The document is a summer internship project report on developing a district action plan to increase sales of ACC Cement in Indore District. ACC Cement is India's largest cement manufacturer established in 1936. The objectives of the study are to increase ACC Cement sales, generate scope for ACC Gold brand, and increase brand equity. The report details ACC's products and competitors. It describes counter visits and site visits conducted to promote ACC Gold. Findings show ACC's market share is lower than competitors due to irregular availability and lack of regular promotions. Suggestions include improving supply, targeting rural markets, regular dealer meetings, offers, awareness campaigns, and increasing dealers/retailers in the district.

1. PRESTIGE INSTITUTE OF MANAGEMENT AND
RESEARCH
Summer Internship Project Report
ON
“District Action Plan to increase the sale of ACC Cement
in Indore District”
SUBMITTED TO SUBMITTED BY
Prof. Mohit Moghe Santosh Kumar Chaturvedi
MBA(FT) 2014-16
III sem SECTION “F”

2. Introduction of Acc Limited
ACC Limited is India’s foremost manufacturer of cement
and ready mix concrete with a countrywide network of factories
and marketing offices Established in 1936, ACC has been a
pioneer and trend-setter in cement and concrete technology.
ACC’s brand name is synonymous with cement and enjoys a
high level of equity in the Indian market. Among the first
companies in India to include commitment to environment
protection as a corporate objective, ACC has won several prizes
and accolades for environment friendly measures taken at its
plants and mines.
The company has also been felicitated for its acts of good
corporate citizenship.

3. OBJECTIVES OF THE STUDY
(1) To increase sale of ACC Cement.
(2) To generate scope of ACC GOLD .
(3) To increase Brand Equity.

5. MISSION OF ACC
(1) Leadership
Maintain our leadership of the Indian cement industry through the
continuous modernization and expansion of our manufacturing
facilities and activities, and through the establishment of a wide and
efficient marketing network.
(2) Profitability
Achieve a fair and reasonable return on capital by promoting productivity
throughout the company.
(3) Growth
Ensure a steady growth of business by strengthening our position in the
cement sector.

6. MISSION OF ACC
(4) Quality
Maintain the high quality of our products and services and ensure their
supply at fair prices.
(5) Equity
Promote and maintain fair industrial relations and an environment for the
effective involvement, welfare and development of staff at all levels.
(6) Responsibility
Fulfill our obligations to society, specifically in the areas of integrated
rural development and in safeguarding the environment and natural
ecological balance.

7. OUR PRODUCTS

8. OUR COMPETITIORS

9. PRODUCTION

11. COUNTER AND SITE VISIT
1.Total 223 cement selling counters were visited and
created awareness about ACC Gold and convinced them
to become part of the Company.
2.Total 264 construction sites were covered in which we
have given demo of ACC Gold, explained benefits
which impressed people and convinced them to use
ACC Gold.
3. We have also done promotional activities like Canopy
demo, Haat Leaflet distribution in Mhow and Indore to
increase interest of consumers in acc gold.

12. Ultratech
51%
Shree Ultra
3%
Wonder
5%
JK Super
13%
Mycem
5%
Jaypee
11%
Ambuja
3%
Vikrant
3%
Tirupati
3%
Birla Samrat
3%
BRAND WISE RETAILERS
Total :- 37

13. BRAND WISE SUB DEALER
TOTAL:- 285
Ultratech
36%
Shree Ultra
1%
Wonder
7%
JK Super
31%
Mycem
3%
Jaypee
7%
Ambuja
3%
Binani
1%
JK
Lakshm
i
1%
Coromandal
2% Lafarge
1%
Brila Samrat
3%
Biral Chetak
2% Birla
Uttam
2%
Nirmax
0%

14. BRAND WISE DEALER
TOTAL :- 79
Ultratech
23%
Shree Ultra
1%
Wonder
13%JK Super
16%
Mycem
3%
Jaypee
6%
Ambuja
3%
ACC
3%
Coromondal
11%
Lafarge
5% Birla Samrat
13%
Birla Chetak
1%
Prism
1% Nirmax
1%

15. BRAND WISE COUNTER’S
TOTAL:- 229
Ultratech
35%
Shree Ultra
1%
Wonder
8%
JK Super
27%
Mycem
3%
Jaypee
7%
Ambuja
3%
Vikrant
0% Tirupati
0%
Binani
0%
ACC
0%
JK Lakshmi
0%
Coromandal
4%
Lafarge
2%
Birla Samrat
4%
Birla Chetak
2%
Birla Uttam
1%
Prism
0%
Nirmax
0%

16. FINDING’S
1. Market share of Acc is less as
compared to other brands.
2. Availbility of product is not
regular.
3. Promotional activities are not
done in regular bases.

17. SUGGESTION’S
1. The company must improve its supply so as the demad can
easily be meet.
2. It must target the rural market as they are providing a good
marketing opportunity these days.
3. Regular meetings with dealers and Retailer’s.(suggestion’s)
4. Time to time offers should be provided to the customer from
5. Acc Limited.
6. Campaign to aware and to convince consumer to use acc gold.
7. Convicing dealers to increase dealer , retailer number in Indore
district.
8. The company must keep a watch on its primary competitors in
market in order to be able to compete with them.

18. ACC GOLD
OTHER CEMENT