The document outlines a survey conducted by Group 10 on the cement industry in India, focusing on ACC Ltd., a leading cement manufacturer with 15 plants and a substantial market presence. Key findings emphasize the industry's significance, production capacity, and competitive dynamics, alongside the company’s strengths, weaknesses, and opportunities within the market. Recommendations for improvement include adjusting pricing strategies and enhancing promotional efforts to increase brand visibility and customer engagement.

1. Presented By: Group 10
Shubham Negi 19DM209

2. Details of the Survey
• Place:
ACC Ltd.- North Regional
Office, Jasola, New Delhi
• Survey conducted in East
Delhi Region.
• Dealer’s Quessionnaire-5

3. About Cement Industry
 India is the second largest producer of cement in the world.
 Total cement production capacity of about 455 million tones (MT) as of November 2018
 Plays vital part in its economy, providing employment to more than a million people, directly or
indirectly.
65%,
20%,
15%,
5%
Cement Demand in different sectors
housing & realstate public infrastructure industrial development other

4. ABOUT ACC
• ACC Limited is the India’s foremost manufacturing of cement
and concrete.
• ACC has total 15 cement plants(dry, grinding unit),21 sales
offices and 3 zonal offices.
• The head office of ACC is located in Mumbai and known as the
“Cement House”.
• The name of ACC changed from Associated Cement Companies
to ACC Ltd. On 1st September 2006.
• Acquired by LafargeHolcim in July 2015.

5. Cement
PPC
(Portland Pozzolana
Cement)
OPC
(Ordinary Portland
Cement)
PSC
(Portland Slag
Cement)
RST
PRODUCTS OFFERED

6. CEMENT CATEGORY
GOLD CATEGORY SILVER CATEGORY
CATEGORIES OF CEMENT

7. STRENGTHS WEAKNESSES OPPORTUNITIESWEAKNESSES THREATS
• Strong
Reputation
• Well-known
Brand
• Plants with
higher capacities.
• Dealer Network
• Lesser branding as
compared to its
competitors.
• Brand not globally
recognised.
• Extended services in
the field of
construction
• Extensive branding in
the country.
• Local players offering
cement at lower
rates.
• Intense Competiton

8. BENEFITS
Dense and Impermeable concrete
 Improved resistance to sulphate and chloride attack; prevents
corrosion
 Increased long-term strength
 Less water requirements
 Protects from rusting
ABOUT ACC SURAKSHA
 World-class product offering
 A byword for quality and durability.
 Developed through years of extensive research
 Manufactured at state-of-the-art plants
 Gives superior finishes
 High-Strength concrete
 Long-Lasting
FEATURES
 Uniform particle size and distribution
 Contains special processed reactive silica
 Comprehensive testing of each batch of cement
 Reduction in heat during hydration

9. •B2B
•Direct
•Concrete
Customers and
Builders in both public
and private sector in
all tier cities.
• Eco friendly cement
• Best Quality
SEGMENTATION
TARGETING
POSITIONING
STP’s

10. • Premium Pricing
• Always higher
than
competitors.
PRODUCT PRICE PROMOTION PLACE
• Gold and Silver
Range of
Products
• Bulk Cement
• Ready Mixed
Concrete
• ACC Leakproof
• Headquarter-
Mumbai
• 19 Plants PAN India
• 21 Sales Units
• Dealers- Pan India
• Advertising
• Public relations
• Sales promotion
• Word-of-mouth
• Building brand
visibility
• Offerings
4 P’s

11. MARKET GROWTH

12. LOW
SUBSITUTE ARE GLASS,WOOD AND
STEEL BUT NO DIRECT SUBSITUTE
LOW
BECAUSE SUBSTANTIAL MARKET
CONCENTRATION IN THE HANDS OF
FEW PLAYERS
LOW
HUGE CAPITAL INVESTMENTS
REQUIRED BARRIERS IN ACHIEVING
ECONOMIES OF SCALE
THREAT FROM NEW ENTRANTS
THREAT FROM SUBSITUTE
LOW
OLIGOPOLY MARKET WITH BIGGER
PLAYERS CONTROLLINGSUPPLY
EXISTING COMPETITION
BUYER’S POWER
MODERATE
FEW MAJOR PLAYERS COMPRISE OF
MORE THAN 50% OF PRODUCTION
SUPPLIER’S POWER
PORTER’S FIVE FACTOR MODEL

13. POLITICAL FACTORS ECONOMICAL FACTORS
SOCIAL FACTORS TECHNOLOGICAL FACTORS
• Rates of coal by government ,Power tariffs,
• Freight, Royalty or cess on limestone ,Taxes
(GST and Excise Duty)
• Government programs like MNREGA,
INDIRA AWAS YOJNA, NREGS
• Strict rules and regulation and political
will of the leader
• Government is the largest consumer in cement
industry
• Investment by government in
Infrastructure e.g. Smart city
development
• Performance of ACC will be better
with development in economy
• The growth became stagnant due
to high GST on cement
• Urbanization and
industrialization has increased
the demand Of building
materials.
• Consumer preferences
• Currently cement is made by two
processes dry and wet.
• shifting towards a more sustainable
and cleaner source of energy
• Supply chain is dependent on
technology
PEST
ANALYSIS

14. Findings
1. Quality of ACC is best.
2. Gifts are not provided to
sub-dealers and customers.
3. Price of authorised dealers
are high so it should be in
control.
4. Impact of advertisement is
low.
5. Meetings should be done for
sub-dealers.

15. Recommendations
1. Cash price for customers.
2. More scheme and gifts
should be provided.
3. More Advertisement
material should be given.
4. Price cutting of silver range
products.
5. Take customers feedback
timely.

16. VISIT PHOTOS