A PROMOTION STRATEGY

o ACC Limited - ACC Suraksha Cement

o In a market dominated by graded cements in the semi urban/rural areas of Karnataka, ACC
Cement ventured out to
o establish the superiority of ACC Suraksha blended cement and build an image of a Premium
Cement for the brand.To reach the opinion leaders viz. Architects, Engineers, Contractors, etc.,the assistance
of the regional local press was sought and other Direct Marketing efforts such as field meetings with small
groups of masons & customers were used.
o Result - A post-campaign study initiated by ACC revealed tangible improvement in off-take in
the state of Karnataka andan extremely positive response from dealers, who believed that the campaign helped
in strengthening their hands.
o Source: Anugrah Madison
o Advertising Pvt. Ltd.

SWOT of ACC Cement

STRENGTHS.

1. It is having a good image and brand loyalty among consumers.

2. Service is good
3. “Dhalai karne ke liye” people ask for ACC
4. They have same price prevailing for wholesale at dealers/stockiest retailers end.

WEAKNESS.

1. The competitors are doing much promotional activity rather than ACC Limited that’s
why it facing more problems in selling of product in the market.
2. Lack of awareness program for consumers.

OPPORTUNITY.

1. Rapid growth is taking place in Bihar and Madhya Pradesh.

2. 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.
3. As Indian core industry is also growing at rate of nearly 10% per annum,it is having a
good future.
4. Foreign direct investment in infrastructure sector going to increase in coming years,
which will increase the demand of cement.
5. Roads are undergoing through the transformation process through which the traditional
method of road building will be replaced by modern concrete roads.

THREATS:
 1. 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.
2. Players such as Jaypee Cement, Prism Cement, and Birla Samrat are eating up
considerable market share.
3. Due to India’s exponential growth many new international cement companies are
expected in coming years which will bring a tide of change and can start price war.
4. 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.

http://www.scribd.com/doc 29582628/Acc-Cement