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PREFACE
As a Student of B.B.A. (Hons.) 16 th Batch, the survey on
customer satisfaction on ACC Cement has been provide to me by
my department, under the guidance of Miss. Mayuri Jain (lecturer)
I conducted this work in Sagar City. It presents synoptic
review the research methodology. Objective, limitations and
suggestions regarding the existing product. A field survey was
conducted with the help of questionnaire in Sagar City.
The main aim of this survey is to know about the level of
constomer satisfaction regarding ACC Cement in Sagar City. it also
includes product utility. People behavior, Satisfaction, imagination,
company policies and customer problems.
This Survey is made to answer the expose above motioned
topies through statistical representation, pie diagram and graphs.
MANOJ KUMAR
BBA II SEM. 16 TH BATCH
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ACKNOWLEDGEMENT Preparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number o persons. I wish to
express my deep sense of gratitude to all those who generously helped in
successful completion of this report by sharing their invaluable time and
knowledge.
It is my proud and previledge to express my deep regards to Respected HOD Prof. Y.S. Thakur, Head of Department Miss Mayuri Jain (Lecturer)
Department of Business Management , Dr. Hari Singh Gour University Sagar
for allowing me to undertake this project.
I feel extremely exhilarated to have completed this project under the
able and inspiring guidance of Miss Mayuri Jain (Lecturer) she rendered me
all possible help me guidance while reviewing the manuscript in finalising the
report.
I also extend my deep regards to my teachers , family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.
(MANOJ KUMAR)
B.B.A IInd Semester
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DELCLARATION BY THE
CANDIDATE
Date :
I declare that the project report titled " ACC CEMENT " on Market
Segmentation is nay own work conducted under the supervision of Miss
Mayuri Jain (lecturer) Department of Business Management Dr. Hari Singh
Gour Uniersity Sagar To the best of my knowledge the report does not contain
any work , which has been submitted for the award of any degree , anywhere.
(MANOJ KUMAR )
B.B.A II Semester
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CERTIFICATE
The project report titled "ACC CEMENT " been prepared by
MR. MANOJ KUMAR BBA II Semester , 16 th Batch under the guidance
and supervision of Miss MAYURI JAIN (lectuer) for the partial fulfillment of
the Degree of B.B.A.
Signature of the Signature of the Signature of the
Supervisor Head of the
Department
Examiner
table of CONTENTSTOPIC TITLE Page No.
1. Introduction
2.Objective of the study
3. Review of Literature
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4. Data Collection methods
5. Data Analysis and interpretation
6. Findings
7. Conclusion
8. Suggestions
9. Limitatons
Biblography
Questionnaire
Bibliography
Questionnaires
INTRODUCTION
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
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they 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
reasonable speed and many consumer oriented marketing
companies are beginning to realize the pressure of
competition and buyer’s 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.
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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 SHABAREESH
AGENCIES, SHIMOGA, reference have been made to
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
he 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. Efforts have also been made to get the
opinion of dealers regarding marketing and other aspects of
Cement etc., and consumer’s opinion regarding ACC Cement.
Attempts have also been made to assess the marketing
performance of SRI SHABAREESH AGENCIES and certain
suggestions have also been given for improvement of
marketing strategy by adopting suitable marketing
programmes.
AIMS AND OBJECTIVE
1. To know about the process of manufacturing cement.
2. To know about the raw materials used in the process.
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3. To analyze the sales performance of Acc cement in
General.
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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SCOPE OF THE STUDY
The scope of this report is restricted to the study of
consumer preference and Dealers opinion regardingmarketing of ACC Cement in Shimoga City.
This report includes the efforts that have been taken up
by the “ASSOCIATED CEMENT COMPANIES LIMITED” to
improve the quality and sales and also the efforts that have
been taken up by SRI SHABAREESH AGENCIES” to increase
the sales of ACC cement in Shimoga city.
METHODOLOGY
The Method adopted to conduct this study may be
classified into 2 types. The information has been gathered
through two sources.
1. Primary data.
2. Secondary data.
The primary data has been collected through personal
interview and by observation. It has been collected directly
from the Firm Proprietor’s information are collected by
observational methods. Sources of Secondary data like News
papers, Magazines, Books, Internet helped a lot in preparing
this case study.
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LIMITATIONS
Since Cement is used only in the process of
construction. It is rather difficult to get respondent
everywhere. It is also difficult to known the opinion of
respondences each and every one will have qualitative
knowledge about Cement.
There are channel of respondent issues being this
chance whether it may be a wrong or right this; may create a
bias in response. However it has been avoided as for aspossible.
The scope of study reconfirmed to shimoga only. The
reference has been drawn with the help of opinion of both
consumer’s and dealers of Shimoga town. There may be
channel of inference becoming unsuitable in, such marketing
environments which have completely a different set up of marketing friend’s.
As Cement is a product confirmed to person who are
involved in the process of construction. It is very difficult to
get information for every one.
Even though it is difficult all attempts as have been
made and necessary precisions have been taken to award
bias and get answer to make the report a relative one.
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CHAPTER – 2
CEMENT – PRODUCT HISTORY
INTRODUCTION [Origin of the word Cement]
The word “CEMENT” is from the Swan “to cut” and
originally had reference to store cuttings used in lime mortar.
Then it is logical that in to middle age of the substances
known as “MORTAR” which is now used to the word was
commonly called as “CEMENT”. In correct modern age,
cement generally mean the substances which binds the
stones or bricks with which are built and term may be used
with respect to any materials serving such a purpose.
PORTLAND CEMENT
Port land Cement is a finely ground powder, usually
grey which when mixed with water hardens and develops
strength primarily because of a large content of hydrous
calcium Silicates. There and other constitutes react
chemically with the water by hydration and hydrolysis. The
most common raw materials are lime stone and clay or shell.
It is produced by burning at high temperature materials
containing lime, alumina, iron and silica in predetermined
proportion to given the desired and properties.
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Normally, Gypsum or its derivatives are added during
grinding stage for set control. Portland cements with special
properties are produced by varying the oxide composition
and also by adding small amounts of chemicals agents at the
clinker grinding stage or later. When mixed with water alone
to form hard mass. Early investigators advanced divergent
theories as to why Portland cement forms a rigid strong
coherent mass when it reacts with water. It has since been
established that a colloidal of high internal surface area is
formed. Whatever the extent of direct chemical continuity, it
is apparent that the large internal surface forces may also be
involved.
USE OF PORTLAND CEMENT
A mixture of cement and water is called neat cement
paste, whether fresh or hardens. In some grunting
operations, including oil well cementing, the paste is used as
such. Generally however, it constitute two hardening
ingredient in mortar or concrete. This use of sand and stone
filler called aggregate is an economy and also reduces
shrinkage. Another use Portland cement is in soil cement
mixtures used as pavement base. Portland cement is also
mixed with asbestos fiber and water and processed to make
special products. Like organize plastics it derives much of its
utility from the fact that it is readily cost or molded into
shape. Concrete is used, extensively for shielding against
nuclear radiation. It is used around reactor and partial
accelerators and for construction of radiation shelters.
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Sometimes special, heavy aggregates are used to reduce
required thickness.
PRODUCT HISTORY
The origin of cement dates back to the earlier centuries.
The first people to use the materials for binding were the
Egyptians. The Egyptians used impure Gypsum plaster as
mortar in constructing the famous pyramids once of the
seven wonders of the world. Greeks used slacked lime for
the purposes of construction. The Roman learned the use or
the utility of the binding materials from Egyptians and
Greeks. The Romans and Greek made a pozzolanic mortar
by mixing finely ground volcanic material with lime. The
word “Pozzoland” is derived from the word “pozzuoli”, name
of a place in Italy.
The Romans used powdered pottery fragments as
possalana or binding materials. The pozzolanic cements as
they were called were made by mixing the volcanic stuff and
powdered pottery fragments with lime and water. This
mixture was found to have the resistance needed for
exposing to water and air for a long times. At that time therewere the only mixture or cement as thus are called were
suitable for any type of exposure. Such cements are used to
constructing the famous structures as the Roman Pantheon
and coliseum.
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The middle ages the quality of mortar declined. It was
commonly a sand-mortar lime mixture. The decline in the
quality of the mortar was the insufficient burning of lime.
It was in the 17th century that the actual compositions
by cement began to get its shape. In 1756 when John
Smeaton was commissioned to rebuild the Eddy stone light
house off the Cornwall port, in England.
At that time lime pozzalana was the only recognized
material for under water construction. But he was not
satisfied with the mixture semitone. Experimented with lime
and he found that clay constituted a considerable part of
lime. He is thus credited as the first person to find the
constituents of the hydraulic lime.
In 1796 James parker of England, patented a hard
burned impure lime. He used it as the binding material. It
did not slake (absorb water and crumble) when it was
exposed to water or air. He called it as the “Roman
Cement”. But this type if cements required as they were in
the form of crystals. This cement was the basis on which the
“National Cement” as it was called was produced in the
1820’s. But the only difference was the Natural Cement was
the mixture of hard burned impure lime and cement rock. A
type of rock which was available in U.S.A. thus the foundation
for the cement Industry was laid.
In 1824, a process of making cement was patented by
Joseph Apsdin in England. He named the cement as Portland
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cement. This was because the cement products had the
resemblance of the Portland in England Apsdin, so confirmed
the name to the cement. Modern cement in logical and
scientific development from natural cement.
PRODUCTION OF CEMENT
Methods of production of cement have changed greatly
over the years. It has changed so much that there old
process has no connection with the modern process. Earlier,
the fire which was used to burn the raw materials was done
in a fixed place i.e., it was stationer; it could not be moved or
rotated. After a few years intermittently operated kilns were
used. The production was done on a small scale. The kilns
which were used for burning underwent great changes. The
most notable was the introduction of the rotary kilns. In
1877 T.R. Crompton obtained a British patent as a rotary kiln
for the purpose was not a success. Fredrick Ransance
obtained British and U>S> patents in 1885 and 1886
respectively.
This was the process that achieved the 1st success in
the United States. Thi9s eventually led to complete adoptionof rotary kiln for production of cement. But in Europe the
continuously operating staff kiln is even used today.
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MODERN PROCESS OF MANUFACTURING CEMENT
PREVIOUS PROCESS:
Cement is a finely ground powder, usually grey which
when mixed with water hardens and develop-s strength
primarily because of large content of a hydrous calcium
silicates. The most common raw material is lime stone and
clay or share. The raw mix in finely ground and heated to
about 1500 degree celcious to decompose the calcium oxide
poultry fused clinker of marble size is produce the clinker is
then ground with the small amount of calcium sulphate
(gypsum). Then the content was obtained.
This was the type of manufacturing process which was
in use in the earlier days.
THE MODERN PROCESS
The modern manufacturing process of cement is of two
type.
1. Dry process.
2. Wet process.
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FLOW DIAGRAM SHOWING MIXING OF RAW
MATERIALS
DRY PROCESS
CALCAREOUS MATERIALS AGRELLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)
CRUSHING CRUSHING
FUSE GRINDING IN BALL FUSE GRINDING IN VALLMILLS AND TUBE MILLS MILLS AND TUBE MILLS
STORAGE STORAGE
MIXING OF RAW MATERIALSIN CORRCT PROPORTION
STORAGE TANK
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WET PROCESS
CALCAREOUS MATERIALS AGRILLACEOUS(LIME STONE ETC) MATERIALS (CLAY ETC)
CRUSHING WASHING
STORAGE IN SIDE SILOS STORAGE IN BASINS
CHANNELS
GRINDING MILL
FERMENTATION OF SLURRY
CORRCTING BASINS
STORAGE TANK
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The mixing of raw materials involves four stages. They
are
a. Size reduction.
b. Blending.
c. Liberating Carbon-di-oxide.
d. Pulverizations.
The procedures are the phases are almost identical in both
the process.
The phases are step that are involved in the
manufacturing process is
a. Mixing of raw materials
b. Burning.
c. Grinding.
TYPES OF CEMENT AVAILABLE
Till a few years back in India only ordinary Portland
cement was produced. But they were not ideal for extreme
weather in certain part of the country. Also this cement did
give good outlook if not pointed therefore the manufacturers
come to know about these factors and have manufacture
different types.
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The list of cement is given here.
1. White cement
2. Color cement.
3. Water proof.
4. Acid Proof
5. Blast furnace.
6. High Alumina Cement
7. Ordinary Portland Cement
8. Expanding Cement
9. Pozzolana Cement.
10. Quick Setting Cement
11. Rapid Hardening Cement.
CEMENT INDUSTRY
CEMENTING CONSTRUCTION SECTOR:
Cement is the basis material required for all
constructional works. It is vital ingredient to the countries
development.
India’s Cement Industry has experience steady
progress. Since its inception in 1914. The output of the
major and mini cement plants has increased from 57.6
million tons in 2001-02. The out put of cement may be high
at 68 million tons in 2002-03. India is the fifth largest
cement production after China, Russia, Japan and U.S.A.
With the turnover of Rupees 120 billion comprising 52
companies with 101 plants.
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The cement industry in India is poised to scale new
heights thanks to the liberalization policies of the
Government adoption of state of the art Technology and the
massive investment of rupees 100 billion. By the year 2010
A.D. capacity of this Industry to reach the impressive level of
120 million tons.
India is presently producing several varieties of
cement. These includes to ordinary Portland Cement(OPC),
Portland Pozzalana cement (PPC), Portland Blast furnace slag
cement (PBFS), Rapid setting cement , oil well cement and
white cement. India is also producing high strength cement
like 43 grades and 53 grades. Low heat cement is produce
for the massive construction of Dames, Barrages, Deep
foundation for high rise building etc.
The domestic demand is assumed to grow at 8% per
annum. The cement capacity which was 62.05 million ton’s
in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85
million tons large cement capacity was proposed to add
during 2004-05 of which 5.50 million ton was to be
operational in 2005-06 and the remaining 2.35 million ton
would be operational; in 2006-07. Cement consumption may
reach a level of 92.65 million tons by 2010.
Mini cement plants were setup at the governments
insistence during the early 1980’s due to the storage of
cement. India has been one of the pioneering countries as
for as mini cement plant sprouted up around restricted and
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scattered limestone deposit areas. Because of low
overheads and excise duty, the cement manufactured by
mini plant is much cheaper. Mini plant enjoy concession in
excise duty to the extent of rupees 7.50 per bag. However,
these plants depend upon traditional technology leading to
poor quality of cement.
Cement Machinery segment is witnessing a boom.
Segment is capable of manufacturing and supplying
complete cement plants based on the dry process and pre-
calcinations technology for capacities upto 5000 tons perday. There are 18 units in the organized sector for the
manufacture of complete cement plant with total installed
capacity worth rupees 2000 million per annum. The total
production rise from rupees 1900 million in 2000-01 to
rupees 2250 million in 2001-02.
Inspite of some problem, the cement industry is at
present well pleading. It looks 14 years to double the
capacity to 29 million tons in 1998. Since then upto the end
of March 2000, it had gone upto 96.5 million tons and
increase of 140 %. Like wise in 1999-2000 consumption has
gone up by 6% after 1% fall in previous year of course,
government consumption has down from 50% in the early
1980’s to about 20%.
The Cement has great future however certain measures
as needed to setup the space of growth of cement industry.
There is need for accelerating the building of concrete road
and multi purpose hydro project. The storage of dwelling
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units is currently at 35 million. Construction of houses should
priority area.
Currently India exporting cement to Bangladesh,Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai,
Qatar, and of few other countries.
The international cement rate is mostly in bulk for
which, India has virtually no facilities either in the cement or
in the transportation and handling.
The infrastructural facility in our ports are inadequate
for receipts, storage, handling, loading and unloading of
cements for instance Japan loads over 10,000 tons of cement
clinker a day as compared to India’s 3,000 ton a day.
TRANSPORTATION
The cost of transportation and distribution constitutes a
large chunk of the price the customer pays for cement - it
can be as much as 30% at many locations in the country. For
a low value basic product like cement, minimizing of
transportation and distribution is in national interest to make
the economy more cost competitive.
Today nearly 60% of cement of production units to
supply points is transported by road and rest by rail. For long
distance movement of cement, rail is still the preferred
option due to its lower cost. Nearly all the cement from
supply points to customer is transported by road. The cost
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competitiveness of both rail and road transport has important
bearing on the price of cement. Railways have been steadily
losing cement traffic due to the inflexibility of freight and the
operational; restrictions imposed on the customer. The
recent improvements of operational efficiencies of railways is
indeed laudable but if this is achieved by passing on the
entire burden to its customers, We fear that the cost
competitiveness of railways will worsened in a long run - at
least for a large volume low price product like cement.
Railways must examine all secondary incurred by cement
producer in transportation of cement from rail heads if the
cost competitiveness of rail movement is to be improved.
Railway should also consider allowing cement producer to
operate point-to-point rakes, with multiple unloading points.
Road transportation during the last years was adversely
effected due to sharp and repeated increase in the price of
diesel. Taking advantages of the effective caring capacity of
trucks, road transporter were offering competitive freight
rate by carrying mare than stipulated loads. However the
enforcement of carrying load restriction in the recent past in
many states has seriously disrupted road transport system in
the country. Freight has shot up with the demand for a
higher number of vehicles for the same impact on the
cement industry will ever more severe. Also pollution and
traffic will increase if the same volume is transported by
large number of vehicle.
It is apparent that motor Vehicles produced in the
country have the capacity to carry large loans per axle than
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is currently stipulated, with out compromising safety. It will
in the national interest to consider upward revision of the
present stipulated permissible loads per axle is that the
existing stock of vehicles is more productively used. This will
also meet the needs of the cement industry which one of the
largest used of road transport. Indian railway has revised
upward the effective capacity of their wagons; a similar move
is called for in respect of road transport to tie over the
looming crisis.
THE ASSOCIATED CEMENT COMPANIES LTD
INTRODUCTION
The associated cement companies ltd (ACC) is the
countries largest producer of cement it was established in
1936 with the philosophy of not to form a monopoly in
cement production but now, the situation of Indians cement
industry virtually becomes monopoly in favor of ACC. That
means ACC becomes such a giant in cement industry that
the other Indian industrial giant like birla, L&T, etc., who have
already entered into the cement industrial field are not able
to give a bit of competition to ACC. Despite a lot of ups and
downs faced by the several region. ACC becomes an
unbeaten sovereign of Indian cement industry. It is the
oldest cement companies among the private sector.
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The ACC is the only cement company having the
research centre using. It has the central research at Thane
of Maharastra which was established in 1965.
Here various type cement and cement based products
are developed for the first time in India. Many of them are
substituted with some of the export from western countries.
It is the only company in India which products variety
and of cement and cement based product. Its products are
export from India. The company produces such a class of
goods which produced in the west. Only ACC produced such
variety of products in India with completely ingenious
technology. The company is known develops its own
technology called “ACC TECHNOLOGY”.
ACC’S FIRST BOARD MEETING IN 1936 AT THEESPLANADE
Sir Nowroji B Saklatvala was the first chairman of ACC.
The first Board included distinguished luminaries of the
Indian business world of the time – names like J R D Tata,
Ambalal Sarabhai, Walchand Hirachand, Dharamsey Khatau,
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Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir Homy
Mody among others.
Barely three years later, the fledgling company wascatapulted into the fiery cauldron of World War II, and
resources were geared to meet that onslaught. Soon after,
India gained her independence. ACC was there - more than
an eyewitness to history. Helping to make history. Helping to
build the new India, waiting in the wings… changing the
landscape, the very face of the country.
Over the years, ACC realized that people are as different as
they are similar. Different needs, different lives, different
dreams. With its depth of knowledge and width of experience
ACC, today, is poised to fulfill the hopes and aspirations of
people across the length and breadth of the country.
For decades now, ACC has been forging a pioneering
path making cement. Along the way, it sharpened its
expertise on the cutting edge of the latest processes and
technologies: learning/adapting - not just transplanting - to
meet the specifics of local operating parameters. In the
process - setting standards, innovating, not just meeting
needs, but anticipating them.
ACC - Milestones
2000 Tata Group sells their remaining stake in ACC to
the GACL group, who with 14.45% now emerge
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as the single largest shareholder of ACC.
2003 IDCOL Cement Ltd becomes a subsidiary of ACC
2004 IDCOL Cement Limited is renamed as Bargarh
Cement Limited (BCL).2004 ACC raises US $ 100 million abroad through
Foreign Currency Convertible Bonds (FCCB’s) for
US$ 60 million and Global Depository Shares
(GDS’s) for US $ 40 million. Both offerings are
listed on the London Stock Exchange.
2005 ACC receives the CFBP Jamnalal Bajaj Uchit
Vyavahar Puraskar Certificate of Merit – 2004
from Council For Fair Business Practices.
2006 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, ACIL’s shareholding
in ACC increases to 34.69 % of the Equity share
capital of ACC.
2007 Commissioning of Modernization 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.
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SURVEY FINDINGS
INTRODUCTION:
Today the consumer is the king of the market.
Consumer is the only judge, the reputation or otherwise of a
product is entirely dependent upon his attitude towards the
product so his satisfaction should be ultimate motto of the
producer and the marketer. Consumer’s interest should be
taking into co-ordination while taking marketing decision. It is
through consumer satisfaction only the producers and
marketers can improve their sales profit.
Many opinion will come when survey is made for
preference, improvements etc., of the product, but the
opinion of the consumer is important.
This report gives an analysis of opinion collected from
the customer regarding marketing of cement especially ACC
cement as against other brand.
MEANING OF SURVEY
Survey means going into department of respondent and
collecting his inner expression for the purpose of knowing his
attitude about which the survey is conducted.
Customer faced problems while dealing with the ACC
cement. There fore to study to their problems, Questionnaire
was prepared and given to the selected customer. The
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selecting of customer is made on the basis of sampling
method and to those4 selected customer are given the
format of questionnaire and are requested to fill it on return
to us.
I have conducted a survey about 100 customers. Who
have their dealing with ACC cements in Shabareesh
agencies?
OBJECTIVES OF THE SURVEY
1. To know the general opinion of the customers about the
ACC cements.
2. To know the opinion of the customers about the
customer service rendered by agencies.
3. To know the effectiveness of the service provided by
the Shabareesh agencies in comparison with other
dealers.
4. To know whether the service provided by the agency is
satisfactory or not.
5. To know whether the service provided by the ACC is
improving in the recent years.
LIMITATIONS OF THE SURVEY
1. 100 number of respondents contacted.
2. Lack of prompt reply given by the customer or more
precisely biased reply given by the customer.
3. Hesitation among the customer to freely express their
views.
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4. Lack of awareness among the customer about the
procedure carried out by the bank.
5. Indefinite and vague problems and suggestion provide
by the customer etc.,
ANALYSIS OF THE SURVEY
The analysis of the survey was done by dividing the
total respondents into different categories are on the basis of
income and occupation.
During the time of surveying the customer was not
clear about their demand nor they had clear comprehension
of their problems and definite in their suggestion for the
solving the problem. However the following problems were
found out at the time of the survey, and the same was to Acc
authorities. The ACC authorities were enough to give answer
to those problems faced by the customers.
CONSUMER SURVEY FINDINGS:
The total number of respondents interviewed had used
cement fully and it was observed that the ACC cement was
quite well known in the city.
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DATA ANALYSIS AND INTERPETATION
Table No-1
Table showing the Distribution of cement consumerinterviewed in different areas in Shimoga district.
Regions No. Of respondents
Percentage
Shimoga ThirtahalliBhadravathiSoraba
SagarHosanagara
25302014
105
25%30%20%14%
10%5%
Total 100 100%From the above table it is clear that major number if
respondents contacted from Thirtahalli and minimum from
Hosanagara.
Graph showing the Distribution of cement consumer
interviewed in different areas in Shimoga district
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Table No-2
Table showing the distribution of cement consumer according
to brand and area interviewed.
REGION NUMBER OFCONSUMERS
A.C.C INDIANCEMENTS
Grashim OTHERS
ShimogaBhadravathiSagaraHosanagara
38252017
10563
3122
8722
21--
The table gives maximum details regarding therespondents interviewed, i.e, and brand wise in different
parts in shimoga. In this table out of 100 respondents 38 inShimoga, 25 in Bhadravathi, 20 in Sagar, and 17 inHosanagar Respectively.
Graph showing the distribution of cement consumer
according to brand and area interviewed
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Table No-3
Table showing the distribution of respondents under Income
groups.
INCOME GROUPP/M
NUMBER OFRESPONDENTS
PERCENTAGE
Below 10,00010,000-15,00015,000-25,000Above 25,000
26322418
26%32%24%18%
Total 100 100% Out of the 100 respondents contacted 32% of them
from 10,000-15,000 which constitute the largest portion of the respondents and the lowest group is of the income groupabove 25,000 which is of 18% only.Graph showing the distribution of respondents under
Income groups.
Table No-4
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Table showing consumTABLE NO-5
Table showing the respondents using ACC cements as per
their occupations.Uses BusinessMan
Salariedemployees
Profession
Others Total
UsedNot used
11
21
13
12
8
10
10
15
42
58 Total 32 25 18 25 100
Above table show that out of 100 respondents 42respondents were used ACC cements and 58 have not used
it. Out of 42 respondents 11 were from Business man, 13from salaried employees, 8 from Profession and 10 fromother Occupations.
Among 58 Respondents who were not used ACCcements, among them 21 from Business mans, 12 from otheroccupations.
Graph showing the respondents using ACC cements as
per their occupations
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Table No 7
Table showing the opinion of the consumers about ACC
cements from the following aspects.
Aspects Better Good Satisfactory
Notbad
Total
QualityPriceDemand
1488
8610
16811
574
432935
Total 28 22 35 15 100
According to the above table the consumer’s opinions
about ACC is very good. In the first aspect Quality 43respondents were responds very well. 14 responds better, 8responds good, 16 responds satisfactory and 5 responds Notbad respectively.
In the second aspects Price is also in very goodcondition. Among 29 respondents 8 responds better, 6responds good, 8 responds satisfactory and 7 respondentsrespond not bad.
In the third aspect demand is also in very goodcondition. Among 35 respondents 8 responds Better, 10responds Good and 11 responds satisfaction and 4 membersresponds not bad.
Graph showing the opinion of the consumers about ACC cements from
the following aspects
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SUMMARY OF OBSERVATION
In the present world the human being as a consumer
should have the knowledge of every product he uses. This isbecause he should not become an easy pray for the seller
trap.
From this sample it was found that few respondents do
not know much about cement. They said that they do as
their contractor or Engineers say. But majority of them said
they purchased on their own.
According to the dealer, they said that it is its first or
craze that was driving people to buy popular brand cement.
It is said that previously people use to OK just for the cement
they were not bothered about the brand. But in the present
market the consumer consider the price preference.
It was also found that a few respondent of poor families
said that they wanted to build their houses with cement, but
due to high pricing of cement and which is going on
increasing they had to give up. We can also infer that ACC
cement has got a good scope for marketing in shimoga.
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In shimoga, there are many cement dealers of almost
all the brands in the market. But the major brands of cement
according to the consumer are,
1. ACC
2. RAASHI
3. DIOMAND
4. BAGALKOT.
In Shimoga ACC is the first Cement sold in terms of
quality.
Thus ACC cement has got a good reputation and a good
place in the shimoga market. The number of dealers for ACC
cement is more than dealers for any other cement in
Shimoga.
This shows that ACC cement has got a great demand in
the Shimoga’s market.
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SUGGESTIONS AND CONCLUSION
SUGGESTIONS
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 inthe 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 shimoga city in addition to the effort of the
manufacturer.
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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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CONCLUSION
The finding of the survey is enough proof to show that
ACC cements ranks high in quality, composition etc., It isobserved 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 shimoga city
may consider the preference analysis in the report and
suggestions given in the report for achieving higher
standards of marketing performance in the future.
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FACULTY OF MANAGEMENT STUDY
DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)
QUESTIONAIREResearcher's Name : Name of Person : ________________
Class : B.B.A. II Sem Age : __________________________
Gender : Occupation : ___________________
1. Have you ever purchase cement?
a) Yes [ ] b) No [ ]
2. Which brand of cement do you purchase?
a) A.C.C. [ ] b) Indian Cement [ ]
c) Raashi [ ] d) Others [ ]
3. If you purchase A.C.C. what is your opinion?
1. Quality
a) Better [ ] c) Satisfactory [ ]
b) Good [ ] d) Not bad [ ]
2. Price
a) High [ ] c) Satisfactory [ ]
b) Low [ ] d) Not bad [ ]
3. Demand
a) Better [ ] c) Satisfactory [ ]
b) Good [ ] d) Not bad
[ ]
4. Where do you purchase cement?
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a) Shabareesh agencies [ ]
b) K.S.Narayana settee & sons [ ]
c) Salamath Enterprises [ ]
d) Sagar Traders [ ]
5. If you purchase in Shabareesh agencies, how do you come
to know about the Shabareesh agencies?
a) Friends [ ] c) Advertisement [ ]
b) Dealers [ ] d) Contractors [ ]
6. What are the factors which have influenced to buy ACC
cement?
a) Price [ ] c) Brand Image [ ]
b) Quality [ ] d) Door Delivery [ ]
7. Do you get any facilities?
a) Yes [ ] b) No [ ]
8. What is your opinion about regarding the regularity supply
from Sri Shabareesh agenciesa) Regular [ ] b) Irregular [ ]c) Not bad [ ]
9. Will you recommend ACC cements to others?a) Yes [ ] b) No [ ]
10. Are you satisfied with the service offered by the dealers?a) Yes [ ] b) No [ ]
11. Any suggestions:
- - - - - - - - - - - - - - - - - - - -
Date:
Place: Signature
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BIBLIOGRAPHY
Marketing Management By: Sherleker
Marketing Management By: Philep Kottler
Marketing and Salesmanship By: B.S Raman
News papers Business Line
Times of India
www.google.com
www.accindia.com