CHAPTER I

1. INTRODUCTION

The project is undertaken to measure the brand awareness n brand perception level
of ACC in around Barmana, measuring the brand awareness and perception level of a
particular company’s brand is of vital importance since it indicates the number of people
who are aware as well as what values they add to the particular brand in a given period of
time and it also highlights the effectiveness of the different advertising or promotional tools
used for the purpose.

It is the consumers’ ability to recognize or recall( indentify) the brand within a given
product category in sufficient detail to make a purchase decision. It also means that the
consumer can purpose, recommend, choose or use the brand. The objectives of the most
advertising campaign are to create and maintain brand preference. The first step is to make
potential consumers aware of a brand’s existence.

Perception is the values consumers attach to a brand. For example, perception for
Volvo will be safety. To measure perception of a car company, survey will have questions
like “How do you rank car brands in terms of safety? And various questions will be asked
on quality, performance, or green. Outcome of the survey reveal the brand perception. List
of questions depends on what is goal for the brand and how you want customers to think of
your brand.

ACC has a unique track record of innovative research, product development and
specialized consultancy services. It is an important benchmark for the cement industry in
respect of its production, marketing and personnel management processes.

The analysis was done with the help of the data collected through questionnaire
taking the sample size of 100 in Barmana. I have tried to throw a clear light towards the
level of brand awareness n brand perception of ACC .

1
1.1 OBJECTIVE OF THE STUDY

 To find out the awareness level of customers of brand ACC.

 To find out the brands with which ACC has to compete in the market.
 To ascertain the scope of ACC in this region.
 To study the consumer perception of ACC.
 Which attribute of the product drive the potential customer to prefer the particular
product .

1.2 SCOPE OF THE STUDY

 The study has been done for the Cement so more or less it helps in understanding the
consumer preference towards the cement market.
 The study can help in analyzing certain weak point, improving on which a company
can overcome the low sales of its cement but only in Patna region
 The study has got a wide & fast scope. It tries to find out the players in the industry &
focuses on the upcoming trends. It also tries to show the financial performance of the
major player of the industry i.e.; ACC Ltd.

1.3 STATEMENT OF THE PROBLEM

 Productivity is one of the key determinants of cost and price -competitiveness of the
cement industry. Transportation and the margin inputs, limestone, coal and power
account for 80 per cent of the total cost of sales for cement manufactures.
 The operating efficiency of the cement industry is judged by its capacity utilisation
and the economical use of major inputs, such as limestone, coal and power
consumption per tonne of cement production. The transportation cost is high for
inputs accounting for wide variations in the cement prices.
 Apart from this, a significant variation in price -volume sensitivity has differential
impact on profitability/price realisation of companies. This is more sensitive to
change in price than to changes in volume.

2
1.4 RESEARCH METHODOLOGY

ACC had a wide network whithin country. To anayze the report certain methodology
were used to elaborate the topic in easy way. The design of a research study is based on the
purpose of the study/ methodologies,This study is done using the following primary and
secondary data.

1. Primary Data:

The primary data was collected by a market survey in Pollachi. Questionnaire was
prepared and administrated by taking a sample of 100 consumers, which contains different
categories of consumers like students, businessmen and employees.

2. Secondary Data:

The secondary data comprises of various Books, Journals, Periodicals and other
published magazines are included in the study. Data was also collected from the company's
records and from the websites "www.canon.co .in

3. Research design:

Steps followed for this research was:

1. Problem Formulation: This refers to transferring of the management problem into

a research problem. The management was “to gauge the behavior of consumer in
respect of mobile market.”
2. Research Method: It involves choosing either experimental or non-experimental
research. This research was non-experimental.
3. Research Design: It is the specification of the methods and procedures for acquiring
he information needed. It is overall operational pattern or framework of the project
that stimulates what information is to be collected, from which source and by what
procedure. The three types of design used are exploratory, descriptive and causal for
this research the descriptive design was used.

3
1.5 LIMITATION OF THE STUDY

 The major limitation of the study was most of the individuals being to be loyal to their
brand didn’t give exact answers. Like they didn’t talk much about the answers of the
questions
 Many individuals didn’t fill their answers. So, the actual figures can be somewhat
different from the one I have found out.
 Big area- I was unable to explore some of the customers

4
 CHAPTER II

REVIEW OF LITERATURE

Financial performance analysis is the process of identifying the financial strengths

and weaknesses of the firm by properly establishing the relationship between the items of
balance sheet and profit and loss account. It also helps in short-term and long term
forecasting and growth can be identified with the help of financial performance analysis. The
dictionary meaning of ‘analysis’ is to resolve or separate a thing in to its element or
components parts for tracing their relation to the things as whole and to each other. The
analysis of financial statement is a process of evaluating the relationship between the
component parts of financial statement to obtain a better understanding of the firm’s position
and performance. This analysis can be undertaken by management of the firm or by parties
outside the namely, owners,creditors,investors.

The first step involves the re-organization of the entire financial data contained the
financial statements. Therefore the financial statements are broke down into individual
components and re-grouped into few principle elements according to their resemblances and
affinities. Thus the balance sheet and profit and loss accounts are completely re-casted and
presented in the condensed form entirely different from their original shape.

The second step is the establishment of significant relationships between the individual
components of balance sheet and profit and loss account. This is done through the application
tools of financial analysis like Ratio analysis, Trend analysis, Common size balance sheet and
comparative Balance sheet.

Finally, the result obtained by means of application of financial tools is evaluated.In brief
financial analysis is the process of selection, relation and evaluation of financial statements.
The tools of analysis are used for determining the investment value of the business, credit
rating and for testing efficiency of operation.

Thus financial analysis helps to highlight the facts and relationships concerning
managerial performance, corporate efficiency, financial strength and weakness and credit
worthiness of the company.

5
 Financial statement analysis (or financial analysis) the process of understanding the
risk and profitability of a firm (business, sub-business or project) through analysis of reported
financial information, particularly annual and quarterly reports.

Financial statement analysis consists of reformulating reported financial statements,

analysis and adjustments of measurement errors, and financial ratio analysis on the basis of
reformulated and adjusted financial statements. The two first steps are often dropped in
practice, meaning that financial ratios are just calculated on the basis of the reported numbers,
perhaps with some adjustments. Financial ratio analysis should be based on regrouped and
adjusted financial statements. Analysis of risk typically aims at detecting the underlying
credit risk of the firm. Risk analysis consists of liquidity and solvency analysis. Liquidity
analysis aims at analyzing whether the firm has enough liquidity to meet its obligations when
they should be paid. A usual technique to analyze illiquidity risk is to focus on ratios such as
the current ratio and interest coverage. Cash flow analysis is also useful. Solvency analysis
aims at analyzing whether the firm is financed so that it is able to recover from a loss or a
period of losses. A usual technique to analyze insolvency risk is to focus on ratios such as the
equity in percentage of total capital and other ratios of capital structure. Based on the risk
analysis the analyzed firm could be rated, i.e. given a grade on the riskiness, a process called
synthetic rating.

Ratios of risk such as the current ratio, the interest coverage and the equity percentage
have no theoretical benchmarks. It is therefore common to compare them with the industry
average over time. If a firm has a higher equity ratio than the industry, this is considered less
risky than if it is above the average. Similarly, if the equity ratio increases over time, it is a
good sign in relation to insolvency risk.

A financial statement (or financial report) is a formal record of the financial activities
of a business, person, or other entity. In British English—including United Kingdom
company law—a financial statement is often referred to as an account, although the term
financial statement is also used, particularly by accountants. For a business enterprise, all the
relevant financial information, presented in a structured manner and in a form easy to
understand, are called the financial statements.

6
 CHAPTER III

COMPANY PROFILE

ACC was formed in 1936 when ten existing cement companies came together under
one umbrella in a historic merger - the country's first notable merger at a time when the
term mergers and acquisitions was not even coined. The history of ACC spans a wide
canvas beginning with the lonely struggle of its pioneer F E Dinshaw 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.

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 stockbrokers in the country's leading stock
exchanges continued to refer to this company simply as 'The Merger'.

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 country’s 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

7
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 plants, mines and townships visibly demonstrate successful Endeavour’s in

quarry rehabilitation, water management techniques and ‘greening’ activities. The company
actively promotes the use of alternative fuels and raw materials and offers total solutions for
waste management including testing, suggestions for reuse, recycling and co-processing.

ACC has taken purposeful steps in knowledge building. We run two institutes that
offer professional technical courses for engineering graduates and diploma holders which
are relevant to manufacturing sectors such as cement. The main beneficiaries are youth from
remote and backward areas of the country.

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 programmes have won it acclaim as a responsible corporate citizen.
ACC’s brand name is synonymous with cement and enjoys a high level of equity in the
Indian market. It is the only cement company that figures in the list of Consumer Super
Brands of India

8
 CHAPTER IV
INTERPRETATION

4.1 Will you stick to the same product if their price increases?

Particular Percentage%
Upto certain limit 62%
Irrespect of price 23%
I may look for different 15%
product

Table 4.1.1 Will you stick to the same product if their price increases

Percentage%

Upto certain limit

Irrespect of price

I may look for

different product

Chart: 4.1.2 Will you stick to the same product if their price increases

INTERPRETATION

When people were asked if they’ll stick to ACC if the price goes high, so 62 people
said yes they’ll buy it but if the price increases up to a certain limit. 23 people said they’ll buy
it irrespective of the price changes and 15 people said No, they’ll shift to other brand.

9
4.2 Customers Awareness of Different Cement Brands?

Particular Percentage%
ACC 98%
AMBUJA 97%
JP 45%
ULTRARECH 25%
BINNANI 5%
BIRLA 5%

Table 4.2.1 Customers Awareness of Different Cement Brands

Percentage%
100%
80%
60%
40%
20% Percentage%
0%

Chart: 4.2.2 Customers Awareness of Different Cement Brands

INTERPRETATION

When people were asked to list down few brands of the product category ( cement ),
every one said ACC n AMBUJA . Apart from these two brands few of them said JP(
Jaiprakash cement ), Ultratech , binnani, Birla, But Acc n Ambuja was common in every

individual List.

10
4.3 What brand comes to your mind if you want to buy cement?

Particular Percentage%
ACC 98%
AMBUJA 97%
JP 45%
ULTRARECH 25%
BINNANI 5%
BIRLA 5%

Table 4.3.1 Brand comes to your mind if you want to buy cement

Percentage%
120%
100%
80%
60%
40%
20% Percentage%
0%

Chart: 4.3.2 Brand comes to your mind if you want to buy cement

INTERPRETATION

Previous question specify that people are aware of many brands but when it comes to
buying then they recall Acc. Almost 50 people think about Acc when it comes to buying,, but
still Acc is in competition with Ambuja, almost 45 people think about Ambuja.. so difference
is just of 10.

11
4.4 Are you loyal to the product you buy?

Particular Percentage%
Yes always, I stick to the same 51%
product
Never, I keep experienting 39%
new products
Only for quality products, 10%
where it is acommodity, I
choose least price products

Table 4.4.1 Are you loyal to the product you buy

10
Yes always, I stick to the same
product
51
39
Never, I keep Experienting new
products

Only for quality products, where

it is acommodity, I choose least
price products

Chart: 4.4.2 Are you loyal to the product you buy

INTERPRETATION

51 individuals said Yes they stick to the same product while,39 people said No, they
keep experimenting or change the product according to the conditions like availability of
product; price; quality And, 10 people said yes they are loyal but only for quality
products..not for commodity.

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4.5 Are you price sensitive costumer ?

Particular Percentage%
Yes 79%
No 21%

Table 4.5.1 Are you price sensitive costumer

21
Yes
No

79

Chart: 4.5.2 Are you price sensitive costumer

INTERPRETATION

When people were asked if they’ll stick to ACC if the price goes high, so 79 people
said yes they’ll buy it but if the price increases up to a certain limit 21 individuals said no
they are price sensitive while,21 individuals are brand loyal customers.

13
4.6 Tables Showing the Age Group of Respondents?

S.No Category No of Respondents Percentage

1 Below 20 6 3

2 21 to 30 34 17

3 31 to 40 100 50

4 Above 40 60 30

Total 200 100

Table 4.6.1: Tables Showing the Age Group of Respondents

60

50
50

40

30
30

20 17

10
3

0
Below 20 21 to 30 31 to 40 Above 40

Chart 4.6.2: Showing the Age Group of Respondents

INTERPRETATION

From the table we can find that 50% of the respondents are in the age group of 31 to
40, 30% of the respondents are in the age group of above 40, 17% of the respondents are
21 to 30 and 3% of the respondents below 20.

14
4.7 Showing the Brand Awareness, Brand Preference, and Most Used Brand

S.No Category Brand Awareness Frequent Use Fast Moving Brand

(%) (%) (%)
1 acc 26 29 30
2 Shankar 20 18 18
3 Ultratech 27 26 26
4 Ramco 27 26 26
5 Others 1 2 1
100 100 100

Table 4.7.1: Table Showing the Brand Awareness, Brand Preference, and Most Used
Brand

350
Fast Moving Brand
300
(%)
250
Frequent Use (%)
200
150
Brand Awareness (%)
100
50
Category
0
1 2 3 4 5 6

Chart 4.7.2: Showing the Brand Awareness, Brand Preference, and Most Used Brand

INTERPRETATION

Brand Awareness: From the study it is found that 26% of the respondents aware of

acc brand, 27% each aware of Ultratech, Ramco respectively, 20% of the respondents aware

Shankar brand, only 1% said others.

Frequent Use: 29% of the respondents use acc cement often, 26% each use Ultratech and

Ramco respectively, 18% use Shankar cement, 2% use others.

Fast moving Brand: 30% of the respondents said acc cement is moving at high rate, 18%

said Shankar cement, 26% each said Ultratech and Ramco, and 1% said others.

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4.8 The Influence of Promotional Activity about Acc Cement

S.No Category No of Respondents Percentage

1 Excellent 86 43

2 Good 52 21

3 Average 65 33

4 Poor 17 3

200 100

4.8.1 Table: Table showing the influence of promotional activity about acc
cement

100 86
80 65 No of
52 Respondents
60 43
33
40
21 17
20 3
0
Excellent Good Average Poor

Chart 4.8.2: Chart showing the influence of promotional activity about acc cement

INTERPRETATION

From the study we can find that 43% of the respondents said that the promotional

activity carried by Acc cement is excellent, 21% of the respondents said that good, 33% said

average, 3% said poor.

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4.9 The Features That Influence Customers to Choose Acc Cement

S.No Category No of Respondents Percentage

1 Quality 44 22
2 Availability 20 10
3 Brand name 115 58
4 Price 21 10
200 100

4.9.1 Table: Table showing the features that influence customers to choose Acc Cement

No of115
Respondents Percentage
120
100
80 58
60 44
40 22 20 21
10 10
20
0
Quality Availability Brand name Price

Chart 4.9.2: Chart showing the influence of promotional activity about acc cement

INTERPRETATION

From the study it is found that 58% of the respondents are influenced by brand name,

22% of the respondents are influenced by Quality, 10% each influenced by price and

availability of

17
4.10 Customers level of satisfaction towards price, availability, and packaging of Acc

cement

4.10.1 Table: Customers level of satisfaction towards price, availability, and packaging

of Acc cement

S.No Category Price Availability

1 Highly satisfied 24 27
2 Satisfied 58 55
3 Average 12 13
4 Dissatisfied 6 5
100 100

4.10.2 Chart: Customers level of satisfaction towards price, availability, and packaging

of Acc cement

58 Price Availability
60 55

50
40
27
30 24

20 12 13
6 5
10
0
Highly satisfied Satisfied Average Dissatisfied

INTERPRETATION

Price: From the table we can find that 58% of the respondents are satisfied with the price of

Acc cement, 24% are highly satisfied, 12% said average, 6% are dissatisfied

Availability: From the table we can find that 55% of the respondents are satisfied with the

availability of the cement, 27% said highly satisfied, 13% said average, 5% said dissatisfied.

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 CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

 Costumers are confused related to the meaning of “ brand “ some of them take brand as a
name of a good company ; few of them think it means a standard product and some of
think it means a Best Product.
 People are well aware of ACC brand , when they were asked to list down few brand
names of cement almost all of them recall ACC along with Ambuja. It conclude that Acc
is in tough competition with Ambuja in this Area.
 Though the survey was taken in Bilaspur n’ Barmana Area but, when consumers were
asked about what brand comes to their mind if they want to buy Cement, almost 50
people said ACC n 45 of them said Ambuja so, the difference is very less keeping in
mind the survey Area.
 Quality and Performance are the most important attribute of ACC which Attracts
costumers.
 Overall ACC shows Excellent results when it comes to Brand awareness n’ Brand
perception

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SUGGESTIONS

 Marketing & advertising services should be improved In order to improve awareness

as well as perception level of costumers. Like Trade allowances, trade shows, wall
paintings, print media etc.
 What matters for the most of cement buyers is the price of cement and then the quality
and promotion while visiting to the market buyers not only look for the price but also
the personal touch matters a lot and ACC need to improve it.
 Company should try to introduce new product range like various grades.
 ACC should develop business status with public relations by participating in local and
international conferences, this will help to promote the brand

20
CONCLUSION
 As I said Quality n performance are the most important attribute of ACC which
Attracts costumers but Acc should focus on its safety measures because most of
people don’t find ACC Excellent in terms of safety so, it may affect the perception of
people regarding ACC. Company is in tough competition with Ambuja cement.
 Based upon the time spend by me in the market, useful suggestions of the customers
and the findings from the survey, following recommendations can be suggested for
increasing the brand awareness and perception of ACC

21
 BIBLIOGRAPHY

REFERENCES
1. Agarwal A.K., and Agarwal V.K. "Cement Industry in India" Common Wealth Publishers,
New Delhi, 1990.
2. Agarwal, N.K. "Management of Working Capital", Sterling Publishers Pvt.
Ltd., New Delhi, 1983.
3. Agarwal, N.P., Mangal S.K. "Readings in Financial Management", Print Well
Publishers,Jaipur (India) 1988.
4. Barandt, L.K., "Analysis for Financial Management System", Prentice Hall, New York,
1972.
5. Barges, Alexander, The Effect of Capital Structure on the Cost of Capital, Prentice Hall,
New Jersy, 1963.
6. Bolten Steven, E., "Managerial Finance, Principles and Practice", Boston:Hunghton
Mittlin, 1976.
7. Brigham, E.F., “Financial Management, Theory and Practice – The Dryden Press, Illion's,
2nd Edition p.324.

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