Market Share Analysis(Base Vs Other Brands)

ACKNOWLEDEMENT
Project is a practical experience to add new knowledge. This is possible only in the guidance, advice and help from a number of sources. Like a human being cannot live without food like that it is not possible to make a project without the advice, help and guidance. I am finding it difficult that in what words I express my sense of indebt ness and gratitude to all those who have helped me in accomplishing the project. Without the helped or guidance I am not able to fulfill my aim. So if I dont formally acknowledge to all those who assisted and guide me, it is a sense of self-centeredness. So in my nest lines, I would like to appreciate and dive m special thanks to my project guide Mr. M.P. Singh for giving me the guidance, suggestion and time during my project. Like a plant can grow only if water regularly provided to it in the same way my efforts are fruitful only with the suggestion and guidance of Mr. Vinod Dhingra. I would like to give my special thanks to Mr. Manu Sabharwal under whose guidance I have completed my training. Last but not the least I wish to thank almighty and my family, who helped me in regenerating my enthusiasm whenever I have needed it the most. I thank them for co-operation from all of them

Shashank Kaul

Market Share Analysis(Base Vs Other Brands)

DECLARATION
This is to certify that the project report entitled MARKET SHARE ANLYSIS Base Products Vs Other Brands submitted for the degree of MBA for Shoolini university of Biotechnology and management sciences,Solan. On the basis of Industrial Internship (27 june, 2011 to 14 August, 2011) is a bonafied research work carried by Shashank Kaul, student of Shoolini university of Biotechnology and management sciences, Solan. Under my guidance. This assistance and help received during the course of investigation have been fully acknowledged.

Project Co-coordinator

Market Share Analysis(Base Vs Other Brands)

Executive summary
Introduction: In general Marketing analysis is gathering information from market regarding your product range and then comparing it with other company products taking any factor as the benchmark further ranking the products. This analysis done on the three products and there product range and product line. Objective of the study: To know the market position of BASE products. To understand the flaws in the market and thinking of new plans to improve those flaws and to increase products sale keeping competitors in mind. Need of the study: This study is undertaken to rank the products of different companies for selfgrowth and to improve intra plans of own organization in order to expand market. Conclusion: In India, there is throat cut competition in the market of Batteries, Inverters, Home UPS. In order to survive in the market time to time new strategies have to implemented so that name and position is maintained and also keeps on improving. Concluding this story I will say that BASE products are good to use and there are no customer complaints in these products and the issues which come while working are resolved at time. With the current lacking factor i.e. advertisement which the company is working upon it will soon be king of battery market.

Table of Contents
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Market Share Analysis(Base Vs Other Brands) S. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. PARTICULARS Acknowledgement Declaration Executive Summary General Introduction Company Profile Competitors Sale Promotion .... .. . .. .. 12 14 24 29 32 33 41 Page no. 1 2 3 4 7

Objectives of Sales Promotion .. Research Methodology Limitations Analysis of Market Conclusion Bibliography . . . . . 42

GENERAL INTRODUCTION
This modern era of liberalization and globalization has opened a broad scope for conducting marketing of products in business. Today marketing 4

Market Share Analysis(Base Vs Other Brands) management has become more challenging and exciting than ever before. Generally a group customer who heavily shares a common a group of customers who heavily share a common need constitute the market. Now days, market has turned from sellers market to buyers market. Every market plan depends upon the nature and size of the market. The word marketing means the act of selling and buying in the market. Marketing involves meeting traders, merchants, dealers retailers and many a time the consumers directly through media. But it all depends upon the factors, conditions, characteristic of the producers product, middlemen and the consumers. Hence, the marketing manager and sales executives are also required to be more and more consumer oriented. Today, profit rather than sales volume is given priority. To achieve goal the proper marketing strategy is needed. A successful strategy man oeuvre for obtaining specific goals can be possible ply by building a high committed and motivated sales team of area managers, sales officers, dealers and officers. Strategy of marketing depends upon the nature of products, quantity of production, consumers, views and awareness overall demand, capacity of product circulation and existence of middle a new product may have to be promoted by door to door selling, selling shops and through media like T.V. or through advertisements. If a product is to be exported, the marketing has to be done within the framework of policies and procedures set up by the govt. The middlemen under strict price and control policy of the Ministry of Home Affairs especially Food and Civil Supply Department. For successful marketing of its products, a company may have sales persons, area sales manager, regional sales manager, zonal sales manager marketing professionals, depot communication manager, product manager media assistant, public relation officer and managing director depending upon the size of the company. For the successful career in marketing a person must have certain basic skills like a degree in an area of thrust related to the type of company, ability to formulate and implement sales, distributional sales, distributional and promotional strategies and exceptional skills to motivate and effectively manage the sales force. In addition, the attitude and talent for innovation, good knowledge of designing and preparing various inputs including visual aid folder is needed. Besides this, involvement in marketing research for launching new products and in training sales force is must for a successful marketing manager. The above qualifications are must because the role of marketing manager in the organization has also changed with requirement of the hour. Today, marketing manager has become the integral part of business and involves all the activities that take place in an enterprise.

As a good marketing manager one has to train the staff. Therefore the sound knowledge of marketing activities, marketing strategies and legal aspects is 5

Market Share Analysis(Base Vs Other Brands) needed. Not only this, there many other things which pave the way for promoting sales. Good contacts in corporate sectors, knowledge of controlling activities up to grass-root level, interacting with concerned departments and sales regulatory authorities are also required for a successful marketing manager. Four Ps namely product, price, place and promotion are the most vital areas of marketing management. Fifth P added is pace. Without these the marketing objectives of organization cannot be fulfilled. Channel distribution system may get affected by the product factor, market factor and institutional or organizational factors and the vital decisions has to be taken with regard to internal sales promotion in the light of channels of distribution. The marketing division should see that brand identification is must for the producers to exercise maximum control over the demand for its products. Branding of products is necessary for administration of warranty, guarantee and service policies. The branding is also necessary from companies share point of view and for export purpose. Overall marketing manager must use management science and decisions making technology to the fullest while understanding the limitations of these tools. He should also provide guidelines, stimulations and encouragement for the fullest and richest use of inspiration talents, inventiveness and judgment

Market Share Analysis(Base Vs Other Brands)

Company Profile

Base was founded in the year 1987 with the aim of becoming an active partner in the development of the power industry, using in the latest technology. In keeping with our aim, we ushered in the latest technology as the exclusive distributor for Panasonic brand of batteries in India. Looking to 7

Market Share Analysis(Base Vs Other Brands) make an aggressive growth, we setup our own Design and R&D facilities in the year 2000 to introduce Base Terminal, our very own brand of batteries in the year 2002. In the years that followed, we aimed high and grew from strength to strength. We introduced many game changing initiatives like the launch of the 'Dial-aBattery' service' in 2003 and our own chain of battery showrooms called Base Terminals. We introduced many firsts in the Indian battery market like the VRLA technology and also boosted our relations with channel partners by being the first to introduce attractive incentive schemes such as travel packages etc. Later in 2006, we set up a small assembly line in Solan, which went on to become a full-fledged plant by 2007. In 2010, another manufacturing facility was cleared to be setup in Hosur. Today, Base is a respected and acknowledged name in India, and is a Registered Trademark/ Intellectual Property of the company. We believe that our world is getting bigger, but our resources are not. Base plays a major role in addressing the power concerns of the nation. Exemplary leadership coupled with a passion for innovation drives us to make breakthrough products for the digital, automotive and inverter segments. Our obsession with excellence has made us a major force in the Lead Acid power storage space. Our Design and R&D center was set up with the vision of evolving new ideas and new ways of achieving excellence. With a successful track record of over two decades, we have earned the name of a leading brand. Base's success did not come overnight. Our highly experienced team of professionals (600 and counting) working from 31 branch offices and 48 service centers countrywide is the driving force that has made us who we are today. Last, but not least, our highly motivated network of 7000 dealers gives us a strong backbone to meet the various challenges our industry has to offer. Our enduring promise is to continue assisting the nation in our ongoing quest for more efficient and cost-effective power resources.

Proposed Hosur plant

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Market Share Analysis(Base Vs Other Brands) To meet the growing demand of the consumers, Base Corporation Ltd. has announced its new mega plant at Hosur. With a 110 mn Ah per month in the 1st phase of the setup, the production capacity of this mega plant will be nearly doubled to 200mn Ah per month within a short span. Estimated at a cost of Rs.432 crores, the proposed Hosur plant has received the approval of the Honble Government of Tamil Nadu. The civil constructions of the Hosur mega plant has been initiated in February 2011 and the production floor would commence production by 2013.

Vision
To become, and be the International leader in the field of storage power by innovative ideas which deliver an eco-friendly, unique and cost effective products to the society.

Quality Policy
We at Base Corporation always strive to enhance the satisfaction of our customers and stake holders by

Delivering the product and service that exceeds the requirement and expectations Continually improving the processes in and around the organisation's operational area ensuring environmental benefits. Complying with the requirements of the laws of the land.

The policy will be achieved by setting measurable targets across the organization, monitored and reviewed atleast on annual basis.

Environment Policy
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Market Share Analysis(Base Vs Other Brands) We are committed to conserving our natural resources by minimizing waste generation, promoting recovery, recycling and reuse in every step of the manufacturing and distribution processes. A team of dedicated experts are constantly innovating with fresh ideas for eco-clean and environment-friendly products. We take pride in stringently adhering to environmental rules and regulations for a better tomorrow. When it comes to saving our natural environment, we go the extra mile by creating awareness among employees, customers, contractors and our suppliers.

Heart and Brain of Organization

Girish Arora Managing Director, Founder Aditya Arora National Marketing Head Rajesh Kaushal Director - Sales Kuldeep Varma Head- Business development Adil Ahmed Shariff Country Head Product Development KG Jhawar Sr GM- Finance Ajay Deo National Head-Service Vinay Kumar General Manager - HR

Dinesh Kumar Singh DGM - HR

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Market Share Analysis(Base Vs Other Brands) Alwyn P Rodrigues Sr. Vice President Harish Rawal DGM- SCM Rakesh Khandelwal AGM- Projects S. Viswanathan GM- Technical CK Bopaiah DGM- Projects Udjashan Singh Bhullar AGM

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Market Share Analysis(Base Vs Other Brands)

Competitors

Todays world is the competition. In every filed there is competition and the success of any company or product largely depends upon competition. Competition provides a good quality of product to the customer. If a company has to survive in the market, then it has to face throughout competition. In battery industry too the competition is there. The increasing awareness and exposure to beer among consumers and the removal of quantitative restrictions gives big boost to the battery industry. 12

Market Share Analysis(Base Vs Other Brands) Main Competitors in Automotive sector are : 1. 2. 3. 4. 5. 6. 7. Exide. Amaron. Sonic. Ac Delco. Amco. Tata Green Bosch.

In Inverter sector Competitors are : 1. 2. 3. 4. 5. 6. Microtek, Okaya. Luminous. Su-Kam. Exide. Digi-Power.

In Home UPS sector Competitors are : 1. 2. 3. 4. Microtek. Luminous. Su-Kam. Genus.

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Market Share Analysis(Base Vs Other Brands)

Sales Promotion

Definition:
It covers marketing activities other then advertising, publicity and personal selling that stimulate consumer purchasing and dealer effectiveness. Such activities are displays, shows, exhibitions, demonstrations and many other non routine selling efforts like spot selling. Sales promotion tries to complement the other means of promotion given above. All kinds of promotion plays the role of communication channels between the marketer and the consumer. Promotion as on element of marketing mix has three broad objectives: (a) Information, (b) persuasion, (c) reminding. The overall objective of promotion is, of course, influencing the buyer behavior and his predispositions (needs, attitudes, goals, beliefs, values and preferences).

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Market Share Analysis(Base Vs Other Brands) According to the American Marketing Association, the sales promotion can be defined as Those marketing activities other then personnel selling advertising and publicity, that stimulate consumer purchasing and dealer effectiveness, such as displays, show and exhibition, demonstration and various non-current efforts not in the ordinary routine.

The Marketing MIX: Ingredients for Success

The marketing mix, earlier known as the 4 Ps,(but now has a few more),is a vital part of any marketing strategy. This is a tool whereby the marketer takes decisions on what and how a product should be, where it can be sold, how it should be priced, how it will be promoted, how to equip the people who are responsible for selling the productand so on. Getting the marketing mix right is equally important for the large corporation and the small business owner. One of the most critical marketing management decisions is that decision of setting the marketing mix values, and selecting and employing strategy that periodically change that marketing mixes in response to changing business environment.

Product
1. No.1 selling product in its segment. 2. Good quality raw material is used to maintain the quality standards. 3. Consistency of product quality is high.

Place1. It is available in many states Punjab, Haryana and in other states. 2. Company location plant Solan, Himachal Pradesh.

Price1. In both mild and strong beer segments thunderbolt beer uses competitive price 2. Strategy. 3. Price range of product varies model to model.

Promotion
Promotion includes advertising and other forms of sales presentations, designed to encourage fast consumer or trade up-take of a product or service. The form of any promotion depends on the product, the marketing plan and its objectives, and on the imagination of the product management team. It can vary from a simple in-store demonstration, or sampling, or a tie-in with on

15

Market Share Analysis(Base Vs Other Brands) premises. A range of promotional tools, techniques and activities are mixed and matched to meet the needs of individual marketing campaigns.

Snapshots of advertisement of Bijlipur

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Market Share Analysis(Base Vs Other Brands)

Factors Influencing Company Marketing Strategy

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Market Share Analysis(Base Vs Other Brands)

There are various forms of marketing which are used for promoting the product in market.

Relationship between PLC & Marketing Strategies

Like human beings, products also have life cycles. That is, they're born, and then

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Market Share Analysis(Base Vs Other Brands) over timetheir sales grow, mature, and finally decline. The strategies with which you market a product need to change with each of these life-cycle phases. The table below shows a few examples of how this might work: PLC Stages Product Introduction Characteristics Low sales, high cost per customer, no profits, few competitors Rising sales and profits, more and more competitors Peaking sales and profits, stable or declining number of competitors Declining sales, profits, and number of competitors Marketing Objectives Create product awareness and trial Maximize market share Maximize profit while defending market share Marketing Strategies Offer a basic product, Use heavy promotions to entice trial Offer product Extensions Diversify brands Intensify promotion to encourage switching to new brands Phase out weak Products, Cut price; Reduce promotion

Product Growth Product Maturity

Product Decline

Reduce expenditure and "milk" the brand

Packaging
Packaging, as defined by Kotler and Keller, refers to all the activities of designing and producing the container for a product. Though the primary purpose of packaging is to serve against damage during the movement of the product, it is no longer the only purpose that it serves. Packaging, and not the product, is the first touch-point that the customer comes into contact with. A substandard product within a unique packaging might be easier to sell as against a superior product packaged in a substandard pack. Superior packaging would not ensure repeat sales though. Packaging is an effective tool to make the product distinguishable in the clutter. Packing of batteries is done in a very safe manner i.e. inner material is not effected by external factors during carriage or before the usage. Firstly, the outer cover of battery is made of solid plastic material and its further packing is done in plastic paper an before it is fitted in carton thermocole protection is given to the battery in every carton box which increases the safety level. 19

Market Share Analysis(Base Vs Other Brands) Outer carton boxes are made of attractive colour to be an eye catcher. Automotive Battery

Truck Battery

Panasonic Battery

Inverter Battery

Generator Battery

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Market Share Analysis(Base Vs Other Brands)

Industry Battery

Home UPS

Online UPS

Off Line UPS

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Market Share Analysis(Base Vs Other Brands)

BASE Network in India

Head office Service Centers Corporate Office Production Plant

SWOT Analysis of BASE Corporation LTD.

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Market Share Analysis(Base Vs Other Brands)

Strengths
Production capacity. Premium Quality Products. Experience Management team. . Issues encountered resolved on time.

Weakness
Low Advertising & Promotion Spends

Opportunities
Regional Expansions. Production Volumes. Higher Profits. Increased Market share.

Threats
Competitors High Spends. Government Laws. Taxes & Tariffs.

Sales Promotion:
Personnel advertisements. Selling. Publicity sales. Promotions.

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Market Share Analysis(Base Vs Other Brands)

Objectives of the Sales Promotion

There are many ways by which sales can be increased and more orders can be obtained. This can be done by increasing advertising publicity and market research. The major objective of sales promotion are : To increase the sales. To make the customer aware of the product. To persuade non-users to try it once. To sell the new product.

Advertising :
Any paid form of non-personal personal presentation and promotion of ideas, goods or services by an identified sponsor. It is paid communication because the advertising 24

Market Share Analysis(Base Vs Other Brands) appears. Advertising appears in magazines, radio, TV, film and transit (car cards). According to Russel and Veril Advertising is a message paid for by an identified sponsor and delivered through some medium of mass communication.

Classifications of Advertising :
They can be classified as : (1)Audiences, (2) Types of Advertisers and (3) Media

Marketing Activities :
Sales : a) Making personal calls to concerned agents. b) Generating orders for products. c) Reporting on product movements or problems. d) Obtained special displays, features etc. e) Gaining new accounts. f) Checking of pricing, material and product availability in stores.

Publicity :
Publicity can be defined as the activity of Securing editorial space, as divorced from paid space, in all media which are read or heard by the companys customers or prospects, for the specific purpose of assisting in the meeting of sales goals. In other words, publicity refers to an appeal made to a mass of people publicity in making goods, Publicity known. It constitute a mass approach. Publicity can also defined as the first communication about the product and its detailed history through the media, radio and so on before the actual manufacture and launching of the product to get the response of the users or consumers.

Marketing Activities of Public Relation :

a) Generation news, features about the business, its people and its products. b) Handing press inquiries and interviews. c) Preparing statement and releases. d) Helping counter in-favorable publicity. e) Preparing and distributing communications to special interested groups such as stock-holders suppliers. f) Handling product and regularly public

Personal selling:
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Market Share Analysis(Base Vs Other Brands) Personal selling is a broader concepts and invoices oral presentation in conversation with one or more prospective buyers for making sales. The main purpose of personal selling is to bring the product and the company in the knowledge of the prospective buyers and to convince them about the quantity of product of products and make certain that ownership transfer will take place. According to Richard Bushik, personal selling consists of contacting prospective buyers personally. According to American marketing association, personal selling is an oral presentation in conversation with one or more prospective purchasers for the purpose of making sales. Personal selling is the most important ingredient in the promoting mix. It renders valuable services to consumers, producers and the society. It is an effective of sales promotion. Unlike advertising personal selling is present in all the three phases of buying. Personal selling in an effective media of selling. It is the largest single cost accounting say for 20% of net sales in several business enterprises. Besides this, there are many other advantages of personal selling also.

Distribution Channels:
Distributional channels those systems of economic institutions through which a producer of goods delivers them into the hands of their users. As society shifted from producing things in the home to buying goods manufactured in centralized locations, there arose a need for some means to distribute the products from the central points of production to the dispersed populace. Channels of distribution furnish this bridge between the producer and the consumer. Tremendous amount of time and money would be expended in just acquiring the minimum amount of goods one would need for survival. Marketing channels funnels the goods demanded by the consumer to the place where he wishes to purchase them, and create three basic utilities, viz. 1. Place 2. Ownership, and 3. Time Marketing institutions must move the goods from point of production to the point

of purchase i.e. consumption. this creates place utility, because goods will have no value to the buyer If they are still in hands of manufacturer Marketing channels arrange for the transfer of title of the goods from the manufacturer to the buyer. This creates ownership utility. Marketing channels must have arranged goods available to the user when he wants them, this creates time utility. In great part of US bathing suits gave little value to the consumer in the month of January, in fact, the manufacturer Of swimming apparel must make them during the winter because a substantial amount of lead time is necessary to ensure that sample 26

Market Share Analysis(Base Vs Other Brands) merchandise is on hand at that time is demanded. Channels of distribution frequently absorb much of this difference in time between production and consumption. This statement does not imply that all marketing activities do not have a bearing on the creation of these utilities. Although advertising may stimulate ownership utility by making a person want something, the actual ownership utility is created on the transfer of title from the retailer to the individual The title does not always automatically follow the actual trail of the merchandise. Channel Originated Behavior: It should not be assumed that marketing channels are passive institutions moving only at the order of manufactures. Most aggressive middleman will institute the economic behavior of their own when they see a need for it market place. Many retailers and wholesalers have originated their own brands with which they compete in the market place side by side. Often in conflict with the promotional programmes of the manufacturers with whom middleman deal they originate promotions of their own. A food manufacturer have a certain promotion under way which requires a man floor display in super market, but the super market owner may have promotional plan of this own that do not provide for such display. In fact middlemen have learned through their bitter experiences of business that the interests of the manufacturer are not always identical with theirs. Often middlemen modify a manufacturer product in an attempt to make it more appealing to the consumer. Ready-to-wear stores will frequently change the labels and alter some of accessories of the apparel they sell. Intact, middlemen are influential in determining the actual location at which the merchandise will be delivered to the customers. Although manufacturers have some degree of control over location through their selection of outlets but in fact, it is the dealer who will make the final decision concerning where the merchandise should be sold to customer.

Channel Arrangement: Four major alternative channel arrangement have been described below which differ significantly in their capability for creating sales, in their costs of operation and their susceptibility to control. Once they are choose, the firm must adhere to them for a substantial period of time. 1. The first channel consist of direct sales of goods by producer to ultimate 27

Market Share Analysis(Base Vs Other Brands) 2. The seconds marketing channel shows one selling intermediates between the producer and the ultimate consumer. If the middlemen is retailer, his function is to purchase the producers goods and resale them at a profit. They deal with many producers. P-R-C 3. The third marketing channel shows two different selling intermediaries. The most common example consists of wholesaler and retailer. This is known as the linkage. P-W-R-C The last channel consists of three selling intermediaries where a jobber usually intervenes between the wholesalers and the retailers. The linkage is P-W-J-RC. The jobber buys from wholesalers and sells to small retailers, who generally are not serviced by the large wholesalers P = PRODUCER, W=WHOLESALER, J=JOBBER, R=RETAILER, C=CUSTOMER

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Market Share Analysis(Base Vs Other Brands)

RESEARCH METHDOLOGY

Research Research is common parlance refers to a search for knowledge.

The Advanced Learners Dictionary of Current English lays down the meaning of research as A careful investigation or inquiry specially through search for new facts in any branch of knowledge According to Redman & Mory A systematized effort to gain new knowledge. Research Methodology- It is the way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them.

Types of research Design:29

Market Share Analysis(Base Vs Other Brands) 1. Descriptive Research Design Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual, or of a group. 2. Hypothesis Research Design Hypothesis testing research studies (generally known as experimental studies) are those where researcher tests the hypotheses of causal relationship between variables. 3. Exploratory Research Design - Exploratory research studies are also termed as formulative Research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypothesis from and operational point of view. The major emphasis in such studies is on the discovery of idea and insights. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of problem under studies.

Sampling- Sampling may be defined as the selection of some part of an

aggregate or totality on the basis of which a judgment about the aggregate is made. In other words, process of obtaining information about an entire population by examining only a part of it. In most of the research.

Types of sampling:1. Systematic SamplingThe most practical way of sampling is to select every ith item on a list. This kind of sampling known as systematic sampling.

2. Stratified SamplingIf a population from which a sample is to be drawn does not constitute a homogeneous group, stratified sampling technique is applied in order to obtain representative sample. 3. Cluster Sampling- If the total area of interest happens to be big one, a convenient way in which is sample can be taken is to be divided into smaller non-overlapping areas called cluster known as cluster sampling. 4. Non probability samplingIn case of non probability sampling it is considered appropriate to use a random selection process where the probability of each cluster being included in the sample is proportional to size of the cluster.

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Market Share Analysis(Base Vs Other Brands)

LIMITATIONS
During the process of a research a person comes across certain restrictions certain limitations. Some of these limitations are overcome while come have to be overlooked for the smooth conducting of the research. Some of these restrictions are: Battery is such a product that the wholesaler and retailers fear to come out with information. Due to the wide area of the markets, it was impossible to cover each and every retail shop, hence only few shops were covered. The such had to be completed in 6-8 weeks, which is not enough time to cover the market. So time was the major constraints in conducting the study. 31

Market Share Analysis(Base Vs Other Brands)

Analysis of Markets
32

Market Share Analysis(Base Vs Other Brands) The Analysis Done is on the basis of sample collected from different counters and the original stock was at the stores also. The visibility of products depends on the Owner.

1. Ludhiana Market
Automotive batteries

S tock
Base Am aron Exide Sonic Tata Green Ac Delco Bosch Any Other

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Company Name
Base Amaron Exide Sonic Tata Green Ac Delco Bosch Any Other

Market Share Analysis(Base Vs Other Brands) %age of Stock at Product in Counter Market
120 120 400 55 15 0 40 80 14.4 14.4 48.1 6.6 1.8 4.8 9.6

Inverter batteries

Exide B ase Microtek L inous um Okaya S K u am Dig power i Any other

Company Name

Stock at Counter

%age of Product in Market 34

Market Share Analysis(Base Vs Other Brands)

Exide Base Microtek Luminous Okaya Su Kam Digi power Any other 160 100 235 330 195 100 85 145 11.85 7.40 17.40 24.44 14.44 7.40 6.29 10.74

Home UPS

B e as Microtek L inous um S K u am Genus APC Any Other

Company Name
Base

Stock at Counter
35

%age of Product in Market

14.00

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Market Share Analysis(Base Vs Other Brands)

Microtek Luminous Su Kam Genus APC Any Other 60 95 30 20 0 10 24.00 38.00 12.00 8.00 4.00

Market Feedback of BASE at Ludhiana

Flaws observed during survey :1. Less danglers as compared to same level market competitors. 2. Visibility of base products at counters with multi company products is less. For e.g. at a counter where there are more then 3-4 company products base products are secondary choice for store owner.

Good points:1. Customer satisfaction. 2. Goods reach on time. 3. If any issue occurs, resolved on time. 4. No Complaints in products. 5. Well managed workforce. 6. Counters can seen where exclusive BASE products are available.

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Market Share Analysis(Base Vs Other Brands)

2. Patiala Market
Automotive batteries

S tock
Amaron Exide Base Sonic Tata Green Ac Delco Bosch Any Other

Company Name
Amaron Exide Base Sonic

Stock at Counter
55 280 170 70

%age of Product at Market

7.80 39.71 24.11 9.92

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Market Share Analysis(Base Vs Other Brands)

Tata Green Ac Delco Bosch Any Other 15 15 0 100 2.21 2.21 14.18

Inverter batteries

S tock
Ex ide Base Microtek Lum inous Okaya Su Kam Digi power Any other

Company Name
Exide Base Microtek Luminous Okaya Su Kam

Stock at Counter
75 90 165 145 115 100

%age of Product at Market

9.31 11.18 20.49 18.01 14.28 12.42

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Market Share Analysis(Base Vs Other Brands)

Digi power Any other 0 115 14.28

Home UPS

S tock
Base Microtek Luminous Su Kam Genus APC Any Other

Company Name
Base Microtek Luminous Su Kam Genus APC

Stock at Counter
45 60 50 25 0 0

%age of Product at Market

21.95 29.26 24.39 12.19 -

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Market Share Analysis(Base Vs Other Brands)

Any Other 25 12.19

Market Feedback Flaws in Market

1. No company boards in main markets and populated area. 2. Products in the counters are Lying in second or third row. 3. Very less visibility of products in main market.

Positive points
1. Good service provided. 2. Issues occurred resolved on time. 3. No complaints from customers. 4. No Complaints in products. 5. Well managed workforce.

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Market Share Analysis(Base Vs Other Brands)

3.Chandigarh Market
Automotive batteries

S ales
Amaron Exide Base Tata Green Sonic Ac Delco Bosch Any Other

Company Name
Amaron Exide Base Tata Green Sonic Ac Delco Bosch Any Other

Avg. Sales per Month

170 435 90 20 70 75 106 80

%age in Market
16.25 41.58 8.60 1.91 6.69 7.17 10.13 7.64

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Market Share Analysis(Base Vs Other Brands)

Inverter batteries

S ales
Exide Base Microtek Lum inous Okaya Su Kam Digi power Any other

Company Name
Exide Base Microtek Luminous Okaya Su Kam Digi power Any other

Avg. Sales per Month

90 42 30 130 30 110 75

%age in Market
17.75 8.28 5.91 25.64 5.91 21.69 14.79

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Market Share Analysis(Base Vs Other Brands)

Market Feedback of BASE

Flaws observed during survey :1. Visibility of base products at counters with multi company products is less. For e.g. at a counter where there are more then 3-4 company products base products are secondary choice for store owner.

Good points:7. Customer satisfaction. 8. Goods reach on time. 9. If any issue occurs, resolved on time. 10. No Complaints in products.

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Market Share Analysis(Base Vs Other Brands)

CONCLUSION
During this research it was found that products of BASE Corporation Ltd. are very Good. There are no customer complaints product wise and if any occurs at customer end that is resolved on time so that there is no inconvenience and network does not gets effected. The demand of products are good and are increasing with time. With this quality of products it will be undisputed leader in batteries segment. BASE Corporation Ltd. is only company which produces batteries of all segment i.e. automotive, industrial segment and home segment. It also has Inverters, Home UPS. With the promotions the product soon its national presence will be as goog as older existing brands in the market.

BIBLIOGRAPHY
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Market Share Analysis(Base Vs Other Brands) 1. 2. 3. 4. 5. Marketing Concept : Philip Kotler News Papers : Times of India Research Methodology : C.R. Kothari Marketing Research : G.C. Beri http//www.basebatteries.com

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