Prestige Institute of Management and Research, Indore

Summer Internship Project on:

Promotion and Awareness of ACC cement Premium Product

Faculty Guide:

SUBMITTED BY:

DR. SUYASH JHAWAR

ANKIT SHARMA
MBA (FT) 3RD SEM
SEC- D
SCH. NO.- 1121208234

CERTIFICATE OF FACULTY GUIDE

This is to certify that Mr. Ankit Sharma student of MBA (FT) programmed has completed
his summer internship training of 45 days (15 June to 30 july2016) and prepared this report
on PROMOTION AND AWARENESS OF ACCS PREMIUM PRODUCTS under my
guidance.

FACULTY NAME

DR. SUYASH JHAWAR

DATE.

DECLARATION

I am Ankit Sharma of (MBA FT) Department of business administration P.I.M.R College

Indore (M.P.). I hereby declared that project report titled Promotion and awareness of
ACCs premium products is an original and unpublished work done in ACC limited.
Whatever I Have given information in this report that is only for support my project report
and all Information given by me are true and genuine. I hereby declared that all the
information is based on best of my knowledge and no one had submitted this report
previously for any Degree.

ANKIT SHARMA
MBA (FT)

ACKNOWLEDGEMENT

I am very glad to present a project report on Promotion and awareness of ACCs premium
Products heartily thank to in debt of gratitude to DR. SUYASH JHAWARand other faculty
member of P.I.M.R. college Indore (M.P.)provides me opportunity to enrich my knowledge
and Sharpen the marketing skills.
I express me in deftness and deep sense of gratitude to MR. YogeshSoni (Assistant sales
manager) for giving me opportunity to undergo summer training in this esteemed
organization.
I am heartily thankful to all staff members of ACC ltd. Specially Marketing staff members
who has been friendly and informal towards me rendering me moral support and helped me
in completion of this project successfully.

PREFACE

In the present scenario any organization cannot survive unless it maintains competitive level
of promotional activities. The highly changing environment and the rapid growth renovation
in all sector has made us to the competitive world.

In this competitive world it is not enough to come with variety of products and develops
technology but there exist more faces often.

There is a saying in Hindi is very famous build with confidence. So it is very important for
every company. To provide information about Quality, Pricing Availability Brand image
through promotional programs/ technical activities.

A part from these activities the company should also focus on promoting & designing
exclusive network in the order to maximize the sale.

A lot of cement companies exists in the market and doing heavy promotional activities so
always keep eyes on him and worked comparatively better.

CONTENTS

S.NO
1

Content

PAGE
NO.

CHAPTER 1
INTRODUCTION

9-11

CHAPTER 2

12

ABOUT PREMIUM PRODUCT

3

OBJECTIVE AND METHODOLOGY

14-15

DEALER/RETAILER PIE CHART

16-22

AND FINDING

23

CHAPTER 3
SUGGESTION

25

CONCLUSION

26

CHAPTER 4
BIBLIOGRAPHY

27

QUESTIONNAIRE

28

COMPANY PROFILE / HISTORY

ACC (ACC LIMITED) is Indias foremost manufacturer of cement and concrete. ACCs
operations are spread throughout the country with 14 modern cement factories, 19 ready mix
concrete plants, 19 sales offices and several zonal offices. It has a workforce of about 9000
persons and a countrywide distribution network of over 9000 dealers. ACCs research and
development and specialized consultancy services. Since its inception in 1936, the company
has been the trend setter and important bench mark in respect of its production, marketing &
personnel management processes. Its commitment to environment-friendliness, its high
ethical standard in business dealings and its-going efforts in community welfare programs
have won it acclaim as a corporate citizen ACC has made significant contribution to the
nation building process by way of products, services and sharing its expertise.
8

In the 70 years of its existence, ACC has been a pioneer in the manufacture of cement and
concrete and a trendsetter in many areas of cement and concreate technology including
improvements in raw material utilizations, process improvement, energy conservation and
development of high performance concretes.
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 brand
of India.
The companys various business is supported by a powerful, in-house research and
technology backup facility the only one of its kind in the Indian industry. this ensures not
just consistency in product quality but also continuous improvements in product processes.
The history of ACC spans a wide canvas beginning with the lonely struggle of its pioneer
shaw and other Indian entrepreneur like him who founded the Indian cement industry. Their
efforts to face competition for survival in a small but aggressive market mingled with the
winning of a country nationalist pride that touched all of life including trade, commerce and
business.
The first success came in a move towards cooperation in the countrys young cement industry
and culminated in the historic merger of ten companies to from a cement gain. These
companies belonged to four prominent business groups Tatas, khata us , Killick Nixon and
F.E. Din Shaw groups ACC was formally established as the founder of ACC, died in January
1936. Just months before his dreams could be realized ACC stands out as the most unique
and successful merger in Indian business history.

(An Image of a cement plant)

A Strategic alliance
The house of Tata was intimately associated with the heritage of ACC, right from its
formation in 1936 up to 2000. The Tata group sold all 14.45% its shareholder in ACC in three
stages subsidiary companies of Gujarat Ambuja cement LTD.(GACL), who are now the
larger sell of ACC. This enabled ACC to enter into a strategic alliance with OACl, a company
required for its brand image and cost leadership in the cement industry.

Holcim- A New Partnership

A new association was forged between ACC and the Holcim group of Switzerland in 2005.
January 2005, Holcim in announced its plans to enter into long term alliance with Ambuja
Group by acquiring a majority stake in Ambuja Cements Ltd.(ACIL), which at the time held
13.8% of total equity in shares in ACC. Holcim simultaneously announced its bid to make an
open offer to ACC shareholder, Holcim cement
Pvt Ltd and ACIL, to acquire a majority shareholding in ACC. An offer was made by Holcim
cement pvt.Ltd along with ACIL, following which of ACIL increased to 34.69% of equity
share capital of ACC.
Holcim is the world leader in cement as well as being large supplier of concreate, aggregates
and certain construction related services. Holcim is also a respected name in information
10

technology and research and development. The group has its headquarter 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 has welcomed this
new associated.

COMPETITORS
Major Players
The major players in Indian cement industry in terms of sales and market share are :
ULTRATECH cement
ACC cement
JAYPEE cement
BIRLA CORPORATION
WONDER cement
KOROMANDAL cement
RELIANCE cement
JK SUPER cement
MYCEM cement
CHAMPION cement
The relative market share of large players in cement industry has changed significantly over
the years. Consolidation of capacities has seen ULTRATECH, Ambuja and Birla as the new
competitor.

ULTRATECH emerge the leading player apart from ACC in INDORE dist.,
which has been the market leader during all the years from 2014 till now.

11

ABOUT ACC PREMIUM PREDUCT

ACC GOLD
ACC Gold, a premium, value- added and multi- application cement, is the only one of its
kind specially formulated prehomogenised cement with significant water repellent
properties, which leads to lesser water penetration and thereby gives freedom from seepage.
Water is the main cause of building decay and deterioration. Building materials have
considerably shorter life span when subjected to moisture over a prolonged period of time.
The importance of waterproofing is reflected in the consequences of not doing it at the time
of construction. Water which penetrates in concrete can have immediate and long-term effects
on the building in the form of damage to building contents and even structural failure.
Concrete made from ACC Goldish denser and thereby the concrete structures have lesser
permeability compared to structures made with ordinary cement. Lesser permeability reduces
the possibility of water seepage and chloride and sulphate attacks, making the structures,
including our homes more durable. ACC Gold is technologically advanced cement specially
formulated as multi-application cement. Assuming construction practices remain the same,
usage of this cement shall significantly reduce the risk of seepage besides offering a host of
other benefits. It is premium category cement made by us with utmost care. The dream home
of our consumers deserves only the best -which is cement like this.

12

CONCRETE +
In its simplest form, concrete is a mixture of paste and aggregates (rocks). The paste,
composed essentially of portland cement and water, coats the surface of the fine (small) and
coarse (larger) aggregates. Through a series of chemical reactions called hydration, the paste
hardens and gains strength to form the rock-like mass known as concrete.

Within this process lies the key to a remarkable trait of concrete: it's plastic and malleable
when newly mixed, strong and durable when hardened. These qualities explain why one
material, concrete, can build skyscrapers, bridges, sidewalks and superhighways, houses and
dams.

13

OBJECTIVE OF THE STUDY

The objective of the study is

To spread awareness about the premium products of ACC CEMENT.

Methodology
THE STUDY
The study is descripted in nature to understand the awareness towards the ACCs premium
products. ACC has launched the two premium products in the market of M.P. which are

ACC GOLD
ACC CONCRETE+

14

THE SAMPLE
The sample of the study of cement includes 100 dealers &retailers along with 100
consumers in Indore region (dist. - Indore).

THE TOOL

1.) FOR DATA COLLECTION

Primary data of dealers and consumers has been collected from 200 respondents through the
means of questionnaire & secondary data has been collected from books.

2.) FOR DATA ANALYSIS

3.) Percentage method has been applied to analyze the data and it is represented in the pie
charts and bar graphs.

15

PIE CHART OF OBSEVATION

1. No of brand selling to the no of counter
Column1
AMBUJA
BIRLA
CHETAK
BIRLA
UTTAM
COROMAND
AL
J.K SUPER
LAFFARGE
MY CEM
ULTRATECH
WONDER
OTHERS

Column
2
4
6
11
9
33
4
12
58
23
11

CHART
OTHERS; 6%
WONDER; 13%

AMBUJA; 2% BIRLA CHETAK; 4%

BIRLA UTTAM; 6%
COROMANDAL; 5%
J.K SUPER; 19%

ULTRATECH; 34%

LAFFARGE; 2%
MY CEM; 7%

AMBUJA

BIRLA CHETAK

BIRLA UTTAM

COROMANDAL

J.K SUPER

LAFFARGE

MY CEM

ULTRATECH

WONDER

OTHERS

Here the maximum preference was given to Ultratech as 34% share was occupied

16

And the minimum preference was given to Ambuja as 1% share was occupied.

2. BRAND WISE DEALER

Column1
AMBUJA
BIRLA
COROMAND
AL
JK SUPER
LAFFARGE
MY CEM
ULTRATECH
WONDER
OTHERS

Column
2
2
13
6
15
4
4
27
10
8
OTHERS; 9%

AMBUJA; 2%
BIRLA; 15%

WONDER; 11%
COROMANDAL; 7%

JK SUPER; 17%
ULTRATECH; 30%

MY CEM; 4%

LAFFARGE; 4%

AMBUJA

BIRLA

COROMANDAL

JK SUPER

MY CEM

ULTRATECH

WONDER

OTHERS

LAFFARGE

Here the maximum preference was given to Ultratech as 30% share was occupied
And the minimum preference was given to Ambuja as 2% share was occupied.

17

3. RETAILERS
Column1
AMBUJA
BIRLA
COROMAND
AL
JK SUPER
LAFFARAGE
MYCEM
ULTRATECH
WONDER
OTHERS

Column
2
1
7
4
20
1
10
32
12
7

AMBUJA ; 1%
OTHERS; 7%

BIRLA ; 7%
COROMANDAL; 4%

WONDER; 13%

JK SUPER; 21%

LAFFARAGE; 1%
ULTRATECH; 34%
MYCEM; 11%

AMBUJA

BIRLA

COROMANDAL

JK SUPER

MYCEM

ULTRATECH

WONDER

OTHERS

LAFFARAGE

18

Here the maximum preference was given to Ultratech as 34% share was occupied
And the minimum preference was given to Ambuja as 1% share was occupied.

4. REFFERED BRAND
Column1
AMBUJA
BIRLA
COROMAND
AL
JK SUPER
LAFFARGE
MYCEM
ULTRATECH
WONDER
OTHERS

Column
2
2
7
6
20
4
2
43
13
3

Chart Title
AMBUJA;
OTHERS;
3% 2%
WONDER; 13%

BIRLA; 7%
COROMANDAL; 6%

JK SUPER; 20%

LAFFARGE; 4%
MYCEM; 2%

ULTRATECH; 43%

AMBUJA

BIRLA

COROMANDAL

JK SUPER

MYCEM

ULTRATECH

WONDER

OTHERS

LAFFARGE

Here the maximum preference was given to Ultratech as 43% share was occupied
19

And the minimum preference was given to Ambuja and Mycem as 2% share was occupied.

5. CUSTOMER PREFERENCE
Column1
BIRLA
JK SUPER
LAFFARGE
MYCEM
ULTRATECH
WONDER

Column
2
1
4
3
2
88
2

Chart Title

WONDER; 2% BIRLA; 1% JK SUPER; 4%

LAFFARGE; 3%
MYCEM; 2%

ULTRATECH; 88%

BIRLA

JK SUPER

LAFFARGE

MYCEM

ULTRATECH

WONDER

Here the maximum preference was given to Ultratech as 88% share was occupied
20

And the minimum preference was given to Birla as 2% share was occupied.

6. BRAND WISE QTY SELLING

Column1
AMBUJA
BIRLA
COROMAND
AL
JK SUPER
LAFFARGE
MYCEM
ULTRATECH
WONDER
OTHERS

Column
2
4000
29150
11900
39300
13500
14000
92100
20050
11300

WONDER; 9%

AMBUJA;
2%
OTHERS;
5%

BIRLA; 12%
COROMANDAL; 5%

JK SUPER; 17%
ULTRATECH; 39%

LAFFARGE; 6%
MYCEM; 6%

AMBUJA

BIRLA

COROMANDAL

JK SUPER

MYCEM

ULTRATECH

WONDER

OTHERS

LAFFARGE

21

Here the maximum preference was given to Ultratech as 39% share was occupied
And the minimum preference was given to Ambuja as 2% share was occupied.

7. AWARENESS OF ACC'S PREMIUM PRODUCTS

Column1
YES
NO

Column
2
4
96

YES ; 4%

NO; 96%

YES

NO

22

Here AWARENESS OF ACCS PREMIUM PRODUCTS

Only 4% dealers and retailers was aware and 96% dealers and retailers was not
aware about ACCS PREMIUM PRODUCTS

FINDING

1. There are many persons know about ACC cement but they are less aware about ACC
premium products.
2. Maximum person shown their interest in ACC cement but also blame for the
availability of products.
3. Demand of ACC cement in Khandwa is high & now premium products are also
building its image among the customers.
4. Service of the premium products are highly satisfied.
5. During my survey when i asked question regarding dealership, many of them has
shown interest in ACC.
6. The first preference given by the consumers was ACC cement, but due to the nonavailability of product many consumers switch to the ULTRATECH. Therefore,
ultratech became the biggest competitor in Indore dist.

23

Suggestion
&
Conclusion

24

SUGGESTION

I found some problems in my survey by the dealers & consumer regarding ACC cement
plant. I highlighted the problems not just the suggestion.

1. Marketing personnel should pay regular visit and maintain good relation with
dealers.
2. Price should be competitive according to the market.
3. Gifts, tour, bonuses should be given to the dealer on timely, so they motivate.
4. Company should invite suggestion from the dealer and customer.
5. Proper hooding and banner should be spread in every where
6. Regular meeting with the customers is also required to make them understand about
premium products quality.
7. Company heads also needs to go to the customers to provide knowledge about
premium products.
8.

Main and important point is that proper supply of cement so main the relation with
dealer and sales maximization because the dealer & retailer is the who maximize the
sales.

9. Proper demo should be shown to customer so they can understand about the product.
25

CONCLUSION

After survey I found that cement companies should be proper supply of cement to the dealer
and retailer so they proper supply of cement to the consumer they are the person who are
responsible for the company sales maximization

Proper demo should be shown inform of customer so they can understand about the premium
product.

This research has given me a practical knowledge about companys promotional activities in
the market. I have gained a lot especially during analysis of data and the time of the data
collection. I know about various marketing strategies that a company adopted during
promotions.

I Thank the entire respondent who provides their valuable time for giving the information
about my topic.

This research has enriched me with full of experience & I have tried my best for achieving
the better and accurate results.

26

BIBLIOGRAPHY

Following are the name of the books and internet sites which have been consulted for
preparation of this project report.

Website:

a. www.Acclimited.com
b. www.google.com
Direct contact

Sales assistant manager- MR. YogeshSoni

27

QUESTIONNAIRE

DEALER AND RETAILER

1. SHOP NAME2. OWNER NAME3. MOBILE NO4. ADDRESS5. BRAND SELLING6. DEALER/RETAILER7. BRAND WISE QUANTITY SELLING
..
..
..
..
..
TOTAL
8. WHICH BRAND YOU REFERS TO CUSTOMERS MORE & WHY
A. ACC B. LAFFARGE C. UTRATECH D. OTHER
A. COMMISION B. PROFIT C. EASILY AVAIBILITY D. GOOD RELATION
COMPANY/DEALER

WITH

9. WHICH BRAND OF CEMENT, CUSTOMERS DEMANDS MORE & WHY

A. ACC B. LAFFARGE C. UTRATECH D. OTHER
A. PRICE B. QUALITY C. EASILY AVAIBILITY D. SERVICE
10. WHICH TYPE OF CUSTOMER GROUP ASK YOU ABOUT ACC CEMENT
(PREMIUM PRODUCT)
A. BUILDER B. CONTRACTOR C. IHB D. ENGINEER
11. WOULD YOU LIKE TO BE OUR ACCS DEALER/RETAILER
A. YES
B. NO

28