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Indian Marketing Environment is largely described as sellers market. We have chronic shortages and scarcities particularly in convenience goods. Demand is invariably greater than supply. Purchase power do masses is limited more than 30% of our population have income below poverty line bulk of our population resides in villages and marketers have yet to capitalize rural marketing opportunities. The consumers are ignorant, illiterate, unorganized and hence have weak bargaining power. Most of our business enterprises are still having selling concept, which is product oriented marketing approach. Bigger business houses having national markets are adopting integrated corporate planning and market planning as well as strategic market programmes. Marketing Research and information as well as strategic marketing planning have very limited scope at present. A change is taking place in the marketing environment at a speed and many consumer oriented marketing companies are beginning to realize the pressure of competition and buyers market. But the transaction to marketing orientation is a long and difficult process. Marketing research has a bright future in the feature of matured economy. Marketers are caked upon to anticipate changes in the marketing environment involving opportunities risks and uncertainties. They are regained to forecast the direction and intensity of there future change plant to meet anticipated changes in the environment and secure favorable relationship with the changing environment. To do there intelligent planning marketers need information. Accurate sales forecasting involves collection and processing of information. We can have more accurate and reliable sales forecast, marketing plans and programmes through organized information system. We should have profitable marketing activities, minimum risks and uncertainties. This project report offers detailed regarding marketing of Cement in general and marketing performance and marketing share of ASSOCIATED CEMENT COMPANIES LTD., [ACC]. It also deals with a case study of SRI SHABAREESHAGENCIES, SHIMOGA, reference have been made to

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marketing of other Cements also so as to bring out comparative cements. In the modern world Cement has gained so much recognition that no building is built without Cement. It is deemed to be the best and only construction material at present. Even though cement is used by almost every man does not know much about it. This project report attempts to bring about details regarding history, manufacturing process, types of cement available, problems in marketing if cement and other details regarding cement.

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ACC was formed in 1936 when ten existing cement companies came together under one umbrella in a historic merger the countrys 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 countrys nationalist pride that touched all walks of life including trade, commerce and business. The first success came in a move towards cooperation in the countrys 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 ACCs full name, The Associated Cement Companies Limited, itself indicates the companys origins from a merger. Many years later, some stockbrokers in the countrys 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. SWOT Analysis explores the relationship between the environmental influences and the strategic capabilities of an organization compared to its competitors. The importance of SWOT is revealed by the value of the strategies it generates. A SWOT item that generates no strategies is not important
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1. To know about the process of manufacturing cement. 2. To know about the raw materials used in the process. 3. To analyze the sales performance of Acc cement inGeneral. 4. To analyze the sales performance of Cement by SRI SHABAREESH AGENCIES. 5. To assess marketing strategy adopted by SRI SHABAREESH AGENCIES. 6. To analyze the general problems in marketing of cements and specific problems confronted by SRI SHABAREESH AGENCIES. 7. To know consumer preference towards various brands of cement especially towards ACC Cement. 8. To give specific suggestions for improvement pf marketing strategy of SRI SHABAREESH AGENCIES

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The Method adopted to conduct this study may be classified into 2 types. The information has been gathered through two sources.

1. 2.

Primary data. Secondary data.

The primary data has been collected through personal interview and by observation. It has been collected directly from the Firm Proprietors information are collected by observational methods. Sources of Secondary data like News papers, Magazines, Books, Internet helped a lot in preparing this case study.

V. Turnover and Profits CONSOLIDATED The accounting year has been changed from April March to January December. Therefore the accounts have been drawn up for Nine months for the period ended December 31, 2010. The profit after tax for nine months ended December 31, 2010 increased to Rs. 513.73 crore including profit on sale of Refractory business and profit on sale of subsidiary as compared Rs. 402.52 crore for financial year 2010-11 (12 months). Sale of cement for nine months ended December 31, 2010 was 12.97 million tones as compared to 16.57 million MT for the financial year 2010 (12 months). Sales turnover for nine months ended December 31, 2010 was Rs. 3,363.46 crore as compared to Rs.4227.22 crore for financial year 2009-11 (12 months).

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Improved volume and realization as offset by increase in cost of inputs has resulted in higher profit before interest, depreciation, exceptional items and tax at Rs. 676.81 crore for nine months ended December 31, 2008 as compared to Rs. 810.27 crore for financial year 2010-11 (12 months). Interest cost (net) was Rs. 65.97 crore for nine months ended December 31, 2010 as compared to Rs. 92.54 crore for financial year 2010-11 (12 months). Depreciation was higher at Rs. 171.70 crore as compared to Rs. 225.70 crore for financial year 2010-11 (12 months). The above explanations hold good for standalone results. VI. New Projects/Modernization The modernization project at Chaibasa commenced commercial production with effect from September 16, 2010. The augmentation of capacity at Gagal Unit II and projects at Lakheri for expansion of capacity and setting up 25 MW Captive Power Plant are progressing as per schedule. VII. Divestment of Subsidiary The Company has sold 85.48 lakh shares of Everest Industries Limited (EIL) and appropriate profit on sale has been recognized during quarter ended December 31, 2010. EIL ceased to be a Subsidiary of the company. VIII. Divestment of Refractory Business The Company has divested its Refractory Business as on September 30, 2010 and profit on sale of undertaking amounting to Rs. 174.05 Crore has been recognized during the nine months ended December 31, 2010. IX . Merger The companys subsidiaries Bargarh Cement Ltd. and Damodhar Cement and Slag Ltd. have been merged with the Company as per the scheme for merger duly approved by the Shareholders
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and confirmed by the respective Courts. The numbers of subsidiaries are reflected in the results of the company. X. Acquisition The Company acquired 98.84% of the Equity shares of Tarmac (India) Pvt. Ltd... (TIPL) from Tarmac Heavy Building Materials Overseas Ltd., UK. TIPL is in the Ready Mix Concrete business. TIPL is now a subsidiary of the Company. It is proposed to merge TIPL, subject to requisite approvals with Company with effect from January 1, 2011. XI Outlook The cement industry recorded a growth rate of around 10% for nine months ended December 31, 2011 as compared to 8.7% in the corresponding previous period. With the continued emphasis on infrastructure and housing sector and with good monsoons in most parts of the country, industry is expected to do well in future. With the improving overall growth of the economy (GDP) which is expected to be over 7% per annum and with improving demand-supply dynamics, cement industry may experience stable to improved cement prices. XII Dividend The Board of Directors has decided to recommend a dividend of Rs. 8 per share aggregating to Rs. 168.31 Crore (including tax on dividend). (M.L.Narula) MANAGING DIRECTOR Mumbai - January 24, 2011

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ACC (The Associated Cement Companies Limited) is India's foremost manufacturer of cement and concrete. Its sales turnover for nine months ended December 31, 2011 grew to Rs.2794.33 crores as compared to Rs.2494.05 crores in the same period of the preceding year. ACC's operations are spread throughout the country with 14 modern cement factories, 11 regional marketing 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 programmer 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. 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. All of this is underscored inasmuch as this research and technology base - housed under an autonomous division known as Research and Consultancy Directorate (RCD) - has received recognition from premier research and technology institutes in India and abroad. Today, the company's operations are spread throughout the country - with 14 cement factories, 11 regional marketing offices, 21 area offices, and a dedicated employee band of about 9000 people from all corners of India.

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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.

F. E. Dinshaw the founder of ACC

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 ACCs full name, The Associated Cement Companies Limited, itself indicates the companys origins from a merger. Many years later, some stockbrokers in the countrys leading stock exchanges still refer to this company simply as The Merger.

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STRENGTHS. It is having a good image and brand loyalty among consumers. Service is good Dhalai karne ke liye people ask for ACC They have same price prevailing for wholesale at dealers/stockiest retailers end. WEAKNESS. The competitors are doing much promotional activity rather than ACC Limited thats why it facing more problems in selling of product in the market. Lack of awareness program for consumers. OPPORTUNITY. Rapid growth is taking place in Bihar and Madhya Pradesh. People are opting for more stable structures and intensive use of cement is taking place, even government is spending heavily on infrastructure projects. Thus, this is the right time to fully tap these markets. As Indian core industry is also growing at rate of nearly 10% per annum,it is having a good future. Foreign direct investment in infrastructure sector going to increase in coming years, which will increase the demand of cement. Roads are undergoing through the transformation process through which the traditional method of road building will be replaced by modern concrete roads. THREATS:

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Large number of players in cement industry makes it more competitive for ACC to carefully price its product and at the same time satisfy its dealers and customers. Players such as Jaypee Cement, Prism Cement, and Birla Samrat are eating up considerable market share. Due to Indias exponential growth many new international cement companies are expected in coming years which will bring a tide of chnge and can start price war. The emergence of small players in this market may increase the competition and start the malpractices, and heavy discounts to retailers. They can also influence many retailers by giving better profit margin, and other Benefits.

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ACC Ltd., are one of the oldest manufacturers of cement in India. It has earned a good name in short period. It should maintain and improve the same. ACC Ltd, sales officer visit the dealer regularly that is once in every month. ACC Ltd should give credit facility to its dealers. ACC Ltd should pay much attention towards warehousing and transportation facilities.

ACC cement has earned a good name in the market. It should maintain and improve the same its price is high than the other cements. Some types consumers observe only price of the product in this regard ACC fails to participate in the cement market so product price will be maintain and economic level.

A Sri Shabareesh agency has appointed As C & F agents for their good selling performance. So these agencies should maintain their good performance in selling of ACC cements. Sri Shabareesh should provide conveying service activities to dealers. Sri shabareesh agencies should adopted different media of advertising in Kadur town in addition to the effort of the manufacturer. The prospective customer should be given promotional benefit. There fore promotional efforts are to be taken in effect continuously so that as prospective customer will develop a linking towards the product.

Sri Shabareesh agencies should have sufficient vehicle to deliver the cement bag to the dealers who comes from outside villages. Sri Shabareesh Agencies should give regular Service.

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The finding of the survey is enough proof to show that ACC cements ranks high in quality, composition etc., It is observed that ACC cement has a maintained better product image among the person who have used it and are using it. The company has also vast network of salesmanship no doubt these things will have a long way in improving not only product image but also the corporate image. But in competitive field one should not satisfy himself with present performance. In order to maintain higher competitive efficiency there should be continuous product planning and market improvement. ACC cement producer and their dealers in Kadur town may consider the preference analysis in the report and suggestions given in the report for achieving higher standards of marketing performance in the future. Annexure.

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BIBLIOGRAPHY Marketing Management By : Marketing Management By : Sherleker Philep Kottler

Marketing and Salesmanship By : B.S Raman News papers : Business Line Times of India


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