Impact of Merger on Brand Image of Acc Cement-An Analtical Study

Abstract

This study is envisioned to help ACC Cement Company take upon the steps to be taken care for improving its brand impact so that the development of the company keeps on nurturing. This research is an exploratory study as less study has been done on this topic. Objectives were framed with respect to the problem identified which is after the merger between the two cement giants Lafarge and Holcim how the brand impact of ACC has changed now that Holcim is the parent company of ACC Cement. A structured questionnaire was used to achieve necessary information, to measure the brand impact and to discover the ways through which the company can augment the promotional activities of ACC cement for making its own presence strong enough in the ever competing market and to endure the hardships that manifest. It is found in this research that the brand image of ACC cements has increased after the merger between Holcim and Lafarge. Consistent quality, affordable pricing, advertisements and promotional offers for the dealers and customers of ACC Cements will increase its brand impact and growth in manifolds.