A

PROJECT REPORT

ON

A STUDY ON DEALER’S SATISFACTION WITH

ACC CEMENT IN HALDWANI
FOR
THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE DEGREE OF

MASTER OF BUSINESS ADIMINISTRATION (2018-2020)

SUBMITTED TO: SUBMITTED BY:

MR. MANISH UPRATY HEM CHANDRA PANDEY
ASSISTANT PROFESSOR ROLL. NO. 180020500014

FACULTY OF COMMERCE AND BUSINESS MANAGEMENT

AMRAPALI INSTITUTE OF MANAGEMENT AND COMPUTER APPLICATIONS
SHIKSHA NAGAR , LAMACHAUR
HALDWANI ,UTTRAKHAND

1
 PREFACE
Indian economy is facing a boom in the real estate. This is directly related with the cement
sector. ACC cement being one of the top players in the Indian market and have major share in
the market.

During our project, we carried out a research for ACC cement and tried to find out Problems
related to dealer satisfaction in ACC Cement in (Haldwani). This research is conducted to find
out whether dealers are making use of services provided by ACC Limited.

2
 ACKNOWLEDGEMENT
This project has been made possible by the co-operation and suggestion of many people to whom
I would like to express my great sense of gratitude and profound thanks.

I would like to express my deepest appreciation to all those who provided me the possibility to
complete this project effectively and moreover on time. With their helpful response I am able to
prepare this report.

Also I would like to express my gratitude to my subject teacher Mr. Manish Uprety; who gave
me this opportunity to fulfill this report. I thank him for his overall support.
Thank you
Hem Chandra Pandey

3
 STUDENT DECLARATION
I hereby declare that project report entitled “Dealer’s Satisfaction” in Acc Cement, Haldwani is
written and submitted by me under the guidance of Prof. Manish Uprety, Amrapali Group of
Institutes. The information incorporated in this project is true and original to the best of my
knowledge. This report is my original work and has not been copied from any other sources.

Countersigned by:

MBA- III semester

Roll. No. - 180020500014

4
INDEX
Page
S.No. Particulars No.
1 Chapter 1
  1.1 Abstract
  1.2 Introduction
  1.3 Research Objective
  1.4 Research Methodology
1.5 Limitation of Study
 
2 Chapter 2
  2.1 Industry Profile
  2.2 Company Profile
 
3 Chapter 3
  3.1 Data Analysis and Interpretation
 
4 Chapter 4
4.1 Findings
4.2 Suggestion
4.3 Conclusion
4.4 Bibliography
4.5 Annexure

5
Chapter - 1

6
 ABSTRACT

This project report entitled: A study on dealer’s satisfaction with reference to ACC cement
is intended to determine the dealer satisfaction, product awareness, fluctuation of demand and
needs and wants of the dealers.

Primarily the well defined objectives one framed according to the study. Then questionnaire is
prepared based on the defined objectives. The prepared questionnaire is used to get way of
personal interview from the dealers.

From the analysis some general findings one a raised and that one more related with the framed
objectives for this study. According to the findings the suggestion are given and the conclusions

one also based on the findings which will be more helpful for the organizations.

7
 Introduction
Dealer is a person or firm engaged in commercial purchase and sale. Dealer may signify firms
that buy or resell products at retail or wholesale basis. A producer cannot sell all his products
directly to consumer, he has to depend upon intermediaries to push, off, his products. A dealer is
an intermediary who helps to market a product. A dealer is one who purchase and sells products.
A dealer may be a wholesaler or a retailer or a distributor or any agents.

The volume of sales depends on the efficiency of a dealer who assesses the psychology of
consumers and takes appropriate steps to sell a product. It is the dealer who suggests to the
manufacturers the suitable media of advertisement and other promotional tools. Dealers are
searching for new marketing strategies to attract and hold customers. Dealers include all
activities involved in selling goods and services to those buying for resale or business use.
Dealers buy mostly producers and sell mostly to retailers or industrial consumers.

1.1 DEALER SATISFACTION

Dealer wants high marginal gain from manufacturers. The main objective of dealership is
earning profits. Dealership business is different from other business. The peculiar feature of a
dealer is dealing with one or more similar products. Dealers earn commission for goods sold
from the manufacturers. The commission depends upon the value of sales both cash and credit.
Now a days the demand for cement increases every year.

The manufacturers are not able to cover all the consumers directly. With the help of dealers only
they can reach the consumers.Dealer excepts income from business because there is some
guarantee of getting more commission from this business. Dealers demand more commission
from the manufactures, they cover the entire market within their locality. They also sell cement
in credit to regular customer.

1.2 PROMPT DELIVERY

For every business competition is inevitable, Knowledge, about the direct, reasonable price,
prompt delivery etc., are the only ways in which one can attract more consumers. Delivery of
every goods to the place of consumers will attract every consumer. When there is a delay a
small delay of one or two days or even hours may cause a great set back in consumer
satisfaction.

There are various ways we can satisfy the consumers. One among them is a regular supply and
prompts delivery of goods to customers. Even though quality is excellent and the price is
reasonable we cannot satisfy the consumers, unless there is prompt delivery of goods.

8
1.3 IMMEDIATE REALIZATION OF MONEY AFTER SALES
Dealers will get their commission immediately after every sale. This will motivate the dealers to
increase the sales volume. The sales are increased then income will also be increased. Generally
commission will be paid in every month or for every sale. “More sales more commission and
less commission” is the doctrine of dealership.

1.4 CREDIT FACILITIES

Business is based on bonafide good faith, confident and mutual trust. Long ago business was
based on cash basis. But now business is based on mercantile basis (Credit basis). More over
cash basis of business in also not possible for every business because of want of funds.
Mercantile basis of business is globally accepted and very easier for the business people.

Credit facilities to regular customer and genuine consumers will enhance the business. There
some consumers who buy mostly in credit and make their payment at regular intervals. There is
some agreement between the buyer and seller for a credit purchase. This agreement also covers
terms of payment trade discount, cash discount etc., for the smooth ant regular payment of cash.
Credit facility system is beneficial to both the buyers and sellers. There will be tremendous
improvement on both the sides. Allowing credit to consumers is also useful for growth and
expansion.

1.5 GIFT
Some reputed companies will provide a number of gifts to its dealers and distributors. Their
gifts are allowed to improved sales in all areas. Dealers will be much motivated when gifts are
offered by manufactures. Gifts are a special kind of incentives, which will pursue the dealers to
increase their sales.

The main objectives of offering gifts to dealer and distributors are to enhance or improve sales to
the maximum level. The competition can be easily managed when gifts are offered to dealer, the
number of types of gifts is as follows.

9
 OBJECTIVE OF THE STUDY

 To study the effectiveness of promotional tools as opined by the dealers.

 To study the factors that affects the dealer’s preference in dealing with cement.
 To study the variables of satisfaction for ACC cement.

NEED FOR THE STUDY:

To study the dealers satisfaction levels towards ACC cements regarding promotional activities,
supply, quality and quantity of cement and to know demand level of ACC cements in the market
by the customers.
The researcher aims at finding ways of improving the market share of Acc cement .
Therefore the firm which wants to improve its market share should study the dealer’s
satisfaction.

10
 RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN:

A research design is purely & simple basic frame work or plan for a study the guides the
collection of data and analysis of the data.

Research designs are classified into three traditional categories : Emploratory, descriptive and
causal, the choice of the most appropriate design depends largely upon the objectives of the
research.

4.2 DESCRIPTIVE RESEARCH:

Descriptive studies, as their name implies, are designed to describe something, for example, the
characteristics of users of a given product; the degree to which product use varies with income,
age or other characteristics: or the number who saw a specific television commercial. A majority
of marketing research studies are of this type.

4.3 SAMPLE DESIGN

All sample designs fall in to one of two categories; probability or non-probability sampling. In
this research, non-probability sampling methods adopted, in which the chances of select
members from the population into the sample are unknown.

4.4 SAMPLING PLAN:

Data : Primary data

Researcher design : Survey
Researcher instrument: Questionnaire
Method of contact : personal

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4.5 SAMPLING METHOD:
Convenience sampling method of non – probability sampling is adopted in this research.
Convenience sample are samples drawn at the convenience of the interviewer. Accordingly, the
most convenient areas to a researcher in terms of time and effort turns out to be “high traffic”
areas such as a shopping malls or busy pedestrian intersections. The selection of the place and
consequently, prospective respondent is subject rather than objective. Sample size – 50

4.6 DATA COLLECTION METHOD

There are four types of questionnaires design in which, we have adopted the structured
undisguised questionnaire, questions are presented in exactly the same words in the order to all
respondents. In the typical structured undisguised questionnaires the questions as well as the
reasons are standardized. This is accomplished by employing fixed alternative, such a
questionnaire facilities easy administration, tabulated & analysis. Open & closed ended
questionnaire methods were used in the project, care must be taken to ensures that us for
possible, it should not contain any room of misinterpretations.

4.7 STATISTICAL TOOLS

 Percentage
 Weighted average

There are briefly explained, in following

4.7.1 PERCENTAGE
Percentage refers to special kind of ratio percentage are used in marketing comparison between
two more series of data. Percentage are used to describe relationship. Since the percentage
reduce everything to a common base & these by allow meaningful comparison to be made.

4.7.2 WEIGHTED AVERAGE

If something is distribution is more important than order, then their point must be born in mind,
in order that average completed is representatives of the distribution. In such case proper weight
age is to be given to various items the weight attached to each item being professional to the
importance of the item to be I the distribution.
Formula,

Total weight

AVERAGE WEIGHT = X 100

Total no. of respondents

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 LIMITATIONS OF THE STUDY

 The study was carried out in Haldwani only, owing to time and cost limitations.

 Sample size which limited to 50 due to time and cost constrains.

 This research was conducted among dealers only for obtaining consumer
response, further survey among users of cement is suggested.

 The results of the study can be applied only to Acc cement and not for other
similar brands or geographical areas.

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 Chapter-2

INDUSTRY PROFILE
The Indian Cement industry is the second largest cement producer in the world, with an installed
capacity of 144 million tones. The industry has undergone rapid technological up gradation and
vibrant growth during the last two decades, and some of the plants can be compared in every

14
respect with the best operating plants in the world. The industry is highly energy intensive and
the energy bill in some of the plants is as high as 60% of cement manufacturing cost. Although
the newer plants are equipped with the latest state-of-the-art equipment, there exists substantial
scope for reduction in energy consumption in many of the older plants adopting various energy
conservation measures. The Indian cement industry is a mixture of mini and large capacity
cement plants, ranging in unit capacity per kiln as low as 10 tpd to as high as 7500 tpd. Majority
of the production of cement in the country (94% ) is by large plants, which are defined as plants
having capacity of more than 600 tpd. At present there are 124 large rotary kiln plants in the
country. The Ordinary Portland cement (OPC) enjoys the major share (56%) of the total cement
production in India followed by Portland Pozzolana Cement (PPC) and Portland Slag Cement
(PSC). A positive trend towards the increased use of blended cement can be seen with the share
of blended cement increasing to 43%. There is regional imbalance in cement production in India
due to the limitations posed by raw material and fuel sources. Most of the cements plants in India
are located in proximity to the raw material sources, exploiting the natural resources fully. The
southern region is the most cement rich region while other regions have almost same cement
production capacity. The Indian cement industry is about 90 years old and its main sources of
energy are thermal and electrical energy. The thermal energy is generally obtained from coal,
and the electrical energy obtained either from grid or captive power plants of the individual
manufacturing units.

INDIAN CEMENT INDUSTRY

Indian cement industry is the second largest in the world with an installed capacity of 135
MTPA. It accounts for nearly 6% of the world production.
 There are 124 large plants and around 365 mini plants. The industry presents a mixed
picture with many new plants that employ state-of-the-art dry process technology and
a few old wet process plants having wet process kilns.
 Production from large plants (with capacity above 1 MTPA) account for 85% of the
total production.
 The cement industry has achieved significant progress in terms of reducing the
overall energy intensity.
 Dry process plants that the weighted average thermal energy consumption was 734
kCal/kg clinkers, and weighted average electrical energy consumption was 89
kWh/tonne of cement. The best energy consumption are 692 kCal/kg. clinker and 66
kWh/ton of cement.

GROWTH OF CEMENT INDUSTRY

At the outset it may be recognized that cement is one of the core industries defined under the
Industrial Policy Resolutions adopted in the early stage of planning in India. Its growth
implications essentially have to be seen in the larger context of national economy rather than

15
in a regional or sub-regional context. There are three important features characterizing the
industry. First, the basic raw material for the industry is limestone, which like all minerals is
fixed in quantity. Therefore, the present rate of its use should consider demand-supply
situations in the long run. Second, and more important is that the industry may potentially
have adverse environmental impact through three different routes:
(a) Converting cultural/non-cultural land from their present uses into quarries and thus,
disturbing the vegetation and ecosystem
(b) removing the limestone from the soil and thereby affecting the moisture profile as well as
the structure of aquifers
(c) creating air pollution which could be hazardous for human as well as animal health and
for crop-yields. The third important feature of the industry is that it generates limited direct
linkages in the regional economy where the industry is located though, its indirect linkages
are likely to be quite significant. The indirect linkages mainly take place in the form of
(a) infrastructural development and provision of basic amenities (i.e. roads, ports, schools,
hospitals etc.
(b) development of irrigation (i.e. dams, canals etc.)
(c) housing-construction - all having substantial income employment linkages at the level of
national economy. It is therefore important to examine the industry's growth profile by
focusing on the important questions such as:

 What should be the optimum rate of exploration / utilization of Limestone

 What is the nature and magnitude of the environmental impact at the projected rate of
growth?
 How much would be the direct employment-income linkages within the region's
economy livelihood of people.

COMPANY PROFILE

INTRODUCTION TO ACC CEMENT

16
ACC Limited is India's foremost manufacturer of cement and Concrete. ACC's operations are
spread throughout the country with 16 modern cement factories, more than 40 Ready mix
concrete plants, 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. Since inception in 1936,
the company has been a trendsetter and important benchmark
For the cement industry in many areas of cement and concrete technology.ACC has a unique
track record of innovative research, product development and specialized consultancy services.
The company's various manufacturing units are backed by a central technology support services
centre - the only one of its kind in the Indian cement industry.
ACC has rich experience in mining, being the largest user of limestone. As
the largest cement producer in India, it is one of the biggest customers of the domestic coal
industry, of Indian Railways, and a considerable user of the country’s road transport network
services for inward and outward movement of materials and products.
Among the first companies in India to include commitment to environmental
Protection as one of its corporate objectives, the company installed sophisticated Pollution
control equipment as far back as 1966, long before pollution control laws came into existence.
Today each of its cement plants has state-of-the art pollution control equipment and devices.
ACC plants, mines and townships visibly demonstrate successful endeavors in quarry
rehabilitation, water management techniques and ‘greening’ activities. The company actively
promotes the use of alternative fuels and raw materials and offers total solutions for waste
management including testing, suggestions for reuse, recycling and co-processing.
ACC has taken purposeful steps in knowledge building. We run two institutes that offer
professional technical courses for engineering graduates and diploma holders which are relevant
to manufacturing sectors such as cement. The main beneficiaries are youth from remote and
backward areas of the country. ACC has made significant contributions to the nation building
process by way of quality products, services and sharing expertise. Its commitment to sustainable
development, its high ethical standards in business dealings and its on-going efforts in
community welfare programmes have won it acclaim as a responsible corporate citizen. 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.

COMPANY HISTORY

ACC was formed in 1936 when ten existing cement companies came together under one
umbrella in a historic merger - the country's first notable merger at a time when the term mergers
and acquisitions was not even coined. The history of ACC spans a wide canvas beginning with

17
the lonely struggle of its pioneer F E Dinshaw and other Indian entrepreneurs like him who
founded the Indian cement industry. Their efforts to face competition for survival in a small but
aggressive market mingled with the stirring of a country's nationalist pride that touched all walks
of life - including trade, commerce and business.
The first success came in a move towards cooperation in the country's young cement industry
and culminated in the historic merger of ten companies to form a cement giant. These companies
belonged to four prominent business groups - Tatas, Khataus, Killick Nixon and F E Dinshaw
groups. ACC was formally established on August 1, 1936. Sadly, F E Dinshaw, the man
recognized as the founder of ACC, died in January 1936; just months before his dream could be
realized.

Founder of Acc limited F.E Dinshaw

ACC stands out as the most unique and successful merger in Indian business history, in which
the distinct identities of the constituent companies were melded into a new cohesive organization
- one that has survived and retained its position of leadership in industry. In a sense, the
formation of ACC represents a quest for the synergy of good business practices, values and
shared objectives. The use of the plural in ACC's original name, The Associated Cement
Companies Limited, itself indicated the company's origins from a merger. Many years later,
some stockbrokers in the country's leading stock exchanges continued to refer to this company
simply as 'The Merger'.

18
ACC First board meeting in 1936

Sir Nowroji B Saklatvala was the first chairman of ACC. The first Board included distinguished
luminaries of the Indian business world of the time - names like J R D Tata, Ambalal Sarabhai,
Walchand Hirachand, Dharamsey Khatau, Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir
Homy Mody among others.

Holcim- A NEW PARTNERSHIP

The house of Tata was intimately associated with the heritage and history of ACC, right from its
formation in 1936 upto 2000. Between the years 1999 and 2000, the Tata group sold all 14.45
per cent of its shareholding in ACC in three stages to subsidiary companies of Gujarat Ambuja
Cements Ltd (later called Ambuja Cement Ltd), who then became the largest single shareholder
in ACC. A new association was forged between ACC and the Holcim group of Switzerland in
2005. In January 2005, Holcim announced its plans to enter into a long-term strategic alliance
with the Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL),
which at the time held 13.8 per cent of the total equity shares in ACC. Holcim simultaneously
announced its bid to make an open offer to ACC shareholders, through Holdcem Cement Pvt
Limited and ACIL, to acquire a majority shareholding in ACC. An open offer was made by
Holdcem Cement Pvt. Limited along with Ambuja Cements India Ltd. (ACIL), following which
the shareholding of ACIL increased to 34.69 per cent of the Equity share capital of ACC.
Consequently, ACIL filed declarations indicating their shareholding and declaring itself as a
Promoter of ACC.
Holcim is the world leader in cement as well as being large suppliers of concrete, aggregates and
certain construction-related services. Holcim is also a respected name in information technology
and research and development. The group has its headquarters in Switzerland with worldwide
operations spread across more than 70 countries. Considering the formidable global presence of
Holcim and its excellent reputation, the Board of ACC welcomed this new association.

Cement house- The headoffice building

19
ACC Head office- Cement house,121 Maharshi karve road, Mumbai

ACC’s registered office was first located at Esplanade House in South Mumbai, a graceful
edifice that still stands out in its neighbourhood. The head office then shifted to its own premises
in Cement House shown here. The address of this stately building was then Number 1, Queen’s
Road, Churchgate. An all-India competition in 1938 had invited leading architects of the time to
send in their designs of which this elegant design made by Ballardie Thompson & Mathews was
chosen as the winning entry. Work on its construction began in 1939 and was completed during
the War period. The building was occupied by the Royal Air Force and vacated only in 1946.

In 2009, a unique project, has transformed Cement House into an energy efficient environment-
friendly building. Its attractive refurbished façade now houses an ultramodern office equipped
with space-saving modular workstations, access control and intelligent lighting with motion and
light sensors, waste management systems and water saving devices set amid greenery and a
central atrium that further expands the sense of light and space.
ACC VISION
To be one of the most respected companies in India; recognized for challenging conventions and
delivering on our promises.
Products
ACC's brand name is synonymous with cement and enjoys a high level of equity in the Indian
market. Acc has a wide range of cements and blended cements is marketed through a network of
19 Sales Units, 54 Area Offices, and 194 warehouses. This is backed by a countrywide network
of over 9,000 dealers who, in turn, are assisted by their sub-dealers. ACC’s marketing; sales and

20
 distribution processes are industry standards. ACC is essentially a people’s brand of cement with
more than 80 per cent of sales made through an extensive dealer network that covers every state
in India. Its customer base represents the masses of India - individual homebuilders in small
towns, rural and semi urban India. ACC cement enjoys an image of assuring consistency and of
high quality backed by in-house research and expertise. Complementing this is a unique
customer services cell comprising qualified civil engineers, who assist and advise customers with
prior and post sales service. This service begins with selection of type and grade of cement
(where applicable) to troubleshooting and on-site assistance. ACC manufactures the various
kinds of Portland cement for general construction and special applications. In addition to this,
ACC offers two value added products namely, Bulk Cement and Ready Mix Concrete. ACC
manufactures the following types of cement, in addition to which, it provides Bulk Cement and
Ready Mix Concrete.
1) Cement

Ordinary Portland Cements (53 Grade Cement and 43 Grade Cement (OPC 43 Grades)

2) Blended Cements

 Fly-ash based Portland Pozzolana Cement

 Portland Slag Cement

3) Bulk Cement
Ready Mix Concrete
 High performance concrete
 High strength concrete
 Self-compacting concrete
 Self-leveling concrete
 Concrete manufactured with binary and ternary blends of cements
 Colored concrete
 Fiber-reinforced concrete
 Early-strength concrete

1. Ordinary Portland cements

I. 43 grade cement
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

21
 II. 53 grade cement
This is an Ordinary Portland Cement which surpasses the requirements of IS: 1226953 Grade. It
is produced from high quality clinker ground with high purity gypsum. 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.
2. BLENDED CEMENT
I. Fly-ash based Portland Pozzolana Cement

This is 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.

II. Portland Slag Cement

This is 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.
Compared to OPC, ACC PSC imparts some important additional advantages

 Reduction in free lime leaching.

 Ultimate higher strength.
 Improved work ability, reduced bleeding as well as segregation and corrosion.
 Denser, less permeable concrete and mortar.
 Better resistance to sulphates, chlorides, and CO2 and alkali-aggregates reaction.
 Less heat, reduced plasticity and drying shrinkage.
 Increased static modulus of elasticity.
 Increased serviceability with less deflection of members and micro cracks and reduced
cost of construction and maintenance.
All these factors make for a strong, durable, and longer lasting construction. ACC PSC
benefits the structure, protects the environment by reducing CO2 emissions and helps
conserve energy, which is why it is often referred to as eco-friendly cement.
3. BULK CEMENT
Yet another first in our seven-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

22
 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. Beside all above discussed tyes Acc also provides 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 40 modern
plants in major cities such as Mumbai, Bangalore, Kolkata, Chennai, Delhi, Hyderabad, Goa
and Pune.

Customer services
ACC is essentially a people’s brand of cement with more than 80 per cent of sales made through
an extensive dealer network that covers every state in India. Its customer base represents the
masses of India - individual homebuilders in small towns, rural and semi urban India. Going
beyond the supply of cement, Acc offer ‘ACC Help services’ to share knowledge about the
process of home building and correct procedures of product usage. Acc Regional Offices have
Customer Services Cells manned by qualified Civil Engineers who interact with customers to
assess their needs and problems, offer advice before and after sales including educating users and
customers on correct usage of cement and concrete and good construction practices. ACC
reaches out to its customers, home builders and engineers in the following ways:

 ACC Help Centre’s: For personal guidance on the right construction practices.
 ACC Help Literature: Easy-to-understand construction guides.
 ACC Help Vans: Mobile helps services. Acc engineers in vans assist users at their
site www.acchelp.com : an interactive website for all users’ construction related
questions.
 Indian Concrete Journal : the country’s oldest civil engineering journal
For more information consumer can SMS ‘ACCHELP’ to 575758 or send Acc an
email addressed to acchelp@acclimited.com

ACC Help Center

The first of its kind in India, the ACC Help Center, now available in several cities, provides basic
information and guidance to customers on construction practices and various home building-
related procedures - such as pre-construction worries on stamp duty, selection of architects and

23
appropriate service providers, estimating budgets. Issues from purchasing land, budgeting to
choice of material and planning of the construction process are elaborated, step-by-step.
Tutorials, conveniently scheduled in the evenings, guide the customer, through the relevant
stages of house construction. The center distributes specially designed booklets on each stage of
building one’s “Dream House”. These publications are available in English, Hindi and major
regional languages. To look for ACC Help Centre users can log on to www.acchelp.in or write to
acchelp@acclimited.com
ACC Help Literature
The ACC Help Center distributes specially designed booklets on each stage of building one’s
"Dream House". These publications are available in English, Hindi and major regional
languages.
ACC Help Vans
Mobile touring vans to visit construction sites to educate users and masons at site and provide
certain specialized services like supervision during slab casting on demand. www.acchelp.com
this is an interactive website, designed primarily for the individual house builder and the small
consumer. The site provides downloads and online inputs on a host of topics like estimation,
budgeting, selecting architects and easy-to-build home-plans for different plot sizes.
Indian Concrete Journal
The "Indian Concrete Journal", the country’s oldest civil engineering journal, continues to be
published by ACC. It reaches out to practicing and consulting engineers, architects, builders,
contractors and government departments. It aims to disseminate the latest information and
technological progress in civil and structural engineering, cement and concrete technologies,
construction methods and practices.

QUALITY
Product Development has always been an important activity at ACC, arising out of a focus on
quality and process improvement. It has been a constant partner, driving research, innovation and
evaluation. ACC has effectively pledged its reputation as the market leader in the quality of
cement. Maintaining this lead calls for harnessing the resources and expertise of the company -
from applied research and production to marketing. Accordingly, all ACC factories are equipped
with state-of-the-art process control instrumentation and associated quality control and testing
laboratories manned by qualified personnel.
As a result of this focus on quality, ACC cement specifications exceed those set by BIS by a
wide margin. Today, all ACC cement plants have the ISO 9001 Quality Systems certification.
This demonstrates our tradition of providing reliable and consistent quality through the
application of modern technology, and justifies the preferences of a nationwide customer base.

ACC MILESTONES
 1936 Incorporation of the Associated Cement Companies Limited on August 1, 1936.
24
 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 ACC’s first community development venture near Bombay.
 1947 India’s 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 Manufacture of Accocid Cement, which resists the corrosive action of acids and
chemicals.

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

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

in Bihar.

 1962 Manufacture of Accoproof, a waterproofing additive.

 1965 ACC’s Central Research Station (CRS) established at Thane.

 1965 Manufacture of Portland Pozzolana Cement.

 1965 Manufacture of Calundum, a High Alumina Binder; Firecrete, Low Density

Alumina Castables 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-tonne iron ore pelletising plant
ordered by TISCO.

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

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

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

25
 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 tonne 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.
 1992 Incorporation of Bulk Cement Corporation of India, a joint venture with the
Government of India.
 1993 ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.
 1995 ACC selected as Most Respected Company in India by Business India.
 1998 Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh.
 1999 Commissioning of captive power plants at the Jamul and Kymore plants in Madhya
Pradesh.
 1999 Tata group sells 7.2% of its stake in ACC to Ambuja Cement Holdings Ltd, a
subsidiary of Gujarat 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
 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
(FCCB’s) for US$ 60 million and Global Depository Shares (GDS’s) for US $ 40
million. Both offerings are listed on the London Stock Exchange.
 2004 ACC named as a Consumer Super brand by the Super brands Council of India,
becoming the only cement company to get this status.
 2004 Green Tech Safety Gold and Silver Awards awarded to Madukkarai Cement Works
and Katni Refractory Works by Green tech 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 Practices.
 2005 Holcim group of Switzerland enters strategic alliance with Ambuja Group by
acquiring a majority stake in Ambuja Cements India Ltd. (ACIL) which at the time held
13.8 % of the total equity shares in ACC. Holcim simultaneously makes an open offer to
ACC shareholders, through Holdcem Cement Pvt. Limited and ACIL, to acquire a
majority shareholding in ACC. Pursuant to the open offer, ACIL’s shareholding in ACC
increases to 34.69 % of the Equity share capital of ACC.
 2005 Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand,
replacing old wet process technology with a new 1.2 MTPA clinkering unit, together with
a captive power plant of 15 MW.
 2005 Financial accounting year of the company changed to calendar year January-
December

26
 2006 Subsidiary companies Damodhar Cement & Slag Limited, Bargarh Cement Limited
and Tarmac (India) Limited merged with ACC
 2006 ACC announces new Workplace policy for HIV/AIDS
 2006 Change of name to ACC Limited with effect from September 1, 2006 from The
Associated Cement Companies Limited.
 2006 ACC receives Good Corporate Citizen Award 2005-06 from Bombay Chamber of
Commerce and Industry.
 2006 New corporate brand identity and logo adopted from October 15, 2006.
 2006 ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at Wadi
in Karnataka– the first ever such project by a private sector company in India.
 2007 ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil
Nadu
 2007 Sumant Moolgaokar Technical Institute completes 50 years and reopens with new
curriculum
 2007 ACC commissions Wind energy farm in Tamilnadu.
 2008 Ready mixed concrete business hived off to a new subsidiary called ACC Concrete
Limited.
 2008 ACC Cement Technology Institute formally inaugurated at Jamul on July 7.
 2008 First Sustainable Development Report released on June 5.
 2008 ACC wins CNBC-TV18 India Business Leader Award in the category India
Corporate Citizen of the year 2008
 2008 Project Orchid launched to transform our Corporate Office, Cement House into a
green building.
 2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair
Business Practices
 2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal.
 2009 ACC's new Grinding plant of capacity 1.60 million tonnes inaugurated at
Thondebhavi in Karnataka.
 2010 Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4, 2010 with
a capacity of 1.1 MTPA of Portland Slag Cement.
 2010 ACC acquires 100 percent of the financial equity of Encore Cements & Additives
Private Limited which is a slag grinding plant in Vishakhapatnam in coastal Andhra
Pradesh. This company became a wholly-owned subsidiary of ACC in January 2010.

27
CHAPTER- 3

28
 Data Analysis and Interpretation
TABLE-1

AGE – WISE CLASSIFICATION OF DEALERS

Age group No. of Dealers % of dealers

Below 25 6 12
26 – 45 35 70
Above – 45 9 18
Total 50 100

80
70
70 Chart -1 Age-
60 wise classification
50
of dealers
40

30

20 18
12
10
1 2 29 3
0
Below 25 26 – 45 Above – 45
Data Analysis

From the above table and chart, it infer that Out of the 50 dealers surveyed, a good majority of
70% belongs to the age group of 26-45 years, while 18% is above 45 years of age, only 12% is
below 25 years of age.

Interpretation
Large amount of new young people have started doing business of cement in Haldwani region.

Table -2

Experience – wise classification of dealers.

Experience No. of Dealers % of dealers

5-10 33 66
11-15 8 16
16-20 2 4
20 Above 7 14
Total 50 100

Chart -2

30
 70 66

60

50

40

30

20 16
14

10
4

0
10-May 15-Nov 16-20 20 Above
Data Analysis
% of dealers
From the above table and chart, it infers that Of the 50 dealers surveyed, a good majority of 66%
has an experience of 5/10 years. 16% has (10/15 years, 14% of the dealers has above 25 years of
experience.

Interpretation

There are very few experience people in cement business almost 66% of the people less than
years of experience and 24% have above 10 years 0f experience.

Table-3

Long term dealing with Acc

Years No. of Dealers % of dealers

5-10 9 18
2-3 3 6
5 8 16
Above 10 30 60
Total 50 100
31
Chart -3

60

50

40

30

20

10

0
1

Data Analysis

From above table, it is found that out of 50 dealers of ACC in Haldwani region, 30 are regular dealer of
ACC from more than last 10 years which accounts for 60% of total dealers of ACC in that particular
region.

32
18% dealers of ACC are being regular dealer of ACC from past 5 to 10 years and 16% dealers are being
regular dealer of ACC from past 5 years. However, 6% dealers are those who are recently being regular
dealer of ACC from just 2-3 years.

Interpretation

There are most of the people good relationship of ACC and satisfied the product and services and
dealing with more than 5 years.

Table-4

Rating for the various factors of acc cement

V.Good Good Excellent Poor Weighted Weighted

Attributes/Rating Rank
4 3 2 1 Score Average

20 18 7 5
Price 153 3.06 1
80 54 14 5

10 15 13 12
Credit period 123 2.46 4
40 45 26 12

Advertisement 16 12 8 14
130 2.06 5
64 36 16 14

22 8 15 5
Profit Margin 147 2.94 2
88 24 30 5

32 8 6 4
Quality 90 32 16 8 146 2.92 3

33
Chart -4

Chart Title
180
160
140 153
147 146
120 130
123
100
80
60
40
20
0
1 2 3 4 5

Data Analysis
From the above table and chart,

Price is the factor which is having the highest weightage score (153) and wieghtage average
(3.06). Hence, rank as 1 due to its high impact on dealer satisfaction.

Profit margin is the factor which is having the weightage score (147) and weightage average
(2.94). Hence, rank as 2.

34
Quality is the factor which is having the wightage score (146) and weightage average (2.92).
Hence, rank as 3.

Credit period is the factor which is having the weightage score ( 123) and weightage average
(2.46). Hence, rank as 4.

Advertisement is the factor which is having the weightage score (130) and weightage average
(2.06). Hence, rank as 5.

Interpretation

There are maximum of Acc of dealers are satisfied with the price, advertising ,quality or profit
margin. It infer that pricing of Acc cement and profit margin, quality of cement served and score
maximum, while credit period given and advertising allowance needs to be given focus.

Expected quantity of ACC cement is supplied to you in time?

Table-5
S. No. CRITERIA No. of respondents % of respondents
1. Yes 43 84%
2. No 7 16%
Total 50 100

Chart -5

35
 25.00%

20.00%

15.00%

yes
no
10.00%

5.00%

0.00%
1

Data analysisFrom the above table, it is found that 86% of dealers are satisfied with the expected
quantity of ACC cement supplied to dealers in time while 14% dealers are dissatisfied with the expected
quantity of ACC cement supplied to dealers in time.
Interpretation

There are 43 dealers are satisfied with the quantity of cement and remaining of dealers are
dissatisfied.

36
CHAPTER- 4

Finding

 70% of the respondents belong to the age group of 30-45, and 66% of the respondents
have 5-10 years experience.

 More than half (60%) of the dealers prefer Acc cement because of the profit margin
enjoyed, and others support the Acc towards a brand.

 More than (50%) of the dealers appreciate that the quality of Acc cement other dealers
are satisfied of quality of Acc cement.

37
  88% of the respondents do not have any problem and 8% of the respondents have
packaging problem and 6 % of the respondents have delivery problem.

 70% of the respondents are satisfied the price of the cement and 30% are not satisfied of
the price cement.

 Most of the dealers are satisfied with the supply of Acc cement in time and remaining are
dissatisfied.

Suggestions and Recommendations

.

 As the dealers want to undertake their own promotional activity like

advertisement etc as cost sharing basis and since the company can not sawn
depend on dealers show to maximize their satisfaction dealers should be given
chance and their suggestion could be corporate for various promotion activity
.Promoting the brand through wall paintings can bring more awareness. Such
responsibilities can be given to the dealers themselves.

38
  Price and margin should be maximized and the return on their investment should
also be maximized as a dealers are more satisfied when they get product good
price and a better margin.

Conclusion

Cement industry is getting its own importance because construction industry determines the
economy of the country to a major extend also, only if the construction industry flourishes, other
industries flourish and it improves the buying power of the common class. There are number of
operators in the industry, and this study helps to know more about dealer satisfaction for Acc
cement.
From the study it can be concluded that the overall satisfaction for Acc cement in good Acc
cement stands best a quality also. Dealers are satisfied about the price, quality, channel of
distribution, dealer sales support etc.

39
But focus needs to the placed on credit period, advertising and promotional activities and to
some extent on brand availability. This is sure to improve the success of Acc cement.

Bibliography
BOOKS REFERENCE:

a. Managing Brand Equity.

Websites:

a. www.ACCLTD.com
b. WWW.SLIDESHARE.COM

40
 c. WWW.SCRIBD.COM

Annexure

1. How many years are you doing this business?

 Below 10 years
 10-15 years
 15-20 years
 20 years above

2. How many years are you doing this business with Acc?

 2-3 years
 4-5 years
 5-10 years
41
  10 years above

3. What Factors enable you to be the dealer of Acc cement?

FACTORS 1 2 3 4 5

Price Highly Satisfied Neutral Dissatisfie Highly

satisfied d Dissatisfied

Credit period Highly Satisfied Neutral Dissatisfied Highly

satisfied Dissatisfied

Advertisemen Highly Satisfied Neutral Dissatisfied Highly

t Satisfied Dissatisfied

Profit Margin Highly Satisfied Neutral Dissatisfie Highly

satisfied d Dissatisfied

Quality Highly Satisfied Neutral Dissatisfied Highly

satisfied Dissatisfied

4. What is the level of satisfaction with packaging of acc cement?

 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfion

5. What type of promotional tool you prefer the most?

 Discount
 Gifts
 Tour
 Voucher

42
6. Whether the expected quantity of Acc cement is supplied to you?

 Yes
 No

43