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PREFACE


Give a man a fish, he will eat it.
Train a man to fish, he will feed his family.

The above saying highlights the importance of Practical knowledge. Practical
training is an important part of the theoretical studies. It is of an immense
importance in the field of management.
This project is all about the knowledge and experience gained about the buying
behavior and market potential of Exide batteries in Durgapur and Asansol.
I have taken my objectives to study the Analysis of Market Potential,
Competitors strength and Consumer Purchase Behavior about Exide Car
Battery. For this purpose, the primary data is used. The data is collected
through survey method.
With my best efforts, I have incorporated all the necessary details to the best
of my knowledge.
I hope that the project will be praised by all.





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ABSTRACT

The current Project work titled Analysis of Market Potential, Competitors
strength and Consumer Purchase Behaviour about Exide Car Battery in
Durgapur and Asansol region covers the following aspects. Product Profile
which describes the importance of Exide Batteries. The Company profile, which
includes the history of company and its collaborations. Industry profile includes
the story of how manufacturing of batteries started, where and for what
purpose these products are invented etc. The current scenario of Exide
batteries in the car segment describes the present scenario demand and
consumers response to the product. It also helps in future projection of the
product and helps understand the futuristic potential of the products in the car
segment. The analysis part includes the clear analysis of the views of
interviews and is also supported by graphs for clear understanding. Findings
include the important information or facts known during the process of data
collection. Recommendations are produced according to the findings, these
includes the suggestions which will be helpful for the organization.




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INDUSTRY PROFILE

The Product:

The product is a maintenance-free battery, similar in design to a conventional
automotive battery, but just a heavier-duty version of the same arrangement.
Many of the components have thicker construction, and different, more
durable materials are typically used. This design is called a lead-calcium
battery. The heavier-duty parts ensure that fluid loss is kept to a minimum and
that components have a much longer life.
Purchase Occasions:
The automotive battery business consists of OE (original equipment) and after-
market or replacement market segments. The OE market is around 1.2 million
units and the larger replacement market is around 5 million units per annum in
India. Purchase therefore occurs when the current battery dies, which is
usually after a period of approximately two years.
Target Audience Demographics:
Region: India, urban population
Occupation: Service, working professional, self-employed
Gender: Male
Religion: Insignificant
Income: 1, 80,000 p.a. upwards
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Behavioral:
Occasions: When previous battery dies/breaks down
User status: First time user
Loyalty status: Not defined
Readiness Stage: Uninformed
Attitude toward product: Inquisitive
Attitude toward brand: Trusting.

Competition:

Exide is a market leader in the original equipment (OE) automotive batteries
segment with a market share of over 85% in the OE automotive batteries
segment and more than 25% in the replacement market (more than 60%
amongst the organized players). The unorganized players have a bigger role in
there placement market, with a market share of above 55%.For the rest 15
per cent of the pie, theres a clamour between players like Prestolite, Bosch,
Tata Green & Amaron. Other players in the organized market are and Amco.

Products:

Lead Acid Storage Batteries for Automotive, Motorcycles, Genets, Trawlers,
VRLA, Industrial Standby, Motive Power and Submarine applications.
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Factories:

Exide has 9 Factories spread across India. Together the annual production
capacity is of over 7.2 million automobile batteries (including motorcycle
batteries) and over 360 million AH of Industrial Power.

Quality:

Exide is certified to ISO9001, QS9000 and ISO14001 Quality Systems by
RWTUV, Germany.

OEM Supplier to:

Honda, Fiat, Toyota, Hyundai, Telco, Suzuki, Mazda, GM, Leyland, Maruti
Suzuki, Mitsubishi, Piaggio. Only manufacturer of Submarine Battery in India.

R&D:

Exide has a Govt. approved sophisticated R&D Centre manned by highly
qualified personals. Exide R&D owns 11 Patents for Battery Development
Technology. This member's information has NOT been authenticated or
verified by Alibaba or any third party. Only Alibaba Gold Suppliers and Trust
Pass members have completed an authentication and verification procedure
conducted by third-party credit agencies.
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Exide Industries hold:

HELPED by the robust demand from the automobile segment, battery major
Exide Industries recorded a 28 per cent growth in turnover for the quarter
ended December 2004. As the leader in the original equipment market of the
automobile battery segment, the company benefited from the growth in the
automobile production seen in the recent quarters.
The company also has a presence in the industrial battery market, which
accounts for about 40 per cent of revenues. The enhanced activity levels in
telecom and power sectors have resulted in increased demand for industrial
batteries as well. The profitability was under pressure owing to spiraling input
cost. The price of lead, the key raw material, rose by over 40 percent during
the period under consideration. Lead accounts for about 75 percent of the
total cost of production and raw material cost over 50 percent of revenues.
Owing to a sharp spurt in lead price, the operating profit margin dropped to 13
per cent from 19 per cent in the quarter ended December 2003. The
competitive environment and the growing demand from the original
equipment market have limited the scope for revising battery prices to
completely accommodate changes in input cost. The soft interest rate regime
and the low gearing have given the company savings in interest cost. The
company's performance depends on the trend in the price of lead.
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Though sustaining volume growth would not be difficult, the fluctuation in.
The cost of inputs would be the key determinant of growth in bottom line. The
increased automobile production in the last couple of years would translate
into enhanced demand from the lucrative replacement market. The efforts to
gain access to the rural market would also drive demand from the replacement
market. The implementation of the more stringent norms pertaining to
recycling of used batteries is another positive trigger. This is likely to dilute the
presence of unorganized sector players in the replacement market.

The company is also implementing capacity expansion projects. This, along
with the location of the unit from Aurangabad (Maharasthra) to Bawal
(Haryana), would have long-term positive implications. On the flip side, the
recent decision to permit duty-free imports of sealed maintenance free
batteries could expose domestic players to the threat from cheaper imports.
Besides, the removal of anti-dumping duty on lead acid batteries could also
affect the prospects of domestic players.
The government had imposed an anti-dumping duty a few years ago on
complaints from the domestic companies about the dumping of cheaper
imported batteries. Though Exide has strong brand equity and products
positioned across various price points, it would remain vulnerable to the threat
from imports, especially in the replacement market segment. There would,
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however, be a marginal impact in the original equipment market due to
relaxed norms for imports.
From an investment perspective, shareholders can retain their holdings Fresh
exposures may be considered on evidence of softening of lead price or
sustained buoyancy in automobile production. The key risk is the prospective
threat from cheaper imports.
Besides, any further rise in lead price would also have an impact on
profitability.

Leaders in Power Storage Solutions:

Exide Industries Limited, India's flagship of the storage battery industry- is also
the largest Power Storage Solutions company in South and South East Asia. It
manufactures the widest range of storage batteries in the world from 2.5Ah to
20,600Ah capacity, to cover the broadest spectrum of applications. Capital
Rs.712 Million. Turnover Rs. 12182 Million in 2003-04 ,Employees Over 4000,
Market Share 33% Market Share in overall domestic Auto Battery Market
and90% Market Share in Automotive OE. Industrial battery market share 50%.





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Manufacturing Capacities:

Factories (Established) Capacity K Units M Ah Auto MC INDL:

Shamnagar (1946) - 600 - 1400

Chinchwad (1969) - 1300 - 2400

Haldia (1981) - 1000 - 1600

Hosur (1997) - 700 - 870

Taloja (1998) - 600 - 1150


Multi location hedge supply risks to customers - delivery confidence
strategically located near markets logistically efficient, considering 70% raw
materials imported

Proximity to ports - cost efficiency in exports
Marketing Network
Offices -37
Exide Care Centers -210
Exide Power Centers -53
SLI -6890
MC -3588
Marketing Staff - 841

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EIL is the market leader in the organized sector in both the automotive and
industrial segments. 'EXIDE' and 'SF (Standard Furukawa)', the flagship brands
of the Company, are also the leading battery brands in the country.
The Company has the dominant share in the original equipment segment for
automobiles. It powers almost all the cars which have been introduced in India
such as Honda City, Honda Accord, Hyundai Santro, Hyundai Accent, Hyundai
Sonata, Suzuki Baleno and Suzuki Wagon R, Mitsubishi Lancer, Tata Indica,
TataIndigo, Fiat Palio, Opel Corsa, Toyota Qualis, Mahindra Scorpio and
Mahindra Bolero. EIL also has the dominant share in the organized sector
replacement segment for Automobile batteries.

The Industrial applications of EIL batteries extend to Power, Telecom, Motive
Power, Mining, Railways, Emergency Lighting and Non-Conventional Energy
Sources. The Company is the largest manufacturer of cap lamp batteries in the
world. It is also one of the five companies in the world which has the capability
to make submarine batteries for both Russian and German types.
EIL is the first battery company in the country to introduce polypropylene case
batteries and maintenance-free batteries. It is also the pioneer of several new
technologies like flat-plate, and tubular plate batteries. By virtue of being the
largest Sealed Maintenance Free (SMF) batteries in Asia outside Japan, the
Company has earned the status of a global supplier to American Power
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Conversion, the largest UPS manufacturer in the world. Besides, it also caters
to other multinationals operating within the country i.e. Siemens and Ericsson
and other major players as TVSE, HTL, Tata Liebert, Numeric and ITI. The
Company has always believed in working closely with the Government in
developing and sustaining applications which are best suited to the countrys
national interest. It has tried to do its bit for the country by providing batteries
specially tailored for Boors guns, armored vehicles and tanks, wireless
transmission, solar applications in remote areas and devising anti-pollution
masks among others. The country's first battery powered electric boat,
designed and developed by EIL is an extension of its social initiatives and it
contributes towards building an eco-friendly and pollution free nation.
Exide was the first to introduce batteries for electric vehicles, Traction
batteries for electric wheelchairs, flat-plate batteries for golf carts and
batteries for automated guided vehicles. In an agrarian economy such as India,
the farm sector is one which cannot be ignored. Accordingly, Exide's avowed
objective was to cater to the tractor segment as a thrust area. Its major
initiative, Project Kissan, has made steady inroads into the rural regions,
particularly those of the North and West. This has helped to spread
consciousness among the rural populace on the need to use eco-friendly and
technologically superior batteries. Exide has made extensive use of Kissan
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Melas and Dhabas to promote this scheme and has introduced "Jai Kissan"
battery to cater to the replacement market in this segment. In furthering its
social commitment, EIL has planned to adopt select villages to improve social
welfare. The Company exports batteries which have captured niches in South
East Asian.
















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COMPANY PROFILE





The Company was incorporated as Associated Battery Makers (Eastern) Ltd.,
on 31
st
January, 1947 under the Companies Act, 1913 to purchase all or any of
the assets of the business of manufacturers, buyers and sellers of and dealers
in and repairers of electrical and chemical appliances and goods carried on by
the Chloride Electric Storage Company(India) Ltd, in India , since 1916 with a
view thereto to enter into and carry into effect(either with or without
modification) an agreement which had already been prepared and was
expressed to be made between the Chloride Electric Storage Co (India) Ltd on
the one part and the Company of the other part. The name of the Company
was changed to Chloride India Ltd on 2nd August, 1972. The name of the
Company was again changed to Chloride Industries Ltd. vide fresh Certificate of
Incorporation dated 12th October, 1988. The name of the Company was
further changed to Exide Industries Ltd. on 25th August, 1995.
The Company manufactures the widest range of storage batteries in the world
from 2.5 Ah to 20,400 Ah capacities, covering the broadest spectrum of
Page | 14

applications. The Company has six factories strategically located across the
country two in Maharashtra, one in West Bengal, two in Tamil Nadu and one
in Haryana. The Companys predecessor carried on their operations as import
house from 1916 under the name Chloride Electrical Storage Company.
Thereafter, the Company started manufacturing storage batteries in the
country and has grown to become one of the largest manufacturer and
exporter of batteries in the sub-continent today.
Exide separated from its UK-based parent, Chloride Group Plc., in 1989, after
the latter divested its ownership in favor of a group of Indian shareholders. The
Company has grown steadily, modernized its manufacturing processes and
taken initiatives on the service front. Constant innovations have helped the
Company to produce the worlds largest range of industrial batteries extending
from 2.5 Ah to 15000 Ah and covering various technology configurations.
Vision Statement:

"To win our customers, stakeholders and employees by transferring quality
into a Performance oriented business which will secure market leadership and
profitable growth through effective fulfillment of customers needs?




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World Class Manufacturing:

Exide has eight manufacturing plants producing world class products. Exide
factories are located strategically around the country to provide logistic
support for its production of over five million batteries per annum. Each of
these factories is equipped with state-of-the-art equipment sourced from the
best battery making machinery manufacturers in the world. Exide, due to its
strong roots with the erstwhile Chloride group, has access to the best
manufacturing practices in the Acid Batteries.
A technology tie-up with Shin-Kobe, Japan the makers of world-class Hitachi
VRLA batteries have given Exide the technological edge in maintenance free
batteries. Other strategic technology agreements with Furukawa, Japan and
Oldham, U.K. have given Exide the competitive edge in providing the most
reliable solutions for packaged power.

Collaborations:

Shin-Kobe Electric Machinery Co. Ltd., Hitachi Group, Japan For Automotive
and VRLA Batteries The Furukawa Battery Co. Ltd., Japan For Automotive
Batteries at Taloja.






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Board of Directors
Mr. R.G.Kapadia Chairman & Non Executive Director
Mr. R.B. Raheja

Vice Chairman & Non-Executive Director
Mr. P.K. Kataky

Managing Director & Chief Executive
Officer
Mr. G. Chatterjee Jt Managing Director
Mr. S. Agarwal Jt Managing Director
Mr. Subir Chakraborty Director-Industrial
Dr. S.K. Mittal

Director (R&D)
Mr. R.G. Kapadia Non-Executive Director
Mr. Nadeem Kazim Director HR & Personnel
Mr. A.K. Mujherjee Director Finance

Mr. Vijay Aggarwal

Non-Executive Director
Mr. S.B. Raheja

Non-Executive Director
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Mr. Sudhir Chand

Non-Executive Director
Mr. W. Wong

Non-Executive Director
Mr. Mona N. Desai

Non-Executive Director Compliance
Officer
Mr. Barun Das Divisional Head - Legal & Company
Secretary




Plants all over India
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Milestones Achievements
1916 Chloride Electric Storage Co. (CESCO) UK sets up trading operations in India as
an import house.

1946 First factory set up in Shamnagar, West Bengal.

1947 Incorporated as Associated Battery Makers (Eastern) Limited on 31 January
1947 under the Companies Act.

1947 Incorporated Chloride International Limited (previously Exide Products Limited)

1969 Second factory at Chinchwad, Pune

1972 The name of the Company was changed to Chloride India Limited

1976 R&D Centre established at Kolkata

1981 Third factory at Haldia, West Bengal

1988 The name of the Company was changed to Chloride Industries Limited

1994 Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. Of Japan, a
subsidiary of the Hitachi Group.

1995 Chloride Industries Limited renamed Exide Industries Limited

1997 Fourth factory at Hosur, Tamil Nadu


1998

Acquisition of industrial/ manufacturing units of Standard Batteries Ltd located
at Taloja & Kanjurmarg (Maharashtra), Guindy (Tamilnadu) and plant at
Ahmednagar (Maharashtra) from Cosepa Fiscal Industries Limited as a going
concern.
1999 Acquired 51% Shareholding in Caldyne Automatics Ltd
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2000 Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd., Singapore and
49% stake in Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka.
2003 Commissioned plant at Bawal, Haryana

2003 New joint venture in UK, ESPEX, with 51% holding.

2004 Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka became a
subsidiary consequent to acquiring further 12.50% Equity holding.

2005 Investment in 50% shareholding of ING Vysya Life Insurance Company Limited

2007 Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring the
balance 49% shareholding.

2007

Investment with 26% shareholding.in CEIL Motive Power Pty Ltd. A Joint
Venture in Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd




2009 Divestment of shareholding in CEL Motive Power Pty Ltd.
2012 Acquisition of Inverter manufacturing facility at Roorkee, Uttarakhand.
2012 Technical Collaboration with East Penn Manufacturing Co., USA.
2012 Acquisition of second Inverter manufacturing facility at Haridwar, Uttarakhand.
2012 Acquisition of balance 49% shares in ESPEX Batteries Ltd., U.K.







Page | 20

AWARDS :


Exide Industries Limited awarded the Frost & Sullivan 2010 Market
Leadership Award in the Industrial Battery Segment .
Exide wins CFO of the year award in automotive and auto-ancillary
category from CNBC-TV18.
"Exide, Haldia factory gets TPM award for Category A, 2008, from
Japan Institute of Plant Maintenance.
Exide Haldia had a rich haul at the CII awards ceremony in Kolkata
for 08-09 winning five awards in different categories.
The Company also secured Best SMF Battery Award for three
consecutive years 2005-2006-2007.
CII Productivity Award -1ST Prize in category A for Significant
Improvement in Productivity during the year.
Quality Award Certificate of Appreciation for Commendable effort
in the area of Total Quality at the CII(ER) Quality Award 2008-09.









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PRODUCT PROFILE

The product in focus is Exide automotive batteries mainly the car batteries

Exide is a dominant player in the Industrial Battery segment, with a product
range covering capacities from 2.5 Ah to 10,000 Ah and more. Using the latest
technological inputs, Exide manufactures industrial batteries for the power,
telecom, infrastructure projects, computer industries, as well as the railways,
mining and defense sectors. The product range includes both Flooded type
Lead Acid batteries as well as the Sealed Maintenance Free (SMF) VRLA type ,in
the Mono block and 2V range to meet most applications needs. VRLA batteries
are manufactured in Technical Collaboration with Shin Kobe - Japan
Manufacturers of Hitachi Range of Batteries. Exide is in a continuous process of
developing new products and enhancing existing products in the R&D Center
at Kolkata.















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Special Features
CHARACTERISTIC

ADVANTAGES
Polypropylene container
With strengthening ribs

Strong and durable.
Ability to withstand bumps and vibration.
Factory Charged

Ready for fitment.
Eliminates possibility of contamination (because of use of
impure acid/water during initial charging in the field).
Low self discharge characteristics because of use of high quality
acid/water.
Side Vented Design

Top surface of battery remains clean, as such no loss of change
because of surface leaking of current.
Micro porous filter disc

Curtails emission of acid fumes thus preventing corrosion of
cable clamps or components in the engine compartment.
Magic Eye

Enables state of charge or electrolyte level to be ascertained
without having to open the service plugs.
PE/Glass mat assembly

Enables battery to withstand high vibrations and minimizes
possibility o through shorts which cause premature failure to
the battery
Hybrid Design

Enhanced low maintenance characteristics (topping up
requirements in normal working conditions would be once in
six months)
Ability to withstand high ambient operating conditions as
prevent in India
Page | 24



RANGE OF EXIDE EXPRESS BATTERIES:

These batteries are strong durable polypropylene containers with heat shield
leads.
The plates in these batteries are manufactured to an exclusive design using
special grid Alloys to give durability and resistance to corrosion.
The special low resistance flat separators bounded on to non-degradable
glass wool retainer mats prevent plate shedding and ensure enhanced charge
discharge life Cycle.

INTIAL CHARGING DESCRIPTION:

Apply petroleum jelly on the terminal cable clamps. Remove the filling plugs
loosely place them in position.
Low Internal Resistance

Ability to generate high cracking power during starting.
Enables battery to quickly recharge while in use. (The vehicle
does not need to drive long distances to ensure full change
of the battery)

Low degradation

Ensure long trouble free service
Page | 25

Ensure positive and negative terminals of the battery are connected properly
to the Corresponding charger terminals to avoid reverse charging.
Continue charging at this rate approximately for 8-12 hours till the cells are
gassing freely and the voltage remains same for three hourly consecutive
readings at the top of charge terminal voltage of 16.2 volts for 12v battery.
Adjust the obtained specific gravity to the recommended final specific gravity
by replacing requisite quantity of electrolyte with distilled water in case they
obtained Specific gravity is higher. Dilute sulphuric acid of 1.400 specific gravity
in case of the obtained specific gravity is lower.
Confirm specific gravity and levels of all cells are identical as per requirements.
Tighten filling plugs, wash the top of the battery with tap water and apply
petroleum jelly on the terminal cable clamps before installing the battery of
the vehicle.

SPECIFIC GRAVITY:

Initial filling 1.230
+- 0.005 .
Gravity is fully charged condition (27
0
c)-1.230-
1.240.Charge duration 8-12 hours.




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CAUTION:

While charging more than one battery, make sure that identical type
batteries are charged and they are connected in series keep the charger off
before connecting or disconnecting a charger load.
While charging if Electrolyte temperature exceeds 50deg centigrade stop
charging and allow battery to cool.
While charging is in progress, always keep the filling plugs in loose condition
so that gases escape freely. Batteries expel explosive gases, keep naked flame
away.

INTRODUCTION TO CAR BATTERIES
A (HCV) battery is principally used to start the engine of heavy vehicles. It is
also used to filter or stabilize .power and to provide extra power for the
ignition, lighting and other accessories when their combined load exceeds the
capability of the charging system, i.e., when the engine is idling. It also
provides power to the electrical system when the charging system is not
operating.
The battery lies hidden under the bonnet and is an essential component of the
vehicle. Regular care is a must, for if it in bad shape, the vehicle will refuse to
Page | 27

move. "Push-start" is a solution but cannot be carried on for long. A well-
maintained battery lasts for 2 years.
Research and Development:
In the era of intense competition, technological changes are putting extreme
pressure on Companies to innovate or decline. Therefore, contribution of
innovation & technology is becoming a key success factor in many of the
organizations. Exide recognizes the importance of technology & innovations. In
order to maintain technological leadership, Exide R&D has been actively
developing differentiated battery technologies for tropical countries. The Exide
R&D has been recognized by the Department of Scientific & Industrial
Research, Ministry of Science & Technology, and Government of India since
April 1977.

R&D work is carried out on various facets of lead-acid battery technology,
which include development of new products for applications such as
Automotive, Motorcycle, VRLA, Telecom, UPS, Railways, Defense, etc. primarily
to make the product range internationally competitive. In addition, the R&D is
engaged in projects embracing process technology aimed at improving the
product quality &consistency, production efficiency and material utilization.
Furthermore, R&D program includes improvement and indigenization of
Page | 28

materials such as metals, alloys, plastics, etc. R&D emphasis is on studying and
improving the environmental aspects associate with the manufacturing
process.

Functional Areas:

All the above specific areas are well administered by a strong group of human
assets the qualified R&D personnel are Ph.D.'s in Engineering / Applied
Science, Post-Graduate / Graduate in Engineering / Science, MBA's and
Diploma in Engineering with broad spectrum of experience and they work in
the following functional areas:


Battery Design &Development:

Process Development
Tool Design & Development
Alloy Development
Development of Plastic Components
Hard Rubber / Soft Rubber Components Development
Analytical Services
Battery Testing & Quality Assurance
Environmental Health Monitoring

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Technology for Tropical Countries:

In tropical countries like India, automotive battery life is adversely affected by
the following conditions:

High ambient temperature

High Vehicle Vibration due to rough roads

Outdated charging system particularly on old vehicles

Sluggish vehicle movement in congested city drives Frequent start - stop

Weak infrastructure for maintenance

Inferior quality of water for topping up.

Exide R&D Centre, therefore, has a special focus on developing the
desired automotive battery characteristics for India / Tropical conditions which
include the following:
High temperature endurance

Recovery from deep discharge

Resistance to vibration & bumps

High reserve capacity




Page | 30

Some of the major development work done at the R&D Centre and viewed at a
glance is as follows:

Japanese range of automotive batteries, Japanese range of Motorcycle
batteries, Jai Kisan range of Tractor batteries, MHD range of automotive
batteries as per Indian Standards, DIN range of automotive batteries suited to
vehicles of European origin, Valve Regulated Lead Acid (VRLA) batteries for
Telecom application, Valve Regulated Lead Acid (VRLA) batteries for Indian
Railways, Valve Regulated Lead Acid (VRLA) batteries for Inverter application,
Motive Power Batteries for Fork-lift Trucks and Submarine battery for Indian
Navy, High energy density battery for Electric Vehicles Plant batteries for
PowerStation New products have been developed for the domestic and export
markets, such as Jai Kisan range of batteries for tractors. Furthermore, long-
life, maintenance-free batteries for cars have also been developed which are
presently being marketed under the brand name Exide Eternity. Also a new
heavy duty, MHD Range of batteries have been developed and introduced for
the entire commercial range of vehicles. Batteries were also developed for
CNG/LPG powered three-wheelers and golf carts. A range of batteries for
Industrial application including new batteries for Telecom, Solar, Traction and
small VRLA for UPS system was also developed. Major OE customers for
automotive batteries include Toyota, Hyundai, Honda, M&M, Maruti Sujuki,
Page | 31

GMI, Tata Motor, etc. etc. Major OE customers for motorcycle / three-wheeler
batteries include Bajaj Auto, Hero Honda, LML, Kinetic Motor, Yamaha, etc.
etc.
Major OE customers for industrial batteries include DOT, RDSO, NPC, NTPC,
APC, etc.

Infrastructure / Laboratories:

Exide R&D Centre is also well equipped with a Tool-Room, CAD facilities,
material testing and laboratories having the modern equipment for testing of
the raw materials and components used for manufacture of batteries. These
include optical emission Spectrometer, Particle Size Analyzer, Porosemeter,
Image Analyzer Workstation, Profile Projector, Universal Tensile testing
machine, etc.


Product Testing Facilities:

Product Testing Department acts as the nodal point for product validation
through intra R&D linkage with Automotive Design Department for
Automotive, Motorcycle & EV batteries Industrial Design Department for VRLA,
Plante(Flooded), Tubular (Flooded), Submarine, Solar, Minars' Cap Lamp, etc.
Page | 32

Process Development Department for change or improvement in
manufacturing processes.

MRR for ISO and QS Quality Standards

Product Testing Department also interacts with all the manufacturing units i.e.
Shamnagar, Chinchwad, Haldia, Hosur, Taloja, Ahmednagar & Guindy for
testing and quality assurance of their products from time to time and as per QS
Standards. In order to achieve Business Generation through Type Approval
Tests of newly developed products, Product Testing Department keeps liaison
with Industrial &Automotive Marketing Department and carry out Type
Approval Tests which is usually witnessed by the customer / ultimate user at
R&D Test House. R&D Test House is equipped with state-of-the art test
facilities which are mainly Microprocessor based computer controlled charge
discharge test system Environmental test machines e.g. Vibration, Controlled
Temperature& Humidity Chambers, etc.

High Current Discharge Circuits for Automotive &Industrial .Some special
testing machines e.g. High Voltage Tester, Spark Tester, Short Circuit Tester,
etc.
In the era of intense competition, technological changes are putting extreme
pressure on Companies to innovate or decline. Therefore, contribution of
Page | 33

innovation & technology becoming a key success factor in many of the
organizations.
Exide recognizes the importance of technology & innovations. In order to
maintain technological leadership, Exide R&D has been actively developing
differentiated battery technologies for tropical countries. The Exide R&D has
been recognized by the Department of Scientific & Industrial Research,
Ministry of Science & Technology, and Government of India since April 1977.
R&D work is carried out on various facets of lead-acid battery technology,
which include development of new products for applications such as
Automotive, Motorcycle, VRLA, Telecom, UPS, Railways, Defense, etc. primarily
to make the product range internationally competitive. In addition, the R&D is
engaged in projects embracing process technology aimed at improving the
product quality & consistency, production efficiency and material utilization.
Furthermore, R&D program includes improvement and indigenization of
materials such as metals, alloys, plastics, etc. R&D emphasis is on studying and
improving the environmental aspects associate with the manufacturing
process. Exide , a name coined out of Excellent Oxide a product ingredient,
has through its continuous commitment and customer-need focus, emerged as
one of the most powerful brands in existence today.

Page | 34

MARKET ANALYSIS

S.W.O.T ANALYSIS

SWOT Analysis is the most renowned tool for audit and analysis of the overall
strategic position of the business and its environment. Its key purpose is to
identify the strategies that will create a firm specific business model that will
best align an organizations resources and capabilities to the requirements of
the environment in which the firm operates. In other words, it is the
foundation for evaluating the internal potential and limitations and the
probable/likely opportunities and threats from the external affect the success.
A consistent study of the environment in which the firm operates helps in
forecasting/predicting the changing trends and also helps in including them in
the decision-making process of the organization.
Following is the SWOT analysis made for Exide Industries limited (EIL)
operating in the city of Durgapur and Asansol. The analysis is particularly done
keeping in view the HCVs segment in these cities.

Page | 35





Wide range of selection of batteries from
2.5Ah to 10,000 Ah and more
Pioneer in Industrial Batteries
Highly respected brand
Only company to manufacture Plante
batteries
Lions share of market.
Offers all major varieties of industrial
batteries i.e. Plante, Tubular and VRLA.
Large numbers of distributors and dealers.
Strength

Poor after sale service
No personalized attention to esteemed
clients.
Lack of pro- activeness.
Lack of proper training to distributors and
dealers.
Lethargy
Complacency
weakness
The company enjoys a very good brand
name and it can cash in on it if it
improves its after sales service.
The company can capture more market
share due to lack of any substantial
competition as of now.
The company can capture more market
share if it offers guarantee rather than
warranty on its products.
opportunities

Complacency on the part of the company
may cause it to lose its market to emerging
competition.
Emerging competitors are very aggressive
in their marketing and this can become a
problem if Exide continues to be harsh on
its terms and conditions.
Lack of pro-activeness and poor after sales
service can compel the customers to
switch over to alternatives.
threats
Page | 36

COMPETITOR ANALYSIS

The biggest advantage that Exide enjoys and which is a very rare scenario
in today's competitive world is lack of any substantial competition. The
company has around 80%market share in industrial batteries in West
Bengal, Jharkhand and Orissa.
There are a few emerging players like Amara Raja and HBL with
around 8% market share each but the ki nd of brand name and
goodwil l that Exide enj oys i s beyond comparison. Amara rajais an
important emerging competitor and it manufactures only VELA
batteries (Power Stack and Quanta). These new players are
marketing their products very aggressively by way of offering the
products at Highly discounted rate and also offering long-term
guarantees but the way things are going, it seems the onl y factor that can
make them succeed is Exide itself i.e. if Exide itself' makes some grave mistakes
and paves its way down.








Page | 37

PURPOSE AND OBJECTIVE OF STUDY

The objective of the survey is to know the market potential, consumer
purchase behaviour about Exide Car (HCV) Batteries in Asansol & Durgapur and
to rate the batteries in terms of sales, services with its competitors. To know
the complaints received by the mechanics. To get suggestions and other
information from the mechanics in order to increase the sales by providing
good services. To know factors having major influence on consumer purchase
behavior and to compare with other brands of batteries in terms of
performance, price, after sales services, package, promotional activities and
other related information.

This is also done to know the features consumers will consider using the
purchase of batteries and to know the brand suggestions given by the
mechanics to their customers, to know the role of advertisement in drawing
the attention of customer and to know the effective medium of
communication such as T.V, radio, news paper, magazines, shop paintings and
also to know the strengths and Weakness of Exide batteries and to get good
suggestions in order to boost the sales of Exide batteries.



Page | 38


RESEARCH PLAN

To achieve the objectives, a questionnaire was prepared consisting of
questions covering all aspects for which information was to be derived.


1. DATA SOURCE : Primary data

2. RESEARCH INSTRUMENT : Questionnaire

3. RESEARCH APPROACH : Survey

4. SAMPLING PLAN
a) Sampling unit : People
b) Sampling Size : 100
c) Sampling Procedure : Random Sampling

5. CONTACT METHOD : Personal










Page | 39

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It
refers to the methodology refers to the methodology, techniques that are used
for the activities involved in performing the research operations such as
making observation, recording data etc.

(a) Type of Research:

This study is based on Descriptive Research which includes surveys and
findings of different kind .This research aims at answering the What and
Why of the current state of some system. It provides an accurate description
for something that is occurring. Description & explanation are its two main
aims.

(b) Data Collection Method:

Primary data. Because this was more suitable according to survey & sample
size.

(c) Primary Data Collection Method:

The primary data can be obtained either through observation or through direct
communication with respondents in one form or another or through personal
interviews. The data collection Method used for research is Survey method.
Page | 40

(d) Primary Data Collection Technique:

The data collection technique used is Questionnaire. A questionnaire is framed
and then data is collected by making it fill by the respondents. The questions
are in the form of open ended as well as close ended.
(e) Universe of the Study:

Owners of cars in Asansol and Durgapur.

(f) Sample Unit:

Dealers and Stockiest of Exide Batteries in Asansol and Durgapur.

(g) Sampling Technique:

Sampling is done according to my own convenience and so the sampling
techniques used in this project is Convenience sampling.

(h) Sample Size:

100 People.

(i) Analytical Tools
Graphs (Bar diagram, pie charts, etc.)



Page | 41


LIMITATIONS



The project was constrained by the time limit.
Respondent are not used to such surveys and hesitate in telling opinion
frankly.
Some people didn't have enough time to fill up the questionnaire.
Mindset of people may vary depending upon their age, gender, income
etc.
Respondents were very busy in their schedule. So it was very time
consuming for them to answer all the questions properly.
The sample size of the respondents is very small.
The researcher is inexperienced.
Biasness or prejudice of some of the respondents regarding any sort of
the information which is required for such study.







Page | 42


DATA ANALYSIS & INTERPRETATION

Respondents Dealing with Different brands














Respondents dealing with different brands:

Respondents dealing with Exide and Amron are 30%. Respondents dealing with
Exide , Amron and Amco are 29%. Respondents dealing with Exide and Tata
Green are 6%. Respondents dealing with Exide, SF, Amco are 3 %. Respondents
BRANDS NO. OF RESPONDENTS PERCENTAGE

Exide, Amron

Exide , Amron, Amco

Exide, Tata Green

Exide, SF, Amco

SF, Amron

All

Exide, SF,Amron




30

29

6

3

10

2

20

30%

29%

6%

3%

10%

2%

20%
Total 100 100%
Page | 43

dealing with SF and Amron are 10%. Respondents dealing with all brands are
2%. Respondents dealing with Exide, SF and Amron are 20%.


Respondents Dealing with Different Brands of car batteries.


INTERPRETATION:

Exide holds most of the market share with above 50 % of the market, next in
line just behind Exide or in other words a fierce competitor of Exide is Amaron
followed by SF and amco which covers about 30% of the market share. The
features that Amaron gives in its batteries are much similar to Exide but it has
captured the market on the strength of a very good after sales service and
through giving warranty on its products.


30%
29%
6%
3%
10%
2%
20%
Exide, Amron Exide, Amron,amco Exide, Tata Green
Exide, SF, Amco SF, Amron All
Exide,SF,Amron
Page | 44


Demand for Automotive Batteries




























DEMAND NO. OF RESPONDENTS PERCENTAGE

High


60



60%

Medium


40


40%


Low



0

0%
Total 100 100%
Page | 45

















Demand for Automotive batteries in Asansol and Durgapur



INTERPRETATION:

Respondents viewed high demand for automotive batteries are 60%.
Respondents viewed medium demand for automotive batteries are 40%.
Respondents viewed low demand for automotive batteries are 0%. In a city like
Ranchi the annual income of individuals have surpassed the records of all
times, growth has been seen in all sectors this is a very good indicator of the
changes in lifestyle of the respondents {sample group} in large it is viable to say
that with the increasing trend of urban lifestyle, the potential of possessing a
car has doubled. Therefore with the above data it is clear that the demand of
car batteries has increased and has a very good potential in the future.


0
10
20
30
40
50
60
70
HIGH MEDIUM LOW
RESPONDENTS
Page | 46

Features consumer will consider during the purchase of the batteries:


Respondents have given their views with respect to the Features of Exide
batteries in different parameters such as performance, price, Promotional
Activities, after sales Services, and Packaging. The table given below shows the
percentage weight age given by respondents on different parameters of the
battery. It is seen that


Features consumers considers during purchase of automotive batteries.
FEATURES CATEGORY PERCENTAGE
TOTAL
RESPONDENTS
Performance
Satisfied
54
100 unsatisfied
49
Price
High
53
100
Low
2
Competitive
54
Promotional activities
Good
35
100
Average
48
Poor
17
Packaging
Attractive
32
100
Normal
50
Not attractive
18
After sales service
Good
30
100
Average
37
Poor
33
Page | 47



Customers opinion about Exide batteries features.


INTERPRETATION:

The respondents considered price and performance the most i.e 35 % while
purchasing a particular battery product, followed by performance of the
battery and brand name .i.e 30%. The price and brand name played an
important factor in making purchase decision followed by the package and
performance.




performance
Satisfied
11%
performance
unsatisfied
10%
price high
10%
price low
0%
price Competitive
11%
promotional
activities good
7%
promotional
activities
average
9%
promotional
activities poor
3%
packaging
attractive
6%
packaging normal
10%
packaging not
attractive
4%
after sales
service good
6%
after sales service
average
7%
after sales
service poor
6%
Page | 48


Complains by the Exide customers

Complains by Exide Customers.
COMPLAINTS NO OF RESPONDENTS PERCENTAGE
YES 34 34%
NO 66 66%
TOTAL 100 100%



















INTERPRETATION:

No. of respondents received complaints are 34, No. of respondents did not
received any complaints are 66. Out of the total 100 % respondents 66% of the
respondents did not have any complaints about Exide batteries where as 34 %
of them had complaints about the battery which included the rapid discharge
of the battery melting of the poles.


0%
10%
20%
30%
40%
50%
60%
70%
YES NO
34%
66%
YES NO
Percentage of Complains received by Exide customers.
Page | 49

Which media will draw more attention of customers?





Role of media in attracting customers



INTERPRETATION:

After the survey of 100 respondents it was found that the respondents gave
more weight age to Advertisements via electronic media and print media,
display of the brand is also competitive in spreading brand awareness. In order
for positioning the brand in the minds of the customers the brand should
commercialize through TV, and Radio. Newspapers and magazines also
contribute in reaching out to new markets; shop display is more common in
rural areas.




71
29
68
32
30
44
26
0
10
20
30
40
50
60
70
80
TV Radio Newspapers Magazines Display
Board
Shop
painting
hoarding
Electronic Media: Print Media: Shop displays:
Page | 50

Market potential analysis


Estimating the market potential for a business requires specific information on
the number of People or potential buyers, an average selling price, and an
estimate of consumption or usage for a specific period of time. Once this
information has been collected, it can be plugged into the following formula to
derive the estimated market potential.

Estimating Market Potential: [MP = N * O * Q]
; Where:
MP = market potential
N = number of possible buyers
P = average selling price
Q = average annual consumption


Market Potential Analysis Procedure at approximate


SPECIFICATION OF
MODEL
ASSUMPTIONS

Development of
assumptions
regarding
the cause-effect
relationships
between
factors use

DATA
COLLECTION

Analyses of
secondary
information or
specially
conducted surve

SPECIFICATION OF
THE NUMBER OF
CONSUMERs

Often from
secondary
statistical source

ESTIMATION OF
PURCHASING
RATES

Determination of
average
consumer
spending
through
random sample
analysi

CALCULATION OF
MARKET
POTENTIAL

Multiplication of
specified
number of
potential
consumers with
determined
average
purchasing rate
Page | 51

No. Of Registered Vehicles In Asansol & Durgapur (Data Source:- HO-RTO)
Year Two wheelers Cars Trucks Buses Taxis SUV Three Wheelers Tractors Trailers
2008-09 125967 12874 5688 478 1488 4507 5585 2806 1946
2009-10 141641 15750 6492 429 2566 5186 6209 3880 2854
2010-11 137991 19517 7217 557 3012 6760 9396 4766 3479
2011-12 207130 26850 6304 592 2543 7737 9799 5604 4093
Number of vehicles


Average sales of car battery dealers in Asansol and Durgapur
SHOP LOCATION MIN MAX AVG YEARLY SALES
1 New Battery Centre ASANSOL
5 6
5.5 66
2 Bharat Electronics Spares ASANSOL
10 15
12.5 150
3 Vision Enterprises ASANSOL
10 15
12.5 150
4 New Battery Point ASANSOL
5 10
7.5 90
5 ROY BATTERY ASANSOL
5 7
6 72
6 Excel Battery ASANSOL
5 10
7.5 90
7 Compserve Electronics ASANSOL
3 4
3.5 42
8 Bablu Auto Electrical ASANSOL
4 5
4.5 54
9 Runa Electricals ASANSOL
6 7
6.5 78
10 Om Distributros ASANSOL
6 7
6.5 78
11 Poddar Battery ASANSOL
5 10
7.5 90
12 Durgapur Auto Electricals DURGAPUR
15 20
17.5 210
13 Premier Agencies DURGAPUR
4 5
4.5 54
14 Cargo Battery Centre DURGAPUR
10 20
15 180
15 Power Point DURGAPUR
5 6
5.5 66
16 ROY BATTERY DURGAPUR
7 8
7.5 90
17 M K Motors DURGAPUR
10 15
12.5 150
18 Sagar Agencies DURGAPUR
10 20
15 180
19 Gupta Battery Centre DURGAPUR
1 2
1.5 18
20
Om Prakash Storage
Battery DURGAPUR
8 10
9 108
21 Power Battery DURGAPUR
5 10
7.5 90
22 Durgapur Power DURGAPUR
8 10
9 108
23
Santosh batteries DURGAPUR 5 6
6 72
24
Runa Electricals DURGAPUR 3 4
3 36
Page | 52

25
Wonder Tyres ASANSOL 5 10
7.5 90
26
Paul Battery ASANSOL 10 12
11 132
27
Battery Home ASANSOL 5 10
7.5 90
27
Power Systems ASANSOL 5 10
7.5 90
29
Manjoor Motor Garage ASANSOL 5 6
5.5 66
30
Lucky bharat Garage DURGAPUR 2 3
2.5 30
31
Mokhtar Garage DURGAPUR 7 8
7.5 90
32
Sheetel Services ASANSOL 3 4
3.5 42
33
Surjit Motors ASANSOL 10 15
12.5 150
34
Binod Motors ASANSOL 2 3
2.5 30
35
Raza Enterprise ASANSOL 4 5
4.5 54
36
Md. Younus Auto &
Battery
DURGAPUR 6 7
6.5 78
37
Maharana Electronics DURGAPUR 5 10
7.5 90
38
Amco Shopee DURGAPUR 2 3
2.5 30
39
Prasad Electronics DURGAPUR 4 5
4.5 54
40
Tamkoria Battery Center DURGAPUR 5 10
7.5 90
41
Oriental Electricals ASANSOL 6 7
6.5 78
42
Priya Batteries ASANSOL 2 3
2.5 30
43
Sagar Angel Battery ASANSOL 5 7
6 72
44
Rama Auto ASANSOL 2 3
2.5 30
45
Maruti Automobiles ASANSOL 5 7
6 72
46
Rozi Batteries ASANSOL 2 3
2.5 30
47
Kiran Car Care ASANSOL 4 5
4.5 54
48
Microtone ASANSOL 10 12
11 132
49
Swastik Motors ASANSOL 5 6
5.5 66
50
DhanrajGarrage&
Batteries
ASANSOL 10 12
11 132
AVERAGE SALES PER YEAR 85.10
AVERAGE SELLING PRICE 4000
AVERAGE DEMAND 12874
MARKET POTENTIAL
5.18






Page | 53


Interpretation

A total of 50 retail stores selling car batteries were interviewed on the average
sales of Exide batteries per month in different areas of Durgapur and Asansol.
The average sales of these retailers were multiplied by 12 (12 months) in order
to get the yearly average sales of Exide batteries in the selected areas of
Durgapur and Asansol. The average price of these car batteries vary due to
price competition and dealer margin for profit and also other market
conditions. However the average price for a regular Exide car battery has been
taken as per the interview to be Rs 4000. The average demand of the car
battery has been determined from the data obtained from the regional RTO
office of Durgapur and Asansol. The data shows the number of cars registered
(year wise) it was seen that the number of cars being registered has been
continuously increasing over the years. This is a clear indication of increasing
sales of Exide batteries in the coming years, as the average life of the OEM
battery fitted in the brand new car lasts for an average of 3-4 years, therefore
the sale of Exide batteries pitch in after the vehicles has been registered for 3-4
years. The data obtained from the RTO. Shows 12874 vehicles have been
registered in the year 2007-08 which is our potential demand for the batteries
in the present year.

Page | 54

Market potential has been calculated with the help of the formulae stated
above, multiplying the average sales per year, average selling price, and the
average demand of the battery after 3-4 years. The findings were distinct as
the average sales per year is 4224 units. The market potential is 66%.












Page | 55

FINDINGS


After sales services are not up to the mark at several areas.

There is no quick response after receiving the complaints.

Exide batteries stands first in ranking, amaron ranked third and SF ranked
second.

While purchasing batteries consumers will consider mainly performance, brand
name, and price.

As far as sales are concerned Exide ranks first, SF second, amron third etc.

Only few complaints are received from the customers of Exide.

The price of Exide batteries is high as compared to other batteries.

As far as advertisement is concerned T.V, news papers, shop displays and shop
paintings.

Page | 56


Play major role in drawing the attention of the consumers.

According to the garage people automotive batteries has got high demand as
there is an increase in the purchases of cars and commercial vehicles.

Most of the mechanics suggest their customer to go for a particular brand.

Exide, amron and amco are the brands which are dealt by many of the garage
people.
























Page | 57




RECOMMENDATIONS


Provide better after sales services than the competitors, without delay after
receiving complaints.

Letting the stock of batteries in the MASS and other big garages by providing
them batteries at discounted prices will help to increase the sales.

Advertisement in TVs, news papers and shop displays plays important role in
drawing the attention of consumers.

Should have a good rapport with garage people apart from dealers and
retailers.

Dealers margin and retailers margin should be more than the margin
provided by the competitors so that they can provide commissions to the
mechanics.



Page | 58

Take necessary action towards the batteries which are damaged within the
warranty period, without delay. Need to invest more on promotional activities
as there is more potential for automotive batteries. Decrease the price of the
batteries as much as possible according to the competitors.
Good sales campaigning, road side shows and mobile sales van may increase
the sales.
Tie up with different car manufacturing companies to use the wide range of
Exide car batteries in their new models cars may boost up the sales and make
the brand image of Exide all over the world.
Regular dealers meet with the garage people and special offers for them may
also help the company for maximum sales.














Page | 59





LOCATION WISE MARKET POTENTIAL



LOCATIONS:


1. BENACHITY
2. CITY CENTER
3. A-ZONE, DURGAPUR
4. ASANSOL BAZAR
5. COURT ROAD
6. BURNPUR
7. JUBLIEE MORE, ASANSOL
DESCRIPTION:

These areas have good market potential because there are many markets and
transporters who have purchasing power and they can be converted into a
loyal customer through companys strategy and good promotional and
advertisement activity.
All the areas have prospects where company can pitch the product and create
customers. To create good customer base and enhance the knowledge of the
customers company could have a lot of activities.

Page | 60



SOME OF THE IMPORTANT PROMOTIONAL AND ADVERTISEMENT
CAMPAIGN IN THESE AREAS SHOULD BE UNDERTAKEN:



1. Distribute t-shirts having the full image of Exide batteries specially to the
workers at petrol pump on highways:-
Through this activity company can create awareness among the general public
as well as the potential customer about the product because whenever
people will come to fill petrol in their vehicle they will see this logo on the t-
shirt.
Cost of distributing t-shirt-
Rs.50/t-shirt
Number of t-shirts required- not more than 60
Approximately- Rs.3000

2. Start campaigns at the market in territory having canopies and other
means of advertising :
Campaigns to educate customer about the product and its benefits will also
help the company to enhance sales and improve the image of the company.
For this purpose company can set canopies at different market (Asansol
market, Benachity market, A-Zone market e.g.) to introduce the vehicle
directly to the existing customer and company can use pamphlets also.


Page | 61

Cost of campaigns and pamphlets:
It depends on the frequency and coverage of the market.

3. Start educating the existing customers of Amaron about Exide Batteries:
It is a kind of strategy to damage the competitors image and provide
knowledge to them in order to convert them in own customers. This is a very
difficult task to do but a well trained and knowledgeable salesman can do this
easily.

4. Distribute caps and t-shirts to the mechanics of the vehicles:
It is also a very good concept of advertising and promoting the product. If
company will distribute caps and t-shirt to all mechanics in the territory of
Ranchi, it will also help the company to introduce the battery to potential
customer because whenever they will go for maintenance and repairing of the
battery they will get the information about the Exide battery..
Cost of caps:
Rs.20-25/ cap

5. Use hoarding at the different location:
Using hoardings will also help the company to attract potential customer, it
will give proper information about the product and its specification. It will also
Page | 62

attract the drivers of the vehicle who are very influential in buying any kind of
battery.
Cost of hoardings:
It depends upon the location of hoarding (generally Rs.7000-4000 in Asansol &
Durgapur)


6. Support advertising with attractive phrase which can create a emotional
attachment with the product:
Sometimes a good tagline for a product can create an emotional attachment
and companies are doing this to enhance their sales. So if company will have
some kind of advertising which can hit the emotional sentiment of potential
customer then company should try to create such advertisement headline.

7. Distribute keychain and pen at petrol pumps:
For promoting the product in the market company should think about each
and every Section of the society where they can build the image of the
company and educate the potential customer. This is a kind of intensive
advertising through which company will cover all the areas where they can
generate sales.
Cost of keychain:
Rs.7-10/piece
Page | 63

8. Distribute calendars to transport companies and Call them for party and
create a personal relationship with them:
To convert the existing customers of Competitors, Company should also focus
on the big transport companies who are indulge in logistics, because they are
the big parties who use to buy a number of batteries the company should give
more heed to them. Company can call transport companies for party and
Provide gifts to transport companies at different occasion it can create a
personal relationship with them to attract and convert them into loyal
customer.

9. Create temporary sales force team specially for the Exide batteries and
give training to the sales man for converting the potential customer of
batteries:
The implementation of this entire program can only be done by having a good
and well skilled sales force. So company should create a temporary sales force
that is highly trained and well skilled to convince the potential customer. This
is a very tough task for the company and it will also incur some cost, so if
company will create sales force from the existing sales man and give proper
training and orientation to the program then company can curtail cost and
time.

Page | 64

10. Participate in different kind of trade fairs (like Car Mela in Dgp & Asn):
It is also a very good opportunity to get attention of people and introducing
Exide batteries in trade shows. Through this kind of activity company can also
create a brand image and fill the gap between the customer and the product.


11. Provide short tour packages to prime customer:
Company can also provide short tour packages to their prime customer
(transport companies) to create a brand loyalty among them. This is also
creating an emotional attachment with the brand and company.

12. Sponsorship at different events:
Sponsorship in different kind of events will also help the company to create a
good image and also help the potential customer to identify the product.

13. Hot balloon at different markets:
Hot balloons at different market will also help the company to advertise the
product.




Page | 65

DETAILS OF THE DEPARTMENTS WHERE I WORKED FOR THE
PROJECT


I had worked there in 3 different departments:

1. Survey- During the survey of the respondents I used to visit at the different
locations randomly and I used to get the response from them by questionnaire
that, how much you are satisfied with Exide batteries as compared to Amaron
and other players.
2. Marketing- In this department I had seen that the people in this department
are usually involved in the promotion and advertisement of the product. The
main objective of this department was that boosting of sales to survive into the
market. The main sources used for boosting of sales were posters, hoardings,
pamphlets, newspaper ads.
survey
marketing
Exide
ind. ltd
sales
Page | 66

3. Sales- In this department the sales of the batteries is done through OEMs
where manufacturers are supplied with the batteries in the manufacturing
houses and also it is done through the replacement market of the batteries.
These all process is basically done for the purpose of creating a business for
the organization.









ISO CERTIFICATION:

The following table depicts the ISO certifications of the Companys various
Plants:

Plants Name ISO 9001 TS-16949 ISO 14001 OHSAS 18001
Haldia


Hosur

Shamnagar


Taloja


Chinchwad


Bawal





Page | 67

































Page | 68

BIBILIOGRAPHY

BOOKS:

Principle of marketing by Phillips Kotler
Research methodology by C.R Kothari
Advertising and Promotion by George E.Belch and Michael E.Belch
Contemporary issues in marketing and consumer behavior by Elizabeth
parsons and Pauline Mclaran
MAGZINES AND NEWSPAPERS:

Business standard
4ps
The economic times
Company pamphlets
Times of India

WEB SITES:


www. exide industries.com

www. exide4u.com

www.wekipedia.org

Page | 69

QUESTIONNAIRE


Name:

Address:


1. What are the different types of brands you are dealing with?

a)Exide b)Standard furukawa
c)Amaron d)Tata green
e)Amco f)Panasonic

2. How many cars do you own?

_____________________

3. Demand for Automotive batteries?

a)High b)Medium
c)Low

4. What are the features consumers will consider during the purchase of batteries?

a) Price b) Performance
c) Package d ) Brand name




Page | 70

5. Rank the different automotive batteries in terms of sales?

a) Exide ----- b) Standard Furukawa ----- c)Amaron ----- d)Prestolite -----
e)Amco ----- f)Panasonic -----


6. Do you suggest any brand to other car owners?

a) Yes b) No


7. Which brand do you suggest to them?

a)Exide --------- b) Standard Furukawa --------
c)Amaron ----- d)Prestolite -----
e)Amco ----- f)Panasonic -----

8. Your Opinion of Exide batteries?

i)Performance:-

a) Satisfied b) Unsatisfied

ii)Price:-
a)High b)Low

c) Competitive
iii) After sales service:-

a) Good b) Average
c) Poor

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iv)Package:-

a)Attractive b)Normal

c) Unattractive

v) Promotional Activities:-


a)Good b)Average

c) Poor

9. Do you think advertising plays an important role in drawing attention of the customers?


a) Yes b) No

i) Which media will draw more attention of customers?

a)Electronic Media:

i) TV ii) Radio

b)Print Media:

i) Newspapers ii) Magazines

c) Shop displays:
i) Display board ii) Shop painting

iii) Hoardings
Page | 72

10. Have you got any complaint after purchasing the batteries?

a) Yes b) No

If Yes

i)Furnish some of the complaints you have faced

a)____________________________________

b)____________________________________

c)____________________________________


11. Please furnish the following:

a)Strengths of Exide : ________________________________________

b) Weaknesses of Exide: ______________________________________


12. Any suggestions which help in boosting the sales of Exide batteries?
__________________________________________________________
__________________________________________________________