A PROJECT REPORT

ON
MARKET PERCEPTION OF ACC GOLD IN BILASPUR DISTRICT

SUBMITTED BY
PIYUSH SHARMA
DM14B23

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DECLARATION
I, Piyush Sharma hereby declare that this project report is the record of authentic work carried
out by me during the period from 15 th Dec 2014 to 15th Jan 2015 and has not been submitted
earlier to any university or institute for the award of any degree/diploma, etc.

Name of the student:

Date:

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CERTIFICATION
This is to certify that Mr. Piyush Sharma has completed WIP under my guidance.

Date of submission:

Signature
(Internal Guide)

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ACKNOWLEDGEMENT
This project has been an honest and dedicated attempt to make the analysis of marketing material
as authentic as it could. And I earnestly hope that it provides useful and workable information
and knowledge to any person reading it.
During this period, I had the pleasure of working closely with accomplished organization people
who shared with me their experience and helped me in completion of my research.
I express my sincere thanks to my project guides and my institute faculty for guiding me.
Lastly I am thankful to my parents who have been my mentors and motivators. I am also
thankful to all my batch mates who have been directly or indirectly involved in successful
completion of this project.

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Table of Contents
Executive Summary........................................................................................................ 6
PROJECT SUMMARY................................................................................................ 6
BACKGROUND...................................................................................................... 6
COMPANY PROFILE.................................................................................................... 7
INTRODUCTION TO ACC LIMITED...........................................................................7
Heritage - A Corporate Saga....................................................................................... 9
Awards & Accolades..................................................................................................... 13
MILESTONES............................................................................................................ 14
Nationwide NETWORK................................................................................................ 20
RESEARCH METHODOLOGY..................................................................................... 21
OBJECTIVES.......................................................................................................... 21
RESEARCH DESIGN............................................................................................ 21
INTRODUCTION TO ACC GOLD.................................................................................29
NEED FOR ACC GOLD.............................................................................................. 29
ACC GOLD SPECIFICATIONS............................................................................... 29
Finding and Analysis..................................................................................................... 32
Reasons for selling of ACC GOLD..............................................................................35
Competition in the market....................................................................................... 35
Suggestions for the company........................................................................................... 37
Conclusion.................................................................................................................. 38
BIBLIOGRAPHY........................................................................................................ 39

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Executive Summary

PROJECT SUMMARY

This project is about Market perception of ACC GOLD in Bilaspur district, Himachal
Pradesh. This project is conducted to find out the perception of ACC GOLD in Bilaspur district

BACKGROUND
In 2014 dealers of ACC Limited are facing various problems related to sale of ACC
GOLD. To find out potential reason, this research is done. Also to find out what dealers,
customers, influencers and competitors perceive about ACC GOLD.

PROCESS OF THE PROJECT

Preparation of Questionnaire: First of all I prepared a sample questionnaire and then I met
some of dealers and customers of ACC GOLD in Bilaspur District. On the basis of
responses of dealers and customers about questions asked I finalised questionnaire
keeping Area of Study in focus.

Sample for study is taken from Bilaspur district only.

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Filling of the questionnaire by asking various questions from Dealers: I visited dealers
with proper questionnaire, asked them questions and filled up the questionnaire. The data
for questionnaire is collected from one districts i.e. Bilaspur. It took about two weeks to
collect all the questionnaires from dealers.

Summarizing the data: After collection of Questionnaire data is summarised and tabled.
On the basis of that charts are plotted.

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COMPANY PROFILE
INTRODUCTION TO ACC LIMITED
ACC (ACC Limited) 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 plants, mines and townships visibly demonstrate successful endeavors 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
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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 programs
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.

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off

Heritage - A Corporate Saga

Ours has been 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 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.

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
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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's First Board Meeting in 1936 at The Esplanade

Sir Nowroji B Saklatvala was the first chairman of ACC. The first Board included distinguished
luminaries of the Indian business world of the time - names like J R D Tata, Ambalal Sarabhai,
Walchand Hirachand, Dharamsey Khatau, Sir Akbar Hydari, Nawab Salar Jung Bahadur and
Sir Homy Mody among others.

Holcim A New Partnership

The house of Tata was intimately associated with the heritage and history of ACC,
right from its formation in 1936 up to 2000. Between the years 1999 and 2000, the Tata group
sold all 14.45 per cent of its shareholding in ACC in three stages to subsidiary companies of
Gujarat Ambuja Cements Ltd (later called Ambuja Cement Ltd), who then became the largest
single shareholder in ACC.
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 a long-term strategic alliance with the
Ambuja Group by acquiring a majority stake in Ambuja Cements India Ltd. (ACIL), which at the
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time held 13.8 per cent of the total equity shares in ACC. Holcim simultaneously announced its
bid to make an open offer to ACC shareholders, through Holdcem Cement Pvt Limited and
ACIL, to acquire a majority shareholding in ACC. An open offer was made by Holdcem Cement
Pvt. Limited along with Ambuja Cements India Ltd. (ACIL), following which the shareholding
of ACIL increased to 34.69 per cent of the Equity share capital of ACC. Consequently, ACIL
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 suppliers 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 Board of ACC welcomed this new association.

Cement House- The Head Office building

ACCs Head Office - Cement

House, 121 Maharshi Karve
Road, Mumbai.
ACCs registered office was first located at Esplanade House in South Mumbai, a graceful
edifice that still stands out in its neighborhood. The head office then shifted to its own premises
in Cement House shown here. The address of this stately building was then Number 1, Queens
Road, Churchgate. An all-India competition in 1938 had invited leading architects of the time to
send in their designs of which this elegant design made by Ballardie Thompson & Mathews was
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chosen as the winning entry. Work on its construction began in 1939 and was completed during
the War period. The building was occupied by the Royal Air Force and vacated only in 1946.

In 2009, a unique project, has transformed Cement House into an energy efficient environmentfriendly building. Its attractive refurbished faade now houses an ultramodern office equipped
with space-saving modular workstations, access control and intelligent lighting with motion and
light sensors, waste management systems and water saving devices set amid greenery and a
central atrium that further expands the sense of light and space.

ACC Vision:
To be one of the most respected companies in India; recognized for challenging
conventions and delivering on our promises

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Awards & Accolades

National Award for Excellence in Water Management by Confederation of Indian

Industry (CII)

Outstanding Corporate Vision, Triple Impact - Business Performance Social &

Environmental Action and Globalisation for 2009-10 from Federation of Indian
Chambers of Commerce and Industry

Asia Pacific Entrepreneurship Award in two categories, Green Leadership and

Community Engagement by Enterprise Asia.

Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment and

Forests for "extraordinary work" carried out in the area of afforestation.

Subh Karan Sarawagi Environment Award - by The Federation of Indian Mineral

Industries for environment protection measures.

Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts in protection of
Environment and mineral conservation in the large mechanized mines sector.

Indira Gandhi Memorial National Award - for excellent performance in prevention of

pollution and ecological development

Excellence in Management of Health, Safety and Environment : Certificate of Merit

by Indian Chemical Manufacturers Association

Good Corporate Citizen Award - by PHD Chamber of Commerce and Industry

FIMI National Award - for valuable contribution in Mining activities from the
Federation of Indian Mineral Industry under the Ministry of Coal.

Rajya Sthariya Paryavaran Puraskar - for outstanding work in Environmental

Protection and Environment Performance by the Madhya Pradesh Pollution. Control
Board.

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National Award for Fly Ash Utilisation - by Ministry of Power, Ministry of

Environment & Forests and Dept of Science & Technology, Govt of India - for
manufacture of Portland Pozzolana Cement.

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MILESTONES

1936

Incorporation of The Associated Cement Companies Limited on August 1, 1936.

1936

First Board Meeting of The Associated Cement Companies Limited held at

Esplanade House, Mumbai on November 10, 1936.

1937

With the transfer of the 10th company to ACC, viz. Dewarkhand Cement Company,
the formation of ACC is complete on October 23, 1937.

1944

ACCs first community development venture near Bombay

1947

Indias first entirely indigenous cement plant established at Chaibasa in Bihar

1952

Village Welfare Scheme launched

1956

Bulk Cement Depot established at Okhla, Delhi

1957

Technical training institute established at Kymore, Madhya Pradesh.

1957

Katni Refractories

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1961

Blast furnace slag from TISCO used at the Chaibasa Unit to manufacture Portland
Slag Cement for the first time in India.

1961

Manufacture of Accocid Cement, which resists the corrosive action of acids and
chemicals.

1961

Oilwell Cement manufactured at ACC Shahabad Cement Works in Karnataka for

cementation of oilwells upto a depth of 6,000 feet.

1961

Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement Works

in Bihar.

1962

Manufacture of Accoproof, a waterproofing additive.

1965

ACCs Central Research Station (CRS) established at Thane

1965

Manufacture of Portland Pozzolana Cement.

1965

Manufacture of Calundum, a High Alumina Binder; Firecrete, Low Density

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Alumina Castables and High Alumina Refractory Cement.

1968

Advent of computers in ACC for data processing and designing management

information and control systems.

1968

ACC supplied and commissioned one-million-tonne iron ore pelletising plant

ordered by TISCO

1971

Manufacture of Whytheat Castables A, K, C and Cal-Al-75

1973

Take-over of The Cement Marketing Company of India (CMI)

1977

ACC receives ASSOCHAM first national award for the year 1976 instituted for
outstanding performance in promoting rural and agricultural development
activities.

1978

Introduction of the energy efficient precalcinator technology for the first time in
India. Full scale commercial production based on MFC technology at Wadi in
1979.

1979

ACC wins international contract for operation and management of a new one
million tonne cement plant at Yanbu-Ras Biridi in Saudi Arabia.

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1982

Commissioning of the first 1 MTPA plant in the country at Wadi, Karnataka.

1984

ACC achieves a breakthrough in import substitution by developing and supplying a

special G type of oil well cement to ONGC.

1987

ACC develops a new binder for use at sub-zero temperatures, which is successfully
used in the Indian expedition to Antarctica.

1992

Incorporation of Bulk Cement Corporation of India, a joint venture with the

Government of India.

1993

ACC starts the commercial manufacture of Ready Mixed Concrete at Mumbai.

1995

ACC selected as Most Respected Company in India by Business India.

1998

Commissioning of the 0.6 MTPA cement grinding unit at Tikaria, Uttar Pradesh.

2000

Tata Group sells their remaining stake in ACC to the GACL group, who with
14.45% now emerge as the single largest shareholder of ACC.

2001

Commissioning of the new plant of 2.6 MTPA capacity at Wadi, Karnataka plant,
the largest in the country, and among the largest sized kilns in the world.

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2002

ACC wins PHDCCI Good Corporate Citizen Award

2003

IDCOL Cement Ltd becomes a subsidiary of ACC

2004

IDCOL Cement Limited is renamed as Bargarh Cement Limited (BCL).

2004

ACC raises US $ 100 million abroad through Foreign Currency Convertible Bonds
(FCCBs) for US$ 60 million and Global Depository Shares (GDSs) for US $ 40
million. Both offerings are listed on the London Stock Exchange.

2004

ACC named as a Consumer Superbrand by the Superbrands Council of India,

becoming the only cement company to get this status.

2004

GreenTech Safety Gold and Silver Awards awarded to Madukkarai Cement Works
and Katni Refractory Works by Greentech Foundation for outstanding performance
in Safety Management System.

2005

ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of
Merit 2004 from Council For Fair Business Practices.

2005

Commissioning of Modernisation and Expansion project at Chaibasa in Jharkhand,

replacing old wet process technology with a new 1.2 MTPA clinkering unit,
together with a captive power plant of 15 MW.

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2005

Financial accounting year of the company changed to calendar year JanuaryDecember

2006

ACC announces new Workplace policy for HIV/AIDS

2006

Change of name to ACC Limited with effect from September 1, 2006 from The
Associated Cement Companies Limited.

2006

New corporate brand identity and logo adopted from October 15, 2006

2007

ACC partners with Christian Medical College for treatment of HIV/AIDS in Tamil
Nadu

2007

Sumant Moolgaokar Technical Institute completes 50 years and reopens with new
curriculum

2007

ACC commissions Wind energy farm in Tamilnadu.

2008

ACC Cement Technology Institute formally inaugurated at Jamul on July 7.

2008

ACC wins CNBC-TV18 India Business Leader Award in the category India
Corporate Citizen of the year 2008

2008

Project Orchid launched to transform our Corporate Office, Cement House into a
green building.

2009

ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of Council for Fair
Business Practices

2009

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ACC is allotted coal blocks in Madhya Pradesh and West Bengal.

2009

ACC's new Grinding plant of capacity 1.60 million tonnes inaugurated at

Thondebhavi in Karnataka.

2010

Kudithini Cement Grinding Plant inaugurated in Karnataka on January 4, 2010

with a capacity of 1.1 MTPA of Portland Slag Cement.

2010

ACC acquires 100 percent of the financial equity of Encore Cements & Additives
Private Limited which is a slag grinding plant in Vishakhapatnam in coastal Andhra
Pradesh. This company became a wholly-owned subsidiary of ACC in January
2010.

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Nationwide NETWORK

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RESEARCH METHODOLOGY
OBJECTIVES

To Individual perception about the company

To study the problems faced by dealers
To find out the dealers opinion about certain aspect of ACC GOLD.

RESEARCH DESIGN
1. Universe of the Study:
The universe of the study comprise of Dealers, customers, influencers and
competitors of ACC GOLD in Bilaspur district (H.P.).
2. Sample Size:
For the purpose of the study, samples are selected randomly from Bilaspur District
only.
The following table summarized the sample size in terms of numbers of surveyed Dealers,
customers, influencers and competitors in Bilaspur district

No. Of Dealers Surveyed in Bilaspur District

= 30
No. Of Customer Surveyed in Bilaspur District
= 40
No. Of Influencers Surveyed in Bilaspur District
= 20
No. Of Competitor Dealers Surveyed in Bilaspur District = 10
Total No.
= 100

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SOURCES OF DATA COLLECTION

Data is collected using both primary sources and the secondary
Sources
1. Primary sources: I collected the primary data by Means of General form
Questionnaire along with personal interviews, since a few open ended questions require
clarification

Questionnaire and Interview:

The data is collected from Dealers, customers, influencers, and from
competitor dealers of ACC GOLD with the help of questionnaire generated for this
purpose. The questionnaire consists of single parts. The questionnaires have been
thoroughly discussed with the respondent to clarify doubts, if any, regarding what has
been asked. It had taken us nearly Three weeks to complete the survey work.
The respondents have been required to give their answer by putting tick
mark across the multiple choice questions and in open Ended questions the
respondents were asked to express their views in their own words. Almost all the
respondents have been contacted and interviewed personally at the time of filling up
the questionnaire. Then their replies have been received and further clarification and
supplementary information considered to be necessary have been secured.
Overall, we have collected 100 questionnaires from Market group.

2. Secondary Data:
I have also collected the secondary data by means of the documentary sources such as:

Company records
Registers files booklets
Magazine
Journals
Company Website

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To find out the data I have prepared different questionnaire for different market group.
For the dealers of ACC and other dealers of competitors companies I have used one
questionnaire and for customer and influencers of ACC GOLD, I have use another
questionnaire.
This is the questionnaire for dealers which I have used in research.

QUESTIONNAIRE
1. Name:______________________
2. Address:______________________
3. Phone Number / E-mail ID____________________________
4. Experience in dealership:
(a) 1-3 years

(b) 4-7 years

(c) 8-10 years

(d) above 10 years

5. Which brand do you deal with?

(a) ACC

2. Ambuja Cement

3. JP Cement

4.

Ultra Tech

Why this, please specify____________________________________

6. Are you dealer or sub-dealer?
_____________________________________
7. How long you are dealing with Cement?
(a) 1-3 years

(b) 4-7 years

(c) 8-10 years

(d) above 10 years

8. Which factor enables you to be the dealer of this brand?

(a) Promotional Scheme
Availability

(b) Quality

(c) Company Policy

9. What do you feel about credit period given by ACC?

(a) Very Good
(d) Poor

(b) Good

(c) Satisfactory

10. What do you feel about Quality of ACC GOLD?

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(d) Margin

(e)

(a) Very Good

Poor

(b) Good

(c) Satisfactory

(d)

11. What do you think about Promotion Activities given by ACC GOLD?
(a) Very Good
(d) Poor

(b) Good

(c) Satisfactory

12. What do you feel about the Price of ACC GOLD?

(a) Very High
(d) Low

(b) High

(c) Average

13. What type of promotional activity do you prefer with ACC GOLD?
(a) Discount
(d) Offers

(b) Gift

(c) Prize

14. Whether the expected quantity of ACC is supplied to you in time?

(a) Yes

(b) No

15. Are you dealing with other companies?

(a) Yes

(b) No

If Yes, specify___________________________________________
16. What are the factors that you expect from ACC GOLD?
(a) Promotional Schemes

(b) Margin

(c) Service

(d) Credit Facility

17. Do you recommend your customers to buy ACC GOLD?

(a) Yes

(b) No

If Yes/No, specify the reason,___________________________

18. What do you feel about after sales service given by ACC?
(a) Highly Satisfied

(b) Satisfied

(c) Moderate

(d) Dissatisfied

19. How do you feel about ACC transportation?

(a) Highly Satisfied

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(b) Satisfied

(c) Moderate

(d) Dissatisfied

20. What is overall rating you give to ACCs?

(a) Very Good

(b) Good

(c) Satisfactory

(d) Poor

21. Which of the following media advertising are considered to be more effective?
(a) Print media
advertisement

(b) Electronic media

(c) Radio

(d) out door

THANK YOU SO MUCH

Questionnaire for Customers and Influencers of ACC GOLD
Q1 Name: ____________________
Q2 Designation ____________________
Q3 Address: ____________________
Q4 Phone Number / E-mail ID____________________________
Q5 What brand come to your mind If you want to buy cement?
____________________________________________________________
Q6 Do you have own house?
1. Yes

2. No

Q7 When you constructed that?

2 years ago

3.

5 years ago

4.

10 years ago

15 years ago

Q8 Which cement brand, you used at that time ?

ACC

2. Ambuja Cement

3. JP Cement

4.

Ultra Tech

Q9 Do you want to shift in future?

Yes

2. No

If Others, please specify _________________________________________

Q10 While choosing a cement brand, which factor you take in to consideration?
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Quality

Availability

Price

Service

Strength

Brand name

Free trails and discounts

Others

If Others, please specify _______________________________________

Q11 Have you heard about ACC GOLD?
Yes

No

Q12 Have you used this brand?

Yes

No

Q13 Who influence to buy ACC GOLD?

Engineers

Advertisement

Dealers

Architect

Mason

Other customers

Q14 Is the influencer provided you complete knowledge about ACC GOLD?
Yes

No

Q15 which factor influenced you more to buy this brand?

Quality

Availability

Strength

Free trails and discounts

Price

Service

Brand name
Others

If Others, please specify _______________________________________

Q16 What is your perception regarding durability of ACC GOLD?
1) Very Durable
3) Fairly durable

2) Durable
4) Not durable

Q17 what is your perception about the price of ACC GOLD?

1) Very Affordable
3) Quite Affordable

2) Affordable
4) Not affordable

Q18 What is your perception about packaging of ACC GOLD?

1) Excellent
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2) Very good

3) Good

4) Fair

THANK YOU SO MUCH

SCOPE OF THE STUDY

The study has been conducted to study the perception of ACC GOLD in the
market and to find out problems faced by the dealers to sell ACC GOLD.
Also to analyze the survey data, and thereby giving the best possible suggestions as solution.

NEED FOR THE STUDY

Need for study was felt due to the fact that dealers were facing the problems regarding the
sale of ACC GOLD. Most of them were not able to achieve the targets given to them. The
research work also acted as a source to find out the reason why they were not able to achieve
targets given to them and to know the perception of ACC GOLD in the market.

LIMITATIONS OF THE STUDY

The major problem of the survey was that most of the respondents being very loyal to
ACC didnt give exact answers. Like they didnt talk much about what problems they are
facing

Once I got the questionnaire filled, I need to restart the conversation in a much
generalized way and talk about the problems they are facing. Also most of dealers were
not available at their shops. So to complete the survey within 2 weeks of time seems to be
a bit difficult

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Few dealers refused to answer some question at all. So the actual figures can be
somewhat different from the one that we have found out

Also none of competitor dealers given me the positive response. Their only answer were
I dont deal with ACC and dont use ACC and I dont have any idea about ACC.

Also the study is applicable for short term only because problems of dealers used to vary
with time depending upon the policy of the company and other issues

Also within a restricted time of 3 weeks I cannot cover many respondent. So the sample
size for the study is limited to 100.

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INTRODUCTION TO ACC GOLD

ACC Gold is the only one of its kind, specially formulated cement with high quality water
repellent properties. ACC Gold is a result of minutely controlled process changes under
sustainable environment along with adjustments in the input raw material dosage in order to get
the desired water repellent properties.
NEED FOR ACC GOLD
Requirement of Water Proofing

Water is the main cause of building decay and deterioration.

Building materials have considerably shorter life span when subjected to moisture over a
prolonged period of time.

The importance of waterproofing is reflected in the consequences of not doing proper

waterproofing at the time of construction.

Water, which penetrates in concrete, can have immediate and long-term effects on the
building in the form of damage to building contents and even structural failure if the
problem is not dealt quickly and successfully.

ACC GOLD SPECIFICATIONS

Damp Resistant

Water Repellent

Pre-Homogenized Mix

Better Durability

Eco - Friendly

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Lesser Permeability

Corrosion Resistant

Lesser Shrinkage Cracks

Preferred On Site Service by Experts

ACC GOLD FEATURES & BENEFITS

Pre-Homogenized Mix
ACC Gold comes as a pre-homogenized mix eliminating any possibility of over dosage, under dosage,
missed dosage & spillages as in case of other chemical solutions.

Enhanced Strength
ACC Gold does not use fatty acids, which has shown drop in strength over a period of time as in case of
other chemical solutions.

Breathable
ACC Gold does not cut air supply to the concrete, which eventually nourishes microorganisms and
weakens structure as in case of other post-treatment solutions.

Damp Resistant
ACC Gold reduces capillary action in pores thereby making it damp resistant.

Reduced Permeability
ACC Gold restricts rate of flow of water through its pores hence reduces water leakages.

Better Durability
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Water transports salts & acids, nourishes microorganisms, transports stains resulting in loss of durability.
ACC Gold absorbs much less water by capillary action and results in better durability.

Water Repellent
ACC Gold has better water repellent quality as it absorbs much less water by capillary action.

UV Attack
ACC Gold reflects UV radiations keeping the concrete safe. UV attack hampers bonds in other organic
sealants but not in ACC Gold.

Corrosion Resistant
ACC Gold absorbs much less water by capillary action and acts as a corrosion resistant solution.

Lesser Shrinkage Cracks

ACC Gold keeps concrete cool by reflecting UV radiation & heat and improves freeze thaw stability
thereby minimizing chances of surface cracks.

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Better Workability
ACC Gold improves workability by producing adequate controlled sized air with proper spacing, which
aids in even material dispersal and placement.

Efflorescence
ACC Gold reduces salt efflorescence as it restricts water transportation through concrete pores.

STORAGE
ACC Gold has improved shelf life by providing integral hydrophobicity protecting the cement from
humidity. Ease of storage as compared to other chemical solutions, which have a restricted shelf life in
unopened containers.

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Finding and Analysis

1. Which factor enables you to be the dealer of this brand?
Out of 30 dealers of ACC, 20 of them are authorized dealers and others are sub-dealers and
unauthorized dealer. So the authorized dealers are working with ACC from a long period of 20
years or more. So they said at availability is main factor at that time thats why they are
associated with ACC but others (sub-dealers and unauthorized) said that the margin is good from
ACC thats why they are dealing with ACC.
And coming to competitor dealers, dealers of AMBUJA said the quality is main factor they are
dealing with AMBUJA and dealers of JP Cement said the margin and promotional schemes are
the main factor.
2. What do you feel about Quality of ACC GOLD?
Out of 100 respondents, 58 said that the quality of ACC GOLD is very good and 39 said the
quality is good and 3 said it is satisfactory. But as per my finding those who have used this brand
said that ACC GOLD have very good quality and they dont want to shift from this brand in
future.

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Q ua l ity o f AC C G O LD
Very high

high

average

Low

Very high; 35%

average; 45%

high; 20%

3. What do you feel about the Price of ACC GOLD?

Out of 100 respondents, 35 said that the price of ACC GOLD is very high and 20 said the quality
is high and 45 said it is average. But as per my finding those who have used this brand said that
ACC GOLD have very good quality and price is average as per quality, so they can manage at
this price and they dont want to shift from this brand in future.

P R IC E o f AC C G O LD
Very high

high

average

Low

Very high; 35%

average; 45%

high; 20%

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We can see largest percentage people which is 45 said that the price of ACC GOLD is average.
This group of people have used this product and they are satisfied with quality also, but those
who have not used this product yet said it is very high.
And the another question is specifically for Dealers of ACC
4. Have you heard about ACC GOLD
This question is basically asked from customers to know the awareness of ACC GOLD in
the market. Out of 40 customers 17 didnt heard about ACC GOLD. And this group of
basically from rural area.

Awareness

Promotional schemes; 53%

Credit facility; 47%

Here we can see 43% of people still not aware with ACC GOLD. Even though product
is in the from last year.
5. What factors you expect from ACC GOLD?
This question is basically from dealers of ACC GOLD to know the expectations of the
dealers. I have given 4 options i.e. Promotional Schemes, Margins, Service and credit
facilities. So different dealers have different perceptions regarding this question.
8 dealers from rural area expecting the credit facility because in maximum cases they
have to sell their product on credit basis because ACC GOLD is new in the market and
people dont want to take risk, thats why they buy the product on credit.
13 dealers are looking for margins, because competitors are selling their product on same
prices, but they are giving 15-20 Rs. more margin than ACC.
9 dealers are looking for promotional schemes. As competitors are providing gifts, Tshirts, diary, and organise camps of awareness.
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Expectations

Credit facility; 27%

Margin; 43%

Promotional schemes; 30%

Reasons for selling of ACC GOLD

The further questions ask about the strength of the brand so there are many things other than the
options there.
But if we talk about the main reasons so these are(i)Quality- ACC GOLD is mainly known for its quality that it provide to its customers. Dealers
feel the same too. The dealers who have voted it felt that its the best for Durability and it gives
freedom from Seepage.

(ii)Brand Value- ACC is one of the best cement company and its premium too so the brand value
and trust is other reason that customer really connect with their own home and them.

Competition in the market

In Bilaspur district AMBUJA and JP cement are main competitors of ACC.As they are providing
good promotional schemes. But ACC is still market leader in Bilaspur.
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Reasons for CompetitionPricing- The price range of ACC GOLD is the highest among all the competitors and it is one of
the most typical drawback for the company according to the dealers because Bilaspur Market is not
that kind of high level market that will give maximum to the Brands.

Brand Awareness- Most of the people are aware from ACC but somehow they are not aware in
this particular segment. Companies like AMBUJA are more focused towards increasing brand
awareness among dealers, masons, and builders to increase the business.
Reasons for the Non-performing of the Product

Less awareness among the customers of the companyThe main cause of the product non-performing can be the less awareness in the market.
Most of the people dont know about it, clearly shows some gap between company and the
customers whether its dealer or end consumer.

Less PromotionIn this type of market the end consumer is not the decision maker every time. Maximum of
the time he is convinced by the Masons or dealers. But if company does not promote the
product between those influencers its hard sometimes to get total attention among whole
the market.

Pricing-

In the market like Bilaspur where the market is mainly middle class it may happen that
people dont go for such high prices at company offering the product.

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Based upon these kind of causes dealers suggested some points for the company those may be
taken by company to overcome the threats and increase the flow of the product in the market.

Suggestions for the company

Increase Brand Awareness For getting maximum customers to our business we have to
increase brand awareness among them. In this case company have to aware more and more
customers whether they are the dealers, end consumers or Influencers. Because in this
business role of influencer is also very much important.

Better Promotional Activities- It includes such campaigns in company can know about
the positives and negatives in their products. Also a meeting can be held before the launch
of the product with Distributers and Main influencers to promote the product.

Rivalry Pricing Strategy- Company should go for some mouth-watering pricing at the
launch of the product to get attention from the whole market. And the price mix of the
products should be designed considering the non-branded manufacturers.

Unique Pricing- Company should have unique price in all districts. As there is huge
difference in price of ACC GOLD in Una and Bilaspur District.

Dealer Sub-chain- Company should have a policy under which a dealer can create their
sub-chain only in that particular district. This type of policy can stop problems like back
loading.

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Conclusion
ACC limited one of the largest producers of cement in India. Company recently launched
product like ACC GOLD and ACC PLUS which have no competition in the market. And ACC
GOLD is doing very well in the market. According to dealers customers are giving positive
responses regarding product. So we can say If the company grows on the same path where its
now we can see some major international acquisitions by it also. Its share price is increasing and
the company is enjoying the healthy state.

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BIBLIOGRAPHY

(i)
www.acclimited.com
(ii) www.indbankonline.com
(iii) Annual magazine of the company
(iv) www.ibef.com

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