Submitted to PROJECT REPORT

ON

“BRAND IMAGE OF CEMENTINDUSTRY”

PUNJAB TECHNICAL UNIVERSITYJALANDHAR

BY

Bhanu Pratap

Under the guidance of

Mr. Vishal Thakur

SHAHPUR (JALANDHER)

(Academic Year: 2007 – 2009)

ON

S

ubmitted in partial fulfillment of the requirement for the award of

Degree Of

Master of Business Administration (MBA)(2007-2009)

ACCSUBMITTED TO: SUBMITTED BY:

MR. VISHAL THAKUR

MANAGER MARKETING

GAGAL CEMENT WORKS

BARMANA (ACC LTD.)

SESSION (2007-2009)

ACC___________________________

GAGAL CEMENT WORKS

P.O.BARMANA, BILASPUR

HIMACHAL PRADESH

174013

___________________________

THE ASSOCIATED CEMENT CO`S.

LTD.

ACC

_______________________________________________________________

ACKNOWLEDGEMENTUNDERTAKING PREFACESECTION - A INTRODUCTION OF THE SUBJECT REVIEW OF LITERATURE SECTION - B INTRODUCTION OF ACC COMPANY

1) INTRODUCTION2) GEOGRAPHICAL DETAILS3) HISTORY OF INDUSTRY4) CORPORATE PROFILE OF ACC LTD5) ACC FOUNDATION6) ENVIRONMENTAL POLICY OF ACC LTD.7) MISSION & VISION OF ACC LTD8) AWARDS & ACOLODES9) ARTICHETS OF ACC LTD10) ACC MILESTONES 11) CONTRIBUTION TO GOVERNMENT12) MANUFACTURING PROCESS13) MAP KEY14) CEMENT PLANT15) DEPARTMENTATION16) FINANCIAL POSITION OF COMPANY

SECTION - C RESEARCH PROJECT OBJECTIVES OF STUDY RESEARCH METHODOLOGY LIMITATION OF RESEARCHSECTION - D DATA INTERPRETATION & ANALYSIS SECTION - E SUGGESTION CONCLUSIONAPPENDIX Bibliography Questionnaire

ACKNOWLEDGEMENT

I offer my gratitude to those who have spent their precious time, interest

and continued encouragement through the study and for the completion of me

SUMMERE Training in Gagal Cement Works (ACC Ltd.) Distt. Bilaspur

(H.P.).

I would like to thanks Mr. Vishal Thakur (marketing Manger) and

cooperative staff members at Barmana allowing me to undertake training in

their renowed organization and permitting to work on marketing aspect of this

company.

Then I would like to thanks to our project guide Miss. Suman for their

encouragement and support throughout the course of our project.

On the home front, I want to thank all out family members who also

have appreciated the hefty time demands of this project and helped us in a

numerous way.

Bhanu Pratap

UNDERTAKING

I Bhanu Pratap do here by declare that the training report on “Brand

Position” of ACC Cement in H.P. Submitted by me in the partial fulfillment

of M.B.A. (Master of Business Administration).

Data enfectched provided in the report are authentic to the best of my

knowledge. I have not submitted this training report to any other university for

the award of degree.

Bhanu Pratap

M.B.A. (Marketing)

PREFACE

As M.B.A. IInd semester degree require equal attention practical as

well as theoretical aspect of the business, carious problems are to be dealt

within these courses, that is why research programs are there to give deep as

well as thorough knowledge of the subjects. The way to aware the people in

marketing.

I have attempted to live up these requisites while preparing this report.

Industrial training is a part of professional courses. With the help of Industrial

training we can able to understand the work undertaken in a company.

During my project work I observed all the aspects of cement and

gathered all the necessary information regarding it. I was given thorough

knowledge about each and every aspect of the company.

My project entitled “Brand position” (A comparative study of ACC

Cement with other cements) sincere effort has been made to bring about the

lucid facts it is hoped that this report meets the given expectation and various

requirements of the research.

the first phase company profile of ACC Ltd. After that a market research us

performed with a sample size of 100 people. The research study was limited to some

Distt. Of Himachal Pradesh, here in my survey. I have contacted the respondents through

personal interviews In only. In the last phase of the report suggestions and

conclusions have been drawn.

BRAND-POSTIONIONING

When a new brand appears in the market, the consumer gets acquainted

with it and starts collecting information about it. On the basis of this

information the consumer creates an opinion of the brand and establishes a

brand image. For a stable market position of a brand, consumer awareness of

the new brand on the market is not sufficient. The consumer must prefer a

brand and have a positive assessment of it as well as considering it in its

purchasing decisions. The target position means deciding on the target image

of a brand and how the consumers should compare it to other competitive

brands.

Not every brand is our competition! All trade marks on the market

within trade groups could be classified according to the consumers (un)-

awareness and assessment as shown in the picture below:

If a brand is familiar to the consumer it does not mean that it is also a

possible alternative for the consumer's choices. To some (recognized) brands

the consumer may have a negative reaction and therefore have no intention of

using them. The consumer is also familiar with neutral brands, which are

unimportant to him, or about which he does not have the sufficient

information to consider purchasing them.

What do the results of brand positioning research show?

The market position of a brand shows where a specific brand is located.

It also shows the relationship to competitive brands. We can determine the

market position of a brand on the basis of the answers to the following four

questions:

Why (which benefits and advantages does the new brand bring to the

consumer)

When (determining the opportunities for which the brand is most

suitable)

For whom (it is about the determination of the consumer of a brand or

target group)

How do we research the market position of a brand?

It is optimal for a company to first decide on the method of conducting

the brand image research, with which the company can investigate the key

values and dimensions of the brand. When a company is thoroughly

acquainted with its brand and its image in the market it is sensible to focus on

more competitive brands and to compare these brands to theirs. It is important

to find out how consumers categorize brands within a specific trade group and

how they focus on the most competitive ones.

The market position of a brand is measured using the quantitative

methods of research, which are based on the results of qualitative work. That

is how quantitative phase research uses the image dimensions and positions,

which are of major importance to the specific brand and trade group

How are the results displayed?

The results of measuring the brand positioning can be displayed in a

profile perception of a brand form or using perceptive maps.

The most sensible thing is to compare the results with competitative

brands and/or throughout time. A company can therefore continuously follow

the (un)-stable market position of its brand, measure the market

communication action influence on the market position and find out in which

areas further actions should be directed to

Brand-postion of the product is determine with the help of consumer buying

process.Buyinging Behavior is the decision processes and acts of people

involved in buying and using products. One needs to understand:

Why consumers make the purchases that they make?

What factors influence consumer purchases?

The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate

consumer. A firm needs to analyze buying behavior for:

Buyer’s reactions to a firms marketing strategy has a great impact on

the firm’s success.

The marketing concept stresses that a firm should create a Marketing

Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze

the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing

strategies.

Stages of the Consumer Buying Process:

Actual purchasing is only one stage of the process. Not all decision processes

lead to a purchase. All consumer decisions do not always include all 6 stages,

determined by the degree of complexity... The 6 stages are:

a) Problem/Need Recognition - How do you decide you want to buy a

particular product or service?

b) Information search - Consumer often goes on some form of information

search to help them through their purchase decision. Sources of information

could be family, friends, neighbors who may have the product you have in

mind, and alternatively you may ask the sales people, or dealers, or read

specialist magazines like What cement?

c) Evaluation of different purchase options - So what CEMENT do we

purchase? Shall it be ACC,AMBUJA or BIRLA-PLUS? Consumers allocate

attribute factors to certain products, almost like a point scoring system which

they work out in their mind over which brand to purchase. This means that

consumers know what features from the rivals will benefit them and they

attach different degrees of importance to each attribute. For example in

Ambuja grading is more and curing is less in Acc. Consumers usually have

some sort of brand preference with companies as they may have had a good

history with a particular brand or their friends may have had a reliable history

with one, but if the decision falls between the Acc and Ambuja then which

one shall it be?

d) Purchase decision - Through the evaluation process discussed above

consumers will reach their final purchase decision and they reach the final

process of going through the purchase action e.g. The process of going to the

retailer to buy the product, which for some consumers can be as just as

rewarding as actually purchasing the product. Purchase of the product can

either be through the retailer,wholesalier and direct from lndustries. e) Post Purchase Behavior - Ever have doubts about the product after you

purchased it? This simply is post purchase behavior and research shows that it

is a common trait amongst purchasers of products. Manufacturers of products

clearly want recent consumers to feel proud of their purchase; it is therefore

just as important for manufacturers to advertise for the sake of their recent

purchaser so consumers feel comfortable that they own a product from a

strong and reputable organization. This limits post purchase behavior i.e. you

feel reassured that you own the latest advertised product.

Types of buying behavior

There are four typical types of buying behavior based on the type of products

that intends to be purchased. Complex buying behavior is where the

individual purchases a high value brand and seeks a lot of information before

the purchase is made. Habitual buying behavior is where the individual buys a

product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking

buying behavior is where the individual likes to shop around and experiment

with different products. So an individual may shop around for different

breakfast cereals because he/she wants variety in the mornings! Dissonance

reducing buying behavior is when buyer is highly involved with the purchase

of the product, because the purchase is expensive or infrequent. There is little

difference between existing brands an example would be buying a diamond

ring, there is perceived little difference between existing diamond brand

manufacturers.

Factors that affect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following

three factors:

Personal

Psychological

Social

Personal factors - Unique to a particular person. Demographic Factors: Sex,

Race, Age. Who in the family is responsible for the decision making? Young

people purchase things for different reasons than older people.

Psychological factors - Psychological factors include:

i) Motives - A motive is an internal energizing force that orients a person's

activities toward satisfying a need or achieving a goal. Actions are effected by

a set of motives, not just one. If marketers can identify motives then they can

better develop a marketing mix.

ii) Perception - What do you see?? Perception is the process of selecting,

organizing and interpreting information inputs to produce meaning. IE we

chose what info we pay attention to, organize it and interpret it. Information

inputs are the sensations received through sight, taste, hearing, smell and

touch.

iii) Ability and Knowledge - Need to understand individual’s capacity to

learn. Learning, changes in a person's behavior caused by information and

experience. Therefore to change consumers' behavior about your product,

need to give them new information re: product...free sample etc. When

making buying decisions, buyers must process information. Knowledge is the

familiarity with the product and expertise. Inexperience buyers often use

prices as an indicator of quality more than those who have knowledge of a

product. Learning is the process through which a relatively permanent change

in behavior results from the consequences of past behavior.

iv) Attitudes - Knowledge and positive and negative feelings about an object

or activity-maybe tangible or intangible, living or non- living.....Drive

perceptions. Individual learns attitudes through experience and interaction

with other people. Consumer attitudes toward a firm and its products greatly

influence the success or failure of the firm's marketing strategy.

v) Personality - All the internal traits and behaviors that make a person

unique, uniqueness arrives from a person's heredity and personal experience.

Examples include Work holism, Compulsiveness, Self confidence,

Friendliness, adaptability, ambitiousness, dogmatism, authoritarianism,

introversion, extroversion, aggressiveness, competitiveness. Traits affect the

way people behave. Marketers try to match the store image to the perceived

image of their customers.

vi)Lifestyles - Recent US trends in lifestyles are a shift towards personal

independence and individualism and a preference for a healthy, natural

lifestyle. Lifestyles are the consistent patterns people follow in their lives.

Social Factors - Consumer wants, learning, motives etc. are influenced by

opinion leaders, person's family, reference groups, social class and culture.

i) Opinion leaders - Marketers try to attract opinion leaders...they

actually use (pay) spokespeople to market their products. Michael

Jordon (Nike, McDonalds, Gatorade etc.)

ii) Roles and Family Influences - Role...things you should do based on

the expectations of you from your position within a group. People have

many roles: husband, father, employer and employee etc. Individuals

role are continuing to change therefore marketers must continue to

update information. Family is the most basic group a person belongs to.

Marketers must understand: that many family decisions are made by the

family unit

iii) Reference Groups - Individual identifies with the group to the

extent that he takes on many of the values, attitudes or behaviors of the

group members. These include families, friends, civic and professional

organizations. The degree to which a reference group will affect a

purchase decision depends on an individual’s susceptibility to reference

group influence and the strength of his/her involvement with the group.

iv) Social Class - It refers to an open group of individuals who have

similar social rank. Social class influences many aspects of our lives.

Social class determines to some extent, the types, quality, and quantity

of products that a person buys or uses. Lower class people tend to stay

close to home when shopping; do not engage in much pre purchase

information gathering.

v) Culture and Sub-culture - Culture refers to the set of values, ideas,

and attitudes that are accepted by a homogenous group of people and

transmitted to the next generation. Culture also determines what is

acceptable with product advertising. Culture determines what people

wear, eat, reside and travel. Cultural values in the US are good health,

education, individualism and freedom.

If a marketer can identify consumer buyer behavior, he or she will be in

a better position to target products and services at them. Buyer behavior is

focused upon the needs of individuals, groups and organizations. It is

important to understand the relevance of human needs to buyer behavior.

Madalena Abreu(2006),studies brand positioning and image

development are important topics for any religious organisation wishing to

provide an effective service to the public. It follows that in a world with

increasing religious options, the position strategy decision and the brand

position statement are essential aspects of a fully responsive religious

organisation. To investigate these issues the author presents the findings of a

study that compared the brand position of a Catholic shrine in Portugal, i.e.

the sanctuary of Fátima, with the image of the shrine as perceived by its

pilgrims. The paper also attempts to offer a definition of religious marketing

and explores some possible antecedents of effective brandpositioning within

this particular field.

John A.Quelch,Bernard Simonion(2007),examine Global nonprofit

brands are the world's new super brands (Wootliff and Deri, 2001). Nonprofit

organizations command unprecedented levels of trust, and nonprofit brand

valuations are on par with major international corporations. Leaders and

managers of nonprofits face new challenges in the stewardship of their brands.

Based on current thinking in nonprofit management and detailed interviews

with close to one hundred executives of ten international nonprofit

organizations, this article draws strategic lessons on brand building and brand

valuation activities of international nonprofits. The multiple roles and

stakeholders that global nonprofit brands must address make nonprofit brand

building complex and challenging. In particular, differences between

advocacy and relief organizations must be explained. Despite the complexity,

international nonprofit organizations may have an advantage over for-profits

in leveraging public trust and brand communication. Advocacy organizations

in particular successfully link brand and cause to good effect. The valuation of

nonprofit brands is a new strategic challenge with significant appeal, but also

significant concerns for international nonprofits. In addition to providing

nonprofit leaders and managers with a better understanding of brandbuilding

activities, imperatives, and best practices in the field, this article outlines the

opportunities and threats associated with the valuation of nonprofit brands.

Jennifer Rowley(2004)This article examines the relationships between

library and information services, database providers, electronic journal

publishers and aggregators, online search services and other intermediaries,

from a branding perspective. It seeks to raise and explore the issue of the

brand perceptions that users build as they undertake a search for citations and

documents, and to report on the approaches that database providers, journal

publishers and aggregators, and other intermediaries adopt in order to

influence those perceptions. Using one academic library web site as a point of

departure, the article investigates the nature and extent of brand webs

presented to users through library and information service web sites, and

analyses the brand messages to which they are exposed. It suggest that explicit

statements of brand meaning are the exception rather than the rule. Libraries,

database providers, publishers and other intermediaries need to work in

partnership towards clearer articulation of individual corporate and industry-

wide brand positioning.

Honkinson P.(2001), Examines the concept of brand orientation in the

charity sector against a background of mounting criticism that charities are

under-using their brands and not managing them properly. From the academic

literature and a series of depth interviews, four key components of brand

orientation were identified which were operationalised into a series of item

statements and tested on charity managers in the Top 500 UK charities. From

an exploratory factor analysis of the data, it seems that brand orientation may

comprise one "general factor" of brand orientation incorporating "brand

understanding", "brand communication" and more substantially, "the strategic

use of brands" and six further factors, three of which comprise different

managerial responsibilities. All but one of these factors correlated

satisfactorily with secondary indicators of brand orientation. The paper

discusses the results and examines the implications for charities

S.M Carter,2006, studies examine, for dominant Australian cigratte

brands ,brand identity, brand positioning ,brand image, brand equity. Cigarette

manufacturers benefit from their competitors’ brand equity as well as their

own. The industry sees Australian smokers as far less brand loyal and strongly

oriented to "low tar". A few predominantly local brands dominate the market,

with variation by state. Successful Australian brands exist in one of three

categories: premium, mainstream, and supervalue. Their brand identity

essence is as follows. Premium: quality. Mainstream: a good humoured "fair

go" for ordinary Australians. Supervalue: value for money. All supervalue

brand identities also include freedom, escape, mildness, an aspirational

attitude, blue tones, and waterside scenes. Brand image and brand identity is

frequently congruent, even when marketing is restricted, and brand image is

generally more positive for a sm. Further research is needed regarding brand

loyalty, low tar, and brand categories. Smokers may respond more positively

to tobacco control messages consistent with the identities of their chosen

brand, and brand-as-organisation elements may assist. Further marketing

restrictions should consider all elements of brand identity, and aim to

undermine brand categories.

oker’s own brand.

Romaniuk,Jenni(2001),studies Brand positioning is a core activity of most

marketing departments. In this paper, the relationship between six different

positions and customer vulnerability is tested over time in the business

financial services market. Two particular attributes relating to fees and

charges and relationship/service were found to have strong relationships with

customer vulnerability, both across brands and over time. This research

suggests that the 'better` brand positions, as defined here, can be common

across brands. Therefore, marketing managers of financial services should

perhaps not be striving for a unique position for the brand, but aim for

distinctiveness in the way the position is communicated. Research techniques

to identify 'better` positions should also not assume that these 'better`

positions will be those that differentiate between brands.Journal of Financial

Services Marketing (.

Chung,King-Choy,JoyC.Y,(2008),examine branding has become the

latest focus in tertiary education to attract international students, little has

been written about the influence of brand message on student’s choice of

education destination in Asian markets. In a review of the literature,

hypotheses are developed and summarised in a hypothetical model which was

validated by questionnaire survey. The result of this study suggests that

effective brand positioning of university is contingent on the type of message

projected, the promotional media used, and the cultural values of potential

student. The results have important implications for marketers of export

education. This paper recommends further research into the influence of

emotion in student’s choice of study destination.

]

INTRODUCTION

Gagal Cement Works implemented & obtained ISO14001 Environment

System, ISO9001:2000 Quality Management System & OHSAS18001

Occupational Health and Safety Management System Certification.

The Gagal Cement Works was set up in the year 1984 with the aim to

serve the market of Himachal Pradesh, Punjab, Uttaranchal, Utter Pradesh

and Jammu & Kashmir. ACC was the first to put up large scale industry

house in a backward area of Himachal Pradesh. Gagal-I unit started with an

annual capacity of 0.56 Million Tones (with one kiln of 1700 TPD). Gagal-II

Unit of 1 Million Tone capacity (with on e kiln of 3300 TPD) was installed in

1994-1995. Today Gagal Cement Works has risen to produce 3.2 million

tones of blended cement and is like to increase to 4.0Million tones in the

current financial year 2005 to 2006. Gagal Cement Works is market leader in

northern region and maintains its market share in all strategic markets. GCW

is the largest cement Unit in this entire Zone. There is four other major

cement manufactures from Hiachal Pradesh, Punjab and Rajasthan who are

his competitors.

ACC cement has very strong brand image, trusted by generation for

consistent and durable cement quality, fair business and practice and long

association with dealers and customer are the principal factor which provide

us competitive advantages over the other brand. ACC unique R&D support

and business policy, differentiate it from its competitors.

GEOGRAPHICAL DETAILSAmong the largest private sector companies, ACC is the only company to set

up a cement plant in 1982 in backward designated area at Barmana, Distt

Bilaspur(HP) and started production with effect from 12th March 1984.

Barmana is 18 kms north to Bilaspur. The National Highway No. 21

connecting Ambala in Haryana and Manali in H.P. passes through Gagal

cement Works and its colony.

The colony is at latitude 31.5-degree north and 77 degree East Longitude.

The total land acquired for the factory, colony and mining area is 2319.10

bighas. Factory covers 365 bighas, the colony covers 345 bighas and the

mining area is about 1633 bighas. The topography of the area around the

works is mountainous. Mean maximum temperature of the area goes upto 45

degree Celsius in the month of June and the minimum temperature upto 3-

degree in the month of December.

The work has generated direct and indirect employment to the scale of

nearly 12000.

Nearby Towns: Bilaspur

Sunder Nagar

Mandi

HISTORY OF CEMENT INDUSTRY

The history of cement industry is the story of civilization from primitive

caves of prehistoric times to the skyscrapers of the modern age. It is said that

the use of cement is from period use of fire Egyptians utilize gypsum plaster

as cementing material as early as 3000 BC in building their monuments.

Material cement has existed the roman empire Joseph Arpdin invited

Portland cement in 1824 after the discovery of hydraulic properties of time,

patented his product which was call Portland cement. Portland stone which is

lime stone quarried on Portland bill in dorsed, England. Modern cement is

outcome of effort of chemist’s technologist and architects.

Cement is binding agent having hydraulic properties, which after

hydration gives the setting properties strengthening concrete. Intergrading,

Clinker, Gypsum, and Pozzolanic material in a proper ratio to get Portland

Pozzolane Cement manufacture cement.

Cement essentially made up of material containing calcium silicon,

aluminum and iron. Limestone, marl and chalk are major source of clay

shale, quartzite, bauxite iron ore provide silicon, aluminum and iron

components.

MAJOR COMPANIES IN THE CEMENT INDUSTRY ARE:- The Associated Cement Companies Ltd.

Birla Group

Larsen and Turbo

J.K. Group

India Cement

Gujrat Ambuja

CORPORATE PROFILE OF ACC Ltd.

ACC is a very fond acronym in India, often assuming synonymy with

Cement. With a annual cement capacity of over 12 million tones, the

company’s operation are spread throughout the country with 12 cement plants,

3 refractories, 12 regional marketing offices, several area offices, and a

dedicated band of people from all corners of India. Thus in industrial

backdrop of India ACC stands for multi-product, multi-unit company.

The companies various businesses are supported by a powerful, in-house

research and technology backup facility-the only one of its kind in the Indian

Cement Industry.

ACC has also extended its services to overseas, to the Middle East,

Africa and South America, where it has provided technical and management

consultancy to a variety of consumers, and also helps in the operational

maintenance of cement plants abroad.

In addition to its modernization and expansion, ACC has earmarked on

an all round internal improvement program through introduction of various

world class benchmarking and total productivity maintenance practices.

Through an organization wide Business Process engineering, it has able to

achieve revenue enhancement and cost savings by optimally aligning business

practices with customer needs. It would also result in further simplification of

the internal management processes and delivering and decentralization for fast

decision making purposes.

Today, ACC stands poised to enter the new millennium, ready to seize

the opportunities and face the challenges that lie ahead. With more than six

decades of experience ACC has a rare perspective of sound business

strategies, with which ACC is poised to maintain its leadership in Cement

industry.

A GLIMPS ON THE HISTORY ON SUCCESS

THE Associated Cement Companies Limited is a multi business

enterprise with operation in cement manufacturing. It is one of leading

companies in India, producing more than one-fourth of national output. ACC

Ltd. as company duly registered under Indian Companies Act 1956, having its

registered office at Cement House, 121 Maharishi Karv Road, Mumbai-

400020. It has 14 cement plants spread all over the country and has various

subsidiaries and other overseas projects. Each business is committed to

become a major force of its industry through customer satisfaction and

through continuous innovation in quality of the product. As company ACC

Ltd. is committed to make and deliver as cheaply as possible.

Initially, when cement was introduced in 1914, south India Industry Ltd.

started first cement plant near Madras. But due to lack of labors and

knowledge in Manufacturing of cement, this plant after a few months working

closed down. After ward in 1912-1919 two more plants were started in Katni

situated in Madhya Pradesh and in, Lakhri in Rajasthan, before 1924 six more

plants were started at various other places but they did not led any good start.

In 1936 with the effort of Mr. Dinshaw a group of companies and

formed Associated Companies Ltd.

ACC FOUNDATION

Many men of outstand initiative and foresight contributed towards the

development of cement industry in India. About 62 years ago in 1936 a

number of companies belonging to the house of Tata Khatias and Kellick,

Nixon combined to from “The Associated Cement Companies Ltd.” Great

industrialist and patriot Mr.F.E.Dinhsaw was mainly responsible into a single

organization.

The objectives of this merger were not to attain monopolistic position

but to make and deliver cement as cheaply as possible. Mr. Dinshaw added

for new factories in ACC group from 1929 to 1936. During Second World

War, the cement was deliver as essential commodities under the defenses of

Indian Rule and though under price and distribution control. The cement

industry gets further impetus under the leadership off ACC.

ENVIRONMRNTAL POLICY OF ACC LTD.

Ensure continual improvement in environment performance by carrying

out periodic review of action plan.

Prevent pollution and minimize fugitive emissions.

Comply with all applicable legal and regulatory requirements.

Create environmental awareness among employee and community at

large.

Minimize the waste generation at source reutilize the work if generated.

Conserve energy and mineral resource.

MISSION OF ACC LTD

LEADERSHIP: - Maintain our leadership of the Indian cement industry through

the country modernization and expansion of our manufacturing facilities

and activities and through the establishment of a wide and efficient

marketing network.

PROFITABILITY: -Achieve a fair and reasonable return on capital by

promoting productivity throughout the company.

GROWTH: - Ensure a steady growth of business by strengthening our

position in the cement sector.

QUALITY: - Maintain the high quality of our products and services and

ensure their supply at fair prices.

EQUITY: - Promote and maintain fair industrial relation and environment

for the effective involvement, welfare and development of staff at all

levels.

RESPONSIBILITY: - Fulfill our obligation to society, specifically in the

area of integrated rural development and in safeguarding.

PIONEERING: - Promote research and development effort in the area of

product development and energy and fuel conservation, to innovate and

optimize productivity.

VISION OF ACC LTD.

Vision of ACC is to be a world class corporation with diverse business

built around ACC’S core competencies and knowledge base in cement

refactoreies advanced material engineering geology mining and

research.

ARTICHETS OF SUCESSS.

NO NAME OF DIRICTOR NATIONALITY

1.MR. N.S.SEKHARIA (CHAIRMAN) INDIAN

2.MR. PAUL HUGENTOBLER (DEPUTY CHAIRMAN) INDIAN

3.MR. M.L. NARULA (MANAGING DIRECTOR) SWISS

4.MR. A.L. KAPUR INDIAN

5.MR. S.M. PALIA INDIAN

6.MR. NARESH CHANDRA INDIAN

7.MR. MARKUS AKERMAN INDIAN

8.MR.D.K. MEHTROTRA INDIAN

9.MR. R.A. SHAH SWISS

10.Dr. NIRMALYA KUMAR INDIAN

11. MR. SHAILESH HARIBHAKTI INDIAN

12.MR. ANIL SINGHVI INDIAN

13.MR.A.K. JAIN (WHOLETIME DIRECTOR) INDIAN

Awards & Accolades National Award for outstanding performance in promoting rural

and agricultural development – by ASSOCHAM

Sword of Honour - by British Safety Council, United Kingdom for

excellence in safety performance.

Indira Priyadarshini Vrikshamitra Award --- by The Ministry of

Environment and Forests for "extraordinary work" carried out in the

area of afforestation.

FICCI Award --- for innovative measures for control of pollution,

waste management & conservation of mineral resources in mines and

plant.

Subh Karan Sarawagi Environment Award - by The Federation of

Indian Mineral Industries for environment protection measures.

Drona Trophy - By Indian Bureau Of Mines for extra ordinary efforts

in protection of Environment and mineral conservation in the large

mechanized mines sector.

Indo German Greentech Environment Excellence Award

Golden Peacock Environment Management Special Award - for

outstanding efforts in Environment Management in the large

manufacturing sector.

Indira Gandhi Memorial National Award - for excellent

performance in prevention of pollution and ecological development

Excellence in Management of Health, Safety and Environment :

Certificate of Merit by Indian Chemical Manufacturers Association

Vishwakarma Rashtriya Puraskar trophy for outstanding

performance in safety and mine working

Good Corporate Citizen Award - by PHD Chamber of Commerce

and Industry

Jamnalal Bajaj Uchit Vyavahar Puraskar - Certificate of Merit by

Council for Fair Business Practices

Greentech Safety Gold and Silver Awards - for outstanding

performance in Safety management systems by Greentech Foundation

FIMI National Award - for valuable contribution in Mining activities

from the Federation of Indian Mineral Industry under the Ministry of

Coal.

Rajya Sthariya Paryavaran Puraskar - for outstanding work in

Environmental Protection and Environment Performance by the

Madhya Pradesh Pollution. Control Board.

National Award for Fly Ash Utilisation - by Ministry of Power,

Ministry of Environment & Forests and Dept of Science &

Technology, Govt of India - for manufacture of Portland Pozzolana

Cement.

Good Corporate Citizen Award - by Bombay Chamber of

Commerce and Industry for working towards an environmentally

sustainable industry while pursuing the objective of creation of a better

society.

National Award for Excellence in Water Management - by the

Confederation of India industry (CII).

 

 

ACC MILESTONES

1936

Incorporation of The Associated Cement Companies Limited on August 1,

1936.

1936

First Board meeting of The Associated Cement Companies Limited held at

Esplanade House, Mumbai on November 10, 1936.

1937

With the transfer of the 10th company to ACC, viz., Dewarkhand Cement

Company, the formation of ACC is complete on October 23, 1937.

1944

ACC’s first community development venture near Bombay.

1947

India’s first entirely indigenous cement plant establish at Chaibasa in Bihar.

1952

Village welfare scheme launched.

1955

Sindri cement works used the waste product calcium carbonate sludge from

fertilizer factory at Sindri.

1956

Bulk cement Depot established at Okhla, Delhi.

1957

Technical training institute established at Kymore, Madhya Pradesh.

1957

Katni Refractories.

1961

Blast furnace slag from TISCO used at the Chiabasa Unit

to manufacture Portland Slag Cement for the first time in India.

1961

Oilwell Cement manufacture at ACC Shahabad Cement Works in Karnataka

for cementation of oilwells up to a depth of 6000 feet.

1961

Manufacture of Hydrophobic (waterproof) cement at ACC Khalari Cement

Works in Bihar.

1962

Manufacture of Accoproof a waterproofing additive.

1965

ACC’S Central Research Station establish at Thane.

1965

Manufacture of Calundum, a High Alumina Binder, firecrete , Low Density

Alumina Castables and High Alumina Refractory cement.

1965

Manufacture of Portland Pozzolana Cement.

1968

Advent of computer in ACC for data processing and designing management

information and control systems.

1968

ACC supplied and commissioned one-million-tone iron ore palletizing plant

ordered by TISCO.

1971

Manufacture of Whytheat Castables A, K, C and Cal-AI-75.1973

Takeover of the cement marketing company of India (CMI)

1977

ACC received ASSOCHAM first national award from the year 176 instituted

for outstanding performance in promoting rural and agriculture development

activities.

1978

Introduction of the energy efficient precalcinator technology for the first time

in India. Full scale commercial production based on MFC technology at Wadi

in 1979.

1979

ACC wins international contract for operation and management of a new one

million tone cement plant at Yanbu-Ras Biridi in Saudi Arabia.

1982

Commissioning of the first MPTA plant in the country at Wadi, Karnataka.

1984

ACC achieves a breakthrough in import substitution by developing and

supplying a special G type of oil well cement to ONGC.

1987

ACC develops a new binder for use at sub- zero temperatures, which is

successfully used in the Indian expedition to Antarctica.

1992

Incorporated of bulk Cement Corporation of India, a joint venture with the

Government of India.

1993

ACC starts the commercial manufacture of Ready Mixed Concrete at

Mumbai.

1998

Commissioning of the 0.6 MPTA cement grinding unit at Tikaria, Uttar

Pradesh.

1999

Commissioning of captive power plants at the Jamul and Kymore plants in

Madhya Pradesh.

1999

Tata group sells 7.2% of its stake in ACC to Ambuja Cement Holding Ltd., a

subsidiary of Gujarat Ambuja Cement Ltd. (GACL)

2000

Tata group sells their remaining stake in ACC to the GACL group with

14.45% now emerge as the single largest shareholder of ACC.

2001

Commissioning of the new plant of 2.6MPTA capacity at Wadi, Karnataka

plant, the largest in the country and among the largest sized kilns in the world.

2002

Acc wins PHDCCI Good Corporate Citizen Award.

2003

IDCOL cement Ltd. becomes a subsidiary of ACC.

2004

IDCOL cement Ltd. is renamed as Bargarh Cement Limited.

2004

ACC raise US $100 million abroad through Foreign Currency Convertible

Bonds for US $ 60 million and Global Depository Share for US $ 40 million.

Both offering are listed on the London Stock Exchange.

2004

ACC named as a Consumer Super brand by the Super Brand Council of

India becoming the only cement company to get this status.

2004

Green Tech Safety Gold and Silver Award awarded to Madukkarai Cement

Works and Katni Refractory Works by Green Tech Foundation for

outstanding performance in Safety Management System.

2005

ACC receive the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar Certificate of

Merit- 2004 from Council For Fair Business Practice.

2006

Subsidiary companies Damodhar Cement & Slag Limited, Bargarh Cement

Limited and Tarmac (India) Limited merged with ACC

2006

ACC announces new Workplace policy for HIV/AIDS

2006

Change of name to ACC Limited with effect from September 1, 2006 from

2006 The Associated Cement Companies Limited

New corporate brand identity and logo adopted from October 15, 2006

2006

ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS patients at

Wadi in Karnataka– the first ever such project by a private sector company in

India.

2007

ACC partners with Christian Medical College for treatment of HIV/AIDS in

Tamil Nadu

2007

Sumant Moolgaokar Technical Institute completes 50 years and reopens with

new curriculum

2007 ACC commissions Wind energy farm in Tamilnadu

2008 Ready mixed concrete business hived off to a new subsidiary called

ACC Concrete Limited

CONTRIBLUTION TO GOVERNMENT

Annual contribution to center government by way of taxes, duties is

155 crore out of which for Himachal Government is 100 crore. And along

with this it is also helping Govt. as its social responsibility. The company has

constructed a Govt. degree college; it is spending money on schools, hospital

and on other works of public welfare.

GAGAL CEMENT WORKS – AN UNRELENTLESS

PURSUIT TOWARDS EXCELLENCE

Gagal Cement Works is committed to deliver quality products to the

customers. Gagal Cement Works has to its credit many a prestigious

certifications like IS/ISO 9002, ISO 14001 for environmental management

system and OHSAS 18001 for adopting high class measures in the sphere of

Occupational Health and Workers Safety in the manufacturing of cement.

QUALITY POLICY

Build Quality In

Do not Sort Bad Quality Out

Quality Improvement is Limitless and therefore Continuous

Concern for Quality is for Entire Organization and Not Just for Product

Satisfy Customer Fully and Continuously

GAGAL CEMENT WORKS – A SYSTEMATIC APPROACH

FOR CLEANER WORLD

ACC GAGAL Cement Works is the first plant in Himachal Pradesh to

have EMS certificate. The Beureau of Indian standards awarded this

certificate to the works in March 1999. The certificate has resulted in better

understanding among all the employees, of overall environmental issues

related to the plant. The main feature of EMS at Gagal is total involvement of

employees.

EMS is a program of continuous environmental improvement following a

well-defined sequence of steps drawn from the established project

management practice and routinely applied in business environment.

PRODUCTION SYSTEM IN GAGAL UNIT

Main Raw Material

Limestone

Quartzite

Iron Ore

Shale

Gypsum

Fly Ash

MANUFACTURING PROCESSThe Gagal Cement Works is based on the most modern process of

cement manufacturing namely a dry process suspension preheated kiln with

precalcener. The limestone is crushed in the crusher. It is then grinding in

the Raw Mill along with Shale and Iron Ore to fine power. The grinding

material is blended to a uniform consistency and fed to the kiln system

pulverized Coal in the kiln system to heat the material to a temperature of

1500 degree Celsius. The material undergoes a series of chemical reaction to

form a Clinker. The clinker is cooled in the Clinker Cooler and stored in the

Clinker silos. It is extracted from the Silos and integrated along with

Gypsum and Pozzolanaic material to form Portland Pozzoiana cement. The

cement is stored in cement silos. It is packed in 50-kg bags auto loader and

carious consumption center in Himachal Pradesh as well as the neighboring

states of Punjab, Haryana and J&K.

POWERThe company met 54% requirement through captive generation. Cost

of captive power generation was 34%lower as compare to grid power. In

keeping with its policy of maximizing its captive power capability. It is also

the process of increasing its thermal captive power generation capacity by

another 45 MW. The company has already achieved significant reduction in

cost in specific area like fuel, power and manpower. The drives for cost

reduction will be further insipid all area of operation.

MAP KEY00 – Limestone quarry and crushing plant

01 – Lime Stone Stock Pile.

02 – Additive Hooper.

03 – Additive Storage

04 – Raw Mill Building

05 – Blending &Storage Silo.

06 – Preheater.

07 – Gas Conditioning Tower and ESP.

08 – Kiln

09 – Cooler.

10 – Deep Bucket Conveyor.

11/12 – Clinker/Gypsum Storage.

13 – Coal Mill Building.

14 – Cement Mill And Bag Storage.

15 – Cement storage Silo.

16 – Packing & Dispatch.

17 – Cement Control Room.

DEPARTMENTATION

QUARRY DEPARTMENT

The Quarry Department is mainly concerned with the maintenance of Mines

at ACC Barmana. The sub-departments namely MINES, ELECTRICAL,

GARAGE, CRUSHER, STACKER & RECLAIMER support the Quarry

department.

MINES

Gagal lime Stone Mine is captive mine of M/S ACC Ltd., Gagal Cement

Works. The mining lease covers an area of 265.97 hectares. Presently the

mine is one of the largest mine of northern India and is fully mechanized by

Heavy Earth Moving Equipments.

LIME STONE AND COAL HANDLING SECTION

LIMESTONE

The crushed lime stone is received from Gagal Quarry with the help of a

series of belt conveyer and stacked in stock pile with the help of stackers.

COAL

Coal is used as a fuel for firing in the Kiln. Gagal Cement Works receives

coal from different collieries of CCC, ECL and NEC by rail upto Kiratpur

Sahib.

LABORATORY DEPARTMENTLaboratory department in coordination with other departments carries

our regular quality control functions. Quality and process control measures are

exercised at each and every stage of process. Inspection and procurement of

raw materials, its testing, quality control of input materials, intermediate

products at different level of process and final product that is cement are done

as per procedures. Inspections and Test Records are maintained in the

Laboratory as per the scheme of testing and inspection. The departmental

activities are coordinated by Deputy Manager-QPC who reports to Manager-

Production.

Gagal Works laboratory has three sections:

1. Chemical & Instrumentation laboratory

2. Physical Laboratory

3. Site Laboratory

PROCESS DEPARTMENTThe Process department guides the operations in maintaining process

parameters so that production is within the desired range of quality

parameters. The process parameters are arrived at after discussions with the

Departmental Heads of various sections (Raw Mill, Cement Mills &

Laboratory)

Manager – Production, coordinates the departmental activities.

RAW MILL

Activity of Raw Mill starts from feeding Raw Material (limestone, Quartzite

and Iron Ore) to the Mills and ends at filling the Raw Meal to Silos.

RAW MATERIAL FEEDING

Lime stone feeding to Raw Mills/Roller Mills is through the sequence of belt

conveyors to different Hoppers. Feed size of limestone is 90 mm and Mills

Scale , Shale feeding is from the Gantry to the respective Hoppers through

sequence of belt conveyors. Shale feeding is through Reclaimer or Pay

Loader.

RAW MILL

Two close circuit two chamber Ball Mills are performing the grinding of

limestone and Additive mix. Raw Mill is a tube construction of thick MS

plate with steel lines and compartments are separated by diaphragm for

improving the retention time and transfer of materials in second for further

grinding. Mill is charged with hyper steel balls. Raw material is first fed to

Tertiary Crusher (Single Rotor Reversible Impact Crusher) which reduces the

size of Mix. After crushing the mix the material is fed to Ball Mill where fine

grinding takes place. The finer product is separated by Air Separator and is

fed to the blending silos and the coarse material is fed back to the Mill Inlet.

VERTICAL ROLLER MILL (VRM)

In VRM Section the material is directly fed into Mill through the feed belt for

grinding. The ground material is stored in continuous flow silos from where it

is fed to the Kiln. VRM utilizes hot air from the kiln exhaust for drying the

Raw Mix

Deputy Manager – VRM, who reports to Manager (Maintenance), coordinates

the departmental activities

KILN DEPARTMENT

Kiln Department functions are categorized under two heads, Manager

(Maintenance) is responsible for the maintenance of all equipment and

Manager (Production) is responsible for the Clinker Production and its quality

parameters. Gagal Cement Work has two rotary kilns. Kiln no 1 is having 3

streams coupled with 2 four stage and 1 five stage preheater with 2

precalciners, DDF and MFC. Kiln No 2 is having twin stream 5 stage

preheater with a precalciner. Pulverized coal is used as a fuel for calcination.

The Clinker is discharged to horizontal grate cooler and is stored either in

Silos or in stockpiles.

CEMENT MILLS DEPARTMENT The basic function of the department is to grind the required ratio of clinker

and gypsum in the manufacture of OPC and clinker, Gypsum and CCP/fly ash

for the manufacture of PPC with the help of 4 ball Mills for cement grinding.

PRE GRINDING UNITRoller Press is the pre-grinding unit for Cement Mills 1 & 2. In Roller

Press two rollers are arranged in horizontal fashion. One is fixed and other has

a hydraulic thrust arrangement for horizontal movement. The clinker is fed

vertically down ward between the rollers and gets crushed by the hydraulic

pressure arrangement The product, which is in flakes, is fed to the Ball Mill

with other additives for finished grinding.

FINISHED GRINDING

Finished grinding is performed in Ball Mills. Ball Mill is a rotating

shell divided into two chambers fitted with shell liners for shell protection and

charged with grinding media to the required volume. The impact and friction

between the grinding media and material perform grinding. Out put from the

ball Mills is fed to the dynamic separator where the coarse and fines of

specific sizes are separated. The coarse is again conveyed to the Ball Mill for

further grinding. The fines are conveyed to cement silos through a series of

elevators and air slides. In order to get the desired specific surface for cement

the RPM of separator is varied accordingly.

The departmental activities are coordinated by Dy. Manager-Plant who

reports to Manager (Maintenance).

ELCTRICAL AND INSTRUMENTATION (E & I)

DEPARTMENT

The primary function of the E & I department is to maintain all E & I

equipment in the plant to provide the necessary service to ensure the smooth

operation of all E 8 & I equipment.

ELECTRICALElectrical equipment mainly comprising transformers, HT/LT motors,

DC Motors, switch gears, power distributor system and factory and residential

colony lighting.

Besides the above E & I department is also responsible for the

maintenance if the electrical installations of the colony. The department co-

ordinates with the other relevant departments for proper utilization of the Grid

& DG power.

INSTRUMENTATIONInstrumentation system can be effectively termed as the nervous system

of the plant. With the recent advanced in technology instrumentation has

become one of the most important aspect of cement manufacturing industry.

Almost all the monitoring and controlling parameters are now available I the

Central Control Room (CCR) for operators to run the plant efficiently.

Accuracy and degree of control has increased manifold due to the latest

instrumentation control systems.

Dy. Manager (Electrical) and Dy. Manager (Instrumentation) report to

Manager (E & I) for electrical and instrumentation activities.

WORK SHOPFollowing activities are carried out in the workshop department:

1. Departmental maintenance Activities

2. Maintenance of Gear Boxes

3. Compressors & PD Blowers

4. Water Pumps

5. Various equipment at Rambagh Pump House, Filter and Sewage Water

Treatment plants.

The departmental activities are coordinated by Dy. Manager (Plant) who

reports to Manager (Maintenance).

COMMERCIAL DEPARTMENT

Procurement Section:

This section looks after that equipment, tools and other requisite items are

made available to different departments in time. Deputy Manager-Purchase

who reports to Sr. Manager-Commercial coordinates the departmental

activities.

Packing House Department:

Packing plant is the place where cement is packed & dispatched to

various locations. Gagal Cement Works packing department has six silos

with total storage capacity of 35200 tonnes. There are three Rotary Packer in

Gagal I packing plant with a capacity of 100m TPH each and two electronic

rotary packers in Gagal II packing pant with a capacity of 180 TPM each. All

the packers have truck-loading facility because the cement form Gagal works

to different locations by road

The various varieties of cement handled are:

33 Grade Ordinary Portland Cement (OPC)

43 Grade Ordinary Portland Cement (OPC)

PPC (Portland Pozzolona Cement)

Assistant Manager-Plant reports to Manager Commercial for Packing

Plant Activities.

Cement Despatch Section:

Cement dispatch section receives dispatch instruction for Regional

Marketing Office, Chandigarh and also from Shimla. The trucks registered

with authorized transporters enter the factory gate with Loading Advice cum

gate Pass. The Truck’s Gross weight is taken at the Exit Gate by electronic

weighbridge and finally an Excise Invoice is issued to the truck driver.

The departmental head reports to Manager Commercial.

THE CIVIL DEPARTMENT

In cement industry the maintenance and applications of refractories in

kiln and its auxiliary units are one of the most important job. It is the

refractory, which is subject to all sort of, processes and operational conditions

like high temperature, abrasion, alkalis, chemicals, thermal shocks,

mechanical shocks etc. and protects the metallic body of the units. Due to this

fact a strict adherence with the quality of the refractory at every step from

receipt to its application is of paramount importance. In the organization the

civil department does the complete dealing with the refractory and is also

responsible for all civil related jobs in the factory and colony.

Deputy Manager-Civil who reports to Manager-Maintenance coordinates

the departmental activities.

MAINTENANCE INSPECTION PLANNING & SYSTEMS (MIPS)

As the name suggests the main function of the department is preparing

and planning for carrying out various inspection, maintenance job and top

record and update the inspection results. Inspection/Maintenance planning is

based upon the diagnosis of change in behavior pattern of sound, temperature,

heat, vibration, viscosity etc.

MIPS department also coordinates in planning the maintenance activities

of various departments so as to get optimum utilization of stoppage duration.

MIPS also carries out the down tile analysis of main equipment.

GENERAL STORES

The general stores is the department which is involved in making the

balanced and timely flow of materials, spares, tools and equipment. General

Stores also arranges for the disposal of the scrap and unwanted materials.

Deputy Manager who reports to Works Manager coordinates the

activities of the department.

INFORMATION SYSTEM DEPARTMENT

The functions of Information System Department is to :

1. Transformation of EDP to Decision Support System

2. Optimize End User computing to increase the Individual

Productivity

3. Capture, Processing and Sharing of Information from the Net

4. In House Development & Deployment of Application Packages

5. Database Maintenance & Administration

Hardware Setup:- Unix based RISC Server.

Win-NT based Intel Servers

Microsoft Exchange Server

P I, P II, P III & P IV PCs : 135

Software Setup:-

Operating System: Unix SVR 4, Win - NT 4.0, Win – 95 & Win - 98

Oracle 8 i , Developer 2000, Microsoft Exchange 5.5., MS-OFFICE –

97

Office XP

Intra-plant Connectivity: All plants, RMOs, Head Office is connected

through INSAT- 3B services provided by TataNet. Connectivity to the

external World is through IIS, Head Office.

MARKETING

ACC range of blended cement is marketed through a network of 12

regional marketing offices, several area offices and warehouses.

Countrywide networks of about 11,000 stock lists who, in turn are assisted by

the sub dealer back this. Such an all pervasive marketing networks have an

enable ACC to consolidate itself with a national presence. And the customer

is assured of being able to get quality ACC products when and where he

wants them.

Complementing this is a unique costumer services cell comprising

qualified civil engineers, which assist and advise customer with prior and post

sales services. This service begins with election of type and grade of cement

(where applicable) to trouble-shooting and on site assistance.

Keeping pace with changing times and ever growing needs for

specialized services, ACC has been offering its marketing expertise and

distribution facilities to other producer in cement and related areas. However

a precondition of all such agreement is quality control supervision to be

carried out by an ACC expert located at the franchisee’s plant. Currently,

ACC has franchising agreement for cement marketing with Alcon Cement

Company, Goa and Cochin Cement Ltd. Cochin.

ACC also export cement to SAARC Nation, especially Nepal and

Bangladesh on a regular basis. Beside ordinary Portland Cements, these

exports include custom tailored cement.

HUMAN RESOURCES DEPARTMENTThe basic object of setting up Human Resource Department is to

provide inputs to the employees for his optimum level of efficiency. It

includes looking after various HR related functions such as training &

development, performance and potential appraisal, planning and allocation of

manpower, industrial relations including negotiations and dealing with staff

functions such as transfer, promotion, disciplinary action, grievance handling

etc. Department is also responsible for providing welfare amenities/facilities

to employees, dealing with land matters, community development, colony

administration etc. Various details of personnel policies are readily available

with HR department.

Manager-HR & Admn. Coordinates the activities of the department.

MANPOWER ARRANGEMENT:

The total manpower employed at ACC, Gagal Cement works are divided into

2 categories. Management Staff is governed by Conduct Rules framed by the

company whereas Non-Management Staff is governed by Standing Orders

certified under the Industrial Employment (Standing Orders) Act, 1946.

ManagementStaff

TM - Top ManagementWM -Works ManagerE4 - Sr. ManagerE3 - ManagerE2 – Deputy ManagerE1 – Assistant ManagerM3 – Senior Officer/Engr.M2 - Officer/ EngineerM1 – Junior Officer/EngineerM - Asst. Officer/Engineer

Non-MgmtStaff

DAILY PAID

GradesABCD

MONTHLY PAID Grades

TCIIIIIIIVV

MANPOWER

TOTAL PRODUCTIVE MAINTENANCE

ACC Gagal Cement Works has continuously tried to improve upon its

operational productivity through world class plant management practices

known as Total Productive Maintenance (TPM).

TPM is the integration of the basic functions of Production and

Maintenance allowing the employees to jointly take the responsibility for, and

ownership of their work processes and equipment. It aims to maximize

Overall Equipment Effectiveness (OEE). It establishes and promotes a

systematic approach to achieve operational excellence through autonomous

working. TPM involves all employees at all levels in every function of its

implementation. The most important point about TPM is that it continuously

encourages all the employees to undertake continuous improvement of all

work-related processes and systems by adopting a proactive problem solving

approach. 15th of every month is the day for TPM gate Meeting.

We are striving towards following goals using TPM:

Zero Breakdown

Zero Accident

Zero Defect

Zero Waste

Zero Inventory

SAFETY

Gagal Cement Work constantly keeps a vigil on the safe practices of

doing work and in this regard expects the same from all its employees. The

following table presents the expectations from both the participants in this

regard.

Deputy Manager-Safety coordinates all activities related to safety at

works. Besides day to day safety functioning, safety committee meets once in

every month. The committee consists of equal number of representatives form

management and wage board employees.

All employees working inside the factory are required to wear helmets,

safety shoes and other safety gadgets. Other regular safety activities include

monthly Gate Meeting, on first of every month, Nukkad Drama, Quiz &

Slogan Competition celebration of National Safety Day etc.

OUR SAFETY COMMITMENT

MANAGEMENT EMPLOYEES

1. Provide safe working condition 1. The care of oneself and colleague

2. Provide system for the safe control

of work

2. Immediately report any unsafe

condition/hazard

3. Supply information on work

hazard

3. Look out for hazards and potential

dangers to self and others

4. Arrange adequate training and instruction

in safe working practices4. Do not take any short – cuts

5. Make appropriate protective

clothing and equipment available

5. Know the safety guidelines and

follow working instructions

6. Punish people violating instructions on

safety and health

6. Always use safety equipment

indicated and provided

FINANCE DEPARTMENT

INTRODUCTION Finance Department plays a major role in the working of any

organization as for all-purpose, money is required which is arranged, procured

and disbursed as the finance department. They only make budget go cost

control and maintain to optimum balance of cash for smooth operations. As

such the finance department in Gagal Cement Works is looking after only

some of the aspect like payment for raw material purchased, cost control and

insurance aspect of the unit. All receipts for cement sold is received by

Regional office at Chandigarh and fund financed by different payment from

its R.O.

HIERARCHY OF THE FINANCE DEPARTMENTIt is a line organization having a full fledged department to manage the

finance budget, costing and other matter of this department. The ACC Gagal

Cement Works president has to manage two departments mainly i.e. work and

finance.

President

Manager Finance

Assistant Manager

Senior Officer Senior Officer Senior Officer

(Cost) (Assets) (Cash)

Clerks

Fixed Assets Cost Employee Salary Transportation Cash

FINANCE DEPARTMENT

Account Section : The accounts section deals all the general accounting,

employee payroll, billing and matter related to taxation etc. The department

activities are coordinate by Assistant Manager-Accounts that report to

Manager-Finance.

Cost Section : The Cost Section does Accounting relating to preparation of

Monthly Cost Data and Bill Provisioning. Assistant Manager-Cost coordinates

the departmental activities and reports to Manager-Finance

1. GENERAL OR ACCOUNTS SECTION

ACCOUNTING PROCEDURE

The accounting procedure of ACC Gagal cement works is not a new

complicated one they follows a standardized rule of making entries in there

books of account or posting or making their trail balance, Gagal Cement

Works unit makes its Trail Balance in the monthly basis transaction and rent it

to the Head Office. Head Office prepares final accounts for all units not

individual unit.

Gagal Cement Works follows the following procedure

Step1: The quotations are called for acquiring or procuring the

particular assets, raw material and fuel etc.

Step 2: After than estimate decide/fixed through CESS.

(Capital Expenditure Section Scheme)

Step 3: After thenallocation of budget for different

requirements.

Step 4: Then order replace raw material/assets to be procured,

inspected (G.R. No) by the concerned department.

Step 5: Then GR No. after quality check etc. is sent to finance

department where the cashier makes the payment.

Step 6: The ledger department debited this in the books.

Step 7: Finally at the wish of department assets is charged

and declared free.

FINANCE MANAGER Finance Manager is totally responsible for all activities to

payment/receipts of cash and fund Management of the unit. His decision on

payment will be final as per personal manual, account manual directives laid

by the organization. Under finance Manager the financial activities is

disciplined in the manner as per smooth functionary of all activities of

payment such as salary and wages, payment to sundry creditors which include

all pretty payments to local contractors, deputations, workers and officers of

all grade in working unit.

In detail it can be said that under finance manager their will be payment

of salary and wages, allocation of various financial activities such as

disbursement of cash by cashier, the payment like contractors bill, local bill,

raw material bill, stores and spares payment of raw material and packing

material, traveling bills, outstation allowances. All the various mislenious

payments sanctioned are being maid.

The financial activities are on summation of inputs information system

department (I.S.D.) provides various financial, costing outputs available on

daily report, weakly report and monthly reports. It also provides information

like cash payment, voucher, cash receipt voucher, and various types of bills

also. Various type inventory output summary of transaction bills of output

(local, contractor, raw material etc.) various types of finance ledgers of the

month and monthly trial balance.

Account staff to routs all payment in account department: -

1. To verify the correction of payment

2. To sanction the payment to: -

a) Staff

b) Officer

c) Management

FINANCIAL POSITION OF THE COMAPAMY

SHORT TERM FINANCIAL POSITION: The short term financial position of the company is good enough.

Current assets of the company in the year 2007 is 1921.16 crore where as the

current Liabilities is 1230.05 crore. Current ratio is 1.15:1. Company needs bit

improvement in it so that to make it 2:1.

Short term liquidity position is also good as the acid test ratio is 0.09:1.

Company needs bit improvement to make it 1:1 .

Common size balance sheet also reflects that the company’s working

capital position or performance is positive as the percentage of current Assets

is more as compare to current liabilities in the year 2004 and 2005.

The fund flow statement on the working capital basis reflects that the

current assets of the company are supported by a combination of long term

and short term finance.

Following sources is more or less exclusively support the current assets

the se are trades credits short tem loans from bank and their inter corporate

deposit.

LONG TERM FINANCIAL POSITION: Long term financial policy is not as better as it should be. No doubt

company adopted very nice policy of financing fixed assets from the long

term funds i.e. by the increase or decrease in the fixed assets and the long term

liabilities. Rest payment is made in cash, thereby leading to reduction of the

amount of cash.

Debt – equity ratio also gives the same picture. It should be near to one

as possible. But it is not than one in every year. Not only but also showing the

increasing trends. This is not a good sign.

Proprietary ratio is 44.11%; it is good if is 50% or more than it.

FINANCIAL CONDITION OF ACC

SHARE CAPITAL Issued and subscribed capital as a December 31st, 2007increased to

Rs.185.54 crore as against Rs. 179.23 crore as at the end of previous year

primarily on account of exercise of conversion option by the FCC Bond

Holder.

RESERVE AND SURPLUS Reserve and Surplus as at December 31st 2007 stood at Rs. 1966.19

crore (standalone Rs. 1951.21 crore) as compared to Rs.1501.19 crore as at

the end of previous year.(standalone Rs.1418.45 crore) The increase is

mainly on the account of retained profits.

LOAN FOUND There has been a decrease in loan fund to Rs1079.22 crore as at

December 31st 2007(standalone Rs.1071.42 crore) as compare to Rs.1492.15

crore (standalone Rs. 1407.73 crore) as at the end of previous year.

FIXED ASSETS Net fixed Assets including capital work in progress, as at December 31st

2007 was Rs. 3194.60 crore(standalone Rs.3122.03 crore) as compared to

Rs. 3282.80 crore(standalone Rs. 22871.75 crore) as at the end of previous

year.

INVESTMENT Total amount of investment as at December 31st 2007 was Rs. 281.52

crore (standalone Rs.293.75 crore) as compare to Rs.16.31 crore (standalone

Rs 279.14 crore) as at December 31st 2006.

DEFERRED TAX LIABILITIES Deferred tax liabilities provision outstanding as at December 31st 2007

was Rs. 304.94 Crore (standalone Rs.300.38 crore) as compare to Rs.

311.41 crore (standalone Rs.295.46 crore) as at the end of previous year.

RESEARCH PROJECT

For the successfully research the manipulation of certain things,

concepts, and symbols for the purpose of generalization is inevitable.

Research is simply the pursuit of truth with the help of the study.

OBJECTIVE OF THE STUDY1. To find out the market share of the brand in that area, the reason and the

factors which directly or indirectly affects the cement market.

2. To study the perception and expectations of dealer and consumer about

cement manufacturers.

3. To study the brand image of ACC cement market.

4. To study who is the best brand of cement in market

RESEARCH METHODOLOGYResearch means a search for knowledge or gain some new knowledge

and methodology can properly refer to the theoretical analysis of the methods

appropriate to a field of study or the body of methods and principles particular

to a branch of knowledge. A research methodology has a specified framework

for collecting the data in an effective manner. Research methodology means a

“defining a problem, defining the research objectives, developing the research

plan, collecting the information, analyzing the information and presentation of

findings.” Such framework is called “Research Design”. The research process

that was followed by me consisting following steps;

A. Defining the problem and research objectives

B. Developing the research plan

C. Collecting of information

D. Analyzing the information

E. Presentation of findings.

A. Defining the problem and research objectives:-

The definition of problem includes the study of “Brand Positioning of

ACC in H.P” (A comparative study of ACC cement with Other

cements).

B. Developing the research plan:-

The development of research plan has following steps:

1. Data Source

2. Research Approach

3. Research Instrument

4. Sampling Plan

i. Sample Unit

ii. Sample Size

iii. Contact Methods

1. Data Source:-The researcher can get two types of data:

i. Primary Data

ii. Secondary Data

i. Primary Data:-Primary data is a data which did not exist earlier and is being

collected by the researcher first time for its specific objectives. In

other words, direct collection of data from the source of

information, technology including personal interview, telephonic

interviews, observation, Questionnaire and through schedules.

ii. Secondary Data:-Any data which have been collected earlier for some purpose are

the secondary data. Indirect collection of data form sources

containing past or recent past intimation like articles,journals,

annual publication, books etc.

Secondary sources used are:

Text books

Internet sites

Newspaper articles

Broachers

2. Research Approach:-

Survey is best suited for descriptive and analytical research. Survey are

undertaken to learn about knowledge, beliefs, preferences satisfaction

and so on and to measure these magnitudes in the general public.

Therefore, I have done this survey for Descriptive and analytical

research process.

Descriptive research includes surveys and fact finding enquiries of

different kinds. The main purpose is description of the state of affairs is

noted down and analytical research used to analyze the material and

facts.

3. Research Instrument:-Questionnaire:-

Questionnaire (also known as self-administered survey) is a type of

statistical survey handed out in paper form usually to a specific

demographic to gather information in order to provider better service or

goods. A document that contains a set of questions that has been

specially formulated as a means of collecting information and surveying

opinions, etc on a specified subject or them, etc.

A questionnaire was constructed for my survey.

4. Sampling Plan:-Sample is a group of few items which represents the population or

universe from where it has been taken. The sampling plan calls for three

decisions;

a. Sample Unit:-

b. Sample Size:-

c. Contact Methods:-

a. Sample Unit:-

Who is to be surveyed?

The target population must be defined that to be sampled. It is

necessary so as to develop a sample frame so that everyone in the

target population has a equal chance of being sampled. I have

completed my survey in some distts. of Himachal Pradesh.

b. Sample Size:-How many people have to be surveyed?

Generally, large sample size gives more reliable results than small

samples. The sample consisted of 100 respondents. The sample was

drawn from people having different education qualification, age

group, occupation and income. The selection of the respondents was

done on the basis of sample random sampling.

Simple random sampling is the technique in which every item in the

universe and population has an equal chance of being selected in the

sample. Researcher has no role to play or be cannot influence the

selection process there is no possibility of biasness. It can easily

assess the accuracy of estimate.

c. Contact Methods:-Once the sampling plan has been determined the Questionnaire is

how the subject should be contracted i.e. by telephone interview,

personal interview observation, mail etc. here, in my survey, I have

contacted the respondents through personal interviews.

C. Collecting of information:-

After this, I have collected the information from the respondents with

the help of Questionnaire.

D. Analyzing the information:-The next step is to extract the pertinent findings from the collected data.

I have tabulated the collected data and developed frequency

distributions. Thus, the whole data was groped aspect wise and was

presented in tabular form. Thus, frequencies and percentages were

prepared to render impact of study.

E. Presentation of findings:-This was the last step of survey.

LIMITATIONS OF RESEARCH

There are certain points which restrict this study to a limited

area which are as following:-

Less number of Dealers even in big towns.

Accuracy of the results is limited to the method used for analysis and

interpretation.

There is the personal biasness in the respondents while filling the

questionnaire.

Questions are answered according to their perception and experience or

knowledge with that.

There are price variations among the dealers of the same town, selling

the same brands.

The survey is only limited to ACC and AMBUJA

DATA INTERPRETATION AND ANALYSIS

The data collected was analyzed and finding was extracted,

this is discussed in this chapter.

The raw data was processed and converted into tables, which

were used to draw important interferences with the help of simple

observations, simple statistical technique such as ratio’s, percentage

averages and rating to arrive at the final results instead of more

complicated techniques

The following points show the interpretation of data according to

the survey:

1. MARKET SHARE

ACC 59%

AMBUJA 43%

OTHER 5%

As per the respondent the ACC have largest market share in Cement

market.

2. FACTORS INFLUENCING SALE OF

CEMENT:

Attribute ACC Ambuja

Quality 71% 66%

Profitability --- 5%

Availability 15% 5%

Durability 12% 22%

The above table shows that ACC has good quality and its quality is the major

factor that influence the sale of cement. Its availability is more then ambuja.

3. OPINION ABOUT QUALITY OF PRODUCTS:

Attributes No. of Respondents

ACC AMBUJA

Good 30% 27%

Very Good 64% 58%

Same 5% 13%

As per the respondent’s view ACC rated 5 on the Six Sigma scale and

Ambuja rated 4 on same scale which shows that ACC has advantage over

Ambuja for the quality of the product. Or we can say that ACC’s sale is on its

goodwill where as Ambuja need influence from outside sources like dealer’s

emphasis or advertisement.

4. MOTIVATION FACTORS FOR DEALERS:

Attribute No. of Respondents

ACC Ambuja

Tours 48% 47%

Incentives 28% 19%

Special Discounts 12% 22%

Gifts 7% 11%

As per the respondents ACC is giving more tours to its dealers as compare to

Ambuja.

5. PERSONS INFLUENCING PURCHASE

DECISION:

Attribute No. of Respondents

ACC AMBUJA

Dealers 30% 25%

Contractors 15% 19%

Mason 51% 50%

Neighbors 2% ---

Above table shows that following persons have influence on the consumers

purchase decision.

6. FACTORS INFLUENCING PURCHASE

DECISION:

Attribute ACC Ambuja

Price 5% 8%

Quality 69% 52%

Durability 15% 33%

Availability 10% ---

ACC’s quality effects the purchase decisions of the customer most whereas

the Abuja’s price effects the purchase decision of the customer.

7. ADVERTISEMENT TOOLS:

Attributes No. of Respondents

A.C.C. Ambuja

Advertisement 53% 69%

Posters 7% 13%

Light shine boards 38% 16%

As per the survey it is found that ACC is spending less on advertisement as

compare to Ambuja. Still it’s earning are higher than Ambuja. It shows that

ACC does not need to spend more on advertisement.

8.SUPPLY PROBLEMS:

Attributes ACC Ambuja

Never 71% 61%

Rarely 25% 38%

Regularly 2% --

Maximum dealers are satisfied from the supply of the company. The

irregularities faced by the dealers are not on the behalf of the company but

because of another reason like strikes, transportation, landslides, etc. There is

no problem on behalf of the company for supply.

9. ARE DEALERS SATISFIED WITH PACKAGING:

Attribute ACC Ambuja

YES 89% 88%

NO 10% 11%

Maximum dealers of ACC are satisfied with the Packaging, which the

company provide to them, where as the Ambuja dealers are not that much

satisfied with Packaging

.

10. NO. OF CEMENT DEALERS IN H.P

Cement Brand %age dealers in market

ACC 62

AMBUJA 35

OTHER 3

SUGGESTIONS FOR ACC There is no credit facility to the dealers. Company should provide minimum two days credit facility to

the dealers. Supply should be fast. Customer are also diverting toward Ambuja cement brands

because sometimes unavailability of the cement with the Acc dealer.

Mobile vans should be arranged by Acc to promote the product in the city as well as rural areas.

Mason meets should be organized at regular intervals. Customer should be educated about the cement water ratio. Dealer’s network can be expanded to increase the market

share. For Steps should be taken to reduce the price variation among

Acc dealer. The company should pay more incentives to dealers so that

they try increasing their sale. The company should have a complaint cell to hear the

complaints of the customer. The company should have some attendant to attend the call of

the customer. The company should try to use those advertisements, which

have more information’s about the product The company should organize meeting with the dealers and

educate and update them with the changes in the product so that they can further pass the animation to the customers.

CONCLUSION

Under project study are discussed and results obtained in order to help

providing suggestions are concluded at last in this report. ACC range of

blended cement is marketed through a network of 12 regional marketing

offices, several area offices and warehouses. Countrywide networks of about

11,000 stock lists who, in turn are assisted by the sub dealer back this. Such

an all pervasive marketing networks have an enable ACC to consolidate itself

with a national presence. And the customer is assured of being able to get

quality ACC products when and where he wants them.

Complementing this is a unique costumer services cell comprising

qualified civil engineers, which assist and advise customer with prior and post

sales services. This service begins with election of type and grade of cement

(where applicable) to trouble-shooting and on site assistance.

Keeping pace with changing times and ever growing needs for

specialized services, ACC has been offering its marketing expertise and

distribution facilities to other producer in cement and related areas. However

a precondition of all such agreement is quality control supervision to be

carried out by an ACC expert located at the franchisee’s plant. Currently,

ACC has franchising agreement for cement marketing with Alcon Cement

Company, Goa and Cochin Cement Ltd. Cochin.

ACC also export cement to SAARC Nation, especially Nepal and

Bangladesh on a regular basis. Beside ordinary Portland Cements, these

exports include custom tailored cement.

BIBLIOGRAPHYReferences to a Book

Cahbra R.N.,Grover S.K. (2000) Market Management, Dhanpat Rai & Co., New Delhi.

Kothari C.R. “Research Methodology”. Armstong, G., and Kotler, P., “Marketing: An Introduction”, 1st

edition., Pearson India, Delhi. 2003. Kothari, C.R., “Research Methodology: Methods & Techniques:,

WISHWA Publication, Delhi. 1990. Kotler, P. (2006), Marketing Management, Pearson Publishers Ltd.,

New Delhi.

Reference to Articles John A. Quelch, Bernard Simonin (2007), “Harvard Business School,

Boston”. Madalena Abreu (2006), “Institute of Accounting & Aministration

(ISCA), Portugal. Hankenson P., (2001), “Product and Brand Management, Emerald

Group Publishing Limited, 10, Number 6, 2001 pp. 346-360 (IS) Stacy M. Carter, (2006), “Australian Cigarette brand as product,

person , and symbol, Australia, N.S.W. 2006.

Reference to Web Page http/:www.acclimited. http/:emerald.com http/:www.google.co.in http/:www.wikipedia.org

Reading Material Magazines News Papers Broachers

QUESTION NAIRE

NAME …………………………………………………………………

ADDRESS ………………………………………………………………..

OCCUPATION. …………………………………………………………………

CITY ………………………………………………………………

AGE ………………………………………………………………

CONTACT NO. ………………………………………………………………

1. Deals in-

(a) Marble (b) Sariya (c) Tiles (d) Cement

2. Which brand of cement are you selling?

(a) ACC (b) Ambuja (c) Any other.

(Specify if any other…………………….)

3. Storage capacity-

(a) 0-1000 (b) 1000-2000 (c) 2000-5000 (d) More than 5000.

4. Average sale per month?

(a) 0-500 (b) 500-2000 (c) 2000-5000 (d) More than 5000.

5. Factor influencing sale of cement?

(a) Quality (b) Profitability (c) Availability (d) Durability

6. Your opinion regarding quality of the product?

(a) Good (b) Very good (c) Same (d) Lower

7. How advertisement helps you in sales?

(a) Makes the customer aware with the name of the product

(b) Tells them about the quality of the product

8. Which type of sale promotion you get from the company?

(a) Tours (b) Incentives (c) Special discounts (d) Gifts

Are you satisfied with it?

(a) Yes (b) No

9. Persons influencing purchase decision?

(a) Dealer (b) Contractor (c) Mason (d) Neighbor

10. Factor influencing purchase decision?

(a) Price (b) Quality (c) Durability (d) Availability

11. What steps company takes to promote the sale?

(a)Advertisement (b) Posters (c) Light & shine boards

12. How often do you face the supply problem?

(a) Never (b) Rarely (c) Regularly

13. Are you satisfied with Packaging?

(a) Yes (b) No

14. Whether customer demands of other Packing?

(a) Yes (b) No

If yes then what quantity-

(a) 20 kg (b) 25 kg (c) 30 kg

15. How do you differentiate your product with competitor’s product?

…………………………………………………………………………………

…………………………………………………………………………………

16. Does customer sometimes complaints about cement?

(a) Yes (b) No

If yes then what type of complaints?

.............................................................................................................................

…………………………………………………………………………………

17. Would you like to change over any Brand?

If yes, then which one and why?

……………………………………………………………………………………

……………………………………………………………………………………

18. Suggestions, If any-

……………………………………………………………………………………

……………………………………………………………………………………

Signature…..