ANALYSIS OF SALES PROMOTION

STRATEGY OF ACC CEMENT VARANASI

Guided ByMr Ashish Srivastava

(Associate Prof.
BBDNIIT)

Submitted ByAkash Jaiswal

Roll No.1405670013

INTRODUCTION

The research has been conducted to gather

information from 100 respondents & a
structured questionnaire will be used to
collect the information from the respondents.
The data which was collected from them will
be analyzed and classified. It was found that
though the ACC Cement has the highest
market share it needs to improve on its
service quality and retail services.

COMPANY PROFILE

ACC Corporation Limited is the flagship

Company of the M.P. ACC Group. Incorporated as
ACC Jute Manufacturing Company Limited in 1919,
it was Late Mr. Madhav Prasad ACC who gave
shape to it. As Chairman of the Company, Mr.
Madhav Prasad ACC transformed it from a
manufacturer of jute goods to a leading multiproduct corporation with widespread activities.
Under the Chairmanship of Mrs. Priyamvada
ACC, the Company crossed the Rs. 1300 - crore
turnover mark and the name was changed to ACC
Corporation Limited in 1998.

OBJECTIVE OF THE STUDY

To analyse the impact of sales promotion
technique used by ACC Cement.
TO Find out the tools and techniques of
sales promotion that is used in ACC Cement.
Analyse consumer satisfaction for after
sales service provided by ACC Cement.
Analyse the brand loyality of the .customers
towards ACC Cement
To analyze the awareness of customer of
ACC Cement

RESEARCH METHODOLOGY
Data Collection Source- Primary &
Secondary
Research Design- Descriptive
Sampling Design-Random
Sample size- 100
Sample unit- Distributor of ACC Cement
Universe- Varanasi
Area of work- ACC Help Center Varanasi

FINDINGS
87% respondent said that they have idea of
purchasing ACC Cement products but 13% are
not
77% respondent said that they have ever
purchase product of ACC Cement but 23% are not
7% respondent said that they rate your present
ACC Cement product performance poor, 23%
satisfactory, 27% fair, 21% good, 13% very good,
9% excellent.
37% respondent said that they were using ACC
Cement, 32% ACC, 23% Binani, and 8% others..

RECOMMENDATION
The brand loyalty for more ACC Cement can
be increased if the Quality and appearance
of the products are given due attention
because ACC has captured a major share of
cement market.
The switch over of the customers can be
prevented if more of new products are
launched more frequently like ACC which
launches new products with slight variations
from the previous.

CONCLUSION

The performance of ACC Cement is fair in comparison to

other pro brands.

Economy is the basic feature influencing to build brand

Image.

The competition of ACC Cement is majorly ACC .

Due to high brand loyalty the customers of ACC Cement

recommend its product to others.

The customers are satisfied with the product range of ACC

Cement product.

BIBLIOGRAPHY
Marketing Management
Kotler
Marketing Research
Sharma
Research Methodology
Kothari
Websites

www.ACCcement.com
www.google.co.IN

Philip

D. D.
:

C. R.

THANK
YOU...