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INDEX SL. NO TITLE PAGE NO. 1 Executive summary 2 Introduction to the company 3 Company profile 4 Product profile 5 Battery market in India 6 Theoretical Background 7 Introduction to research work 8 Objectives of research 9 Scope of research work 10 Research methodology 11 Data analysis 12 Observation and interpretation 13 Findings and suggestions 14 Conclusion 15 Bibliography

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Page 1: Exide whole

INDEX

SL. NO

TITLEPAGE NO.

1 Executive summary

2 Introduction to the company

3 Company profile

4 Product profile

5 Battery market in India

6 Theoretical Background

7 Introduction to research work

8 Objectives of research

9 Scope of research work

10 Research methodology

11 Data analysis

12 Observation and interpretation

13 Findings and suggestions

14 Conclusion

15 Bibliography

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EXECUTIVE SUMMARY

I have chosen the topic brand awareness towards Exide products. This project was

carried out to find the brand awareness of customers towards the brand Exide and

judge in which way the customers have developed awareness. The project was also

carried out to determine the level of awareness among the prospect customers and

also to know the brand image of Exide.

The Company was incorporated as Associated Battery Makers (Eastern) Ltd., on 31st

January, 1947 under the Companies Act, 1913 to purchase all or any of the assets of

the business of manufacturers, buyers and sellers of and dealers in and repairers of

electrical and chemical appliances and goods carried on by the Chloride Electric

Storage Company (India) Ltd, in India , since 1916 with a view there 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 25thAugust, 1995.

The questionnaire was designed to collect the primary data and the data was analyzed

using IBM SPSS and MS Excel. The sample size was 200 and all those were the

prospect customers of Exide. It is conformed to hubli region only.

After collecting the data, primary data was analyzed and represented in the form of

graphs and charts. Secondary data is also used in report. On the basis of collected

and analyzed data, findings and suggestions were drawn conclusion has been given.

The survey gave knowledge about the customer satisfaction, loyalty and what they

feel about Exide batteries. The survey gave an insight into organized market of Exide

industries and competitors of Exide industries.

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Introduction to the Company

Exide Industries Ltd is the country’s largest manufacturer of lead acid storage

batteries and power storage solutions provider. With seven international standard

factories spread across the nation, the company offers one of the widest ranges of

batteries for every conceivable application in industrial as well as automotive

segments. Exide also has a manufacturing subsidiary in Sri Lanka and does business

globally through its subsidiaries and affiliates in South-East Asia, Australia and

Europe. Exide’s products are sold globally, particularly undeveloped markets like

Australia, Japan and Western Europe, under its own brand name. Exide’s strong

brand pull, established in India for close to hundred years, is supplemented by its

nationwide dealer network and a very strong R&D center. With the help of two of its

Japanese collaborators – Shin Kobe and Furukawa - Exide has consistently remained

at the cutting edge of international battery technology and introduced various

pioneering products and power storage solutions in the Indian and global markets.

Exide’s products find application in automotive, two-wheelers, inverters, UPS,

power, telecom, railways and submarines, among others. Exide is also present in the

non-conventional energy business where it designs and integrates solar and wind

power solutions. Exide Technologies, with operations in 80 countries and fiscal 2009

net sales of approximately$3.3 billion, is one of the world's largest producers,

distributors and recyclers of lead-acid batteries. The Company's four global business

divisions – Industrial Energy Americas, Industrial Energy Europe, Transportation

Americas, and Transportation Europe – provide a comprehensive range of stored

electrical energy products and services for industrial and transportation applications.

In addition, Exide’s Asia Pacific/ Rest of World operations contribute sizeable

revenues to the Company, divided evenly between the Industrial Energy and

Transportation products and services. Exide Technologies is a global business

organized to serve customers’ complex stored energy systems needs. Key strengths

of the Company are that its products and services span global markets and geographic

borders, melding two significant bases of experience and technology expertise from

its Transportation and Industrial battery divisions. The Company shares expertise

across business segments. For example, Exide established a global network of battery

testing centers and design improvement centers in North America, France, Spain,

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Australia and the U.K. This global footprint enables better and faster means of

introducing innovations in products and services, changing the way the world uses

and stores electrical energy.

Exide Technologies extends its customer offerings by selling services and systems

that enhance vehicle performance and fleet utilization or reduce risk of loss of power

problems. Exide is providing energy solutions – not merely batteries. Exide

Industries Ltd, the country’s largest lead acid storage battery manufacturer and stored

energy solutions provider, today declared its annual results for the year 2008-09.

While net turnover during the 12-month period rose 19 per cent to Rs. 3,393 crore,

net profit during the same period increased 14 per cent to Rs 284 crores. During the

fourth quarter of the financial year 08-09, the company clocked a net turnover of

Rs798 crore which shows a marginal growth. However, the Profit before Tax at Rs

106 crore and Net Profit at Rs 68 crore shows a growth of 19 per cent and 9 per cent

respectively. Exide industries provide a comprehensive range of stored electrical

energy products and services for industrial and transportation applications.

Transportation markets include original-equipment and aftermarket automotive,

heavy-duty truck, agricultural and marine applications, and new technologies for

hybrid vehicles and automotive applications. Industrial markets include network

power applications such as telecommunications systems, electric utilities, railroads,

photovoltaic (solar-power related) and uninterruptible power supply (UPS), and

motive-power applications including lift trucks, mining and other commercial

vehicles.

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Board of Directors:

R.G. Kapadia, Chairman & Non Executive Director

R.B. Raheja, Vice Chairman & Non-Executive Director

T.V. Ramanathan, Managing Director & Chief Executive Officer

G. Chatterjee, Director – Industrial

P.K. Kataky, Director – Automotive

A.K. Mukherjee, Director – Finance & Chief Financial Officer

Nadeem Kazim, Director HR & Personnel

Vijay Aggarwal, Non Executive Director

S.B. Raheja Non Executive Director

D.S. Parekh (Alternate to S.B. Raheja) Non Executive Director

W. Wong, Non Executive Director

Mona N. Desai, Non Executive Director

Sudhir Chand –, Non Executive Director

Page 6: Exide whole

Company Profile:

(Ref: www.exideindustries.com)

The Company was incorporated as Associated Battery

Makers (Eastern) Ltd., on 31st January, 1947 under the

Companies Act, 1913 to purchase all or any of the assets

of the business of manufacturers, buyers and sellers of and

dealers in and repairers of electrical and chemical

appliances and goods carried on by the Chloride Electric Storage Company (India)

Ltd, in India , since 1916 with a view thereto to enter into and carry into effect (either

with or without modification) an agreement which had already been prepared and

was expressed to be made between the Chloride Electric Storage Co (India) Ltd on

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

changed to Chloride India Ltd on 2nd August, 1972. The name of the Company was

again changed to Chloride Industries Ltd. vide fresh Certificate of Incorporation

dated 12th October, 1988. The name of the Company was further changed to Exide

Industries Ltd. on 25thAugust, 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 batteries extending from 2.5 Ah to 15000 Ah and covering

various technology configurations.

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Milestones1916 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, Pune1972 The name of the Company was changed to Chloride India Limited1976 R&D Centre established at Kolkata1981 Third factory at Haldia, West Bengal1988 The name of the Company was changed to Chloride Industries Limited1994 Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. of

Japan, a subsidiary of the Hitachi Group.1995 Chloride Industries Limited renamed Exide Industries Limited1997 Fourth factory at Hosur, Tamil Nadu1998 Acquisition of industrial/ manufacturing units of Standard Batteries Ltd

located at Taloja & Kanjurmarg (Maharashtra), Guindy (Tamilnadu) and plant at Ahmednagar (Maharashtra) from Cosepa Fiscal Industries Limited as a going concern.

1999 Acquired 51% Shareholding in Caldyne Automatics Ltd2000 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, Haryana2003 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

Limited2007 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

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Vision :

“Simultaneous to providing credible value addition to customers, employees and

shareholders; being recognized by society as a responsible corporate citizen. In

addition, achieving operational excellence along with caring for environmental

protection”.

Mission:

To carefully balance the interest of all stakeholders; strive to fulfill aspirations of the

employees and pursue excellence with passion, without deviating from our core

values.

Core values:

Fundamental axioms that organization believes in and people respect and work

towards

Customer Orientation

Personal Integrity & Commitment

Team Work and Mutual Support

People Development and Involvement

Striving for Excellence

Management by Process and Facts

Responsible corporate citizens.

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Exide manufacturing plants in India:

1) Company’s Plant at Shamnagar, West Bengal is an ISO-9001 & ISO-

14001 Certified by TUV-NORD, Germany.

2) Company’s Plant at Haldia, West Bengal is an ISO-9001 and ISO 14001

certified by TUV-NORD, Germany.

3) Company’s Plant at Hosur, Tamilnadu is an ISO-9001, ISO / TS-16949

and ISO-14001 certified by TUV-NORD of Germany.

4) Company’s Plant at Taloja, Maharashtra is an ISO / TS-16949 & ISO

14001 Certified

5) Company’s Plants at Chinchwad, Maharashtra and Bawal, Haryana are

ISO / TS – 16949 and ISO – 14001 certified by TUV – NORD.

6) The Company also secured Best SMF Battery Award for three

consecutiveyears –2005-2006-2007.

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Our Global Presence:

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Product Profile:

A battery is perhaps the only gift of science where eclectic energy is stored by means

of electrochemical potential generated by electro- chemical reactions. (Chemical

reactions initiated by electric pulses which takes place with the means of electron

exchange between the reactants). As and when required, the stored energy can be

converted back to electrical energy through similar electro chemical reactions. In

certain cases, the electrochemical reaction converting the energy transformation is

not reversible. Such batteries are called primary cells, where the electrochemical

reactions governing the energy transformation is reversible; the cells are turned as

secondary cells. Several cells, when connected in a designed manner give a set of a

battery. In this electrical energy can be stored through charging them. This energy

can be extracted as and when needed till the entire charge is exhausted through a

chemical reaction. The process of battery manufacturing is concerned with creating

and sustaining electro chemical potential differences .the potential difference is

maintained between two surfaces called electrodes or plates. These electrodes or

plates are surrounded in an environment, which connects them and helps them to

sustain the potential difference. This usually consists of a medium called electrolyte.

In case of lead acid batteries, which are the products of the organization, the

electrodes or plates are made of lead and diluted sulphuric acid is used as electrolyte.

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

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

1) SF Sonic:

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

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

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

wheelers and 2 wheelers on Indian roads.

2) Automotive battery:

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Two wheeler battery Four wheeler battery

Exide offer a comprehensive array of high performance batteries suitable for

various automotive uses. The range includes specific batteries appropriate for the

various automobile specifications. They incorporate latest calcium/calcium battery

technology to meet the starting requirements for today’s high-performance

automotive engines. These are able to deliver excellent solutions under the harshest

conditions.

3) SF Industrial

The SF Industrial Range of Industrial Lead Acid Batteries stand for abundant power,

undaunted by the challenge of Indian conditions. All batteries provide power but it

takes only an SF Industrial to perform at peak power, always. This matchless range

of batteries for Online UPS, Off Line UPS & Home UPS applications redefines

durability, defies the years and breathes new life to power. The power packed SF

Industrial battery does not merely last long. It Lives Long. Stays Strong. Throughout

its long lifespan, the power never drops, come what may. That’s what makes SF

Industrial batteries so unbeatable.

4) Industrial:

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The Company designs and manufacture its industrial batteries in a wide range from

2.5 Ah to 20,600 Ah in conventional flooded and Valve Regulated Lead Acid

(VRLA) design. In domestic market, the Company sell its products mainly under

EXIDE, INDEX, SF, CEIL & POWER SAFE brands and in the international markets

mainly under CEIL, CHLORIDE and INDEX brands.

Industrial batteries are of three types, Conventional lead acid batteries, VRLA (Valve

regulated lead acid batteries) batteries and Nickel-Cadmium batteries.

5) Submarine Batteries:

The Company also manufactures high-end submarine batteries (Type 1, 2 & 3). The

Company manufactures two to three submarine batteries a year to meet the country’s

defense requirements. The Company is one of the five companies in the World which

has the capability to make submarine batteries for both Russian and German types.

With the government’s permission, in recent years, the Company has exported to

Algeria.

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BATTERY MARKET IN INDIA

The Indian battery market is a billion USD market including the two market sub-

segments "lead acid batteries" and "Li-ion batteries". Currently, there is only a

manufacturing of lead acid batteries in India; so far, manufacturing of Li-ion batteries

is not present. Automobile industry is the biggest demand driver of lead acid batteries

and Exide Batteries Limited the largest domestic producer of lead acid batteries.

Today, the mobile phone and computer industries are the most important growth

driver for Li-ion battery demand. The complete demand is covered by imports (e.g.

from Korea).

Indian battery market is a high market in the world. In India there has been quite

significant growth in market in the last year and it as expected that it will grow over

the next few years. So as the pace of development increases, India is seen as

potentially one of the fastest growing market in the future. This monolith controlled

90% of the market. At present Exide is the only major player in industrial batteries

segment in India. A few emerging players in these segments are:-

• Amara Raja• HBL• Kirloskar • Union Batteries• AMCO

Those days are gone when end users relied in the judgment of the dealer or the

contractor for choosing batteries for its use. After marked improvement in the raw

Material and processing, buyers today and rest assured that the quality of batteries

available has undergone a dramatic change. Hopefully the emerging competition will

give them greater choice in the some lot of extra effort to continue to lead the market

in future. Even the Government of India has taken an active interest in recent years to

the recycle of the used battery. A company now has to adhere to the norms of the

ISO-14001. Exide is one such company in the Indian market which diligently takes

the used batteries from the customer to obliterate it in the smolder and give the

customer absolutely new battery in the place of the old battery.

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Major competitors to Exide in Indian battery industry:

Amara Raja Batteries Ltd. (ARBL)

A fast growing agile organization that has made rapid strides in the industrial

batteries market, with first player advantage in the VRLA segment. ARBL has a

considerably big industrial battery business, with supplies to the Department of

Telecommunications, the Indian Railways, etc. Realizing the need to create a

presence in the automotive segment, ARBL forayed into this segment with advanced

high life batteries such as Amaron in the recent past. This was facilitated by Johnson

Controls USA taking a stake in this company and the setting up of a state-of-the-art

production facility in Tirupati, South India. The company has redefined marketing in

the replacement market and focused on building a strong brand image for Amaron

through its Pit Stop range of outlets. ARBL has also commenced OE supplies to auto

majors.

Tudor India

Tudor India is owned by Exide Corporation of USA through its British subsidiary

CMP Batteries. Tudor is a key player in the automotive battery aftermarket with its

Prestolite range of automotive batteries.

AMCO Batteries:

AMCO Batteries group of Amalgamations Group is the leading battery manufacturer

with a wide spectrum of world class high performance polypropylene batteries for the

automobile industry. AMCO has been a pioneer in this Industry and has been a brand

to be reckoned with in the Battery Industry since 1955. The advent of new generation

Japanese Motorcycles & Cars in India in 1984 saw AMCO take significant steps in

the up gradation of technologies to suit these new generation motorcycles & Cars.

The initial collaboration with YUASA of Japan made the AMCO brand the preferred

choice for all two wheeler manufacturers. The company has 24 branch offices and

distributor network which reaches all corners of the country and the brand is known

and respected for its superior services capabilities and reach.

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TATA Green Batteries:

TATA Green Batteries are brought to you by "TATA AutoComp GY Batteries Ltd."

(TGY) - a joint venture between TATA AutoComp Systems Ltd, India's leading auto

component group and GS Yuasa International (GYIN), Japan, one of the world's

largest automotive battery manufacturers. GS Yuasa International (GYIN) is the

world leader in Two Wheeler batteries and Asia's number one in Four Wheeler

batteries. TATA Green Batteries, by their sheer design and use of state-of-the-art

technology are built to deliver highest performance for all kinds of vehicles (Bikes,

Three-wheelers, Cars, UV's, Trucks and Tractors) and inverters, while being 90%

recyclable. TATA Green has set up a state-of-the-art, eco friendly manufacturing unit

at MIDC Ranjangaon, near Pune, Maharashtra. The unit comprises world class

manufacturing facilities and our product features are bench marked with the best-in-

class to meet stringent international safety regulations

Luminous Power Technologies Pvt Ltd

Founded in 1988, Luminous is a leading company delivering high quality power

products for home and commercial applications. The company’s group portfolio

includes power backup, industrial batteries, renewable and alternate energy solutions

like solar, wind and hybrid applications, infrastructure solutions for IT and telecom,

diesels generator sets and home electrical products.

Apart from its dominating position in the domestic market, Luminous has a strong

foothold worldwide. It has been consistently winning awards and accolades for

market leadership and product reliability. With over 3000 employees, eight

manufacturing units in India and one manufacturing unit in China, 28 sales offices

and more than 32000 channel partners, it is strongly moving towards realising its

vision to be a globally admired corporation in the field of packaged power,

distributed power generation, energy optimisation and home electrical products.

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HBL Power Systems Ltd

Established in 1977, HBL Power Systems Ltd is a listed Indian company with focus

on engineered products and services. Its initial business strategy was to identify those

technology gaps in the Indian market that the company could fill by ‘indigenous

efforts’. The first products selected and successfully developed by the company were

aircraft batteries, eventually leading to HBL offering the world’s widest range of

specialised batteries. Its expertise in batteries generated opportunities to diversify.

The company subsequently moved into new businesses and markets such as

industrial electronics, defence electronics and railway electronic signalling. Recent

diversifications that leverage the company’s engineering strengths include precision

manufacturing, small AC and DC motors, spun reinforced concrete and green

technology products.

Su-Kam Power Systems Ltd

Su-Kam Power Systems Ltd is India’s most admired power solutions provider, with a

growing presence across India and over 70 countries worldwide. A truly knowledge

driven company with innovation at its heart, Su-Kam develops intelligent power

backup solutions, engineered to be energy efficient and thus reduce the user’s carbon

footprint. In the competitive industry of power backup solutions, it has retained its

position of leadership for years. It synergises its expertise in manufacturing

traditional power backup systems with its focus on R&D to continuously develop

new products. It has seven state of the art manufacturing facilities distributed across

three locations—Baddi in Himachal Pradesh, Nepal and Gurgaon. All its

manufacturing facilities are certified under OHAS–18001 for operational health and

safety. Its world class manufacturing infrastructure is equipped with automatic

conveyor lines and automatic testing systems for the enhanced reliability of products.

It manufactures a whole gamut of products like inverters, transformers, batteries,

OLU, solar products, etc, with a clear focus on improving productivity, quality and

reducing wastage in every sphere.

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THEORETICAL BACKGROUND

Introduction to Brand Awareness:

With the opening of market or the post liberalization period has resulted in many

companies entering the markets with offerings of their goods and services.

In the earlier stages of economic revolution consumer had to accept what the

manufacturer has produced. However, today’s consumers are much more educated,

demanding; expect lot more to suit their ever changing life styles. There by their

quality expectations have been elevated from time to time in order to re-build itself

around its customers.

The manufacturer should be able to satisfy, with the type of product and services to

match the ever changing customer’s requirement. In developing a marketing strategy

for products, the seller s has to confront the branding decision. Brand is a major issue

in product. Customers have strong preference for particular versions and brands of

basic goods and services. The manufacturer eventually learns from that market power

lies with the brand name companies. Customers buying decisions are influenced by

the brand.

In this competitive world, the “brand plays an important role and a brand is very

prominent asset owned by an organization. Brand endowed with awareness,

perceived quality, associations, and brand loyalty. Brand is present as creative idea.

A brand is a promise of seller to deliver a specific set of benefits or attributes or

services to the buyer. Brand represents a level of quality.

Meaning of Brand:

A brand is a symbol, a mark, a name that acts as a means of communications, which

brings about an identity of a given product.

A brand in short is an identifier of the seller or the maker. A brand name consists of

words, letters or numbers that can vocalize. Brand mark is the visual representation

of the brand like a symbol, design, distinctive coloring, or lettering. Brand creates a

bond between customer and a product.

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Definition of Brand:

The American Marketing Association defines a brand as “A name, term, design,

symbol, or any other feature that identifies one seller’s good or service as distinct

from those of other sellers. The legal term for brand is trademark. A brand may

identify one item, a family of items, or all items of that seller. If used for the firm as a

whole, the preferred term is trade name.”

In the word of Philip Kotler, “A brand is a name, term, sign, symbol or design or

combination of them, intended to identify goods or services of one seller or group of

sellers and to differentiate them from those of competitors”.

Role of Brands:

In a world where products, markets, and industry boundaries are in flux, a well-

managed brand can be a prime source of strategic direction and competitive

advantage. Today branding is such a strong force that anything from salt to lemon

juice and water is branded. The following are the roles of branding which serve many

purposes, as under:

1. A brand identifies the seller or maker.2. A brand protects both the consumer and the producer from competitors who

would attempt to provide products that appear to be identical.3. A brand reduces the primacy of price upon the purchase decision.4. It accentuates the bases of differentiation.5. A brand is essentially a sellers promise to consistently deliver a specific set of

features, benefits and services to the buyers.6. A brand gives the seller the opportunity to attract a loyal and profitable set of

customers.

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A brand can convey the consumers through six levels as shown below:

BRAND CONVEYINGTHE CUSTOMER

Attributes: A brand first brings to mind certain attributes for a particular product.Benefits: Customers are benefited with buying benefits.Values: The brand tells about values, which says something about the product values.Culture: The brand represents a culture.Personality: A brand project a personality, which can be a person, animal or object.User: The brand suggests its own target audience to use the product.

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Brand Awareness:

Brand Awareness is the extent to which a brand is recognized by potential customers,

and is correctly associated with a particular product. Expressed usually as a

percentage of target market, brand awareness is the primary goal of advertising in the

early months or years of a product's introduction.

Brand awareness is the extent to which the consumer associates the brand with the

product he desires to buy. It is the brand recall and the brand recognition of the

company to the consumers. Brand recall is the ability of the consumer to recollect the

brand with reference to the product where as brand recognition is the potential of the

consumer to retrieve the past knowledge of the brand when enquired about the brand

or shown an image of the brand logo. Brand awareness is an essential part of brand

development which helps the brand to stand out from the others in this

monopolistically competitive market.

Brand awareness plays a major role in a consumer’s buying decision process. The

knowledge of an acquaintance or friend having used the product in the past or a high

recognition of the product through constant advertisements and associations coaxes

the person to make his decision in the favor of the brand.

Types of Brand Awareness

Aided Awareness- This type of awareness is generated in a consumer. When asked

about a product category, if the consumer is aided with a list of company names and

he recognizes the company from the given set it is categorized as aided awareness.

Top of the mind Awareness- When the name of the company is automatically

recollected because the consumer very promptly associates the brand with the

product category, it is called a top of the mind awareness of the product.

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Research Methodology:

“ALL PROGRESS IS BORN OF INQUIRY”

--- Hudson Maxom

Research is formal work undertaken systematically to increase the stock of

knowledge, including knowledge of humanity, culture and society, and the use of this

stock of knowledge to devise new applications. It is used to establish or confirm

facts, reaffirm the results of previous work, solve new or existing problems, support

theorems, or develop new theories. The primary purposes of basic research are

documentation, discovery, interpretation, or the research and development of

methods and systems for the advancement of human knowledge.

Research inculcates scientific and inductive thinking and it promotes the

development of logical habits of thinking and organization. The research

methodology has gone through which path to solve the research problem and which

tools have been adopted to achieve the desired objectives and more importantly it

tells why only that path or tools have been chosen. Usually there is confusion

between ‘Market Research’ & ‘Marketing Research’ and sometimes these two terms

are used interchangeably. Thus, it is important to differentiate between these two

terms. Marketing research is defined as “The function that brings the customer,

consumer and public to the market through information- information used to identify

and define marketing objectives and problems; generate, refine and evaluate

marketing actions, monitor marketing performance and improve understanding of

marketing process. This clearly shows that marketing research is wide ranging in its

concerns. The term ‘Market Research’ is used to define the specialist activities

involved in collecting information directly through the use of questionnaire and other

associated techniques. They then emphasize, “It is useful to consider market research

as specialist activity which is within the scope of marketing research function” and

that is “concerned with collecting primary information”.

Market research is any organized effort to gather information about markets or

customers. It is a very important component of business strategy. The term is

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commonly interchanged with marketing research; however, expert practitioners may

wish to draw a distinction, in that marketing research is concerned specifically about

marketing processes, while market research is concerned specifically with markets.

Market research is a key factor to get advantage over competitors. Market research

provides important information to identify and analyze the market need, market size

and competition.

Market research, which includes social and opinion research, is the systematic

gathering and interpretation of information about individuals or organizations using

statistical and analytical methods and techniques of the applied social sciences to

gain insight or support decision making.

Approaches in Research Methodology:

1. Qualitative Research :Qualitative research is a method of inquiry employed in many different academic

disciplines, traditionally in the social sciences, but also in market research and

further contexts. Qualitative researchers aim to gather an in-depth understanding of

human behavior and the reasons that govern such behavior. The qualitative method

investigates the why and how of decision making, not just what, where, when.

Hence, smaller but focused samples are more often needed than large samples.

Qualitative research often categorizes data into patterns as the primary basis for

organizing and reporting results.[citation needed] Qualitative researchers typically

rely on the following methods for gathering information: Participant Observation,

Non-participant Observation, Field Notes, Reflexive Journals, Structured Interview,

Semi-structured Interview, Unstructured Interview, and Analysis of documents and

materials.

2. Quantitative Research:

Quantitative research refers to the systematic empirical investigation of social

phenomena via statistical, mathematical or computational techniques.[1] The

objective of quantitative research is to develop and employ mathematical models,

theories and/or hypotheses pertaining to phenomena.

Quantitative research is generally made using scientific methods, which can include:

1) The generation of models, theories and hypotheses

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2) The development of instruments and methods for measurement 3) Experimental control and manipulation of variables 4) Collection of empirical data 5) Modeling and analysis of data

Research methodology is defined as a highly intellectual human activity used in the

investigation of nature and matter and deals specifically with the manner in which

data is collected, analyzed and interpreted. A research methodology is usually a

guideline system for solving a problem, with specific components such as phases,

tasks, methods, techniques and tools. A methodology can be considered to include

multiple methods, each as applied to various facets of the whole scope of the

methodology. The research can be divided between two parts; they are qualitative

research and quantitative research.

This project is a survey on population of various segments of Exide battery users,

in Hubli, on getting an overall feedback from customers to evaluate the level of brand

awareness.

Scope of the marketing research work (Theoretical)

Today customers are facing a growing range of choice in the different brands of

products and services. They are making their choice based on their perceptions of

brand, quality service and value.

Companies need to understand the rapid growth of global market place. Where, the

companies should choose brand name with an eye to their global reach.

Scope of research work with researcher point of view:

• Get the practical implementation of the research.

• Learns the practicality of the marketing concepts.

• Get more confidence by interacting with others.

• Enhances the ability of observing.

• Improves the analytical thinking.

• Get the knowledge of marketing environment.

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Objectives of the research work:

Any activity done without the objectives in the mind cannot turn fruitful. An

objective provides a specific direction to an activity. Objectives may range from very

general to very specific, but they should be clear enough to point out with reasonable

accuracy what researcher wants to achieve through the study and how it will be

helpful to the decision maker in solving the problem.

• Build customer awareness.• To judge in which way the customers have developed awareness.• To judge the awareness level of prospect customers.• Increasing brand awareness.• To know the brand image of Exide.• To know customers attitude towards the brand Exide.

Limitations of the project:

• Sample size was small in comparison of the entire population.

• The respondents may be bias or influenced by external factors.

• The accuracy of indications given by the respondents may not be considered

as adequate.

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Research Design:

A research design encompasses the methodology and procedure employed to conduct

scientific research. The design of a study defines the study type (descriptive,

correlation, semi-experimental, experimental, review, meta-analytic) and sub-type

(e.g.: descriptive-longitudinal case study), research,

question and hypothesis independent and dependent variables, experimental design if

applicable, data collection methods and a statistical analysis plan.

A research design is a pattern or an outline of a research project is working. Its is a

statement of only the essential elements of a study, which provides the basic

guidelines for the detail of the project. It comprises a series of prior decisions that

taken together provide a master plan for executing a research project.

A research design serves a bridge between what has been established i.e. the

research objective and what done, in conduct of the study to realize those objectives.

If there were no research designs, the research would have only foggy notion about

what is to be done.

There are numerous specific designs which can classify into three broad categories.

Research design is a conceptual structure within which the research would conduct.

In fact, it is the general blueprint for the collection, measurement and analysis of the

data.

As far as the project is concerned, the study focuses on the following design:

Explanatory Research Design:

The objective of explanatory research design is to find out the new ideas of

relationships, between several facts. It includes expert’s opinion with an survey

method using a questionnaire.

Descriptive Research Design:

Descriptive design is sound basis for making predictions pertaining to the

specific marketing practices, which is a part of the conclusive research. Its main aim

is to collect data with definite purpose. The descriptive research data would be

collected by secondary data sources like books, magazines & websites.

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Sampling:

• Population:

The term "population" is used in statistics to represent all possible measurements or

outcomes that are of interest to us in a particular study.

• Sampling Unit:

The sampling units are various areas of Hubli, which have approached to collect data

from different prospect customers.

• Sampling frame:

Sampling frame is the source material or device from which a sample is drawn. It is a

list of all those within a population who can be sampled.

The sampling frame for this research work includes

1. Students2. Self employed3. Business persons4. Government employees5. Private employees

Sample Size:

Part of the universe which is selected for survey is called sample size. Sample size is

the act of choosing the number of observations or replicates to include in a statistical

sample. The sample size is an important feature of any empirical study in which the

goal is to make inferences about a population from a sample. In practice, the sample

size used in a study is determined based on the expense of data collection, and the

need to have sufficient statistical power. Researcher must prepare a sample design for

his study i.e., he must plan how a sample should be selected and of what size such a

sample would be.

Sample Size of Research is “200”, as to just get a quick analysis.

Sampling method:

Sampling method used in this research is Survey Sampling.

Survey sampling describes the process of selecting a sample of elements from a

target population order to conduct a survey. A survey may refer to many different

types or techniques of observation, but in the context of survey sampling it most

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often involves a questionnaire used to measure the characteristics and/or attitudes of

people. Different ways of contacting members of a sample once they have been

selected is the subject of survey data collection. The purpose of sampling is to reduce

the cost and/or the amount of work that it would take to survey the entire target

population. A survey that measures the entire target population is called a census.

Methods of Data Collection:

The task of data collection begins after a research problem has been defined and

research design/ plan chalked out. Data Collection is an important aspect of any type

of research study. Inaccurate data collection can impact the results of a study and

ultimately lead to invalid results. Collecting the required information from the right

source is very important. Sources from which the data are collected differ as per the

requirements of the researcher. While deciding about the method of data collection to

be used for study, the researchers should keep in mind two types of data via .primary

and secondary.

Primary Data

Data that has been collected from first-hand-experience is known as primary data.

Primary data has not been published yet and is more reliable, authentic and objective.

Primary data has not been changed or altered by human beings; therefore its validity

is greater than secondary data.

Importance of Primary data cannot be neglected. A research can be conducted

without secondary data but a research based on only secondary data is least reliable

and may have biases because secondary data has already been manipulated by human

beings. In statistical surveys it is necessary to get information from primary sources

and work on primary data: for example, the statistical records of female population in

a country cannot be based on newspaper, magazine and other printed sources. One

such source is old and secondly they contain limited information as well as they can

be misleading and biased.

Validity is one of the major concerns in a research. Validity is the quality of a

research that makes it trustworthy and scientific. Validity is the use of scientific

methods in research to make it logical and acceptable. Using primary data in research

can improves the validity of research. First hand information obtained from a sample

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that is representative of the target population will yield data that will be valid for the

entire target population.

Authenticity is the genuineness of the research. Authenticity can be at stake if

the researcher invests personal biases or uses misleading information in the research.

Primary research tools and data can become more authentic if the methods chosen to

analyze and interpret data are valid and reasonably suitable for the data type. .

Primary sources are more authentic because the facts have not been overdone.

Primary source can be less authentic if the source hides information or alters facts

due to some personal reasons. There are methods that can be employed to ensure

factual yielding of data from the source.

Reliability is the certainty that the research is enough true to be trusted on.

For example, if a research study concludes that junk food consumption does not

increase the risk of cancer and heart diseases. This conclusion should have to be

drawn from a sample whose size, sampling technique and variability is not

questionable. Reliability improves with using primary data. In the similar research

mentioned above if the researcher uses experimental method and questionnaires the

results will be highly reliable. On the other hand, if he relies on the data available in

books and on internet he will collect information that does not represent the real

facts.

Sources for primary data are limited and at times it becomes difficult to obtain

data from primary source because of either scarcity of population or lack of

cooperation. Regardless of any difficulty one can face in collecting primary data; it is

the most authentic and reliable data source. Following are some of the sources of

primary data.

Primary data are obtained by a study specifically designed to fulfill the data of

the problem at hand. Primary data is collected during the course of doing experiment

by using various method of data collection such as interview method questionnaires

method.

The various methods through which primary data is collected are:

1) Questionnaires method

2) Observation method

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Secondary Data

Secondary data is data collected by someone other than the user. Common sources of

secondary data for social science include censuses, organizational records and data

collected through qualitative methodologies or qualitative research. Primary data, by

contrast, are collected by the investigator conducting the research.

Secondary data analysis saves time that would otherwise be spent collecting data and,

particularly in the case of quantitative data, provides larger and higher-quality

databases that would be unfeasible for any individual researcher to collect on their

own. In addition, analysts of social and economic change consider secondary data

essential, since it is impossible to conduct a new survey that can adequately capture

past change and/or developments.

Secondary data can be less valid but its importance is still there. Sometimes it

is difficult to obtain primary data; in these cases getting information from secondary

sources is easier and possible. Sometimes primary data does not exist in such

situation one has to confine the research on secondary data. Sometimes primary data

is present but the respondents are not willing to reveal it in such case too secondary

data can suffice: for example, if the research is on the psychology of transsexuals first

it is difficult to find out transsexuals and second they may not be willing to give

information you want for your research, so you can collect data from books or other

published sources.

Secondary data means information that is already available. Secondary data

means which are not originally generated but rather obtained from published

resources.

The various methods through which secondary data is collected are:

1) Various reference Books

2) Company homepage

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Data Analysis and Interpretation:

Data analysis and interpretation is the process of assigning meaning to the

collected information and determining the conclusions, significance, and implications

of the findings. The steps involved in data analysis are a function of the type of

information collected, however, returning to the purpose of the assessment and the

assessment questions will provide a structure for the organization of the data and a

focus for the analysis.

This process usually includes the following steps:

Organizing the data for analysis (data preparation)

Describing the data

Interpreting the data (assessing the findings against the adopted evaluation

criteria)

Where quantitative data have been collected, statistical analysis can:

help measure the degree of change that has taken place

allow an assessment to be made about the consistency of data

Where qualitative data have been collected, interpretation is more difficult.

Here, it is important to group similar responses into categories and identify

common patterns that can help derive meaning from what may seem unrelated

and diffuse responses.

This is particularly important when trying to assess the outcomes of focus

groups and interviews.

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1) Number of customers using Two wheeler battery:

Table no 1:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 157 78.5 78.5 78.5

No 43 21.5 21.5 100.0

Total 200 100.0 100.0

Observation: According to the observation, out of 200 respondents, 153 people use

Exide two wheeler battery.

Interpretation: From the above table we can say that, most of the people use Exide

batteries for two wheeler vehicles. 78.5% of the total respondents use Exide two

wheeler batteries. This represents the popularity of brand Exide in the battery sector

of two wheelers.

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2) Number of customers using four wheeler battery:

Table no 2:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 67 33.5 33.5 33.5

No 133 66.5 66.5 100.0

Total 200 100.0 100.0

Observation: According to the observation, out of 200 respondents, 67 people use

Exide four wheeler battery and 133 people don’t use Exide four wheeler battery.

Interpretation: According to the observation, 34% of the total respondents use

Exide battery for four wheeler vehicles. At this stage the company should stress on

the sales of four wheeler batteries.

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3) Number of customers using Exide batteries

Table no. 3:

Exide Battery Users:

Yes No

Commercial vehicles battery 12 188

Online UPS 13 187

Offline UPS 3 197

Home UPS 18 182

Industrial batteries 6 194

Observation: According to the observation, out of 200 respondents,

Only 12 people use Exide commercial batteries

Only 13 people use Exide Online UPS batteries

Only 3 people use Offline UPS batteries

Only 18 people use Exide Home UPS batteries

Only 6 people use Exide Industrial batteries.

Interpretation: From the above table we can say that Exide is not doing well in other

than automotive sector. We can see that the number of users of Exide batteries has

gone down in Commercial and Industrial sectors. Therefore, the company should put

an extra effort to overcome this acute problem and should take measures to increase

the sale of batteries in commercial and industrial sectors. And, also we can see that

the number of users of Exide Online and Offline batteries for institutes and domestic

purposes is decreased when compared to automotive sector.

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4) Customers familiar with Exide products:Table no 4:

Frequency Percent Valid Percent

Cumulative

Percent

Valid I buy their products

occasionally

119 59.5 59.5 59.5

I buy their products on a

regular basis

81 40.5 40.5 100.0

Total 200 100.0 100.0

Observation: Out of 200 respondents, 119 people buy the products of Exide

occasionally and 81 people buy the products of Exide on a regular base.

Interpretation: This was a two point attitude scale to measure the loyalty of Exide

users. Wherein we can interpret that being a durable product Exide battery hardly has

a loyal customer base.

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5) Number of customers who have seen Exide’s advertisement on billboards:

Table no. 5:Customers who have seen Exide’s advertisement

Yes NoBillboards 88 112Magazines 38 162Newspaper 94 106Online 16 184Public transport 42 158Radio 3 197Television 115 85Other media 9 191

Observation: According to the observation, out of 200 respondents,

88 people have seen Exide’s advertisement on billboards

38 people have seen Exide’s advertisement in magazines

94 people have seen Exide’s advertisement in newspaper

16 people have seen Exide’s advertisement Online

42 people have seen Exide’s advertisement on public transports

3 people have heard Exide’s advertisement on radio

115 people have seen Exide’s advertisement on television

9 people have come across Exide’s advertisement through other media.

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Interpretation: From the above table we can say that the major portion of the people

have seen Exide’s advertisement on television. Also most of the people have seen

Exide’s advertisement on billboards and in newspaper. Few people out of total

respondents have seen Exide’s advertisements in magazines and on public transports.

Very few people have seen Exide’s advertisements through Online. And only 3

people have heard Exide’s advertisement on radio.

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6) Number of customers who can identify Exide logo:

Table no. 6:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 194 97.0 97.0 97.0

No 6 3.0 3.0 100.0

Total 200 100.0 100.0

Observation: Out of 200 respondents, 194 people can identify the logo of Exide.

Interpretation: The number of respondents who can identify Exide’s logo is very

large in number. This shows the popularity of Exide brand.

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7) Number of customers who can identify brand ambassador of Exide brand:

Table no. 7:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 124 62.0 62.0 62.0

No 76 38.0 38.0 100.0

Total 200 100.0 100.0

Observation: According to the observation, out of 200 respondents 124 (62%)

people can identify the brand ambassador of Exide brand.

Interpretation: Because of the popularity of the ambassadors, Mr. Salman Khan

(actor) and Mr. M. S. Dhoni (sports personality) the Exide brand is leveraging upon

their popularity index.

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8) Association of attributes with the brand name: Table no. 8

Frequency Percent Valid Percent

Cumulative

Percent

Valid Price 44 22.0 22.0 22.0

Maintenance 20 10.0 10.0 32.0

Service 92 46.0 46.0 78.0

Warranty 11 5.5 5.5 83.5

Durable 33 16.5 16.5 100.0

Total 200 100.0 100.0

Observation: according to the survey, out of 200 respondents,

92 people associate the brand with service

44 people associate the brand with price

33 people associate the brand with durability

20 people associate the brand with maintenance

11 people associate the brand with warranty

Interpretation: From the above table we can say that about 46% of the people

associated the brand with the service in terms of durability, efficiency etc. 22% of the

respondents also associated the brand with the price of Exide products.

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9) Number of customers who purchase Exide batteries for two & four wheeler:

Table no. 9

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 149 74.5 74.5 74.5

No 51 25.5 25.5 100.0

Total 200 100.0 100.0

Observation: Out of 200 respondents, 149 respondents purchase Exide batteries for

two & four wheeler vehicles.

Interpretation: From the above table we can say that most of the respondents use

Exide batteries for two and four wheelers other than SF Sonic batteries for two and

four wheeler.

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10) Number of customers who purchase SF Sonic batteries for two & four

Table no. 10

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 57 28.5 28.5 28.5

No 143 71.5 71.5 100.0

Total 200 100.0 100.0

Observation: Out of 200 respondents, 57 respondents purchase SF Sonic batteries for two & four wheeler vehicles.Interpretation: From the above table we can say that only 28% of respondents use SF Sonic batteries for two and four wheelers. We can see that the number of SF Sonic battery users is less than Exide batteries for two and four wheeler.

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11) Number of customers who purchase Industrial batteries:

Table no. 11

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 13 6.5 6.5 6.5

No 187 93.5 93.5 100.0

Total 200 100.0 100.0

Observation: Out of 200 respondents, only 13 respondents purchase industrial batteries.Interpretation: from the above table we can say that only 6% of the respondents purchase industrial batteries. At this stage the company should focus more on increasing the sales of industrial batteries.

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12) Number of customers who purchase SF Industrial batteries:

Table no. 12:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 29 14.5 14.5 14.5

No 171 85.5 85.5 100.0

Total 200 100.0 100.0

Observation: Out of 200 respondents, 29 respondents purchase SF Industrial batteries.Interpretation: From the observation we can say that only 14% of the respondents purchase SF Industrial batteries. The company should try to increase the sale of SF Industrial batteries.

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13) Brand loyalty of customers towards Exide brand:

Table no. 13:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Totally agree 16 8.0 8.0 8.0

Agree 107 53.5 53.5 61.5

Neutral 64 32.0 32.0 93.5

Disagree 13 6.5 6.5 100.0

Total 200 100.0 100.0

Observation: According to the observation, out of 200 respondents 16 respondents totally agree as the loyal customers of Exide107 respondents agree as the loyal customers of Exide64 respondents are neutral in loyalty towards Exide13 respondents disagree as the loyal customers of Exide.Interpretation: From the above table we can say that 60% of the respondents are loyal towards the brand Exide.

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14) Recommendation of Exide batteries by the customers to others:

Table no. 14:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Definitely not 1 .5 .5 .5

Probably not 17 8.5 8.5 9.0

Not sure 56 28.0 28.0 37.0

Probably 109 54.5 54.5 91.5

Definitely 17 8.5 8.5 100.0

Total 200 100.0 100.0

Observation: According to the observation, out of 200 respondents,109 respondents would probably recommend Exide products to others56 respondents are not sure of recommending Exide products to others17 respondents would probably recommend Exide products to others17 respondents might probably not recommend Exide products to others1 respondent would definitely not recommend Exide products to others.Interpretation: From the above table we can say that nearly 60% of the respondents would recommend the Exide products to others. This shows the level of satisfaction among the Exide users.

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Crosstabs

1) Crosstabs on profession and associating one attribute to brand Exide.

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Profession * Associate one

attribute

200 100.0% 0 .0% 200 100.0%

Count

Associate one attribute Total

Price Maintenance Service Warranty Durable

Profession Student 19 5 23 1 3 51

Self employed 4 0 16 3 8 31

Business 9 10 34 6 12 71

Government

employee

10 5 9 1 4 29

Private employee 2 0 10 0 6 18

Total 44 20 92 11 33 200

Symmetric Measures

Value

Asymp. Std.

Errora Approx. Tb Approx. Sig.

Interval by Interval Pearson's R .156 .070 2.223 .027c

Ordinal by Ordinal Spearman Correlation .129 .072 1.837 .068c

N of Valid Cases 200

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

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Explanation: the profession of the respondents has been chosen as one variable and

the attributes associated with the brand name Exide has been chosen as the other

variable. Karl pearson's coefficient of correlation is used to find out if there is any

correlation or covariance between the two variables under study. On measuring the

karl pearson’s coefficient of correlation, the output was positive. i.e. 0.156. this

indicates that if one variable increases, the other also increases and vice versa.

Spearman correlation is also used to find out the statistical dependence between two

variables. The two variables, the profession of respondents and the attributes

associated with the brand name Exide is considered. On measuring the spearman’s

correlation, the output was positive. i.e. 0.129. This means, the spearman’s

correlation coefficient is positive.

Interpretation: The bar chart clearly shows that business people are mainly focused

on the service and durability of the Exide products. Therefore, they have associated

the brand with service and durability. Students are more concerned about the service

and the price of Exide products. The respondents from all the groups have not

associated the brand with warranty and maintenance.

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FINDINGS

Most of the people buy Exide two wheeler and four wheeler batteries.

78.5% of the respondents use Exide two wheeler batteries.

Company has strong markets as well as brand image in two and four wheeler

battery sector.

Users of Exide products have various attributes for buying Exide’s products

such as price, maintenance, warranty, service and durability.

Most of the respondents are aware of Exide batteries.

41% of the respondents buy Exide products on a regular basis. Remaining 59

% of the respondents buy Exide products occasionally.

The majority of the respondents other than two and four wheeler battery users

are in favor of other brand.

Major portion of the people associated the brand with service in terms of

durability, efficiency etc.

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Suggestions:

Company should promote the selling of Exide industrial and commercial

batteries.

Company should create the brand image in the market to meet the

competition.

Company should think on changing the looks and style of batteries in order to

increase brand image.

Only 5.5% of respondents have associated the brand name Exide with the

warranty attribute. It is the major suggestion from the customers.

Since the people tends to forget the advertising of a particular product a

reminder message has to be enforced in a regular interval and in a proper

media which would reach a large number of potential customers

Customers should be contacted at a regular interval through phone calls or

any other media to ask them if they are facing any problems with the Exide

products.

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Conclusion:

Brands are now a central feature of business to business marketing and consumer

marketing. They are important in building long-term relationships with the consumer,

irrespective of the type of market. Their importance is now also being recognized in

other markets, including service and industrial. Investing in a brand builds consumer

confidence and loyalty and allows for brand stretching. It requires a consistent and

long-term strategy. A survey has been conducted to know the brand awareness of

customers towards the Exide battery.

After analysis of data and facts collected from the survey, we can say that Exide is

the current market leader in two wheeler battery sector. People prefer Exide products

due to its service and price factors. Exide has a good number of layal customers in

the market who buys Exide products on a regular basis.

There is a tough competition for Exide batteries in commercial and industrial battery

market. Company should try to promote the sales of commercial and industrial

batteries and also should create the brand image to meet the competition in the

market.

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Bibliography

Books:

Authors Book name Publishing house EditionPhilip Kotler,

Gary Armstrong

Principles of

Marketing

K & K 12th Edition

Websites:

www.exideindustries.com

www.exidereachout.com

www.sfsonicpower.com

www.wikipedia.com

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Annexure:

Questionnaire:

Dear sir/madam, I, Shivachetan S Bijjal, student of KLE society’s College of Business

Administration, Hubli. I am undertaking a research project on “Brand Awareness of

Exide Batteries” as a part of academic curriculum. So, I kindly request you to spare

few moments for filling the questionnaire. The response given will be strictly

confidential and will not be used for any Commercial purpose.

1) Name: ___________________

2) Gender

Male Female

3) Age: ____

4) Profession:

Student

Self employed

Business

Government employee

Private employee

5) Monthly Income <10,000 10,000-15,000 15,000-20,000 25000-30,000 >30,000

6) Do you use any Exide products? E.g. (Two/Four wheeler & Commercial vehicle batteries, Industrial batteries, Online, Offline & Home UPS) Yes No

7) Do you use any of the following Exide products? Two wheeler batteries Four wheeler batteries Commercial vehicles battery Industrial batteries Online UPS Offline UPS Home UPS

8) How familiar you are with the brand name Exide? I've never heard of them I've heard of them, but never buy their products

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I buy their products occasionally I buy their products on a regular basis

9) Where have you seen advertisements for Brand Name Exide? Billboards Magazines Newspaper Online Public transportation Radio TV Other

10) Can you identify Exide’s logo? Yes No

11) Can you name the personality who endorses our products in advertisements? Yes No

12) Which one of the following attributes do you associate with Brand Name Exide? Price Maintenance Service Warranty Durable

13) Which of these Exide products have you purchased? Exide batteries (For Two and Four wheeler) SF Sonic (For Two wheeler and Four wheeler) Industrial (For Industrial purpose) SF Industrial (For online UPS and Home UPS)

14) I consider myself as loyal to Exide Batteries. Totally Agree Agree Neutral Disagree Totallydisagree _______________________________________________________________

15) Would you recommend Exide Batteries to a friend or associate?

Definitely Probably Not Sure Probably Definitely Not Not _______________________________________________________

16) What is the first company that comes to mind when you think of batteries? _______________________

THANK YOU

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Coding sheet: