INTRODUCTION

Indian Marketing Environment is largely described as sellers market. We have chronic shortages and scarcities particularly in convenience goods. Demand is invariably greater than supply. Purchase power do masses is limited more than 30% of our population have income below poverty line bulk of our population resides in villages and marketers have yet to capitalize rural marketing opportunities. The consumers are ignorant, illiterate, unorganized and hence have weak bargaining power. Most of our business enterprises are still having selling concept, which is product oriented marketing approach. Bigger business houses having national markets are adopting integrated corporate planning and market planning as well as strategic market programmes. Marketing Research and information as well as strategic marketing planning have very limited scope at present. A change is taking place in the marketing environment at a speed and many consumer oriented marketing companies are beginning to realize the pressure of competition and buyers market. But the transaction to marketing orientation is a long and difficult process. Marketing research has a bright future in the feature of matured economy. Marketers are caked upon to anticipate changes in the marketing environment involving opportunities risks and uncertainties. They are regained to forecast the direction and intensity of there future change plant to meet anticipated changes in the environment and secure favorable relationship with the changing environment. To do there intelligent planning marketers need information. Accurate sales forecasting involves collection and processing of information. We can have more accurate and reliable sales forecast, marketing plans and programmes through organized information system. We should have profitable marketing activities, minimum risks and uncertainties. This project report offers detailed regarding marketing of Cement in general and marketing performance and marketing share of ASSOCIATED CEMENT COMPANIES LTD., [ACC]. It also deals with a case study of SRI SHABAREESHAGENCIES, SHIMOGA, reference have been made to

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marketing of other Cements also so as to bring out comparative cements. In the modern world Cement has gained so much recognition that no building is built without Cement. It is deemed to be the best and only construction material at present. Even though cement is used by almost every man does not know much about it. This project report attempts to bring about details regarding history, manufacturing process, types of cement available, problems in marketing if cement and other details regarding cement.

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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 countrys 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 Din Shaw 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 countrys nationalist pride that touched all walks of life including trade, commerce and business. The first success came in a move towards cooperation in the countrys 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 Din Shaw groups. ACC was formally established on August 1, 1936. Sadly, F E Din Shaw, 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 ACCs full name, The Associated Cement Companies Limited, itself indicates the companys origins from a merger. Many years later, some stockbrokers in the countrys leading stock exchanges still refer to this company simply as The Merger The ACC Board comprises of 13 persons. These include executive, non-executive, and nominee directors. This group is responsible for determining the objectives and broad policies of the Company - consistent with the primary objective of enhancing long-term shareholder value. The

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OBJECTIVE
1. To know about the process of manufacturing cement. 2. To know about the raw materials used in the process. 3. To analyze the sales performance of Acc cement inGeneral. 4. To analyze the sales performance of Cement by SRI SHABAREESH AGENCIES. 5. To assess marketing strategy adopted by SRI SHABAREESH AGENCIES. 6. To analyze the general problems in marketing of cements and specific problems confronted by SRI SHABAREESH AGENCIES. 7. To know consumer preference towards various brands of cement especially towards ACC Cement. 8. To give specific suggestions for improvement pf marketing strategy of SRI SHABAREESH AGENCIES

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SUGGESTIONS

CONCLUSION
The finding of the survey is enough proof to show that ACC cements ranks high in quality, composition etc., It is observed that ACC cement has a maintained better product image among the person who have used it and are using it. The company has also vast network of salesmanship no doubt these things will have a long way in improving not only product image but also the corporate image. But in competitive field one should not satisfy himself with present performance. In order to maintain higher competitive efficiency there should be continuous product planning and market improvement. ACC cement producer and their dealers in Kadur town may consider the preference analysis in the report and suggestions given in the report for achieving higher standards of marketing performance in the future. Annexure.

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BIBLIOGRAPHY Marketing Management By : Marketing Management By : Sherleker Philep Kottler

Marketing and Salesmanship By : B.S Raman News papers : Business Line

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Times of India

WEBSITE : www.wikipedia.com www.google.com www.accindia.com

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