A STUDY ON

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, Competitors strength 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.

ABSTRACT

The current Project work titled Analysis of Market Potential, Competitors strength and Consumer Purchase Behaviour about Exide Car Battery in Durgapur and Asansol region 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.

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 populationOccupation: Service, working professional, self-employedGender: MaleReligion: InsignificantIncome: 1, 80,000 p.a. upwardsBehavioral:Occasions: When previous battery dies/breaks downUser status: First time userLoyalty status: Not definedReadiness Stage: UninformedAttitude toward product: InquisitiveAttitude 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, theres a clamour between players like Prestolite, Bosch, Tata Green & Amaron. Other players in the organized market are and Amco.

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:

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 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.

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 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 alsothe 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 to20,600Ah 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:

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 exportsMarketing NetworkOffices -37Exide Care Centers -210Exide Power Centers -53 SLI -6890MC -3588Marketing 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.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, 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 countrys 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 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.

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, 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 Companys 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 worlds largest range of industrial 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 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.

Board of DirectorsMr. R.G.Kapadia Chairman & Non Executive Director

Mr. R.B. Raheja

Vice Chairman & Non-Executive Director

Mr. P.K. Kataky

Managing Director & Chief Executive Officer

Mr. G. Chatterjee Jt Managing Director

Mr. S. AgarwalJt Managing Director

Mr. Subir ChakrabortyDirector-Industrial

Dr. S.K. Mittal

Director (R&D)

Mr. R.G. KapadiaNon-Executive Director

Mr. Nadeem Kazim Director HR & Personnel

Mr. A.K. MujherjeeDirector Finance

Mr. Vijay Aggarwal

Non-Executive Director

Mr. S.B. Raheja

Non-Executive Director

Mr. Sudhir Chand

Non-Executive Director

Mr. W. Wong

Non-Executive Director

Mr. Mona N. Desai

Non-Executive Director Compliance Officer

Mr. Barun Das Divisional Head - Legal & Company Secretary

Plants all over India

MilestonesAchievements

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

1946First factory set up in Shamnagar, West Bengal.

1947Incorporated as Associated Battery Makers (Eastern) Limited on 31 January 1947 under the Companies Act.

1947Incorporated Chloride International Limited (previously Exide Products Limited)

1969Second factory at Chinchwad, Pune

1972The name of the Company was changed to Chloride India Limited

1976R&D Centre established at Kolkata

1981Third factory at Haldia, West Bengal

1988The name of the Company was changed to Chloride Industries Limited

1994Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. Of Japan, a subsidiary of the Hitachi Group.

1995Chloride Industries Limited renamed Exide Industries Limited

1997Fourth factory at Hosur, Tamil Nadu

1998Acquisition 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.

1999Acquired 51% Shareholding in Caldyne Automatics Ltd

2000Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd., Singapore and 49% stake in Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka.

2003Commissioned plant at Bawal, Haryana

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

2004Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka became asubsidiary consequent to acquiring further 12.50% Equity holding.

2005Investment in 50% shareholding of ING Vysya Life Insurance Company Limited

2007Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring the balance 49% shareholding.

2007Investment with 26% shareholding.in CEIL Motive Power Pty Ltd. A Joint Venture in Australia.

2007Acquired 100% stake in Tandon Metals Ltd.

2008Acquired 51% stake in Lead Age Alloys India Ltd

2009Divestment of shareholding in CEL Motive Power Pty Ltd.

2012Acquisition of Inverter manufacturing facility at Roorkee, Uttarakhand.

2012Technical Collaboration with East Penn Manufacturing Co., USA.

2012Acquisition of second Inverter manufacturing facility at Haridwar, Uttarakhand.

2012Acquisition of balance 49% shares in ESPEX Batteries Ltd., U.K.

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.

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.

Special FeaturesCHARACTERISTIC

ADVANTAGES

Polypropylene container With strengthening ribs

Strong and durable.Ability to withstand bumps and vibration.

Factory Charged

Ready for fitment.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 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/Glass mat assembly

Enables battery to withstand high vibrations and minimizes possibility o through shorts which 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 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

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.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.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.

INTRODUCTION TO CAR BATTERIESA (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 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 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 DevelopmentTool Design & DevelopmentAlloy DevelopmentDevelopment of Plastic ComponentsHard Rubber / Soft Rubber Components DevelopmentAnalytical ServicesBattery Testing & Quality AssuranceEnvironmental 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

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 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:

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 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 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

SWOT Analysisis 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 organizations 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 HCVs segment in these cities.

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 offering 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.

PURPOSE AND OBJECTIVE OF STUDY

The objective of the survey is to know the market potential, consumer purchase behaviour about Exide Car (HCV) Batteries in Asansol & Durgapur 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 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 PLANa) Sampling unit:Peopleb) Sampling Size:100c) Sampling Procedure:Random Sampling

5. CONTACT METHOD:Personal

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:

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:

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 ToolsGraphs (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. The researcher is inexperienced. Biasness or prejudice of some of the respondents regarding any sort of the information which is required for such study.

DATA ANALYSIS & INTERPRETATION

Respondents Dealing with Different brandsBRANDSNO. OF RESPONDENTSPERCENTAGE

Exide, Amron

Exide , Amron, Amco

Exide, Tata Green

Exide, SF, Amco

SF, Amron

All

Exide, SF,Amron

30

29

6

3

10

2

2030%

29%

6%

3%

10%

2%

20%

Total100100%

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%.

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 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 BatteriesDEMANDNO. OF RESPONDENTSPERCENTAGE

High

60

60%

Medium

40

40%

Low

00%

Total100100%

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 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.FEATURESCATEGORYPERCENTAGETOTAL RESPONDENTS

PerformanceSatisfied 54100

unsatisfied 49

PriceHigh53100

Low2

Competitive54

Promotional activitiesGood35100

Average48

Poor17

PackagingAttractive32100

Normal50

Not attractive18

After sales serviceGood30100

Average37

Poor33

Customers 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 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.COMPLAINTSNO OF RESPONDENTSPERCENTAGE

YES3434%

NO6666%

TOTAL100100%

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?

Role of media in attracting customers

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 potentialN = number of possible buyersP = average selling priceQ = average annual consumption

Market Potential Analysis Procedure at approximate

No. Of Registered Vehicles In Asansol & Durgapur (Data Source:- HO-RTO)

YearTwo wheelersCarsTrucksBusesTaxisSUVThree WheelersTractorsTrailers

2008-0912596712874568847814884507558528061946

2009-1014164115750649242925665186620938802854

2010-1113799119517721755730126760939647663479

2011-1220713026850630459225437737979956044093

Number of vehicles

Average sales of car battery dealers in Asansol and DurgapurSHOPLOCATIONMINMAXAVGYEARLY SALES

1New Battery CentreASANSOL565.566

2Bharat Electronics SparesASANSOL101512.5150

3Vision EnterprisesASANSOL101512.5150

4New Battery PointASANSOL5107.590

5ROY BATTERYASANSOL57672

6Excel BatteryASANSOL5107.590

7Compserve ElectronicsASANSOL343.542

8Bablu Auto ElectricalASANSOL454.554

9Runa ElectricalsASANSOL676.578

10Om DistributrosASANSOL676.578

11Poddar BatteryASANSOL5107.590

12Durgapur Auto ElectricalsDURGAPUR152017.5210

13Premier AgenciesDURGAPUR454.554

14Cargo Battery CentreDURGAPUR102015180

15Power PointDURGAPUR565.566

16ROY BATTERYDURGAPUR787.590

17M K MotorsDURGAPUR101512.5150

18Sagar AgenciesDURGAPUR102015180

19Gupta Battery CentreDURGAPUR121.518

20Om Prakash Storage BatteryDURGAPUR8109108

21Power BatteryDURGAPUR5107.590

22 Durgapur PowerDURGAPUR8109108

23Santosh batteriesDURGAPUR56672

24Runa ElectricalsDURGAPUR34336

25Wonder TyresASANSOL5107.590

26Paul BatteryASANSOL101211132

27Battery HomeASANSOL5107.590

27Power SystemsASANSOL5107.590

29Manjoor Motor GarageASANSOL565.566

30Lucky bharat GarageDURGAPUR232.530

31Mokhtar GarageDURGAPUR787.590

32Sheetel ServicesASANSOL343.542

33Surjit MotorsASANSOL101512.5150

34Binod MotorsASANSOL232.530

35Raza EnterpriseASANSOL454.554

36Md. Younus Auto & BatteryDURGAPUR676.578

37Maharana ElectronicsDURGAPUR5107.590

38Amco ShopeeDURGAPUR232.530

39Prasad ElectronicsDURGAPUR454.554

40Tamkoria Battery CenterDURGAPUR5107.590

41Oriental ElectricalsASANSOL676.578

42Priya BatteriesASANSOL232.530

43Sagar Angel BatteryASANSOL57672

44Rama AutoASANSOL232.530

45Maruti AutomobilesASANSOL57672

46Rozi BatteriesASANSOL232.530

47Kiran Car CareASANSOL454.554

48MicrotoneASANSOL101211132

49Swastik MotorsASANSOL565.566

50DhanrajGarrage& BatteriesASANSOL101211132

AVERAGE SALES PER YEAR85.10

AVERAGE SELLING PRICE4000

AVERAGE DEMAND12874

MARKET POTENTIAL5.18

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 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.

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 TVs, news papers and shop displays plays important role indrawing the attention of consumers.

Should have a good rapport with garage people apart from dealers and retailers.

Dealers margin and retailers 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. 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. BENACHITY2. CITY CENTER3. A-ZONE, DURGAPUR4. ASANSOL BAZAR5. COURT ROAD6. BURNPUR7. JUBLIEE MORE, ASANSOLDESCRIPTION:

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 companys 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 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-shirtNumber of t-shirts required- not more than 60Approximately- 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 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 competitors 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: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 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 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

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 OEMs 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.

ISO CERTIFICATION:

The following table depicts the ISO certifications of the Companys various Plants:

Plants NameISO 9001TS-16949ISO 14001OHSAS 18001

Haldia

Hosur

Shamnagar

Taloja

Chinchwad

Bawal

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:

Address:

1. What are the different types of brands you are dealing with?

a)Exide b)Standard furukawac)Amaron d)Tata greene)Amco f)Panasonic

2. How many cars do you own?

_____________________

3. Demand for Automotive batteries?

a)High b)Mediumc)Low

4. What are the features consumers will consider during the purchase of batteries?

a) Price b) Performancec) 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 -----

8. Your Opinion of Exide batteries?

i)Performance:-

a) Satisfied b) Unsatisfied

ii)Price:-a)High b)Low

c) Competitiveiii) After sales service:-

a) Good b) Averagec) 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:

i) Newspapers ii) Magazines

c) Shop displays:i) Display board ii) Shop painting

iii) Hoardings10. 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?____________________________________________________________________________________________________________________

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