Marketing Mix Of ACC Cement and 4Ps (Updated 2024)

The Marketing mix of ACC Cement analyses the 4Ps of ACC Cement’s marketing and distribution strategy, which includes the Product, Price, Place, and Promotion of ACC Cement. ACC Cements Limited was earlier known as The Associated Cement Companies Limited. ACC Cement is the largest manufacturer of cement in India and its subcontinent. The brand empowers the most ambitious civil projects in India, Bangladesh, and other southern countries of Asia. The registered office of ACC Cement is located in Mumbai and is popular with the name Cement House.

Around ten cement companies came together in 1936 to form the Association of Cement Companies, but over time, things changed, businesses expanded, and ACC became an independent enterprise. ACC Cement is the bulk cement corporation listed on the Indian Share Market and has a prominent role in driving it.

Cement makes up most of the work done by ACC Cement; they started as a unit of cement makers, but for some time now, they have been doing it independently. 

About ACC Cement

• Type: Cement manufacturing company
• Industry: Cement
• Founded: 1 August 1936
• Founder: The Associated Cement Companies Limited
• Headquarters: Mumbai, Maharashtra, India
• Area served: India
• Key people: N. S. Sekhsaria (Chairman) and Neeraj Akhoury (CEO)
• Number of employees: 12,000+

ACC Cement Product Strategy

ACC Cement plays a vital role in India’s infrastructure development. Regularly collaborating with the Government and other Private parties has contributed significantly to enormous and critical projects in past decades. The enterprise mainly provides the world with quality cement.

They have recently introduced a few varieties of cement, and all of them have been doing well in the market. ACC Cement is one of those enterprises with impressive share market holdings. They have aced the art of impressing investors by leveraging the world with quality cement. 

Different types of products in ACC are.

• Portland cement
• Blended cements
• Ready mix concrete

The Product Mix of ACC Cement in 2023 is as follows:

1. Ordinary Portland Cement (OPC): ACC OPC 53 Grade Cement: Known for its high strength, this type of cement is commonly used in many construction projects, including residential, commercial, and infrastructure. ACC OPC 43 Grade Cement: A versatile strength cement suitable for various construction applications.
2. Blended Cement: ACC Concrete+ Xtra Strong: This blended cement combines OPC’s strength with fly ash’s durability. It is designed to offer improved performance in concrete structures. ACC F2R Superfast Cement: A specialized cement formulated for fast setting and early strength development, ideal for projects requiring quick completion.
3. Bulk Cement: ACC Bulk Cement: Typically used in large-scale construction projects, such as infrastructure, real estate, and industrial applications, ACC offers bulk cement in various grades to meet specific project needs.
4. Ready Mix Concrete (RMC): ACC Ready Mix Concrete: ACC provides ready-mix concrete solutions, offering customers a convenient and efficient way to access high-quality concrete for their construction projects.
5. Value-Added Products: ACC Gold Water Shield Cement: Designed to protect against water seepage, this cement is suitable for areas prone to water ingress. ACC Super Shaktimaan Cement: A high-performance cement with enhanced durability properties intended for long-lasting construction. ACC Suraksha Cement: A versatile cement suited for various construction applications.
6. Specialty Cements: ACC Cool Roof Special Cement: A specialized cement formulated to reduce heat absorption on roof surfaces, making it an energy-efficient choice for buildings in hot climates. ACC LeakBlock Waterproof Cement: Specifically designed to provide waterproofing properties to concrete and masonry structures.

ACC Cement Place Strategy

Since the time ACC Cements was an association, they have established bases in almost every corner of the country; today, when it functions individually, it still tries to distribute the world load equally among states and manufacturing units. The impressive establishment of the infrastructure industry and the quality production have helped ACC Cement be an incredible part of ambitious projects in the country.

Jamul, Kymore, Sindri, Vizag, Wadi, and New Wadi Plants are some of the most popular production units of ACC Cement in India. A massive chunk of Cement ACC supplies retail customers comes from these establishments.

ACC reaches out to customers directly through outlets and by franchisee methods. The enterprise’s online presence has increased recently, and now people can order cements online. The enterprise aims for premium cement to be easily accessible by one and all; hence, they are making themselves available on almost every front.

The nation’s ACC cement primarily sells directly to builders and real estate companies. Here, they face stiff competition from Ambuja and Ultratech cement. However, as a strong parent company, ACC is also mighty, so there is a massive pull for the brand in the market. The company also works with distributors, dealers, and retailers through the traditional distribution channel.

Here is the Place Strategy of ACC Cement:

1. Extensive Distribution Network: ACC Cement has established an extensive distribution network in urban and rural areas across India. They utilize a network of dealers, distributors, and retailers to ensure their products are readily available to customers, including small-scale builders and contractors in remote regions.
2. Dealer and Retailer Partnerships: The company maintains strong relationships with authorized dealers and retailers who stock and sell ACC Cement products. These partners play a vital role in ensuring that ACC Cement is accessible to customers at local construction supply points.
3. Warehousing and Logistics: ACC Cement invests in warehousing and logistics infrastructure to facilitate timely deliveries and manage inventory efficiently. This includes strategically located warehouses to reduce lead times and ensure a consistent cement supply to construction sites.
4. Retailer Support: ACC provides support and training to its retailers and dealers to ensure product knowledge and effective sales practices. This helps maintain customer service quality and ensures customers receive accurate information about ACC Cement products.
5. Digital Presence: ACC Cement has a digital presence through its official website and may offer online ordering options. This allows customers to access information about their products, locate dealers, and even make purchases online, catering to modern buying preferences and convenience.

ACC Cement Pricing Strategy

Pricing and packaging are two integral parts of ACC’s massive success in the building materials industry. The enterprise always had a proper understanding of the Indian market; hence, they could make better decisions. The enterprise supplies products to all small-scale and large-scale projects; thus, they have quite a highly competitive market price and flexible packaging options.

Because of macroeconomic growth in the packed cement sector and the upcoming new concrete and bulk cement brands, ACC cannot afford any pricing methodology other than competitive pricing. None of the cement brands can afford any other pricing type.

A pack of cement varies somewhere between 280 INR and 350 INR. Various packaging sizes are designed to fit everyone’s needs, especially the large cement bags most sold to dealers and distributors. The enterprise has been attentive towards customer feedback, which is very conspicuous in the form of improvements. 

Here is the Pricing Strategy of ACC Cement:

1. Value-Based Pricing: ACC Cement strongly emphasizes the value proposition of its products. It prices its cement based on the perceived value it offers customers, including factors like quality, reliability, and brand reputation. This approach allows ACC Cement to position itself as a premium choice in the construction industry.
2. Tiered Pricing: ACC Cement adopts a tiered pricing strategy to cater to a diverse customer base. This involves offering different cement grades and types, such as 53 Grade and 43 Grade OPC, as well as specialty products. Each tier is priced differently to meet various customer segments’ budget and quality requirements.
3. Competitive Pricing: While ACC Cement maintains a premium positioning, it remains competitive within the cement industry. The company monitors the pricing strategies of its competitors and adjusts its prices accordingly to stay competitive in the market while still emphasizing its product quality.
4. Geographic Pricing: ACC Cement may adjust its prices based on regional factors such as demand, competition, and transportation costs. This helps ensure that its products remain accessible and competitive in different parts of India, considering variations in construction activity.
5. Promotional Pricing: ACC Cement occasionally utilizes promotional pricing strategies, such as discounts, special offers, and bulk purchase deals, to incentivize customers and stimulate demand during specific seasons or periods of high construction activity.
6. Long-Term Contracts: In the business-to-business (B2B) segment, ACC Cement may offer long-term supply contracts with fixed or negotiated pricing. This provides stability for construction companies and contractors in managing their project costs.
7. Transparency: ACC Cement is transparent in its pricing, providing clear and consistent pricing information to dealers, distributors, and customers. This transparency helps build trust and confidence in the brand.
8. Digital Tools: The company may employ digital tools, including online calculators and quoting systems, to assist customers in estimating their cement requirements and associated costs accurately.

ACC Cement Promotion Strategy

ACC was once a unit of multiple cement companies, requiring no advertisement. People trusted the ACC brand initially because it had partners like Tata; even though it is not a combination of companies, people have continued to trust the enterprise because of the promise that the brand has maintained.

Word of mouth has recently been an essential promotional factor for ACC, but the TV campaign and radio ads are indispensable.

ACC has that compelling TV Ad, where the slogan CEMENTING RELATIONSHIPS attracts eyes and makes people trust the brand. The impressive display of creativity and the qualitative approach to serving customers have helped this enterprise keep it floating.

Another TV Campaign where the slogan ‘Cement Se Badhkar’ is used has helped people trust the brand more than ever. However, on the promotions front, the two brands currently overshadowing ACC’s marketing strategy are Ambuja and Ultratech. And ACC hass has yet to show its brand power via ATL media or BTL. The product quality of ACC overshadows all other factors. Yet, the company must also invest in promotions to move forward.

Some Recent Video ads and Print ads of ACC Cement are:

Jahan Bharat Basta Hai – ACC Cement – YouTube

Karein Kuch Kamaal…ACC ke saath | ACC New TVC | ACC Limited – YouTube

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