ACC scheme to cement relationship with customers

Anamika Rath

Mumbai, Dec 7: In a bid to create a credible customer database for a commodity

product like cement, ACC Ltd has launched a unique marketing strategy, last
month. Called the ``ACC Uphaar Yojna'' the scheme entitles an ACC customerfrom large contractors to unit buyers-to collect gifts on the purchase of 25 kg and
50 kg cement packs. A customer is eligible to collect gifts after he has 40 coupons
and more.
The gifts range from a clock to crockery to luggage to gas lighters. Says ACC's
senior manager, marketing, JN Cooper: ``This is a good source of collecting
customer information. Each time a customer picks up a bag of cement, he is
supposed to fill up a form giving his name, address and phone number and then
collect the coupon, which entitles him to a gift.''
Through the gift coupon scheme, the company expects to build a database of more
than 1,000 customers by December 1999. More than 50 per cent of the coupons
have already been sold to customers and there is still a month left, says Cooper.
Once thedatabase is ready, the company plans to communicate with these
customers on a regular basis by providing information and details on ACC
products.
The cost outlay for the scheme: less than Rs 4 lakh. Says Cooper: ``Per bag we are
incurring something like 55 paise of costs, of which 15 paise goes in administrative
costs and 40 paise towards the gift.'' The cost has been calculated keeping in mind
that many of the customers might not be able to collect more than 40 coupons. And
some of those who collect the required amount might not bother to come back and
collect the gifts.
The ACC-Uphaar Yojna was launched as part of the Diwali Dhamaka celebrations
that ACC undertook in November 1999 to further leverage on its dealer
relationships. The company decorated over 300 authorised retail outlets with
posters, banners, clipboards and other point of purchase material to make them
look bright and festive - almost on par with any FMCG outlet, according to
Cooper. It is to be noted that ACC has consistently introducedinnovative strategies
and concepts in the Mumbai market in the last two years when it began selling
cement to the retail segment.
The dealer-retailer linkage, which was implemented a year ago, was a `push'
strategy for the 25 kg and 50 kg packs. This helped the company in creating
healthy business relationships between the channel members. Says Cooper: ``By

this we built a bond between the dealer and the retailer thereby helping in pushing
sales.''
With the gift coupon scheme, the company has now adopted a pull strategy to lure
customers into buying ACC cement. ACC plans to further consolidate the business
in January 2000.
CUSTOMER RELATIONSHIP
Cementing Relationships We reach out to customers through promotion
campaigns in print and electronic media as well as through social media to
create continuous visibility that makes a strong brand impact. We track our
brand equity regularly to get insights that help us assess how we are perceived
and identify areas of improvement. Our sales force and customer service
personnel regularly connect with customers to meet their needs, thus creating
enduring relationships. In addition, other employees are also encouraged to
spend a day with customers on a regular basis so that the whole organization is
engaged around what the customer needs and values in our products and
service. As our network and products reach out to touch the lives of millions of
Indians, it is a privilege to receive the customers vote of confidence that
recognizes ACC as being one of the countrys most trusted brands. Going well
beyond being a mere tagline, this means so much more to us. Cementing
relationships represents the core of our philosophy in the manner we engage
with our stakeholders beginning with the customer and all others in our supply
chain - our channel and logistics partners, engineers, contractors, masons and
other influencers.
EMPLOYEE WELFARE SCHEMES
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 centres with qualified medical staff and facilities, ambulance, referrals and
tie-ups with reputed hospitals for specialised treatment. In addition, there are regular health checkups, camps and
programmes.
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.