CHAPTER -1

INTRODUCTION

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A
SUMMER TRAINING PROJECT REPORT
ON
BRAND IMAGE OF ACC CEMENT IN CEMENT INDUSTRIES
SUBMITTED TO:KURUKSHETRA UNIVERSITY
KURUKSHETRA

In partial fulfillment for the degree of

M.B.A.
Session 2010-2012
UNDER THE GUIDANCE OF: -

SUBMITTED BY:

Ms. Vasundra

Sunny Sharma

Faculty

M.B.A.: 3rd sem

M.B.A (Dept.)

Roll No. ______

Swami Devi Dayal Institute Of Engineering & Technology

Barwala, Panchkula(Haryana)
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Page | 3

DECLARATION

I, Sunny Sharma of MBA (2010-2012) of Swami Devi Dyal Institute of

Engineering & Technology hereby, declare that the summer training project
entitled To study of Brand Image of ACC Cement in Cement Industries
made by me in the partial fulfillment of the requirement for the degree of Master
of Business Administration to Kurukshtra University, Kurukshtra .It is original
work conducted by me and all data &fact contained in this report are original to the
best of my knowledge.
This study has not been submitted to any other institute or university for the award
of any other degree.

Sunny Sharma

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ACKNOWLEDGEMENT
First of all I would like to thank my college lecturer for her whole hearted co-operation during
my summer training in ACC Barmana, which gave me a good exposure and a hand-on
experience of the modern office practices.
I would like to thanks Mr. Ravi Srivastava Asstt. Manager Sales, for giving me an
opportunity to be associated with his esteemed team for gaining such practical knowledge &
providing me necessary inspiration as well as encouragement during the course of this training.
I wish to express a deep sense of gratitude & sincere thanks to my project guides
Mr. Ravi Srivastava (Asstt. Manager Sales ) and other staff, for giving me time, out of their
busy schedule, for imparting me with such great knowledge and making my training successful. I
also want to wish my gratitude to the following for providing me the necessary information:
Mr. Kaushal Kishore Distt. Officer
Mr. Anish kaundal Chief Manager

In the end I would like to thanks all those persons who have helped me directly or
indirectly in completing my industrial training and also this project report.

Sunny Sharma

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PREFACE
In today economy, one needs money to make money. Money makes the wheel of business run
smoothly. Sound plan and efficient production system and excellent marketing network are all
hampered in the absence of adequate funds. In modern economy, the rate of finance has
increased due to large scale industrial production. And has resulted in increasing the demand of
funds in an organization. Every business needs funds for various purposes for its establishment
and to carry out its day to day operations. The present project study is a humble attempt to
understand the subject in a simple way. The aim of this training project is to know the Marketing
system and Marketing analysis of ACC Ltd. ACC Ltd. is one of the leading companies in cement
industry, producing more than one fourth of national output.
The study is divided into different chapters. The chapter is related to introduction of ACC
Ltd. It is based on brief history of the company and its present function in the industry. The next
chapter is related to overview the Marketing statement shown in the annual report of the
company. This chapter analyzed and interpreted the result and the base of this analysis.

CONTENTS
S. NO.
1.

TOPICS
Certificate

PAGE NO.
I
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2.

Declaration

II

3.

Acknowledgement

III

4.

Preface

IV

Chapter 1

Introduction

1-38

1.1 Introduction of Title/ Objective of Project

1.2 Company Profile
1.3 Introduction of organization
Chapter 2

Review of Literature

39-43

Chapter 3

Research methodology

44-49

3.1 Type of Research

3.2 Scope of Study
3.3 Research Design
3.4 Data Collection
Chapter 4

3.5 Limitations of study

Data Interpretation

50-57

Chapter 5

Findings and Suggestions

58-63

Chapter 6

Conclusion

64-65

Bibliography

66

Questionnaire

67-68

INTRODUCTION TO THE TITLE

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Today Palampur is changing very fast. Every corner of Palampur is having some construction
work which will be finished within 2 years. In this construction work cement is the main
ingredient and it is consumed on mass level. Every major player is looking to grasp the
Palampurs cement market. It is estimated that the present market potential of Palampur is near
about 6000 metric tons in the private as well as in government sector.
This project was carried out in the market of Palampur of Hmachal Pradesh state. There
are three market players in cement industry. They are ACC cement, Ambuja Cement, Jaypee
cement,apart from these there are few local brands selling in the market.
The information about the market was gathered by visiting sites in the different location
in Palampur. Interview of sites manager was taken depending upon their accessibility.
While doing the project, attempt was made to collect maximum information about the
market. To get actual and correct information, it was not told site managers that the survey is
conducted by ACC Cement for the obvious reasons. Number of sites was visited to get the actual
picture of the market. The sites of each grade (according to the performance) were visited, to get
each and every detail about the market.
Most of the time was spent in traveling from one site to other. And every time it is not
necessary that we get the response from them. They were reluctant to give the information, as
they do not want to disclose their business details. They were not ready to give the detail about
the price at which they were purchase the cement. Visits to such sites were loss of time, money
and energy.
After collecting the detailed information about the market, analysis is done. In the
analysis, the observations recorded during the project were carefully analyzed and the results are
prepared. The findings and result of the project work are given at the later stage in the report.

OBJECTIVE OF THE PROJECT

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This project was undertaken for an objective which was

To carry out market survey to know the brand image of ACC cements Pvt. Ltd. in
Palampur area (H.P).

To attain this objective various other sub objectives are needed to be achieved. These are
listed below:-

To analyze the market share of ACC Cement in Palampur market.

To know the customers preference for the brands of cement.

To know the preference of builders for sorting different brands of cement.

Thus it attempt to find ways to increase market share, to increase customer satisfaction and thus
increase the business prospects.

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COMPANY PROFILE

INTRODUCTION TO COMPANY

ACC Indias first name in cement

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ACC cement is India's foremost manufacturer of cement and concrete. ACC's operations are
spread throughout the country with 16 modern cement factories, more than 40 Ready mix
concrete plants, 20 sales offices, and several zonal offices. It has a workforce of about 10,000
persons and a countrywide distribution network of over 9,000 dealers.
Since inception in 1936, the company has been a trendsetter and important benchmark for
the cement industry in many areas of cement and concrete technology. ACC has a unique track
record of innovative research, product development and specialized consultancy services. The
company's various manufacturing units are backed by a central technology support services
centre - the only one of its kind in the Indian cement industry.
ACC has rich experience in mining, being the largest user of limestone. As the largest
cement producer in India, it is one of the biggest customers of the domestic coal industry, of
Indian Railways, and a considerable user of the countrys road transport network services for
inward and outward movement of materials and products.
Among the first companies in India to include commitment to environmental protection
as one of its corporate objectives, the company installed sophisticated pollution control
equipment as far back as 1966, long before pollution control laws came into existence. Today
each of its cement plants has state-of-the art pollution control equipment and devices.
ACC has made significant contributions to the nation building process by way of quality
products, services and sharing expertise. Its commitment to sustainable development, its high
ethical standards in business dealings and its on-going efforts in community welfare
Programmers have won it acclaim as a responsible corporate citizen. ACCs brand name is
synonymous with cement and enjoys a high level of equity in the Indian market. It is the only
cement company that figures in the list of Consumer Super Brands of India.
MAJOR COMPANIES IN THE CEMENT INDUSTRY ARE: The Associated Cement Companies Ltd.
Birla Group.
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 Larsen & Turbo.

J.K. Group.
Jaypee cement.
Guraj Ambuja.

HISTORY
ACC CEMENT has an interesting story - one that inspired a book. ACC was formed in 1936
when ten existing cement companies came together under one umbrella in a historic merger -the
country's first notable merger at a time when the term mergers and acquisitions was not even
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coined. The history of ACC spans a wide canvas beginning with the lonely struggle of its pioneer
F.E Dins haw and other Indian entrepreneurs like him who founded the Indian cement industry.
Their efforts to face competition for survival in a small but aggressive market mingled with the
stirring of a country's nationalist pride that touched all walks of life - including trade, Commerce
and business.
The first success came in a move towards cooperation in the country's young cement
industry and culminated in the historic merger of ten companies to form a cement giant. These
companies belonged to four prominent business groups - Tatas, Khataus, Killick Nixon and F E
Dinshaw groups. ACC was formally established on August 1, 1936. Sadly, F E Dinshaw, the man
recognized as the founder of ACC, died in January 1936; just months before his dream could be
realized.

F. E. Dinshaw the founder of ACC

ACC stands out as the most unique and successful merger in Indian business history, in which
the distinct identities of the constituent companies were melded into a new cohesive organization
- one that has survived and retained its position of leadership in industry. In a sense, the
formation of ACC represents a quest for the synergy of good business practices, values and
shared objectives. The use of the plural in ACC's original name, The Associated Cement
Companies Limited, itself indicated the company's origins from a merger. Many years later, some
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stockbrokers in the country's leading stock exchanges continued to refer to this company simply
as 'The Merger'.
Holcim A New Partnership:
A new association was forged between ACC and The Holcim group of Switzerland in 2005. In
January 2005, Holcim announced its plans to enter into long term alliances with Ambuja Group
by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL),which at the time held
13.8% of total equity shares in ACC. Holcim simultaneously announced its bid to make an open
offer to ACC shareholders, through Holdcem Cement Pvt. Ltd. and ACIL, to acquire a majority
shareholding in ACC. An open offer was made by Holdcem Cement Pvt. Ltd. along with ACIL,
following which the shareholding of ACIL increased to 34.69% of Equity share capital of ACC.
Consequently, ACIL has filed declarations indicating their shareholding and declaring itself as a
promoter of ACC.
Holcim is the world leader in cement as well as being large supplier of concrete,
aggregates and certain construction related services. Holcim is also a respected name in
information technology and research and development. The group has its headquarters in
Switzerland with worldwide operations spread across more than 70 countries.
Considering the formidable global presence of Holcim and its excellent reputation, the broad of
ACC has welcomed this new association.

INTRODUCTION TO ORGANISATION
INTRODUCTION TO GAGAL CEMENT WORKS
The Gagal Cement Project was initiated in October 1978. Construction work started in august
1980 and erection of machinery in October, 1981, on 12th March 1984 Gagal Plant-1 was
successfully commissioned and commercial production commenced with initial capacity of 5.6
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lakh tones per annum, Gagal Plant-II was commissioned in 1994 and present capacity of the
plant is 4.4 MTPA of cement.
The plant is based on the most modern process of cement manufacture; namely a dry
process suspension preheated kiln with proclaimed. The limestone is crushed in the crusher; it is
then ground in the raw mill along with shale and iron ore to fine powder. The ground material is
blended to a uniform consistency and fed to the kiln system pulverized coal is fired in the kiln
system to heat the material to a temperature of 1450 Deg.celcius. The material undergoes a series
of chemical reactions to form a clinker. The clinker is cooled in the clinker cooler and stored in
clinker silos. It is extracted from the silos and inter ground along with Gypsum and Pozzolananic
material to form Portland Pozzoiana cement. The cement is stored in cement silos. It is packed in
50-kg bags by automatic packing machines, loaded in trucks by auto-loaders and various
consumption centres in Himachal Pradesh as well as the neighbouring states of Punjab and
Haryana.
MAIN RAW MATERIALS:

Limestone
Quartzite
Iron ore
Shale
Gypsum
Fly ash
CERTIFICATION:
Certification from IS/ISO 9002, ISO 14001 for environmental management system and
OHSAS 18001 for adopting high class measure in the sphere of occupational health and workers
safety in the manufacturing of cement.
TOTAL PRODUCTIVE MAINTENANCE
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ACC Gagal Cement Works has continuously tried to improve upon its operational productivity
through world class plant management practices known as Total Productive Maintenance (TPM).
TPM is the integration of the basic functions of Production and Maintenance allowing the
employees to jointly take the responsibility for, and ownership of their work processes and
equipment. It aims to maximize Overall Equipment Effectiveness (OEE). It establishes and
promotes a systematic approach to achieve operational excellence through autonomous working.
TPM involves all employees at all levels in every function of its implementation. The most
important point about TPM is that it continuously encourages all the employees to undertake
continuous improvement of all work-related processes and systems by adopting a proactive
problem solving approach. 15th of every month is the day for TPM gate Meeting.
We are striving towards following goals using TPM:
Zero Breakdown
Zero Accident
Zero Defect
Zero Waste
Zero Inventory

SAFETY

Gagal Cement Work constantly keeps a vigil on the safe practices of doing work and in this
regard expects the same from all its employees. The following table presents the expectations
from both the participants in this regard.

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Deputy Manager-Safety coordinates all activities related to safety at works. Besides day
to day safety functioning, safety committee meets once in every month. The committee consists
of equal number of representatives form management and wage board employees.

OUR SAFETY COMMITMENT

MANAGEMENT

EMPLOYEES

1. Provide Safe working

1.The care of oneself and colleague

Condition
2.Provide system for the safe control of work

2. Immediately report any unsafe

condition/hazard

3. Supply information on work h

3. Look out for hazards and potential

dangers to self and others
MANPOWER

Azard

4. Arrange adequate training and instruction in

4. Do not take any short cuts

safe working practices

5. Make appropriate protective clothing and

5. Know the safety guidelines and follow

equipment available

working instructions

Manage

Non-

6. Punish people violating

ment instructions on safety

6. Always use safety

equipment indicated
Mgmt.

and health

and provided

Staf

TM
Management

Top

Staf

MANPOWER ARRANGEMENT
DAILY PAID

MONTHLY PAID

Grades

The total manpower employed at ACC, Gagal Cement works are divided into 2 categories.
TC whereas NonGrades
WM -Works
Manager
Management
Staff
is governed by Conduct
Rules framed by the company
I
A
Management
is governed by Standing Orders
certified under the Industrial
Employment
E4 - Sr. Staff
Manager

(Standing
Orders) Act, 1946
E3 - Manager

II

E2 Deputy Manager

III

E1

Manager

IV

M3

Officer/Engg.

Assistant
Senior

VI

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M1

Junior
Officer/Engineer
M
Asst.
Officer/Engineer
ORGANIZATIONAL STRUCTURE

ACCs organization structure was revised in 2006. Added thrust was given to sustainable
development with the creation of separate cells at the corporate office and plants to coordinate
activities relating to waste management, alternate fuels and raw materials, corporate social
responsibility and occupational health and safety. All these were placed under the supervision of
the Managing Director.
BOARD OF
DIRECTORS

MANAGING
DIRECTOR

ACC
Concrete
Ltd.

Business
Head
North

Business
Head South &
West Region

Business
Head East
Region

Managin
g

Chief Fin.
Officer

Corporat
e

Commercia
l Services

Central
Procurem

Tech.
Support

Operatio
n

Committ
ee

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OH & S

Raw
Material &

Overseas
Project &
Consultancy

Alternate
Fuels & RM

Communicati
on & CSR

Legal

Secretarial
&

Business
Development
& Planning

Chief
Knowledg

Internal Audit

To enable better coordination of the organizations triple bottom line performance, it is proposed
to constitute a high level team with representatives from functions relating to the main pillars of
sustainable development to coordinate reporting and align operations in line with the overall
corporate objectives. The committee will include the heads of Environment & Energy
Conservation, Alternate Fuels and Raw Materials Business Development, Occupational Health &
Safety, Corporate Communications & Social Responsibility, Corporate Human Resources,
Commercial Services, Central Procurement and Secretarial & Compliance.

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CONTRIBUTION TO GOVERNMENT

Annual contribution to center government by way of taxes,

duties is 155 crore out of

which for Himachal Government is 100 crore. And along with this it is also helping Govt. as its
social responsibility. The

company

has constructed a Govt. Degree college; it is spending

money on schools, hospital and on other works of public welfare.

GAGAL CEMENT WORKS-AN UNRELENTLESS PURSUIT TOWARDS EXCELLENCE

Gagal Cement Works is committed to deliver quality products to the customers. Gagal
Cement Works has to its credit many a prestigious

certifications like

IS/ISO

9002,

ISO

14001 for environmental management system and OHSAS 18001 for adopting high class
measures in the sphere of Occupational Health and Workers Safety in the manufacturing of
cement.
QUALITY POLICY
Build Quality In
Do not Sort Bad Quality Out
Quality Improvement is Limitless and therefore Continuous
Concern for Quality is for Entire Organization and Not Just for Product

Satisfy Customer Fully and Continuously

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GAGAL CEMENT WORKS- A SYSTEMATIC APPROACH FOR

CLEANER WORLD
ACC GAGAL Cement Works is the first point in Himachal Pradesh to have EMS certificate.
The Bureau of Indian standards awarded this certificate to the works in March 1999. The
certificate has resulted in batter understanding among all the employees, of overall
environmental issues related to the plant. The main feature of EMS at Gagal is total involvement
of employees.
EMS is a program of continuous environmental improvement following a well-defined
sequence of

steps drawn from

the established project management practice and routinely

applied in business environment.

ENVIRONMENTAL POLICY

Prevent pollution and minimize fugitive emissions

Comply with all applicable legal and regulatory requirements
Conserve water, energy and natural resources
Minimize waste generation and utilize the same
Create environmental awareness and provide clean and safe environment to
employees and community at large
MANUFACTURING PROCESS
The Gagal Cement Works is based on the most modern process of cement manufacturing
namely a dry process suspension preheated kiln with precalcener. The limestone is crushed in the
crusher. It is than grinding in Raw Mill along with Shale and Iron Ore to fine power. The
grinding material is blended to a uniform consistency and fed to the kiln system pulverized Coal
in the kiln system to heat the material to a temperature of 1500 degree Celsius. The material
undergoes a series of chemical reaction to form a Clinker. The clinker is cooled in the Clinker
Cooler and stored in the Clinker silos.
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It is extracted from the Silos and integrated along with Gypsum and Pozzolanaic material to form
Portland Pozzoiana cement. The cement is stored in cement silos. It is packed in 50-kg bags by
automatic packing machine, loaded in trucks by auto loaders and various consumption centers in
Himachal Pradesh as well as the neighbouring states of Punjab, Haryana and J&K.
POWER

The co. met 54% power requirement through captive generation. Cost of captive power
generation was 34% lower as compare to grid power. In keeping with its policy of maximizing
its captive power capability. It is also the process of increasing its thermal captive power
generation capacity by another 45 MW. The company has already achieved significant reduction
in cost in specific area like fuel, power and manpower. The drives for cost reduction will be
further insified all area of operations.
MAP KEY

00 Limestone quarry and crushing plant.

01 Lime Stone Stock Pile.
02 Additive Hooper.
03 Additive Storage.
04 Raw Mill Building.
05 Blending & Storage Silo.
06 Preheater.
07 Gas Conditioning Tower and ESP.
08 Kiln.
09 Cooler.
10 Deep Bucket Conveyor.

11/12 Clinker/Gypsum Storage.

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13 Coal Mill Building.

14 Coal Mill and Bag Storage.
15 Cement Storage Silo.
16 Packing & Dispatch.
17 Cement Control Room.

DEPARTMENTATION:
QUARRY DEPARTMENT
The Quarry Department is mainly concerned with the maintenance of Mines at ACC Barmana.
The sub-departments namely MINE; ELECTRICAL, GARAGE, CRUSHER, STACKER &
RECLAIMER support the Quarry department.

MINES
Gagal lime Stone Mine is captive mine of M/S ACC Ltd., Gagal Cement Works. The mining
lease covers an area of 265.97 hectares. Presently the mine is one of the largest mine of northern
India and is fully mechanized by Heavy Earth Moving Equipment's.

LIME STONE AND COAL HANDLING SECTION

LIMESTONE
The crushed limestone is received from Gagal Quarry with the help of a series of belt conveyer
and stacked in stockpile with the help of stackers.

COAL
Coal is used as a fuel for firing in the Kiln. Gagal Cement Works receives coal from different
collieries of CCC, ECL and NEC by rail upto Kiratpur Sahib.
LABORATORY DEPARTMENT

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Laboratory department in coordination with other departments carries our regular quality control
functions. Quality and process control measures are exercised at each and every stage of process.
Inspection and procurement

of raw materials, its testing, quality control of input materials,

intermediate products at different level of process and final product that is cement are done as
per procedures. Inspections and Test Records are maintained in the Laboratory as per the scheme
of testing and inspection. The departmental activities are coordinated by Deputy Manager-QPC
who reports to Manager- Production.
Gagal Works laboratory has three sections:
1. Chemical & Instrumentation laboratory
2. Physical Laboratory
3. Site Laboratory
PROCESS DEPARTMENT
The Process department guides the operations in maintaining process parameters so that
production is within the desired range of quality parameters. The process parameters are arrived
at after discussions with the Departmental Heads of various sections (Raw Mill, Cement Mills &
Laboratory)
Manager Production coordinates the departmental activities.
RAW MILL
Activity of Raw Mill starts from feeding Raw Material (limestone, Quartzite and Iron Ore) to the
Mills and ends at filling the Raw Meal to Silos.

RAW MATERIAL FEEDING

Lime stone feeding to Raw Mills/Roller Mills is through the sequence of belt conveyors to
different Hoppers. Feed size of limestone is 90 mm and Mills Scale; Shale feeding is from the
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Gantry to the respective Hoppers through sequence of belt conveyors. Shale feeding is through
Reclaimed or Pay Loader.
AW MILL
Two close circuits two chamber Ball Mills are performing the grinding of limestone and
Additive mix.

Raw Mill is a tube construction of thick MS plate with steel lines and

compartments are separated by diaphragm for improving the retention time and transfer of
materials in second for further grinding. Mill is charged with hyper steel balls. Raw material is
first fed to Tertiary Crusher (Single Rotor Reversible Impact Crusher) which reduces the size of
Mix. After crushing the mix the material is fed to Ball Mill where fine grinding takes place. The
finer product is separated by Air Separator and is fed to the blending silos and the coarse material
is fed back to the Mill Inlet.
VERTICAL ROLLER MILL (VRM)
In VRM Section the material is directly fed into Mill through the feed belt for grinding.
The ground material is stored in continuous flow silos from where it is fed to the Kiln. VRM
utilizes hot air from the kiln exhaust for drying the Raw Mix
Deputy Manager VRM, who reports to Manager (Maintenance), coordinates the
departmental activities

KILN DEPARTMENT
Kiln Department functions are categorized under two heads, Manager (Maintenance) is
responsible for the maintenance of all equipment and Manager (Production) is responsible
for the Clinker Production and its quality parameters. Gagal Cement Work has two rotary kilns.

Kiln no 1 is having 3 streams coupled with 2 four stage and 1 five stage preheater with

precalciners, DDF and MFC. Kilns No 2 are having twin stream 5 stage preheater with
precalciners. Pulverized coal is used as a fuel for calcination. The Clinker is discharged to
horizontal grate cooler and is stored either in Silos or in stockpiles.

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CEMENT MILLS DEPARTMENT

The basic function of the department is to grind the required ratio of clinker and gypsum
in the manufacture of OPC and clinker, Gypsum and CCP/fly ash for the manufacture of PPC
with the help of 4 ball Mills for cement grinding.

PRE GRINDING UNIT

Roller Press is the pre-grinding unit for Cement Mills 1 & 2. In Roller Press two rollers
are arranged in horizontal fashion. One is fixed and other has a hydraulic thrust arrangement for
horizontal movement. The clinker is fed vertically down ward between the rollers and gets
crushed by the hydraulic pressure arrangement The product, which is in flakes, is fed to the Ball
Mill with other additives for finished grinding.

FINISHED GRINDING
Finished grinding is performed in Ball Mills. Ball Mill is a rotating shell divided into
two chambers fitted with shell liners for shell protection and charged with grinding media to the
required volume. The impact and friction between the grinding media and material perform
grinding. Out put from the ball Mills is fed to the dynamic separator where the course and fines
of specific sizes are separated. The course is again conveyed to the Ball Mill for further grinding.
The fines are conveyed to cement silos through a series of elevators and air slides. In order to get
the desired specific surface for cement the RPM of separator is varied accordingly?
The departmental activities are coordinated by Dy. Manager-Plant who reports to
Manager (Maintenance).

ELECTRICAL AND INSTRUMENTATION (E & I) DEPARTMENT

The primary function of the E & I department is to maintain all E & I equipment in the
plant to provide the necessary service to ensure the smooth operation of all E 8 & I equipment.

ELECTRICAL

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Electrical equipment mainly comprising transformers, HT/LT motors, DC Motors, switch gears,
power distributor system and factory and residential colony lighting Besides the above E & I department
is also responsible for the maintenance if the electrical installations of the colony. The department COordinates with the other relevant departments for proper utilization of the Grid & DG power.

INSTRUMENTATION
Instrumentation system can be effectively termed as the nervous system of the plant. With the
recent advanced in technology instrumentation has become one of the most important aspect of
cement manufacturing industry. Almost all the monitoring and controlling parameters are now
available I the Central Control Room (CCR) for operators to run the plant efficiently. Accuracy
and degree of control has increased manifold due to the latest instrumentation control systems.
Dy. Manager (Electrical) and Dy. Manager (Instrumentation) report to Manager (E & I) for
electrical and instrumentation activities.

WORK SHOP
Following activities are carried out in the workshop department:
1. Departmental maintenance Activities
2. Maintenance of Gear Boxes
3. Compressors & PD Blowers
4. Water Pumps
5. Various equipment at Rambagh Pump House, Filter and Sewage Water Treatment plants.
The departmental activities are coordinated by Dy. Manager (Plant) who reports to Manager
(Maintenance).
COMMERCIAL DEPARTMENT
Procurement Section:
This section looks after that equipment, tools and other requisite items are made available to
different departments in time. Deputy Manager-Purchase who reports to Sr. Manager-Commercial
coordinates the departmental activities.
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Packing House Department:

Packing plant is the place where cement is packed & dispatched to various locations.
Gagal Cement Works packing department has six silos with total storage capacity of 35200
tonnes. There are three Rotary Packer in Gagal I packing plant with a capacity of 100m TPH
each and two electronic rotary packers in Gagal II packing pant with a capacity of 180 TPM
each. All the packers have truck-loading facility because the cement form Gagal works to
different locations by road.
The various varieties of cement handled are:
33 Grade Ordinary Portland cement (OPC)
43 Grade Ordinary Portland cement (OPC)
PPC (Portland Pozzolona Cement)

Assistant Manager-Plant reports to Manager Commercial for Packing Plant Activities.

Cement Dispatch Section:

Cement dispatch section receives dispatch instruction for Regional Marketing Office,
Chandigarh and also from Shimla. The trucks registered with authorized transporters enter the
factory gate with Loading Advice cum gate Pass. The Trucks Gross weight is taken at the Exit
Gate by electronic weighbridge and finally an Excise Invoice is issued to the truck driver.
The departmental head reports to Manager Commercial.

THE CIVIL DEPARTMENT

In cement industry the maintenance and applications of Refractories in kiln and its
auxiliary units are one of the most important job. It is the refractory, which is subject to all sort
of, processes and operational conditions like high temperature, abrasion, alkalis, chemicals,
thermal shocks, mechanical shocks etc. And protects the metallic body of the units. Due to this
fact a strict adherence with the quality of the refractory at every step from receipt to its
application is of paramount importance. In the organization the civil department does the
complete dealing with the refractory and is also responsible for all civil related jobs in the factory
and colony.
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Deputy Manager-Civil who reports to Manager-Maintenance coordinates the departmental

activities.

MAINTENANCE INSPECTION PLANNING & SYSTEMS (MIPS)

As the name suggests the main function of the department is preparing and planning for carrying
out various inspection, maintenance job and top record and update the inspection results.
Inspection/Maintenance planning is based upon the diagnosis of change in behavior pattern of
sound, temperature, heat, vibration, viscosity etc.
MIPS department also coordinates in planning the maintenance activities of various departments
so as to get optimum utilization of stoppage duration. MIPS also carries out the down tile
analysis of main equipment.

GENERAL STORES
The general stores are the department which is involved in making the balanced and timely flow
of materials, spares, tools and equipment. General Stores also arranges for the disposal of the
scrap and unwanted materials.
Deputy Manager who reports to Works Manager coordinates the activities of the
department.
MISSION, VISION AND STRATEGY OF ACC LTD

QUALITY:- To make continuous improvement in the quality of our product and services and
add some essential features for customer satisfaction and ensure their supply at fair prices.
PROFITABILITY: - To achieve fair and reasonable return on capital employed by making
optimum utilization of available resources and increasing productivity & effectiveness
throughout the company.
RESPONSIBILITY: - To fulfill our obligation to society, specifically in the area of rural
development and in safeguarding.
Page | 29

LEADERSHIP: - Maintain our leadership of the Indian cement industry through the country
modernization and expansion of our manufacturing facilities and activities and through the
establishment of a wide and efficient marketing network.
GROWTH: - Ensure a steady growth of business by strengthening our position in the cement
sector.
EQUITY: - Promote and maintain fair industrial relation and environment for the effective
involvement, welfare and development of staff at all levels.
VISION:- Vision of ACC is to be a world class corporation with diverse business built around
ACCsunita core competencies and knowledge base in cement refectories advanced material
engineering geology mining and research.

The Vision statement narrates these areas as: ACC is a trusted and ethical organization
ACC delivers enduring value to investors and other stakeholders
ACC is committed to environment protection and the well being of the
community.
This statement is synonymous with balancing the Triple Bottom Line defined as the
achievement of three interdependent and mutually reinforcing goals of economic development,
social development and environmental protect

ACC SHARED VISION

Value Creation

ACC is a great
place to work.

ACC is a customer
ACC delivers long term values to i
driven org.
nvestors and to other shareholders

ACC has HR policies

which promote a
healthy work place.
ACC rewards
employees well
based on profitability
and performance.
ACC cares for its

ACC has employees

who are committed
to delivering
Page | 30
ultimate customer
satisfaction.
ACC is the most
preferred brand in

ACC is a learning
org.
ACC is alert to the
changes in business
environment and
respond effectively.
ACC adopts world
class business
practices to surpass
global benchmarks.
ACC develops
employees through
need based
learning.
ACC is a customer
driven org.
.
ACC has employees
who are committed
to delivering
ultimate customer
satisfaction.
ACC is the most
preferred brand in
India.

ACC inspires trust

and respect.
ACC is a trusted and
ethical org.
ACC is committed to
environment
protection and well
being of the
community.

Page | 31

BUSSINESS STRATEGY
2007
2007

2008
2008

Market Share

2009
2009

2010
2010

2011
2011

Maintain leadership position in the industry.

Competitiveness

Leadership in quality, services and cost

efficiency.

Organization

Accountable, Motivated and responsive.

Create safe place to work

Corporate
Citizenship

Become employer of choice.

Reputed corporate entity.
Leadership in sustainable development.
Enhance community living standards.

Bottom Line

Achieve internal target for growth in EBITDA

over 2007.
Page | 32

VARIOUS DIVISIONS OF ACC

1) OPERATIONS DIVISIONS

This division is responsible for the operation of all the Companys Cement Works & its slag
granulation plant. The Cement plants are
a) Bhupendra Works b) Chaibasa Works

c) Chanda Works

d) Gagal Works

e) Jamul Works

f) Kymore Works

g) Lakheri Works

h) Madukkarai Works

i) Mancherial Works

j) Sindri Works

k) Wadi Works

The division consists of the following departments sections:

a) Factory Operations

b) Major Repairs
Page | 33

c) Mining Machinery

d) Audit & Administration

e) Railway Liaison

f) Safety

g) Environment & Pollution Control

2) FINANCIAL DIVISIONS

The division is responsible for all accounting & financial functions. This is addition, takes care
of the taxation function, the Companys Provident Fund & Insurance. All receipts, development
& monitoring of funds is done by this division. This comprises of following sections:
a) Corporate Tax and Insurance
b) Payrolls, Provident Funds & Officers Superannuation Funds.
c) Company Accounts
d) Treasury

f) Project Finance
g) Sales Accounting & Pricing Section
h) Management Accounting Sections

3) MATERIALS MANAGEMENT DIVISIONS

This division deal with materials management policy as also requirement of major raw
material, packaging materials, purchasing of capital equipment, high value & consumption stores
& spares & projects requirements.
This division is professionally manned to procure all stores & spares at economical prices
& to study the markets trends as well. Vendor development, supply diversification & import
substitution form an important part of this division.
Page | 34

4) CEMENT MARKETING DIVISION

With liberalization there is an increase in completion from more manufactures, more brands,
higher grade products, increased production & free availability of Cement in the country.
In the buyers market & in order to meet the competition the Cement Marketing Division has
taken the following steps to retain the companys share as a market leader:i)

The company has appointed a network of 10,000 stockiest in all rural urban markets

ii)

Opening of warehouses: The Company has organized warehousing facilities at almost all
important urban consumption centers in the country so that ACC Cement is freely
available to the consumers in proximity to the point of consumption.

iii)

The company has customer service cells in the North, South, East & West regions to
attend all kind of customers complaints to provide promp ans satisfactory customers
servicing.

The Cement marketing to the above, CMD has eleven regional Marketing Officers situated at
Ahmedabad, Bangalore, Mumbai, Chandigarh, Coimbatore, Calcutta, Indore, Kanpur, Pune,
NewDelhi, Secundrabad.
5) CORPORATE COMMUNICATION DIVISION
The function of this division includes Advertising, Publicity and Public Relations. It also acts an
information bureau dealing with a variety of enquiries from outside, catering to numerous requests for
information from within. It also publishes a houses journal-ACC Parivar in English & in Hindi.

6) REFRACTORIES DIVISION

The manufacturing facilities of the refractories are concentrated at four locations Katni &
Kymore in Madhya Pradesh, Sindri & Nagpur.
The country wide network of regional offices handles refractories sales. The refractories
division at corporate offices is responsible for the operation of the refractories Business.
Page | 35

Today ACC refractories in Indias

Leading authority on alumina & alumino silicate based refractories products.

Largest produces of castables.
Only producer of international quality calcium aluminate binders.
Only producers of synthetic refractories intermediates like tabular alumina,
bubble alumina sintered mallite, sintered sillimanite & insulating aggregated.
Leading exporter world wide, of top quality high alumina products.

7) DOMESTIC AND INTERNATIONAL TRADING DIVISION

This division is the marketing trust for the companys non cement business. The scope of
the division includes explores, marketing of franchised & allied products manufactured by
ACCs subsidiaries & associate companies. It also include marketing agency in India for our
joint venture products like Alcoa, Asahi Glass etc.
8) PROJECTS DIVISION
The projects division is responsible or the design & construction of the companys new
projects. The division formulates implements, monitors & control annual capital expenditure
budget for the new projects.
The various functions under the division are listed below:
a)

Process Engg. & Design

b)

Civil Engineering

c)

Electrical & Instrumentation Engineering

d)

Projects Execution Group

e)

Project Services

9) INFORMATION SYSTEMS DEPARTMENT

The IS departments basic function are to provide adequate & efficient computer services at the
Corporate Office Works & RMOs for routine data processing as well as management information for
Page | 36

planning & control of various functions of the company. It handles all maters connected with installation
of the computer hardware & its subsequent operations at various locations wherever it is installed. The
deptt. Deals with all computerized systems designs, development & modifications as well as operation
research work for the entire company.

10) SECRETARIAL DIVISION

The division ensures compliance with the statutory enactment applicable company
& in particular the comparises act & other important legal matters. The share deptt. Comes
under the preview of the secretarial division.

11) OVERSEAS PROJECT CELL

This department is primarily responsible for the development of overseas business opportunities
for the company & for monitoring the performance of contracts awarded. It is responsible for putting
together a package of services, as required by the prospective client & tendering/negotiating with
prospective clients to secure business.

12) CORPORATE PLANNING DEPARTMENT

The department assists the top management in developing long term/short term objectives,
strategies in existing new business lines. It undertakes studies & explores new business
opportunities for divaricating.
13) ADMINISTRATIVE SERVICES DIVISION (A.S.)
This division renders various services & assistance to the different division/deptt. at the head
office & the subsidiaries of the company.
It provides its services in the following areas:
a)

Property matters

b)

Building Maintenance Services

c)

Maintaining Inventory of furniture & furniture etc.

Page | 37

d)

Communication Services

e)

Vehicle Procurement & maintenance

14) HUMAN RESOURCES DIVISION

The human Resources Division covers the entire human resources management activity in the
company. It guides the unit in formulation & implementation pf personnel policies in the area of
Human Resources Development, Industrial Relations, Personnel Administration, Welfare &
Training.

15) RESEARCH & CONSULTANCY DIRECTORATE

This fully autonomous division is the brain of the company & serves as the prime origin
to meet all the technological & innovative needs of the organization. It is a project engg. &
technical consultancy organizations. RCDs expertise covers the following areas of
specialization:
a)

Cement & Mineral Projects

b)

Geology, Environment & Mining

c)

Erection & Construction

d)

Refractories & Development

e)

Agri-horticultural & Rural Development

f)

Management Training

g)

Environment Management

h)

Advanced Management

i)

Advanced Materials

Page | 38

Today, RCDs services offered are even more broad based, catering to industries like cement,
refractory, ceramics, chemical, minerals processing, petrochemical, fertilizers, ferrous & non
ferrous among others.

A GLIMPS ON THE HISTORY OF SUCCESS

The Associated Cement

Companies Limited

is a multi business enterprise with

operation in cement manufacturing. It is one of leading companies in India, producing more

than one-fourth of national output. ACC. Ltd as company duly registered under Indian
Companies Act 1956, having its registered office at Cement House, 121 Maharishi Karv Road,
Mumbai-400020.It has 14 cement plants spread all over the country and has major force of its
industry through customer satisfaction & through continuous innovation in quality of the
product. As company ACC Ltd. is committed to make and deliver as cheaply as possible.
In 1936 with the effort of Mr.Dinshaw a group of companies and formed Associated Companies
Ltd. Many men of outstand initiative and foresight contributed towards the development of
cement industry in India. About 62 years ago in 1936 a number of companies belonging to the
house of Tata Khatias and Kellick, Nixon combined to from The associated Cement Companies
Ltd.Great industrialist and patriot Mr.F.E.Dinshaw was mainly responsible into a single
organization.
The objectives of this merger were not to attain monopolistic position but to make and
deliver cement as cheaply as possible. Mr. Dinshaw added for new factories in ACC group from
1929

to 1936.

During

Second

World

War, the cement was deliver as essential

commodities under the defences of Indian rule and through under price and distribution
control. The cement industry gets further impetus under the leadership of ACC.

CORPORATE SOCIAL RESPONSIBILITY:

Page | 39

Today we define Corporate Social Responsibility as the way a company balances its
economic, social and environmental objectives while addressing stakeholder expectations and
enhancing shareholder value.
But ACC has undertaken social volunteering practices almost from its inception, long
before the term corporate social responsibility was coined. The companys earliest initiatives in
community development date back to the 1940's in a village on the outskirts of Mumbai while
the first formal Village Welfare Scheme was launched in 1952. The community living around
many of our factories comprises the weakest sections of rural and tribal India with no access to
basic amenities.

Corporate Social Responsibility Policy:

The Company shall continue to have among its objectives the promotion and growth of
the national economy through increased productivity, effective utilization of material and
manpower resources and continued application of modern scientific and managerial techniques,
in keeping with the national aspiration; and the Company shall continue to be mindful of its
social and moral responsibilities to consumers, employees, shareholders, society and the local
community.In pursuance of the above objective, ACC acknowledges the importance of the
concept of inter-dependence of all sections of society.
Mindful of its great tradition, ACC is deeply committed to enhancing its reputation and
respect built over the years in industry and society for its professional style of management based
on philosophy of the best in business ethics.

EMPLOYEE SATISFACTION:In addition to periodic internal Employee Satisfaction Surveys, ACC

participates in Employee Satisfaction and Work Place Surveys conducted by reputed external
Page | 40

agencies like Hewitt Associates and Grow Talent. ACC has also retained reputed firms like
Mercer and Boston Consulting Group to study the internal work environment and employee
policies to suggest areas of improvement. We share below salient points of the latest survey of
employees:-

People are treated fairly regardless of religion and gender

ACC is a safe place to work
Management is competent in running business
Employees feel good about what we do for society

SUBSIDIARIES AND ASSOCIATES

Bulk Cement Corporation (India) Limited (BCCI)
Situated at Kalamboli, in Navi Mumbai (formerly New Bombay), this company caters to bulk
cement requirements of the city of Mumbai and its environs. It has two cement storage silos with
a capacity of 5,000 tons each. The plant receives cement in bulk from ACC plants at Wadi. The
plant has its own special purpose railway wagons and rakes and its own railway siding. The first
of its kind in India, BCCI is equipped with all the facilities required by increasingly sophisticated
construction sites in a bustling metropolis, including a laboratory, a fleet of specialized trucks
and site silos for the convenience of customers and is capable of offering loose cement in bulktanker vehicles as well as packed cement in bags of varying sizes from 1 tonne down to 25 kg
bags. BCCI is situated strategically on the outskirts of Mumbai, just off the new Mumbai-Pune
Expressway. It is a landmark structure spread over 30 acres of land.
ACC Concrete Limited
ACC set up India's first commercial Ready Mix Concrete (RMX) plant in Mumbai in 1994
which together with the promotion of bulk cement has played a key role in redefining the pace
and quality of construction activity in our large cities and mega infrastructure projects.

Page | 41

The Ready Mix

Concrete

business

of ACC was reorganized as a separate wholly owned subsidiary which was incorporated as ACC
Concrete Limited with headquarters in Mumbai. Today this company is one of the largest
manufacturers of Ready Mix Concrete in India with a countrywide network of over 30 plants,
with modern equipment and a large fleet of transit mixers.
ISD (INFORMATION SYSTEM DEPARTMENT)
STRUCTURE OF ISD
This department has the following structure of operation.

ISD

IT Infrastructure

Servers

Desktop
s

Reporting

Printers

Networking

Information System Department is looking after the Plants complete IT infrastructure in various
manners to keep it up for smooth running of different departments operation. It works on ITIL
process to keep industry standard.
Page | 42

 Servers part consist of Users logon information, Mail services, Internet Services & Central Storage
location. The details of the servers are in next pages.

Desktop part consists of Local PCs available with each computer users connected on the network. It
consists of different part like CPU, Monitor, Keyboard and Mouse.
Printers part consists of all the different types of Printers used in different departments for taking out
various types of reports. The Types of printers are Dot Matrix Printers, Line Matrix Printer, Laser
Printer and DeskJet Printers.
Networking part consists of Local Area Network which includes Optic Fiber Cable, CAT5 Cable,
Layer 3 & 2 Switches and Ethernet cards.

CHAPTER-2

REVIEW
OF
Page | 43

LITERATURE

LITERATURE REVIEW
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product
with a well-developed image uses the same brand name in a different product category. brand
equity (definition: the net worth and long-term sustainability just from the renowned name). An
example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness
of the brand name and increases profitability from offerings in more than one product c The new
product is called a spin-off. Organizations use this strategy to increase and leverage ategory.
A brand's "extendibility" depends on how strong consumer's associations are to the brand's
values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home
furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a
similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity
from basic baking soda into the oral care and laundry care categories. By emphasizing its key
attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able
to leverage those attributes into new categories with success. Another example is Virgin Group,
which was initially a record label that has extended its brand successfully many times; from
transportation (aeroplanes, trains) to games stores and video stores such a Virgin Megastores.
Page | 44

In the 1990s, 81% of new products used brand extension to introduce new brands and to create
sales.Launching a new product is not only time consuming but also needs a big budget to create
awareness and to promote a product's benefits.Brand extension is one of the new product
development strategies which can reduce financial risk by using the parent brand name to
enhance consumers' perception due to the core brand equity.
While there can be significant benefits in brand extension strategies, there can also be significant
risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension
may dilute and deteriorate the core brand and damage the brand equity. Most of the literature
focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the
failures of brand extension are at higher rate than the successes.
Some studies show that negative impact may dilute brand image and equity. In spite of the
positive impact of brand extension, negative association and wrong communication strategy do
harm to the parent brand even brand family.
Product extensions are versions of the same parent product that serve a segment of the target
market and increase the variety of an offering. An example of a product extension is Coke vs.
Diet Coke in same product category of soft drinks. This tactic is undertaken due to the brand
loyalty and brand awareness they enjoy consumers are more likely to buy a new product that has
a tried and trusted brand name on it. This means the market is catered for as they are receiving a
product from a brand they trust and Coca Cola is catered for as they can increase their product
portfolio and they have a larger hold over the market in which they are performing in.

Types of brand extension

Brand extension research mainly focuses on consumer evaluation of extension and
attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth
and breadth proposition to examine consumer behaviors and a conceptual framework. The
authors use three dimensions to measure the fit of extension. First, the Complement refers to
consumers taking two product classes (extension and parent brand product) as complementary in
satisfying their specific needs.Secondly, the Substitute indicates two products have the same
user situation and satisfy the same needs, which means the product classes are very similar and
Page | 45

that the products can act to replace each other. Lastly, the Transfer describes the relationship
between extension product and manufacturer which reflects the perceived ability of any firm
operating in the first product class to make a product in the second class. The first two measures
focus on the consumers demand and the last one focuses on the firms perceived ability.
From the line extension to brand extension, however, there are many different types of extension
such as "brand alliance", co-branding or brand franchise extension Tauber (1988) suggests
seven strategies to identify extension cases such as product with parent brands benefit, same
product with different price or quality, etc. In his suggestion, it can be classified into two
category of extension; extension of product-related association and non-product related
association. Another form of brand extension is a licensed brand extension.
In this scenario, the brand-owner works with a partner (sometimes a competitor), who takes on
the responsibility of manufacturing and sales of the new products, paying a royalty every time a
product is sold.

Categorization theory
Researchers tend to use categorization theory as their fundamental theory to explore the
effects of brand extension. When consumers are faced with thousands of products to choose
amongst, they are not only initially confused, but try to categorise by brand association or image
given their knowledge and previous experience. A consumer can judge or evaluate the extension
product with his or her category memory. Consumers categorise new information into specific
brand or product class label and store it. This process is not only related to consumers
experience and knowledge, but also involvement and choice of brand.If the brand association is
highly related to extension, consumer can perceive the fit among brand extension. Some studies
suggest that consumer may ignore or overcome the dissonance from extension especially
flagship product which means the low perceived of fit does not dilute the flagships equity.

Brand extension failure

Page | 46

Literature related to negative effect of brand extension is limited and the findings are
revealed as incongruent. The early works of Aaker and Keller (1990) find no significant evidence
that brand name can be diluted by unsuccessful brand extensions.Conversely, Loken and
Roedder-John (1993) indicate that dilution effect do occur when the extension across
inconsistency of product category and brand beliefs. The failure of extension may come from
difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent
IMC messages.
Equity of an integrated oriented brand can be diluted significantly from both functional
and non-functional attributes-base variables, which means dilution does occur across the brand
extension to the parent brand.
These failures of extension make consumers create a negative or new association relate to parent
brand even brand family or to disturb and confuse the original brand identity and meaning.
In addition, Martinez and de Chernatony (2004)classify the brand image in two types: the
general brand image and the product brand image. They suggest that if the brand name is strong
enough as Nike or Sony, the negative impact has no specific damage on general brand image and
the dilution effect is greater on product brand image than on general brand image.
Consequently, consumers may maintain their belief about the attributes and feelings about parent
brand, however their study does show that brand extension dilutes the brand image, changing
the beliefs and association in consumers mind. The flagship product is a money-spinner to a
firm. Marketer spends budget and time to create maximum exposure and awareness for the
product. Theoretically speaking, flagship product is usually had the top sales and highest
awareness in its product category. In spite of Aaker and Kellers (1990) research which reports
that prestigious brands are not harmed from failure of extensions, some evidence shows that the
dilution effect has great and instant damage to the flagship product and brand family. Still, some
studies suggest that even though overall parent belief is diluted; the flagship product would not
be harmed. In addition, brand extension also diminish[es] consumers feelings and beliefs about
brand name. To establish a strong brand, it is necessary to build up a brand ladder.

Page | 47

Marketers may follow the order and model created by Aake and Keller who are authorities on
brand management, but branding does not always follow a rational line. One mistake can damage
all brand equity. A classic extension failure example would be Coca Cola launching New Coke
in 1985. Although initially accepted a backlash against New Coke soon emerged among
consumers. Not only did Coca Cola not succeed in developing a new brand but sales of the
original flavour also decreased. Coca Cola had to make considerable efforts to regain customers
who had turned to Pepsi cola. Although there are few works about the failure of extensions,
literature still provides sufficient in depth research around this issue. Studies also suggest that
brand extension is a risky strategy to increase sales or brand equity. It should consider the
damage of parent brand no matter what types of extension are used Example. BIC Pens tried to
produce BIC pantyhose.

CHAPTER-3

RESEARCH
Page | 48

METHODOLOGY

Page | 49

RESEARCH METHODOLOGY
The procedure adopted for conducting the research requires a lot of attention as it has direct
bearing on accuracy, reliability and adequacy of results obtained. It is due to this reason that
research methodology, which we used at the time of conducting the research, needs to be
elaborated upon. Research Methodology is a way to systematically study and solve the research
problems
TYPES OF RESEARCH
1

Descriptive research

Analytical research

Qualitative research

Quantitative research

DESCRIPTIVE OR EX-POST FACT RESEARCH:To conduct the research work accurately, we conducted the descriptive research. It
includes surveys & fact-finding inequity of different kinds.
ANALYTICAL RESEARCH:

In it we have to use the fact & information already available & analyses of these to make
an evaluation of project.
QUALITATIVE RESEARCH:In selecting the appropriate research design of the study & the type of data needed, the choice of
data collection techniques is four grouped.
It is done for:1

Consumer needs.

Consumers preferences for brand.

In depth under standing of consumers.

Availability for consumer.

QUANTITATIVE RESEARCH:Page | 50

Quantitative research is obtained to rate the different aspects on parameter i.e. image of
brand, brand equity, expectation of customers, awareness among customer for scheme, switch
ability of customers etc.

Scope of study
1. To determine strength of various brand of cement
2. To know market share of various brand
3. To learn the strength and weakness of various brand
4. To find position of the firm.
5. To find correlation between company and the firm.
6. To study the trend of the market and use it for the profits of the firm.

Research Design
A research design is the arrangement of conditions for collection and analysis data in a manner
that aims to combine relevance to the research purpose with economy in procedure. Research
Design is the conceptual structure with in which research is conducted. Research Design includes
and outline of what the researcher will do form writing the hypothesis and its operational
implication to the final analysis of data. A research design is a framework for the study and is
used as guide in collecting and analyzing the data
The design is such studies must be rigid and not flexible and most focus attention on the
following:

1. What is the study about?

Page | 51

2. Why is the study being made?

3. Where will the study be carried out?
4. What type of data is required?
5. Where can be required data be found?
6. What period of time will the study include?
7. What will be sample design?
8. What techniques of data collection will be used?
9. How will the data be analyzed?
10. In what style will the report be prepared?

DATA COLLECTION
Data Sources:
There are two types of data were taken into consideration i.e. Secondary data and primary data.
The secondary data has been used to make the analysis because we have no much sufficient time and
resources to collect the primary data.

Secondary Data:
Secondary data is that data which is collected for other purpose. This is indirect collection
of data from sources containing past or recent past information like annual reports, balance sheet,
books, newspapers and magazines etc.

Collecting the Information:

For this research methodology, I have collected data from the market area of Palampur SubDivision of District Kangra, H.P. and with the help of annual reports, balance sheets and other companys
publications.

Page | 52

METHODOLOGY:-

The project include both primary & secondary source of data. The data collected through these
sources has organized, analyzed & interpret so as to draw conclusion &to arrive at appropriate
recommendations.
1. A primary source of data includes the personal interview from various retailers in the
enterprise (area Palampur).
2. The secondary sources of data include annual report, website of ACC Ltd. Company which
contains the details which is helpful for making my project report.

STEPS IN RESEARCH METHODOLOGY:1. COLLECTION OR DATA

2. ORGANISATION F DATA
3. PRESENTATION OF DATA
4. ANALYSIS OF DATA
5. INTERPRETATION OF DATA

1. COLLECTION OF DATA:-

Both the primary & secondary data has been collected from the market & company. The
company provided the secondary data & primary data is collected through the medium of faceto-face interaction & interview from various Retailers in the filed area of Palampur.

2. ORGANISATION OF DATA:
Data once collected the further processing is done, the data collected by me are carefully
done through in a useful & relevant manner &properly organized.

Page | 53

3. PRESENTATION OF DATA:`

The data collection is of no use unless & until it is given in the presentable form. Thus

after proper organization the data is given in presentable form with the complete details, with the
help of bar diagram, pie charts etc.
4. ANALYSIS OF DATA:The data is carefully analyzed keeping in the consideration both the pros & cons for the
purpose of arriving at concrete conclusion.

5. INTERPRETATION OF DATA:After carefully analyzed the data, it has been aptly interpreted in order to give concrete
conclusion & proper recommendation.
LIMITATIONS OF THE STUDY
Except the supreme power, the Almighty, no one is impeccable and prowess enough to
accomplish anything without any faults and limitations. A research is no exception. No study is
devoid of certain shortcomings. Some problems encountered in this study are under mentioned:
Some officers were too busy to give a sincere response to investigators & hence their
response may not relate to real picture.
Manager some time denied disclosing some important financial matters, which can be helpful
in this study.
The time period given to me for the completion of the project was short in such a short span
of time it is difficult to complete any project in detail.

Page | 54

CHAPTER-4

ANALYSIS
&
INTERPRETATION

Page | 55

ANALYSIS AND INTERPRETATION

The area of my operation was to collect data from the Palampur Sub-Division of Distt. Kangra,
H.P. I have visited 30 Dealers of Cements in the area. The details are as under:

Sr. No.

Name of Company

ACC Cements Ltd.

2.

Ambuja Cements Ltd.

3.

J.P. Cements Ltd.

4.

UltraTech Cements Ltd.

5.

J.K. Cements

etc.

No. of Counters of Each Cements Company in the Area :

Sr. No.

Name of Company

No. of
Dealers/Retailers

ACC Cements Ltd.

14

2.

Ambuja Cements

3.

Jay Pee Cements

Others

Page | 56

Total No. of Dealers in the area of survey was :

ACC Cements + Ambuja Cements + JP Cements + Others = Total
14 + 9 + 5 + 2 = 30
The market captured by the three major operators is through its 28 Dealers of is as under :

1. ACC Cements Market Share ( In the field area of Palampur):

Total Sales ( 14 Retailers) / 14 = Average Sales
Total Sales Per Month :

21250 Bags

(3500+1250+3500+3500+1250+1250+1250+250+1250+1250+1250+1250+250+250 = 21250)
Average Sales (P.M.) :
21250 / 14

1518 Bags Per Month ( Apprx.)

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Market Share Calculated :

Average Sales of the Product Total Sales of Three Products X 100
1518 / 3923 X 100 = 38.69 %

2. Ambuja Cements Ltd. Market Share ( In the field area of Palampur):

Total Sales / 9 = Average Sales
Total Sales Per Month :

11750 Bags

(3500 + 1250 +1250 + 250 + 1250 + 3500 +250 +250 +250 = 11750 )

Average Sales (P.M.) :

11750 / 9

1305 Bags Per Month ( Apprx.)

Market Share Calculated :

Average Sales of the Product Total Sales of Three Products X 100
1305 / 3923 X 100 = 33.26 %

3. JP Cements Market Share ( In the field area of Palampur):

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Total Sales / 5 = Average Sales

Total Sales Per Month :

5500 Bags

( 250 + 1250 + 250 + 250 + 3500 = 5500)

Average Sales (P.M.) :
5500 / 5

1100 Bags Per Month ( Apprx.)

Market Share Calculated :

Average Sales of the Product Total Sales of Three Products X 100
1100 / 3923 X 100 = 28.03 %

Graphical Representation of Cement Companies market in Palampur

Area

Which Cement Builders Use In Their Project?

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Sale of cement
1%
28%
38%
acc
ambuja
jp
other

33%

Analysis and Interpretation:After this result we can say that, 99% builders in Palampur region are using branded cement
whereas 1% of them are using local cement. By seeing this chart we can also say that ACC has
captured the major market in the Palampur region.

Why they use that cement?

Analysis and Interpretation:Page | 60

After this result we can easily say that most of the builders in Palampur region have using
branded cement. And second most important decisive factor is the price of the cement & it does
effect its sale.

Which quality of cement they use in their project?

Analysis and Interpretation:-

By seeing this chart we can directly say that in Palampur region psc quality of cement is used on
mass level.

From Where Did They Get This Cement?

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Analysis and Interpretation:Generally huge number of builders is getting their cement directly from the warehouse. This
indicates that there is huge difference of price of cement between dealer and warehouse.

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CHAPTER-5

FINDINGS
&
SUGGESTIONS

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FINDINGS
After having rigorous time we come to almost last part of this project.
There are some positive as well as negative points for Indias own cement company, ACC.
ACC has very good grasp over Indian cement market, but if we see in Palampur ACC seems to
struggler with other brand. In the process of completing this project we come to know various
regions beside this.

Some of The Reasons Are Listed Below: ACC has huge demand in the market which is very good for companys aspect, but it is
not possible for ACC to fulfill that demand, which leads to brand switching. This is not
good for company.
In spite of its high price (as compared to other brand and local brand) builders in
Palampur region is ready to pay that price but they were not able to get there supply in
time due to out of stock of ACC.
In doing this project we come to know that ACC has great demand for building private
houses, as people never compromises with quality. But as far as big buyers are concern it
seems opposite builders opt less expensive cement or local brand.
In analysis of one question of questionnaire we come to know that most builders are
ready to use any good cement, they dont have inclination toward any particular cement.

SUGGESTIONS

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A very exhaustive study has been made, keeping in the essence of the objective of the project.
With the efforts put on the project a detailed analysis was conducted and result were derived,
based on the results and market response few suggestions are discussed below
A high Price creates problems for builders as they cannot always use such high price cement. So,
in my opinion company has to think over the price.
The reach to the rural market need to be strengthened. Transportation to rural areas need to be
strengthened, a significant amount of business is lost because of this.
At time it has been seen that the delivery commitments and the side of the company is not
prompt, this creates a bad name and again business is lost. Company has to maintain its supply
chain, so that they can fulfill the demand.
On interviewing builders the most important thing they said was about the price flexibility, they
want that the company should give the price flexibility to the dealers/retailers to play in the
market. (As the dealer/retailer may give some discount and gift items to them).
Companys representative should approach the site managers or the builders to encourage them
to use their product on the regular basis. And if it is possible offer them some special discount or
gift items for the bulk buyers.
Company need to spend little more on the product promotion because JO DIKHTA HAI
WAHI BIKTA HAI

SWOT ANALYSIS OF ACC CEMENT

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Strategy Is A Pattern In A Series Of Decisions Or Actions.

- Henry Mintzberg (1994)

SWOT Analysis explores the relationship between the environmental influences and the strategic
capabilities of an organization compared to its competitors. The importance of SWOT is revealed
by the value of the strategies it generates. A SWOT item that generates no strategies is not
important.

Strengths
It is having a good image and brand loyalty among consumers.
Service is good.
Dhalai karne ke liye people ask for ACC.
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Perceived to be of very superior quality, with high price cement when compared to

others.
Selling form the very first day the shop came in to being & sells easily.
They have same price prevailing for wholesale at dealers/stockiest retailers end..

Weakness

The competitors are doing much promotional activity rather than ACC Limited thats why
it facing more problems in selling of product in the market.
Lack of awareness program for consumers.

Opportunity
Rapid growth is taking place in Himachal Pradesh, Punjab,Chandirah and Haryana.
People are opting for more stable structures and intensive use of cement is taking place,
even government is spending heavily on infrastructure projects. Thus, this is the right
time to fully tap these markets.
As Indian core industry is also growing at rate of nearly 10% per annum, it is having a
good future.
Foreign direct investment in infrastructure sector going to increase in coming years,
which will increase the demand of cement.
Roads are undergoing through the transformation process through which the traditional
method of road building will be replaced by modern concrete roads.

Threats
Large number of players in cement industry makes it more competitive for ACC to
carefully price its product and at the same time satisfy its dealers and customers.
Players such as Jaypee Cement, Ambuja Cement, and other local brand are eating up
considerable market share.
Due to Indias exponential growth many new international cement companies are
expected to come in Indian market in coming years which will bring a tide of change and
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can start price war. And some south Indian companies are also coming in Himachal
Pradesh and selling at very less price as compared to ACC.
The emergence of small players in this market may increase the competition and start the
malpractices, and heavy discounts to retailers. They can also influence many retailers by
giving better profit margin, and other benefits.

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CHAPTER-6

CONCLUSION

CONCLUSION
After the survey of ACC Cements in markets and inputs from the dealers/retailers it is found that
the ACC Cement capture the more market as compare to the other brand because of quality and
quantity of this cement is so good. Customers are satisfied with it. The pricing of ACC is more
than other cement brands in the market but it does not affect its sales due to its brand image and
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trust in the customers. And the dealers as well as customers are very happy to use this product
and assured that they will promote the product in future also. The others brands are working in
clusters their sale comes from some specified clusters due to their incentive policies to particular
dealers. But the sales of ACC Cements are found all the areas visited to a satisfactory level.

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BIBLIOGRAPHY

Books:

1. Research Methodology: C.K. Kothari

2. Marketing Management: Philip Kotler

Websites:
www.acclimited.com
www.ibef.org/industry/cement.aspx
www.askwiki.com
www.acchelp.com
www.askacc.com

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QUESTIONNAIRE

A STUDY ON CEMENT CONSUMPTION IN PALAMPUR

1. NAME: 2. SEX: -

MALE

FEMALE

3. AGE GROUP:BELOW 30

3 0 - 45 YEAR

45 60

ABOVE 60

4. ORGANISATION:-

5. DESIGNATIONS:-

6. NAME OF THE PROJECT:-

7. AREA UNDER CONSTRUCTION:-

8. WORK DURATION:-

9. WHICH CEMENT YOU USE IN THIS PROJECT?

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ACC

JAYPEE

AMBUJA

OTHERS

10. WHY YOU USE THIS CEMENT? DUE TO ITS

PRICE

AVAILABILITY

APPROACH

SUPPLY

PACKAGING

QUALITY

11. ARE YOU SATISFIED WITH THEIR DELIVERY TIME?

YES

NO

12. WHAT IS THE AVERAGE MONTHLY CONSUPTION OF CEMENT?

13. WHICH QUALITY OF CEMENT IS USED IN THIS PROJECT?

OPC

PPC

PSC

14. MENTION THE OTHER CEMENT COMPANIES WHO HAVE APPROCHED FOR
THIS PROJECT..

15. FROM WHERE DID YOU GET THIS CEMENT?

FROM DEALER

DIRECTLY FROM THE FACTORY

16. AT WHAT PRICE YOU GET IT?

17. ANY FORTH COMING PROJECT:-

SIGNATURE

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