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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 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
and Consumer Purchase Behaviour about Exide Car
Battery 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
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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.

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:

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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.

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
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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.
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.

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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, 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

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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%.

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

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

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.

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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,
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the Company has earned the status of a global supplier to


American Power 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

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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

The Company was incorporated as Associated Battery Makers


(Eastern) Ltd., on 31stJanuary, 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,
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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 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
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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?

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 worldclass Hitachi VRLA batteries have given Exide the technological
edge in maintenance free batteries. Other strategic technology
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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.

Plants all over India

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Milesto

Achievements

nes
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

1998

Fourth factory at Hosur, Tamil Nadu

Acquisition of industrial/ manufacturing units of Standard


Batteries Ltd located at Taloja & Kanjurmarg
(Maharashtra), Guindy (Tamilnadu) and plant at

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Ahmednagar (Maharashtra) from Cosepa Fiscal Industries


1999

Limited as a going concern.


Acquired 51% Shareholding in Caldyne Automatics Ltd

2000

Acquisition of 100% stake in Chloride Batteries S E Asia


Pte Ltd., Singapore and 49% stake in Associated Battery

2003

Manufacturers (Ceylon) Limited, Sri Lanka.


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

2007
2008

Pty Ltd. A Joint Venture in Australia.


Acquired 100% stake in Tandon Metals Ltd.
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.
Technical Collaboration with East Penn Manufacturing Co.,
USA.
Acquisition of second Inverter manufacturing facility at
Haridwar, Uttarakhand.
Acquisition of balance 49% shares in ESPEX Batteries Ltd.,
U.K.

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

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

Strong and durable.

container With

Ability to withstand bumps and vibration.

strengthening ribs

Ready for fitment.


Factory Charged

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

Curtails emission of acid fumes thus preventing

disc

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

Enables battery to withstand high vibrations and

assembly

minimizes possibility o through shorts which

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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

Low Internal

Ability to generate high cracking power during

Resistance

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

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.

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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.

INTIAL CHARGING DESCRIPTION:


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

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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 .

Gravity is fully charged condition (270

c)-1.230-1.240.Charge duration 8-12 hours.

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.

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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 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
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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.

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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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

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
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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
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
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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,
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:

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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
Industrial

for

Design

Automotive,
Department

Motorcycle
for

VRLA,

&

EV

batteries

Plante(Flooded),

Tubular (Flooded), Submarine, Solar, Minars' Cap Lamp, etc.


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
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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 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

Page | 34

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.

MARKET ANALYSIS
S.W.O.T ANALYSIS
Page | 35

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 | 36

Stwot hp rr eea oank rgst teu hsn i t i e s


Page | 37

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

marketing their products very aggressively by way of


off ering the products at Highly discounted rate and also
offering long-term guarantees but the way things are going,
it seems the only factor that can make them succeed is Exide
itself i.e. if Exide itself' makes some grave mistakes and paves
its way down.

Page | 38

PURPOSE AND OBJECTIVE OF STUDY


The objective of the survey is to know the market potential,
consumer purchase behaviour about Exide Car (HCV) Batteries
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

Page | 39

to get good suggestions in order to boost the sales of Exide


batteries.

RESEARCH PLAN
To achieve the objectives, a questionnaire was prepared
consisting

of

questions

covering

all

aspects

for

information was to be derived.

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

Page | 40

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.

(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:

Page | 41

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.

(d) Primary Data Collection Technique:


The

data

collection

technique

used

is

Questionnaire.

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:

Page | 42

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.)

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.
Page | 43

The researcher is inexperienced.


Biasness

or

prejudice

regarding any sort of


for such study.

Page | 44

of

some

of

the

respondents

the information which is required

DATA ANALYSIS & INTERPRETATION


BRANDS

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

Respondents Dealing with Different brands

Page | 45

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

%.

Respondents dealing with SF and Amron are 10%. Respondents


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

Exide, Amron

Exide, Amron,amco

Exide, Tata Green

Exide, SF, Amco

SF, Amron

All

Exide,SF,Amron

20%

30%

2%
10%
3%
6%
29%

Respondents Dealing with Different Brands of car batteries.

INTERPRETATION:

Page | 46

Exide holds most of the market share with above 50 % of the


DEMAND

NO. OF RESPONDENTS PERCENTA


GE

High

60

60%

Medium

40

40%

Low

0%

Total

100

100%

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.

Demand for Automotive Batteries

Page | 47

Page | 48

RESPONDENTS
70
60
50
40
30
20
10
0

HIGH

MEDIUM

LOW

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

Page | 49

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.

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
Performance

Price

Page | 50

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%

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

Page | 51

and brand name played an important factor in making purchase


decision followed by the package and performance.

Complains by the Exide customers


Complains by Exide Customers.

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

Page | 52

Percentage of Complains received by Exide customers.

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.

Which media will draw more attention of customers?

80
70

71

68

60
50

44

40
30

29

32

30

20
10
0

Role of media in attracting customers

Page | 53

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

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.

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
Page | 54

= number of possible buyers

= average selling price

= average annual consumption

Market Potential Analysis Procedure at approximate

Page | 55

No. Of Registered Vehicles In Asansol & Durgapur (Data Source:- HO-RTO)


Year

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

Average sales of car battery dealers in Asansol and Durgapur

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.

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.
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
Page | 58

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.

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.
Page | 59

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.

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.

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.
Page | 60

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.

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

Page | 61

and enhance the knowledge of the customers company could


have a lot of activities.

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-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,

Benachity market, A-Zone market e.g.) to introduce the vehicle

Page | 62

directly to the existing customer and company can use


pamphlets also.
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 attract the drivers of the vehicle
who are very influential in buying any kind of battery.
Cost of hoardings:

Page | 63

It depends upon the location of hoarding (generally Rs.70004000 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
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
Page | 64

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.
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

Page | 65

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.

DETAILS OF THE DEPARTMENTS WHERE I WORKED FOR THE


PROJECT

Page | 66

sm
sE
axau
rli
kved
ese
ty
i
n
dg
.
l
t
d

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.
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.

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

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

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

2. How many cars do you own?


_____________________
3. Demand for Automotive batteries?
a)High
c)Low

b)Medium

4. What are the features consumers will consider during the purchase of
batteries?
a) Price
c) Package

b) Performance
d ) Brand name

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 --------c)Amaron ----e)Amco ----Page | 71

b) Standard Furukawa -------d)Prestolite ----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
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

i) Which media will draw more attention of customers?

a)Electronic Media:
i) TV
b)Print Media:

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ii) Radio

i) Newspapers

ii) Magazines

c) Shop displays:
i) Display board

ii) Shop painting

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)____________________________________

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?
__________________________________________________________
__________________________________________________________

Page | 73

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