Present Ion on Brand Image of Acc Cement

8/8/2019 Present Ion on Brand Image of Acc Cement

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PRESENTION ON BRAND IMAGEPRESENTION ON BRAND IMAGE

OF ACC CEMENTOF ACC CEMENT

Presented by:Presented by:--

RampalRampalSemSem--llllll

MBAMBA

ARNI Univrsity kathgarh (Indora) H.P

BUILD WITH CONFIDENCE


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OBJECTIVE OF THE STUDYOBJECTIVE OF THE STUDY

To find out the market share of theTo find out the market share of thebrand in that area, the reason andbrand in that area, the reason andthe factors which directly orthe factors which directly or

indirectly affects the cement market.indirectly affects the cement market. To study the perception andTo study the perception and

expectations of dealer and consumerexpectations of dealer and consumerabout cement manufacturers.about cement manufacturers.

To study the brand image of ACC inTo study the brand image of ACC incement market.cement market. To study who is the best brand ofTo study who is the best brand of

cement in marketcement in market


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ACC company ProfileACC company Profile

ACC (ACC Limited) is India's foremostACC (ACC Limited) is India's foremostmanufacturer of cement and concrete.manufacturer of cement and concrete.

ACC's 14 modern cement factories, 19ACC's 14 modern cement factories, 19

Ready mix concrete plants, 19 sales officesReady mix concrete plants, 19 sales offices& a workforce of about 9000 persons .& a workforce of about 9000 persons .

ACC was formally established on August 1,ACC was formally established on August 1,1936. Sadly, F E Din Shaw, the man1936. Sadly, F E Din Shaw, the man

recognized as the founder of ACC, died inrecognized as the founder of ACC, died inJanuary 1936. Just months before his dreamJanuary 1936. Just months before his dreamcould be realized.could be realized.


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ACC, with an installed capacity of 22.63 MTPAACC, with an installed capacity of 22.63 MTPA(with 13 plants), enjoys an 11% market share in(with 13 plants), enjoys an 11% market share inIndia, which with its total installed capacity of 207India, which with its total installed capacity of 207MTPA .MTPA .

A new association was formed between ACC andA new association was formed between ACC andThe Holcim group of Switzerland in 2005.The Holcim group of Switzerland in 2005.

Vision:Vision:--To be one of the most respectedTo be one of the most respectedcompanies in India; recognized for challengingcompanies in India; recognized for challenging

conventions and delivering on our promisesconventions and delivering on our promises Mission includes Mission includes Leadership, ProfitabilityLeadership, Profitability ,,

GrowthGrowth ,, QualityQuality ,, EquityEquity ,, PioneeringPioneering &&Responsibility.Responsibility.


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Growth Rate of ACC Ltd.Growth Rate of ACC Ltd.


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ACCACC-- MILESTONES &MILESTONES &ACHIEVEMENTSACHIEVEMENTS

19361936Incorporation of the Associated Cement CompaniesIncorporation of the Associated Cement CompaniesLimited on August 1, 1936.Limited on August 1, 1936.

19371937

ACC is complete on October 23, 1937.ACC is complete on October 23, 1937. 19441944

ACC`s first community development venture nearACC`s first community development venture nearBombay.Bombay.

19471947

India`s first entirely indigenous cement plantIndia`s first entirely indigenous cement plantestablish at Chaibasa in Bihar.establish at Chaibasa in Bihar.


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19521952Village welfare scheme launched.Village welfare scheme launched.

19771977ACC received first national award from the year 176ACC received first national award from the year 176

instituted for outstanding performance in promoting ruralinstituted for outstanding performance in promoting ruraland agriculture development activitiesand agriculture development activities 20022002

ACC wins PHDCCI Good Corporate Citizen Award.ACC wins PHDCCI Good Corporate Citizen Award. 20042004

Green Tech Safety Gold and Silver Award awardedGreen Tech Safety Gold and Silver Award awarded 20062006

ACC Receives good corporate citizen awardACC Receives good corporate citizen award


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RESEARCH METHODOLOGYRESEARCH METHODOLOGY

My research project has a specified frameworkMy research project has a specified frameworkfor collecting the data in an effective manner.for collecting the data in an effective manner.Such framework is called "Research Design". InSuch framework is called "Research Design". Inorder to complete this objective I followedorder to complete this objective I followed

following methodology.following methodology.

Developing research plan:Developing research plan:--

The primary data source was chosen for theThe primary data source was chosen for the

study this was desired so because it gives thestudy this was desired so because it gives theprimary information. More over first handprimary information. More over first handinformation can easily be attained by thisinformation can easily be attained by thismethod. The method got caring got the study ismethod. The method got caring got the study isdiscussed as under:discussed as under:


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Sampling PlanSampling Plan::This was designed so as to help in making decisionThis was designed so as to help in making decision

in the following areas:in the following areas: Sampling Unit:Sampling Unit:

The respondents were taken to be all cementThe respondents were taken to be all cementbuyers (of all brands) in Bilaspur distt.buyers (of all brands) in Bilaspur distt.

Sampling size:Sampling size:

A total of one hundred respondents wereA total of one hundred respondents werecontacted. These numbers includes the cementcontacted. These numbers includes the cementbuyers.buyers.

Sampling proceduresSampling procedures::All the cement buyers in the specified areas areAll the cement buyers in the specified areas arepersonally visited for this research.personally visited for this research.

Data Collection:Data Collection:--The study is mainly based on primary data. TheThe study is mainly based on primary data. The

information has been collected by survey techniqueinformation has been collected by survey techniquethrough the use of questionnaire.through the use of questionnaire.


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MARKET SHAREMARKET SHARE

Sales

ACC

AMBUJA

OTHER

ACC 59%

AMBUJA 43%

OTHER 5%

As per the respondent the ACC havelargest market share in Cementmarket.


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FACTORS INFLUENCING SALE OF CEMENT:FACTORS INFLUENCING SALE OF CEMENT:

Attribute ACC Ambuja

Quality 71% 66%Profitability ---- 5%

Availability 15% 5%

Durability 12% 22%


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ARE DEALERS SATISFIED WITH PACKAGING:ARE DEALERS SATISFIED WITH PACKAGING:

Attribute ACC Ambuja

YES 89% 88%

NO 10% 11%


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NO. OF CEMENT DEALERS IN H.PNO. OF CEMENT DEALERS IN H.PCement Brand %age dealers in market

ACC 62

AMBUJA 35

OTHER 3


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SUGGESTIONSFOR ACCSUGGESTIONSFOR ACC

Customer are also diverting toward Ambuja cementCustomer are also diverting toward Ambuja cementbrands because sometimes unavailability of thebrands because sometimes unavailability of thecement with the Acc dealer.cement with the Acc dealer.

Customer should be educated about the cementCustomer should be educated about the cement

water ratio.water ratio. Dealers network can be expanded to increase theDealers network can be expanded to increase the

market share.market share. The company shouldhave a complaintcelltohearThe companyshouldhave a complaintcelltohearthe complaintsofthe customer.the complaintsofthe customer.

The companyshouldhave some attendanttoattendThe companyshouldhave some attendanttoattendthe callofthe customer.the callofthe customer. The companyshouldtrytouse thoseThe companyshouldtrytouse thoseadvertisements, whichhave more informationsadvertisements, whichhave more informationsaboutthe productaboutthe product

The companyshouldorganize meeting withtheThe companyshouldorganize meeting withthecustomersandeducate andupdate them withthecustomersandeducate andupdate them withthe


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Present Ion on Brand Image of Acc Cement