LOVELY PROFESSIONAL UNIVERSITY PUNJAB

SUMMER INTERNSHIP PROJECT REPORT

ON

MANUFACTURING STRATEGY CUSTOMER

SATISFACTION AND MARKET PERCEPTION OF

ACC CEMENT

SUBMITTED TO SUBMITTED BY

MR.JAGJIT SINGH SUDHAKAR TIWARI

REG.NO-11503057

SECTION-Q1526B55

Introduction of Acc Limited

ACC Limited is India’s foremost manufacturer of cement and ready mix

concrete with a countrywide network of factories and marketing offices

Established in 1936, ACC has been a pioneer and trend-setter in cement and

concrete technology.

ACC’s brand name is synonymous with cement and enjoys a high level of

equity in the Indian market. Among the first companies in India to include

commitment to environment protection as a corporate objective, ACC has won

several prizes and accolades for environment friendly measures taken at its

plants and mines.

The company has also been felicitated for its acts of good corporate

citizenship.

OBJECTIVES OF THE STUDY

(1) To know about manufacturing process of cement

(2) To do market survey and collect data.

(3) To know customer satisfaction and market perception of

ACC Cement.

OVERVIEW OF COMPANY

ACC CEMENT KYMORE MP

Type: Public company

Traded as BSE: 500410 NSE: ACC

Industry Cement Founded : 1936

Headquarters : Mumbai, India

Number of locations: 20

Key people : N.S. Sekhsaria, Chairman

Revenue : 113.927 billion (US$1.8billion)

Net income: 10.9576 billion (US$170 million)

Total assets : 120.9359 billion (US$1.9 billion)

Total equity: 78.2484 billion (US$1.2 billion)

Number of employees: 10,000

KEY PEOPLE

Mr. N. S. Sekhsaria

Chairman

Mr. Paul Hugentobler

Deputy Chairman

Mr. Kuldip K Kaura

Chief Executive Officer(CEO) &

Managing Director (MD).

MISSION OF ACC

(1) Leadership

Maintain our leadership of the Indian cement industry through

the continuous modernization and expansion of our

manufacturing facilities and activities, and through the

establishment of a wide and efficient marketing network.

(2) Profitability

Achieve a fair and reasonable return on capital by promoting

productivity throughout the company.

(3) Growth

Ensure a steady growth of business by strengthening our position in

the cement sector.

MISSION OF ACC

(4) Quality

Maintain the high quality of our products and services and ensure their supply at fair prices.

(5) Equity

Promote and maintain fair industrial relations and an environment for the effective involvement, welfare and development of staff at all levels.

(6) Responsibility

Fulfill our obligations to society, specifically in the areas of integrated rural development and in safeguarding the environment and natural ecological balance.

AWARDS OF ACC LIMITED

National Award for Excellence in Water Management by Confederation of Indian

Industry (CII)

Outstanding Corporate Vision, Triple Impact - Business Performance Social &

Environmental Action and Globalization 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.

OUR PRODUCTS

OUR COMPETITIORS

PRODUCTS AND SERVICES OFFERED

BY ACC LIMITED

Cement

Blended Cements

Bulk Cement

Ready Mix Concrete

CEMENT

Cement is finely ground hydraulic binding medium for mortar and

concrete, consisting substantially of compounds of CaO with SiO2, Al2o3 and ferric oxide which have

been formed by sintering or fusion. ‘Sintering’ means burning

at a temperature which cause partial fusion of the material

The main component of cement

Fe2O3

Iron oxide.

Al2O3

Alumina

SiO2

Silica

CaCO3

Lime stone

Type of cement- Ordinary portland cement

43 grade cement

53 grade cement

Blended cement

slag cement

bulk cement

Manufacturing process of portland cement

Components

Steps in manufacturing portland cement

1 Quarrying 2 Raw meal preparation

3 Clinkering 4 Cement milling

Portland Cement

By definition-

A hydraulic cement produced by pulverizing clinker consisting

essentially of hydraulic calcium silicates, usually containing one or

more of the forms of calcium sulfate as an interground addition

THE CEMENT MANUFACTURING PROCESS

1. BLASTING : The raw materials that are used to manufacture cement (mainly limestone and clay) are blasted

from the quarry.

Quarry face

1. BLASTING 2. TRANSPORT

3. CRUSHING AND TRANSPORTATION : The raw materials, after crushing, are

transported to the plant by conveyor. The plant stores the materials before they are

homogenized.

quarry

3. CRUSHING & TRANSPORTATION

2. TRANSPORT : The raw materials are loaded into a dumper.

crushing

conveyor

Next

dumper

storage at

the plant

loader

THE CEMENT MANUFACTURING PROCESS

1. RAW GRINDING : The raw materials are very finely ground in order to produce the raw mix.

1. RAW GRINDING

Raw grinding and burning

2. BURNING

2. BURNING : The raw mix is preheated before it goes into the kiln, which is heated by a flame that can

be as hot as 2000 °C. The raw mix burns at 1500 °C producing clinker which, when it leaves the kiln, is

rapidly cooled with air fans. So, the raw mix is burnt to produce clinker : the basic material needed to

make cement.

conveyor

Next

Raw mix

kiln

cooling

Back

preheating

clinker

storage at

the plant

Raw mill

THE CEMENT MANUFACTURING PROCESS

1.GRINDING : The clinker and the gypsum are very finely ground giving a “pure cement”. Other secondary

additives and cementitious materials can also be added to make a blended cement.

1. GRINDING

Grinding, storage, packing, dispatch

2. STORAGE, PACKING, DISPATCH

2. STORAGE, PACKING, DISPATCH :The cement is stored in silos before being dispatched either in

bulk or in bags to its final destination.

Back

clinker

storage

Gypsum and the secondary additives are added

to the clinker.

silos

Home page

dispatch

bags

Finish grinding

Research Methodology & design

Type of research

Research instrument

Questionnaire design

Sampling procedure

Sample size

Pilot study

Limitation of the study

Data analysis and interpretation

SWOT OF ACC CEMENTSRENGTHSIt is having a good image and brand loyalty among consumers

They have same price prevailing for wholesale at dealers/stockiest retailers

end.

WEAKNESS The competitors are doing much promotional activity rather than ACC Limited

that’s why it facing more problems in selling of product in the market.

Lack of awareness program for consumers.

OPPORTUNITY

Rapid growth is taking place in Bihar and Madhya Pradesh. People are opting for more stable structures and intensive use of

cement is taking place, even government is spending heavily on infrastructure projects. Thus, this is the right time to fully tap these markets.

As Indian core industry is also growing at rate of nearly 10% per annum, it is having a good future.

Foreign direct investment in infrastructure sector going to increase in coming years, which will increase the demand of cement.

Roads are undergoing through the transformation process through which the traditional method of road building will be replaced by modern concrete roads.

Conclusion- company should concentrate on direct meeting with

the customer as they are the most vital element in deciding

growth or decline of any company.

Company should appoint more and more persons for the

promotion of the brand.

Recommendations and Suggestions- Company should concentrate on more

advertisement to promote their products. More improvement is required in distribution

network Salesman should have good interaction with

dealers which results company increases sales.

Company has to take serious step for changing its packaging style as many local companies are emitting the same and confusing the customers.

Thank you