A Study On

Brand Awareness & Brand Perception

Completed in

Submitted in partial fulfillment of the requirements for Bachelor of Business Administration (BBA)

Supervised by Mr. Manoj Sharma ( Faculty Mentor) Mr. Aniesh Kundel

( Marketing Manager at ACC )

Submitted by Miss. Swati Verma Roll No. - 6962

Session 2010-2013

Teachers Signature

LALIT SEN INSTITUTE OF BUSINESS EDUCATION n TECHNOLOGY

DECLARATION

I do hereby declare that this project is submitted by me for partial fulfillment of the bachelor of business administration; maharaja Lakshman Sen Memorial College, Himachal Pradesh university. The project is exclusively prepared by me and has not been submitted to any other institution or publishes anywhere before.

DATE

SIGNATURE

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ACKNOWLEGMENT

Success is the manifestation of diligence, perseverance, inspiration, motivation and innovation. I the projectee, ascribe my success to my guide MR.Aniesh kundel, whose Endeavour, foresight, innovation and dynamism contributed in a big way in completing the project, within stipulated time. I am also very thankful to Mr. Manoj Sharma HOD of Lalit Sen Institute of Business Education and Technology for proper academic guidance for making this project a reality. This acknowledgement can never be complete without thanking to the employees of ACC and all other people who have been associated directly or indirectly with my project and helped me in getting it in the present form.

Swati verma

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PREFACE

Being the student of business management, I wanted to take some project related to marketing and marketing strategies. My main reason behind this approach was that I felt that going for a project related to marketing would lead to a better understanding of the basic concept of brand awareness and perception , with this aforementioned approach in mind I started searching for a marketing project. Meantime I got a chance to do my summer training under the organization like ACC. My project titled as
BRAND AWARENESS n BRAND PERCEPTION IN PART OF BILASPUR

Mr. Aniesh kundel immensely helped me to carry out this project. My project satisfies the aforesaid aim with the feedbacks of sample customers, representing the market of Barmana, Bilaspur Area. This project makes use of well-organized questionnaire.

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CONTENTS

Page No. Executive Summary Introduction Of Topic Companys History & Profile Objective Of Project Research Methodology Graphical Presentation Of Data Research Findings Conclusion & Suggestion Annexure Bibliography

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EXECUTIVE SUMMARY

Progress is a continuous process. It is relative and absolute. We cant stop at a certain destination and declare that target has achieved and we need not go further The summer training programs are designed to give the manager of the future, a fell of the corporate happening and work culture. These real life situations are entirely different from the simulation exercise enacted in an artificial environment inside the classroom and it is precisely because of this reason that this summer training is a bridge between the institute and organization. Summer training program made us to understand how theoretical knowledge will be applied in practical field. It exactly in this context that I was privileged enough to join ACC, on 11th of May 2012, as a summer trainee. ACC Limited is Indias foremost cement manufacturer with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete technology. Among the first companies in India to include commitment to environment protection as a corporate objective, ACC has won accolades for environment friendly measures taken at its plants and mines, and has also been felicitated for its acts of good corporate citizenship. ACC is the most preferred cement brand name in India. ACC is now part of the worldwide Holcim Group.

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The experience that I have gathered over past six to eight weeks has certainly provided me with an orientation, which I believe, will help me, and shoulder any assignment successfully in future. In todays market where the customers are playing a major role and its extremely necessary for an organization to see that their product provides complete satisfaction to their customer by fulfilling their needs. During this project I had done market survey, to know the awareness & perception of the customers about ACC in local market. All the information in the project was not only collected by surveys and visits but also by discussing with different managers in marketing department of ACC.

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INTRODUCTION TO TOPIC

Introduction to Topic

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The project is undertaken to measure the brand awareness n brand perception level of ACC in around Barmana, measuring the brand awareness and perception level of a particular companys brand is of vital importance since it indicates the number of people who are aware as well as what values they add to the particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose. Awareness and Perception are the two key metrics that any company would use to measure their brand strength. Awareness in simple terms - how many people know my brand? Usually, awareness is measured through surveys that asks participants a series of questions like What brand comes to your mind if you want to buy cement? In general, companies measure unaided awareness- what % of survey participants mentioned the brand without any kind of hint. It is the consumers ability to recognize or recall( indentify) the brand within a given product category in sufficient detail to make a purchase decision. It also means that the consumer can purpose, recommend, choose or use the brand. The objectives of the most advertising campaign are to create and maintain brand preference. The first step is to make potential consumers aware of a brands existence. Perception is the values consumers attach to a brand. For example, perception for Volvo will be safety. To measure perception of a car company, survey will have questions like How do you rank car brands in terms of safety? And various questions will be asked on quality, performance, or green. Outcome of the survey reveal the brand perception. List of questions depends on what is goal for the brand and how you want customers to think of your brand. ACC has a unique track record of innovative research, product development and specialized consultancy services. It is an important benchmark for the cement industry in respect of its production, marketing and personnel management processes.

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ACC is proud of its many innovations over the years and realizes that innovativeness is an essential characteristic of leadership.

In this project, I went into a search for details regarding the brand awareness & brand perception of ACC. The analysis was done with the help of the data collected through questionnaire taking the sample size of 100 in Barmana. I have tried to throw a clear light towards the level of brand awareness n brand perception of ACC .

Companys HISTORY & PROFILE

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(Formerly the Associated Cement Companies Limited)

India's No. 1 Cement Company

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[ 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 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 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'.

[ PROFILE ]

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ACC (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, 21 sales offices, and several zonal offices. It has a workforce of about 9,000 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 countrys 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 Endeavours 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.

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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. ACCs 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

Awards & Accolades

National Award for Excellence in Water Management by Confederation of Indian Industry (CII)
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Outstanding Corporate Vision, Triple Impact - Business Performance Social & Environmental Action and Globalisation for 2009-10 from Federation of Indian Chambers of Commerce and Industry Asia Pacific Entrepreneurship Award in two categories, Green Leadership and Community Engagement by Enterprise Asia. Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment and Forests for "extraordinary work" carried out in the area of afforestation.

Subh Karan Sarawagi Environment Award - by The Federation of Indian Mineral Industries for environment protection measures. Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts in protection of Environment and mineral conservation in the large mechanized mines sector. Indira Gandhi Memorial National Award - for excellent performance in prevention of pollution and ecological development Excellence in Management of Health, Safety and Environment : Certificate of Merit by Indian Chemical Manufacturers Association Good Corporate Citizen Award - by PHD Chamber of Commerce and Industry FIMI National Award - for valuable contribution in Mining activities from the Federation of Indian Mineral Industry under the Ministry of Coal. Rajya Sthariya Paryavaran Puraskar - for outstanding work in Environmental Protection and Environment Performance by the Madhya Pradesh Pollution. Control Board. National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of Environment & Forests and Dept of Science & Technology, Govt of India - for manufacture of Portland Pozzolana Cement.

Nationwide NETWORK

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OBJECTIVES OF STUDY

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Today customers are facing a growing range of choice in the different brands of products and servises. They are making their choice on the basis of their perception of brand, quality servise and value. This project is undertaken :-

1. To find out the awareness level of customers of brand ACC. 2. To find out the brands with which ACC has to compete in the market. 3. To ascertain the scope of ACC in this region. 4. To study the consumer perception of ACC. 5. Which attribute of the product drive the potential customer to prefer the particular product .

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METHODOLOGY OF STUDY

ACC had a wide network whithin country. To anayze the report certain methodology were used to elaborate the topic in easy way. The design of a research study is based on the purpose of the study/ methodologies, which were used are

DATA COLLECTION

(reserch design )

Various type of data was collected from different sources. The sources of these data are various publications, trade journals,and official website of ACC.

SAMPLING An integral component of a research design is the sampling plan. Sample size,which was taken for the research. Sample size is 100. STRUCTURED QUESTIONNAIRE Structred questionnaire was prepared and survey was made.

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ANALYSIS n INTERPRETATION OF DATA

Customer Response To - Meaning Of Brand

When individuals were asked ,what they meant by BRAND , most of them almost 60 individuals said Quality while, some of them said it means best product available in the market, some said brand is a standard , and 10 of them said Brand means Good company product.

80

AVERAGE

60
40 20

0
QUALITY BEST STANDARD GOOD PRODUCT COMPANY

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Customers Awareness of Different Cement Brands

When people were asked to list down few brands of the product category ( cement ), every one said ACC n AMBUJA . Apart from these two brands few of them said JP( Jaiprakash cement ), Ultratech , binnani, Birla, But Acc n Ambuja was common in every individual List.

100 80 60 40 20 0

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Q3. What brand comes to your mind if you want to buy

cement ?

Previous question specify that people are aware of many brands but when it comes to buying then they recall Acc. Almost 50 people think about Acc when it comes to buying,, but still Acc is in competition with Ambuja, almost 45 people think about Ambuja.. so difference is just of 10.

50 45 40 35 30 25 20 15 10 5 0

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Q7 Are you loyal to the product you buy ?

51 individuals said Yes they stick to the same product while,39 people said No, they keep experimenting or change the product according to the conditions like availability of product; price; quality And, 10 people said yes they are loyal but only for quality products..not for commodity.

10 51

Yes always, I stick to the same product Never, I keep Experienting new products Only for quality products, where it is acommodity, I choose least price products

39

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Q8. Are you price sensitive costumer ?

79 individuals said yes they are price sensitive while,21 individuals are brand loyal customers.

21 Yes No 79

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Q9. Will you stick to the same product if their price increases ?

When people were asked if theyll stick to ACC if the price goes high, so 62 people said yes theyll buy it but if the price increases up to a certain limit. 23 people said theyll buy it irrespective of the price changes and 15 people said No, theyll shift to other brand.

15

Upto certain Limit

23 62

yes, irrespect of price increase No, I may look for different product

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Most of people said theyll buy ACC Cement if the price is increased up to certain limit, When they were asked to specify the limit ,

5 Individuals said 15 9 17 16

- Rs. 20 (Limit) - Rs. 10 - Rs. 2 - Rs. 5 - Re. 1

Q10. How do you rank ACC n AMBUJA in terms of safety ,quality and performance
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Diagram showing ACC s position

50 40 30 20 10 0

41 39 20 20

48 32 20

39 41
AVERAGE GOOD EXCELLENT

SAFETY

QUALITY

PERFORMANCE

Diagram showing AMBUJAs Position

60 40 20 0
SAFETY QUALITY PERFORMANCE

60 29 11 24

56 45 20 25 30
AVERAGE

GOOD

EXCELLENT

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Q11 Do you use the product because it is mostly available?

29 26

45

yes no mostly

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RESEARCH FINDINGS

Costumers are confused related to the meaning of brand some of them take brand as a name of a good company ; few of them think it means a standard product and some of think it means a Best Product. People are well aware of ACC brand , when they were asked to list down few brand names of cement almost all of them recall ACC along with Ambuja. It conclude that Acc is in tough competition with Ambuja in this Area.

Though the survey was taken in Bilaspur n Barmana Area but, when consumers were asked about what brand comes to their mind if they want to buy Cement, almost 50 people said ACC n 45 of them said Ambuja so, the difference is very less keeping in mind the survey Area. Quality and Performance are the most important attribute of ACC which Attracts costumers. Overall ACC shows Excellent results when it comes to Brand awareness n Brand perception

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LIMITATION OF THE STUDY

The major limitation of the study was most of the individuals beingto be loyal to their brand didnt give exact answers. Like they didnt talk much about the answers of the questions Many individuals didnt fill their answers. So, the actual figures can be somewhat different from the one I have found out. Big area- I was unable to explore some of the customers

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Conclusion & suggestions

As I said Quality n performance are the most important attribute of ACC which Attracts costumers but Acc should focus on its safety measures because most of people dont find ACC Excellent in terms of safety so, it may affect the perception of people regarding ACC. Company is in tough competition with Ambuja cement Suggestions Based upon the time spend by me in the market, useful suggestions of the customers and the findings from the survey, following recommendations can be suggested for increasing the brand awareness and perception of ACC Marketing & advertising services should be improved In order to improve awareness as well as perception level of costumers. Like Trade allowances, trade shows, wall paintings, print media etc.

What matters for the most of cement buyers is the price of cement and then the quality and promotion while visiting to the market buyers not only look for the price but also the personal touch matters a lot and ACC need to improve it. Company should try to introduce new product range like various grades.

ACC should develop business status with public relations by participating in local and international conferences, this will help to promote the brand

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ANNEXURE

Questionnaire of Training at Marketing Department. In ACC Gagal Cement Works. Dear Respondent, I am Swati Verma will be preparing a Project on Topic Brand Awareness & Brand Perception in ACC Gagal Cement Works Ltd. So, Dear respondent please help me by filling up d following questionnaire. I will b very thankful for your co-operation.

Q1 Name: ____________________ Q2 Designation ____________________ Q3 Address: ____________________ Q4 Phone Number / E-mail ID ____________________

Q5. Describe what does brand mean to you?

Q6 List down a few brands of the product ______________________________________________________

Q7 what brand comes to your mind if you want to buy cement ? __________________________________________________
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Q8 When u hears about product category can u recall ACC? Yes No

Q9 Do you know ACC? Yes No

Q10 Do you know AMBUJA? Yes No

Q11. I think I know ACC well Totally agree Agree Neutral Disagree Totally Disagree

Q12 Are you Loyal Costumer to the product you buy? Yes Always. I stick to the same product Never, I keep experimenting with new products Only for quality products. Where it is a commodity, I choose the least price Product

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Q13 Are you price sensitive costumer? Yes No

Q14 Will you stick to the same product if their price is increases? Up to a certain limit in price increase Yes, irrespective of price increase No, I may look for different product,
If any limit please specify __________________

Q15 How do you rank each given companies in terms of:-

ACC
Average Good Excellent Safety Quality Performance Safety Quality Performance

AMBUJA Average Good Excellent

Q16 which of the following, according to you, help build a good brand image? Quality Communication strategies Competitive pricing Good value Added services Free trails and discounts Others If Others, please specify _______________________________
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Q17

Do you use the product because it is readily available? Yes No Mostly

Q18 Do customer services have an impact on you? Yes No

Signature

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BIBILIOGRAPHY

Official website of ACC www.acclimited.com\

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