1. A Study
On
Brand Awareness & Brand Perception
Completed in
Submitted in partial fulfillment of the requirements for
Bachelor of Business Administration (BBA)
Supervised by Submitted by
Mr. Manoj Sharma Miss. Swati Verma
( Faculty Mentor) Roll No. - 6962
Mr. AnieshKundel
( Marketing Manager at ACC ) Session2010-2013
Teacher’s Signature
LALIT SEN INSTITUTE OF BUSINESS EDUCATION n’ TECHNOLOGY

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DECLARATION
I do hereby declare that this project is submitted by me for partial fulfillment of
the bachelor of business administration; maharaja Lakshman Sen Memorial
College, Himachal Pradesh university. The project is exclusively prepared by me
and has not been submitted to any other institution or publishes anywhere before.
DATE SIGNATURE

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ACKNOWLEGMENT
Success is the manifestation of diligence, perseverance, inspiration, motivation
and innovation. I the projectee, ascribe my success to my guide MR.Aniesh
kundel, whose Endeavour, foresight, innovation and dynamism contributed in a
big way in completing the project, within stipulated time.
I am also very thankful to Mr. Manoj Sharma HOD of Lalit Sen Institute of
Business Education and Technology for proper academic guidance for making this
project a reality.
This acknowledgement can never be complete without thanking to the employees
of ACC and all other people who have been associated directly or indirectly with
my project and helped me in getting it in the present form.
Swati verma

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PREFACE
Being the student of business management, I wanted to take some project related
to marketing and marketing strategies. My main reason behind this approach was
that I felt that going for a project related to marketing would lead to a better
understanding of the basic concept of brand awareness’ and perception , with
this aforementioned approach in mind I started searching for a marketing
project. Meantime I got a chance to do my summer training under the
organization like ACC. My project titled as
“BRAND AWARENESS n BRAND PERCEPTION IN PARTOF
BILASPUR ”
Mr. Aniesh kundel immensely helped me to carry out this project. My project
satisfies the aforesaid aim with the feedbacks of sample customers, representing
the market of Barmana, Bilaspur Area. This project makes use of well-organized
questionnaire.

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CONTENTS
Page No.
 Executive Summary
 Introduction Of Topic
 Company’s History & Profile
 Objective Of Project
 Research Methodology
 Graphical Presentation Of Data
 Research Findings
 Conclusion & Suggestion
 Annexure
 Bibliography

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EXECUTIVE SUMMARY
Progress is a continuous process. It is relative and absolute. We can’t stop at a
certain destination and declare that target has achieved and we need not go
further
The summer training programs are designed to give the manager of the
future, a fell of the corporate happening and work culture. These real life
situations are entirely different from the simulation exercise enacted in an
artificial environment inside the classroom and it is precisely because of this
reason that this summer training is a bridge between the institute and
organization. Summer training program made us to understand how theoretical
knowledge will be applied in practical field.
It exactly in this context that I was privileged enough to join ACC, on 11th of
May 2012, as a summer trainee. ACC Limited is India’s foremost cement
manufacturer 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. Among the first companies in India to include commitment
to environment protection as a corporate objective, ACC has won accolades for
environment friendly measures taken at its plants and mines, and has also been
felicitated for its acts of good corporate citizenship. ACC is the most preferred
cement brand name in India. ACC is now part of the worldwide Holcim Group.

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The experience that I have gathered over past six to eight weeks has certainly
provided me with an orientation, which I believe, will help me, and shoulder any
assignment successfully in future.
In today’s market where the customers are playing a major role and it’s
extremely necessary for an organization to see that their product provides
complete satisfaction to their customer by fulfilling their needs. During this
project I had done market survey, to know the awareness & perception of the
customers about ACC in local market.
All the information in the project was not only collected by surveys and visits
but also by discussing with different managers in marketing department of ACC.

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INTRODUCTION
TO
TOPIC
Introduction to Topic

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The project is undertaken to measure the brand awareness n brand perception
level of ACC in around Barmana, measuring the brand awareness and perception
level of a particular company’s brand is of vital importance since it indicates the
number of people who are aware as well as what values they add to the
particular brand in a given period of time and it also highlights the effectiveness
of the different advertising or promotional tools used for the purpose.
Awareness and Perception are the two key metrics that any company
would use to measure their brand strength.
Awareness in simple terms - how many people know my brand? Usually,
awareness is measured through surveys that asks participants a series of
questions like “What brand comes to your mind if you want to buy cement? In
general, companies measure unaided awareness- what % of survey participants
mentioned the brand without any kind of hint.
It is the consumers’ ability to recognize or recall( indentify) the brand within a
given product category in sufficient detail to make a purchase decision.
It also means that the consumer can purpose, recommend, choose or use the
brand. The objectives of the most advertising campaign are to create and
maintain brand preference. The first step is to make potential consumers aware
of a brand’s existence.
Perception is the values consumers attach to a brand. For example, perception
for Volvo will be safety. To measure perception of a car company, survey will
have questions like “How do you rank car brands in terms of safety? And
various questions will be asked on quality, performance, or green. Outcome of
the survey reveal the brand perception. List of questions depends on what is goal
for the brand and how you want customers to think of your brand.
ACC has a unique track record of innovative research, product development and
specialized consultancy services. It is an important benchmark for the cement
industry in respect of its production, marketing and personnel management
processes.

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ACC is proud of its many innovations over the years and realizes that
innovativeness is an essential characteristic of leadership.
In this project, I went into a search for details regarding the brand awareness &
brand perception of ACC.
The analysis was done with the help of the data collected through questionnaire
taking the sample size of 100 in Barmana. I have tried to throw a clear light
towards the level of brand awareness n brand perception of ACC .
Company’s HISTORY
&
PROFILE

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(Formerly the Associated Cement Companies Limited)
India's No. 1 Cement Company

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[ History ]
ACC was formed in 1936 when ten existing cement companies came together
under one umbrella in a historic merger - the country's first notable merger at a
time when the term mergers and acquisitions was not even coined. The history of
ACC spans a wide canvas beginning with the lonely struggle of its pioneer F E
Dinshaw and other Indian entrepreneurs like him who founded the Indian
cement industry. Their efforts to face competition for survival in a small but
aggressive market mingled with the stirring of a country's nationalist pride that
touched all walks of life - including trade, commerce and business.
The first success came in a move towards cooperation in the country's young
cement industry and culminated in the historic merger of ten companies to form
a cement giant. These companies belonged to four prominent business groups -
Tatas, Khataus, Killick Nixon and F E Dinshaw groups. ACC was formally
established on August 1, 1936. Sadly, F E Dinshaw, the man recognized as the
founder of ACC, died in January 1936; just months before his dream could be
realized.
ACC stands out as the most unique and successful merger in Indian business
history, in which the distinct identities of the constituent companies were melded
into a new cohesive organization - one that has survived and retained its position
of leadership in industry. In a sense, the formation of ACC represents a quest for
the synergy of good business practices, values and shared objectives. The use of
the plural in ACC's original name, The Associated Cement Companies Limited,
itself indicated the company's origins from a merger. Many years later, some
stockbrokers in the country's leading stock exchanges continued to refer to this
company simply as 'The Merger'.
[ PROFILE ]

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ACC (ACC Limited) is India's foremost manufacturer of cement and concrete.
ACC's operations are spread throughout the country with 16 modern cement
factories, more than 40 Ready mix concrete plants, 21 sales offices, and several
zonal offices. It has a workforce of about 9,000 persons and a countrywide
distribution network of over 9,000 dealers.
Since inception in 1936, the company has been a trendsetter and important
benchmark for the cement industry in many areas of cement and concrete
technology. ACC has a unique track record of innovative research, product
development and specialized consultancy services. The company's various
manufacturing units are backed by a central technology support services centre -
the only one of its kind in the Indian cement industry.
ACC has rich experience in mining, being the largest user of limestone. As the
largest cement producer in India, it is one of the biggest customers of the
domestic coal industry, of Indian Railways, and a considerable user of the
country’s road transport network services for inward and outward movement of
materials and products.
Among the first companies in India to include commitment to environmental
protection as one of its corporate objectives, the company installed sophisticated
pollution control equipment as far back as 1966, long before pollution control
laws came into existence. Today each of its cement plants has state-of-the art
pollution control equipment and devices.
ACC plants, mines and townships visibly demonstrate successful Endeavour’s in
quarry rehabilitation, water management techniques and ‘greening’ activities.
The company actively promotes the use of alternative fuels and raw materials
and offers total solutions for waste management including testing, suggestions
for reuse, recycling and co-processing.
ACC has taken purposeful steps in knowledge building. We run two institutes
that offer professional technical courses for engineering graduates and diploma
holders which are relevant to manufacturing sectors such as cement. The main
beneficiaries are youth from remote and backward areas of the country.

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ACC has made significant contributions to the nation building process by way of
quality products, services and sharing expertise. Its commitment to sustainable
development, its high ethical standards in business dealings and its on-going
efforts in community welfare programmes have won it acclaim as a responsible
corporate citizen. ACC’s brand name is synonymous with cement and enjoys a
high level of equity in the Indian market. It is the only cement company that
figures in the list of Consumer Super Brands of India
Awards & Accolades
 National Award for Excellence in Water Management by Confederation of
Indian Industry (CII)

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 Outstanding Corporate Vision, Triple Impact - Business Performance Social
& Environmental Action and Globalisation for 2009-10 from Federation of
Indian Chambers of Commerce and Industry
 Asia Pacific Entrepreneurship Award in two categories, Green Leadership and
Community Engagement by Enterprise Asia.
 Indira Priyadarshini Vrikshamitra Award --- by The Ministry of Environment
and Forests for "extraordinary work" carried out in the area of afforestation.
 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.
 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
 Good Corporate Citizen Award - by PHD Chamber of Commerce and Industry
 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.
Nationwide NETWORK

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OBJECTIVES OF STUDY

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Today customers are facing a growing range of choice in the different brands of
products and servises. They are making their choice on the basis of their
perception of brand, quality servise and value. This project is undertaken :-
1. To find out the awareness level of customers of brand ACC.
2. To find out the brands with which ACC has to compete in the market.
3. To ascertain the scope of ACC in this region.
4. To study the consumer perception of ACC.
5. Which attribute of the product drive the potential customer to prefer the
particular product .

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METHODOLOGY OF STUDY
ACC had a wide network whithin country. To anayze the report certain methodology
were used to elaborate the topic in easy way. The design of a research study is based on
the purpose of the study/ methodologies, which were used are
DATA COLLECTION (reserch design )
Various type of data was collected from different sources. The sources of these data
are various publications, trade journals,and official website of ACC.
 SAMPLING
An integral component of a research design is the sampling plan. Sample size,which
was taken for the research.
Sample size is 100.
 STRUCTURED QUESTIONNAIRE
Structred questionnaire was prepared and survey was made.

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ANALYSIS n’ INTERPRETATION OF DATA
Customer Response To - “Meaning Of Brand “
When individuals were asked ,what they meant by “BRAND “, most of them almost 60
individuals said Quality while, some of them said it means best product available in the
market, some said brand is a standard , and 10 of them said Brand means Good
company product.
0
20
40
60
80
QUALITY BEST
PRODUCT
STANDARD GOOD
COMPANY
AVERAGE

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Customers Awareness of Different Cement Brands
When people were asked to list down few brands of the product category ( cement ),
every one said ACC n AMBUJA . Apart from these two brands few of them said JP(
Jaiprakash cement ), Ultratech , binnani, Birla, But Acc n Ambuja was common in every
individual List.
0
20
40
60
80
100

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Q3. What brand comes to your mind if you want to buy
cement ?
Previous question specify that people are aware of many brands but when it comes to
buying then they recall Acc. Almost 50 people think about Acc when it comes to
buying,, but still Acc is in competition with Ambuja, almost 45 people think about
Ambuja.. so difference is just of 10.
0
5
10
15
20
25
30
35
40
45
50

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Q7 Are you loyal to the product you buy ?
51 individuals said Yes they stick to the same product while,39 people said No, they
keep experimenting or change the product according to the conditions like availability
of product; price; quality And, 10 people said yes they are loyal but only for quality
products..not for commodity.
51
39
10 Yes always, I stick to the same
product
Never, I keep Experienting
new products
Only for quality products,
where it is acommodity, I
choose least price products

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Q8. Are youprice sensitive costumer ?
79 individuals said yes they are price sensitive while,21 individuals are brand loyal
customers.
79
21
Yes
No

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Q9. Will you stick tothe same product if their price increases ?
When people were asked if they’ll stick to ACC if the price goes high, so 62 people said
yes they’ll buy it but if the price increases up to a certain limit. 23 people said they’ll
buy it irrespective of the price changes and 15 people said No, they’ll shift to other
brand.
62
23
15 Upto certain Limit
yes, irrespect of
price increase
No, I may look for
different product

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Most of people said they’ll buy ACC Cement if the price is increased up to certain
limit…,
When they were asked to specify the limit ,
5 Individuals said - Rs. 20 (Limit)
15 “ - Rs. 10
9 “ - Rs. 2
17 “ - Rs. 5
16 “ - Re. 1
Q10. How do you rank ACC n AMBUJA interms of safety ,quality and
performance

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Diagram showing ACC ‘s position
Diagram showing AMBUJA’s Position
0
10
20
30
40
50
SAFETY QUALITY PERFORMANCE
20 20 20
41
48
3939
32
41
AVERAGE
GOOD
EXCELLENT
0
20
40
60
SAFETY QUALITY PERFORMANCE
11
24 25
60 56
45
29
20
30
AVERAGE
GOOD
EXCELLENT

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Q11 Do you use the product because it is mostly available?
45
26
29
yes
no
mostly

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RESEARCH FINDINGS
 Costumers are confused related to the meaning of “ brand “ some of them take
brand as a name of a good company ; few of them think it means a standard product
and some of think it means a Best Product.
 People are well aware of ACC brand , when they were asked to list down few brand
names of cement almost all of them recall ACC along with Ambuja. It conclude
that Acc is in tough competition with Ambuja in this Area.
 Though the survey was taken in Bilaspur n’ Barmana Area but, when consumers
were asked about what brand comes to their mind if they want to buy Cement,
almost 50 people said ACC n 45 of them said Ambuja so, the difference is very less
keeping in mind the survey Area.
 Quality and Performance are the most important attribute of ACC which Attracts
costumers.
 Overall ACC shows Excellent results when it comes to Brand awareness n’ Brand
perception

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LIMITATION OF THE STUDY
 The major limitation of the study was most of the individuals beingto be loyal to
their brand didn’t give exact answers. Like they didn’t talk much about the answers
of the questions
 Many individuals didn’t fill their answers. So, the actual figures can be somewhat
different from the one I have found out.
 Big area- I was unable to explore some of the customers

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Conclusion & suggestions
As I said Quality n performance are the most important attribute of ACC which Attracts
costumers but Acc should focus on its safety measures because most of people don’t
find ACC Excellent in terms of safety so, it may affect the perception of people
regarding ACC. Company is in tough competition with Ambuja cement
Suggestions
Based upon the time spend by me in the market, useful suggestions of the customers
and the findings from the survey, following recommendations can be suggested for
increasing the brand awareness and perception of ACC
 Marketing & advertising services should be improved In order to improve
awareness as well as perception level of costumers. Like Trade allowances,
trade shows, wall paintings, print media etc.
 What matters for the most of cement buyers is the price of cement and then
the quality and promotion while visiting to the market buyers not only look for
the price but also the personal touch matters a lot and ACC need to improve it.
 Company should try to introduce new product range like various grades.
 ACC should develop business status with public relations by participating in
local and international conferences, this will help to promote the brand

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ANNEXURE
Questionnaireof Training at Marketing Department. In ACC Gagal Cement
Works.
Dear Respondent,
I am Swati Verma will be preparing a Projecton Topic “ Brand Awareness
& Brand Perception in ACC Gagal Cement Works Ltd.” So, Dear respondent
please help me by filling up d following questionnaire. I will b very thankful
for your co-operation.
Q1 Name: ____________________
Q2 Designation ____________________
Q3 Address: ____________________
Q4 Phone Number / E-mail ID ____________________
Q5. Describe what does ‘brand’ mean to you?
Q6 List down a few brands of the product
______________________________________________________
Q7 what brand comes to your mind if you want to buy cement ?
__________________________________________________

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Q8 When u hears about product category can u recall ACC?
☐ Yes
☐ No
Q9 Do you know ACC?
☐ Yes
☐ No
Q10 Do you know AMBUJA?
☐ Yes
☐ No
Q11. I think I know ACC well
☐ Totally agree
☐ Agree
☐ Neutral
☐ Disagree
☐ Totally Disagree
Q12 Are you Loyal Costumer to the product you buy?
☐ Yes Always. I stick to the same product
☐ Never, I keep experimenting with new products
☐ Only for quality products. Where it is a commodity, I choose the least
price Product

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Q13 Are you price sensitive costumer?
☐ Yes
☐ No
Q14 Will you stick to the same product if their price is increases?
☐ Up to a certain limit in price increase
☐ Yes, irrespective of price increase
☐ No, I may look for different product,
If any limit please specify __________________
Q15 How do you rank each given companies in terms of:-
ACC AMBUJA
Average Good Excellent Average Good Excellent
Safety Safety
Quality Quality
Performance Performance
Q16 which of the following, according to you, help build a good brand image?
☐ Quality
☐ Communication strategies
☐ Competitive pricing
☐ Good value
☐ Added services
☐ Free trails and discounts
☐ Others
☐ If Others’, please specify _______________________________

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Q17 Do you use the product because it is readily available?
☐ Yes
☐ No
☐ Mostly
Q18 Do customer services have an impact on you?
☐ Yes
☐ No
Signature

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BIBILIOGRAPHY
Official website of ACC – www.acclimited.com