PRESENTION ON BRAND IMAGE

OF ACC CEMENT

BUILD WITH CONFIDENCE

Presented by:-
Rampal
Sem-lll
MBA

ARNI Univrsity kathgarh (Indora) H.P

 OBJECTIVE 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 image of ACC in
cement market.
► To study who is the best brand of
cement in market
 ACC company Profile
 ACC (ACC Limited) is India's foremost
manufacturer of cement and concrete.
 ACC's 14 modern cement factories, 19
Ready mix concrete plants, 19 sales offices
& a workforce of about 9000 persons .
 ACC was formally established on August 1,
1936. Sadly, F E Din Shaw, the man
recognized as the founder of ACC, died in
January 1936. Just months before his dream
could be realized.
 ACC, with an installed capacity of 22.63 MTPA
(with 13 plants), enjoys an 11% market share in
India, which with its total installed capacity of 207
MTPA .
 A new association was formed between ACC and
The Holcim group of Switzerland in 2005.
 Vision:-“To be one of the most respected
companies in India; recognized for challenging
conventions and delivering on our promises”
 Mission includes “Leadership, Profitability ,
Growth , Quality , Equity , Pioneering &
Responsibility”.
Growth Rate of ACC Ltd.
 ACC- MILESTONES &
ACHIEVEMENTS
► 1936
Incorporation of the Associated Cement Companies
Limited on August 1, 1936.
► 1937
ACC is complete on October 23, 1937.
► 1944
ACC`s first community development venture near
Bombay.
► 1947
India`s first entirely indigenous cement plant
establish at Chaibasa in Bihar.
► 1952
Village welfare scheme launched.
► 1977
ACC received first national award from the year 176
instituted for outstanding performance in promoting rural
and agriculture development activities
► 2002
ACC wins PHDCCI Good Corporate Citizen Award.
► 2004
Green Tech Safety Gold and Silver Award awarded
► 2006
ACC Receives good corporate citizen award
 RESEARCH METHODOLOGY
► My research project has a specified framework
for collecting the data in an effective manner.
Such framework is called "Research Design". In
order to complete this objective I followed
following methodology.

► Developing research plan:-

The primary data source was chosen for the

study this was desired so because it gives the
primary information. More over first hand
information can easily be attained by this
method. The method got caring got the study is
discussed as under:
► Sampling Plan:
This was designed so as to help in making decision in the
following areas:
► Sampling Unit:
The respondents were taken to be all cement buyers (of all
brands) in Bilaspur distt.
► Sampling size:
A total of one hundred respondents were contacted. These
numbers includes the cement buyers.
► Sampling procedures:
All the cement buyers in the specified areas are personally
visited for this research.
► Data Collection:-
The study is mainly based on primary data. The information has
been collected by survey technique through the use of
questionnaire.
 MARKET SHARE

ACC 59%
AMBUJA 43%
OTHER 5%
As per the respondent the ACC have
largest market share in Cement
market.
FACTORS INFLUENCING SALE OF CEMENT:
Attribute ACC Ambuja
Quality 71% 66%
Profitability ---- 5%
Availability 15% 5%
Durability 12% 22%
ARE DEALERS SATISFIED WITH PACKAGING:
Attribute ACC Ambuja
YES 89% 88%
NO 10% 11%
NO. OF CEMENT DEALERS IN H.P
Cement Brand %age dealers in market

ACC 62

AMBUJA 35

OTHER 3
 SUGGESTIONS FOR ACC
► Customer are also diverting toward Ambuja cement brands
because sometimes unavailability of the cement with the
Acc dealer.
► Customer should be educated about the cement water ratio.
► Dealer’s network can be expanded to increase the market
share.
► The company should have a complaint cell to hear the
complaints of the customer.
► The company should have some attendant to attend the call
of the customer.
► The company should try to use those advertisements, which
have more information’s about the product
► The company should organize meeting with the customers
and educate and update them with the changes in the
product.