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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)

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AcknowledgementInterdependence 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

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INDEX

ChapterNo

Name Of the Chapter Page no

1 Executive summary 5

2 Introduction to the title, Objective, scope of theProject

6-8

3 Company Profile 8-16

4 Theoretical Background 17-20

5 Research Methodology 20-23

6 Data Analysis 24-33,36-42

7 Findings 33-35,42-43

8 Limitation of the Project 43-44

9 Conclusion 44-46

11 Bibliography 46-47

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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.

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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 ofACC 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

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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

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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 theconsumer preference towards the cement market.

2. The study can help in analyzing certain weak point, improving on which a company canovercome 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.

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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

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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.

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

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MILESTONES

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

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

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

1944 ACCs first community development venture near Bombay

1947 Indias first entirely indigenous cement plant established at Chaibasa in Bihar

1952 Village Welfare Scheme launched

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

1956 Bulk Cement Depot established at Okhla, Delhi

1957 Technical training institute established at Kymore, Madhya Pradesh.

1957 Katni Refractories

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

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

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

1961 Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement Works inBihar.

1962 Manufacture of Accoproof, a waterproofing additive.

1965 ACCs Central Research Station (CRS) established at Thane

1965 Manufacture of Portland Pozzolana Cement.

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1965 Manufacture of Calundum, a High Alumina Binder; Firecrete, Low Density AluminaCastables and High Alumina Refractory Cement.

1968 Advent of computers in ACC for data processing and designing managementinformation and control systems.

1968 ACC supplied and commissioned one-million-tonne iron ore pelletising plant ordered byTISCO

1971 Manufacture of Whytheat Castables A, K, C and Cal-Al-75

1973 Take-over of The Cement Marketing Company of India (CMI)

1977 ACC receives ASSOCHAM first national award for the year 1976 instituted foroutstanding performance in promoting rural and agricultural development activities.

1978 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.

1979 ACC wins international contract for operation and management of a new onemillion ton cement plant at Yanbu-Ras Biridi in Saudi Arabia.

1982 Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka.

1984

ACC achieves a breakthrough in import substitution by developing and supplyinga special G type of oil well cement to ONGC.

1987 ACC develops a new binder for use at sub-zero temperatures, which is successfully usedin the Indian expedition to Antarctica.

1992 Incorporation of Bulk Cement Corporation of India, a joint venture with the Governmentof India.

1993 ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.

1995 ACC selected as Most Respected Company in India by Business India.

1998 Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh.

1999 Commissioning of captive power plants at the Jamul and Kymore plants in MadhyaPradesh.

1999 Tata group sells 7.2% of its stake in ACC to Ambuja Cement Holdings Ltd, a subsidiaryof Gujarat Ambuja Cements Ltd. (GACL)

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2000 Tata Group sells their remaining stake in ACC to the GACL group, who with14.45% now emerge as the single largest shareholder of ACC.

2001 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.

2002 ACC wins PHDCCI Good Corporate Citizen Award

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

(FCCBs) for US$ 60 million and Global Depository Shares (GDSs) for US $ 40million. Both offerings are listed on the London Stock Exchange.

2004 ACC named as a Consumer Superbrand by the Superbrands Council of India, becomingthe only cement company to get this status.

2004 GreenTech Safety Gold and Silver Awards awarded to Madukkarai Cement Works andKatni Refractory Works by Greentech Foundation for outstanding performance in SafetyManagement System.

2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit 2004 from Council For Fair Business Practices.

2005 Holcim group of Switzerland enters strategic alliance with Ambuja Group by acquiring amajority stake in Ambuja Cements India Ltd. (ACIL) which at the time held 13.8 % ofthe total equity shares in ACC. Holcim simultaneously makes an open offer to ACCshareholders, through Holdcem Cement Pvt. Limited and ACIL, to acquire a majorityshareholding in ACC. Pursuant to the open offer, ACILs shareholding in ACC increasesto 34.69 % of the Equity share capital of ACC.

2005 Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand,replacing old wet process technology with a new 1.2 MTPA clinkering unit, togetherwith a captive power plant of 15 MW.

2005 Financial accounting year of the company changed to calendar year January-December

2006 Subsidiary companies Damodhar Cement & Slag Limited, Bargarh Cement Limited andTarmac (India) Limited merged with ACC

2006 ACC announces new Workplace policy for HIV/AIDS

2006 Change of name to ACC Limited with effect from September 1, 2006 from The

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Associated Cement Companies Limited.

2006 ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber ofCommerce and Industry

2006 New corporate brand identity and logo adopted from October 15, 2006

2006 ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at Wadi inKarnatakathe first ever such project by a private sector company in India.

2007 ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil Nadu

2007 Sumant Moolgaokar Technical Institute completes 50 years and reopens with newcurriculum

2008 Ready mixed concrete business hived off to a new subsidiary called ACC ConcreteLimited.

2008 ACC Cement Technology Institute formally inaugurated at Jamul on July 7.

2008 First Sustainable Development Report released on June 5.

2008 ACC wins CNBC-TV18 India Business Leader Award in the category India Corporate

Citizen of the year 2008

2008 Project Orchid launched to transform our Corporate Office, Cement House into a greenbuilding.

2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for FairBusiness Practices

2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal.

2009 ACC's new Grinding plant of capacity 1.60 million tonnes inaugurated at Thondebhaviin Karnataka.

2010 Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4, 2010 with acapacity of 1.1 MTPA of Portland Slag Cement.

2010 ACC acquires 100 percent of the financial equity of Encore Cements & AdditivesPrivate Limited which is a slag grinding plant in Vishakhapatnam in coastal AndhraPradesh. This company became a wholly-owned subsidiary of ACC in January 2010.

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2010 ACC enters its platinum jubilee year - the first company in the cement industry toachieve this status

2010 ACC receives FICCI Award for Outstanding Corporate Vision Triple Impact BusinessPerformance Social & Environmental Action & Globalisation for 2009-10 - a uniqueaward received for the first time

2011 World's largest kiln installed at ACC Cement Plant, Wadi, Karnataka with a capacity of12,500 tonnes per day creating new landmarks for cement industry

2011 Central Control Room Building at ACC Chanda Plant, Maharashtra set up as a Greenbuilding, the first of its kind in an industrial environment

2011 ACC Secretarial & Share processes received ISO 90012008 Certification

Awards & Accolades

National Awardfor 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 andIndustry

Asia Pacific Entrepreneurship Awardin two categories, Green Leadership and CommunityEngagement 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 forenvironment protection measures

Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts in protection of Environment andmineral conservation in the large mechanized mines sector.

Indira Gandhi Memorial National Award- for excellent performance in prevention of pollution andecological development

Excellence in Management of Health, Safety and Environment : Certificate of Merit by Indian ChemicalManufacturers 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 andEnvironment Performance by the Madhya Pradesh Pollution. Control Board.

National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of Environment & Forestsand Dept of Science & Technology, Govt of India - for manufacture of Portland Pozzolana Cement.

THEORETICALBACKGROUND

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 andpromote 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 identifiedsponsor 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 directmarketing 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 atthe 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 theirexpectation 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 prearrangedmanner. 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 randomly50% of total population was considered as the sample size.

CONTACT METHOD

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

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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 theirmind, 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- 1 Unfavorable

Rank- 2 For most unfavorable alternative

Rank- 3 For unfavorable alternative

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Rank- 4 For the moderately favorable

Rank- 5 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 95

B. ACC 130

C. CENTURY 125

D. LAFARGE 134

E. ULTRATECH 145

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 ofcement.

Q2 WHICH BRAND DO YOU STORE?

A. AMBUJA 155

B. ACC 160

C. CENTURY 153

D. LAFARGE 180

E. ULTRATECH 198

15%

21%

20%

21%

23%

BRAND PREFERENCE

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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Most of the dealers prefers to store Ultratech . Almost 25% dealers prefers to storeUltratech 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 127

B. ACC 145

C. CENTURY 138

D. LAFARGE 140

E. ULTRATECH 140

18%

19%

18%

21%

24%

STORE PREFERENCE

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

19%

21%

20%

20%

20%

CUSTOMER PREFERENCE

A. AMBUJA

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 liesthird in rank.

Q4 AVG. MONTHLY SALE OF DIFFERENT BRANDS OF CEMENT?

A. AMBUJA 75

B. ACC 80

C. CENTURY 85

D. LAFARGE 85

E. ULTRATECH 90

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 lowprice and visibility. When asked from the dealers about ACC they says that themain reason for ACC losing market is its high cost and little loose marketingschemes when compared to its competitors . when I asked stockiest for the

jaypee they said people have started liking this cement too because of its pricewhich is little less than than some of the brands.

18%

19%

21%

20%

22%

MONTHLY SALES

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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Q5 RANK THE COMPANIES STOCKIEST ON THE BASIS FREQUENCY OF MAKING

PERSONEL VISITS & CALLS

A. AMBUJA 123

B. ACC 145

C. CENTURY 135

D. LAFARGE 165

E. ULTRATECH 170

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 126

B. ACC 145

C. CENTURY 145

D. LAFARGE 157

E. ULTRATECH 160

17%

20%

18%

22%

23%

VISITS AND CALL RANKING

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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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 7

B. ACC 10

C. CENTURY 10

D. LAFARGE 14

E. ULTRATECH 14

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 sufficientfor the retailers.

17%

20%

20%

21%

22%

PROMPTNESS RANKING

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

13%

18%

18%26%

25%

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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Q8 MAXIMUM PROFIT YOU GET OUT OF SELLING VARIOUSBRANDS

A. AMBUJA 4

B. ACC 5

C. CENTURY 8

D. LAFARGE 6

E. ULTRATECH 6

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

BrandShop/WallPainting

Signage Certificate POPmerchandise

CustomerService

Others

Ambuja 55 6 5 5 NO NO

ACC 46 14 15 10 NO NO

Century 38 9 10 5 NO NO

Lafarge 50 10 10 5 NO NO

14%

17%

27%

21%

21%

PROFIT MARGIN

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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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 135B. TOUR 128C. GOLD 155D. MONETARY BENEFITS 150E. OTHERS 0

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

24%

23%27%

26%

0%

GIFTS PREFERENCE

A.SCHEMES

B. TOUR

C. GOLD

D. MONETARY

BENEFITS

E. OTHERS

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B. ACC 135

C. CENTURY 125

D. LAFARGE 130

E. ULTRATECH 140

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 150

B. ACC 155

C. CENTURY 155

D. LAFARGE 154

E. ULTRATECH 155

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.

19%

21%

19%

20%

21%

SALES PROMOTION RANKING

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

20%

20%

20%

20%

20%

SUPPLY FACILTIY

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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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 CUSTOMERCOMPLAINTS

A. AMBUJA 123

B. ACC 138

C. CENTURY 132

D. LAFARGE 145

E. ULTRATECH 145

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 112

B. ACC 128

C. CENTURY 120

D. LAFARGE 138

E. ULTRATECH 145

18%

20%

20%

21%

21%

RESPONSE TO COMPLAINTS

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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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. Better quality2. Good name in the market3. Timely available4. Immediately respond on the competitors strategy.5. Relatively less price.6. 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

17%

20%

19%

21%

23%

MR SKILLS

A. AMBUJA

B. ACC

C. CENTURY

D. LAFARGE

E. ULTRATECH

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6. They are selling cements at a lower profit margin, which enables them to havebulk 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 bestcement he

CENTURY

1. Good relationship with the dealers and retailers2. Price is low and affordable to people3. Low price helps to sell easily4. Quality is good5. Good service and relationship

ACC

1. People ask for ACC2. Service is good3. Dhalai karne ke liye people ask for ACC 4. Very superior quality cements as compared to others5. 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, inregards to the price, transport, service etc

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

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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 thecounterperson 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 forcement which willprovide 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. Tocover 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 CEMENTSResponses

A. INDIAN COMPANY 3

B. CEMENT COMPANY 35

C. DO NOT KNOW 1

D. SOFTWARE COMPANY 1

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.

3%

93%

0% 4% A. INDIAN

COMPANY

B. CEMENT

COMPANY

C. DO NOT

KNOW

D. SOFTWARE

COMPANY

Q1 HOW MUCH DO YOU CARE ABOUT MAKING A CAREER WITH A WELLRECOGNISED BRAND/COMPANY

A. SLIGHTLY 6B. STRONGLY 32

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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 andsecured life after they completes their education

2. SOFTWARE : The reason for this came to be because of the salary factor, students feel likethe software companies provides them better work life culture along with handsome salaries

3. POWER SECTOR: The students covered were mostly from the technical background andthese particular type of students were from the mechanical and civil stream and they preferredto join power sector because of their specialization.

4. CEMENT SECTOR: Students have preferred cement sector on the fourth rank the reasongiven 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 andbanking 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 OFOTHER INDUSTRIES WITH SAME FACILITY AND PACKAGE?

A. YESB. NO

16%

17%

15%16%

17%

19%

A. SOFTWARE

COMPANY

B. BANKING

SECTORC. PSU

D. TELECOM

SECTOR

E. POWER

SECTOR

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When asked them this question it was found that students were actually inclined towards the cement industrythey are willing to work here provided them the same facility and package. But when we asked these 30% of thestudents 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 OVERALLDEVELOPMENT OF THECOUNTRY

A. SLIGHTLY 1

B. MODERATE 15

C. IMMENSE 19

D. NO IDEA 5

When asked that what they feel about contribution of cement industry in the development of the country about50% of the students says that yes their contribution is immense and should be considered important parameterwhen talking about the major contributors in the nations development.

Q5. OVERALL,WHEN YOU EXPECT IN MAKING CARRIER TO COMPANY WHAT`S MOST IMPORTAPARAMETER FOR THE SELECTION

A. COMPANY PROFILE 7

B. SALARY 15

C. WORKING FIELD 7D. GROWTH PROSPECTS 11

67%

33%A. YES

B. NO

5%

37%

46%

12% A. SLIGHTLY

B. MODERATE

C. IMMENSE

D. NO IDEA

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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% ofthe 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 ACROSSTHE WORLD?

A. ALWAYS 15

B. SOMETIMES 30

C. NEVER 3D. NOT ATTRACTIVE TO KNOW ABOUT 2

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

17%

37%18%

28%

A. COMPANY

PROFILE

B. SALARY

C. WORKING FIELD

D. GROWTH

PROSPECTS

37%

50%

8%

5% A. ALWAYS

B. SOMETIMES

C. NEVER

D. NOT

ATTRACTIVE TO

KNOW ABOUT

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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 AFTERCOMPLETION OF YOUR ENG/MBA?

A. LIMITED GROWTH 11

B. NOT ATTRACTIVE 7

C. EXPERIENCE OF CEMENT INDUSTRIES IS NOT ADDING VALUE 6

D. SALESCOMPANY,OBJECTIVE IS SALES 16

It was strange to notice that almost the 40% of the students feels like cement industries is more or lesslike 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 SOMETHINACC LTD AS CEMENT COMPANY AND WHAT WAS THE SOURCE?

27%

18%

15%

40%

A. LIMITED GROWTH

B. NOT ATTRACTIVE

C. EXPERIENCE OF

CEMENT INDUSTRIES

IS NOT ADDING VALUED.

SALESCOMPANY,OBJEC

TIVE IS SALES

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A. FRIENDS 5

B. PARENTS 3

C. MEDIA 14

D. HOARDINGS,WALL PAINTING 15E. NEVER HEARD 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 askedthem 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 knowsthat 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 tostart their carrier under the big banner.

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

12%

7%

35%

38%

8%

A. FRIENDS

B. PARENTS

C. MEDIA

D. HOARDINGS,WALL

PAINTING

E. NEVER HEARD

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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 cementcompanies , 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 stagethey 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 salescompany 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 helpsthem 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 whatbusiness 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 interview2. 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.

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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 satisfied2. 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 Century provide maximum profit to the

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both customer as well as to the retailers.

3. It was found from my survey that Ultratech maximum market share is due tobrand 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. www.ACClimited.com2. www.google.com3. www.ibef.org

4. www.msn.com5. www.indianexpress.com6. www.wikipedia.com

http://www.google.com/http://www.google.com/http://www.ibef.org/http://www.ibef.org/http://www.msn.com/http://www.msn.com/http://www.indianexpress.com/http://www.indianexpress.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.indianexpress.com/http://www.msn.com/http://www.ibef.org/http://www.google.com/