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 an important part of the

theoretical studies. It is of an immense importance in the field

of management.

This project is all about the knowledge and experience gained

about the buying behavior and market potential of Exide

batteries in Durgapur and Asansol.

I have taken my objectives to study the “Analysis of Market

Potential and Consumer Purchase Behavior about Exide

Car Battery”. For this purpose, the primary data is used. The

data is collected through survey 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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Page | 2
 ABSTRACT

The current Project work titled “Analysis of Market Potential

and Consumer Purchase Behaviour about Exide Car

Battery” covers the following aspects. Product Profile which

describes the importance of Exide Batteries. The Company

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 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.

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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

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Gender: Male

Religion: Insignificant

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

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 segment and more than 25%

in the replacement market (more than 60% amongst the

organized players). The unorganized players have a bigger role

in there placement market, with a market share of above

55%.For the rest 15 per cent of the pie, there’s a clamour

between players like Prestolite, Bosch, Tata Green & Amaron.

Other players in the organized market are and Amco.

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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

production capacity is of over 7.2 million automobile batteries

(including motorcycle batteries) and over 360 million AH of

Industrial Power.

Quality:

Exide is certified to ISO9001, QS9000 and ISO14001 Quality

Systems by RWTUV, Germany.

OEM Supplier to:

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

Leyland, Maruti Suzuki, Mitsubishi, Piaggio. Only manufacturer

of Submarine Battery in India.

R&D:

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

by highly qualified personals. Exide R&D owns 11 Patents for

Battery Development Technology. This member's information

has NOT been authenticated or verified by Alibaba or any third

party. Only Alibaba Gold Suppliers and Trust Pass members

have completed an authentication and verification procedure

conducted by third-party credit agencies.

Exide Industries hold:

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 December 2004. As the leader

in the original equipment market of the automobile battery

segment, the company benefited from the growth in the

automobile production seen in the recent quarters.

The company also has a presence in the industrial 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 spiraling input

cost. The price of lead, the key raw material, rose by over 40

percent during the period under consideration. Lead accounts

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for about 75 percent of the total cost of production and raw

material cost over 50 percent 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 performance 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

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 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 with the 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 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 could also affect the prospects of domestic

players.

The government had imposed an anti-dumping duty a few

years ago on 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 the replacement market segment. There

would, however, be a marginal impact in the 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 buoyancy in automobile

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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.

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. It manufactures 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. Turnover Rs. 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 share 50%.

Manufacturing Capacities:

Factories (Established) Capacity K Units M Ah Auto MC INDL:

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Shamnagar (1946) - 600 - 1400

Chinchwad (1969) - 1300 - 2400

Haldia (1981) - 1000 - 1600

Hosur (1997) - 700 - 870

Taloja (1998) - 600 - 1150

Multi location hedge supply risks to customers - delivery

confidence strategically located near markets logistically
efficient, considering 70% raw materials imported

Proximity to ports - cost efficiency in exports

Marketing Network
Offices -37
Exide Care Centers -210
Exide Power Centers -53
SLI -6890
MC -3588
Marketing Staff - 841

EIL is the market leader in the organized sector in both the

automotive and industrial segments. 'EXIDE' and 'SF (Standard

Furukawa)', the flagship brands of the Company, are also the

leading battery brands in the country.

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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, TataIndigo, Fiat Palio, Opel Corsa, Toyota Qualis,

Mahindra Scorpio and Mahindra Bolero. EIL also has the

dominant share in the organized sector replacement segment

for Automobile batteries.

The Industrial applications of EIL batteries extend to Power,

Telecom, Motive Power, Mining, Railways, Emergency Lighting

and Non-Conventional Energy Sources. The Company is the

largest manufacturer of cap lamp 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.

EIL is the first battery company in the country to introduce

polypropylene case batteries and maintenance-free batteries. It

is also the pioneer of several new technologies like flat-plate,

and tubular plate batteries. By virtue of being the largest

Sealed Maintenance Free (SMF) batteries in Asia outside Japan,

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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 Boors guns, armored 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 developed by EIL is an

extension of its social initiatives and it contributes towards

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 and batteries for automated guided vehicles. In an

agrarian economy such as India, the farm sector is one which

cannot be ignored. Accordingly, Exide's avowed objective was

to cater to the tractor segment as a thrust area. Its major

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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-friendly and technologically superior

batteries. 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

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 the business of

manufacturers, buyers and sellers of and dealers in and

repairers of electrical and chemical appliances and goods

carried on by the Chloride Electric Storage Company(India) Ltd,

in India , since 1916 with a view thereto to enter into and carry

into effect(either with or without modification) an agreement

which had already been prepared and was expressed to be

made between the Chloride Electric Storage Co (India) Ltd on

the one part and the Company of the other part. The name of

the Company was changed to Chloride India Ltd on 2nd August,

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1972. The name of the Company was again changed to

Chloride Industries Ltd. vide fresh Certificate of Incorporation

dated 12th October, 1988. The name of the Company was

further changed to Exide Industries Ltd. on 25th August, 1995.

The Company manufactures the widest range of storage

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

covering the broadest spectrum of applications. The Company

has six factories strategically located across the country – two

in Maharashtra, one in West Bengal, two in Tamil Nadu and one

in Haryana. The Company’s predecessor carried on their

operations as import house from 1916 under the name Chloride

Electrical Storage Company. Thereafter, the Company started

manufacturing storage batteries in the country and has grown

to become one of the largest manufacturer and exporter of

batteries in the sub-continent today.

Exide separated from its UK-based parent, Chloride Group Plc.,

in 1989, after the latter divested its ownership in favor of a

group of Indian shareholders. The Company has grown steadily,

modernized its manufacturing processes and taken initiatives

on the service front. Constant innovations have helped the

Company to produce the world’s largest range of industrial

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batteries extending from 2.5 Ah to 15000 Ah and covering

various technology configurations.

Vision Statement:

"To win our customers, stakeholders and employees by

transferring quality into a Performance oriented business which

will secure market leadership and profitable growth through

effective fulfillment of customers’ needs?”

World Class Manufacturing:

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 is 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.

A technology tie-up with Shin-Kobe, Japan the makers of world-

class Hitachi VRLA batteries have given Exide the technological

edge in maintenance free batteries. Other strategic technology

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agreements with Furukawa, Japan and Oldham, U.K. have given

Exide the competitive edge in providing the most reliable

solutions for packaged power.

Collaborations:

Shin-Kobe Electric Machinery Co. Ltd., Hitachi Group, Japan For

Automotive and VRLA Batteries The Furukawa Battery Co. Ltd.,

Japan For Automotive Batteries at Taloja.

Plants all over India

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 Milesto Achievements
nes
1916 Chloride Electric Storage Co. (CESCO) UK sets up trading
operations in India as an import house.

1946 First factory set up in Shamnagar, West Bengal.

1947 Incorporated as Associated Battery Makers (Eastern)

Limited on 31 January 1947 under the Companies Act.

1947 Incorporated Chloride International Limited (previously

Exide Products Limited)

1969 Second factory at Chinchwad, Pune

1972 The name of the Company was changed to Chloride India

Limited

1976 R&D Centre established at Kolkata

1981 Third factory at Haldia, West Bengal

1988 The name of the Company was changed to Chloride

Industries Limited

1994 Technical collaboration with Shin Kobe Electric Machinery

Co. Ltd. Of Japan, a subsidiary of the Hitachi Group.

1995 Chloride Industries Limited renamed Exide Industries

Limited

1997 Fourth factory at Hosur, Tamil Nadu

1998 Acquisition of industrial/ manufacturing units of Standard

Batteries Ltd located at Taloja & Kanjurmarg
(Maharashtra), Guindy (Tamilnadu) and plant at

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 Ahmednagar (Maharashtra) from Cosepa Fiscal Industries
Limited as a going concern.
1999 Acquired 51% Shareholding in Caldyne Automatics Ltd

2000 Acquisition of 100% stake in Chloride Batteries S E Asia

Pte Ltd., Singapore and 49% stake in Associated Battery
Manufacturers (Ceylon) Limited, Sri Lanka.
2003 Commissioned plant at Bawal, Haryana

2003 New joint venture in UK, ESPEX, with 51% holding.

2004 Associated Battery Manufacturers (Ceylon) Limited, Sri

Lanka became a
subsidiary consequent to acquiring further 12.50% Equity
holding.

2005 Investment in 50% shareholding of ING Vysya Life

Insurance Company Limited

2007 Caldyne Automatics Ltd becomes 100% subsidiary

consequent to acquiring the balance 49% shareholding.

2007 Investment with 26% shareholding.in CEIL Motive Power

Pty Ltd. A Joint Venture in Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd

2009 Divestment of shareholding in CEL Motive Power Pty Ltd.

2012 Acquisition of Inverter manufacturing facility at Roorkee,

Uttarakhand.
2012 Technical Collaboration with East Penn Manufacturing Co.,
USA.
2012 Acquisition of second Inverter manufacturing facility at
Haridwar, Uttarakhand.
2012 Acquisition of balance 49% shares in ESPEX Batteries Ltd.,
U.K.

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AWARDS :

 Exide Industries Limited awarded the Frost & Sullivan 2010 Market

Leadership Award in the Industrial Battery Segment .

 Exide wins CFO of the year award in automotive and auto-ancillary

category from CNBC-TV18.

 "Exide, Haldia factory gets TPM award for Category A, 2008, from

Japan Institute of Plant Maintenance”.

 Exide Haldia had a rich haul at the CII awards ceremony in Kolkata

for 08-09 winning five awards in different categories.

 The Company also secured Best SMF Battery Award for three

consecutive years –2005-2006-2007.

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

Improvement in Productivity during the year.

 Quality Award – Certificate of Appreciation for Commendable effort

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

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 PRODUCT PROFILE
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,

infrastructure projects, 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.

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Page | 23
Special Features

CHARACTERISTIC ADVANTAGES

Polypropylene Strong and durable.

container With Ability to withstand bumps and vibration.
strengthening ribs

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.

Micro porous filter Curtails emission of acid fumes thus preventing

disc 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/Glass mat Enables battery to withstand high vibrations and

assembly minimizes possibility o through shorts which

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 cause premature failure to the battery

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 Ability to generate high cracking power during

Resistance 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

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 grid Alloys to give durability and

resistance to corrosion.

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 The special low resistance flat separators bounded on to non-

degradable glass wool retainer mats prevent plate shedding

and ensure 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 the Corresponding charger terminals to

avoid reverse charging.

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 they 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.

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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 .

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 in

loose condition so that gases escape freely. Batteries expel

explosive gases, keep naked flame away.

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 INTRODUCTION TO CAR BATTERIES
A (HCV) battery is principally used to start the engine of heavy

vehicles. 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 system when the charging

system is not operating.

The battery lies hidden under the bonnet and is an essential

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 on for long. A well-maintained battery

lasts for 2 years.

Research and Development:

In the era of intense competition, technological changes are

putting extreme pressure on Companies to innovate or decline.

Therefore, contribution of innovation & technology is 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 has been

Page | 28
actively developing differentiated battery technologies for

tropical countries. The Exide R&D has been recognized by the

Department of Scientific & Industrial Research, Ministry of

Science & Technology, and Government of India since April

1977.

R&D work is carried out on various facets of lead-acid battery

technology, which include development of new products for

applications such as Automotive, Motorcycle, VRLA, Telecom,

UPS, Railways, Defense, etc. primarily to make the product

range internationally competitive. In addition, the R&D is

engaged in projects embracing process technology aimed at

improving the product quality &consistency, production

efficiency and material utilization. Furthermore, R&D program

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 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 / Applied Science, Post-Graduate / Graduate in

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 Engineering / Science, MBA's and Diploma in Engineering with

broad spectrum of experience and they work in the following

functional areas:

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 drives Frequent

start - stop

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 Weak infrastructure for maintenance

 Inferior quality of water for topping up.

 Exide R&D Centre, therefore, has a special focus on

developing the desired automotive battery characteristics for
India / Tropical conditions which include the 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 a glance 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

Page | 31
battery for Electric Vehicles Plant batteries for PowerStation

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

entire commercial range of vehicles. Batteries were also

developed for CNG/LPG powered three-wheelers and golf carts.

A range of batteries for Industrial application including new

batteries for Telecom, Solar, Traction and small VRLA for UPS

system was also developed. Major OE customers for automotive

batteries include Toyota, Hyundai, Honda, M&M, Maruti Sujuki,

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:

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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 optical

emission Spectrometer, Particle Size Analyzer, Porosemeter,

Image Analyzer Workstation, Profile Projector, Universal Tensile

testing machine, etc.

Product Testing Facilities:

Product Testing Department acts as the nodal point for product

validation through intra 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 manufacturing processes.

MRR for ISO and QS Quality Standards

Product Testing Department also interacts with all the

manufacturing units i.e. Shamnagar, Chinchwad, Haldia, Hosur,

Taloja, Ahmednagar & Guindy for testing and quality assurance

of their products from time to time and as per QS Standards. In

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order to achieve Business Generation through Type Approval

Tests of newly developed products, Product Testing Department

keeps liaison with Industrial &Automotive Marketing

Department and carry out Type Approval Tests which is usually

witnessed by the customer / ultimate user at R&D Test House.

R&D Test House is equipped with state-of-the art test facilities

which are mainly Microprocessor based computer controlled

charge – discharge test 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, Short Circuit Tester, etc.

In the era of intense competition, technological changes are

putting extreme pressure on Companies 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 has

been actively developing differentiated battery technologies for

tropical countries. The Exide R&D has been recognized by the

Page | 34
Department of Scientific & Industrial Research, Ministry of

Science & Technology, and Government of India since April

1977.

R&D work is carried out on various facets of lead-acid battery

technology, which include development of new products for

applications such as Automotive, Motorcycle, VRLA, Telecom,

UPS, Railways, Defense, etc. primarily to make the product

range internationally competitive. In addition, the R&D is

engaged in projects embracing process technology aimed at

improving the product quality & consistency, production

efficiency and material utilization. Furthermore, R&D program

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 the

manufacturing process. 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.

MARKET ANALYSIS

S.W.O.T ANALYSIS

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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 helps in

forecasting/predicting the changing trends and also helps in

including them in the decision-making process of the

organization.

Following is the SWOT analysis made for Exide Industries

limited (EIL) operating in the city of Durgapur and Asansol. The

analysis is particularly done keeping in view the HCV’s segment

in these cities.

Page | 36
 Stwot hp rr eea oank rgst teu hsn i t i e s
Page | 37
 COMPETITOR ANALYSIS

The biggest advantage that Exide enjoys and which is a

very rare scenario in today's competitive world is lack of

any substantial competition. The company has around

80%market share in industrial batteries in West Bengal,

Jharkhand and Orissa.

There are a few emerging players like Amara Raja and

HBL with around 8% market share each but the kind of

brand name and goodwill that Exide enjoys is beyond

comparison. Amara rajais an important emerging

competitor and it manufactures only VELA batteries

(Power Stack and Quanta). These new players are

marketing their products very aggressively by way of

off ering the products at Highly discounted rate and also

offering long-term guarantees but the way things are going,

it seems the only factor that can make them succeed is Exide

itself i.e. if Exide itself' makes some grave mistakes and paves

its way down.

Page | 38
 PURPOSE AND OBJECTIVE OF STUDY

The objective of the survey is to know the market potential,

consumer purchase behaviour about Exide Car (HCV) Batteries

and to rate the batteries in terms of sales, services with its

competitors. 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

Page | 39
to get good suggestions in order to boost the sales of Exide

batteries.

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 | 40
 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 of different kind .This research aims at

answering the ‘What’ and ‘Why’ of the current state of some

system. It provides an accurate description for something that

is occurring. Description & explanation are its two main aims.

(b) Data Collection Method:

Page | 41
Primary data. Because this was more suitable according to

survey & sample size.

(c) Primary Data Collection Method:

The primary data can be obtained either through observation or

through direct communication with respondents in one form or

another or through personal interviews. 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.

(e) Universe of the Study:

Owners of cars in Asansol and Durgapur.

(f) Sample Unit:

Dealers and Stockiest of Exide Batteries in Asansol and

Durgapur.

(g) Sampling Technique:

Page | 42
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.

(i) Analytical Tools

Graphs (Bar diagram, pie charts, etc.)

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 vary 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.

 The sample size of the respondents is very small.

Page | 43
  The researcher is inexperienced.

 Biasness or prejudice of some of the respondents

regarding any sort of the information which is required

for such study.

Page | 44
 DATA ANALYSIS & INTERPRETATION
BRANDS NO. OF PERCENTAGE
RESPONDENT’S

Exide, Amron 30 30%

Exide , Amron, 29 29%

Amco
6 6%
Exide, Tata Green
3 3%
Exide, SF, Amco
10 10%
SF, Amron
2 2%
All
20 20%
Exide, SF,Amron

Total 100 100%

Respondents Dealing with Different brands

Page | 45
 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 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%
30%
2%
10%

3%
6%
29%

Respondents Dealing with Different Brands of car batteries.

INTERPRETATION:

Page | 46
Exide holds most of the market share with above 50 % of the
DEMAND NO. OF RESPONDENT’S PERCENTA
GE

High 60 60%

Medium 40 40%

Low 0 0%

Total 100 100%

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 are 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.

Demand for Automotive Batteries

Page | 47
Page | 48
 RESPONDENTS
70

60

50

40

30

20

10

0
HIGH MEDIUM LOW

Demand for Automotive batteries in Asansol and Durgapur

INTERPRETATION:

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

Page | 49
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 has increased and has a very good potential in the

future.

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, after sales Services,
and Packaging. The table given below shows the percentage
weight age given by respondents on different parameters of the
battery. It is seen that

Features consumers considers during purchase of automotive batteries.

TOTAL
PERCENTA RESPONDEN
FEATURES CATEGORY GE TS
Satisfied 54
Performance
unsatisfied 49 100
High 53
Price Low 2
Competitive 54 100

Page | 50
 Good 35
Promotional activities Average 48
Poor 17 100
Attractive 32
Packaging Normal 50
Not attractive 18 100
After sales service Good 30 100
Average 37
Poor 33

6% 11%
7%
10%
6%

4%

10%
10%
0%

6% 11%

3%
9% 7%

Customer’s opinion about Exide batteries features.

INTERPRETATION:

The respondents 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

Page | 51
and brand name played an important factor in making purchase

decision followed by the package and performance.

Complains by the Exide customers

Complains by Exide Customers.

COMPLAINTS NO OF PERCENTAGE
RESPONDENTS
YES 34 34%
NO 66 66%
TOTAL 100 100%

66%
70%

60%

50%
34%
40%

30%

20%

10%

0%
YES NO

PERCENTAGE

Page | 52
 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.

Which media will draw more attention of customers?

80

70
71
68
60

50

40 44

30 32
29 30
20 26

10

Role of media in attracting customers

Page | 53
INTERPRETATION:

After the survey of 100 respondents it was found that the

respondents gave more weight age 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

Estimating the market potential for a business requires specific

information on the number of People or potential buyers, an
average selling price, and an estimate of consumption or usage
for a specific period of time. Once this information has been
collected, it can be plugged into the following formula to derive
the estimated market potential.

Estimating Market Potential: [MP = N * O * Q]

; Where:
MP = market potential

Page | 54
N = number of possible buyers
P = average selling price
Q = average annual consumption

Market Potential Analysis Procedure at approximate

Page | 55
No. Of Registered Vehicles In Asansol & Durgapur (Data Source:- HO-RTO)
Year Two Cars Truc Bus Taxi SUV Three Tractor Traile
wheelers ks es s Wheelers s rs

2008- 125967 128 568 478 148 450 5585 2806 1946
09 74 8 8 7
2009- 141641 157 649 429 256 518 6209 3880 2854
10 50 2 6 6
2010- 137991 195 721 557 301 676 9396 4766 3479
11 17 7 2 0
2011- 207130 268 630 592 254 773 9799 5604 4093
12 50 4 3 7
Number of vehicles

Average sales of car battery dealers in Asansol and Durgapur

YEARLY
SHOP LOCATION MIN MAX AVG SALES
1 New Battery Centre ASANSOL 5 6 5.5 66
Bharat Electronics
10 15
2 Spares ASANSOL 12.5 150
3 Vision Enterprises ASANSOL 10 15 12.5 150
4 New Battery Point ASANSOL 5 10 7.5 90
5 ROY BATTERY ASANSOL 5 7 6 72
6 Excel Battery ASANSOL 5 10 7.5 90
Compserve
3 4
7 Electronics ASANSOL 3.5 42
8 Bablu Auto Electrical ASANSOL 4 5 4.5 54
9 Runa Electricals ASANSOL 6 7 6.5 78
10 Om Distributros ASANSOL 6 7 6.5 78
11 Poddar Battery ASANSOL 5 10 7.5 90
Durgapur Auto
15 20
12 Electricals DURGAPUR 17.5 210
13 Premier Agencies DURGAPUR 4 5 4.5 54
14 Cargo Battery Centre DURGAPUR 10 20 15 180
15 Power Point DURGAPUR 5 6 5.5 66
16 ROY BATTERY DURGAPUR 7 8 7.5 90
17 M K Motors DURGAPUR 10 15 12.5 150
18 Sagar Agencies DURGAPUR 10 20 15 180
Gupta Battery
1 2
19 Centre DURGAPUR 1.5 18
Om Prakash Storage
8 10
20 Battery DURGAPUR 9 108
21 Power Battery DURGAPUR 5 10 7.5 90
22 Durgapur Power DURGAPUR 8 10 9 108

Page | 56
 23 Santosh batteries DURGAPUR 5 6 6 72
24 Runa Electricals DURGAPUR 3 4 3 36
25 Wonder Tyres ASANSOL 5 10 7.5 90
26 Paul Battery ASANSOL 10 12 11 132
27 Battery Home ASANSOL 5 10 7.5 90
27 Power Systems ASANSOL 5 10 7.5 90
Manjoor Motor
ASANSOL 5 6
29 Garage 5.5 66
Lucky bharat
DURGAPUR 2 3
30 Garage 2.5 30
31 Mokhtar Garage DURGAPUR 7 8 7.5 90
32 Sheetel Services ASANSOL 3 4 3.5 42
33 Surjit Motors ASANSOL 10 15 12.5 150
34 Binod Motors ASANSOL 2 3 2.5 30
35 Raza Enterprise ASANSOL 4 5 4.5 54
Md. Younus Auto &
DURGAPUR 6 7
36 Battery 6.5 78
Maharana
DURGAPUR 5 10
37 Electronics 7.5 90
38 Amco Shopee DURGAPUR 2 3 2.5 30
39 Prasad Electronics DURGAPUR 4 5 4.5 54
Tamkoria Battery
DURGAPUR 5 10
40 Center 7.5 90
41 Oriental Electricals ASANSOL 6 7 6.5 78
42 Priya Batteries ASANSOL 2 3 2.5 30
43 Sagar Angel Battery ASANSOL 5 7 6 72
44 Rama Auto ASANSOL 2 3 2.5 30
45 Maruti Automobiles ASANSOL 5 7 6 72
46 Rozi Batteries ASANSOL 2 3 2.5 30
47 Kiran Car Care ASANSOL 4 5 4.5 54
48 Microtone ASANSOL 10 12 11 132
49 Swastik Motors ASANSOL 5 6 5.5 66
DhanrajGarrage&
ASANSOL 10 12
50 Batteries 11 132
AVERAGE SALES PER YEAR 85.10
AVERAGE SELLING PRICE 4000
AVERAGE DEMAND 12874

MARKET POTENTIAL
5.18

Page | 57
 Interpretation
A total of 50 retail stores selling car batteries were interviewed
on the average sales of Exide batteries per month in different
areas of Durgapur and Asansol. 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 areas of
Durgapur and Asansol. 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
of Durgapur and Asansol. 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

Page | 58
 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.

 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 an increase in the purchases of cars
and commercial vehicles.

Page | 59
  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 after receiving complaints.

 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 warranty period, without delay. Need to
invest more on promotional activities as there is more potential
for automotive batteries. Decrease the price of the batteries as
much as possible according to the competitors.

 Good sales campaigning, road side shows and mobile sales van
may increase the sales.
Page | 60
 Tie up with different car manufacturing companies to use the
wide range of Exide car batteries in their new models cars may
boost up the sales and make the brand image of Exide all over
the world.

 Regular dealers meet with the garage people and special offers
for them may also help the company for maximum sales.

LOCATION WISE MARKET POTENTIAL

LOCATIONS:

1. BENACHITY
2. CITY CENTER
3. A-ZONE, DURGAPUR
4. ASANSOL BAZAR
5. COURT ROAD
6. BURNPUR
7. JUBLIEE MORE, ASANSOL

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 the areas have prospects where company can pitch the

product and create customers. To create good customer base

Page | 61
 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:-

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-
Rs.50/t-shirt
Number of t-shirts required- not more than 60
Approximately- Rs.3000

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 (Asansol market,

Benachity market, A-Zone market e.g.) to introduce the vehicle

Page | 62
 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:
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:
Rs.20-25/ cap
5. Use hoarding at the different location:
Using hoardings will also help the company to attract potential

customer, it will give 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:

Page | 63
 It depends upon the location of hoarding (generally Rs.7000-

4000 in Asansol & Durgapur)

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:
Rs.7-10/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

Page | 64
 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.

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 Car Mela in Dgp & Asn):
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

Page | 65
 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 THE

PROJECT

Page | 66
 sm
sE
axau
rli
kved
ese
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- In this 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 is basically done for the purpose of creating a business
for the organization.

Page | 67
ISO CERTIFICATION:

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

Plant’s Name ISO 9001 TS-16949 ISO 14001 OHSAS 18001

Haldia

Hosur

Shamnagar

Taloja

Chinchwad

Bawal

Page | 68
Page | 69
 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 NEWSPAPERS:

 Business standard
 4ps
 The economic times
 Company pamphlets
 Times of India

WEB SITES:

 www. exide industries.com

 www. exide4u.com

 www.wekipedia.org

QUESTIONNAIRE

Name:

Page | 70
Address:

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 -----
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 -----

Page | 71
8. Your Opinion of Exide batteries?

i)Performance:-

a) Satisfied b) Unsatisfied

ii)Price:-
a)High b)Low

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

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:

Page | 72
i) Newspapers ii) Magazines

c) Shop displays:
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)____________________________________

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 | 73