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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. Purchasepower 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 they 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 reasonable 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 longhand 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 favourable

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 SHABAREESH AGENCIES, SHIMOGA, and reference have been

made to 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 heroes 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. Efforts have also been made to get theopinion of

dealers regarding marketing and other aspects of Cement etc., and consumers opinion regarding

ACC Cement.Attempts have also been made to assess the marketingperformance of SRI

SHABAREESH AGENCIES and certainsuggestions have also been given for improvement of

marketingstrategy by adopting suitable marketing programme.

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 in General.

4. To analyze the sales performance of Cement by SRISHABAREESH AGENCIES.

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