Professional Documents
Culture Documents
EXECUTIVE SUMMARY
Advertising helps improve quality of life around the world through what it does communicating messages to a wide range of audiences about products, services, companies, consumer behavior or government priorities and importantly it enables the vast majority of media vehicles which bring news, education, information and enjoyment, to exist. Advertising contributes to all three pillars of sustainable development economic development, environmental protection and social responsibility
This project entitled A Study "Effect of advertisement on sales in ACC has been undertaken with the objective of knowing to determine the impact of advertisement on sales. The study was conducted at ACC CEMENTS office (Thondebhavi) with the help of data which were collected by frequent discussion with the company executives and officials. Data were also collected from journals and websites.
The data thus collected has been analyzed and interpreted with suggestions, if found necessary, the company can adopt these suggestions based on the project.
This study was conducted mainly on Academic ground and will be considered as a successful effort if some of the findings and recommendations are proved to be useful to the organization. Advertising is not a one man show, it involves several experts, each contributing to an effective advertisement. Testing for the effectiveness of the advertisement will lead advertising to conformity; and it will be deficient in creativeness.
The research design adapted in the current study is descriptive in nature. Survey was conducted using structured questionnaire. Primary data was collected with the help of questionnaires and personal interview. Secondary data was collected from catalogs, company records, Internet sites and library. A questionnaire containing different forms of open ended, closed ended and multiple choice were used to collect the necessary information. The study was adopted using convenience sampling for data collection; the sample size was limited 50.
RESEARCH DESIGN
INDUSTRY PROFILE:
India is one of the top 11 producers of cement in the world. The first cement company was established in Madras in1904. However, in 1912 13 three unit of ACC were established at Porbandar in Gujarat and other two at Kavti Madhya Pradesh and Lakheri in Rajasthan with total installed capacity of 14000 tones per annum. At present cement industry is more than 92 year old. During the first half of the century India was plagued by an extremely slow growth rate and not centil the down of independence in the era of planning. The importance of the core sector industries cement to national development was recognized. On 24th May 1961, cement manufacturing Association (CMA) was formed in India. The decade was momentous one for the India cement industry. During the whole period of ten years. The industry installed capacity increased to 61.55 million tones in 1990 from about 40 million tones in 1989 The period during 1982-85 was boom period for industry. By 1992 it has attained fourth position among the cement producing countries, behind the USA, China and Japan the year 1990-92 was best for the cement producers. But in 1992-93, it has bad fortunes the demand for cement was 8% in1991 declaimed to zero in 1992-93. The cement industry has to adjust to the changing situation and upgrade its technology and widen product range and use also different types of raw materials for making available limestone reserves go a longer way.
The manufacture of blast furnace slag pozzolanic and other types of cement has to be undertaken in order to increase significantly the out put of quality cement with the same quality of slinker. Blast furnace slag and fly ash will be available in increasing quantities with rising output of the integrated steel plants and the commissioning of new coal based thermal station.
The invention of Portland cement is generally credited to Joseph Aspedin, an English Bricklayer in 1824. It involves a double kilning such as was described by Vicat. In 1838 a young chemical engineer, Isaac Johnson, burned the cement raw material at high temperature until the mass was nearly vitrified producing the modern Portland cement. The earliest kiln is one of William Aspedin's bottle kilns from Robins & Aspedin factory at Northfleet.
The chamber kiln was an improved design developed and patented by Mr. Johnson, the combustion gases from the kiln dried the raw material so that when the kiln was burned out a new charge of dried material is immediately ready for use.
The time and heat losses resulting from drawing the clinker, recharging the kiln, and then heating it again led to the design of shaft kiln with continuous burning of the materials, the main problem of the new kiln operation was the difficulty of obtaining an even clinker burning as some were under-burnt or heavily clinkered.
In 1898 Atlas Portland cement company according to Lewis improved the design by using what is called a Rotary kiln, this improvement was a big revolution in the cement industry because the new kiln could produce 200 cement barrels per day compared to a shaft kiln which produced only 40 to max 80 barrels per day additional to quick improvement in this new design regarding the mixing, grinding equipments for raw material, grinding equipments for coal, belt conveyor using mix kind of fuel such as natural gas (1904, Iola Portland cement, Iola Kansas).
In practice, the operation with the first generation of rotary kiln (Ransone kiln) was very difficult due to problem of maintaining a sufficient and uniform kiln temperature with excessive balling of raw feed and sticking on the Frederick lining.
In 1899 Atlas Cement Company improved the technology of the rotary kiln and fuel economy by replacing fuel oil with powdered coal dust. Furthermore, modifications to the kiln were made by addition of two auxiliary clinker coolers, in which the first hot discharged clinker was received as it fell from the kiln and air flowing over it was heated and helped to ignite the coal dust in the rotary kiln.
The new clinker produced from the new kiln technology was different than the old clinker especially from the setting time (much faster setting time). The French chemist Pierre Giron solved this problem by adding gypsum to the cement in order to control the setting time.
Sales Tax exemptions are the major determinant for viability of cement plant in past. The sales tax constituted 15% of selling price and exemption of sales tax was main reason for cash accruals, during the initial periods of factory.
The cement has cause of age after long period of ambivalence in which it was buffed about the industry is taking its right full place in economy upsurge redounds to estate management over a millions of people who are engaged in construction activities.
The cement industry today contributed a sum of over Rs. 3600 corers to central government in form of taxes like central excise, sales tax etc
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, 20 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 SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
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.
The importance of Corporate Governance has always been recognised in ACC. Much before Corporate Governance guidelines became applicable and mandatory for listed companies, ACC had systems in place for effective strategic planning and processes, risk management, human resources development and succession planning. The Audit Committee in ACC was constituted as far back as in 1986. The Shareholders-Investors Grievance Committee was formed way back in 1962 and the Compensation Committee was convened since 1993. The Companys core values are based on integrity, respect for the law and strict compliance thereof, emphasis on product quality and a caring spirit. Corporate Governance therefore in ACC is a way of life. ACC is a professionally managed Company with a majority of its Directors being Independent Directors. The Board of Directors has always consisted of persons who are professionals in their respective fields and with unquestionable integrity and reputation. The role, responsibility and accountability of the Board of Directors is
clearly defined. Members of the Board have full freedom to express their views on matters placed before them for deliberation and consideration. It is the continuous endeavour of the Board of Directors to achieve the highest standards of Corporate Governance through the adoption of a strategic planning process, succession planning for attracting, motivating and energizing human resources, identification of major risks and the way and means to manage such risks, an effective communication policy and integrity of Companys internal control systems. The Board of Directors are also constantly looking at ways and means to ensure that the most effective use is made of the scarce resources at its disposal and that the management and employees have the freedom to take the Company forward within the framework of effective accountability. The Annual Reports, press releases and other communication have always made full disclosures on various facets of importance to the stakeholders, particularly with regard to information relating to financial matters, companys operations/performance, stock movements etc.
CENTRAL PROCUREMENT:
ACC has a countrywide spread of 14 modern cement plants. This large network of manufacturing units consumes a wide spectrum of inputs about 60,000 different items ranging from Coal, Gypsum, Slag, Packaging material (bags), Refractories, Steel, Grinding Media, Electrodes, Cables, Bearings, Conveyor Belts, Spares of various mechanical, electrical and instrumentation equipment, Mining Equipment and their spares and explosives. ACC has a vendor base of more than 6000 suppliers spread across the country. A team of professionals at Corporate, Regions and Plant Level manages the procurement function. The function is organized so as to derive maximum value for the company through economies of scale from central pooling and procurement of some inputs at the corporate level while meeting individual operational requirements at plant level. The Procurement function comprises a Central procurement team at the corporate office for the requirement of major inputs for the operations of cement plants.
ACC was among the first Indian companies to adopt automation of information technology. We started computerizing our systems as early as 1968 - a commitment to progress through the harnessing of relevant available technologies, a practice that continues even today. We have traveled a long way from our early days when we were using simple keypunching machines. Significant improvements have been made in application systems and infrastructure since then - from Batch processing to on-line systems, from IBM 1401 and Data General system to the latest Linux/UNIX and Windows 2003 based machines. We have made timely transitions determined by available technologies and business requirements. In February 2007 the company made a quantum jump from in-house developed systems using Oracle 9i and Developer 6i to an ERP (SAP) based solution. This decision was based solely on our strategic objectives and the business benefits that we expect to derive from implementing such a solution. With this move we also aligned people, business processes and technologies across the country.
The Company has an Intranet Portal called Accelerate which is dedicated to employees. The portals content is based on Personal information relating to Human Resource matters, Performance Management, as well as other information of use to employees such as the latest news on company affairs, developments on sustainable development, house magazines and newsletters. Being a large organization with a countrywide network of manufacturing, marketing and R&D centers, we have invested in the creation of a comprehensive infrastructure that allows free flow of information across the organization. This enables almost instant communication between all levels in the organization. A hybrid WAN network connects each of our 275 plus locations. A judicious mix of VSAT and VPN links ensure adequate connectivity between these locations. Each manufacturing location has a well designed LAN to meet its needs. IT in ACC is well placed to master future expansions of our core businesses.
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cement with more than 80 per cent of sales made through an extensive dealer network that covers every state in India. Its customer base represents the masses of India individual homebuilders in small towns, rural and semiurban India. Going beyond the supply of cement, we offer ACC Help services to share knowledge about the process of home building and correct procedures of product usage. Our Regional Offices have Customer Services Cells manned by qualified Civil Engineers who interact with customers to assess their needs and problems, offer advice before and after sales including educating users and customers on correct usage of cement and concrete and good construction practices. ACC reaches out to its customers, home builders and engineers in the following ways:
ACC Help Centres: For personal guidance on the right construction practices. ACC Help Literature: Easy-to-understand construction guides. ACC Help Vans : Mobile help services. Our engineers in vans assist you at your site
www.acchelp.in : an interactive website for all your construction related questions. Indian Concrete Journal : the countrys oldest civil engineering journal
HISTORY
1936
The Company was incorporated at Mumbai. The Company manufacture cement, refractories and cement plant and other heavy machinery including structural and SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
mild fabrications. The Company undertook revamping of the Kymore unit for production of high value refractory intermediates. ACC, is India's oldest and largest cement company, belonging to the Tata group. 6,03,200 No. of equity shares issued for consideration other than cash.
1959
In January, the Company in association with Vickers Ltd., and Babcock & Wilcox Ltd., formed a new company called ACC-Vickers-Babcock & Wilcox Ltd., formed a new company called ACC-Vickers-Babcock Ltd. 1965 On 12th March, two agreements were signed between the Governments of West Pakistan and the Company for the sale of all the immovable properties of the Company at Wah and Rohri in Pakistan to the Government of Pakistan. According to these agreements, a total consideration of Rs 3.26 crores was payable by the Government of West Pakistan to the Company in seven annual installments along with interest due.
The Government of West Pakistan caused the Mumbai Branch of the First National City Bank to furnish an irrevocable and without recourse guarantee to the Company. 4,74,731 Right Equity shares issued at par in the prop. 1:5. 1990
Production of grey cement at 74 lakh tonnes was almost same as in the previous year, that of refractory products stood lower at 31,742 tonnes due to a 4 months strike at the Katni plant.
The coal washing at the Kymore cement works was mechanically completed and was commissioned in 1991-92.
The products developed in-house were dark colour portland slag cement, CASAL - non portland cement for concrete repairs, `Shrinkkump-40', a new grouting formulation with rapid hardening properties CALAL-65 a new calcium aluminate cement for refractory application and Low Cement Castable - a new generation refractory material.
Product Profile:
Thondebhavi cement work manufactures ordinary Portland cement type 43, 53 grade (latest version of IS: 1489 Part 1) under the brand name ACC SURAKSHA that makes utilization of fly ash up to 25% thereby helping in maintaining pollution free environment. There are three types of grade
ACC Cement is marketed in specially designed 50 kg bags with golden yellow bands along the sides.
This is a new, specially composite cement, produced by intergrinding higher strength Ordinary Portland Cement clinker with high quality processed fly ash - based on norms set by the company's R&D division. This unique, value-added product has hydraulic binding properties not found in ordinary cements. It is available in specially designed 50-kg bags with parrot-green bands along the sides.
Overseas :
Yanbu Cement co. (KSA) Gandil Agriculture Co, Ltd., (Sudan) Iran and India Cement Engineering Consultants PJS Tehran, Iran.
Ownership pattern:
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 SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
ACC. Holcim simultaneously announced its bid to make an open offer to ACC shareholders, through Holdcem Cement Pvt. Limited and ACIL, to acquire a majority shareholding in ACC. An open offer was made by Holdcem Cement Pvt. Limited along with Ambuja Cements India Ltd. (ACIL), following which the shareholding of ACIL increased to 34.69 per cent of the Equity share capital of ACC. Consequently, ACIL has filed declarations indicating their shareholding and declaring itself as a Promoter of ACC. Holcim is the world leader in cement as well as being large suppliers of concrete, aggregates and certain construction-related services. Holcim is also a respected name in information technology and research and development. The group has its headquarters in Switzerland with worldwide operations spread across more than 70 countries. Considering the formidable global presence of Holcim and its excellent reputation, the Board of ACC has welcomed this new association.
Competitors information:
Vasavadatta cement Rajashree cement Ultra tech cement Ambuja cement Birla plus cement Bharathi Cement
2) Dispensary:
The Company has provided health center with X-ray diagnostics facility, ECG &Pathology Lab to the benefit of the employees with qualified Medical Officers and Para Medical staff, Visits of specialists are arranged regularly.
4) Literacy Programmes:
The Company is organizing literacy classes for the illiterate workers.
5) Bachelors housing:
The company provides Bachelors accommodation for the fresher who join as trainees and a staff Bachelors Mess is being run by the bachelor staff themselves.
6) Bus Facility:
The Company provides bus facility to Gulbarga and Wadi town on Saturday and Sunday respectively every week for the benefit of the Employees for shopping purpose.
The expansion project of the Bargarh Plant was substantially completed during the year. The satellite grinding units which were set up as a part of Wadi expansion programme at Thondebhavi in Chikballapur District and Kudithini in Bellary District in Karnataka were also partly commissioned during the last quarter of 2009. The future of the industry is linked to the economy and the key driver is governmental spending in infra structure projects like roads, bridges, ports, and airports. Nabmir points out that concrete roads are maintenance free, eco friendly and last for years. A case in point is the marine drive flyover in Mumbai, constructed 60 years ago the
industry also pressing for rural roads to be concretized. If all this happens, if all this happens, it will trigger demand for cement in the next 10 years and give a big boost to the industry which was been reeling under the impact of excessive supplies, and uneconomic realization. The silver lining is that money collected by the way of cess on petrol/diesel has to be spent on road development. Given this situation, ACC has a clear road ahead.
The growth in the next year will driven by firm cement prizes coupled with the increase in volumes from Wadi. The average realization for the year to March 2004 should be about 10% higher than the realization for the year to March 2003. Besides, there is an incremental 2.6 million capacity that will come on string in this quarter, leading to an increase in cement sales to 12.5 million tones for the year ending March 2003 from 11.06 million tones last year. In sum if the economic activity has envisaged by the government fructifies, then ACC is a good brick and mortar story.
PRODUCTS: : QUALITY
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arising out of a focus on quality and process improvement. It has been a constant partner, driving research, innovation and evaluation.
ACC has effectively pledged its reputation as the market leader in the quality of cement. Maintaining this lead calls for harnessing the resources and expertise of the company - from applied research and production to marketing. Accordingly, all ACC factories are equipped with state-of-the-art process control instrumentation and associated quality control and testing laboratories manned by qualified personnel.
As a result of this focus on quality, ACC cement specifications exceed those set by BIS by a wide margin. Today, all ACC cement plants have the ISO 9001 Quality Systems certification. This demonstrates our tradition of providing reliable and consistent quality through the application of modern technology, and justifies the preferences of a nationwide customer base.
PRODUCTS: CEMENT
SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement and Ready Mix Concrete. Ordinary Portland Cements 43 Grade Cement (OPC 43 Grade) 53 Grade Cement Fly-ash based Portland Pozzolana Cement
Yet another first in our seven-decade history of cement in India has been the introduction of Bulk Cement, an alternative to bagged cement, which is of particular advantage to large consumers of cement. Internationally, the trend is to move cement more and more in loose form rather than bagged. In fact, over 90 percent cement in the USA, and other European countries is transported and sold in bulk, unlike in India, where only one percent is transported in bulk.
or requirements in
Delhi: madambath.venugopal@accconcrete.com Punjab: maninder.singh@accconcrete.com Kolkata: sanjay.roy@accconcrete.com Bangalore:srinidhi.gururajachar@accconcrete.com Hyderabad: ramchander.rao@accconcrete.com Mumbai: vishal.tandon@accconcrete.com Chennai: badnur.ph@accconcrete.com
Overseeing the company's range of businesses, the Corporate Office is the central headquarters of all business and human resource functions.
GagalCementWorks JamulCementWorks KudithiniCementWorks KymoreCementWorks LakheriCementWorks MadukkaraiCementWorks SindriCementWorks WadiCementWorks ThondebhaviCementWorks Tikaria Cement Works
of
the Location
State
Process Used
Himachal Pradesh Uttar Pradesh Rajasthan Madhya Pradesh Jharkhand Jharkhand Chhattisgarh
Dry Grinding Unit Dry Dry Chiapas Grinding Unit Dry and SemiDry
ACC Ltd. (G) ACC Ltd. ACC Ltd. ACC Ltd. ACC Ltd. ACC Ltd.
ACC Ltd.
Chandra
Maharashtra
Dry
Wade
Karnataka
Dry Dry
Semi-Dry
VALUES Strengths
Building strong and lasting relationships. Conducting everyday operations internally in true team spirit. Acting responsibly with integrity and demonstrating strength of character.
Performance
Delivering on our promises to each other and to our stakeholders. Always ensuring excellence. Working together and striving to delight customers with best solutions.
VISION
To be one of the most respected companies in India; recognised for challenging conventions and delivering on our promises.
A solid partner Integrity and strength of character of our people A strong organization backed with global leadership and competence.
Passion
Caring, being dedicated, committed and passionate about everything we do, and demonstrating excellence in everything we do.
Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment 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.
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 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.
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 SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
FIMI National Award - for valuable contribution in Mining activities from the Federation of Indian Mineral Industry under the Ministry of Coal.
The model is very much helpful in viewing the interrelationship of strategy. Formation And interpretation it focus Managers attention to a verification of activities. That may Effect the implantation of any strategy as the model originally developed as a way of Thinking more broadly about the problems of organizing effectively. It is a judge tool for the implantation of the strategy.
The 7s model is mainly distinguished into two types a) Hard s Model SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
b) Soft s Model
The Hardest elements are visible and easy to identifies as they can be found in a Strategy elements, corporate plans, organization charts and other documentation of the Company they include a) Strategy. b) System. c) Structure.
The Soft elements are basically fishable because of difficult involved in describing them as capabilities, values and elements of corporate culture and frequently developing and Changing, they involve. a) Style. b) Staff. c) Skills. d) Shared Values.
CHAIRMAN
SENIOR MANAGER
DEPUTY MANAGER
SENIOR MANAGER
ASSISTANT MANAGER
OFFICER
Finance department
Finance manager
Deputy Manager
Deputy Manager
Assist manager
Assist manager
Assist manager
Officers
Officers
Officers
Officers
Clerks
In finance department:
Charted accountant ICWA cost accountant Report to all dept and top management , govt third parties
The Company will continue to maintain leadership in the cement Industry by adding capacities in strategic markets and in line with market requirements. As logistics constitute a major component of cost, the Company will maintain its focus on better supply chain management for reduction of distribution costs. Similarly, the thrust on effective management and promotion of the Companys power plants will cover about 83% of Companys power requirements and will further bring down the cost of power.
The TPM aims at involving all the employees of the organization through its 8 pillars of TPM, which is in vague. Focused improvement. Joshua Hozen ( Autonomous maintenance) Planned Maintenance. Early management ( M.P. Design) Education and training. Quality maintenance. Administrative and support departments. Safety and environment management.
To achieve Six Sigma through customer satisfaction, cost reduction, change in organizational culture, training and development of technology and good system.
These are achieved through proper and strict implementation and observance of all statutory provisions applicable to industry, rules and regulations of the unit and the company industrial relations with all concerned government agencies, local and the public and proper industrial system and procedure.
Organization has implemented the process of TQM i.e. total quality management, recently with the nomenclature of Kaizen circles
The term system refers to all rules, regulations & procedures both formal & informal that complement the organisation structure. It includes production planning system, Cost Accounting procedures, Capital budgeting system, recruitment, training & development system
ACC has its own standing orders for maintaining discipline among its employees. The standing orders are applicable to all its employees, including the office staff. The standing orders contain the rule & procedure to be adopted in case of minor and major misconduct done by employees. The standing orders are enforced by manager (HR & EW) and his departmental staff. ACC recruits its office staff based on the criteria of merit .The Asst manager are selected by campus interviews from leading Engineering & Management Institutes in India. They are given an induction and training program of six month for newly placed staff before join the work. The companys temporary & permanent workers are recruited and selected by the unit head based upon the requirements. However there no minimum education qualification for casual workers but they are given training in there respective field.
The Asst manager is selected by campus interviews from leading Engineering & Management Institutes in India. They are given a training of six month for newly placed staff before inducted to the job. The companys temporary & permanent workers are recruited and selected by the unit head based upon the requirements. However there no minimum education qualification for casual workers but they are given training in respective fields. Training
programmes are also conducted once in four month for all functional sand operational staff to impart latest development in Cement industry.
2) Supervisory duties & responsibilities Checking the work by their subordinate time to time whether they are doing correctly or not Proving the necessaries to the workers in their time of work
3) Finance dept duties & responsibilities Billing the payments amounts Billing regular expenses Normal capital expenditure Employee related: Pay, salary, wages To Govt bodies Processing of the bills verification
The consumption of cement grew at a Compounded Annual Growth Rate (CAGR) of around 8% during the last decade. During the year under review the Indian Cement Industry, however, grew at a lower rate of 5.5% due to various reasons including early onset and prolonged spell of monsoon. Housing and infrastructure are the key growth drivers of cement industry. Rural housing demand is largely dependent on good rainfall and consequent agricultural output. The planned infrastructure projects of road, airports, ports and power generation should push cement demand further. The continuation of fiscal benefits for promoting housing, lower housing finance rates, sustained growth in disbursements of housing finance etc will give a fillip to the cement demand growth. The rising capacity utilisation levels of leading cement players, with no new large capacities being created are expected to bring about more remunerative and stable cement prices in view of the narrowing down of the supply demand gap. There has been substantial growth in exports of cement and clinker by 30% to 9 million tonnes during
STRENGTHS:
Cement Company are its superlative quality of its products. To maintain and to enhance the quality of the cement the company has taken various steps which
involve activities right from the raw-material stage to the finished product stage. the company has setup the quality lab, which involves methods like: Testing lab. X-ray analysis. Chemical lab analysis. Physical lab analysis.
It also consists of a fully computerized control room, to avoid any deviations and deterioration of conditions.
OTHERS:
Largest Network in India. 15 Cement Production Factories. The trade mark ACC. Certification by ISO-9001
WEAKNESS:
Unable to reduce cost due to the increase in input costs:
The last nine years, input costs have risen by between 100 and 220 percent. In effect, the cement production cost has gone up by Rs. 108 percent bag., while the price for a 50 Kg bag in Mumbai market has gone up from Rs. 150 in 2009 to Rs. 185 in 2010 SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
Add to this the latest hike in petroleum prices work over, and your have a perfect stretcher case in the making. However the above problems were solved to some extent by: Higher production of blended cement. Reduction in total power consumption. Lower fuel consumption. The operating expenses of the company are comparatively high which affects in its profit earning capacity. Over staffed, both in managerial staff & permanent labors
OPPORTUNITIES:
Given the low per capita cement consumption in India, there is therefore, significant potential for growth in cement consumption in the coming years even if the current economic growth rates have to be maintained in the country. Countrys cement capacity will need to be enhanced to meet the growing demand during the coming years. The recent emphasis on creation of infrastructure in the country should provide a further fillip to the demand of cement. Even a part on version of national highways to concrete has the potential to generate double-digit growth rate for cement, year after year. A very large backlog in the demand for housing both in rural and urban areas is also expected to give boost to cement demand . The ACC Cement has shown a good sign of increasing its production through increasing its capacity by setting up of new production units, the Unit-III which is going to be set up by the end of 2006 and the future set up of the Unit-IV by the end of year 2003 Through the increasing of production the company has an advantage of entering new foreign markets and to double its supply to those countries where it is already marketing its produce . It can become market leader in cement industry. To tie-up strategic alliance with more global leaders for introduction of better products and technology.
PART-B
2.1: INTRODUCTION:
Research design is the basic plan, which guides the researchers in the collection and analysis of data required for participating in the research project. In fact, the research design is the conceptual structure with which research is conducted. It consists of the blue print for the collection, measurement and analysis of the data that was followed completing the study to ensure that study is relevant to the problem and will follow the predetermined and set data. Research design is a plan, a structure and a strategy for conducting the research. In other words, a research design is the arrangements of conditions for collection and analysis of data in the manner that aims to combine relevance to the research purpose with economy in purpose.
Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool, a component of the economic system, a means of financing the mass
media, a social institution, and an art form, an instrument of business management, a field of employment and a profession.
Sales promotion is an important component of a companys marketing communication strategy along with advertising. The negavitve effect of sales promotion is it will yield fast and measurable responses in sales but it will not yield new loyal nor long term buyers in mature markets.
2.5: OBJECTIVES:
To analyze the various segments focused by the Company. To study the current and past three years advertisement strategy used by ACC CEMENTS. To study the effectiveness of advertising towards the sales. To study the perception of the customers about the advertisement.
Both primary and secondary data were used to obtain the required information
PRIMARY DATA:
Primary data was gathered from personal interview and questionnaire. Sources of obtaining primary data are:
Questionnaire method: The primary data was collected by administering structure questionnaire to 50 respondents (customers).
RESEARCH DESIGN
RESEARCH DESIGN: According to Nachmias A research design is the programme that guides the investigator in the process of collecting, analyzing and interpreting observation.
According to Claire Selltiz:A Research Design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure
Scope of the Study:Scope of the Study includes the identification of advertising and sales promotion technique towards Cement. It also includes due study on performance of ACC Cement Company, consumer Satisfaction towards of ACC Cement problems faced by of ACC Cement Company etc. The study includes only 50 numbers of consumer chickaballpur.
Objectives of the Study: To find out the advertising and sales promotion technical towards ACC Cement. To know the effectiveness of advertisement. To know the consumer satisfaction with ACC Cement To Study the competitor of ACC Cement. To analyze the promotional tools and techniques.
Research methodology:The survey method was adopted for this study field work has carried out in Chickballpur District Respondents were asked to fill the questionnaire. The information thus collected constitutes primary data secondary data.
Sources of Data:Analysis and interpretation of data is based on both primary and Secondary data. .
Primary data are first hand information collected through various methods such as observation inching. The primary data was collected with the help of a suitable questionnaire which was prepared to collect information,
Secondary data:Secondary data is the information that already exists or another purpose. The Secondary data was collected through Brochures company profile company magazines, websites, magazines and information from dealers.
Sampling Size:-
The number of respondents selected for this study was 50, the area is study was restricted the main were constrictors and business.
Limitation of the Study: Information optioned from the respondents may change faster like performance. The study was Restricted only to Chickabllapur district. The assumption was made on information given by the respondents are correct. Due to lack of time spend money and time study is restricted to 50 respondents only.
TABLE-1
SEX RATIO
NO RESPONDENTS
OF PERCENTAGE
38 12 50
76 24 100
INTERPRETATION:-
The above Table shows that 76% of the respondents are male and 24% respondents are female
of the
CHART-1
CHART
SHOWING
THE
GENDER
RATIO
OF
THE
RESPONDENTS
40 35 30 25
38
20
15 10 5 0 male female 12
TABLE-2
INTERPRETATION:the above table shows that 38% of the respondents belong to the age group of 25-35 years.30%of the respondents belong to the age group of 35-45 years.20%of the respondents belong to the age group of20-25 years.12%of the respondents belong to the age group of 45and above years.
CHART-2
20 15 10 5 0 20-25 10
19 15
25-35
35-45
45and above
TABLE:- 3
QUALIFICATION
NO RESPONDENTS
OF PERCENTAGE
06 13 14 17 50
12 26 28 34 100
INTERPRETATION:-
The above table shows that. 34% of the respondents are postgraduates.28% of the respondents are undergraduates. 26% of the respondents are SSLC.12% of the respondents are illiterates.
CHART:- 3
CHART
SHOWING
THE
QUALIFICATION
OF
THE
RESPONDENTS
TABLE-4
No of Respondents 18 12 10 10 50
Percentage 36 24 20 20 100
INTERPRETATION:The above table shows that 36% of the respondents are civil engineers.24% of the respondents are contractors.20% of the respondents are professionals.20% of the respondents are employees.
TABLE-5
INTERPETATION:-
The above table shows that 36% of the respondents falls under the income group of rs 3000, 28% of the respondents under the income group of rs 3000to 5000, 22% of the respondents under the income group of rs 5000to 8000, 14% of the respondents under the income group of rs 15000&above.
CHART-5
TABLE-6
INTERPRETATION:The above table shows that majority i.e., 96% of the respondents are aware of ACC cement. And 4% of the respondents are aware of ACC cement.
CHART-6
50 45 40 35 30 25 20 15 10 5 0 YES NO
TABLE-7 TABLE SHOWING SOURCES FROM WHICH RESPONDENTS CAME TO KNOW ABOUT ACC CEMENT
SOURCES
NO RESPONDENTS
OF PERCENTAGE
25 12 10 03 50
50 24 20 06 100
INTERPRETATION:The above table shows that 50% of the respondents are influence by TV.24% of the respondents are influence by newsparper.20% of the respondents are influence by magazines. of the respondents were influence by wallwritings. SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
CHART-7
CHART
SHOWING
THE
SOURCES
FROM
WHICH
25
20
15
10
0
TV NEWSPAPER MAGAZINES WALLWRITINGS
TABLE-8
TABLE
SHOWING
RESPONDENTS
BRAND
IMPORTANT
INTERPRETATION:The above table shows that 56% of the respondents gave very high importance.28% of the respondents gave less importance.16% of the respondents did not gave any importance for purchasing cement brand.
30
25 20 15 10 5 0
28
14 8
very important
less important
not important
TABLE-9 TABLE SHOWING THE RESPONDENTS OPINION ABOUT PRICE OF ACC CEMENT
RESPONSE
NO RESPONDENTS
OF PERCENTAGE
23 12 09 06 50
46 24 18 12 100
INTERPRETATION:The above table shows that 46% of the respondents said very high price.24% of the respondents very price.18% of the respondents said medium price.12% of the respondents said low price towards ACC cement.
CHART-9 CHART SHOWING THE RESPONDENTS OPINION ABOUT PRICE OF ACC CEMENT
25
20 15 10 5 0 VERY HIGH HIGH MEDIUM LOW
TABLE-10
INTERPRETATION:The above table shows that majority i.e., 64% of the respondents are said that long lasting.16% of the respondents are said that durable.14% of the respondents are said thatmoderate.06% of the respondents are said that shorter.
CHART-10
35 30 25 20 15 10 5 0
LONG LASTING
DURABLE
MODERATE
SHORTER
TABLE-11
EFFECTIVE
NO OF RESPONDENTS
PERCENTAG E
26 12 08 04 50
52 24 16 08 100
INTERPRETATION:The above table shows that majority 52% of the respondents are suggested that tv .24% of the respondents are suggested That newspaper.16% of the respondents are suggested that magazines.8% of the respondents are suggested that bill boards. Has a effective media of advertisement for ACC cement. SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
30 25
20
15 10 5 0 TV NEWSPAPER MAGZINES BILL BOARDS
TABLE-12
TABLE SHOWING THE BRAND SWITCHING OF RESPONDENTS FORM ACC CEMENT TO OTHER BRAND DUE TO LOWER PRICE
RESPONSE
NO RESPONDENTS
OF PERCENTAGE
YES NO Total
17 33 50
34 66 100
INTERPRETATION:The above table shows that majority i.e., 66% of the respondents opinioned to stick on to the ACC cement.34% of the respondents opinioned to other brand when price is lower than ACC cement
CHART-12
CHART SHOWING THE BRAND SWITCHING OF RESPONDENTS FORM ACC CEMENT TO OTHER BRAND DUE TO LOWER PRICE
35 30
25
20 15 10 5 0 YES NO
TABLE-13
TABLE SHOWING THE RESPONDENTS PREFERED BRAND OF CEMENT DUE TO LOWERED PRICE WHEN COMPARED TO ACC CEMENT
RESPONSE RESPONDENTS %OF NO. OF
INTERPRETATION:-
The above table shows majority 68% of the respondents preferred ACC cement when price is lowered than Birla Super cement.12% of the respondents preferred Birla Super when price is lowered than ACC cement & others.
CHART-13
CHART SHOWING THE RESPONDENTS PREFERED BRAND OF CEMENT DUE TO LOWERED PRICE WHEN COMPARED TO ACC CEMENT
TABLE-14
TABLE
SHOWING
THE
RESPONDENTS
COMPLIANTS
COMPLIANTS
NO RESPONDENTS
OF PERCENTAGE
YES NO Total
10 40 50
20 80 100
160 140 120 100 80 60 40 20 0 Category 1 Category 2 Category 3 20 80 100 tot.respondents no.of respondents complaints
INTERPRETATION:The above table shows the majority 80 % of the respondents are not having any problem. 20% of the respondents are having problem ACC cement.
CHART-14
CHART
SHOWING
THE
RESPONDENTS
COMPLIANTS
40 35 30 25 20 15 10 5 0 YES NO
TABLE-15
TABLE
SHOWING
THE
RESPONDENTS
SATISFACTION
AVAILABILITY
NO RESPONDENTS
OF PERCENTAGE
30 10 10 50
60 20 20 100
INTERPRETATION:The above table shows that majority i.e., 60% of the respondents are fully satisfied.20% of the respondents are partially satisfied. 20% of the respondents are not satisfied with the availability of ACC cement.
CHART-15
CHART
SHOWING
THE
RESPONDENTS
SATISFACTION
30
25
20
15
10
TABLE-16
INTERPRETATION:The above table shows that majority i.e., 72% of the respondents are recommended to their family and friends.8% of the respondents are not recommended ACC brand to their family and friends.
CHART-16
40 35 30 25 20 15 10 5
36
14
0
YES NO
INTERPRETATION.
The above chart shows that nearly 36% of the customers are get recommended by the family members and the friends, and the remaining 14% of influence themselves.
TABLE-17
TABLE SHOWING THE RESPONDENTS PREFERED PROMOTIONAL OFFERS TOWARDS ACC CEMENT
OFFER
NO RESPONDENTS
OF PERCENTAGE
INTERPRETATION:-
The above shows that majority i.e., 50% of the respondents are offers price discount.20% of the respondents are offers gifts.20% of the respondents are offers home delivery.10% of the respondents are offers free transportation for ACC cement.
CHART-17
CHART SHOWING THE RESPONDENTS PREFERED PROMOTIONAL OFFERS TOWARDS ACC CEMENT
25
20
15
10
TABLE-18
PURCHASE
NO RESPONDENTS
OF PERCENTAGE
35 10 05 50
70 20 10 100
INTERPRETATION:-
The above table shows that majority i.e., 70% of the respondents preferred purchase was cash.20% of the respondents preferred purchase was installment.10% of the respondents preferred purchase was fully credit.
CHART-18
TABLE-19
PURCHASE
NO RESPONDENTS
OF PERCENTAGE
INTERPRETATION:-
The above table shows that majority i.e., 60% of the respondents are purchased from authorized dealer.20% of the respondents are purchased from retailer.20% of the respondents are purchased from wholesalers.
CHART-19
30 30
25
20
15 10 10 10
. Majority i.e., 38% of the respondents are between the age group of 25-35 years. Majority i.e., 34% of the respondents are postgraduates,28% of the respondents are undergraduates. Majority i.e., 36% of the respondents were civil engineers, 24% of the respondents were contractor. Majority i.e., 36% of the respondents monthly income category of rupees 5000-8000.
Majority i.e., 96% of the respondents are aware of ACC cement. Majority i.e., 50% of the respondents came to know about ACC cement, through TV, 24% of the respondents came to know through magazines. Majority i.e., 56% of the respondents gave very high importance to brand purchasing cement . Majority i.e., 48% of the respondents are having very good opinion regarding ACC cement o . Majority i.e., 46% of the respondents opinion about the price of Birla Super cement is very high. Majority i.e., 64% of the respondents having good opinion about life of the ACC cement .
Majority i.e., 52% of the respondents were suggested that TV is the effective media of advertisement for ACC cement . Majority i.e., 66% of the respondents opinion to stick on to the ACC cement and remaining 34% of the respondents switch to other brand when price lower than Birla Super cement. Majority i.e., 68% of the respondents preferred ACC when price is lowered than Birla Super cement. Majority i.e., 80% of the respondents have no complaints with regarding to ACC cement. Majority i.e., 60% of the respondents are fully satisfied with aviability of ACC cement . Majority i.e., 72% of the respondents recommended brand ACC cement to their family & friends. Majority i.e., 50% of the respondents preferred price discount has a promotional offer to ACC cement. Majority i.e., 70% of the respondents preferred cash purchase of ACC cement
Majority i.e., 60% of the respondents were purchased ACC cement authorized dealers.
SUGGESTIONS
It was from that majority of customer are male. It is good sign that company is able to attract the main users. In order to increase market share it should make efforts to attract other customers by creating awareness about the brand. Majority of customer belong to the age group of 25-35 years. It indicates huge potential market/customers in order to make use of this opportunity company as to high light the product features to attract other group of customers. The company is more successful in attraction of civil engineers and contractors. The awareness of the product is their in the market so the company should try to create interest and desire for the product through aggressive advertisement. The company has to increase the effectiveness of advertisement to capture the market and to create awareness towards brand ACC cement. The company has to improve their product quality by adding few more features . The majority customer accepting good quality of packing so company has to improvement in packing. The company can introduce more of dealers sales promotional activities to encourage dealers. The company has to maintain stable price of ACC cement to become leader in the market to attract price sensitive consumers. Majority of customers have no complaints with regarding to ACC cement so company has to make improvement quality price distributional channel aware of the brand. SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
The holdings and signboards must be placed on the bus stop and other consumer place to make consumer aware of brand.
CONCLUSIONS
From the study we can conclude that ACC is a excellent quality as judged by the brand prefer in customers and with advantage like effective distributional channel. It lack maintaining certain aspects like price, packing and improving awareness of certain brands which are of equivalent Excellency with other brands.
Hence from above survey we can conclude that ACC improving its valuable market share because of proper implementation of strategies like quality advertisement availability and other sales promotional activities because of these builders are gaining their confidence on this company.
According to report most of the builders are profit makers. If the company keeps more margin with the other brands then builders will jump to other brands automatically.
Even the company is having very good cement image, the goods is not up to the market so It conducts survey in such areas to identify the extra reasons.
ANNEXURES Questionnaire A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT . (For customer) Dear Sir/Madam, (1) Name (2) Address ... ..................................................... ..................................................... (3) Gender : (a) Male [ ] (b) Female [ ] :
(4) Age
[ [
] ]
(b) 25-35
] [
(5) Qualification
[ ] ]
(b) S.S.L.C. [
[ ] [
(6) Occupation
[ [ [
] ] ]
[ [
] ] [ ]
(7) Income
] ] ]
[ ]
(9) Through which sources you come to know about ACC cement?
(a) T. V.
] ] ]
[ [ [
] ] ]
(10) While choosing cement how much importance does you assign to The brand?
[ [
] ]
[ [
] ]
[ [
] ]
[ [
] ]
[ [
] ]
(13) What is your opinion life of ACC cement? SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR
[ [
] ]
[ [
] ]
[ [ [
] ] ]
[ [ [
] ] ]
(15) In case the price of another brand is lower that ACC cement Will you buy that brand? (a) Yes [ ] (b) No [ ]
[ [ [
] ] ]
[ [
] ]
(b) No
] ] [
[ [
] ]
[ [
] ]
(18) Will you recommend this brand to your family and friends?
(a) Yes
(b) No
(19) Which Promotional offer do you prefer? (a) Price Discounts (c) Home delivery (e) Others [ [ [ ] ] ] (b) Gifts (d) Free transportation [ [ ] ]
(20) Which mode of purpose do you prefer? (a) Cash (c) Fully credit [ [ ] ] (b) Installment [ ]
(21) From where do you purchase ACC cement? (a) Authorized Dealers [ (c) Whole sealers [ ] ] (b) Retailers (d) Others [ [ ] ]
(22) Do you have any suggestions? Please Specify........................................................... ............................................................... ............................................................... ............................................................... ...............................................................
BIBLIOGRAPHY
SI.No. AUTHOR
YEAR
EDITION
TITLE
Philip Kotler
1999
S.A. Sherlaker
2004
THIRD
Essentials of Marketing
P.N. Reddy
2006
FIRST
Marketing Management
H.R. appaniah
2006