A STUDY ON MARKETING AND SALES PROCESS OF ACC CONCRETE

INTRODUCTION
Introduction of ACC Ltd. ACC Concrete Ltd. Now a part of Holcims global family.

OBJECTIVES

To study about sales and distribution process of Acc.?

To study the different business strategies of

competitors?

To know the preference for the brand of Ready Mix concrete other than ACC.

To check the satisfaction level among the builders. To study the factor influencing to purchase ready mix concrete.

RESEARCH METHODOLOGY
SOURCE OF DATA Primary Data Secondary Data SAMPLE SIZE The Size of sample is 50

RESEARCH INSTRUMENT A Structure questionnaire was used for primary data collection. all questions are closed ended. RESEARCH DESIGN Study was based on descriptive research design.

HYPOTHESIS
FACTOR-1 Ho Price and Quality will not Influence significantly the Builders. H1 Price and Quality will Influence significantly the Builders Calculated Value=66.66 Tabulated Chi Square is =21.026 Since, 66.66 > 21.026 So, we will reject H0

Since, Price and quality will influence the builders to purchase

concrete.

CONTD

FACTOR-2
Ho Transportation and strength will not Influence significantly the Builders. H1 transportation will Influence significantly the Builders Calculated Value=1.26 Tabulated Chi Square is =9.488 Since, 1.26< 9.488 So, we will accept H0 Since, Transportation and strength will not influence the builders to purchase concrete.

FACTOR-3
Ho Post sales service and credit will not Influence significantly the Builders. H1 Post sales service and credit will Influence significantly the Builders Calculated Value=10 Tabulated Chi Square is =9.488 Since, 10> 9.488 So, we will reject H0 Since, Post sales service and credit will influence the builders to purchase concrete.

Distribution Process Of ACC Ready Mix Concrete

MARKET SHARE OF ACC AND COMPETITORS

2011

2012

ACC 10%

ACC 11%

LAFARGE 9%

LAFARGE 10%

OTHERS 56%

ULTRARECH 17%

OTHERS 55%

ULTRARECH 15%

RMC 8%

RMC 9%

FINDINGS

Lack of advertisement of ACC cement on television as well as wall advertisement, Hoardings etc.

Lacks of promotion, even the consumers are not very much aware about the new value added products.

Some of the Builders have complained that there is problem in Delivery system and technical support.

In some cases Ready mix concrete not delivered at promise time. It has been found that ACC policies for the Builders are friendly. There is very close competition between ACC, Ultratech and Ambuja in the region while ACC is the most preferred brand.

ACC Ready mix concrete is good in terms of quality and grade. Company is able to establish a strong brand image in the dealers mind.

CONCLUSION

Acc Concrete is the first preference of people and still it have the believe of the customer for so many years.

In spite of have competition still hold the it significance in the mind of the people.

Price is not a big issue for builders as they want good quality of concrete.

Most of the builders want proper pre and post sales service.

Credit and transportation are the major factors for purchasing the
concrete by builders.

RECOMMENDATIONS

The company can increase their promotional activity with the help of effective advertisement, sales promotion and public relation to satisfy the dealers.

Company executives should also visit the customers on weekly basis to know their problems and requirements.

Try to improve delivery process delivered Ready Mix concrete at promise time that will make satisfy to Builders and also increase the sales.

Maintain the safety rules.