28968090 the brand perception

Table of contents

Page No. Executive Summary 2

Chapter -1 3-13 Introduction 4-101.1 Statement of the problem 11 1.2 Need and importance of the study 12 1.3 Objective of the research 13

Chapter -2 14-29 Organization study 2.1 Profile of the Organization 15-16 2.2 Vision of Organization 17-18

2.3 Product Profile 19-24 2.4 SWOT Analysis 25 2.5 Functional Area 26-27 2.6 Organizational Structure 28

Chapter -3 29-33 Research Methodology 3.1 Review of literature 30-31 3.2 Research 32 3.3 Data collection 33

Chapter -4 34-53 Presentation of data 4.1 Analysis and Interpretation 35-48 4.2 Findings 49-52 4.3 Limitations 53

Chapter -5 54-61 Summary and conclusion 5.1 Suggestion for further research 55 5.2 Conclusion 56 Annexure 57-61 I- Bibliography 57 II- Questionnaire 58-61

1

EXECUTIVE SUMMARY

ACC Cement Company initiated this project to assess the market potentiality of its

product in the present market. The main motive of this project is to find out the

brand perception and to increase the sales of the organization.

The process involved in the creation, production, distribution, promotion and pricing

of products, services, ideas, and experiences for Orissa Markets.

The project methodology involved carrying out the exploratory research. The main

purpose of such studies is that of formulating a problem from more precise

investigation. The main emphasize in such studies is on the discovery of ideas or

insights.

The in-depth interviews with the end users required understanding of the uses of the

product (cement) which is sold by ACC Cement Company.

In the findings it was observed that ACC Cement Company is the one of the best

cement company because it maintains the quality, price and also it maintains good

relation with its customers.

After analyzing the data which was collected it is found that at present ACC

Cement Company has successfully penetrated the market than any other organized

cement company. However, in the future the organization may face stiff competition

from other players like Ultratech, Konark and Lafarge and to handle the situation the

organization needs to have flexible pricing and, advertising strategies.

2

Chapter -1

INTRODUCTION

1.1Statement of the problem

1.2Relevance of the study

1.3 Objective of the study

INTRODUCTION

Cement is a binder, a substance which sets and hardens independently, and can bind

other materials together. The word "cement" traces to the Romans, who used the

3

http://en.wikipedia.org/wiki/Ancient_Rome

term "opus caementicium" to describe masonry which resembled concrete and was

made from crushed rock with burnt lime as binder. The volcanic ash and pulverized

brick additives which were added to the burnt lime to obtain a hydraulic binder were

later referred to as cementum, cimentum, cäment and cement. Cements used in

construction are characterized as hydraulic or non-hydraulic.

The most important use of cement is the production of mortar and concrete - the

bonding of natural or artificial aggregates to form a strong building material which

is durable in the face of normal environmental effects.

CEMENT INDUSTRY in INDIA

Cement Industry originated in India when the first plant commenced production in

1914 in Probandar, Gujarat. The industry has since been growing at a steady pace,

but in the initial stage, particularly during the period before Independence, the

growth had been very slow. Since indigenous production was not sufficient to meet

the entire domestic demand, the Government had to control its price and distribution

statutorily. Large quantities of cement had to be imported for meeting the deficit.

The industry was partially decontrolled in 1982 and this gave impetus to its pace of

growth. Installed capacity more than doubled during the period 1980-90. It increased

from 27 million tones in 1980-81 to 62 million tones in 1989-90.

Encouraged by the positive response of the industry to the policy liberalization in

the cement industry, Government decontrolled the industry fully on 1st March 1989.

With the Industrial Policy Statement made by the Government on 24 th July 1991, the

cement industry stands delicensed. It has also been listed as a priority industry in

Schedule III of the Industry Policy Statement making it eligible for automatic

approval for foreign investment up to 51 per cent and also for technical

collaboration on normal terms of payment of royalty and lump sum know-how fee.

Indian cement industry has thus been one of the pioneering industries in introducing

policy reforms. After the liberalization measures and globalization of Indian

4

http://en.wikipedia.org/wiki/Concrete

http://en.wikipedia.org/wiki/Mortar_(masonry)

economy, the cement industry has been growing rapidly at an average rate of 8 per

cent except for a short period in 1991-92 when the industry faced demand recession.

The country is now the second

largest producer of cement in the world. India has also started exporting large

quantities of cement and clinker.

There is a total number of 125 large cement plants and more than 300 small cement

plants operating in India presently. Some of them are

ACC LIMITED

AMBUJA CEMENTS LTD

ANDHRA CEMENTS LTD

BAGALKOT UDYOG LTD

BIRLA CORPORATION LTD

BINANI CEMENT LTD

CEMENT CORPORATION OF INDIA LTD.

CEMENT MANUFACTURING CO. LTD

CENTURY TEXTILES & INDS. LTD

CHETTINAD CEMENT CORPORATION LTD

DALMIA CEMENT (BHARAT) LTD

GRASIM INDUSTRIES LTD

GUJARAT SIDHEE CEMENT LTD.

Heidelberg Cement India Pvt. Ltd

HMP CEMENTS LTD

THE INDIA CEMENTS LIMITED

INDORAMA CEMENT LIMITED

J.K. UDAIPUR UDYOG LTD

JAIPRAKASH ASSOCIATES LTD

JAMMU & KASHMIR CEMENTS LTD

J.K. CEMENTS LTD

JK LAKSHMI CEMENT LTD

5

KALYANPUR CEMENTS LTD

KISTNA CEMENTS LTD

THE K.C.P. LTD

KESORAM INDUSTRIES LTD

LAFARGE INDIA PVT. LTD

LEMOS CEMENTS LTD

MADRAS CEMENTS LTD

MALABAR CEMENTS LTD

MANGALAM CEMENT LTD

MAWMLUH-CHERRA CEMENTS LTD

MEGHALAYA CEMENTS LTD

MY HOME INDUSTRIES LTD

NARMADA CEMENT COMPANY LTD

ORIENT CEMENT

OCL INDIA LTD

PANYAM CEMENTS & MINERAL INDUSTRIES LTD

PENNA CEMENT INDUSTRIES LTD

PRISM CEMENT LTD

RAIN INDUSTRIES LTD

SANGHI INDUSTRIES LIMITED

SAURASHTRA CEMENT LTD

SHREE CEMENT LTD

SHREE DIGVIJAY CEMENT CO. LTD

SHRIRAM CEMENT WORKS

TAMIL NADU CEMENTS CORP. LTD

ULTRATECH CEMENT LIMITED

THE U.P. STATE CEMENT CORPN. LTD

ZUARI CEMENT LTD

The cement industry is concentrated mainly in those States, where there

are large deposits of limestone, which is the main raw material for cement.

Nearly 82 per cement of the capacity of large plants is located in seven

States. The distribution of capacity in respect of large cement plants

6

among these States as on 31st March, 2000 is as under: -

State No. of Plants Capacity

(In Million tones)

%age of total capacity

Madhya Pradesh 19 26.23 23.42

Andhra Pradesh 20 17.00 15.18

Rajasthan 16 15.53 13.86

Gujarat 12 12.64 11.28

Tamil Nadu 10 7.62 6.80

Karnataka 8 6.92 6.18

Maharashtra 6 7.41 6.62

Others 29 18.66 16.66

Total 120 112.01 100

Players in India

7

CEMENT INDUSTRY in ORISSA

The Orissa cement industry is on a roll. Driven by a booming housing sector, global

demand and increased activity in infrastructure development such as state and

national highways, the cement industry has outpaced itself, ramping up production

capacity, attracting the top cement companies in the world, and sparking off a spate

of mergers and acquisitions to spur growth.

Cement grade limestone and clay are the two important raw materials for the cement

industry. The relevance for Orissa is that the limestone deposits in the state are only

in the region of about 2.224 billion tons. However, there will be substantial

production of BF slag and Fly Ash which in turn can produce quality blended

cement.

The major cement units in Orissa are ACC – IDCOL, Ultra Tech – Grasim, Shiva

Cement, Chariot Cement, Sita Cement, OCL India, etc.

Besides, a few proposals of Grasim, ASO Cement besides the expansion of Chariot Cement, ACC, etc are the project developments in the region. The State is getting import of cement from other states of the country.

8

Three MOUs have been signed for 5 mtpa capacity addition in cement making utilizing fly ash and blast furnace slag through green field projects by Grasim & ASO Cement & brown field expansion by Orissa Cement Limited.

Cement Manufacturers’ Association:

CMA India is the apex body of cement manufacturers in India. It is unique body in as much as it has both private and public sector cement units (large units) as its members. It is registered body under the societies Registration Act, 1860.

Activities of CMA

Government CMA plays a significant role of projecting the cement Industry to the

9

government and co-ordinating various activities respect of

formulation of government policy for the cement Industry through its

dialogues and interaction.

Represents on all major policy making bodies concerned with

cement.

Supplies desired information to all concerned Ministries like

commerce , Railway , coal and planning commission.

Supplies material for answers to parliament question.

Helps in preparation of important government documents concerning

cement like report for five years plans etc.

Submits to the Ministry of Industry weekly reports on infrastructure

(coal, railway, power)for cabinet secretariat meeting

Industry CMA identifies and strengthens industries role in the development of

the country.

Provides up-to-date statistical data information to the industry and the

other agencies.

Interacts for Industry’s problems with the government and co-

ordinates various activities with bodies like NCB, FICCI etc.

Focuses infrastructural problem(Railway , coal, power etc.) and

suggests suitable measures for their soluation .

Consumers CMA disseminates information on proper and economic use of

cement as well as properties and application of different varieties.

Creates awareness and supports industry efforts on quality,

environment, consumer protection and similar other issues.

Creates awareness about eco-friendly packaging.

10

1.1 STATEMENT OF THE PROBLEM

This study is conducted with a special motive to find out the Brand Equity index of

ACC Limited and competitors among the end users Segments. The first & foremost

is to find out, why the less number of People purchase ACC cement? What is the

cause behind it? What should be the relevant steps to be taken for creating the

awareness among the people of Orissa market . So it would be useful to conduct a

depth interview or survey from which researcher can know the Brand Perception of

ACC Limited in Orissa market.

11

1.2 RELEVANCE OF THE STUDY

Brand perception refers to the marketing effects or outcomes that accrue to a product

with its brand name compared with those that would accrue if the same product did

not have the brand name. And, at the root of these marketing effects is consumers'

knowledge. This study on Brand perception will help the organization to understand

the perception of customers towards ACC Limited in Orissa market. It will also help

to understand the total potential of this industry and their benefits that the

organization will get from the market. Understand how to exploit growth markets by

■ The Company needs a larger customer based to achieve economies Of scale.

■ It is mostly required to study the myth of the customer.

12

■ The Company needs a product development and pricing strategies to meet the

customers’ demands.

1.3 OBJECTIVE OF THE STUDY

◙ TO STUDY THE BRAND PERCEPTION OF ACC LIMITED AND

COMPETITORS AMONG END USERS SEGMENTS.

13

Chapter -2

Organization study

2.1 Profile of the Organization

2.2 Vision of Organization

2.3 Product Profile

2.4 SWOT Analysis

2.5 Functional Area

2.6 Organizational Structure

ORGTANIZATIONAL STUDY

14

2.1 PROFILE OF THE ORGANIZATION

ACC Limited is India’s foremost manufacturer of cement with a countrywide

network of factories and marketing offices. Established in 1936, ACC has been a

pioneer and trend-setter in cement and concrete technology. ACC’s brand name is

synonymous with cement and enjoys a high level of equity in the Indian market.

Among the first companies in India to include commitment to environment

protection as a corporate objective, ACC has won several prizes and accolades for

environment friendly measures taken at its plants and mines. The company has also

been felicitated for its acts of good corporate citizenship.

ACC (ACC Limited) is India's foremost manufacturer of cement and

concrete. ACC's operations are spread throughout the country with 14 modern

cement factories, more than 30 Ready mix concrete plants, 20 sales offices, and

several zonal offices. It has a workforce of about 10,000 persons and a countrywide

distribution network of over 9,000 dealers. ACC's research and development facility

has a unique track record of innovative research, product development and

specialized consultancy services. Since its inception in 1936, the company has been

a trendsetter and important benchmark for the cement industry in respect of its

production, marketing and personnel management processes. Its commitment to

environment-friendliness, 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. ACC has made significant contributions to the nation

building process by way of quality products, services and sharing its expertise.

15

In the 70 years of its existence, ACC has been a pioneer in the manufacture of

cement and concrete and a trendsetter in many areas of cement and concrete

technology including improvements in raw material utilization, process

improvement, energy conservation and development of high performance concretes.

ACC’s 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

Super Brands of India.

The company's various businesses are supported by a powerful, in-house research

and technology backup facility - the only one of its kind in the Indian cement

industry. This ensures not just consistency in product quality but also continuous

improvements in products, processes, and application areas.

2.2 VISION

16

ACC’s Vision vividly declares the company’s commitment to community and

sustainable development issues making this an essential part of the five

interdependent and intertwined business goals for the company. The essence of this

resolve is contained in the fifth goal or “diamond” which envisages that ACC

inspires trust and respect.

Our VISION

To be one of the most respected companies in India recognized for challenging

conventions and delivering on our promises

The Vision statement narrates these areas as

1. ACC is a trusted and ethical organization.

2. ACC delivers enduring value to investors and other stakeholders. 3. ACC is committed to environment protection and the well beings of the community.

BUSINESS STRATEGY

17

2.3 PRODUCT PROFILE

18

CEMENT

ACC manufactures the following types of cement, in addition to which, it provides

Bulk Cement and Ready Mix Concrete.

Ordinary Portland Cements

OPC 43 Grade OPC 53 Grade

Blended Cements

Fly-ash based Portland Pozzolana Cement Portland Slag Cement

ORDINARY PORTLAND CEMENTS

43GradeCement(OPC43Grade)

ACC Cement is the most commonly used cement in all constructions including plain

and reinforced cement concrete, brick and stone masonry, floors and plastering. It is

also used in the finishing of all types of buildings, bridges, culverts, roads, water

retaining structures, etc.

What is more, it surpasses BIS Specifications (IS 8112-1989 for 43 grade OPC) on

compressive strength levels. ACC Cement is marketed in specially designed 50 kg

bags.

53GradeCement

This 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.

19

http://www.acclimited.com/newsite/cement.asp#psc

http://www.acclimited.com/newsite/cement.asp#ppc

http://www.acclimited.com/newsite/cement.asp#53g

http://www.acclimited.com/newsite/cement.asp#43g

ACC 53 Grade OPC provides high strength and durability to structures because of

its optimum particle size distribution, superior crystalline structure and balanced

phase composition.

It is available in specially designed 50-kg bags.

BLENDED CEMENTS

Fly-ash based Portland Pozzolana Cement

This is a special blended cement, produced by inter-grinding higher strength

Ordinary Portland Cement clinker with high quality processed fly ash - based on

norms set by the 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.

PortlandSlagCement

This is a slag-based blended cement that imparts strength and durability to all

structures. It is manufactured by blending and inter-grinding OPC clinker and

granulated slag in suitable proportions as per our norms of consistent quality. PSC

has many superior performance characteristics which give it certain extra advantages

when compared to Ordinary Portland Cement. It is available in specially designed

50-kg bags.

20

BulkCement

Yet another first in our six-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.

ACC Bulk

India's leading cement company, ACC - in a joint venture with the government of

India - has set up the most sophisticated bulk unloading terminal at Kalamboli,

Navi Mumbai, to bring its cement from the ACC plant at Wadi in Karnataka.

The terminal at Kalamboli has three 5000-tonne-capacity silos to store the cement

which is transported in specially designed railway wagons.

The company has its own fleet of 15-tonne road-bulkers in which cement is then

brought to the end-user's construction site. The terminal has three modes of

evacuation: bulk tanker trucks, jumbo bags (one and 1.5 tones), and 50 kg bags.

The mechanization in the loading/unloading of cement reduces manual

intervention to the barest minimum.

At the site, the cement is pumped into portable 15-tonne steel silos (supplied by

ACC). Not only do these silos require less storage space than conventional bag

storage godowns, but also the silos are designed to facilitate free-flow discharge of

the cement. This further underscores another of ACC Bulk’s characteristic -

‘untouched by hand’. And dust collecting silos safeguard against dust pollution.

21

A well-equipped laboratory ensures that the testing is carried out scientifically to

comply with all cement quality norms. The site silos, which are a must at the

customers’ sites, are provided on mutually agreed terms, and eliminate a major

cause of concern to the end-user. Pilferage also is made impossible.

The bulk tanker for bulk cement transport and the silo at site to receive this cement

are a welcome innovation from the conventional and time-consuming bag

distribution system. Inventory in terms of locked-up capital is now the concern of

the supplier.

The large and unwieldy godown construction and maintenance that is required at

construction sites is now avoided. The measured quantity extracted by the

discharge system ensures correct weight and eliminates human error.

Advantages of using ACC Bulk

• Assured quality.

• No handling from the factory to your site, therefore exact weight

• Tamper proof delivery, therefore no adulteration possible

• Immediate delivery, therefore no need to stock inventory

• Order only when you are ready to use, so your money is not locked up

• Steady supply

22

READY MIX CONCRETE

ACC set up India's first commercial Ready Mix Concrete (RMX) plant in Mumbai

in 1994. Today this business has been reorganized as a separate company called

ACC Concrete Limited which is one of the largest manufacturers of RMX in India

with over 30 modern plants in major cities such as Mumbai, Bangalore, Kolkata,

Chennai, Delhi. Hyderabad, Goa, Pune and Ahmadabad.

ACC's pioneering efforts in introducing RMX coupled with the promotion of bulk

cement handling facilities have been responsible for redefining the pace and quality

of construction activity in metropolitan cities and in mega infrastructure projects.

Numerous landmark structures in India's metro cities have been built using ACC

Concrete - mega housing projects, townships, commercial complexes, factories,

bridges, flyovers, roads and railways. Prestige projects such as the Mumbai-Pune

Expressway, the Indore-Dewas bypass, Kolkata and Delhi Metro Rail projects. Most

of the new bridge and fly-over’s in Mumbai used ACC Concrete and could perhaps

not have been completed on schedule without it.

Small building projects and individual home builders seeking high levels of quality

assurance can also now usher in the same sophistication and value addition into their

construction as some of India's mega projects using ACC RMX- at virtually no extra

cost.

23

What is Ready Mixed Concrete?

Ready Mixed Concrete, or RMX as it is popularly called, refers to concrete that is

specifically manufactured for delivery to the customer's construction site in a freshly

mixed and plastic or unhardened state. Concrete itself is a mixture of Portland

cement, water and aggregates comprising sand and gravel or crushed stone.

In traditional work sites, each of these materials is procured separately and mixed in

specified proportions at site to make concrete. Ready Mixed Concrete is bought and

sold by volume - usually expressed in cubic meters. RMX can be custom-made to

suit different applications.

ACC Concrete - a wide range

High Strength Concrete

High Performance Concrete

Self-leveling Concrete

Self-compacting Concrete

Coloured Concrete

Concrete made with binary and ternary blends of cements

Early strength Concrete

Fibre reinforced Concrete

24

2.4 SWOT ANALYSIS

Strengths (S)

■ Brand value

■ Quality

■ Network channel

■ Excellent location

■ Good warehouse management

■ Well Infrastructure

■ Innovation of new product

■ Good services (ACC HELP)

Weaknesses (W)

■ Lack of marketing expertise

■ Production capacity of plant

■ Poor supply

■ Poor discount

Opportunities (O)

■ Developing market

■ Expansion of production

capacity

■ Developing of network channel

■ Moving into new attractive

Market segments

■ A market that is led by a weak

competitors

Threats (T)

■ Cost of another product

■ Scarcity of the product

25

2.5 FUNCTIONAL AREAS

The researcher has found the following functional areas in the organization.

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 Company’s 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.

Recruitment

Performance Management System

Training & Development

Employee welfare & perquisites

Employee Satisfaction

26

http://www.acclimited.com/newsite/hr.asp#es

http://www.acclimited.com/newsite/hr.asp#ewp

http://www.acclimited.com/newsite/hr.asp#tad

http://www.acclimited.com/newsite/hr.asp#pmt

Finance

Financial Highlights

Gross Revenue

EBITDA

PAT

Dividends

Net Worth

Book Value Per Share

How Each Rupee was Spent

Equity Share

Marketing

Purchase of raw material

Sales and distribution of finished products

Right advice at critical stages of construction

Operation

Production of Ordinary Portland Cements

Production of Blended Cements

Production of Bulk Cement

Production of Ready Mix Concrete

Maintenances of plants

Maintenance of warehouse

Information Technology

Net working of computers

Integration of system

Maintenance of systems

Data General system to the latest Linux/UNIX and Windows 2003 based machines

Oracle 9i and Developer 6i to an ERP (SAP) based solution

Mix of VSAT and VPN links ensure adequate connectivity.

27

http://www.acclimited.com/newsite/finance.asp

2.6 ORGANIZATIONAL STRUCTURE

ACC’s organization structure was revised in 2006. Added thrust was given to

sustainable development with the creation of separate cells at the corporate office

and plants to coordinate activities relating to waste management, alternate fuels and

raw materials, corporate social responsibility and occupational health and safety. All

these were placed under the supervision of the Managing Director.

To enable better coordination of the organization’s triple bottom line

performance, it is proposed to constitute a high level team with representatives from

functions relating to the main pillars of sustainable development to coordinate

reporting and align operations inline with the overall corporate objectives. The

committee will include the heads of Environment & Energy Conservation, Alternate

Fuelsand Raw Materials Business Development, Occupational Health & Safety,

Corporate Communications & Social Responsibility, Corporate Human Resources,

Commercial Services, Central Procurement and Secretarial & Compliance.

28

Chapter -3

RESEARCH METHODOLOGY

3.1 Review of the Literature

3.2 Research

• Type of Research

• Sampling Technique

• Sample Size

• Sample Description

3.3 Data Collection

• Instrumentation Technique

• Collection of Data

• Software used for Data Analysis

29

RESEARCH METHODOLOGY

3.1 REVIEW OF LITERATURE

To give a complete shape of the summer project report, the researcher has referred

through following books and websites:-

BOOK NAME INTERNET WEBSITES

1.Strategic Brand Management www.google.com

2.Product Management in India www.acclimited.com

3.Product Brand Management www.wikipedia.com

4.Brand Management www.yahoo.com

5. Brand Management

1. Book Name: - Product Management in India

Author: - Ramanuj Majumdar

Publisher: - Prentice-Hall of India Private Limited

New Delhi

Findings: - The book helped the researcher to understand the broad spectrum

& strategic of product & brand management.

2. Book Name: - Product Brand Management

Author: - U.C. Mathur

Publisher: - Excel Publisher

New Delhi

Findings: -The book enabled the researcher to fin relevant strategies of branding.

30

http://www.yahoo.com/

http://www.wikipedia.com/

http://www.acclimited.com/

http://www.google.com/

3. Book Name: - Brand Management

Author: - Harsh V Verma

Publisher: - Excel Publisher

New Delhi

Findings: - This book is all about how to develop the Brand value of a product.

Internet Websites:-

• www.google.com

• www.acclimited.com

• www.wikipedia.com

• www.yahoo.com

Findings: - Researcher used these four websites to get some data which relates

to topic and project also.

3.2 Research

Type of Research

31





It is an Exploratory kind of research. Exploratory research study is also known as

Formulative research studies. The main purpose of such studies is that of

formulating a problem from more precise investigation. The main emphasize in such

studies is on the discovery of ideas or insights.

Three typical approaches in exploratory research are:

• the literature survey,

• the experience survey, and

• the analysis of "insight-stimulating examples.

Sampling Technique

Non-Probability method of sampling was used because when samples were being

drawn samples were not known. Under Non-Probability method the researcher has

used the technique of judge mental sampling because the samples were chosen on

the basis of intuitions or judgment.

Sample Size

The sample size: 80

Sample Description

The study was mainly based on the Brand Perception of ACC Limited .

3.3 DATA COLLECTION

Instrumentation Technique

32

For the collection of the data, questionnaires were used to collect information from

primary sources. For collecting secondary data various relevant books and websites

were referred.

Collection of Data

For the data collection both primary and secondary data sources were used. For

collecting primary data a well-structured questionnaires was designed and after that

direct interview was taken of various respondents.

In secondary data collection researcher used different websites and

prefer some books to fulfill the requirements.

Software used for Data Analysis

First of all data was collected using the questionnaire and analysis of data was done

by using Microsoft Excel. In this way it was possible to analysis the whole data to

get the market potentiality of Cement Industry.

33

Chapter -4

Presentation of data

4.1 Analysis and Interpretation

4.2 Findings

4.3 Limitations

34

PRESENTATION OF DATA

4.1 ANALYSIS AND INTERPRETATION

For IHB

1. The following graph is showing that the percentage of brand (cement) are using by the Individual House Builders(IHB).

OCL ACC LAFARGE UTCL OTHER0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Series1

Interpretation:- - It is found that 50% cement of OCL brand, 45% cement of ACC,

25% cement of LAFARGE ,10% cement of UTCL and 2%cement of other are

suggested by the IHB for users.

2. The following graph is showing that why the IHB are using these brand(cement).

1ST 2ND 3RD 4TH 5TH0

2

4

6

8

10

12

OTHERAVAILABITYSERVICEPRICEQUALITY

Interpretation:- It is found that 12 IHBs using for Quality,5 Price,2 Service,1 Availability, and 0 Other.

3. Every IHB know the ACC brand.

35

OCL ACC LAFARGE UTCL

OTHERS

50% 45% 25% 10%

2%

1ST 2ND 3RD 4TH 5TH TotalIHBQuality 12

Price 5 20Service 2Availability 1Other 0

4. The following graph is showing that the percentage of Advt. have seen by the IHB .

OTHER COMPANY NEWS PRINT TV0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Series1

5. The following graph is showing that the percentage of Advt. of ‘ACC HELP’ have seen by the IHB.

NEWS PRINT T.V. OTHERS RADIO0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Interpretation:- It is found that 20% seen the ACC HELP in NEWS PRINT,25% T.V,45% OTHER, and 10% RADIO.

36

OTHER 50%COMPANY 30%NEWS PRINT 15%T.V 5%

NEWS PRINT

TVOTHER

RADIO

20% 25% 45% 10%

6. The following graph is showing that the rank of brands(cement) according to brand perception by the IHB.


1

2

3

4

5

6

7

8

9

10

OTHERLAFARGEEUTCLOCLACC

1ST 2ND 3RD 4TH 5TH TotalIHBACC 10

OCL 5 20UTCL 3LAFARGE

2

OTHER 0Interpretation:- It is found that 10 IHB voted for ACC,5 IHB voted for OCL, 3 IHB voted for UTCL, 2 IHB voted for LAFARGE and 0 IHB voted for OTHER. 7. The following graph is showing that rate the brands according to quality perception.


1

2

3

4

5

6

7

8

OTHERLAFARGEUTCLOCLACC

37

Interpretation:- It is found that 8 IHB voted for ACC, 5 IHB voted for OCL,4 IHB voted for UTCL , 2 IHB voted for LAFARGE, and 2 IHB voted for OTHER

For Engineers1. The following graph is showing that the percentage of brand(cement) suggested by the engineers by the customers.

Interpretation:- It is found that the engineers suggested to the customers to purchase

30% UTCL,50% ACC,OCL 40%, LAFARGE 10% and OTHER 0% they are

suggested.

2. The following graph is showing that the engineers why suggested that brand.

Interpretation:- :- It is found that 30% engineers suggested for quality,40%

AVAILABILITY, 25% SERVICE, 30% PRICE and OTHER 15% .

38

1ST 2ND 3RD 4TH 5TH TotalIHBACC 8

OCL 5 20UTCL 4LAFARGE 2OTHER 2

UTCL ACC OCL LAFARGE OTHER

30% 50% 40% 10% 0%

QUALITY AVAILABILITY SERVICE PRICE OTHER

75% 40% 25% 30% 15%

3. The following graph is showing that the percentage of brand(cement)

according to customer’s demand.

ACC OCL UTCL LAFARGE OTHER0%

10%

20%

30%

40%

50%

60%

Interpretation:- It is found that 55% customers demand acc,40% OCL,35%

UTCL,10% LAFARGE and 0% OTHER.

4. The following graph is showing that whether the engineers know the ‘ACC

HELP’ or not.

yes no

75% 25%

39

YESNO

ACC OCL UTCL LAFARGE OTHER55% 40% 35% 10% 0%

Interpretation:- It is found that 75% engineers know about the ‘‘ACC HELP’’ and

25% engineers don’t know about ‘‘ACC HELP’’.

If YES then,Where have you seen the help line ?

NEWS PRINT T.V RADIO DOOR TO DOOR OTHER0%

10%

20%

30%

40%

50%

60%

Interpretation:- It is found that 55%seen the help line in News print , 50%T.V

30%Radio,20% Door to door promotion and 6%other.

5. The following graph is showing that the rank of brands(cement) according to

brand perception by the engineers.

40

News print T.V Radio Door to door promotion

other

55% 50% 30% 20% 6%

1ST 2ND 3RD 4TH 5TH Totalengineers.ACC 7


Interpretation:-It is found that 7 engineers voted for ACC, 6 OCL, 4 UTCL, 3 LAFARGE and 0 OTHERS. 6. The following graph is showing that the rank of brands(cement) according to

quality perception by the engineers.


1

2

3

4

5

6

7

OTHERSLAFARGEUTCLOCLACC

1ST 2ND 3RD 4TH 5TH TOTALengineers.ACC 7


Interpretation:- It is found that 7 engineers voted for ACC, 5 OCL, 4 UTCL, 3 LAFARGE and 1 OTHERS.

7. The following graph is showing that the rank of brands(cement) according to the

service level by the engineers.

41

1st 2nd 3rd 4th 5th0

1

2

3

4

5

6

7



1

2

3

4

5

6

OTHERSLAFARGEACCUTCLOCL

Interpretation:- :- It is found that 4 engineers voted for ACC, 6 OCL, 5 UTCL, 3 LAFARGE and 2 OTHERS.

For Contractors

1. The following graph is showing that the percentage of brand (cement)

suggested by contractor .

OCL ACC UTCL LAFARGE OTHER0%

5%

10%

15%

20%

25%

30%

35%

40%

Series1

42

1st 2nd 3rd 4th 5th TotalengineersOCL 6

UTCL 5 20ACC 4LAFARGE

3

OTHER 2OCL 40%ACC 30%UTCL 20%LAFARGE 10%OTHER 0%

Interpretation- It is found that 40% cement of OCL, 30% cement of ACC, 20%

cement of UTCL and 10% cement of LAFARGE are suggested by the

Interpretation contractors.

2. The following graph is showing that why the contractors suggest this brands (cement).

AVAILABILITY QUALITY PRICE SERVICE OTHERS0%

10%

20%

30%

40%

50%

60%

Interpretation- It is found that 50% cement are suggested for availability and, 30%

cement are suggested for quality, 15% are suggested for price and 5% are suggested

for service by the contractors for users.

3.The following graph is showing that the Rank of brands (cement) according to

customer’s demand.


1

2

3

4

5

6

7


1ST 2ND 3RD 4TH 5TH TOTALContractorsOCL 7

ACC 6 20UTCL 4LAFARGE 2OTHER 1

Interpretation- It is found that 7 Contractor’s voted for OCL,6 ACC, 4 UTCL ,2 LAFARGE , and 1 OTHER.

43

AVAILABILITY 60%QUALITY 30%PRICE 10%SERVICE 5%OTHER 0%

4.The following graph is showing whether the contractors know the ACC ‘‘HELP’’ or not.

60%40%

YESNO

Interpretation-It is found that 60% contractors know about the ‘‘ACC HELP’’ and

40% contractors don’t know about ‘‘ACC HELP’’.

5.The following graph is showing that the rank of brands (cement) according to

brand perception by the contractors.


1

2

3

4

5

6

7


Interpretation- It is found that 7 contractors voted for ACC,6 OCL, 5 UTCL,2

LAFARGE and 0 OTHER

44

1ST 2ND 3RD 4TH 5TH TOTALContractorsACC 7

OCL 6 20UTCL 5LAFARG 2OTHER 0

6.The following graph is showing that the rank of brands (cement) according to

quality by the contractors.


1

2

3

4

5

6

7

8


1ST 2ND 3RD 4TH 5TH TOTALCONTRACTORACC 8


Interpretation- It is found that 8 contractor voted for ACC,6 OCL, 3 UTCL,2 LAFARGE and I other

7.The following graph is showing that the rank of brands (cement) according advertisements by the contractors.


1

2

3

4

5

6

7

8

9

OTHEROCLACCLAFARGEUTCL

45

Interpretation- It is found that 9 contractors voted for UTCL,5 LAFARGE, 4 ACC,

2 OCL and 0 OTHER.

For DEALLER

1) The following graph is showing that Which brand do you store?

OCL ACC UTCL LAFARGE OTHER0

1

2

3

4

5

6

7

Series1

1ST 2ND 3RD 4TH 5TH TOTAL

OCL 7ACC 6 20

UTCL 4LAFARGE 2OYHER 1

Interpretation- It is found that 7 Dealer voted forOCL,6 ACC, 4 UTCL, 2

LAFARGE and 1 OTHER.

2) The following graph is showing that Which brand does your customer prefer?

46

1ST 2ND 3RD 4TH 5TH TOTALContractors.UTCL 9

LAFARGE 5 20ACC 4OCL 2OTHER 0

OCL ACC UTCL LAFARGE OTHER0

1

2

3

4

5

6

7

Series1

1ST 2ND 3RD 4TH 5TH TOTEL

OCL 7ACC 6 20

UTCL 3LAFARGE 2OTHER 2

Interpretation- It is found that 7 Dealer voted for OCL, 6 ACC, 4 UTCL,2 LAFERGE and 2 OTHER.3) The following graph is showing whether the contractors know the ACC

‘‘HELP’’ or not.

NEWS PRINT T.V RADIO COMPANY OTHER0

1

2

3

4

5

6

7

8

Series1

Interpretation- It is found that 8 person see in T.V,5 person see in NEWS PRINT,4 person see in RADIO, 3 person see in COMPANY and person see in OTHER.4).The following graph is showing that the rank of brands (cement) according to

brand perception by the contractors.

47


T.V 8NEWS PRINT 5 20

RADIO 4COMPANY 3OTHER 0

ACC OCL UTCL LAFARGE OTHER0

1

2

3

4

5

6

7

8

9

10

Series1


ACC 10OCL 4 20

UTCL 3LAFARGE 2OTHER 1

Interpretation- It is found that 10 person voted for ACC, 4 person voted for OCL, 3person voted for UTCL,2 person voted for LAFERGE and 1 person voted for OTHER.

5).The following rank graph is showing that the of brands (cement) according to quality by the contractors.

ACC UTCL OCL LAFARGE OTHER0

2

4

6

8

10

12

Interpretation- It is found that 11 dealer voted for ACC , 5 dealer voted for UTCL, 3dealer voted for OCL,2 dealer voted for LAFARGE, and 0 dealer voted for OTHER.

6).The following rank graph is showing that Rate the brands according to visibility /

advt?

48


ACC 11UTCL 5 20

OCL 3LAFARGE 2OTHER 0

OCL UTCL ACC LAFARGE OTHER0

1

2

3

4

5

6

7

Interpretation- It is found that 8 person voted for OCL, 5 person voted for UTCL, 4 person voted for ACC,2 person voted for LAFARGE and 2 person voted for OTHER.

4.2 FINDINGS

From IHB

49


OCL 8UTCL 5 20

ACC 4LAFARGE 2OTHER 2

1) After analyzing the data, it is found that 50% cement of OCL brand,45 % cement

of ACC, 25% cement of LAFARGE and10% cement of UTCL are suggested by the

IHB for users.

2) It is also observed that the IHB use that brands for the causes of

1. Availability,2. Service, 3. Quality, 4. Price, 5. Others.

3) It is found that all the individual house builders know about the ACC Brand.

4) It is found that 50% advt. have seen by the IHB from other places, 5% from

T.V, 15% from news print and 30% from company.

5) It is found that 20% advt. of ‘ACC HELP’ have seen by the IHB from news

print, 25% from T.V,10% from radio and 45% from others.

6) It is found that the IHB have given ranks according to brand perception 1. UTCL,

2. OCL, 3. ACC, 4. LAFARGE, 5. OTHERS.

7) It is found that the IHB said that all the brands have more or less same quality.

From ENGINEERS

50

1) It is found that 50% cement of ACC brand, 30% cement of UTCL, 40%

cement of OCL are suggested by the engineers for users.

2) It is found that 75% cement are suggested for quality and, 40% cement are

suggested for availability by the engineers for users.

3) It is found that customers rank the brands (cement) like this 1. ACC, 2. OCL,

3.UTCL, 4. LAFARGE, 5. OTHERS.

4) It is found that75% engineers know about the ‘‘ACC HELP’’ and 25% engineers

don’t know about ‘‘ACC HELP’’.

5) It is found that the engineers ranked the brands(cement) like this 1. ACC, 2. .

OCL 3.UTCL,4. LAFARGE, 5. OTHERS.

6) It is found that engineers rank the quality (cement) like this

1. ACC, 2. OCL, 3UTCL. 4. LAFARGE, 5. OTHERS

7) It is found that the engineers ranked the Service (cement) like this

1. OCL, 2UTCL, 3. ACC, 4. LAFARGE, 5. OTHERS.

8) It is found that the engineers didn’t say anything against profit from the brands

(cement).

.

From CONTRACTORS

1.

51

1) It is found that 20% cement of UTCL, 40% cement of OCL, 30% cement of

ACC and 10% cement of LAFARGE are suggested by the contractors.

2) It is found that 60% cement are suggested for availability and, 30% cement

are suggested for quality, 10% are suggested for price and 5% are suggested for

service by the contractors for users.

3) It is found that 40% cement of UTCL, 30% cement of OCL, 20% cement of

ACC and 10% cement of LAFARGE are suggested by the contractors.

4) It is found that 60% contractors know about the ‘‘ACC HELP’’ and 40%

contractors don’t know about ‘‘ACC HELP’’.

5) It is found that the contractors ranked the brands perception (cement) like this

1. ACC, 2. OCL, 3. UTCL, 4. LAFARGE, 5. OTHERS.

6) It is found that contractors rank the brands QUALITY (cement) like this 1.

ACC, 2. OCL, 3. UTCL,4. LAFARGE, 5. OTHERS.

7) The engineers ranked the Service (cement) like this 1. OCL, 2. UTCL, 3. ACC, 4.

LAFARGE, 5. OTHERS.

8) The contractors ranked the Advertisement (cement) like this 1. UTCL, 2.

OCL, 3. LAFARGE, 4. ACC, 5. OTHERS.

For DEALLER1) It is found that 7 dealer store OCL, 6 person store ACC,4 person store UTCL,2

person store LAFARGE and 1 person store OTHER.

52

2) It is found that 7person dealer say OCL, 6person dealer say ACC,3 person dealer

say UTCL , 2 person dealer say LAFARGE and 2 person dealer say OTHER.

3)20 dealer know about the ACC HELP.8 dealer see in T.V, 5 dealer see in NEWS

PRIT, 4 dealer hear in RDIO , 3 dealer say COMPANY, and 0 dealer see OTHER.

4) It is found that 10 dealer say ACC is good,4 dealer say OCL is good , 3 dealer say

UTCL is good,2 dealer say LAFARGE is good and 1 dealer say OTHER is good.

5) It is found that 11 dealer say ACC quality is good, 5 dealer say UTCL quality is

good , 3 dealer say OCL quality is good ,2 dealer say LAFARGE quality is good and

0 dealer say OTHER quality is good .

6) ) It is found that 8dealer voted for OCL,5 dealer voted for UTCL, 4 dealer voted

for ACC,2 dealer voted for LAFARGE and 2 dealer voted for OTHER.

4.3 LIMITATIONS

53

The time period for conducting the survey is inadequate.

Many samples do not give the exact picture of their opinion.

There are so many problems in communication. Most of them

don’t understand Hindi and English.

Chapter -5

Summary and Conclusion

54

5.1 Suggestion for further research

5.2 Conclusion

5.1 SUGGESTION

55

If ACC Cement Company wants to capture the first position in Orissa

market then it has to produce more products.

There should be proper training for their agents then they can increase the

knowledge of their customers.

There should be more hoardings of ACC Cement Company in the road side

and railway platform in Orissa.

Agents those will give full time for the business, they should be rewarded

with attractive prizes.

Mass and customer centric advertisement should be made through all

vernacular languages.

There should be awareness program in the rural area by the help of agents

about ACC Cement Company.

The Company should try to give after sales service to the customers.

Regular market survey should be done to know the pricing strategy and

promotional strategy of competitors of ACC Cement Company.

All Cement company should deal with corporate houses in such a way that

some specific amount of all employers’ salary will be kept for pension

income plan.

5.2 CONCLUSION

56

Although ACC Cement Company is the number no.1 Cement Company in INDIA

but some more awareness needed about company and its product. To produce the

more product of ACC Cement that fulfills the needs of the customers. Proper

training to their agents that they can increase the knowledge of their customers.

Agents those will give full time for the business, they should be rewarded with

attractive prizes. More hoardings of ACC Cement Company in the road side and

railway platform in Orissa. The Company should try to give after sales service to the

customers. But at last what I observed from company that the company has to do a

lots of works to get the no. 1 position in Orissa market.

Annexure-I

Bibliography

57

Books

Product Management in India by Ramanuj Majumdar

Product Brand Management by U.C. Mathur

Brand Management by Harsh V Verma

Websites

www.google.com

www.acclimited.com

www.wikipedia.com

www.yahoo.com

Annexure-II

QUESTIONNAIRES

58





QUESTIONNAIRES FOR INDIVIDUAL HOUSE BUILDERS ( IHB )

Name:

Address:

Phone No:

1. What brand/s are you using?

A) ACC,B) UTCL,C) OCL,D)LAFARGE,E) OTHERS

2. Reason for using this brand /s?

A) Quality, B) Price, C) Service, D) Availability, E) Others

3. Do you know about ACC?

A) Yes, B) No

4. Have you Seen ACC Advt? ( If yes )

A) News print, B) T.V,C) Company , D) Others

5. Do you know about ACC help (SMS: 575758)? if yes then

A) News Print, B) T.V,C) Radio, D) Company, E) Others

6. Brand perception , put ranks wise

A) ACC,B) UTCL,C) OCL,D)LAFARGE,E)

OTHERS

7. Rate the brands according to quality perceptation?


8. Rates the brands according to Price?


QUESTIONNAIRES FOR ENGINEERS

Name:

59

Address:

Phone No:

1. Which brand/s do you suggest for use?

A) ACC,B) UTCL,C) OCL,D) LAFARGE,E) OTHE

2. Why do you suggest this brand /s?

A) Quality, B) Price , C) Service , D) Availability, E) Others

3. Rates the brand according to customer’s demand?

A)ACC, B) UTCL,C) OCL,D) LAFARGE,E) OTHERS

4. Do you Know about ACC help (SMS: 575758) ? if yes then

A)News print, B) T.V,C) Radio, D) Company, E) Others




A) ACC, B) UTCL,C) OCL,D)LAFARGE,E) OTHERS

7. Rate the brands according to visibility / advt?


QUESTIONNAIRES FOR CONTRACTORS

60

Name:

Address:

Phone No:

1. Which brand/s do you suggest for use?

A) ACC,B) UTCL,C) OCL,D) LAFARGE,E) OTHERS

2. Why do you suggest this brand /s?

B) Quality, B) Price, C) Service, D) Availability, C) Others

3. Rates the brand according to customer’s demand?

A) ACC,B) UTCL,C) OCL,D) LAFARGE,E) OTHERS

4. Do you Know about ACC help (SMS: 575758) ? if yes then






7. Rate the brands according to visibility / advt?


61

QUESTIONNAIRES FOR DELAR

4) Which brand do you store?

2. A)ACC,B)OCL,C)UTCL,D)LAFARGE,E)OTHER

5) Which brand does your customer prefer?

A)ACC,B)OCL,C)OCL,D)LAFARGE,E)OTHER

4) Do you Know about ACC help (SMS: 575758) ? if yes then where.


5)Brand perception , put ranks wise


6)Rate the brands according to quality perceptation?


7) Rate the brands according to visibility / advt?


3.

62

28968090 the brand perception

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