Professional Documents
Culture Documents
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ABSTRACT
The current Project work titled Analysis of Market Potential
and Consumer Purchase Behaviour about Exide Car
Battery covers the following aspects. Product Profile which
describes the importance of Exide Batteries. The Company
profile,
and
is
also
supported
by
graphs
for
clear
known
during
the
process
of
data
collection.
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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
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Gender: Male
Religion: Insignificant
Income: 1, 80,000 p.a. upwards
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.
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Products:
Lead Acid Storage Batteries for Automotive, Motorcycles,
Genets, Trawlers, VRLA, Industrial Standby, Motive Power and
Submarine applications.
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.
R&D:
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accounts
more
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capacity,
to
cover
the
broadest
spectrum
of
Manufacturing Capacities:
Factories (Established) Capacity K Units M Ah Auto MC INDL:
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Shamnagar (1946) -
600 - 1400
Chinchwad (1969) -
1300 - 2400
Haldia (1981)
1000 - 1600
Hosur (1997)
700 - 870
Taloja (1998)
600 - 1150
- 841
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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 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
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Milesto
Achievements
nes
1916
1946
1947
1947
1969
1972
1976
1981
1988
1994
1995
1997
1998
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2000
2003
2003
2004
2005
2007
2007
2007
2008
2009
2012
2012
2012
2012
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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
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Special Features
CHARACTERISTIC
ADVANTAGES
Polypropylene
container With
strengthening ribs
disc
Magic Eye
PE/Glass mat
assembly
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Hybrid Design
Low Internal
Resistance
Low degradation
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The special low resistance flat separators bounded on to nondegradable glass wool retainer mats prevent plate shedding
and ensure enhanced charge discharge life Cycle.
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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 .
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
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the
product
quality
&consistency,
production
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
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Infrastructure / Laboratories:
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for
Design
Automotive,
Department
Motorcycle
for
VRLA,
&
EV
batteries
Plante(Flooded),
Testing
Department
also
interacts
with
all
the
liaison
with
Industrial
&Automotive
Marketing
Page | 34
MARKET ANALYSIS
S.W.O.T ANALYSIS
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in
which
the
firm
operates
helps
in
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 | 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 kind of
brand name and goodwill that Exide enjoys is beyond
comparison.
competitor
(Power
Amara
and
Stack
it
and
rajais
an
manufactures
Quanta).
important
emerging
only
batteries
These
VELA
new
players
are
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To
know
the
complaints
received
by
the
Page | 39
RESEARCH PLAN
To achieve the objectives, a questionnaire was prepared
consisting
of
questions
covering
all
aspects
for
1. DATA SOURCE
2. RESEARCH INSTRUMENT
3. RESEARCH APPROACH
Primary data
Questionnaire
Survey
4. SAMPLING PLAN
a) Sampling unit
People
b) Sampling Size
100
c) Sampling Procedure
Random Sampling
5. CONTACT METHOD
Personal
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which
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.
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data
collection
technique
used
is
Questionnaire.
Page | 42
People.
LIMITATIONS
or
prejudice
Page | 44
of
some
of
the
respondents
NO. OF
PERCENTAGE
RESPONDENTS
Exide, Amron
30
30%
Exide , Amron,
29
29%
6%
3%
10
10%
2%
20
20%
100
100%
Amco
Exide, Tata Green
Exide, SF, Amco
SF, Amron
All
Exide, SF,Amron
Total
Page | 45
dealing
with
Exide
and
Amron
are
30%.
dealing
with
Exide,
SF,
Amco
are
%.
Exide, Amron
Exide, Amron,amco
SF, Amron
All
Exide,SF,Amron
20%
30%
2%
10%
3%
6%
29%
INTERPRETATION:
Page | 46
High
60
60%
Medium
40
40%
Low
0%
Total
100
100%
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Page | 48
RESPONDENTS
70
60
50
40
30
20
10
0
HIGH
MEDIUM
LOW
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
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FEATURES
Performance
Price
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CATEGORY
Satisfied
unsatisfied
High
Low
Competitive
PERCENTA
GE
54
49
53
2
54
TOTAL
RESPONDEN
TS
100
100
35
48
17
32
50
18
30
37
33
Good
Average
Poor
Attractive
Normal
Not attractive
Good
Average
Poor
Promotional activities
Packaging
After sales service
6%
7%
100
100
100
11%
10%
6%
4%
10%
10%
0%
6%
11%
3%
9%
7%
INTERPRETATION:
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COMPLAINTS
NO OF
PERCENTAGE
YES
NO
TOTAL
RESPONDENTS
34
66
100
34%
66%
100%
66%
70%
60%
50%
34%
40%
30%
20%
10%
0%
YES
NO
PERCENTAGE
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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.
80
70
71
68
60
50
44
40
30
29
32
30
20
10
0
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26
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
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Two
wheelers
Cars
Truc
ks
Bus
es
200809
200910
201011
201112
125967
128
74
157
50
195
17
268
50
568
8
649
2
721
7
630
4
478
141641
137991
207130
Taxi
s
SUV
148 450
8
7
429 256 518
6
6
557 301 676
2
0
592 254 773
3
7
Number of vehicles
Three
Wheelers
Tractor
s
Traile
rs
5585
2806
1946
6209
3880
2854
9396
4766
3479
9799
5604
4093
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
Page | 56
SHOP
New Battery Centre
Bharat Electronics
Spares
Vision Enterprises
New Battery Point
ROY BATTERY
Excel Battery
Compserve
Electronics
Bablu Auto Electrical
Runa Electricals
Om Distributros
Poddar Battery
Durgapur Auto
Electricals
Premier Agencies
Cargo Battery Centre
Power Point
ROY BATTERY
M K Motors
Sagar Agencies
Gupta Battery
Centre
Om Prakash Storage
Battery
Power Battery
Durgapur Power
LOCATION
ASANSOL
ASANSOL
ASANSOL
ASANSOL
ASANSOL
ASANSOL
ASANSOL
ASANSOL
ASANSOL
ASANSOL
ASANSOL
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
DURGAPUR
MIN
5
MAX
6
10
15
10
5
5
5
15
10
7
10
4
6
6
5
5
7
7
10
15
20
4
10
5
7
10
10
5
20
6
8
15
20
10
5
8
10
10
AVG
5.5
YEARLY
SALES
66
12.5
12.5
7.5
6
7.5
150
150
90
72
90
3.5
4.5
6.5
6.5
7.5
42
54
78
78
90
17.5
4.5
15
5.5
7.5
12.5
15
210
54
180
66
90
150
180
1.5
18
9
7.5
9
108
90
108
23
24
25
26
27
27
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Santosh batteries
DURGAPUR
5
Runa Electricals
DURGAPUR
3
Wonder Tyres
ASANSOL
5
Paul Battery
ASANSOL
10
Battery Home
ASANSOL
5
Power Systems
ASANSOL
5
Manjoor Motor
ASANSOL
5
Garage
Lucky bharat
DURGAPUR
2
Garage
Mokhtar Garage
DURGAPUR
7
Sheetel Services
ASANSOL
3
Surjit Motors
ASANSOL
10
Binod Motors
ASANSOL
2
Raza Enterprise
ASANSOL
4
Md. Younus Auto &
DURGAPUR
6
Battery
Maharana
DURGAPUR
5
Electronics
Amco Shopee
DURGAPUR
2
Prasad Electronics
DURGAPUR
4
Tamkoria Battery
DURGAPUR
5
Center
Oriental Electricals
ASANSOL
6
Priya Batteries
ASANSOL
2
Sagar Angel Battery ASANSOL
5
Rama Auto
ASANSOL
2
Maruti Automobiles
ASANSOL
5
Rozi Batteries
ASANSOL
2
Kiran Car Care
ASANSOL
4
Microtone
ASANSOL
10
Swastik Motors
ASANSOL
5
DhanrajGarrage&
ASANSOL
10
Batteries
AVERAGE SALES PER YEAR
AVERAGE SELLING PRICE
AVERAGE DEMAND
MARKET POTENTIAL
Page | 57
6
4
10
12
10
10
6
3
8
4
15
3
5
7
10
3
5
10
7
3
7
3
7
3
5
12
6
12
6
3
7.5
11
7.5
7.5
72
36
90
132
90
90
5.5
66
2.5
7.5
3.5
12.5
2.5
4.5
30
90
42
150
30
54
6.5
78
7.5
2.5
4.5
90
30
54
7.5
6.5
2.5
6
2.5
6
2.5
4.5
11
5.5
90
78
30
72
30
72
30
54
132
66
11
132
85.10
4000
12874
5.18
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.
after 3-4 years. The findings were distinct as the average sales
per year is 4224 units. The market potential is 66%.
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.
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.
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
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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-shirtRs.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,
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It depends upon the location of hoarding (generally Rs.70004000 in Asansol & Durgapur)
6. Support advertising
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
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
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sm
sE
axau
rli
kved
ese
ty
i
n
dg
.
l
t
d
Page | 67
ISO CERTIFICATION:
The following table depicts the ISO certifications of the Companys various
Plants:
Plants Name
Haldia
Hosur
Shamnagar
Taloja
Chinchwad
Bawal
Page | 68
ISO 9001
TS-16949
ISO 14001
OHSAS 18001
Page | 69
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
Business standard
4ps
The economic times
Company pamphlets
Times of India
WEB SITES:
www. exide industries.com
www. exide4u.com
www.wekipedia.org
QUESTIONNAIRE
Name:
Page | 70
Address:
1. What are the different types of brands you are dealing with?
a)Exide
c)Amaron
e)Amco
b)Standard furukawa
d)Tata green
f)Panasonic
b)Medium
4. What are the features consumers will consider during the purchase of
batteries?
a) Price
c) Package
b) Performance
d ) Brand name
b) No
b) Unsatisfied
ii)Price:a)High
b)Low
c) Competitive
iii) After sales service:a) Good
c) Poor
b) Average
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
a)Electronic Media:
i) TV
b)Print Media:
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ii) Radio
i) Newspapers
ii) Magazines
c) Shop displays:
i) Display board
iii) Hoardings
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)____________________________________
12. Any suggestions which help in boosting the sales of Exide batteries?
__________________________________________________________
__________________________________________________________
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