Professional Documents
Culture Documents
FOR
EXIDE INDUSTRIES LTD
HYDERABAD
BY
R.MADHU
MBA (2005-2007)
Hall-Ticket No:- 250698025
PUTTUR.
ACKNOWLEDGEMENT
I take this opportunity to thank Mr. Chandra Shekar, Area Manager EXIDE
INDUSTRIES LIMITED, Hyderabad, for giving me an opportunity to undertake a
project work in their organization.
I express my deep thanks to Mrs. SubbaRao, Senior sales officer (AP) for His
constant guidance and help at every stage of this project work.
With Regards
R.MADHU
DECLARATION
I R. Madhu, declare that this project work titled “Market Share of Standard
Furukawa Automotive batteries” it has been prepared by me for EXIDE
INDUSTRIES LIMITED. I further declare that it is my original work as a part of my
Academic course and not formed the basis for the award of any other Degree or Diploma.
Place:
Date: R.MADHU
CONTENTS
• ABSTRACT
• PRODUCT PROFILE 01
• COMPANY PROFILE 06
• INDUSTRY PROFILE 24
• RESEARCH METHODOLOGY 28
• DATA ANALYSIS 31
• FINDINGS 63
• RECOMMENDATIONS 64
• QUESTIONNAIRE 65
• BIBLIOGRAPHY 68
ABSTRACT
The analysis part includes the clear analysis of the views of interviews and is also
supported by graphs for clear understanding. Findings include the important information
or facts known during the process of data collection. Recommendations are produced
according to the findings, these includes the suggestions which will be helpful for the
organization.
PRODUCT PROFILE
product after few years of introducing this brand in India, Exide industries limited
The Standard Furukawa range of batteries, designed in technical collaboration with the
Leading Japanese battery manufacturer- The Furukawa Battery co Ltd, combines advaced
Modern assembly line machines. SF automotive batteries are available in a wide range of
Applications. They are supplied as original equipment to a host of car, truck, tractor &
These are high performance polypropylene Batteries with unique glassfibre mat
Special Features:
The Standard Furukawa Power Box Range batteries which is used for heavy duty
applications gives excellent life for all heavy duty non-vehicular applications like
These batteries are designed to meet Japanese standards (JIS D5302) quality
These batteries are strong durable polypropylene containers with heat shield leads.
The plates in these batteries are manufactured to an exclusive design using special grid
retainer mats prevent plate shedding and ensure enhanced charge –discharge life cycle
.
Ensure positive and negative terminals of the battery are connected properly to the
Continue charging at this rate approximately for 8-12 hours till the cells are
gassing freely and the voltage remains same for three hourly consecutive readings at
the top of charge terminal voltage of 16.2 volts for 12v battery .
Adjust the obtained specific gravity to the recommended final specific gravity by
replacing requisite quantity of electrolyte with distilled water in case the obtained
Dilute sulphuric acid of 1.400 specific gravity in case of the obtained specific gravity is
lower .
Confirm specific gravity and levels of all cells are identical as per requirements.
Tighten filling plugs, wash the top of the battery with tap water and apply petroleum
jelly on the terminal cable clamps before installing the battery of the vehicle .
SPECIFIC GRAVITY:
Initial filling –1.230+- 0.005 .
CAUTION:
While charging more than one battery, make sure that identical type batteries are
Charged and they are connected in series keep the charger off before connecting or
Disconnecting a charger load.
While charging if Electrolyte temperature exceeds 50deg centigrade stop charging and
allow battery to cool.
A car battery is principally used to start the engine. It is also used to filter or
stabilize .power and to provide extra power for the ignition, lighting and other
accessories when their combined load exceeds the capability of the charging
system, i.e., when the engine is idling. It also provides power to the electrical
essential component of the vehicle. Regular care is a must, for if it in bad shape,
the car will refuse to move. "Push-start" is a solution but cannot be carried on for
The Product:
Many of the components have thicker construction, and different, more durable
materials are typically used. This design is called a lead-calcium battery. The
heavier-duty parts ensure that fluid loss is kept to a minimum and that
components have a much longer life, making it a closed system.
Purchase Occasions :
units and the larger replacement market is around 5 million units per annum.
Purchase therefore occurs when the current battery ‘dies’, which is usually after a
Gender: Male
Religion: Insignificant
Behavioral:
Competition:
segment with a market share of over 85% in the OE automotive batteries segment
and more than 25% in the replacement market (more than 60% amongst the
between players like Prestolite, Volta, AC Delco, Delkor & Amaron and the mid-
range Panasonic batteries and high-end Varta batteries. Other players in the
organized market are Tudor and Amco. The other zero-maintenance batteries,
apart from Amaron such as the German Varta (OE supplier to Mercedes and
BMW in Europe), are at much higher price points. Other competitors are Amara
Raja ABL’s Power Breed; Middle East Battery Company’s JV with Delphi;
If you want to focus on a practical advantage, don't be shy. Say it in the tagline.
Create visuals that bring it to life and show it. Use testimonials or other evidence
to prove it. And guarantee it. You can be clever or direct. But communicate the
advantage clearly, for instance - The last Battery your car will ever need.
The tone can be authoritative and educational like the image of an elder brother
OR
It could be humorous while getting the message across; as such advertising in the
category has shown to have positive results with good brand recall.
Products:
VRLA,
Factories:
Exide has 9 Factories spread across India. Together the annual production
Quality:
RWTUV, Germany.
R&D:
by Alibaba or any third party. Only Alibaba Gold Suppliers and TrustPass
HELPED by the robust demand from the automobile segment, battery major
exide Industries recorded a 28 per cent growth in turnover for the quarter ended
automobile battery segment, the company benefited from the growth in the
battery market, which accounts for about 40 per cent of revenues. The enhanced
activity levels in telecom and power sectors have resulted in increased demand
for industrial batteries as well. The profitability was under pressure owing to
spiralling input cost. The price of lead, the key raw material, rose by over 40 per
cent during the period under consideration. Lead accounts for about 75 per cent
of the total cost of production and raw material cost over 50 per cent of
revenues. Owing to a sharp spurt in lead price, the operating profit margin
dropped to 13 per cent from 19 per cent in the quarter ended December 2003. The
competitive environment and the growing demand from the original equipment
market have limited the scope for revising battery prices to completely
accommodate changes in input cost. The soft interest rate regime and the low
gearing have given the company savings in interest cost. The company's
growth would not be difficult, the fluctuation in the cost of inputs would be the
the last couple of years would translate into enhanced demand from the lucrative
replacement market. The efforts to gain access to the rural market would also
drive
demand from the replacement market. The implementation of the more stringent
market.
The company is also implementing capacity expansion projects. This, along with
On the flip side, the recent decision to permit duty-free imports of sealed
maintenance free batteries could expose domestic players to the threat from
cheaper imports. Besides, the removal of anti-dumping duty on lead acid batteries
complaints from the domestic companies about the dumping of cheaper imported
batteries.
Though Exide has strong brand equity and products positioned across various
price points, it would remain vulnerable to the threat from imports, especially in
From an investment
in automobile production. The key risk is the prospective threat from cheaper
imports.
Besides, any further rise in lead price would also have an impact on profitability.
Exide Industries Limited, India's flagship of the storage battery industry- is also
the largest Power Storage Solutions company in South and South East Asia. It
manufactures the widest range of storage batteries in the world from 2.5Ah to
Market Share 33% Market Share in overall domestic Auto Battery Market and
Company History:
Bengal
Japan,
1997 :Exide acquires the operations of Standard Batteries Ltd & adds
four more
1998 :factories,
2003 :supplies
2005 :customers of
Manufacturing Capacities:
K Units M Ah
Auto MC INDL
Kanjurmarg (1998)* - - 15
Guindy (1998)* - - 15
Marketing Network
Offices -26
Dealers
SLI -3423
MC -2469
EIL is the market leader in the organized sector in both the automotive and
The Company has the dominant share in the original equipment segment for
automobiles. It powers almost all the cars which have been introduced in India
such as Honda City, Honda Accord, Hyundai Santro, Hyundai Accent, Hyundai
Sonata, Suzuki Baleno and Suzuki Wagon R, Mitsubishi Lancer, Tata Indica, Tata
Indigo, Fiat Palio, Opel Corsa, Toyota Qualis, Mahindra Scorpio and Mahindra
Bolero. EIL also has the dominant share in the organised sector replacement
caplamp batteries in the world. It is also one of the five companies in the world
which has the capability to make submarine batteries for both Russian and
German types.
outside Japan, the Company has earned the status of a global supplier to American
Power Conversion, the largest UPS manufacturer in the world. Besides, it also
caters to other multinationals operating within the country i.e. Siemens and
Ericsson and other major players as TVSE, HTL, Tata Liebert, Numeric and ITI.
The Company has always believed in working closely with the Government in
developing and sustaining applications which are best suited to the country's
national interest. It has tried to do its bit for the country by providing batteries
specially tailored for Bofors guns, armoured vehicles and tanks, wireless
transmission, solar applications in remote areas and devising anti pollution masks
among others. The country's first battery powered electric boat, designed and
introduce batteries for electric vehicles, traction batteries for electric wheelchairs,
flat-plate batteries for golf carts and batteries for automated guided vehicles.
In an agrarian economy such as India, the farm sector is one which cannot be
segment as a thrust area. Its major initiative, Project Kissan, has made steady
inroads into the rural regions, particularly those of the North and West. This has
helped to spread consciousness among the rural populace on the need to use eco
Exide has made extensive use of Kissan Melas and Dhabas to promote this
scheme and has introduced "Jai Kissan" battery to cater to the replacement market
in this segment. In furthering its social commitment, EIL has planned to adopt
The Company exports batteries which have captured niches in South East Asian
Vision Statement :
"To win our customers, stakeholders and employees by transferring quality into a
Performance oriented business which will secure market leadership and profitable
Exide has eight manufacturing plants producing world class products. Exide
factories are located strategically around the country to provide logistic support
for its production of over five million batteries per annum.Each of these factories
are equipped with state-of-the-art equipment sourced from the best battery making
machinery manufacturers in the world. Exide, due to its strong roots with the
erstwhile Chloride group, has access to the best manufacturing practices in the
Acid Batteries
class Hitachi VRLA batteries has given Exide the technological edge in
Japan and Oldham, U.K. has given Exide the competitive edge in providing the
Collaborations :
Board of Directors :
Executive Commitee
Mr. G. Chatterjee
organizations.
R&D has been recognized by the Department of Scientific & Industrial Research,
R&D work is carried out on various facets of lead-acid battery technology, which
Motorcycle, VRLA, Telecom, UPS, Railways, Defense, etc. primarily to make the
Functional Areas:
All the above specific areas are well administered by a strong group of human
in Engineering with broad spectrum of experience and they work in the following
functional areas:
Process Development
Alloy Development
Analytical Services
Patents:
In addition to several innovative patents granted in India, quite a few International
MF95D31R MF
Design Patent Design Regn. No. 1163467 20 January 2003 Japan Leak Resistant
Design 38B20L/R MF
2003 USA Eternity Range (ET40, ET40L) ATB Range (MF70Z, MF50Z,
MHD800)
In tropical countries like India, automotive battery life is adversely affected by the
following conditions:
Exide R&D Centre, therefore, has a special focus on developing the desired
the following:
Resistance to overcharge
State-of-charge indication
Spark resistant
Some of the major development work done at the R&D Centre and viewed at a
glance is as follows:
Motive Power Batteries for Fork-lift Trucks § Submarine battery for Indian Navy
High energy density battery for Electric Vehicles § Plante batteries for Power
stations New products have been developed for the domestic and export markets
maintenance-free batteries for cars have also been developed which are presently
being marketed under the brand name Exide Eternity. Also a new heavy duty,
MHD Range of batteries have been developed and introduced for the entire
Telecom, Solar, Traction and small VRLA for UPS system was also developed.
Major OE customers for industrial batteries include DOT, RDSO, NPC, NTPC,
Infrastructure / Laboratories:
Exide R&D Centre is also well equipped with a Tool-Room, CAD facilities,
material testing and laboratories having the modern equipment for testing of the
raw materials and components used for manufacture of batteries. These include
etc.
Product Testing Department acts as the nodal point for product validation through
processes
Shamnagar, Chinchwad, Haldia, Hosur, Taloja, Ahmednagar & Guindy for testing
and quality assurance of their products from time to time and as per QS
Standards.
developed products, Product Testing Department keeps liaison with Industrial &
Automotive Marketing Department and carry out Type Approval Tests which is
Chambers, etc.
Some special testing machines e.g. High Voltage Tester, Spark Tester, Short
In the era of intense competition, technological changes are putting extreme pressure on
battery technologies for tropical countries. The Exide R&D has been recognized by the
make the product range internationally competitive. In addition, the R&D is engaged in
projects embracing process technology aimed at improving the product quality &
includes improvement and indigenization of materials such as metals, alloys, plastics, etc.
R&D emphasis is on studying and improving the environmental aspects associate with
Functional Areas:
All the above specific areas are well administered by a strong group of human assets. The
Process Development
Alloy Development
Development of Plastic Components
Analytical Services
This is also done to know the features consumers will consider uring
the purchase of batteries and to know the brand suggestions given by the mechanics to
their customers , to know the role of advertisement in drawing the attention of customer
and to know the effective medium of communication such as T.V, radio, news paper ,
magazines, shop paintings and also to know the strengths and Weakness of standard
furukawa batteries and to get good suggestions in order to boost the sales of standard
urukawa batteries.
RESEARCH METHODOLOGY AND DATA COLLECTION
Research plan:
4. SAMPLING PLAN #
Exide,Amron 30 30%
Exide,Panasonic 6 6%
Exide,SF,Amco 3 3%
All 2 2%
Exide,SF,Amron 20 20%
0
EX
ID
E
SF
AM
RO
PR N
ES
TO
LI
TE
AM
CO
N PA
O N
T AS
AB
LE O
NI
TO C
D
EC
ID
E
Series1
2. Demand for automotive batteries:
Demand No. of respondent’s percentage
60 60%
High
Medium 40 40%
Low 0 0%
70
60
50
40
RESPONDENTS
30
20
10
0
HIGH MEDIUM LOW
3. Features consumer will consider during the purchase of the batteries:
Features No. of respondent’s percentage
Performance and brand 30 30%
name
Respondents viewed performance and brand name during the purchase of batteries are
30%.
Respondents viewed price and brand name during the purchase of batteries are 25%.
Respondents viewed package and performance during the purchase of batteries are 10%.
0
5
10
15
20
25
30
PERFORMANCE,BRANDNAM 35
E
PRICE,BRANDNAME
TS
RESPONDEN
3. Features consumer will consider during the purchase of the batteries:
Features No. of respondent’s percentage
Performance and brand 30 30%
name
Respondents viewed performance and brand name during the purchase of batteries are
30%.
Respondents viewed price and brand name during the purchase of batteries are 25%.
Respondents viewed package and performance during the purchase of batteries are 10%.
0
5
10
15
20
25
30
PERFORMANCE,BRANDNAM 35
E
PRICE,BRANDNAME
TS
RESPONDEN
3. Features consumer will consider during the purchase of the batteries:
Features No. of respondent’s percentage
Performance and brand 30 30%
name
Respondents viewed performance and brand name during the purchase of batteries are
30%.
Respondents viewed price and brand name during the purchase of batteries are 25%.
Respondents viewed package and performance during the purchase of batteries are 10%.
0
5
10
15
20
25
30
PERFORMANCE,BRANDNAM 35
E
PRICE,BRANDNAME
TS
RESPONDEN
10. Complaint received from the customers of SF:
complaints No of respondents percentage
Yes 5 20%
No 20 80%
Total 25 100%
No of respondents received complaints are 20
25
20
15
RESPONDENTS
10
0
YES NO
SF 336
Amron 308
Prestolite 10
Amco 34
panasonic 25
Total 1123
No of batteries sold per month by the respondents :
Exide---410
SF------336
Amron—308
Prestolite---10
Amco---34
Panasonic—25
RESPONDENTS
450
400
350
300
250
RESPONDENTS
200
150
100
50
0
IC
E
ES ON
TE
SF
AS O
ID
PA MC
N
LI
R
O
EX
TO
AM
A
N
PR
FINDINGS
SF batteries stands third in ranking exide ranked third and amron ranked second.
While purchasing batteries consumers will consider mainly performance, brand name,
and price
As far as sales are concerned exide ranks first,SF second, amron third etc.
Most of the people who where interviewed advised advertisement for increasing sales.
As far as advertisement is concerned T.V, news papers, shop displays and shop paintings,
According to the garage people automotive batteries has got high demand as there is an
increase in the purchases of cars
Exide, amron and amco are the brands which are dealt by many of the garage people.
RECOMMENDATIONS
receiving complaints
3. Letting the stock of batteries in the MASS and other big garages by providing
them the batteries at discounted prices will help to increase the sales.
5. Advertisement in TV’s, news papers and shop display’s plays important role in
6. Should have a good rapport with garage people apart from dealers and retailers.
7. Dealer’s margin and retailer’s margin should be more then the margin provided
8. Take necessary action towards the batteries which are damaged within the warranty
automotive batteries.
Address:
1. What are the different types of brands you are dealing with?
a)Exide b)Standard furukawa
c)Amaron d)Prestolite
e)Amco f)Panasonic
a)High b)Medium
c)Low
3. What are the features consumers will consider during the purchase of batteries?
a) Price b) Performance
c) Package d) Brand name
a) Yes b) No
i)Performance:-
a) Satisfied b)Unsatisfied
ii)Price:-
a)High b)Low
c)Competitive
a) Good b) Average
c) Poor
iv)Package:-
a)Attractive b)Normal
c) Unattractive
v) Promotional Activities:-
a)Good b)Average
c) Poor
a) Yes b) No
a)Electronic Media:
i)TV ii)Radio
b)Print Media:
i) Newspapers ii)Magazines
c) Shop display’s:
i) Display board ii) Shop painting
iii) Hoardings
10. Have you received any complaint from the customer after purchasing the batteries?
a) Yes b) No
If Yes
a)
b)
c)
12. Any suggestions which help in boosting the sales of Standard Furukawa?
BIBLOGRAPHY
WEB SITES:
WWW. GOOGLE.COM
BOOKS: