A Project Report On Exide Batteries

A RESEARCH REPORT
ON
“Analysis of market potential, competitors strength in car

segment with special reference with Exide (Area, Brand
available and specific factors having major influence on
consumer purchase behavior)”
AtExide Industries Limited
BY:
AmolRiteshToppo
XISS
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XAVIER INSTITUTE OF SOCIAL SERVICES

A RESEARCH REPORT
ON
“Analysis of market potential, Competitors strength in

car segment with special reference with Exide (Area,
Brand available and specific factors having major
influence on consumer purchase behavior)”
at
Exide Industries Limited
BY:
AmolRiteshToppo
In partial fulfillment of the requirement of MBA program of
Xavier Institute of Social Service, Purulia Road, P.O.Box 7
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Ranchi-834001
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APPROVAL SHEET
This is to certify that Summer Project entitled “Analysis of market potential, competitors
strength in car segment with special reference with Exide and specific factors having
major influence onconsumer purchase behavior” Exide industries limited has been
prepared by Mr.AmolRiteshToppo in partial fulfillment of the requirement for the award
of PostGraduate Diploma in Management (Finance/Marketing) at Xavier Institute Of
SocialServices, Ranchi.The study embodies data collected analyzed and complied by the
researcherunder the guidance of the undersigned guide of the institute and thereby
approved asindicating the proficiency of the researcher.
Prof. Arup Mukherjee

(Research Guide) (Summer Internship Coordinator)
Prof.A.R.Bodra(HOD Dr. Fr. Alex Ekkas.j

Marketing) (Director,XISS)
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DECLARATION
I, AmolRiteshToppohereby declare that the project on the topic “Analysis of market

Potential, Competitors strength in car segment with special reference with Exide and
specific factors havingmajor influence on consumer purchase behavior” is submitted in
partial fulfillment of the award of the Post Graduate Diploma in Marketing
Management.This is to declare that the facts & figures used in this report have been true
to the best ofmy knowledge. All the data provided has been authentic as far as the
sources of data isconcerned.
Place: Name:
Date: Roll No.
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ACKNOWLEDGEMENTS
It is a great honor for me to be assigned this topic. The success of this project is due
to the dedication, support and enthusiasm of many people.I am immensely thankful to
Professor Arup Mukherjee (HOD, Marketing) for providing me his constant guidance and
inspiration. I would also like to thank Mr. Sanjay Das (Exide industries limited)) for
providing me the opportunity and his able guidance.Finally, my gratitude goes to my
parents and siblings for their financial and moralSupport. I could not have survived this
challenge without them. I thank God for using this work to reveal my weakness to
meand build me up. All glory to God for He makes the impossible become possible!
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PREFACE
“Give a man a fish, he will eat it.

Train a man to fish, he will feed his family.”
The above saying highlights the importance of Practical knowledge. Practical training is
animportant part of the theoretical studies. It is of an immense importance in the field
ofmanagement.
This project is all about the knowledge and experience gained about thebuying behavior
and market potential of Exide batteries in the city of Ranchi.
I have taken my objectives to study the “Customer Buying Behavior and market potential
of Exide batteries in the HCV segment”.For this purpose, the primary data is used. The
data is collected throughsurvey method.
With my best efforts, I have incorporated all the necessary details to the best of my
knowledge.
I hope that the project will be praised by all.
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Table of Contents
ABSTRACT........................................................................................................................9
INDUSTRY PROFILE:.....................................................................................................10
The Product:...................................................................................................................10
Purchase Occasions:......................................................................................................10
Target Audience Demographics:....................................................................................10
Behavioral:.....................................................................................................................11
Competition:..................................................................................................................11
Products:........................................................................................................................12
Factories:........................................................................................................................12
Quality:..........................................................................................................................12
OEM Supplier to:...........................................................................................................12
R&D:..............................................................................................................................12
Exide Industries hold:....................................................................................................13
Leaders in Power Storage Solutions:.............................................................................14
Manufacturing Capacities:.............................................................................................15
COMPANY PROFILE.......................................................................................................18
Vision Statement:...........................................................................................................20
World Class Manufacturing:..........................................................................................20
Collaborations:...............................................................................................................20
Executive Committee.....................................................................................................22
PRODUCT PROFILE........................................................................................................26
RANGE OF EXIDE EXPRESS BATTERIES:.............................................................29
INTIAL CHARGING DESCRIPTION :.......................................................................29
SPECIFIC GRAVITY:...................................................................................................30
CAUTION:................................................................................................................30
INTRODUCTION TO CAR BATTERIES........................................................................30
Research and Development:..........................................................................................31
Functional Areas:...........................................................................................................31
Battery Design & Development:...................................................................................32
Technology for Tropical Countries:...............................................................................32
Infrastructure / Laboratories:.........................................................................................34
Product Testing Facilities:.............................................................................................34
MRR for ISO and QS Quality Standards...........................................................................35
MARKET ANALYSIS......................................................................................................37
S.W.O.T ANALYSIS....................................................................................................37
CCOMPETITOR ANALYSIS.......................................................................................38
PURPOSE AND OBJECTIVE OF STUDY..................................................................40
RESEARCH PLAN...........................................................................................................41
RESEARCH METHODOLOGY......................................................................................42
(a) Type of Research :....................................................................................................42
(b) Data Collection Method :.........................................................................................42
(c) Primary Data Collection Method :...........................................................................42
(d) Primary Data Collection Technique :.......................................................................42
(e) Universe of the Study :.............................................................................................43
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(f) Sample Unit :............................................................................................................43
(g) Sampling Technique :...............................................................................................43
(h) Sample Size:.............................................................................................................43
LIMITATIONS..................................................................................................................43
(j) Analytical Tools.......................................................................................................43
FINDINGS AND STUDIES..............................................................................................44
Respondents dealing with different brands:...............................................................44
INTERPRETATION:.....................................................................................................45
INTERPRETATION:.....................................................................................................47
INTERPRETATION:.....................................................................................................49
INTERPRETATION:.....................................................................................................50
INTERPRETATION:.....................................................................................................50
Market Potential Analysis Procedure at aproxima.....................................................52
FINDINGS:........................................................................................................................56
RECOMMENDATIONS:..................................................................................................57
LOCATION WISE MARKET POTENTIAL....................................................................58
LOCATIONS:................................................................................................................58
SOME OF THE IMPORTANT PROMOTIONAL AND ADVERTISEMENT
CAMPAIGN IN THESE AREAS SHOULD BE UNDERTAKEN:..............................58
DETAILS OF THE DEPARTMENTS WHERE I WORKED FOR MY S.I.P..................61
BIBILIOGRAPHY............................................................................................................62
QUESTIONNAIRE...........................................................................................................63
THE MARKET POTENTIAL OF EXIDE AUTOMOTIVE BATTERIES..................63
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List of Tables----------------------------------------------------------------------
1 BOARD OF DIRECTORS..........................................................................................................21
TABLE 2 SPECIAL FEATURES......................................................................................................27
TABLE 3 RESPONDENTS DEALING WITH DIFFERENT BRANDS...........................................................44
TABLE 4 DEMAND FOR AUTOMOTIVE BATTERIES..........................................................................46
TABLE 5 FEATURES CONSUMERS CONSIDERS DURING PURCHASE OF AUTOMOTIVE BATTERIES................48
TABLE 6 COMPLAINS BY EXIDE CUSTOMERS................................................................................49
TABLE 7 AVERAGE SALES OF CAR BATTERY DEALERS IN RANCHI.......................................................53
Table of Figures---------------------------------------------------------------------------
FIGURE 1 RESPONDENTS DEALING WITH DIFFERENT BRANDS OF CAR BATTERIES................................45

FIGURE 2 DEMAND FOR AUTOMOTIVE BATTERIES IN RANCHI.........................................................46
FIGURE 3 CUSTOMERS OPINION ABOUT EXIDE BATTERIES FEATURES.................................................48
FIGURE 4 PERCENTAGE OF COMPLAINS RECEIVED BY EXIDE CUSTOMERS...........................................49
FIGURE 5 ROLE OF MEDIA IN ATTRACTING CUSTOMERS..................................................................50
FIGURE 6 NUMBER OF VEHICLES REGISTERED IN RANCHI DISTRICT..................................................53
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ABSTRACT
The current Project work titled “Market Potential of ExideAutomotiveBatteries in Car

segment in the city of Ranchi” coversthe following aspects.Product Profile, which
describes the importance of Exide Batteries. TheCompany profile, which includes the
history of company and its collaborations.Industry profile includes the story of how
manufacturing of batteries started,where and for what purpose these products are
invented etc. The current scenario of Exide batteries in the car segment describes the
present scenario demand and consumers response to the product. It also helps in future
projection of the product and helps understand the futuristic potential of the products in
the car segment.The analysis part includes the clear analysis of the views of interviews
and is alsosupported by graphs for clear understanding. Findings include the
importantinformation or facts known during the process of data
collection.Recommendations are produced according to the findings, these includes
thesuggestions which will be helpful for the organization.
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INDUSTRY PROFILE:
The Product:
The product is a maintenance-free battery, similar in design to a conventional
automotive battery, but just a heavier-duty version of the same arrangement. 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.
Purchase Occasions:
The automotive battery business consists of OE (original equipment) and after-market or
replacement market segments. The OE market is around 1.2 million units and the larger
replacement market is around 5 million units per annum in India. Purchase therefore
occurs when the current battery ‘dies’, which is usually after a period of approximately
two years.
Target Audience Demographics:
Region: India, urban population
Occupation: Service, working professional, self-employed
Gender: Male
Religion: Insignificant
Income: 1, 80,000 p.a. upwards
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Behavioral:
Occasions: When previous battery ‘dies’/breaks down
User status: First time user
Loyalty status: Not defined
Readiness Stage: Uninformed
Attitude toward product: Inquisitive
Attitude toward brand: Trusting.
Competition:
Exide is a market leader in the original equipment (OE) automotive batteries segment
with a market share of over 85% in the OE automotive batteries segmentand more than
25% in the replacement market (more than 60% amongst theorganized players). The
unorganized players have a bigger role in thereplacement market, with a market share
of above 55%.For the rest 15 per cent of the pie, there’s a clamourbetween players like
Prestolite, Bosch, Tata Green &Amaron. Other players inthe organized market are
andAmco.
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Products:
Lead Acid Storage Batteries for Automotive, Motorcycles, Genets, Trawlers,

VRLA,Industrial Standby, Motive Power and Submarine applications.
Factories:
Exide has 9 Factories spread across India. Together the annual productioncapacity is of
over 7.2 million automobile batteries(including motorcyclebatteries) and over 360
million AH of Industrial Power.
Quality:
Exide is certified to ISO9001, QS9000 and ISO14001 Quality Systems byRWTUV,

Germany.
OEM Supplier to:
Honda, Fiat, Toyota, Hyundai, Telco, Suzuki, Mazda, GM, Leyland,Marutisuzuki,

Mitsubishi, Piaggio. Only manufacturer of Submarine Battery in India.
R&D:
Exide has a Govt. approved sophisticated R&D Centre manned by highlyqualified

personals. Exide R&D owns 11 Patents for Battery DevelopmentTechnology. This
member's information has NOT been authenticated or verifiedby Alibaba or any third
party. Only Alibaba Gold Suppliers and Trust Passmembers have completed an
authentication and verification procedure conductedby third-party credit agencies.
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Exide Industries hold:
HELPED by the robust demand from the automobile segment, battery majorExide
Industries recorded a 28 per cent growth in turnover for the quarter endedDecember
2004. As the leader in the original equipment market of theautomobile battery segment,
the company benefited from the growth in theautomobile production seen in the recent
quarters.
The company also has a presence in the industrialbattery market, which accounts for
about 40 per cent of revenues. The enhancedactivity levels in telecom and power
sectors have resulted in increased demandfor industrial batteries as well. The
profitability was under pressure owing tospiraling input cost. The price of lead, the key
raw material, rose by over 40 percent during the period under consideration. Lead
accounts for about 75 percentof the total cost of production and raw material cost over
50 percent ofrevenues. 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 completelyaccommodate
changes in input cost. The soft interest rate regime and the lowgearing have given the
company savings in interest cost. The company'sperformance depends on the trend in
the price of lead.
Though sustaining volume growth would not be difficult, the fluctuation in. The cost of
inputs would be the key determinant of growth in bottom line. The increased
automobile production in the last couple of years would translate into enhanced deman
from the lucrative replacement market. The efforts to gain access to the rural
marketwould also drive demand from the replacement market. The implementation of
the more stringent norms pertaining to recycling of used batteries is another positive
trigger. This is likely to dilute the presence of unorganized sector players in the
replacement market.
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The company is also implementing capacity expansion projects. This, along withthe
location of the unit from Aurangabad (Maharasthra) to Bawal (Haryana),would have
long-term positive implications.On the flip side, the recent decision to permit duty-free
imports of sealedmaintenance free batteries could expose domestic players to the threat
fromcheaper imports. Besides, the removal of anti-dumping duty on lead acid
batteriescould also affect the prospects of domestic players.
The government had imposed an anti-dumping duty a few years ago oncomplaints from
the domestic companies about the dumping of cheaper importedbatteries.Though Exide
has strong brand equity and products positioned across variousprice points, it would
remain vulnerable to the threat from imports, especially inthe replacement market
segment. There would, however, be a marginal impact inthe original equipment market
due to relaxed norms for imports.
From an investment perspective, shareholders can retain their holdings Fresh exposures
may be considered on evidence of softening of lead price or sustained buoyancyin
automobile production. The key risk is the prospective threat from cheaperimports.
Besides, any further rise in lead price would also have an impact on profitability.
Leaders in Power Storage Solutions:
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.
Itmanufactures the widest range of storage batteries in the world from 2.5Ah to
20,600Ah capacity, to cover the broadest spectrum of applications.Capital Rs.712
Million.TurnoverRs. 12182 Million in 2003-04 ,Employees Over 4000, Market Share 33%
Market Share in overall domestic Auto Battery Market and90% Market Share in
Automotive OE. industrial battery market share50%.
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Manufacturing Capacities:
Factories (Established) CapacityK Units M AhAuto MC INDL:
Shamnagar (1946) - 600 - 140
Chinchwad (1969) - 1300 - 2400
Haldia (1981) - 1000 - 160
Hosur (1997) - 700 - 270
Taloja (1998) - 600 - 750
Multi location hedge supply risks to customers - delivery confidenceStrategically located

near marketsLogistically efficient, considering 70% raw materials imported
Proximity to ports - cost efficiency in exports

Marketing Network
Offices -26
Exide Care Centers -100
Exide Power Centers -25
SLI -3423
MC -2469
Marketing Staff - 291
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EIL is the market leader in the organized sector in both the automotive andindustrial
segments. 'EXIDE' and 'SF(Standard Furukawa)', the flagship brands ofthe Company, IS
also the leading battery brands in the country.
The Company has the dominant share in the original equipment segment
forautomobiles. It powers almost all the cars which have been introduced in Indiasuch as
Honda City, Honda Accord, Hyundai Santro, Hyundai Accent, HyundaiSonata, Suzuki
Baleno and Suzuki Wagon R, Mitsubishi Lancer, Tata Indica, TataIndigo, Fiat Palio, Opel
Corsa, Toyota Qualis, Mahindra Scorpio and MahindraBolero. EIL also has the dominant
share in the organised sector replacementsegment for Automobile batteries.
The Industrial applications of EIL batteries extendto Power, Telecom, Motive Power,
Mining, Railways, Emergency Lighting andNon-Conventional Energy Sources. The
Company is the largest manufacturer ofcaplamp batteries in the world. It is also one of
the five companies in the worldwhich has the capability to make submarine batteries for
both Russian andGerman types.
EIL is the first battery company in the country to introducepolypropylene case batteries
and maintenance-free batteries. It is also the pioneerof several new technologies like
flat-plate, and tubular plate batteries.By virtue of being the largest Sealed Maintenance
Free(SMF) batteries in Asiaoutside Japan, the Company has earned the status of a global
supplier to AmericanPower Conversion, the largest UPS manufacturer in the world.
Besides, it alsocaters to other multinationals operating within the country i.e. Siemens
andEricsson and other major players as TVSE, HTL, Tata Liebert, Numeric and ITI.The
Company has always believed in working closely with the Government indeveloping and
sustaining applications which are best suited to the country'snational interest. It has
tried to do its bit for the country by providing batteriesspecially tailored for Boors guns,
armored vehicles and tanks, wirelesstransmission, solar applications in remote areas and
devising anti-pollution masksamong others. The country's first battery powered electric
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boat, designed anddeveloped by EIL is an extension of its social initiatives and it
contributestowards building an eco-friendly and pollution free nation.
Exide was the first to introduce batteries for electric vehicles,Traction batteries for
electric wheelchairs, flat-plate batteries for golf carts andbatteries for automated guided
vehicles. In an agrarian economy such as India, thefarm sector is one which cannot be
ignored. Accordingly, Exide's avowedobjective was to cater to the tractor segment as a
thrust area. Its major initiative,Project Kissan, has made steady inroads into the rural
regions, particularly thoseof the North and West. This has helped to spread
consciousness among the ruralpopulace on the need to use eco-friendly and
technologically superior batteries.Exide has made extensive use of KissanMelas and
Dhabas to promote thisscheme and has introduced "Jai Kissan" battery to cater to the
replacementmarket in this segment. In furthering its social commitment, EIL has planned
toadopt select villages to improve social welfare.The Company exports batteries which
have captured niches in South East Asian.
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COMPANY PROFILE
The Company was incorporated as Associated Battery Makers (Eastern) Ltd., on

31stJanuary, 1947 under the Companies Act, 1913 to purchase all or any of the assets of
thebusiness of manufacturers, buyers and sellers of and dealers in and repairers of
electricaland 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 andwas expressed to be made between the Chloride Electric Storage Co (India)
Ltd on theone part and the Company of the other part. The name of the Company was
changed toChloride India Ltd on 2nd August, 1972. The name of the Company was again
changedto 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.
The Company manufactures the widest range of storage
batteries in the world from 2.5 Ah to 20,400 Ah capacity,
covering the broadest spectrum of applications. The

Companyhas six factories strategically located across the
country – twoin Maharashtra, one in West Bengal, two in
Tamil Nadu andone in Haryana. The Company’s predecessor carried on their operations
as import housefrom 1916 under the name Chloride Electrical Storage Company.
Thereafter, theCompany started manufacturing storage batteries in the country and have
grown tobecome one of the largest manufacturer and exporter of batteries in the sub-
continenttoday.
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Exide separated from its UK-based parent, Chloride Group Plc., in 1989, after thelatter
divested its ownership in favor of a group of Indian shareholders. The Companyhas
grown steadily, modernized its manufacturing processes and taken initiatives on the
service front. Constant innovations have helped the Company to produce the
world’slargest range of industrial batteries extending from 2.5 Ah to 15000 Ah and
coveringvarious technology configurations.
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Vision Statement:
"To win our customers, stakeholders and employees by transferring quality into
aPerformance oriented business which will secure market leadership and
profitablegrowth through effective fulfillment of customers' needs. "
World Class Manufacturing:
Exide has eight manufacturing plants producing world class products. Exidefactories are
located strategically around the country to provide logistic supportfor its production of
over five million batteries per annum.Each of these factoriesare equipped with state-of-
the-art equipment sourced from the best battery makingmachinery manufacturers in
the world. Exide, due to its strong roots with theerstwhile Chloride group, has access to
the best manufacturing practices in theAcid Batteries.
A technology tie-up with Shin-Kobe, Japan the makers of worldclass Hitachi VRLA
batteries has given Exide the technological edge inmaintenance free batteries. Other
strategic technology agreements with Furukawa,Japan and Oldham, U.K. has given Exide
the competitive edge in providing themost reliable solutions for packaged power.
Collaborations:
Shin-Kobe Electric Machinery Co. Ltd., Hitachi Group, JapanFor Automotive and VRLA
BatteriesThe Furukawa Battery Co. Ltd.,JapanFor Automotive Batteries at Taloja.
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1 Board of Directors
Mr. S.B. Ganguly Executive Chairman & Chief Executive

Officer
Mr. R.B. Raheja Vice Chairman & Non-Executive Director
Mr. T.V. Ramanathan Managing Director & Chief Operating

Officer
Mr. S. Chand Director-Corporate Affairs
Mr. P.K. Kataky Director-Automotive
Mr. G. Chatterjee Director-Industrial
Dr. S.K. Mittal Director (R&D)
Mr. R.G. Kapadia Non-Executive Director
Mr. H.M. Kothari Non-Executive Director
Mr. B. Mitter Non-Executive Director
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Mr. S.N. Mookherjee Non-Executive Director
Mr. A.H. Parpia Non-Executive Director
Mr. S.B. Raheja (Alternate D.S.Parekh) Non-Executive Director
Mr. W. Wong Non-Executive Director
Mr. V. Aggarwal Non-Executive Director Compliance

Officer
Mr. Barun Das Divisional Head - Legal & Company

Secretary
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Executive Committee
Mr. S.B. Ganguly, Mr. T.V. Ramanathan, Mr. S. Chand, Mr. P.K. Kataky, Mr. G. Chatterjee,
Dr. S.K. Mittal, Mr. Barun Das, Mr. MonodipChaudhuri, Mr. R.P. Ray.
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Milestones Achievements
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
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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
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Venture
in Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd
PRODUCT PROFILE
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The product in focus is “Exide automotive batteries mainly the car batteries”
Exide is a dominant player in the Industrial Battery segment, with a product range
covering capacities from 2.5 Ah to 10,000 Ah and more. Using the latest technological
inputs, exide manufactures industrial batteries for the power, telecom,
infrastructureprojects, computer industries, as well as the railways, mining and defense
sectors. The product range includes both Flooded type Lead Acid batteries as well as the
Sealed Maintenance Free (SMF) VRLA type ,in the Mono block and 2V range to meet
most applications needs. VRLA batteries are manufactured in Technical Collaboration
with Shin Kobe - Japan Manufacturers of Hitachi Range of Batteries. Exide is in a
continuous process of developing new products and enhancing existing products in the
R&D Center at Kolkata .
Table 2 Special Features
CHARACTERISTIC ADVANTAGES
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Polypropylene container Strong and durable.
With strengthening ribs Ability to withstand bumps and vibration.
Ready for fitment.

Factory Charged
Eliminates possibility of contamination (because of use of
impure acid/water during initial charging in the field).
Low self discharge characteristics because of use of high
quality acid/water.
Side Vented Design Top surface of battery remains clean, as such no loss of
change because of surface leaking of current.
Microporous filter disc Curtails emission of acid fumes thus preventing corrosion
of cable clamps or components in the engine
compartment.
Magic Eye Enables state of charge or electrolyte level to be

ascertained without having to open the service plugs.
PE/Glassmat assembly Enables battery to withstand high vibrations and

minimizes possibility o through shorts which cause
premature failure to the battery
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Hybrid Design Enhanced low maintenance characteristics (topping up
requirements in normal working conditions would be
once in six months)
Ability to withstand high ambient operating conditions as
prevent in India
Low Internal Resistance Ability to generate high cracking power during starting.
Enables battery to quickly recharge while in use. (The vehicle
does not need to drive long distances to ensure full change of
the battery)
Low degradation Ensure long trouble free service
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RANGE OF EXIDE EXPRESS BATTERIES:
These batteries are strong durable polypropylene containers with heat shield leads.
The plates in these batteries are manufactured to an exclusive design using special
gridAlloys to give durability and resistance to corrosion.
The special low resistance flat separators bounded on to non-degradable glass
woolretainer mats prevent plate shedding andensure enhanced charge –discharge life
Cycle.
INTIAL CHARGING DESCRIPTION:
Apply petroleum jelly on the terminal cable clamps.Remove the filling plugs loosely
place them in position.
Ensure positive and negative terminals of the battery are connected properly to
theCorresponding charger terminals to avoid reverse charging.
Continue charging at this rate approximately for 8-12 hours till the cells
aregassingfreely and the voltage remains same for three hourly consecutive readings
atthe top of charge terminal voltage of 16.2 volts for 12v battery.Adjust the obtained
specific gravity to the recommended final specific gravity by
Replacingrequisite quantityof electrolytewith distilledwater in case the obtained
Specific gravity is higher. 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
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SPECIFIC GRAVITY:
Initial filling –1.230+- 0.005 .Gravity is fully charged condition (270 c)-1.230-1.240.Charge
duration 8-12 hours.
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.
While charging is in progress, always keep the filling plugs inloose condition so that
gases escape freely.Batteries expel explosive gases, keep naked flame away.
INTRODUCTION TO CARBATTERIES
A (HCV) battery is principally used to start the engine of heavy vehicles. It isalso used to
filter or stabilize .power and to provide extra power for the ignition,lighting and other
accessories when their combined load exceeds the capabilityof the charging system, i.e.,
when the engine is idling. It also provides power tothe electrical system when the
charging system is not operating.
The battery lies hidden under the bonnet and is anessential component of the vehicle.
Regular care is a must, for if it in bad shape,the vehicle will refuse to move. "Push-start"
is a solution but cannot be carried onfor long. A well-maintained battery lasts for 2 years.
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Research and Development:
In the era of intense competition, technological changes are putting extremepressure on

Companies to innovate or decline.Therefore, contribution ofinnovation & technology is
becoming a key success fator in many of theorganizations.Exide recognizes the
importance of technology & innovations. Inorder to maintain technological leadership,
Exide R&D have been activelydeveloping differentiated battery technologies for tropical
countries. The ExideR&D has been recognized by the Department of Scientific &
Industrial Research,Ministry of Science & Technology, Government of India since April
1977.
R&D work is carried out on various facets of lead-acid battery technology, whichinclude
development of new products for applications such as Automotive,Motorcycle, VRLA,
Telecom, UPS, Railways, Defense, etc. primarily to make theproduct range internationally
competitive. In addition, the R&D is engaged inprojects embracing process technology
aimed at improving the product quality &consistency, production efficiency and material
utilization. Furthermore, R&Dprogram includes improvement and indigenization of
materials such as metals,alloys, plastics, etc. R&D emphasis is on studying and improving
theenvironmental aspects associate with the manufacturing process.
Functional Areas:
All the above specific areas are well administered by a strong group of human assets The
qualified R&D personnel are Ph.D.'s in Engineering / AppliedScience, Post-Graduate /
Graduate in Engineering / Science, MBA's and Diplomain Engineering with broad
spectrum of experience and they work in the following functional areas:
Page | 33

Battery Design &Development:
Process Development
Tool Design & Development
Alloy Development
Development of Plastic Components
Hard Rubber / Soft Rubber Components Development
Analytical Services
Battery Testing & Quality Assurance
Environmental Health Monitoring
Technology for Tropical Countries:
In tropical countries like India, automotive battery life is adversely affected by the
following conditions:
 High ambient temperature
 High Vehicle Vibration due to rough roads
 Outdated charging system particularly on old vehicles
 Sluggish vehicle movement in congested city drivesFrequent start - stop
 Weak infrastructure for maintenance
 Inferior quality of water for topping up.
Page | 34

 Exide R&D Centre, therefore, has a special focus on developing the desiredautomotive
battery characteristics for India / Tropical conditions which includethe following:
 High temperature endurance
 Recovery from deep discharge
 Resistance to vibration & bumps
 High reserve capacity
Some of the major development work done at the R&D Centre and viewed at aglance is
as follows:
Japanese range of automotive batteries, Japanese range of Motorcycle batteries, Jai

Kisan range of Tractor batteries, MHD range of automotive batteries as per Indian
Standards, DIN range of automotive batteries suited to vehicles of European origin, Valve
Regulated Lead Acid (VRLA) batteries for Telecom application, Valve Regulated Lead Acid
(VRLA) batteries for Indian Railways, Valve Regulated Lead Acid (VRLA) batteries for
Inverter application, Motive Power Batteries for Fork-lift Trucks and Submarine battery
for Indian Navy, High energy density battery for Electric Vehicles § Plante batteries for
Powerstations New products have been developed for the domestic and export markets,
such as Jai Kisan range of batteries for tractors. Furthermore, long-life,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 entirecommercial range
of vehicles. Batteries were also developed for CNG/LPGpowered three-wheelers and golf
carts.A range of batteries for Industrial application including new batteries forTelecom,
Page | 35

Solar, Traction and small VRLA for UPS system was also developed.Major OE customers
for automotive batteries include Toyota, Hyundai, Honda,M&M, Maruti, GMI, Tata
Motor, etc. etc.Major OE customers for motorcycle / three-wheeler batteries include
Bajaj Auto,Hero Honda, LML, Kinetic Motor, Yamaha, etc. etc.
Major OE customers for industrial batteries include DOT, RDSO, NPC, NTPC, APC, etc.
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 theraw materials and
components used for manufacture of batteries. These includeoptical emission
Spectrometer, Particle Size Analyzer, Porosemeter, ImageAnalyzer Workstation, Profile
Projector, Universal Tensile testing machine, etc.
Product Testing Facilities:
Product Testing Department acts as the nodal point for product validation throughintra
R&D linkage with Automotive Design Department for Automotive,Motorcycle & EV
batteries Industrial Design Department for VRLA, Plante(Flooded), Tubular (Flooded),
Submarine, Solar, Minars' Cap Lamp, etc.Process Development Department for change
or improvement in manufacturingprocesses .
MRR for ISO and QS Quality Standards
Page | 36

Product Testing Department also interacts with all the manufacturing units
i.e.Shamnagar, Chinchwad, Haldia, Hosur, Taloja, Ahmednagar&Guindy for testingand
quality assurance of their products from time to time and as per QSStandards.In order to
achieve Business Generation through Type Approval Tests of newlydeveloped products,
Product Testing Department keeps liaison with Industrial &Automotive Marketing
Department and carry out Type Approval Tests which isusually witnessed by the
customer / ultimate user at R&D Test House.R&D Test House is equipped with state-of-
the art test facilitieswhich are mainly Microprocessor based computer controlled charge
– dischargetest system Environmental test machines e.g. Vibration, Controlled
Temperature& Humidity Chambers, etc.
High Current Discharge Circuits for Automotive &Industrial .Some special testing
machines e.g. High Voltage Tester, Spark Tester, ShortCircuit Tester, etc.
In the era of intense competition, technological changes are putting extreme pressure
onCompanies to innovate or decline.Therefore, contribution of innovation & technology
becoming a key success factor in many of the organizations.
Exide recognizes the importance of technology & innovations. In order to maintain
technological leadership, Exide R&D have been actively developing differentiatedbattery
technologies for tropical countries. The Exide R&D has been recognized by the
Department of Scientific & Industrial Research, Ministry of Science &
Technology,Government of India since April 1977.
R&D work is carried out on various facets of lead-acid battery technology, whichinclude
development of new products for applications such as Automotive, Motorcycle,VRLA,
Telecom, UPS, Railways, Defense, etc. primarily to make the product rangeinternationally
competitive. In addition, the R&D is engaged in projects embracingprocess technology
aimed at improving the product quality & consistency, productionefficiency and material
utilization. Furthermore, R&D program includes improvementand indigenization of
Page | 37

materials such as metals, alloys, plastics, etc. R&D emphasis is onstudying and improving
the environmental aspects associate with the manufacturingprocess.
Exide , a name coined out of Excellent Oxide –a product ingredient, has through its
continuous commitment and customer-need focus, emerged as one of the most
powerful brands in existence today.
Page | 38

MARKET ANALYSIS
S.W.O.T ANALYSIS
SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic
position of the business and its environment. Its key purpose is to identify the strategies
that will create a firm specific business model that will best align an organization’s
resources and capabilities to the requirements of the environment in which the firm
operates. In other words, it is the foundation for evaluating the internal potential and
limitations and the probable/likely opportunities and threats from the external
affect the success. A consistent study of the environment in which the firm operates
helpsin forecasting/predicting the changing trends and also helps in including them in
thedecision-making process of the organization.
Following is the SWOT analysis made for Exide Industries limited (EIL) operating in the
city of Ranchi.The analysis is particularly done keeping in view the HCV’s segment in
the city.
Page | 39

C
Stwot hp rr eea okn trgs etu hsn i t i e s

Page | 40
COMPETITOR ANALYSIS
The biggest advantage that Exide enjoys and which is a very rare scenario in
today'scompetitive world is lack of any substanti al competi ti on. The company
has around 80%market share in industrial batteries inWest Bengal, Jharkhandand
Orissa..
There are a fewemerging players like Amara Raja and HBL witharound 8%
market share each but the kind of brand name and goodwill that Exide
enjoys is beyond comparison. Amara rajais an important emerging
competi tor and it manufactures onlyVELA batt eries(Power Stack and
Quanta). These new playersare marketi ng their products very aaggressively
by way of off ering the products at Highly discounted rate andalso offering
longterm guarantees but the way things are going, it seems the onl y factor that can
make them succeed isExide itself i.e. ifExide itself' makes some gravemistakes and paves
its way down.
Page | 41

PURPOSE AND OBJECTIVE OF STUDY
The objective of the survey is to know the market potential of Exide

automotive (HCV) batteries in ranchi and to rate the batteries in terms of sales,
services.To know the complaints received by the mechanics. To get suggestions and
other information from the mechanics in order to increase the sales by providing good
services.To know factors having major influence on consumer purchase behavior and to
compare with other brands of batteries in terms of performance, price, after sales
services, package, promotional activities and other related information.
This is also done to know the features consumers will consider using 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 Exide batteries and to get
good suggestions in order to boost the sales of Exide batteries.
Page | 42

RESEARCH PLAN
To achieve the objectives, a questionnaire was prepared consisting of

questions covering all aspects for which information was to be derived.
1. DATA SOURCE : Primary data
2. RESEARCH INSTRUMENT :Questionnaire
3. RESEARCH APPROACH : Survey
4. SAMPLING PLAN
a) Sampling unit : People
b) Sampling Size : 100
c) Sampling Procedure : Random Sampling
5. CONTACT METHOD : Personal
Page | 43

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It refers to

the methodology refers to the methodology, techniques that are used for the activities
involved in performing the research operations such as making observation, recording
data etc.
(a) Type of Research :
This study is based on Descriptive Research which includes surveys and findings
ofdifferent kind .This research aims at answering the ‘What’ and ‘Why’ of the current
stateof some system . It provides an accurate description for something that is
occurring.Description & explanation are its two main aims.
(b) Data Collection Method :
Primary data.Because this was more suitable according to my survey & sample size.
(c) Primary Data Collection Method :
The primary data can be obtained either through observation or through

directcommunication with respondents in one form or another or through
personalinterviews. The data collection Method used for research is Survey method.
(d) Primary Data Collection Technique :
The data collection technique used is Questionnaire. A questionnaire is framed and then
data is collected by making it fill by the respondents. The questions are in the form of
open ended as well as close ended.
Page | 44

(e) Universe of the Study :
Owners of cars in Ranchi.
(f) Sample Unit :
Dealers of Exide Batteries.
(g) Sampling Technique :
Sampling is done according to my own convenience and so the sampling techniques

used in this project is Convenience sampling.
(h) Sample Size:
100 People.
LIMITATIONS
 The project was constrained by the time limit.

 Respondent are not used to such surveys and hesitate in telling opinion frankly.
 Some people didn't have enough time to fill up the questionnaire.
 Mindset of people may very depending upon their age, gender, income etc.
 Respondents were very busy in their schedule. So it was very time consuming for
them to answer all the questions properly.
(j) Analytical Tools
Graphs ( Bar diagram , pie charts , etc.)
Page | 45

FINDINGS AND STUDIES
Table 3 Respondents Dealing with Different brands
BRANDS NO. OF RESPONDENT’S PERCENTAGE
Exide,Amron 30 30%
Exide ,Amron,Amco 29 29%
Exide, Tata Green 6 6%
Exide,SF,Amco 3 3%
SF, Amron 10 10%
All 2 2%
Exide,SF,Amron 20 20%
Total 100 100%
Respondents dealing with different brands:
Respondents dealing with Exide and Amron are 30%Respondents dealing with Exide
,Amron and Amco are 29%Respondents dealing with Exide and Tata Green are 6%
Respondents dealing with Exide, SF, Amco are 3 %Respondents dealing with SF and
Page | 46

Amron are 10%Respondents dealing with all brands are 2%.Respondents dealing with
Exide, SF and Amron are 20%
Exide, Amron Exide, Amron,amco Exide, Tata Green Exide, SF, Amco
SF, Amron All Exide,SF,Amron
20.00%
30.00%
2.00%
10.00%
3.00%
6.00% 29.00%
Figure 1 Respondents Dealing with Different Brands of car batteries.
INTERPRETATION:
Exide holds most of the market share with above 50 % of the market,next in line just
behind Exide or in other words a fierce competitor of Exide is Amaron followed by SF
and amco which covers about 30% of the market share.The features that Amaron gives
in its batteries is much similar to Exide but it has captured the market on the strength of
a very good after sales service and through giving warranty on its products.
Page | 47

Table 4 Demand for Automotive Batteries
DEMAND NO. OF RESPONDENT’S PERCENTAGE
High 60 60%
Medium 40 40%
:
Low 0 0%
Total 100 100%
RESPONDENTS
70
60
50
40
30
20
10
0
HIGH MEDIUM LOW
Page | 48

INTERPRETATION:
Figure 2 Demand for Automotive batteries in Ranchi
Respondents viewed high demand for automotive batteries are 60%. Respondents
viewed medium demand for automotive batteries are 40%. Respondents viewed low
demand for automotive batteries are 0%. In a city like Ranchi the annual income of
individuals have surpassed the records of all times, growth has been seen in all sectors
this is a very good indicator of the changes in lifestyle of the respondents {sample group}
in large it is viable to say that with the increasing trend of urban lifestyle, the potential of
possessing a car has doubled. Therefore with the above data it is clear that the demand
of car batteries have increased and has a very good potential in the future.
Page | 49

Features consumer will consider during the purchase of the
batteries:
Respondents have given their views with respect to the Features of Exide batteries in
different parameters such as performance, price, Promotional Activities, Aftersales
Services, and Packaging. The table given below shows the percentage weightage given
by respondents on different parameters of the battery. It is seen that
Table 5 Features consumers considers during purchase of automotive batteries.
TOTAL
FEATURES CATEGORY PERCENTAGE RESPONDENTS
Satisfied 54
Performance
unsatisfied 49 100
High 53
Price Low 2
Competitive 54 100
Good 35
Promotional activities Average 48
Poor 17 100
Attractive 32
Packaging Normal 50
Not attractive 18 100
Good 30
After sales service Average 37
Poor 33 100
Page | 50

6.45%
10.55%
7.23%
9.57%
5.86%
3.52%
10.35%
9.77% 0.39%
3.32%
6.25% 10.55%
6.84%
9.38%
Figure 3 Customers opinion about Exide batteries features.
INTERPRETATION:
Therespondents considered price and performance the most i.e 35 % while purchasing a
particular battery product , followed by performance of the battery and brand name.i.e
30 % . the price and brand name played an important factor in making purchase decision
followed by the package and performance.
Complains by the Exide customers
Table 6 Complains by Exide Customers.
COMPLAINTS NO OF RESPONDENTS PERCENTAGE

YES 34 34%
Page | 51

NO 66 66%
TOTAL 100 100%
66%
70%
60%
50%
40% 34%
30%
20%
10%
0%
YES NO
PERCENTAGE
Figure 4 Percentage of Complains received by Exide customers.
INTERPRETATION:
No. of respondents received complaints are 34, No. of respondents did not received any
complaints are 66. Out of the total 100 % respondents 66% of the respondents did not
have any complaints about Exide batteries where as 34 % of them had complaints about
the battery which included the rapid discharge of the battery melting of the poles.
Page | 52

Which media will draw more attention of customers ?
80
70
71
68
60
50
40 44
30 32
29 30
26
20
10
0
Figure 5 Role of media in attracting customers
INTERPRETATION:
After the survey of 100 respondents it was found that the respondents gave more
weightage to Advertisements via electronic media and print media, display of the brand
is also competitive in spreading brand awareness. In order for positioning the brand in
the minds of the customers the brand should commercialize through TV, and Radio.
Newspapers and magazines also contribute in reaching out to new markets; shop display
is more common in rural areas.
Market potential analysis
Page | 53

Estimating the market potential for a business requires specific information on the
number ofPeople or potential buyers, an average selling price, and an estimate of
consumption or usage fora specific period of time. Once this information has been
collected, it can be plugged into theFollowing formula to derive the estimated market
potential.
Estimating Market Potential: [MP = N * O * Q]

; Where:
MP = market potential
N = number of possible buyers
P = average selling price
Q = average annual consumption
Market Potential Analysis Procedure at aproxima
Page | 54

No. Of Registered Vehicles In Ranchi (Data Source:- HO-RTO Durwa Ranchi)
Year Two wheelers Cars Trucks Buses Taxis Jeep Three Wheelers Tractors Trailers
2007-08 125967 12874 5688 478 1488 4507 5585 2806 1946
2008-09 141641 15750 6492 429 2566 5186 6209 3880 2854
2009-10 137991 19517 7217 557 3012 6760 9396 4766 3479
2010-11 207130 26850 6304 592 2543 7737 9799 5604 4093
Figure 6 Number of vehicles registered in Ranchi District.
Table 7 Average sales of car battery dealers in Ranchi
SHOP LOCATION MIN MAX AVG YEARLY SALES

1 New Battery Centre MAIN ROAD 5 6 5.5 66
2 Bharat Electronics Spares MAIN ROAD 10 15 12.5 150
3 Vision Enterprises MAIN ROAD 10 15 12.5 150
4 New Battery Point MAIN ROAD 5 10 7.5 90
KARBALA
5 7
5 Calcutta Batteris CHOWK 6 72
KARBALA
5 10
6 Excel Battery CHOWK 7.5 90
7 Compserve Electronics KACHERY 3 4 3.5 42
8 Bablu Auto Electrical DORANDA 4 5 4.5 54
9 Runa Electricals HARMU 6 7 6.5 78
10 Om Distributros HARMU 6 7 6.5 78
11 Vaishali Agency KANTATOLI 5 10 7.5 90
12 Power Tron UPPER BAZAR 15 20 17.5 210
13 Premier Agencies KACHERY 4 5 4.5 54
14 Cargo Battery Centre HINDPIRI 10 20 15 180
15 Power Point HB ROAD 5 6 5.5 66
16 Power Point HB ROAD 7 8 7.5 90
17 M K Motors HINOO 10 15 12.5 150
18 Sagar Agencies HINOO 10 20 15 180
Page | 55

19 Gupta Battery Centre RATU ROAD 1 2 1.5 18
Om Prakash Storage
8 10
20 Battery RATU ROAD 9 108
21 Power Battery RATU ROAD 5 10 7.5 90
22 Sona Light RATU ROAD 8 10 9 108
23 Santosh batteries RATU ROAD 5 6 6 72
24 Runa Electricals HARMU 3 4 3 36
25 Wonder Tyres THARPAKHNA 5 10 7.5 90
26 Ashoka Battery HINOO 10 12 11 132
27 Battery Home BOOTY MORE 5 10 7.5 90
27 Power Systems DHURWA 5 10 7.5 90
29 Manjoor Motor Garage MAIN ROAD 5 6 5.5 66
30 Lucky bharat Garage HARMU 2 3 2.5 30
31 Mokhtar Garage HINOO 7 8 7.5 90
KARBALA
Israel Garage 3 4
32 CHOW 3.5 42
33 Surjit Motors RATU ROAD 10 15 12.5 150
34 Binod Motors FIRAYALAL 2 3 2.5 30
35 Raza Enterprise FIRAYALAL 4 5 4.5 54
Md. Younus Auto &
KOKAR 6 7
36 Battery 6.5 78
37 Maharana Electronics DORANDA 5 10 7.5 90
38 AmcoShopee MAIN ROAD 2 3 2.5 30
39 Prasad Electronics KATATOLI 4 5 4.5 54
40 Tamkoria Battery Center DHURWA 5 10 7.5 90
41 Oriental Electricals SINGH MORE 6 7 6.5 78
42 Priya Batteries BAHU BAZAR 2 3 2.5 30
43 Sagar Angel Battery MAIN ROAD 5 7 6 72
44 Rama Auto PANDRA 2 3 2.5 30
45 Maruti Automobiles RATU ROAD 5 7 6 72
46 Rozi Batteries KARBALA 2 3 2.5 30
47 Kiran Car Care KACHERY 4 5 4.5 54
48 Sri Sai Raja Batteries KOKAR 10 12 11 132
49 Swastik Motors KOKAR 5 6 5.5 66
DhanrajGarrage&
KOKAR 10 12
50 Batteries 11 132
AVERAGE SALES PER YEAR 85.10
AVERAGE SELLING PRICE 4000
AVERAGE DEMAND 12874
MARKET POTENTIAL 5.18
Page | 56

Interpretation
A total of 50 retail stores selling car batteries were interviewed on the average sales of
exide batteries per month in different regions of ranchi. The average sales of these
retailers were multiplied by 12 (12 months) in order to get the yearly average sales of
Exide batteries in the selected region of Ranchi. The average price of these car batteries
vary due to price competition and dealer margin for profit and also other market
conditions. However the average price for a regular exide car battery has been taken as
per the interview to be Rs 4000. The average demand of the car battery has been
determined from the data obtained from the regional RTO office Doranda Ranchi. The
data shows the number of cars registered (year wise) it was seen that the number of
cars being registered has been continuously increasing over the years. This is a clear
indication of increasing sales of Exide batteries in the coming years, as the average life of
the OEM battery fitted in the brand new car lasts for an average of 3-4 years, therefore
the sale of Exide batteries pitch in after the vehicles has been registered for 3-4 years.
The data obtained from the RTO. Shows 12874 vehicles have been registered in the year
2007-08 which is our potential demand for the batteries in the present year.
Market potential has been calculated with the help of the formulae stated above,
multiplying the average sales per year, average selling price, and the average demand of
the battery after 3-4 years. The findings were distinct as the average sales per year is
4224 units. The market potential is 66%.
FINDINGS:
 After sales services are not up to the mark at several areas.

Page | 57

 There is no quick response after receiving the complaints.
 Exide batteries stands first in ranking, amaron ranked third and SF 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.
 Only few complaints are received from the customers of Exide.
 The price of Exide batteries is high as compared to other batteries.
 As far as advertisement is concerned T.V, news papers, shop displays and shop paintings.
 Play major role in drawing the attention of the consumers.
 According to the garage people automotive batteries has got high demand as there is
anIncrease in the purchases of cars and commercial vehicles.
 Most of the mechanics suggest their customer to go for a particular brand.
 Exide, amron and amco are the brands which are dealt by many of the garage people.
RECOMMENDATIONS:
 Provide better after sales services than the competitors, without delay aftereceiving
complaints.
Page | 58

 Letting the stock of batteries in the MASS and other big garages by providing them
batteries at discounted prices will help to increase the sales.
 Advertisement in TV’s, news papers and shop display’s plays important role in
drawing the attention of consumers.
 Should have a good rapport with garage people apart from dealers and retailers.
 Dealer’s margin and retailer’s margin should be more than the margin provided
by the competitors so that they can provide commissions to the mechanics.
 Take necessary action towards the batteries which are damaged within the
warrantyperiod, without delay.Need to invest more on promotional activities as there is
more potential forautomotive batteries.Decrease the price of the batteries as much as
possible according to the competitors.
LOCATION WISE MARKET POTENTIAL
LOCATIONS:
1. KANKE
2. LALPUR
Page | 59

3. HARMU
4. ARGORA
5. NAMKUM
6. RATU ROAD
DESCRIPTION:
These areas have good market potential because there are many markets and
transporters who have purchasing power and they can be converted into a loyal
customer through company’s strategy and good promotional and advertisement
activity.
All five areas have prospects where company can pitch the product and create
customers. To create good customer base and enhance the knowledge of the customers
company could have a lot of activities.
SOME OF THE IMPORTANT PROMOTIONAL AND ADVERTISEMENT

CAMPAIGN IN THESE AREAS SHOULD BE UNDERTAKEN:
1. Distribute t-shirts having the full image of Exide batteries specially to the workers at
petrol pump on highways in the territory of Ranchi :-
Through this activity company can create awareness among the general public as well
as the potential customer about the product because whenever people will come to fill
petrol in their vehicle they will see this logo on the t-shirt.
Cost of distributing t-shirt-
30rs/t-shirt
Number of t-shirts required- not more than 60
Approximately- 1800rs
2. Start campaigns at the market in territory having canopies and other means of
advertising :
Campaigns to educate customer about the product and its benefits will also help the
company to enhance sales and improve the image of the company. For this purpose
company can set canopies at different market (Pandra market, Harmu market e.g.) to
introduce the vehicle directly to the existing customer and company can use pamphlets
also.
Cost of campaigns and pamphlets:
It depends on the frequency and coverage of the market.
3. Start educating the existing customers of Amaron about Exide Batteries:
It is a kind of strategy to damage the competitor’s image and provide knowledge to
them in order to convert them in own customers. This is a very difficult task to do but a
well trained and knowledgeable salesman can do this easily.
4. Distribute caps and t-shirts to the mechanics of the vehicles:

Page | 60

It is also a very good concept of advertising and promoting the product. If company will
distribute caps and t-shirt to all mechanics in the territory of Ranchi, it will also help the
company to introduce the battery to potential customer because whenever they will go
for maintenance and repairing of the battery they will get the information about the
Exide battery..
Cost of caps:
10-15rs/ cap
5. Use hoarding at the different location:

Using hoardings will also help the company to attract potential customer, it will give a
proper information about the product and its specification. It will also attract the
drivers of the vehicle who are very influential in buying any kind of battery.
Cost of hoardings:
It depends upon the location of hoarding (generally 5000rs-2000rs in Ranchi)
6. Support advertising with attractive phrase which can create a emotional attachment
with the product:
Sometimes a good tagline for a product can create an emotional attachment and
companies are doing this to enhance their sales. So if company will have some kind of
advertising which can hit the emotional sentiment of potential customer then company
should try to create such advertisement headline.
7. Distribute keychain and pen at petrol pumps:

For promoting the product in the market company should think about each and every
Section of the society where they can build the image of the company and educate
the potential customer .this is a kind of intensive advertising through which company
will cover all the areas where they can generate sales.
Cost of keychain:
2-3rs/piece
8. Distribute calendars to transport companies and Call them for party and create a
personal relationship with them
To convert the existing customers of Competitors, Company should also focus on the big
transport companies who are indulge in logistics, because they are the big parties who
use to buy a number of batteries the company should give more heed to them.
Company can call transport companies for party and Provide gifts to transport
companies at different occasion it can create a personal relationship with them to
attract and convert them into loyal customer.
Page | 61

9. Create temporary sales force team specially for the Exide batteries and give training to
the sales man for converting the potential customer of batteries:
The implementation of this entire program can only be done by having a good and well
skilled sales force. So company should create a temporary sales force that is highly
trained and well skilled to convince the potential customer. This is a very tough task for
the company and it will also incur some cost, so if company will create sales force from
the existing sales man and give proper training and orientation to the program then
company can curtail cost and time.
10. Participate in different kind of trade fairs (like udyogmela in ranchi):

It is also a very good opportunity to get attention of people and introducing Exide
batteries in trade shows. Through this kind of activity company can also create a brand
image and fill the gap between the customer and the product.
11. Provide short tour packages to prime customer:
Company can also provide short tour packages to their prime customer (transport
companies) to create a brand loyalty among them. This is also creating an emotional
attachment with the brand and company.
12. Sponsorship at different events:

Sponsorship in different kind of events will also help the company to create a good
image and also help the potential customer to identify the product.
13. Hot balloon at different markets:

Hot balloons at different market will also help the company to advertise the product.
DETAILS OF THE DEPARTMENTS WHERE I WORKED FOR MY

S.I.P
Page | 62

sm
sE
axau
rli
dkve
es
ty
i
n
dg
.
l
t
d
I had worked there in 3 different departments-:
1. Survey- During the survey of the respondents i used to visit at the different locations
randomly and i used to get the response from them by questionnaire that, how much
you are satisfied with Exide batteries as compared to Amaron and other players..
2. Marketing- Inthis department I had seen that the people in this department are
usually involved in the promotion and advertisement of the product. The main
objective of this department was that boosting of sales to survive into the market. The
main sources used for boosting of sales were posters, hoardings, pamphlets, newspaper
ads.
3. Sales- In this department the sales of the batteries is done through OEM’s where
manufacturers are supplied with the batteries in the manufacturing houses and also it
is done through the replacement market of the batteries. These all process are basically
done for the purpose of creating a business for the organization.
Page | 63

BIBILIOGRAPHY
BOOKS:
 Principle of marketing by Phillips Kotler
 Research methodology by C.R Kothari
 Advertising and Promotion by George E.Belch and Michael E.Belch
 Contemporary issues in marketing and consumer behavior by
Elizabeth parsons and Pauline Mclaran
MAGZINES AND NEWSPAPER:

 Business standard
 4ps
 The economic times
 Company pamphlets
 Times of India
Web sites:
 WWW. EXIDE INDUSTRIES.COM
 WWW. GOOGLE.COM
QUESTIONNAIRE
THE MARKET POTENTIAL OF EXIDE AUTOMOTIVE BATTERIES
Name:
Address:
Page | 64

1. What are the different types of brands you are dealing with?
a)Exide b)Standard furukawa

c)Amaron d)Tata green
e)Amco f)Panasonic
2. How many cars do you own?
_____________________
3. Demand for Automotive batteries?
a)High b)Medium
c)Low
4. What are the features consumers will consider during the purchase of batteries?
a) Price b) Performance
c) Package d) Brand name
5. Rank the different automotive batteries in terms of sales?
a) Exide ----- b) Standard Furukawa -----c)Amaron ----- d)Prestolite -----

Page | 65

e)Amco ----- f)Panasonic -----
6. Do you suggest any brand to other car owners?
a) Yes b) No
7. Which brand do you suggest to them?
a)Exide b) Standard Furukawa

c)Amaron ----- d)Prestolite -----
e)Amco ----- f)Panasonic -----
8. Your Opinion of Exide batteries?
i)Performance:-
a) Satisfied b)Unsatisfied
ii)Price:-
a)High b)Low
Page | 66

c)Competitive
iii) After sales service:-
a) Good b) Average
c) Poor
iv)Package:-
a)Attractive b)Normal
c) Unattractive
v) Promotional Activities:-
a)Good b)Average
c) Poor
Page | 67

9. Do you think advertising plays an important role in drawing attention of the
customers?
a) Yes b) No
i) Which media will draw more attention of customers :
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 got any complaint after purchasing the batteries?
a) Yes b) No
If Yes
i)Furnish some of the complaints you have faced
a)____________________________________
Page | 68

b)____________________________________
c)____________________________________
11. Please furnish the following:
a)Strengths of Exide : ________________________________________
b)Weaknesses of Exide : ______________________________________
12. Any suggestions which help in boosting the sales of Exide batteries?
__________________________________________________________
__________________________________________________________
Page | 69

A Project Report On Exide Batteries

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A RESEARCH REPORT

“Analysis of market potential, competitors strength in car

XAVIER INSTITUTE OF SOCIAL SERVICES

“Analysis of market potential, Competitors strength in

influence on consumer purchase behavior)”

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

Prof. Arup Mukherjee

Prof.A.R.Bodra(HOD Dr. Fr. Alex Ekkas.j

XAVIER INSTITUTE OF SOCIAL SERVICES

I, AmolRiteshToppohereby declare that the project on the topic “Analysis of market

Date: Roll No.

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

“Give a man a fish, he will eat it.

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

FIGURE 1 RESPONDENTS DEALING WITH DIFFERENT BRANDS OF CAR BATTERIES................................45

XAVIER INSTITUTE OF SOCIAL SERVICES

The current Project work titled “Market Potential of ExideAutomotiveBatteries in Car

XAVIER INSTITUTE OF SOCIAL SERVICES

Target Audience Demographics:

Region: India, urban population

Occupation: Service, working professional, self-employed

Income: 1, 80,000 p.a. upwards

XAVIER INSTITUTE OF SOCIAL SERVICES

Occasions: When previous battery ‘dies’/breaks down

User status: First time user

Loyalty status: Not defined

Readiness Stage: Uninformed

Attitude toward product: Inquisitive

Attitude toward brand: Trusting.

XAVIER INSTITUTE OF SOCIAL SERVICES

Lead Acid Storage Batteries for Automotive, Motorcycles, Genets, Trawlers,

Exide is certified to ISO9001, QS9000 and ISO14001 Quality Systems byRWTUV,

OEM Supplier to:

Honda, Fiat, Toyota, Hyundai, Telco, Suzuki, Mazda, GM, Leyland,Marutisuzuki,

Exide has a Govt. approved sophisticated R&D Centre manned by highlyqualified

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

Leaders in Power Storage Solutions:

XAVIER INSTITUTE OF SOCIAL SERVICES

Factories (Established) CapacityK Units M AhAuto MC INDL:

Shamnagar (1946) - 600 - 140

Chinchwad (1969) - 1300 - 2400

Haldia (1981) - 1000 - 160

Hosur (1997) - 700 - 270

Taloja (1998) - 600 - 750

Multi location hedge supply risks to customers - delivery confidenceStrategically located

Proximity to ports - cost efficiency in exports

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

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

The Company manufactures the widest range of storage

batteries in the world from 2.5 Ah to 20,400 Ah capacity,

covering the broadest spectrum of applications. The

XAVIER INSTITUTE OF SOCIAL SERVICES

XAVIER INSTITUTE OF SOCIAL SERVICES

World Class Manufacturing:

XAVIER INSTITUTE OF SOCIAL SERVICES

Mr. S.B. Ganguly Executive Chairman & Chief Executive