Table of contents

Page No.
Executive Summary 2

Chapter -1 3-13
Introduction 4-10
1.1 Statement of the problem 11
1.2 Need and importance of the study 12
1.3 Objective of the research 13

Chapter -2 14-29
Organization study
2.1 Profile of the Organization 15-16
2.2 Vision of Organization 17-18
2.3 Product Profile 19-24
2.4 SWOT Analysis 25
2.5 Functional Area 26-27
2.6 Organizational Structure 28

Chapter -3 29-33
Research Methodology
3.1 Review of literature 30-31
3.2 Research 32
3.3 Data collection 33

Chapter -4 34-53
Presentation of data
4.1 Analysis and Interpretation 35-48
4.2 Findings 49-52
4.3 Limitations 53

Chapter -5 54-61
Summary and conclusion
5.1 Suggestion for further research 55
5.2 Conclusion 56
Annexure 57-61
I- Bibliography 57
II- Questionnaire 58-61

1
 EXECUTIVE SUMMARY

ACC Cement Company initiated this project to assess the market potentiality of its
product in the present market. The main motive of this project is to find out the
brand perception and to increase the sales of the organization.

The process involved in the creation, production, distribution, promotion and pricing
of products, services, ideas, and experiences for Orissa Markets.

The project methodology involved carrying out the exploratory research. The main
purpose of such studies is that of formulating a problem from more precise
investigation. The main emphasize in such studies is on the discovery of ideas or
insights.

The in-depth interviews with the end users required understanding of the uses of the
product (cement) which is sold by ACC Cement Company.

In the findings it was observed that ACC Cement Company is the one of the best
cement company because it maintains the quality, price and also it maintains good
relation with its customers.

After analyzing the data which was collected it is found that at present ACC
Cement Company has successfully penetrated the market than any other organized
cement company. However, in the future the organization may face stiff competition
from other players like Ultratech, Konark and Lafarge and to handle the situation the
organization needs to have flexible pricing and, advertising strategies.

2
 Chapter -1

INTRODUCTION

1.1Statement of the problem

1.2Relevance of the study

1.3 Objective of the study

3
 INTRODUCTION

Cement is a binder, a substance which sets and hardens independently, and can bind
other materials together. The word "cement" traces to the Romans, who used the
term "opus caementicium" to describe masonry which resembled concrete and was
made from crushed rock with burnt lime as binder. The volcanic ash and pulverized
brick additives which were added to the burnt lime to obtain a hydraulic binder were
later referred to as cementum, cimentum, cäment and cement. Cements used in
construction are characterized as hydraulic or non-hydraulic.

The most important use of cement is the production of mortar and concrete - the

bonding of natural or artificial aggregates to form a strong building material which
is durable in the face of normal environmental effects.

CEMENT INDUSTRY in INDIA

Cement Industry originated in India when the first plant commenced production in
1914 in Probandar, Gujarat. The industry has since been growing at a steady pace,
but in the initial stage, particularly during the period before Independence, the
growth had been very slow. Since indigenous production was not sufficient to meet
the entire domestic demand, the Government had to control its price and distribution
statutorily. Large quantities of cement had to be imported for meeting the deficit.
The industry was partially decontrolled in 1982 and this gave impetus to its pace of
growth. Installed capacity more than doubled during the period 1980-90. It increased
from 27 million tones in 1980-81 to 62 million tones in 1989-90.

Encouraged by the positive response of the industry to the policy liberalization in

the cement industry, Government decontrolled the industry fully on 1 st March 1989.
With the Industrial Policy Statement made by the Government on 24 th July 1991, the
cement industry stands delicensed. It has also been listed as a priority industry in
Schedule III of the Industry Policy Statement making it eligible for automatic
approval for foreign investment up to 51 per cent and also for technical

4
collaboration on normal terms of payment of royalty and lump sum know-how fee.

Indian cement industry has thus been one of the pioneering industries in introducing
policy reforms. After the liberalization measures and globalization of Indian
economy, the cement industry has been growing rapidly at an average rate of 8 per
cent except for a short period in 1991-92 when the industry faced demand recession.
The country is now the second

largest producer of cement in the world. India has also started exporting large
quantities of cement and clinker.

There is a total number of 125 large cement plants and more than 300 small cement
plants operating in India presently. Some of them are

 ACC LIMITED
 AMBUJA CEMENTS LTD
 ANDHRA CEMENTS LTD
 BAGALKOT UDYOG LTD
 BIRLA CORPORATION LTD
 BINANI CEMENT LTD
 CEMENT CORPORATION OF INDIA LTD.
 CEMENT MANUFACTURING CO. LTD
 CENTURY TEXTILES & INDS. LTD
 CHETTINAD CEMENT CORPORATION LTD
 DALMIA CEMENT (BHARAT) LTD
 GRASIM INDUSTRIES LTD
 GUJARAT SIDHEE CEMENT LTD. 
 Heidelberg Cement India Pvt. Ltd
 HMP CEMENTS LTD
 THE INDIA CEMENTS LIMITED
 INDORAMA CEMENT LIMITED

5
 J.K. UDAIPUR UDYOG LTD
 JAIPRAKASH ASSOCIATES LTD
 JAMMU & KASHMIR CEMENTS LTD
 J.K. CEMENTS LTD
 JK LAKSHMI CEMENT LTD
 KALYANPUR CEMENTS LTD
 KISTNA CEMENTS LTD
 THE K.C.P. LTD
 KESORAM INDUSTRIES LTD
 LAFARGE INDIA PVT. LTD
 LEMOS CEMENTS LTD
 MADRAS CEMENTS LTD
 MALABAR CEMENTS LTD
 MANGALAM CEMENT LTD
 MAWMLUH-CHERRA CEMENTS LTD
 MEGHALAYA CEMENTS LTD
 MY HOME INDUSTRIES LTD
 NARMADA CEMENT COMPANY LTD
 ORIENT CEMENT
 OCL INDIA LTD
 PANYAM CEMENTS & MINERAL INDUSTRIES LTD
 PENNA CEMENT INDUSTRIES LTD
 PRISM CEMENT LTD
 RAIN INDUSTRIES LTD
 SANGHI INDUSTRIES LIMITED
 SAURASHTRA CEMENT LTD
 SHREE CEMENT LTD
 SHREE DIGVIJAY CEMENT CO. LTD
 SHRIRAM CEMENT WORKS
 TAMIL NADU CEMENTS CORP. LTD
 ULTRATECH CEMENT LIMITED

6
  THE U.P. STATE CEMENT CORPN. LTD
 ZUARI CEMENT LTD

The cement industry is concentrated mainly in those States, where there

are large deposits of limestone, which is the main raw material for cement.
Nearly 82 per cement of the capacity of large plants is located in seven
States. The distribution of capacity in respect of large cement plants
among these States as on 31st March, 2000 is as under: -

State No. of Plants Capacity %age of total

capacity
(In Million tones)

Madhya Pradesh 19 26.23 23.42

Andhra Pradesh 20 17.00 15.18

Rajasthan 16 15.53 13.86

Gujarat 12 12.64 11.28

Tamil Nadu 10 7.62 6.80

Karnataka 8 6.92 6.18

Maharashtra 6 7.41 6.62

Others 29 18.66 16.66

Total 120 112.01 100

Players in India

7
 CEMENT INDUSTRY in ORISSA

The Orissa cement industry is on a roll. Driven by a booming housing sector, global
demand and increased activity in infrastructure development such as state and
national highways, the cement industry has outpaced itself, ramping up production
capacity, attracting the top cement companies in the world, and sparking off a spate
of mergers and acquisitions to spur growth.

Cement grade limestone and clay are the two important raw materials for the cement
industry. The relevance for Orissa is that the limestone deposits in the state are only
in the region of about 2.224 billion tons. However, there will be substantial
production of BF slag and Fly Ash which in turn can produce quality blended
cement.
The major cement units in Orissa are ACC – IDCOL, Ultra Tech – Grasim, Shiva
Cement, Chariot Cement, Sita Cement, OCL India, etc.

Besides, a few proposals of Grasim, ASO Cement besides the expansion of Chariot
Cement, ACC, etc are the project developments in the region. The State is getting
import of cement from other states of the country.

8
Three MOUs have been signed for 5 mtpa capacity addition in cement making
utilizing fly ash and blast furnace slag through green field projects by Grasim &
ASO Cement & brown field expansion by Orissa Cement Limited.

Cement Manufacturers’ Association:

CMA India is the apex body of cement manufacturers in India. It is unique body in
as much as it has both private and public sector cement units (large units) as its
members. It is registered body under the societies Registration Act, 1860.

Activities of CMA

Government

9
 CMA plays a significant role of projecting the cement Industry to the
government and co-ordinating various activities respect of
formulation of government policy for the cement Industry through its
dialogues and interaction.
 Represents on all major policy making bodies concerned with
cement.
 Supplies desired information to all concerned Ministries like
commerce , Railway , coal and planning commission.
 Supplies material for answers to parliament question.
 Helps in preparation of important government documents concerning
cement like report for five years plans etc.
 Submits to the Ministry of Industry weekly reports on infrastructure
(coal, railway, power)for cabinet secretariat meeting

Industry
 CMA identifies and strengthens industries role in the development of
the country.
 Provides up-to-date statistical data information to the industry and the
other agencies.
 Interacts for Industry’s problems with the government and co-
ordinates various activities with bodies like NCB, FICCI etc.
 Focuses infrastructural problem(Railway , coal, power etc.) and
suggests suitable measures for their soluation .
Consumers
 CMA disseminates information on proper and economic use of
cement as well as properties and application of different varieties.
 Creates awareness and supports industry efforts on quality,
environment, consumer protection and similar other issues.
 Creates awareness about eco-friendly packaging.

10
 1.1 STATEMENT OF THE PROBLEM

This study is conducted with a special motive to find out the Brand Equity index of
ACC Limited and competitors among the end users Segments. The first & foremost

11
is to find out, why the less number of People purchase ACC cement? What is the
cause behind it? What should be the relevant steps to be taken for creating the
awareness among the people of Orissa market . So it would be useful to conduct a
depth interview or survey from which researcher can know the Brand Perception of
ACC Limited in Orissa market.

1.2 RELEVANCE OF THE STUDY

Brand perception refers to the marketing effects or outcomes that accrue to a product
with its brand name compared with those that would accrue if the same product did

12
not have the brand name. And, at the root of these marketing effects is consumers'
knowledge. This study on Brand perception will help the organization to understand
the perception of customers towards ACC Limited in Orissa market. It will also help
to understand the total potential of this industry and their benefits that the
organization will get from the market. Understand how to exploit growth markets by

■ The Company needs a larger customer based to achieve economies Of scale.

■ It is mostly required to study the myth of the customer.

■ The Company needs a product development and pricing strategies to meet the
customers’ demands.

1.3 OBJECTIVE OF THE STUDY

◙ TO STUDY THE BRAND PERCEPTION OF ACC LIMITED AND

COMPETITORS AMONG END USERS SEGMENTS.
13
14
 Chapter -2

Organization study

2.1 Profile of the Organization

2.2 Vision of Organization

2.3 Product Profile

2.4 SWOT Analysis

2.5 Functional Area

2.6 Organizational Structure

15
 ORGTANIZATIONAL STUDY

2.1 PROFILE OF THE ORGANIZATION

ACC Limited is India’s foremost manufacturer of cement with a countrywide

network of factories and marketing offices. Established in 1936, ACC has been a
pioneer and trend-setter in cement and concrete technology. ACC’s brand name is
synonymous with cement and enjoys a high level of equity in the Indian market.
Among the first companies in India to include commitment to environment
protection as a corporate objective, ACC has won several prizes and accolades for
environment friendly measures taken at its plants and mines. The company has also
been felicitated for its acts of good corporate citizenship.

ACC (ACC Limited) is India's foremost manufacturer of cement and

concrete. ACC's operations are spread throughout the country with 14 modern
cement factories, more than 30 Ready mix concrete plants, 20 sales offices, and
several zonal offices. It has a workforce of about 10,000 persons and a countrywide
distribution network of over 9,000 dealers. ACC's research and development facility
has a unique track record of innovative research, product development and
specialized consultancy services. Since its inception in 1936, the company has been
a trendsetter and important benchmark for the cement industry in respect of its
production, marketing and personnel management processes. Its commitment to
environment-friendliness, 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. ACC has made significant contributions to the nation
building process by way of quality products, services and sharing its expertise.

16
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 concrete
technology including improvements in raw material utilization, process
improvement, energy conservation and development of high performance concretes.

ACC’s 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.

The company's various businesses are supported by a powerful, in-house research

and technology backup facility - the only one of its kind in the Indian cement
industry. This ensures not just consistency in product quality but also continuous
improvements in products, processes, and application areas.

2.2 VISION

17
ACC’s Vision vividly declares the company’s commitment to community and
sustainable development issues making this an essential part of the five
interdependent and intertwined business goals for the company. The essence of this
resolve is contained in the fifth goal or “diamond” which envisages that ACC
inspires trust and respect.

Our VISION

To be one of the most respected companies in India recognized for challenging

conventions and delivering on our promises

The Vision statement narrates these areas as

1. ACC is a trusted and ethical organization.

2. ACC delivers enduring value to investors

and other stakeholders.

3. ACC is committed to environment protection and the well

beings of the community.

BUSINESS STRATEGY

18
2.3 PRODUCT PROFILE

19
CEMENT

ACC manufactures the following types of cement, in addition to which, it provides

Bulk Cement and Ready Mix Concrete.

Ordinary Portland Cements

  OPC 43 Grade
  OPC 53 Grade

Blended Cements

  Fly-ash based Portland Pozzolana Cement

  Portland Slag Cement

 ORDINARY PORTLAND CEMENTS

43GradeCement(OPC43Grade)

ACC Cement is the most commonly used cement in all constructions including plain
and reinforced cement concrete, brick and stone masonry, floors and plastering. It is
also used in the finishing of all types of buildings, bridges, culverts, roads, water
retaining structures, etc.
What is more, it surpasses BIS Specifications (IS 8112-1989 for 43 grade OPC) on
compressive strength levels. ACC Cement is marketed in specially designed 50 kg
bags.

53GradeCement 

This is an Ordinary Portland Cement which surpasses the requirements of IS: 12269-
53 Grade. It is produced from high quality clinker ground with high purity gypsum.

20
ACC 53 Grade OPC provides high strength and durability to structures because of
its optimum particle size distribution, superior crystalline structure and balanced
phase composition.
It is available in specially designed 50-kg bags.

 BLENDED CEMENTS

Fly-ash based Portland Pozzolana Cement

This is a special blended cement, produced by inter-grinding higher strength

Ordinary Portland Cement clinker with high quality processed fly ash - based on
norms set by the company's R&D division. This unique, value-added product has
hydraulic binding properties not found in ordinary cements. It is available in
specially designed 50-kg bags.

PortlandSlagCement 

This is a slag-based blended cement that imparts strength and durability to all
structures. It is manufactured by blending and inter-grinding OPC clinker and
granulated slag in suitable proportions as per our norms of consistent quality. PSC
has many superior performance characteristics which give it certain extra advantages
when compared to Ordinary Portland Cement. It is available in specially designed
50-kg bags.

21
BulkCement 

Yet another first in our six-decade history of

cement in India has been the introduction of
Bulk Cement, an alternative to bagged cement,
which is of particular advantage to large consumers of cement. Internationally, the
trend is to move cement more and more in loose form rather than bagged. In fact,
over 90 percent cement in the USA, and other European countries is transported
and sold in bulk, unlike in India, where only one percent is transported in bulk.

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 godowns, but also the silos are designed to facilitate free-flow discharge of
the cement. This further underscores another of ACC Bulk’s characteristic -
‘untouched by hand’. And dust collecting silos safeguard against dust pollution.

22
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. Inventory in terms of locked-up capital is now the concern of
the supplier.

The large and unwieldy godown 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.

Advantages of using ACC Bulk

• Assured quality.
• No handling from the factory to your site, therefore exact weight
• Tamper proof delivery, therefore no adulteration possible
• Immediate delivery, therefore no need to stock inventory
• Order only when you are ready to use, so your money is not locked up
• Steady supply

23
READY MIX CONCRETE

ACC set up India's first commercial Ready Mix Concrete (RMX) plant in Mumbai
in 1994. Today this business has been reorganized as a separate company called
ACC Concrete Limited which is one of the largest manufacturers of RMX in India
with over 30 modern plants in major cities such as Mumbai, Bangalore, Kolkata,
Chennai, Delhi. Hyderabad, Goa, Pune and Ahmadabad.

ACC's pioneering efforts in introducing RMX coupled with the promotion of bulk
cement handling facilities have been responsible for redefining the pace and quality
of construction activity in metropolitan cities and in mega infrastructure projects.

Numerous landmark structures in India's metro cities have been built using ACC
Concrete - mega housing projects, townships, commercial complexes, factories,
bridges, flyovers, roads and railways. Prestige projects such as the Mumbai-Pune
Expressway, the Indore-Dewas bypass, Kolkata and Delhi Metro Rail projects. Most
of the new bridge and fly-over’s in Mumbai used ACC Concrete and could perhaps
not have been completed on schedule without it.
Small building projects and individual home builders seeking high levels of quality
assurance can also now usher in the same sophistication and value addition into their
construction as some of India's mega projects using ACC RMX- at virtually no extra
cost.

24
What is Ready Mixed Concrete?

Ready Mixed Concrete, or RMX as it is popularly called, refers to concrete that is

specifically manufactured for delivery to the customer's construction site in a freshly
mixed and plastic or unhardened state. Concrete itself is a mixture of Portland
cement, water and aggregates comprising sand and gravel or crushed stone.
In traditional work sites, each of these materials is procured separately and mixed in
specified proportions at site to make concrete. Ready Mixed Concrete is bought and
sold by volume - usually expressed in cubic meters. RMX can be custom-made to
suit different applications.

ACC Concrete - a wide range

 High Strength Concrete

 High Performance Concrete
 Self-leveling Concrete
 Self-compacting Concrete
 Coloured Concrete
 Concrete made with binary and ternary blends of cements
 Early strength Concrete
 Fibre reinforced Concrete

25
 2.4 SWOT ANALYSIS

Strengths (S) Weaknesses (W)

■ Brand value ■ Lack of marketing expertise

■ Quality ■ Production capacity of plant
■ Network channel ■ Poor supply
■ Excellent location ■ Poor discount
■ Good warehouse management
■ Well Infrastructure
■ Innovation of new product
■ Good services (ACC HELP)

Opportunities (O) Threats (T)

■ Developing market ■ Cost of another product

■ Expansion of production ■ Scarcity of the product
capacity
■ Developing of network channel
■ Moving into new attractive
Market segments
■ A market that is led by a weak
competitors

26
 2.5 FUNCTIONAL AREAS

The researcher has found the following functional areas in the organization.

HUMAN RESOURCES
ACC has a large workforce of about 9,000 people, comprising experts in various
disciplines assisted by a dedicated workforce of skilled persons. ACC employees,
referred to as the ACC Parivar, come from all parts of the country and belonging to
a variety of ethnic, cultural and religious backgrounds. ACC employees display a
strong sense of loyalty to the Company and their special stellar qualities as ‘value-
adding’ human capital are well known in the industry.

ACC has clearly stated guidelines concerning recruitment, termination, career

advancement, performance appraisal, professional and employee ethics and code of
conduct. The Company’s personnel policies and processes enshrine equal
opportunities to all and non-discrimination with regard to gender, caste, creed,
ideology or other opinion, whether social, political or religious. Also ensured is a
due process for employee consultation and participation in organizational
development and policy formulation.

 Recruitment
 Performance Management System
 Training & Development
 Employee welfare & perquisites
 Employee Satisfaction

27
 Finance

 Financial Highlights
 Gross Revenue
 EBITDA
 PAT
 Dividends
 Net Worth
 Book Value Per Share
 How Each Rupee was Spent
 Equity Share

Marketing
Purchase of raw material
 Sales and distribution of finished products
 Right advice at critical stages of construction

Operation
Production of Ordinary Portland Cements

 Production of Blended Cements

 Production of Bulk Cement

 Production of Ready Mix Concrete

 Maintenances of plants

 Maintenance of warehouse

Information Technology
 Net working of computers
 Integration of system
 Maintenance of systems
 Data General system to the latest Linux/UNIX and Windows 2003 based machines

28
 Oracle 9i and Developer 6i to an ERP (SAP) based solution
 Mix of VSAT and VPN links ensure adequate connectivity.

29
 2.6 ORGANIZATIONAL STRUCTURE

ACC’s organization structure was revised in 2006. Added thrust was given to
sustainable development with the creation of separate cells at the corporate office
and plants to coordinate activities relating to waste management, alternate fuels and
raw materials, corporate social responsibility and occupational health and safety. All
these were placed under the supervision of the Managing Director.

To enable better coordination of the organization’s triple bottom line

performance, it is proposed to constitute a high level team with representatives from
functions relating to the main pillars of sustainable development to coordinate
reporting and align operations inline with the overall corporate objectives. The
committee will include the heads of Environment & Energy Conservation, Alternate
Fuelsand Raw Materials Business Development, Occupational Health & Safety,
Corporate Communications & Social Responsibility, Corporate Human Resources,
Commercial Services, Central Procurement and Secretarial & Compliance.

30
 Chapter -3

RESEARCH METHODOLOGY

3.1 Review of the Literature

3.2 Research
• Type of Research
• Sampling Technique
• Sample Size
• Sample Description

3.3 Data Collection

• Instrumentation Technique
• Collection of Data
• Software used for Data Analysis

31
 RESEARCH METHODOLOGY

3.1 REVIEW OF LITERATURE

To give a complete shape of the summer project report, the researcher has referred
through following books and websites:-

BOOK NAME INTERNET WEBSITES

1.Strategic Brand Management www.google.com
2.Product Management in India www.acclimited.com
3.Product Brand Management www.wikipedia.com
4.Brand Management www.yahoo.com
5. Brand Management

1. Book Name: - Product Management in India

Author: - Ramanuj Majumdar
Publisher: - Prentice-Hall of India Private Limited
New Delhi
Findings: - The book helped the researcher to understand the broad spectrum
& strategic of product & brand management.

2. Book Name: - Product Brand Management

Author: - U.C. Mathur
Publisher: - Excel Publisher
New Delhi
Findings: -The book enabled the researcher to fin relevant strategies of branding.

3. Book Name: - Brand Management

Author: - Harsh V Verma

32
 Publisher: - Excel Publisher
New Delhi
Findings: - This book is all about how to develop the Brand value of a product.

Internet Websites:-

• www.google.com
• www.acclimited.com
• www.wikipedia.com
• www.yahoo.com

Findings: - Researcher used these four websites to get some data which relates
to topic and project also.

3.2 Research

33
Type of Research

It is an Exploratory kind of research. Exploratory research study is also known as

Formulative research studies. The main purpose of such studies is that of
formulating a problem from more precise investigation. The main emphasize in such
studies is on the discovery of ideas or insights.

Three typical approaches in exploratory research are:

• the literature survey,

• the experience survey, and
• the analysis of "insight-stimulating examples.
Sampling Technique

Non-Probability method of sampling was used because when samples were being
drawn samples were not known. Under Non-Probability method the researcher has
used the technique of judge mental sampling because the samples were chosen on
the basis of intuitions or judgment.

Sample Size

The sample size: 80

Sample Description

The study was mainly based on the Brand Perception of ACC Limited .

3.3 DATA COLLECTION

34
Instrumentation Technique
For the collection of the data, questionnaires were used to collect information from
primary sources. For collecting secondary data various relevant books and websites
were referred.

Collection of Data

For the data collection both primary and secondary data sources were used. For
collecting primary data a well-structured questionnaires was designed and after that
direct interview was taken of various respondents.
In secondary data collection researcher used different websites and
prefer some books to fulfill the requirements.

Software used for Data Analysis

First of all data was collected using the questionnaire and analysis of data was done
by using Microsoft Excel. In this way it was possible to analysis the whole data to
get the market potentiality of Cement Industry.

35
 Chapter -4

Presentation of data

4.1 Analysis and Interpretation

4.2 Findings

4.3 Limitations

36
 PRESENTATION OF DATA
4.1 ANALYSIS AND INTERPRETATION
For IHB
1. The following graph is showing that the percentage of brand (cement) are using
by the Individual House Builders(IHB).
50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
OCL ACC LAFARGE UTCL OTHER

OCL ACC LAFARGE OTHERS

UTCL
50% 45% 25% 2%
10%
36%

Interpretation:- - It is found that 50% cement of OCL brand, 45% cement of ACC,
25% cement of LAFARGE ,10% cement of UTCL and 2%cement of other are
suggested by the IHB for users.
2. The following graph is showing that why the IHB are using these brand(cement).
12

10

8
OTHER
AVAILABITY
6 SERVICE
PRICE
QUALITY
4

0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH Total

Quality 12 IHB
Price 5 20
Service 2
Availability 1
Other 0
Interpretation:- It is found that 12 IHBs using for Quality,5 Price,2 Service,1
Availability, and 0 Other.

3. Every IHB know the ACC brand.

37
4. The following graph is showing that the percentage of Advt. have seen by the
IHB .
50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
OTHER COMPANY NEWS PRINT TV

OTHER 50%
COMPANY 30%
NEWS PRINT 15% Interpretation:- It is found that 50% seen
T.V 5% advt. in OTHER PLACE,30%
COMPANY,15% NEWS PRINT and 5% T.V.

5. The following graph is showing that the percentage of Advt. of ‘ACC HELP’
have seen by the IHB.
45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
NEWS PRINT T.V. OTHERS RADIO

NEW
S TV RADIO Interpretation:- It is found
that PRINT OTHER 20% seen the ACC HELP in
20% 25% 45% 10% NEWS PRINT,25% T.V,45%
OTHER, and 10% RADIO.

6. The following graph is showing that the rank of brands(cement) according to

brand perception by the IHB.

38
 10
9
8
7
6 OTHER
LAFARGEE
5 UTCL
4 OCL
3 ACC
2
1
0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH Total

ACC 10 IHB
OCL 5 20
UTCL 3
LAFARG 2
E
OTHER 0
Interpretation:- It is found that 10 IHB voted for ACC,5 IHB voted for OCL, 3 IHB
voted for UTCL, 2 IHB voted for LAFARGE and 0 IHB voted for OTHER.

7. The following graph is showing that rate the brands according to quality
perception.

8
7
6
5 OTHER
LAFARGE
4
UTCL
3 OCL
2 ACC

1
0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH Total

ACC 8 IHB
OCL 5 20
UTCL 4
LAFARGE 2
OTHER 2
Interpretation:- It is found that 8 IHB voted for ACC, 5 IHB voted for OCL,4 IHB
voted for UTCL , 2 IHB voted for LAFARGE, and 2 IHB voted for OTHER

39
For Engineers
1. The following graph is showing that the percentage of brand(cement) suggested
by the engineers by the customers.
50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
UTCL ACC OCL LAFARGE OTHER

UTCL ACC OCL LAFARGE OTHER

30% 50% 40% 10% 0%

Interpretation:- It is found that the engineers suggested to the customers to purchase

30% UTCL,50% ACC,OCL 40%, LAFARGE 10% and OTHER 0% they are
suggested.

2. The following graph is showing that the engineers why suggested that brand.
80%

70%

60%

50%

40%

30%

20%

10%

0%
QUALITY AVAILABILITY SERVICE PRICE OTHER

QUALIT AVAILABILITY SERVICE PRICE OTHER

Y
75% 40% 25% 30% 15%
Interpretation:- :- It is found that 30% engineers suggested for quality,40%
AVAILABILITY, 25% SERVICE, 30% PRICE and OTHER 15% .

40
3. The following graph is showing that the percentage of brand(cement)
according to customer’s demand.

60%

50%

40%

30%

20%

10%

0%
ACC OCL UTCL LAFARGE OTHER

ACC OCL UTCL LAFARGE OTHER

55% 40% 35% 10% 0%

Interpretation:- It is found that 55% customers demand acc,40% OCL,35%

UTCL,10% LAFARGE and 0% OTHER.
4. The following graph is showing that whether the engineers know the ‘ACC
HELP’ or not.

YES
NO

yes no
75% 25%

41
Interpretation:- It is found that 75% engineers know about the ‘‘ACC HELP’’ and
25% engineers don’t know about ‘‘ACC HELP’’.
If YES then,Where have you seen the help line ?

News print T.V Radio Door to door other

promotion
55% 50% 30% 20% 6%

60%

50%

40%

30%

20%

10%

0%
NEWS PRINT T.V RADIO DOOR TO DOOR OTHER

Interpretation:- It is found that 55%seen the help line in News print , 50%T.V
30%Radio,20% Door to door promotion and 6%other.
5. The following graph is showing that the rank of brands(cement) according to
brand perception by the engineers.

5
OTHER
4
LAFARGE
UTCL
3
OCL
ACC
2

0
1st 2nd 3rd 4th 5th

42
Interpretation:-It is found that 7 engineers voted for ACC, 6 OCL, 4 UTCL, 3
LAFARGE and 0 OTHERS.
6. The following graph is showing that the rank of brands(cement) according to
quality perception by the engineers.
7

5
OTHERS
4 LAFARGE
UTCL
3 OCL
ACC

0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH TOTAL

ACC 7 engineers.
OCL 5 20
UTCL 4
LAFARG 3
E
OTHER 1

Interpretation:- It is found that 7 engineers voted for ACC, 5 OCL, 4 UTCL, 3

LAFARGE and 1 OTHERS.

7. The following graph is showing that the rank of brands(cement) according to the
service level by the engineers.

4
OTHERS
LAFARGE
3 ACC
UTCL
OCL
2

0
1ST 2ND 3RD 4TH 5TH

1st 2nd 3rd 4th 5th Total

OCL 6 engineers Interpretation:- :- It
UTCL 5 20 is found that 4
ACC 4 engineers voted for
LAFARGE 3 ACC, 6 OCL, 5
OTHER 2 UTCL, 3 LAFARGE
and 2 OTHERS.

43
For Contractors
1. The following graph is showing that the percentage of brand (cement)
suggested by contractor .

OCL 40%
ACC 30%
UTCL 20%
LAFARGE 10%
OTHER 0%

40%

35%

30%

25%

20%

15%

10%

5%

0%
OCL ACC UTCL LAFARGE OTHER

Interpretation- It is found that 40% cement of OCL, 30% cement of ACC, 20%
cement of UTCL and 10% cement of LAFARGE are suggested by the
Interpretation contractors.
2. The following graph is showing that why the contractors suggest this brands
(cement).

44
 500%
450%
400%
350%
300%
250%
200%
150%
100%
50%
0%
AVAILABILITY QUALITY PRICE SERVICE OTHERS

AVAILABILITY 60%
QUALITY 30%
PRICE 10%
SERVICE 5%
OTHER 0%
Interpretation- It is found that 50% cement are suggested for availability and, 30%
cement are suggested for quality, 15% are suggested for price and 5% are suggested
for service by the contractors for users.

3.The following graph is showing that the Rank of brands (cement) according to
customer’s demand.
7

5
OTHER
4 LAFARGE
UTCL
3 OCL
ACC

0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH TOTAL

OCL 7 Contractors
ACC 6 20
UTCL 4
LAFARGE 2
OTHER 1
Interpretation- It is found that 7 Contractor’s voted for OCL,6 ACC, 4 UTCL ,2
LAFARGE , and 1 OTHER.

4.The following graph is showing whether the contractors know the ACC ‘‘HELP’’
or not.

45
 40% YES
NO
60%

Interpretation-It is found that 60% contractors know about the ‘‘ACC HELP’’ and
40% contractors don’t know about ‘‘ACC HELP’’.

5.The following graph is showing that the rank of brands (cement) according to
brand perception by the contractors.

5
OTHER
4 LAFARGE
UTCL
3 OCL
ACC
2

0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH TOTAL

ACC 7 Contractor
s
OCL 6 20
UTCL 5
LAFARG 2
OTHER 0
Interpretation- It is found that 7 contractors voted for ACC,6 OCL, 5 UTCL,2
LAFARGE and 0 OTHER

46
6.The following graph is showing that the rank of brands (cement) according to
quality by the contractors.

8
7
6
5
4 OTHER
LAFARGE
3 UTCL
OCL
2
ACC
1
0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH TOTAL

ACC 8 CONTRACTOR
OCL 6 20
UTCL 3
LAFARGE 2
OTHER 1

Interpretation- It is found that 8 contractor voted for ACC,6 OCL, 3 UTCL,2

LAFARGE and I other

7.The following graph is showing that the rank of brands (cement) according
advertisements by the contractors.

47
 9

6
OTHER
5 OCL
ACC
4 LAFARGE
UTCL
3

0
1ST 2ND 3RD 4TH 5TH

1ST 2ND 3RD 4TH 5TH TOTAL

UTCL 9 Contractors.

LAFARGE 5 20
ACC 4
OCL 2
OTHER 0
Interpretation- It is found that 9 contractors voted for UTCL,5 LAFARGE, 4 ACC,
2 OCL and 0 OTHER.
For DEALLER

1) The following graph is showing that Which brand do you store?

0
OCL ACC UTCL LAFARGE OTHER

1ST 2ND 3RD 4TH 5TH TOTAL

OCL 7
ACC 6 20
UTCL 4
LAFARGE 2
OYHER 1

48
Interpretation- It is found that 7 Dealer voted forOCL,6 ACC, 4 UTCL, 2
LAFARGE and 1 OTHER.

2) The following graph is showing that Which brand does your customer prefer?

0
OCL ACC UTCL LAFARGE OTHER

1ST 2ND 3RD 4TH 5TH TOTEL

OCL 7
ACC 6 20
UTCL 3
LAFARGE 2
OTHER 2
Interpretation- It is found that 7 Dealer voted for OCL, 6 ACC, 4 UTCL,2
LAFERGE and 2 OTHER.
3) The following graph is showing whether the contractors know the ACC
‘‘HELP’’ or not.

0
NEWS PRINT T.V RADIO COMPANY OTHER

1ST 2ND 3RD 4TH 5TH TOTEL

T.V 8
NEWS PRINT 5 20
RADIO 4
COMPANY 3
OTHER 0
Interpretation- It is found that 8 person see in T.V,5 person see in NEWS PRINT,4
person see in RADIO, 3 person see in COMPANY and person see in OTHER.

49
4).The following graph is showing that the rank of brands (cement) according to
brand perception by the contractors.
10

0
ACC OCL UTCL LAFARGE OTHER

1ST 2ND 3RD 4TH 5TH TOTEL

ACC 10
OCL 4 20
UTCL 3
LAFARGE 2
OTHER 1

Interpretation- It is found that 10 person voted for ACC, 4 person voted for OCL,
3person voted for UTCL,2 person voted for LAFERGE and 1 person voted for
OTHER.

5).The following rank graph is showing that the of brands (cement) according to
quality by the contractors.
12

10

0
ACC UTCL OCL LAFARGE OTHER

1ST 2ND 3RD 4TH 5TH TOTEL

ACC 11
UTCL 5 20
OCL 3
LAFARGE 2
OTHER 0

Interpretation- It is found that 11 dealer voted for ACC , 5 dealer voted for UTCL,
3dealer voted for OCL,2 dealer voted for LAFARGE, and 0 dealer voted for
OTHER.

50
6).The following rank graph is showing that Rate the brands according to visibility /
advt?

0
OCL UTCL ACC LAFARGE OTHER

1ST 2ND 3RD 4TH 5TH TOTEL

OCL 8
UTCL 5 20
ACC 4
LAFARGE 2
OTHER 2

Interpretation- It is found that 8 person voted for OCL, 5 person voted for UTCL,
4 person voted for ACC,2 person voted for LAFARGE and 2 person voted for
OTHER.

51
 4.2 FINDINGS

From IHB
1) After analyzing the data, it is found that 50% cement of OCL brand,45 % cement
of ACC, 25% cement of LAFARGE and10% cement of UTCL are suggested by the
IHB for users.

2) It is also observed that the IHB use that brands for the causes of
1. Availability,2. Service, 3. Quality, 4. Price, 5. Others.

3) It is found that all the individual house builders know about the ACC Brand.

4) It is found that 50% advt. have seen by the IHB from other places, 5% from
T.V, 15% from news print and 30% from company.

5) It is found that 20% advt. of ‘ACC HELP’ have seen by the IHB from news
print, 25% from T.V,10% from radio and 45% from others.

6) It is found that the IHB have given ranks according to brand perception 1.
UTCL, 2. OCL, 3. ACC, 4. LAFARGE, 5. OTHERS.

7) It is found that the IHB said that all the brands have more or less same quality.

52
From ENGINEERS

1) It is found that 50% cement of ACC brand, 30% cement of UTCL, 40%
cement of OCL are suggested by the engineers for users.

2) It is found that 75% cement are suggested for quality and, 40% cement are
suggested for availability by the engineers for users.

3) It is found that customers rank the brands (cement) like this 1. ACC, 2. OCL,
3.UTCL, 4. LAFARGE, 5. OTHERS.

4) It is found that75% engineers know about the ‘‘ACC HELP’’ and 25% engineers
don’t know about ‘‘ACC HELP’’.
5) It is found that the engineers ranked the brands(cement) like this 1. ACC, 2. .
OCL 3.UTCL,4. LAFARGE, 5. OTHERS.

6) It is found that engineers rank the quality (cement) like this

1. ACC, 2. OCL, 3UTCL. 4. LAFARGE, 5. OTHERS

7) It is found that the engineers ranked the Service (cement) like this

1. OCL, 2UTCL, 3. ACC, 4. LAFARGE, 5. OTHERS.

8) It is found that the engineers didn’t say anything against profit from the brands
(cement).
.

53
From CONTRACTORS
1.

1) It is found that 20% cement of UTCL, 40% cement of OCL, 30% cement of
ACC and 10% cement of LAFARGE are suggested by the contractors.

2) It is found that 60% cement are suggested for availability and, 30% cement
are suggested for quality, 10% are suggested for price and 5% are suggested for
service by the contractors for users.

3) It is found that 40% cement of UTCL, 30% cement of OCL, 20% cement of
ACC and 10% cement of LAFARGE are suggested by the contractors.

4) It is found that 60% contractors know about the ‘‘ACC HELP’’ and 40%
contractors don’t know about ‘‘ACC HELP’’.

5) It is found that the contractors ranked the brands perception (cement) like this
1. ACC, 2. OCL, 3. UTCL, 4. LAFARGE, 5. OTHERS.

6) It is found that contractors rank the brands QUALITY (cement) like this 1.
ACC, 2. OCL, 3. UTCL,4. LAFARGE, 5. OTHERS.

7) The engineers ranked the Service (cement) like this 1. OCL, 2. UTCL, 3. ACC, 4.
LAFARGE, 5. OTHERS.

8) The contractors ranked the Advertisement (cement) like this 1. UTCL, 2.

OCL, 3. LAFARGE, 4. ACC, 5. OTHERS.

54
For DEALLER
1) It is found that 7 dealer store OCL, 6 person store ACC,4 person store UTCL,2
person store LAFARGE and 1 person store OTHER.
2) It is found that 7person dealer say OCL, 6person dealer say ACC,3 person dealer
say UTCL , 2 person dealer say LAFARGE and 2 person dealer say OTHER.
3)20 dealer know about the ACC HELP.8 dealer see in T.V, 5 dealer see in NEWS
PRIT, 4 dealer hear in RDIO , 3 dealer say COMPANY, and 0 dealer see OTHER.
4) It is found that 10 dealer say ACC is good,4 dealer say OCL is good , 3 dealer say
UTCL is good,2 dealer say LAFARGE is good and 1 dealer say OTHER is good.
5) It is found that 11 dealer say ACC quality is good, 5 dealer say UTCL quality is
good , 3 dealer say OCL quality is good ,2 dealer say LAFARGE quality is good and
0 dealer say OTHER quality is good .
6) ) It is found that 8dealer voted for OCL,5 dealer voted for UTCL, 4 dealer voted
for ACC,2 dealer voted for LAFARGE and 2 dealer voted for OTHER.

55
 4.3 LIMITATIONS

 The time period for conducting the survey is inadequate.

 Many samples do not give the exact picture of their opinion.

 There are so many problems in communication. Most of them

don’t understand Hindi and English.

56
 Chapter -5
Summary and Conclusion

5.1 Suggestion for further research

5.2 Conclusion

57
 5.1 SUGGESTION

 If ACC Cement Company wants to capture the first position in Orissa

market then it has to produce more products.

 There should be proper training for their agents then they can increase the
knowledge of their customers.

 There should be more hoardings of ACC Cement Company in the road side
and railway platform in Orissa.

 Agents those will give full time for the business, they should be rewarded
with attractive prizes.

 Mass and customer centric advertisement should be made through all

vernacular languages.

 There should be awareness program in the rural area by the help of agents
about ACC Cement Company.

 The Company should try to give after sales service to the customers.

 Regular market survey should be done to know the pricing strategy and
promotional strategy of competitors of ACC Cement Company.

 All Cement company should deal with corporate houses in such a way that
some specific amount of all employers’ salary will be kept for pension
income plan.

58
 5.2 CONCLUSION

Although ACC Cement Company is the number no.1 Cement Company in INDIA
but some more awareness needed about company and its product. To produce the
more product of ACC Cement that fulfills the needs of the customers. Proper
training to their agents that they can increase the knowledge of their customers.
Agents those will give full time for the business, they should be rewarded with
attractive prizes. More hoardings of ACC Cement Company in the road side and
railway platform in Orissa. The Company should try to give after sales service to the
customers. But at last what I observed from company that the company has to do a
lots of works to get the no. 1 position in Orissa market.

59
 Annexure-I
Bibliography

Books

Product Management in India by Ramanuj Majumdar

Product Brand Management by U.C. Mathur

Brand Management by Harsh V Verma

Websites

www.google.com

www.acclimited.com

www.wikipedia.com

www.yahoo.com

60
 Annexure-II

QUESTIONNAIRES

QUESTIONNAIRES FOR INDIVIDUAL HOUSE BUILDERS ( IHB )

Name:
Address:
Phone No:

1. What brand/s are you using?

A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
2. Reason for using this brand /s?
A) Quality, B) Price, C) Service, D) Availability, E) Others
3. Do you know about ACC?
A) Yes, B) No
4. Have you Seen ACC Advt? ( If yes )
A) News print, B) T.V,C) Company , D) Others
5. Do you know about ACC help (SMS: 575758)? if yes then
A) News Print, B) T.V,C) Radio, D) Company, E) Others
6. Brand perception , put ranks wise
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E)
OTHERS
7. Rate the brands according to quality perceptation?
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
8. Rates the brands according to Price?
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS

61
QUESTIONNAIRES FOR ENGINEERS

Name:
Address:
Phone No:
1. Which brand/s do you suggest for use?
A) ACC,B) UTCL,C) OCL,D) LAFARGE,E) OTHE
2. Why do you suggest this brand /s?
A) Quality, B) Price , C) Service , D) Availability, E) Others
3. Rates the brand according to customer’s demand?
A)ACC, B) UTCL,C) OCL,D) LAFARGE,E) OTHERS
4. Do you Know about ACC help (SMS: 575758) ? if yes then
A)News print, B) T.V,C) Radio, D) Company, E) Others
5. Brand perception , put ranks wise
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
6. Rate the brands according to quality perceptation?
A) ACC, B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
7. Rate the brands according to visibility / advt?
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS

62
QUESTIONNAIRES FOR CONTRACTORS

Name:
Address:
Phone No:
1. Which brand/s do you suggest for use?
A) ACC,B) UTCL,C) OCL,D) LAFARGE,E) OTHERS
2. Why do you suggest this brand /s?
B) Quality, B) Price, C) Service, D) Availability, C) Others

3. Rates the brand according to customer’s demand?

A) ACC,B) UTCL,C) OCL,D) LAFARGE,E) OTHERS
4. Do you Know about ACC help (SMS: 575758) ? if yes then
A)News print, B) T.V,C) Radio, D) Company, E) Others
5. Brand perception , put ranks wise
A) ACC, B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
6. Rate the brands according to quality perceptation?
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
7. Rate the brands according to visibility / advt?
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS

63
QUESTIONNAIRES FOR DELAR
4) Which brand do you store?
2. A)ACC,B)OCL,C)UTCL,D)LAFARGE,E)OTHER
5) Which brand does your customer prefer?
A)ACC,B)OCL,C)OCL,D)LAFARGE,E)OTHER
4) Do you Know about ACC help (SMS: 575758) ? if yes then where.
A)News print, B) T.V,C) Radio, D) Company, E) Others
5)Brand perception , put ranks wise
A) ACC, B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
6)Rate the brands according to quality perceptation?
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
7) Rate the brands according to visibility / advt?
A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS
3.

64