launch of amaron automotive batteries_group 4_sec c
TRANSCRIPT
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
1/15
LAUNCH OF AMARON AUTOMOTI
BATTERIES
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
2/15
AMARA RAJA BATTERIE
Leading industrial and automotive battery manufacturer in India.
First company to manufacture sealed maintenance-free valve regulated
(VRLA) batteries for industrial applications in India.
Maret leader in standby VRLA battery segment in India !it" maret s"
#$%.
Largest manufacturer of VRLA batteries in t"e Indian &cean Rim and a
'$ in t"e !orld.
ec"nical collaboration !it" o"nson *ontrols+ global automotive comp
manufacturer.
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
3/15
SEGMENTS IN STORAG
BATTERY MARKET
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
4/15
AUTOMOTIVE BATTERY MA
Automotive battery segment
Maret s"are , %+ storage battery maret
Maret valuation , '$ billion₹
&riginal /0uipment Manufacturer (&/M) Maret
/1ide is t"e maret leader !it" maret s"are of 2$%
Amaron 3 recent entrant !it" supplies to Ford+4M+ 5ailmer *"rysler+ 6ind Motors
Replacement Maret
/1ide is t"e maret leader !it" maret s"are of 7%
Amaron 3 reac"ed % maret s"are after 8 years of maret entry
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
5/15
PRODUCT
Outer Design
9lac colored casing.
Made of strong polypropylene material
*onvenient fold do!n "andles
*"arge indicators on t"e battery
Fancy looing !ends
Rugged finis" of side !alls
Font color in florescent green for easy recognition
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
6/15
PRODUCT
Performane
:sage of patented silver alloy mi1 plates to prevent corrosion
6ig" "eat resistant tec"nology emperature resistant
;uitable for Indian !eat"er conditions
Long life and lo! maintenance
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
7/15
PROMOTION
Advertising campaign entrusted to &gilvy < Mat"er
Lasts long +really long
*laymation and follore
6inglis" lyrics
=ell no!n fables used in advertisements
Mineral !ater campaign
9rand Ambassador - >arain ?art"ieyan
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
8/15
PLACE
'$$ franc"isees spread across t"e country named @Pit Sto!s
;tandardiBed store design
;elected C7$ retailers,
;ervice stations Accessory s"ops
&ld battery dealers
Lubricant dealers
5epartmental ;tores
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
9/15
SWOT ANALYSIS
;trengt"s
•
Dromotional Activities• 9rand Image in Industrial ;egment
• ec"nology in t"e 9attery
• ;trong distribution net!or
=eaness
• Ine1perience in Automotive ;egment
&pportunities
• Lucrative Automotive ;egment - &/M < Replacement Maret
"reats
•*ompetition from /1ide and ot"er 9rands in t"is sector
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
10/15
WHEN THE OEM MARKET IS THE KEY S
IN THE AUTOMOTIVE BATTERY INDUST
DID AMARA RAJA FOCUS ON REPLAC
MARKET?
&/M maret 3 dominated by current player- entry e1pected to be diffi
Replacement 3 maret dominated by unorganiBed players- entry relativ
Replacement maret , price realiBations e1pected to be better t"an &/M
;uccess in replacement maret 3 evidence of acceptance of product 0u
operate in Indian maret conditions
Drivate label branding 3 furt"er evidence of acceptance of product 0ua
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
11/15
WHAT SHOULD IT DO TO INCRE
MARKET SHARE?
Attracting users of competitors in unorganiBed maret by educating t"e
demerits of t"e local producers.
9y providing more profit margins to t"e suppliers.
Droviding better after sales services.
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
12/15
IN WHAT WAY DOES BRANDING
AMARARAJA TO MARKET A L
INVOLVEMENT PRODUCT LAUTOMOTIVE BATTERIES
*onsistency in communication-"as "elped in establis"ing a !ell recog
in t"e minds of t"e customer.
It "as lead to a!areness+ trial and repeat purc"ase
*ustomer retention
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
13/15
WHAT SHOULD ARBL DO
PENETRATE THE OEM SEG
Drovide better !arranty services t"an competitors
Droduce more variety of batteries to cater to more cars
Drovide credit payment options &ffer "ig"ly competitive price-depending on t"e s"are of business give
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
14/15
Q & A
-
8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C
15/15
THANK YOU