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A PROJECT REPORT ON
RAND AWARENESS
Submitted in partial fulllment of the requirements for Master of
Applied Management
Supervised by Submitted by
LALIT SEN INSTITUTE OF BUSINESS EDUCATION n TECHNOLOGY
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DECLARATION
I do hereby declare that this project is submitted by me for
partial fulfillment of
the Master of Applied Management; MAM UTD RGP! The project
is
e"clusi#ely prepared by me and has not been submitted to any
other institution
or publishes any$here before.
DATE SIGNATURE
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ACKNOWLEGMENT
%uccess is the manifestation of diligence& perse#erance&
inspiration& moti#ation
and inno#ation! I D''(DRA )UMAR %*ARMA& ascribe my success
to my
guide Prof. Raes! Gupta& $ho+s 'ndea#our& foresight&
inno#ation and
dynamism contributed in a big $ay in completing the project&
$ithin stipulated
time!
I am also #ery than,ful to Prof. Sus!i" Ti#ari$ Prof. %i&a
Jai' for proper
academic guidance for ma,ing this project a reality! I also
present my gratitude
for nthe success of this project to Dr. A'i" (ot!ari
)Coordi'ator *A*
RGP+,
This ac,no$ledgement can ne#er be complete $ithout than,ing to
the
employees of A-- and all other people $ho ha#e been associated
directly or
indirectly $ith my project and helped me in getting it in the
present form!
DE+ENDRA (U*AR S-AR*A
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PREFACE
Being the student of business management& I $anted to ta,e
some project related
to mar,eting and mar,eting strategies! My main reason behind
this approach $as
that I felt that going for a project related to mar,eting $ould
lead to a better
understanding of the basic concept of brand a$areness+ $ith
this
aforementioned approach in mind I started searching for a
mar,eting project!
.A PROJECT REPORT ON RAND A/ASRENESS O0 ACC %I*ITED/
My project satisfies the aforesaid aim $ith the feedbac,s of
sample customers&representing the mar,et of 0*1PA2 Area! This
project ma,es use of $ell3
organi4ed 5uestionnaire!
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CONTENTS
Pa1e No.
'"ecuti#e %ummary
Introduction 1f Topic
-ompany+s *istory 6 Profile
1bjecti#e 1f Project
Research Methodology
Graphical Presentation 1f Data
Research 7indings
-onclusion 6 %uggestion
Anne"ure
0ibliography
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INTRODUCTION A OUT COMPANY
ACC8A-- 2imited9 is India:s foremost manufacturer of cement and
concrete! A--:s
operations are spread throughout the country $ith < modern
cement factories& more
than => Ready mi" concrete plants& ? sales offices&
and se#eral 4onal offices! It has a
$or,force of about @&>>> persons and a country$ide
distribution net$or, of o#er
@&>>> dealers!
%ince inception in @
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total solutions for $aste management including testing&
suggestions for reuse&
recycling and co3processing!
A-- has ta,en purposeful steps in ,no$ledge building! Ce run t$o
institutes that
offer professional technical courses for engineering graduates
and diploma holders
$hich are rele#ant to manufacturing sectors such as cement! The
main beneficiaries
are youth from remote and bac,$ard areas of the country!
A-- has made significant contributions to the nation building
process by $ay of
5uality products& ser#ices and sharing e"pertise! Its
commitment to sustainable
de#elopment& its high ethical standards in business dealings
and its on3going efforts in
community $elfare programmes ha#e $on it acclaim as a
responsible corporateciti4en! A--+s brand name is synonymous $ith
cement and enjoys a high le#el of
e5uity in the Indian mar,et! It is the only cement company that
figures in the list of
-onsumer %uper 0rands of India
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HISTORY
A-- $as formed in @< $hen ten e"isting cement companies came
together under
one umbrella in a historic merger 3 the country:s first notable
merger at a time $hen
the term mergers and ac5uisitions $as not e#en coined! The
history of A-- spans a
$ide can#as beginning $ith the lonely struggle of its pioneer 0
E Di's!a#and other
Indian entrepreneurs li,e him $ho founded the Indian cement
industry! Their efforts to
face competition for sur#i#al in a small but aggressi#e mar,et
mingled $ith the stirring
of a country:s nationalist pride that touched all $al,s of life
3 including trade&
commerce and business!
The first success came in a mo#e to$ards 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 3 Tatas& )hataus&
)illic, (i"on and 7 ' Dinsha$ groups! A-- $as formally
established on August &
@
A-- stands out as the most uni5ue and successful merger in
Indian business history&
in $hich the distinct identities of the constituent companies
$ere melded into a ne$
cohesi#e organi4ation 3 one that has sur#i#ed and retained its
position of leadership in
industry! In a sense& the formation of A-- represents a
5uest for the synergy of good
business practices& #alues and shared objecti#es! The use of
the plural in A--:s
original name& The Associated -ement -ompanies 2imited&
itself indicated the
company:s origins from a merger! Many years later& some
stoc,bro,ers in the country:s
leading stoc, e"changes continued to refer to this company
simply as :The Merger:!
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Awards & Accolads
National Award for '"cellence in Cater Management by
-onfederation ofIndian Industry 8-II9
Outstanding Corporat !ision" Tripl I#pa$t % Businss
&r'or#an$ So$ial
( En)iron#ntal A$tion and Glo*alisation 'or +,,-%.,from
7ederation of
Indian -hambers of -ommerce and Industry
Asia &a$i'i$ Entrprnurs/ip Awardin t$o categories& Green
2eadership and
-ommunity 'ngagement by 'nterprise Asia!
Indira &ri0adars/ini !ri1s/a#itra Award333 by The Ministry
of 'n#ironment
and 7orests for e"traordinary $or, carried out in the area of
afforestation!
Su*/ 2aran Sarawagi En)iron#nt Award 3 by The 7ederation of
Indian
Mineral Industries for en#ironment protection measures!
Drona Trop/0 3 0y Indian 0ureau 1f Mines for e"tra ordinary
efforts in
protection of 'n#ironment and mineral conser#ation in the large
mechani4ed
mines sector!
Indira Gand/i 3#orial National Award 3 for e"cellent performance
in
pre#ention of pollution and ecological de#elopment
E4$lln$ in 3anag#nt o' Halt/" Sa't0 and En)iron#nt 5
-ertificate
of Merit by Indian -hemical Manufacturers Association
Good Corporat Citi6n Award3 by P*D -hamber of -ommerce and
Industry
FI3I National Award3 for #aluable contribution in Mining
acti#ities from the
7ederation of Indian Mineral Industry under the Ministry of
-oal!
7a80a St/ari0a &ar0a)aran &uras1ar3 for outstanding $or,
in 'n#ironmental
Protection and 'n#ironment Performance by the Madhya Pradesh
Pollution!-ontrol 0oard!
National Award 'or Fl0 As/ Utilisation % by Ministry of
Po$er& Ministry of
'n#ironment 6 7orests and Dept of %cience 6 Technology& Go#t
of India 3 for
manufacture of Portland Po44olana -ement!
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Na!"o#w"d NETWORK
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O $ECTI%ES OF STUDY
Today customers are facing a gro$ing range of choice in the
different brands of
products and ser#ises! They are ma,ing their choice on the basis
of their perception of
brand& 5uality ser#ise and #alue. T!is proe6t is u'derta7e'
89
To find out the a$areness le#el of customers of brand A--!
To find out the brands $ith $hich A-- has to compete in the
mar,et!
To ascertain the scope of A-- in this region!
To study the consumer perception of A--!
Chich attribute of the product dri#e the potential customer to
prefer the
particular product !
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I#!rodc!"o# !o To'"c
The project is underta,en to measure the brand a$areness n brand
perception le#el of
A-- in around 0*1PA2& measuring the brand a$areness and
perception le#el of a
particular company+s brand is of #ital importance since it
indicates the number of
people $ho are a$are as $ell as $hat #alues they add to the
particular brand in a gi#en
period of time and it also highlights the effecti#eness of the
different ad#ertising or
promotional tools used for the purpose!
A#are'ess and Per6eptio' are the t$o ,ey metrics that any
company $ould use to
measure their brand strength!
A$areness in simple terms 3!o# ma'y peop"e 7'o# my
bra'd:Usually& a$areness
is measured through sur#eys that as, participants a series of
5uestions li,e .Chat
brand comes to your mind if you $ant to buy cementE In
general& companies measure
unaided a$areness3 $hat F of sur#ey participants mentioned the
brand $ithout any
,ind of hint! It is the consumers+ ability to recogni4e or
recall8 indentify9 the brand
$ithin a gi#en product category in sufficient detail to ma,e a
purchase decision! It also
means that the consumer can purpose& recommend& choose
or use the brand! The
objecti#es of the most ad#ertising campaign are to create and
maintain brand
preference! The first step is to ma,e potential consumers a$are
of a brand+s e"istence!
Perception is the va"ues 6o'sumers atta6! to a bra'd! 7or
e"ample& perception for
ol#o $ill be safety! To measure perception of a car company&
sur#ey $ill ha#e
5uestions li,e .*o$ do you ran, car brands in terms of safetyE
And #arious 5uestions
$ill be as,ed on 5uality& performance& or green! 1utcome
of the sur#ey re#eal the
brand perception! 2ist of 5uestions depends on $hat is goal for
the brand and ho$ you
$ant customers to thin, of your brand!
A-- has a uni5ue trac, record of inno#ati#e research&
product de#elopment and
speciali4ed consultancy ser#ices! It is an important benchmar,
for the cement industry
in respect of its production& mar,eting and personnel
management processes!
A-- is proud of its many inno#ations o#er the years and reali4es
that inno#ati#eness
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is an essential characteristic of leadership!
I' t!is proe6t& I $ent into a search for details regarding
the brand a$areness 6
brand perception of A--!
The analysis $as done $ith the help of the data collected
through 5uestionnaire
ta,ing the sample si4e of >> in 0hopal! I ha#e tried to
thro$ a clear light
to$ards the le#el of brand a$areness n brand perception of
A--!
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(Formerly the Associated Cement Companies Limited)
India's No. 1 Cement Company
RESEARCH METHODOLOGY
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ACChad a $ide net$or, $hithin country! To anay4e the report
certain methodology
$ere used to elaborate the topic in easy $ay! The design of a
research study is based on
the purpose of the study methodologies& $hich $ere used
are
DATA CO%%ECTION 8reserch design 9
arious type of data $as collected from different sources! The
sources of these data are
#arious publications& trade journals&and official
$ebsite of A--!
SA*P%ING
An integral component of a research design is the sampling plan!
%ample si4e&$hich
$as ta,en for the research!
Samp"e si&e is 2;;.
STRUCTURED
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DATA ANALYSIS AND INTERPRETATION
%ustomer &esponse 'o ( )Meaning *f Brand )
Chen indi#iduals $ere as,ed &$hat they meant by .0RA(D
.& most of them almost
indi#iduals said Huality $hile& some of them said it means
best product a#ailable in the
mar,et& some said brand is a standard & and > of them
said 0rand means Good
company product!
020406080
AVERAGE
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%ustomers A+areness of ,i-erent %ement Brands
Chen people $ere as,ed to list do$n fe$ brands of the product
category 8 cement 9&
e#ery one said A-- n AM0UA ! Apart from these t$o brands fe$ of
them said
P8 aipra,ash cement 9& Ultratech & binnani&
0irla& 0ut Acc n Ambuja $as common in
e#ery indi#idual 2ist!
0102030405060708090
100
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people thin, about Acc $hen it comes to
buying&& but still Acc is in competition $ith
Ambuja& almost =J people thin, about
Ambuja!! so difference is just of >!
0
5
10
15
20
25
30
35
40
45
50
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Q7 Are you loyal to the product you buy ?
51 indi.iduals said /es the0 sti to the same produt +hile3#
people
said o the0 eep eperimenting or hange the produt aording to
the onditions lie a.ailabilit0 of produt6 prie6 qualit0 And 1$
people
said 0es the0 are lo0al but onl0 for qualit0 produts77ot for
ommodit07
513#
1$e! al"ay!# $ !t%c& to the !a'e product
(e)er# $ &eep E*per%e+t%+, +e" product!
-+ly .or /ual%ty product!# "here %t %! aco''od%ty# $
choo!e lea!t pr%ce product!
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Q8 Are you pr%ce !e+!%t%)e co!tu'er?
!# indi.iduals said 0es the0 are prie sensiti.e +hile 21
indi.iduals
are brand lo0al ustomers7
!#
21
/es
o
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Q9 %ll you !t%c& to the !a'e product %. the%r pr%ce
%+crea!e!8
9hen people +ere ased if the0:ll sti to A%% if the prie goes
high
so 2 people said 0es the0:ll bu0 it but if the prie inreases up
to a
ertain limit7 23 people said the0:ll bu0 it irrespeti.e of the
prie
hanges and 15 people said o the0:ll shift to other brand7
2
23
15;pto ertain 9hen the0 +ere ased to speif0 the limit
5 =ndi.iduals said ( &s7 2$ ?
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Q10 o" do you ra+& A + AA %+ ter'! o.
!a.ety #/ual%ty a+d per.or'a+ce
%a,ra' !ho"%+,A !po!%t%o+
:A;Eo!%t%o+
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:A;E
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RESEARCH FINDINGS
-ostumers are confused related to the meaning of .brand .some of
them ta,e brand
as a name of a good company; fe$ of them thin, it means a
standard product and
some of thin, it means a 0est Product!
People are $ell a$are of A-- brand & $hen they $ere as,ed to
list do$n fe$ brand
names of cement almost all of them recall A-- along $ith Ambuja!
It concludes
that Acc is in tough competition $ith Ambuja in this Area!
Though the sur#ey $as ta,en in 0hopal Area but& $hen
consumers $ere as,ed
about $hat brand comes to their mind if they $ant to buy
-ement& almost J>
people said A-- n =J of them said Ambuja so& the difference
is #ery less ,eepingin mind the sur#ey Area!
Huality and Performance are the most important attribute of A--
$hich Attracts
costumers!
1#erall A-- sho$s '"cellent results $hen it comes to 0rand
a$areness n+ 0rand
perception
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LIMITATION OF THE STUDY
The major limitation of the study $as most of the indi#iduals
being to be loyal to
their brand didn+t gi#e e"act ans$ers! 2i,e they didn+t tal,
much about the ans$ers
of the 5uestions
Many indi#iduals didn+t fill their ans$ers! %o& the actual
figures can be some$hat
different from the one I ha#e found out!
0ig area3 I $as unable to e"plore some of the customers
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CONC%USION AND SUGGESTION
As = said ualit0 n performane are the most important attribute
of
A%% +hih Attrats ostumers but A should fous on its safet0
measures beause most of people don:t nd A%% ellent in terms
of
safet0 so it ma0 a-et the pereption of people regarding A%%7
%ompan0 is in tough ompetition +ith AmbuCa ement
S&((s!"o#s
ased upon the time spend by me in the mar,et& useful
suggestions of the customers and
the findings from the sur#ey& follo$ing recommendations can
be suggested for
increasing the brand a$areness and perception of A--
Mar,eting 6 ad#ertising ser#ices should be impro#ed In order to
impro#e
a$areness as $ell as perception le#el of costumers! 2i,e Trade
allo$ances& trade
sho$s& $all paintings& print media etc!
Chat matters for the most of cement buyers is the price of
cement and then the
5uality and promotion $hile #isiting to the mar,et buyers not
only loo, for the
price but also the personal touch matters a lot and A-- need to
impro#e it!
-ompany should try to introduce ne$ product range li,e #arious
grades!
A-- should de#elop business status $ith public relations by
participating in
local and international conferences& this $ill help to
promote the brand
ANNE)URE
uestionnaire of 'raining at Mareting ,epartment7 =n A%%
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= am ,e.endra Dumar Sharma +ill be preparing a ProCet on
'opi )Brand A+areness A%%
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F No
Q10 Do you know A!"#A?
F Yes
F No
Q11$ % th&nk % know ACC well
totally agreeF
AgreeF
NeutralF
D&sagreeF
'otally D&sagreeF
Q1( Are you )oyal Costu*er to the product you buy?
Yes Always % st&ck to the sa*e productF
Ne+er, % keep e-per&*ent&ng w&th new productsF
only .or /ual&ty products$ Where &t &s a
co**od&ty, % choose the leastF
pr&ce roduct
Q1 Are you pr&ce sens&t&+e costu*er?
FYes
NoF
Q12 W&ll you st&ck to the sa*e product &. the&r
pr&ce &s &ncreases?
"p to a certa&n l&*&t &n pr&ce
&ncreaseF
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Yes, &rrespect&+e o. pr&ce &ncreaseF
No, % *ay look .or d&..erent productF ,
%. any l&*&t please spec&.y 333333333333333333
Q14 5ow do you rank each g&+en co*pan&es &n ter*s
o.67
ACC AMBU$A
A+erag
e
oo
d
-cellen
t
A+erag
e
oo
d
-cellen
t
:a.ety :a.ety
Qual&ty Qual&ty
er.or*anc
e
er.or*anc
e
Q1; wh&ch o. the .ollow&ng, accord&ng to you, help
bu&ld a good brand &*age?
Qual&tyF
Co**un&cat&on strateg&esF
Co*pet&t&+e pr&c&ngF
ood +alueF
Added ser+&cesF
, please spec&.y 3333333333333333333333333333333
Q1 Do you use the product because &t &s read&ly
a+a&lable?
YesF
NoF
ostlyF
Q18 Do custo*er ser+&ces ha+e an &*pact on you?
YesF
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NoF
Si1'ature
BIBILIOGRAPHY
*Gial +ebsite of A%% H +++7alimited7omI
http://var/www/apps/conversion/tmp/scratch_4/http:%2F%2Fwww.acclimited.com%5Chttp://var/www/apps/conversion/tmp/scratch_4/http:%2F%2Fwww.acclimited.com%5C
