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A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

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A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

GROWTH AND DEVELOPMENT OF THE CEMENT INDUSTRY


Strong relation to the GDP growth, high level of competition, regional nature of demand, high component of freight costs, capital intensity, and dependence on inputs with administered prices and heavy reliance on fiscal concession characterize the cement industry. In the long run, it has been seen that cement has elasticity of demand and constitutes 1.4% of GDP growth. Transportation is a very critical element of industry with the markets spread over a radius of 350-600 km from the plants. Freight is the single largest cost element for any cement company. Industry is heavily dependent on input with administered prices. Power and fuel are the other main inputs for the cement manufacturing companies.

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

COMPANY PROFILE ACC Limited


The Associated Cement Companies Limited(ACC) BSE: 500410 is Indian company in cement manufacturing business. It is registered office is called Cement House. It is located on Maharishi Karve Road, Mumbai. It is blue chip company. The stock price of company contributes in calculating BSE Sensex. The management control of company was taken over by Swiss cement major Holcim in 2004. On 1 September 2006 the name of The Associated Cement Companies Limited was changed to ACC Limited. The company is only cement company to get Superbrand status in India.
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A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

ABOUT: HUMAN RESOURCES


ACC has a large workforce of about 9,000 people, comprising experts in various disciplines assisted by a dedicated workforce of skilled persons. ACC employees, referred to as the ACC Parivar, come from all parts of the country and belonging to a variety of ethnic, cultural and religious backgrounds. ACC employees display a strong sense of loyalty to the Company and their special stellar qualities as value-adding human capital are well known in the industry. ACC has clearly stated guidelines concerning recruitment, termination, career advancement, performance appraisal, professional and employee ethics and code of conduct. The Companys personnel policies and processes enshrine equal opportunities to all and non-discrimination with regard to gender, caste, creed, ideology or other opinion, whether social, political or religious. Also ensured is a due process for employee consultation and participation in organizational development and policy formulation.

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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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ACC is essentially a peoples brand of

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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:

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

Ordinary Portland cement :

1 ) 43 grade cement : [ OPC 43 grade ]


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 BIS Specifications on Compressive Strength Levels: 3 days 7 days 28 days 23 MPA 33 MPA 43 MPA

ACC Cement is marketed in specially designed 50 kg bags with golden yellow bands along the sides.

2) ACC samrat: [53 grade OPC ]


ACC SAMRAT is the brand name for a product developed recently by our Research and Consultancy Directorate. It is an Ordinary Portland Cement which surpasses the requirements of IS: 12269-53 Grade. It is produced from high quality clinker ground with high purity gypsum. ACC SAMRAT provides high strength and durability to structures because of its optimum particle size distribution, superior crystalline structure and balanced phase composition.

3) ACC SURAKSHA [ A Composite cement ]

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

Area of operation Global/ National/ Regional : Regional Marketing Offices:


Synthetic Ferric Oxide plant, Bangalore Bhopal Calcutta Chandigarh Coimbatore Kanpur Mumbai New Delhi Patna Pune Secunderabad

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

Infrastructural Facilities: 1) School:


An English Medium School in the Company township upto 10th Standard of Central Board Syllabus to meet the educational requirement of the employees children and a Kannada medium Primary school in the Colony run by the State Govt. was started.

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

3) Libraries and Reading Rooms:


The company has provided libraries and Reading Rooms in the plant and also in the Club for the benefit of employees. All kinds of News papers and magazines are made available.

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.

7) Sports & Games:


The Sports Club provides recreation for the employees and their family members and has indoor game facilities and out door game facilities for Volley ball, Basket ball, Football, Hockey, Cricket, etc. It also has a reading room and a library.

8) Housing, Utility Loans etc:


The Management provides the housing loan to their employees depending on the category for construction of house by employees and the loan recovery in easy installments. In addition, a number of loans like utility loan for consumer items like Refrigerator, Two wheeler, domestic appliances etc and Marriage loans.

Work flow model ( End to End ):

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A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

MODERNISATION / EXPANSION / NEW PROJECTS


A major part of the Bargarh expansion project was completed and the Vertical Roller Mill and Captive Power Plant were commissioned during 2009. The next phase of the plant is expected to be commissioned during the first quarter of 2010, after which the cement grinding capacity of Bargarh will stand enhanced to 2.1 million tonnes. The first phase of the programme to increase the cement grinding capacity by 3 million tonnes per annum of capacity in Karnataka was completed with the launch of two new satellite grinding units. These are the Thondebhavi grinding plant in Chikballapur District near Bangalore with a capacity of 1.6 million tonnes per annum and the Kudithini grinding plant in Bellary District with a capacity of 1.1 million tonnes per annum. The remaining phase of the New Wadi Expansion Project for creation of additional clinkering capacity in Karnataka, including additional captive power plants of 2 x 25 MW capacity, are expected to be completed by mid 2010.

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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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Product Development has always been an important activity at ACC,

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

PRODUCTS: BULK CEMENT Bulk 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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

Key Performance Indicators


Sales Volume & Growth Net Sales, Operating EBITDA & Operating EBITDA Margin Profit Before Tax & Profit After Tax Capital Employed & Return on Capital Employed Net Worth & Return on Net Worth Dividend Per Share Net Cash Generated from Operations Fixed Assets & Asset Turnover Ratio Employees & Turnover Per Employee Cement Production

Overseeing the company's range of businesses, the Corporate Office is the central headquarters of all business and human resource functions.

Indian Cement Plants

BargarhCementWorks ChaibasaCementWorks ChandaCementWorks DamodharCementWorks SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

GagalCementWorks JamulCementWorks KudithiniCementWorks KymoreCementWorks LakheriCementWorks MadukkaraiCementWorks SindriCementWorks WadiCementWorks ThondebhaviCementWorks Tikaria Cement Works

ACC Concrete Plants

Delhi Ahmadabad Bangalore Punjab Chennai Hyderabad Kolkata Mumbai Pune

Name Company ACC Ltd.

of

the Location

State

Process Used

Gagal Tikaria Lakheri Kymore Chaibasa Sandra Jamul

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

ACC Ltd. ACC Ltd. New ACC Ltd. ACC Ltd.

Wade

Karnataka

Dry Dry

Thondebhavi Karnataka Macherial Madukkarai Andhra Pradesh Tamil Nadu

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

Passion
Caring, being dedicated, committed and passionate about everything we do, and demonstrating excellence in everything we do.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

AWARDS & ACCOLADES

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

FIMI National Award - for valuable contribution in Mining activities from the Federation of Indian Mineral Industry under the Ministry of Coal.

Rajya Sthariya Paryavaran Puraskar - for

Mc KINSEY 7-S FRAME WORK IN ACC


There are many management approaches. Which talk about managing the things and Operations in an organization? One of the famous modes to analyze the pattern of Management is Mc 7s frame work. The 7s model is better known as Mc Kinseys 7s, this is because the two persons who Developed this module. Tompetus & Robert waterman have been consultant at Mc Kinseys and co at that time. They described that an organization is not that just structured but consist of 7 elements. Which can be distinguished into so called Hard Ss & Soft Ss?

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

ORGANISATIONAL CHART OF ACC:

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHAIRMAN

BOARDOF DIRECTOR (MUMBAI)

VICE PRESIDENT WORK MANAGER

SENIOR MANAGER

DEPUTY MANAGER

SENIOR MANAGER

ASSISTANT MANAGER

OFFICER

Finance department
Finance manager

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

Acc has adopted the Quality improvement strategy.


In this type of marketing strategy the activities are incentives, gifts etc are given to dealers to induce them to enhance the sale of cement to end users. The marketing activity is not implied upon end users in this case, the idea is to push the product through the help of the dealers and other intermediates. Here the marketing activities are focused on the end users by providing them with gifts, incentives; mason meet engineers meet, etc. so that demand is created in the market and is sold to dealers in lieu of demand created in the market by end users. ACC is in continuous pursuit for excellent cement quality and customer satisfaction are committed to achieve optimum production, sales and distribution of product with improved technology, less manpower and cost reduction process. One of the important strategies adapted by the company is the Quality Emphasis. It is implemented through Quality Assurance department, which undertakes consistent quality appraisal of product at all stages till the product is dispatched, ensuring that the product quality is achieved, maintained and improved. This also helps to develop necessary competence in the department for meeting specific quality requirement. TPM total productivity maintenance, for policy, pledge, to achieve zero accident, zero quality complaint, zero defect and zero down time, clean environment, reduction in cost and higher productivity with participation of all employees to strengthen ISO-9002 and ISO-14001.

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

Duties & Responsibilities:


1) Clerical duties & responsibilities Duty to take care about workers leaves ESA, PE & Gratuity etc Maintaining attendance report Handling petty cashes for expenses

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

MANAGEMENT DISCUSSION AND ANALYSIS HIGHLIGHTS OF PERFORMANCE / EVENTS


_ Largest cement producer having produced and sold 15 Million Tonnes of cement. _ Capacity increased to 17.63 Million Tonnes per annum. _ Capacity utilisation higher at 91% as compared to 86% in the previous year. _ Market share improved to 13.1% from 12.5%. _ Profit before Exceptional Items & Tax Rs. 264 crore as against Rs.135 crore in the previous year. _ Profit after Taxes increased by 93 % to Rs 200 crore from Rs 104 crore. _ Growth in profit through higher volume, improved cement price realization and improvement in operational efficiencies. _ Interest expenses lower by 11% over the previous period due to improved financial and working capital management. _ Acquisition of 0.96 MTPA of IDCOL Cement Ltd (renamed Bargarh Cement Ltd.) in Orissa . _ Maiden international offering - US$40 million through GDS and US$60 million through FCCB.

ECONOMY AND BUSINESS ENVIRONMENT


The year 2003-04 witnessed buoyant and sustained growth of the Indian economy. The normal monsoon which spurred the agriculture sector growth, the pick up of the industrial growth and the continued growth of service sector made the Indian economy one of the fastest growing economies in the world. The burgeoning foreign exchange reserves and the modest inflation notwithstanding the high crude oil prices are positive factors for economic growth. The key growth drivers like housing, infrastructure are continuing to be robust which augurs well for the Cement Industry.

INDUSTRY OUTLOOK & OPPORTUNITIES FOR CEMENT BUSINESS


Cement production and despatches during the year ended March 31, 2004 have exceeded 117 million tonnes as compared to 111 million tonnes during the previous year. Despite low per capita consumption, the Indian Cement Industry occupies the second position after China in the world cement production. SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

SWOT Analysis of the company:

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

2) Faster setting quality:


Due to the faster setting quality of the cement, there is lesser consumption of the cement. This is one of the better sign of the cement which would lead to better demand for the cement, from all respects.

3) Best utilization of capacity and power:


The strength of the ACC Cement Company is the best utilization of the capacity. This is possible through the well trained work force of the company who regularly trained for better efficiency. And another one is the power efficiency which is of utmost help to the environment.

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

2.2: TITLE OF THE STUDY:

A study on advertising and sales promotion at ACC .

2.3: INTROUCTION TO THE STUDY:

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

media, a social institution, and an art form, an instrument of business management, a field of employment and a profession.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

2.4: STATEMENT OF THE PROBLEM:


Advertising is a tool which is used to provoke the customers to buy the products. In this context it is necessary to determine the impact of advertisement on sales.
Advertising is a tool which is used to provoke the customers to buy the products. In this context it is necessary to determine the impact of advertisement on sales. Thenegative side vof an advertising is that it is not usually a neutral and objective statement

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.

2.6: SCOPE OF THE STUDY:


To provide information about the perception of the consumers towards advertisement and its impact on sales. The information would help to know the consumers feedback and company can co-create SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

2.7: SOURCES OF DATA:

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

Title of the Study:-

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

A study on advertising and sales promotion at ACC.

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:SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

ANALYSIS & INTERPRETATION

TABLE-1

TABLE SHOWING SEX RATIO OF THE RESPONDENTS

SEX RATIO

NO RESPONDENTS

OF PERCENTAGE

Male Female Total

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

40 35 30 25

38

20
15 10 5 0 male female 12

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-2

TABLE SHOWING AGE GROUP OF THE RESPONDENTS


Age Group 20-25 25-35 35-45 45 and above Total No. of Respondents Percentage 10 19 15 06 50 20 38 30 12 100

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-2

CHART SHOWING THE AGE GROUP OF THE RSPONDENTS

20 15 10 5 0 20-25 10

19 15

25-35

35-45

45and above

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE:- 3

TABLE SHOWING THE QUALIFICATION OF THE RESPONDENTS

QUALIFICATION

NO RESPONDENTS

OF PERCENTAGE

Illiterate S.S.L.C Under graduate Post graduate Total

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART:- 3

CHART

SHOWING

THE

QUALIFICATION

OF

THE

RESPONDENTS

20 18 16 14 12 10 8 6 4 2 0 Illitrate SSLC Under Graduates Post Graduates

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-4

TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS

Occupation Civil Engineers Contractors Professionals Employees TOTAL

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-4 CHART SHOWING OCCUPATION OF THE RESPONDENTS

18 16 14 12 10 8 6 4 2 0 Civil Engineers Contractors Professionals Employees

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-5

TABLE SHOWING INCOME LEVEL OF THE RESPONDENTS


INCOME LEVEL UptoRs 3000 Rs 3000to5000 Rs5000to8000 Rs15000&above Total 14 11 07 50 14 100 NO OF RESPONDENTS 18 PERCENTAGE 36 28 22

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-5

CHART SHOWING THE INCOME LEVEL OF RESPONDENTS

18 16 14 12 10 8 6 4 2 0 Upto Rs 3000 Rs3000to5000 Rs5000to8000 Rs15000&above

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-6

TABLE SHOWING RESPONDENTS AWARENESS TOWARDS ACC CEMENT


AWARENESS NO.OF RESPONDENTS YES NO Total 48 02 50 96 04 100 PERCENTAGE

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-6

CHART SHOWING THE AWARENESS TOWARDS ACC CEMENT

50 45 40 35 30 25 20 15 10 5 0 YES NO

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-7 TABLE SHOWING SOURCES FROM WHICH RESPONDENTS CAME TO KNOW ABOUT ACC CEMENT

SOURCES

NO RESPONDENTS

OF PERCENTAGE

TV NEWSPAPER MAGAZINES WALLWRITINGS Total

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-7

CHART

SHOWING

THE

SOURCES

FROM

WHICH

RESPONDENTS CAME TO KNOW ABOUT ACC CEMENT

25

20

15

10

0
TV NEWSPAPER MAGAZINES WALLWRITINGS

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-8

TABLE

SHOWING

RESPONDENTS

BRAND

IMPORTANT

TOWARDS ACC CEMENT


REPONSE NO RESPONDENTS Very important 28 Less important 14 Not important 08 Total 50 100 16 28 56 OF PERCENTAGE

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

CHART-8 CHART SHOWING RESPONDENTS BRAND IMPORTANT

TOWARDS ACC CEMENT

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

30
25 20 15 10 5 0

28

14 8

very important

less important

not important

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-9 TABLE SHOWING THE RESPONDENTS OPINION ABOUT PRICE OF ACC CEMENT

RESPONSE

NO RESPONDENTS

OF PERCENTAGE

Very high High medium low Total

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT 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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-10

TABLE SHOWING THE RESPONDENTS OPINION ABOUT QUALITYOF ACC CEMENT


RESPONSE NO RESPONDENTS Long lasting Durable Moderate shorter Total 32 08 07 03 50 64 16 14 06 100 OF PERCENTAGE

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-10

CHART SHOWING THE RESPONDENTS OPINION ABOUT QUALITY OF ACC CEMENT

35 30 25 20 15 10 5 0

LONG LASTING

DURABLE

MODERATE

SHORTER

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-11

TABLE SHOWING THE EFFECTIVE MEDIA OF ADVERTISMENT FOR ACC CEMENT

EFFECTIVE

NO OF RESPONDENTS

PERCENTAG E

TV NEWSPAPER MAGZINES BILL BOARDS Total

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-11 CHART SHOWING THE EFFECTIVE MEDIA OF

ADVERTISMENT FOR ACC CEMENT

30 25

20
15 10 5 0 TV NEWSPAPER MAGZINES BILL BOARDS

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-12

CHART SHOWING THE BRAND SWITCHING OF RESPONDENTS FORM ACC CEMENT TO OTHER BRAND DUE TO LOWER PRICE

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

35 30

25
20 15 10 5 0 YES NO

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-13

TABLE SHOWING THE RESPONDENTS PREFERED BRAND OF CEMENT DUE TO LOWERED PRICE WHEN COMPARED TO ACC CEMENT
RESPONSE RESPONDENTS %OF NO. OF

RESPONDENTS Acc Birla Super cement L&T priya Total 34 06 05 05 50 68 12 10 10 100

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-13

CHART SHOWING THE RESPONDENTS PREFERED BRAND OF CEMENT DUE TO LOWERED PRICE WHEN COMPARED TO ACC CEMENT

35 30 25 20 15 10 5 0 Birlsuper ACC L&T PRIYA

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-14

TABLE

SHOWING

THE

RESPONDENTS

COMPLIANTS

TOWARDS BRAND ACC CEMENT

COMPLIANTS

NO RESPONDENTS

OF PERCENTAGE

YES NO Total

10 40 50

20 80 100

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-14

CHART

SHOWING

THE

RESPONDENTS

COMPLIANTS

TOWARDS BRAND ACC CEMENT

40 35 30 25 20 15 10 5 0 YES NO

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-15

TABLE

SHOWING

THE

RESPONDENTS

SATISFACTION

TOWARDS ACC CEMENT

AVAILABILITY

NO RESPONDENTS

OF PERCENTAGE

Full satisfied Partially satisfied Not satisfied Total

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-15

CHART

SHOWING

THE

RESPONDENTS

SATISFACTION

TOWARDS ACC CEMENT

30

25

20

15

10

0 FULLY SATISFIED PARTIALLY SATISFIED NOT SATISFIED

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

TABLE-16

TABLE SHOWING BRAND RECOMMEND TO THE RESPONDENT FAMILY AND FRIENDS


OPTION NO RESPONDENTS YES NO Total 36 14 50 72 28 100 OF PERCENTAGE

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

CHART-16

CHART SHOWING BRAND RECOMAND TO THE RESPONDENT FAMILY AND FRIENDS

40 35 30 25 20 15 10 5

36

14

0
YES NO

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

Price Discount 25 Gifts Home delivery 10 Free transportation 05 Total 50 10 100 20 10 50 20

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

25

20

15

10

0 PRICE DISCOUNT GIFTS HOME DELIVERY FREE TRANSPORTATION

TABLE-18

TABLE SHOWING THE RESPONDENTS PREFFERED MODE OF PURCHASE OF ACC CEMENT

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

PURCHASE

NO RESPONDENTS

OF PERCENTAGE

Cash Installment Fully credit Total

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

CHART SHOWING THE RESPONDENTS PREFFERED MODE OF PURCHASE OF ACC CEMENT

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

35 30 25 20 15 10 5 0 CASH FULLY CREDIT

TABLE-19

TABLE SHOWING THE PLACE OF PURCHASE OF ACC CEMENT

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

PURCHASE

NO RESPONDENTS

OF PERCENTAGE

Authorized dealers 30 Retailer wholesalers Total 10 10 50 60 20 20 100

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

CHART SHOWING THE PLACE OF PURCHASE OF ACC CEMENT

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

30 30

25

20

15 10 10 10

0 AUTHORIZED DEALER RETAILER WHOLESALERS

SUMMARY OF THE FINDINGS


Majority i.e., 76% of the respondents are male

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

. 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.

lies, in the income

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 .

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT 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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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.

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

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

(a) 20-25 (c) 35-45 ]

[ [

] ]

(b) 25-35

] [

(d) 45 & above

(5) Qualification

(a) Illiterate (c) Under graduate (e) Engineers [ [

[ ] ]

(b) S.S.L.C. [

[ ] [

(d) Post Graduate (f ) other

(6) Occupation

(a) Civil Engineers (c) Professional (e) Business

[ [ [

] ] ]

(b) Contractor (d) Employee (f) others

[ [

] ] [ ]

(7) Income

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

(a) Upto Rs. 3,000

] ] ]

(b) Rs. 3,000 to 5,000 (d) Rs.8, 000 to 15,000 [

[ ]

(c) Rs. 5,000 to 8,000 [ (e) Rs. 15,000 &above [

(8) Are you aware of ACC cement? (a) Yes [ ] (b) No [ ]

(9) Through which sources you come to know about ACC cement?

(a) T. V.

] ] ]

(b) Newspapers (d) Wall Writing (f) Others

[ [ [

] ] ]

(c) Magazines [ (e) Family and Friends [

(10) While choosing cement how much importance does you assign to The brand?

(a) Very important (c) Not important

[ [

] ]

(b) Less important

(11) What is your opinion about ACC Cement?

(a) Very good (c) Satisfactory

[ [

] ]

(b) Good (d) Poor

[ [

] ]

(12) What is your opinion regarding price of ACC Cement?

(a) Very high (c) Medium

[ [

] ]

(b) High (d) Low

[ [

] ]

(13) What is your opinion life of ACC cement? SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

(a) Long lasting (c) Moderate

[ [

] ]

(b) Durable (d) Shorter

[ [

] ]

(14) Which media of advertising effectively reaching you?

(a) Television (c) Magazine (e) Wall Writing

[ [ [

] ] ]

(b) Newspapers (d) Bill boards (f) Others

[ [ [

] ] ]

(15) In case the price of another brand is lower that ACC cement Will you buy that brand? (a) Yes [ ] (b) No [ ]

(a) If yes which brand of cement do you prefer?

(a) Birla Super (c) L & T (e) Ambuja

[ [ [

] ] ]

(b) A.C.C. (d) Praia

[ [

] ]

(16) Is there any complaint with regard to Ultratech cement?

(a) Yes (a) If Yes, Please specify,

(b) No

(a) Non. Availability [ (c) High price [

] ] [

(b) Poor quality (d) Non durable ]

[ [

] ]

(e) Bad Advertisement

(17) Are you satisfied with the product availability?

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

(a) Fully satisfied (c) Not satisfied

[ [

] ]

(b) Partially satisfied [

(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........................................................... ............................................................... ............................................................... ............................................................... ...............................................................

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

BIBLIOGRAPHY

SI.No. AUTHOR

YEAR

EDITION

TITLE

Philip Kotler

1999

SECOND Marketing Management

S.A. Sherlaker

2004

THIRD

Essentials of Marketing

P.N. Reddy

2006

FIRST

Marketing Management

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

A STUDY ON ADVERTISING AND SALES PROMOTION AT ACC CEMENT

H.R. appaniah

2006

SECOND Marketing Management

Web site;-WWW.Aditya Birla. Com WWW.ACCCement.Com

SJC INSTITUTE OF TECHNOLOGY CHICKBALLAPUR

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