A SUMMER INTERNSHIP REPORT

ON

Market Survey of Consumer Preferences for flagship brands of

ACC Limited, Bilaspur (H.P)

For the Partial Fulfillment of the Requirement for the Award of Degree of

MASTERS OF BUSINESS ADMINISTRATION

2014-2016

Amity Global Business School

Chandigarh

Project Guide : Submitted By:

PROF.SHAGAN SIDHU SUMIT KUMAR

A.G.B.S CHNDIGARH Enroll. No. - A30701914056

Sumitkumar4142@gmail.com
COURSE
M.B.A (2014-2016)

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ACKNOWLEDGEMENT

I extend my sincere gratitude to ACC Cement, for giving me an opportunity to intern with the
prestigious company. In specific, I thank Mr. Vishal Thakur (Manager-Sales, Area Office
Gagal), for being a guiding force throughout this submission and being instrumental in the
successful completion of this internship project. Without him, every effort of mine would have
been in vain. He has been kind and patient throughout, to share with me his precious time,
knowledge and insights.

I would also express thanks to Mr. Vikramjeet Singh (DM- HR) for coordinating and providing
all assistance of guidance throughout my work.

I would like to extend thanks to all the respondents who patiently answered to all my queries
with full cooperation and provided me with all the valuable information that was needed for the
project study.

I also thank Prof. SHAGAN SIDHU sir, who has sincerely supported me with the valuable
insights into the completion of this project.

I am grateful to all faculty members of Amity Global Business School Chandigarh and my
friends who have helped me in the successful completion of this project.

Last but not the least I am indebted to my parents who provided me their time, support and
inspiration needed to prepare this report.

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 SUMIT KUMAR

DECLARATION

I undersigned, SUMIT KUMAR student of MBA declare that I have done the project on
“Market Survey of Consumer preferences for flagship brands of ACC Limited, Bilaspur
(H.P) ” has been personally done by me under the guidance of Prof. PROF.SHAGAN SIDHU
in partial fulfillment of MBA Program during academic year 2014-2016. All the data
represented in this project is true & correct to the best of my knowledge & belief.

I also declare that this project report is my own preparation and not copied from anywhere else.

Sig. of the candidate

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DATE:

PLACE:

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. SUMIT KUMAR is student of AMITY GLOBAL BUSSINESS
SCHOOL, Chandigarh PGDM Batch 2014-16 has successfully completed his summer
internship under the guidance of Mr. VISHAL THAKUR for a duration of 8 weeks, from
10 June 2015 to 31 july2015.

During his tenure with us, we found him .............................

We wish him all the very best for future endeavors.

Signature
Name: - Mr. VISHAL THAKUR
Designation: - MANAGER Sales
Organization seal

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 CERTIFICATE

This is to certify that Mr. SUMIT KUMAR PGDM (2014-16 MBA) a student of AMITY
GLOBAL BUSINESS SCHOOL has undertaken the project on “ Market Survey of Consumer
Preferences For Flagship Brands Of ACC Cement Limited Bilaspur ”. The survey, data
collection, & analysis work for preparing the project has been carried out by the student in partial
fulfillment of the requirements for the award of PGDM, under my guidance and supervision.

I am satisfied with the work of Mr. SUMIT KUMAR

Date:
Faculty Mentor

(Prof. SHAGEN SIDHU)

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EXECUTIVE SUMMARY

The Summer Internship at ACC Limited, Gagal Cement Works was mainly divided into three
stages.

The first part included reading and going through the company brand presence in the country,
particularly Himachal Pradesh and understanding the current marketing strategies of the
company. A detailed study on the company profile including the products, services etc. was done
in this stage.

The second part consisted of formulating a research plan for the project. The research objectives,
research questions, questionnaire and the scope of the research were decided here. Also, the
survey was conducted here through questionnaire and interview methods. The Cement Dealers of
the three leading brands (ACC, Jaypee and Ambuja) in Himachal Pradesh of three districts;
Bilaspur, Mandi and Hamirpur were visited for the same.

The title of the project report was:

- Market Survey of Consumer preferences for flagship brands of ACC Limited, Bilaspur
(H.P) ”

The third part consisted of analysis of the data collected and recommending various suggestions
for the current marketing practices.

The entire research project is divided into two parts

A) The first part looks into the current market practices of the company. This covers the
various sales verticals, distribution channels, brand communication, promotions etc.
B) The second part tries to identify the key problem areas where the company needs to work
on so as to increase the current market share of the company and also give
recommendations for the same

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 TABLE OF CONTENTS

Sr. No. Chapter detail Page

1. INTRODUCTION 1
2. CEMENT INDUSTRY IN INDIA 2
3. CEMENT INDUSTRY IN HIMACHAL PRADESH 3
4. ACC LIMITED 4-5
5. Profile of the company 7-8
6. History 9-13
7. Products 14-16
8. GAGAL CEMENT WORKS 17-18
9. MARKETING 19-20
10. Marketing in HP 21
11. OBJECTIVES OF THE RESEARCH 22
12. METHODOLOGY FOLLOWED 23-27
13. Primary research 28
14. Sampling 29
15. - Analysis 30
16. TABULATIONS AND FINDINGS 31
17. KEY PROBLEM AREAS 45
18. RECOMMENDATIONS 46
19. LIMITATIONS OF THE STUDY 47

20. SCOPE FOR IMPROVEMENT 49

21. BIBLIOGRAPHY 50

22. APPENDIX 52-57

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