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Full Case Study on the Marketing Strategy of ACC

By Aditya
Shastri Updated on: Jul 31, 2024

Quick Read

ACC Cement’s marketing strategy focuses on innovative advertising, digital marketing, and strong
customer engagement. This case study explores the marketing strategy of ACC Cement, covering
their advertising campaigns, target audience, digital strategies, and recent news, providing a
comprehensive view of their approach and effectiveness.

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ACC Cement, India’s largest cement manufacturer, has a rich history dating back to its founding in
Mumbai. Now under the ownership of LafargeHolcim, ACC is a product of several cement companies
merging under one powerful brand. While the infrastructure industry remains a steady market, economic
fluctuations can impact the cement sector.
This case study will delve into ACC Cement’s marketing strategies, competitive landscape, SWOT
analysis, and notable campaigns. We’ll examine how ACC has optimised its marketing mix to drive
success.
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post graduate diploma in digital marketing can offer valuable insights and skills.
About ACC

Source: Google
Founded in 1936, ACC Cement is a leading cement manufacturer in India with a strong commitment to
sustainability and innovation. The company is part of the global LafargeHolcim group, expanding its
reach and capabilities.
ACC Cement boasts over 17 cement factories and 75 concrete mixing plants across India, employing over
6,700 people. With an annual revenue exceeding $1.6 billion, the company is a major player in the Indian
cement industry.
Big companies like ACC Cement are looking for digital marketing professionals to take their marketing
campaigns up a notch. Many aspirants who want to work in such companies start looking for an institute
of digital marketing to begin their careers in this dynamic industry.

ACC Cement Case Study – What’s New With the Brand?

Revenue (2023): Thanks to the brilliantly created marketing strategy of ACC Cement, the company
managed to generate a revenue of $3 billion (Source: ACC Cement Annual Report).
Number of Employees: Over 10,000 employees (Source: ACC Cement Corporate).
Market Share: 12% of the Indian cement market (Source: Statista).
Customer Satisfaction: 85% customer satisfaction (Source: J.D. Power).

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campaigns and earn such high revenues? Check out our digital marketing course online so that you can
learn and implement these learnings in real-life scenarios.
1. Business News
As a result of the marketing strategy of ACC Cement, the company reported a 10% increase in revenue,
reaching INR 16,000 crores in 2023. This growth is attributed to strong demand in the infrastructure
sector and strategic expansion initiatives.
2. Product Launch
ACC recently launched a new eco-friendly cement variant, ‘ACC EcoPact,’ designed to reduce carbon
emissions and promote sustainable construction practices.
3. Marketing News
Considering ACC Cement’s marketing strategy, the partnership between the company and renowned
architect Hafeez Contractor is an unsurprising one. Through this partnership the company aimed to
promote sustainable construction techniques, enhancing brand visibility and credibility in the industry.
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point of view.
4. Celebrity News
Keeping in line with ACC’s Cement marketing strategy, the company endorsed Bollywood actor Akshay
Kumar for its high-profile campaign, highlighting the brand’s strength and reliability.
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Buyer Persona
A buyer persona gives a detailed description of ACC Cement’s ideal customer. ACC Cement’s marketing
strategy is based on its audience’s motivations, preferences, challenges, and online activities.

Buyer’s Persona
Name: Place: Age: Profession:
Akhilesh Tiwari Noida 42 years Civil Engineer

Motivation Interest & Hobbies

ACC Cement’s target audience is motivated by They are interested in
quality, durability, and sustainability. They seek architecture, sustainable
reliable cement solutions for long-lasting building practices, and
construction infrastructure development
Pain Points Social Media Presence
Their primary pain points include the They are active on platforms
availability of quality materials, cost- like LinkedIn, Facebook, now
effectiveness, and environmental impact. known as Meta, and YouTube,
following industry trends and
engaging with content related
to construction and
sustainability

Based on the detailed breakdown, it’s no surprise that the marketing strategy of ACC Cement leverages
social media platforms like Facebook and YouTube to execute its marketing campaign. Here, the
company can feature the elements of architecture and infrastructure development that meet the
requirements of ACC Cement’s target audience.
Instagram is also another important platform that can help take a company’s marketing strategy to new
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Marketing Mix: 4Ps Used to Design the Marketing Strategy of

ACC Cement
A marketing mix is a blend of strategies used to market a product. ACC Cement has a diverse product
range, and its marketing approach includes:
1. Product

Source: [Link]
ACC plays a pivotal role in the infrastructure development and cement industry. In the past decades, they
have contributed to various ventures in collaboration with the government and other private companies.
Being the leading company with a strong market share, it pleases its customers with quality cement.
Some of them are:
Portland cement
Ready-mix cement
Bulk cement
Premium cement
To provide maximum benefits to the consumers, ACC tries to bring innovative products and procurement
techniques. All varieties of cement are doing great in the market. They leveraged the world by impressing
their customers and investors with their quality products.
2. Price
In line with ACC Cement’s marketing strategy, the company employs a tiered pricing structure based on
product type and value. Ready-mixed concrete, offering convenience, commands a premium price
compared to the base product, Portland cement. Another category of high-performance cement is
priced accordingly to reflect its durability benefits.
To encourage bulk purchases, ACC maintains minimal profit margins. This strategy fosters customer
relationships and increases the likelihood of future business through word-of-mouth referrals. Cement is
typically packaged in sizes ranging from 280 to 350 INR, with various options to accommodate different
customer needs.
ACC values customer feedback and incorporates suggestions to enhance product offerings and overall
performance.
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3. Place
Since its inception, ACC has established strong bases all across the country. The headquarters of ACC
Cements is in Mumbai with manufacturing locations i.e. around 20 cities. The headquarters is called a
‘cement house’ The cement serves the projects for India and wherever else the cement is exported.
A huge chunk of ACC cement supplies come from Jamul, Kymore, Sindri, Vizag, Wadi, and New Wadi
Plants. It reaches out to customers directly through outlets and by franchisee methods. Consumers can
now buy cement online as they have improved their digital presence in the recent past. The enterprise
aims to be easily accessible to everyone. Hence, they are making themselves available on almost every
front.
4. Promotion

Source: Google
As part of the marketing strategy of ACC Cement, the company uses many media channels to market
itself. Due to history and brand status, customers are pulled rather than sales being pushed. Also,
relations with builders help gain a lot of promotion for the brand. Customers buy cement only if they have
full trust in the brand as cement is a safety factor. Word of Mouth has been an important promotional
factor for ACC.
ACC has that very powerful TV Ad, where the slogans ‘Cementing Relationships’ attract eyes and make
people trust the brand. The qualitative approach to serving customers has helped this company to keep
it floating.
SWOT Analysis
SWOT Analysis examines how environmental factors interact with an organisation’s strategic capabilities
relative to its competitors. The significance of SWOT is highlighted by the effectiveness of the strategies
it produces. If a SWOT element does not lead to actionable strategies, it lacks importance.
1. Strengths of ACC
It has a good image and brand loyalty among consumers.
Service is good.
‘Dhalai Karne Ke Liye’ people ask for ACC.
Perceived to be of very superior quality cement when compared to others.
They have the same price prevailing for wholesale at dealers/stockiest retailers’ end.
2. Weaknesses of ACC
The competitors are doing much promotional activity rather than ACC Limited that’s why it is facing
more problems in the selling of a product in the market.
Lack of awareness program for consumers.
3. Opportunities for ACC
People are opting for more stable structures and intensive use of cement is taking place, even the
government is spending heavily on infrastructure projects. Thus, this is the right time to fully tap these
markets.
As the Indian core industry is also growing at a rate of nearly 10% per annum, it is having a good future.
Foreign direct investment in the infrastructure sector going to increase in the coming years, which will
increase the demand for cement.
Roads are undergoing a transformation process through which the traditional method of road building
will be replaced by modern concrete roads.
4. Threats to ACC
A large number of players in the cement industry makes it more competitive for ACC to carefully price
its product and at the same time satisfy its dealers and customers.
Companies like Jaypee Cement, Prism Cement, and Birla Samrat are capturing a significant portion of
the market.
Due to India’s exponential growth, many new international cement companies are expected in the
coming years which will bring a tide of change and can start a price war.
The emergence of small players in this market may increase the competition and start malpractices,
and heavy discounts to retailers.

Marketing Strategy of ACC Cement

Segmentation, Targeting, and Positioning in the Marketing Strategy
ACC Cement analyses regional variations in customer needs to tailor its offerings accordingly. By
understanding different customer segments and their specific requirements, the company can develop
targeted marketing strategies.
ACC employs a differentiated targeting approach, focusing on distinct product categories and customer
segments. This allows the company to tailor its ACC cement’s marketing efforts and product offerings to
meet the needs of various customer groups effectively.
Are you curious to learn how segmentation, targeting, and positioning can help drive success for
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Digital Marketing Strategy of ACC Cement

Below is a list of components that are employed when formulating the marketing strategy of ACC
Cement:
1. SEO Strategy
ACC Cement focuses on optimising its website with relevant keywords (terms used to search information
online), such as ‘acc cement advertisement’ and ‘acc cement marketing strategy,’ to improve search
engine rankings and drive organic traffic (unpaid visits to a website).
People across the country, especially the ones residing in Delhi and Faridabad want to explore SEO (an
important component of digital marketing). This has led them to search for information using the
keywords, ‘digital marketing courses in delhi’ and ‘digital marketing courses in faridabad’.
2. SMM Strategy
As part of ACC Cement’s marketing strategy, the company actively engage with their audience on social
media platforms, using targeted content and interactive posts to build a strong online presence.
3. E-commerce Strategy
ACC Cement has enhanced its e-commerce platform, providing a seamless online shopping experience
with detailed product information and easy navigation.
4. Mobile App
The ACC Cement app offers users a convenient way to browse products, locate dealers, and access
construction tips, enhancing customer engagement.
5. Influence Marketing Strategy
Keeping in line with ACC Cement’s marketing strategy, the company collaborates with influencers and
industry experts. This is done to reach a broader audience, creating authentic content that resonates
with potential customers.
Marketing and Advertising Campaigns Designed by ACC
Cement’s Marketing Strategy
Marketing campaigns advertise products across various media, including television, radio, print, and
digital platforms. It not only promotes the product but also sends a meaningful message to connect with
the customer. ACC Cement’s marketing campaigns are quite relatable which helps it to build a strong
bond with the consumers.
1. Kare Kuch Kamaal
ACC Cement has successfully transformed the perception of cement and homebuilding from a mundane
task to a joyous occasion. Their TV commercial beautifully captures the excitement of a young couple
embarking on their homebuilding journey. Considering the objective of ACC Cement’s marketing
campaign, this ad emphasises how ACC’s expertise can turn a potentially stressful process into a positive
and fulfilling experience.
2. Paani Se No Haani

ACC Gold Water Shield Cement - Paani se kare shield!- ACC New TVC - ACC L…
L…
Share

As part of ACC Cement’s marketing strategy, the company has launched a humorous campaign for its
Gold Water Shield product, satirizing overly dramatic advertising. The campaign emphasises the
product’s benefits without resorting to exaggerated claims.
The dynamic market requires constant adaptation. To address potential challenges, let’s summarise the
key issues identified in our analysis. Understanding these pain points will help ACC refine its strategies
and achieve greater success.
Would you like to research the marketing strategies of other well-known brands? Have a look at our
digital marketing case studies now!

The Marketing Strategy of ACC Cement That Failed

As part of ACC Cements’ marketing strategy, the company ran a ‘Strength in Nature’ campaign which
aimed to showcase the durability and strength of ACC Cement by highlighting its use in various natural
and rugged landscapes. The campaign included visually striking advertisements intended to emphasise
the product’s reliability in extreme conditions.
Issue: In 2020, ACC Cement launched a campaign that faced backlash due to perceived insensitivity
towards environmental concerns.
Backlash: The ad depicted extensive use of cement in natural landscapes, which was criticised for
promoting unsustainable practices. The issue led to public outrage and negative media coverage.
Response: ACC Cement responded by promptly withdrawing the campaign and issuing a public apology,
reaffirming its commitment to sustainability and responsible advertising.
Many businesses across India, especially the ones operating in Kolkata, face marketing challenges, but
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valuable information about the right way to deal with such pitfalls.

Top Competitors
ACC Cement is not the only company that dominates this industry. Many other players can have a huge
impact on ACC Cement’s marketing strategy:
UltraTech Cement: A leading cement manufacturer in India, known for its wide range of high-quality
products and strong market presence.
Ambuja Cement: Renowned for its sustainable practices and innovative product offerings, Ambuja
Cement is a key player in the Indian cement industry.
Shree Cement: Shree Cement is known for its efficient production processes and commitment to
sustainability, making it a strong competitor in the market.
Dalmia Bharat Cement: Dalmia Bharat Cement offers a diverse range of cement products and focuses
on innovation and sustainability in its operations.
JK Cement: JK Cement is a well-established brand in India, known for its high-quality products and
extensive distribution network.

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Conclusion
Keeping pace with changing times and an ever-growing need for specialised services, ACC has begun
offering its marketing expertise and distribution facilities to other producers in cement and related areas.
However, a precondition of all such agreements is quality control supervision to be carried out by an ACC
expert located at the franchisee’s plant.
ACC Cement has historically prioritised offline marketing channels, with a strong physical presence
across India. While the company enjoys global success, its digital marketing efforts are relatively limited.
A stronger social media presence could help ACC Cement reach a wider audience and enhance brand
engagement.
Thank you for taking the time to read the case study. Please share your suggestions and
recommendations for ACC’s marketing strategy in the comments. Don’t forget to share this with your
friends and help spread the knowledge.
Learning From Other Brands
In comparison with other brands, the business model of Uber emphasises creating a seamless and
convenient transportation experience through a user-friendly app, dynamic pricing, and a network of
independent drivers, showcasing how leveraging technology can drive customer loyalty and market
leadership.
Similarly, the business model of Paytm focuses on providing a comprehensive digital payment
ecosystem, including mobile recharges, bill payments, and financial services, highlighting the importance
of innovation and customer-centricity in achieving growth.
Additionally, the SWOT analysis of Wikipedia reveals strengths in its vast, user-generated content and
global reach, while also identifying opportunities for growth through enhancing user experience and
expanding its educational resources. These examples illustrate how well-crafted business models and
strategic analyses can help brands excel in their respective industries.

FAQs About the Marketing Strategy of ACC Cement

Q1. What is the marketing strategy of ACC Cement?
2

As part of ACC Cement’s marketing strategy, the company combines traditional advertising with
modern digital marketing tactics, leveraging celebrity endorsements and strategic partnerships.

Q2. What are ACC Cement's key products? 2

Q3. Who are the main competitors of ACC Cement? 2

Q4. How does ACC Cement use social media in its marketing strategy? 2

Q5. What was a failed campaign by ACC Cement? 2

Q6. How does ACC Cement leverage influencer marketing? 2

Q7. Who endorses ACC Cement? 2

Q8. What is ACC Cement's mission? 2

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Author's Note:
My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's
online digital marketing courses in India.

Practical assignments, case studies & simulations helped the students from this course present this
analysis.
Building on this practical approach, we are now introducing a new dimension for our online digital
marketing course learners - the Campus Immersion Experience.
If you found this case study helpful, please feel free to leave a comment below.

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Aditya Shastri
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Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+
students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent
colleges in India including IIMs......[Read full bio]
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