Professional Documents
Culture Documents
Amaron Battery
Amaron Battery
ON
1
PREFACE
Today in the era of the cut throat competition, it has become very
important for any person to be a master in the field they are.
There are many existing fields across the world to become a
master, but one has to choose only one field in which she thinks
she can go further deep. If she chooses one field to go deep, other
field are automatically subdue.
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ACKNOWLEDGEMENT
Rahul Devra
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Index
10. Bibliography 52
11. Questionnaire 54
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1. INDUSTRYOVERVIEW
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INDUSTRY PROFILE
Industry Overview:
The total Indian storage battery market is approximately estimated at US$ 500
Million with the automotive battery segment contributing 60 to 65 percent of the overall
market value. In terms of volumes, the overall consumption of automotive batteries could
be around 6.3 million units with the OE segment comprising around 1.2 to 1.3 million
units per annum, according to an interview with the Executive Vice President of ARBL
that was published on the website chennaibest.com. The late 1990s also saw a surge in
the sales of the passenger car segment for around 2 years due to certain factors like the
software boom, lowering of interest rates, etc. - which increased the overall sales of
batteries. The automotive sector did not see any significant growth during the early part
of the new millennium and is slowly showing signs of growth during this financial year.
This factor also adds to the demand in the aftermarket as more number of cars was sold
around 2 to 3 years back which is generally the life of a lead acid battery. The
replacement automotive battery market is expected to grow at a healthy rate in the
coming years.
The SLI market in the Indian subcontinent is a highly fragmented industry with a
few manufacturers in the organized segment and a lot many belonging to the tier 2 / tier 3
categories which have a regional presence and thrive especially among the semi urban
and rural areas.
Role of Technology
With the advent of newer more advanced technologies, the consumer is getting
the best of both worlds; a superior product at an affordable price. ARBL sells its
automotive battery under the brand name Amaron which is the country's first Zero
Maintenance Free Automotive battery while the competitors had only maintenance free
batteries that needed topping up of distilled water. Today, all the leading manufacturers
are also offering a similar product with focus shifting towards offering a technologically
superior product. Amaron was also the first to talk about what goes into making a great
product. It spoke of having silver inside which is used as an alloy mix that actually
increases the battery life and this was the first attempt by any battery manufacturer to
educate the consumers.
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Fuddy Duddy Category to Creative Advertisement of the Year
The interest level shown by any car owner to a battery revolves around only when
the car fails to start. Amaron therefore realized the need to make the consumer think
about automotive batteries, because thinking before a purchase will definitely lead to a
comparison among the brands available in the market.
Amaron thus went ahead with its "Chicken Leg" media campaign that created a
storm in the advertising industry and made people look to this relatively new player in the
battery industry. Over the years, the creative bent of all its campaigns starting from the
media blitz, to below-the-line campaigns have been towards educating the consumer
about a battery.
The lead shown by ARBL was quickly followed by the others, with Exide
Industries sponsoring a cricket series in India for the first time with the campaign "India
moves on Exide" becoming a major success.
All this action in the automotive battery industry did not go unnoticed. An
automotive battery manufacturer (Amaron) for the first time was in the same league as
mega ad spenders like Coca Cola, Times of India, and others and won the Creative
Advertiser of the Year, which was a shot in the arm for the entire automotive battery
industry.
Distribution
For the success of any aftermarket product, availability of the same is as
important as the product quality and competitive pricing which go a long way in
increasing the visibility and creating a network across markets. Here again, the leading
automotive battery manufacturers became aggressive in extending their reach to the
nooks and corners of the country and also moved away from the traditional distribution
network and instead appointed dealers and distributors who were the first timers to the
battery business like service outlets of some of the automobile majors like Maruti,
Hyundai, Telco, Ashok Leyland, Hindustan Motors etc, roadside mechanics and lube
shops etc., which went a long way in increasing the reach and visibility. There has been
certain uniqueness that has been brought into the business by establishing exclusive
outlets with some flashy names like "Pitstops" and "Terminals" which was never seen
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earlier in this industry. All this, resulted in taking the smaller / regional manufacturers
head on and helped in building better brand recall and awareness among the end users.
Global scenario:
Global Opportunities for Advanced Battery Technologies in Automotive
Applications, 1998 to 2008 is a multi client report designed specifically to provide
subscribes with an accurate and independent assessment of emerging opportunities in the
automotive battery industry. In addition to providing invaluable information and insights
intodevelopments in starting, lighting, and ignition (SLI) technology, the report focuses
specifically on opportunities emerging from electric vehicles and hybrid electric vehicles.
The report provides material suppliers, advanced battery companies, automotive original
equipment manufacturers, investors, and others with an excellent resource to build soil,
strategic plans and respond to competitive forces, emerging technologies, and evolving
market needs. Specifically, the report assists subscribers in growing their business by
providing the following:
Features:
Identification of the issues and timing for large scale commercial implementation
of advanced battery technology in the global automotive industry.
Unbiased global scenario forecasts of commercial systems to 2003 and 2008.
Forecast of material requirements for advanced batteries.
Profiles of companies those are active in this field.
Benefits:
Identification of emerging business opportunities for advanced batteries
New SLI technologies
HEVs
EVs
Competitive intelligence for use in bench marking
A resource for screening potential merger and acquisition candidates
The business:
Revenues for the global battery market reached an estimated $30 billion in 1998.SLI and
related secondary battery applications represent approximately one-half of the overall
revenues and are mostly utilized in automotive applications. High-performance secondary
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batteries used in such applications as portable electronics represent approximately 15% of
the overall battery market. These high-performance secondary batteries have the fastest
growth rates, at over 10% a year. Primary batteries represent the remaining one-third of
battery industry revenues.
A battery is an electro chemical device in which the free energy of chemical
reaction is converted in to the electrical energy. The chemical energy contained in the
active materials is converted electrical by means of electrochemical oxidation reduction
reactions HOW BATTERY WORKS:
When you place the key in your car’s ignition and turn the ignition switch
“ON” a signal sent to the battery. Upon receiving the signal, the battery takes energy that
it has been strong in chemicals form and releases it as electricity power is used to crank
the engine. The battery also release energy to power the car’s light and others accessories.
It is the only device, which can store electrical energy in the form of chemical energy,
and science it is called as a storage battery.
Sealed maintenance free (SMF) batteries technologies are leading the battery
industry in the recent years in automobile and industry battery sector around the globe.
SMF batteries come under the rechargeable battery category so it can be used a
number of times the life of a battery. SMF batteries are more economical than cadmium
batteries. These batteries are more compact then the wet type batteries. It can be at any
position, these batteries are very popular for portable power requirements and space
constraint applications. The replacement market, on the other hand, is much longer. The
replacement market is characterized by the presence of large unorganized sector, which
constitutes around 55-60% of the total replacement market.
INDUSTRIAL BATTERIES:
AUTOMOTIVE BATTERIES
STATIONARY BATTERIES
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The automotive batteries are used in electric vehicles and forklifts. The
stationary batteries used in Telecom, Railway and power industries have Registered a
growth in excess of 20% and this trend in likely to be continuing in the next 5 years.
TELECOM:
The government policy to increase the capacity from 10 million lines by 2000
increased the demand for storage batteries considerably. The value added services like
radio paging and cellular will increase the demand for storage batteries in future
considerably.
RAILWAY:
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POWER SECTOR:
In power sector the estimated 90 private power projects which are expected to
produce 40000 MV with approximate capital outlay of Rs. 1, 40,000 crores would keep
the industry figured brighter in the coming years. The demand for VRLA batteries is
increased due to its performance over the conventional batteries. So it is more acceptable
to the consumers.
In the recent years in automobiles and industry battery sector around the globe
VRLA batteries have become the preferred choice in various applications such as
uninterrupted power supply, emergency lights, security systems and weighting scales.
VRLA batteries are leak- proof, explosion resistant and having life duration of 15-20
years. These batteries withstand the environment conditions due to high technology, in
built in the batteries. Each cell is housed in a power coated steel tray making them
convenient to transport and installation. So transit damages are minimized in case of
these batteries.
ENVIRONMENTAL PROGRAMS:
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Health monitoring and industrial safety program.
Both personnel and industrial programs.
Start-up of environment management system (EMS) implementation
Programs.
Nil discharges and lowest emission awareness and implementation program.
Waste reduction program.
Energy conservation program.
Continuous and massive greenbelt development program ground water level
improvement program.
Central wastage collection, treatment, storage on safe disposal personal health
safe guarding program.
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AWARDS:
“ Excellence award”
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2. COMPANY PROFILE
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COMPANY PROFILE:
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Diguvamagham village near Chittoor. Before embarking on this venture he worked as
senior project engineer with M/S Sergeant& Lundy, USA (power consultants) for about
20 years. Prior to this, he worked as an Electrical Engineer for US Steel Corporation for
about 3 years.
In 1989, ARBL has entered into Industrial Battery market with Technical alliance
with GNB Batteries, USA to promote advanced Maintenance Free Valve Regulated Lead
Acid (MF-VRLA) batteries prior to setting its own facilities ARBL Imported the product
in semi-Knocked down condition. In September 1990, it was converted into a public
limited company and it’s IPO (Initial Public Offer) in January 1991 aggregating
Rs.59.5Million. It was formed to manufacture Maintenance-free, sealed lead acid
batteries in which commercial production commenced from May 1992. Despite its initial
technical support from GNB Batteries, during the financial year 1998 ARBL ceded a
23.7% stake to Johnson Controls Inc. USA, at a premium of Rs.75 per share to cement a
financial and technical tie-up to foray into Automotive Batteries. Besides having overall
control of the company as the chairman Mr.R.N.Galla. His son, Mr. Jayadev Galla, who
is acting as a managing director of the company, has worked earlier with GNB Battery
Technologies, USA as an International Sales Executive.
Amara raja has become the benchmark in the manufacture of industrial batteries.
India is one of the largest and fastest growing markets for industrial batteries in the world
and Amara raja is leading the front with an 80% Market share for stand by VRLA
batteries. It is having the facility for producing plastic components required for industrial
batteries.
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Incorporation:
ARBL was established in the year 1985 as private limited and then it has been
changed into public limited company with the advent of GNB industrial batteries USA,
for manufacturing sealed value regulated.
Capacity
The actual installed capacity of IBD is over 4, 00,000 cells per annum and
utilization capacity is reached over 3, 50,000 cells per annum.
Capacity:
Amara Raja has a replacement Battery Brand Amaron hi-life. ARBL has a
capacity for manufacture of around 1,000,000 units at its facility at Tirupati with an
investment of US $ 10.00 million. A Greenfield project is planned at the same site with
an additional investment of US $6 million to augment capacity to 2 million batteries. The
Amaron hi-life battery is a product of the collaborative efforts of engineers at Johnson
Controls Inc. and Amara Raja. This Zero maintenance product incorporates the latest
technological advances in the field and is on par with batteries manufactured and
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marketed in developed countries. A fully charged, factory-activated battery provides
extra high starting performance and power at any temperature.
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Product profile:
Automotive battery products:
Four-wheelers:
1. Amaron hi-way
Amaron hi-way truck batteries-lasts long,
really long
Amaron hi-way truck batteries, brought to
you by Amara Raja Batteries Limited
(ARBL), the largest manufacturer of Stand-
by VRLA Industrial Batteries in the Indian.
2. Amaron pro hi-life
Amaron PRO hi-life batteries design features and
benefits
Longest life – thanks to the reformulated Advanta
paste recipe.
Zero maintenance – high heat technology, premium
silver alloys for a low-corrosion and no top-ups
experience.
Highest cranking power – largest intercell welds,
19mm lugs.
Amaron harvest
Types of Harvest tractor batteries
75 Ah – TRA 500 D31R/L
90 Ah – TRA 600 H29R/L
3. Amaron shield
Amaron shield – power Infinite
The new Amaron shield, with an unheard of 24
months warranty. A product of Amara Raja
Batteries Limited, Amaron shield is a result of a partnership between the Amara Raja
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Group and Johnson Control Inc, USA, the global leader in interior experience, building
efficiency and power solutions.
4. Amaron go:
Amaron go batteries design features and benefits
Long life – thanks to the reformulated advanta paste recipe.
Maintenance free – High heat technology, premium silver alloys for a low-corrosion and
no top-ups experience.
Factory fresh – wet shipped and ready to fit.
5. Amaron fresh
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6.Amaron optima
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Applications:
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Two wheelers:
Applications:
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Industrial battery division:
Amara Raja’s Power Stack is a high performance battery designed to meet the
demands of a wide range of industrial applications. The power stack range is modular in
structure and is capable of accommodating a wide spectrum of capacities depending on
the application. Major application areas include telecommunications, power utilities,
railways, defence, and other heavy industries.
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Quanta is not just another UPS battery, it is a UPS battery with a back-up for a
back-up.UPS battery is further backed by the world renowed technology that others
cannot provide you with. Put simply, Quanta is the product of fail-safe, fool-proof battery
technology, produced and tested in our premier manufacturing facility and provides
several firsts for a battery of its kind.
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They provide back-up critical installations in power generating units and provide
back-up power for transmission and distribution sub-stations like:
North Chennai thermal power station
ARBL is an approved vendor for NTPC/NHPC and power Grid Corporation.
Oil & gas:
1. ARBL provides integrated solutions for renewable energy back-up power for
ONGC’s offshore platforms.
2. The island of Lakshadweep is powered through Amara Raja Power Systems.
3. They also provide back-up power for low power transmitters for Doordarshan.
Motive Power:
ARBL introduced new technologies for back-up power in defiance, police and
paramilitary communication systems.
ARBL is the preferred suppliers for all leading UPS back-up manufacturers like
APC, Numeric, DB power, AP Lab, Electronics & Controls etc. our UPS batteries are the
fastest growing battery brand since its launch in July 2002 with a nation-wide footprint of
sales and service points and over 3,00,000 batteries in use at over 10,000 customer sites.
Railways:
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Regional: Leading battery manufacturer Amara Raja Batteries Limited launched Amaron
pit shop in Kakinada and Rajamundry today. With these the total number of pit shops in
Andhra Pradesh will grow to 14. The complete range of Amaron automotive batteries, the
most popular product from ARBL, will be available at the pit shop. Amaron pit shop is an
innovative concept pioneered by Amara Raja in the automotive battery industry
National: The Company currently has a pan-India sales and service network with 152
franchisees, 120 pit shops and over 15000 active retailers.
Ownership pattern:
Indian - 20.5427%
Foreign - 31.5187%
Public shareholding
Institutions- 15.1278%
Non-institutions - 32.8106%
Competitor’s information:
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 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 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
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TamilNadu 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 have
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 favour 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.
AMCO
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Power Source won the distinguished alumnus award from the International Management
Institute (IMI) which is given in recognition of dedicated and meritorious service to
business and society above and beyond expectations of expertise in the workspace.
HIGHLIGHTS:
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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, Tirupathi
The company has plans of expanding its battery manufacturing capacity a robust
50% from 3.6 million units per annum to 5.4 million units per annum. The company
intends to make an investment of Rs 882 million for the expansion.
The company plans to expand the capacity of the industrial battery division,
which would incur a capital expenditure of Rs 650 million. The company would be
investing Rs 1,134 million in setting up a facility at Tirupati for the manufacture of two
wheeler and small VRLA batteries. The proposed Share valueinvestment would be spread
over three years. The capacity’s facility would increase to 5.74 million units Share value.
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3. INTRODUCTION
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INTRODUCTION TO STUDY
Problem definition:
To find out the factors that influence the customers to buy Amaron two wheeler batteries
and also to find the market potential of Amaron two wheeler batteries in Hyderabad.
The scope of the study can be defined in terms of the area and the sample size which will
be reviewed for satisfying the objective of the subject matter. The scope of study is in
Hyderabad, and around 50 Battery retailers and OEMS was targeted for the door to door
Objective:
A study on factors influencing purchasing decision of the customers and identifies the
reason for better sales of Amaron batteries and examines option for enhancement.
2) Sample size is only 50. As sample size is very small it might not give the exact fig
or may not be the exact representative of the actual population.
3) Respondents are not very much cooperative and some time biased answer so
understatement and overstatement observed
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4. PURPOSE AND
OBJECTIVE OF STUDY
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The objective of the survey is to know the market potential, consumer
purchase behavior about Amaron Car (HCV) Batteries in Jodhpur Zone and
to rate the batteries in terms of sales, services with its competitors. To know
This is also done to know the features consumers will consider using the
communication such as T.V, radio, news paper, magazines, shop paintings and
also to know the strengths and Weakness of Amaron batteries and to get good
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Caution:
While charging more than one battery, make sure that identical type
batteries are charged and they are connected in series keep the charger off
While charging is in progress, always keep the filling plugs in loose condition
so that gases escape freely. Batteries expel explosive gases, keep naked flame
away
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5. RESEARCH
METHODOLOGY
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Research is scientific & systematic search pertinent information on a specific topic the
meaning of research is a careful investigation (or) inquiry especially through search for
new facts in any branch of knowledge.
Data sources:
One of the important tools for conducting research is the availability of necessary
and useful data collection is more of an art that science. The source of information fall
under two categories.
1. Primary data:
Primary data is collected with the help of questions, which consisted of questions
of closed ended. The questionnaires are chosen because of its simplicity and reliability.
Researchers can expect a straight answer, which is directly related to the questions asked.
Interpretation of data under this can also be done correctly. It helps the responded to
understand the significance and answer to their ratability. In this method response rate
and reliability is high. In addition to this the data is collected through observation,
questionnaire method and personal interview.
2. Secondary data:
3. Sampling:
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It is necessary to collect data from the retailers and OEMS in the market. A small
represents sample may serve the purpose. A sample means group taken from a large lot.
This small group should be imitative cross section and really representative in character.
This selection process is called sampling.
4. Sampling Size:
Sample is device for learning about masses by observing a few individuals ,the
selected sample is 50.
5. Tools of analysis:
The collected data was first codified. Classified and then crystalised into tables
which are further elucidated by dint and by pie chats. The conventional statistical
techniques used in this survey are the percentage analysis and the graphical
representation. Percentage analysis has been used as the main tool and graphs are helpful
to analysis and interpret the data. Suggestions and recommendations were made at the
end of the report
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6. DATA ANALYSIS
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Data analysis:
1 Yes 50 100
2 No 0 0
Total 50 100
Interpretation:
From the above graph that it can be stated that 100 percent of retailers are dealing with
two wheeler batteries.
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4. Price of the battery is the main factor which attracts the customer?
INTERPRETATION:
The above graph depicts the opinion of the retailers, from the above graph
we can say that in sample of 5o, exactly half of them agree that price is one of the factors
which attracts the customer, 25 % of them are neutral, and only 4 of them disagree that
price is not a factor which really attracts a customer .so from the graph we can conclude
that price is one of the key factor which plays a vital role in customer mind while
purchasing a two-wheeler battery.
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3. Warranty period of the battery is the main factor which attracts the customer?
INTERPRETATION:
From the above graph we can say that, from the sample of 5o, 28 members strongly
agree that warranty period is the main factor which attracts the customer,18 members
agree that it is also one of the factor which customer perceives while buying a battery,
and only 4 of them disagree .from the above data we can conclude that while comparing
both price and warranty period warranty period is the factor which scores more over price
while purchasing.
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4. Free maintenance of the battery is the main factor which attracts the customer?
Free maintenance of the battery means that battery does not require continuous
monitoring after it is fit in to the vehicle. For example Amaron batteries are embedded
with a latest technology called VRLA , the significance of the technology is that, the
battery does not require any external sourcing( like water ) once it is fit in to the vehicle.
INTERPRETATION:
From the above graph, it shows that, out of the 50, 32 members strongly agree that free
maintenance of the battery is the main factor which customer is attracted to, 12 members
agree ,4 members are neutral i.e the cant decide and only 2 members disagree with the
statement.
From the given data we can conclude that customers are biased with the latest
technology , it stresses on the fact of continuous up gradation of the technology a
company must strive for, to able to sustain in the market .
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5. Customers are aware of the brands available in the market?
INTERPRETATION:
From the above graph we can say that, out of sample 50 exactly half i.e. 25 of them agree
that customer are aware of the different brands available in the market, seven of them are
neutral & eight of them feel that customers are not aware of the brands available in the
market
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6. The first choice of the customer is Amaron?
INTERPRETATION:
From the above graph we can say that, out of sample 50, 25 members disagree with the
statement that Amaron is the first choice of the customer, 14 members agree with the
statement, 5 members are neutral, 3 members strongly agree & 3 members strongly
disagree.
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7. The distribution chain of the Amaron batteries is good?
INTERPRETATION:
From the above graph , we can say that there is mixed response from the participants
exactly 20 of them agree that distribution chain of Amaron is good & 20 of them
disagree,
5 members are neutral, 3 members strongly agree,& 2 members strongly disagree with
this.
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8. The replacement of fault batteries is quick in case of Amaron?
Replacement of fault batteries here means that , how quick the company (franchise)
responds in replacing the fault battery with a new battery within a specified warranty
period.
INTERPRETATION:
From the above graph we can say the out of the sample 50 exactly 25 of them disagree
with the statement that replacement of the fault batteries is quick in case of Amaron , 13
of them agree, 5 of them strongly disagree & 4 of them are neutral.
As we see from the graph majority of the respondents feel that the replacement of the
fault batteries is a concern with Amaron . Again this points out the effective functioning
of the franchise in a area . Amaron two-wheeler batteries have a 60 month warranty
period which is quite a long period compared to its competitors. While collecting the data
from the retailers they complained us about giving high warranty period , some of the
retailers also felt that they refrain from suggesting a customer a Amaron battery because
of high warranty period.
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9. Which brand has the highest sales record in the recent past?
Interpretation:
From the above graph we can say that out of the sample 50 , 20 respondents feel that
Exide has got the highest sales in the recent past , 13 members feel that Amaron is
leading in the sales, 7 members are up for Amco , 3 members for SF, 7 members are for
other batteries.
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10. You have sufficient stock of Amaron two wheeler battries?
Interpretation:
From the above graph we can say that the out of 50 samples 19 peoplestrongly feel that there
is no stock of amaron batteries ,6 people said that they said they are not having the stock ,4
retailers are Neutral and 10 people said that they are having sufficient stock of batteries.
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7. FINDINGS
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1. The first preference of most of the customer is Exide.
3. The retailers are not satisfied with the time taken for replacement of Amaron two
wheeler batteries.
4. The warranty period of the Amaron batteries is very high when compared to other
brands available in the market. I found that warranty period is very important in
Amaron battery sales.
5. To keep up the motivation & also to make the retailers loyal to the brand,
company should initiate to give some incentives & promotional offers to retailers.
7. In our survey, we found that many of the OEMs & also some of the retailers are
not aware of the Amaron two-wheeler battery.
9. Some retailers complained that they not satisfied with the lead time.
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8. SUGGESTIONS
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1) The present Warranty period ( 60 month) is very high , I found that retailers are
reluctant to suggest the customer to buy Amaron as they are afraid they have to cater the
needs of the customer for 5 years . so I suggest to lower the warranty period to match up
with its competitors.
2) Although the company follows Franchise system, it should Maintain direct link ups
with the retail owners. The company should also give some incentives to the retailers
with the amount of sales they produced.
3) The company should get in to contracts with the Original Equipment Manufacturers.
4) I Observed that , now there is a huge demand of two-wheeler Batteries in the market ,
every company is falling short of supply , this is the right time to penetrate in to the
market.
5) The company should modify their supply chain so as to reach the present days
demand.
6) The most important suggestion for the Amaron company , it should take some
initiatives in bringing awareness regarding the uniqueness of the Amaron two-wheeler
battery , advertising should be increased.
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9. CONCLUSION
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To conclude, the overall market share in Hyderabad with regard to Amaron two-
wheeler batteries is pretty average , there is a lot of scope to increase its market share,
although it has been only for year since it is in the market , it is not reached the position
to where it has to be( keeping in mind the brand image Amaron). Although technically ,
regarding warranty period, the price it is on par with its competitors , the area where it
lacks is in bringing awareness among the consumers , the company should take
immediate initiation in advertising the product , so as to create awareness among
customers, another area of setback to Amaron two wheeler battery is that the company
doesn’t have any tie-ups with the original Equipment manufacturing dealers , while
talking to the retailers , majority of them opined that , most of the customer insist to have
their new battery with same brand that of the old one, this tells us the importance of tie-
ups with the OEMs .
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10. BIBILOGRAPHY
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LIST OF BOOKS
1. www.amararaja.co.in
2. www.amaron.in
3. www.batteryfaq.org
4. www.indiamart.com
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11. QUESTIONAIRE
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Market Analysis of Amaron Batteries
Questionnaire
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