PROJECT REPORT OF SUMMER TRAINNING AT

GAGAL CEMENT WORKS BARMANA (H.P.) On The Topic Brand Recall for Cement Brand across Bilaspur SUBMITTED TO LOVELY PROFESIONAL UNIVERSITY In Partial Fulfillment of the Requirements for the Award of Degree Of MASTER OF BUSINESS ADMINISTRATION SUBMITTED BY:

Suresh Singh MBA Reg.No. - 11003271

DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR NEW DELHI GT ROAD PHAGWARA, PUNJAB 2010-2012
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ACKNOWLEDGEMENT

I am grateful to Dr Sanjay Modi, Sr. Dean, Lovely Faculty of Business and Arts (LFBA), who is the inspiration behind this book, Dr Bhavana Adhikari, Associate Dean, Lovely School of Management, for her unrelenting support, Dr Yuvraj Bhatnagar, Associate Dean, Lovely School of Business, for this sagacious advice and inputs, Mr. Suresh Kashyap, Head of Department, Lovely School of Management, for being a constant source of motivation. I would like to thanks my college lecturers Mr. Krishan Gopal & my collage administration for providing us such a beautiful chance for introduction our self with actual corporate life. I am doing my summer training in ACC Barmana, which gave me a good exposure and a hand-on experience of the modern office practices. I would like to thanks Mr. A. Roy Choudhary Plant Head, Gagal Cement Works, for giving me an opportunity to be associated with his esteemed unit for gaining such practical knowledge & providing me necessary inspiration as well as encouragement during the course of this training. I wish to express a deep sense of gratitude & sincere thanks to my project guide Mr. Vikram Singh (Sr. Manager, HR) & Mr. Anish kundel (Chief Marketing Manager) and Mr. Koshal Kishor (Marketing Manager) & other staff, for giving me time, out of their busy schedule, for imparting me with such great knowledge and making my training successful. I also want to wish my gratitude to the following for providing me the necessary information. In the end I would like to thanks all those persons who have helped me directly or indirectly in completing my industrial training and also this project report.

SURESH SINGH

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CERTIFICATE BY THE GUIDE

This is to certify that the project work entitled Brand Recall for Cement Brand across Bilaspur is a piece of work done by Suresh Singh, student of Lovely Professional University, under my guidance and supervision for the partial fulfillment of the course MBA, Lovely Professional University, Punjab. To the best of my knowledge and belief the thesis embodies the work of the candidate himself and has been duly completed. Simultaneously, the thesis fulfills the requirements of the rules and regulations related to the summer internship of the institute and I am assured that the project is up- to the standard both in respect to the contents and language for being referred to the examiner.

Krishan Gopal Lecturer

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DECLARATION
I hereby declare that this project report entitled comperative study on consumer satisfaction towards home loan from public and private bank in pathankot with reference to Gurdaspur central cooperative bank has been prepared by me during the year 2011 in the month of June and July in partial fulfillment of the requirements for the award of degree of Master of Business Administration of Lovely Professional University.

I also declare that this project is a result of my own effort and that it has not been submitted to any other university for the award of any Degree or Diploma.

SURESH SINGH

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TABLE OF CONTENTS

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S.NO 1.

PARTICULARS
EXECUTIVE SUMMERY ABSTRACT CHAPTER 1 INTRODUTION
1.1 INREODUCION OF ACC 1.2 MISSION & VISION OF ACC LTD
1.3

PAGE.NO 10 11 12 30

ACC LTD.- MILESTONES

1.4 BOARD OF DIRECTORS 1.5 MAJOR PRODUCTS AND SERVICES 1.6 GAGAL CEMENT WORKS 1.7 INTRODUCTION 1.8 EMPLOYEES IN GAGAL CEMENT WORKS 1.9 CERTIFICATION 1.10 1.11 1.12 1.13 1.14 1.15 1.16 1.18 GEOGRAPHICAL DETAIL CONTRIBUTION TO GOVERNMENT QUALITY POLICY ENVIRONMENTAL POLICY PRODUCTION SYSTEM IN GAGAL MANUFACTURING PROCESS POWER PLANT- MARKETING-ACC BULK AWARDS & ACCOLADES

CEMENT WORKS

1.17 CEMENT

2. 3.

Chapter 2 Project Need, Objective, Scope and Problem Chapter 3 Review of Literature & Methodology 3.1 Review of literature 3.2 Research Methodology: 3.3 Type OF RESEARCH 3.4 Sampling Technique 3.5 Sampling Unit 3.6 Sample Size 3.7 Sample Description 3.8 Instrumentation Technique

31-34 35 40

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4.

Chapter 4

41-61

LIST OF FIGURES & TABLE Sr. No. Table 1. Title Table 1 showing the KMO and Bartlett's Testa. Table 2 communalities are showing that what factors are playing very important role in my research Table 3 total variance explained showing the data accuracy This Figure 1 shows the scree plot. Table 4 showing rotated component matrixa This table 5 showing component transformation matrix Table 6 showing the stastics data. Table 7 & Figure 2 show the gender of respondent . Table 8& Figure 3 Occupaion show in this table.

Table 2. Table 3. Figure 1. Table 4. Table 5. Table 6. Table 7 & Figure 2

Table 17& Figure 12 Table 18& Figure 13 Table 19& Figure 14

Which of the following ads have you seen recently? Would you recommend your friend to purchase this brand? Do you know the services offered by the company?

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EXECUTIVE SUMMERY This project report is prepared as the partial fulfillment of two year degree programmed of MBA curriculum of Lovely Professional University, Phagwarh. This Research project is a compulsory part of the academics. This research is done in the Third semester of the MBA program. In this project I am going to introduce a study upon the topic comparative study on consumer satisfaction towards home loan from public and private bank in pathankot. This project is such a wonderful experience in my life related with corporate world and its working manners. The overall purpose of this research is to identify the position ofpublic and private bank that which bank provide good facility for home loan public or private. I have taken 8 bank 4 public and 4 private for this research. The whole research is based on home loan , customer satisfaction.
In my project I am setting some objective related with this very study. These are like to know about the public and private bank towards home loan and study of that also the statements of it. Objectives of this project work are like:-To find out the satisfaction level of

customers in home loan in public sector as well as in private sectors bank.

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ABSTRACT PURPOSE: - This research is about the study on the brand recall for cement brand across. The research is being conducted to find various views of dealers, retailers, customers & influencers on brand recall. The main purpose of this research paper is to know the brand position of cement product across Bilaspur. RESEARCH METHODOLOGY: -The study is descriptive in nature and I used survey design in my research. A well structured questionnaire was filled by the dealers, retailers, customers& influencers. Random sampling technique is used in this research.160 respondent used for this research. FINDINGS: - After research I find that, the brand name and fair prices are mostly effect in brand positioning and also quality. All persons know about the brand or product. The persons seen or heard about the brand mostly in wall painting and news paper or banner ads. And I find out that the company not gives any services to customer. The cement companies only provide the services offered to dealers and some retailers. The 57.5% (92) respondent firstly prefer the ACC, 38% (51) respondent prefer the Ambuja cement and only 4% respondent prefer the Jaypee cement in Bilaspur area. The market share of ACC is more than Ambuja & Jaypee across Bilaspur.

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Chapter 1 Introduction

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INTRODUCTION OF ACC ACC Limited, or ACC as it is popularly known, is Indias foremost manufacturer of cement. Formerly called The Associated Cement Companies Limited, ACCs corporate office is located in Mumbai. Its operations are spread throughout the country with 14 modern cement factories having a total installed capacity of 22.4 million tons of cement per annum, a string of 20 sales offices and a countrywide distribution network of over 9,000 dealers. It has a workforce of more than 10,000 persons. A subsidiary company, ACC Concrete Limited, is a leading manufacturer of ready mix concrete that has 30 plants across the country. Established in 1936 as a merger of ten cement companies, ACC is today closely associated with the Holmic Group of Switzerland. Since inception, the company has been a pioneer and trendsetter in cement and concrete, with a unique track record of innovative research and product development. It is an important benchmark for
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the cement industry in respect of its production, marketing human resource management and other processes. Pioneer and trend-setter The brand name ACC is synonymous with cement and enjoys a high level of equity in the Indian market. The company manufactures Portland cements for general construction such as Ordinary Portland Cement and Blended Cements including fly ash and slag based cements. In the 70 years of its existence, ACC has been a pioneer and a trend-setter responsible for many breakthroughs in the manufacture of cement and concrete. ACC was first in India to offer distribution of cement in Bulk and Ready Mix Concrete, which has helped change the pace of large construction projects in the country. Protecting the environment Among the first companies in India to include commitment to environment protection as a corporate objective, ACC inducted the use of pollution control equipment as early as 1966. Today each plant has sophisticated environment management systems and state-of-the art pollution control equipment. ACC plants, mines and townships visibly demonstrate successful endeavors in quarry rehabilitation, water management techniques and greening activities such as afforestation, tree planting, horticulture, vegetable and cultivation apart from landscaping that helps beautify the environs. Better and cleaner mining techniques have helped safeguard and conserve mineral resources. ACC has achieved spectacular results in the utilization of two industrial wastes namely slag from steel plants and fly ash from thermal power stations to make blended cements that offer unique advantages to concrete. Today ACC offers total solutions for waste management including testing, suggestions for reuse, recycling and co-processing. ACC A Good Corporate Citizen ACCs earliest initiatives in community development date back to the 1940s while its first formal Village Welfare Scheme was launched in 1952. The company undertakes a range of

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activities to improve living conditions of the under-privileged classes living near its plants. This includes education, healthcare, vocational guidance and rural development.

MISSION OF ACC LTD: Leadership: Maintain our leadership of the Indian cement industry through the country

modernization and expansion of our manufacturing facilities and activities, and through the establishment of a wide and efficient marketing network.
Profitability: Achieve a fair and reasonable return on capital by promoting productivity

throughout the company.

Growth: Ensure a steady growth of business by strengthening our position in the cement

sector.
Quality: Maintain the high quality of our products and services and ensure their supply at

fair prices.
Equity: Promote and maintain fair industrial relation and an environment for the effective

involvement, welfare and development of staff at all levels.

Pioneering: Promote research and developments efforts in the area of product development

and energy and fuel conservation, and to innovate and optimize productivity.
Responsibility: Fulfill our obligations to society, specifically in the area of integrated rural

development and in safeguarding. VISION OF ACC LTD

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Vision of ACC is to be a world class corporation with diverse business built around ACC`s core competencies and knowledge base in cement refractoriness advanced material engineering geology mining and research. ACC wants to look their company at the wonderful edge so the satisfied customer need more than their expectance. ACC LTD.- 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 Esplanade House, Mumbai on November 10, 1936.

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

1944 ACCs first community development venture near Bombay

1947

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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 fertilizer factory 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 Portland Slag Cement for the first time in India.

1961 Oil well Cement manufactured at ACC Shahabad Cement Works in Karnataka for cementation of Oil well up to a depth of 6,000 feet.
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1961 Manufacture of Hydrophobic (waterproof) cement at ACC Kalahari Cement Works in Bihar.

1962 Manufacture of Accoproof, a waterproofing additive.

1965 ACCs Central Research Station (CRS) established at Thane

1965 Manufacture of Portland pozzalana Cement.

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

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

1968 ACC supplied and commissioned one-million-tone iron ore palletizing plant ordered by TISCO

1971 Manufacture of Whitehall Castles A, K, C and Cal-Al-75

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

1977 ACC receives ASSOCHAM first national award for the year 1976 instituted for outstanding 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 one million tone 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 supplying a special G type of oil well cement to ONGC.

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

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1992 Incorporation of Bulk Cement Corporation of India, a joint ventures with the Government of India.

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

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

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

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

2000 Tata Group sells their remaining stake in ACC to the GACL group, who with 14.45% 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

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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 $ 40 million. Both offerings are listed on the London Stock Exchange.

2004ACC named as a Consumer Super brand by the Super brand Council of India, becoming the only Cement Company to get this status.

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

2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of Merit 2004 from Council for Fair Business Practice 2007: In 2007, SAP has been introducd in the company. It is also an big milestone by the company. Now the whole control is made by the head office upon its units situated at different place.

BOARD OF DIRECTORS
Mr. N. S. Sekhsaria
CHAIRMAN

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Mr. Paul Hugentobler

DEPUTY CHAIRMAN

Mr. Kuldip K Kaura

CHIEF EXECUTIVE OFFICER & MANAGING DIRECTOR

Mr. S M Palia Mr. Naresh Chandra Mr. Markus Akermann Mr. M L Narula Mr. R A Shah Mr. Shailesh Haribhakti Mr. Aidan Lynam Mr. Sushil Kumar Roongta MAJOR COMPETITORS The following companies are the major competitors of ACC Limited Ambuja Cements Limited Ultratech Cement Ltd. J K Cements Ltd Binani Cement Ltd

MAJOR PRODUCTS AND SERVICES ACC is a cement manufacturing company in India. The companys key products and services include the following Products: Blended cement Bulk cement Ordinary Portland cement Ready mixed concrete Services: Consultancy services Customer services

GAGAL CEMENT WORKS

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INTRODUCTION TO GAGAL CEMENT WORKS Commissioned on 12th March 1984, Gagal Cement Works (GCW) is part of Indias largest cement company, ACC Ltd. It is located near Barmana in Bilaspur district of Himachal Pradesh, on the National Highway NH 21, connecting Ambala and Manali. Installed with a capacity of 5.6 Lakh tonnes of cement per annum, it has modernized and expanded to a total capacity of 4.64 million tonnes of cement per annum. GCW is a market leader in the northern region and maintains its market share in all strategic markets. Located in the eco sensitive zone of the Himalayas, the company has been pro active in working towards environmental conservation and pollution control. It has reportedly planted more than 1 million trees over a period of 12 years, in and around the factory premises. As part of the environment management system, GCW has been regularly investing in technological up gradation to achieve both economic and environmental efficiency.

The plant is based on the most modern process of cement manufacture; namely a dry process suspension preheated kiln with precalcener. The limestone is crushed in the crusher; it is then ground in the raw mill along with shale and iron ore to fine powder. The ground material is blended to a uniform consistency and fed to the kiln system pulverized coal is fired in the kiln system to heat the material to a temperature of 1450 Deg.celcius. The material undergoes a series of chemical reactions to form a clinker. The clinker is cooled in the clinker cooler and stored in clinker silos. It is extracted from the silos and inter ground along with Gypsum and Pozzolananic
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material to form Portland Pozzoiana cement. The cement is stored in cement silos. It is packed in 50-kg bags by automatic packing machines, loaded in trucks by auto-loaders and various consumption centers in Himachal Pradesh as well as the neighboring states of Punjab and Haryana. EMPLOYEES IN GAGAL CEMENT WORKS: The company is having the strength of manpower approximately nine hundred, out of which 90 are from management staff. Company needs low employees because of automation. CERTIFICATION: Certification from IS/ISO 9002, ISO 14001 for environmental management system and OHSAS 18001 for adopting high class measure in the sphere of occupational health and workers safety in the manufacturing of cement.

GEOGRAPHICAL DETAILS Among the largest private sector companies, ACC is the only company to set up a cement plant in 1982 in backward designated area at Barmana, Distt. Bilaspur (HP) and started production with effect from 12th March 1984. Barmana is 18 kms north to Bilaspur. The National Highway No.21 connecting Ambala in Haryana and Manali in H.P. passes through Gagal Cement Works and its colony. The colony is at latitude 31.5-degree north and 77degree East Longitude. The total land acquired for the factory, colony and mining area is 2319.10 big has. Factory covers 365 big has, the colony covers 345 big has and the mining area is about1633 bighas. The topography of the area around the works is mount-ainous. Mean maximum temperature of the area goes up to 45 degree Celsius in the month of June and the minimum temper- ature up to 3-degree in the month of December. The work has generated direct and indirect employment to the scale of nearly 12000.
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Nearby Towns: Bilaspur, Sunder Nagar, Mandi CONTRIBUTION TO GOVERMENTS Annual contribution to center government by way of taxes, social responsibility. The company duties is 155 crore out of

which for Himachal Government is 100 crore. And along with this it is also helping Govt. as its has constructed a Govt. Degree college; it is spending money on schools, hospital and on other works of public welfare.

GAGAL CEMENT WORKS-AN UNRELENTLESS PURSUIT TOWARDS EXCELLENCE Gagal Cement Works is committed to deliver quality products to the customers. Gagal Cement Works has to its credit many a prestigious certifications like IS/ISO 9002, ISO 14001 for environmental management system and OHSAS 18001 for adopting high class measures in the sphere of Occupational Health and Workers Safety in the manufacturing of cement.

QUALITY POLICY Build Quality In Do not Sort Bad Quality Out Quality Improvement is Limitless and therefore Continuous Concern for Quality is for Entire Organization and Not Just for Product Satisfy Customer Fully and Continuously

GAGAL CEMENT WORKS- A SYSTEMATIC APPROACH FOR CLEANER WORLD ACC GAGAL Cement Works is the first point in Himachal Pradesh to have EMS certificate. The Bureau of Indian standards awarded this certificate to the works in March 1999.
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The certificate has resulted in batter understanding among all the employees, of overall environmental issues related to the plant. The main feature of EMS at Gagal is total involvement of employees. EMS is a program of continuous environmental improvement following a well-defined sequence of steps drawn from the established project management practice and routinely applied in business environment. ENVIRONMENTAL POLICY Prevent pollution and minimize fugitive emissions Comply with all applicable legal and regulatory requirements Conserve water, energy and natural resources Minimize waste generation and utilize the same
Create environmental awareness and provide clean and safe environment to employees

and community at large

PRODUCTION SYSTEM IN GAGAL UNIT Main Raw Material Limestone Quartzite Iron Ore Shale Gypsum Fly Ash MANUFACTURING PROCESS The Gagal Cement Works is based on the most modern process of cement manufacturing namely a dry process suspension preheated kiln with precalcener. The limestone is crushed in the
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crusher. It is than grinding in Raw Mill along with Shale and Iron Ore to fine power. The grinding material is blended to a uniform consistency and fed to the kiln system pulverized Coal in the kiln system to heat the material to a temperature of 1500 degree Celsius. The material undergoes a series of chemical reaction to form a Clinker. The clinker is cooled in the Clinker Cooler and stored in the Clinker silos. It is extracted from the Silos and integrated along with Gypsum and Pozzolananic material to form Portland Pozzoiana cement. The cement is stored in cement silos. It is packed in 50-kg bags by automatic packing machine, loaded in trucks by auto loaders and various consumption centers in Himachal Pradesh as well as the neighboring states of Punjab, Haryana and J&K. POWER: The co. met 54% power requirement through captive generation. Cost of captive power generation was 34% lower as compare to grid power. In keeping with its policy of maximizing its captive power capability. It is also the process of increasing its thermal captive power generation capacity by another 45 MW. The company has already achieved significant reduction in cost in specific area like fuel, power and manpower. The drives for cost reduction will be further insified all area of operations.

MARKETING ACC Range of cement and blended cements are marketed through a network of 12 regional marketing offices, several area offices and warehouses. A countrywide network of about 11,000 stock lists who, in turn, are assisted by the sub- dealer's back this. Such an all-pervasive marketing network has an enabled ACC to consolidate itself with a national presence. And the customer is assured of being able to get quality ACC products when and where he wants them.

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Complementing this is a unique customer services cell comprising qualified civil engineers, which assist and advice customers with prior and post sales services. This service begins with selection of type and grade of cement (where applicable) to trouble - shooting and on site assistance. Keeping pace with changing times, and an ever- growing need for specialized services, ACC has been offering its marketing expertise and distribution facilities to other producers in cement and related areas. However, a precondition of all such agreement is quality control supervision to be carried out by an ACC expert located at the franchisee's plant. Currently, ACC has franchising agreements for cement marketing with Alcon Cement Company, Goa and Cochin cement Ltd., Cochin. ACC also exports cement to SAARC Nations, especially Nepal and Bangladesh on a regular basis. Besides ordinary Portland cements, these exports include custom- tailored cements. ACC Bulk India's leading cement company, ACC - in a joint venture with the government of India - has set up the most sophisticated bulk unloading terminal at Kalamboli, Navi Mumbai, to bring its cement from the ACC plant at Wadi in Karnataka. The terminal at Kalamboli has three 5000-tonne-capacity silos to store the cement which is transported in specially designed railway wagons. The company has its own fleet of 15-tonne road-bulkers in which cement is then brought to the end-user's construction site. The terminal has three modes of evacuation: bulk tanker trucks, jumbo bags (one and 1.5 tones), and 50 kg bags. The mechanization in the loading/unloading of cement reduces manual intervention to the barest minimum. At the site, the cement is pumped into portable 15-tonne steel silos (supplied by ACC). Not only do these silos require less storage space than conventional bag storage go downs, but also the silos are designed to facilitate free-flow discharge of the cement. This further underscores

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another of ACC Bulks characteristic - untouched by hand. And dust collecting silos safeguard against dust pollution. The bulk tanker for bulk cement transport and the silo at site to receive this cement are a welcome innovation from the conventional and time-consuming bag distribution system. Inventory in terms of locked-up capital is now the concern of the supplier. The large and unwieldy go down construction and maintenance that is required at construction sites is now avoided. The measured quantity extracted by the discharge system ensures correct weight and eliminates human error. A well-equipped laboratory ensures that the testing is carried out scientifically to comply with all cement quality norms. The site silos, which are a must at the customers sites, are provided on mutually agreed terms, and eliminate a major cause of concern to the end-user. Pilferage also is made impossible. The bulk tanker for bulk cement transport and the silo at site to receive this cement are a welcome innovation from the conventional and time-consuming bag distribution system. .At the site, the cement is pumped into portable 15-tonne steel silos (supplied by ACC). Not only do these silos require less storage space than conventional bag storage go downs, but also the silos are designed to facilitate free flow discharge of the cement. AWARDS & ACCOLADES

National Award for outstanding performance in promoting rural and Sword of Honor - by British Safety Council, United Kingdom for excellence in Indira Priyadarshini Vrikshamitra Award --- by The Ministry of

agricultural development by ASSOCHAM

safety performance.

Environment and Forests for "extraordinary work" carried out in the area of a forestation.

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FICCI Award --- for innovative measures for control of pollution, waste Subh Karan Sarawagi Environment Award - by The Federation of Indian Drona Trophy - By Indian Bureau of Mines for extra ordinary efforts in

management & conservation of mineral resources in mines and plant.

Mineral Industries for environment protection measures.

protection of Environment and mineral conservation in the large mechanized mines sector. Indo German Greentech Environment Excellence Award.

Golden Peacock Environment Management Special Award - for outstanding Indira Gandhi Memorial National Award - for excellent performance in Excellence in Management of Health, Safety and Environment : Certificate Vishwakarma Rashtriya Puraskar trophy for outstanding performance in Good Corporate Citizen Award - by PHD Chamber of Commerce and Jamnalal Bajaj Uchit Vyavahar Puraskar - Certificate of Merit by Council Greentech Safety Gold and Silver Awards - for outstanding performance in FIMI National Award - for valuable contribution in Mining activities from the Rajya Sthariya Paryavaran Puraskar for outstanding work in

efforts in Environment Management in the large manufacturing sector.

prevention of pollution and ecological development

of Merit by Indian Chemical Manufacturers Association

safety and mine working

Industry

for Fair Business Practices

Safety management systems by Greentech Foundation

Federation of Indian Mineral Industry under the Ministry of Coal.

Environmental Protection and Environment Performance by the Madhya Pradesh Pollution. Control Board.

National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of

Environment & Forests and Dept of Science & Technology, Govt of India - for manufacture of Portland Pozzolana Cement.

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Good Corporate Citizen Award - by Bombay Chamber of Commerce and

Industry for working towards an environmentally sustainable industry while pursuing the objective of creation of a better society.

National Award for Excellence in Water Management - by the Confederation

of India industry (CII).

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Chapter 2
Introduction of Project, Objective, Scope and Problem

INTRODUCTION OF THE PROJECT

BRAND

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A brand is defined as a name, term, sign symbol or a combination of these, which identifies the maker or seller of the product. By Philip Kotler BRAND RECALL Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Brand Recognition is the extent to which a brand is recognized. Common market research usage is that pure brand recall requires "unaided recall". For example a respondent may be asked to recall the names of any cars he may know, or any whisky brands he may know. Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall" measures the extent to which a brand name is remembered when the actual brand name is prompted. An example of such a question is "Do you know of the "Honda" brand?" In terms of brand exposure, companies want to look for high levels of unaided recall in relation to their competitors. The first recalled brand name (often called "top of mind") has a distinct competitive advantage in brand space, as it has the first chance of evaluation for purchase.

The Need of Brand Recall The new communications & Information age are creating a more homogenous market and the consumer is much more aware and informed. The convergence of needs and wants has created a market for standardized products. The new competition between cement companies is not between what they produce at their factories but between what they add to their output in the form of packaging, service, advertising, customer advice, delivery to make it a product. A company like ACC which deals in
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a commodity product where key differentiator is not the product itself but the qualities one can associate with the product. The brand is what the customer identifies when he is in the process of making a purchase decision. Hence, it is very important to influence this customer in this process. Here the power of branding comes into play. It enables a company like ACC, which mainly deals in a single commodity called cement, to ask for premium for its product in such a price sensitive and crowded market. The visibility of any brand can be measured by assessing the brand recall by customers and the extent of advertising & sales promotion done by the company. NEED OF THE STUDY This study will help us to research on service gaps between customers and company. Study will examine what customers dealers and influencer thinking about cement brand. Level of gap and its reasons will be analyzed by various methods. In this study we have consider some factor like Price, Brand name that influence a consumer behavior toward a particular brand. We have prepared a structured questionnaire in which different questions will be asked from respondents in order to know most influencing factors that led to their preferable behavior for a particular brand. SCOPE OF STUDY The scope of study is limited to cement. The objectives of study are to examine various Repositioning strategies of cement brand companies. My Study will focus in Bilaspur. The purpose of my study is to know the repositioning strategies of cement brand and study consumer awareness and perception about the brand repositioning strategies. This study would help ACC industry to understand the gaps in its communication strategy regarding brand repositioning exercises and the further measures to be taken for effective marketing communications.

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DEFINING THE PROBLEM The definition of problem includes the study of brand recall in ACC Ltd GAGAL CEMENT WORKS. Examine the general appearance of cement brand.

OBJETIVE OF THE STUDY To find out the market share of the brand in that area, the reason and the factors which directly or indirectly affects the cement market? To study the perception and expectations of dealer and consumer about cement manufacturers.
To study the brand position of ACC in cement market. To study who is the best brand of cement in market.

To study the concept of the ACC by the help of concerned people.

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Chapter 3 Review of Literature& Methodology

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REVIEW OF LITRATURE Following researches are concern with brand recall. In this paper Private label brand image: its relationship with store image and national brand Archna Vahie, Audhesh Paswan (2006) the purpose of this paper is to empirical study on the relationship between perceived private label brand (PLB) image, and perceived store image (SI) and feeling associated with the presence of national brand (NB). And they find that the store atmosphere and store quality positively influence the perception of PLB's quality, whereas, the congruence between national brand and store image (NBSI) has a negative influence on PLB's quality. Norjaya Mohd Yasin et al. (2007) the purpose of this study is to explore the effects of brand's country-of-origin image on the formation of brand equity and they find that the brand's country-of-origin image positively and significantly influences dimensions of brand equity. The results also show that brand's country-of-origin image influences brand equity, either directly or indirectly, through the mediating effects of brand distinctiveness, brand loyalty or brand awareness/associations. Yamen Koubaa (2008) the purpose of this paper is to explore the impact of country of origin (COO) information on brand perception and brand image structure. After research results showed that COO had an effect on brand perception. This effect differs across brands and across countries of production. Brand-origin appears to be of significant impact on consumer perception. Brand images are found to be multidimensional. Their structures differ across brands and across COO. Nizar Souiden, Frank Pons (2009) this paper aims to examine the impact of recall crisis management on the manufacturer's image, consumers' loyalty and future purchase intentions. More specifically, this research aims to clarify the types of recall strategies that companies put forward, as well as their impact on consumers' behaviors and perceptions of the manufacturer's image and they find that recalls contested by manufacturers have a significant negative impact on manufacturers' image, as well as on consumers' loyalty and purchase intentions. On the other hand, voluntary recalls or improvement campaigns have a significant positive impact on the manufacturer's image, as well as consumers' loyalty and purchase intentions. Jeffrey E. Danes et al. (2010) in this paper to understanding brand image and brand attitude, this paper aims to present an innovative method of capturing qualitative brand associations from very large virtual groups. To find out independently assess brand attitude, two judges evaluated
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favorability of the free associations as either good, neutral, or bad. The results confirmed initial expectations. The more favored brand received considerably more favorable free associations than did the less favored brand. The results are shown in qualitative word maps. Xiaoling (Martine) Guo et al. (2011) the purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand functions on brand loyalty. After the study finds general support that consumer perceives both utilitarian and expressive functions of the brand. Specifically, the results of the research show that for Chinese consumers, brands accomplish various functions such as recall of past experiences, quality sign and identify. Moreover, recall of past experiences is a unique brand function for Chinese consumers and has a positive impact on brand loyalty. Monica D. Hernandez, Michael S. Minor (2011) this paper aims to investigate the effect of arousal on short-term brand memory in the context of advergaming, comparing both qualitative (observed behaviors and physiological data) and quantitative (self-reported data) approaches. The results revealed that the impact of physiological measures on memory was the most salient. The most robust finding was the negative effect of physiological measures on recall scores. R.K. Srivastava (2011) the main aim of this research is to unveil the consumer perception about Cinthol and to understand the importance of brand identity of a product and the factors influencing it & it was also observed that most of the respondents identified Cinthol as a family soap closely followed by male soap, though the difference between the two was not significant. Company is projecting this brand as male's soap overall satisfaction and loyalty, hence the ultimate outcomes. Hsiang-Ming Lee et al. (2011) the purpose of this study is to examine the relationship between the variance of two brand images and dimensions of brand equity after M&A, especially when the acquirer-dominant is affiliated to a weak brand image and the acquired one has a stronger brand image. This study uses an experimental design to discuss how the variance of two brand .This study also examines how brand equity of an acquired brand changes after M&A. Results from the MANOVA and paired-sample t-test methods show that the greater the perceived differences between acquirers and acquired brands, the more the brand equity of the acquirer will increase. In addition, all the dimensions of brand equity for the brand with a superior image decrease significantly. Rajat Roy, Ryan Chau (2011) the purpose of this research is to explore how a successful global and a local brand
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may compete side by side in an existing market place based on consumer-based brand equity and consumers' status-seeking motivation for purchasing a global versus local brand. The results show that a global brand is generally preferred in terms of all the dimensions of consumer-based brand equity over a local brand. Further, a local brand is clearly preferred in terms of consumer-based brand equity over the global brand by Australians whereas the global brand remains a clear favorite with non-Australians. Shamindra Nath Sanyal, Saroj Kumar Datta (2011) the purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs. The result also showed that country of origin image of branded generics significantly, but indirectly, affected brand equity through the mediating variables, brand strength and brand awareness. Mahim Sagar et al. (2011) the purpose of this paper is to introduce the Ethical Positioning Index (EPI), an innovative ranking scale based on the ethical issues in brand positioning. They find out that consumer driven weights have been obtained and a mathematical model has been proposed to evaluate the total score and finally the ranking of the brands. Amanda Spry et al. (2011) this research aims to examine the impact of celebrity credibility on consumer-based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub-brand) employed by the endorsed brand on the endorser credibility-brand equity relationship are also to be examined. They find out that results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the endorser credibility-brand credibility and endorser credibilitybrand equity relationships did not vary according to the type of branding employed. Adam J. Marquardt et al. (2011) the purpose of this paper is to conduct an exploratory study of the branding of business-to-business (B2B) services, specifically examining the commoditylike logistics services industry. They give the suggestion to managers should first strive to develop compelling and differentiated value propositions associated with their B2B service brands. They should then invest in communicating their brands' value to internal and external audiences. Finally, they should commit resources to ensure consistent and favorable customer experiences with the brand. Arthur W. Allaway et al. (2011) the purpose of this paper is to measure consumer-based brand equity in the supermarket industry and to identify the strategy drivers associated with levels of brand equity for consumers' typically patronized
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supermarkets. Factor analysis yields two brand equity outcome dimensions and eight brand equity drivers. A large proportion of consumers clearly have strong feelings about the supermarkets they patronize, and that effort expended in keeping customers, service level, and product quality and assortment appear to be basic requirements for achieving high levels of consumer-based brand equity. Sylvain Charlebois (2011) the objectives of this paper are threefold. First, the paper seeks to present principles of crisis management, and crisis preparation and recovery. Second, it aims to narrate the 2008 events to give context for this case study. Third, it seeks to present a conceptual framework for food industry crisis management in the context of food recalls. Find out that differences in institutional and relational rules and subsequent management actions during the food recall are linked to the four axes represented in this study. Based on the findings, values played a key role in crisis management at Premiere Quality Foods during the recall. Mignon Reyneke et al. (2011) the purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media. The findings of the paper show that some of the brands considered did not, at the time the data were gathered, have a clearly defined social media strategy.

RESEARCH METHODOLOGY Research in common parlance, to research for knowledge and it is not concerned to the revision of the facts but to discover the new facts involved. The Research Methodology will be used by me for the purpose of this project is as follows:TYPE OF RESEARCH The research design comprise of the plan and structure of investigation conceived so as to arrive at the responses to the research queries. The research design will be used here for this project is a descriptive research designs. SAMPLING TECHNIQUE

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The sampling technique adopted for the study is Random sampling technique according to the convenience of the researcher. SAMPLING UNIT The sampling units in my project will be: 1) - Customer 2) Dealer 3) - Retailer 4) -- Influencer

SAMPLE SIZE Sample size is 160 respondents. SAMPLE DESCRIPTION The sample mainly consists of data from the primary sources that are utilized for the purpose of this study. This is done by means of administrating questioners to dealers retailer customers and influencers in the city of Bilaspur. Secondary data like company journals, newsletters, records etc. were also relied on for retrieving further information. INSTRUMENTATION TECHNIQUE: Questionnaire.

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STATISTICAL TOOLS USED Statistical tools like Tabulation, Factor analysis, Bar Graph Representations, and percentage analysis are used in the compilation and computation of data.

Chapter 4 Data Analysis & Interpretation

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DATA ANALYSIS Data analysis will be done with the help of SPSS Software. In this research I took 160 respondents the data collected was analyzed and finding was extracted, this is discussed in this chapter. The raw data was processed and converted into tables, which were used to draw important interferences with the help of simple observations, simple statistical technique such as ratios, percentage averages and rating to arrive at the final results instead of more complicated techniques. The following points show the interpretation of data according to the survey: Table1.
KMO and Bartlett's Testa
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. a. Based on correlations .715 239.350 28 .000

INTERPERTATION: The KMO measures the sampling adequacy which should be greater than 0.5 for a satisfactory factor analysis to proceed. We have applied KMO and Bartletts test to check the adequacy of data and defined KMO measure is.715 which is more than standard value of KMO 0.5 hence data is adequate for my research.

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Table2. COMMUNALITIES
Initial Which the following attributes does you using cement? 1)brand name Which the following attributes does you using cement? Price Which the following attributes does you using cement? Quality Which the following attributes does you using cement? Availability Which the following attributes does you using cement? Advertisement The claim made in the ads were believable I understand the product being advertisement I will buy this brand next time Extraction Method: Principal Component Analysis. 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .539 .753 .304 .244 .379 .660 .634 .522

INTERPRETATION:As we have looked the communalities table which is showing 8 factors from which 5 factors are very strong because all 5 factors lies between0.5 to 1.but there is 3 factors which is less than 0.5 so 5factors are playing very important role in my research and two whose value is less has very less impact on my research.

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Table 3

Total Variance Explained

Initial Eigenvalues % of Component 1 2 3 4 5 6 7 8 Total 2.719 1.317 .964 .903 .686 .576 .433 .403 Variance 33.989 16.459 12.053 11.282 8.574 7.196 5.411 5.035 Cumulative % 33.989 50.448 62.502 73.784 82.358 89.554 94.965 100.000 Total 2.719 1.317 Extraction Sums of Squared Loadings % of Variance 33.989 16.459 Cumulative % 33.989 50.448 Total 2.153 1.882 Rotation Sums of Squared Loadings % of Variance 26.918 23.530 Cumulative % 26.918 56.448

Extraction Method: Principal Component Analysis.

INTERPERTATION: In during my research I have taken 160 respondents or sample size and analyzed the data according to sample size analyzed the data. The 56.448% data is accurate in my research from 100%, but 44% data is lost. It is good sign because it is above from standardizing value which is 55%-60%.

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Figure.1

INTERPERTATION: The scree plot is a graph of the Eigen values against all the factors. The graph is useful for determining how many factors to retain. It plots the eigenvalues on a bicoordinate plane. The points which is above 1 is showing the steep slope but later on we can see that the points in the graph is going down with steady rate. So we can say that earlier it was a steeper slope but later on it become a downward slope. It is very clear from the graph that the factor whose value is more than one is showing the stepper part of the graph. TABLE. 4.

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ROTATED COMPONENT MATRIXA

Component 1 Which the following attributes does you using cement? 1)brand name .293 Which the following attributes does you using cement? Price Which the following attributes does you using cement? Quality Which the following attributes does you using cement? Availability .349 .349 .674 2

.094 -.178

.862 .522

Which the following attributes does you using cement? Advertisement .357 .501

The claim made in the ads were believable I understand the product being advertisement I will buy this brand next time Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

.806 .779 .723

.107 .167 -.021

INTERPERTATION: In case of rotate component matrix I have chose the 2 component, In First component there are four variable which value is greater than 0.50 these variable is suitable for my research. These are: 1. The claim made in the ads were believable 2. I understand the product being advertisement 3. I will buy this brand next time In second component there are five variable witches value is greater than 0.50 these variable is: 1. Which the following attributes does you using cement? 1)brand name 2. Which the following attributes does you using cement? Price 3. Which the following attributes does you using cement? Quality 4. Which the following attributes does you using cement? Advertisement Names of variables:Page | 46

The first component (ads were believable, I understand the product being advertisement, I will

DEMOGRAPHIC PRESENTATION BAR CHART& STATISTICS Table 6 Statistics

Have about How product does you and you the choose to buy
Do In the past time Which of the Would you friend purchase brand? 160 you know how many times Which of the following ads recommend your services to offered by this the company? 160 you the

knowledge Did you

Do you have Gend Occupa own er

N Valid 160 Missi ng

Are

choose

himself have you seen or following ads have application or by heard about the have you seen seen other?
160 product? 160 first time? 160 recently? 160

tion
160

house? you
160 160

cement? ?
160 160

Table 7 & Figure 2

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GENDER
Frequency Valid Male Female 5 Total 154 5 1 160 Percent 96.2 3.1 .6 100.0 Valid Percent 96.2 3.1 .6 100.0 Cumulative Percent 96.2 99.4 100.0

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Table 8& Figure 3 OCCUPATION

Frequency Valid Employee Self employee Businessman Other Total 42 58 59 1 160 Percent 26.2 36.2 36.9 .6 100.0 Valid Percent 26.2 36.2 36.9 .6 100.0 Cumulative Percent 26.2 62.5 99.4 100.0

INTERPERTAION:-

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This graph represents the occupation of respondent .The 42(26.2%) respondent are employee, 58(36.2%) are self employee, 59 (36.9%) are businessman and 1(.6%) are other occupation in 160 respondents.

Table 9& Figure 4

Do you have own house?

Frequency Valid Own 160 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0

INTERPERTAION:
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The all 160 respondent have own house.100% respondent stay in own house.

Table 10& Figure 5

Are you Frequency Valid Customer Dealer Retailer Influencer Total 72 30 17 41 160 Percent 45.0 18.8 10.6 25.6 100.0 Valid Percent 45.0 18.8 10.6 25.6 100.0 Cumulative Percent 45.0 63.8 74.4 100.0

INTERPERTAION: In this research for collecting data involved the customer, dealer, retailer and influencer. The 72(45%) are customer, 30(18.8%) are dealer, 17(10.6%) are retailer and 41(25.6%) are influencer.

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Table 11& Figure 6

How does you choose cement?

Frequency Valid Recommended by friend Masen TV commercial Other Total 34 48 2 76 160 Percent 21.2 30.0 1.2 47.5 100.0 Valid Percent 21.2 30.0 1.2 47.5 100.0 Cumulative Percent 21.2 51.2 52.5 100.0

INTERPERTAION: After research we find that the 21.2% (34) respondent choose the cement recommended by friends, 30% (48) respondent choose the cement by masen advice, 1.2% (2) respondent choose the cement by TV commercial and other 47.5% (76) respondent choose the cement by himself.

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Table 12& Figure 7

Have you knowledge about the product and application?

Frequency Valid Yes Little knowledge Total 150 10 160 Percent 93.8 6.2 100.0 Valid Percent 93.8 6.2 100.0 Cumulative Percent 93.8 100.0

INTERPERTAION: This graph showing that the 93.8% (150) respondent knows about the cement and application full knowledge and 6.2% (10) respondent little knowledge about the product. Table 13& Figure 8

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Did you choose to buy himself or by other?

Frequency Valid Self Other Total 146 14 160 Percent 91.2 8.8 100.0 Valid Percent 91.2 8.8 100.0 Cumulative Percent 91.2 100.0

INTERPERTAION: This graph shows that 91.2% (146) respondents choose to buy self and 8.8% (14) respondent choose to buy others. Table 14& Figure 9

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What is the first company that comes to mind when you think of using cement? Frequency Percent Valid Percent Cumulative Percent Valid ACC 92 57.5 57.5 57.5 Ambuja 61 38.1 38.1 95.6 Jaypee 7 4.4 4.4 100.0 Total 160 100.0 100.0

INTERPERTAION In this graph shows that what the company brand firstly preference to purchase or using. The 57.5% (92) respondent firstly prefer the ACC, 38% (51) respondent prefer the Ambuja cement and only 4% respondent prefer the Jaypee cement in Bilaspur area. Table 15& Figure 10
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In the past time how many times have you seen or heard about the product?
Frequency Valid Two Three Four More Total 1 1 2 156 160 Percent .6 .6 1.2 97.5 100.0 Valid Percent .6 .6 1.2 97.5 100.0 Cumulative Percent .6 1.2 2.5 100.0

INTERPERTAION: In 160 respondents, the 156 (97.5%) respondents heard or seen about the product many times and 3% respondent heard and seen about the product one, two, three and four times. Table 16& Figure 11

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Which of the following ads have you seen first time?

Frequency Valid Wall Painting Banner TV News Paper Other Total 99 41 3 5 12 160 Percent 61.9 25.6 1.9 3.1 7.5 100.0 Valid Percent 61.9 25.6 1.9 3.1 7.5 100.0 Cumulative Percent 61.9 87.5 89.4 92.5 100.0

INTERPERTAION: In these graph show the how to know or seen first time the product. The 62% (99) respondents first time seen the wall painting, 25.6% (41) respondents banner ads seen first time, 2% respondents seen the TV ads first time, 3% respondents seen the news paper first time and 7.5%(12) respondents seen other ads first time. Table 17 & Figure 12

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Which of the following ads have you seen recently?

Frequency Valid Wall Painting Banner TV News Paper Other Total 45 30 31 51 3 160 Percent 28.1 18.8 19.4 31.9 1.9 100.0 Valid Percent 28.1 18.8 19.4 31.9 1.9 100.0 Cumulative Percent 28.1 46.9 66.2 98.1 100.0

INTERPERTAION:

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After data collection we find that the 28% respondents recently seen the wall panting, 18.8% recently seen the banner ads, 19.4% recently seen TV ads, 40% respondents recently seen the news paper ads and 2% recently seen other ads.

Table 18& Figure 13

Would you recommend your friend to purchase this brand? Frequency Valid No Yes Total 40 120 160 Percent 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0

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INTERPERTATION: These bar graph shows that the 75% (40) respondents purchase this brand by recommended by friends and 25 % (120) respondent purchase this brand by self.

Table 19 & Figure 14 Do you know the services offered by the company?
Frequency Valid Yes No Total 38 122 160 Percent 23.8 76.2 100.0 Valid Percent 23.8 76.2 100.0 Cumulative Percent 23.8 100.0

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INTERPERTAION: In these graph shows that the company give any services to customer, dealers or retailers. The cement companies only provide the services offered to dealers and some retailers. The cement companies not give any services offered to customers and influencers.

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Chapter 5 Findings, Limitations Suggestions & Conclusion

FINDINGS After research I find that, the brand name and fair prices are mostly effect in brand positioning and also quality. The 72(45%) are customer, 30(18.8%) are dealer, 17(10.6%) are retailer and 41(25.6%) are influencer. All persons know about the brand or product.

The persons seen or heard about the brand mostly in wall painting and news paper or banner ads.

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 And I find out that the company not gives any services to customer. The cement companies only provide the services offered to dealers and some retailers. After research I find it the 57.5% (92) respondent firstly prefer the ACC, 38% (51) respondent prefer the Ambuja cement and only 4% respondent prefer the Jaypee cement in Bilaspur area. The market share of ACC is more than Ambuja & Jaypee across Bilaspur.

LIMITATIONS OF RESEARCH There are certain points which restrict this study to a limited area which are as following:
Less number of Dealers even in big city.

Accuracy of the results is limited to the method used for analysis and interpretation. There is the personal biasness in the respondents while filling the questionnaire. Questions are answered according to their perception and experience or knowledge with that. There are price variations among the dealers of the same town, selling the same brands. The survey is only limited to ACC, AMBUJA& JAYPEE.

SUGGESTIONS: The company should focus more on advertisement.

As we all know infrastructure sector is growing rapidly so company improve supply to

capture maximum market share. Company should start its internal call centre for its valuable customers by which they can directly interact with company experts.
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 Company conducts society welfare programs in rural area. So that company creates good brand image among people. By giving some gifts and best wishes cards to the customer that your buying decision is very good. Company can improve sales and brand loyalty. Company should organize seminars, conferences, Manson meetings and dealers meet to promote sales quarterly. Dealers network can be expanded to increase the market share. For Steps should be taken to reduce the price variation among Acc dealer. The company should pay more incentives to dealers so that they try increasing their sale. The company should try to use those advertisements, which have more informations about the product The company should organize meeting with the dealers and educate and update them with the changes in the product so that they can further pass the animation to the customers. CONCLUSTION It can be concluded from the study through model Acc cement has a good brand image in the dealers, customers, retailers and influencers mind in Bilaspur. It is not easily available on demand which places the company at the disadvantage which compared with lack vendors. These problems which can be improved by strengthen the distribution network of Cement Works and Supply. The company should focus more on advertisement and public relation. Network spread of cement is very high in Bilaspur.
If check out the satisfaction level of dealers with respect to quality of Cement then we

find that all respondent are told that it has excellent quality of Acc. So company can also see this as its strength compare to other bets brand in market.
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 Its price is reasonable according to quality its also satisfy the dealer.

Chapter - 6
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References, Books & Web link

BOOKS REFERRED Kothari C.R., Research methodology Vishwa Publication, New Delhi, 2nd edition. Kotler, Philip, Marketing Management, Prentice Hall of India Pvt. Ltd. New Delhi, 9th

edition.

REFERANCES
1. Vahie, Archna & Paswan, Audhesh (2006), Private label brand image: its relationship with store image and national brand, International Journal of Retail & Distribution Management, Volume: 34(1).
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2. Yasin, Norjaya Mohd, Noor, Mohd Nasser & Mohamad, Osman (2007), Does image of country-of-origin matter to brand equity, Journal of Product & Brand Management, Volume: 16 (1). 3. Koubaa, Yamen (2008), Country of origin, brand image perception, and brand image structure, Asia Pacific Journal of Marketing and Logistics, Volume: 20(2). 4. Souiden, Nizar & Pons, Frank (2009), Product recall crisis management: the impact on manufacturer's image, consumer loyalty and purchase intention, Journal of Product & Brand Management, Volume: 18 (2). 5. Danes, Jeffrey E., Hess, Jeffrey S., W. Story, John& L. York, Jonathan (2010), Brand image associations for large virtual groups, Qualitative Market Research: An International Journal, Volume: 13(3). 6. Guo, Xiaoling (Martine), Hao, Andy Wei & Shang, Xiaoyan (2011), Consumer perceptions of brand functions: an empirical study in China, Journal of Consumer Marketing , Volume: 28 (4). 7. Hernandez, Monica D. & Minor, Michael S. (2011), Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches, Qualitative Market Research: An International Journal , Volume: 14 (2). 8. Srivastava, R.K. (2011), Understanding brand identity confusion, Marketing Intelligence & Planning, Volume: 29 (4). 9. Lee, Hsiang-Ming, Lee, Ching-Chi& Wu, Cou-Chen (2011), Brand image strategy affects brand equity after M&A, European Journal of Marketing, Volume: 45 (7/8). 10. Roy, Rajat & Chau, Ryan (2011),Consumer-based brand equity and status-seeking motivation for a global versus local brand, Asia Pacific Journal of Marketing and Logistics, Volume: 23 (3). 11. Sanyal, Shamindra Nath & Datta, Saroj Kumar (2011), The effect of country of origin on brand equity: an empirical study on generic drugs, Journal of Product & Brand Management, Volume: 20 (2).

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12. Sagar, Mahim, Khandelwal, Rishabh, Mittal, Amit & Singh, Deepali (2011), Ethical Positioning Index (EPI): an innovative tool for differential brand positioning, Corporate Communications: An International Journal, Volume: 16 (2).

13. Spry, Amanda, Pappu, Ravi & Cornwell, T. Bettina (2011), Celebrity endorsement, brand credibility and brand equity, European Journal of Marketing, Volume: 45 (6). 14. Marquardt, Adam J., Golicic, Susan L.& Davis, Donna F. (2011), B2B services branding in the logistics services industry, Journal of Services Marketing, Volume: 25 (1). 15. Allaway, Arthur W., Huddleston, Patricia, Whipple, Judith & Ellinger, Alexander E. (2011), Customer-based brand equity, equity drivers, and customer loyalty in the supermarket industry, Journal of Product & Brand Management, Volume: 20 (3). 16. Charlebois, Sylvain (2011), Food recalls, systemic causal factors and managerial implications: The case of Premiere Quality Foods, British Food Journal, Volume: 113 (5). 17. Reyneke, Mignon, Pitt, Leyland & Berthon, Pierre R. (2011), Luxury wine brand visibility in social media: an exploratory study, International Journal of Wine Business Research, Volume: 23 (1).

WEB LINK http://www.emeraldinsight.com/search.htm? st1=brand+image&ec=1&bf=1&ct=jnl&nolog=266255&page=2 http://en.wikipedia.org/wiki/Brand_awareness http://www.acclimited.com/newsite/Our_vision1.aspvv http://hpbilaspur.nic.in/GAGAL-CM-WRK.pdf

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http://www.scribd.com/doc/57892412/57200164-ACC-Cements http://www.acclimited.com/newsite/boarddirectors.asp http://www.asiamarketresearch.com/glossary/brand-recall.htm

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Appendix

Brand Recall for Cement Brand across Bilaspur

QUESTIONNAIRE

Dear Sir/Madam,
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We are conducting a survey as a part of my summer training project. I would be extremely benefited if you relevant inputs. I assure you that the information provided by you will be used for my project work only. Name: ___________________ Address & Contact No.:_______________________________________________________________ Date of Birth: _______________ Q.1. Your Age: 1)25-30 4)40-45 2)30-35 5) more than 45 2) Female 3)35-40

Q.2.Gender:1) Male

Q.3.Your Occupation: 1) Employee 2) Self employee 3) Businessman 4) Other

Q.4. Do you have own house? 1) Own Q.5. Are you: 1) Customer 2) Dealer 3) Retailer 4) Influencer 2) Rental 3) Company Allotted

Q.6.How does you choose the cement? 1) Recommended by friend 4) News paper 2) Maser 5) other or self 3) TV commercial

Q.7. Have you knowledge about the product and application? 1) Yes 2) No 3) Little Knowledge

Q.8. Did you choose to buy himself or by other? 1) Self 2) Other

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Q.9.What is the first company that comes to mind when you think of using cement? 1) ACC 3) Jaypee 2) Ambuja 4) Other

Q.10.Which the following attributes does you using cement? Please rank your preference. (1strongly agree, 2 probably agree, 3satisfactory, 4disagree, 5strongly disagree) Factors 1) Brand name 2) Price 3) Quality 4) Availability 5) Advertisement Q.11.In the past times how many times have you seen or heard about the product? 1) One 2) Two 3) Three 4) Four 5) More 1 2 3 4 5

Q.12.Which of the following ads have you seen first time? 1) Wall painting 4) News paper 2) Banner 5) other 3) TV

Q.13.Which of the following ads have you seen recently? 1) Wall painting 4) News paper 2) Banner 5) other 3) TV

Q.14.Please chooses how much you agree or disagree for each following statement. Strongly Agree a)The claim made in the ads were believable b)I understand the product being advertisement c)I will buy this brand next time Q.15.Would you recommend your friend to purchase this brand? 1) No 2) Yes Page | 72 Agree Satisfactory Disagree Strongly disagree

Q.No.16.Do you know the services offered by the company? 1) Yes 2) No 3)

Signature_____________

THANK YOU

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