ACC Limited

INMANTEC
A Project Report

On

“STUDY OF DISTRIBUTORS OF CEMENT

AND TO ASSESS THE PREFERENCE OF
DIFFERENT BRANDS OF CEMENT BY
THE DISTRIBUTORS”

INMANTEC
Submitted To Submitted By
Prof. Ambrish sharma Mohit Bansal
BBA-5th Sem
Roll No-10

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ACKNOWLEDGEMENT

“When a person is help, guide and co-operated his or her heart

is bound to pay gratitude”

I am very thankful to ACC Limited for giving me such a golden chance to

undergo training in their organization.

I would like to take this opportunity to express my profound and sincere gratitude
to
Mr. P.P Pal, Manager – Logistics ACC Limited, Sindri unit, for his constant help
support and guidance during the course my project.

I would like to thank Mr. Krishna Ranjan, Officer – Marketing Dhanbad unit to
have been really co-operative with me through this study.

They guide me at every step and inspired me with the opportunities to tune my
learning process and also to those who directly or indirectly helped me, support
me and devoted their time during the whole tenure of my training.

Once again I would like to thank ACC Limited for their great co-operation and
hospitality.

Thank you

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TABLE OF CONTENTS

Section 1 Executive summary

Section 2 Company History

Section 2.1 Heritage

Section 2.2 Corporate Profile
Section 2.3 corporate Governance
Section 2.4 Company Vision
Section 2.5 Company Mission
Section 2.6 Human Resource
Section 2.7 IT Infrastructure
Section 2.8 Subsidiaries and associates
Section 2.9 Milestone

Section 3 Research and methodology

Section 4 Introduction of Marketing

Section 4.1 Basic Concept

Section 4.2 Market
Section 4.3 Customer
Section 4.4 Marketers or seller
Section 4.5 marketing
Section 4.6 Basic Concept
Section 4.7 Marketing Management
Section 4.8 Marketing and Selling
Section 4.9 Functions of Marketing
Section 4.10 The marketing mix

Section 5 Marketing at ACC Limited

Section 5.1 Major players and their strategy

Section 5.2 Nature of marketing Competition
Section 5.3 Nature of Industry
Section 5.4 Quality Policy

Section 6 Questionnaire of Market Survey

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Section 7 Analysis and Interpretation
Section 8 Suggestions
Section 9 Conclusion
Section 10 Limitations of the study
Section 11 Market Rating of major Players
Section 12 Bibliography

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1. EXECUTIVE SUMMARY

In today’s scenario, Human capital is acknowledged as one of the most potent

sources in contributing directly and significantly in the growth of any organization.

This project attempts to explore the most effective “Marketing Policies and
Practices” for smoothly achieving organizational objective.

It was a research conducted to get the feedback of the Dealers and customers
from different aspects about the existing performance system of different units in
the organization.

The main research objective was to understand the relevance of wide variety of
methods and techniques that can be explored towards performance of the
organizational goal. In today’s competitive world every organization is geared
towards maximum return with minimum investment. Marketing plays a vital role
towards planning & controlling cost effective manpower support.

Canalizing human energies in a predetermined desirable direction are not

possible unless harmonious relations are maintained among team members
involved in business development. The way adopted by companies to manage
grievances and stress and thereby motivating the employees and reducing
employee turnover were studied through the project.

2. COMPANY HISTORY

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2.1Heritage

Ours has been an interesting story – one that inspired a book. 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 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.

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 full name, The Associated Cement Companies Limited,
itself indicates the company’s origins from a merger. Many years later, some
stockbrokers in the country’s leading stock exchanges still refer to this company
simply as ‘The Merger’.

A strategic alliance

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 (GACL), who are
now the largest single shareholder in ACC. This has enabled ACC to enter into a
strategic alliance with GACL, a company reputed for its brand image and cost
leadership in the cement industry.

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Holcim - a new partnership

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 has 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 has welcomed this new association.

2.2Corporate Profile

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, 19 Ready mix concrete plants, 19 sales offices, and several zonal
offices. It has a workforce of about 9000 persons and a countrywide distribution
network of over 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.

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

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technology including improvements in raw material utilisation, 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 SuperBrands 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.

ACC has rich experience in mining, being the largest user of limestone, and it is
also one of the principal users of coal. As the largest cement producer in India, it
is one of the biggest customers of the Indian Railways, and the foremost user of
the road transport network services for inward and outward movement of
materials and products.

ACC has also extended its services overseas to the Middle East, Africa, and
South America, where it has provided technical and managerial consultancy to a
variety of consumers, and also helps in the operation and maintenance of
cement plants abroad.

ACC is among the first companies in India to include commitment to

environmental protection as one of its corporate objectives, long before pollution
control laws came into existence. The company installed pollution control
equipment and high efficiency sophisticated electrostatic precipitators for cement
kilns, raw mills, coal mills, power plants and coolers as far back as 1966. Every
factory has state-of-the art pollution control equipment and devices.

ACC demonstrates the practices of being a good corporate citizen undertaking a

wide range of activities to improve the living conditions of the under-privileged
classes living near its factories.

2.3CORPORATE GOVERNANCE

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The importance of Corporate Governance has always been recognised in ACC.
Much before Corporate Governance guidelines became applicable and
mandatory for listed companies, ACC had systems in place for effective strategic
planning and processes, risk management, human resources development and
succession planning. The Audit Committee in ACC was constituted as far back as
in 1986. The Shareholders-Investors Grievance Committee was formed way
back in 1962 and the Compensation Committee was convened since 1993. The
Company’s core values are based on integrity, respect for

the law and strict compliance thereof, emphasis on product quality and a caring
spirit. Corporate Governance therefore in ACC is a way of life.

ACC is a professionally managed Company with a majority of its Directors being

Independent Directors. The Board of Directors has always consisted of persons
who are professionals in their respective fields and with unquestionable integrity
and reputation. The role, responsibility and accountability of the Board of
Directors is clearly defined. Members of the Board have full freedom to express
their views on matters placed before them for deliberation and consideration.

It is the continuous endeavour of the Board of Directors to achieve the highest

standards of Corporate Governance through the adoption of a strategic planning
process, succession planning for attracting, motivating and energizing human
resources, identification of major risks and the way and means to manage such
risks, an effective communication policy and integrity of Company’s internal
control systems. The Board of Directors are also constantly looking at ways and
means to ensure that the most effective use is made of the scarce resources at
its disposal and that the management and employees have the freedom to take
the Company forward within the framework of effective accountability.

The Annual Reports, press releases and other communication have always made
full disclosures on various facets of importance to the stakeholders, particularly
with regard to information relating to financial matters, company’s
operations/performance, stock movements etc.

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2.4 Company Vision:

Vision is defined as a mental image or foresight. Associated Cement Companies

Ltd. say its vision “ACC Pvt. Ltd. enters the next few years with the confidence of
a learning knowledge based and happy organization”

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2.5 MISSION

ACC Ltd. drives their mission statements from a particular set of tasks. They are
called upon to perform in the light of their individual, national or global priorities.

Indian Cement industry into a Globally strong and competitive industry.

2.6 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.

A) Recruitment

Recruitment in ACC is a very fair and transparent process with adequate

opportunities to look for suitable candidates internally as well as from outside.
Applicants are generally invited on the basis of specific advertisements in
newspapers and websites. A Committee of officers called the Central
Recruitment Committee handles the entire recruitment process comprising
screening of applications, preliminary short-listing, interviews and final
selection. Every attempt is made to make the selection process as objective
as possible by incorporating tests of competence. In some cases, outside
consultants are retained. All decisions of the recruitment committee are
recorded in respect of each candidate. Candidates are informed of their short-

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listing and selection immediately after the interview or at the earliest
thereafter.

B) Performance management

The Company’s performance management system is in itself a benchmark

that provides ample opportunities and motivational incentives to employees
so as to reward and retain good talent within the Company. These incentives
include Performance Linked Incentives, Good Work Awards, Letters of
Appreciation, Special Increments, Promotions, Nomination to external training
programmes in India and abroad, public felicitation and appreciation. Some
plants have Best Employee and Employee of the Month Awards and
recognition. Competent employees and those who display aptitude are invited
to become Trainers themselves and receive Train the Trainer facilitation.

C) Training and Development

Our new Performance Management System incorporates a process called

Competency Assessment and Training and Developmental Needs wherein
appraisers are specifically called upon to identify and assess training needs of
employees at specific intervals that do not coincide with Performance
Appraisals. This is so that training needs can be assessed objectively.
Training is imparted to take care of an individual’s career development as well
as functional and skill enhancement. Competency and Development training
inputs include Skill and general performance enhancement, communication
skills and Career development. Functional training needs are identified and
conducted by functional departments while Corporate HR organizes
competency and developmental inputs.

E) Employee Welfare and Perquisites

Employee welfare receives prime attention at ACC. We have several schemes

for general welfare of employees and their families. These cover education,
healthcare, retirement benefits, loans and financial assistance and recreation
facilities.

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ACC townships have excellent schools that are often the best in the district.
Education at these schools is subsidized for employees’ wards. We offer
attractive scholarship allowances for children studying at places away from their
parents, merit scholarships for outstanding children and financial assistance for
employees’ children to pursue higher professional education.

Liberal medical benefits are made available to employees and their family
members by way of reimbursements towards normal medical treatment,
domiciliary treatments and special sanctions for serious illness. Each of our
townships has well-equipped health care centers with qualified medical staff and
facilities, ambulance, referrals and tie-ups with reputed hospitals for specialized
treatment. In addition, there are regular health checkups, camps and
programmes.

Employees are eligible to apply for loans and financial assistance for various
purposes such as purchase of assets, residential premises as well as a scheme
that provides for supply of cement at subsidized rates to those building their own
houses.

At our cement plants and factories, employees are provided furnished and
unfurnished accommodation based on their entitlements. At many locations, the
employees are given free electricity, free water supply and free bus facility for
nearby places and schools. These houses are well maintained and periodically
upgraded.

F) Employee satisfaction

In addition to periodic internal Employee Satisfaction Surveys, we participate in

Employee Satisfaction and Work Places Surveys conducted by reputed external
agencies and organizations like Hewitt Associates Grow Talent. And from time to
time, ACC has also retained reputed firms like Mercer and Boston Consulting
Group to study our internal work environment and employee policies and suggest
areas of improvement. We share below salient points of the latest survey of
employees:

• People are treated fairly regardless of religion and gender

• ACC is a safe place to work
• Management is competent in running business
• Employees feel good about what we do for society
• Proud to tell others I work here
• Management thinks positively

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The overall findings show significant job satisfaction at all levels as also deep
respect for the company, its performance management system and its overall
business performance.

2.7 IT Infrastructure

ACC is one of the first Indian companies to realize the potential and importance
of information technology and adopt automation and IT. We started
computerizing our systems as early as 1968 - a commitment to progress through
the harnessing of relevant available technologies, a habit that continues even
today.

We have traveled a long way from the days in 1968 when we were using simple
keypunching machines. Significant improvements have been made in the
application systems and infrastructure. From Batch processing to on-line
systems, from IBM1401 to the latest UNIX and Windows 2003 based machines
we have made timely transitions determined by available technologies and
business requirements.

We are currently in the process of making a quantum jump from our current in-
house developed systems using Oracle 9i and Developer 6i to an ERP based
solution. This decision was solely based on our strategic objectives and the
business benefits that we expect to derive from implementing such a solution.
With this move we will also align people, business processes and technologies
across the country.

As part of the objective of providing uninterrupted service to the business, we are

setting up a primary data centre and a disaster recovery centre to house all the
servers related to the ERP solution. These data centers are inter-connected
using high speed data links so that the data is always current at both these
locations.

2.8 SUBSIDIARIES AND ASSOCIATES

Subsidiary companies of ACC include the country's first bulk cement distribution
terminal in Mumbai. Our experience of several decades in manufacturing and
engineering has helped us acquire skills that have proved useful in other areas.
Through subsidiaries, technical collaborations and associations, ACC offers
products and services in fields such as cement machinery, tyre machinery,
bulkers.

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A) Bulk Cement Corporation (India) Limited (BCCI)

Situated at Kalamboli, in Navi Mumbai (formerly New Bombay), this company

caters to bulk cement requirements of the city of Mumbai and its environs. It has
two cement storage silos with a capacity of 5,000 tons each. The plant receives
cement in bulk from ACC plants at Wadi. The plant has its own special purpose
railway wagons and rakes and its own railway siding. The first of its kind in India,
BCCI is equipped with all the facilities required by increasingly sophisticated
construction sites in a bustling metropolis, including a laboratory, a fleet of
specialized trucks and site silos for the convenience of customers and is capable
of offering loose cement in bulk-tanker vehicles as well as packed cement in
bags of varying sizes from 1 tonne down to 25 kg bags. BCCI is situated
strategically on the outskirts of Mumbai, just off the new Mumbai-Pune
Expressway. It is a landmark structure spread over 30 acres of land.

B) ACC Machinery Company Limited (AMCL)

Located in the Butibori Industrial estate near Nagpur, AMCL manufactures

machinery and equipment for use in chemicals and cement industries such as
bulk transporters, vertical pre-grinding roller mills and blowers and tyre and
rubber manufacturing machinery such as presses, mixers and extruders.

C) Saudi Arabia - Yanbu Cement Company

Since 1979 ACC has been operating and managing a large cement plant owned
by Yanbu Cement Company (YCC) and located near the port city of Yanbu in the
Kingdom of Saudi Arabia. The Yanbu plant incorporates sophisticated process
control systems. YCC today has a capacity of over 3.30 million tonnes per
annum. Cement production at this plant has continued to exceed the guaranteed
quantum stipulated in the contract year after year.

D) Nigeria - Dangote Industries

ACC has been retained by M/s Dangote Industries, a leading diversified industrial
group of Nigeria, to provide comprehensive engineering consultancy for setting
up their proposed new green field cement plants of capacity 3 x 7000 TPD

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(tonnes per day) and for optimisation and upgradation of their existing plants
from 2x2000 TPD to 2x3500 TPD.

2.9 Milestone

1936 Incorporation of The Associated Cement Companies Limited on

August 1, 1936.
1936 First Board Meeting of The Associated Cement Companies Limited
held at Esplanade House, Mumbai on November 10, 1936.
1937 With the transfer of the 10th company to ACC, viz. Dewarkhand
Cement Company, the formation of ACC is complete on October 23,
1937.
1944 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.

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

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1973 Take-over of The Cement Marketing Company of India (CMI)
1977 ACC receives ASSOCHAM first national award for the year 1976
instituted for outstanding performance in promoting rural and
agricultural development activities.
1978 Introduction of the energy efficient precalcinator technology for the first
time in India. Full scale commercial production based on MFC
technology at Wadi in 1979.
1979 ACC wins international contract for operation and management of a
new one million tonne cement plant at Yanbu-Ras Biridi in Saudi
Arabia.

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.
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

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3. RESEARCH AND METHODOLOGY

Research is an ORGANIZED and SYSTEMATIC way of FINDING ANSWERS

to QUESTIONS.

SYSTEMATIC because there is a definite set of procedures and steps which you
will follow. There are certain things in the research process which are always
done in order to get the most accurate results.

ORGANIZED in that there is a structure or method in going about doing

research. It is a planned procedure, not a spontaneous one. It is focused and
limited to a specific scope.

FINDING ANSWERS is the end of all research. Whether it is the answer to a

hypothesis or even a simple question, research is successful when we find
answers. Sometimes the answer is no, but it is still an answer.

QUESTIONS are central to research. If there is no question, then the answer is

of no use. Research is focused on relevant, useful, and important questions.
Without a question, research has no focus, drive, or purpose.

A. Sample Size:

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Sample size is 50. Data was analyzed by surveying dealers and the
competitors of ACC limited.

B. Sample Design:

This part is done through discussing and analyzing with my project guide
and referring to the subject regarding this topic. It was a random sampling.

C. Mode of Analysis:

The methods used to analyze the data are as follows:

1) To study the distributors of cement and their involvement in sales of

different brands of cement.

2) To find out whether the distributors of cement and to assess the

preference of different brands of cement by the distributors.

3) Interpret and analysis of the data and present it in a proper manner.

4) Uses of Microsoft excel for preparation of graph.

D. Title of the Study

The title of the study is “STUDY OF DISTRIBUTORS OF CEMENT AND

TO ASSESS THE PERFERANCE OF DIFFERENT BRANDS OF
CEMENT BY THE DISTRIBUTOR’S”.

E. Objective of the study

• To know the market share of Cement product.

• To know the marketing techniques adopted by the cement factory to
increase the sale.
• To know the distribution method adopted by the organization.

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• To know the per day sale of cement and its competitors.
• To know about the stock position of cement and its competitors at different
outlets.
• To know the financial position of cement factory.

G. Sources of Data

Data collection is the collection of necessary detail to gain further

Information. This requires both primary and secondary data.

a.) Secondary Data:

Mr. P.P Pal, Manager – Logistics ACC Limited and Mr. Krishana
Ranjan-Officer (marketing)
in ACC Limited., helped me in secondary data collection.

H. Field Work:

Fieldwork is done for the purpose of collection of data. The fieldwork

Involved here are:

• Regular research together information on the relevant topic and have

them compiled according to the project specification.
• For getting proper guidance for the project, often discussion with the
guide.

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4. INTRODUCTION OF MARKETING

4.1 Basic concept:

“Marketing is a basic that, it can’t be consideration a separate function. It is the

whole business seen from the point of view”.

The world economy has undergone a radical transformation in the last two
decades. Geographical and cultural distance have shrunk significantly with the
improvement in the production, transportation and communication. These
advances have permitted companies to widen substantially both these markets
and their suppliers sources. And thus the role of marketing becomes wide.

Marketing is the specialization subject of BBA Curriculum. When aflood of

consumer product are coming into the market, every company needs people
specialized in marketing to promote their product.

“ Marketing is to convert social needs into profitable opportunity”

The 21st century is the era of Advertising, Marketing and sales promotion.
Marketing is to convert social needs into profitable opportunities. As it is said
“Marketing thinking starts with the needs and wants”.

Apart from basic necessities of air, water, shelter, and clothing, every person has
some desire of recreation and entertainment. They have strong preference for
parttcular brand of basic services. Marketing serves as the link between the
society’s needs and its pattern of industrial response.

4.2 Market:

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It is important to note that the how of the term market is not on the place, rather it
is on the meeting of buyer and seller. Since, conventionally the buyers used to
meet the sellers at a physical location, the term market to buyers used to meet
the sellers at the physical location, the term market began to acquire used to
refer to a place, however, it is not correct to do so. Buyers & sellers can conduct
business without meeting at a place, by telephone, mail, and now Internet.

4.3 Customer:

Market is not possible without customers or buyers. Customers refer to the

people or organization that seek satisfaction of their needs and wants.

4.4 Marketers or Seller:

If the customer is the seeker at satisfaction, the marketer is the deliverer or

provider of satisfaction. In the normal usage, the provider of goods or services,
called seller.

4.5 Marketing:

The important elements for a marketing exchange to take place are:

• Presence of an at least two parties: Buyer and seller or customer and

marketer or offeror and taker.
• Both parties must have something viewed valuable by each other.
• Both parties are free to accept or reject the offer.
• Each party is capable to communication and delivery.

4.6 Business Concept:

Marketing efforts may be guided by different philosophies like:

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A) Production Concept

Some firms believe that potential exchange would be realized when the products
are in expensive and are widely available.

B) Product Concept

The product concept propose that the way to realizing business goals lies in
making products that are of high quality.

C) Selling Concept

Some firms organize their efforts according to selling concept. It holds that
customers if left alone would not buy or not buy enough of a firm’s products.

D) Marketing Concept

The pillars of the marketing concept are:

• Identification of market or customers who chosen as the target of the
marketing efforts.

• Understanding needs and wants of customer in the target market.

• Development of product and services for satisfying needs of the target

market.

• Doing all this at profit.

D) Societal marketing concept

The marketing concept is extended to include the social goals in the need
satisfaction process. That is , the firm must perform marketing in a fashion
that well being is enhanced.

4.7 MARKETING MANAGEMENT

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Marketing management seeks to make marketing a corporate way of life
and philosophy of business organization and operation. It is done to help
customers solve their diverse consumption problems in ways compatible with
the objectives of the firm.

4.8 MARKETING AND SELLING

In common, parlance people often take marketing and selling to be the same.
Selling and marketing differ in terms of their goals and the means to be
employed in achieving them. If some one wants to find out whether a player in
the market is a seller or marketer then his goal and how he tries to achieve
the same need to be ascertained.

4.9 FUNCTIONS OF MARKETING

Marketing helps the firm to realize its profit goal by actualizing potential
exchange with the customers. More especially the following are function
involved in marketing.

1) Marketing research
2) Product planning
3) Buying and assembling
4) Packaging
5) Storage and warehousing
6) Transportation
7) Promotion and selling.

4.10 THE MARKETING MIX

The marketing mix refers to the ingredients or the tools or the variables, which
the marketer mixes in order to interact with a particular market.

a) Product mix

When a firm introduces a number of product over time gradually its offerings
become many. that is the firm becomes a multi product company. The total
number of product and items that a particular marketer offers to the market is
called product mix.

• Branding
• Brand Name Strategies
• Trade Mark

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• Packaging
• Labelling

b) PRICE MIX

In a marketing exchange, price is the value, which a buyer passes on to the

seller in lieu of the product or service provided. The factors that must be taken
into consideration are:

• Organizational Objectives
• Cost
• Competition
• Customer Demand
• Pricing Strategies

c) PLACE MIX

Place in the context of marketing mix refers to a set of decisions that need to be
taken in order to make the product available to the customers for purchase and
consumption. If the products are not made available to the customets at the right
place, in right quantity and in right time, the customers would not be able to buy
them.

• Channel of Distribution
• Channel Levels
• Factors determining choice of channels

1. Market related factor

2. Product relater factors
3. Company related factors.

• Physical distribution
• Decisions in physical distribution

1. Transportation
2. Inventory
3. Warehousing
4. Order Processing

d) PROMATION

Once the product has been manufactured, priced rightly and is distributed, the
next task of the marketers is to inform potential customers about the product and

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persuade them to buy the same. It concern with the activities that are undertaken
to communicate with the both customers and the participants.

• Media Selection

1. Newspapers
2. Magazines
3. Television
4. Radio
5. Out door Display
6. Internet

• Sales Promotion

1. Rebates
2. Discounts
3. Refunds
4. Premiums
5. Quantity Deals
6. Sampling
7. Contests
8. Free in Mail Premium
9. Packaged Premium
10. Container Premium

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5.Marketing at Acc Limited

5.1 MAJOR PLAYERS AND THEIR STRATEGY

The key players in the country include ACCL limited, Larsen& Turbo, Grasim
Industries, Gujarate Ambuja Cement and India cement Limited. The major
players in the cement industry have posted encouraging numbers for Q’3 FY’06
riding on the buoyant demand for cement consumption due to resurgence of the
construction activities across the country post mansoon period. Robust volume
growth as well as appreciation of the cement prices in almost all parts of the
country helped the industry to record a strong performance.

L&T
15%
Lafarge
India Ltd. ACC
43% 17%

Grasim
Gujarat
Industries
Ambuja
13%
12%

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Fig no. 1 Group-wise installed capacity in (Million tons) of Companies

5.2 NATURE OF MARKET COPETITION AND STRATEGIES

A cement industry was profitable one time many businessmen changed their
product line to cement industry looking at the profit of the cement company. At
that stage many cement companies came into existence to meet the
requirement. As this was a long-term investment in the industry so many
companies are facing close competition in the particular scenario. To sustain in
the market many companies are reducing their price and giving value added
products to keep intact with their costumers. Continuous technological upgrading
and assimilation of latest technology has been going on in the cement industry.
Presently 93% of the total capacity in the industry is based on modern and
environment – friendly dry process technology and only 7% of the capacity is
based on cold wet and semi – dry process technology to reduce down their
manufacturing cost. Maintaining this lead calls for harnessing the resources and
expertise of the company – from applied research and production to marketing.

ACC Limited has high efficiency state-of –art pollution control equipments and
devices. Each of its manufacturing units has a separate environment section
managed by a qualified environmental engineer and supporting staff. Our plants,
mines and townships demonstrate the company’s successful endeavors in
greening activities as aforestation, tree planting, horticulture, vegetable and
cultivation apart from basic landscaping designed to enrich and beautify the
environment. Cleaner mining techniques have helped safeguard and conserve
mineral resources. In addition, we have taken other positive measures such as
topsoil conservation, efficient water management system and the treatment of
wastes, sewage and effluents. Some of our plants have become near self reliant
in their water requirements. ACC has achieved spectacular results in the
utilization of two hazardous and pollutant industrial waste – namely slag from
steel plants and fly – ash from thermal power stations – to make blended
cements that have conserved lime stones resources. Over the years, ACC has
won several prizes and certificates of merits for environmental measures
undertaken at its various plants and mines. In particular for programs involving
greening, forestation, rehabilitation of mines, noise abatement and other visible
measures such as tree plantation and water management.

5.3 NATURE OF THE INDUSTRY

India is the world’s second largest cement producing country after China.
The industry is characterized by high degree of fragmentation that has created

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intense comparative pressure on price realizations. Spread across the length and
breath of the country, there are 120 large plants belonging to 56 companies with
an installed 135 million tons as on march 2002.

Group-wise Installed Capacity (approx.)

Companies Mn tons
L&T 16.00
ACC 18.00
Grasim Industries 13.00
Gujarat Ambuja 12.5
Indian Cement 8.06
J.K. Group 5.87
Lafarge India Ltd. 44.49
Madras Cement 4.82
Century Textiles 4.70
Jaypee Cement 4.20
Birla Corp. Ltd. 4.11
CCI Ltd. 3.85
Zuari Agro 3.15
U.P. State Cement 2.59
Mehta Cement 2.36
Kesorma industries 2.10
Mysore Cement 2.10
Orient Paper Ind. 2.00
Andhra Cement 1.24
Mangalam Cement 1.00

5.4 Quality Policy

• Satisfy Customer fully & continuously by supplying products as per their

requirement.
• Comply all relevant requirements of quality management system.
• Provide framework for establishing quality performance.
• Continual improvement in quality performance by periodic evaluation and
review of quality policy and objectives for continuing suitability.
• Comply with all relevant rules and regulations pertaining to product.

Given by: JC Tiwari

(Vice-President)
Sindri Cement Works

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6 Questionnaire of Market Survey

HELP US TO SERVE YOU BETTER

Name of the firm:

Ownership Type & Name:

Contact Details:

Mobile No:

1.Type of Outlet: Cement / Non-cement

2.Dealer’s Classification:

A) ACC (Exclu)
B) Non-ACC (Excl)
C) ACC (MB)
D) Non-ACC (MB)
E) Sub Dealer (Excl)
F) Sub Dealer (MB)

3. How many years you have spent in this cement business?

MICRO MARKET POTENTIAL

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A) Rate the location of the Shop?

1.) POOR
2.) AVERAGE
3.) GOOD

B) Rate cluster Growth Rate:

1.) LOW
2.) AVERAGE
3.) HIG

INFRASTRUCTURE DETAILS
Manpower Details:

A.) How many people do you have/as for?

1. Collection
2. Shop Management
3. Laborers

B.) Other Recourses (Plz give nos.):

1. Trucks
2. 2Whlrs
3. VAN
4. THELA
5. AUTO
6. Other

4. Do you have a home delivery system from yours counter/ Godown or your
customer picks up himself (in %)?

1. Pickup
2. Delivery

5.What are the other construction products you are dealing with?

1. Bricks
2. Aggregates
3. Sand
4. Tiles
5. Paint
6. Hardware
7. Other

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6. Please Rank the top three profit giving products you deal with:

A. ____________________
B. ____________________
C. ____________________

7. How much does cement contributes to your total sales (in %)?
_________________________________________________

8. Customer type you are dealing with and their lifting (Tns/Month):

1. IHB
2. Projects
3. Sub-Project
4. Others

9.You are the Authorized Dealer for:

1. ACC
2. AMBUJA
3. UTCL
4. BIRLA PLUS
5. LARAGE
6. Others

10. Please give a brief on present and past sales performance Brand wise:

Avg.tns/mt 2004 2005 2006 2007

W/S RE W/S RE W/S RE W/S RE
ACC
AMBUJA
LARAGE
BIRLA+
UTCL
Others
Total

11. How many Sub Dealers you are supplying to at this time?
__________________________________________________

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12.What factor is more important to you? (give 1 as most important & 5 as Least
Important in the scale of 1to5)

1. Brand Pull
2. Sales Force Support
3. Cash Incentives
4. Non-Cash Incentives
5. Services
6. Logistic Support
7. Marketing Initiatives
8. Credit Support

13. Out of 10 Customers coming to your counter demand of:

1. ACC
2. AMBUJA
3. LAFARGE
4. UTCL
5. BIRLA+
6. OTHER

14. What are the problems you visualize with ACC?

AREA PRODUCT CREDIT PRICING NON LOGISTIC MKTG

TERMS CASH SUPPORT INITIATIVES
BENEFITS
RANK
COMMENTS

15.What are the competitors doing differently?( Give the ranking on a scale of 1
to 6 taking 1 to be highest focus and 6 is to be lowest )

AREAS PRODUCT CREDIT PRICING NON LOGISTIC MKTG

TERMS CASH SUPPORT INITIATIVES
BENEFITS
RANK

16. How can ACC improve its sales?

RANK FOCUSED AREA

PRODUCT
CREDIT TERMS

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 ACC Limited
PRICING
NON CASH
INCENTIVES
LOGISTIC SUPPORT
MKTG. INITIATIVES

7. ANALYSIS AND INTERPRETATION

Q 1. Type of Outlet: Cement / Non-cement

NON-
CEM ENT
40% CEM ENT
60%

1.1 Graph shows outlet of Cement

Analysis and interpretation

It shows 60% of the dealers of the company are deals with cement outlet and
40% of the dealers using Non-cement outlet.

Q 2. Dealer’s Classification:

A) ACC (Exclu.)
B) Non-ACC (Excl)

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C) ACC (MB)
D) Non-ACC (MB)
E) Sub Dealer (Excl)
F) Sub Dealer (MB)

35%
30%
25%
20%
Series1
15%
10%
5%
0%
Exclu

ACC Excl

ACC-MB

ACC-MB

DEALER

DEALER
ACC

NON

SUB
SUB
NON

Excl

MB
1.2 Graph Shows Classification of dealers

Analysis and interpretation

This Graph Shows the Classification of Dealers, 30% Dealers are comes under
category of ACC (Exclusive) these dealers deals with only ACC cement and 20%
Dealers comes under the category of Non-ACC (Exclusive) they deals with other
brands except Acc Cement.

20% Dealers comes under Non-ACC (MB) and 15% dealers comes under Non-
ACC (MB), these dealers deals with Mixed brand of Acc Cement and they also
deals with other brands.

Another classification of dealers are Sub-Dealer (Exclusive), after analyzing it is

10% and the Sub-Dealers Mixed Brand is 5%.

3. How many years you have spent in this cement business?

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40%

30%

20%

10%

0%
0-3 Years 4-7 years 8-10 Years Ab ove This

Series1 25% 33% 22% 20%

1.3 Graph Shows number of years spent in cement business

Analysis and interpretation

This graph shows classification of duration of Dealers in Cement Business, 25%

Businessmen doing their cement business between 0-3 years and where 33%
Businessmen doing their Cement business between 4-7years.

On the other hand 22% Businessmen continuing their business under 8-10 years
and 20% businessmen doing their business Above 10 years.

MICRO MARKET POTENTIAL

A) Rate the location of the Shop?

1. POOR
2. AVERAGE
3. GOOD

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POOR
20%
GOOD
37%

AVERAGE
43%

1.4 Graph Shows location of shop

Analysis and interpretation

This Pie Chart clearly shows the location of shop in percentage that deals with
cement product. In this 43% dealers shop are located in Average Location, 37%
dealers shops are located in good location and 20% dealers shop are located in
poor place.

B) Rate cluster Growth Rate:

1. LOW
2. AVERAGE
3. HIGH

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 ACC Limited

LOW
25%
HIGH
45%

AVERAGE
30%

1.5 Graph Shows growth rate of cement sales

Analysis and interpretation

This Pie Chart clearly shows the GROWTH RATE of shop in percentage that
deals with cement product. In this chart 45% dealers shop have high growth rate,
30% dealers shops have average growth rate and 25% dealers shop are located
in poor place have low growth rate.

INFRASTRUCTURE DETAILS

Manpower Details:

A.) How many people do you have/as for?

1. Collection
2. Shop Management
3. Laborers

Analysis and interpretation

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 ACC Limited
Number of people engaged in shop is depends on the capacity of godown and
market for different brands of cements, on the basis of their requirement they
employee persons for collection, shop management and laborers. There is no
specific number is mentioned collection, shop management and laborers.

B.) Other Recourses (Plz give nos.):

1. Trucks
2. 2Whlrs
3. VAN
4. THELA
5. AUTO
6. Other

35%

30%

25%

20%
Series2
15%

10%

5%

0%
Truck 2wheeler Van Thela Auto Others

1.6 Graph shows resources of communication through transportation takes

place

Analysis and interpretation

This tally bars clearly shows other sources of Godowns in which for
transportation of cement and delivery they uses 30% through Trucks, 20%
through Thela and Auto, on the other hand 2Wheelers and other sources is 15%
and finally Van is 10%.

4. Do you have a home delivery system from yours counter/ Godown or

your customer picks up himself (in %)?

1. Pickup
2. Delivery

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 ACC Limited

Delivery System

Sources Delivery 60%

Series1

Pickup 40%

%age

1.7 Graph Shows Pickup & Delivery system of cement

Analysis and interpretation

This Outdoor Bars shows delivery system of Godowns form counter to customer,
After analyzing the data of delivery and pickup from counter , recorded 60% of
total sales of cement is delivered by dealers to customers destination on the
other hand 40% of total sales is pickup by customers him self.

5. What are the other construction products you are dealing with?

1. Bricks
2. Aggregates
3. Sand
4. Tiles
5. Paint
6. Hardware
7. Other

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Other Construction Products in
which dealers are dealing

Other Brikes
12% 20%

Hardware Aggregates
30% 15%
Sand
Paint Tiles
5%
8% 10%

1.8 Graph shows other construction product in which dealers are dealing

Analysis and interpretation

This Pie Chart shows that other Construction Products in which dealers are
dealing 30% Dealers are deals with hardware, 20% with Bikes with cement, 15%
Dealers deals with Aggregates with cements and on the other hand 8% are deals
with paints, 10% deals with Tiles and 12% dealers are dealing with other product
also along with cement.

6. Please Rank the top three profit giving products you deal with:

A. ____________________
B. ____________________
C. ____________________

Analysis and interpretation

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Top three profit making products are as follows:

• 1st Cement
• 2nd Bricks
• 3rd Hardware

7. How much does cement contributes to your total sales (in %)?
_________________________________________________

Analysis and interpretation

Cement contributes 60% in our total sales.

8.You are the Authorized Dealer for:

1 ACC
2 AMBUJA
3 UTCL
4 BIRLA PLUS

Analysis and interpretation

I am authorized dealer of ACC Limited, but I am also dealing with Ambuja

cement, Birla plus and some mini plant cements.

9. Please give a brief on present and past sales performance Brand wise:

Avg.tns/mt 2004 2005 2006 2007

W/S RE W/S RE W/S RE W/S RE
ACC 800 500 950 600 900 400 1000 600
AMBUJA 400 300 800 400 700 500 800 550
LARAGE 700 400 900 350 950 600 950 600
BIRLA+ 500 200 750 400 800 550 875 450

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UTCL 450 250 800 300 850 400 850 500
Others 600 300 700 500 700 300 900 700
Total 3400 1950 4900 2550 4900 2750 5375 3300

1.9 Table shows present and past sales performance brand wise of individual
dealers

Analysis and interpretation

Table shows four years performance of different brands e.g. 2004, 2005, 2006
and 2007, in which sales are classified in two different heads: Wholesale and
Retail (Sales of all brands are in Avg.tns/mt). Comparison of all four years shows
there is stiff competition in market after analyses of sales record of individual
dealers, we find that there is competition between ACC Limited, Ambuja,
Lafarge and Birla+.

In spite of all these ACC Limited maintains their sales record from 2004 to 2007,
there is hues increment in sales of Acc cement in 2007, all these are possible
only due to proper distribution of cement product, adaptation of flexible policies,
analysis of market demand and quality of product.

8. SUGGESTIONS

ACC should come out with such an advertisement, which can block the
customers mind and can change the customer’s perception about the
product.
In the new market scenario price is considered as the main attribute of a
product, which can stimulate maximum number of customers.

More improvement is required in the distribution network in the out skit and in
the remote areas, because in the peak season the small dealers are taking

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 ACC Limited
goods twice or thrice and in between if the distributors could not supply them,
the competitors will get the opportunities to supply the goods.

Salesmen should have good interaction with dealers, which result company in
increases sales.

Company executives should visit the counter on weekly basis.

Executive should take the feedback from the dealers about the services of the
salesman and distributors.

The entire ACC product should be displayed at one place so that the
customer can be aware about the different types of cement.

The company has to take serious step for changing its packaging style as
many local companies are imitating the same and confusing the customers.

Regular visit of sales force is required to solve the problem of dealers in the
market at the right time.

9.CONCLUSION

The conclusion of this project report is that ACC Limited company 7 its product
are the profitable not only in India but also in the whole world. Its main competitor
is Lafarge. In Duopoly market cement product has 65% market share. As far as
ACC Sindri Cement works has got a brand name which is very popular among
the consumers due to its good quality service chain. Keeping pace with changing
times and an ever-growing need for specialized services, ACC has begun
offering its marketing expertise and distributaries facilities to other producers in
cement and related areas. However a precondition of all such agreement is
quality control supervision to be carried out by an ACC expert located at the

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 ACC Limited
franchisee’s plant. Each of the regional Marketing offices has a customer
services cell that is manned by qualified civil engineers. These, in addition to
handling after-sales servicing, function as advisory bodies that can help
customers, make the right choice of cement for a specific area of application.
ACC can provide expert advice on getting the best value from cement and offer
assistance on related issues in civil construction projects.

Besides this, technical books/booklets on cement, concrete and building

construction and maintenance are regularly must be available for the benefit of
the customers. In addition to this, ACC also publish free booklet, which profiles
the latest information on concrete research, design, construction and
maintenance.

Most outlet owners are experienced and old hand in this business. The scope for
increasing the presence (Channel Members) exists for all companies through
ACC and JP are in a relatively comfortable position here. No. of dealers of ACC
is more in comparison to other cement brand. Even if JP is at per with ACC.
Generally companies are using one level of channel of distribution. But sometime
zero level is used also.e.g.

Manufacturer – Dealer – End-user

Manufacturer – End-user

Zero level is any possible when marketing department gives order to end-user to
take their cement from manufacturing unit. The co. ( A.C.C or about cement
brand ) produce facilities to his channel members such as provision for
settlement of claims regarding quality, less wt. Of packages and lumps formation
of the product for a particular period of time. ACC is preferred because it is the
market leader amongst the cement while JP is preferred due to market demand.
JP does the maximum sales promotion (i.e advertisement) in the opinion of
dealers. But ACC does not give more advertisement to promote sales. Mode of
transportation of cement by road is better one in the dealers whose shop are
near to railway godown.

Minimum order acceptance by every company is 9 tonnes i.e. one truck company
of any cement don’t accept less then 9 tonnes.

From selling point of view ACC brand is no 1, JP has got 2 nd rank and TATA has
got 3rd rank. It means that selling ACC brand cement is easier to other.

10. LIMITATIONS OF THE STUDY

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 ACC Limited

In order to have a clear-cut idea of the market activities in ACC limited, sindri
unit, I surveyed dealers and customers during my course of study. I prepared a
questionnaire, which has been included in the Annexure at the end of this report.
While preraring this questionnaire, I tried my level best to cover all the aspects of
the marketing activities.

11.MARKET RATING OF MAJOR PLAYERS

As survey was conducted among the major players regarding the sales, market
coverage, quality strength, and brand loyalty. The outcome of the survey was that
out of score of 30 ACC was leading with 25 points, Lafarge with21 points and
followed by Ambuja securing 19 points and lastly Durgapur Cement with a low
score of 15 points.

12. BIBLIOGRAPHY

Books:

Kotler, Philip.” Marketing Management” Prentice hall of India. Edition-IX

Drucker, Peter. “ Management Function & Behaviour”, BPB, Edition-III

Journal:

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Singh, S.K.” A view across global marketing”. India Journal of commerce. Vol-54
Indian management ( All India management Association ), Jan 2006 issues.

Web-Sites:

www.Acclimited.com.in

www.askACC.com

www.channelmgt.com

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