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A Dissertation Submitted by
SACHIN FARFAD
M.B.A. Programme
2010 - 2012
Under the guidance of
MUZAFFA
RNAGAR
2011-2012
Certificate
This is to certify that the dissertation entitled,
Date:
Place:
Muzaffarnagar
DECLARATION
in
Date:
Place:
Muzaffarnagar
Sachin Farfad
MBA-II (2011-12)
Dept. of Buss, Admn. &Mngt.
Sant Gadge Baba
Muzaffarnagar
University, Muzaffarnagar.
Acknowledgement
It is my pleasure to place on record my sincere gratitude towards my guide
Prof. Deepak Jaiswal whose guidance I received. It was his direction and encouragement
at every moment and step that motivated me to steer the research work confidently and
successfully.
It a great pleasure and privilege to offer my sincere and cordial thanks to our Venerable
Head of Department Dr. Santosh Sadar who spent his precious time providing continuous
ideas and expert guidance and constant encouragement throughout the course of this
research.
I deem it a great pleasure and privilege to offer my sincere and cordial thanks to
Dr. D. Y .Chacharkar, Prof. S. N Gaikwad and all visiting faculties who spent their
precious time providing continuous ideas and expert guidance and constant encouragement
throughout the course of this research and also thanks to non teaching staff of department
of business administration and management S.G.B.A.U., Muzaffarnagar for their kind help
and positive response from time to time.
It is my great pleasure to offers special gratitude to Mr. Jagdish Gawande who gives me
apparent support and guidance throughout the course of this research. I am also thankful to
my parents and all my friends who helped me a lot during the project work. I am
thankful to all those who directly or indirectly supported me, provided all necessary
information time to time and helped me to carry out my research successfully.
Date:
Place:
Muzaffarnagar
SACHIN FARFAD
CONTENT
A Comparative Study of Amaron and Exide Batteries in
Muzaffarnagar
Sr. No.
Chapter I
Particulars
Page No.
List of Tables
II
List of Graphs
III
Abstract
IV
Introduction
1.1
1.2
1.3
Battery Introduction
1.4
Marketing Strategy
1.5
Promotional Strategy
12
1.6
Companies Introduction
14
1.6.1
About Amaron
14
1.6.2
About Exide
18
Chapter II
Research Methodology
2.1
23
2.2
23
2.3
24
2.4
Research Design
25
2.5
28
Chapter III
3.1
Introduction
29
3.2
30
3.3
Interpretation
30
Chapter IV
4.1
Conclusions
41
4.2
43
Chapter V
Appendices
5.1
Bibliography
44
5.2
Annexure
46
LIST OF TABLE
A Comparative Study of Amaron and Exide Batteries in Muzaffarnagar
Table No.
3.1
3.2
3.3
Particulars
Page No
30
31
32
Muzaffarnagar.
3.4
33
3.5
34
3.6
35
3.7
36
3.8
37
3.9
38
3.10
39
3.11
40
LIST OF GRAPH
A Comparative Study of Amaron and Exide Batteries in Muzaffarnagar
Graph No.
Particulars
3.1
3.2
3.3
3.4
33
3.5
34
3.6
37
3.7
38
3.8
39
3.9
Page No
30
31
32
40
abstract
ABSTRACT
Amaron & Exide is the leading batteries companies in India. Both are strong
competitors to each other, both companies are competing with each other in every segment
of battery and also compete in promotional and marketing strategies. They have carried
same competition in Muzaffarnagar also. So I selected this topic to carry out my research
in
Comparative Study of Amaron & Exide Batteries in Muzaffarnagar.
The requirement of competing firms on the knowledge about factors that affect
Promotional & Marketing Strategies is necessary. With so many market-related research
studies in the past as well as the changing market culture, it is essential to focus research
topics on particular areas that deemed to be lack of up-to-date research to indicate what the
precise needs of this segment with respect to Battery industry and businesses. The purpose
of this research is mainly to fill the gaps and contribute to the existing knowledge related
to the subject of the study.
Objectives of the Project:Primarily, this study aims to compare top two leading battery companies Amaron &
Exide in relation to the factors that affect market of batteries. Specifically, the research
objectives include the following:
1) To study Market of batteries in Muzaffarnagar City.
2) To study of Promotional & Marketing Strategies Amaron & Exide Batteries in
Muzaffarnagar city.
3) To study of market depth of Amaron & Exide Batteries.
4) To study a services provided by batteries companies.
INTRODUCTION: Indian organized storage battery market is estimated at about
Rs.56 billion, comprising industrial batteries (Rs.25 billion) and automotive batteries
(Rs.31 billion including two-wheelers). Besides, the size of the unorganized sector is
estimated at Rs.15- 20 billion. The automotive segment accounts for nearly 60 per cent of
sales volumes, and about 55 per cent in storage battery sales in value terms. The industrial
segment accounts for the balance 40 per cent in volume terms and about 45 per cent in
value terms. The automotive battery segment can be further divided into OEM and
aftermarket, of which the former constitutes about 34 per cent. Demand for automotive
batteries is divided among different segments with cars and utility vehicles having the
largest share of 38 per cent followed by commercial vehicles at 29 per cent. Demand for
automotive batteries largely relies on the growth of the automobile OEMs and the
aftermarket. The growth in the industrial batteries segment is driven by infrastructure,
information technology and process industries.
Today battery is very useful product it almost used in most of the devices like
Electric Watches, Calculators, Implanted Medical Devices, Flashlights, Toys, Power Tools,
Portable Radio And TV, Mobile Phones, Camcorders, Lap-Top Computers, Memory
Refreshing, Instruments, Cordless Devices, Wireless Peripherals, Emergency Beacons,
Cars, Trucks, Buses, Lawn Mowers, Wheel Chairs, Robots, Evs, Hevs, Phevs, Fork Lift
Trucks, Milk Floats, Locomotives, Emergency Power, Local Energy Storage, Remote
Relay Stations, Communication Base Stations, Satellites, Munitions, Robots, Emergency
Power, Communications, Submarines.
RESEARCH METHODOLOGY: The study was conducted for the first time
regarding market review and comparative analysis between Amaron & Exide Batteries.
Thus it is an EXPLORATORY type of research. Further, the design that has been adopted
for the study of the given topic is SYSTIMATIC SAMPLING. Universe of the proposed
study will be finite (limited) Dealers and Automobile Retailers shops owners of
Muzaffarnagar City so sample size is 3 Amaron and 4 Exide totals 7.
LIMITATION OF THE STUDY: During my entire projects study I tried my best
to make my research study and my report qualitative but during my project work the
following limitation I faced;
CONCLUSIONS: In this research are drawn out after studying data interpretation
and analysis, which has been taken from fourth chapter. Conclusion is the decision or the
final result or the fact of the study. From the study of data interpretation and analysis it can
be concluded that:
Amaron & Exide is the leading batteries companies in India. Both are strong
competitors to each other, both companies are competing with each other in every segment
of battery and also compete in promotional and marketing strategies. They have carried
same competition in Muzaffarnagar also. Batteries industry is mainly divided in two
segments that are automotive batteries & Industrial batteries and both types of batteries are
made available by both Amaron & Exide batteries companies. Both Amaron & Exide is
used single or double brand strategies in every segment of batteries in Muzaffarnagar. In
that car, motorcycle, truck & UPS they used double brands and in remaining batteries
segments they used single brand strategies. Muzaffarnagar had large automotive batteries
market and less industrial batteries market so dealers of both Amaron & Exide are used
sales from counter sales process to sale their products in Muzaffarnagar market. They did
not use other sales procedure like sales by sales executives any other. To sale the
automotive batteries sale from counter process of sale is the best process.
SUGGESTION: It is the proposal of researcher after studying the observation,
analysis, interpretation and conclusions which is the result of the various activities by the
researcher. Different suggestions are given by different researcher depending upon the
seriousness of the problem. Here are few suggestions quoted by researcher based on the
said research.
Amaron & Exide is more concerns about automotive batteries segments they both
required being more focus on Industrial segments of batteries in Muzaffarnagar market.
Amaron should be spread their dealers network in Muzaffarnagar. Exide also required
being increase the dealers network because it is expected to be growth in the batteries
market in Muzaffarnagar because of there is huge demand for the automotives in
Muzaffarnagar. Amaron & Exide needs to available more than two brands of every
segments of battery in Muzaffarnagar market to attract different types of customers for the
battery. Both companies is used only a sales from counter sales process to sale in
Muzaffarnagar they can be used different sales process to increase their sales volume in
Muzaffarnagar market. Some offers may attract the customers towards Amaron & Exide
they should use some promotional offers to increase sales. Both
companies will be required to be provide intelligent services to the customers it may leads
to customer satisfaction. Season wised promotional tools will be used for Communication
& Promotion. Both companies will be required to frame their marketing strategies to
attract others customers like commercial transporter and industrial customers.
CHAPTE
RI
INTRODUCTI
ON
Sr. No.
Particulars
Page No.
1.1
1.2
1.3
Battery Introduction
1.4
Marketing Strategy
1.5
Promotional Strategy
12
1.6
Companies Introduction
14
1.6.1
About Amaron
14
1.6.2
About Exide
18
CHAPTER I
INTRODUCTION
1.1 BATTERY INDUSTRY IN INDIA:
Indian organized storage battery market is estimated at about Rs.56 billion,
comprising industrial batteries (Rs.25 billion) and automotive batteries (Rs.31 billion
including two-wheelers). Besides, the size of the unorganized sector is estimated at Rs.1520 billion. The automotive segment accounts for nearly 60 per cent of sales volumes, and
about 55 per cent in storage battery sales in value terms. The industrial segment accounts
for the balance 40 per cent in volume terms and about 45 per cent in value terms. The
automotive battery segment can be further divided into OEM and aftermarket, of which
the former constitutes about 34 per cent. Demand for automotive batteries is divided
among different segments with cars and utility vehicles having the largest share of 38 per
cent followed by commercial vehicles at 29 per cent. Demand for automotive batteries
largely relies on the growth of the automobile OEMs and the aftermarket. The growth in
the industrial batteries segment is driven by infrastructure, information technology and
process industries.
Indian Battery Market:
The size of the Indian lead acid storage battery industry (including inverter and
motive power batteries) as on March 2011, at a lead base of USD 2,500/MT, is estimated
to be about `130 billion, comprising the industrial batteries (`48 billion) and automotive
batteries (`82 billion). The overall size of the unorganised sector is estimated at about `35
billion. The automotive battery business accounts for nearly 63%, while the industrial
segment accounts for the rest. The automotive SLI (Starting, Lighting and Ignition) battery
segment can be divided into the OEM (~25%) and aftermarket segments (~75%). Demand
for automotive batteries is divided among different segments, with cars and utility vehicles
constituting the largest share of 36%, followed by commercial vehicles at about 28%, 2wheelers at about 21% and tractors at 15%. Demand for automotive batteries largely relies
on the growth of the automobile OEMs and the aftermarket. Growth in the industrial
area for the Government with massive investments planned in the near term. 2,14,000
chores has been allocated in the Union Budget 2011-12 for the infrastructure sector, which
is 23% higher than the previous year and this amounts to 48.5% of the Gross Budgetary
support to plan expenditure. Further, plans for modernization of Railways and setting up of
2
Nuclear Power Plants would lead to considerable demand for the battery Industry.
Automotivebattery
business63%
Branded
battery 58%
Industrialbattery
business 37%
Unbranded
battery 42%
Automotive Batteries: The Indian automotive segment registered a 26.7% growth in vehicle
sales in 2010-11, owing to robust economic growth, increased rural focus and launch of new
models. A total of 24 new launches were recorded in the passenger vehicle segment and 16 in
the 2-wheeler segment. Production in the automobile industry grew consistently in the last five
years as shown below, which augurs well for the automobile battery replacement market.
Growth in the automotive battery segment is driven by vehicle rollout and replacement
demand. The OEM business is driven by fresh vehicle (4-wheelers and 2-wheelers) demand.
Aftermarket sales are influenced by the number of vehicles in use, average battery life,
average vehicle age and population growth. In the aftermarket, small unorganised
manufacturers, who sell low-cost unbranded products, capture sizeable market share,
especially when catering to commercial vehicles and tractors. However, the
4
under which batteries are sold through motor garages, and the arrangements with several
companies for distribution of your Companys products through their outlets have resulted
in reaching the products at the door step of the consumers.
Wires would be strung everywhere, creating a safety hazard and an unsightly mess.
Thankfully, batteries provide us with a mobile source of power that makes many modern
conveniences possible.
While there are many different types of batteries, the basic concept by which they
function remains the same. When a device is connected to a battery, a reaction occurs that
produces electrical energy. This is known as an electrochemical reaction. Italian physicist
Count Alessandro Volta first discovered this process in 1799 when he created a simple
battery from metal plates and brine-soaked cardboard or paper. Since then, scientists have
greatly improved upon Volta's original design to create batteries made from a variety of
materials that come in a multitude of sizes.
Today, batteries are all around us. They
power our wristwatches for months at a time.
They keep our alarm clocks and telephones
working, even if the electricity goes out. They
run our smoke detectors, electric razors, power
drills, mp3 players, thermostats -- and the list
goes on. If you're reading this article on your
laptop or smartphone, you may even be using
batteries right now! However, because these
portable power packs are so prevalent, it's very
easy to take them for granted. This article will
give you a greater appreciation for batteries by exploring their history, as well as the basic
parts, reactions and processes that make them work.
Battery History:
Batteries have been around longer than you may think. In 1938, archaeologist
Wilhelm Koenig discovered some peculiar clay pots while digging at Khujut Rabu, just
outside of present-day Baghdad, Iraq. The jars, which measure approximately 5 inches
(12.7 centimetres) long, contained an iron rod encased in copper and dated from about 200
8
http://electronics.howstuffworks.com/everyday-tech/battery.htm
B.C. Tests suggested that the vessels had once been filled with an acidic substance like
vinegar or wine, leading Koenig to believe that these vessels were ancient batteries. Since
this discovery, scholars have produced replicas of the pots that are in fact capable of
producing an electric charge. These "Baghdad batteries" may have been used for religious
rituals, medicinal purposes, or even electroplating.
In 1799, Italian physicist Alessandro Volta created the first battery by stacking
alternating layers of zinc, brine-soaked pasteboard or cloth, and silver. This arrangement,
called a voltaic pile, was not the first device to create electricity, but it was the first to emit
a steady, lasting current. However, there were some drawbacks to Volta's invention. The
height at which the layers could be stacked was limited because the weight of the pile
would squeeze the brine out of the pasteboard or cloth. The metal discs also tended to
corrode quickly, shortening the life of the battery. Despite these shortcomings, the SI unit
of electromotive force is now called a volt in honour of Volta's achievement.
The next breakthrough in battery technology came in 1836 when English chemist
John Frederick Daniell invented the Daniell cell. In this early battery, a copper plate was
placed at the bottom of a glass jar and a copper sulfate solution was poured over the plate
to half-fill the jar. Then the zinc plate was hung in the jar, and a zinc sulfate solution was
added. Because copper sulfate is denser than zinc sulfate, the zinc solution floated to the
top of the copper solution and surrounded the zinc plate. The wire connected to the zinc
plate represented the negative terminal, while the one leading from the copper plate was
the positive terminal. Obviously, this arrangement would not have functioned well in a
flashlight, but for stationary applications it worked just fine. In fact, the Daniell cell was a
common way to power doorbells and telephones before electrical generation was
perfected.
By 1898, the Colombia Dry Cell became the first commercially available battery sold in
the United States. The manufacturer, National Carbon Company, later became the
Eveready Battery Company, which produces the Energizer brand.
http://electronics.howstuffworks.com/everyday-tech/battery1.htm
Functions of Battery:
Applications of Battery:
Electric Watches, Calculators, Implanted Medical Devices, Flashlights, Toys,
Power Tools, Portable Radio And TV, Mobile Phones, Camcorders, Lap-Top Computers,
Memory Refreshing, Instruments, Cordless Devices, Wireless Peripherals, Emergency
Beacons, Cars, Trucks, Buses, Lawn Mowers, Wheel Chairs, Robots, Evs, Hevs, Phevs,
Fork Lift Trucks, Milk Floats, Locomotives, Emergency Power, Local Energy Storage,
Remote Relay Stations, Communication Base Stations, Satellites, Munitions, Robots,
Emergency Power, Communications, Submarines.
1.4 MARKETING STRATEGY:Marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a sustainable.
Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results. Commonly, marketing strategies are developed as
multi-year plans, with a tactical plan detailing specific actions to be accomplished in the
current year. Time horizons covered by the marketing plan vary by company, by industry,
and by nation, however, time horizons are becoming shorter as the speed of change in the
environment increases. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned. See strategy dynamics.
Marketing strategy involves careful scanning of the internal and external
environments. Internal environmental factors include the marketing mix, plus performance
analysis and strategic constraints. External environmental factors include customer
analysis, competitor analysis, target market analysis, as well as evaluation of any elements
of the technological, economic, cultural or political/legal environment likely to impact
success. A key component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement. Besides SWOT analysis, portfolio analyses
such as the GE/McKinsey matrix or COPE analysis can be performed to determine the
strategic focus. Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals, determine the
optimal marketing mix to attain these goals, and detail implementation. A final step in
developing a marketing strategy is to create a plan to monitor progress and a set of
contingencies if problems arise in the implementation of the plan.
Product
Price
Place (distribution)
Promotion
These four P's are the parameters that the marketing manager can control, subject to the
internal and external constraints of the marketing environment. The goal is to make
decisions that center the four P's on the customers in the target market in order to create
perceived value and generate a positive response.
Product Decisions:The term "product" refers to tangible, physical products as well as services. Here are
some examples of the product decisions to be made;
Brand name
Functionality
Styling
Quality
Safety
Packaging
Warranty
Price Decisions
Some examples of pricing decisions to be made include:
Seasonal pricing
Bundling
Price flexibility
Price discrimination
Distribution channels
Inventory management
Warehousing
Distribution centers
Order processing
Transportation
Reverse logistics
Promotion Decisions
In the context of the marketing mix promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal
of generating a positive customer response. Marketing communication decisions include:
Advertising
Sales promotions
Types of Promotion:
Promotion includes personal selling, advertising, sales promotion, and public relations.
Personal Selling involves direct face-to-face relationships between sellers and potential
customers. Advertising is any paid form of "mass selling" or communication with large
numbers of potential customers at the same time. Sales Promotion refers to specific activities
(such as point-of-purchase displays, brochures, coupons) which can generate specific purchase
behaviour. Public Relations or Publicity is any free form of "mass selling." All of these
methods try to inform, persuade and remind the target audience about your product or service.
They are complementary to each other and should be integrated to maximize your results.
There are also different forms of each of these types of promotion such as broadcast, print,
direct mail and electronic advertising that offer different advantages, disadvantages, costs and
paybacks. The same message may be interpreted differently, based on the source of the
message in terms of trustworthiness and credibility.
Promotion Mix Decisions: There is no one right promotion mix (between Personal Selling,
Advertising, Sales Promotion, and Public Relations) for all situations. The promotion mix
for your company should be designed to accomplish your overall objectives. The specific
mix depends on a number of factors, including 1) the promotion budget available, 2) stage
of product in its life cycle, 3) nature of the competitive situation, 4) the target audience,
and 5) the nature of the product.
Push, Pull or Push-Pull Strategy: There are three basic promotional strategies or
philosophies -- push, pull or push-pull. A company that follows a push strategy is generally
very sales-oriented, trying to push the product through the distribution channel. A pull
strategy is generally a very marketing-oriented company that would spend all their
marketing funds on advertising to pull the product through the distribution channel. A
push-pull strategy is where the company may spend 50% on trade promotion and 50% on
end-user advertising Promotion is a vital factor in any marketing mix. To be successful
you must offer a good product or service at a reasonable price, and you must tell potential
customers about the product and where/how it can be purchased. Deciding on the right
promotional mix is obviously difficult, but can be and should be a rational, fact-based
decision. It requires considerable judgment and experience. You must consider the
industry, the customer and your competition.
1.6.1 ABOUT AMARONTechnology & Innovation, State of the Art manufacturing and collaboration with the
world's largest battery manufacturer (Johnston Controls) has allowed the Amaron brand to
fast become a global leader in the ultra competitive battery market.
Striking the ultimate balance between quality and value, Amaron has forged a strong
reputation for ultra long service life under the toughest of conditions. Manufactured in
India to provide superior performance in the hares and demanding local environment,
Amaron batteries also provide excellent performance on Australia's destructive roads and
offer strong resistance to our extreme climatic conditions.
Amaron manufacture a range of batteries to suit most Automotive, Industrial and
Commercial applications.
10
10
Since the proof of the pudding is in the eating, take a quick look at some of the
laurels we've garnered in the short time that we've been around with.
Best Telecom equipment Manufacturer Award 2009 by BSNL
Quality Excellence Award for the year 2009 by INDUS Towers
Amaron is the preferred supplier to Daimler Chrysler, Ford and General Motors
Automotive Product of the year 2000 by Overdrive
Excellence in Environmental Management in 2002 by AP Pollution Control Board
Creative Advertiser of the year '02 by ABBY
Ford "World Excellence Award"
http://www.Amaronbatteries.com.au/index.shtml
11
Ford Q1 Award
ISO-9001 in 1997RWTUV
QS 9000 in 1999RWTUV
ISO/TS 16949 in 2004RWTUV
Quality benchmarks
Best Business Practices as per JCI
ISO 14001 in 2002RWTUV
Part of the world's largest battery manufacturing alliance - Johnson Controls Inc.,
USA
Largest manufacturer of standby VRLA batteries in South Asia
Pioneered the widely used VRLA batteries for industrial application in India
http://www.amararaja.co.in/achievements.asp
Pro
The Amaron PRO series are the ultimate OEM
replacement for late model DIN and European spec
passenger and commercial vehicles and are the most
widely sold car battery in India. The Pro series integrate
Amaron's premium SILVEN X technology for ultra lowcorrosion and maintenance free operation as
well as BIC vents for enhanced safety. Oversized inter cell welds also help to provide
superior cranking power.
Longest life - Thanks to the reformulated Advantage paste recipe.
Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a lowcorrosion and no top-ups experience.
Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.
Inverter Shield
Amaron Inverter Shield is an exclusive battery designed specifically for demanding
industrial applications. The Inverter Shield's key features include an ultra strong ripped
and leak proof case, specially formulated hybrid alloy plate system for minimal water loss
and maintenance optional operation and low internal resistance for fast charge acceptance
for shorter recharge time.
Amaron GO batteries
Lasts long, really long Amaron GO, brought to you by Amara Raja Batteries Limited
(ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian
Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience,
building efficiency and power solutions.
Long life -Thanks to the reformulated Advantage paste recipe.
Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a lowcorrosion and no top-ups experience.
Factory Fresh - Wet Shipped and ready to fit
Amaron Black batteries
Lasts long, really long Amaron Black, brought to you by
Amara Raja Batteries Limited (ARBL), the largest
manufacturers of Stand-by VRLA Industrial Batteries in
the Indian Ocean Rim and Johnson Controls Inc, USA;
the global leader in Interior experience, building efficiency and power solutions.
Long life - Thanks to the reformulated Advantage paste recipe.
Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a lowcorrosion and no top-ups experience.
Factory Fresh - Wet Shipped and ready to fit.
12
1.6.2 ABOUT EXIDEExide Industries Ltd is the country s largest manufacturer of lead acid storage batteries
and power storage solutions provider. With seven international standard factories spread across
the nation, the company offers one of the widest ranges of batteries for every conceivable
application in industrial as well as automotive segments. Exide also has a manufacturing
subsidiary in Sri Lanka and does business globally through its subsidiaries and affiliates in
South-East Asia, Australia and Europe. Exide s products are sold globally, particularly in
developed markets like Australia, Japan and Western Europe, under its own brand name.
Exides strong brand pull, established in India for close to hundred years, is supplemented by
its nationwide dealer network and a very strong R&D centre.
Exide Industries Ltd, the countrys largest lead acid storage battery manufacturer
13
31 January, 1947 under the Companies Act, 1913 to purchase all or any of the assets of
the business of manufacturers, buyers and sellers of and dealers in and repairers of
electrical and chemical appliances and goods carried on by the Chloride Electric Storage
Company (India) Ltd, in India , since 1916 with a view thereto to enter into and carry into
effect (either with or without modification) an agreement which had already been prepared
and was expressed to be made between the Chloride Electric Storage Co (India) Ltd on the
one part and the Company of the other part. The name of the Company was changed to
Chloride India Ltd on 2nd August, 1972. The name of the Company was again changed to
Chloride Industries Ltd. vide fresh Certificate of Incorporation dated 12th October, 1988.
The name of the Company was further changed to Exide Industries Ltd. on 25th August,
1995.
12 http://amaron.com/black.html
13
www.exide.com
Milestones:
1916 Chloride Electric Storage Co. (CESCO) UK sets up trading operations in India as
an import house.
1946 First factory set up in Shamnagar, West Bengal.
1947 Incorporated as Associated Battery Makers (Eastern) Limited on 31 January 1947
under the Companies Act.
1947 Incorporated Chloride International Limited (previously Exide Products Limited)
1969 Second factory at Chinchwad, Pune
1972 The name of the Company was changed to Chloride India Limited
1976 R&D Centre established at Kolkata
1981 Third factory at Haldia, West Bengal
1988 The name of the Company was changed to Chloride Industries Limited
1994 Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. of Japan, a
subsidiary of the Hitachi Group.
1995 Chloride Industries Limited renamed Exide Industries Limited
1997 Fourth factory at Hosur, Tamil Nadu
1998 Acquisition of industrial/ manufacturing units of Standard Batteries Ltd located at
Taloja & Kanjurmarg (Maharashtra), Guindy (Tamilnadu) and plant at
Ahmednagar (Maharashtra) from Cosepa Fiscal Industries Limited as a going
concern.
1999 Acquired 51% Shareholding in Caldyne Automatics Ltd
2000 Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd., Singapore and
49% stake in Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka.
2003 Commissioned plant at Bawal, Haryana
2003 New joint venture in UK, ESPEX, with 51% holding.
2004 Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka became a
subsidiary consequent to acquiring further 12.50% Equity holding.
2005 Investment in 50% shareholding of ING Vysya Life Insurance Company Limited
2007 Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring the
balance 49% shareholding.
2007 Investment with 26% shareholding. In CEIL Motive Power Pty Ltd. A Joint
Venture in Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd
14
14
http://www.exideindustries.com/company_profile.html
Manufacturing Facility:
automobile industry and lots more from this site. Whats more, you can even enjoy custom
built games, download cool wall papers and screen savers absolutely free.
Industrial: Storage Batteries are an essential requirement to keep electrically operated
equipments going when the mains fail. Railway, Telecommunications, Defense, Mining,
Hospitals, Airlines Signaling & Communications..... All depend on Exide to fulfill their
needs for Standby Power. Railway Systems, from Air conditioning, Train Lighting to
Signaling, Diesel Loco Starter, and Electric Multiple Units depend on Exide to keep
running smoothly. Starting with batteries for Fork Lift Trucks, Golf Carts, Electric Wheel
Chairs, etc., Exide has steadily developed the technology for powering electric vehicles as
well as water vessels driven by battery power. The special power-packs are considerably
lighter and can be recharged faster than conventional batteries.
SF Industrial: The SF Industrial Range of Industrial Lead Acid Batteries stand for
abundant power, undaunted by the challenge of Indian conditions. All batteries provide
power but it takes only an SF Industrial to perform at peak power, always. This matchless
range of batteries for Online UPS, Off Line UPS & Home UPS applications redefines
durability, defies the years and breathes new life to power. The power packed SF Industrial
battery does not merely last long. It Lives Long. Stays Strong. Throughout its long
lifespan, the power never drops, come what may. Thats what makes SF Industrial
batteries so unbeatable.
15
15
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.
http://www.exideindustries.com/our_product.html
At the CII (Eastern Region) awards ceremony in Kolkata for 08-09 Exide
Shyamnagar won.
The following table depicts the ISO certifications of the Companys various Plants:
ISO 9001
Haldia
Hosur
Shamnagar
Taloja
Chinchwad
Bawal
ISO 9001
ISO 14001
OHSAS 18001
CHAPTER
II
Research
Methodolog
y
Sr.
No.
Particulars
Page No.
2.1
23
2.2
23
2.3
24
2.4
Research Design
25
2.5
28
Chapter 2
Research Methodology
2.1. Meaning and Definition
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically. Research
methodology has many dimensions and research methods do constitute a part of research
methodology. Research methodology does not talk only of research methods but also
consider the logic behind the methods that use in the context of research study and also
explain why research is using a particular method or technique so that research results are
capable of being evaluated. Collection of data, adoption of right method, suitable
technique for analysis and similar other factors are important carry out a research study. In
short Research is a systematic and continues method of defining a problem, collecting the
facts and analyzing them, reaching conclusion forming generalizations.
Selecting the research method/technique for study is crucial decision to researcher. In this
project the study will be carried on various or same categories of mutual fund for same or
different mutual fund houses, so the research of study is based on Exploratory research for
that data will be collected from secondary & primary sources.
Research methodology is a scientific & systematic research for pertinent
information on a specified topic. The main aim of the research is to find out the truth
which is hidden and which has not been discovered as yet. Market analysis has become an
integral tool of business policies these days. Research, thus replace innovative business
decisions by more logical & scientific decisions. Research Methodology is a way to solve
the research problem systematically. It may be understood as a science of studying how
research is done scientifically. In this, we study the various steps that are generally adopted
by researcher in studying his research problem along with the logic behind them. The
purpose of the research methodology is to solve the market problem
Research Type
Exploratory Research:
Exploratory research defines a problem which is then solve by conclusive research.
The objective of exploratory research is to find out new ideas flexibility and ingenuity
characterized by the investigation. Exploratory research studies are also termed as
formulate research studies. The main purpose of such studies is that formulating a problem
for more precise investigation. The major emphasis in such studies is on the discovery of
ideas and insight.
EXPLANTION:
The study was conducted for the first time regarding market review and comparative
analysis between Amaron & Exide Batteries. Thus it is an exploratory type of research.
Sample Design
When studies are undertaken in particular direction, consideration of time and cost
almost invariably lead to a selection of respondents or few items. The selected
respondents or few items constitute what is technically called a sample and selection
process called sampling technique.
Sample designs are basically of two types viz., probability sampling and nonprobability sampling. In non-probability sampling is that sampling procedure which does
not afford any basis for estimating the probability that each item in the population has of
being included in sample. Under non-probability sampling the researcher purposively
choose the particular units or items of universe for the study. Under non-probability
sampling the researcher should adopt quota sampling. Under quota sampling the researcher
will select the items for the sample is left to the researcher discretion.
A sample design is a definite plan for obtaining a sample for a given population. It
refers to a techniques or procedure adopted in selecting items for the sample.
Sampling:
Further, the design that has been adopted for the study of the given topic is
SYSTIMATIC SAMPLING.
EXPLANATION:
During the course of the study Systematic sampling will be used for interviewing
authorized dealers of Amaron & Exide Batteries and authorized automobile retailers in
Muzaffarnagar city. Because authorized dealers and authorized automobile retailers can be
enlist and it is possible to interviewing all.
The following is the sample design that has been adopted for the study.
Universe: Universe of the proposed study will be finite (limited) Dealers and
Automobile Retailers shops owners of Muzaffarnagar City.
Sampling size: The sample size will be as follows:
1. All authorized Dealers of Amaron and Exide Batteries in Muzaffarnagar city
th
Research Procedure:
Develop
recomm
endatio
ns
based
on the
findings
.
Report Writing
CHAPTER III
Data
Presentation,
Analysis and
Interpretation
Sr. No.
Particulars
Page No.
3.1
Introduction
29
3.2
30
3.3
Interpretation
30
CHAPTER III
DATA PRESENTATION, ANALYSIS AND
INTERPRETATION
INTRODUCTION:
The data after collection has to be analyzed in accordance with the outline laid
down for the purpose at the time of developing the research plan. Analysis and
Interpretation of data in a general way involves a number of closely related Operations,
which are performed with the purpose of summarizing the collected data that fulfill the
research objective.
The primary data collected from the respondents under
study with the help of Questionnaire do not complete study itself. For drawing logical
conclusion and for giving some concrete suggestions these data have to be analyzed.
Facilitating analysis, interpretation and collected data have
been appropriately tabulated. Interpretation refers to the task of drawing inferences from
the collected facts after an analytical or experimental study. Interpretation is essential for
the simple reason that the usefulness and utility of research findings lie in proper
interpretation.
The analysis and interpretation of collected data has been discussed in the following
manner 1) The question asked and its objective has been discussed in the first part.
2) Table showing responses, tabulation and frequency for each question follow it.
3) Finally, the interpretation drawn from the table has been discussed in brief.
Que. 1 Number of authorized dealers and distributors of Amaron & Exide batteries
in Muzaffarnagar city.
(Table no. 3.1: Number of authorized dealers of Amaron & Exide in Muzaffarnagar.)
Type
Amaron
Exide
Total Respondents
Distributor
Dealers
Total
(Graph no. 3.1: Number of authorized dealers of Amaron & Exide in Muzaffarnagar.)
43%
57%
Amaron
Exide
Exide is 7 .
Interpretation:
The researcher found that Exide has more number of dealer base as compare to Amaron.
This shows that Exide has more reachable to customer than Amaron.
Amaron
Exide
Total
Automotive
Industrial
Industrial
4
Amaron
Exide
Que. 3 How many brands per segment they keep in their stores?
(Table no. 3.3: Brands of Batteries keep dealers of Amaron & Exide in Muzaffarnagar.)
Batteries Segment
Amaron
Exide
Car
Motorcycle
Truck
Inverter
UPS (Other)
Brand Availablity
2
Amaron
Exide
Car
Motorcycle
Truck
Inverter
UPS (Other)
Que. 4 Which sales process marketers used for the sale the batteries?
(Table no. 3.4: Sales process used for sale of batteries by marketers in Muzaffarnagar)
Process
Amaron
Exide
Sales by Executive
Other
Exide
4
3
0
Sales from Counter
Sales by Exicatives
Other
Amaron
Exide
Other(free Checking)
0
offers from company
others(free cheking)
Amaron
Exide
From the above table researcher found that both Amaron & Exide are gives similar type of
services to their customers in Muzaffarnagar.
Exide
Pamphlets
Pamphlets
TV Ads
TV Ads
Flexes
Flexes
Mechanical Meets
Pamphlets
News Papers Advertises
TV Ads
Flexes
Free Checking Camp
Brand Name
Car
Exide Xpress
10
Motor Cycle
20
Truck
Exide Champion
Inverter
10
Other (UPS)
Exide Matrix
20%
Car
Motorcycle
20%
Truck
10%
Inverter
40%
UPS
Brand Name
Car
Fresh, Black
10
Motor Cycle
Go, Pro
15
Truck
Highway, Harvest
10
Inverter
Flo
Other (UPS)
Power
22%
Car
MotorCycle
Truck
22%
34%
Inverter
Other(UPS)
(Table no. 3.10: Comparative depth of Amaron & Exide in Muzaffarnagar market.)
Category
Amaron
Exide
Car
10
10
Motor Cycle
15
20
Truck
10
5
Inverter
5
10
other(UPS)
5
5
Graph no. 3.8:
Market
Amaron
Exide
20
10
10
Car
15
Motor Cycle
10
Truck
10
Inverter
other(UPS)
Amaron
Exide
Commercial Transporter
50%
40%
Individual
40%
50
Industrial
10%
10%
(Graph no. 3.9: Percentage of major customer of Amaron & Exide in Muzaffarnagar
market.)
Major Customers of
Amaron
Major customers of
Exide
Commercial Transporter
Commercial Transporter
Individual
Individual
Industrial
Industrial
10%
10%
40%
50%
40%
50%
Interpretation:
From the above table and graphical representation the researcher found that both Amaron
& Exide have individual as their major customers in Muzaffarnagar market and they have
very least Industrial customers because of small industrial area of Muzaffarnagar.
CHAPTER IV
Conclusions
and
Suggestions
Sr. No.
Particulars
Page No.
4.1
Conclusions
41
4.2
43
CHAPTER IV
CONCLUSIONS AND SUGGESTIONS
4.1 Conclusions
Conclusion is the end decision. Conclusions in this research are drawn out after studying
data interpretation and analysis, which has been taken from fourth chapter. Conclusion is
the decision or the final result or the fact of the study. From the study of data interpretation
and analysis it can be concluded that-
Amaron & Exide is the leading batteries companies in India. Both are strong
competitors to each other, both companies are competing with each other in every
segment of battery and also compete in promotional and marketing strategies. They
have carried same competition in Muzaffarnagar also.
For carry out the research project in Muzaffarnagar under the title comparative
study of Amaron & Exide batteries in Muzaffarnagar researcher found that Exide
having large dealers network than Amaron batteries dealers network in
Muzaffarnagar.
Batteries industry is mainly divided in two segments that are automotive batteries
& Industrial batteries and both types of batteries are made available by both
Amaron & Exide batteries companies.
Automotive batteries having large market share in Muzaffarnagar than Industrial
batteries market in Muzaffarnagar.
After the analysis and findings it seems that Exide have larger market share in
automotive batteries than Amaron.
In industrial batteries segment other than inverter and solar batteries UPS batteries
also have demand in Muzaffarnagar market.
In automotive batteries segments car and motorcycle batteries is major share in
Muzaffarnagar market.
In industrial batteries segments inverter batteries have major market share in
Muzaffarnagar market.
Amaron & Exide are used single or double brand strategies in every segment of
batteries in Muzaffarnagar. In that car, motorcycle, truck & UPS they used double
brands and in remaining batteries segments they used single brand strategies.
Muzaffarnagar had large automotive batteries market and less industrial batteries
market so dealers of both Amaron & Exide are used sales from counter sales
process to sale their products in Muzaffarnagar market. They did not use other
sales product like sales by sales executives any other. To sale the automotive
batteries sale from counter process of sale is the best process.
Amaron did not use any promotional offers in Muzaffarnagar market only Exide is
give some promotional offers to attract the customers it is only gives through
authorized distributor of Exide.
Some of the dealers of Amaron & Exide are providing some offers to customers
like free-checking service to attract customers.
Amaron & Exide provide all the basic services to customers so it can be conclude
that they have close competition in Muzaffarnagar in terms of services.
Amaron & Exide have cut-throat competition in the promotional strategies almost
every type of promotional and communication tools they used in Muzaffarnagar
market to attract their customers.
Amaron used opinion leadership tool for marketing they organized quarterly
mechanical meet.
Amaron & Exide both are very strong in the availability of their products in the
market. Market depth of the Amaron & Exide is nearly same in every segment of
battery.
In the Muzaffarnagar batteries market there are four types customers for the
batteries like products Individual, Industrial and commercial transports but
individual customers in major share than other types of customers for batteries.
Amaron & Exide is more concerns about automotive batteries segments they both
have to concentrate on Industrial batteries segments in Muzaffarnagar market for
increase their sale.
Amaron & Exide should increase their dealers network in Muzaffarnagar to grab
more customers, it is expected to be growth in the batteries market in
Muzaffarnagar because of there is huge demand for the automotives vehicles in
Muzaffarnagar.
Amaron & Exide needs to available more than two brands of every segments of
battery in Muzaffarnagar market to attract different types of customers for the
battery.
Both companies are using only a sales from counter sales process to sale in
Muzaffarnagar they can be used different sales process to increase their sales
volume in Muzaffarnagar market.
Some offers may attract the customers towards Amaron & Exide they should use
some promotional offers to increase sales.
Both companies will be required to be provide intelligent services to the customers
it may leads to customer satisfaction.
Season wised marketing tools will be used for Communication & Promotion.
Both companies will be required to frame their marketing strategies to attract
others customers like commercial transporter and industrial customers.
CHAPTER v
Appendice
s
Sr. No.
Particulars
Page No.
5.1
Bibliography
44
5.2
Annexure
46
CHAPTER V
APPENDICES
5.1 Bibliography
Books & Journals 1) Kothari C. R., Research Methodology Methods & techniques, New Age
International Publication, Second Edition 2004, Reprint 2008.
2) Philips Kotler, Marketing Management, Pearson Education Inc., Eleventh
Edition, Reprint 2004.
3) Annual Report- 2010-11, Exide Industries Limited.
4) Annual Report- 2010-11, Amara Raja Batteries Limited.
http://electronics.howstuffworks.com/everyday-tech/battery.htm
2)
http://electronics.howstuffworks.com/everyday-tech/battery1.htm
3)
http://www.amaronbatteries.com.au/index.shtml
4)
http://www.amararaja.co.in/achievements.asp
5)
http://amaron.com/black.html
6)
www.exide.com
7)
http://www.exideindustries.com/company_profile.html
8)
http://www.exideindustries.com/our_product.html
9)
10)
5.2 Annexure
11)
QUESTIONNAIRE
Dear Sir,
I
am
the studentof Dept.
of
Business
Administration
&
Management,
SGBAU,
15)
16) MUZAFFARNAGAR; MBA II, conducting this survey on Comparative Study of
Amaron & Exide Batteries in Muzaffarnagar. Information collected is solely used
17) for the academic purpose and will be kept confidential.
18)
(Note: Tick wherever applicable.)
12)
13)
14)
19)
20)
21)
Shop Name:______________________________________________________
22)
23)
Shop owner name:_________________________________________________
24)
Category: Distributer/Retailers Ph. no.:________________
25)
26) Address:_________________________________________________________
27)
28)
29)
30) 1)
them?
31)
Amaron
Batteries
32)
36)
47)
Exide
Batteries
34)
33)
35)
48)
49) 3)
50)
52)
Sale from
counter
Through sales
Executive
58) (Other Please Specify)__________________
57)
59)
60)
61) 5)
65)
68)67)
70)
72)
74)
76)
77)
78)
79)Product
80)
to the target
audience?
83)
Pamphlets
86)
89)
Flexes
81)
82)
84)
Newspaper
85) TV Ads
88) Other
87)
Quarterly Meet
________
90)
91)
store?
92)
93)
a) ______________________
96)
b) ______________________
98) c) ______________________
d) ______________________
e) ______________________
f) ______________________
103) g) ______________________
94)
95)
97)
99)
100)
101)
102)
104)
106)
105)
107)
108)
111)
112)
113)
114)
115)
116)
117)
118)
______________________
___________________
Individual
Industrial