Summer Training Report on CUSTOMER SATISFACTION OF ACC CEMENT

Under the guidance of Dr. Ram Sagar Sir

Submitted by Aman Kumar Gupta MBA 3rd sem.

CERTIFICATE FROM SUMMER PROJECT GUIDES

This is to certify that Mr.Aman #u!ine!! a$mini!tration % "rom

umar Gupta a student of the Ma!ter o" NIPSS Su&tanpur has !or"ed under our

guidance and super#ision. This Summer $ro%ect Report has the re&uisite standard and to the best of our "no!'edge no part of it has been reproduced from any other summer pro%ect monograph report or boo".

Mr. Ri%oy Sengupta Dy. Manager(Area Sa'es )ncharge* A++ ,imited Ti"aria Gaurigan%

STUDENT DECLARATION

I hereby declare that the study entitled CUSTOMER SATISFACTION WITH ACC CEMENTS Direct. Being submitted by me in the partial fulfillment of the requirement for the award of Master of Business Ad inistration !" #NI$SS is a record of my own work, carried out under the guidance of my faculty guide. The matter embodied in this project report has not been submitted to any other university or institution for the award of degree.

Date

!"man #umar $upta%

PREFACE

The research pro#ides an opportunity to a student to demonstrate app'ication of his-her "no!'edge s"i'' and competencies re&uired during the technica' session. Research a'so he'ps the student to de#ote his-her s"i'' to ana'y.e the prob'em to suggest a'ternati#e so'utions to e#a'uate them and to pro#ide feasib'e recommendations on the pro#ided data. The training 'asted for four !ee"s duration and !as en'ightening inspiring interesting and academitica'y re!arding and 'earnati#e !ith e/posure to a #ariety of !or" practice. T'e re!ear(' i! on t'e topi( o" A detailed report about the product mix ACC CEMENTS offers and how it help in its customer satisfaction. A'though ) ha#e tried my 'e#e' best to prepare this report an error free report e#ery effort has been made to offer the most authenticate position !ith accuracy.

AC NO)*EDGEMENT

) ta"e this opportunity to e/press my sincere gratitude to Mr. Ri%oy Sen Gupta Area Sa'es )ncharge for his #a'uab'e guidance at each stage of my pro%ect. ) sincere'y ac"no!'edge the support and !ho'e hearted cooperation from +ompany for gi#ing me the necessary guidance. A'so ) !ish to than" the channe' partners and other sta"e ho'ders !ho cooperated !ith me by pro#iding responses.

Aman Kumar Gupta MBA 0120324 K5)$SS SU,TA5$UR

INTRODUCTION About the +ement )ndustry

The cement industry in )ndia dates bac" to 2624 !hen the first unit !as set up at $orbandar Gu%arat !ith a capacity of 2111 tonnes. +urrent'y it is ran"ed second in the !or'd and is estimated to be a Rs.27 111 crores industry. 8or raising efficiency in the sector the $'anning +ommission of )ndia in the 21th p'an formed a 9:or"ing Group on +ement )ndustry9. )ndian cement industry has been one of the pioneering industries in introducing po'icy reforms. After the 'ibera'isation measures and g'oba'isation of )ndian economy the cement industry has been gro!ing rapid'y at an a#erage rate of 7 per cent e/cept for a short period in 2662360 !hen the industry faced demand recession. The country is no! the second 'argest producer of cement in the !or'd. )ndia has a'so started e/porting 'arge &uantities of cement and c'in"er. 8ast rising Go#ernment ;/penditure on )nfrastructure sector in )ndia has resu'ted in a higher demand of cement in the country. )n the same direction participation of 'arger companies in the sector has increased. There is a tota' number of 20< 'arge cement p'ants and more than 311 sma'' cement p'ants operating in )ndia present'y. The )ndian cement industry has seen an e/p'osi#e gro!th bac"ed by hea#y in#estment in )nfrastructure de#e'opment in the 'ast decade. )n 0117 the domestic demand !as 241 mi''ion tonnes. The industry is e/pected to gro! by 20 = e#ery year. There are some estab'ished brands in the mar"et name'y A++ Grasim Gu%arat Ambu%a U'tratech +hemco Bir'a etc. Mu'tinationa' companies such as >o'cim (S!it.er'and* ,afarge (8rance* )ta'icementi ()ta'y* ha#e in#ested 213<1= in )ndian +ompanies. )n the pre3'ibera'isation era the t!o tier distribution chain of manufacturers and dea'ers !or"ed !e'' and se''ing !as ne#er a prob'em. The manufacturers then !ere on'y concerned about se''ing cement to their dea'ers. )t !as the dea'ers then !ho contacted bui'ders go#ernment and institutiona' and so'd to retai'ers.

:ith time a 'ot of cement p'ants ha#e come up and ne! strategies and the concept of se''ing has changed !ith companies adopting ne! strategies. Bags of different &uantities ha#e rep'aced bu'" se''ing. Se''ing concrete instead of cement is another of the inno#ations !hich is considered as adding #a'ue to the basic product of cement.

AB?UT T>; ?RGA5)@AT)?5 Started in 263A A++ ,imited is )ndia9s foremost manufacturer of cement and concrete. A++9s operations are spread throughout the country !ith 24 modern cement factories more than 31 Ready mi/ concrete p'ants 01 sa'es unit offices and 3 .ona' offices. )t has a !or"force of about 21 111 persons and a country!ide distribution net!or" of o#er 6 111 dea'ers. A++9s research and de#e'opment faci'ity has a uni&ue trac" record of inno#ati#e research product de#e'opment and specia'i.ed consu'tancy ser#ices. )ts commitment to en#ironment3friend'iness its high ethica' standards in business dea'ings and its on3going efforts in community !e'fare programmes ha#e !on it acc'aim as a responsib'e corporate citi.en. Acc cement brand name en%oy is synonymous !ith cement and en%oy high 'e#e' in )ndian mar"et .

ACC DEA*ER AND RETAI*ER The region of Asanso' has rated the cement much higher in terms of &ua'ity than the region of raghunathpur. ?ne of the reasons for this cou'd be that ,afarge !hich has a higher mar"et share in sa't!a'a a'so has Acc and 'afarge in the mar"et !ith higher &ua'ity. Rating cou'd ha#e been affected by the percei#ed image of ,afarge as !e''. Regarding &ua'ity another interesting fact is that the non trader segment percei#es the cement to be ha#ing better &ua'ity than the trader segment. The non trader segment has rated the a#ai'abi'ity to be much 'o!er than the trader segment rating.

A)ARDS + ACCO*ADES B )M+ Ram"rishna Ba%a% 5ationa' Cua'ity A!ard 3 D Gaga' !ins +ommendation +ertificate and 5e! :adi $'ant !ins Specia' A!ard for $erformance ;/ce''ence in the Manufacturing Sector 011E. B B B 5ationa' A!ard for outstanding performance in promoting rura' and S!ord of >onour 3 by British Safety +ounci' United Kingdom for )ndira $riyadarshini Fri"shamitra A!ard 333 by The Ministry of agricu'tura' de#e'opment D by ASS?+>AM e/ce''ence in safety performance. ;n#ironment and 8orests for Ge/traordinary !or"G carried out in the area of afforestation. B B B 8)++) A!ard 333 for inno#ati#e measures for contro' of po''ution !aste Subh Karan Sara!agi ;n#ironment A!ard 3 by The 8ederation of )ndian Drona Trophy 3 By )ndian Bureau ?f Mines for e/tra ordinary efforts in management H conser#ation of minera' resources in mines and p'ant. Minera' )ndustries for en#ironment protection measures. protection of ;n#ironment and minera' conser#ation in the 'arge mechani.ed mines sector. B B B B B )ndo German Greentech ;n#ironment ;/ce''ence A!ard Go'den $eacoc" ;n#ironment Management Specia' A!ard 3 for outstanding )ndira Gandhi Memoria' 5ationa' A!ard 3 for e/ce''ent performance in ;/ce''ence in Management of >ea'th Safety and ;n#ironment I +ertificate Fish!a"arma Rashtriya $uras"ar trophy for outstanding performance in

efforts in ;n#ironment Management in the 'arge manufacturing sector. pre#ention of po''ution and eco'ogica' de#e'opment of Merit by )ndian +hemica' Manufacturers Association safety and mine !or"ing

B B B B B

Good +orporate +iti.en A!ard 3 by $>D +hamber of +ommerce and Jamna'a' Ba%a% Uchit Fya#ahar $uras"ar 3 +ertificate of Merit by +ounci' Greentech Safety Go'd and Si'#er A!ards 3 for outstanding performance in 8)M) 5ationa' A!ard 3 for #a'uab'e contribution in Mining acti#ities from Ra%ya Sthariya $arya#aran $uras"ar 3 for outstanding !or" in ;n#ironmenta'

)ndustry for 8air Business $ractices Safety management systems by Greentech 8oundation the 8ederation of )ndian Minera' )ndustry under the Ministry of +oa'. $rotection and ;n#ironment $erformance by the Madhya $radesh $o''ution. +ontro' Board. B 5ationa' A!ard for 8'y Ash Uti'isation 3 by Ministry of $o!er Ministry of ;n#ironment H 8orests and Dept of Science H Techno'ogy Go#t of )ndia 3 for manufacture of $ort'and $o..o'ana +ement. B Good +orporate +iti.en A!ard 3 by Bombay +hamber of +ommerce and )ndustry for !or"ing to!ards an en#ironmenta''y sustainab'e industry !hi'e pursuing the ob%ecti#e of creation of a better society. B B B 5ationa' A!ard for ;/ce''ence in :ater Management 3 by the Go'den $eacoc" ;co3)nno#ation A!ard 0117 !on by A8R Business for Best Audit +ommittee A!ard 0117 3 A++ Audit +ommittee has been +onfederation of )ndian )ndustry (+))* efficient disposa' of industria' !astes a!arded the Best Audit +ommittee A!ard 0117 by the Asian +entre of +orporate Go#ernance H Sustainabi'ity and )ndian Merchants9 +hamber. B GFan#asi Sant Gahira Guru%i Mahara% 3 +hhattisgarh $arya#aran $uras"arG 0117 in the )ndustria' +ategory for best efforts in ;n#ironment +onser#ation in +hhattisgarh State .

B B B B

Safety )nno#ation A!ard by the )nstitution of ;ngineers 5e! De'hi Greentech ;n#ironment ;/ce''ence A!ard by Greentech 8oundation Good Green Go#ernance A!ard by Srishti $ub'ications De'hi The 8ederation of )ndian Minera' )ndustries (8)M)*

5e! De'hi has se'ected A++ one of the four companies in )ndia to be Members of the GSustainab'e Miners +'ubG for outstanding contribution to the nationa' goa' of sustainab'e de#e'opment through e/ce''ence in en#ironmenta' conser#ation9 scientific research and socia' de#e'opment in harnessing natura' resources. B B B B B B B Ti"aria !ins )M+ Ram"rishna Ba%a% +ertificate of Merit 0117 Gaga' !ins )M+ Ram"rishna Ba%a% 5ationa' Cua'ity $erformance +5B+3TF279s )ndia Business ,eaders A!ard in the category )ndia Greentech Safety Go'd and Si'#er A!ards 0116 3 for outstanding )nternationa' Safety A!ard 0117 by British Safety +ounci' A++ tops cement industry in Karmayog +SR rating +ounci' for 8air Business $ractices Jamna'a' Ba%a% U+>)T FKAFA>AR

;/ce''ence Trophy 0117 +orporate +iti.en of the Kear 0117 performance in Safety management systems by Greentech 8oundation

$URASKAR 0117 3 in the category Manufacturing ;nterprises D ,arge D for e/emp'ary record of practicing and promoting fair business practices. B B Srishti Good Green Go#ernance A!ard 0117 by Srishti $ub'ications State Safety A!ard for 011E by Go#ernment of ?rissa D for best

performance in accident pre#ention safety management and communication systems among industries in ?rissa

PRODUCTS ?rdinary $ort'and +ements 43 Grade +ement (?$+ 43 Grade* A++ +ement is the most common'y used cement in a'' constructions inc'uding p'ain and reinforced cement concrete bric" and stone masonry f'oors and p'astering. )t is a'so used in the finishing of a'' types of bui'dings bridges cu'#erts roads !ater retaining structures etc. :hat is more it surpasses B)S Specifications ()S 722032676 for 43 grade ?$+* on compressi#e strength 'e#e's. A++ +ement is mar"eted in specia''y designed <1 "g bags

<3 Grade +ement This is an ?rdinary $ort'and +ement !hich surpasses the re&uirements of )SI 200A63<3 Grade. )t is produced from high &ua'ity c'in"er ground !ith high purity gypsum. A++ <3 Grade ?$+ pro#ides high strength and durabi'ity to structures because of its optimum partic'e si.e distribution superior crysta''ine structure and ba'anced phase composition. )t is a#ai'ab'e in specia''y designed <13"g bags. 8'y3ash based $ort'and $o..o'ana +ement This is a specia' b'ended cement produced by inter3grinding higher strength ?rdinary $ort'and +ement c'in"er !ith high &ua'ity processed f'y ash 3 based on

norms set by the company9s RHD di#ision. This uni&ue #a'ue3added product has hydrau'ic binding properties not found in ordinary cements. )t is a#ai'ab'e in specia''y designed <13"g bags.

MAR ET S,ARE A++ en%oys a mar"et share of 20 per cent in the domestic mar"et. )t is the on'y cement company that figures in the 'ist of +onsumer SuperBrands of )ndia. They ha#e been the mar"et 'eaders in many p'aces and ha#e a'!ays occupied the ma/imum share in the mar"ets ad%oining the cement p'ants. A++ a'so has #ery high brand e&uity in most p'aces. The setting up of p'ants has gi#en the company a recognition and preference o#er other brands in the ad%oining mar"ets.

CUSTOMER SATISFACTION STRATEGB B B B B B 8eed bac" of &uestionnaire Ana'ysis of Acc cement performance. ;/perience auditing. Most'y satisfied inde#iusa' house ho'der. Dissatisfaction by the dea'ers and retai'er. The reason is time'y de'i#ery.

8eed bac" &uestionnaire

Ana'ysis of Acc cement performance3. customer satisfied the performance of Acc cement.it gi#es best resu't in the mar"et.no defect in the goods. Most'y uses p.s.c.($ort'and s'ag cement*.this is most'y uses in house contruction institutiona'. ;/perience audit3 This p'ace ) see that there is most'y e/pansion of Acc dea'er and retai'er.consumers are moste'y satisfied Acc cement.

SE**ING C,ANNE*S OR DISTRI.UTION The se''ing is done through the fo''o!ing channe'sI B B Dea'ers and Retai'ers Direct Se''ing to Go#ernment or )nstitutiona' buyers.

SATISFACTION AND MAR ETS STUD+ement so'd in these mar"ets are of the #arious categoriesI 2. ?rdinary $ort'and +ement(?$+*I This is p'ain cement !hich is a#ai'ab'e in t!o grades depending upon the +ompressi#e strength. The t!o #arieties are ?$+ 43 and ?$+ <3. The 'atter has a higher compressi#e strength. They are recommended for use in certain specia'ised technica' app'ications !hich re&uire consistent'y high or ear'y strength 'i"e pre stressed concrete and pre cast concrete. )tLs use for genera' construction is not recommended due to (2* Genera' construction re&uires specia' attention the absence of !hich may resu't in fai'ure of concrete. (0* Specia'i.ed technica' concreting !i'' suffer as these grades cannot be made a#ai'ab'e in abundance fore#er. 0. $ort'and S'ag +ement($S+*I

$S+ is cement mi/ed !ith s'ag a !aste from stee' p'ants. The percentage of s'ag ranges from 0<3A<=. )t is used in genera' construction of p'ain and reinforced concrete. )t resists chemica' attac"s mo#e efficient'y and hence it is preferred in fo''o!ing constructionI 2. Structures in aggressi#e en#ironments !here chemica' and mindny acidic !ater are encountered. 0. Marine constructions !here su'phatic !ater is present.

3. Se!erage !here attac" by su'phur bacteria is present. 3. $o..a'ona $ort'and +ement($$+*I

$S+ is cement mi/ed !ith f'y3ash a !aste from therma' po!er p'ants. The percentage of po..a'ona in the cement #aries from 2130<=. )t is used in genera' construction or p'ain and reinforced concrete. )ts technica' ad#antages cause it to be in fo''o!ing construction I (2* A'' marine and hydrau'ic concrete structures such as doc"s harbors and %etties. (0* Mass construction 'i"e dams and retaining !a''s. (3* ,arge foundation !or"s. (4* Structures !here !ater is constant'y in contact such as cana's reser#oirs s!imming poo' emban"ments coo'ing to!ers hydroe'ectric po!er stations etc. (<* Structures !here repaid construction method is used 'i"e s'ip from construction. (A* Bridge piers. (E* )ndustria' p'ants These mar"ets not on'y ha#e big brands but a'so ha#e cements from sma''er mini p'ants !hich ha#e a significant mar"et share. Usua''y one mini p'ant has more than one brand !ith different pricing done for each brand. Some of the popu'ar brands in this segment are $ragati Reshmi Benga' Super Bharat Super and Bir'a Samrat.

CUSTOMER SATISFACTION SATISFACTION Dea'er or retai'er This mar"et e#ery user a!are this brand and use this products .here is the compteation of different types brand . Mar"et inc'ude Acc ,afarg A'tratec Bir'a Jaypee e.t.c. . here is the much demand of Acc ,afarge. Acc cement p'ay good ro'e in this mar"et.consumer ha#e much confidence Acc cement Satisfacton3 ;#ery customer are satisfied the product of Acc cement.>ere they gi#e much importance acc. )n this c'uster there is compteation of Acc ,afarge Ambu%a.After that another brand .

DISSATISFACTION This areas dea'ers are dissatisfied.these reason are gi#en be'o!. B B B B B B B B 5ot de'i#ery of Acc cement time'y. There is no sa'e order time'y. Acc has no p'an to increase cement price. gi#e easy dea'ership 5ot >e'd to dea'er meeting 5ot de'i#er time'y cement 5ot get ade&uate profit Transportation is #ery poor

Dissatisfaction(dea'ers*3 B B There is no sai' order time'y ,o! profit margin B 5ot sai' order time'y

CUSTOMER SATISFACTION OF ACC CEMENT

+ustomer satisfaction3 +ustomer satisfaction a business is measure of ho! product and ser#ices supp'ied by the company Meet or surpass customer e/pectation .it is see as a "ey performance .(Dr. $hi'ip "ot'er*

+ustomer D A +ustomer a'so c'inte buyer or purchaser in usua''y used to refer to a current or potentia' buyer or user or product of an indi#idua' . Satisfaction3 Get satisfaction brings customers and company emp'oyees together to ma"e things better for e#ery one. ?r it means entire satisfaction of customer.

CUSTOMER SATISFACTION IN / STEPS 2. ;ncourage face to face dea'ing 0. Respond to messages prompt'y and "eep your c'inets informed. 3. Be friend'y and approachab'e 4. >a#e a c'ear defined customer ser#ice po'icy <. Attention to detai' A. Anticipate your c'ients you of your !ay to he'p them out. E. honour your promises )t is a !e'' "no!n fact that no business can e/ist !ith customer .it to important to !or" c'ose'y !ith your customers to ma"e sure the site or system to create for them is as c'ose to there re&uirement as you can manage .because it is a critica' that you can from a c'ose !or"ing re'ationship !ith your c'ient . +ustomer ser#ice is #ita' importance.

SATISFACTION OF ACC CEMENT This p'ace e#ery person is a!are this brand and satisfied this product . it means here e#ery user use this $roduct.customer has much confidence on Acc cement .they genra''y use this brand to bui'd in ce''ing and Base in construction.The customers gi#es pereority of &ua'ity not price.so they ha#e much confidence in Acc brand. )n this mar"et the customer much has satisfaction acc a'tratec ,afarge and ambu%a.After that That Rea'ince c'assic Bir'a go'd etc. +ustomer ser#ices D Some specifice customer focused intiati#es year inc'ude as f''o!ing D Acc he'p centers at ser#a' 'ocations to he'p home bui'ders. As" Acc3 a !ebsite for home bui'der and sma'' customer. +onsumer friend'y boo"'ets on a'' aspects construction and home bui'ding . 8i'm and education 'iterature designed for student and other.

Beside of this boo"'ets on cement -concreate and bui'ding construction and bui'ding construction And maintain are regu'ar'y made a#ai'ab'e for benefite of our customer . Acc he'p center )ndian concreat %ourna' $re3p'anning home guide contrution. Goods construction pratices. +onstruction materia' and there guide.

 Acc tips for your dream house. $rotecting and beauty fying your home.

;ssentia' uti'ities for your home. ;nsuring that your ne! home 'asts for generations.

ACC ,E*P CENTER 8irst 'aunched in Bango'er this is the first "ind in )ndia pro#ide indi#idua' bu'ders. The cement industry in )ndia dates bac" to 2624. The scenario in mar"et !as #ery different then. There !as a t!o tier distribution chain of dea'ers and manufacturers !hich !or"ed !e''. The manufacturers !ere ne#er concerned beyond se''ing the cement to the dea'ers. :ith time the mar"et of cement has seen a ma%or change and the cement companies are becoming acti#e'y in#o'#ed in the se''ing of cement by maintaining terms !ith sta"e ho'ders other the dea'ers. A++ is one of the 'arger companies in#o'#ed in this sector. A++ has a strong ho'd in the mar"ets a'' o#er )ndia. They are a'so mar"et 'eaders in many mar"ets and especia''y in the ones c'oser to the manufacturing units. This has not been obser#ed in the ad%oining mar"ets of Damodhar !hich are the raghunathpur sa't!a'a and Asanso' c'uster !here other brands 'i"e ,afarge and Ambu%a ha#e the ma/imum mar"et share.in this c'uster customer most'y satisfied Acc ,afarge .they gi#e periorty &ua'ity after that price .

FIGURE DESCRIPTION 2 0 3 4 < A E 7 6 A++ ,imitedI $an )ndia $resence Mar"et Share in Asanso' Mar"et Mar"et Share in raghunathpur Mar"et Samp'ing $rocedures Samp'ing Segments Ad#ertisement Reca'' in the Mar"ets Associations !ith A++ +ements Mar"et in Terms of buyers Reasons for buying A++ +ement 24 2A 2E 0E 07 33 34 3A 3E

TA.*E DESCRIPTION 2 Fariab'es used in Cuestionnaire 06

0 3 4 <

+omparati#e scoring in Asanso' +'uster +omparati#e scoring in raghunathpur +'uster +omparati#e scoring of +redit $o'icies +omparati#e scoring for $ersonne'

3E 37 37 36

PART0

INT !"#CTI!N

0.0. A#out t'e Cement In$u!tr1 The cement industry in )ndia dates bac" to 2624 !hen the first unit !as set up at $orbandar Gu%arat !ith a capacity of 2111 tonnes. +urrent'y it is ran"ed second in the !or'd and is estimated to be a Rs.27 111 crores industry. 8or raising efficiency in the sector the $'anning +ommission of )ndia in the 21th p'an formed a 9:or"ing Group on +ement )ndustry9. )ndian cement industry has been one of the pioneering industries in introducing po'icy reforms. After the 'ibera'isation measures and g'oba'isation of )ndian economy the cement industry has been gro!ing rapid'y at an a#erage rate of 7 per cent e/cept for a short period in 2662360 !hen the industry faced demand recession. The country is no! the second 'argest producer of cement in the !or'd. )ndia has a'so started e/porting 'arge &uantities of cement and c'in"er. 8ast rising Go#ernment ;/penditure on )nfrastructure sector in )ndia has resu'ted in a higher demand of cement in the country. )n the same direction participation of 'arger companies in the sector has increased. There is a tota' number of 20< 'arge cement p'ants and more than 311 sma'' cement p'ants operating in )ndia present'y. The )ndian cement industry has seen an e/p'osi#e gro!th bac"ed by hea#y in#estment in )nfrastructure de#e'opment in the 'ast decade. )n 0117 the domestic demand !as 241 mi''ion tonnes. The industry is e/pected to gro! by 20 = e#ery year. There are some estab'ished brands in the mar"et name'y A++ Grasim Gu%arat Ambu%a U'tratech +hemco Bir'a etc. Mu'tinationa' companies such as >o'cim (S!it.er'and* ,afarge (8rance* )ta'icementi ()ta'y* ha#e in#ested 213<1= in )ndian +ompanies.

)n the pre3'ibera'isation era the t!o tier distribution chain of manufacturers and dea'ers !or"ed !e'' and se''ing !as ne#er a prob'em. The manufacturers then !ere on'y concerned about se''ing cement to their dea'ers. )t !as the dea'ers then !ho contacted bui'ders go#ernment and institutiona' and so'd to retai'ers. :ith time a 'ot of cement p'ants ha#e come up and ne! strategies and the concept of se''ing has changed !ith companies adopting ne! strategies. Bags of different &uantities ha#e rep'aced bu'" se''ing. Se''ing concrete instead of cement is another of the inno#ations !hich is considered as adding #a'ue to the basic product of cement.

0.2. A.OUT T,E ORGANI3ATION4 ACC *IMITED Started in 263A A++ ,imited is )ndia9s foremost manufacturer of cement and concrete. A++9s operations are spread throughout the country !ith 24 modern cement factories more than 31 Ready mi/ concrete p'ants 01 sa'es unit offices and 3 .ona' offices. )t has a !or"force of about 21 111 persons and a country!ide distribution net!or" of o#er 6 111 dea'ers. A++9s research and de#e'opment faci'ity has a uni&ue trac" record of inno#ati#e research product de#e'opment and specia'i.ed consu'tancy ser#ices. )ts commitment to en#ironment3friend'iness its high ethica' standards in business dea'ings and its on3going efforts in community !e'fare programmes ha#e !on it acc'aim as a responsib'e corporate citi.en. Acc cement brand name en%oy is synonymous !ith cement and en%oy high 'e#e' in )ndian mar"et .

MI*ESTONE5ACC .UI*D )IT, CONFIDENCE6 263A in corporation of the associated cement companies 'imited on augest 2 263A 2644 Acc first community de#e'opment in Bombay. 264E )ndia first entire'y cement p'ant estab'ish at +haibasa in Behar Board of director (Mr. 5.S. se"ehsaria* Depety chairman (Mr. pau' hugentob'er* Managing director Mr. Sumit baner%ee +orporate office 2. Mumbai(Maharastra* +ement p'ants Bargarh(?rissa* +haebasa(Jhar"hand* +handa(Maharahstra*3(mtpa*2.11 Damoder(!est banga'*3 (mtpa*1.<3 Gaga' 2(>$*3(Mtpa*4.41 both 2st and0nd Gaga' 0(>$* Jamu'(+hhattisgarh*3(Mtpa*2.<7 Kamur(mp*3(Mtpa*0.01 ,a"heri(T 5* Sindri(Jar"hand* Ti"aria(up*3(Mtpa*0.32

 :adi("anata"a*3(Mtpa*3.01 Regiona' office ;stern region("o'"ata* 5orthern reason(ne! De'hi* 5e! !adi(Karnata"a* Technica' supporti#e ser#ice Thane3 Maharashtra Subsidiary companies Acc concrete ,td(Mharashtra* Acc machinery company ,td(Maharastra*

Bu'" cement corporation )ndia ,td(maharastra* ,uc"y minmat pri#ate ,td(Ra%asthan* )n0116 Acc is re!arded GR;5+> SA8TK G?,D A:ARD0116 for outstanding performance in safty management system by Greentech foundation.

ACC *IMITED P*ANT IN INDIA

A++ en%oys a mar"et share of 20 per cent in the domestic mar"et. )t is the on'y cement company that figures in the 'ist of +onsumer SuperBrands of )ndia. They
&igure ' "(( India the ha#e been the mar"et 'eaders in many p'aces and ha#e)imited a'!ays*an occupied

ma/imum share in the mar"ets ad%oining the cement p'ants. A++ a'so has #ery high brand e&uity in most p'aces. The setting up of p'ants has gi#en the company a recognition and preference o#er other brands in the ad%oining mar"ets.

*resence

0.7. *OCATION OF T,E PROJECT The target 'ocation of the pro%ect is the satisfaction of the Acc cement p'ant in Damodhar. D+S, (Damodhar +ements and S'ag ,imited* !as under a %oint #enture of :B)D+ (:est Benga' )ndustria' De#e'opment +orporation* and ++) (+ement +orporation of )ndia ,td*. )n September 266A the A++ ,td too" o#er the management of the company and it became a subsidiary of the A++ ,td. D+S, got fu''y merged !ith A++ in January 011A as D+: (Damodar +ement :or"s*. The mar"ets of Asanso' Raghunathpur(pur'ia* and sa't!a'(ba"ura* region are the ad%oining mar"ets for this cement p'ant of A++. Despite the pro/imity to the manufacturing p'ant there are other brands 'i"e Ambu%a and ,afarge !hich ha#e a prominent presence in these mar"ets. $re#ious studies re#ea' that the brand e&uity of A++ in these mar"ets is not satisfactory. The current study has been conducted to "no! ho! the brand is percei#ed in concerned mar"et and !here does it stand compared to the other brands that e/ist in the mar"et. There are #arious outcomes of this study. The most important of them is to identify prob'em areas !hich can be !or"ed upon to impro#e the mar"et share of the company in these areas.

CUSTOMER SATISFACTION STRATEG-8 8eed bac" of &uestionnaire Ana'ysis of Acc cement performance. ;/perience auditing. 8eed bac" &uestionnaire Most'y satisfied inde#iusa' house ho'der. Dissatisfaction by the dea'ers and retai'er. The reason is time'y de'i#ery. Ana'ysis of Acc cement performance3. customer satisfied the performance of Acc cement.it gi#es best resu't in the mar"et.no defect in the goods. Most'y uses p.s.c.($ort'and s'ag cement*.this is most'y uses in house contruction institutiona'. ;/perience audit3 This p'ace ) see that there is most'y e/pansion of Acc dea'er and retai'er.consumers are moste'y satisfied Acc cement.

0.9. T'e Mar:eting Strategie!4 ACC *imite$ Strategie! to (on!i$er8 Measurement strategy app'ied to retai' and buyer 0 buyer(B0B* Measurement strategy most'y app'ies to retai'. 0.9.0. T'e Mar:eting Mi;4 9 P! Pro$u(t The range of cement and b'ended cement in mar"eted through a net!or" 26 sa'es unite <4 area office 264 !arehouse .this is bac"ed by the country !ide net!or" of o#er 6111 de'ear A++ +ements offers a range of products. They areI ?rdinary $ort'and +ement of grades 43 and <3(?$+* B'ended +ements o 8'y ash based $ort'and $o..o'ana +ement($$+* o $ort'and S'ag +ement($+S* Ready Mi/ +oncreteI A++ +oncrete The mar"ets under study do not ha#e a'' the #arieties a#ai'ab'e. ?n'y the product manufactured for these mar"ets is the $S+ or the $ort'and S'ag +ement. This is cement a po'yphased inorganic compound for binding mi/ed !ith s'ag a !aste product from stee' p'ants. This cement is a'so "no!n as grey cement because of the co'our. The pac"aging has been changed o#er the years for retai'ing. 8rom the ear'ier bu'" se''ing it is no! a'so a#ai'ab'e in bags of <1"g each. Pri(e The retai' price present'y #aries from Rs. 0E<3071 per bag of <1"g in this region.

P&a(e A++ +ements en%oys a pan )ndia presence !ith 24 p'ants and its strong dea'ership net!or" of o#er 6111 dea'ers !ho further ha#e sub dea'ers to assist them. A'most 71 = of the tota' sa'e is done through these dea'ers. )n these mar"ets the dea'er net!or" is good !ith the fo''o!ing distributionI Asanso' +'usterI 20 Raghunathpur +'usterI E Sa't!a'a c'usterI< There is satisfactory response of Acc product. Promotion There are #arious promotiona' acti#ities !hich are underta"en by A++ in these regionsI The ma%or promotiona' acti#ities inc'ude !a'' paintings posters and print ad#ertisements in 'oca' ne!spapers. ?rganising meets for masons engineers contractors and dea'ers is yet another means adopted by the company. Another initiati#e is MA$;+(Mass A!areness $rogram for ;nd +onsumers* as a part of !hich Road Sho!s Ra''ies and +onsumer meets are organised. Besides sta''s are set up to distribute pamph'ets #ideo on !hee's has been introduced to increase a!areness about pa""a houses and A++ cement in the rura' areas. There are a'so gi#e3a!ays or freebies !ith the bags of cement !hich are gi#en at times. There a'so e/ist programs for dea'ers for e/amp'e organising tours and ,a"shya a program !hich re!ards on achie#ing set high targets of sa'e.

 A he'p'ine for the consumer MA++ >e'pN is a set of ser#ices to assist the indi#idua' home bui'ders. This inc'udes A++ >e'p +entres a !ebsite ca''ed O!!!.acche'p.inL A++ Retai' +entres and A++ >ome Guides. Cu!tomer Dea&er Retai&er Ot'er5.ui&$ing (ontra(tor e.t.(.6 Tran!porter Tru(: Rai&<a1 Con!umer8 In$i=i!ua& 'ou!e 'o&$er Conta(tor ot'er!

0.9.2. Se&&ing C'anne&! or Di!tri#ution The se''ing is done through the fo''o!ing channe'sI Dea'ers and Retai'ers Direct Se''ing to Go#ernment or )nstitutiona' buyers. 0.>. A#out t'e !ati!"a(tion an$ Mar:et! un$er !tu$14 A!an!o& %Rag'unat'pur an$!a&t<a&a +ement so'd in these mar"ets are of the #arious categoriesI 0. Or$inar1 Port&an$ Cement5OPC64 This is p'ain cement !hich is a#ai'ab'e in t!o grades depending upon the +ompressi#e strength. The t!o #arieties are ?$+ 43 and ?$+ <3. The 'atter has a higher compressi#e strength. They are recommended for use in certain specia'ised technica' app'ications !hich re&uire consistent'y high or ear'y strength 'i"e pre stressed concrete and pre cast concrete. )tLs use for genera' construction is not recommended due to (2* Genera' construction re&uires specia' attention the absence of !hich may resu't in fai'ure of concrete. (0* Specia'i.ed technica' concreting !i'' suffer as these grades cannot be made a#ai'ab'e in abundance fore#er. 2. Port&an$ S&ag Cement5PSC64 $S+ is cement mi/ed !ith s'ag a !aste from stee' p'ants. The percentage of s'ag ranges from 0<3A<=.

)t is used in genera' construction of p'ain and reinforced concrete. )t resists chemica' attac"s mo#e efficient'y and hence it is preferred in fo''o!ing constructionI 2. Structures in aggressi#e en#ironments !here chemica' and mindny acidic !ater are encountered. 0. Marine constructions !here su'phatic !ater is present. 3. Se!erage !here attac" by su'phur bacteria is present. 7. Po??a&ona Port&an$ Cement5PPC64 $S+ is cement mi/ed !ith f'y3ash a !aste from therma' po!er p'ants. The percentage of po..a'ona in the cement #aries from 2130<=. )t is used in genera' construction or p'ain and reinforced concrete. )ts technica' ad#antages cause it to be in fo''o!ing construction I (2* A'' marine and hydrau'ic concrete structures such as doc"s harbors and %etties. (0* Mass construction 'i"e dams and retaining !a''s. (3* ,arge foundation !or"s. (4* Structures !here !ater is constant'y in contact such as cana's reser#oirs s!imming poo' emban"ments coo'ing to!ers hydroe'ectric po!er stations etc. (<* Structures !here repaid construction method is used 'i"e s'ip from construction. (A* Bridge piers. (E* )ndustria' p'ants These mar"ets not on'y ha#e big brands but a'so ha#e cements from sma''er mini p'ants !hich ha#e a significant mar"et share. Usua''y one mini p'ant has more than one brand !ith different pricing done for each brand. Some of the popu'ar

brands in this segment are $ragati Reshmi Benga' Super Bharat Super and Bir'a Samrat.

0.>.0. A!an!o& C&u!ter45(u!tomer !ati!"a(tion6 Satisfaction Dea'er or retai'er This mar"et e#ery user a!are this brand and use this products .here is the compteation of different types brand . )n this figure inc'ude Acc ,afarg A'tratec Bir'a Jaypee e.t.c. . here is the much demand of Acc ,afarge. Acc cement p'ay good ro'e in this mar"et.consumer ha#e much confidence Acc cem Dissatisfaction This areas dea'ers are dissatisfied.these reason are gi#en be'o!. 5ot de'i#ery of Acc cement time'y. There is no sa'e order time'y. Acc has no p'an to increase cement price.

0.>.2. Rag'unat'pur C&u!ter )n raghunathpur the indi#idua' house ho'der contractor ga#e much importance to Acc +ement .After that they gi#e importance most of brand 'i"e ,afarge >+, cement a'tratec Ambu%a Durgapur super Re'iance c'assic bir'a go'd %aypee "onar".>ere is the competation Ambu%a Acc ,afarg. The highest customer base in this mar"et is that of the indi#idua' house bui'ders. Dissatisfaction(dea'er* gi#e easy dea'ership

5ot >e'd to dea'er meeting 5ot de'i#er time'y cement 5ot get ade&uate profit Transportation is #ery poor

0.@.Sa&t<a&a (&u!ter8 Sati!"a(ton8

;#ery customer are satisfied the product of Acc cement.>ere they gi#e much importance acc. )n this c'uster there is compteation of Acc ,afarge Ambu%a.After that another brand . Dissatisfaction(dea'ers*3 There is no sai' order time'y ,o! profit margin 5ot sai' order time'y

0.@. Pro#&em Formu&ation The prob'em !ith satisfaction is %ust this simp'e it sets the bar too 'o! Dso 'o! in fact that is does not Actua''y a company s sa'es resu't. This p'ace faced many prob'em to formu'ate or "no! the customer satisfaction. )t means !hat is the parameter of satisfaction. And co''ect the #ie! and information ) faced many prob'eme. Some time they did not gi#e the fact information. 5o! !e ha#e a genera' o#er#ie! of the prob'em being faced by the organi.ation. Despite the manufacturing p'ant being so c'ose to these mar"ets the mar"et presence of A++ as a strong brand is not that prominent as it shou'd ha#e been. To impro#e the presence and the brand e&uity !e need to sur#ey the mar"et and find out the prob'em areas. Since cement is no 'onger treated as a commodity each brand has to create a #a'ue proposition and communicate it !e'' through brand penetration. 8or the same targeting the proper audience is a'so e&ua''y important. :ith the ad#ent of ne! companies the se''ing pattern has changed from the simp'e net!or" of dea'ers and manufacturers to companies ha#ing stars and cric"eters to endorse their brand. $ositioning a brand estab'ishing a differentiation factor and communicating it effecti#e'y has become an issue of utmost importance. A' Ries and Jac" Trout t!o ad#ertising e/ecuti#es popu'ari.ed the !ord positioning. $ositioning is the act of designing the companyLs offering and image to occupy a distincti#e p'ace in the target mar"etLs mind. The end resu't of positioning is the successfu' creation of a mar"et3focussed #a'ue proposition a cogent reason !hy the target mar"et shou'd buy the product. ($hi'ip Kot'er 0110*

:e need to study and find out the differentiator to "no! about the positioning of the company. To estab'ish a successfu' positioning companies usua''y use a combination of the be'o! mentioned types combined !ith a good communication techni&ue for the positioningI The $roduct offeredI >o! is the product offered differentiated on the basis of physica' features 'i"e the composition of the cement is the co'our different or is the differentiation on the basis of pac"aging or &ua'ity 'i"e re'iabi'ity durabi'ity !or"abi'ity strength etc. The ser#ices pro#idedI >o! effecti#e are the ser#ices pro#ided to the trade and non trade segments 'i"e dea'ers masons engineers constructors and end users. ;fficient personne'I >o! are the personne' and the "ind of beha#iour met out to the a'' the set of peop'e it caters to. ;fficient +hanne' I A positioning can be estab'ished on ho! efficient the distribution channe's are that is the dea'ership net!or" in this case. $ercei#ed )mageI )mage is the !ay the pub'ic percei#es the company or its products. An effecti#e image estab'ishes the productLs character and #a'ue proposition and it con#eys this character in a distincti#e !ay. +ommunication of the positioning strategy is #ery important as it ensures the #a'ues are communicated to the target. ;ffecti#e communication of the positioning is done through a'' the facets of the mar"eting mi/ and e#ery point of contact !ith the customers. So !e need to test the positioning done by the company in the area and ho! effecti#e'y they ha#e communicated the #a'ue.

PART2

PRO.*EM FORMU*ATION The prob'em !ith satisfaction is %ust this simp'e it sets the bar too 'o! Dso 'o! in fact that is does not Actua''y a company s sa'es resu't. This p'ace faced many prob'em to formu'ate or "no! the customer satisfaction. )t means !hat is the parameter of satisfaction. And co''ect the #ie! and information ) faced many prob'eme. Some time they did not gi#e the fact information. 5o! !e ha#e a genera' o#er#ie! of the prob'em being faced by the organi.ation. Despite the manufacturing p'ant being so c'ose to these mar"ets the mar"et presence of A++ as a strong brand is not that prominent as it shou'd ha#e been. To impro#e the presence and the brand e&uity !e need to sur#ey the mar"et and find out the prob'em areas. Since cement is no 'onger treated as a commodity each brand has to create a #a'ue proposition and communicate it !e'' through brand penetration. 8or the same targeting the proper audience is a'so e&ua''y important. :ith the ad#ent of ne! companies the se''ing pattern has changed from the simp'e net!or" of dea'ers and manufacturers to companies ha#ing stars and cric"eters to endorse their brand. $ositioning a brand estab'ishing a differentiation factor and communicating it effecti#e'y has become an issue of utmost importance. A' Ries and Jac" Trout t!o ad#ertising e/ecuti#es popu'ari.ed the !ord positioning. $ositioning is the act of designing the companyLs offering and image to occupy a distincti#e p'ace in the target mar"etLs mind. The end resu't of positioning is the successfu' creation of a mar"et3focussed #a'ue proposition a cogent reason !hy the target mar"et shou'd buy the product. ($hi'ip Kot'er 0110* :e need to study and find out the differentiator to "no! about the positioning of the company. To estab'ish a successfu' positioning companies usua''y use a

combination of the be'o! mentioned types combined !ith a good communication techni&ue for the positioningI B The $roduct offeredI >o! is the product offered differentiated on the basis of physica' features 'i"e the composition of the cement is the co'our different or is the differentiation on the basis of pac"aging or &ua'ity 'i"e re'iabi'ity durabi'ity !or"abi'ity strength etc. B B B B The ser#ices pro#idedI >o! effecti#e are the ser#ices pro#ided to the trade ;fficient personne'I >o! are the personne' and the "ind of beha#iour met ;fficient +hanne' I A positioning can be estab'ished on ho! efficient the $ercei#ed )mageI )mage is the !ay the pub'ic percei#es the company or its and non trade segments 'i"e dea'ers masons engineers constructors and end users. out to the a'' the set of peop'e it caters to. distribution channe's are that is the dea'ership net!or" in this case. products. An effecti#e image estab'ishes the productLs character and #a'ue proposition and it con#eys this character in a distincti#e !ay. +ommunication of the positioning strategy is #ery important as it ensures the #a'ues are communicated to the target. ;ffecti#e communication of the positioning is done through a'' the facets of the mar"eting mi/ and e#ery point of contact !ith the customers. So !e need to test the positioning done by the company in the area and ho! effecti#e'y they ha#e communicated the #a'ue.

T,E RESEARC, PRO.*EM

B B B B

5ot get proper feedbac". )deas are different3different. 5ot interest fi'' the &uestionnaire. Some customer not ga#e his #ie!.

After doing the 'iterature sur#ey and going through the regu'ar discussions !ith the pro%ect guides !e are no! in a position to formu'ate the research prob'em. The 'iterature sur#ey done says that first'y cement is no 'onger treated as a commodity but a consumer good. So cement can no! be treated as a consumer durab'e rather than on'y being an ingredient to constructions. Second'y !ith the changing mar"et and !ith increasing competition it has become of utmost importance to create a differentiation a set of meaningfu' differences to distinguish the companyLs offering from the competitorsL offering. So !e "no! that the customer of a product has a ma%or ro'e to p'ay in buyer beha#iour and satisfaction means entire satisfaction of customer !ith the he'p pro#ide goods and ser#ice. ?ur main ob%ecti#e no! is to find out ho! is the company positioned in the areas and ho! does it rate !ith the competitors. :e a'so need to assess the consumer re&uirements and product preferences in cement industry. Then !e need to find out ho! the company scores in them. So the ob%ecti#es of the study can be summed upI B B To "no! the position of A++ +ement regarding &ua'ity and sa'e in $erformance ana'ysis of Acc cement. comparison !ith the other brands.

To get suggestions from the #arious segment in order to impro#e the sa'e as

!e'' as 'e#e' of satisfaction in them. The sur#ey is an e/p'oratory research. To determine the brand positioning #ariab'es !hich can test the different positioning strategies and satisfaction ha#e been used in the sur#ey. The #arious #ariab'es under study areI B Cua'ityI >o! is the &ua'ity of the cement and !hich attribute is associated !ith !hich brand of cement is studied here. )t in measured in terms of strength re'iabi'ity 'onge#ity etc. B B B B B B B $riceI The pricing is measured and compared to other brands. Good!i'' and )mage of the companyI :hat is the image of the company Schemes for trade and non trade segmentsI >ere !e are to find the rating of +redit $eriodI :e compare the credit po'icies of the different brands of A#ai'abi'ityI A#ai'abi'ity is another #ery important factor for good sa'e. Ser#ices ?fferedI $ositioning can a'so be done by customer ser#ices offered Ad#ertisementsI +ommunicating the positioning is an e&ua''y important

!hat does the brand name portray. schemes for different brands. cement. +omparison in terms of a#ai'abi'ity is studied !ith this #ariab'e. by the company pre sa'e or post sa'e. aspect of positioning a brand. )t ma"es sure that the desired #a'ues are communicated to the desired target segment. B $ersona' +ontactI >ere !e study another method of positioning and do a comparison for the e/isting brands in the mar"et. The resu'ts of the sur#ey !ou'd he'p the management of the organisation to see if the positioning of the brand is !hat they desire and ho! does it measure up !ith

the competition. The prob'em areas can be found !hich if !or"ed upon might impro#e the mar"et share of the company.

T,E RESEARC, DESIGN Research Methodo'ogy The genera' methodo'ogy adopted for the study is the feed bac" of &uestionnaire research and ;/perience audit and performance ana'ysis of Acc cement. $rimary research inc'udes the sur#eys done !ith trader and non3trader segments gi#ing their #ie!s. Secondary data has been used to #erify the information on the #arious brands in the mar"et the mar"et shares and the #arious customers and performance ana'ysis. Samp'ing $rocedures Samp'ing here is re&uired to se'ect the segment of peop'e to be used for the sur#ey and then there is a need to samp'e the customers to sur#ey. )n the samp'ing procedure !e ta"e samp'e of different types of brand of cement .and ta"e response of satisfaction and "no! about the reason of satisfaction.in the samp'ing procedure !e ta"e the samp'e of acc 'afarg ambu%a rea'ience c'assis bir'a go'd e.t.c. At first stage samp'ing is done in such a manner that the study must resu't in yie'ding ma/imum benefit to the firm. To get good resu'ts responses from a'' the segments ha#e been co''ected. Since a comparison is needed so ma%ority of the samp'e si.e has been se'ected from the dea'ers !ho dea' in mu'tip'e brands.

Segments for conducting Sur#ey can be c'assified into +hanne' $artners or the Traders and ?ther Sta"eho'ders or 5on traders. +hanne' $artners can be sub3

c'assified into Dea'ers H $remiun Dea'ers. Dea'ers can be rec'assified into Retai'ers H $remium Dea'ers can be rec'assified into $remium Retai'ers. ?ther Sta"eho'ders inc'ude Mason3+ontractors ;ngineers +ustomers H ;nd Users (!hich inc'udes ,arge or Bu'" Buyers as !e''*. The samp'e !as se'ected from the mar"ets of the raghunathpur sa't!a'a and the Asanso' c'uster. The mar"et in Asanso' region has a #ery 'o! mar"et share so the ma%ority of the respondents are from this mar"et. )n raghunathpur get best resu't of respondent. A samp'e si.e of 01 has been used !ith 20 dea'ers of !hich A dea'ers are from the raghunathpur c'uster and 0 dea'ers from the Asanso' region and <dea'es in sa't!'a c'uster. Besides this 7 responses from the non3trader segment ha#e a'so been co''ected to get their #ie!s as !e''.

DATA CO**ECTION Both primary and secondary data !ere re&uired to e#a'uate the trainings. Secondary data !as co''ected from sa'es data from the company $aper Cuestionnaire (Appendi/ 2* !as used to conduct inter#ie!s for the primary data. The first part of the &uestionnaire inc'udes &uestions to measure the effecti#eness of communication by testing the 'e#e' of a!areness &ua'ity of promotiona' acti#ities and materia's. The ne/t part is to test the product in terms of &ua'ity and the pricing of the same. The ne/t part of the &uestionnaire is to find out the &ua'ities !hich peop'e 'oo" for !hi'e buying the cement and !here does the company stands !hen compared to the other brands in terms of these &ua'ities. Another set of comparison is done to chec" on the credit terms and the persona' contact and ser#ices. 8e! open ended &uestions are a'so "ept for the respondents to e/press their #ie!s.

DATA ANA*-SIS Cuantitati#e as !e'' as Cua'itati#e Ana'ysis is re&uired to find out the perception of the respondents to get an o#era'' idea of the customer satisfaction and mar"et positioning of the brand name of A++. 8or the &uantitati#e ana'ysis the a#erage #ariation and standard de#iation of the responses are ta"en into consideration for dra!ing inferences.

DATA INTERPRETATION Cua'itati#e Ana'yses are se'f e/p'anatory and hence not much of technica' ana'yses are re&uired for that. Since ,i"ert Sca'e is used !here#er !e ha#e ta"en the comparison or rating on the sca'e if < an a#erage !i'' gi#e a good idea of the resu'ts. Different &uestions !i'' ha#e a contribution in measuring the #ariab'es.

DETAI*ED ANA*-SIS The detai'ed ana'ysis of the each &uestion is done as e/p'ained be'o!I B The first &uestion !as on a!areness about the brands. A'' the respondents !ere a!are of A++ +ement. This imp'ies that A++ +ement a'!ays is a part of the a!areness set. B The second &uestion !as if other brand you a!are p'ease !rite be'o! or

"no!ing. The opinion here #aries main'y bet!een the trader and the non trader segments. >ere !e "no! types of brand. Ad#ertisements of Ambu%a and ,afarge ha#e been found to ha#e more prominence and higher reca'' #a'ue Ambu%a fo''o!ed by ,afarge. B A'most e#eryone agreed to the fact that A++ is a "no!n name and hence

most definite'y fa''s into the a!areness set and might a'so fa'' in the interest set. The third &uestion ha#e you used Acc cement the ans!er most'y rep'ied (yes*. B )n ans!er to if the promotiona' acti#ities !ere sufficient most peop'e did

not agree to it and this inc'uded a'' the non trader responses. The promotiona' acti#ities are the ma%or source of communicating the #a'ues and estab'ishing the differentiation. A possib'e reason for this cou'd be that the gi#e a!ays for the non traders did not meet the e/pectations as it did for the traders.

$ricingI $ricing the product higher than the competition !ou'd not be

acceptab'e and the #ie! is unanimous among both the segments of traders and non traders. B Dea'ers rated the company !ith a score of 3.E3 on maintaining dea'er

re'ationship. Dea'ers of raghunathpur ha#e a gi#en a score of 3 'o!er than 3.E< gi#en by the dea'ers of Asanso'. A possib'e reason cou'd be that !ere comp'aints from a fe! dea'ers in the district !hich the company re'ating to some sett'ements and a#ai'abi'ity !hich had been dea't !ith to their satisfaction. B The response to the positioning of the company or !hat the brand name

signifies the fo''o!ing resu'ts !ere obtained. The highest percentages percei#e the company name for strength and durabi'ity in that order.

Some of the responses a'so had 'egacy as the factor it !as genera''y the case !hen generations of the same fami'y ha#e been using the same brand of cement. B Respondents !ere as"ed to rate A++ +ements on a sca'e of < the brand

name a#ai'abi'ity price &ua'ity and customer care. The a#erage scores #aried for a'' and !ere as fo''o!I O.SERAATIONS The scores ha#e been particu'ar'y 'o! for customer care. There are 'o! scores consistent'y from a'' the segments inter#ie!ed. )t can be inferred that the customer ser#ice ce'' of A++ >e'p has not scored particu'ar'y !e''. ?ne of the ma%or reasons cou'd be 'ac" of dedicated promotiona' acti#ities. Most customers are not

a!are of the e/istence of this ser#ice as none of thead#ertisements 'i"e the !a'' paintings and rare te'e#ision ad#ertisementsta'" about it. 8or the rest of the sections the scores #ary not on'y for the different segments but a'so for both the regions of $uru'ia and Asanso'. Some obser#ations are as fo''o!sI 5on trader segment rated the pricing 'o!er than the trader segment inter#ie!ed. Most'y the consumer gi#es best response Acc.

PART7

2. T'e Re!ear(' Pro#&em 5ot get proper feedbac". )deas are different3different. 5ot interest fi'' the &uestionnaire. Some customer not ga#e his #ie!. After doing the 'iterature sur#ey and going through the regu'ar discussions !ith the pro%ect guides !e are no! in a position to formu'ate the research prob'em. The 'iterature sur#ey done says that first'y cement is no 'onger treated as a commodity but a consumer good. So cement can no! be treated as a consumer durab'e rather than on'y being an ingredient to constructions. Second'y !ith the changing mar"et and !ith increasing competition it has become of utmost importance to create a differentiation a set of meaningfu' differences to distinguish the companyLs offering from the competitorsL offering. So !e "no! that the customer of a product has a ma%or ro'e to p'ay in buyer beha#iour and satisfaction means entire satisfaction of customer !ith the he'p pro#ide goods and ser#ice. ?ur main ob%ecti#e no! is to find out ho! is the company positioned in the areas and ho! does it rate !ith the competitors. :e a'so need to assess the consumer re&uirements and product preferences in cement industry. Then !e need to find out ho! the company scores in them. So the ob%ecti#es of the study can be summed upI To "no! the position of A++ +ement regarding &ua'ity and sa'e in comparison !ith the other brands.

 $erformance ana'ysis of Acc cement. To get suggestions from the #arious segment in order to impro#e the sa'e as !e'' as 'e#e' of satisfaction in them. The sur#ey is an e/p'oratory research. To determine the brand positioning #ariab'es !hich can test the different positioning strategies and satisfaction ha#e been used in the sur#ey. The #arious #ariab'es under study areI Cua'ityI >o! is the &ua'ity of the cement and !hich attribute is associated !ith !hich brand of cement is studied here. )t in measured in terms of strength re'iabi'ity 'onge#ity etc. $riceI The pricing is measured and compared to other brands. Good!i'' and )mage of the companyI :hat is the image of the company !hat does the brand name portray. Schemes for trade and non trade segmentsI >ere !e are to find the rating of schemes for different brands. +redit $eriodI :e compare the credit po'icies of the different brands of cement. A#ai'abi'ityI A#ai'abi'ity is another #ery important factor for good sa'e. +omparison in terms of a#ai'abi'ity is studied !ith this #ariab'e. Ser#ices ?fferedI $ositioning can a'so be done by customer ser#ices offered by the company pre sa'e or post sa'e. Ad#ertisementsI +ommunicating the positioning is an e&ua''y important aspect of positioning a brand. )t ma"es sure that the desired #a'ues are communicated to the desired target segment. $ersona' +ontactI >ere !e study another method of positioning and do a comparison for the e/isting brands in the mar"et. The resu'ts of the sur#ey !ou'd he'p the management of the organisation to see if the positioning of the brand is !hat they desire and ho! does it measure up !ith

the competition. The prob'em areas can be found !hich if !or"ed upon might impro#e the mar"et share of the company.

7. T'e Re!ear(' De!ign 7.0. Re!ear(' Met'o$o&og1 T'e genera& met'o$o&og1 a$opte$ "or t'e !tu$1 i! "ee$ #a(: o" Bue!tionnaire % per"orman(e ana&1!i! an$ t'e mar:eting !trateg1. T'e Re!ear(' De!ign 7.0. Re!ear(' Met'o$o&og1 The genera' methodo'ogy adopted for the study is the feed bac" of &uestionnaire research and ;/perience audit and performance ana'ysis of Acc cement. $rimary research inc'udes the sur#eys done !ith trader and non3trader segments gi#ing their #ie!s. Secondary data has been used to #erify the information on the #arious brands in the mar"et the mar"et shares and the #arious customers and performance ana'ysis.

7.2. Samp&ing Pro(e$ure! Samp'ing here is re&uired to se'ect the segment of peop'e to be used for the sur#ey and then there is a need to samp'e the customers to sur#ey.

&ig + ,ampling *rocedures

)n the samp'ing procedure !e ta"e samp'e of different types of brand of cement .and ta"e response of satisfaction and "no! about the reason of satisfaction.in the samp'ing procedure !e ta"e the samp'e of acc 'afarg ambu%a rea'ience c'assis bir'a go'd e.t.c. At first stage samp'ing is done in such a manner that the study must resu't in yie'ding ma/imum benefit to the firm. To get good resu'ts responses from a'' the segments ha#e been co''ected. Since a comparison is needed so ma%ority of the samp'e si.e has been se'ected from the dea'ers !ho dea' in mu'tip'e brands.

&ig - ,ampling ,egments

Segments for conducting Sur#ey can be c'assified into +hanne' $artners or the Traders and ?ther Sta"eho'ders or 5on traders. +hanne' $artners can be sub3 c'assified into Dea'ers H $remiun Dea'ers. Dea'ers can be rec'assified into Retai'ers H $remium Dea'ers can be rec'assified into $remium Retai'ers. ?ther Sta"eho'ders inc'ude Mason3+ontractors ;ngineers +ustomers H ;nd Users (!hich inc'udes ,arge or Bu'" Buyers as !e''*. The samp'e !as se'ected from the mar"ets of the raghunathpur sa't!a'a and the Asanso' c'uster. The mar"et in Asanso' region has a #ery 'o! mar"et share so the ma%ority of the respondents are from this mar"et. )n raghunathpur get best resu't of respondent. A samp'e si.e of 01 has been used !ith 20 dea'ers of !hich A dea'ers are from the raghunathpur c'uster and 0 dea'ers from the Asanso' region and <dea'es in sa't!'a c'uster. Besides this 7 responses from the non3trader segment ha#e a'so been co''ected to get their #ie!s as !e''.

7.7. Data Co&&e(tion Both primary and secondary data !ere re&uired to e#a'uate the trainings. Secondary data !as co''ected from sa'es data from the company $aper Cuestionnaire (Appendi/ 2* !as used to conduct inter#ie!s for the primary data. The first part of the &uestionnaire inc'udes &uestions to measure the effecti#eness of communication by testing the 'e#e' of a!areness &ua'ity of promotiona' acti#ities and materia's. The ne/t part is to test the product in terms of &ua'ity and the pricing of the same. The ne/t part of the &uestionnaire is to find out the &ua'ities !hich peop'e 'oo" for !hi'e buying the cement and !here does the company stands !hen compared to the other brands in terms of these &ua'ities. Another set of comparison is done to chec" on the credit terms and the persona' contact and ser#ices. 8e! open ended &uestions are a'so "ept for the respondents to e/press their #ie!s.

7.9. Ana&1!i! Cuantitati#e as !e'' as Cua'itati#e Ana'ysis is re&uired to find out the perception of the respondents to get an o#era'' idea of the customer satisfaction and mar"et positioning of the brand name of A++. 8or the &uantitati#e ana'ysis the a#erage #ariation and standard de#iation of the responses are ta"en into consideration for dra!ing inferences.

7.>. Data Interpretation Cua'itati#e Ana'yses are se'f e/p'anatory and hence not much of technica' ana'yses are re&uired for that. Since ,i"ert Sca'e is used !here#er !e ha#e ta"en the comparison or rating on the sca'e if < an a#erage !i'' gi#e a good idea of the resu'ts. Different &uestions !i'' ha#e a contribution in measuring the #ariab'es. Tab'e 2I Fariab'es used in Cuestionnaire Aaria#&e! Cua'ity Re&uirement of per month Good!i'' H )mage of the company Schemes for trader and non trader segments +redit $eriod A#ai'abi'ity Ser#ices ?ffered Ad#ertisements ($romotion and +ommunication* A!areness 00 E 26 2A

6 23 22 2

Cuestions 26 01 and 02and 00 re'ated to dea'er and retai'er. And other is re'ated to none traders in the case re'ation and satisfaction.

9. Re!u&t! an$ Con(&u!ion! The resu'ts and conc'usions are as fo''o!sI )nde#isua' house ho'der is much satisfied the Acc cement. Dea'er are not satisfied the de'i#ery ser#ice. Acc has most competitor in the mar"et. Mar"et Attracti#enessI A++ +ements is a "no!n name and fa''s under the a!areness set. A'' the brands studied in the sur#ey fa'' under this category. The scores gi#en by traders and non traders suggest that though A++ +ement fa''s under the a!areness set it does not a'!ays get promoted to the interest set. Cua'ityI The &ua'ity is percei#ed to be high as most peop'e prefer A++ because of the impro#ed &ua'ity. The perception about the brand is different in the regions of $uru'ia and Asanso'. )n Asanso' it has not been ab'e to estab'ish a c'ear positioning. >ere ,afarge ran"s first in terms of strength and &ua'ity. )n raghunathpur A++ is percei#ed to be of high &ua'ity. )t is percei#ed to ha#e the highest strength as !e''. $riceI )n terms of price Ambu%a scored the best in the Asanso' mar"et. )t has been percei#ed to gi#e best #a'ue for money. )n the rafhunathpur mar"et ,afarge is percei#ed to be best in terms of price. Good!i'' and )mage of the +ompanyI A++ +ements is better "no!n to se'' premium &ua'ity of grey cement. A'' the non trader segment unanimous'y rates the strength to be the in both the mar"ets of raghunathpur and Asanso'.

 Schemes for trader and non3trader segmentsI A++ is a'so percei#ed to ha#e the 'east attracti#e schemes for traders and non traders. +redit $o'iciesI )n terms of credit po'icy and credit 'imit A++ 'ags behind a'most a'' the brands. U'tratech is percei#ed to be the best on terms of credit po'icies. ,afarge and Ambu%a fo''o! U'tratech. A++ ran"s on'y better than Konar" in terms of credit po'icies. A#ai'abi'ityI Ambu%a ran"s best in the mar"et of Asanso' in terms of a#ai'abi'ity and U'tratech and Acc in the raghunathpur mar"et. The score of A++ #aries in the c'uster of Asanso' and raghunathpur. The a#ai'abi'ity has been rated 'o!er in regions as compared to Asanso'. The non trade segments ha#e a'so reported 'o!er a#ai'abi'ity of A++ +ement. Ser#ices ?fferedI Ambu%a is rated best in terms of ser#ices offered in the Asanso' mar"et. )n the raghunathpur region ,afarge H Ambu%a are rated best in terms of customer ser#ices being offered. A++ is not rated !e'' in terms of ser#ices pro#ided. 5either the trader segment nor the non trader segment rate A++ to be good in pro#iding ser#ices. Ad#ertisementsI $romotiona' acti#ities done by A++ +ements are not satisfactory as sho!n by the sur#ey. Both the segments of traders and non traders ha#e gi#en 'o!er ratings to the promotiona' acti#ities done by A++.

The sur#ey a'so found that most peop'e cou'd not reca'' the ad#ertisements of A++. The ad#ertisements of Ambu%a had the highest reca'' fo''o!ed by ,afarge. Besides te'e#ision ad#ertisements the most prominent !ay of ad#ertising in this region !as found to be the !a'' paintings. $ersonne' )nterfaceI )n terms of personne' the resu'ts did not #ary !ith regions. )n both the regions U'tratech is percei#ed to be the best in terms of personne' interface. A++ fairs a#erage'y in this area. A++ +ements does not ran" !e'' in terms of rating of the transporters.

9.0. Detai&e$ Ana&1!i! The detai'ed ana'ysis of the each &uestion is done as e/p'ained be'o!I The first &uestion !as on a!areness about the brands. A'' the respondents !ere a!are of A++ +ement. This imp'ies that A++ +ement a'!ays is a part of the a!areness set. The second &uestion !as if other brand you a!are p'ease !rite be'o! or "no!ing. The opinion here #aries main'y bet!een the trader and the non trader segments. >ere !e "no! types of brand. Ad#ertisements of Ambu%a and ,afarge ha#e been found to ha#e more prominence and higher reca'' #a'ue Ambu%a fo''o!ed by ,afarge.

&ig . "dvertisement /ecall ,hare

 A'most e#eryone agreed to the fact that A++ is a "no!n name and hence most definite'y fa''s into the a!areness set and might a'so fa'' in the interest set. The third &uestion ha#e you used Acc cement the ans!er most'y rep'ied (yes*.

)n ans!er to if the promotiona' acti#ities !ere sufficient most peop'e did not agree to it and this inc'uded a'' the non trader responses. The promotiona' acti#ities are the ma%or source of communicating the #a'ues and estab'ishing the differentiation.

A possib'e reason for this cou'd be that the gi#e a!ays for the non traders did not meet the e/pectations as it did for the traders. $ricingI $ricing the product higher than the competition !ou'd not be acceptab'e and the #ie! is unanimous among both the segments of traders and non traders. Dea'ers rated the company !ith a score of 3.E3 on maintaining dea'er re'ationship. Dea'ers of raghunathpur ha#e a gi#en a score of 3 'o!er than 3.E< gi#en by the dea'ers of Asanso'. A possib'e reason cou'd be that !ere comp'aints from a fe! dea'ers in the district !hich the company re'ating to some sett'ements and a#ai'abi'ity !hich had been dea't !ith to their satisfaction.

The response to the positioning of the company or !hat the brand name signifies the fo''o!ing resu'ts !ere obtained. The highest percentages percei#e the company name for strength and durabi'ity in that order.
Fi%&'Asso(iations)it* ACCCe ent
,trength ''0 Durability ''0 +-0 110 )egacy /eliability

Some of the responses a'so had 'egacy as the factor it !as genera''y the case !hen generations of the same fami'y ha#e been using the same brand of cement. Respondents !ere as"ed to rate A++ +ements on a sca'e of < the brand name a#ai'abi'ity price &ua'ity and customer care. The a#erage scores #aried for a'' and !ere as fo''o!I Tab'e 0 I Scoring the Attributes for A++ A=erage o" a&& Re!pon!e! Brand 5ame 3.7 A#ai'abi'ity 3.0 $rice 3.4 Cua'ity +ustomer +are 3.E 0.0 rag'unat'pur A=erage 4.333333 3 3.AAAAAE 0.AAAAAE 0.333333 A!an!o& A=erage 4 4 0.E< 4.< 0 Non Tra$er! A=erage 3 0.333333 4 Tra$er! A=erage 4.2AAAAE 3.< 3.017333

3.AAAAAE 3.<73333 0.333333 0.2AAAAE

The scores ha#e been particu'ar'y 'o! for customer care. There are 'o! scores consistent'y from a'' the segments inter#ie!ed. )t can be inferred that the customer ser#ice ce'' of A++ >e'p has not scored particu'ar'y !e''. ?ne of the ma%or reasons cou'd be 'ac" of dedicated promotiona' acti#ities. Most customers are not a!are of the e/istence of this ser#ice as none of the ad#ertisements 'i"e the !a'' paintings and rare te'e#ision ad#ertisements ta'" about it. 8or the rest of the sections the scores #ary not on'y for the different segments but a'so for both the regions of $uru'ia and Asanso'. Some obser#ations are as fo''o!sI o 5on trader segment rated the pricing 'o!er than the trader segment inter#ie!ed. o Most'y the consumer gi#es best response Acc. o This c'uster appear most'y Acc dea'er and retai'er. o The region of Asanso' has rated the cement much higher in terms of &ua'ity than the region of raghunathpur. ?ne of the reasons for this cou'd be that ,afarge !hich has a higher mar"et share in sa't!a'a a'so has Acc and 'afarge in the mar"et !ith higher &ua'ity. Rating cou'd ha#e been affected by the percei#ed image of ,afarge as !e''. o Regarding &ua'ity another interesting fact is that the non trader segment percei#es the cement to be ha#ing better &ua'ity than the trader segment. o The non trader segment has rated the a#ai'abi'ity to be much 'o!er than the trader segment rating.

 The customers ha#e been one of the four typesI o The )ndi#idua' >ouse Bui'ders o )ndustria' pro%ects o )nfrastructure o >ousing $ro%ects ?f a'' the abo#e the )ndi#idua' >ouse Bui'ders form the highest customer base for A++ +ements.

&ig 2 3arket in terms of buyers

A'most a'' peop'e agreed to the fact that they !ou'd recommend A++ to others. This is true for both the trader and non trader segments. 8or the set of peop'e !ho purchased A++ +ement the reasons !ere found to be Cua'ity Recommendations brand name and a#ai'abi'ity in that order. The &ua'ity

of the cement has been the ma%or factor !hy peop'e ha#e bought the cement. :ord of mouth or recommendations ha#e a'so contributed significant'y.

&ig 4 /easons to buy "((

)t can therefore be inferred that a 'ot of peop'e do not ha#e idea about cements and ta"e otherLs #ie!s before purchasing the cement. There is 'ac" of "no!'edge about cement in most of the customers. A reason for this cou'd be that a significant portion of buyers are indi#idua' house bui'ders !ho might not ha#e "no!'edge about cement.

9.2. Comparati=e !tu$1 <it' t'e (ompetition an$ !ati!"a(tion In term! o" Cua&it1% A=ai&a#i&it1% Pri(e an$ Cu!tomer Care The scores are &uite different in the regions of Asanso' and raghunathpur 2. The Asanso' Region Mar"et Tab'e 3I +omparati#e scoring in Asanso' +'uster A#ai'abi'ity Re'iabi'ity Strength ,onge#ity $rice +ustomer +are A++ 3.< 3.< 3.< 3.< 3.< 3 Ambu%a 4 3.< 3.< 4.0< 4.E< 4 ,afarge 0.< 3.0< 3.E< 3.E< 3.E< 3.E< Konar" 2.E< 0.< 0.E< 0.0< 0.< 3.0< U'tratech 2.< 3 3 3.< 3.E< 3.E<

Ambu%a has a #ery strong ho'd in this mar"et. )t is percei#ed to be best in terms of a#ai'abi'ity &ua'ity price and customer re'ationship. A++ has not estab'ished any point of differentiation in this mar"et.

0. The raghunathpur c'uster Mar"et Tab'e 4I +omparati#e scoring in raghunathpur +'uster A++ 0.33333 A#ai'abi'ity Re'iabi'ity Strength ,onge#ity $rice +ustomer +are 3 0.AAAAA E 3.33333 3 3 0 0.33333 3 Ambu%a 2.33333 3 0.33333 3 3 3 0.33333 3 3.33333 3 ,afarge 0.AAAAA E 3 3.33333 3 0.AAAAA E 3 0.33333 3 Konar" 0.AAAAA E 0 3.33333 3 3 0.AAAAA E 3.AAAAA E U'tratech 4 0.333333 3 0.AAAAAE 0.AAAAAE 0.333333

A++ and ,afarge are percei#ed to be highest in terms of &ua'ity in this mar"et. U'tratech and Konar" are rated best in terms of price. Konar" is best in terms of +ustomer care. U'tratech ran"s best in terms of a#ai'abi'ity. In term! o" Cre$it Po&i(ie! The scores for both the regions are a'most simi'ar so the a#erage is ta"en into considerationI Tab'e <I +omparati#e scoring for +redit $o'icies +redit ,imit +redit $eriod A++ Ambu%a 0.4 3.0 0.7 3 ,afarge 3.A 3.A Konar" 0.< 0.< U'tratech 3.< 3.<

$rofits Responsi#eness to $rice Fariations Attraction of Schemes Reconci'iation of accounts

3 3.0 0 3.4

3.4 0.7 3.4 3

3.0 3.4 3.7 0.4

0.< 3 3.0< 3

4 4 3.< 3.<

U'tratech is percei#ed to be the best on terms of credit po'icies. ,afarge and Ambu%a fo''o! U'tratech. A++ ran"s on'y better than Konar" in terms of credit po'icies. In term! o" Per!onne& )n terms of comparati#e study of personne' too it !as found that the responses from both the mar"ets !ere a'most simi'arI Tab'e AI +omparati#e scoring for $ersonne' A++ 0.33333 Transporters +H8 Agent S$A +H8 Agent Staff +o ?fficers 3 3 3 3.33333 3 Ambu%a 3.< 3 3 3 ,afarge 3.33333 3 3 3 3 Konar" 3 0.< 0.< 0.AAAAA E U'tratech 3.AAAAAE 3.< 3.< 3.333333

U'tratech cement scored the highest !hen done a comparati#e study in terms of $ersonne'. A++ specifica''y has scored 'east in terms of transporters. A'' the other competitors fare better than A++ !hen compared in terms of transporters.

9.7. Competiti=e Ana&1!i! Am#uDa4

Ambu%a +ements ,imited !as set up in the 'ate 71s. The cement industry presented an opportunity of steady gro!th and ethica' competition to the promoters.

>o!e#er a decade 'ater it became one of !or'dLs most efficient cement companies producing the finest cement in the !or'd at the 'o!est cost. )t is present'y )ndiaLs third 'argest cement ma"er. Ambu%a cement !as the first company to create a brand out of cement and command a premium. They !ere the pioneers in being the first to set up a consumer ce'' to pro#ide assistance to consumers and masons. They command a 'arge mar"et share in the Asanso' c'uster and peop'e percei#e it as being the best in &ua'ity in the region. They ha#e a #ery high brand e&uity in this region.

*a"arge4 A 8rench company and !or'dLs 'argest cement manufacturer entered the )ndian +ement )ndustry in 2666 by ac&uiring the cement business of Tata Stee' and 'ater purchased the Raymond +ement factory. )t present'y has three manufacturing p'ants in )ndia t!o in +hattisgarh and a grinding p'ant in Jhar"hand. )t offers t!o brands ,afarge +oncreto and ,afarge Duragaurd. The former is a high end cement a premium brand offered by ,afarge.

 )t is a 'eading cement p'ayer in the ;astern )ndia and a'so en%oys a 'arge dea'er net!or". ,afarge en%oys a #ery high brand e&uity and is amongst the highest priced brands. )t is prominent ad#ertiser and has signed up M S Dhoni as the brand ambassador. )t is a big p'ayer in the mar"ets of concern and has the highest mar"et share in the $uru'ia c'uster. )t is much in demand because of the high end cement !hich is not present for the other brands in this mar"et. onar:4 Konar" is the brand from ?+, or ?rissa +ement ,imited. )t is ran"ed best in terms of offered ser#ices in the $uru'ia c'uster. )t has a sma'' mar"et shares in both the regions under study. U&trate('4 A Grasim subsidiary it is )ndiaLs 'argest e/porter of cement c'in"er. The companyLs production faci'ities are spread across fi#e integrated p'ants fi#e grinding units and three termina's. )t offers a'' the three types of cementI ?$+ $$+ and $S+. U'tratech is ran"ed best in terms of personne' and credit po'icies offered in both the regions under the study. )t a'so ran"s best in terms of a#ai'abi'ity in the mar"ets of $uru'ia. Minip&ant!4 Many mini p'ants e/ist !hich manufacture cement under more than one brand. The pricing of each of these brands is different. They offer the highest margins to the dea'ers so the dea'ers prefer "eeping a brand from one of the mini p'ants.

PART9

FINDINGS AND CONC*USIONS FROM T,IS STUD- ARE

2. )n this mar"et there are many types of brand as 'i"e cc ,afarge ambu%a etc. 0. )n Raghunathpur Asanso'e sa't!a'a customer are !e'' a!are of Acc cement .at this p'ace they ha#e much confidence in there mind. 3. The dea'ers most'y dissatisfied of time'y de'i#ery ser#ice. 4. The indi#isua' househo'der most'y !e'' satisfied . <. Transporter is unsatisfied is of time'y 'oading cement bag on truc". A. This c'uster there is most e/pansion Acc cement dea'er. E. After that dea'er ha#e many types brand 'i"e ,afarge Acc Bir'a go'd Ambu%a e.t.c. . 7. This mar"et main'y competation of ,afrge and Acc ambu%a. 6. There has much recommendation by dea'er and transpoter. 21.Sa'e order is not time'y. 22.Get Kes(satisfaction* most'y response of respondent. 20.)n terms of price Ambu%a and ,afarge are percei#ed to be best in their respecti#e regions of Asanso' and raghunathpur 23.)n terms of ser#ices pro#ided to sta"eho'ders Ambu%a in the Asanso' mar"et and ,afarge and Konar" in the Raghunathpur mar"et acc ran"ed the best in satisfaction. A++ is percei#ed to ha#e the 'east attracti#e schemes for traders and non traders. 24.Fery fe! peop'e cou'd reca'' ad#ertisements of A++ in both the regions. Ambu%a and ,afarge ha#e the highest reca'' #a'ue in terms of ad#ertisements. Both the trader and non trader segment found the promotiona' acti#ities to be non satisfactory.

2<.)n terms of personne' U'tratech bagged the top position in both the regions of Asanso' and raghunathpur. A++ fares a#erage in this respect. But in terms of transporters A++ ran"s poor'y. 2A.Acc has rea'iba'ty and best satisfaction of inde#isua' house ho'der and other. 2E.)n terms of a#ai'abi'ity Ambu%a and U'tratech ran" best in the Asanso' and other c'uster. 27.;stab'ishing satifaction re&uired to pro#ide good ser#ice to the dea'er. :ith the be'ief that my study !i'' be of some he'p to the company in p'anning ne/t yearLs training ca'endar and !ith a hope that my recommendations !i'' be considered by management ) fee' proud in presenting my report to the management of A++ ,imited.

RESU*TS AND CONC*USIONS The resu'ts and conc'usions are as fo''o!sI B B B B )ndi#idua' house ho'der is much satisfied the Acc cement. Dea'er are not satisfied the de'i#ery ser#ice. Acc has most competitors in the mar"et. Mar"et Attracti#enessI A++ +ements is a "no!n name and fa''s under the

a!areness set. A'' the brands studied in the sur#ey fa'' under this category. The scores gi#en by traders and non traders suggest that though A++ +ement fa''s under the a!areness set it does not a'!ays get promoted to the interest set. B Cua'ityI The &ua'ity is percei#ed to be high as most peop'e prefer A++

because of the impro#ed &ua'ity. The perception about the brand is different in the regions of +ountry. it has not been ab'e to estab'ish a c'ear positioning. >ere ,afarge ran"s first in terms of strength and &ua'ity. A++ is percei#ed to be of high &ua'ity. )t is percei#ed to ha#e the highest strength as !e''. B $riceI )n terms of price Ambu%a scored the best in the mar"et. )t has been

percei#ed to gi#e best #a'ue for money. )n the mar"et ,afarge is percei#ed to be best in terms of price. B Good!i'' and )mage of the +ompanyI A++ +ements is better "no!n to se''

premium &ua'ity of grey cement. A'' the non trader segment unanimous'y rates the strength to be the in both the mar"ets of raghunathpur and Asanso'. B Schemes for trader and non3trader segmentsI A++ is a'so percei#ed to ha#e

the 'east attracti#e schemes for traders and non traders.

+redit $o'iciesI )n terms of credit po'icy and credit 'imit A++ 'ags behind

a'most a'' the brands. U'tratech is percei#ed to be the best on terms of credit po'icies. ,afarge and Ambu%a fo''o! U'tratech. A++ ran"s on'y better than Konar" in terms of credit po'icies. B A#ai'abi'ityI Ambu%a ran"s best in the mar"et of Asanso' in terms of

a#ai'abi'ity and U'tratech and Acc in the raghunathpur mar"et. The score of A++ #aries in the c'uster of Asanso' and raghunathpur. The a#ai'abi'ity has been rated 'o!er in regions as compared to Asanso'. The non trade segments ha#e a'so reported 'o!er a#ai'abi'ity of A++ +ement. B Ser#ices ?fferedI Ambu%a is rated best in terms of ser#ices offered in the

Asanso' mar"et. )n the raghunathpur region ,afarge H Ambu%a are rated best in terms of customer ser#ices being offered. A++ is not rated !e'' in terms of ser#ices pro#ided. 5either the trader segment nor the non trader segment rate A++ to be good in pro#iding ser#ices. B Ad#ertisementsI $romotiona' acti#ities done by A++ +ements are not

satisfactory as sho!n by the sur#ey. Both the segments of traders and non traders ha#e gi#en 'o!er ratings to the promotiona' acti#ities done by A++. The sur#ey a'so found that most peop'e cou'd not reca'' the ad#ertisements of A++. The ad#ertisements of Ambu%a had the highest reca'' fo''o!ed by ,afarge. Besides te'e#ision ad#ertisements the most prominent !ay of ad#ertising in this region !as found to be the !a'' paintings.

$ersonne' )nterfaceI )n terms of personne' the resu'ts did not #ary !ith

regions. )n both the regions U'tratech is percei#ed to be the best in terms of personne' interface. A++ fairs a#erage'y in this area. A++ +ements does not ran" !e'' in terms of rating of the transporters.

>. Re(ommen$ation! After a study of the mar"ets of raghunathpur sa't!a'a and Asanso' c'uster !e are no! at a stage to recommend some positi#e changes to the company. The company shou'd maintain its de'i#ery system And shou'd "no! the customer prob'em and ignore the prob'em. And time to time encourage the customer. A!an!o& Mar:et C&u!ter4 Cu!tomer re(ommen$e$ t'at to maintain $e&i=er1 !er=i(e% an$ time pro=i$e !a&e or$er. Though A++ has a'!ays tried to position itse'f as cement !ith highest &ua'ity it has not been successfu'P a ne! positioning is hence needed for this company. A++ ,imited shou'd position itse'f as the cement company that cares for its consumers. )t shou'd promote its abi'ity to he'p peop'e !ith their house bui'ding !ith MA++ >e'pN. )t shou'd focus more to!ards becoming a more consumer friend'y brand through increased #isibi'ity main'y to the young and upcoming segments of the customers. This !ay a ser#ice can be used to bui'd up a ne! positioning. Segmentation4 )ncomeI Midd'e and Upper midd'e c'ass !ho bui'd their o!n houses. Beha#ioura'I This is the educated segment !ho !ou'd appreciate the he'p and ser#ices both pre and post purchase. Target4 The target audience is the indi#idua' house bui'ders. Communi(ation Strateg1

The communication shou'd be done ma%or'y through audio3#isua' ad#ertisements on te'e#ision and radio main'y 8M +hanne's since our target segment is #ery much into this. Besides print ad#ertisements hoardings D !hich !ere found to be #ery rare in this area. ;#en the most popu'ar method in these areas the !a'' paintings can ha#e the he'p number for contact. Satisfaction strategy3 Acc cement time to time pro#ide magines and boo"'ets our customer to pro#ide guide'ine of bui'ding construction .and guide'ine to reduce the cost.

C'anne& Strateg1 The main channe's to be used to de'i#er the ser#ice can be through retai' stores by fi/ing a day on regu'ar inter#a's !hen an engineer can #isit and pro#ide information about cement and address more &ueries about construction. The &ueries shou'd a'so be ans!ered on phones by adding a he'p'ine number and ma"ing sure that it is communicated !e''. Rag'unat'pur (u!tomer !ati!"a(tion A++ has positioned itse'f as a cement !ith high &ua'ity. )t shou'd maintain that positioning in this mar"et. )t can be done byI o Ad#ertisementsI Ad#ertising is a short coming of A++. )n this region !a'' paintings and hoardings shou'd be increased. This shou'd be stressed upon as this is one of the ma%or means of communication !ith the end users. o Maintain customer ser#ice and promote dea'er.

o $romotiona' ?ffersI The other competition ha#e more attracti#e schemes for both channe' partners and sta"e ho'ders. Intro$u(tion t'e ,ig' En$ Pro$u(t4 The ma%or competitor ,afarge has a high end cement to !hich A++ does not ha#e any competitor. The ne! product of 80R !hich is being p'anned to be 'aunched shou'd be 'aunched soon in this mar"et to get a share of the mar"et of the high end cement !hich !ou'd increase the resu'tant mar"et share. A$$re!! t'e grie=an(e! o" C'anne& Partner!4 A'most a'' the dea'ers had grie#ances !hich ha#e not been addressed by the company. )n this region dea'ers push the brands of their choice and might ta"e 'ess interest in pushing the brand if dissatisfaction continues. Sa't!a'a mar"et(satisfaction* This c'uster customer are satisfied Acc cement and he recommended to maintain de'i#ery ser#ice And increase profit margine. Time to time promote dea'er. Impro=e a=ai&a#i&it1 in t'i! Region A ma%or factor to be addressed here is to impro#e supp'y in this region. This !as a ma%or prob'em as the score for a#ai'abi'ity !as #ery 'o!. Time'y De'i#ery needs to impro#e so that it matches the competitors 'i"e ,afarge and U'tratech. :ith a ne! unit of ,afarge coming up in Me%hia the competition 'e#e' !i'' increase and on time de'i#ery !i'' be the deciding factor.

Re"eren(e! .oo:!4 $hi'ip Kot'er Mar"eting Management Paper!4 Attribute Based $erceptua' Mapping of +ement BrandsI an ;mpirica' Study(0117* by Shahida $ Ra%endra 5argund"ar and Gaura# >iremath. )e#!ite!4 2. httpI--business.mapsofindia.com-cement0. httpI--!!!.business3standard.com-india-ne!s-cement3firms3%umpthe3 brand!agon-3<A32A3. httpI--!!!.customer satisfaction .com.
+.

httpI--!!!.acc'imited.com-ne!site-inde/.asp

Appendi/ 2I Cue!tionnaire Cu!tomer !ati!"a(tion o" ACC (ement

5AM;3 ADDR;SS3 +UST?M;R-D;A,;R3 R;S)D;5+;3 (a*se'f house (b*rent house

C.23 :hich brand are you a!are ofQ (a*A++ cement (b*,afarg cement (c*A'tratec cement (d*Bir'a cement (e*?ther C.03)f other p'ease !rite be'o!Q Ans3 C.33>a#e you used acc cementQ (a*yes (b*no C.43:hich (a*Durabe'ity (b*strength (c*rea'ibe'ty C.<3:hich cement !ou'd you preferQ (a*A++ cement (b*'afarg cement cement !ou'd you preferQ

(c*a'tratec cement (d*other C.A3:hat is primary reason for cance''ing you useage-contract !ith company Acc.Q Ans. $rice(* +ustomer ser#ice(* ?ther Do not "no! $roduct feature C.E3:hich brand of cement genera'y the dea'er or contractor suggest youQ Ans3(a*Acc cement (b*'afarg cement (c*u'tratec cement (d*bir'a cement (e*other C.73if any !hat is the reasonQ Ans. C.63from !here !ou'd you 'i"e to get the cementQ (a*8rom dea'er point (b*8rom retai'er shop (c*from factory C.213:hy !ou'd 'i"e to do soQ (a*;asy a#ai'ab'e (b*c'ose to the near site of construction .

(c*a#ai'ab'e on credit C.223ho! did you hearQ. Ad#ertisment Sa'es represantatati#e +o''ege other C.203if yes -no !hat is the reason behind it.gi#e some #ie!Q Ans.3 C233ho! important is time'y de'i#ery to youQ (a*important (b*#ery important (c*o"ay (d*not so importance C.243:hich according to you is the most fundamenta' for house construction Q (a*cement (b*stee' (c*stone chips (d*sand (;*a'' C.2<3:hat basis you purchase cementQ (a*high price high &ua'ity (b*medium price high &ua'ity (c*'o! price a#erage &ua'ity C.2A3:hat you thin" about acc cementQ Ans.3 C.2E3Are you satisfied by the !ay of company de'earsQ

(a*yes (b*no C.273if no !hyQ Ans. C.263!hat does your re&uirement of per monthQ (a*<1tons (b*211tons (c*more thane 211tons C.013ho! many types of brand cement you ha#eQ Ans. C.023!hich brand has more re&uirementQ Ans.3 C.003!hat is the reason behind itQ Ans.3 C.033suggestionQ Ans3RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR