LOVELY PROFESSIONAL UNIVERSITY

DEPARTMENT OF MANAGEMENT

Report on Summer Training

ON

MARKET RESEARCH & OVERALL PERFORMANCE

AT

ACC CEMENT

Submitted to Lovely Professional University

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration

Submitted by:

ARUN KUMAR SAINI

University Roll No.RT1903 A 25

REGD. NO. 10907007

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

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AcknowledgementThe 45 days corporate training at “ACC Limited, Lakheri” has been more than just training for me, where learning seems to be built into every stage of the process. I feel immense pleasure in expressing my deep and sincere thanks to all those people who helped me in the completion of the project.

I would like to take this opportunity to express my deep sense of gratitude and profound indebtness to Mr. M.K. Mishra, Plant Head and Mr. Rajeev Gupta, Chief Manager HR who gave us an opportunity to work with ACC Limited.

I would also like to thank and acknowledge Mr. Rajeev Gupta, Asst. Manager HR who was my project mentor, for his unflinching faith and wholehearted support extended to us.Once again, thanks to entire Human Resources team and the staff at ACC Ltd. for their time, cooperation, suggestion and guidance throughout my training period.

ARUN KUMAR SAINI

(LOVELY PROFESSIONAL UNIVERSITY)

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PrefaceWork experience is an in-dispensable part of every professional course. As we all know that without the practical experience or knowledge the theoretical knowledge becomes worthless. So the practical training in any organization is must for each and every individual who is undergoing management course. Without the practical exposure one cannot consider himself as a qualified capable manager.

Entering in the organization is like stepping altogether into a new world. At very first things seems strange and unheard but as the time passes, one understands the concept and working of the organization and there by develop the professional relationship. The main motto of this training is just to modify the theory so as to apply it to given practical situation.

This report is the crux of the whole project-work experience. It is an attempt to elucidate the important aspects of project/research and a detailed analysis of each facts and findings with comments and explanatory notes.

The chief aim of this project-report is to give a clear and systematic picture of whole research that was conducted for the accomplishment of project work.

I sincerely believe that there is no better place to learn this practical site of management than the industry itself.

So far as the limits of my space would allow, therefore I have tried to suggest the best alternative to eliminate deficiencies in the existing system.

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CONTENTS

Corporate Profiles 05

History of ACC Limited 06 Introduction to Topic 10 Human Resources 26 Research Methodology 33 Operational Setup 39 Finding After Survey 41Conclusion 42 Suggestions 43Questionnaire 45 Bibliography & References 53

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CORPORATE PROFILES

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 programs 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.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.

ACC has rich experience in mining, being the largest user of limestone, and it is also one of the principal users of coal. As the largest cement producer in India, it is one of the biggest customers of the Indian Railways, and the foremost user of the road transport network services for inward and outward movement of materials and products.

ACC has also extended its services overseas to the Middle East, Africa, and South America, where it has provided technical and managerial consultancy to a variety of consumers, and also helps in the operation and maintenance of cement plants abroad. ACC is among the first companies in India to include commitment to environmental protection as one of its corporate objectives, long before pollution control laws came into existence. The company installed pollution control equipment and high efficiency sophisticated electrostatic precipitators for cement kilns, raw mills, coal mills, power plants and coolers as far back as 1966. Every factory has state-of-the art pollution control equipment and devices.

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HISTORY OF ACC COMPANY

Hydraulic lime producing plant

Lakheri Cement Works, a unit of M/s Associated Cement Companies Ltd., was set up in the year 1917 with an installed capacity of 0.4 LTPA of Portland Cement Clinker using wet process of cement manufacturing. It is the oldest running plant of Asia, situated in the foothills of Aravali ranges in Bundi District of Rajasthan. It was started in 1905 as a Hydraulic lime producing plant but later converted to cement plant in 1917 by Kilick – Nixon. The plant capacity was enhanced to a level of 1200 TPD clinker by adopting Dry process technology of manufacturing in the year 1996-1997.the current plant capacity is 0.6 MTPA. Lakheri Cement Works manufacture OPC and PPC as per the latest version of Indian Standards. This procedure manual describes the working of Quality Control Department for the manufacture of Ordinary Portland Cement and Portland Pozzolana Cement. Cement manufacturing is a continuous process and quality and process control activities are carried out at all stages of manufacturing process with the objective to achieve zero defect and to ensure that the quality of cement produced surpasses the relevant IS specification requirements with liberal margin and to satisfy the customer fully and continuously. Recently this plant has excelled itself in the area of total productivity management (TPM) and has also won the TPM Trophy for consecutive two years.

AddressAcc Limited Lakheri Cement WorksP.O. Lakheri Distt. Bundi (Rajasthan) – 323603

ACC was formed in 1936 when ten existing cement companies came together under one umbrella in a historic merger – the country’s first notable merger at a time when the term mergers and acquisitions was not even coined. The history of ACC spans a wide canvas beginning with the lonely struggle of its pioneer F E Din Shaw and other Indian entrepreneurs like him who founded the Indian cement industry. Their efforts to face competition for survival in a small but aggressive market mingled with the stirring of a country’s nationalist pride that touched all walks of life – including trade, commerce and business.

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Mr. F.E. Dinshaw Founder of ACC

The first success came in a move towards cooperation in the country’s young cement industry and culminated in the historic merger of ten companies to form a cement giant. These companies belonged to four prominent business groups – Tatas, Khataus, Killick Nixon and F E Din Shaw groups. ACC was formally established on August 1, 1936. Sadly, F E Din Shaw, the man recognized as the founder of ACC, died in January 1936. Just months before his dream could be realized.

ACC stands out as the most unique and successful merger in Indian business history, in which the distinct identities of the constituent companies were melded into a new cohesive organization – one that has survived and retained its position of leadership in industry. In a sense, the formation of ACC represents a quest for the synergy of good business practices, values and shared objectives. The use of the plural in ACC’s full name, The Associated Cement Companies Limited, itself indicates the company’s origins from a merger. Many years later, some stockbrokers in the country’s leading stock exchanges still refer to this company simply as ‘The Merger’

The ACC Board comprises of 13 persons. These include executive, non-executive, and nominee directors. This group is responsible for determining the objectives and broad policies of the Company - consistent with the primary objective of enhancing long-term shareholder value. The Board meets once a month. Two other small groups of directors - comprising Shareholders'/Investors' Grievance Committee and Audit Committee of the Board of Directors - also meet once a month on matters pertaining to the finance and share disciplines. During the last decade, there has been a streamlining of the senior management structure that is more responsive to the needs of the Company's prime business. A Managing Committee - comprising, in addition to the Managing Director and the two executive directors, the presidents representing multifarious disciplines: finance, production, marketing, research and consultancy, engineering and human resources – meets once a week. Besides these bodies, there are senior executives and other regional managers - based at the Company's corporate office and at its marketing offices and manufacturing units -who contribute to the development and operation of the various functions. While these groups form the core management team that frames and guides corporate policy, ACC is proud of its manpower strength of about10,000 people, who comprise experts in various disciplines assisted by a dedicated workforce of skilled persons. Quite a number of them have logged many years of service with the organization. They come from all parts of the country and belong to a variety of ethnic, cultural and religious backgrounds. Because of such a cosmopolitan make-up, ACC can rightly be said to embrace within its fold a family that forms a 'mini-India'.

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Strategic Alliance

The house of Tata was intimately associated with the heritage and history of ACC, right from its formation in 1936 up to 2000. The Tata group sold all 14.45% of its shareholdings in ACC in three stages to subsidiary companies of Gujarat Ambuja Cements Ltd. (GACL), who are now the largest single shareholder in ACC.This enabled ACC to enter into a strategic alliance with GACL; a company reputed for its brand image and cost leadership in the cement industry.

Holcim – A New Partnership

A new association was forged between ACC and The Holcim group of Switzerland in 2005. In January 2005, Holcim announced its plans to enter into long – term alliances with Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL),which at the time held 13.8% of total equity shares in ACC. Holcim simultaneously announced its bid to make an open offer to ACC shareholders, through Holdcem Cement Pvt. Ltd. And ACIL, to acquire a majority shareholding in ACC. An open offer was made by Holdcem Cement Pvt. Ltd. along with ACIL, following which the shareholding of ACIL increased to 34.69% of 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 supplier 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 broad of ACC has welcomed this new association.

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Mission of ACC

Leadership Maintain our leadership of the Indian cement industry through the continuous modernization and expansion of our manufacturing facilities and activities, and through the establishment of a wide and efficient marketing network.

ProfitabilityAchieve a fair and reasonable return on capital by promoting productivity throughout the company.

GrowthEnsure a steady growth of business by strengthening our position in the cement sector.

QualityMaintain the high quality of our products and services and ensure their supply at fair prices.

Equity Promote and maintain fair industrial relations and an environment for the effective involvement, welfare and development of staff at all levels.

Pioneering Promote research and development efforts in the areas of product development and energy, and fuel conservation, and to innovate and optimize productivity.

Responsibility Fulfill our obligations to society, specifically in the areas of integrated rural development and in safeguarding the environment and natural ecological balance.

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INTRODUCTION TO TOPICMARKET RESEARCH

The American Marketing Association (AMA) states, “Marketing is the process of planning and

executing the conception, pricing, promotion, and distribution of ideas, goods, and services to

create exchanges that satisfy individual and organizational objectives".

Marketing is a wide and heavily interconnected subject with extensive publications. It is also an

area of activity infamous for re-inventing itself and its vocabulary according to the times and the

culture. There are many different definitions of marketing. Consider some of the following

alternative definitions:

“The all-embracing function that links the business with customer needs and wants in

order to get the right product to the right place at the right time”

“The achievement of corporate goals through meeting and exceeding customer needs

better than the competition”

“The management process that identifies, anticipates and supplies customer

requirements efficiently and profitably”

“Marketing may be defined as a set of human activities directed at facilitating and

consummating exchanges”

The project report titled “Market Research and overall performance of ACC Cement in INDIA,

India was conducted to find out the market share and overall performance of ACC cements in

INDIAr. During the survey, 450 sellers selling different brands of cement were interviewed and

their opinions and views about the quality, availability, economy in price of ACC cement in the

Jaipur city were thus drawn. Questionnaire was used as a tool to get the views and idea from

the retailers.

ACC Cements Ltd. has been in operation for more than 1917 , producing high quality cement –

43 Grade OPC and PPC. The company has been growing at a fast rate i.e. 10-15% annually

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and is first of its kind in govt. sector manufacturing high quality cement from past several years.

Company has in its credit various awards of excellence.

The basic objective to conduct the market survey was to find out the Market share and overall

performance of ACC cement in terms of quality, economy in prices and level to which the

company has been successful in fulfilling the social responsibility in India.

.

ACC cements are very loyal to the brand of cement. ACC Cements is having an effective

distribution channel as compared to other brands of cement. Its supply mainly goes to the govt.

sector &Abroad. and having a very strong goodwill in the govt. sector as well as in market, ACC

cement has restricted other brands of cement to expand their market (particularly in govt.

sector) in Rajasthan.

ACC cement continued its thrust to enhance customer satisfaction by opening 10 more Acc

help centres during the year to guide & advice the individual home builders in good construction

practices. Based on the encouraging response, more such centers are planned in the coming

year. At the initiative of your Company more than 50 dealers opened retail outlets manned by

civil engineers and equipped them with facilities to guide customers to enable them to build

strong and durable homes.

ACC Company’s customer focused initiatives are supported by a large number of “Grihamitra”

vans designed to assist customers at construction sites in materials and concrete testing.28

Various studies continue to indicate ACC to be a premium brand in the country. The Company

would strive to further strengthen it by focusing on satisfaction of its customers and channel

members .

The activities of the Research and Development center continued to be focused on the Company’s core business of cement and concrete. These are aimed to achieve better raw material utilization, process improvements, energy conservation, enhanced usage of blending materials, improved beneficiation technologies, development of high performance concretes, mortars, grouts etc.

ACC Company has formed a dedicated team to work exclusively on identification and usage of cost effective Alternative Fuels and Raw Materials (AFR). This initiative

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will address the crying need of protecting the environment by utilization of hazardous waste produced by various industries, thereby conserving energy resources of the country and reducing the cost of production for your Company.

ALIGNMENT AND SYNERGIES WITH HOLCIM

ACC Company has launched various initiatives to draw upon the vast experience and expertise of Holcim and to create synergies between Holcim and ACC. A number of projects have been launched to reduce costs and to improve business processes and practices, including exploration of alternative fuels and raw materials. Common and aligned business processes supported by a state of the art IT system for all the operations of the Company was felt to be a key tool to enhance the Company’s competitive edge.ACC Company has, therefore, taken up “Project Connect India” which involves implementation of the enterprise software, SAP with the assistance of Holcim. A new IT hub has been created at our Thane Complex near Mumbai. Accounting principles and reporting are being aligned with that of Holcim wherever required. All the above initiatives would transform your Company into a more competitive customer responsive Organization.

Performance of Subsidiary Companies

Bulk Cement Corporation (India) Limited (BCCI): BCCI handled 5.39 lakh tonnes during the period April to December 2005 operating at 143% of capacity utilization as compared to 6.94 lakh tonnes in the previous full year. The Company reported a net profit of Rs. 2.51 crore for the nine months period ended December 2005 as compared to Rs. 2.96 crore during the previous full year.

ACC Machinery Company Limited (AMCL): AMCL posted good results for the period on the back of its strong order book position. It posted a sales turnover and other income of Rs. 34.77 crore for the period April to December 2005 as compared to Rs 28.82 crore during the previous full year. The Company has earned a net profit of Rs. 6.82 crore for the nine months period ended December 2005 as compared to Rs. 4.02 crore during the previous full year. AMCL has recommended a dividend of Rs.125/- per Equity Share of Rs. 100 each for the year.

ACC Nihon Castings Limited (ANCL): ANCL has shown improved performance during the nine months period ended December 2005. The sale and other income grew to Rs 33.40 crore during the period as 29 compared to Rs 37.36 crore during the previous full year. Net profit has increased to Rs 0.98 crore for the nine months period ended December 2005 as compared to Rs 0.35 crore during the previous full year. Tarmac (India) Private Limited recently acquired RMX Company had turnover of Rs 16.49

crore and posted loss of Rs. 1.23 crore for the Calendar Year 2005. Everest Industries Limited (EIL): EIL has ceased to be a subsidiary of your Company consequent to the divestment of majority stake in it.

Bargarh Cement Limited and Damodhar Cement & Slag Limited have been merged with the company with effect from April 1, 2005 on completion of requisite formalities.

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OVER ALL PERFORMANCE OF ACC CEMENT WORK

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Awards & Accolades National Award for Outstanding Performance in Promoting Rural and Agricultural

Development – By ASSOCHAM Sword of Honor – By British Safety Council, United Kingdom for Excellence in Safety

Performance India Priyadarshani Vrikshamitra Award – By The Ministry of Environment & Forest for

“Extraordinary Work” carried out in the area of Afforestation. FICCI Award – For Innovative Measure for Control of Pollution, Waste Management and

Conversation of Mineral Resources in Mines and Plant. Subh Karan Sarawagi Environment Award – By The Federation of Indian Mineral

Industries for Environment Protection Measure. Drona thophy – By Indian Bureau of Mines for Extraordinary Efforts in Protection of

Environment & Mineral Conservation in the large Mechanized Mines Sector. Indo German GreenTech Environment Excellence Award Golden Peacock Environment Management Special Award – For Outstanding Efforts in

Environment Management in the Large Manufacturing Sector. Indra Gandhi Memorial National Award – For Excellent Performance in Prevention of

Pollution and Ecological Development. Excellence in Management of Health, Safety & Environment – Certificate of Merit by

Indian Chemical Manufacturers Association. Vishwakarma Rashtriya Puraskar Trophy – For Outstanding Performance in Safety and

Mines Working. Good Corporate Citizen Award – By PHB Chamber of Commerce & Industry Jamnalal Bajaj Uchit Vyavahar – Certificate of Merit By Council for Fair Business

Practices. GreenTech Safety Gold & Silver Award – For Outstanding Performance in Safety

Management Systems by Green Tech Foundation. FIMI National Award – For Valuable Contribution in Mine Activities from the Federation

of Indian Mineral Industry under the Ministry of Coal. Rajya Sthariya Paryavaran Puraskar – For Outstanding Work in Environmental

Protection and Environment Performance by the Madhya Pradesh Pollution Control Board. National Award for Fly Ash Utilization Award – By Ministry of Power , Ministry of

Environment & Forest and Department of Science & Technology, Government of India – for manufacture of Portland Pozzolana Cement.

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Good Corporate Citizen Award – By Chamber of Commerce and Industry for working towards an Environmentally Sustainable Industry while pursuing the objective of creation of a better society.

National Award of Excellence in Water Management – By Confederation of Indian Industry (CII)

Golden Peacock Eco-Innovation Award 2008 won by AFR Business for efficient disposal of industries wastes.

ACC was the first recipient of ASSOCHAM’s first ever National Award for outstanding performance in promoting rural and agricultural development activities in 1976.

Decades later, PHD Chamber of Commerce and Industry selected ACC as winner of its Good Corporate Citizen Award for the year 2002.

Over the years, there have been many awards and felicitations for achievements in Rural and community development, Safety, Health, Tree plantation, Afforestation, Clean Mining, Environment Awareness and Protection

Grentech safety award 2009 to select an award for better performance in the safety of industry. this award will be given in Goa

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Plants and their capacitiesS. No. Units State Capacity (MTPA)

1 Bargarh Bargarh Cement Works 0.96

2 Chaibasa Chaibasa Cement Works 0.87

3 Chanda Chanda Cement Works 1.00

4 Damodhar Damodar Cement Works 0.53

5 Gagal Gagal Cement Works 4.40(Gagal I and II)

6 Jamul Jamul Cement Works 1.58

7 Kymore Kymore Cement Works 2.20

8 Lakheri Lakheri Cement Works 1.50

9 Madukkarai Madukkarai Cement Works 0.96

10 Sindri Sindri Cement Works 0.91

11 Wadi Wadi Cement Works 2.59

12 New Wadi Plant Wadi Cement Works 2.60

13 Tikaria Tikaria Cement Grinding and Packing Plant

2.31

Map of ACC NetworkCorporate Office

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Overseeing the company’s range of businesses, the Corporate Office is the central headquarters of all Business and human resources functions located in Mumbai. Address of Mumbai Headquarters is:

ACC Limited Registered Office “Cement House”121, Maharshi Karve Road Mumbai, 400020, India.

ACC Subsidiaries

1. Bulk Cement Corporation (India ) Ltd. (BCCI)2. ACC Machinery Company Ltd. (AMCL)3. ACC Nihon Castings Ltd. (ANCL)

Regional Marketing Offices

Bangalore, Bhopal, Chandigarh, Coimbatore, Kanpur, Kolkata, Mumbai, New Delhi, Patna, Pune, Secunderabad.

Area Offices

Allahabad, Asansol, Aurangabad , Bellary, Cochin , Chennai , Faizabad , Gulbarga, Guwahati, Jammu, Bhubaneswar, Jalandhar, Kochi, Kozhikode, Kolhapur, Lucknow, Mangalore, Nagpur, Patiala, Raipur , Shimla , Vellore.

PRODUCTS

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ACC’s brand name is synonymous with cement and enjoys a high level of equity in the Indian market. Our range of cements and blended cements is marketed through a network of 19 Sales Units, 54 Area Offices, and 194 warehouses. This is backed by a countrywide network of over 9,000 dealers who, in turn, are assisted by their sub-dealers.

ACC’s marketing; sales and distribution processes are industry standards. Although we take immense pride in having supplied some of India’s most admired projects, ACC is essentially a people’s 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 semi-urban India. ACC cement enjoys an image of assuring consistency and of high quality backed by in-house research and expertise.

Complementing this is a unique customer services cell comprising qualified civil engineers, who assist and advice customers with prior and post sales service. This service begins with selection of type and grade of cement (where applicable) to troubleshooting and on-site assistance.

TYPES OF CEMENT MANUFACTURED IN INDIA

The types of cement in India have increased over the years

with the advancement in research, development, and

technology. The Indian cement industry is witnessing a boom

as a result of which the production of different kinds of cement

in India has also increased. By a fair estimate, there are around

11 different types of cement that are being produced in India.

Various types of cement produced in India are:

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Clinker Cement

Ordinary Portland Cement

Portland Blast Furnace Slag Cement

Portland Pozzolana Cement

Rapid Hardening Portland Cement

Oil Well Cement

White Cement

Sulphate Resisting Portland Cement

In India, the different types of cement are manufactured using dry, semi-dry, and wet

processes. In the production of Clinker Cement, a lot of energy is required. It is produced by

using materials such as limestone, iron oxides, aluminum, and silicon oxides. Among the

different kinds of cement produced in India, Portland Pozzolana Cement, Ordinary Portland

Cement, and Portland Blast Furnace Slag Cement are the most important because they

account for around 99% of the total cement production in India.

The Portland variety of cement is the most common one among the types of cement in India

and is produced from gypsum and clinker. The Ordinary Portland cement and Portland Blast

Furnace Slag Cement are used mostly in the construction of airports and bridges. The

production of white cement in the country is very less for it is very expensive in comparison

to grey cement. In India, while cement is usually utilized for decorative purposes, marble

foundation work, and to fill up the gaps between tiles of ceramic and marble.

The different types of cement in India have registered an increase in production in the last

few years. Efforts must be made by the cement industry in India and the government of

India to ensure that the cement industry continues innovation and research to come up with

more and more varieties in the near future.

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1. Ordinary Portland Cement (OPC)

It is manufactured in the form of different grades, the most

common in India being Grade-53, Grade-43, and Grade-33.

OPC is manufactured by burning siliceous materials like

limestone at 1400 degree Celsius and thereafter grinding it with

gypsum.

Tata Chemicals Limited is a major producer of OPC Grade 43 and 53. The value of each of

these grades of cement has been briefly mentioned below:

Ordinary Portland Cement-Grade 43: Having been certified with IS 8112:1989 standards, Grade

43 is in high demand in India and is largely used for residential, commercial, and other building

construction purposes. It has a compressive strength of 560 kg per square cm. Today OPC 43

is most widely available in Gujarat through an extensive distribution network.

Ordinary Portland Cement-Grade 53: Having been certified with IS1 2269:1987 standards;

Grade 53 is known for its rich quality and is highly durable. Hence it is used for constructing

bigger structures like building foundations, bridges, tall buildings, and structures designed to

withstand heavy pressure. Expert opinions and directions from technicians and engineers are a

must in this regard. With a good distribution network this cement is available most abundantly in

Gujarat.

As such, Ordinary Portland Cement is used for quite a wide range of applications. Some of the

Ordinary Portland applications are in pre-stressed concrete; dry-lean mixes, durable pre-cast

concrete, and ready mixes for general purposes. The chemical components of Ordinary

Portland Cement are Magnesium (MgO), Alumina (AL2O3), Silica (SiO2), Iron (Fe2O3), and

Sulphur trioxide (SO3).

Some of the big names involved in OPC manufacture are Tata Chemicals, Ultratech Cement,

and ACC cement. Ordinary Portland Cement is in great demand in India and will continue to be

used in Indian infrastructural up gradation and other constructions.

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2) Portland Pozzolana Cement (PPC)

Portland Pozzolana Cement is manufactured by blending pozzolanic materials, OPC clinker,

and gypsum either grinding them together or separately. Today Portland Pozzolana Cement is

widely in demand for industrial and residential buildings, roads, dams,

and machine foundations.

Pozzolana is an important ingredient in PPC which is commonly used in

the form of:

Fly ash

Volcanic ash

Silica fumes

Calcined clay

PPC is resistant to harsh water attacks and prevents the formation of calcium hydroxide at the

time of cement setting and hydration. It withstands aggressive gases, thermal cracks, wet

cracking, etc. The BIS quality specifications for Pozzolana materials used in PPC have been

mentioned below:

Fly ash - IS 3812:1981

Calcined clay - IS 1344:1981

PPC is used in heavy load infrastructure and constructions such as marine structures, hydraulic

structures, mass concreting works, plastering, masonry mortars, and all applications of ordinary

Portland cement. One of the top Indian brands of Portland Pozzolana is 'Shudh Cement'

manufactured by Tata Chemicals Limited.

Shudh cement has 5 percent of the market share and is available abundantly in Gujarat,

penetrating all 3 - primary, secondary, and tertiary markets. Some of the other big names in the

Portland Pozzolana manufacture are Ultratech, Ambuja, ACC cements, Star Cement, and Birla

group.

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Portland Pozzolana Cement is highly popular in India and with many cement plants setting up

jetties for transportation, initial costs would gradually decrease as well.

7. White Cement

White Cement has registered growth in production and sale in

India in the last few years. The White Cement sector has been

growing at the rate of 11% per year. This has given the Indian

cement industry a major boost.

White Cement is much like the ordinary grey cement except that it

is white in color. In order to get this color of the White Cement, its method of production is

different from that of the ordinary cement. However, this modification in its production method

makes White Cement far more expensive then the ordinary cement.

The production of White Cement requires exact standards and so it is a product which is used

for specialized purposes. White Cement is produced at temperatures that hover around 1450-

1500 degrees Celsius. This temperature is more than what is required by the ordinary grey

cement. As more energy is required during the manufacture of White Cement, it goes to make it

more expensive than the ordinary grey cement.

White Cement is used in architectural projects the use of white cement has been specified. It is

used in decorative works and also wherever vibrant colors are desired. White Cement is used to

fill up the gaps between marble and ceramic tiles for a smoother and more beautiful finish.

The various raw materials required for the production of White Cement are:

Limestone

Sand

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Iron Ore

Nickel

Titanium

Chromium

Vanadium

The major companies producing White Cement in India are:

ACC

J K Cement

Gujarat Ambuja Cement Ltd.

India Cement Ltd.

Grasim Industries and Ultra Tech

The major countries where White Cement is exported from India are:

UAE

Australia

South Africa

Sri Lanka

Doha- Qatar

Bangladesh

Nepal

8. Clinker Cement

Clinker Cement has registered a growth over the last few years in

India. The Indian cement industry is growing at a rapid pace and

this has given a major boost to the production and sale of Clinker

Cement in India.

The cement industry in India is highly technologically intensive

and as a result, the quality of clinker cement that is produced in India is of a very high grade and

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is often considered among the best in the world. The production of Clinker Cement requires a lot

of energy because it needs to be manufactured at the temperature of around 1400-1450

degree Celsius.

The various raw materials required for the production of Clinker Cement are:

Iron Ore

Bauxite

Clay

Limestone

Quartz

Clinker Cement in India is produced in such large quantities that it is able to meet the domestic

demand and is also exported. In 2001- 2002, 1.76 million tons of clinker cement were exported.

In 2002- 2003, that figure stood at 3.45 million tons, and in 2003- 2004 5.64 million tons of

clinker cement was exported from India. This shows that the export of clinker cement from India

has been increasing gradually but steadily.

Clinker Cement is usually ground with calcium sulphate so that it becomes Portland cement. It is

also ground with other ingredients to produce Pozzolanic Cement, Blast Furnace Slag Cement,

and Silica Fume Cement. If Clinker Cement is kept in a dry condition, it can be stored for a long

period of time without any loss of its quality. It is for this reason that Clinker Cement is preferred

in the construction of houses, bridges, and complexes.

The major companies producing Clinker Cement in India are:

ACC

Gujarat Ambuja Cement Ltd.

JK Cements

Grasim Industries and Ultra Tech

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.

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53 Grade Cement 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.

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.

LAKHERI CEMENT WORKS

25

Human Resources ACC has a large workforce of about 10,000 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

Recruitment in ACC is a very fair and transparent process with adequate opportunities to look for suitable candidates internally as well as from outside. Applicants are generally invited on the basis of specific advertisements in newspapers and websites. A Committee of officers called the Central Recruitment Committee handles the entire recruitment process comprising screening of applications, preliminary short-listing, interviews and final selection. Every attempt is made to make the selection process as objective as possible by incorporating tests of competence. In some cases, outside consultants are retained. All decisions of the recruitment committee are recorded in respect of each candidate. Candidates are informed of their short-listing and selection immediately after the interview or at the earliest thereafter.

Performance management

The Company’s performance management system is in itself a benchmark that provides ample opportunities and motivational incentives to employees so as to reward and retain good talent within the Company. These incentives include Performance Linked Incentives, Good Work Awards, Letters of Appreciation, Special Increments, Promotions and Nomination to external training programs in India and abroad, public felicitation and appreciation. Some plants have Best Employee and Employee of the Month Awards and recognition. Competent employees and those who display aptitude are invited to become Trainers themselves and receive Train the

26

Training and Development

Our new Performance Management System incorporates a process called Competency Assessment and Training and Developmental Needs wherein appraisers are specifically called upon to identify and assess training needs of employees at specific intervals that do not coincide with Performance Appraisals. This is so that training needs can be assessed objectively. Training is imparted to take care of an individual’s career development as well as functional and skill enhancement. Competency and Development training inputs include Skill and general performance enhancement, communication skills and Career development. Functional training needs are identified and conducted by functional departments while Corporate HR organizes competency and developmental inputs.

Employee Welfare and Perquisites

Employee welfare receives prime attention at ACC. We have several schemes for general welfare of employees and their families. These cover education, healthcare, retirement benefits, loans and financial assistance and recreation facilities. ACC townships have excellent schools that are often the best in the district.

Education at these schools is subsidized for employees’ wards. We offer attractive scholarship allowances for children studying at places away from their parents, merit scholarships for outstanding children and financial assistance for employees’ children to pursue higher professional education.

Liberal medical benefits are made available to employees and their family members by way of reimbursements towards normal medical treatment, domiciliary treatments and special sanctions for serious illness. Each of our townships has well-equipped health care centers with qualified medical staff and facilities, ambulance, referrals and tie-ups with reputed hospitals for specialized treatment. In addition, there are regular health checkups, camps and programs.

Employees are eligible to apply for loans and financial assistance for various purposes such as purchase of assets, residential premises as well as a scheme that provides for supply of cement at subsidized rates to those building their own houses.

At our cement plants and factories, employees are provided furnished and unfurnished accommodation based on their entitlements. At many locations, the employees are given free electricity, free water supply and free bus facility for nearby places and schools. These houses are well-maintained and periodically upgraded.

27

Employee satisfaction

In addition to periodic internal Employee Satisfaction Surveys, we participate in Employee Satisfaction and Work Places Surveys conducted by reputed external agencies and organizations like Hewitt Associates Grow Talent. And from time to time, ACC has also retained reputed firms like Mercer and Boston Consulting Group to study our internal work environment and employee policies and suggest areas of improvement. We share below salient points of the latest survey of employees:

People are treated fairly regardless of religion and gender ACC is a safe place to work Management is competent in running business Employees feel good about what we do for society Proud to tell others I work here Management thinks positively

The overall findings show significant job satisfaction at all levels as also deep respect for the company, its performance management system and its overall business performance.

Occupational Health & Safety

Occupational Health & Safety (OHS) is a vital part of ACC’s journey towards Sustainable development. Safety Audits are being carried out in ACC since 1995 by National Safety Council based on the 5 Star Auditing System of British Safety Council. There is a continuous effort to measure and improve Safety Management Systems to avoid accidents.

We have an Apex OH & S Committee headed by the Managing Director. This committee oversees implementation of our OH & S policy Each of our plants and manufacturing units have Professional Doctors and medical facilities for continuous monitoring and observation of workplace hygiene and occupational health.

The following are some OH & S initiatives at our plants:

OH & S brochures, signages, posters and mailers used extensively Monthly Safety Gate Meetings held at all our plants. Safety Audit and TPM Audits carried out annually

28

Safety Professionals meets twice a year to discuss and share knowledge on Safety Statistics and implementation of safety measures at each unit.

Safety Observation Tours (SOT) conducted weekly by all line  managers Behavioral Safety Training programs for workers at all plants

Incident investigations for all incidents including near misses (with potential for injuries). The findings and recommendation are shared across the company.

OUR OH & S VISION

“NO HARM ANYWHERE TO ANYONE ASSOCIATED WITH ACC”

“NO HARM” means:No fatalitiesNo disabling InjuriesNo Lost Time InjuriesNo Medical treatment InjuriesNo First Aid InjuriesNo Occupational Illness

“ANYONE” means:EmployeesContractors personnel on siteReady-mix drivers on jobThird party contractors on siteVisitors to ACC site

OUR OH & S POLICY

We manage our activities in a responsible manner to avoid causing any harm to the health and safety of our employees, contract personnel and visitors. We apply OH&S standards and guidelines; provide the necessary resources, training and education and measure performance for continuous improvement.

FIVE CARDINAL RULES FOR SAFETY

29

1. Do not override or interfere with any safety provision nor allow anyone else to override or interfere with them.

2. Personal Protection Equipment (PPE) rules, applicable to a

given task, must be adhered to at all times.3. Isolation and Lock Out procedures must always be followed.

4. No person may work if under the influence of alcohol or drugs. 5. All the injuries and incidents must be reported.

As a Friend to Environment…

Protection

ACC is among the first Indian companies to include commitment to environmental protection as one of its corporate objectives. Long before pollution control norms and regulatory laws came into existence, ACC inducted the use of sophisticated high efficiency pollution control equipment for cement kilns, raw mills, coal mills, power plants and coolers. That was in 1966.

Today each ACC factory has high efficiency state-of-the art pollution control equipment and devices. Each of our manufacturing units has a separate environment section manned by a qualified environmental engineer and supporting staff. Our plants, mines and township demonstrate the company’s successful endeavors in greening activities such as Afforestation, tree planting, horticulture, vegetable and cultivation apart from basic landscaping designed to enrich and beautify the environment.

Cleaner mining techniques have helped safeguard and conserve mineral resources. In addition, we have taken other positive measures such as top – soil conservation, efficient water management systems and the treatment of the wastage, sewage and effluents. Some of our plants have become near self – reliant in their water requirements.

30

ACC has achieved spectacular results in the utilization of two hazardous and pollutant industrial wastes – namely slag from steel plants and fly ash from thermal power stations – to make blended cements that help conserve limestone resources. Over the years, ACC has won several

prizes and certificates of merit for environmental measures undertaken at its various plants and mines.

In particular, for programs involving greening, Afforestation, rehabilitation of mines, noise abatement and other visible measures like tree plantation and water management.

Afforestation and Greening the Environment.

Tree plantation is a regular and committed activity at ACC. Vacant land in plant, mines and colony at each factory is used to develop greenery of various species. Some ACC plants (viz. Gagal, Jamul, Kymore and Chaibasa) have developed as much as 40% area for green belts as compared to statutory requirement of 30 %. Every cement plant has its own success story of tree plantation, greening activities, horticulture, flower and fruit cultivation and water conservation. Tree plantation and green belt development programs have been extended to cover areas in vicinity of our plants for the benefit of local community.

Rocky areas in mines have been rendered suitable for plantation by overspreading topsoil obtained from mining activity. Afforestation programs have helped transform the once barren and dry ambience into lush greenery.

Each One – Plant One has been an inspiring message practiced by many of our employees. The total plantation undertaken across ACC is more than 3.3 million numbers of trees, with an average survival rate of 85% and spread over an area of 1000 acres in mines, factories and residential townships.

Water Conservation

Water conservation is a noteworthy contribution in a water scarce country like ours. ACC cement units maintain a norm of Zero Water Discharge. All the water used in plants for industrial cooling is recycled through cooling towers, water ponds and tanks. ACC cement plants have converted old abandoned mines into huge reservoirs by collecting rainwater from catchments around mines.

Water from these reservoirs is treated to make it potable. As a result of these initiatives, we have several examples of outstanding achievements in water harvesting and in the creation of reservoirs in abandoned mines and quarries. Some of our Works have become near self – reliant in respect of their water requirement for industrial and domestic consumption.

Transforming and Managing Waste

ACC has achieved spectacular results in the utilization of two hazardous and pollutant industrial wastes – namely slag from steel plants and fly ash from thermal power stations – to make blended cements that offer unique advantages to concrete. ACC also pioneered the use of waste sludge from the fertilizer industry to make cement. The company is actively engaged in the

31

promotion of alternate fuels and raw materials and in co – processing waste materials through

the effective use of cement kilns as co – processing units. These include agro – wastes like rice – husk and other husks, bagasse, used tyres, domestic and hospital waste. ACC takes pride in extending its waste management services to help minimize the discharge of wastes.

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. In 1964, a centralized research facility – the Central Research Station (CRS) was established in Thane. The research complex now renamed as ACC Thane Complex, spread over

an area of 8000 sq m has modern labs with the latest equipment and manned by highly qualified scientists and technologists who carry out product development work in cement and allied fields.

ACC has effectively pledged its reputation as the market leader in 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. Trained engineers, chemists and technicians staff these. The Central Laboratory at ACC Thane Complex is used as a reference laboratory for diagnosis and resolving specific trouble – shooting cases.

As a result of this focus on quality, ACC cement specification exceeds those set by BIS by wide margin. Today, all ACC cements 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.

32

RESEARCH

METHODOLOGY

METHODOLOGY:

Marketing research is a systematic gathering, recording and analysis of data collected by

various techniques to assess the response to different parameters related to a given project and

accordingly prepare a report based on which the company can have a view of the market and

the problem areas. These help the company to formulate various alternatives for the solutions

and take correct decisions. These decisions are highly crucial in determining the marketing

strategy to be adopted.

The main objective of the research was to find out the market share and overall performance of

J&K Cements in Srinagar city. Based on the findings, suitable suggestions were to be given to

the company to increase its sales and tackle competition.

RESEARCH PLAN:

The research plan was executed with the help of following parameters in order to get the

required information:

1. Data sources.

2. Research approaches.

3. Sampling instruments.

4. Sampling plan

5. Contact method.

RESEARCH DESIGN

Type of Research : The type of research done was Descriptive.

33

Nature of Research : The research was Quantitative in nature.

Type of Questionnaire : The type of questionnaire used during the survey was the

Structured and formalized Questionnaire.

Type of Questions : The types of questions asked during the survey were Formalized

and Limited Probing.

Type of Analysis : The type of analysis carried out during the study was Statistical

Analysis.

DATA COLLECTION: It includes the source from where the data was collected during the

survey.

PRIMARY DATA:

Primary data consist of original information gathered for a specific purpose. The primary data

was collected through the questionnaire. It is the most common instrument in collecting primary

data.

RESEARCH APPROACH & RESEARCH INSTRUMENTS:

The primary data was collected through a survey. Information was collected by personally

interviewing the retailers selling different brands of cement. The survey was conducted in most

efficient manner possible in different areas of Srinagar city.

QUESTIONNAIRE:

The questionnaire was carefully prepared, tested and debugged before it was put to actual use.

Each question contributed to the research objective. The questionnaire was framed in such a

manner so that it could serve the purpose of the survey.

SAMPLING DESIGN:

A sample design is a definite plan for obtaining information (sample) form a given population.

The steps involved in sampling design are as follows:

SAMPLING UNIT: WHO IS TO BE SURVEYED?

34

The market researcher must define the target population to be sampled. The sampling units

chosen for this survey were the retailers selling cement.

SAMPLE SIZE:

The sample size should be optimal. An optimal sample is one that fulfils the requirement of

efficiency, representative ness, reliability and flexibility. Sample size was 150 respondents from

the different parts of Srinagar who helped to get the relevant answers to the questions

mentioned in the questionnaire.

SAMPLING METHOD:

The sampling method used for this survey was convenience-sampling method or random

sampling.

35

The following Research Plan was adopted during the Survey:-

Data source

36

Introduction and briefing

Planning of the study

Research Proposal

Research Proposal was Prepared

Exploratory Research and Secondary Data Collection

Check internal and external sources of data, to help in the preparation of

questionnaire

Survey and Primary Data Collection

Data Collection from consumers

Data analysis and interpretation

Secondary

Research Approach

Observation Methods Focus

Group

Contact Method

Mail Telephone

Research Instrument

Mechanical Instrument

Sampling Plan

37

Primary

Survey

Personal

Questionnaire

Sample Sample Sampling Sample Sample Sample

Unit Size Procedure Extent Duration Element

38

Road Map

39

IDENTIFICATION OF VARIOUS ASPECTS/ARE

ASFINALIZATION

OF QUESTINNAIRE

CONDUCTION OF PILOT SURVEY

ANALYSIS OF PILOT SURVEY

CONDUCTION OF FINAL SURVEYCOMPILATION

OF DATA

ANALYSIS OF DATA

ACTION PLAN

IMPLEMENTATION

REASSESMENT

Operational Setup AIM OF THE SURVEY

The aim of this project is to get the existing traits of quality of life enjoyed by the workers of ACC Lakheri. This project deals with various aspects or factors effecting the quality of life of workers. Data has been collected about the:

1. Working conditions and office/ workplace.2. Canteen and guest house facilities.3. Views about organizational health and safety.4. Assessment regarding residential area and extra facilities like hospital, schools and

recreational centers. Another aspect of survey is to determine level of difference in Management and Non

management staff’s quality life balance.

AREA OF STUDY

Areas selected for survey are different departments of plant viz. mines, packing plant, store, cement mill, workshop etc. from which we collect data from both management and non management staff.

SIZE OF POPULATION

There are approximately 590 workers in ACC Lakheri which constitute 140 workers of management staff and 450 workers in non management staff.

TECHNIQUE OF SAMPLING

We apply stratified sampling technique and divided our whole sample in strata which were the Management staff and non management staff. Then we apply simple random sampling to select stratum units. These units were collected from each department. Each stratum contains sampling units depending on the number of workers at the departments providing a total of 150 units from the non management staff and 50 units from management staff giving a total of 200.

DATA COLLECTION

The data is collected primarily from non – management staff by method of questionnaire filled by enumerators and from management staff by the method of questionnaire through E- mail. We personally contact each respondent and filled the questionnaire. This study is completely based on primary data collection methods.

40

FINDING AFTER SURVEY

ACC cements has earned a lot of trust in the valley as compared to other cements

available in the India

Customers mostly prefer to buy ACC cement because of its good quality, regular

availability in the market and durability.

Most of the retailers sell ACC cement due to its Good quality, Goodwill and more

demand.

ACC cement is the cement mostly sold to the registered retailers in jaipur & Delhi city.

Demand for the cement is maximum in the month of June, July and August.

Most of the retailers ranked ACC cement as good in terms of quality, economy in prices

and overall performance.

Majority of the retailers are of the opinion that ACC could attain its market share in

coming future keeping in view the current competition and several new brands coming in

the market.

ACC has always been able to fulfill its corporate social responsibility throughout the

valley.

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CONCLUSION

Every ship that starts for a voyage needs a harbor to end its journey and so does our journey,

an exhausted survey conducted to know the Market Share and Overall Performance of ACC

cements in Rajasthan, threw up some knowledgeable aspects which are clear from data

analysis.

A general impression that I gathered during data collection was the immense awareness

and knowledge among retailers about various brands of cement available in the market.

As the company is growing fast and by the side it has also been successful in fulfilling

the various corporate- social responsibilities in Rajasthan by providing quality cement

and establishing various cement companies.

ACC cement has become a popular Brand name, Lakheri, in cement industry and

ensures quality and values for the investments in construction. It is the first cement

company in Rajasthan State which has been successful in touching heights and won

many national awards.

Customer usually buys ACC cement because of the brand name and Better quality.

ACC cement is sold more in all over indian state and regularly available without any

delays.

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SUGGESTIONS

Company should itself fix the prices of the cement and rate list should be provided to the

retailers so as to avoid the differences in the prices at which the cement is sold in the

market. It will result in uniformity of prices in the market.

Company should provide some schemes and packages to the retailers who have been

selling ACC cement from the past several years. Providing schemes or packages to the

retailers helps in motivating them and thus they become more loyal to the brand.

Company should inform the retailers in advance about the price cut downs to be made by

the company in future period so that the retailers are able to sell/ finish their previous stock

and avoid losses.

Flex banners, sign boards, diaries, calendars, bill boards etc should be provided to the

retailer to motivate them to become loyal to the brand. It costs less but pays much.

ACC should make innovations in packing of the cement bags. Usually due to hooking, the

bags are damaged resulting in loss of cement. It can be avoided by stitching a flap to the

bag so that the workers could lift the cement bag with the hands and hooking can be

avoided.

Company should keep a check on the Truck Union who increase the freight (Transportation

charges) @ 10 to 12% annually without any reason or giving any notice to the retailer due to

which the prices of the cement rise. Immediate attention of the company is needed.

Due to the enormous rise in production capacity of ACC cement, company should look

forward to expand its market and sell the surplus cement in potential markets.

43

Company should also update its website which plays a very vital role in promoting sales and

creating awareness among the Message. Business transactions can also be made online.

Company should appoint a team who would appear the retailers, take feedback from them

and if there are some grievances, suggestions or complaints from the retailer, these should

be immediately corrected so that the company could point out its weaknesses in the market

and can work on it to eradicate these weaknesses. Who knows? May be the suggestions

from the retailers could help the company to grow and become the market leader in future.

Company should always keep in mind that the ultimate sellers of the cement are the

retailers so proper care should be taken to preserve their rights as most of the retailers are

selling cement on credit basis to the customer, company should instruct its distributors to

provide credit facility to the retailers so they get some relief in selling the cement. It will also

help the company to motivate the retailer and becomes much loyal to the Brand.

Company should also mention the price i.e. MRP (Maximum Retail Price) of the cement bag

on the packing. It would make customers aware of the price which they are paying and

restrict the retailers to sell the cement more than the price mentioned/ printed on the bag.

44

QUESTIONNAIRE

1. Name of the respondent: ____________________________________

2. Name of the Shop/ Address: _________________________________

____________________________________________________________

3. Telephone/ Mobile no: ______________________________________

4. Which brand/ brands of cement do you sell?

a) ACC b) Ambuja

c)Banghar d) J&K

e) Jhelum f) Cemtac

g) ICC h) TCI

i) Haroon j) ARCO

5. Why do you sell the above brand/ brands of cement?

Reason

s why?

Better

Quality

More

deman

d

Good

profit

margin

Regular

availabilit

y

Durable/

prevents

rusting

of iron

More

credit

period

is

allowed

by the

supplier

s

Brand

image

It sets

quickly

ACC

45

Ambuja

Saifco

J&K

Jhelum

Cemtac

ICC

TCI

Haroon

ARCO

6. How many bags of the below brands you sell on an average monthly basis?

a) ACC b) Saifco

c) Ambuja d) J&K

e) Jhelum f) Cemtac

g) ICC h) TCI

i) Haroon j) ARCO

7. In which months, the demand for the cement is maximum?

a) January e) May i) September

b) February f) June j) October

46

c) March g) July k) November

d) April h) August l) December

8. What kind of cement is mostly bought by the consumer?

a) OPC b) PPC

9. What is the reason that consumers mostly prefer to buy OPC and not PPC?

a) Less availability of PPC in the valley

b) Less awareness among consumers about PPC

c) Low quality and less strength

d) Costlier than OPC

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10. Rank the different brands of cement in terms of quality, economy in prices and overall

performance?

Ranking Scale

Excellent Good Average Poor

ACC

Ambuja

Saifco

J&K

Jhelum

Cemtac

ICC

TCI

Haroon

ARCO

48

11. Keeping in view the current competition and several new Brands coming in market,

which brand of cement has the ability to attain its market share in the coming future

period of time and why?

Reasons

Why?

Quality

cemen

t

Goodwill

in the

market

Low

pricing

Effective

distribution

channel

Delay

s in

suppl

y

Low

quality

Deficienc

y in

marketing

channel

High

pricing

strateg

y

ACC

Ambuja

Saifco

J&K

Jhelum

Cemtac

TCI

12. Which Cement manufacturing company has been successful in fulfilling the following social

responsibility in Rajasthan?

Responsibilitie

s

Created

Employment

opportunitie

s

Increased

standard of

living of

the society

Established

charitable

trusts for

the society

Provided

Quality

products at

economical

Taken care

of

environment

/

49

Positives (YES) Negatives (NO)

Companies prices surrounding

ACC

Ambuja

Saifco

J&K Cements

Cemtac

ICC

TCI

Haroon

ARCO

13. Everyday, different Brands of cement are advertised in newspapers, on radios and TV’s, do

you think that the cement you are selling needs advertising and various promotional activities to

be followed to create new markets to increase sales?

YES NO YES NO

a) ACC b)Ambuja

c) c) Saifco d) J&K

e) Jhelum f) Cemtac

g) ICC h) TCI

i) Haroon j) ARCO

50

14. How much credit period is allowed to you by the supplier/

distributor of the cement you sell or no credit is allowed?

Credit

period

allowed

0 – 7 days 7 – 15 days 15 – 30 days Above 30

days

No credit

allowed

ACC

Ambuja

Saifco

J&K

Jhelum

Cemtac

ICC

TCI

Haroon

ARCO

15. Do you feel that innovations should be made in packing of the cements you sell to make

it more attractive and avoid loss of cement (due to hooking), handling, loading and unloading or

should it be kept as it is now?

YES NO YES NO

51

a) ACC b) Ambuja

c) Saifco ACC d) J&K

e) Jhelum f) Cemtac

g) ICC h) TCI

i) Haroon j) ARCO

16. Any Comments/ Suggestions:

52

BIBLIOGRAPHY1- BOOKS/MAGAZINES REFFERED:

MARKETING MANAGEMENT by PHILIP KOTLER

Concepts & practices of Research Methodology by HARPREET SINGH.

MAGAZINES:

Company pamphlets

Company Reports

2. WEBSITES REFFERED:

WWW..ACCLIMITED.COM

WWW.GOOGLE.COM

WWW.PCA.COM

WWW.CEMENTCORPORATIONOFINDIA.COM

3. REPORTS/ARTICLES REFFERED:

ANNUAL REPORT OF ACC CEMENT LAKHERI

BRIEF PROFILE OF INDIAN CEMENT INDUSTRY from Bureau of Energy

Efficiency Board of India. By Katja Schumacher and Jayant Sathaye

53

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Aaker and Keller, 1994. {International Marketing Review volume 13 (1996) P 92-96}

Aaker 2003. {Journal of Product and Brand Management volume 14 (2005) P 487}

Ambler and Styles, 2001 British Food Journal volume 14 (2003) P 419-423}

Batra et al. (1998) {Measuring Business Excellence volume 10, No.3 (2003) p109-112}

Boccaletti and Nardella 2003 {Journal of consumer Marketing Volume8 (2005) P232-

243}

Calder etal. 2003. {Journal of Product and Brand Management volume14 (2005) P 443-449}

Chakravarti and Park etal. 1995{International Marketing Review volume 13(1996) P

32-49

Fournier 2004 {Measuring Business Excellence volume 10, P56-65 (2006)

Fotopoulos and Krystallis 2003{Journal of consumer Marketing volume8 (2005) P 223-232)

54

Giannakas and Fulton, 2004. {Journal of Consumer Marketing volume 12 (2005)

P 223-228

Hartmann and Apaolaza, 2005. {Journal of Consumer Marketing volume 8 (2006) P

102-123}

Keller 2004 {Journal of Product and Brand Management volume 14 (2005) P 404-413}

Laroche et al., 2003 {International Journal of Emerging Markets Volume 9 (2005) p 203

Loken and John, 1993; Milberg et al., 1997; Herr et al., 1996; John 1998 Journal of Product and

Brand Management volume 14 (2002) p 419-427

Law and Keller, 2005. {Measuring Business Excellence volume 10, (2006) P143-149

END OF THE PROJECT

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