Marketing

Management
Launch of Amaron Automotive
Batteries
Group 4
Akshay R (16124)
Jagan P G (16136)
Neha Prasanna
(16148)
Sohail S (16168)

About The Company

ARBL -leading industrial & automotive battery manufacturer in
India.
Started by Ramachandra N. Galla, an NRI, in 1985.
The first company to manufacture sealed maintenance-free valveregulated lead acid (VRLA) batteries for industrial applications in
India. They were the market leader in the stand by VRLA battery
segment in India with a market share of over 40%.
The largest manufacturer of VRLA batteries in the Indian Ocean
Rim and among the top 10 in the world.
Technical collaboration with Johnson Controls, a global automotive
component manufacturer.

Storage Battery Market

Storage
battery
market

Automotive
battery
market

OEM

Industrial
battery
market

replaceme
nt

AUTOMOTIVE BATTERY MARKET

The automotive battery segment has a market share of
62% in the storage battery market and is valued at Rs
160 billion
OEM (Original Equipment Manufacturer) Market:Batteries supplied to automotive manufacturers
Market Leader is Exide with 90% market share

Replacement Market
The market is highly unorganised
Exide is the market leader with 25% market
share.

Product Differentiation
Features
Non Corrosive Plates
High heat resistant technology.
Low reaction rate.
Performance Quality
Low Maintenance
Leak Proof Battery
Matches Indias extreme weather conditions
Durability
Long Life

Style
Florescent on black
In Your face font used for naming

Design
Convenient fold down handles
Charge Indicator
Fancy wends, ribbed side walls

Strength

Weakness

Patented silver alloy plates which

doesnt corrode.
No prior experience in automotive industry.
Huge dealer network(7250 retailers
which include service stations,
accessory shops, old battery dealers,
lubricant dealers etc)
Within three years company
Swot
captured 6% of the replacement
analysis
market share.

strengt
h

Opportunities
The replacement battery
segment is highly
unorganised.
Exide is the only major player
with 25% market share.

Threats

Competition from Exide.

1. When the OEM market is the key segment in the

automotive battery industry, why did Amara Raja focus on
the replacement market? What should it do to increase the
market share?
Exide was the market leader with 90% of the market share.
Amaron was new to the automotive industry.
ARBL found that the replacement market was highly unorganized.
To increase the market share the company should focus on the
following :
Should tie up with more automobile manufacturers.

2.In what ways does branding help Amara raja to market a

low involvement product like automotive batteries?
To create involvement among the low involvement products, high degree of
creativity is required.
Amarons advertisements were highly creative and helped them to create a brand
image in the minds of the people.
With the help of creative advertisements and other branding techniques ARBL was
able to capture 6% of the replacement market within a span of 3 years.
Branding eased their transition from the replacement market to the OEM market.

3. What should ARBL do to penetrate OEM segments?

Product customization They should try customize the batteries in a cost
effective manner.
They should focus on performance quality by continuously improving the
product through

innovative technologies , which can produce high returns and market share.

They should design the battery in such a way that they are easy to install
and easy to repair.
The customers can also make avail of Amarons service instead of the
automobile manufacturers, if anything at all happens to the performance of

Thank
You