Summer Internship Project Report ON“District Action Plan to increase the sale of ACC Cement

in Indore District”

 SUBMITTED TO SUBMITTED BYProf. Mohit Moghe Santosh Kumar Chaturvedi MBA(FT) 2014-16 III sem SECTION “F”

Introduction of Acc Limited

ACC Limited is India’s foremost manufacturer of cement and ready mix concrete 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.

OBJECTIVES OF THE STUDY

  (1) To increase sale of ACC Cement.  (2) To generate scope of ACC GOLD .  (3) To increase Brand Equity.

MISSION OF ACC

(1) 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.

 (2) Profitability Achieve a fair and reasonable return on capital by promoting productivity

throughout the company.  (3) Growth Ensure a steady growth of business by strengthening our position in the

cement sector.  

MISSION OF ACC(4) Quality Maintain the high quality of our products and services and ensure their supply at

fair prices.  (5) Equity Promote and maintain fair industrial relations and an environment for the

effective involvement, welfare and development of staff at all levels.  (6) Responsibility Fulfill our obligations to society, specifically in the areas of integrated rural

development and in safeguarding the environment and natural ecological balance.

 

OUR PRODUCTS

OUR COMPETITIORS

PRODUCTION

COUNTER AND SITE VISIT

1.Total 223 cement selling counters were visited and created awareness about ACC Gold and convinced them to become part of the Company.

2.Total 264 construction sites were covered in which we have given demo of ACC Gold, explained benefits which impressed people and convinced them to use ACC Gold.

3. We have also done promotional activities like Canopy demo, Haat Leaflet distribution in Mhow and Indore to increase interest of consumers in acc gold.

Ultratech51%

Shree Ultra3%

Wonder5%

JK Super14%

Mycem5%

Jaypee11%

Ambuja3%

Vikrant3%

Tirupati3%

Birla Samrat

3%

BRAND WISE RETAILERSTotal :- 37

BRAND WISE SUB DEALERTOTAL:- 285

Ultratech36%

Shree Ultra1%Wonder

7%

JK Super31%

Mycem3%

Jaypee7%

Ambuja3%

Binani1%

JK Lakshmi1%

Coromandal2%

Lafarge1%

Brila Samrat2%

Biral Chetak2% Birl

a Ut -tam2% Nir

max0%

BRAND WISE DEALERTOTAL :- 79

Ultratech23%

Shree Ultra1%

Wonder13%

JK Super16%

Mycem3%

Jaypee6%

Ambuja3%

ACC3%

Coromondal11%

Lafarge5%

Birla Samrat13%

Birla Chetak1%

Prism1%

Nirmax1%

BRAND WISE COUNTER’STOTAL:- 229

Ultratech35%

Shree Ultra1%Wonder

8%

JK Super27%

Mycem3%

Jaypee7%

Ambuja3%Vikrant

0%

Tirupati0%

Binani0%

ACC0%

JK Lakshmi0%

Coromandal4%

Lafarge2%

Birla Samrat4%

Birla Chetak2%

Birla Ut -tam1%

Prism0%

Nirmax0%

FINDING’S

1. Market share of Acc is less as compared to other brands.

2. Availbility of product is not regular.

3. Promotional activities are not done in regular bases.

SUGGESTION’S

1. The company must improve its supply so as the demad can easily be meet.

2. It must target the rural market as they are providing a good marketing opportunity these days.

3. Regular meetings with dealers and Retailer’s.(suggestion’s)4. Time to time offers should be provided to the customer from 5. Acc Limited.6. Campaign to aware and to convince consumer to use acc gold.7. Convicing dealers to increase dealer , retailer number in

Indore district.8. The company must keep a watch on its primary competitors in

market in order to be able to compete with them.

ACC GOLD

OTHER CEMENT