NAVEEN Acc Ltd

7/25/2019 NAVEEN Acc Ltd

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ANALYSIS OF DEALERS PERCEPTION TOWARDSACC

VIS--VIS

OTHER COMPETITIVE BRANDS.

In partial !l"ll#$nt % t&$ r$'!ir$#$nt %rIn partial !l"ll#$nt % t&$ r$'!ir$#$nt %r

a(ar) %a(ar) %

Ma*t$r* % B!*in$**Ma*t$r* % B!*in$**A)#ini*trati%nA)#ini*trati%n S$**i%n+ ,/-,0S$**i%n+ ,/-,0

Under supervision of: Submitted by:

Miss Shiva Singh Naveen Dubey

(HOD) Management MBA 3rdSem

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D E C L A R A T I O N

This is to declare that the ro!ect entitled "Dealers Oinion about A## limited and

its resence in $aranasi District% &ith secial re'erence to A## imited submitted

to "a! school o' management and sciences% $aranasi in artial 'ul'illment o'

MBA is a record o' original &or* done by me during the eriod o' study at "a!

school o' management and sciences% $aranasi+

NA$,,N D-B,.

/A#, 0

DAT, 0

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CONTENTSPREFACE 1ACKNOWLEDE!EN" 2

#N"RODUC"#ON A$OU" CO!PAN%

#N"RODUC"#ON OF CO!PAN%

S"OR% OF ACC L"D

'#SS#ON OF ACC

!#LES"ONE (AC&E#'E!EN" (

AWARDS

4 35

6 4 36

35

37 4 22

RE'#EW OF L#"ERA"URE2 4 2

SWO" ANAL%S#S 4 6

O$)EC"#'E 5RESEARC& !E"&ODOLO% 7 4 68ANAL%S#S AND #N"ERPRE"A"#ON 69 4 53CONCLUS#ON 51 4 52$#$L#ORAP&% 57ANNE**URE 7: 4 73ADDRESSES 71 4 7

PREFACE

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A &ell lanned; roerly eation; /rocess and customer needs+

My ro!ect has enabled me to have broader *no&ledge about this system and &hatare the methods and techni?ues adoted 'or convincing the customers+ This

training also rovided an oortunity to gain ractical *no&ledge+ Through this

reort; = have tried to summari>e all my observation; e


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Our sincere than*s to the teaching and non@teaching sta'' o' "a! school o'

management and sciences% $aranasi+ or their Assistance and guidance+

= am than*'ul to Mr+ $ishvesh Trivedi@#hie' Manager@Sales o' A## #ement TD+

$aranasi+ = am than*'ul to the eole &ho readily concentrated to rovide meractical training in their organi>ation+

Besides; = ta*e this oortunity to e


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INTROD6CTION

#ement is a 'ine gray; so't ; o&dery@tyes substance+ =t is made 'rom a mi


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HISTORY OF CEMENT

Throughout history; cementing materials have layed a vital role+ They &ere used &idely in the

ancient &orld+ The ,gytians used calcite gysum as cement+ The Cree*s and omans used lime

made by heating limestone and added sand to ma*e mortar; &ith coarser stones 'or concrete+ The

omans 'ound that cement could be made &hich set under &ater and this &ere used 'or the

construction o' harbors+ The cement &as made by adding crushed volcanic ash to lime and &as

later calledEo>>olanicF cement; named a'ter the village o' /o>>uoli near $esuvius+=nlaces such

as Britain; &here volcanic ash &as scarce; crushed bric* or tile &as sed instead+ The omans

&ere there'ore the 'irst to maniulate the roerties o' cementationsF materials 'or seci'ic

alications and situations+ HadrianGs all; ,ngland; a 'e& miles east o' Housesteads+ Marcus

$itruvius /ollio; a oman architect and engineer in the 8st century B# &rote his Ten boo*s o'

Architecture @ a revealing historical insight into ancient technology+ riting about concrete

'loors; 'or eolana0 There is also a *ind o' o&der 'rom &hich natural causes roduces astonishing

results+ This substance; &hen mi


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slo& rocess+ The use o' o>>olana &as rediscovered in the late middle Ages+ The great

mediaeval cathedrals; such as Durham; incoln and ochester in ,ngland and #hartres and

heims in rance; &ere clearly built by highly s*illed masons+Desite this; it &ould robably be

'air to say they did not have the technology to maniulate the roerties o' cementations

materials in the &ay the omans had done a thousand years earlier+ The enaissance and Age o'

,nlightenment brought ne& &ays o' thin*ing; &hich 'or better or &orse; led to the industrial

revolution+ =n eighteenth century Britain; the interests o' industry and emire coincided; &ith the

need to build lighthouses on e


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materials to ma*e /ortlandcement as &e use no& three imortant develoments in the

manu'acturing rocess lead to modern /ortland cement0 Develoment o' rotary *ilns@ Addition

o' gysum to control setting -se o' ball mills to grind clin*er and ra& materials+ otary *ilns

gradually relaced the original vertical sha't *ilns used 'or ma*ing lime 'rom the 857:s otary

*ilns heat the clin*er mainly by radioactive heat trans'er and this is more e''icient at higher

temeratures; enabling higher burning temeratures to be achieved+ Also; because the clin*er is

constantly moving &ithin the *iln; a 'airly uni'orm clin*ering temerature is achieved in the

hottest art o' the *iln; the burning >one+The t&o other rincial technical develoments;

gysum addition to control setting and the use o' ball mills to grind the clin*er; &ere also

introduced at around the end o' the 87th century+

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PROF#LE OF CE!EN" #NDUS"R%:

The =ndian #ement industry is the second largest cement roducer in the &orld; &ith an installed

caacity o' 811 million tonnes+ The industry has undergone raid technological u gradation and

vibrant gro&th during the last t&o decades; and some o' the lants can becomared in every

resect &ith the best oerating lants in the &orld+ The industry is highly energy intensive and

the energy bill in some o' the lants is as high as :K o' cement manu'acturing cost+ Although

the ne&er lants are e?uied &ith the latest state@o'@the@art e?uiment; there e


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The =ndian cement industry is about 7: years old and its main sources o' energy are thermal and

electrical energy+ The thermal energy is generally obtained 'rom coal; and the electrical energy

obtained either 'rom grid or cative o&er lants o' the individual manu'acturing units+

+, S-.ient fe-tures of #ndi-n /ement industry

=ndian cement industry is the second largest in the&orld &ith an installed caacity o' 832

MT/A+ =t accounts 'or nearly K o' the &orld roduction+

There are 891 large lants and around 32 mini lants+ The industry resents a mi


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3+ 0u-ntit-tive det-i.s:

The energy intensity o' the all the dry rocess lants (cost o' energy as ercentage o' total

roduction cost o' ac*ed cement) varies 'rom 97 to 8K+ This is observed to vary &ith the

vintage o' the lant; the technology emloyed by the lants and the tye o' cement roduced+

Seci'ic thermal and electrical energy consumtion 'or the lants ranges bet&een 79 4

567*#alL*g+ o' clin*er and 4 896 *hLton o' cement roduced (roduct mi


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ROW"& OF CE!EN" #NDUS"R%: A PROF#LE

At the outset it may be recogni>ed that cement is one o' the core industries de'ined under the

=ndustrial /olicy esolutions adoted in the early stage o' lanning in =ndia+ =ts gro&th

imlications essentially have to be seen in the larger conteing the industry+

irst; the basic ra& material 'or the industry is limestone; &hich li*e all minerals is 'i


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imortant to eation+9 As a result; the industry till about the early eighties &as mar*ed by

the shortage syndrome+

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$OARD OF D#REC"ORS

!r N, S, Se54s-ri-

Chairman

!r P-u. &u6entob.er

Deputy Chairman

!r Ku.dip 5, 5-ur-

C.E.O &Managing Director

!r S ! P-.i-

!r N-res4 C4-ndr-

!r !-r5us A5erm-nn

!r ! L N-ru.-

!r D K !e4rotr-

!r R A S4-4

!r S4-i.es4 &-rib4-5ti

!r,A.d-n .ym-n

!r, Sus4i. Kum-r Roon6te

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E!PLO%!EN" L#NKAES

#ement industry is among the more caital@intensive industries in =ndia; esecially; its caacity

to generate direct emloyment is ?uite limited+ This is re'lected in the 'act that &hereas the

industry contributes about 9+2 er cent in the total value added in the manu'acturing sector; its

contribution to the sectorGs emloyment is only about 8 er cent+ The attern holds both 'or all

=ndia as &ell as 'or Cu!arat + At all =ndia level; it re?uires investment o' about 1+62 la*es 'or

emloying one erson in the cement 'actory+

By 8778 the average number o' ersons engaged by the large cement manu'acturing unit &as

about 36; &hich is higher than the average 'or all industries+ =n 'act; the actual emloyment

might still be higher i' &e do not consider the t&o ma!or units; &hich have been closed do&n in

the state+ Ho&ever; ta*ing an average o' about 5:: ersons 'or the caacity o' 8 mt+ the 'uture

emloyment 'or 92 mt+ in Cu!arat could be about 9:;:::+ This is almost e?ual to the number o'

household (i+e+ 9:;:::) li*ely to be a''ected by the 'uture gro&th o' cement industry in the state+

Aart 'rom emloyment in the manu'acturing unit; the industry is also li*ely to generate

substantial emloyment in transortation and other related activities li*e ?uarries and service

sector etc+ A crude estimate about the transortation activity suggests that a lant o' caacity o' 8

mt+ can roduce 3892 tonnes er day 'or about 39: &or*ing days in a year+ ith an average

loading caacity o' 8: tonnes; it &ould re?uire 389 truc*s er day+ Assuming that each truc*

emloys 9+2 ersons; the total emloyment generation &ould be o' the order o' about 658

ersons 'or 39: days er annum+

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Besides this direct emloyment; the industry is li*ely to have signi'icant indirect emloyment

lin*ages+ =t is generally observed that roduction o' 8 mt+ o' cement gives emloyment to 8 la*h

ersons+8 This &ould mean that &ith 'uture eed consultancy services+ Since its incetion in 873; the comany has been a trendsetter

and imortant benchmar* 'or the cement industry in resect o' its roduction; mar*eting and

ersonnel management rocesses+ =ts commitment to environment@'riendliness; its high ethical

standards in business dealings and its on@going e''orts in community &el'are rogrammersF have

&on it acclaim as a resonsible cororate citi>en+ A## has made signi'icant contributions to the

nation building rocess by &ay o' ?uality roducts; services and sharing its eation; rocess imrovement; energy conservation and

develoment o' high er'ormance concretes+

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A##Fs brand name is synonymous &ith cement and en!oys a high level o' e?uity in the

=ndian mar*et+ =t is the only cement comany that 'igures in the list o' #onsumer Suer

Brands o' =ndia+

The comanyGs various businesses are suorted by a o&er'ul; in@house research and

technology bac*u 'acility @ the only one o' its *ind in the =ndian cement industry+ This ensures

not !ust consistency in roduct ?uality but also continuous imrovements in roducts; rocesses;

and alication areas+

A## has rich e


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imited; itsel' indicates the comanyFs origins 'rom a merger+ Many years later; some

stoc*bro*ers in the countryFs leading stoc* e


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A Str-te6i/ A..i-n/e

The house o' Tata &as intimately associated &ith the heritage and history o' A##; right 'rom its

'ormation in 873 u to 9:::+ Bet&een the years 8777 and 9:::; the Tata grou sold all 81+12

er cent o' its shareholding in A## in three stages to subsidiary comanies o' Cu!arat Ambu!a

#ements td (CA#); &ho are no& the largest single shareholder in A##+ This has enabled

A## to enter into a strategic alliance &ith CA#; a comany reuted 'or its brand image and

cost leadershi in the cement industry+

&o./im 7 A Ne3 P-rtners4ip

A ne& association &as 'orged bet&een A## and the Holmic grou o' S&it>erland in 9::2+ =n

Ianuary 9::2; Holcim announced its lans to enter into a long@term strategic alliance &ith the

Ambu!a Crou by ac?uiring a ma!ority sta*e in Ambu!a #ements =ndia td+ (A#=); &hich at the

time held 83+5 er cent o' the total e?uity shares in A##+ Holcim simultaneously announced its

bid to ma*e an oen o''er to A## shareholders; through Holcomb #ement /vt imited and

A#=; to ac?uire a ma!ority shareholding in A##+ An oen o''er &as made by Holdcem #ement

/vt+ imited along &ith Ambu!a #ements =ndia td+ (A#=); 'ollo&ing &hich the shareholding

o' A#= increased to 31+7 er cent o' the ,?uity share caital o' A##+ #onse?uently; A#= has

'iled declarations indicating their shareholding and declaring itsel' as a /romoter o' A##+

Holcim is the &orld leader in cement as &ell as being large suliers o' concrete; aggregates and

certain construction@related services+ Holcim is also a resected name in in'ormation technology

and research and develoment+ The grou has its head?uarters in S&it>erland &ith &orld&ide

oerations sread across more than 6: countries+ #onsidering the 'ormidable global resence o'

Holcim and its e


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ACC PLAN"S #N #ND#A

N-me of t4e Comp-ny Lo/-tion St-te Pro/ess Used

A## td+ Cagal Himachal /radesh Dry

A## td+ (C) Ti*aria -ttar /radesh Crinding -nit

A## td+ a*heri a!asthan Dry

A## td+ Jymore Madhya /radesh Dry

A## td+ #haibasa Ihar*hand Dry

A## td+ Sindri Ihar*hand Crinding -nit

A## td+ Iamul #hhattisgarh Dry and Semi@Dry

A## td+ #handa Maharashtra Dry

A## td+ adi Jarnata*a Dry

A## td+ @ Ne& adi Jarnata*a Dry

A## td+ Macherial Andhra /radesh

A## imited; or A## as it is oularly *no&n; is =ndiaFs 'oremost manu'acturer o' cement+

ormerly called The Associated #ement #omanies imited; A##Fs cororate o''ice is located

in Mumbai+

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S"OR%

The =ndian cement industry dates bac* to 8781 &hen the 'irst unit &ith a caacity o' 8::: tonnes

&as established in /orbandar+Today; =ndia is ran*ed second in the &orld &ith an installed

caacity o' nearly 821 million tonnes and turnover estimated at about -S 1+2 billion (s+9:;92:

crore)+hile er caita consumtion o' about 72 *ilograms as against a &orld standard o' nearly

9: *ilograms aears small thedemand drivers are all there+ Cro&th in the housing sector; the

establishment o' a central road 'und 'or national highways and bridges and increasing rural

demand are all e


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oerates 'ourteen modern cement 'actories; 'i'teen ready mi< concrete lants; a bul* cement

handling terminal; nineteen sales units and 21 >onal o''ices+ =t has a &or*'orce o' 57:: ersons+

The comanyFs country&ide suly chain is an enviable mar*eting and distribution net&or* that

comrises 871 &arehouses; more than 7;::: dealers and 2:;::: retail outlet+

The establishment o' A## is an =ndian cororate saga that insired the &riting o' a &hole boo*+

The comany &as 'ormed in 873+ &hen ten e


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&orld o' the time 4 I D Tata; Ambalal Sarabhai;alchand Hirachand; Dharamsey Jhatau; Sir

A*bar Hydari; Na&ab Salar Iung Bahadur and Sir Homy Mody+ The elaborate tea*&ood

anelled board room in #ement House; &ith its enormous tea*&ood table; bears elo?uent

testimony to this heritage+ Today the comany is art o' the Holcim grou o' S&it>erland; &hich

is the &orld leader in cement; concrete and aggregates+ A## changed its name 'rom its original

The Associated #ement #omanies imited; to simly A## imited on Setember 8; 9::+

About "4e produ/t

A##Gs brand name is synonymous &ith cement and en!oys a high level o' e?uity in the

=ndian mar*et+ Acc has a &ide range o' cements and blended cements is mar*eted through a

net&or* o' 87 Sales -nits; 21 Area O''ices; and 871 &arehouses+ This is bac*ed by a

country&ide net&or* o' over 7;::: dealer &ho; in turn; are assisted by their sub@dealers+

A##Fs mar*eting; sales and distribution rocesses are industry standards+ A## is essentially a

eoleFs brand o' cement &ith more than 5: er cent o' sales made through an e


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This service begins &ith selection o' tye and grade o' cement (&here alicable) to

troubleshooting and on@site assistance+

A## manu'actures the various *inds o' /ortland #ement 'or general construction and secial

alications+ =n addition to this; A## o''ers t&o value added roducts namely; Bul* #ement and

eady Mi< #oncrete+

A## manu'actures the 'ollo&ing tyes o' cement; in addition to &hich; it rovides Bul* #ement

and eady Mi< #oncrete+

Ordin-ry Port.-nd Cements

, >< r-de Cement ?OPC >< r-de@

A## #ement is the most commonly used cement in all constructions including lain and

rein'orced cement concrete; bric* and stone masonry; 'loors and lastering+ =t is also used in the

'inishing o' all tyes o' buildings; bridges; culverts; roads; &ater retaining structures; etc+

hat is more; it surasses B=S Seci'ications (=S 5889@8757 'or 13 grade O/#) on comressive

strength levels+

A## #ement is mar*eted in secially designed 2: *g bags+

+, < r-de Cement

This is an Ordinary /ortland #ement &hich surasses the re?uirements o' =S0 8997@23 Crade+ =t

is roduced 'rom high ?uality clin*er ground &ith high urity gysum+

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A## 23 Crade O/# rovides high strength and durability to structures because o' its otimum

article si>e distribution; suerior crystalline structure and balanced hase comosition+

$.ended Cements

, F.y7-s4 b-sed Port.-nd Po22o.-n- Cement

This is a secial blended cement; roduced by inter@grinding higher strength Ordinary /ortland

#ement clin*er &ith high ?uality rocessed 'ly ash @ based on norms set by the comanyGs PD

division+ This uni?ue; value@added roduct has hydraulic binding roerties not 'ound in

ordinary cements+

=t is available in secially designed 2:@*g bags+

hat is secial about A## ly@ash based //#

A## ly@ash based //# is made by intergrinding high strength clin*er &ith secially

rocessed 'lyash+ This imarts a greater degree o' 'ineness to A## ly@ash based //#

cement; imroved &or*ability roerties &hile mi


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that reduce its strength+ A## ly@ash based //# has ingredients &hich react &ith calcium

hydro


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Better resistance to sulhates; chlorides; and #O9 and al*ali@aggregates reaction+

ess heat; reduced lasticity and drying shrin*age+

=ncreased static modulus o' elasticity+

=ncreased serviceability &ith less de'lection o' members and micro crac*s and reduced

cost o' construction and maintenance+

All these 'actors ma*e 'or a strong; durable; and longer lasting construction+ A## /S# bene'its

the structure; rotects the environment by reducing #O9 emissions and hels conserve energy+

hich is &hy it is o'ten re'erred to as an eco@'riendly cement+

$u.5 Cement

%et another 'irst in our seven@decade history o' cement in =ndia has been the introduction o' Bul*

#ement; an alternative to bagged cement; &hich is o' articular advantage to large consumers o'

cement+ =nternationally; the trend is to move cement more and more in loose 'orm rather than

bagged+ =n 'act; over 7: ercent cement in the -SA; and other ,uroean countries is transorted

and sold in bul*; unli*e in =ndia; &here only one ercent is transorted in bul*+

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Beside all above discussed tyes Acc also rovides eady Mied by the integrity and leadershi ?ualities o' its eole+ The

comany has !ust unveiled a ne& cororate identity that includes a re'urbished ne& logo+ =t is

designed to be simle yet more color'ul and vibrant and aimed to convey more dynamic and

contemorary loo*

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PRODUC"S : : CUS"O!ER SER'#CES

A## is essentially a eoleFs brand o' cement &ith more than 5: er cent o' sales

made through an e


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=ndian #oncrete Iournal 0 the countryFs oldest civil engineering !ournal

For more inform-tion /onsumer /-n S!S BACC&ELP to or send A// -n em-i.

-ddressed to -//4e.p-//.imited,/om

ACC &e.p Center

The 'irst o' its *ind in =ndia; the A## Hel #enter; no& available in several cities; rovides basic

in'ormation and guidance to customers on construction ractices and various home building@

related rocedures @ such as re@construction &orries on stam duty; selection o' architects and

aroriate service roviders; estimating budgets+ =ssues 'rom urchasing land; budgeting to

choice o' material and lanning o' the construction rocess are elaborated; ste@by@ste+

Tutorials; conveniently scheduled in the evenings; guide the customer; through the relevant

stages o' house construction+ The center distributes secially designed boo*lets on each stage o'

building oneFs "Dream House%+ These ublications are available in ,nglish; Hindi and ma!or

regional languages+ To loo* 'or an A## Hel #entre users can log on to &&&+acchel+in or

&rite to acchelRacclimited+com

ACC &e.p Liter-ture

The A## Hel #enter distributes secially designed boo*lets on each stage o' building oneFs

Dream House+ These ublications are available in ,nglish; Hindi and ma!or regional

languages+

ACC &e.p '-ns

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mailto:[email protected]://www.acchelp.in/mailto:[email protected]:[email protected]:[email protected]://www.acchelp.in/mailto:[email protected]


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Mobile touring vans to visit construction sites to educate users and masons at site and rovide

certain seciali>ed services li*e suervision during slab casting on demand+

333,-//4e.p,in

This is an interactive &ebsite; designed rimarily 'or the individual house builder and the small

consumer+ The site rovides do&nloads and online inuts on a host o' toics li*e estimation;

budgeting; selecting architects and easy@to@build home@lans 'or di''erent lot si>es+

#ndi-n Con/rete )ourn-.

The =ndian #oncrete Iournal; the countryFs oldest civil engineering !ournal; continues to be

ublished by A##+ =t reaches out to racticing and consulting engineers; architects; builders;

contractors and government deartments+ =t aims to disseminate the latest in'ormation and

technological rogress in civil and structural engineering; cement and concrete technologies;

construction methods and ractices+

0UAL#"%

Product Develoment has al&ays been an imortant activity at A##; arising out

o' a 'ocus on ?uality and rocess imrovement+ =t has been a constant artner; driving research;

innovation and evaluation+

A## has e''ectively ledged its reutation as the mar*et leader in the

?uality o' cement+ Maintaining this lead calls 'or harnessing the

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off


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resources and e


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Material is loaded at the blasting 'ace into truc*s 'or transortation to the crushing lant+

Through a series o' crushers and screens; the limestone is reduced to a si>e less than 8:: mm and

stored until re?uired+

Deending on si>e; the minor materials (sand; shale; clay; and iron ore) may or may not

be crushed be'ore being stored in searate areas until re?uired+

R-3 rindin6

=n the &et rocess; each ra& material is roortioned to meet a desired chemical

comosition and 'ed to a rotating ball mill &ith &ater+ The ra& materials are ground to a si>e

&here the ma!ority o' the materials are less than 62 microns+ Materials eation rocess; the slurry is stored in tan*s until re?uired+

=n the dry rocess; each ra& material is roortioned to meet a desired chemical

comosition and 'ed to either a rotating ball mill or vertical roller mill+ The ra& materials are

dried &ith &aste rocess gases and ground to a si>e &here the ma!ority o' the materials are less

than 62 microns+ The dry materials e


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is neumatically blended to insure the chemical comosition o' the *iln 'eed is &ell

homogeni>ed and then stored in silos until re?uired+

Prepro/essin6

hether the rocess is &et or dry; the same chemical reactions ta*e lace+ Basic chemical

reactions are evaorating all moisture; calcining the limestone to roduce 'ree calcium o


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system thus reducing 'uel consumtion and imroving energy e''iciency+ #lin*er leaving the

clin*er cooler is at a temerature conducive to being handled on standard conveying e?uiment+

Finis4 rindin6 -nd Distribution

The blac*; nodular clin*er is stored on site in silos or clin*er domes until needed 'or

cement roduction+ #lin*er; gysum; and other rocess additions are ground together in ball

mills to 'orm the 'inal cement roducts+ ineness o' the 'inal roducts; amount o' gysum added;

and the amount o' rocess additions added are all varied to develo a desired er'ormance in

each o' the 'inal cement roducts+

,ach cement roduct is stored in an individual bul* silo until needed by the customer+

Bul* cement can be distributed in bul* by truc*; rail; or &ater deending on the customerGs

needs+ #ement can also be ac*aged &ith or &ithout color addition and distributed by truc* or

tractor+

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!#LES"ONES

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;> A##Fs 'irst community develoment venture near Bombay

;> =ndiaFs 'irst entirely indigenous cement lant established at #haibasa in Bihar

;+ $illage el'are Scheme launched

; Sindri cement &or*s used the &aste roduct calcium carbonate sludge 'rom

'ertili>er 'actory at Sindri+

;= Bul* #ement Deot established at O*hla; Delhi

; Technical training institute established at Jymore; Madhya /radesh+

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; Jatni e'ractories

;= Blast 'urnace slag 'rom T=S#O used at the #haibasa -nit to manu'acture /ortland

Slag #ement 'or the 'irst time in =ndia+

;= Manu'acture o' Accocid #ement; &hich resists the corrosive action o' acids and

chemicals+

;= Oil&ell #ement manu'actured at A## Shahabad #ement or*s in Jarnata*a 'or

cementation o' oil&ells uto a deth o' ;::: 'eet+

;= Manu'acture o' Hydrohobic (&aterroo') cement at A## Jhalari #ement or*s

in Bihar+

;=+ Manu'acture o' Accoroo'; a &aterroo'ing additive+

;= A##Fs #entral esearch Station (#S) established at Thane

;= Manu'acture o' /ortland /o>>olana #ement+

;= Manu'acture o' #alundum; a High Alumina Binder irecrete; o& Density

Page /,of 10


43/96

Alumina #astables and High Alumina e'ractory #ement+

;= Advent o' comuters in A## 'or data rocessing and designing management

in'ormation and control systems+

;= A## sulied and commissioned one@million@tonne iron ore elletising lant

ordered by T=S#O

; Manu'acture o' hytheat #astables A; J; # and #al@Al@62

;< Ta*e@over o' The #ement Mar*eting #omany o' =ndia (#M=)

; A## receives ASSO#HAM 'irst national a&ard 'or the year 876 instituted 'or

outstanding er'ormance in romoting rural and agricultural develoment

activities+

; =ntroduction o' the energy e''icient recalcinator technology 'or the 'irst time in

=ndia+ ull scale commercial roduction based on M# technology at adi in

8767+

Page /2of 10


44/96


45/96

;;; Tata grou sells 6+9K o' its sta*e in A## to Ambu!a #ement Holdings td; a

subsidiary o' Cu!arat Ambu!a #ements td+ (CA#)

+GGG Tata Crou sells their remaining sta*e in A## to the CA# grou; &ho &ith

81+12K no& emerge as the single largest shareholder o' A##+

+GG #ommissioning o' the ne& lant o' 9+ MT/A caacity at adi; Jarnata*a lant;

the largest in the country; and among the largest si>ed *ilns in the &orld+

+GG+ A## &ins /HD##= Cood #ororate #iti>en A&ard

+GG< =D#O #ement td becomes a subsidiary o' A##

+GG> =D#O #ement imited is renamed as Bargarh #ement imited (B#)+

+GG> A## raises -S 8:: million abroad through oreign #urrency #onvertible Bonds

(##BFs) 'or -S : million and Clobal Deository Shares (CDSFs) 'or -S 1:

million+ Both o''erings are listed on the ondon Stoc* , A## named as a #onsumer Suerbrand by the Suerbrands #ouncil o' =ndia;

Page /5of 10


46/96

becoming the only cement comany to get this status+

+GG> CreenTech Sa'ety Cold and Silver A&ards a&arded to Madu**arai #ement or*s

and Jatni e'ractory or*s by Creentech oundation 'or outstanding er'ormance

in Sa'ety Management System+

+GG A## receives the #B/ Iamnalal Ba!a! -chit $yavahar /uras*ar #erti'icate o'

Merit 4 9::1 'rom #ouncil or air Business /ractices+

+GG Holcim grou o' S&it>erland enters strategic alliance &ith Ambu!a Crou by

ac?uiring a ma!ority sta*e in Ambu!a #ements =ndia td+ (A#=) &hich at the time

held 83+5 K o' the total e?uity shares in A##+ Holcim simultaneously ma*es an

oen o''er to A## shareholders; through Holdcem #ement /vt+ imited and A#=;

to ac?uire a ma!ority shareholding in A##+ /ursuant to the oen o''er; A#=Fs

shareholding in A## increases to 31+7 K o' the ,?uity share caital o' A##+

+GG #ommissioning o' Modernisation and ,


47/96

+GG= Subsidiary comanies Damodhar #ement P Slag imited; Bargarh #ement

imited and Tarmac (=ndia) imited merged &ith A##

+GG= A## announces ne& or*lace olicy 'or H=$LA=DS

+GG= #hange o' name to A## imited &ith e''ect 'rom Setember 8; 9:: 'rom The

Associated #ement #omanies imited+

+GG= A## receives Cood #ororate #iti>en A&ard 9::2@: 'rom Bombay #hamber o'

#ommerce and =ndustry

+GG= Ne& cororate brand identity and logo adoted 'rom October 82; 9::

+GG= A## establishes Anti etroviral Treatment #entre 'or H=$LA=DS atients at adi

in Jarnata*a4 the 'irst ever such ro!ect by a rivate sector comany in =ndia+

+GG A## artners &ith #hristian Medical #ollege 'or treatment o' H=$LA=DS in Tamil

Nadu

+GG Sumant Moolgao*ar Technical =nstitute comletes 2: years and reoens &ith ne&

curriculum

+GG eady mi


48/96

+GG irst Sustainable Develoment eort released on Iune 2+

+GG A## &ins #NB#@T$85 =ndia Business eader A&ard in the category =ndia

#ororate #iti>en o' the year 9::5

+GG /ro!ect Orchid launched to trans'orm our #ororate O''ice; #ement House into a

green building+

+GG; A## received the Iamanalal Ba!a! -chit $yavahar /uras*ar o' #ouncil 'or air

Business /ractices

+GG; A## is allotted coal bloc*s in Madhya /radesh and est Bengal+

+GG; A##Gs ne& Crinding lant o' caacity 8+: million tonnes inaugurated at

Thondebhavi in Jarnata*a+

+GG Judithini #ement Crinding /lant inaugurated in Jarnata*a on Ianuary 1; 9:8:

&ith a caacity o' 8+8 MT/A o' /ortland Slag #ement+

+GG A## ac?uires 8:: ercent o' the 'inancial e?uity o' ,ncore #ements P Additives

/rivate imited &hich is a slag grinding lant in $isha*haatnam in coastal

Andhra /radesh+ This comany became a &holly@o&ned subsidiary o' A## in

Ianuary 9:8:+

+GG A## enters its latinum !ubilee year @ the 'irst comany in the cement industry to

achieve this status

+GG A## receives =##= A&ard 'or Outstanding #ororate $ision Trile =mact

Business /er'ormance Social P ,nvironmental Action P Clobalisation 'or 9::7@

Page /8of 10


49/96

8: @ a uni?ue a&ard received 'or the 'irst time

+G orldGs largest *iln installed at A## #ement /lant; adi; Jarnata*a &ith a

caacity o' 89;2:: tonnes er day creating ne& landmar*s 'or cement industry

+G #entral #ontrol oom Building at A## #handa /lant; Maharashtra set u as a

Creen building; the 'irst o' its *ind in an industrial environment

Page /1of 10

A## &as the 'irst reciient o' ASSO#HAMFs 'irst ever National A&ard 'or

outstanding er'ormance in romoting rural and agricultural develoment activities in

876+ Decades later; /HD #hamber o' #ommerce and =ndustry selected A## as &inner o'

its Cood #ororate #iti>en A&ard 'or the year 9::9+ Over the years; there have been many

a&ards and 'elicitations 'or achievements in ural and community develoment; Sa'ety;

Health; Tree lantation; a''orestation; #lean mining; ,nvironment a&areness and

rotection+

A3-rds re/eived in +GG

9th Greentech Safety Gold Award in cement sector to A## Iamul

A3-rds re/eived in +GG;

Fin-n/i-. EHpress7Emer6ent 'entures #ndi- ?E'#@ reen $usiness Le-ders4ip

-3-rd

Institute of Chartered Accountants of India (ICAI) award 'or ,


50/96

N-tion-. A3-rd for F.y As4 Uti.is-tion 7by Ministry o' /o&er; Ministry o'

,nvironment P orests and Det o' Science P Technology; Covt o' =ndia @ 'or

manu'acture o' /ortland /o>>olana #ement+

RE'#EW OF L#"ERA"URE

!-r5et S4-re An-.ysis

Mar*et share analysis is another use'ul mar*eting control tool+ Ho&ever; i' it is not

handled roerly and interreted correctly; it can thro& u highly misleading in'ormation+ =t

becomes an e''ective control to only &hen it needs the 'ollo&ing reconditions it is accurately

measured ; it is measured both at macro and micro levels the comarisons o' targeted and actual

mar*et shares are also made both at macro and micro levels; and the comarisons are made over

reasonably long sell o' time+

Be'ore a 'irm attemts a mar*et share based evaluation and control; it must have

clarity on &hether it is consciously see*ing de'inite share o' the mar*et +=t is imlied in any

mar*et share evaluation that the mar*eting er'ormance &ill be assessed based on the mar*et

share+ =t is also imlied that a de'inite minimum shares o' the mar*et is the real aim o' the

Page 5of 10
http://www.acclimited.com/newsite/awards2008.asphttp://www.acclimited.com/newsite/awards2008.asp


51/96

'irm +Other&ise; the evaluation becomes a urely theoretical eed 'or evaluating the mar*et er'ormance o' a 'irm

'or setting targets 'or the 'irm and 'or develoing long@term sale 'orecast 'or the 'irm+

Mar*et share has to be measured on rational grounds+ #omarisons may be made &ith

the most e''icient 'irms in the industry; or the =ndustry leader; or a grou o' gro&ing 'irms+

#omarisons can be made against industry average er'ormance+ hatever be the criteria o'

comarison; the general economic conditions; &hich have a bearing on the industries

er'ormance; have to be 'ive due &eight age +uite o'ten the mar*et share o' a 'irm may go u

substantially &ithout any e''ort on the art o' its mar*eting deartment the increase may be due

to environmental 'actors+ -nless these dimensions are understood in the roer resective;

mar*et share analysis &ill give the &rong interretation+ So it is essential to use mar*et share

analysis in an intelligent and ob!ective manner+ =t is also essential to understand ones roduction

boundaries correctly to ma*e share analysis urose'ul+ Shares can be &or*ed out a roduct sub@

category level+ /roduct category level; national level and regional level+ ,ach measurement has

its o&n use and imlications+

"4e s/ope Of m-r5etin6 rese-r/4

Mar*eting research deartments have been steadily e


52/96

These studies have bene'ited over the year 'rom increasingly sohisticated techni?ue+

Many techni?ues &ere develoed outside o' mar*eting by researches in economic; statistics;

sociology; social sychology; and sychology+ They &ere dra&n in and amended by mar*eting

researcher &ho recogni>ed oortunities 'or their use+ Many o' them such as ?uestionnaire

construction and area samling come long naturally and &ere ?uic* and &idely acceted as

belonging in the corus o' mar*eting research ractices +others such as motivation research and

mathematical methods came in uneasily; &ith rolonged and heated debates among ractitioners

over their ractical use'ulness+ But they ; too; settled in the corus o' mar*eting research

methodology or at least the arts that stood the test o' time+

Or6-ni2-tion of m-r5etin6 rese-r/4 dep-rtments,

The si>e and reorting arrangements o' mar*eting research deartments vary

tremendously among industries and comanies+ ,ach the name o' the deartments varies 'rom

"mar*eting research deartment% to "mar*et research deartment% commercial research and

business research+%

=n smaller comanies; mar*eting research deartments consist o' a 'e& ro'essional

researchers and clerical assistants+ =n larger comanies; the deartments may contain one or t&o

do>ens 'ull@time emloyees+ A 'e& comanies have very large sta''s+ or e


53/96

number o' 'ull time emloyees does not necessarily re'lect the volume o' &or* because o'

varying comany ratios o' inside to outside &or*+ The emloyees &ithin the 'irm do not

generally carry out 'ield &or* but rather advise management on needed research ; research

design; and roer interretation o' in'ormation+

!-n-6ements use of m-r5etin6 rese-r/4

The gro&th in the number o' mar*eting research deartments suggested e


54/96

There are at least t&o reasons 'or managements interest in mar*et share measurement 'or

araising er'ormance +=n this 'irst lace ; it suggest &hether changes in comany sales &ere

due to uncontrollable outside 'orces or &ea*ness in the comanyFs mar*eting rogram+ =' a

comanyFs sales 'all but its mar*et share remains constant; this imlies that the &hole industry

&as a''ected by similar environmental 'orces+ =n the second lace; the mar*et share standard

imlies a comarison o' the comanyFs er'ormance &ith the average er'ormance o' the other

comanies in the industry rather than &ith the er'ormance o' the best comanies +='

management could not maintain its share o' the mar*et ; the imlication is that the comanies

mar*eting mi< or its e


55/96

Sometimes the decline in the comanyFs mar*et share is the result o' a deliberate

olicy to imrove ro'its+ Management; 'or e


56/96

The 'undamental theorem o' mar*et@ share determination+ e le't ans&ered the

?uestions o' &hat the comanyFs mar*et share should normally be at the ligh t o' its cometitive

mar*eting o''ering+t

The most oular theory is that the mar*et shares o' various cometitors &ill be

roortional to their mar*eting 4 e''ort shares+ This normal eed to include ?ualitative advances en!oyed by

the 'irm that are not directly related to the ?ualitative advantages en!oyed by the 'irm that are not

directly related to the ?uality o' the good current mar*eting e


57/96

+, R-ndom 8 F-/tors &ypot4esis

The random 'actors hyothesis holds that in any articulars eriod the resective shares

may diverge 'rom the itFs normal value because o' &eather; loss or gain o' 'e& imortant

customers; inventory stoc* outs; and so on+ There'ore; management must be care'ul in

interreting and resonding to current mar*et@ share changes a 9 ercent decline in mar*et share

may re'lect normal variations is brand loyalty or oint to a real decline in the comanyFs

mar*eting e''ectiveness + =' there is no evidence o' the latter management might &ait to see &hat

haens to mar*et share in the ne


58/96

>, NONL#NEAR !ARKE"7S&ARE &%PO"&ES#S:

The receding three hyotheses all accet the 'undamental theorem o' mar*et share

determination and rovide reason 'or observed divergences+ =t is conceivable that the theorem

does not hold and that increased mar*eting e''ort 'irst roduces increasing and they decreasing

returns in the &ay o' mar*et share+ This &as the conclusion dra&n+

RELA"#ONSP $E"WEEN !ARKE"#N #NFOR!A"#ON S%S"E! AND

!ARKE"#N RESEARC&,

Mar*eting research may be de'ined as the through and ob!ective gathering and analysis o'

data that ertain to a given roblem in mar*eting+

SCOPE OF !ARKE"#N RESEARC&AC"#'#"#ES,

or about : years; there has been a steady gro&th in mar*eting research deartments;

re'lecting managementFs recognition o' the imortance o' this activity+ =n a broad based study

sonsored by the American Mar*eting Association 66 ercent o' the resonding comanies

reorted having a 'ormal mar*eting research deartment+

PROCEDURE #N !ARKE"#N RESEARC&

, DEF#NE "&E O$)EC"#'E

Page 58of 10


59/96

esearch should have a clean idea o' &hat they are trying to accomlish in a research

ro!ect 4 that is; &hat is the goal o' the ro!ect +-sually the ob!ective is to solve a roblem; but

this is not al&ays so+ O'ten the urose is to de'ine the roblem; or to determine &hether the

'irm even has a roblem+ To illustrate a manu'acturer o' commercial air@ conditioning e?uiment

had been en!oying a steady increase in sales volume over a eriod o' years+ Management decided

to ma*e a sales analysis+ This research ro!ect uncovered the 'act that although the comanyFs

volume had been increasing+ =ts share o' the mar*et had declined+ =n this instance; mar*eting

research uncovered a roblem that management did not *no& ee the

comany+ =ts mar*et its; cometition; and the industry in general+ =n the hoto accessory; case the

researchers studied; several trade maga>ine articles in the library and held e


60/96

getting bac*ground in'ormation investigation consists o' tal*ing to eole outside the comany

intermediaries; cometitors; advertising agencies; and customers+

, PLAN AND CONDUC" FOR!AL #N'ES"#A"#ON

=' the in'ormal investigation has sho&n that the ro!ect in economically 'easible+

Management then determines &hat additional in'ormation is needed+ The ne


61/96

OPPOR"UN#"%,

8+ aid gro&th is ta*ing lace in Bihar and Madhya /radesh+

9+ /eole are oting 'or more stable structures and intensive use o' cement is ta*ing lace;

even government is sending heavily on in'rastructurero!ects+ Thus; this is the right time

to 'ully ta these mar*ets+

3+ As =ndian core industry is also gro&ing at rate o' nearly 8:K er annum;it is having a

good 'uture+

1+ oreign direct investment in in'rastructure sector going to increase in coming years;

&hich &ill increase the demand o' cement+

2+ oads are undergoing through the trans'ormation rocess through &hich the traditional

method o' road building &ill be relaced by modern concrete roads+

"&REA"S:

8+ arge number o' layers in cement industry ma*es it more cometitive 'or A## to

care'ullyrice its roduct and at the same time satis'y its dealers and customers+

9+ /layers such as Iayee #ement; /rism #ement; and Birla Samrat are eating u

considerablemar*et share+

3+ Due to =ndiaVWZs e


62/96

O$)ECE"#'E

Ob!ective has an imortant role in any research+ No research e


63/96

ricing olicy; ?uality; delivary system ;billing system;etc+ sales volume

;ran*ing o' di''erent brands ;ricing o' di''erent brands romotional

suorts given by the comanies +e''ective media ;e''ective romotion P

'actors 'or recommending the articular brand &ere also 'all under the

ob!ective+

RESEARC& !E"&ODOLO%

St-tement of "4e Prob.em

The achievements o' mar*eting ob!ectives are t&o'old ie; consumer satis'action and ro'itable

sale+ #ustomer satis'action is gained and it greatly deends uon the manner in &hich the

mar*eting 'unctions are organi>ed+

Demand in Tea =ndustry is hence considered as an imortant one+ The enetration o' other

comanies into the mar*et is the main roblem 'aced by the comany due to &hich considerable

less mar*et share aears +#onducting a mar*et research and collecting dealers oinion

Page 02of 10


64/96

regarding the ?uality; ricing; servicing and the margin rovided by the comany is also e?ually

imortant+

ObIe/tives of Study

8+ To 'ind out the resence o' A## #ement in the to&n o' $aranasi District

9+ To 'ind out the dealerFs oinion about certain asects A## #ement such as ricing;

uality; Servicing and margin rovided by the comany+

3+ To analy>e cometitors stagey

S/ope of "4e Study

The study has been conducted to 'ind out the mar*et share o' A## cement and to collect

the dealerFs oinion regarding its ?uality; servicing and margin rovided by the comany in the

to&n o' $aranasi District+

Analy>ing the survey data; and there by giving the best ossible suggestions as solutions

to the roblems 'aced by the comany+

Need For "4e Study

The need 'or the study &as 'elt due to the 'act there &as a decline in the mar*et share o'

A## #ement in $aranasi District+ The research &or* also acted as a source to 'ind out the

cometitors resent mar*et situations and A## dealerFs sychology regarding the A## #ement+

Period of Study

Page 0/of 10


65/96

The survey &as conducted as a art o' the curriculum o' MBA rogramme and the survey

&as conducted 'or the eriod o' : days+

Universe of Study

The study has been carried out at A## Hel #entre $aranasi And the mar*et survey has

been carried out at all to&n o' $aranasi District+

Sour/es Of #nform-tion

The dealers and the sub dealers &ere the ma!or sources o' in'ormation 'or the rimary data+

The secondary data &as collected 'rom the annual reort and net and other records

maintained by the comany+

The above@received data (rimary and secondary) 'orms the basis 'or entire analysis+

Rese-r/4 Desi6n

The survey &as conducted in $aranasi District and a total o' about 2: resondents &ere

collected+ The in'ormation given by they &ere the bac*bone behind the research &or*+

"oo.s For Co..e/tion Of #nform-tion

The rimary data &as collected by means o' ?uestionnaire 'or getting in'ormation 'rom the

resondents a detailed ?uestionnaire has been reared and necessary in'ormation &as collected+

orms the rimary data+

Page 05of 10


66/96

"oo. for D-t- An-.ysis

Tools 'or data analysis includes simle arithmetic calculations li*e averages; ercentages;

charts; grahs etc+

Limit-tions Of "4e Study

8+ This study is mainly 'ocused on $aranasi district only and it cannot be ta*en 'or granted

as the situation 'or the other districts+

9+ =t has its o&n uni?ueness in certain asects as 'ar as A## #ement is concerned+

3+ Some or the resondents &ere reluctant to give some in'ormation

1+ Secondary reort is ta*en 'rom annual reort and broacher o' the comany and internet

ANAL%S#S AND #N"ERPRE"A"#ON OF DA"A

The imortance o' mar*et share analysis 'or any industrial concern need

not be over 4emhasi>ed+ The e


67/96

'ind out the resence and estimate the mar*et share o' A## cement in

selected to&n o' $aranasi district+

A'A#LA$#L#"% OF $RANDS A" D#FFEREN" S&OPS

$RAND NA!E

NO OF S&OPS ?#N

D##"S@

A'A#LA$#L#"% A" S&OP

?#N J@

/=SM

8: 81+3K

A##

3: 19+52K

Page 07of 10


68/96

IA./,,

9: 95+26K

M.#,M

2 6+81K

OTH,S

(-TAT,#H) 2 6+81K

Page 08of 10


69/96

A99 :a;p$$ Pri*# MYCEM OTHERS

5

5

,

,5

2

25

30

20

10

5 5

AIn Di?it*@

Bran)*

N%. % S&%p*

Av-i.-bi.ity -t S4ops ?#N J@

Page 01of 10


70/96

29%

43%; 43%

14%

7% 7%

AIN@

Jaypee

Acc

Prism

Mycem

Others

Page 7of 10


71/96

rom the above 'igure; it is obvious that Acc is the most available roduct leaving behind its

cometitors+ The 9ndosition is occuied by.ay'ee/a'ter &hich Prism comes at 3rdosition and

than other brands+

SALES #N 'ARANAS# ?#N !,",@

$r-nd !ont4.y S-.es

?#N !,"@

A// GGG

)-ypee


72/96

SA,S

,

/

0

8

,

BRANDS

SALES >IN M.T@

S-.es #n '-r-n-si ?#N J@

Page 7,of 10


73/96

20

2, 1

8

5

Sal$* >In @

ACCAYPEE

PRISM

MYCEM

OTHER

rom the above it is obvious that ACC stands at the to osition a'ter occuying 3K

share in mar*et and leads to IA./,,;PRISMP other competitive bransin sales volume+

PRE'A#L#N PR#CE #N "&E !ARKE"

$RAND NA!E PR#CE RANE ?Rs,@

/rism 9:@96:

Iayee 9:@96:

Page 72of 10


74/96

Acc

96:@95:

Mycem 922@9:

Other

922@9:

&ER RANE:77

A## 96:@95:

!#DDLE RANE:77

IA./,, 9:@96:

/=SM 9:@96:

LOWER RANE0@@

Mycem 922@9:

Page 7/of 10


75/96

Other

922@9:

Above data P grah sho&s that rice o' ACC'alls in the category o' 4i64er r-n6e+ /rice o'

)A%PEE1PR#S! 'alls in the category o' midd.e r-n6e and rice o' !%CE! O"&ERS

'alls in the category o' .o3er r-n6e,

EFFEC"#'E !ED#A

25%

14%15%

40% 6%

C&%i9$*>In @

Pa#p&l$t*

Ra)i%

T.

Documents

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