Guided By- Mr Ashish Srivastava(Associate Prof.

BBDNIIT)Submitted By-

Akash JaiswalRoll No.-

1405670013

ANALYSIS OF SALES PROMOTION STRATEGY OF ACC CEMENT VARANASI

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

INTRODUCTION

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

COMPANY PROFILE

To analyse the impact of sales promotion technique used by ACC Cement.

TO Find out the tools and techniques of sales promotion that is used in ACC Cement.

Analyse consumer satisfaction for after sales service provided by ACC Cement.

Analyse the brand loyality of the .customers towards ACC Cement

To analyze the awareness of customer of ACC Cement

OBJECTIVE OF THE STUDY

Data Collection Source- Primary & Secondary

Research Design- Descriptive Sampling Design-Random Sample size- 100 Sample unit- Distributor of ACC Cement Universe- Varanasi Area of work- ACC Help Center Varanasi

RESEARCH METHODOLOGY

87% respondent said that they have idea of purchasing ACC Cement products but 13% are not

77% respondent said that they have ever purchase product of ACC Cement but 23% are not

7% respondent said that they rate your present ACC Cement product performance poor, 23% satisfactory, 27% fair, 21% good, 13% very good, 9% excellent.

37% respondent said that they were using ACC Cement, 32% ACC, 23% Binani, and 8% others..

FINDINGS

The brand loyalty for more ACC Cement can be increased if the Quality and appearance of the products are given due attention because ACC has captured a major share of cement market.

The switch over of the customers can be prevented if more of new products are launched more frequently like ACC which launches new products with slight variations from the previous.

RECOMMENDATION

The performance of ACC Cement is fair in comparison to other pro brands.

  Economy is the basic feature influencing to build brand

Image.   The competition of ACC Cement is majorly ACC .  Due to high brand loyalty the customers of ACC Cement

recommend its product to others.

The customers are satisfied with the product range of ACC Cement product.

CONCLUSION

Marketing Management : Philip Kotler

Marketing Research D. D. Sharma

Research Methodology : C. R. Kothari

Websites◦ www.ACCcement.com◦ www.google.co.IN

BIBLIOGRAPHY

THANK YOU...