Launch of Amaron Automotive Batteries_Group 4_Sec C

8/9/2019 Launch of Amaron Automotive Batteries_Group 4_Sec C

1/15

LAUNCH OF AMARON AUTOMOTI

BATTERIES


2/15

AMARA RAJA BATTERIE

Leading industrial and automotive battery manufacturer in India.

First company to manufacture sealed maintenance-free valve regulated

(VRLA) batteries for industrial applications in India.

Maret leader in standby VRLA battery segment in India !it" maret s"

#$%.

Largest manufacturer of VRLA batteries in t"e Indian &cean Rim and a

'$ in t"e !orld.

ec"nical collaboration !it" o"nson *ontrols+ global automotive comp

manufacturer.


3/15

SEGMENTS IN STORAG

BATTERY MARKET


4/15

AUTOMOTIVE BATTERY MA

Automotive battery segment

Maret s"are , %+ storage battery maret

Maret valuation , '$ billion₹

&riginal /0uipment Manufacturer (&/M) Maret

/1ide is t"e maret leader !it" maret s"are of 2$%

Amaron 3 recent entrant !it" supplies to Ford+4M+ 5ailmer *"rysler+ 6ind Motors

Replacement Maret

/1ide is t"e maret leader !it" maret s"are of 7%

Amaron 3 reac"ed % maret s"are after 8 years of maret entry


5/15

PRODUCT

Outer Design

9lac colored casing.

Made of strong polypropylene material

*onvenient fold do!n "andles

*"arge indicators on t"e battery

Fancy looing !ends

Rugged finis" of side !alls

Font color in florescent green for easy recognition


6/15

PRODUCT

Performane

:sage of patented silver alloy mi1 plates to prevent corrosion

6ig" "eat resistant tec"nology emperature resistant

;uitable for Indian !eat"er conditions

Long life and lo! maintenance


7/15

PROMOTION

Advertising campaign entrusted to &gilvy < Mat"er

Lasts long +really long

*laymation and follore

6inglis" lyrics

=ell no!n fables used in advertisements

Mineral !ater campaign

9rand Ambassador - >arain ?art"ieyan


8/15

PLACE

'$$ franc"isees spread across t"e country named @Pit Sto!s

;tandardiBed store design

;elected C7$ retailers,

;ervice stations Accessory s"ops

&ld battery dealers

Lubricant dealers

5epartmental ;tores


9/15

SWOT ANALYSIS

;trengt"s

•

Dromotional Activities• 9rand Image in Industrial ;egment

• ec"nology in t"e 9attery

• ;trong distribution net!or

=eaness

• Ine1perience in Automotive ;egment

&pportunities

• Lucrative Automotive ;egment - &/M < Replacement Maret

"reats

•*ompetition from /1ide and ot"er 9rands in t"is sector


10/15

WHEN THE OEM MARKET IS THE KEY S

IN THE AUTOMOTIVE BATTERY INDUST

DID AMARA RAJA FOCUS ON REPLAC

MARKET?

&/M maret 3 dominated by current player- entry e1pected to be diffi

Replacement 3 maret dominated by unorganiBed players- entry relativ

Replacement maret , price realiBations e1pected to be better t"an &/M

;uccess in replacement maret 3 evidence of acceptance of product 0u

operate in Indian maret conditions

Drivate label branding 3 furt"er evidence of acceptance of product 0ua


11/15

WHAT SHOULD IT DO TO INCRE

MARKET SHARE?

Attracting users of competitors in unorganiBed maret by educating t"e

demerits of t"e local producers.

9y providing more profit margins to t"e suppliers.

Droviding better after sales services.


12/15

IN WHAT WAY DOES BRANDING

AMARARAJA TO MARKET A L

INVOLVEMENT PRODUCT LAUTOMOTIVE BATTERIES

*onsistency in communication-"as "elped in establis"ing a !ell recog

in t"e minds of t"e customer.

It "as lead to a!areness+ trial and repeat purc"ase

*ustomer retention


13/15

WHAT SHOULD ARBL DO

PENETRATE THE OEM SEG

Drovide better !arranty services t"an competitors

Droduce more variety of batteries to cater to more cars

Drovide credit payment options &ffer "ig"ly competitive price-depending on t"e s"are of business give


14/15

Q & A


15/15

THANK YOU

Launch of Amaron Automotive Batteries_Group 4_Sec C

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