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A RESEARCH REPORT
ON
“Analysis of market potential,
competitors strength in car segment with
special reference with Ei!e "Area, #ran!
a$aila%le an! speci&c factors ha$ing
ma'or in()ence on cons)mer p)rchase
%eha$ior*+
AtEi!e n!)stries -imite!
#./
AmolRiteshToppo
0SS
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A RESEARCH REPORT
ON
“Analysis of market potential,
Competitors strength in car segment with
special reference with Ei!e "Area, #ran!
a$aila%le an! speci&c factors ha$ing
ma'or in()ence on cons)mer p)rchase
%eha$ior*+
at
Ei!e n!)stries -imite!
#./AmolRiteshToppo
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n partial f)l&llment of the re1)irement of 2#A
program of
0a$ier nstit)te of Social Ser$ice, P)r)lia Roa!,
P3O3#o 4
Ranchi567899:
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APPRO;A- SHEET
This is to certify that Summer Project entite! "Anaysis of mar#et
$otentia% com$etitors stren&th in car se&ment 'ith s$ecia reference'ith E(i!e an! s$eci)c factors ha*in& major in+uence onconsumer
$urchase ,eha*ior- E(i!e in!ustries imite! has ,een $re$are! ,y
.r/AmoRiteshTo$$o in $artia fu)ment of the re0uirement for the
a'ar! of Post1ra!uate 2i$oma in .ana&ement 3Finance4.ar#etin&5 at
Xa*ier Institute Of SociaSer*ices% Ranchi/The stu!y em,o!ies !ata
coecte! anay6e! an! com$ie! ,y the researcherun!er the &ui!ance
of the un!ersi&ne! &ui!e of the institute an! there,y a$$ro*e!
asin!icatin& the $ro)ciency of the researcher/
Prof/ Aru$ .u#herjee
3Research 1ui!e5 3Summer Internshi$
Coor!inator5
Prof/A/R/7o!ra38O2
2r/ Fr/ Ae( E##as/j .ar#etin&5
32irector%XISS5
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2ate:
Ro No/
AC=NO>-E
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PRE@ACE
“Give a man a fsh, he will eat it.
Train a man to fsh, he will eed his amily.”
The a,o*e sayin& hi&hi&hts the im$ortance of Practica #no'e!&e/
Practica trainin& is anim$ortant $art of the theoretica stu!ies/ It is of
an immense im$ortance in the )e! ofmana&ement/
This $roject is a a,out the #no'e!&e an! e($erience &aine! a,out
the,uyin& ,eha*ior an! mar#et $otentia of E(i!e ,atteries in the city
of Ranchi/
I ha*e ta#en my o,jecti*es to stu!y the "Customer 7uyin& 7eha*ioran! mar#et $otentia of E(i!e ,atteries in the 8CV se&ment-/For this
$ur$ose% the $rimary !ata is use!/ The !ata is coecte! throu&hsur*ey
metho!/
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Ta%le of ContentsABSTRACT........................................................................................................................9
INDUSTRY PROFILE:.....................................................................................................10
Te P!"#$%&:...................................................................................................................10P$!%a'e O%%a'(")':......................................................................................................10
Ta!ge& A$#(e)%e De*"g!a+(%':....................................................................................10
Bea,("!a-:.....................................................................................................................11C"*+e&(&("):..................................................................................................................11
P!"#$%&':........................................................................................................................12
Fa%&"!(e':........................................................................................................................12$a-(&/:..........................................................................................................................12
OE S$++-(e! &":...........................................................................................................12
RD:..............................................................................................................................12E(#e I)#$'&!(e' "-#:....................................................................................................13
Lea#e!' () P"e! S&"!age S"-$&(")':.............................................................................14
a)$a%&$!()g Ca+a%(&(e':.............................................................................................15COPANY PROFILE.......................................................................................................1
('(") S&a&e*e)&:...........................................................................................................20
7"!-# C-a'' a)$a%&$!()g:..........................................................................................20
C"--a8"!a&(")':...............................................................................................................20Ee%$&(,e C"**(&&ee.....................................................................................................22
PRODUCT PROFILE........................................................................................................26
RANE OF EIDE EPRESS BATTERIES:.............................................................29INTIAL C;ARIN DESCRIPTION :.......................................................................29
SPECIFIC RAITY:...................................................................................................30
CAUTION:................................................................................................................30
INTRODUCTION TO CAR BATTERIES........................................................................30Re'ea!% a)# De,e-"+*e)&:..........................................................................................31
F$)%&(")a- A!ea':...........................................................................................................31
Ba&&e!/ De'(g) De,e-"+*e)&:...................................................................................32Te%)"-"g/ "! T!"+(%a- C"$)&!(e':...............................................................................32
I)!a'&!$%&$!e < La8"!a&"!(e':.........................................................................................34
P!"#$%& Te'&()g Fa%(-(&(e':.............................................................................................34
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RR "! ISO a)# S $a-(&/ S&a)#a!#'...........................................................................35
AR>ET ANALYSIS......................................................................................................3=
S.7.O.T ANALYSIS....................................................................................................3=CCOPETITOR ANALYSIS.......................................................................................3
PURPOSE AND OB?ECTIE OF STUDY..................................................................40
RESEARC; PLAN...........................................................................................................41RESEARC; ET;ODOLOY......................................................................................42
@a T/+e " Re'ea!% :....................................................................................................42
@8 Da&a C"--e%&(") e&"# :.........................................................................................42@% P!(*a!/ Da&a C"--e%&(") e&"# :...........................................................................42
@# P!(*a!/ Da&a C"--e%&(") Te%)($e :.......................................................................42
@e U)(,e!'e " &e S&$#/ :.............................................................................................43
@ Sa*+-e U)(& :............................................................................................................43@g Sa*+-()g Te%)($e :...............................................................................................43
@ Sa*+-e S(e:.............................................................................................................43
LIITATIONS..................................................................................................................43
@ A)a-/&(%a- T""-'.......................................................................................................43FINDINS AND STUDIES..............................................................................................44
Re'+")#e)&' #ea-()g (& #(e!e)& 8!a)#':...............................................................44INTERPRETATION:.....................................................................................................45
INTERPRETATION:.....................................................................................................4=
INTERPRETATION:.....................................................................................................49INTERPRETATION:.....................................................................................................50
INTERPRETATION:.....................................................................................................50
a!e& P"&e)&(a- A)a-/'(' P!"%e#$!e a& a+!"(*a.....................................................52
FINDINS:........................................................................................................................56RECOENDATIONS:..................................................................................................5=
LOCATION 7ISE AR>ET POTENTIAL....................................................................5
LOCATIONS:................................................................................................................5SOE OF T;E IPORTANT PROOTIONAL AND ADERTISEENT
CAPAIN IN T;ESE AREAS S;OULD BE UNDERTA>EN:..............................5
DETAILS OF T;E DEPARTENTS 7;ERE I 7OR>ED FOR Y S.I.P..................61BIBILIORAP;Y............................................................................................................62
UESTIONNAIRE...........................................................................................................63
T;E AR>ET POTENTIAL OF EIDE AUTOOTIE BATTERIES..................63
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L('& " Ta8-e'
> 7OAR2 OF 2IRECTORS////////////////////////////////////////////////////////////////////////////?> TA7LE ? SPECIAL FEATURES////////////////////////////////////////////////////////////////////////?@ TA7LE RESPON2ENTS 2EALIN1 RESPON2ENTS 2EALIN1
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FI1URE NU.7ER OF VE8ICLES RE1ISTERE2 IN RANC8I 2ISTRICT/////////////////////D
ABSTRACT
The current Project 'or# tite! ".ar#et Potentia of
E(i!eAutomoti*e7atteries in Car se&ment in the city of Ranchi-
co*ersthe foo'in& as$ects/Pro!uct Pro)e% 'hich !escri,es the
im$ortance of E(i!e 7atteries/ TheCom$any $ro)e% 'hich incu!es the
history of com$any an! its coa,orations/In!ustry $ro)e incu!es the
story of ho' manufacturin& of ,atteries starte!%'here an! for 'hat
$ur$ose these $ro!ucts are in*ente! etc/ The current scenario of E(i!e
,atteries in the car se&ment !escri,es the $resent scenario !eman!
an! consumers res$onse to the $ro!uct/ It aso he$s in future
$rojection of the $ro!uct an! he$s un!erstan! the futuristic $otentia
of the $ro!ucts in the car se&ment/The anaysis $art incu!es the cear
anaysis of the *ie's of inter*ie's an! is asosu$$orte! ,y &ra$hs for
cear un!erstan!in&/ Fin!in&s incu!e the im$ortantinformation or facts
#no'n !urin& the $rocess of !ata coection/Recommen!ations are$ro!uce! accor!in& to the )n!in&s% these incu!es thesu&&estions
'hich 'i ,e he$fu for the or&ani6ation/
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INDUSTRY PROFILE:The Product:
The $ro!uct is a maintenanceHfree ,attery% simiar in !esi&n to a
con*entiona automoti*e ,attery% ,ut just a hea*ierH!uty *ersion of the
same arran&ement/ .any of the com$onents ha*e thic#erconstruction% an! !i=erent% more !ura,e materias are ty$icay use!/
This !esi&n is cae! a ea!Hcacium ,attery/ The hea*ierH!uty $arts
ensure that +ui! oss is #e$t to a minimum an! that com$onents ha*e
a much on&er ife/
Purchase Occasions:
The automoti*e ,attery ,usiness consists of OE 3ori&ina e0ui$ment5
an! afterHmar#et or re$acement mar#et se&ments/ The OE mar#et is
aroun! >/? miion units an! the ar&er re$acement mar#et is aroun! D
miion units $er annum in In!ia/ Purchase therefore occurs 'hen the
current ,attery J!iesK% 'hich is usuay after a $erio! of a$$ro(imatey
t'o years/
Target Audience Deogra!hics:
Region: In!ia% ur,an $o$uation
Occupation: Ser*ice% 'or#in& $rofessiona% sefHem$oye!
Gender : .ae
Religion: Insi&ni)cant
Income: >% % $/a/ u$'ar!s
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Beha"iora#:
Occasions:
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Lea! Aci! Stora&e 7atteries for Automoti*e% .otorcyces% 1enets%
Tra'ers% VRLA%In!ustria Stan!,y% .oti*e Po'er an! Su,marine
a$$ications/
Factories:
E(i!e has G Factories s$rea! across In!ia/ Toðer the annua
$ro!uctionca$acity is of o*er @/? miion automo,ie
,atteries3incu!in& motorcyce,atteries5 an! o*er miion A8 of
In!ustria Po'er/
$ua#it%:
E(i!e is certi)e! to ISOG>% MSG an! ISO>B> Muaity Systems
,yR> Patents for 7attery
2e*eo$mentTechnoo&y/ This mem,ers information has NOT ,een
authenticate! or *eri)e! ,y Ai,a,a or any thir! $arty/ Ony Ai,a,a
1o! Su$$iers an! Trust Passmem,ers ha*e com$ete! an
authentication an! *eri)cation $roce!ure con!ucte!,y thir!H$arty
cre!it a&encies/
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E(ide Industries ho#d:
8ELPE2 ,y the ro,ust !eman! from the automo,ie se&ment% ,attery
major E(i!e In!ustries recor!e! a ? $er cent &ro'th in turno*er for
the 0uarter en!e!2ecem,er ?B/ As the ea!er in the ori&ina
e0ui$ment mar#et of the automo,ie ,attery se&ment% the com$any
,ene)te! from the &ro'th in the automo,ie $ro!uction seen in the
recent 0uarters/
The com$any aso has a $resence in the in!ustria ,attery mar#et%
'hich accounts for a,out B $er cent of re*enues/ The enhance!acti*ity e*es in teecom an! $o'er sectors ha*e resute! in increase!
!eman! for in!ustria ,atteries as 'e/ The $ro)ta,iity 'as un!er
$ressure o'in& tos$irain& in$ut cost/ The $rice of ea!% the #ey ra'
materia% rose ,y o*er B $ercent !urin& the $erio! un!er
consi!eration/ Lea! accounts for a,out @D $ercentof the tota cost of
$ro!uction an! ra' materia cost o*er D $ercent of re*enues/ O'in&
to a shar$ s$urt in ea! $rice% the o$eratin& $ro)t mar&in
!ro$$e! to > $er cent from >G $er cent in the 0uarter en!e!
2ecem,er ?/ The
com$etiti*e en*ironment an! the &ro'in& !eman! from the ori&ina
e0ui$ment
mar#et ha*e imite! the sco$e for re*isin& ,attery $rices to
com$eteyaccommo!ate chan&es in in$ut cost/ The soft interest rate
re&ime an! the o'&earin& ha*e &i*en the com$any sa*in&s in interest
cost/ The com$anys$erformance !e$en!s on the tren! in the $rice of
ea!/
Thou&h sustainin& *oume &ro'th 'ou! not ,e !icut% the
+uctuation in/ The cost of in$uts 'ou! ,e the #ey !eterminant of
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&ro'th in ,ottom ine/ The increase! automo,ie $ro!uction in the ast
cou$e of years 'ou! transate into enhance! !eman from the
ucrati*e re$acement mar#et/ The e=orts to &ain access to the rura
mar#et'ou! aso !ri*e !eman! from the re$acement mar#et/ The
im$ementation of the more strin&ent norms $ertainin& to recycin&
of use! ,atteries is another $ositi*e tri&&er/ This is i#ey to !iute the
$resence of unor&ani6e! sector $ayers in the re$acement mar#et/
The com$any is aso im$ementin& ca$acity e($ansion $rojects/ This%
aon& 'iththe ocation of the unit from Auran&a,a! 3.aharasthra5 to
7a'a 38aryana5%'ou! ha*e on&Hterm $ositi*e im$ications/On the +i$
si!e% the recent !ecision to $ermit !utyHfree im$orts of
seae!maintenance free ,atteries cou! e($ose !omestic $ayers to the
threat fromchea$er im$orts/ 7esi!es% the remo*a of antiH!um$in& !uty
on ea! aci! ,atteriescou! aso a=ect the $ros$ects of !omestic
$ayers/
The &o*ernment ha! im$ose! an antiH!um$in& !uty a fe' years a&o
oncom$aints from the !omestic com$anies a,out the !um$in& of
chea$er im$orte!,atteries/Thou&h E(i!e has stron& ,ran! e0uity an!$ro!ucts $ositione! across *arious$rice $oints% it 'ou! remain
*unera,e to the threat from im$orts% es$eciay inthe re$acement
mar#et se&ment/ There 'ou!% ho'e*er% ,e a mar&ina im$act inthe
ori&ina e0ui$ment mar#et !ue to rea(e! norms for im$orts/
From an in*estment $ers$ecti*e% shareho!ers can retain their ho!in&s
Fresh e($osures
may ,e consi!ere! on e*i!ence of softenin& of ea! $rice or sustaine!
,uoyancyin automo,ie $ro!uction/ The #ey ris# is the $ros$ecti*e
threat from chea$erim$orts/
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7esi!es% any further rise in ea! $rice 'ou! aso ha*e an im$act on
$ro)ta,iity/
Leaders in Po)er Storage So#utions:
E(i!e In!ustries Limite!% In!ias +a&shi$ of the stora&e ,attery
in!ustryH is aso
the ar&est Po'er Stora&e Soutions com$any in South an! South East
Asia/ It manufactures the 'i!est ran&e of stora&e ,atteries in the
'or! from ?/DAh to
?%Ah ca$acity% to co*er the ,roa!est s$ectrum of a$$ications/
Ca$ita Rs/@>? .iion/ Turno*er Rs/ >?>? .iion in ?HB%Em$oyees O*er B% .ar#et Share .ar#et Share in o*era
!omestic Auto 7attery .ar#et an!G .ar#et Share in Automoti*e
OE/ in!ustria ,attery mar#et shareD/
&anu*acturing Ca!acities:
Factories 3Esta,ishe!5 Ca$acity Units . AhAuto .C IN2L:
Shamna&ar 3>GB5 H H >B
Chinch'a! 3>GG5 H > H ?B
8a!ia 3>G>5 H > H >
8osur 3>GG@5 H @ H ?@
Taoja 3>GG5 H H @D
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.uti ocation he!&e su$$y ris#s to customers H !ei*ery
con)!enceStrate&icay ocate! near mar#etsLo&isticay ecient%
consi!erin& @ ra' materias im$orte!
Pro(imity to $orts H cost eciency in e($orts
.ar#etin& Net'or#
Oces H?
E(i!e Care Centers H>
E(i!e Po'er Centers H?D
SLI HB?
.C H?BG
.ar#etin& Sta= H ?G>
EIL is the mar#et ea!er in the or&ani6e! sector in ,oth the automoti*e
an!in!ustria se&ments/ EXI2E an! SF3Stan!ar! Furu#a'a5% the
+a&shi$ ,ran!s of the Com$any% IS aso the ea!in& ,attery ,ran!s in
the country/ The Com$any has the !ominant share in the ori&ina e0ui$ment
se&ment for automo,ies/ It $o'ers amost a the cars 'hich ha*e
,een intro!uce! in In!ia such as 8on!a City% 8on!a Accor!% 8yun!ai
Santro% 8yun!ai Accent% 8yun!ai Sonata% Su6u#i 7aeno an! Su6u#i
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Con*entiona Ener&y Sources/ The Com$any is the ar&est
manufacturer of ca$ am$ ,atteries in the 'or!/ It is aso one of the
)*e com$anies in the 'or! 'hich has the ca$a,iity to ma#e
su,marine ,atteries for ,oth Russian an!1erman ty$es/
EIL is the )rst ,attery com$any in the country to intro!uce
$oy$ro$yene case ,atteries an! maintenanceHfree ,atteries/ It is aso
the $ioneer of se*era ne' technoo&ies i#e +atH$ate% an! tu,uar
$ate ,atteries/7y *irtue of ,ein& the ar&est Seae! .aintenance
Free3S.F5 ,atteries in Asiaoutsi!e Qa$an% the Com$any has earne! the
status of a &o,a su$$ier to AmericanPo'er Con*ersion% the ar&est
UPS manufacturer in the 'or!/ 7esi!es% it asocaters to other
mutinationas o$eratin& 'ithin the country i/e/ Siemens an! Ericsson
an! other major $ayers as TVSE% 8TL% Tata Lie,ert% Numeric an! ITI/
The Com$any has a'ays ,eie*e! in 'or#in& cosey 'ith the
1o*ernment in!e*eo$in& an! sustainin& a$$ications 'hich are ,est
suite! to the countrysnationa interest/ It has trie! to !o its ,it for the
country ,y $ro*i!in& ,atteries s$eciay taiore! for 7oors &uns%
armore! *ehices an! tan#s% 'ireess transmission% soar a$$ications inremote areas an! !e*isin& antiH$oution mas# samon& others/ The
countrys )rst ,attery $o'ere! eectric ,oat% !esi&ne! an! !e*eo$e!
,y EIL is an e(tension of its socia initiati*es an! it contri,utes to'ar!s
,ui!in& an ecoHfrien!y an! $oution free nation/
E(i!e 'as the )rst to intro!uce ,atteries for eectric *ehices%Traction
,atteries for eectric 'heechairs% +atH$ate ,atteries for &of carts an!
,atteries for automate! &ui!e! *ehices/ In an a&rarian economy such
as In!ia% the farm sector is one 'hich cannot ,e i&nore!/ Accor!in&y%
E(i!es a*o'e! o,jecti*e 'as to cater to the tractor se&ment as a
thrust area/ Its major initiati*e% Project issan% has ma!e stea!y
inroa!s into the rura re&ions% $articuary those of the North an!
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This has he$e! to s$rea! consciousness amon& the rura $o$uace on
the nee! to use ecoHfrien!y an! technoo&icay su$erior ,atteries/
E(i!e has ma!e e(tensi*e use of issan .eas an! 2ha,as to $romote
this scheme an! has intro!uce! Qai issan ,attery to cater to the
re$acement mar#et in this se&ment/ In furtherin& its socia
commitment% EIL has $anne! to a!o$t seect *ia&es to im$ro*e socia
'efare/ The Com$any e($orts ,atteries 'hich ha*e ca$ture! niches in
South East Asian/
CO&PANY PROFILE
The Com$any 'as incor$orate! as Associate! 7attery .a#ers 3Eastern5
Lt!/% on >st Qanuary% >GB@ un!er the Com$anies Act% >G> to $urchase
a or any of the assets of the ,usiness of manufacturers% ,uyers an!
seers of an! !eaers in an! re$airers of eectrica an! chemica
a$$iances an! &oo!s carrie! on ,y the Chori!e Eectric Stora&e
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Com$any3In!ia5 Lt!% in In!ia % since >G> 'ith a *ie' thereto to enter
into an! carry into e=ect3either 'ith or 'ithout mo!i)cation5 an
a&reement 'hich ha! area!y ,een $re$are! an! 'as e($resse! to ,e
ma!e ,et'een the Chori!e Eectric Stora&e Co 3In!ia5 Lt! on theone
$art an! the Com$any of the other $art/ The name of the Com$any
'as chan&e! to Chori!e In!ia Lt! on ?n! Au&ust% >G@?/ The name of
the Com$any 'as a&ain chan&e! to Chori!e In!ustries Lt!/ *i!e fresh
Certi)cate of Incor$oration !ate! >?th Octo,er% >G/ The name of the
Com$any 'as further chan&e! to E(i!e In!ustries Lt!/ on ?Dth Au&ust%
>GGD/
The Com$any manufactures the 'i!est ran&e of
stora&e
,atteries in the 'or! from ?/D Ah to ?%B Ah
ca$acity%
co*erin& the ,roa!est s$ectrum of a$$ications/
The Com$any has si( factories strate&icay
ocate! across the country t'o in .aharashtra% one in GG%
after the atter !i*este! its o'nershi$ in fa*or of a &rou$ of In!ian
shareho!ers/ The Com$any has &ro'n stea!iy% mo!erni6e! its
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manufacturin& $rocesses an! ta#en initiati*es on the ser*ice front/
Constant inno*ations ha*e he$e! the Com$any to $ro!uce the 'or!Ks
ar&est ran&e of in!ustria ,atteries e(ten!in& from ?/D Ah to ?B Ah
an! co*erin& *arious technoo&y con)&urations/
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+ision Stateent:
To 'in our customers% sta#eho!ers an! em$oyees ,y transferrin&
0uaity into a Performance oriente! ,usiness 'hich 'i secure mar#et
ea!ershi$ an! $ro)ta,e &ro'th throu&h e=ecti*e fu)ment of
customers nee!s/
,or#d C#ass &anu*acturing:
E(i!e has ei&ht manufacturin& $ants $ro!ucin& 'or! cass $ro!ucts/
E(i!e factories are ocate! strate&icay aroun! the country to $ro*i!e
o&istic su$$ort for its $ro!uction of o*er )*e miion ,atteries $er
annum/ Each of these factories are e0ui$$e! 'ith stateHofHtheHart
e0ui$ment source! from the ,est ,attery ma#in& machinery
manufacturers in the 'or!/ E(i!e% !ue to its stron& roots 'ith theerst
'hie Chori!e &rou$% has access to the ,est manufacturin& $ractices
in the Aci! 7atteries/
A technoo&y tieHu$ 'ith ShinHo,e% Qa$an the ma#ers of 'or! cass
8itachi VRLA ,atteries has &i*en E(i!e the technoo&ica e!&e inmaintenance free ,atteries/ Other strate&ic technoo&y a&reements
'ith Furu#a'a% Qa$an an! O!ham% U// has &i*en E(i!e the
com$etiti*e e!&e in $ro*i!in& the most reia,e soutions for $ac#a&e!
$o'er/
Co##a-orations:
ShinHo,e Eectric .achinery Co/ Lt!/% 8itachi 1rou$% Qa$an for
Automoti*e an! VRLA 7atteries/ The Furu#a'a 7attery Co/ Lt!/% Qa$an
For Automoti*e 7atteries at Taoja/
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. Board o* Directors
.r/ S/7/ 1an&uy E(ecuti*e Chairman 9 Chief
E(ecuti*e Ocer
.r/ R/7/ Raheja Vice Chairman 9 NonHE(ecuti*e
2irector
.r/ T/V/ Ramanathan .ana&in& 2irector 9 Chief
O$eratin& Ocer
.r/ S/ Chan! 2irectorHCor$orate A=airs
.r/ P// ata#y 2irectorHAutomoti*e
.r/ 1/ Chatterjee 2irectorHIn!ustria
2r/ S// .itta 2irector 3R925
.r/ R/1/ a$a!ia NonHE(ecuti*e 2irector
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.r/ 8/./ othari NonHE(ecuti*e 2irector
.r/ 7/ .itter NonHE(ecuti*e 2irector
.r/ S/N/ .oo#herjee NonHE(ecuti*e 2irector
.r/ A/8/ Par$ia NonHE(ecuti*e 2irector
.r/ S/7/ Raheja 3Aternate
2/S/Pare#h5
NonHE(ecuti*e 2irector
.r/
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E(ecuti"e Coittee
.r/ S/7/ 1an&uy% .r/ T/V/ Ramanathan% .r/ S/ Chan!% .r/ P// ata#y%
.r/ 1/ Chatterjee% 2r/ S// .itta% .r/ 7arun 2as% .r/ .ono!i$Chau!huri%
.r/ R/P/ Ray/
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2ileston
es
Achie$ements
::B Chori!e Eectric Stora&e Co/ 3CESCO5 U sets u$ tra!in&o$erations in In!ia as an im$ort house/
:8B First factory set u$ in Shamna&ar% Qanuary >GB@ un!er the Com$anies Act/
:84 Incor$orate! Chori!e Internationa Limite! 3$re*iousy E(i!e
Pro!ucts Limite!5
:B Secon! factory at Chinch'a!% Pune
:4 The name of the Com$any 'as chan&e! to Chori!e In!ia
Limite!
:4B R92 Centre esta,ishe! at o#ata
:6: Thir! factory at 8a!ia%
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PRODUCT PROFILE
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The !roduct in *ocus is /E(ide autooti"e -atteries ain#% the car -atteries0
E(i!e is a !ominant $ayer in the In!ustria 7attery se&ment% 'ith a
$ro!uct ran&e co*erin& ca$acities from ?/D Ah to >% Ah an! more/
Usin& the atest technoo&ica in$uts% e(i!e manufactures in!ustria
,atteries for the $o'er% teecom% infrastructure$rojects% com$uter
in!ustries% as 'e as the rai'ays% minin& an! !efense sectors/ The
$ro!uct ran&e incu!es ,oth Foo!e! ty$e Lea! Aci! ,atteries as 'e
as the Seae! .aintenance Free 3S.F5 VRLA ty$e %in the .ono ,oc#
an! ?V ran&e to meet most a$$ications nee!s/ VRLA ,atteries are
manufacture! in Technica Coa,oration 'ith Shin o,e H Qa$an
.anufacturers of 8itachi Ran&e of 7atteries/ E(i!e is in a continuous$rocess of !e*eo$in& ne' $ro!ucts an! enhancin& e(istin& $ro!ucts in
the R92 Center at o#ata /
Ta-#e 1 S!ecia# Features
CHARACTERSTC A
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Poy$ro$yene
container
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'hich cause $remature faiure to the ,attery
8y,ri! 2esi&n Enhance! o' maintenance characteristics
3to$$in& u$ re0uirements in norma 'or#in&
con!itions 'ou! ,e once in si( months5
A,iity to 'ithstan! hi&h am,ient o$eratin&
con!itions as $re*ent in In!ia
Lo' Interna
Resistance
A,iity to &enerate hi&h crac#in& $o'er !urin&
startin&/ Ena,es ,attery to 0uic#y rechar&e'hie in use/ 3The *ehice !oes not nee! to !ri*e
on& !istances to ensure fu chan&e of the
,attery5
Lo' !e&ra!ation Ensure on& trou,e free ser*ice
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RAN2E OF E3IDE E3PRESS BATTERIES:
These ,atteries are stron& !ura,e $oy$ro$yene containers 'ith
heat shie! ea!s/
The $ates in these ,atteries are manufacture! to an e(cusi*e !esi&n
usin& s$ecia &ri! Aoys to &i*e !ura,iity an! resistance to corrosion/
The s$ecia o' resistance +at se$arators ,oun!e! on to nonH
!e&ra!a,e &ass 'oo retainer mats $re*ent $ate she!!in& an!
ensure enhance! char&e !ischar&e ife
Cyce/
INTIAL C4AR2IN2 DESCRIPTION:
A$$y $etroeum jey on the termina ca,e cam$s/Remo*e the )in&
$u&s oosey $ace them in $osition/
Ensure $ositi*e an! ne&ati*e terminas of the ,attery are connecte!
$ro$ery to the Corres$on!in& char&er terminas to a*oi! re*erse
char&in&/
Continue char&in& at this rate a$$ro(imatey for H>? hours ti the
ces are &assin& freey an! the *ota&e remains same for three houry
consecuti*e rea!in&s at the to$ of char&e termina *ota&e of >/?
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*ots for >?* ,attery/A!just the o,taine! s$eci)c &ra*ity to the
recommen!e! )na s$eci)c &ra*ity ,y Re$acin& re0uisite 0uantity of
eectroyte 'ith !istie! 'ater in case the o,taine! S$eci)c &ra*ity is
hi&her/ 2iute su$huric aci! of >/B s$eci)c &ra*ity in case of the
o,taine! s$eci)c &ra*ity is o'er /
Con)rm s$eci)c &ra*ity an! e*es of a ces are i!entica as $er
re0uirements/
Ti&hten )in& $u&s% 'ash the to$ of the ,attery 'ith ta$ 'ater an!
a$$y $etroeum
jey on the termina ca,e cam$s ,efore instain& the ,attery of the
*ehice
SPECIFIC 2RA+ITY:
Initia )in& >/?H /D /1ra*ity is fuy char&e! con!ition 3?@ c5H
>/?H>/?B/Char&e !uration H>? hours/
CAUTION:
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,attery technoo&ies for tro$ica countries/ The E(i!e R92 has ,een
reco&ni6e! ,y the 2e$artment of Scienti)c 9 In!ustria Research%
.inistry of Science 9 Technoo&y% 1o*ernment of In!ia since A$ri
>G@@/
R92 'or# is carrie! out on *arious facets of ea!Haci! ,attery
technoo&y% 'hich incu!e !e*eo$ment of ne' $ro!ucts for
a$$ications such as Automoti*e% .otorcyce% VRLA% Teecom% UPS%
Rai'ays% 2efense% etc/ $rimariy to ma#e the $ro!uct ran&e
internationay com$etiti*e/ In a!!ition% the R92 is en&a&e! in $rojects
em,racin& $rocess technoo&y aime! at im$ro*in& the $ro!uct 0uaity
9 consistency% $ro!uction eciency an! materia utii6ation/ Further
more% R92 $ro&ram incu!es im$ro*ement an! in!i&eni6ation of
materias such as metas%aoys% $astics% etc/ R92 em$hasis is on
stu!yin& an! im$ro*in& the en*ironmenta as$ects associate 'ith the
manufacturin& $rocess/
Functiona# Areas:
A the a,o*e s$eci)c areas are 'e a!ministere! ,y a stron& &rou$ of
human assets The 0uai)e! R92 $ersonne are Ph/2/s in En&ineerin& 4
A$$ie!Science% PostH1ra!uate 4 1ra!uate in En&ineerin& 4 Science%
.7As an! 2i$omain En&ineerin& 'ith ,roa! s$ectrum of e($erience
an! they 'or# in the foo'in& functiona areas:
Batter% Design 'De"e#o!ent:
Process 2e*eo$ment
Too 2esi&n 9 2e*eo$ment
Aoy 2e*eo$ment
2e*eo$ment of Pastic Com$onents
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8ar! Ru,,er 4 Soft Ru,,er Com$onents 2e*eo$ment
Anaytica Ser*ices
7attery Testin& 9 Muaity Assurance
En*ironmenta 8eath .onitorin&
Techno#og% *or Tro!ica# Countries:
In tro$ica countries i#e In!ia% automoti*e ,attery ife is a!*ersey
a=ecte! ,y the foo'in& con!itions:
• 8i&h am,ient tem$erature
• 8i&h Vehice Vi,ration !ue to rou&h roa!s
• Out!ate! char&in& system $articuary on o! *ehices
• Su&&ish *ehice mo*ement in con&este! city !ri*esFre0uent start H
sto$
•
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• Reco*ery from !ee$ !ischar&e
• Resistance to *i,ration 9 ,um$s
• 8i&h reser*e ca$acity
Some of the major !e*eo$ment 'or# !one at the R92 Centre an!
*ie'e! at a&ance is as foo's:
Qa$anese ran&e of automoti*e ,atteries% Qa$anese ran&e of .otorcyce
,atteries% Qai isan ran&e of Tractor ,atteries% .82 ran&e of automoti*e
,atteries as $er In!ian Stan!ar!s% 2IN ran&e of automoti*e ,atteries
suite! to *ehices of Euro$ean ori&in% Vot Re&uate! Lea! Aci! 3VRLA5
,atteries for Teecom a$$ication% Vot Re&uate! Lea! Aci! 3VRLA5
,atteries for In!ian Rai'ays% Vot Re&uate! Lea! Aci! 3VRLA5 ,atteries
for In*erter a$$ication% .oti*e Po'er 7atteries for For#Hift Truc#s an!
Su,marine ,attery for In!ian Na*y% 8i&h ener&y !ensity ,attery for
Eectric Vehices Pante ,atteries for Po'er stations Ne' $ro!ucts ha*e
,een !e*eo$e! for the !omestic an! e($ort mar#ets% such as Qai isan
ran&e of ,atteries for tractors/ Furthermore% on&Hife% maintenanceHfree
,atteries for cars ha*e aso ,een !e*eo$e! 'hich are $resenty
,ein& mar#ete! un!er the ,ran! name E(i!e Eternity/ Aso a ne'
hea*y !uty% .82 Ran&e of ,atteries ha*e ,een !e*eo$e! an!
intro!uce! for the entire commercia ran&e of *ehices/ 7atteries 'ere
aso !e*eo$e! for CN14LP1$o'ere! threeH'heeers an! &of carts/ A
ran&e of ,atteries for In!ustria a$$ication incu!in& ne' ,atteries for
Teecom% Soar% Traction an! sma VRLA for UPS system 'as aso
!e*eo$e!/ .ajor OE customers for automoti*e ,atteries incu!e
Toyota% 8yun!ai% 8on!a%.9.% .aruti% 1.I% Tata .otor% etc/ .ajor OE
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customers for motorcyce 4 threeH'heeer ,atteries incu!e 7ajaj Auto%
8ero .oto cor$/% 8on!a% amaha% TVS etc/
.ajor OE customers for in!ustria ,atteries incu!e 2OT% R2SO% NPC%
NTPC% APC% etc/
In*rastructure 5 La-oratories:
E(i!e R92 Centre is aso 'e e0ui$$e! 'ith a TooHRoom% CA2
faciities%materia testin& an! a,oratories ha*in& the mo!ern
e0ui$ment for testin& of thera' materias an! com$onents use! for
manufacture of ,atteries/ These incu!eo$tica emission S$ectrometer%
Partice Si6e Anay6er% Porosemeter% Ima&eAnay6er
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Pro!uct Testin& 2e$artment aso interacts 'ith a the manufacturin&
units i/e/Shamna&ar% Chinch'a!% 8a!ia% 8osur% Taoja%
Ahme!na&ar91uin!y for testin&an! 0uaity assurance of their $ro!ucts
from time to time an! as $er MSStan!ar!s/In or!er to achie*e 7usiness
1eneration throu&h Ty$e A$$ro*a Tests of ne'y!e*eo$e! $ro!ucts%
Pro!uct Testin& 2e$artment #ee$s iaison 'ith In!ustria 9Automoti*e
.ar#etin& 2e$artment an! carry out Ty$e A$$ro*a Tests 'hich
isusuay 'itnesse! ,y the customer 4 utimate user at R92 Test
8ouse/R92 Test 8ouse is e0ui$$e! 'ith stateHofHthe art test
faciities'hich are mainy .icro$rocessor ,ase! com$uter controe!
char&e !ischar&etest system En*ironmenta test machines e/&/
Vi,ration% Controe! Tem$erature9 8umi!ity Cham,ers% etc/
8i&h Current 2ischar&e Circuits for Automoti*e 9In!ustria /Some
s$ecia testin& machines e/&/ 8i&h Vota&e Tester% S$ar# Tester%
ShortCircuit Tester% etc/
In the era of intense com$etition% technoo&ica chan&es are $uttin&
e(treme $ressure onCom$anies to inno*ate or !ecine/Therefore%contri,ution of inno*ation 9 technoo&y ,ecomin& a #ey success factor
in many of the or&ani6ations/
E(i!e reco&ni6es the im$ortance of technoo&y 9 inno*ations/ In or!er
to maintain technoo&ica ea!ershi$% E(i!e R92 ha*e ,een acti*ey
!e*eo$in& !i=erentiate!,attery technoo&ies for tro$ica countries/
The E(i!e R92 has ,een reco&ni6e! ,y the 2e$artment of Scienti)c 9
In!ustria Research% .inistry of Science 9 Technoo&y%1o*ernment of
In!ia since A$ri >G@@/
R92 'or# is carrie! out on *arious facets of ea!Haci! ,attery
technoo&y% 'hichincu!e !e*eo$ment of ne' $ro!ucts for
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a$$ications such as Automoti*e% .otorcyce%VRLA% Teecom% UPS%
Rai'ays% 2efense% etc/ $rimariy to ma#e the $ro!uct
ran&einternationay com$etiti*e/ In a!!ition% the R92 is en&a&e! in
$rojects em,racin&$rocess technoo&y aime! at im$ro*in& the $ro!uct
0uaity 9 consistency% $ro!uctioneciency an! materia utii6ation/
Furthermore% R92 $ro&ram incu!es im$ro*ementan! in!i&eni6ation of
materias such as metas% aoys% $astics% etc/ R92 em$hasis is
onstu!yin& an! im$ro*in& the en*ironmenta as$ects associate 'ith
the manufacturin&$rocess/
E(i!e % a name coine! out of E(ceent O(i!e a $ro!uct in&re!ient% has
throu&h its continuous commitment an! customerHnee! focus%
emer&e! as one of the most $o'erfu ,ran!s in e(istence
to!ay/
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&AR6ET ANALYSIS
S7,7O7T ANALYSIS
S>OT Analysis is the most reno'ne! too for au!it an! anaysis of
the o*era strate&ic
$osition of the ,usiness an! its en*ironment/ Its #ey $ur$ose is to
i!entify the strate&ies
that 'i create a )rm s$eci)c ,usiness mo!e that 'i ,est ai&n an
or&ani6ationKs
resources an! ca$a,iities to the re0uirements of the en*ironment in
'hich the )rm
o$erates/ In other 'or!s% it is the foun!ation for e*auatin& the interna
$otentia an!
imitations an! the $ro,a,e4i#ey o$$ortunities an! threats from the
e(terna
a=ect the success/ A consistent stu!y of the en*ironment in 'hich the
)rm o$erates he$sin forecastin&4$re!ictin& the chan&in& tren!s an!
aso he$s in incu!in& them in the!ecisionHma#in& $rocess of the
or&ani6ation/
Foo'in& is the S
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S & ! e ) g & 3 e a E ) e ' '" + + " ! & $ ) ( & ( e '& ! e a & '
C
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CO&PETITOR ANALYSIS
The ,i&&est a!*anta&e that E(i!e enjoys an! 'hich is a *ery rare
scenario in to!ays com$etiti*e 'or! is ac# of any su,stantia
com$etition/ The com$any has aroun! mar#et share in
in!ustria ,atteries in
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PURPOSE AND OB8ECTI+E OF STUDY
The o,jecti*e of the sur*ey is to #no' the mar#et $otentia of E(i!e
automoti*e 38CV5 ,atteries in .u6a=arna&ar an! to rate the ,atteries
in terms of saes% ser*ices/ To #no' the com$aints recei*e! ,y the
mechanics/ To &et su&&estions an! other information from the
mechanics in or!er to increase the saes ,y $ro*i!in& &oo! ser*ices/ To
#no' factors ha*in& major in+uence on consumer $urchase ,eha*ior
an! to com$are 'ith other ,ran!s of ,atteries in terms of $erformance%
$rice% after saes ser*ices% $ac#a&e% $romotiona acti*ities an! other
reate! information/
This is aso !one to #no' the features consumers 'i consi!er usin&
the $urchase of ,atteries an! to #no' the ,ran! su&&estions &i*en ,y
the mechanics to their customers% to #no' the roe of a!*ertisement in
!ra'in& the attention of customer an! to #no' the e=ecti*e me!ium of
communication such as T/V% ra!io% ne's $a$er % ma&a6ines% sho$
$aintin&s an! aso to #no' the stren&ths an!
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RESEARC4 PLAN
To achie*e the o,jecti*es% a 0uestionnaire 'as $re$are! consistin& of
0uestions co*erin& a as$ects for 'hich information 'as to ,e !eri*e!/
>/ 2ATA SOURCE : Primary !ata
?/ RESEARC8 INSTRU.ENT : Muestionnaire
/ RESEARC8 APPROAC8 : Sur*ey
B/ SA.PLIN1 PLAN
a5 Sam$in& unit : Peo$e
,5 Sam$in& Si6e : >c5 Sam$in& Proce!ure : Ran!om Sam$in&
D/ CONTACT .ET8O2 : Persona
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RESEARC4 &ET4ODOLO2Y
Research metho!oo&y is a 'ay to systematicay so*e the research
$ro,em/ It refers to
the metho!oo&y refers to the metho!oo&y% techni0ues that are use!
for the acti*ities
in*o*e! in $erformin& the research o$erations such as ma#in&
o,ser*ation% recor!in&
!ata etc/
9a T%!e o* Research :
This stu!y is ,ase! on 2escri$ti*e Research 'hich incu!es sur*eys
an! )n!in&s of !i=erent #in! /This research aims at ans'erin& the
J
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or throu&h $ersonainter*ie's/ The !ata coection .etho! use! for
research is Sur*ey metho!/
9d Priar% Data Co##ection Techni;ue :
The !ata coection techni0ue use! is Muestionnaire/ A 0uestionnaire is
frame! an! then
!ata is coecte! ,y ma#in& it ) ,y the res$on!ents/ The 0uestions are
in the form of
o$en en!e! as 'e as cose en!e!/
9e Uni"erse o* the Stud% :O'ners of cars in .u6a=arna&ar !istrict/
9* Sa!#e Unit :
2eaers of E(i!e 7atteries/
9g Sa!#ing Techni;ue :
Sam$in& is !one accor!in& to my o'n con*enience an! so the
sam$in& techni0ues use! in this $roject is Con*enience sam$in&/
9h Sa!#e Si Peo$e/
LI&ITATIONS
• The $roject 'as constraine! ,y the time imit/
• Res$on!ent are not use! to such sur*eys an! hesitate in tein&
o$inion fran#y/• Some $eo$e !i!nt ha*e enou&h time to ) u$ the 0uestionnaire/
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• .in!set of $eo$e may *ery !e$en!in& u$on their a&e% &en!er%
income etc/• Res$on!ents 'ere *ery ,usy in their sche!ue/ So it 'as *ery
time consumin& for them to ans'er a the 0uestions $ro$ery/
9= Ana#%tica# Too#s
1ra$hs 3 7ar !ia&ram % $ie charts % etc/5
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FINDIN2S AND STUDIES
Ta-#e > Res!ondents Dea#ing )ith Di**erent -rands
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7RAN2S NO/ OF
RESPON2ENTKS
PERCENTA1E
E(i!e%Amron
E(i!e
%Amron%Amco
E(i!e% Tata 1reen
E(i!e%SF%Amco
SF% Amron
A
E(i!e%SF%Amron
?G
>
?
?
?G
>
?
?
Tota > >
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Res!ondents dea#ing )ith di**erent -rands:
Res$on!ents !eain& 'ith E(i!e an! Amron are Res$on!ents
!eain& 'ith E(i!e %Amron an! Amco are ?GRes$on!ents !eain&
'ith E(i!e an! Tata 1reen are Res$on!ents !eain& 'ith E(i!e% SF%
Amco are Res$on!ents !eain& 'ith SF an! Amron are
>Res$on!ents !eain& 'ith a ,ran!s are ?/Res$on!ents !eain&
'ith E(i!e% SF an! Amron are ?
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?G
>
?
?
E(i!e% Amron E(i!e% Amron%amco E(i!e% Tata 1reen
E(i!e% SF% Amco SF% Amron A
E(i!e%SF%Amron
Figure . Res!ondents Dea#ing )ith Di**erent Brands o* car -atteries7
INTERPRETATION:
E(i!e ho!s most of the mar#et share 'ith a,o*e D of the
mar#et%ne(t in ine just ,ehin! E(i!e or in other 'or!s a )erce
com$etitor of E(i!e is Amaron foo'e! ,y SF an! amco 'hich co*ers
a,out of the mar#et share/The features that Amaron &i*es in its
,atteries is much simiar to E(i!e ,ut it has ca$ture! the mar#et on the
stren&th of a *ery &oo! after saes ser*ice an! throu&h &i*in& 'arranty
on its $ro!ucts/
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Ta-#e ? Deand
*or
Autooti"e Batteries
:
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XAVIER INSTITUTE OF SOCIAL SERVICES
2E.AN2 NO/ OF RESPON2ENTKS PERCENTA
1E
8i&h
.e!ium B B
Lo'
Tota > >
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8I18 .E2IU. LO<
>
?
B
D
@
RESPON
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increasin& tren! of ur,an ifestye% the $otentia of $ossessin& a car has
!ou,e!/ Therefore 'ith the a,o*e !ata it is cear that the !eman! of
car ,atteries ha*e increase! an! has a *ery &oo! $otentia in the
future/
Features consuer )i## consider during the !urchase o* the
-atteries:
Res$on!ents ha*e &i*en their *ie's 'ith res$ect to the Features of
E(i!e ,atteries in !i=erent $arameters such as $erformance% $rice%
Promotiona Acti*ities% Aftersaes Ser*ices% an! Pac#a&in&/ The ta,e
&i*en ,eo' sho's the $ercenta&e 'ei&hta&e &i*en ,y res$on!ents on
!i=erent $arameters of the ,attery/ It is seen that
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Ta-#e @ Features consuers considers during !urchase o* autooti"e -atteries7
@EATRES CATE?OR. PERCENTA
?E
TOTA-RESPONunsatis)e! BG
Price
8i&h D
>
Lo' ?
Com$etiti*e DB
Promotiona acti*ities
1oo! D
>
A*era&e B
Poor >@
Pac#a&in&
Attracti*e ?
>
Norma D
Not attracti*e >
After saes ser*ice1oo!
>
A*era&e @
Poor
>>
>
>
>>
@G
>
B
@
Figure > Custoers o!inion a-out E(ide -atteries *eatures7
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INTERPRETATION:
Theres$on!ents consi!ere! $rice an! $erformance the most i/e D
'hie $urchasin& a $articuar ,attery $ro!uct % foo'e! ,y$erformance of the ,attery an! ,ran! name/i/e / the $rice an!
,ran! name $aye! an im$ortant factor in ma#in& $urchase !ecision
foo'e! ,y the $ac#a&e an! $erformance/
Co!#ains -% the E(ide custoers
Ta-#e Co!#ains -% E(ide Custoers7
CO.PLAINTS NO OF
RESPON2ENTS
PERCENTA1E
.ES 78 78FNO BB BBF
TOTA- :99 :99F
ES NO
>
?
B
D
@
B
PERCENTA1E
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XAVIER INSTITUTE OF SOCIAL SERVICESFigure ? Percentage o* Co!#ains recei"ed -% E(ide custoers7
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INTERPRETATION:
No/ of res$on!ents recei*e! com$aints are B% No/ of res$on!ents !i!
not recei*e! any com$aints are / Out of the tota >
res$on!ents of the res$on!ents !i! not ha*e any com$aints
a,out E(i!e ,atteries 'here as B of them ha! com$aints a,out the
,attery 'hich incu!e! the ra$i! !ischar&e of the ,attery metin& of
the $oes/
,hich edia )i## dra) ore attention o* custoers
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>
?
B
D
@
@>
?G
?
BB
?
Figure @ Ro#e o* edia in attracting custoers
INTERPRETATION:
After the sur*ey of > res$on!ents it 'as foun! that the res$on!ents
&a*e more 'ei&hta&e to A!*ertisements *ia eectronic me!ia an! $rint
me!ia% !is$ay of the ,ran! is aso com$etiti*e in s$rea!in& ,ran!
a'areness/ In or!er for $ositionin& the ,ran! in the min!s of the
customers the ,ran! shou! commerciai6e throu&h TV% an! Ra!io/
Ne's$a$ers an! ma&a6ines aso contri,ute in reachin& out to ne'
mar#etsW sho$ !is$ay is more common in rura areas/
&aret !otentia# ana#%sis
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Estimatin& the mar#et $otentia for a ,usiness re0uires s$eci)c
information on the num,er ofPeo$e or $otentia ,uyers% an a*era&e
sein& $rice% an! an estimate of consum$tion or usa&e fora s$eci)c
$erio! of time/ Once this information has ,een coecte!% it can ,e
$u&&e! into theFoo'in& formua to !eri*e the estimate! mar#et
$otentia/
Estimatin& .ar#et Potentia: .P Y N Z O Z M[
W
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No3 Of Registere! ;ehicles n 2)Gaarnagar "B BD@ DDD ? >GB
?HG
>B>B>>D@D
BG? B?G
?D
D>
?G ?DB
?GH>
>@GG>>GD>
@@?>@ DD@
>?
@
GG B@ B@G
?>H>>
?@>?D
B DG?
?DB
@@@
G@GG DB BG
Figure Nu-er o* "ehic#es registered in Ranchi District7
Ta-#e A"erage sa#es o* car -atter% dea#ers in Ranchi
S8OP LOCATION .IN .AX AV1 EARLSALES
> Ne' 7attery Centre .AIN ROA2 D D/D
?7harat EectronicsS$ares .AIN ROA2
> >D>?/D >D
Vision Enter$rises .AIN ROA2 > >D >?/D >D
B Ne' 7attery Point .AIN ROA2 D > @/D G
D Cacutta 7atterisAR7ALAC8O Om 2istri,utros 8AR.U @ /D @
>> Vaishai A&ency ANTATOLI D > @/D G
>? Po'er TronUPPER7A\AR
>D ?>@/D ?>
> Premier A&encies AC8ER B D B/D DB
>B Car&o 7attery Centre 8IN2PIRI > ? >D >
>D Po'er Point 87 ROA2 D D/D
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> Po'er Point 87 ROA2 @ @/D G
>@ . .otors 8INOO > >D >?/D >D
> Sa&ar A&encies 8INOO > ? >D >
>G1u$ta 7atteryCentre RATU ROA2
> ?>/D >
?Om Pra#ash Stora&e7attery RATU ROA2
>G >
?> Po'er 7attery RATU ROA2 D > @/D G
?? Sona Li&ht RATU ROA2 > G >
? Santosh ,atteries RATU ROA2 D @?
?B Runa Eectricas 8AR.U B
?D @/D G
? Asho#a 7attery 8INOO > >? >> >?
?@
7attery 8ome 7OOT
.ORE
D >
@/D G?@ Po'er Systems 28UR @/D G
?G .anjoor .otor1ara&e
.AIN ROA2 D D/D
Luc#y ,harat1ara&e
8AR.U ? ?/D
> .o#htar 1ara&e 8INOO @ @/D G
? Israe 1ara&e
AR7ALAC8O<
B/D B?
Surjit .otors RATU ROA2 > >D >?/D >D
B 7ino! .otors FIRAALAL ? ?/D
D Ra6a Enter$rise FIRAALAL B D B/D DB
.!/ ounus Auto 97attery
OAR @/D @
@ .aharanaEectronics
2ORAN2A D >@/D G
AmcoSho$ee .AIN ROA2 ? ?/D
G Prasa! Eectronics ATATOLI B D B/D DB
B Tam#oria 7atteryCenter
28UR@/D G
B> Orienta Eectricas
SIN18.ORE
@/D @
B? Priya 7atteries
7A8U7A\AR
? ?/D
B Sa&ar An&e 7attery .AIN ROA2 D @ @?
BB Rama Auto PAN2RA ? ?/D
BD .aruti Automo,ies RATU ROA2 D @ @?
B Ro6i 7atteries AR7ALA ? ?/D
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B@ iran Car Care AC8ER B D B/D DB
B Sri Sai Raja7atteries
OAR > >?>> >?
BG S'asti# .otors OAR D D/D
D
2hanraj1arra&e9
7atteries OAR > >?
>> >?AVERA1E SALES PER EAR D/>
AVERA1E SELLIN1 PRICE B
AVERA1E 2E.AN2 >?@B
MARKET POTET!A"D/>
Inter!retation
A tota of D retai stores sein& car ,atteries 'ere inter*ie'e! on the
a*era&e saes of e(i!e ,atteries $er month in !i=erent re&ions of
ranchi/ The a*era&e saes of these retaiers 'ere muti$ie! ,y >? 3>?
months5 in or!er to &et the yeary a*era&e saes of E(i!e ,atteries in
the seecte! re&ion of Ranchi/ The a*era&e $rice of these car ,atteries
*ary !ue to $rice com$etition an! !eaer mar&in for $ro)t an! aso
other mar#et con!itions/ 8o'e*er the a*era&e $rice for a re&uar e(i!e
car ,attery has ,een ta#en as $er the inter*ie' to ,e Rs B/ The
a*era&e !eman! of the car ,attery has ,een !etermine! from the !ata
o,taine! from the re&iona RTO oce 2oran!a Ranchi/ The !ata sho's
the num,er of cars re&istere! 3year 'ise5 it 'as seen that the num,er
of cars ,ein& re&istere! has ,een continuousy increasin& o*er the
years/ This is a cear in!ication of increasin& saes of E(i!e ,atteries in
the comin& years% as the a*era&e ife of the OE. ,attery )tte! in the,ran! ne' car asts for an a*era&e of HB years% therefore the sae of
E(i!e ,atteries $itch in after the *ehices has ,een re&istere! for HB
years/ The !ata o,taine! from the RTO/ Sho's >?@B *ehices ha*e
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,een re&istere! in the year ?@H 'hich is our $otentia !eman! for
the ,atteries in the $resent year/
.ar#et $otentia has ,een cacuate! 'ith the he$ of the formuae
state! a,o*e% muti$yin& the a*era&e saes $er year% a*era&e sein&
$rice% an! the a*era&e !eman! of the ,attery after HB years/ The
)n!in&s 'ere !istinct as the a*era&e saes $er year is B??B units/ The
mar#et $otentia is /
FINDIN2S:
After saes ser*ices are not u$ to the mar# at se*era areas/
There is no 0uic# res$onse after recei*in& the com$aints/
E(i!e ,atteries stan!s )rst in ran#in&% amaron ran#e! thir! an! SF
ran#e! secon!/
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As far as a!*ertisement is concerne! T/V% ne's $a$ers% sho$ !is$ays
an! sho$ $aintin&s/
Pay major roe in !ra'in& the attention of the consumers/
Accor!in& to the &ara&e $eo$e automoti*e ,atteries has &ot hi&h
!eman! as there is anIncrease in the $urchases of cars an!
commercia *ehices/
.ost of the mechanics su&&est their customer to &o for a $articuar
,ran!/
E(i!e% amron an! amco are the ,ran!s 'hich are !eat ,y many of the
&ara&e $eo$e/
RECO&&ENDATIONS:
Pro*i!e ,etter after saes ser*ices than the com$etitors% 'ithout !eay
afterecei*in& com$aints/
Lettin& the stoc# of ,atteries in the .ASS an! other ,i& &ara&es ,y
$ro*i!in& them ,atteries at !iscounte! $rices 'i he$ to increase the
saes/
A!*ertisement in TVKs% ne's $a$ers an! sho$ !is$ayKs $ays im$ortant
roe in
!ra'in& the attention of consumers/
Shou! ha*e a &oo! ra$$ort 'ith &ara&e $eo$e a$art from !eaers an!
retaiers/
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2eaerKs mar&in an! retaierKs mar&in shou! ,e more than the mar&in
$ro*i!e!
,y the com$etitors so that they can $ro*i!e commissions to the
mechanics/
• Ta#e necessary action to'ar!s the ,atteries 'hich are !ama&e! 'ithin
the 'arranty$erio!% 'ithout !eay/Nee! to in*est more on $romotiona
acti*ities as there is more $otentia forautomoti*e ,atteries/2ecrease
the $rice of the ,atteries as much as $ossi,e accor!in& to the
com$etitors/
LOCATION ,ISE &AR6ET POTENTIAL
LOCATIONS:
:3 .u6a=arna&ar3 Shami73 Thana,ha'an83 7u!hana
D3 an!ha
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A )*e areas ha*e $ros$ects 'here com$any can $itch the $ro!uctan! create customers/ To create &oo! customer ,ase an! enhance the#no'e!&e of the customers com$any cou! ha*e a ot of acti*ities/
SO&E OF T4E I&PORTANT PRO&OTIONAL AND AD+ERTISE&ENT
CA&PAI2N IN T4ESE AREAS S4OULD BE UNDERTA6EN:
:3
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Cost of caps/>H>Drs4 ca$
D3se hoar!ing at the !ierent location/Usin& hoar!in&s 'i aso he$ the com$any to attract $otentia
customer% it 'i &i*e a $ro$er information a,out the $ro!uct an! itss$eci)cation/ It 'i aso attract the !ri*ers of the *ehice 'ho are *ery
in+uentia in ,uyin& any #in! of ,attery/Cost of hoar!ings/It !e$en!s u$on the ocation of hoar!in& 3&eneray DrsH?rs in
Ranchi5
B3S)pport a!$ertising with attracti$e phrase which can create a
emotional attachment with the pro!)ct/
Sometimes a &oo! ta&ine for a $ro!uct can create an emotionaattachment an! com$anies are !oin& this to enhance their saes/ So if
com$any 'i ha*e some #in! of a!*ertisin& 'hich can hit the
emotiona sentiment of $otentia customer then com$any shou! try
to create such a!*ertisement hea!ine/
43
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3Create temporary sales force team specially for the Ei!e
%atteries an! gi$e training to the sales man for con$erting
the potential c)stomer of %atteries/ The im$ementation of this entire $ro&ram can ony ,e !one ,y ha*in&
a &oo! an! 'e s#ie! saes force/ So com$any shou! create a
tem$orary saes force that is hi&hy traine! an! 'e s#ie! to
con*ince the $otentia customer/ This is a *ery tou&h tas# for the
com$any an! it 'i aso incur some cost% so if com$any 'i create
saes force from the e(istin& saes man an! &i*e $ro$er trainin& an!
orientation to the $ro&ram then com$any can curtai cost an! time/
:93 Participate in !ierent kin! of tra!e fairs "like )!yogmela
in ranchi*/It is aso a *ery &oo! o$$ortunity to &et attention of $eo$e an!
intro!ucin& E(i!e ,atteries in tra!e sho's/ Throu&h this #in! of acti*ity
com$any can aso create a ,ran! ima&e an! ) the &a$ ,et'een the
customer an! the $ro!uct/::3 Pro$i!e short to)r packages to prime c)stomer/
Com$any can aso $ro*i!e short tour $ac#a&es to their $rime
customer 3trans$ort com$anies5 to create a ,ran! oyaty amon&
them/ This is aso creatin& an emotiona attachment 'ith the ,ran!
an! com$any/
:3 Sponsorship at !ierent e$ents/S$onsorshi$ in !i=erent #in! of e*ents 'i aso he$ the com$any to
create a &oo! ima&e an! aso he$ the $otentia customer to i!entify
the $ro!uct/
:73 Hot %alloon at !ierent markets/8ot ,aoons at !i=erent mar#et 'i aso he$ the com$any to
a!*ertise the $ro!uct/
DETAILS OF T4E DEPART&ENTS ,4ERE I ,OR6ED FOR &Y
S7I7P
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'
$
!
,
e
/
*
a
!
e
&
(
)
g
E
2
(
#
e
(
)
#
.
-
&
'
a
-
e
'
I ha! 'or#e! there in !i=erent !e$artmentsH:
>/ S)r$ey5 2urin& the sur*ey of the res$on!ents i use! to *isit at the
!i=erent ocations ran!omy an! i use! to &et the res$onse from
them ,y 0uestionnaire that% ho' much you are satis)e! 'ith E(i!e
,atteries as com$are! to Amaron an! other $ayers//
?/ 2arketing5 Inthis !e$artment I ha! seen that the $eo$e in this
!e$artment are usuay in*o*e! in the $romotion an! a!*ertisement
of the $ro!uct/ The main o,jecti*e of this !e$artment 'as that
,oostin& of saes to sur*i*e into the mar#et/ The main sources use!
for ,oostin& of saes 'ere $osters% hoar!in&s% $am$hets% ne's$a$er
a!s/
73 Sales5 In this !e$artment the saes of the ,atteries is !one throu&h
OE.Ks 'here manufacturers are su$$ie! 'ith the ,atteries in the
manufacturin& houses an! aso it is !one throu&h the re$acement
mar#et of the ,atteries/ These a $rocess are ,asicay !one for the
$ur$ose of creatin& a ,usiness for the or&ani6ation/
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BIBILIO2RAP4Y
BOO6S:
• Princi$e of mar#etin& ,y Phii$s oter
• Research metho!oo&y ,y C/R othari
• A!*ertisin& an! Promotion ,y 1eor&e E/7ech an! .ichae
E/7ech
• Contem$orary issues in mar#etin& an! consumer
,eha*ior ,y Ei6a,eth $arsons an! Pauine .caran
&A2INES AND NE,SPAPER:
• 7usiness stan!ar!
• B$s
• The economic times
• Com$any $am$hets
• Times of In!ia
,e- sites:•
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Name/
A!!ress/
>/
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D/ Ran# the !i=erent automoti*e ,atteries in terms of saes]
a5 E(i!e HHHHH ,5 Stan!ar! Furu#a'a HHHHHc5Amaron HHHHH
!5Prestoite HHHHH
e5Amco HHHHH f5Luminous HHHHH
/ 2o you su&&est any ,ran! to other car o'ners]
a5 es ,5 No
@/
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iii5 After saes ser*ice:H
a5 1oo! ,5 A*era&e c5 Poor
i*5Pac#a&e:H
a5Attracti*e ,5Norma c5
Unattracti*e
*5 Promotiona Acti*ities:H
a51oo! ,5A*era&e
c5 Poor
G/ 2o you thin# a!*ertisin& $ays an im$ortant roe in !ra'in&
attention of the customers]
a5 es ,5 No
i5
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i5 Ne's$a$ers ii5.a&a6ines
c5 Sho$ !is$ayKs:
i5 2is$ay ,oar! ii5 Sho$ $aintin&
iii5 8oar!in&s
>/ 8a*e you &ot any com$aint after $urchasin& the ,atteries]
a5 es ,5 No
If es
i5Furnish some of the com$aints you ha*e face!
a5^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
,5^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
c5^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
>>/ Pease furnish the foo'in&:
a5Stren&ths of E(i!e : ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
,5?/ Any su&&estions 'hich he$ in ,oostin& the saes of E(i!e
,atteries]
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
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