CEMENTS: ACC, AMBUJA, BIRLA

1
Relationship Marketing Brand Perception

• CEMENTS ACC, AMBUJA, BIRLA OTHERS

2
Comparative Data Analysis

• General information
• The four companies--ACC, Ambuja Cement, Grasim
  and UltraTech--together hold about 39.80 market
  share currently (2008).
• Indian cement industry, in terms of revenue, was
  worth Rs 54,000 crore in FY08.
• The industry produced 131.20 million tonne
  cement from April-December 2008.
• Cement capacity as on December 31, 2008 stood at
  206.96 million tonne.

• Market share
• ACC Ltd 11.8
• Ambuja Cement 10
• Birla 19.5 per cent
• (2007 figures)

3

• Price
• Ambuja Rs 265/bag
• ACC 40-250 per bag in Maharashtra (In the South,
  it is slightly higher at Rs 250-Rs 255 per bag
  while it is around Rs 235 per bag in the North.
  In Gujarat, a bag costs around Rs 200.)
• Ultra Tech Rs 200

• Dealers
• Ultra Tech 5500 dealers and 30000 retailers
• ACC 9,000 dealer
• Ambuja NA

4
Perception

• ACC

• Ambuja

• Value for money
• Widely available
• Trusted Brand

• High visibility
• Reputed Brand name
• Value for money
• Easily available

Narmada
Birla

• Brand
• Easily available
• One of the oldest brands to be used
• Local manufacturing adds to the trust factor

High end product High visibility Trust the
quality
5
Dirty Feet Report

• Sample Size - 20
• Economic Class - Sec C
• Demographics
• Age Group 20 plus
• Gender Males (15) and Females (5)
• Occupation Contractors (3)
• Teachers (3)
• Retired (5)
• Shop Owners (5)
• Students (2)
• Restaurant Owner (1)
• Dealer (1)

6

• Psychographics
• Price conscious
• Karta of the family takes all the major
  decisions
• Females are aware of the available brands
• Decisions are influenced by the opinion of their
  reference group
• Relations built trust which help them in decision
  making

7
Results of the Survey

• Choice of cement based on relationship
• Contractor as an influencer
• Karta as the chief decision maker
• Brand awareness High
• Media exposure
• High ad recall
• Involvement of women

8
Touch Points
9
Recommendation
10
Expected results

• Word of mouth on three levels

11
Presented by

• ANUJA MAJMUNDAR (39) ADVERTISING
• VIDHI SANGHRAJKA (42) ADVERTISING
• NAVNEET BHAMRAH (99) PR
• ANINDITA SHARMA (104) PR
• BATCH 2009