A PROJECT REPORT ON DEMAND FORECASTING & MARKET SHARE ANALYSIS

OF EXIDE INDUSTRIES LIMITED.

Submitted by:Jay ShahRegular MBA Batch 2014-16FMS-B,The M.S.University of Baroda.

Jay Shah

EXECUTIVE SUMMARY

•India is developing as a Industrial Hub.•Increasing power requirement & need of Power back-up. •Growing requirements of Industrial batteries & generators •Indian Power Electronics industry is quite capable to provide batteries for all our industrial needs.

•This project contains the analysis of market share and demand forecasting of Exide Industries Limited for the region of Gujarat, Daman and Silvassa for the various industrial segments.

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LITERATURE REVIEW

Analysis of the Indian Stationary Industrial Battery Market, finds that the market earned revenues of INR 115.64 billion in Indian financial year (FY) 2013 and estimates this to reach INR 160.43 billion in FY 2018.

The market is dominated by lead acid batteries while other battery technologies (Lithium Ion, flow batteries) are in their early stage.

This project will help to understand the real market situation where the uncontrollable market factors are prevailing. We can than try to minimize the impact of such factors on the demand of the product.

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RESEARCH METHODOLOGY

Research Objectives:

To determine the brand recall & presence of Exide.To understand the buying pattern and to forecast the demand of Exide batteries for various industrial segments.To analyze the demand pattern for the region of Gujarat.To get the feedback regarding the performance of Exide batteries.To evaluate the market share of Exide batteries for various industrial segments of Gujarat, Daman and Silvassa.To understand the type of purchase process done by the various industrial segments.

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Research Purpose:To study the sales, market share and demand pattern of Exide batteries for various industrial segments for the region of Gujarat, Daman and Silvassa which may help Exide in determining its performance for the Western part of the country.

Type of Research: •Exploratory research design •Primary data was collected •Conducted the interviews of the customers•The demographic information regarding the consumption of batteries was collected •Open-ended questionnaires.

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Type of Sampling: Simple random sampling technique Few samples were also selected by Snowball sampling technique

Sampling Frame: Following 11 industrial segments:

1) Polymer2) Ports3) Heavy Industrial Engineering4) Shipping5) Pharmaceuticals6) Body Parts Building7) Transport Services8) Dyes & Textiles9) Cement producing10) Chemical companies11) Other industries.

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The districts covered under Gujarat are: AhmedabadSuratVadodaraValsadGandhidhamBharuchPorbandarDwarkaJunagadhSomnathAmreliBhavnagar.

Daman and Silvassa being not too wide-spread major industrial areas were easily covered.

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Sampling Units: Total 180 samples were successfully interviewed from various industries and ports.

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DATA ANALYSIS & INTERPRETATION*For the year 2015

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a) For Shipping and logistics:

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b) For Transport Services:

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c) For Body Parts Building:

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d) For Polymer Companies:

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e) For Dyes & Textiles companies:

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f) For Pharmaceutical companies:

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g) For Chemical companies:

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h) For Heavy Engineering Industries:

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i) For Ports:

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j) For Cement Producing companies:

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k) Other industrial companies:

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SEGMENTAL DEMAND FORCEASTING AND COMPARING (2015 vs 2017):

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FINDINGS

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•The vehicular cluster demand for Exide batteries would be increasing.

•The UPS cluster demand for Exide batteries would be decreasing.

•The genset cluster demand for Exide batteries would be decreasing.

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There is 100% brand recall for Exide in all the segments of all the 3 clusters.

The general pattern observed is that there is a purchase of batteries after every 24 months.

Majority of the industries prefer to purchase their batteries from the central office. They go for local purchase of batteries only in case of emergency.

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SUGGESTIONS & LIMITATIONS

•Launch an advertisement campaign.•Exide should be more cautious in Genset and UPS segment.•Design an innovative product for the small boats.•Legal steps for duplicate batteries of Exide.•Market survey for the region of Mumbai and Pune.•Direct calling technique for the interviews.•Purchase decision is influenced by multiple factors so try to overcome it.

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CONCLUSION

A survey project has been done with the use of open-ended questionnaire and by conducting interviews for various industrial segments for the region of Gujarat, Daman and Silvassa. The samples were randomly selected without any bias or favoritism.

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BIBLIOGRAPHY & WEBLIOGRAPHY

Books:Marketing Research Methodological Foundations by Iacobucci Churchil 10th edition.Research Methodology by C.R.Kothari.

Websites:ken.mathews@techsciresearch.comexide4u.comexideindustrialbatteries.com

Jay Shah

Jay Shah

jayshah316@gmail.com