A COMPARATIVE STUDY OF AMERON

AND EXIDE BATTERIES IN AMRAVATI

A Dissertation Submitted by

SACHIN FARFAD M.B.A. Programme

2010 - 2012

Under the guidance of

PROF. DEEPAK JAISWAL

To

SANT GADGE BABA AMRAVATI UNIVERSITY

AMRAVATI

In Partial Fulfillment of the Requirements

For the Award of Degree of

MASTER OF BUSINESS ADMINISTRATION

Post Graduate Teaching Department of

Business Administration and Management

SANT GADGE BABA AMRAVATI UNIVERSITY

AMRAVATI

2011-2012

A COMPARATIVE STUDY OF AMERON

AND EXIDE BATTERIES IN AMRAVATI

A Dissertation Submitted By

SACHIN FARFAD M.B.A. Programme

2010-2012

Under the Guidance of

PROF. DEEPAK JAISWAL

To

SANT GADGEBABA AMRAVATI UNIVERSITY

AMRAVATI

In Partial Fulfillment of the Requirements

For the Award of Degree of

MASTER OF BUSINESS ADMINISTRATION

-Through-

The Head

Post Graduate Teaching Department of

Business Administration & Management

SANT GADGE BABA AMRAVATI UNIVERSITY,

AMRAVATI (M.S.) – 444602

2011-2012

Post Graduate Teaching Department Of

Business Administration and Management, SANT GADGE BABA AMRAVATI UNIVERSITY,

AMRAVATI (M.S.) – 444602

TEL: (EPBX NO) 26623555, 2662206/07 Extn. 283

Email: aumba@rediffmail.com Website: www.sgbau.ac.in

Certificate

This is to certify that the dissertation entitled,

A Comparative Study of Ameron and Exide

Batteries in Amravati

Submitted by

SACHIN FARFAD

In partial fulfillment of the conditions for the award of degree of Master of

Business Administration to the Sant Gadge Baba Amravati University,

Amravati has been prepared under my supervision and guidance. It is also

certified that:

The candidate has satisfactorily conducted this research for not less

than one academic year.

The dissertation is of sufficiently high standard to warrant its

presentation for examination.

Date: Prof. Deepak Jaiswal

Place: Amravati Guide

DECLARATION

I, Sachin Farfad hereby declare that the dissertation entitled, “A

Comparative Study of Ameron and Exide Batteries in

Amravati” is the result of my own research work and that the same

has not been previously submitted to any examination of this or any

other university.

Date: Sachin Farfad

Place: Amravati MBA-II (2011-12)

Dept. of Buss, Admn. &Mngt.

Sant Gadge Baba Amravati

University, Amravati.

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., Amravati 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: SACHIN FARFAD

Place: Amravati

CONTENT

“A Comparative Study of Ameron and Exide Batteries in Amravati”

Sr. No. Particulars Page No.

List of Tables II

List of Graphs III

Abstract IV

Chapter I Introduction

1.1

1.2

1.3

1.4

1.5

1.6

1.6.1

1.6.2

Battery Industry in India

Types of Battery Industry

Battery Introduction

Marketing Strategy

Promotional Strategy

Companies Introduction

About Ameron

About Exide

1

3

6

9

12

14

14

18

Chapter II Research Methodology

2.1

2.2

2.3

2.4

2.5

Meaning And Definition

Research Problem Identification

Objective Of the Research

Research Design

Scope & Limitation

23

23

24

25

28

Chapter III Data Presentation, Analysis And Interpretation

3.1

3.2

3.3

Introduction

Presentation & Analysis

Interpretation

29

30

30

Chapter IV Conclusions and Suggestions

4.1

4.2

Conclusions

Suggestion & Recommendation

41

43

Chapter V Appendices

5.1

5.2

Bibliography

Annexure

44

46

LIST OF TABLE

“A Comparative Study of Ameron and Exide Batteries in Amravati”

Table No. Particulars Page No

3.1 Number of authorized dealers of Ameron & Exide in

Amravati 30

3.2 Types of Batteries keep dealers of Ameron & Exide in

Amravati. 31

3.3 Brands of Batteries keep dealers of Ameron & Exide in

Amravati. 32

3.4 Sales process used for sale of batteries by marketers in

Amravati 33

3.5 offers given to attract customers 34

3.6 Services offers to customers 35

3.7 Communication and Promotion used to attract the customer 36

3.8 Market Depth of Exide products in Units 37

3.9 Market Depth of Ameron products in Units 38

3.10 Comparative depth of Ameron & Exide in Amravati market 39

3.11 Percentage of major customer of Ameron & Exide in

Amravati market 40

LIST OF GRAPH

“A Comparative Study of Ameron and Exide Batteries in Amravati”

Graph No. Particulars Page No

3.1 Number of authorized dealers of Ameron & Exide in

Amravati 30

3.2 Types of Batteries keep dealers of Ameron & Exide in

Amravati. 31

3.3 Brands of Batteries keep dealers of Ameron & Exide in

Amravati. 32

3.4 Sales process used for sale of batteries by marketers in

Amravati 33

3.5 offers given to attract customers 34

3.6 Market Depth of Exide products in Units 37

3.7 Market Depth of Ameron products in Units 38

3.8 Comparative depth of Ameron & Exide in Amravati market 39

3.9 Percentage of major customer of Ameron & Exide in

Amravati market 40

abstract

ABSTRACT

Ameron & 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 Amravati also. So I selected this topic to carry out my research in

“Comparative Study of Ameron & Exide Batteries in Amravati.”

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 Ameron &

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 Amravati City.

2) To study of Promotional & Marketing Strategies Ameron & Exide Batteries in

Amravati city.

3) To study of market depth of Ameron & 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 Ameron & 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 Amravati

City so sample size is 3 Ameron 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;

Time period for the study is very short.

It happens that some respondents may give wrong/ biased data.

Some respondents did not give proper response.

Study only in Amravati city.

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:

Ameron & 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 Amravati 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 Ameron & Exide batteries companies. Both Ameron & Exide is used

single or double brand strategies in every segment of batteries in Amravati. In that car,

motorcycle, truck & UPS they used double brands and in remaining batteries segments

they used single brand strategies. Amravati had large automotive batteries market and less

industrial batteries market so dealers of both Ameron & Exide are used sales from counter

sales process to sale their products in Amravati 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.

Ameron & Exide is more concerns about automotive batteries segments they both

required being more focus on Industrial segments of batteries in Amravati market. Ameron

should be spread their dealer‟s network in Amravati. Exide also required being increase

the dealers network because it is expected to be growth in the batteries market in Amravati

because of there is huge demand for the automotives in Amravati. Ameron & Exide needs

to available more than two brands of every segments of battery in Amravati market to

attract different types of customers for the battery. Both companies is used only a sales

from counter sales process to sale in Amravati they can be used different sales process to

increase their sales volume in Amravati market. Some offers may attract the customers

towards Ameron & 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.

CHAPTER I

INTRODUCTION

Sr. No. Particulars Page No.

1.1

1.2

1.3

1.4

1.5

1.6

1.6.1

1.6.2

Battery Industry in India

Types of Battery Industry

Battery Introduction

Marketing Strategy

Promotional Strategy

Companies Introduction

About Ameron

About Exide

1

3

6

9

12

14

14

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.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.

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%, 2-

wheelers 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

batteries segment is driven by infrastructure and technology-related industries such as

power, UPS and telecommunications. 1

Growth of Battery Industry in India:

The Indian battery industry is growing at a rate of 30 percent per annum. A couple

of years back, it did see a slump due to dumping of cheap Chinese batteries, but it has

picked up since then. It is poised to more than double within four years, given the current

rate of growth.

Industry Structure and Development:

The Domestic Battery Industry has had mixed fortunes during the year under

review. The telecom, infrastructure and export sectors continue to be sluggish but this has

been compensated by an unexpected high growth in the automobile sector. The passenger

vehicle segment grew by over 29% whilst the commercial vehicle segment registered a

growth of nearly 27% as compared to 2009-10. Sale of two-wheelers registered a growth

of 26% and automobile exports had a growth of nearly 30% as compared to 2009-10.

It is expected that this rate of growth would continue unabated and the total

automobile market is expected to grow by double digits annually for the next 5 years. As

stated earlier, India is emerging as a small car hub in the Asia Pacific Region and most of

the leading global players have a presence in this country. Buoyed by the growth

prospects, almost all automobile manufacturers in the country are expanding their

capacities and some are also setting up new facilities. These manufacturing facilities

would not only cater to the local market but also act as a manufacturing base for export of

both passenger vehicles as well as heavy vehicles, including tractors. During the previous

year the automobile industry attracted Foreign Direct Investment worth US$ 1,191 million.

Trained manpower at competitive costs and stagnation in the industrialized nations has

induced global majors to invest in India and China. It is expected that India would become

one of the top 5 vehicle producing countries in the World by 2020, with domestic

consumption growing four-fold. These developments would obviously lead to increase in

the market base of the domestic battery industry. Infrastructure continues to be a key focus

1 Amara Raja Batteries Limited I 2010-11 Annual Report

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

Nuclear Power Plants would lead to considerable demand for the battery Industry.2

3

1.2 Types of Battery Industries:

Industrial Batteries: Industrial batteries have a wide range of use across

infrastructure and other sectors–railways, telecom, power, uninterrupted power supply

(UPS), inverters, and electric forklifts, among others. Valve Regulated Lead Acid (VRLA)

batteries, being completely sealed, maintenance-free and reliable, are the most widely used

in critical, remote and unmanned applications (telecom and UPS systems). The Indian

telecom sector remained the largest customer of industrial batteries even as competitive

pressures and change in business dynamics forced telecom service providers to reduce

2 Exide Industries Limited I 2010-11 Annual Report

3 Page No. 26 AMARA RAJA BATTERIES LIMITED ANNUAL REPORT 2010-11

Domestic lead acid storage battery market (130 billion)

Automotivebattery business–63%

Branded battery– 58%

Unbranded battery– 42%

Industrialbattery business –37%

capital expenditure. On the other hand, extensive computerisation of banking and

government departments and persistent

Power shortage resulted in robust demand for UPS batteries with a growth of about 15%

CAGR across five years.4

Sales of Industrial batteries for 2010-11 registered a growth of around 16% in

terms of value and 13% by volume. This has been possible in spite of severe competition

and low cost imports in the domestic market. Overall Infrastructure business has shown a

growth of 15%, mostly contributed by Solar at 68% and Traction segment at 62%.

Telecom recorded a comparatively lower growth of 9%. Power segment recorded a growth

of 12% with a very healthy order booking for future months. In Fast Moving Industrial

Battery segment, Sales for the year ended 31.03.2011 recorded a growth of around 18% in

terms of value and 13% in terms of volume. While there has been a marginal de-growth of

5% in UPS OEM segment, Trade growth during the period was 18%. Measures have been

initiated for further up-gradation of quality and performance of VRLA Batteries. Exports

had a growth of 40% by value and 26% by volume, mostly through exports to Australia,

Germany, UK, South Africa and ASEAN Countries. A lot of Research & Development

work has been done in developing Maintenance Free Tubular Batteries for Telecom &

UPS with long life. Flooded Batteries with 10 year‟s Warranty are being developed for

Telecom and Solar Applications.5

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 Amara Raja Batteries Limited I 2010-11 Annual Report

5 Exide Industries Limited I 2010-11 Annual Report

share of unorganised manufacturers declined in recent years owing to product

unreliability, rising disposable incomes, increasing quality consciousness, environmental

restrictions, technology advancements in the automotive industry and organised players

increasing their presence outside major cities. The replacement cycle of an automotive

battery is determined by battery usage and other factors like charge balance, cumulative

distance clocked by automobile, among others. On an average, a 4-wheeler battery life

expectancy is about three years, while for the 2-wheeler battery life expectancy is around

two years.6

The sales of automotive batteries registered a growth of 23% as compared to the

previous year. However, your Company was unable to cater fully to the unanticipated

demand by all segments of vehicle manufacturers due to capacity constraints and thereby

take full advantage of the potential growth in the industry. In such a scenario, in line with

its long term perspective, your Company took a conscious decision to give priority to the

increased requirements of the vehicle manufacturers over the more profitable after market

segment. Your Company continues to remain the preferred supplier for most of the new

vehicles launched during the year under review. These batteries have been developed by

your Company through in-house R&D and several of these underwent rigorous tests

including tests in overseas laboratories prior to being selected for supplies. Your Company

has already launched Deep Cycling Electric Bike batteries for electric bicycles and

scooters and is also in the process of developing batteries for Stop-Start Micro Hybrid

Vehicles in collaboration with The Furukawa Battery Company Limited, Japan. Your

Company is also exploring the possibility of developing and marketing Lithium-ion

batteries for the Electric Vehicle Segment. As informed in the earlier Directors Report, the

marketing and distribution set up has been reorganized on the hubs and spokes model and

presently your Company is operating from 204 locations. By the end of the current year

your Company is expected to be present in 250 cities and towns. Through this initiative

your Company has been able to reach out to the customers in „B‟ Class and „C‟ Class cities

and also provide better after sales and warranty services. The CRM initiative

exidereachout.com has helped in building a loyal customer base. Your Company has also

been able to divert customers from the un-organised sector through its unique initiative

“Project Kisan”, which primarily services the rural markets. The „Humsafar‟ module,

6 Amara Raja Batteries Limited I 2010-11 Annual Report

under which batteries are sold through motor garages, and the arrangements with several

companies for distribution of your Company‟s products through their outlets have resulted

in reaching the products at the door step of the consumers.7

1.3 Battery Introduction:

The lead-acid storage battery, an important energy storage device, is the most

widely used secondary storage cell by automobile and other industries. Storage cells are

devices which release a flow of electron through an external circuit as a result of reactions

occurring between the active electrode materials and ions transported by the electrolyte.

The cells in which the reactions are reversible are called secondary cells. In these cells the

active materials can be returned to their original state by applying electrical current from

an external source in the opposite direction to the flow of the cells discharge current.

In the early nineteenth century, scientists discovered that when direct current was

passed between some pairs of electrodes of the same metal immersed in an electrolyte, the

electrodes became polarized, i.e. when the circuit was opened a difference of potential

existed between the electrodes. If they were connecter, together a current flowed. Based on

these experiments, in 1959 Gasten Plant began to investigate such cell.

Since then major developments have taken place in basic material of construction

of lead-acid batteries. The present construction of this type of battery consists of positive

electrode made up of leap peroxide, negative electrodes of lead in highly active metallic

sponge. The insulating layers are made of hard rubber, PVC etc. The electrolyte is a dilute

aqueous solution of sulphuric acid and container is Marie of plastic, glass, rubber or

polypropylene.

Introduction to How Batteries Work:

Imagine a world where everything that used electricity had to be plugged in.

Flashlights, hearing aids, cell phones and other portable devices would be tethered to

electrical outlets, rendering them awkward and cumbersome. Cars couldn't be started with

the simple turn of a key; a strenuous cranking would be required to get the pistons moving.

7 Exide Industries Limited I 2010-11 Annual Report

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.8

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.9

9 http://electronics.howstuffworks.com/everyday-tech/battery1.htm

Functions of Battery:

For Temporary Electrical Storage.

For Solar Energy Storage.

For Running Up Different Electronics Devices, Machines And Lights Etc.

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.

Marketing decisions generally fall into the following four controllable

categories:

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.

The Marketing Mix

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

Repairs and Support

Warranty

Accessories and services

Price Decisions

Some examples of pricing decisions to be made include:

Pricing strategy (skim, penetration, etc.)

Suggested retail price

Volume discounts and wholesale pricing

Cash and early payment discounts

Seasonal pricing

Bundling

Price flexibility

Price discrimination

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution

decisions include:

Distribution channels

Market coverage (inclusive, selective, or exclusive distribution)

Specific channel members

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:

Promotional strategy (push, pull, etc.)

Advertising

Personal selling & sales force

Sales promotions

Public relations & publicity

Marketing communications budget

Relevance of 4P‟s of marketing mix to understanding the marketing strategies of

Batteries:-

PRODUCT: To find Different types of Batteries present in Amravati.

PRICE: Price is different for different size and quality of Batteries i.e. Price is depend

upon the size of Batteries or Quality of Batteries.

PLACE: Strong distribution channel means availability of Batteries in all Retailers,

authorized dealers in Amravati city.

PROMOTION: Effective promotional strategy used for Batteries.

1.5 PROMOTIONAL STRATEGY:

Promotion can be defined as any method that communicates to the target market

about the right product to be sold in the right place at the right price. What the marketing

manager communicates is basically determined when the target customers' needs and

preferences are known. How the information is communicated in order to obtain action -- a

purchase -- depends on a number of factors.

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 COMPANIES INTRODUCTION:

Ameron & Exide are well known batteries manufacturing companies in India. They have

leading market share in Indian market of batteries. Brief information about Ameron &

Exide Batteries is stated below:

1.6.1 ABOUT AMERON-

Technology & Innovation, State of the Art manufacturing and collaboration with the

world's largest battery manufacturer (Johnston Controls) has allowed the Ameron brand to

fast become a global leader in the ultra competitive battery market.

Striking the ultimate balance between quality and value, Ameron 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,

Ameron batteries also provide excellent performance on Australia's destructive roads and

offer strong resistance to our extreme climatic conditions.

Ameron manufacture a range of batteries to suit most Automotive, Industrial and

Commercial applications.10

Awards/ Certificates and Recognitions:

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

Ameron® 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"

10

http://www.Amaronbatteries.com.au/index.shtml

Ford Q1 Award

ISO-9001 in 1997…RWTUV

QS 9000 in 1999…RWTUV

ISO/TS 16949 in 2004…RWTUV

Quality benchmarks

Best Business Practices as per JCI

ISO 14001 in 2002…RWTUV

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

Largest & dominant market leader of standby batteries in Railways, Telecom,

Power Generating stations in India

One of the largest (designed for producing 3.64million batteries p.a.) and most

modern automotive battery plants in Asia

Highly automated (oxide preparation to finishing; all processes and operations are

automated)

Part of Amara Raja's highly integrated battery complex (most components are built

in-house)

Industrial Economist Business Excellence Award - 1991 by the Industrial

Economist, Chennai.

Best Entrepreneur of the year 1998 - by Hyderabad Management Association.

Excellence award by institution of Economic Studies (ES), New Delhi.

Udyog Rattan -1999 by Institution of Economic Studies (ES), New Delhi.

Q1 Vendor Status by Ford India Limited - 2003.

World Excellence Silver Award by Ford USA

The spirit of Excellence by Academy of fine arts, Tirupati11

11

http://www.amararaja.co.in/achievements.asp

Ameron Product Profile:

Hi-Life

The Ameron Hi-Life series are available in a number of case sizes and terminal variations

to suit a wide range of Commercial and Passenger vehicles. The Hi-Life series integrate

Ameron's premium SILVEN X technology for ultra low-corrosion and maintenance free

operation as well as BIC vents for enhanced safety. Oversized inter cell welds also help to

provide superior cranking power.

Pro

The Ameron 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 Ameron's premium SILVEN X technology for

ultra low-corrosion 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 low-

corrosion and no top-ups experience.

Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

Inverter Shield

Ameron 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.

Ameron FLO batteries

Ameron FLO, 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.

Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a low-

corrosion and no top-up experience.

Fully Sealed & Tested - Factory charged, wet shipped and ready to fit. Highest

Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

Ameron GO batteries

Lasts long, really long Ameron 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 low-

corrosion and no top-ups experience.

Factory Fresh - Wet Shipped and ready to fit

Ameron Black batteries

Lasts long, really long Ameron 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 low-

corrosion and no top-ups experience.

Factory Fresh - Wet Shipped and ready to fit.12

1.6.2 ABOUT EXIDE-

Exide 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. Exide‟s 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 country‟s largest lead acid storage battery manufacturer

and stored energy solutions provider.13

The Company was incorporated as Associated Battery Makers (Eastern) Ltd., on

31st 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:

Exide Product Profile:

Exide: The brand name embodies the values of excellence, commitment, dependability and

service, which has shaped its, character -leadership, is a continuing responsibility.

SF Sonic: Characterized by power at its peak throughout its lifetime, SF Sonic is the

ultimate in power-packed batteries. Backed by the technology of the world famous

Furukawa Battery of Japan, SF Sonic has a formidable line up of models for all types of 4

wheelers and 2 wheelers on Indian roads. You can get vital information on cutting-edge

Furukawa technologies, great tips on battery maintenance, latest news and trends of the

automobile industry and lots more from this site. What‟s 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. That´s what makes SF Industrial

batteries so unbeatable.15

Awards/ Certificates and Recognitions:

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.

15

http://www.exideindustries.com/our_product.html

At the CII (Eastern Region) awards ceremony in Kolkata for 08-09 Exide

Shyamnagar won.

CII Productivity Award -1ST Prize in category “A” for Significant

Improvement in Productivity during the year

CII Quality Award – Certificate of Appreciation for Commendable effort in

the area of Total Quality at the CII(ER) Quality Award 2008-09

The following table depicts the ISO certifications of the Company‟s various Plants:

ISO 9001 ISO 9001 ISO 14001 OHSAS 18001

Haldia

Hosur

Shamnagar

Taloja

Chinchwad

Bawal

CHAPTER II Research

Methodology

Sr. No. Particulars Page No.

2.1

2.2

2.3

2.4

2.5

Meaning And Definition

Research Problem Identification

Objective Of the Research

Research Design

Scope & Limitation

23

23

24

25

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

2.2 Research Problem Identification

Ameron & 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 Amravati also. So I selected this topic to carry out my research in

“Comparative Study of Ameron & Exide Batteries in Amravati.”

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.

Researcher will propose the analysis of comparison between the Marketing

Strategies in Ameron and Exide Batteries Company. In such competitive era, the effective

Marketing Strategies is the only tool remaining with the Marketers to attract and retain

potential customers. The researcher tried to find out the all techniques of Marketing is used

in Ameron and Exide Batteries and propose the comparative analysis in the research study.

2.3 Objectives of the Research

The purpose of research is to discover the answer to questions regarding batteries

market in Amravati. The main aim of research was to find out the actual performance of

batteries industry in respect to Amravati like city.

Primarily, this study aims to compare top two leading battery companies Ameron &

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 Amravati City.

2) To study of Promotional & Marketing Strategies Ameron & Exide Batteries in

Amravati city.

3) To study of market depth of Ameron & Exide Batteries.

4) To study a services provided by batteries companies.

2.4 Research Design

. “The task of defining the research problem is the preparation of

design of the research project known as research design.”

Research design is master plan or model for conduct of formal investigation and

survey. It is the specification of method and procedure for acquiring the information

needed for solving the problem. The research design is classified for purpose of the

investigation. It may be exploratory, Exploratory or descriptive. Exploratory research

design is typically concerned with determining the frequency with which something occurs

or the relationship between variables. As the study of research is market study so the

research will follow the exploratory type research.

Research strategies can be used for three purposes-

1) Exploratory

2) Descriptive

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 Ameron & 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 non-

probability 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 Ameron & Exide Batteries and authorized automobile retailers in

Amravati 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 Amravati City.

Sampling size: The sample size will be as follows:

1. All authorized Dealers of Ameron and Exide Batteries in Amravati city

which is 7th

in numbers so sample size will be restricted to 7.

Tools and techniques for Data Collection:

Tools and techniques for:

1. Primary Data: - Collected primary data during the course of research period with

the help of the questionnaire that was designed for interviewing authorized Dealers

of Ameron and Exide Batteries and interviewing authorized Automobile Retailers

Shops of Amravati city to collect the information that was required to carry

out the research.

2. Secondary Data: - Secondary data was collected from books, news papers,

magazines, articles, Internet, previous research papers and information that had

been given by the company representatives and officials.

Tools and techniques of Analysis:

Simple statistical tools and techniques like average, ratios, pie charts, tables and

graphs are used to analyze the data.

Research Procedure:

Understand and study the plans and

Formulating the objective of the study.

Designing the methods of data collection.

Select the sample.Systemtic collection of

data for research .

Analyze the collected data for detecting the gaps, deficiencies &

areas of improvement

Reporting the finding

Develop recommendations

based on the findings.Report Writing

2.5 Scope of the Study

The research project has been helpful to new entrance to establish in Amravati

Market and it will definitely help to plan their Marketing Strategies for Amravati Market.

The project will be to get the insight of the market of Amravati in context of the

searching the demand of Batteries. Through the study was consented on the penetration of

their products and factor affecting their penetration finding of this project can be useful for

getting the feedback about various batteries, their market presence and consumer

responses for the batteries.

Though project was confined to batteries but company to understand the market

factor other than competition, affecting the presence of its wide range of batteries. This

project can be used to formulate new marketing and promotional strategy for increasing

sale. It also helps to reduce competitor‟s influence in market.

To make a people aware about the batteries brand.

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;

Time period for the study is very short.

It happens that some respondents may give wrong/ biased data.

Some respondents did not give proper response.

Study only in Amravati city.

CHAPTER III

Data Presentation,

Analysis and Interpretation

Sr. No. Particulars Page No.

3.1

3.2

3.3

Introduction

Presentation & Analysis

Interpretation

29

30

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 Ameron & Exide batteries

in Amravati city.

(Table no. 3.1: Number of authorized dealers of Ameron & Exide in Amravati.)

Type Ameron Exide Total Respondents

Distributor 1 1 2

Dealers 2 3 5

Total 3 4 7

(Graph no. 3.1: Number of authorized dealers of Ameron & Exide in Amravati.)

Presentation and Analysis:

The data presented in the above table shows that total number of dealers of Ameron in

Amravati is 3 and Exide is 4. The total number of authorized dealers of Ameron & Exide

is 7th

.

Interpretation:

The researcher found that Exide has more number of dealer base as compare to Ameron.

This shows that Exide has more reachable to customer than Ameron.

43%

57%

Dealers & Distubutor Network of Ameron

& Exide Batteries in Amravati

Ameron

Exide

Que. 2 How many types of batteries you keep in your store?

(Table no. 3.2: Types of Batteries keep dealers of Ameron & Exide in Amravati.)

Types of Batteries Ameron Exide Total

Automotive 3 4 7

Industrial 1 2 3

Graph no. 3.2:

Presentation and Analysis:

The data presented in the above table shows that out of 7 Dealers of Ameron & Exide

every one of them keeps both types Automotive & Industrial Batteries.

Interpretation:

The researcher found that Ameron & Exide is competing with each other in both

Automotive & Industrial Batteries segment in Amravati.

3

4

1

2

Ameron Exide

Batteries Types in Amravati Market

Automative Industrial

Que. 3 How many brands per segment they keep in their stores?

(Table no. 3.3: Brands of Batteries keep dealers of Ameron & Exide in Amravati.)

Batteries Segment Ameron Exide

Car 2 1

Motorcycle 1 2

Truck 2 2

Inverter 1 1

UPS (Other) 2 2

Graph no. 3.3:

Presentation and Analysis:

The above table shows that number of brands available in the Amravati Market of each

category of Automotive & Industrial Batteries by Ameron & Exide.

Interpretation:

From the above table and graphical representation the researcher found that Ameron &

Exide is compete with each other in both Automotive & Industrial Batteries segment in

Amravati and keep almost similar type of product line in market.

2

1

2

1

2

1

2 2

1

2

Car Motorcycle Truck Inverter UPS (Other)

Brand Availablity

Ameron

Exide

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 Amravati)

Process Ameron Exide

Sales from Counter 3 4

Sales by Executive 0 0

Other 0 0

Graph no. 3.4:

Presentation and Analysis:

The above table shows that which process Ameron & Exide Dealers used in Amravati

used to sale battery in Amravati Market.

The data presented in the above table shows that from 7 respondents of Ameron & Exide

that they used sales from counter process to sale battery in Amravati market. No one is

used other process like sales by executives or any other process.

Interpretation:

From the above table and graphical representation the researcher found that both Ameron

& Exide are used same process to sale their product in Amravati market.

Sales from Counter Sales by Exicatives Other

3

0 0

4

0 0

Sales Process used for Sales

Ameron Exide

Que. 5 Promotional offers used for increasing Sales in Amravati Market.

(Table no. 3.5: offers given to attract customers)

Offers by Ameron Exide

Offers from the company 0 1

Offers from firm 1 2

Other(free Checking) 3 4

Graph no. 3.5:

Presentation and Analysis:

The above table shows that which offers Ameron & Exide Dealers given to customers to

attract sale battery in Amravati Market.

The data presented in the above table shows that from 7 respondents of Ameron &

Exide, offers from the company is used by only 1 Exide dealer of Amravati to

attract customer.

An offer from the firm is used by 1 Ameron dealer and 2 Exide dealers to attract

customers in Amravati.

Other offers like free checking of battery is used by all the 7 dealers of Ameron &

Exide in Amravati.

Interpretation:

From the above table and graphical representation researcher found that both Ameron &

Exide are used same kind of promotional offers to attract the customers.

0

1

3

1

2

4

offers from company offers from firm others(free cheking)

offers to attract customers

Ameron Exide

Que. 6 Services offered to the customers by Ameron & Exide.

(Table no. 3.6: Services offers to customers)

Checks Services provided by Company Ameron Exide

After sales maintenance of batteries. 3 4

Troubleshooting their problem on time. 3 4

Battery charging facility, 3 4

Replacement in guarantee period. 3 4

Regular checking of the batteries 3 4

Water feeling in the battery 3 4

Presentation and Analysis:

The above table shows that which services Ameron & Exide Dealers given to customers in

Amravati.

The data presented in the above table shows that from all 7 respondents of Ameron &

Exide, all are gives almost similar type of services to customers like:

Troubleshooting their problem on time.

After sales maintenance of batteries.

Battery charging facility,

Replacement in guarantee period.

Regular checking of the batteries.

Water feeling in the battery.

Interpretation:

From the above table researcher found that both Ameron & Exide are gives similar type of

services to their customers in Amravati.

Que. 7 Modes of communication and Promotion used to attract the customer.

(Table no. 3.7: Communication and Promotion used to attract the customer)

Ameron Exide

Pamphlets Pamphlets

News Papers Advertises News Papers Advertises

TV Ads TV Ads

Flexes Flexes

Mechanical Meets Free Checking Camp

Free Checking Camp Major Customers meet

Presentation and Analysis:

The above table shows that which mode of Communication and Promotion is used by

Ameron & Exide Dealers in Amravati.

The data presented in the above table shows that from all 7 respondents of Ameron &

Exide, all are gives almost similar type of responses about their sales communication and

promotion to customers in Amravati like:

Pamphlets

News Papers Advertises

TV Ads

Flexes

Free Checking Camp

But Ameron is used on additional mode of promotion is mechanical meets to promote

Ameron products to customers.

And Exide is major customer meet to attract the customers to Exide products.

Interpretation:

From the above table the researcher found that both Ameron & Exide are used similar type

of communication and promotion modes to attract their customers in Amravati.

Que. 8 Market Depth of Ameron & Exide products in Units.

(Table no. 3.8: Market Depth of Exide products in Units.)

Category Brand Name Approx no. of unit in the store

Car Exide Xpress 10

Motor Cycle Exide Biker, Max 20

Truck Exide Champion 5

Inverter Exide Mega Inverter 10

Other (UPS) Exide Matrix 5

Graph no. 3.6:

Presentation and Analysis:

The above table shows the market depth of Exide Batteries in Amravati.

The data presented in the above table and graph shows that approximate number units and

percentage of each category and brand Exide dealers keep in their stores.

In the car battery category they keep approximately 10 units it is 20% of all stock in store.

In the motorcycle battery category they keep approximately 20 units it is 40% of all stock

in store.

In the truck battery category they keep approximately 5 units it is 10% of all stock in store.

In the inverter battery category they keep approximately 10 units it is 20% of all stock in

store.

In the other (UPS) battery category they keep approximately 5 units it is 10% of all stock

in store.

Interpretation:

From the above table and graphical representation the researcher found that Exide market

depth in the Amravati market.

20%

40%10%

20%

10%

Exide Market Depth

Car

Motorcycle

Truck

Inverter

UPS

(Table no. 3.9: Market Depth of Ameron products in Units.)

Category Brand Name Approx no. of unit in the store

Car Fresh, Black 10

Motor Cycle Go, Pro 15

Truck Highway, Harvest 10

Inverter Flo 5

Other (UPS) Power 5

Graph no. 3.7:

Presentation and Analysis:

The above table and graph shows the market depth of Ameron Batteries in Amravati.

The data presented in the above table and graph shows that approximate number units and

percentage of each category and brand Ameron dealers keep in their stores.

In the car battery category they keep approximately 10 units it is 22% of all stock in store.

In the motorcycle battery category they keep approximately 15 units it is 34% of all stock

in store.

In the truck battery category they keep approximately 10 units it is 22% of all stock in

store.

In the inverter battery category they keep approximately 5 units it is 11% of all stock in

store.

In the other (UPS) battery category they keep approximately 5 units it is 11% of all stock

in store.

Interpretation:

From the above table and graphical representation the researcher found that Ameron

Batteries market depth in the Amravati market.

22%

34%22%

11%

11%

Depth of Ameron in Amravati

Car

MotorCycle

Truck

Inverter

Other(UPS)

(Table no. 3.10: Comparative depth of Ameron & Exide in Amravati market.)

Category Ameron Exide

Car 10 10

Motor Cycle 15 20

Truck 10 5

Inverter 5 10

other(UPS) 5 5

Graph no. 3.8:

Presentation and Analysis:

The above table and graph shows the market depth of Ameron & Exide Batteries in

Amravati.

The data presented in the above table and graph shows that approximate number units of

each category and brand Ameron & Exide dealers keep in their stores.

In the car battery category Ameron keep approximately 10 units and Exide also keeps

approximately 10 units in store.

In the motorcycle battery category Ameron keep approximately 15 units and Exide keeps

approximately 20 units in store.

In the truck battery category Ameron keep approximately 10 units and Exide keeps

approximately 5 units in store.

In the inverter battery category Ameron keep approximately 5 units and Exide keeps

approximately 10 units in store.

In the other (UPS) battery category Ameron keep approximately 5 units and Exide keeps

approximately 5 units in store.

Interpretation:

From the above table and graphical representation the researcher found that Ameron &

Exide is compete with each other and keeps available every category of product in

Amravati market.

1015

105 5

10

20

510

5

Car Motor Cycle Truck Inverter other(UPS)

Depth of Ameron & Exide in Amravati

Market

Amaron Exide

Figures in unit

Que. 9 Percentage of major customer Ameron & Exide in Amravati market.

(Table no. 3.11: Percentage of major customer of Ameron & Exide in Amravati market.)

Types of customers Ameron Exide

Commercial Transporter 50% 40%

Individual 40% 50

Industrial 10% 10%

(Graph no. 3.9: Percentage of major customer of Ameron & Exide in Amravati market.)

Presentation and Analysis:

The above table and graph shows that average percent of customers Ameron & Exide

batteries in Amravati Market.

The data presented in the above table shows that Ameron have 50% and Exide have 40%

commercial transporter is their customer among all types of customers.

The data presented in the above table shows that Ameron have 40% and Exide have 50%

Individual is their customer among all types of customers.

The data presented in the above table shows that Ameron have 10% and Exide also have

10% Industrial customer among all types of customers.

50%

40%

10%

Major Customers of

Ameron

Commercial Transporter

Individual

Industrial

40%

50%

10%

Major customers of

Exide

Commercial Transporter

Individual

Industrial

Interpretation:

From the above table and graphical representation the researcher found that both Ameron

& Exide have individual as their major customers in Amravati market and they have very

least Industrial customers because of small industrial area of Amravati.

CHAPTER IV Conclusions and

Suggestions

Sr. No. Particulars Page No.

4.1

4.2

Conclusions

Suggestion & Recommendation

41

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-

Ameron & 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 Amravati also.

For carry out the research project in Amravati under the title “comparative study of

Ameron & Exide batteries in Amravati” researcher found that Exide having large

dealer‟s network than Ameron batteries dealers‟ network in Amravati.

Batteries industry is mainly divided in two segments that are automotive batteries

& Industrial batteries and both types of batteries are made available by both

Ameron & Exide batteries companies.

Automotive batteries having large market share in Amravati than Industrial

batteries market in Amravati.

After the analysis and findings it seems that Exide have larger market share in

automotive batteries than Ameron.

In industrial batteries segment other than inverter and solar batteries UPS batteries

also have demand in Amravati market.

In automotive batteries segments car and motorcycle batteries is major share in

Amravati market.

In industrial batteries segments inverter batteries have major market share in

Amravati market.

Ameron & Exide are used single or double brand strategies in every segment of

batteries in Amravati. In that car, motorcycle, truck & UPS they used double

brands and in remaining batteries segments they used single brand strategies.

Amravati had large automotive batteries market and less industrial batteries market

so dealers of both Ameron & Exide are used sales from counter sales process to

sale their products in Amravati 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.

Ameron did not use any promotional offers in Amravati 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 Ameron & Exide are providing some offers to customers

like free-checking service to attract customers.

Ameron & Exide provide all the basic services to customers so it can be conclude

that they have close competition in Amravati in terms of services.

Ameron & Exide have cut-throat competition in the promotional strategies almost

every type of promotional and communication tools they used in Amravati market

to attract their customers.

Ameron used opinion leadership tool for marketing they organized quarterly

mechanical meet.

Ameron & Exide both are very strong in the availability of their products in the

market. Market depth of the Ameron & Exide is nearly same in every segment of

battery.

In the Amravati 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.

4.2 Suggestions & Recommendations

Suggestion 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.

Recommendation for both Ameron & Exide Batteries:

Ameron & Exide is more concerns about automotive batteries segments they both

have to concentrate on Industrial batteries segments in Amravati market for

increase their sale.

Ameron & Exide should increase their dealer‟s network in Amravati to grab more

customers, it is expected to be growth in the batteries market in Amravati because

of there is huge demand for the automotives vehicles in Amravati.

Ameron & Exide needs to available more than two brands of every segments of

battery in Amravati market to attract different types of customers for the battery.

Both companies are using only a sales from counter sales process to sale in

Amravati they can be used different sales process to increase their sales volume in

Amravati market.

Some offers may attract the customers towards Ameron & 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

Appendices

Sr. No. Particulars Page No.

5.1

5.2

Bibliography

Annexure

44

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”.

Websites & Blogs -

1) 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

5.2 Annexure

QUESTIONNAIRE Dear Sir,

I am the student of Dept. of Business Administration & Management, SGBAU,

AMRAVATI; MBA II, conducting this survey on “Comparative Study of Ameron & Exide

Batteries in Amravati”. Information collected is solely used for the academic purpose and

will be kept confidential.

(Note: Tick wherever applicable.)

Shop Name:-______________________________________________________

Shop owner name:-_________________________________________________

Category: - Distributer/Retailers Ph. no.:-________________

Address:-_________________________________________________________

1) For Which Company you are authorized Dealer or Distributor among them?

Ameron Batteries Exide Batteries

2) How many types of batteries you keep in your store?

Automotive: Car Motorcycle Truck Other

Industrial: Inverter Solar Other

Other: _________ (Please Specify)1) ________ ,2) ___________

3) How many brands of batteries you keep in your store?

1) Car _____ 2) Motorcycle ____ 3)Truck_____ 4)Inverter _____

5) Solar_____ 6) Other ______

4) What is the process for selling Batteries you adopt? Do you use any of the

following process?

Sale from counter

Through sales Executive

(Other Please Specify)__________________

5) Do you provide offers to your customers for increasing sales?

Offers from company

Discounted offers from firm

Other _________

Does the customer understand it?

Yes No

6) What product services you offer to your customers?

After sales services

Troubleshoot their problems on time

Battery Charging Facility

On time replacement if any-

____________________________________________________

7) What are the primary forms of communication use to promote your Product

to the target audience?

Pamphlets Newspaper TV Ads

Flexes Quarterly Meet Other ________

8) What is the approx. number of unit of batteries you keep in your store?

Name of Battery Brand Number of Units

a) ______________________

b) ______________________

c) ______________________

d) ______________________

e) ______________________

f) ______________________

g) ______________________

(Note: Please Write Name and Number of unit in above box)

9) Who are your major customers?

Commercial Transporter Individual Industrial

_____________

______________________ ___________________