ACC Cements Marketing Strategy – Marketing Strategy of ACC Cement: ACC concrete (formerly known under the name of associated companies Ltd) has been a leader in nation-building. It supplies quality building materials to many industries and fulfills the dreams of the common man as well as Government and business houses. It has been a leader in concrete technology since its inception.
The company has received many accolades and awards over the years, including the Institute of Supply Chain Management’s Demand Planning and Forecasting award 2017, the Best Corporate Initiative in Sanitation Award from the India Sanitation Coalition (ISC), and the Federation of Indian Chambers of Commerce & Industry.
ACC Cements At A Glance – Marketing Strategy of ACC Cements
Company : The Associated Cement Companies Limited
CEO: Sridhar Balakrishnan
Founder: Neeraj Akhoury
Year founded: 1 August 1936
Annual Revenue: US$2.1 billion
Profit | Net income: US271 million
Number of employees : 6,600
Products & Services:
Website: Cements | Blended Cements | Ordinary Portland Cements | 43 Grade Cement
ACC Cements Competitors
Competitors: Ramco Cements | India Cements | JK Lakshmi Cements | Ambuja Cements Ltd. | Heidelberg Cement India Ltd. | UltraTech Cement Ltd.
ACC Cements Fun Facts: In 2005, ACC became part of the Holcim Group of Switzerland. Subsequently, in 2015, Holcim and Lafarge came together in a merger to form LafargeHolcim – the global leader in building materials and solutions.
Marketing Strategy of ACC Cements
ACC Cements’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of ACC Cements? Let us discuss.
Segmentation, Targeting, Positioning – ACC Cements Marketing Strategy
ACC Cements uses a mix of geographic and psychographic segmentation variables to understand the changing needs of the industry & end customers.
Since its products are targeted at a different segment of customers and are meant for varied uses in the meta-market, therefore, it uses differentiating targeting strategies.
It uses a mix of product class, usage, and customer benefit-based positioning strategies so as to penetrate the market by targeting different customer segments.
ACC Cements Mission Statement
ACC Cements Vision Statement
“To be one of the most respected companies in India; recognized for challenging conventions and delivering on our promises.”
ACC Cements Tagline
Competitive Advantage – Marketing Strategy of ACC Cements
Rich experience of 80 years in the industry: Company has rich experience in mining (largest user of limestone). It is among the biggest customers of the domestic coal, Indian railways, and Inward & outward logistic industry. One of the largest cement manufacturers/producers in India is playing a pivotal role in bringing a revolution in the infrastructure development of the country.
Brand Visibility: More than 50000 retail outlets, penetration in the rural regions of the country, the front-runner in CSR activities (Corporate social responsibility), and becoming part of Lafarge Holcim group (world leader in building materials industry), have helped the brand in increasing its visibility and awareness in the country.
Extensive reach: With its 17 modern cement factories & 50 ready-mixed concrete plants and 10000+ dealers network serviced by 21 sales offices, ACC cement is reaching out to each and every stratum of society.
BCG Matrix – ACC Cements Marketing Strategy
BCG matrix helps in understanding where the different product categories of a brand stand in the competitive market.
ACC cement has a presence in the product categories such as Portland cement, Premium Cements, Ready Mixed concrete, and bulk cement.
All product segments are Stars in the BCG matrix.
Distribution Strategy – Marketing Strategy of ACC Cements
To reach each & every part of the nation ACC Cement tying up with builders, Government organizations and is closely working with its subsidiaries such as ACC Mineral Resources Limited (AMRL), Bulk Cement Corporation (India) Limited (BCCI), Lucky Minmat Limited, National Limestone Company Private Limited and Singhania Minerals Private Limited.
It has a network of more than 10,000 dealerships points supported by 8000+company’s workforce for pioneering the distribution of Ready Mix Concrete and Bulk Cement in the industry.
Brand equity – ACC Cements Marketing Strategy
Its active participation in CSR activities such as MUSKAAN, Green Building center, and many others have helped the company in creating high TOMA (top of mind awareness) resulting in an increasing share of the wallet of customers.
Over the years the ACC brand has been symbolic of trustworthiness and durability.
Competitive Analysis – ACC Cements Marketing Strategy
In the highly competitive market, it competes with companies like Ultra tech cement, Dalmia, Shree cement, prism cement, Ambuja cement, and many others.
Synergies in the supply chain, a strong parent company (Holcim), and easy availability of the products are what help the company in being competitively ahead in the industry.
Market Analysis – Marketing Strategy of ACC Cements
The market in which ACC cement operates is highly competitive due to the presence of a large number of local/ national and international players and is facing various challenges such as changing lifestyles of people, rising labor costs, shrinking margin, political stability, increasing the bargaining power of the supplier and customer, supply chain bottlenecks, etc.
Measures to accelerate Infrastructure development, Macroeconomic growth, and boost consumer confidence are helping the industry by & large.
Customer Analysis – ACC Cements Marketing Strategy
Customers of ACC cement are Retailers, builders, distributors, and retail customers in the age group of 25-60 years. ACC cement is playing a pivotal role in penetrating the rural areas in India through its extensive distribution network.
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