Merged 20150410 155157

Internship Report on
A STUDY ON PROMOTIONAL STRATEGIES IN CEMENT INDUSTRY WITH

SPECIAL REFERENCE TO ACC CEMENT LTD BANGALORE
Submitted by
ADITYA RAMESH PRABHU
USN: IDT13MBA03
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM
In the partial fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the guidance of

Internal Guide External Guide
Dr, Maruthi Ram R Mr. Vinod kumar c
HOD Dept. of Management Studies MarketingExecutive
DSATM Acc Ltd
Bangalore Bangalore
DEPARTMENT OF MANAGEMENT STUDIES
DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT
Udayapura Post. Kanakapura Main Road .Bangalore -560 092
2013 - 2015
DECLARATION
I, ADITYA RAMESH PRABHU bearing USN No. 1DT13MBA03, 4th semester, student
of the MBA Department, in DAYANNANDA SAGAR ACADEMY OF TECNOLOGY
AND MANAGEMENT, do hereby declare that this project report entitled A STUDY ON
PROMOTIONALSTRATEGIES IN CEMENT INDUSTRY WITH SPECIAL
REFERENCE TO ACC CEMENT LTD BANGALORE, has been submitted by me in
partial fulfillment of the requirement, for the award of the degree of MASTERS OF
BUSINESS ADMINISTRATION by the Visvesvaraya Technology University, Belgaum,
Karnataka.
The project is an independent work and has not been submitted to any other university for the
Award of any degree or diploma.
ADITYA R PRABHU
Place : Bangalore 1DT13MBA03
IV Semester MBA
Date: 08/04/2015 DSATM, Bangalore

ACKNOWLEDGEMENT
I wish to pledge and award my deep sense of gratitude for all those who have made this
project come alive
I am gratefully indebted to HOD Prof. MARUTHI RAM R, DAYANANDA SAGAR

INSTITUTE OF TECHNOLOGY AND MANAGEMENT, for encouraging me and for
his constant support throughout the course of the project and helping me in completing it
successfully.
It is indeed a great pleasure to express my sincere gratitude to my internal guide

Prof.MARUTHI RAM R for encouraging me and for constant support throughout the
course of the project and helping me in completing it successfully.
A special note of gratitude goes to my external guide Mr. VINOD KUMAR C for providing
to work in this corporate exposure and for his support and guidance in this endeavor.
I wish to thank all the staff at ACC cements Ltd., Bangalore to help me work on my project.
I finally thank my family and friends for their constant support and guidance.
Place: ADITYA R PRABHU
Date: 1DT13MBA03
CONTENTS
PART A
ChapterNo. TITLE Page
No.
EXECUTIVE SUMMARY
Chapter-1 INDUSTRY PROFILE 1-3
Chapter-2 COMPANY PROFILE
a. Background and Inception 4-6
b. Nature of the Business 7
c. Vision, Mission & Quality policy 8
d. Product/Service profile 9-10
e. Area of operation 11-13
f. Ownership pattern 14
g. Competitors information 15
h. Infrastructural facilities 16
i. Achievements and awards 17-19
j. Workflow Model 20
k. Future growth and prospects 21
Chapter-3 McKINSEYS 7S FRAMEWORK 22-29
Chapter-4 SWOT ANALYSIS 30
Chapter-5 ANALYSIS OF FINANCIAL STATEMENT 31-32
Chapter-6 LEARNING EXPERIENCE 33

CONTENTS
PART-B
Chapter TITLE Page No.
No.
Chapter-1 GENERAL INTRODUCTIOIN 34-42
Chapter-2 RESEARCH DESIGN 43

44
a) Title of the Study
44
b) Statement of the problem
44
c) Objectives of the problem
45
d) Scope of the Study
45
e) Research Methodology and data collection
46
f) Limitations of the study
47
Chapter-3 DATA ANALYSIS AND INTERPRETATION 48-64
Chapter-4 FINDINGS 65-66
Chapter-5 SUGGESTIONS 67
CONCLUSION 68
BIBLIOGRAPHY
ANNEXURES
List of Tables
Table No Title Page No.

1 Table showing the frequency of advertisements. 48
2 Table showing priorities with respect to choosing a brand while 49
checking promotional strategies.
3 Table showing the acceptance rate of sales promotions by ACC 50
ona frequent basis.
4 Table showing satisfied with the personnel of the company. 51
5 Table showing the rating of corporate image for various brands. 52
6 Table showing the satisfaction level about public relations 53
department.
7 Table showing the frequency of exhibitions / trade fares being 54
conducted by the ACC.
8 Table showing the brand visibility in terms of ACCs presence. 55
9 Table showing home to home being provided. 56
10 Table showing the various tools used by ACC with respect to its 57
promotions.
11 Table showing the presence of promotional strategy being 58
implementing by the channels/dealers.
12 Table showingMarket leader in the area. 59
13 Table showing the match of information being via promotion 60
which is relevant to the product.
14 Table showing the match of information being via promotion 61
which is relevant to the product.
15 Table showing the perception of brands with their frequency of 62
advertisement.
16 Table showing the brand visibility for different brands. 63
17 Table showing thecelebrities presence in advertisement and 64
their influence on the buyers.
List of Graphs
Graph No Title Page No

1 Graph showing the frequency of advertisements. 48
2 Graph showing priorities with respect to choosing a brand whilechecking 49
promotional strategies.
3 Graph showing the acceptance rate of sales promotions by ACC ona 50
frequent basis.
4 Graph showing satisfied with the personnel of the company. 51
5 Graph showing the rating of corporate image for various brands. 52
6 Graph showing the satisfaction level about public relations department. 53
7 Graph showing the frequency of exhibitions / trade fares being conducted 54
by the ACC.
8 Graph showing the brand visibility in terms of ACCs presence. 55
9 Graph Showing home to home being provided. 56
10 Graph showing the various tools used by ACC with respect to its 57
promotions.
11 Graph showing the presence of promotional strategy being implemented 58
by the channels/dealers.
12 Graph showingMarket leader in the area. 59
13 Graph showing the match of information being via promotion which is 60
relevant to the product.
14 Graph showing exercising continues field meeting. 61
15 Graph showing the perception of brands with their frequency of 62
advertisement.
16 showing the brand visibility for different brands. 63
17 Graph showing the celebrities presence in advertisement and their 64
influence on the buyers.
EXECUTIVE SUMMARY
Marketing is lifeblood of the economy. It is one of the major components, which activates
and stimulates the overall growth of the economy.
Marketing is a body of principles and theories, which deals with rising and acquiring of
market share on reasonable terms and use of money by the acquirer. In the modern trend
oriented economy, marketing is one of the basic foundations of all kinds of economic
activities. It is a master key, which provides access to all the sources for being employed in
manufacturing and merchandising activities.
The project titledA STUDY ON PROMOTIONAL STRATEGIES IN CEMENT
INDUSTRY WITH SPECIAL REFERENCE TO ACC CEMENT LTD
BANGALORE. The main objective of the study was to analyze the MARKETING AND
PRODUCT PUBLICITY of the manufacturing company. The study is concerned with how
the company is playing an important role in meeting the future and present needs of the
various desired parties interested in the affairs of the company. Introduction gives detailed
information about the internship duration, need, scope, objectives of the study &
methodology. Industry profile & company profile that is the vision and quality policy of the
company, domestic and international competitors, company infrastructural facilities so on and
about the background of the study, and he financial statements. Data analysis and
interpretation gives the information of various related ratios and its performance in the last
consecutive years in the form of tables and graphs and the data collection was compiled and
summarized in a table. Data analysis and interpretation is done on the assumptions that the
information was correct as given by the guide and respondents. The findings and conclusions
of the study fulfill the objectives of the study. The suggestions recommendations based on the
observation of the company performance. The management of the company helped in various
aspects of completing this internship program. The supervisor showed the various
departments and its functions. The manufacturing of the products produced at the company
was fascinating to learn about and it gave me an insight into the various inputs needed to
carry out the manufacturing process effectively. They also gave us an insight into the
companys various product lines and what each and every product was meant for including
the need it fulfilled for their customers.
PROMOTIONAL STRATERGY
CHAPTER 1
INTRODUCTION
INTRODUCTION
The topic chosen by me for my project is PROMOTIONAL STATERGY in reference to ACC

CEMENTS especially in the cement industry. At present Acc cement is market leader in the
Indian market.Today there are various companies coming in Indian and these certainly will exist
ACC throat competition in these field . I have chosen a Acc as a topic essence of my project.
ACC broke out of the rut of selling and promoting cement as a commodity by building a
powerful brand. It used a mix of innovative marketing practices of brand building and techno-
promotion to position itself as a premium product. ACC was able to support the demand for its
products through efficient channel and distribution management. The company has now
embarked on a journey to promote itself as not only a manufacturer of quality cements, but also
as a collaborator in home building. It fulfils this objective by reaching individual home builders
through several customised initiatives. Simultaneously, it also reaches out to influencers, such as
engineers, contractors and masons. It does this through factory visits where they are acquainted
with the latest quality control procedures.
Title of the study
The title of the study is A STUDY ON PROMOTIONAL STRATEGIES IN CEMENT

INDUSTRY WITH SPECIAL REFERENCE TO ACC CEMENT LTD BANGALORE
Objectives of the study
1) To access the promotional strategies of company with respect to cement.

2) To identify the problems being faced by the company for brand visibility
DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 1

3) To identify areas where other companies are focusing on promotion of the product.
Need for the study
1) To understand the causes leading to choose promotional strategies adopted by the

company.
2) To identify the priorities set by company with respect to promotion of cement.
3) To become aware of the other promotional strategies adopted by various company.
Scope of the study
1) To select a sample size of employees for collecting data on various attributes which will
cause an increase in the promotional activities done by company.
2) To evaluate the satisfaction and expectation levels of consumers and take their
suggestions for improvement
3) To check the brand visibility of the company with respect to various competitors and also
customer.
Methodology
A) Research Design
The research design used for this study is descriptive research design. It is essentially a research
to describe something. It can describe the characteristics of a group such as customers,
organization, markets etc.Descriptive research provides association between two variables
B) Sampling Methodology
Sampling Frame:Bangalore

Sample Size: 50
Sampling method: Stratified sampling is used here. It is a probability method that is superior to
random sampling because it reduces sampling error. A stratums is a subset of the population that
share at least one common characteristic .The research identifies the relevant stratums and their
actual representation in the population. For example: a subset of distributors etc.
C) Data Collection
Method:
a) Data was collected through structured questionnaires.
b) The questionnaires have both closed ended and open ended questions.
c) Rating scales were also used within the questionnaires.
Sources:
a) Primary Data :
Primary data was collected from the questionnaires rendered top the
respondents.
There are two methods of collecting primary data which are survey method
and Observation method out of which survey method was used by me to
approach the respondents
b) Secondary data:
Books: marketing management Philip kotler
Essentials of promotional mix harry Deane Wolfe
Websites: www.acclimited.com
www.acchelp.in
Companys publication/data sheets

Data analysis:
For this research work the researcher used simple percentage analysis method.
Limitations
Limited sample size.
Various difficulties in collecting primary data from the respondents.
Time constraint.

CHAPTER 2
INDUSTRY AND COMPANY PROFILE
INDUSTRY PROFILE
The word CEMENT is from the Swan to cut and originally had reference to store cuttings
used in lime mortar. Then it is logical that in to middle age of the substances known as
MORTER which is now used to the word was commonly called as CEMENT. In correct
modern age, cement generally mean the substances which binds the stones or bricks with which
are built and term maybe used respect to any materials serving such a purpose.
ORIGIN OF THE CEMENT INDUSTRY

Cement and concrete might be synonymous as household terms, but are by nature different:
cement, an ultra- fine gray powder, binds sand and rocks into a mass or matrix of concrete.
Indeed, cement is the key ingredient of concrete. Semantics aside, concrete is the signature
material in driveways, patios basements, and a host of other American household items. It is also
the worlds most widely used building material. Concretes global appeal is not accidental-the
ubiquitous, stone like material is produced from some of the worlds most abundant resources, as
is cement.
PRODUCT HISTORY
The origin of cement dates back to the earlier centuries. The first people to use materials for
binding were the Egyptians. The Egyptians used impure Gypsum plaster as mortar in
constructing the famous pyramids once the seven wonders of the worlds. Greeks used slacked
lime for the purposes of construction. The Roman learned the use or the utility of the binding
materials from Egyptians and Greeks. The Romans and Greek made a puzzolanicmorter by
mixing finely ground volcanic material with lime. The word Pozzoland is derived from the
word Pozzuoli name of a place in Italy.

The Romans used powered pottery fragments as pozzalana or binding materials. The pozzalanic
cements as they were called were made by mixing the volcanic stuff and powdered pottry
fragments with lime and water. This mixture was found to have the resistance needed for
exposing to water and air for a long times. At that time there were the only mixture or cement as
thus are called were suitable for any type of exposure. Such cements are used to constructing the
famous structures as the Roman Pantheon and coliseum.
The middle ages the quality of mortar declined. It was commonly a sand mortar lime mixture. It
was in the 17th century that the actual compositions by cement began to get its shape. In 1756
when john Smeaton was commissioned to rebuild the Eddy stone light house off the corn wall
port,england.
In 1796 James parker of England, patented a hard burned impure lime. He used it as the binding
material. It did not slake (absorb water and crumble) when it was exposed to water or air. He
called it as the Roman Cement
Indian Concrete Journal
The "Indian Concrete Journal", the countrys 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. To subscribe to Indian Concrete Journal write to:
info@icjonline.com.

Global Production Data
Country Million Tones
World 2,310
China 1,038
India 217
United States 100
Japan 69
Iran 65
FUTURE OUTLOOK
India is the second- largest cement producer in the world, with an installed capacity of about 236
million tons (MT) in 2009-2010. The sector is expected to add an additional capacity of 92.3 MT
by 2013.As a result; the industry will have a total installed capacity of 383.5 MT by March 2013.
During January 2011, the cement production touched 14.52 MT, while the cement dispatches
quantity was 14.47 MT during the month. The total cement production for April-January 2010-
11 REACHED 136.51 MT as compared to 130.85 MT over the corresponding period last fiscal
further, cement dispatches also witnessed an upsurge from 130.09 MT during April-January
2009-10 to 135.56 MT during April-January 2010-11.
According to latest research report Indian Cement Industry Forecast to 2012, produced by
RNCOS, cement production in India has grown at a brisk pace during the last few years. Despite
recession, Indian cement industry performed incredibly well amid recent boom in the
infrastructure and housing markets. In view of the upcoming massive infrastructure projects,
manufacturers are aggressively increasing their production capacities and the study foresees a
10.5 per cent CAGR growth in cement production during FY 2010FY 2014.

GOVERNMENT INITIAVES
The cement industry is pushing for increased use of cement in highway and road construction.
The ministry of Road Transport and Highways has planned to invest US$ 354 billion in road
infrastructure by 2012.
Increased infrastructure spending has been a key focus area. Finance Minister Pranab Mukherjee
has proposed to earmark US$ 47 billion for infrastructure development during fiscal 2011-12.
The infrastructure sector has received an impetus in the form of increased funds and tax related
incentives offered to attract investors for tapping the infrastructure opportunities around the
country. Introduction of tax free bonds, creation of infrastructure debt funds, formulating a
comprehensive policy for developing public private partnership projects are some
announcements which will give a fillip to the infrastructure sector which is the backbone of any
economy.

COMPANY PROFILE
2, a BACKROUND AND INCEPTION OF THE COMPANY
F E DINSHAW
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
countrys 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 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 countrys nationalist pride that touched all walks of life including trade, commerce
and business.
The first success came in a move towards cooperation in the countrys young cement industry
and culminated in the historic merger of ten companies to from 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 ACCs full name The Associated Cement Companies
Limited, itself indicates the companys origins from a merger. Many years later, some

stockbrokers in the countrys leading stock exchanges still refer to this company simply as The
Merger
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.

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 SuperBrands of India.
ACC's brand name is synonymous with cement and enjoys a high level of equity in the Indian
market. Our range of cements and blended cements is marketed through a countrywide network
of Sales Units, Area Offices, and warehouses. This is backed by a vast distribution network of
over 9,000 dealer who, in turn, are assisted by their sub-dealers.

2. b NATURE OF BUSINESS CARRIED OUT

ACC has been a pioneer in the manufacture of cement and concrete and a trendsetter in many
areas of cement and concrete technology including improvement in raw material utilization,
process improvement, energy conservation and development of high performance concretes.
ACCs 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 over 10000
persons countrywide.
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
Cement 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.
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 shareholding, through Holcim Cement Pvt Limited and
ACIL, to acquire a majority shareholding in ACC. An open offer was made by Holcim Cement
Pvt. Limited along with Ambuja Cements India Ltd. (ACIL), following which the shareholding
of ACIL increased to 34.69 per cent of the Equtiy share capital of ACC. Consequently, ACIL has
filed declarations indicating their shareholding and declaring itself as a Promoter of ACC.

2. c VISION
2.c MISSION
To lead in Leadership, Equity, Responsibility, Growth, Pioneering, Profitability& Quality.
QUALITY POLICY
Satisfy Customer fully & continuously by supplying products as per their requirement only. 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.
ENVIRONMENTAL POLICY
*Compliance with legislative requirement.
*Prevention of pollution to reduce impact on air, water and soil.
*Conservation of natural resource for sustained development.
*Education, training and motivation of personnel to carry out their tasks in an *environmentally
responsible manner.
*Plantation of trees for ecological balance.

2.d PRODUCT PROFILE
ACC cement ltd produces product according to customer requirement. It produces grades of cement for its
customers.
ORDINARY PORTLAND CEMENTS
43Grade Cement (OPC 43Grade)

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.
53 Grade Cement
This is an ordinary Portland Cement which surpasses the requirements of IS: 12269-53Grade.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..It is available in
specially designed 50-kg bags.
BLENDED CEMENTS
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 companys 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.

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.
ACC Fly-ash based PPC is made by intergrading high strength clinker with specially processed
fly ash. This imparts a greater degree of fineness to ACC Fly-ash based PPC cement, improved
workability properties while mixing, and makes concrete more corrosion resistant and
impermeable. All of this makes for better long-term strength and improved corrosion resistance
and therefore, greater life for your constructions. ACC Fly-ash based PPC is an eco-friendly
cement
ACC 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 55 modern plants in major
cities such as Mumbai, Bangalore, Kolkata, Chennai, Delhi. Hyderabad, Goa, Pune and
Ahmedabad.

AVAILABILITY OF RAW MATERIALS

Lime Stone : Dungri Mines (Odisha)
Coal : Brajarajnagar Mines (ODISHA)
Gypsum : Barbil Mines (Odisha )
2.e AREA OF OPERATION

SUBSIDIARIES AND ASSOCIATES (GLOBAL)
Subsidiary companies of ACC include the countrys 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 association, ACC offers products and services in fields such as cement
machinery, tyre machinery, bulkers.
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 Mumbay, just off the new Mumbay-pune
Expressway . It is a landmark structure spread over 30 acres of land.
B) ACC Machinery Company Limited (AMCL)

Located in 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 tyrs and rubber manufacturing machinery such presses,
mixers and extruders.

C) SaudiArabia Yanbu Cement Company

Since 1979 ACC has been operating and managing large cement plant owend by Yanbu Cement
Company (YCC) and located near the port city of Yanbu in the Kingdom of Saaudi Arabia. The
Yanbu plant incorporates sophisticated process control systems. YCC today has a capacity of
over 3.30 million tons 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 (tones per day) and for optimization and up
gradation of their existing plants from 2x2000 TPD to 2x3500 TPD.

NATIONAL OPERATION

Plants & Their Capacity

Table showing plants and their capacity
S.NO Units State Capacity (MTPA)
1 Bargarh Bargarh Cement Works 0.96

2 Chaibasa Chaibasa Cement Works 0.87
3 Chanda Chanda Cement Works 1.00
4 Damodhar Damodar Cement Works 0.53
5 Gagal Gagal Cement Works 4.4.0
(Gagal I and II)
6 Jamul Jamul Cement Works 1.58
7 Kymore Kymore Cement Works 2.20
8 Lakheri Lakheri Cement Works 1.50
9 Madukkarai Madukkarai Cement Works 0.96
10 Sindri Sindri Cement Works 0.91
11 Wadi Wadi Cement Works 2.59
12 New Wadi Plant Wadi Cement Works 2.60
13 Tikaria Tikaria Cement Grinding and 2.31
Packing Plant
14 Thondebavi Thondebavi cement plant 2

2. f OWNERSHIP PATTERN
ACC cement ltd is a public ltd company.
It is listed in BSE.
Its reference ID is ACC-500410.
2. g COMPETTERS INFORMATION
Competition is one of the predominant role in business world. The scope, strength capability and
between competitors in a particular product are different and varied in nature.
The healthy competition is required in business for quality and standard products and services or
desired customer in a market.
ACCL Limited.
Gujarat Ambuja Cement.
UTCL (Ultra Tech Cement Ltd).
Jaypee Cement.
The major players in the cement industry have posted encouraging numbers for Q3fy10
riding on the buoyant demand for cement consumption due to resurgence of the construction
activities across the country post monsoon 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.
2. h INFRASTRUCTURE FACILITY
ACC ltd (Thondebhavi Cement Works plant) is located in ThondebhaviChikkaballapur district is
spread in an area of more than 200 acres of land. There is good communication and transport
system to the employees. Also a good information, technology, support is available. Healthy
food is provided and cleanliness is given utmost importance in canteen and other facilities like
medical facilities and safety equipments for its employee. A major focus has been specifically
on the security system.

SAFETY MEASURES
Company has all the safety measures that are required to safeguard the workers during the
operation. Workers have been providing with safety shoes, helmets, goggles and safety jackets
etc. Periodical health checkups are done from time. Company has also put up the written.
2. i ACHIEVEMENT/AWARDS
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 ACCs first community development venture near Bombay
1947Indias first entirely indigenous cement plant established at chaibasa in bihar
1952 village welfare scheme launched
1955Sindri 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.
1965ACC;s Central Research Station (CRS)established at thane
1965 Manufacture of Portlandpozzolana Cement.
1965 Manufacture of Calundum,a high Alumina Binder; Firecrete Low Dencity 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 why theatCastables A,K,C and Cal-Al -75
1973 Take over of the Cement Marketing Company odfindia (CMI)

1977 ACC receives ASSOCHAM furst 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 furst timer in india.
Full scale commercial production based on MFC technology at Wadi in 1979.
1979 ACC wins international contact for operation and management of a new one million tonne
cement plant at Yanbu-RasBiridi 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, Utter Pradesh .
1999 Commissioning of captive power plants at the Jamul and kymore plants in Madhy 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 contry and amoung the largest sized kilns in the world.
2002 ACC wins PHDCCI Good Corporate Citizen Award
2003 IDCOL Cement Ltd becomes a subsidiary of ACC
IMC Ramakrishna Bajaj National Quality Award Gagal wins Commendation Certificate
and New Wadi plant wins Special A ward for performance in the Manufacturing
sector, 2007.
National Award for outstanding performance in promoting rural and
agriculturedevelopment by ASSOCXHAM
Sword of Honour by British Safety Council , United Kingdom for excellence in safety
performance.
Indira priyadatshinivrikshanmitra Award --- by The Ministry oFEnvirnment and Forests for
extraordinary work carried out in the area of afforestation.

FICCI Award --- for innovative measures for control of pollution waste
Management & conservation of mineral resources in mines and plant.
SubhkaransarawagiEnvitonment 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.
Indo German GreentechEnivirnmentExcellemce Award
Golden Peacok Environment Management Special Award for excellent performance in
prevention of pollution ecological development
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 Manufactures Association.
VishwkarnaRashtriyaparaskar trophy : for outstanding performance in safety and mine
working.
Good Corporate Citizen Award by PHD chamber of commerce and industry

2. j WORK FLOW MODEL.
PRODUCTION UNIT
WAREHOUSE
REGIONAL SALES
UNIT
DEALERS
SUB DEALERS
GOVT
CONTRACTOR
MANSONS IHB

2. k FUTURE GROWTH PROSPECTS

Future growth for cement products is ample in the world market since both domestic and world
market is growing at rapid rate and infrastructure is prerequisite for the growth of any country
Development of the other company is depends upon better infrastructure facility and this has
created better growth prospect to industries engaged in power generation and to other industries
3. McKINSEY 7-S FRAMEWORK

The 7-S model is better known as McKinsey 7-S. this because the two persons who developed
this model, Tom Peters and Robert Waterman , had been consultants at Mc Kinsey & Co. at that
time They published their 7-S model in their article STRUCTURE IS NOT
ORGANISATION (1980 ) and in their books THE ART OF JAPANESE MANAGEMENT
(1981) and IN SEARCH OF EXCELLENCE (1982)
Figure-3.1
Structur
e
Strategy Systems
Sharedv
alues
Skills Style
Staff

These seven elements are distinguished in so called hard Ss and soft Ss The hard elements are
feasible and easy to identify. They can be found in strategy statements, corporate plans,
organizational charts and other documentations. They are structure, strategies and system
The four soft Ss however, are hardly feasible. They are difficult to describe since capabilities,
values and elements of corporate culture are continuously developing and changing. They are
highly determined by the people at work in the organization.
Therefore it is much more difficult to plan or to influence the characteristics of the soft elements.
Although the soft elements are below the surface, they can have a great impact of the hard Ss of
the organizations.
The seven Elements
STRATEGY
Strategy refers to a set of decision activities aimed at gaining competitive advantage. To face the
challenge from the competitors and to satisfy the needs of the customers, the companies have to
plan their strategies in advance.
Strategic Alliances Strategic alliance have been an important step for ACC to rejuvenate its
business. We can take examples of strategic alliance with TATA and HOLCIM.
Advertisement/Promotions Regular promotion campaign can be notified by the ACC with
respect to its promotion and awareness.
Target Marketing ACC have been targeting basically the bulk segment because of the nature
of the business and it has been able to successfully implement its strategies.Branding and
positioning Because ACC have in the market for more than 70 years its brand value and
perception has never been questioned which shows its strong position.
Other promotional activities- other promotional strategies like trade fares, Masson meeting,
Contractors meeting, are conducted as a part of promotion.
STRUCTURE
Structure is the basis for a specialization and coordination influenced primarily by strategy and
by organization activities are divided ,grouped and coordinated the relationship between the

personal in the organization is the formalized intentional structure of rolls and positions in the
organization.
Organizational structure of ACC Cement LTD.
Vice president
Managing Director
Senior Deputy Manager Human General Assistant Manager

Manager Manager (finance & resource Manager manager (MMD)
(QA) Service account) manager shop
Deputy manager
production
Officer Dispatch
Deputy manager
(marketing)
Junior officer Dispatch

Marketing Department
Managing Director
General manager
Deputy Manager (mktg)

Officer Dispatch
Junior officer Dispatch
A marketing department has prominent role in any business organization. It seeks all aspects by
consistently providing innovative and quality products through team efforts
Functions:
. to determine objectives, set scales target
. to recruit and train salesman
. to attain the customer complaints
SKILLS
Skill is the distinctive capabilities or competences of personnel or of the organization as whole.
In other words it is what the company does best in way of selecting capable persons and well
trained persons. Skill is considered as one of the most crucial attributes or capabilities of an
organization. These are developed over a period of time and are dependent on number of factors,
The kind of people in the organization

The top management system.
External environment.

SKILLS ARE CLASSIFIED AS

Single skill
Multi-disciplinary skills
SKILLS
Few of the trainees were illiterate, most of the participants were literate and few of
them have been appeared the secondary level of education. Apart from the gainful employment
skill building (vocational) training, the trainees residing at the ACC center were provided basic
literacy classes and life skills training were conducted for illiterate. The classes were operated
twice a day mostly in the morning and in the evening. Similarly, the life skill training was
provided to all the trainees during their stay at the center. The content of thelife skill training.
This life skill training aimed to help the trainees to tackle the adverse situation
that is possible to happen during their future lives.
SHARED VALUES
These are values shared by the members of the organization. It is the super ordinate goal that is
centrally responsible for providing a core mission to the organization used as an umbrella. This
embraces all the other managerial activities. In short it says what does the organization stands for
and where does it live in.
It focuses on the following major points:-
Customer focus.
Quality
Respect and care for the individual.
Corporate citizenship
Their shared values are
We succeed through satisfied customers.
Wedeliver quality and excellence in all we do.We use technology to develop market
leadership.Wevalue our employees.We behave responsibly as corporate citizens.

STAFF
Staff refers to the people in the enterprise and there socialization into organizational culture. The
HRM processes used to develop managers socialization process and ways of shopping values of
management.
ACC LTD employs more than 3000 of work force who are working on a permanent contract
with the company. While casual labors and others contractual labors and daily wages labor are
also part of the company.
ACC cement is made up of a carefully selected blend of the finest minds with diverse
backgrounds, skills and experience. With operations in nine countries, they continually learn
from their geographically diverse environments to bring about synergies of experience and
creativity, as they generate value in business. This is achieved through continuous training and
developmentto increase knowledge, skills and overall effectiveness.
STYLE
Style is tangible evidence of what management important considers by the way it collectively
spends time and attention and uses symbolic behavior. Style can be participative or autocratic.
Style includes two things i.e.
Management style
Organizational style
Management style:
In which managerial personal behave and collectively spend their time to achieve
organizational goals. It consists the way of leading and motivating the style of leadership in the
management
Organizational style:
Dominant values and beliefs and norms, which develop over time and become relatively
enduring features of organization.

ACC LTD. follows the participative leadership style.

The style involves the leader including one or more employees in the decision making process
(determining what to do and how to do it). However, the leader maintains the final decision
making authority. Using this style is not a sign of weakness; rather it is a sign of strength.
Participative (or) participatory management, otherwise known as employee involvement or

participative decision making, encourage the involvement of stakeholders at all levels of an
organization in the analysis of problems, development of strategies, and implementation of
solutions. Employees are invited to share in the decision-making process of the firm by
participative in activities such as setting goals, determining work schedules, and making
suggestions. Other forms of participative management include increasing the responsibility of
employees (job enrichment): forming self-managed teams, quality circles, or quality of work -
life committees; and soliciting survey feedback. Participative management, however, involves
more than allowing employees to take part in making decisions. It also involves management
treating the ideas and suggesting of employees with consideration and respect.
The company management discusses with employees before taking any decisions. It seeks the
suggestions from employees relating programmes,
SYSTEM
System includes formal and informal procedures that support their strategy and structure. In
other words it is the process and flow that show how an organization gets its day to day things
done. This includes procedures and routines that characterized how an important work is to be
which is mainly looked by managers.
RECRUITMENT SYSTEM
Recruitment system of any company is very important because, based on this system only
employees would be recruited.
Organization believes that through recruiting new employees they can improve the efficiency of
the organization, because new employees always bring new and innovative ideas in To the
organization. The process of recruitment includes the following steps in ACC Ltd

HR round (general)
Technical round
Interview conducted by head of the department
Final HR round
Some operational systems followed in ACC ltd are :-
CAD(Computer Aided Design)
CAM(Computer Aided Manufacturing )
TQM (Total Quality Management)
OES (Order Execution System )
TQM is an integrative philosophy of management for continuously improving the quality of

products and processes. It is used around the world.
.
Order execution system
Once marketing deportment receives orders it reviews the purchase order both for regular and
new items. This is done to verify organization ability to execute the order and terms and
conditions.

SWOT ANALYSIS OF THE COMPANY
STRNGTHS.
ACC Cement Ltd is having a good brand image and brand loyalty among consumers.
It has Wide product range.ACC Cement Ltd perceived to be of very superior quality cement
when compared to others.
WEAKNESS.
Obsolete facilities.
Lack of awareness program for consumers.
OPPORTUNITIES.
Rapid growth is taking place in Bihar and Madhya Pradesh.
Government is spending heavily on infrastructure.
Growth rate of nearly 10.8% per annum. Foreign direct investment in
infrastructure sector.
Kachcha roads being replaced by modern concrete roads, so it will support the distribution.
THREATS:
Large number of players in cement industry.
Entry of International players.
The emergence of small players in the market
Fiscal policies of government may act as a threat to the cement industry

CHAPTER 3
THEORETICAL BACKDROUND OF THE STUDY
1. Basic concept:
Marketing is a basic that, it cant 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 has 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 flood of consumer products
are coming into the market. Every company needs people specialize 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 particular brand of basic services .Marketing
serves as the link between the societys needs and its pattern of industrial response.
2. Market:
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 to buyers used to most the sellers can conduct business without meeting at a place.
by telephone, mail, and now Internet.

3. Customer:
Market is not possible without customers or buyers. Customers refer to the people or
organization that seeks satisfaction of their needs and wants.
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.
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 andmarketer oroffered 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.
6. Business Concepts:
Marketing efforts may be guided by different philosophies like:
A) Production Concept
Some firms believe propose that the way to realized when the products are in expensive
and are widely available.
B) Product Concept
The product concept propose that the way to realizing when goals lies in making products that
are of high quality.

C) Selling Concept
Some firms organize their efforts according to selling concept it bolds that customers if left
alone would not buy or not buy enough of a firms
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 need and wants of customer in the target market.
Development of product and services for satisfying needs of themarket.
Doing all this at profit.
E) 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 wellbeing is enhanced ..
7. MARKTING MANAGEMENT
Marketing management seeks to make marketing a corporate way of life and philosophy if
business organization and operation. It is done to help customers solve their divers consumption
problems in ways compatible with the objectives of the firm.
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
someone wants to find out whether a player in the is a seller or marketer then his goal and
how he tries to achieve the same need to be ascertained.

9.FUNCTION OF MARKETING
Marketing help the firm to realize its profit goal by actualizing potential 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.
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 introduction a number or product over time gradually its offerings become many.
That is the firm become a multi product company. The total number of product and items that a
particular marketer offers to the market is called product mix.
*Branding
*BrandNameStrategies
*Trade Mark *Packaging
*Labeling

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 customers 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 related factors.
3. Company related factors
* Physical distribution
* Decisions in physical distribution
1. Transportation
2. Inventory
3. Warehousing

4. Order processing
d) PROMOTION
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 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. Outdoor 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

LEARNING EXPERIENCE
In plant training is one of the best ways of studying management principles, which are
being studied in the classroom premises, and to know practically how these principles are
applied in the real business field.
I got an opportunity to know how workflow models help in organizing the work by
determining authority and responsibility for staff. In plant training also helped me
to understand the concept of group effort, which is more powerful and important than the
individual effort in most of the companys operations.
I learnt about safety measures and when I visited the manufacturing plant I realized the
real importance of safety measures and risk involved in the job
I learnt about the structure, system, strategy, style, skills, staff and shared values of the
organization,
I learnt some marketing concepts like after sales service, promotional strategies,
distribution channels, pricing strategies, branding, positioning and others.
I came to know the actual importance of sales and marketing department and the
importance of its training to upgrade the employee skills.
I also came to know the various strategies being followed by the organization and their
effective implementation.
Finally this project helped me to link the application of management concepts studied in
the books to the actual practices in the organization. It was a good opportunity to learn the actual
working of the organization.

GENERAL INTRODUCTION
Promotion
It is one of the four elements of marketing mix (product, price, promotion, distribution).It is the
communication link between of sellers and buyers for the purpose of influencing,or
persuading a potential buyers purchasing decision
The following are two types of promotion;
1. Above the line promotion;

Promotion in mass, media (e/g, TV, radio, newspapers, internet, mobile phones, and historically,
illustrated songs) in which the advertiser pays an advertising agency to place the advertisement.
2. Below the line promotion;

All other promotion. Much of this is intended to be subtle enough for the consumer to be
unaware that promotion is taking place.
E. g. sponsorship, product placement, testimonials, sales promotion, merchandising, direct
Mail, personal selling, public relations, trade shows.
The specification of five elements creates a promotional mix or promotional plan these
elements are
* Personal selling
* Advertising
* Sales promotion
* Direct marketing
* Publicity
A promotional mix specifies how much attention to pay to each of the five subcategories,
and how much money to budget for each. A promotional plan can have a wide range of
objectives, including sales increases, new product acceptance, creation of brand equity,

positioning, Competitive retaliation, or creation of a corporate image. Fundamentally, however

there are three basic objectives of promotion. These are:
1. To present information to consumers as well as others

2 .To increase demand
3 .To differentiate a product.
There are different ways to promote a product in different areas of media. Promoters use internet
advertisement, special events, endorsements, and newspapers to advertise their product. Many
times with the purchase of a product there is an incentive like discounts, free items, or a contest.
This is to increase the sales of a given product.
Promotional mix
Not to be confused with marketing mix.
There are seven main aspects of a promotional mix. These are:
Advertising- presentation and promotion of ideas, goods, or services by identified

sponsor. Examples: print ads radio television billboard direct mail brochures and catalogs, sighs,
in store displays, posters motion picture web pages banner ads and emails.(Not always paid for
Personal selling- A process of helping and persuading one or more prospects to purchase
a good or service or to act on any idea through the use of an oral presentation. Examples: sales
presentation, sales meetings sales training and incentive programs for intermediary sales people
samples and telemarketing Can be face to face or via telephone.
Sales promotion - Media and non media marketing communication are employed for a
pre-determined, limited time to increase consumer demand stimulate market demand or improve

product availability. Examples: Coupons, sweepstakes, contests, product samples rebates, tie-ins,
self liquidating premiums, trade shows, trade-ins, and exhibitions.
Public relations- paid intimate stimulation of supply for a product, service, or business
unit by planting significant news about it or a favorable presentation of it in the media.
Examples: newspaper and magazine articles/reports, TVs and radio presentations, charitable
contributions, speeches, issue advertising, and seminars.
Corporate image - The Image of an organization is a crucial point in marketing. If the

reputation of a company is bad, consumers are less willing to buy a product from this company
as they would have been, if the company had a good image.
Direct marketing- is often listed as a the fifth part of the marketing mix
Exhibition are try outs. You make your product, and let potential buyers try the
product, this way, you know directly what people see in your product. The downside, your
competitor can see exactly what you are doing.
Sponsorship- is sometimes added as eighth aspect.

CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION

Table 1.a.Table showing the frequency of advertisements.
Sl.No Particulars No of respondents Percentage
1 High 7 14
2 Average 15 30
3 Low 26 52
4 Rare 2 4
Total 50 100
(Source: Primary data)
Graph 1.b. Graph showing the frequency of advertisements.
60
52
50
High
40
30 Average
30 Low
Rare
20 14
10 4
Interpretation
From the above Table & graph it is interpreted that the maximum number of customers feelsthat
the company is having low frequency of advertisements. Though company is having
good corporate image and brand image in the industry, still they are not able to be at the
top as a market leader in Bangalore.

11. Table 2.a .Table showing priorities with respect to choosing a brand while checking
promotional strategies.
Sl.No Particulars No of Percentage

respondents
1 Advertisement 10 20
2 Personal selling 7 14
3 Sales promotion 12 24
4 Public relating 4 8
5 Corporate image 5 10
6 Direct marketing 4 8
7 Exhibitions 0 0
8 Field meeting 8 16
Total 50 100
(Source Primary data)

Graph 2.a. Graph showing priorities with respect to choosing a brand while
checking promotional strategies.
24
25 Advertisement
20 Personal selling
20
16 Sales promotion
14
15 Public relating
10 Corporate image
10 8 8
Direct marketing
5 Exhibitions
0 Field meeting
0
Interpretation:From the above Table &graph it is interpreted that out of the surveyed dealers all
feel that sales promotions and advertisements should be given more priorities to create awareness
among the dealers as well as customers which ACC needs to work on.

12. Table 3.a.Table showing the acceptance rate of sales promotions by ACC on
a frequent basis.
1 YES 7 14
2 NO 43 86
Total 50 100
Graph 3.a. Graph showing the acceptance rate of sales promotions by ACC on
a frequent basis.
86
90
80
70
60 YES
50 NO
40
30
14
20
10
0
Interpretation:
From the above Table &graph it is interpreted that 86% of the surveyed customers feel that ACC
is not introducing sales promotions on frequent basis. So company should take necessary steps in
order to increase sales promotions in turn to increase the sales of their product.

13. Table 4.a. Table showing satisfied with the personnel of the company.
1 High Satisfied 16 32
2 Satisfied 20 40
3 Not Satisfied 14 28
Total 50 100
Graph no 4.a. Graph showing satisfied with the personnel of the company.
40
40
35 32
28
30
High Satisfied
25
Satisfied
20
Not Satisfied
15
10
Interpretation:
From the above table and graph we can infer that 32% of the respondents are highly satisfied and
40% of them are satisfied and 28% of them are not satisfied above the personnel of the company.

14. Table 5.a. Table showing the rating of corporate image for various brands.
1 Acc 15 30
2 Ultra Tech 12 24
3 Ambuja 15 30
4 Jaypee 8 16
Total 50 100
Graph 5.b. Graph showing the rating of corporate image for various brands.
30 30
30
24
25
Acc
20
16 Ultra Tech
15 Ambuja
Jaypee
10
Interpretation:
From the above Table and graph it is interpreted that almost all the dealers feel that top three
leading brands i.e. Ambuja, Ultra Tech and ACC are having very good or high corporate image
in the industry compared to other brands, which helps them to maintain to their market positions
firmly.

15. Table 6.a.Table showing the satisfaction level about public relations department.

respondents
1 High 18 36
Satisfied
2 Satisfied 21 42
2 Not Satisfied 11 22
Total 50 100

Graph 6.b.Graph showing the satisfaction level about public relations department.
45 42
40 36
35
30 High Satisfied
25 22 Satisfied
20 Not Satisfied
15
10
5
0
Interpretation:
From the above Table & graph it is interpreted that most of the dealers were highly satisfied with
public relations department of the ACC which brings up a good brand image of the company in
the minds of dealers.

16. Table 7.a. Table showing the frequency of exhibitions / trade fares being conducted
by the ACC.
1 YES 27 54
2 NO 23 46
Total 50 100
Graph 7.7 .Graph showing the frequency of exhibitions / trade fares being conducted by
the ACC.
54
54
52
50 YES
NO
48
46
46
44
42
Interpretation:
From the above Table &graph it is interpreted that though most of the customers do say that
exhibitions and trade- fairs are being conducted by ACC but still 46% doesnt feel the same and
it means that the company is not able to reach to all.

17. Table 8.8.Table showing the brand visibility in terms of ACCs presence

respondents
1 Sign boards 8 16
2 Wall painting 20 40
3 Hoardings 10 20
4 Tree boards 8 16
5 Bus boards 4 8
Total 50 100
Graph 8.8.Graph showing the brand visibility in terms of ACCs presence.
40
40
35
30 Sign boards
25 Wall painting
20
Hoardings
20 16 16
Tree boards
15
Bus boards
8
10
Interpretation:
From the above Table & graph it is interpreted that brand visibility factor is almost negligible for
ACC. Hence an appropriate action has to be taken by the company.

18. Table 9.9.Table showing home to home being provided.
1 YES 22 44
2 NO 28 56
Total 50 100
Graph 9.9. Graph showing home to home being provided.
56
60
50 44
40 YES
NO
30
20
10
Interpretation:
From the above Table and graph it is interpreted that ACC cement providing 44 percent of home
to home service 56 percent of them felt that they are not giving home to home service.

19. Table10.10.Table showing the various tools used by ACC with respect to its
promotions.

respondents
1 Electronic 15 30
media
2 Print media 12 24
3 Promotional 15 30
offers
4 Others 8 16
Total 50 100
Graph 10.10.Graph showing the various tools used by ACC with respect to its
promotions.
30 30
30
24
25
Electronic media
20
16 Print media
15 Promotional offers
Others
10
Interpretation:
From the above Table & graph it is interpreted that though the company uses electronic media,
print media and promotional offers as major tools for promotions but still its requires them to
reach to untapped market and unaware population for which it requires to use other tools also.

Table 11.11.Table showing the presence of promotional strategy being implementing

by the channels/dealers.

respondents
1 YES 33 66
2 NO 17 34
Total 50 100
Graph 11.11.Graph showing the presence of promotional strategy being implement by the
channels/dealers.
66
70
60
50
YES
34
40 NO
30
20
10
Interpretation:
From the above graph it is interpreted that most of the dealers are following different
promotional strategies to increase the sales and the market share.

12) Table 12.12.Table showingMarket leader in the area.

respondents
1 Acc 16 32
2 Ultra Tech 15 30
3 Ambuja 14 28
4 Jaypee 6 12
Total 50 100
Graph 12.12.Graph showing Market leader in the area.
35 32
30
28
30
25 Acc
Ultra Tech
20
Ambuja
15 12
Jaypee
10
Interpretation:
From the above Table & graph it is interpreted that a ACC cement is the market leader compare
to other brands.

13) Table13.13.Table showing the match of information being via promotion which is

respondents
1 YES 38 76
2 NO 12 24
Total 50 100
Graph 13.13.Graph showing the match of information being via promotion which is
76
80
70
60
YES
50
NO
40
24
30
20
10
0
Interpretation:
From the above Table &graph it is interpreted that 94 percent of the respondents do agree that
information given via promotions does matches with the product performance. So is concluded
that the company is following its quality policy firmly and able to maintain the same since it
emerged.

14) Table14.14.Table showing exercising continues field meeting.

respondents
1 Acc 19 38
2 Ultra Tech 12 24
3 Ambuja 14 20
4 Jaypee 5 10
Total 50 100
Graph 14.14.Graph showing exercising continues field meeting.
38
40
35
30
24 Acc
25 Ultra Tech
20
20 Ambuja
15 Jaypee
10
10
Interpretation:
From the above Table & graph it is showing thatAcc brand exercising continues field meeting
and even other brands also exercising field meetings.

15) Table 15.15.Table showing the perception of brands with their frequency of
advertisement.

respondents
1 Acc 12 24
2 Ultra Tech 16 32
3 Ambuja 15 30
4 Jaypee 7 14
Total 50 100
Graph 15.15.Graph showing the perception of brands with their frequency of

advertisement.
35 32
30
30
24
25 Acc
Ultra Tech
20
14 Ambuja
15
Jaypee
10
Interpretation:
From the above Table &graph it is interpreted thatUTCL and AMBUJA are much more focused
on advertisement and frequencies of the same compare to ACC.

16) Table16.16.Table showing the brand visibility for different brands.

respondents
1 Acc 11 22
2 Ultra Tech 15 30
3 Ambuja 18 36
4 Jaypee 6 12
Total 50 100
Graph 16.16.showing the brand visibility for different brands.
40 36
35
30
30
Acc
25 22
Ultra Tech
20 Ambuja
15 12 Jaypee
10
Interpretation:
From the above Table &graph it is interpreted that mostly AMBUJA is leading in terms of brand
visibility followed by UTCL, ACC and JAYPEE.

17) Table17.17.Table showing the celebrities presence in advertisement and their influence
on the buyers.

respondents
1 YES 35 70
2 NO 15 30
Total 50 100
Graph 17.17.Graph showing the celebrities presence in advertisement and their influence
on the buyers.
70
70
60
50
YES
40 30 NO
30
20
10

CHAPTER-5
SUMMARY OF
FINDING,SUGGESTI
ON AND
CONCLUSION

FINDINGS
1) 56% of the respondents are felt that the frequencies of advertisement are very low and
rare.
2) Advertisement and the sales promotions are the major tools to choose the brands.
3) 86% of the respondents are not able accept the frequency of the advertisement of ACC.
4) 48% of the respondents are not satisfied about the personnel factor of the company.
5) Based on the brand image ACC and Ambuja cement are leading with its 30% of
respondents preference.
6) 22% of the respondents are not satisfied about the function public relation department.
7) 54% of the respondents are agreeing about the frequent arrangement of trade-fares and
exhibition.
8) 40% of the respondents feel that a wall painting is the very attractive brand visibility for
this product.
9) 30% of the respondents felt advertisement on electronic media and promotion offers are
very effective.
10) According to the 30% customers opinion, ACC cement is the market leader followed by
Ultra Tech cement.

11) 94% of the respondents that the information given by advertisement is matching with the
performance of product.
12) Ambuja cement stands first in brand visibility with 36% and ACCin third position with
22%.
13) 70%of the respondents agreed at the celebrities presence in advertisement will influence
the customers.

SUGGESTIONS
1) The awareness levels have to be raised by proper promotional activities.
2) Brand visibility has to increase with respect to sign boards and other.
3) The latest trends have to be followed with respect to promotional activities.
4) The promotion in rural area should be increased.

CONCLUSION
By this research work, i would like to conclude my work with some valid points.
1) Brand visibility is lacking in the form sign boards.
2) The frequency of promotions has to be increased same like other competitors.
3) The quality of information has to be consistent throughout.
4) Exhibition/ fares frequencies have to be terms of their requirement.

BIBLIOGRAHY
Books
Philip Kotler , Marketing Management, 7/e.2010 pajno 100-120.
Harry Deane wolf, Essential of Promotional Mix, 7th Edition.
C.R Kotari, Research Methodology (Second revised Edition)

NEW AGE INTERNATIONAL (P) LIMITED, PUBLISHERSPage no: 2 5
S.N Murthy and U. Bhojanna, Business Research Methodology, Excel Books,

2/e, Page no: 83 100
Web site address:
www.acclimited.com
www.acchelp.in

A STUDY ON PROMOTIONALSTRATEGIES IN CEMENT INDUSTRY

WITH SPECIAL REFERENCE TO ACC CEMENT LTD BANGALORE
QUESTIONNAIRE
Dear Respondents,
I am ADITYA PRABHU my MBA course in DAYANANDA SAGAR ACADEMY OF
TECNOLOGY AND MANAGEMENT. As a part of my curriculum, I need to undergo an
internship for ten week and submit a project report to Visvesvarayya Technological University as
well as my college. I have selected the project topic as PROMOTIONAL STRATEGIES IN
CEMENT INDUSTRY .I has prepared a questionnaire for this purpose as per attached format.
I would request you to give your honest responses. All the data/opinion given by you shall be
kept utmost confidential. These data shall be collected and used for academic purpose only.
Name: --------------------------------- Contact NO: ----------------------------------

Cluster (Area):--------------------------------------
1) Are you using ACC cement?

a) Yes b) No
2) What is the frequency of advertisements of ACC?

a) High
b) Average
c) Low
d) Rare

3) Enlist your priorities with respect to choosing a brand while checking promotional
strategies.
a) Advertisement
b) Personal selling
c) Sales promotions
d) Public relating
e) Corporate image
f) Direct marketing
g) Exhibitions
h) Field meetings
4) Is ACC a brand of introducing sales promotions on a frequent basis?

a) Yes b) No
5) Were you satisfied with the personnel of the company (ACC Ltd.) who approached
you?
a) Highly satisfied b) satisfied c) Not satisfied
6) What is your take on the corporate image of the various brands? (A: High, B:
Average, C: low)?
a) ACC b) Jaypee c) Ambuja d) Ultra Tech
7) How satisfied are you with the public relations deportment?

a) Highly satisfied b) satisfied c) Not satisfied
8) Are there any exhibitions /trade fares being conducted by the ACC?
a) Yes b) No

9) In terms of brand visibility where all do you find ACCs presence?

a) Sign boards
b) Wall paintings
c) Hoardings
d) Tree boards
e) Bus boards
10) Is there home to house service being provided for further explanation of the
product?
a) Yes b) No
11) Please tick the various tools used by ACC with respect to its promotions
a) Electronic media
b) Print media
c) Promotional offers
d) Others
12) Is there any promotion strategy being implemented by the channels/ dealers also?
a) Yes b) No
13) Who is market leader in your area?

a) ACC b) Ambuja c) Ultra Tech d) jaypeee) others
14) Do you think that the information you seek via promotions is matching with the
product performance?
a) Yes b)No

15) Which brands are exercising continuous field meetings with respect to cement
industry?
a) ACC b) Ultra Tech c) Ambuja d) Jaypee
16) In your perception which brands have the highest frequency with respect to
advertisement?
a) ACC b) Ultra Tech c) Ambuja d) ) Jaypee
17) Please highlight the various prices being offered at present by various brands?
PRICE
BRAND WSP RSP
Acc
Ultra Tech
Ambuja
Jaypee
18) In terms of brand visibility which brand leads the market?

a) ACC b) Ultra Tech c) Ambujad) Jaypee
19)Will celebritys presence in advertisement influence the buyers?

a) Yes b) No
20)Any suggestions to the of ACC cement with respect to its promotional strategies for
further improvement.
-----------------------------------------------------------------------------------------------------
Date (Signature of respondent)

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Internship Report on

A STUDY ON PROMOTIONAL STRATEGIES IN CEMENT INDUSTRY WITH

ADITYA RAMESH PRABHU

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

DEPARTMENT OF MANAGEMENT STUDIES

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT

Udayapura Post. Kanakapura Main Road .Bangalore -560 092

Place : Bangalore 1DT13MBA03

Date: 08/04/2015 DSATM, Bangalore

I am gratefully indebted to HOD Prof. MARUTHI RAM R, DAYANANDA SAGAR

It is indeed a great pleasure to express my sincere gratitude to my internal guide

Place: ADITYA R PRABHU

Chapter-1 INDUSTRY PROFILE 1-3

Chapter-2 COMPANY PROFILE

a. Background and Inception 4-6

b. Nature of the Business 7

c. Vision, Mission & Quality policy 8

d. Product/Service profile 9-10

e. Area of operation 11-13

i. Achievements and awards 17-19

k. Future growth and prospects 21

Chapter-3 McKINSEYS 7S FRAMEWORK 22-29

Chapter-4 SWOT ANALYSIS 30

Chapter-5 ANALYSIS OF FINANCIAL STATEMENT 31-32

Chapter-6 LEARNING EXPERIENCE 33

Chapter-2 RESEARCH DESIGN 43

Chapter-3 DATA ANALYSIS AND INTERPRETATION 48-64

Chapter-4 FINDINGS 65-66

Table No Title Page No.

Graph No Title Page No

The topic chosen by me for my project is PROMOTIONAL STATERGY in reference to ACC

Title of the study

The title of the study is A STUDY ON PROMOTIONAL STRATEGIES IN CEMENT

Objectives of the study

1) To access the promotional strategies of company with respect to cement.

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 1

Need for the study

1) To understand the causes leading to choose promotional strategies adopted by the

Scope of the study

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 2

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 3

Various difficulties in collecting primary data from the respondents.

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 4

ORIGIN OF THE CEMENT INDUSTRY

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 5

Indian Concrete Journal

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 6

Global Production Data

Country Million Tones

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 7

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 8

2, a BACKROUND AND INCEPTION OF THE COMPANY

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 9

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 10

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 11

2. b NATURE OF BUSINESS CARRIED OUT

HOLCIM- A NEW Partnership

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 12

DAYANANDA SAGAR ACADEMY OF TECHNOLOGY AND MANAGEMENT Page 13

2.d PRODUCT PROFILE

ORDINARY PORTLAND CEMENTS