highest priority because students prefer to have stable and secured life after they completes their education 2. SOFTWARE : The reason for this came to be because of the salary factor, students feel like the software companies provides them better work life culture along with handsome salaries 3. POWER SECTOR: The students covered were mostly from the technical background and these particular type of students were from the mechanical and civil stream and they preferred to join power sector because of their specialization. 4. CEMENT SECTOR: Students have preferred cement sector on the fourth rank the reason given by them is nothing but they feel like working with cement industries will demand more of a physical work and will not suit their lifestyle and will surely cause them the health degradation in a longer run. 5. TELECOM AND BANKING SECTOR: The least preferred sectors found to be telecom and banking it is because majority of the students covered were from the technical background and their likings were dependent on their stream they opted.

Q3 WOULD YOU LIKE TO WORK IN CEMENT INDUSTRIES GIVEN YOU THE OPTION OF OTHER INDUSTRIES WITH SAME FACILITY AND PACKAGE? A. YES B. NO

38

33% 67% A. YES B. NO

When asked them this question it was found that students were actually inclined towards the cement industry they are willing to work here provided them the same facility and package. But when we asked these 30% of the students they said that would prefer better work life culture over the salary and facility and they think cement industries fail to deliver that.

Q4 HOW IMPORTANT IS THE CONTRIBUTION OF CEMENT INDUSTRIES IN OVERALL DEVELOPMENT OF THE COUNTRY A. SLIGHTLY 1 B. MODERATE 15 C. IMMENSE 19 D. NO IDEA 5
5% 12% 37% 46%

A. SLIGHTLY
B. MODERATE

C. IMMENSE
D. NO IDEA

When asked that what they feel about contribution of cement industry in the development of the country about 50% of the students says that yes their contribution is immense and should be considered important parameter when talking about the major contributors in the nations development.

Q5. OVERALL,WHEN YOU EXPECT IN MAKING CARRIER TO COMPANY WHAT`S MOST IMPORTAN PARAMETER FOR THE SELECTION A. COMPANY PROFILE 7 B. SALARY 15 C. WORKING FIELD 7 D. GROWTH PROSPECTS 11

39

28%

17%

A. COMPANY PROFILE B. SALARY C. WORKING FIELD D. GROWTH PROSPECTS

18%

37%

When we asked the students about this particular question they got excited because they felt like this carries the most important business. And they accordingly ranked the options .For about 37% of the students salary is considered to be the most important factor for choosing the carrier followed by the working field, which they mean by their specialization and than the company profile and growth prospects of their job.

Q6 HAVE YOU EVER SHOWN ANY INTEREST/CURIOSITY TO KNOW ABOUT HOW BUILDING MATERIALS (CEMENTS) USED IN THE BEAUTIFUL CONSTRUCTION ACROSS THE WORLD? A. ALWAYS B. SOMETIMES C. NEVER D. NOT ATTRACTIVE TO KNOW ABOUT 15 30 3 2

5% 8% 37%

A. ALWAYS B. SOMETIMES C. NEVER

50%

D. NOT ATTRACTIVE TO KNOW ABOUT

This is really good to notice that some or the other way students have tried to know how important is the

40

Cements Contribution in constructing the place called earth. About 85% of the students have shown interest in knowing how does Does cements and other building materials are used in constructing big buildings and beautiful houses. It is also Found that most of the technical students have shown their interest in knowing the process than the other stream Students.

Q7 WHAT IS THE PERCEPTION ABOUT WORKING IN CEMENT INDUSTRIES AFTER COMPLETION OF YOUR ENG/MBA? A. LIMITED GROWTH B. NOT ATTRACTIVE C. EXPERIENCE OF CEMENT INDUSTRIES IS NOT ADDING VALUE D. SALESCOMPANY,OBJECTIVE IS SALES 11 7 6 16

A. LIMITED GROWTH 27% 40% C. EXPERIENCE OF CEMENT INDUSTRIES IS NOT ADDING VALUE D. SALESCOMPANY,OBJEC TIVE IS SALES B. NOT ATTRACTIVE

18% 15%

It was strange to notice that almost the 40% of the students feels like cement industries is more or less like a sales company where in everybody is required to achieve a target of particular sales figure and if somebody fails to do that he or she has to face the consequences. It was also noted that 30% of the students feel that the growth in cement industries is very slow and the targets are huge. Some 15% of the students says that the experience from the cement industries does not add any value to the employee until and unless they are offered any other cement company. To change these kind of perception we need to position our sector as a employee friendly not like any sales company or strict company and need to increase the awareness among the students in these particular aspects.

Q8 HAVE YOU EVER COME ACROSS INSTANT WHERE YOU COME TO HEARD/KNOW SOMETHING ACC LTD AS CEMENT COMPANY AND WHAT WAS THE SOURCE?

41

A. FRIENDS B. PARENTS C. MEDIA D. HOARDINGS,WALL PAINTING E. NEVER HEARD

A. FRIENDS 8% 12% 7% 38% 35% C. MEDIA D. HOARDINGS,WALL PAINTING E. NEVER HEARD B. PARENTS

5 3 14 15 3

It is very clear from the picture that almost 90% of the students are aware of the ACC cement as an cement company by some or the sources. Most of the students got to know about the ACC cements as an cement company from the media like T.V, Newspaper and Magazines

while almost the same proportion of the students came to know about ACC from the
hoardings , wall paintings etc which are used at the dealers or the retailers shops sometime they have also seen adds on villages houses when they goes to any interior places, and we asked them how they feel about all these paintings they said it looks good to see how much these cement companies have penetrated inside a rural market and at the same time villagers of such interiors places are getting aware of such a good companies.

MAJOR FINDINGS AND RECOMMENDATIONS:

1. Almost all the youth force knows about the ACC ltd. As cement company and knows that it is one of the major players among the cement companies. 2. Everybody is conscious about the brands and the big companies and fully agree to start their carrier under the big banner.

3. The cement industry is considered to be on the bottom on the list the reason given by them is nothing but they feel like working with cement industries will demand more

42

of a physical work and will not suit their lifestyle and will surely cause them the health degradation in a longer run. 4. But given an option of nice perks and packages youth do feel to join cement companies , so we can make it out that the only worriness for the students is the facility and the packages which they feel cement industry fail to deliver.

5. Students prefer to start their carrier with a handsome salary and later half of the stage they prefer to have growth prospects related to job, so for them the company which promises to deliver this combination is the dream company and sector is considered to be on the least count. 6. Youth have a perception like cement industries is more or less like a sales company where in everybody is required to achieve a target of particular sales figure and if somebody fails to do that he or she has to face the consequences.

7. Youth believes that posters, paintings and hoardings of the ACC cements helps them to increase their visibility ,but the only worriness is ACC need to project themselves as an employee friendly and have to do something for the seekers and the existing employees so that they can actually feel like they have joined the best company which keeps their promises. 8. We also need to look for stage where we can actually tell youth that what business we do , how friendly we are, and for these things to achieve we can endorse some youth events in the city or can organise some events for the youth so that we both can be beneficial.

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LIMITATION OF THE STUDY

1. Lack of cooperation from the retailers in regard to giving interview

2. It was found in some cases dealers showed inclination towards certain brands which gave them more margins when compared to others. 3. It was experienced during the survey that it was difficult to convince or make the retailers and dealers understand the important of the project

4. As the retailers and dealers thought that it was unwise for the to give their details of
business as they feared competitors would take advantage

SUGGESTIONS
A very exhaustive study has been made, keeping in the essence of the objective of the project. With the efforts put on the project a detailed analysis was conducted and result were derived, based on the results and market response few suggestions are discussed below A Price fluctuation creates problems for retailers as they cannot keep the commitments of price to customers The reach to the rural market need to be strengthened Transportation to rural areas need to be strengthened, a significant amount of business is lost because of this. At time it has been seen that the delivery commitments on the side of the company is not prompt, this creates a bad name and again business is lost. On interviewing Dealers/Retailers the most important thing they said was about the price flexibility, they want that the company should give them the price flexibility to play in the market. (As the company has outlined that the price offered by the company should only be offered to the customer, it should not increased to the customer, it should not be increased or decreased.

44

CONCLUSION
To attain the objective of the project detailed information was collected from the market of Raipur. The market research has revealed many facts and figures about the cement scenario in the market prevailing.

In the market, ACC cement is well known brand of cement. This is the result of the good quality of the ACC cement along with their effective marketing efforts, which covers the whole market customers of ACC cement are highly satisfied with the use of it, as they do not face any problem after using it.

There are five major players in the market but the major completion is between the two brands of cement. But because of good marketing efforts, ACC cement is able to grasp some share of various other brands The market survey undertaken shows that effective marketing efforts play a vital role in creating the goodwill for the brand. The distribution channel of cement industry must be well designed and made effective this ensures timely availability of cement to customers.

SWOT ANALYSIS
SWOT-analysis is done to understand the external and internal environment of the organization. SWOT, which is acronym for strength, weakness, opportunity and threat is also known by TOWS- analysis. Though in such an analysis, the strength and weakness exist within an organization can be matched with the opportunity and threats operating in environment , so that an effective strategy can be formulated. An effective organizational strategy, therefore, is one that capitalizes on the opportunity through the use of strength and neutralizes the threats by minimizing the impact of weakness.

Below is the SWOT- analysis of ACC cements Pvt. Ltd.

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STRENGTH 1. Cement grade is good and people are satisfied 2. Customer choice. 3. ACC being an MNC has a global leverage. 4. It has a good brand image in Cement.

WEAKNESS 1. Great need of strategic way for promotion and advertisement for both dealers and customers. 2. Not an easy task to overtake Ultratech and Lafarge. 3. Price and margins is not match with dealers and retailers expectation respectively. 4. Guaranty given by company is from the date of manufacturing which is not acceptable for the dealers and retailers. 5. Take large time in the replacement of Cement. 6. People ask for bleakness in cement, Ultratech and Lafarge has this.

OPPORTUNITY

1. Strong infrastructure requirement for the development of the country and the country is developing in the utter pace. 2. No of the medium class people is growing. 3. Institutional market like corporate and government offices, school society complexes are growing in large scale, which will increase the requirement. THREATS 1. Cheep priced brand are grabbing rapidly a large chunk of lower income customer base. 2. Other brands like Jaypee and C e nt ur y provide maximum profit to the

46

both customer as well as to the retailers. 3. It was found from my survey that Ultratech maximum market share is due to brand loyalty. 4. Dealers expect more margin and gift to sell of the ACC cement.

BIBLIOGRAPHY BOOKS
1. Research Methodology: C.K. Kothari Wishwa Prakashan Darayaganj New Delhi 2nd Edition-1995 2. Marketing Management: Philip Kotler Prentice- hall of India Pvt. Ltd. New Delhi-110001 8th Edition -1995

WEBSITE
1. 2. 3. 4. 5. 6.
www.ACClimited.com www.google.com www.ibef.org www.msn.com www.indianexpress.com www.wikipedia.com

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