A comparative study of Ameron & Exide Battries in Amravati

A COMPARATIVE STUDY OF AMERON
AND EXIDE BATTERIES IN AMRAVATI

A Dissertation Submitted by
SACHIN FARFAD
M.B.A. Programme
2010 - 2012

Under the guidance of
PROF. DEEPAK JAISWAL

To
SANT GADGE BABA AMRAVATI UNIVERSITY
AMRAVATI

In Partial Fulfillment of the Requirements
For the Award of Degree of
MASTER OF BUSINESS ADMINISTRATION

Post Graduate Teaching Department of
Business Administration and Management
SANT GADGE BABA AMRAVATI UNIVERSITY
AMRAVATI
2011-2012

A COMPARATIVE STUDY OF AMERON
AND EXIDE BATTERIES IN AMRAVATI

A Dissertation Submitted By
SACHIN FARFAD
M.B.A. Programme
2010-2012

Under the Guidance of
PROF. DEEPAK JAISWAL

To

SANT GADGEBABA AMRAVATI UNIVERSITY
AMRAVATI

In Partial Fulfillment of the Requirements
For the Award of Degree of

MASTER OF BUSINESS ADMINISTRATION

-Through-

The Head
Post Graduate Teaching Department of
Business Administration & Management
SANT GADGE BABA AMRAVATI UNIVERSITY,
AMRAVATI (M.S.) – 444602
2011-2012

Post Graduate Teaching Department Of
Business Administration and Management,
SANT GADGE BABA AMRAVATI UNIVERSITY,
AMRAVATI (M.S.) – 444602
TEL: (EPBX NO) 26623555, 2662206/07 Extn. 283
Email: aumba@rediffmail.com Website: www.sgbau.ac.in

Certificate
This is to certify that the dissertation entitled,

A Comparative Study of Ameron and Exide
Batteries in Amravati
Submitted by
SACHIN FARFAD

In partial fulfillment of the conditions for the award of degree of Master of
Business Administration to the Sant Gadge Baba Amravati University,
Amravati has been prepared under my supervision and guidance. It is also
certified that:
The candidate has satisfactorily conducted this research for not less
than one academic year.
The dissertation is of sufficiently high standard to warrant its
presentation for examination.

Date: Prof. Deepak Jaiswal
Place: Amravati Guide

DECLARATION

I, Sachin Farfad hereby declare that the dissertation entitled, “A
Comparative Study of Ameron and Exide Batteries in
Amravati” is the result of my own research work and that the same
has not been previously submitted to any examination of this or any
other university.

Date: Sachin Farfad
Place: Amravati MBA-II (2011-12)
Dept. of Buss, Admn. &Mngt.
Sant Gadge Baba Amravati
University, Amravati.

Acknowledgement

It is my pleasure to place on record my sincere gratitude towards my guide
Prof. Deepak Jaiswal whose guidance I received. It was his direction and encouragement
at every moment and step that motivated me to steer the research work confidently and
successfully.

It a great pleasure and privilege to offer my sincere and cordial thanks to our Venerable
Head of Department Dr. Santosh Sadar who spent his precious time providing continuous
ideas and expert guidance and constant encouragement throughout the course of this
research.

I deem it a great pleasure and privilege to offer my sincere and cordial thanks to

Dr. D. Y .Chacharkar, Prof. S. N Gaikwad and all visiting faculties who spent their
precious time providing continuous ideas and expert guidance and constant encouragement
throughout the course of this research and also thanks to non teaching staff of department
of business administration and management S.G.B.A.U., Amravati for their kind help and
positive response from time to time.

It is my great pleasure to offers special gratitude to Mr. Jagdish Gawande who gives me
apparent support and guidance throughout the course of this research. I am also thankful to
my parents and all my friends who helped me a lot during the project work. I am
thankful to all those who directly or indirectly supported me, provided all necessary
information time to time and helped me to carry out my research successfully.

Date: SACHIN FARFAD
Place: Amravati

CONTENT
“A Comparative Study of Ameron and Exide Batteries in Amravati”

Sr. No. Particulars Page No.
List of Tables II
List of Graphs III
Abstract IV
Chapter I Introduction
1.1 Battery Industry in India 1
1.2 Types of Battery Industry 3
1.3 Battery Introduction 6
1.4 Marketing Strategy 9
1.5 Promotional Strategy 12
1.6 Companies Introduction 14
1.6.1 About Ameron 14
1.6.2 About Exide 18
Chapter II Research Methodology
2.1 Meaning And Definition 23
2.2 Research Problem Identification 23
2.3 Objective Of the Research 24
2.4 Research Design 25
2.5 Scope & Limitation 28
Chapter III Data Presentation, Analysis And Interpretation
3.1 Introduction 29
3.2 Presentation & Analysis 30
3.3 Interpretation 30
Chapter IV Conclusions and Suggestions
4.1 Conclusions 41
4.2 Suggestion & Recommendation 43
Chapter V Appendices

5.1 Bibliography 44
5.2 Annexure 46

LIST OF TABLE

Table No. Particulars Page No

Number of authorized dealers of Ameron & Exide in
3.1 30
Amravati
Types of Batteries keep dealers of Ameron & Exide in
3.2 31
Amravati.
Brands of Batteries keep dealers of Ameron & Exide in
3.3 32
Amravati.
Sales process used for sale of batteries by marketers in
3.4 33
Amravati

3.5 offers given to attract customers 34

3.6 Services offers to customers 35

3.7 Communication and Promotion used to attract the customer 36

3.8 Market Depth of Exide products in Units 37

3.9 Market Depth of Ameron products in Units 38

3.10 Comparative depth of Ameron & Exide in Amravati market 39

Percentage of major customer of Ameron & Exide in
3.11 40
Amravati market

LIST OF GRAPH

Graph No. Particulars Page No

Number of authorized dealers of Ameron & Exide in
3.1 30
Amravati
Types of Batteries keep dealers of Ameron & Exide in
3.2 31
Amravati.
Brands of Batteries keep dealers of Ameron & Exide in
3.3 32
Amravati.
Sales process used for sale of batteries by marketers in
3.4 33
Amravati

3.5 offers given to attract customers 34

3.6 Market Depth of Exide products in Units 37

3.7 Market Depth of Ameron products in Units 38

3.8 Comparative depth of Ameron & Exide in Amravati market 39

Percentage of major customer of Ameron & Exide in
3.9 40
Amravati market

ABSTRACT

Ameron & Exide is the leading batteries companies in India. Both are strong
competitors to each other, both companies are competing with each other in every segment
of battery and also compete in promotional and marketing strategies. They have carried
same competition in Amravati also. So I selected this topic to carry out my research in
“Comparative Study of Ameron & Exide Batteries in Amravati.”
The requirement of competing firms on the knowledge about factors that affect
Promotional & Marketing Strategies is necessary. With so many market-related research
studies in the past as well as the changing market culture, it is essential to focus research
topics on particular areas that deemed to be lack of up-to-date research to indicate what the
precise needs of this segment with respect to Battery industry and businesses. The purpose
of this research is mainly to fill the gaps and contribute to the existing knowledge related
to the subject of the study.

Objectives of the Project:-

Primarily, this study aims to compare top two leading battery companies Ameron &
Exide in relation to the factors that affect market of batteries. Specifically, the research
objectives include the following:

1) To study Market of batteries in Amravati City.
2) To study of Promotional & Marketing Strategies Ameron & Exide Batteries in
Amravati city.
3) To study of market depth of Ameron & Exide Batteries.
4) To study a services provided by batteries companies.

INTRODUCTION: Indian organized storage battery market is estimated at about
Rs.56 billion, comprising industrial batteries (Rs.25 billion) and automotive batteries
(Rs.31 billion including two-wheelers). Besides, the size of the unorganized sector is
estimated at Rs.15- 20 billion. The automotive segment accounts for nearly 60 per cent of
sales volumes, and about 55 per cent in storage battery sales in value terms. The industrial
segment accounts for the balance 40 per cent in volume terms and about 45 per cent in
value terms. The automotive battery segment can be further divided into OEM and

aftermarket, of which the former constitutes about 34 per cent. Demand for automotive
batteries is divided among different segments with cars and utility vehicles having the
largest share of 38 per cent followed by commercial vehicles at 29 per cent. Demand for
automotive batteries largely relies on the growth of the automobile OEMs and the
aftermarket. The growth in the industrial batteries segment is driven by infrastructure,
information technology and process industries.
Today battery is very useful product it almost used in most of the devices like
Electric Watches, Calculators, Implanted Medical Devices, Flashlights, Toys, Power
Tools, Portable Radio And TV, Mobile Phones, Camcorders, Lap-Top Computers,
Memory Refreshing, Instruments, Cordless Devices, Wireless Peripherals, Emergency
Beacons, Cars, Trucks, Buses, Lawn Mowers, Wheel Chairs, Robots, Evs, Hevs, Phevs,
Fork Lift Trucks, Milk Floats, Locomotives, Emergency Power, Local Energy Storage,
Remote Relay Stations, Communication Base Stations, Satellites, Munitions, Robots,
Emergency Power, Communications, Submarines.

RESEARCH METHODOLOGY: The study was conducted for the first time
regarding market review and comparative analysis between Ameron & Exide Batteries.
Thus it is an EXPLORATORY type of research. Further, the design that has been adopted
for the study of the given topic is SYSTIMATIC SAMPLING. Universe of the proposed
study will be finite (limited) Dealers and Automobile Retailers shops owners of Amravati
City so sample size is 3 Ameron and 4 Exide totals 7.

LIMITATION OF THE STUDY: During my entire projects study I tried my best
to make my research study and my report qualitative but during my project work the
following limitation I faced;
 Time period for the study is very short.
 It happens that some respondents may give wrong/ biased data.
 Some respondents did not give proper response.
 Study only in Amravati city.

CONCLUSIONS: In this research are drawn out after studying data interpretation
and analysis, which has been taken from fourth chapter. Conclusion is the decision or the
final result or the fact of the study. From the study of data interpretation and analysis it can
be concluded that:
same competition in Amravati also. Batteries industry is mainly divided in two segments
that are automotive batteries & Industrial batteries and both types of batteries are made
available by both Ameron & Exide batteries companies. Both Ameron & Exide is used
single or double brand strategies in every segment of batteries in Amravati. In that car,
motorcycle, truck & UPS they used double brands and in remaining batteries segments
they used single brand strategies. Amravati had large automotive batteries market and less
industrial batteries market so dealers of both Ameron & Exide are used sales from counter
sales process to sale their products in Amravati market. They did not use other sales
procedure like sales by sales executives any other. To sale the automotive batteries sale
from counter process of sale is the best process.

SUGGESTION: It is the proposal of researcher after studying the observation,
analysis, interpretation and conclusions which is the result of the various activities by the
researcher. Different suggestions are given by different researcher depending upon the
seriousness of the problem. Here are few suggestions quoted by researcher based on the
said research.
Ameron & Exide is more concerns about automotive batteries segments they both
required being more focus on Industrial segments of batteries in Amravati market. Ameron
should be spread their dealer‟s network in Amravati. Exide also required being increase
the dealers network because it is expected to be growth in the batteries market in Amravati
because of there is huge demand for the automotives in Amravati. Ameron & Exide needs
to available more than two brands of every segments of battery in Amravati market to
attract different types of customers for the battery. Both companies is used only a sales
from counter sales process to sale in Amravati they can be used different sales process to
increase their sales volume in Amravati market. Some offers may attract the customers
towards Ameron & Exide they should use some promotional offers to increase sales. Both

companies will be required to be provide intelligent services to the customers it may leads
to customer satisfaction. Season wised promotional tools will be used for Communication
& Promotion. Both companies will be required to frame their marketing strategies to
attract others customers like commercial transporter and industrial customers.

CHAPTER I
INTRODUCTION

1.1 Battery Industry in India 1
1.2 Types of Battery Industry 3
1.3 Battery Introduction 6
1.4 Marketing Strategy 9
1.5 Promotional Strategy 12
1.6 Companies Introduction 14
1.6.1 About Ameron 14
1.6.2 About Exide 18

CHAPTER I
INTRODUCTION

1.1 BATTERY INDUSTRY IN INDIA:
Indian organized storage battery market is estimated at about Rs.56 billion,
comprising industrial batteries (Rs.25 billion) and automotive batteries (Rs.31 billion
including two-wheelers). Besides, the size of the unorganized sector is estimated at Rs.15-
20 billion. The automotive segment accounts for nearly 60 per cent of sales volumes, and
about 55 per cent in storage battery sales in value terms. The industrial segment accounts
for the balance 40 per cent in volume terms and about 45 per cent in value terms. The
automotive battery segment can be further divided into OEM and aftermarket, of which
the former constitutes about 34 per cent. Demand for automotive batteries is divided
among different segments with cars and utility vehicles having the largest share of 38 per
cent followed by commercial vehicles at 29 per cent. Demand for automotive batteries
largely relies on the growth of the automobile OEMs and the aftermarket. The growth in
the industrial batteries segment is driven by infrastructure, information technology and
process industries.

Indian Battery Market:
The size of the Indian lead acid storage battery industry (including inverter and
motive power batteries) as on March 2011, at a lead base of USD 2,500/MT, is estimated
to be about `130 billion, comprising the industrial batteries (`48 billion) and automotive
batteries (`82 billion). The overall size of the unorganised sector is estimated at about `35
billion. The automotive battery business accounts for nearly 63%, while the industrial
segment accounts for the rest. The automotive SLI (Starting, Lighting and Ignition) battery
segment can be divided into the OEM (~25%) and aftermarket segments (~75%). Demand
for automotive batteries is divided among different segments, with cars and utility vehicles
constituting the largest share of 36%, followed by commercial vehicles at about 28%, 2-
wheelers at about 21% and tractors at 15%. Demand for automotive batteries largely relies
on the growth of the automobile OEMs and the aftermarket. Growth in the industrial

batteries segment is driven by infrastructure and technology-related industries such as
power, UPS and telecommunications. 1

Growth of Battery Industry in India:
The Indian battery industry is growing at a rate of 30 percent per annum. A couple
of years back, it did see a slump due to dumping of cheap Chinese batteries, but it has
picked up since then. It is poised to more than double within four years, given the current
rate of growth.

Industry Structure and Development:
The Domestic Battery Industry has had mixed fortunes during the year under
review. The telecom, infrastructure and export sectors continue to be sluggish but this has
been compensated by an unexpected high growth in the automobile sector. The passenger
vehicle segment grew by over 29% whilst the commercial vehicle segment registered a
growth of nearly 27% as compared to 2009-10. Sale of two-wheelers registered a growth
of 26% and automobile exports had a growth of nearly 30% as compared to 2009-10.
It is expected that this rate of growth would continue unabated and the total
automobile market is expected to grow by double digits annually for the next 5 years. As
stated earlier, India is emerging as a small car hub in the Asia Pacific Region and most of
the leading global players have a presence in this country. Buoyed by the growth
prospects, almost all automobile manufacturers in the country are expanding their
capacities and some are also setting up new facilities. These manufacturing facilities
would not only cater to the local market but also act as a manufacturing base for export of
both passenger vehicles as well as heavy vehicles, including tractors. During the previous
year the automobile industry attracted Foreign Direct Investment worth US$ 1,191 million.
Trained manpower at competitive costs and stagnation in the industrialized nations has
induced global majors to invest in India and China. It is expected that India would become
one of the top 5 vehicle producing countries in the World by 2020, with domestic
consumption growing four-fold. These developments would obviously lead to increase in
the market base of the domestic battery industry. Infrastructure continues to be a key focus

1
Amara Raja Batteries Limited I 2010-11 Annual Report

area for the Government with massive investments planned in the near term. 2,14,000
chores has been allocated in the Union Budget 2011-12 for the infrastructure sector, which
is 23% higher than the previous year and this amounts to 48.5% of the Gross Budgetary
support to plan expenditure. Further, plans for modernization of Railways and setting up of
Nuclear Power Plants would lead to considerable demand for the battery Industry.2

Domestic lead acid storage
battery market (130 billion)

Industrialbattery
Automotivebattery business –37%
business–63%

Branded Unbranded
battery– 58% battery– 42%

3

1.2 Types of Battery Industries:

Industrial Batteries: Industrial batteries have a wide range of use across
infrastructure and other sectors–railways, telecom, power, uninterrupted power supply
(UPS), inverters, and electric forklifts, among others. Valve Regulated Lead Acid (VRLA)
batteries, being completely sealed, maintenance-free and reliable, are the most widely used
in critical, remote and unmanned applications (telecom and UPS systems). The Indian
telecom sector remained the largest customer of industrial batteries even as competitive
pressures and change in business dynamics forced telecom service providers to reduce

2
Exide Industries Limited I 2010-11 Annual Report
3
Page No. 26 AMARA RAJA BATTERIES LIMITED ANNUAL REPORT 2010-11

capital expenditure. On the other hand, extensive computerisation of banking and
government departments and persistent
Power shortage resulted in robust demand for UPS batteries with a growth of about 15%
CAGR across five years.4
Sales of Industrial batteries for 2010-11 registered a growth of around 16% in
terms of value and 13% by volume. This has been possible in spite of severe competition
and low cost imports in the domestic market. Overall Infrastructure business has shown a
growth of 15%, mostly contributed by Solar at 68% and Traction segment at 62%.
Telecom recorded a comparatively lower growth of 9%. Power segment recorded a growth
of 12% with a very healthy order booking for future months. In Fast Moving Industrial
Battery segment, Sales for the year ended 31.03.2011 recorded a growth of around 18% in
terms of value and 13% in terms of volume. While there has been a marginal de-growth of
5% in UPS OEM segment, Trade growth during the period was 18%. Measures have been
initiated for further up-gradation of quality and performance of VRLA Batteries. Exports
had a growth of 40% by value and 26% by volume, mostly through exports to Australia,
Germany, UK, South Africa and ASEAN Countries. A lot of Research & Development
work has been done in developing Maintenance Free Tubular Batteries for Telecom &
UPS with long life. Flooded Batteries with 10 year‟s Warranty are being developed for
Telecom and Solar Applications.5

Automotive Batteries: The Indian automotive segment registered a 26.7% growth in
vehicle sales in 2010-11, owing to robust economic growth, increased rural focus and
launch of new models. A total of 24 new launches were recorded in the passenger vehicle
segment and 16 in the 2-wheeler segment. Production in the automobile industry grew
consistently in the last five years as shown below, which augurs well for the automobile
battery replacement market. Growth in the automotive battery segment is driven by vehicle
rollout and replacement demand. The OEM business is driven by fresh vehicle (4-wheelers
and 2-wheelers) demand. Aftermarket sales are influenced by the number of vehicles in
use, average battery life, average vehicle age and population growth. In the aftermarket,
small unorganised manufacturers, who sell low-cost unbranded products, capture sizeable
market share, especially when catering to commercial vehicles and tractors. However, the

4
5

share of unorganised manufacturers declined in recent years owing to product
unreliability, rising disposable incomes, increasing quality consciousness, environmental
restrictions, technology advancements in the automotive industry and organised players
increasing their presence outside major cities. The replacement cycle of an automotive
battery is determined by battery usage and other factors like charge balance, cumulative
distance clocked by automobile, among others. On an average, a 4-wheeler battery life
expectancy is about three years, while for the 2-wheeler battery life expectancy is around
two years.6
The sales of automotive batteries registered a growth of 23% as compared to the
previous year. However, your Company was unable to cater fully to the unanticipated
demand by all segments of vehicle manufacturers due to capacity constraints and thereby
take full advantage of the potential growth in the industry. In such a scenario, in line with
its long term perspective, your Company took a conscious decision to give priority to the
increased requirements of the vehicle manufacturers over the more profitable after market
segment. Your Company continues to remain the preferred supplier for most of the new
vehicles launched during the year under review. These batteries have been developed by
your Company through in-house R&D and several of these underwent rigorous tests
including tests in overseas laboratories prior to being selected for supplies. Your Company
has already launched Deep Cycling Electric Bike batteries for electric bicycles and
scooters and is also in the process of developing batteries for Stop-Start Micro Hybrid
Vehicles in collaboration with The Furukawa Battery Company Limited, Japan. Your
Company is also exploring the possibility of developing and marketing Lithium-ion
batteries for the Electric Vehicle Segment. As informed in the earlier Directors Report, the
marketing and distribution set up has been reorganized on the hubs and spokes model and
presently your Company is operating from 204 locations. By the end of the current year
your Company is expected to be present in 250 cities and towns. Through this initiative
your Company has been able to reach out to the customers in „B‟ Class and „C‟ Class cities
and also provide better after sales and warranty services. The CRM initiative
exidereachout.com has helped in building a loyal customer base. Your Company has also
been able to divert customers from the un-organised sector through its unique initiative
“Project Kisan”, which primarily services the rural markets. The „Humsafar‟ module,

6

under which batteries are sold through motor garages, and the arrangements with several
companies for distribution of your Company‟s products through their outlets have resulted
in reaching the products at the door step of the consumers.7

1.3 Battery Introduction:
The lead-acid storage battery, an important energy storage device, is the most
widely used secondary storage cell by automobile and other industries. Storage cells are
devices which release a flow of electron through an external circuit as a result of reactions
occurring between the active electrode materials and ions transported by the electrolyte.
The cells in which the reactions are reversible are called secondary cells. In these cells the
active materials can be returned to their original state by applying electrical current from
an external source in the opposite direction to the flow of the cells discharge current.
In the early nineteenth century, scientists discovered that when direct current was
passed between some pairs of electrodes of the same metal immersed in an electrolyte, the
electrodes became polarized, i.e. when the circuit was opened a difference of potential
existed between the electrodes. If they were connecter, together a current flowed. Based on
these experiments, in 1959 Gasten Plant began to investigate such cell.
Since then major developments have taken place in basic material of construction
of lead-acid batteries. The present construction of this type of battery consists of positive
electrode made up of leap peroxide, negative electrodes of lead in highly active metallic
sponge. The insulating layers are made of hard rubber, PVC etc. The electrolyte is a dilute
aqueous solution of sulphuric acid and container is Marie of plastic, glass, rubber or
polypropylene.

Introduction to How Batteries Work:
Imagine a world where everything that used electricity had to be plugged in.
Flashlights, hearing aids, cell phones and other portable devices would be tethered to
electrical outlets, rendering them awkward and cumbersome. Cars couldn't be started with
the simple turn of a key; a strenuous cranking would be required to get the pistons moving.

7

Wires would be strung everywhere, creating a safety hazard and an unsightly mess.
Thankfully, batteries provide us with a mobile source of power that makes many modern
conveniences possible.

While there are many different types of batteries, the basic concept by which they
function remains the same. When a device is connected to a battery, a reaction occurs that
produces electrical energy. This is known as an electrochemical reaction. Italian physicist
Count Alessandro Volta first discovered this process in 1799 when he created a simple
battery from metal plates and brine-soaked cardboard or paper. Since then, scientists have
greatly improved upon Volta's original design to create batteries made from a variety of
materials that come in a multitude of sizes.

Today, batteries are all around us. They
power our wristwatches for months at a time.
They keep our alarm clocks and telephones
working, even if the electricity goes out. They
run our smoke detectors, electric razors, power
drills, mp3 players, thermostats -- and the list
goes on. If you're reading this article on your
laptop or smartphone, you may even be using
batteries right now! However, because these
portable power packs are so prevalent, it's very
easy to take them for granted. This article will
give you a greater appreciation for batteries by exploring their history, as well as the basic
parts, reactions and processes that make them work.8

Battery History:

Batteries have been around longer than you may think. In 1938, archaeologist
Wilhelm Koenig discovered some peculiar clay pots while digging at Khujut Rabu, just
outside of present-day Baghdad, Iraq. The jars, which measure approximately 5 inches
(12.7 centimetres) long, contained an iron rod encased in copper and dated from about 200

8
http://electronics.howstuffworks.com/everyday-tech/battery.htm

B.C. Tests suggested that the vessels had once been filled with an acidic substance like
vinegar or wine, leading Koenig to believe that these vessels were ancient batteries. Since
this discovery, scholars have produced replicas of the pots that are in fact capable of
producing an electric charge. These "Baghdad batteries" may have been used for religious
rituals, medicinal purposes, or even electroplating.

In 1799, Italian physicist Alessandro Volta created the first battery by stacking
alternating layers of zinc, brine-soaked pasteboard or cloth, and silver. This arrangement,
called a voltaic pile, was not the first device to create electricity, but it was the first to emit
a steady, lasting current. However, there were some drawbacks to Volta's invention. The
height at which the layers could be stacked was limited because the weight of the pile
would squeeze the brine out of the pasteboard or cloth. The metal discs also tended to
corrode quickly, shortening the life of the battery. Despite these shortcomings, the SI unit
of electromotive force is now called a volt in honour of Volta's achievement.

The next breakthrough in battery technology came in 1836 when English chemist
John Frederick Daniell invented the Daniell cell. In this early battery, a copper plate was
placed at the bottom of a glass jar and a copper sulfate solution was poured over the plate
to half-fill the jar. Then the zinc plate was hung in the jar, and a zinc sulfate solution was
added. Because copper sulfate is denser than zinc sulfate, the zinc solution floated to the
top of the copper solution and surrounded the zinc plate. The wire connected to the zinc
plate represented the negative terminal, while the one leading from the copper plate was
the positive terminal. Obviously, this arrangement would not have functioned well in a
flashlight, but for stationary applications it worked just fine. In fact, the Daniell cell was a
common way to power doorbells and telephones before electrical generation was
perfected.

By 1898, the Colombia Dry Cell became the first commercially available battery sold in
the United States. The manufacturer, National Carbon Company, later became the
Eveready Battery Company, which produces the Energizer brand.9

9
http://electronics.howstuffworks.com/everyday-tech/battery1.htm

Functions of Battery:
 For Temporary Electrical Storage.
 For Solar Energy Storage.
 For Running Up Different Electronics Devices, Machines And Lights Etc.

Applications of Battery:
Electric Watches, Calculators, Implanted Medical Devices, Flashlights, Toys,
Power Tools, Portable Radio And TV, Mobile Phones, Camcorders, Lap-Top Computers,
Memory Refreshing, Instruments, Cordless Devices, Wireless Peripherals, Emergency
Beacons, Cars, Trucks, Buses, Lawn Mowers, Wheel Chairs, Robots, Evs, Hevs, Phevs,
Fork Lift Trucks, Milk Floats, Locomotives, Emergency Power, Local Energy Storage,
Remote Relay Stations, Communication Base Stations, Satellites, Munitions, Robots,
Emergency Power, Communications, Submarines.

1.4 MARKETING STRATEGY:-

Marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a sustainable.

Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results. Commonly, marketing strategies are developed as
multi-year plans, with a tactical plan detailing specific actions to be accomplished in the
current year. Time horizons covered by the marketing plan vary by company, by industry,
and by nation, however, time horizons are becoming shorter as the speed of change in the
environment increases. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned. See strategy dynamics.

Marketing strategy involves careful scanning of the internal and external
environments. Internal environmental factors include the marketing mix, plus performance
analysis and strategic constraints. External environmental factors include customer

analysis, competitor analysis, target market analysis, as well as evaluation of any elements
of the technological, economic, cultural or political/legal environment likely to impact
success. A key component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement. Besides SWOT analysis, portfolio analyses
such as the GE/McKinsey matrix or COPE analysis can be performed to determine the
strategic focus. Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals, determine the
optimal marketing mix to attain these goals, and detail implementation. A final step in
developing a marketing strategy is to create a plan to monitor progress and a set of
contingencies if problems arise in the implementation of the plan.

Marketing decisions generally fall into the following four controllable
categories:

 Product
 Price
 Place (distribution)
 Promotion

These four P's are the parameters that the marketing manager can control, subject to the
internal and external constraints of the marketing environment. The goal is to make
decisions that center the four P's on the customers in the target market in order to create
perceived value and generate a positive response.

The Marketing Mix

Product Decisions:-

The term "product" refers to tangible, physical products as well as services. Here are
some examples of the product decisions to be made;

 Brand name
 Functionality
 Styling
 Quality
 Safety
 Packaging
 Repairs and Support
 Warranty
 Accessories and services

Price Decisions

Some examples of pricing decisions to be made include:

 Pricing strategy (skim, penetration, etc.)
 Suggested retail price
 Volume discounts and wholesale pricing
 Cash and early payment discounts
 Seasonal pricing
 Bundling
 Price flexibility
 Price discrimination

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution
decisions include:

 Distribution channels
 Market coverage (inclusive, selective, or exclusive distribution)

 Specific channel members
 Inventory management
 Warehousing
 Distribution centers
 Order processing
 Transportation
 Reverse logistics

Promotion Decisions

In the context of the marketing mix promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal
of generating a positive customer response. Marketing communication decisions include:

 Promotional strategy (push, pull, etc.)
 Advertising
 Personal selling & sales force
 Sales promotions
 Public relations & publicity
 Marketing communications budget

Relevance of 4P‟s of marketing mix to understanding the marketing strategies of
Batteries:-
PRODUCT: To find Different types of Batteries present in Amravati.
PRICE: Price is different for different size and quality of Batteries i.e. Price is depend
upon the size of Batteries or Quality of Batteries.
PLACE: Strong distribution channel means availability of Batteries in all Retailers,
authorized dealers in Amravati city.
PROMOTION: Effective promotional strategy used for Batteries.

1.5 PROMOTIONAL STRATEGY:
Promotion can be defined as any method that communicates to the target market
about the right product to be sold in the right place at the right price. What the marketing
manager communicates is basically determined when the target customers' needs and
preferences are known. How the information is communicated in order to obtain action -- a
purchase -- depends on a number of factors.

Types of Promotion:
Promotion includes personal selling, advertising, sales promotion, and public
relations. Personal Selling involves direct face-to-face relationships between sellers and
potential customers. Advertising is any paid form of "mass selling" or communication with
large numbers of potential customers at the same time. Sales Promotion refers to specific
activities (such as point-of-purchase displays, brochures, coupons) which can generate
specific purchase behaviour. Public Relations or Publicity is any free form of "mass
selling." All of these methods try to inform, persuade and remind the target audience about
your product or service. They are complementary to each other and should be integrated to
maximize your results. There are also different forms of each of these types of promotion
such as broadcast, print, direct mail and electronic advertising that offer different
advantages, disadvantages, costs and paybacks. The same message may be interpreted
differently, based on the source of the message in terms of trustworthiness and credibility.

Promotion Mix Decisions: There is no one right promotion mix (between Personal Selling,
Advertising, Sales Promotion, and Public Relations) for all situations. The promotion mix
for your company should be designed to accomplish your overall objectives. The specific
mix depends on a number of factors, including 1) the promotion budget available, 2) stage
of product in its life cycle, 3) nature of the competitive situation, 4) the target audience,
and 5) the nature of the product.

Push, Pull or Push-Pull Strategy: There are three basic promotional strategies or
philosophies -- push, pull or push-pull. A company that follows a push strategy is
generally very sales-oriented, trying to push the product through the distribution channel.
A pull strategy is generally a very marketing-oriented company that would spend all their

marketing funds on advertising to pull the product through the distribution channel. A
push-pull strategy is where the company may spend 50% on trade promotion and 50% on
end-user advertising Promotion is a vital factor in any marketing mix. To be successful
you must offer a good product or service at a reasonable price, and you must tell potential
customers about the product and where/how it can be purchased. Deciding on the right
promotional mix is obviously difficult, but can be and should be a rational, fact-based
decision. It requires considerable judgment and experience. You must consider the
industry, the customer and your competition.

1.6 COMPANIES INTRODUCTION:

Ameron & Exide are well known batteries manufacturing companies in India. They have
leading market share in Indian market of batteries. Brief information about Ameron &
Exide Batteries is stated below:

1.6.1 ABOUT AMERON-

Technology & Innovation, State of the Art manufacturing and collaboration with the
world's largest battery manufacturer (Johnston Controls) has allowed the Ameron brand to
fast become a global leader in the ultra competitive battery market.

Striking the ultimate balance between quality and value, Ameron has forged a
strong reputation for ultra long service life under the toughest of conditions. Manufactured
in India to provide superior performance in the hares and demanding local environment,
Ameron batteries also provide excellent performance on Australia's destructive roads and
offer strong resistance to our extreme climatic conditions.
Ameron manufacture a range of batteries to suit most Automotive, Industrial and
Commercial applications.10

Awards/ Certificates and Recognitions:
 Since the proof of the pudding is in the eating, take a quick look at some of the
laurels we've garnered in the short time that we've been around with.

 Best Telecom equipment Manufacturer Award 2009 by BSNL

 Quality Excellence Award for the year 2009 by INDUS Towers

 Ameron® is the preferred supplier to Daimler Chrysler, Ford and General Motors

 Automotive Product of the year 2000 by Overdrive

 Excellence in Environmental Management in 2002 by AP Pollution Control Board

 Creative Advertiser of the year '02 by ABBY

 Ford "World Excellence Award"

10
http://www.Amaronbatteries.com.au/index.shtml

 Ford Q1 Award

 ISO-9001 in 1997…RWTUV

 QS 9000 in 1999…RWTUV

 ISO/TS 16949 in 2004…RWTUV

 Quality benchmarks

 Best Business Practices as per JCI

 ISO 14001 in 2002…RWTUV

 Part of the world's largest battery manufacturing alliance - Johnson Controls Inc.,
USA

 Largest manufacturer of standby VRLA batteries in South Asia

 Pioneered the widely used VRLA batteries for industrial application in India

 Largest & dominant market leader of standby batteries in Railways, Telecom,
Power Generating stations in India

 One of the largest (designed for producing 3.64million batteries p.a.) and most
modern automotive battery plants in Asia

 Highly automated (oxide preparation to finishing; all processes and operations are
automated)

 Part of Amara Raja's highly integrated battery complex (most components are built
in-house)

 Industrial Economist Business Excellence Award - 1991 by the Industrial
Economist, Chennai.

 Best Entrepreneur of the year 1998 - by Hyderabad Management Association.

 Excellence award by institution of Economic Studies (ES), New Delhi.

 Udyog Rattan -1999 by Institution of Economic Studies (ES), New Delhi.

 Q1 Vendor Status by Ford India Limited - 2003.

 World Excellence Silver Award by Ford USA

 The spirit of Excellence by Academy of fine arts, Tirupati11

11
http://www.amararaja.co.in/achievements.asp

Ameron Product Profile:

Hi-Life

The Ameron Hi-Life series are available in a number of case sizes and terminal variations
to suit a wide range of Commercial and Passenger vehicles. The Hi-Life series integrate
Ameron's premium SILVEN X technology for ultra low-corrosion and maintenance free
operation as well as BIC vents for enhanced safety. Oversized inter cell welds also help to
provide superior cranking power.

Pro

The Ameron PRO series are the ultimate OEM
replacement for late model DIN and European spec
passenger and commercial vehicles and are the most
widely sold car battery in India. The Pro series
integrate Ameron's premium SILVEN X technology for
ultra low-corrosion and maintenance free operation as
well as BIC vents for enhanced safety. Oversized inter cell welds also help to provide
superior cranking power.

Longest life - Thanks to the reformulated Advantage paste recipe.

Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a low-
corrosion and no top-ups experience.

Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

Inverter Shield

Ameron Inverter Shield is an exclusive battery designed specifically for demanding
industrial applications. The Inverter Shield's key features include an ultra strong ripped
and leak proof case, specially formulated hybrid alloy plate system for minimal water loss
and maintenance optional operation and low internal resistance for fast charge acceptance
for shorter recharge time.

Ameron FLO batteries

Ameron FLO, brought to you by Amara Raja Batteries
Limited (ARBL), the largest manufacturers of Stand-by
VRLA Industrial Batteries in the Indian Ocean Rim and
Johnson Controls Inc, USA; the global leader in Interior
experience, building efficiency and power solutions.

Long life - Thanks to the reformulated Advantage paste
recipe.

Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a low-
corrosion and no top-up experience.

Fully Sealed & Tested - Factory charged, wet shipped and ready to fit. Highest
Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

Ameron GO batteries

Lasts long, really long Ameron GO, brought to you by Amara Raja Batteries Limited
(ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian
Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience,
building efficiency and power solutions.

Long life -Thanks to the reformulated Advantage paste recipe.

Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a low-

Factory Fresh - Wet Shipped and ready to fit

Ameron Black batteries

Lasts long, really long Ameron Black, brought to you by
Amara Raja Batteries Limited (ARBL), the largest
manufacturers of Stand-by VRLA Industrial Batteries in
the Indian Ocean Rim and Johnson Controls Inc, USA;

the global leader in Interior experience, building efficiency and power solutions.

Long life - Thanks to the reformulated Advantage paste recipe.

Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a low-

Factory Fresh - Wet Shipped and ready to fit.12

1.6.2 ABOUT EXIDE-
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 in developed 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 centre.
Exide Industries Ltd, the country‟s largest lead acid storage battery manufacturer
and stored energy solutions provider.13
The Company was incorporated as Associated Battery Makers (Eastern) Ltd., on
st
31 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 25th August,
1995.

12
http://amaron.com/black.html
13
www.exide.com

Milestones:
1916 Chloride Electric Storage Co. (CESCO) UK sets up trading operations in India as
an import house.
1946 First factory set up in Shamnagar, West Bengal.
1947 Incorporated as Associated Battery Makers (Eastern) Limited on 31 January
1947 under the Companies Act.
1947 Incorporated Chloride International Limited (previously Exide Products Limited)
1969 Second factory at Chinchwad, Pune
1972 The name of the Company was changed to Chloride India Limited
1976 R&D Centre established at Kolkata
1981 Third factory at Haldia, West Bengal
1988 The name of the Company was changed to Chloride Industries Limited
1994 Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. of Japan, a
subsidiary of the Hitachi Group.
1995 Chloride Industries Limited renamed Exide Industries Limited
1997 Fourth factory at Hosur, Tamil Nadu
1998 Acquisition of industrial/ manufacturing units of Standard Batteries Ltd located
at Taloja & Kanjurmarg (Maharashtra), Guindy (Tamilnadu) and plant at
Ahmednagar (Maharashtra) from Cosepa Fiscal Industries Limited as a going
concern.
1999 Acquired 51% Shareholding in Caldyne Automatics Ltd
2000 Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd., Singapore and
49% stake in Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka.
2003 Commissioned plant at Bawal, Haryana
2003 New joint venture in UK, ESPEX, with 51% holding.
2004 Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka became a
subsidiary consequent to acquiring further 12.50% Equity holding.
2005 Investment in 50% shareholding of ING Vysya Life Insurance Company Limited
2007 Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring the
balance 49% shareholding.
2007 Investment with 26% shareholding. In CEIL Motive Power Pty Ltd. A Joint
Venture in Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd
14

14
http://www.exideindustries.com/company_profile.html

Manufacturing Facility:

Exide Product Profile:

Exide: The brand name embodies the values of excellence, commitment, dependability and
service, which has shaped its, character -leadership, is a continuing responsibility.

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. You can get vital information on cutting-edge
Furukawa technologies, great tips on battery maintenance, latest news and trends of the

automobile industry and lots more from this site. What‟s more, you can even enjoy custom
built games, download cool wall papers and screen savers absolutely free.

Industrial: Storage Batteries are an essential requirement to keep electrically operated
equipments going when the mains fail. Railway, Telecommunications, Defense, Mining,
Hospitals, Airlines Signaling & Communications..... All depend on Exide to fulfill their
needs for Standby Power. Railway Systems, from Air conditioning, Train Lighting to
Signaling, Diesel Loco Starter, and Electric Multiple Units depend on Exide to keep
running smoothly. Starting with batteries for Fork Lift Trucks, Golf Carts, Electric Wheel
Chairs, etc., Exide has steadily developed the technology for powering electric vehicles as
well as water vessels driven by battery power. The special power-packs are considerably
lighter and can be recharged faster than conventional batteries.

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.15

Awards/ Certificates and Recognitions:
 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.

15
http://www.exideindustries.com/our_product.html

 At the CII (Eastern Region) awards ceremony in Kolkata for 08-09 Exide
Shyamnagar won.

 CII Productivity Award -1ST Prize in category “A” for Significant
Improvement in Productivity during the year
 CII Quality Award – Certificate of Appreciation for Commendable effort in
the area of Total Quality at the CII(ER) Quality Award 2008-09

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

ISO 9001 ISO 9001 ISO 14001 OHSAS 18001
Haldia
Hosur
Shamnagar
Taloja
Chinchwad
Bawal

CHAPTER II
Research
Methodology

2.1 Meaning And Definition 23
2.2 Research Problem Identification 23
2.3 Objective Of the Research 24
2.4 Research Design 25
2.5 Scope & Limitation 28

Chapter 2

Research Methodology

2.1. Meaning and Definition

Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically. Research
methodology has many dimensions and research methods do constitute a part of research
methodology. Research methodology does not talk only of research methods but also
consider the logic behind the methods that use in the context of research study and also
explain why research is using a particular method or technique so that research results are
capable of being evaluated. Collection of data, adoption of right method, suitable
technique for analysis and similar other factors are important carry out a research study. In
short “Research is a systematic and continues method of defining a problem, collecting the
facts and analyzing them, reaching conclusion forming generalizations.”
Selecting the research method/technique for study is crucial decision to researcher. In this
project the study will be carried on various or same categories of mutual fund for same or
different mutual fund houses, so the research of study is based on Exploratory research for
that data will be collected from secondary & primary sources.
Research methodology is a scientific & systematic research for pertinent
information on a specified topic. The main aim of the research is to find out the truth
which is hidden and which has not been discovered as yet. Market analysis has become an
integral tool of business policies these days. Research, thus replace innovative business
decisions by more logical & scientific decisions. Research Methodology is a way to solve
the research problem systematically. It may be understood as a science of studying how
research is done scientifically. In this, we study the various steps that are generally
adopted by researcher in studying his research problem along with the logic behind them.
The purpose of the research methodology is to solve the market problem

2.2 Research Problem Identification

same competition in Amravati also. So I selected this topic to carry out my research in
“Comparative Study of Ameron & Exide Batteries in Amravati.”
The requirement of competing firms on the knowledge about factors that affect
Promotional & Marketing Strategies is necessary. With so many market-related research
studies in the past as well as the changing market culture, it is essential to focus research
topics on particular areas that deemed to be lack of up-to-date research to indicate what the
precise needs of this segment with respect to Battery industry and businesses. The purpose
of this research is mainly to fill the gaps and contribute to the existing knowledge related
to the subject of the study.
Researcher will propose the analysis of comparison between the Marketing
Strategies in Ameron and Exide Batteries Company. In such competitive era, the effective
Marketing Strategies is the only tool remaining with the Marketers to attract and retain
potential customers. The researcher tried to find out the all techniques of Marketing is used
in Ameron and Exide Batteries and propose the comparative analysis in the research study.

2.3 Objectives of the Research
The purpose of research is to discover the answer to questions regarding batteries
market in Amravati. The main aim of research was to find out the actual performance of
batteries industry in respect to Amravati like city.

Primarily, this study aims to compare top two leading battery companies Ameron &
Exide in relation to the factors that affect market of batteries. Specifically, the research
objectives include the following:

1) To study Market of batteries in Amravati City.
2) To study of Promotional & Marketing Strategies Ameron & Exide Batteries in
Amravati city.
3) To study of market depth of Ameron & Exide Batteries.
4) To study a services provided by batteries companies.

2.4 Research Design

. “The task of defining the research problem is the preparation of
design of the research project known as research design.”

Research design is master plan or model for conduct of formal investigation and
survey. It is the specification of method and procedure for acquiring the information
needed for solving the problem. The research design is classified for purpose of the
investigation. It may be exploratory, Exploratory or descriptive. Exploratory research
design is typically concerned with determining the frequency with which something occurs
or the relationship between variables. As the study of research is market study so the
research will follow the exploratory type research.
Research strategies can be used for three purposes-
1) Exploratory
2) Descriptive

Research Type

Exploratory Research:
Exploratory research defines a problem which is then solve by conclusive research.
The objective of exploratory research is to find out new ideas flexibility and ingenuity
characterized by the investigation. Exploratory research studies are also termed as
formulate research studies. The main purpose of such studies is that formulating a problem
for more precise investigation. The major emphasis in such studies is on the discovery of
ideas and insight.

EXPLANTION:
The study was conducted for the first time regarding market review and comparative
analysis between Ameron & Exide Batteries. Thus it is an exploratory type of research.

Sample Design
When studies are undertaken in particular direction, consideration of time and cost
almost invariably lead to a selection of respondents‟ or few items. The selected
respondents‟ or few items constitute what is technically called a sample and selection
process called sampling technique.
Sample designs are basically of two types‟ viz., probability sampling and non-
probability sampling. In non-probability sampling is that sampling procedure which does
not afford any basis for estimating the probability that each item in the population has of
being included in sample. Under non-probability sampling the researcher purposively
choose the particular units or items of universe for the study. Under non-probability
sampling the researcher should adopt quota sampling. Under quota sampling the
researcher will select the items for the sample is left to the researcher discretion.
A sample design is a definite plan for obtaining a sample for a given population. It
refers to a techniques or procedure adopted in selecting items for the sample.

Sampling:
Further, the design that has been adopted for the study of the given topic is
SYSTIMATIC SAMPLING.

EXPLANATION:
During the course of the study Systematic sampling will be used for interviewing
authorized dealers of Ameron & Exide Batteries and authorized automobile retailers in
Amravati city. Because authorized dealers and authorized automobile retailers can be
enlist and it is possible to interviewing all.
The following is the sample design that has been adopted for the study.
Universe: Universe of the proposed study will be finite (limited) Dealers and
Automobile Retailers shops owners of Amravati City.
Sampling size: The sample size will be as follows:
1. All authorized Dealers of Ameron and Exide Batteries in Amravati city
which is 7th in numbers so sample size will be restricted to 7.

Tools and techniques for Data Collection:

Tools and techniques for:
1. Primary Data: - Collected primary data during the course of research period with
the help of the questionnaire that was designed for interviewing authorized Dealers
of Ameron and Exide Batteries and interviewing authorized Automobile Retailers
Shops of Amravati city to collect the information that was required to carry
out the research.
2. Secondary Data: - Secondary data was collected from books, news papers,
magazines, articles, Internet, previous research papers and information that had
been given by the company representatives and officials.

Tools and techniques of Analysis:
Simple statistical tools and techniques like average, ratios, pie charts, tables and
graphs are used to analyze the data.

Research Procedure:

Understand and study
the plans and Designing the methods
Formulating the of data collection.
objective of the study.

Systemtic collection of
Select the sample.
data for research .

Analyze the collected
data for detecting the
Reporting the finding
gaps, deficiencies &
areas of improvement

Develop
recommendations Report Writing
based on the findings.

2.5 Scope of the Study
The research project has been helpful to new entrance to establish in Amravati
Market and it will definitely help to plan their Marketing Strategies for Amravati Market.
The project will be to get the insight of the market of Amravati in context of the
searching the demand of Batteries. Through the study was consented on the penetration of
their products and factor affecting their penetration finding of this project can be useful for
getting the feedback about various batteries, their market presence and consumer
responses for the batteries.
Though project was confined to batteries but company to understand the market
factor other than competition, affecting the presence of its wide range of batteries. This
project can be used to formulate new marketing and promotional strategy for increasing
sale. It also helps to reduce competitor‟s influence in market.
To make a people aware about the batteries brand.

Limitation of the Study:

During my entire projects study I tried my best to make my research study and my
report qualitative but during my project work the following limitation I faced;
 Time period for the study is very short.
 It happens that some respondents may give wrong/ biased data.
 Some respondents did not give proper response.
 Study only in Amravati city.

CHAPTER III
Data Presentation,
Analysis and
Interpretation
3.1 Introduction 29
3.2 Presentation & Analysis 30
3.3 Interpretation 30

CHAPTER III
DATA PRESENTATION, ANALYSIS AND
INTERPRETATION

INTRODUCTION:
The data after collection has to be analyzed in accordance with the outline laid
down for the purpose at the time of developing the research plan. Analysis and
Interpretation of data in a general way involves a number of closely related Operations,
which are performed with the purpose of summarizing the collected data that fulfill the
research objective.
The primary data collected from the respondents under
study with the help of Questionnaire do not complete study itself. For drawing logical
conclusion and for giving some concrete suggestions these data have to be analyzed.
Facilitating analysis, interpretation and collected data have
been appropriately tabulated. Interpretation refers to the task of drawing inferences from
the collected facts after an analytical or experimental study. Interpretation is essential for
the simple reason that the usefulness and utility of research findings lie in proper
interpretation.
The analysis and interpretation of collected data has been discussed in the following
manner -

1) The question asked and its objective has been discussed in the first part.
2) Table showing responses, tabulation and frequency for each question follow it.
3) Finally, the interpretation drawn from the table has been discussed in brief.

Que. 1 Number of authorized dealers and distributors of Ameron & Exide batteries
in Amravati city.
(Table no. 3.1: Number of authorized dealers of Ameron & Exide in Amravati.)
Type Ameron Exide Total Respondents
Distributor 1 1 2
Dealers 2 3 5
Total 3 4 7

(Graph no. 3.1: Number of authorized dealers of Ameron & Exide in Amravati.)

Dealers & Distubutor Network of Ameron
& Exide Batteries in Amravati

43% Ameron

57% Exide

Presentation and Analysis:
The data presented in the above table shows that total number of dealers of Ameron in
Amravati is 3 and Exide is 4. The total number of authorized dealers of Ameron & Exide
is 7th.
Interpretation:
The researcher found that Exide has more number of dealer base as compare to Ameron.
This shows that Exide has more reachable to customer than Ameron.

Que. 2 How many types of batteries you keep in your store?
(Table no. 3.2: Types of Batteries keep dealers of Ameron & Exide in Amravati.)

Types of Batteries Ameron Exide Total

Automotive 3 4 7

Industrial 1 2 3

Graph no. 3.2:

Batteries Types in Amravati Market
Automative Industrial

4

3

2

1

Ameron Exide

The data presented in the above table shows that out of 7 Dealers of Ameron & Exide
every one of them keeps both types Automotive & Industrial Batteries.
Interpretation:
The researcher found that Ameron & Exide is competing with each other in both
Automotive & Industrial Batteries segment in Amravati.

Que. 3 How many brands per segment they keep in their stores?
(Table no. 3.3: Brands of Batteries keep dealers of Ameron & Exide in Amravati.)

Batteries Segment Ameron Exide

Car 2 1
Motorcycle 1 2
Truck 2 2
Inverter 1 1
UPS (Other) 2 2

Graph no. 3.3:

Brand Availablity

2 2 2 2 2 2

Ameron
1 1 1 1
Exide

Car Motorcycle Truck Inverter UPS (Other)

The above table shows that number of brands available in the Amravati Market of each
category of Automotive & Industrial Batteries by Ameron & Exide.
Interpretation:
From the above table and graphical representation the researcher found that Ameron &
Exide is compete with each other in both Automotive & Industrial Batteries segment in
Amravati and keep almost similar type of product line in market.

Que. 4 Which sales process marketers used for the sale the batteries?
(Table no. 3.4: Sales process used for sale of batteries by marketers in Amravati)
Process Ameron Exide
Sales from Counter 3 4
Sales by Executive 0 0
Other 0 0

Graph no. 3.4:

Sales Process used for Sales
Ameron Exide

4

3

0 0 0 0

Sales from Counter Sales by Exicatives Other

The above table shows that which process Ameron & Exide Dealers used in Amravati
used to sale battery in Amravati Market.
The data presented in the above table shows that from 7 respondents of Ameron & Exide
that they used sales from counter process to sale battery in Amravati market. No one is
used other process like sales by executives or any other process.
Interpretation:
From the above table and graphical representation the researcher found that both Ameron
& Exide are used same process to sale their product in Amravati market.

Que. 5 Promotional offers used for increasing Sales in Amravati Market.
(Table no. 3.5: offers given to attract customers)
Offers by Ameron Exide
Offers from the company 0 1
Offers from firm 1 2
Other(free Checking) 3 4

Graph no. 3.5:

offers to attract customers
Ameron Exide

4

3

2

1 1

0

offers from company offers from firm others(free cheking)

The above table shows that which offers Ameron & Exide Dealers given to customers to
attract sale battery in Amravati Market.
The data presented in the above table shows that from 7 respondents of Ameron &
Exide, offers from the company is used by only 1 Exide dealer of Amravati to
attract customer.
An offer from the firm is used by 1 Ameron dealer and 2 Exide dealers to attract
customers in Amravati.
Other offers like free checking of battery is used by all the 7 dealers of Ameron &
Exide in Amravati.
Interpretation:
From the above table and graphical representation researcher found that both Ameron &
Exide are used same kind of promotional offers to attract the customers.

Que. 6 Services offered to the customers by Ameron & Exide.

(Table no. 3.6: Services offers to customers)
Checks Services provided by Company Ameron Exide
 After sales maintenance of batteries. 3 4
 Troubleshooting their problem on time. 3 4
 Battery charging facility, 3 4
 Replacement in guarantee period. 3 4
 Regular checking of the batteries 3 4
 Water feeling in the battery 3 4

The above table shows that which services Ameron & Exide Dealers given to customers in
Amravati.
The data presented in the above table shows that from all 7 respondents of Ameron &
Exide, all are gives almost similar type of services to customers like:
 Troubleshooting their problem on time.
 After sales maintenance of batteries.
 Battery charging facility,
 Replacement in guarantee period.
 Regular checking of the batteries.
 Water feeling in the battery.
Interpretation:
From the above table researcher found that both Ameron & Exide are gives similar type of
services to their customers in Amravati.

Que. 7 Modes of communication and Promotion used to attract the customer.

(Table no. 3.7: Communication and Promotion used to attract the customer)
Ameron Exide
Pamphlets Pamphlets
News Papers Advertises News Papers Advertises
TV Ads TV Ads
Flexes Flexes
Mechanical Meets Free Checking Camp
Free Checking Camp Major Customers meet

The above table shows that which mode of Communication and Promotion is used by
Ameron & Exide Dealers in Amravati.
The data presented in the above table shows that from all 7 respondents of Ameron &
Exide, all are gives almost similar type of responses about their sales communication and
promotion to customers in Amravati like:
 Pamphlets
 News Papers Advertises
 TV Ads
 Flexes
 Free Checking Camp
But Ameron is used on additional mode of promotion is mechanical meets to promote
Ameron products to customers.
And Exide is major customer meet to attract the customers to Exide products.
Interpretation:
From the above table the researcher found that both Ameron & Exide are used similar type
of communication and promotion modes to attract their customers in Amravati.

Que. 8 Market Depth of Ameron & Exide products in Units.
(Table no. 3.8: Market Depth of Exide products in Units.)
Category Brand Name Approx no. of unit in the store
Car Exide Xpress 10
Motor Cycle Exide Biker, Max 20
Truck Exide Champion 5
Inverter Exide Mega Inverter 10
Other (UPS) Exide Matrix 5
Graph no. 3.6:

Exide Market Depth

10% Car
20%
Motorcycle
20%
Truck

10% Inverter
40% UPS

The above table shows the market depth of Exide Batteries in Amravati.
The data presented in the above table and graph shows that approximate number units and
percentage of each category and brand Exide dealers keep in their stores.
In the car battery category they keep approximately 10 units it is 20% of all stock in store.
In the motorcycle battery category they keep approximately 20 units it is 40% of all stock
in store.
In the truck battery category they keep approximately 5 units it is 10% of all stock in store.
In the inverter battery category they keep approximately 10 units it is 20% of all stock in
store.
In the other (UPS) battery category they keep approximately 5 units it is 10% of all stock
in store.
Interpretation:
From the above table and graphical representation the researcher found that Exide market
depth in the Amravati market.

(Table no. 3.9: Market Depth of Ameron products in Units.)
Category Brand Name Approx no. of unit in the store
Car Fresh, Black 10
Motor Cycle Go, Pro 15
Truck Highway, Harvest 10
Inverter Flo 5
Other (UPS) Power 5

Graph no. 3.7:

Depth of Ameron in Amravati

11% Car
22%
11% MotorCycle
Truck
22% Inverter
34%
Other(UPS)

The above table and graph shows the market depth of Ameron Batteries in Amravati.
The data presented in the above table and graph shows that approximate number units and
percentage of each category and brand Ameron dealers keep in their stores.
In the car battery category they keep approximately 10 units it is 22% of all stock in store.
In the motorcycle battery category they keep approximately 15 units it is 34% of all stock
in store.
In the truck battery category they keep approximately 10 units it is 22% of all stock in
store.
In the inverter battery category they keep approximately 5 units it is 11% of all stock in
store.
In the other (UPS) battery category they keep approximately 5 units it is 11% of all stock
in store.
Interpretation:
From the above table and graphical representation the researcher found that Ameron
Batteries market depth in the Amravati market.

(Table no. 3.10: Comparative depth of Ameron & Exide in Amravati market.)
Category Ameron Exide
Car 10 10
Motor Cycle 15 20
Truck 10 5
Inverter 5 10
other(UPS) 5 5

Graph no. 3.8:

Depth of Ameron & Exide in Amravati
Market Figures in unit

Amaron Exide

20
15
10 10 10 10
5 5 5 5

Car Motor Cycle Truck Inverter other(UPS)

The above table and graph shows the market depth of Ameron & Exide Batteries in
Amravati.
The data presented in the above table and graph shows that approximate number units of
each category and brand Ameron & Exide dealers keep in their stores.
In the car battery category Ameron keep approximately 10 units and Exide also keeps
approximately 10 units in store.
In the motorcycle battery category Ameron keep approximately 15 units and Exide keeps
In the truck battery category Ameron keep approximately 10 units and Exide keeps
In the inverter battery category Ameron keep approximately 5 units and Exide keeps
In the other (UPS) battery category Ameron keep approximately 5 units and Exide keeps

Interpretation:
From the above table and graphical representation the researcher found that Ameron &
Exide is compete with each other and keeps available every category of product in
Amravati market.

Que. 9 Percentage of major customer Ameron & Exide in Amravati market.

(Table no. 3.11: Percentage of major customer of Ameron & Exide in Amravati market.)
Types of customers Ameron Exide
Commercial Transporter 50% 40%
Individual 40% 50
Industrial 10% 10%

(Graph no. 3.9: Percentage of major customer of Ameron & Exide in Amravati market.)

Major Customers of Major customers of
Ameron Exide
Commercial Transporter Commercial Transporter
Individual Individual
Industrial Industrial

10% 10%

40%
50%
40%
50%

The above table and graph shows that average percent of customers Ameron & Exide
batteries in Amravati Market.
The data presented in the above table shows that Ameron have 50% and Exide have 40%
commercial transporter is their customer among all types of customers.
The data presented in the above table shows that Ameron have 40% and Exide have 50%
Individual is their customer among all types of customers.
The data presented in the above table shows that Ameron have 10% and Exide also have
10% Industrial customer among all types of customers.

Interpretation:
From the above table and graphical representation the researcher found that both Ameron
& Exide have individual as their major customers in Amravati market and they have very
least Industrial customers because of small industrial area of Amravati.

CHAPTER IV
Conclusions and
Suggestions
4.1 Conclusions 41
4.2 Suggestion & Recommendation 43

CHAPTER IV
CONCLUSIONS AND SUGGESTIONS
4.1 Conclusions
Conclusion is the end decision. Conclusions in this research are drawn out after studying
data interpretation and analysis, which has been taken from fourth chapter. Conclusion is
the decision or the final result or the fact of the study. From the study of data interpretation
and analysis it can be concluded that-
 Ameron & Exide is the leading batteries companies in India. Both are strong
competitors to each other, both companies are competing with each other in every
segment of battery and also compete in promotional and marketing strategies. They
have carried same competition in Amravati also.

 For carry out the research project in Amravati under the title “comparative study of
Ameron & Exide batteries in Amravati” researcher found that Exide having large
dealer‟s network than Ameron batteries dealers‟ network in Amravati.

 Batteries industry is mainly divided in two segments that are automotive batteries
& Industrial batteries and both types of batteries are made available by both
Ameron & Exide batteries companies.

 Automotive batteries having large market share in Amravati than Industrial
batteries market in Amravati.

 After the analysis and findings it seems that Exide have larger market share in
automotive batteries than Ameron.

 In industrial batteries segment other than inverter and solar batteries UPS batteries
also have demand in Amravati market.

 In automotive batteries segments car and motorcycle batteries is major share in
Amravati market.

 In industrial batteries segments inverter batteries have major market share in
Amravati market.

 Ameron & Exide are used single or double brand strategies in every segment of
batteries in Amravati. In that car, motorcycle, truck & UPS they used double
brands and in remaining batteries segments they used single brand strategies.

 Amravati had large automotive batteries market and less industrial batteries market
so dealers of both Ameron & Exide are used sales from counter sales process to
sale their products in Amravati market. They did not use other sales product like
sales by sales executives any other. To sale the automotive batteries sale from
counter process of sale is the best process.

 Ameron did not use any promotional offers in Amravati market only Exide is give
some promotional offers to attract the customers it is only gives through authorized
distributor of Exide.

 Some of the dealers of Ameron & Exide are providing some offers to customers
like free-checking service to attract customers.

 Ameron & Exide provide all the basic services to customers so it can be conclude
that they have close competition in Amravati in terms of services.

 Ameron & Exide have cut-throat competition in the promotional strategies almost
every type of promotional and communication tools they used in Amravati market
to attract their customers.

 Ameron used opinion leadership tool for marketing they organized quarterly
mechanical meet.

 Ameron & Exide both are very strong in the availability of their products in the
market. Market depth of the Ameron & Exide is nearly same in every segment of
battery.

 In the Amravati batteries market there are four types customers for the batteries
like products Individual, Industrial and commercial transports but individual
customers in major share than other types of customers for batteries.

4.2 Suggestions & Recommendations

Suggestion is the proposal of researcher after studying the observation, analysis,
interpretation and conclusions which is the result of the various activities by the
researcher. Different suggestions are given by different researcher depending upon the
seriousness of the problem. Here are few suggestions quoted by researcher based on the
said research.
Recommendation for both Ameron & Exide Batteries:
 Ameron & Exide is more concerns about automotive batteries segments they both
have to concentrate on Industrial batteries segments in Amravati market for
increase their sale.
 Ameron & Exide should increase their dealer‟s network in Amravati to grab more
customers, it is expected to be growth in the batteries market in Amravati because
of there is huge demand for the automotives vehicles in Amravati.
 Ameron & Exide needs to available more than two brands of every segments of
battery in Amravati market to attract different types of customers for the battery.
 Both companies are using only a sales from counter sales process to sale in
Amravati they can be used different sales process to increase their sales volume in
Amravati market.
 Some offers may attract the customers towards Ameron & Exide they should use
some promotional offers to increase sales.
 Both companies will be required to be provide intelligent services to the customers
it may leads to customer satisfaction.
 Season wised marketing tools will be used for Communication & Promotion.
 Both companies will be required to frame their marketing strategies to attract
others customers like commercial transporter and industrial customers.

CHAPTER v
Appendices
5.1 Bibliography 44
5.2 Annexure 46

CHAPTER V

APPENDICES

5.1 Bibliography

Books & Journals -

1) Kothari C. R., “Research Methodology Methods & techniques”, New Age
International Publication, Second Edition 2004, Reprint 2008.

2) Philips Kotler, “Marketing Management”, Pearson Education Inc., Eleventh
Edition, Reprint 2004.

3) Annual Report- 2010-11, “Exide Industries Limited”.

4) Annual Report- 2010-11, “Amara Raja Batteries Limited”.

Websites & Blogs -

1) http://electronics.howstuffworks.com/everyday-tech/battery.htm

2) http://electronics.howstuffworks.com/everyday-tech/battery1.htm

3) http://www.amaronbatteries.com.au/index.shtml

4) http://www.amararaja.co.in/achievements.asp

5) http://amaron.com/black.html

6) www.exide.com

7) http://www.exideindustries.com/company_profile.html

8) http://www.exideindustries.com/our_product.html

5.2 Annexure
QUESTIONNAIRE
Dear Sir,
I am the student of Dept. of Business Administration & Management, SGBAU,
AMRAVATI; MBA II, conducting this survey on “Comparative Study of Ameron & Exide
Batteries in Amravati”. Information collected is solely used for the academic purpose and
will be kept confidential.
(Note: Tick wherever applicable.)

Shop Name:-______________________________________________________
Shop owner name:-_________________________________________________
Category: - Distributer/Retailers Ph. no.:-________________
Address:-_________________________________________________________

1) For Which Company you are authorized Dealer or Distributor among them?
Ameron Batteries Exide Batteries

2) How many types of batteries you keep in your store?
Automotive: Car Motorcycle Truck Other
Industrial: Inverter Solar Other
Other: _________ (Please Specify)1) ________ ,2) ___________

3) How many brands of batteries you keep in your store?
1) Car _____ 2) Motorcycle ____ 3)Truck_____ 4)Inverter _____
5) Solar_____ 6) Other ______

4) What is the process for selling Batteries you adopt? Do you use any of the
following process?
Sale from counter
Through sales Executive
(Other Please Specify)__________________

5) Do you provide offers to your customers for increasing sales?
Offers from company
Discounted offers from firm
Other _________
Does the customer understand it?
Yes No

6) What product services you offer to your customers?
After sales services
Troubleshoot their problems on time
Battery Charging Facility
On time replacement if any-
____________________________________________________

7) What are the primary forms of communication use to promote your Product
to the target audience?
Pamphlets Newspaper TV Ads
Flexes Quarterly Meet Other ________

8) What is the approx. number of unit of batteries you keep in your store?

Name of Battery Brand Number of Units
a) ______________________
b) ______________________
c) ______________________
d) ______________________
e) ______________________
f) ______________________
g) ______________________

(Note: Please Write Name and Number of unit in above box)

9) Who are your major customers?
Commercial Transporter Individual Industrial
_____________

______________________ ___________________

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