1. SYNOPSIS of the project work to be carried out in an academic Session as a part of
curriculum for partial fulfillment of the Award of master of business administration (MBA)
degree in the faculty of commerce of Sant Gadge Baba Amravati University, Amravati.
A Comparative Study of Ameron and Exide
Batteries in Amravati
SUBMITTED BY
Mr. Sachin B. Farfad
MBA-(Programme) 2010-12
UNDER THE GUIDENCE OF
Prof. Deepak Jaiswal
TO
The Head of
Department of Business Administration and Management, Sant Gadge Baba
Amravati University, Amravati
20011-2012

2. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
Index
Sr.No. Contents Page No.
1 Introduction-Battery Industry in India 3
 Growth of Battery Industry 3
 Introduction to Battery 3
 Introduction of Companies 4
 About Ameron 4
 About Exide 5
2 Research problem definition 6
3 Research objectives 6
4 Research methodology 6
5 Research type 7
6 Tools and techniques of Data collection 8
7 Research process 8
8 Scope of the study 9
9 Limitation of study 9
10 Chaperization 10
11 References 10
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3. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
Introduction
Battery Industry in India:
Indian organized storage battery market is estimated at about Rs.56 billion,
comprising industrial batteries (Rs.25 billion) and automotive batteries (Rs.31 billion
including two-wheelers). Besides, the size of the unorganized sector is estimated at Rs.15- 20
billion. The automotive segment accounts for nearly 60 per cent of sales volumes, and about
55 per cent in storage battery sales in value terms. The industrial segment accounts for the
balance 40 per cent in volume terms and about 45 per cent in value terms. The automotive
battery segment can be further divided into OEM and aftermarket, of which the former
constitutes about 34 per cent. Demand for automotive batteries is divided among different
segments with cars and utility vehicles having the largest share of 38 per cent followed by
commercial vehicles at 29 per cent. Demand for automotive batteries largely relies on the
growth of the automobile OEMs and the aftermarket. The growth in the industrial batteries
segment is driven by infrastructure, information technology and process industries.
Growth of Battery Industry in India:
The Indian battery industry is growing at a rate of 30 percent per annum. A couple of
years back, it did see a slump due to dumping of cheap Chinese batteries, but it has picked up
since then. It is poised to more than double within four years, given the current rate of
growth.
(Source: Annual report 2007- 08 of Amara Raja Batteries Industry Limited)
Battery Introduction:
The lead-acid storage battery, an important energy storage device, is the most widely
used secondary storage cell by automobile and other industries. Storage cells are devices
which release a flow of electron through an external circuit as a result of reactions occurring
between the active electrode materials and ions transported by the electrolyte. The cells in
which the reactions are reversible are called secondary cells. In these cells the active
materials can be returned to their original state by applying electrical current from an external
source in the opposite direction to the flow of the cells discharge current.
In the early nineteenth century, scientists discovered that when direct current was
passed between some pairs of electrodes of the same metal immersed in an electrolyte, the
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4. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
electrodes became polarized, i.e. when the circuit was opened a difference of potential existed
between the electrodes. If they were connecter, together a current flowed. Based on these
experiments, in 1959 Gasten Plant began to investigate such cell.
Since then major developments have taken place in basic material of construction of
lead-acid batteries. The present construction of this type of battery consists of positive
electrode made up of leap peroxide, negative electrodes of lead in highly active metallic
sponge. The insulating layers are made of hard rubber, PVC etc. The electrolyte is a dilute
aqueous solution of sulphuric acid and container is marie of plastic, glass, rubber or
polypropylene.
Functions of Battery:
 For temporary electrical storage.
 For solar energy storage.
 For running up different electronics devices, machines and lights Etc.
Companies Introduction:
Ameron & Exide are well known batteries manufacturing companies in India. They
have leading market share in Indian market of batteries. Brief information about Ameron &
Exide Batteries is stated below:
About AMERON-
Ameron International Corporation (Ameron) is a multinational manufacturer of
engineered products and materials for the chemical, industrial, energy, transportation and
infrastructure markets. Ameron is a producer of water transmission lines and fabricated steel
products, such as wind towers; fibreglass-composite pipe for transporting oil, chemicals and
corrosive fluids, and specialized materials and products used in infrastructure projects. The
Company operates in three business segments: Fiberglass-Composite Pipe Group, Water
Transmission Group, and Infrastructure Products Group. Ameron operates its businesses in
North America, South America, Europe and Asia. On October 21, 2010, the Company sold
its 50% ownership in TAMCO, a steel mini-mill operating in California.
As of November 30, 2010, the Company had two partially owned affiliated
companies, Ameron Saudi Arabia, Ltd. (ASAL) and Bondstrand, Ltd. (BL). ASAL owned
30% by the Company, manufactures and sells concrete pressure pipe to customers in Saudi
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5. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
Arabia. BL owned 40% by the Company, manufactures and sells glass reinforced epoxy pipe
and fittings in Saudi Arabia. ASAL is included in the Water Transmission Group, and BL is
included in the Fibreglass-Composite Pipe Group.
(Source: www.Ameron.com)
About EXIDE-
Exide Industries Ltd is the country’s largest manufacturer of lead acid storage
batteries and power storage solutions provider. With seven international standard factories
spread across the nation, the company offers one of the widest ranges of batteries for every
conceivable application in industrial as well as automotive segments. Exide also has a
manufacturing subsidiary in Sri Lanka and does business globally through its subsidiaries and
affiliates in South-East Asia, Australia and Europe. Exide’s products are sold globally,
particularly in developed markets like Australia, Japan and Western Europe, under its own
brand name. Exide’s strong brand pull, established in India for close to hundred years, is
supplemented by its nationwide dealer network and a very strong R&D centre.
Exide Industries Ltd, the country’s largest lead acid storage battery manufacturer and
stored energy solutions provider.
(Source: www.exide.com)
Product Profile:
 Car batteries.
 Inverter Batteries.
 Industrial Batteries.
 Automotive Batteries.
 Two Wheelers Batteries.
 Lead acid Storage Batteries.
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6. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
Research Problem Identification:
Ameron & Exide is the leading batteries companies in India. Both are strong
competitors to each other, both companies are competing with each other in every segment of
battery and also compete in promotional and marketing strategies. They have carried same
competition in Amravati also. So I selected this topic to carry out my research in
Comparative Study of Ameron & Exide Batteries in Amravati.
The requirement of competing firms on the knowledge about factors that affect
Promotional & Marketing Strategies is necessary. With so many market-related research
studies in the past as well as the changing market culture, it is essential to focus research
topics on particular areas that deemed to be lack of up-to-date research to indicate what the
precise needs of this segment with respect to Battery industry and businesses. The purpose of
this research is mainly to fill the gaps and contribute to the existing knowledge related to the
subject of the study.
Objectives of the Project:-
Primarily, this study aims to compare top two leading battery companies Ameron &
Exide in relation to the factors that affect market of batteries. Specifically, the research
objectives include the following:
1) To study Market of batteries in Amravati City.
2) To study of Promotional & Marketing Strategies Ameron & Exide Batteries in
Amravati city.
3) To study of market depth of Ameron & Exide Batteries.
4) To study a services provided by batteries companies.
Research Methodology:
Research methodology is a scientific & systematic research for pertinent information
on a specified topic. The main aim of the research is to find out the truth which is hidden and
which has not been discovered as yet. Market analysis has become an integral tool of
business policies these days. Research, thus replace intuitive business decisions by more
logical & scientific decisions. Research Methodology is a way to solve the research problem
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7. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
systematically. It may be understood as a science of studying how research is done
scientifically. In this, we study the various steps that are generally adopted by researcher in
studying his research problem along with the logic behind them. The purpose of the research
methodology is to solve the market problem.
Research strategies can be used for three purposes-
1) Exploratory
2) Descriptive
3) Explanatory
Research Type:
Exploratory Research:
Exploratory research defines a problem which is then solve by conclusive research.
The objective of exploratory research is to find out new ideas flexibility and ingenuity
characterized by the investigation.
EXPLANTION:
The study was conducted for the first time regarding market review and comparative analysis
between Ameron & Exide Batteries. Thus it is an exploratory type of research.
Sample Design:
A sample design is a definite plan for obtaining a sample for a given population. It
refers to a techniques or procedure adopted in selecting items for the sample.
Sampling:
Further, the design that has been adopted for the study of the given topic is
SYSTIMATIC SAMPLING.
EXPLANATION:
During the course of the study Systematic sampling will be used for interviewing authorized
dealers of Ameron & Exide Batteries and authorized automobile retailers in Amravati city.
Because authorized dealers and authorized automobile retailers can be enlist and it is possible
to interviewing all.
The following is the sample design that has been adopted for the study.
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8. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
Universe: Universe of the proposed study will be finite (limited) Dealers and
Automobile Retailers shops owners of Amravati City.
Sampling size: The sample size will be as follows:
1. All authorized Dealers of Ameron and Exide Batteries in Amravati city.
2. Selected authorized Automobile Retailers Shops of Amravati city.
Tools and techniques for Data Collection:
Tools and techniques for:
1. Primary Data: - Collected primary data during the course of research period with the
help of the questionnaire that was designed for interviewing authorized Dealers of
Ameron and Exide Batteries and interviewing authorized Automobile Retailers Shops
of Amravati city to collect the information that was required to carry out the research.
2. Secondary Data: - Secondary data was collected from books, news papers,
magazines, articles, Internet, previous research papers and information that had been
given by the company representatives and officials.
Tools and techniques of Analysis:
Simple statistical tools and techniques like average, ratios, pie charts, tables and
graphs are used to analyze the data.
Research Procedure:
Understand and study the plans and prepare a
questionnaire
Systemtic collection of data for research
Analyze the collected data for detecting the
gaps,deficiencies & areas of improvement
Develop recommendations based on the
findings.
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9. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
Scope of the Study:
The research project has been helpful to new entrance to establish in Amravati Market
and it will definitely help to plan their Marketing Strategies for Amravati Market.
The project will be to get the insight of the market of Amravati in context of the
searching the demand of Batteries. Through the study was consented on the penetration of
their products and factor affecting their penetration finding of this project can be useful for
getting the feedback about various batteries, their market presence and consumer responses
for the batteries.
Though project was confined to batteries but company to understand the market factor
other than competition, affecting the presence of its wide range of batteries. This project can
be used to formulate new marketing and promotional strategy for increasing sale. It also helps
to reduce competitor’s influence in market.
To make a people aware about the batteries brand.
Limitation of the Study:
During my entire projects study I tried my best to make my research study and my
report qualitative but during my project work the following limitation I faced;
 Time period for the study is very short.
 It happens that some respondents may give wrong/ biased data.
 Some respondents did not give proper response.
 Study only in Amravati city.
Chapterisation:
1 Introduction:
1.1 Battery industry in India.
1.2 Growth of Battery industry in India.
1.3 Battery introduction.
1.4 Functions of Battery.
1.5 Companies Introduction.
1.5.1 About Exide.
1.5.2 About Ameron
2 Research Methodology:
2.1 Research procedure.
2.2 Collection of Data.
2.3 Sampling Techniques.
3 Data Analysis & Interpretation.
4 Findings and Conclusion.
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10. A Comparative Study of Ameron and Exide Batteries in Amravati 2011
5 Appendices.
5.1 Bibliography.
5.2 Webliography.
5.3 Annexure.
References:
1. BOOKS:
 Principles of marketing: Kotler and Armstrong-Ninth edition.
 Marketing management: Kotler.
 Research Methodology: C.R Kothari.
2. WEBSITE:
 www.exide.com
 www.Ameron.com
 www.amarazaindustry.com
 www.exide4u.com
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