A Study On Sales Promotion Strategies Adopted by Acc Cement at Gondia City

Index
Topic
Introduction
Company Profile
Objectives
Scope of study
Hypothesis
Research Methodology
Data Analysis and Interpretation
Hypothesis Testing
Findings
Conclusion
Suggestion
Limitations
Bibliography
Appendix
A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 1

Introduction

Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or service refers to sales
promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy.
Since sales promotion directly push up the sales, increasing number of companies are undertaking
sales promotion activities.
Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a product or
service. It consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate
quicker and greater purchase of products or services by consumers.
Purpose of Sales Promotion
Sales promotion tools vary in their specific objectives. They may be used to attract new
customers, to reward loyal customers and to increase the repurchase rates of occasional users.
Sales promotion usually targets brand switchers because non-users and users of other brands do
not always notice a promotion. Sales promotions are thus also seen as a tool for breaking down
loyalty to other products.
Sales promotions also let manufacturers adjust to short term changes in supply and demand and
differences in customer segments. They also let manufacturers to experiment by varying prices.
Sales promotions also lead to greater consumer awareness of prices.
To use sales promotion, a company must set objectives, select the right tools, develop the best
program and implement it and evaluate the results.
Objectives of Sales Promotion
The specific objectives set for sales promotions will vary with the type of the target market. For
consumer promotions, objectives include encouraging purchasing of larger sized units, building trial
among non-users and attracting switchers away from the competitor’s brands. For trade promotions,

objectives may include; including retailers to carry new items and higher level of inventory,
encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of
retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging
support of a new product or model, encouraging more prospecting and stimulating off-seasonal
sales. But most importantly, sales promotion should be focused on consumer relationship building.
Sales Promotion Tools
Many tools can be used to accomplish sales promotion objectives. Descriptions of the main
promotional tools are as follows;
Consumer Promotion Tools
The main consumer promotion tools are as follows;
 Samples:
They are offers of a trial amount of a product. It consists of inviting prospective purchasers
to try the product without cost or at a lower cost in the hope that they will buy the product.
Samples may be free or discounted.
 Coupons:
Coupons are certificates that give buyers a saving when they purchase a specified product.
Coupons can be mailed, placed in advertisements or included with other products.
 Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund part of the
purchase price of a product to its customers who send a proof of purchase to the
manufacturer. These are like coupons except that the price reduction occurs after the
purchase and not at the point of sale.

 Price Packs:
Cents-off deals or price packs offer consumers savings by way of reducing prices that
are marked by the producer directly on the package.
 Premiums:
These are the goods offered either free or at a low cost as an incentive to buy a
product. Premiums may be in-pack or on-pack (outside the pack).
 Prizes:
They are offers of chance to win something such as cash, trips or goods – by luck or through
extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering
promotions.
 Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up on coupons, refunds
or contests to increase their pulling powers.
 Cross Promotions:
Cross promotions involve using one brand to advertise non-competing brand.
 Advertising Specialties:
These are useful articles imprinted with an advertiser’s name, given as gifts to consumers.
 Patronage Rewards:
They are cash or other awards for the regular use of company’s products or services. They are
values (in cash otherwise) that are proportional to one’s patronage of a certain vendor or a
group of vendors. They aim at building brand loyalty.

 PoP Promotions:
Point of purchase (PoP) includes displays and demonstrations that take place at the point of
purchase or sale.
 Trade Promotion Tools
More money is spent by companies on trade promotion (58%) than on consumer promotions
(42%). The major trade promotion tools are as follows;
 Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a
particular quantity purchased during a stated time.
 Allowances:
They are the amount offered in return for an agreement by the retailer to feature the
manufacturer’s products in some way; displays, advertising or otherwise.
 Free Goods:
Free goods are the extra merchandise offered to middlemen who buy a specific amount of a
product.
Companies also offer push money and specialty advertising items to the middlemen.

Business Promotion Tools
Companies spend huge amount on promotions focused on industrial consumers. The major
business promotion tools are as follows;
 Trade Shows and Conventions.
 Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To use it well, the
marketer must define the sales promotion objectives, select the best tools, design the sales
promotion program, pretest and implement the program and evaluate its results.

COMPANY PROFILE
ACC Limited
Type Public company
Traded as BSE: 500410
NSE: ACC
Industry Cement
Founded 1936[1]
Headquarters Mumbai, India
Number of locations 20
Key people N. S. Sekhsaria, Chairman
Neeraj Akhoury, MD & CEO
Revenue 113.927 billion(US$1.8 billion)[3]
Net income 10.9576 billion(US$170 million)[3]
Total assets 120.9359 billion(US$1.9 billion)[3]
Total equity 78.2484 billion(US$1.2 billion)[3]
Number of employees 10,000
Parent LafargeHolcim

ACC Limited (Formerly The Associated Cement Companies Limited) one of the largest producers
of cement in India. It's registered office is called Cement House. It is located on Maharishi Karve
Road, Mumbai. The stock price of company contributes in calculating BSE Sensex.
The management control of company was taken over by Swiss cement major Holcim in 2004. On 1
September 2006 the name of The Associated Cement Companies Limited was changed to ACC
Limited. The company is only cement company to get Superbrand status in India.
HISTORY
In 1936 ten cement companies belonging to Tatas, Khataus, Killick Nixon and F E Dinshaw groups
merged to form a single entity, The Associated Cement Companies. Sir Nowroji B Saklatvala was
the first chairman of ACC. The first board of directors had some prominent industrialists—J R D
Tata, Ambalal Sarabhai, Walchand Hirachand, Dharamsey Khatau, Sir Akbar Hydari, Nawab Salar
Jung Bahadur and Sir Homy Mody.
OVERVIEW
As one of the foremost companies in the Indian cement and concrete industry, we at ACC are driven
by the inherent need of providing products and solutions that will create the new economic, social
and institutional infrastructure in one of the fastest growing economies of the
world.

ACC AT A GLANCE
ACC Limited is India's foremost manufacturer of cement and ready mixed concrete with 17 modern
cement factories, more than 57 ready mixed concrete plants, a vast distribution network of over
10,000 dealers and a countrywide spread of sales offices.
The company has been a trendsetter and noted benchmark in cement and concrete technology since
it was established in 1936. ACC has a unique track record of innovative research, product
development and specialized consultancy services. The name ACC is synonymous with cement and
enjoys a high level of equity in the Indian market.
The company continuously explores ways to make its business more planet-friendly and this concern
is integrated into all activities of the value chain from mining to sales. It has among the lowest
carbon footprints in its class. ACC had installed sophisticated pollution control equipment as far
back as 1966, long before pollution control laws came into existence. It was among the first Indian
companies to include commitment to environmental protection as one of its corporate objectives.
Today each cement plant has state-of-the art pollution control equipment. ACC plants, mines and
townships visibly demonstrate successful endeavours in quarry rehabilitation, water management

techniques and ‘greening’ activities. The company actively promotes the use of alternative fuels and
resources and offers effective solutions for waste management including testing and co-processing.
ACC’s commitment to sustainable development and its on-going efforts in community welfare
programmes have won it acclaim as a responsible corporate citizen. Recently the CII-ITC Centre of
Excellence in Sustainable Development cited ACC as a role model in conducting business
sustainably, felicitating it with India’s most coveted honours in this field:
 “India’s Most Sustainable 2015”

 Sustainable Plus Platinum label of CII-ITC
 CII-ITC Sustainability Award 2013, 2015 and 2016 for 'Outstanding Accomplishment'
With purposeful steps in knowledge building, the company has two institutes that offer technical
courses for engineering graduates and diploma holders which are relevant to manufacturing sectors
such as cement. The main beneficiaries are youth from backward areas of the country.
In 2005, ACC Limited along with Ambuja Cements Limited became a part of the reputable Holcim
group of Switzerland. In 2015 Holcim Limited and Lafarge SA came together in a merger of equals
to form LafargeHolcim – the new world leader in the building materials industry.

BOARD OF DIRECTORS
ACC is a professionally managed company with its core values based on ethics and good corporate
citizenship. The Board of Directors comprises eminent professionals of unquestionable integrity, a
majority of who are Independent Directors. The Board endeavours to maintain the company’s
tradition of upholding the highest standards of Corporate Governance. The Chief Executive Officer
and Managing Director oversees day-to-day working and operations of the Company.

OBJECTIVES
1) To study consumer preference towards ACC Cement .

2) To study factor which influence customers .
3) To study quality of the factor.

HYPOTHESIS

HYPOTHESIS:-
1) Customers are highly satisfied with ACC Cement .

2) Price is the major factor which influence customer.

SCOPE OF THE STUDY

SCOPE OF STUDY
 The scope of study is limited up to Gondia region.

 The scope of study is limited due to time and money constraints.
 The scope of study is limited due to limited sample size, i.e, 60.

RESEARCH AND METHODOLOGY
RESEARCH METHODOLOGY
The methodology that was adopted for the study includes both primary source data as well as
the secondary source of data. The methodology of the study can be explained as follows :
DATA COLLECTION
Data collection refers to a purpose gathering of information relevant to the subject matter
under study and methods depend mainly on nature, purpose and scope of the enquiry to be
undertaken on the available resources and time.
Data collection is one of the methods of research. There are mainly two methods of
the data collection.
 PRIMARY DATA COLLECTION

 SECONDARY DATA COLLECTION
PRIMARY DATA :
The primary data are those which are collected afresh and for the first time, and thus happens
to be original in character. We can obtain primary data either through observation or through
direct communication with respondents in one form or another or through personal
interview.
SECONDARY DATA :
Secondary data means data that are already available i.e. they refer to the data which have
been already been collected and analyzed by someone else. When the researcher utilizes
secondary data, then he has to look into various sources from where he can obtain them.
 Internet
 Company manuals and booklets
 Books etc.
The source of information is generally classified as primary and secondary .

According to payline V. young The source of information can be classified into
documentary sources and field sources.
a) Primary data :-
The information given/ collected by individual or groups constitute primary

source.
Methods of generating primary data
i. Survey
ii. Personal interview
iii. Observation
iv. Questionnaire
b) Secondary data :-
Books, diary, manuscript, letter, magazine, internet etc. are the secondary or documentary
source. The researcher for this dissertation has decided to use primary source as
questionnaire and secondary sources as books and internet for data collection.
Tools Of Data Collection :
a) Questionnaire and observation was used as tool for primary source of data collection.
b) Books and internet was used as tool for secondary source of data collection.

Pre-study :
After careful study of literature and expert consultation the researcher still may have only a
rather vague idea about the critical element in his problem. As pilot study sometimes may be
launched as a step preliminary to the form scale before original study are carried out in order
to gain some preliminary information of the main project.
Pretesting:-
Pretesting is the process of an advance testing of study design after the interview schedule
has been prepared. The researcher referred books and internet to get prepared literature for
this project and report.
Processing:-
Once the collection of data is over the main step top arranged for processing and analysis of
data.
Editing:-
The preparation of the data forms for the tabulations must include on operational procedure
for accepting, modifying or resection individual questionnaire.
Tabulation:-
Tabulation is a process of summarizing raw and display it in compact forms for further
analysis. Analysis of data is made possible through tables. These tables sre made for
different variables and to show relationship with each other.
Interpretation of data:-
Analysis and interpretation are central step in research process. The goal of analysis is to
summarize collected data in such a way that they provide answer to the and triggered the
researcher. Interpretation is the research for the broader meaning of research finding.

DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION
1.Gender:-
Sr no. particulars No. of respondents percentage

1 Female 15 25%
2 Male 45 75%
3 total 60 100%
25%
male
female
75%
Analysis
 15 were peoples are Female.

 45 were people are male.
Interpretation
Thus, above table indicates that majority of people have 75% males are used ACC Cement .

2. How frequently do you buy ACC Cement ?
Sr no. Particulars No. of respondents Percentage

1. More than once 10 17%
2. Every few month 13 22%
3. Yearly 10 16%
4. Total 60 100%
16%
45%
once a week
22% more than once
every few month
yearly
17%
Analysis
 27 peoples were frequently buy

Interpretation
 Thus, above table indicates that majority of people have 45% peoples who buy
frequently the ACC Cement product once a week.

3.Any problem you faced while using it?

1 yes 22 36%
2 no 38 64%
3 total 60 100%
36%
yes
no
64%
Analysis
 22 were have problem

 38 were have problem
Interpretation
Thus, above table indicates that majority of 64% people have no problem were using ACC
Cement product.
4 Do you want any changes in product?

Sr no. particulars No. of respondents Percentage
1 Yes 10 16%
2 No 50 84%
3 total 60 100%
16%
yes
no
84%
Analysis
 10 peoples were want changes

 50 peoples don’t want changes
Interpretation
Thus, above table indicates that majority of 84% people don’t want changes in Mountain
dewproducts.
5. Since how many years you are using ACC Cement ?

1 Last one year 10 17%
2 2 to 3 year 25 41%
3 3 to 5 year 15 25%
4 More than 5 year 10 17%
5 total 60 100%
17% 17%
last one year

2 to 3 year
25% 3 to 5 year
more than 5 year
41%
Analysis
 10 peoples were used

 25 people were used
Interpretation
Thus, above table indicates that majority of 41% people have used ACC Cement from 2 to 3
years.
6.Which factor influenced you to buy ACC Cement .
Sr no. particular No. of respondents Percentage

1 Price 15 25%
2 Quality 35 59%
3 Service 5 8%
4 Store image 5 8%
5 Total 60 100%
8% 25%
8%
price
quality
sevice
company image
59%
Analysis
 15 peoples were influenced by price

 35 peoples were influenced by quality
 5 peoples were influenced by service
 5 peoples were influenced by stores image
Interpretation
Thus, above table indicates that majority of 59% people are influenced by quality of ACC
Cement buy this.
7. Are you satisfied with ACC Cement ?
Sr no particular No. of respondents percentage

1 Yes 47 78%
2 No 13 22%
3 total 60 100%

22%
yes
no
78%
Analysis
 47 peoples were satisfied

 13 peoples were satisfied
Interpretation
Thus, above table indicates that majority of 78% peoples are satisfied with Mountain
dewproduct.

Hypothesis
testing

HYPOTHESIS TESTING
H1: Accepted,
From the data analysis and interpretation it is verified that the company
adopted various latest marketing technologies.
H2: Accepted,
From the data analysis and interpretation it is verified that consumer buying
behavior affects the sales of Mountain dewproducts.

FINDINGS

FINDINGS
 Acc cement is the very popular stores among the customers.
 People are highly satisfied with the Acc Cement .
 Customers prefer Acc cement more because of their qualities.
 ACC cement is the clear market leader across all age groups and income levels.

CONCLUSION

CONCLUSION
 Company has aims to create a brand image in the mind of customers.

 The company adopts mass advertising media & brand ambassador to promote their
product.
 Most of the customers generally prefer ACC Cement .
 Company has opened new service center in metro & other cities.

SUGGESTIONS

SUGGESTIONS
 ACC Cement should concentrate on the rural areas and make their management
proper by giving employment to the educated people.
 The company should distribute magazines, house journals to the consumers to
aware them about new schemes and offers.
 New promotional strategies should be adopted by company, like personal services
etc.
 The company should start taking feedback from consumers about their product
through the way of prescribed forms.

LIMITATIONS

LIMITATIONS
The limitations are as follow:
 While analysis the primary data Human error may occurred.

 The time for the study is very limited.
 Whatever the data available in the limited source of information for the
customer satisfaction of ACC Cement.

Bibliograph
y

BIBLIOGRAPHY
Websites:
 http://www.acclimited.com
 www.google.com
Books:
 Modern Marketing ( Philip Kotler )

 Services Marketing ( S. M. Jha )
 Research methodology (William Zikmud)
Magazines:
 Business Today
 Business World

QUESTIONNARIE:-
1 Name:-
2 Age :-
 8-15
 15-25
 25-35
 35-above
3 Gender :-
 Male
 Female
4 Occupation :-
 Student
 Job
 Business
 Others
5 How frequently do you buy Mountain dewproducts?
 Once a week
 More than once
 Every few month
 Yearly
6 Any problem you faced while using it?
 Yes
 No

7 Since how many years you are using Mountain dewproduct?
 Last 1 year
 2-3 year
 3-5 year
 More than 5 year
8 Which factors influenced you to buy Mountain dewproduct?
 Price
 Quality
 Service
 Company image
9 Are you satisfied with Mountain dewproduct?
 Yes
 No
10 Which of the Mountain dewproduct you generally use?
 Saree
 Salwar suite
 Jeans
 Others
11 Do you want any changes in product?
 Yes
 no

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Index

Data Analysis and Interpretation

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 1

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 2

sales promotion activities.

quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion

loyalty to other products.

Sales promotions also lead to greater consumer awareness of prices.

program and implement it and evaluate the results.

Objectives of Sales Promotion

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 3

encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of

Sales Promotion Tools

promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

Samples may be free or discounted.

Coupons can be mailed, placed in advertisements or included with other products.

purchase and not at the point of sale.

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 4

are marked by the producer directly on the package.

product. Premiums may be in-pack or on-pack (outside the pack).

or contests to increase their pulling powers.

group of vendors. They aim at building brand loyalty.

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 5

 Trade Promotion Tools

(42%). The major trade promotion tools are as follows;

particular quantity purchased during a stated time.

manufacturer’s products in some way; displays, advertising or otherwise.

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 6

business promotion tools are as follows;

 Trade Shows and Conventions.

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 7

Type Public company

Headquarters Mumbai, India

Key people N. S. Sekhsaria, Chairman

Neeraj Akhoury, MD & CEO

Revenue 113.927 billion(US$1.8 billion)[3]

Net income 10.9576 billion(US$170 million)[3]

Total assets 120.9359 billion(US$1.9 billion)[3]

Total equity 78.2484 billion(US$1.2 billion)[3]

Number of employees 10,000

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 9

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 10

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 11

 “India’s Most Sustainable 2015”

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 12

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 13

1) To study consumer preference towards ACC Cement .

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 16

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 17

1) Customers are highly satisfied with ACC Cement .

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 18

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 19

 The scope of study is limited up to Gondia region.

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 20

 PRIMARY DATA COLLECTION

The source of information is generally classified as primary and secondary .

The information given/ collected by individual or groups constitute primary

Methods of generating primary data

Tools Of Data Collection :

A STUDY ON SALES PROMOTION STRATEGIES ADOPTED BY ACC CEMENT AT GONDIA CITY 22