A<br />Project Report on<br />“Brand awareness towards prestolite battery”<br />At<br />“Tudor India ltd”<br />(The power of global technology) <br />1743075130810<br />[As a partial fulfillment for the requirement in summer project as a part of MBA Programme]<br />Submitted To:<br />Prof. Mehal Pandya<br />HOD & Lecturer, MBA Dept.<br />Submitted By:<br />Nirav b. shah<br />Enrollment no. 097180592036<br />[SEM-II, Batch: 2009-11]<br />Preface<br />The practical training is a life of a management student. In modern world, the importance of management is increasing day by day. Industrial training provide a student sufficient knowledge to develop an education to connect theory and practical.<br />I am student of M.B.A. being a part of our syllabus. I have taken training from “Tudor India LTD” I am very glad to represent this project report before you as it involves my hard work, experience as well as co ordination of all staff members.<br />Such type of training is very helpful to management students as it helps in strengthening confidence and gives experience to check the theoretical knowledge.<br />Nirav B. shah<br />Acknowledgements<br />The Summer Internship Program (SIP) undertaken by me at Tudor India Ltd at, Ahmedabad was an extremely rewarding experience for me in terms of learning and industry exposure. <br />I would like to extend my deep gratitude towards the Head of the organisation Mr. HARISH GHANDHI who always motivated me and helped me during the internship. Who gave his valuable time & guidance in every step of project? He was like a mentor for me during these 45 Days Internship program giving me valuable inputs & much needs sales exposure. <br />I would like to thank my faculty guide HOD & Prof. mehal pandya and all faculty member who gave his valuable inputs in preparation of the report .He gave valuable time from this busy schedule to help me in the analysis & interpretation of my findings.<br />I would like to thank the associates of the operations department with Tudor India Ltd, who constantly gave their suggestions & shared valuable insights in making my report effectively.<br />I would also like to thank my colleagues who were working with me during the internship in Tudor India Ltd for their corporation & support during the entire period.<br />Nirav B. shah<br />Executive summary<br />Tudor India, incorporated on Jan. 3, 1986, manufactures storage batteries catering to the automotive, power standby, industrial and electric vehicle segments. The company is a wholly owned subsidiary of CMP Batteries, UK, which in turn is the British arm of the world`s largest battery manufacturing group based in Pennsylvania, USA. The US-based group has operations in 89 countries and markets products under brand names like Exide. It is a pioneer of sealed maintenance-free batteries and has manufactured batteries that have powered the US Navy`s first submarine, gone to the moon with the NASA space shuttle, and taken part in Operation Desert Storm. The company manufactures automotive batteries for two-wheelers, cars, light commercial vehicles, heavy commercial vehicles, tractors, dumpers, excavators, and several other vehicles; invertor brands like Classic Flat, Classic Tubular, Silver, and Presto Master; electric fork lift trucks; electric cars and three-wheelers. The manufacturing unit is located at Prantij in the Sabarkantha district of Gujarat with an installed capacity of 600,000 storage batteries. It has a well developed sales and marketing network and customer care centers across India.<br />TIL is indian arm of chloride motive power batteries, UK, a wholly owened subsidiary of the alpharetta-Georgia, USA, based global leader in stired electrical-energy solutions.<br />In,1997, TIL was the first company to introduce maintenance free lead acid batteries designed with polyethylene separators, cold forged terminals and bone dry charged batteries in India, and offer the products for most types of vehicles manufactured in India, including cars, light and heavy commercial vehicles, sport utility vehicles, and tractors.<br />
No.ParticularPage no.PrefaceacknowledgementExecutive summaryIntroduction of Company11.1Introduction of lead acid battery IndustryAutomotive batteryIndustrial battery21.2Industrial outlook81.3Competition in the Global & Indian Battery Industry101.4 Company profile of Tudor India111.5Product profile151.6Competitor profile 161.7 Production process211.8Need for the study251.9Statement of the problem262Introduction of brand awareness272.1 Meaning of brand282.2Brand equity & brand awareness313Research methodology323.1Introduction of research333.2Research objective343.3Research design 353.4Source of the data363.5Scope of the study363.6Sampling plan373.7Contact method373.8Research instrument383.9Tolls analysis383.10Limitation384Data analysis and interpretation 395Finding and suggestion516Bibliography547Annexure55
Introduction of lead acid battery Industry
The Indian lead storage battery market is comprised of two primary segments: automotive and industrial. In the automotive segment, lead storage batteries used as a secondary power source and demand driven by growth in motorcycle population, passenger vehicle population and commercial vehicle population and the replacement demand therein. In the industrial segment, batteries used for power back up, demand in India currently driven by uses such as telecom towers, power generation, and forklifts.<br />20955337820The following diagram shows the basic structure of the Indian lead storage battery industry:<br />Source: www.Exide.com <br />
The automotive storage battery industry can broadly subdivide into two sub-segments: the OEM and retail or replacement markets. The OEM market largely dominated by leading manufacturers such as the following:<br />Commercial VehiclesPassenger CarsTwo-wheelersTractorsAshok Leyland LtdHindustan Motors LtdKinetic Motor Company Ltd,International TractorsAsia Motor Works LtdHonda Siel Cars India LtdLML LimitedJohn Deere TractorsEicher Motors LtdHyundai Motor India LtdMahindra Two Wheelers LtdMahindra &Mahindra LtdForce Motors LtdMahindra Renault Pvt LtdRoyal Enfield (Unit of Eicher Ltd)New Holland TractorsHindustan Motors LtdMaruti Suzuki India LtdSuzuki Motorcycle India Pvt LtdSame Deutz TractorsJCBL LtdMercedes-Benz India Pvt LtdTVS Motor Company LtdTractors And Farms Equipments ltdKamaz Vectra Motors LtdSkoda Auto India Pvt LtdMahindra & Mahindra LtdTata Motors LtdMercedes-Benz India Pvt LtdToyota Kirloskar Motor Pvt LtdPiaggio Vehicles Pvt LtdSwaraj Mazda Ltd Tata Motors LtdTVS Motor Company LtdTatra Vectra Motors Ltd, Volvo Buses India Pvt. Ltd.Volvo India Pvt Ltd<br />Growth in the automotive battery driven primarily by new vehicle manufacture rates, which are in turn drive by consumer demand for vehicles. Growth in the OEM segment has been strong in recent years primarily due to increasing demand from the automotive segment driven by an overall increase in the number of new car sales in India. Some industry leaders operate on annual fixed price contracts for lead, though majorities have periodic lead price variation clauses based on the market price for lead built into their contracts.<br />The graphs below depict the growth in sales for two-wheelers, commercial vehicles, and passenger vehicles for the relevant times.<br />Table-1<br />-16383083185<br />Source: www.Exide.com<br />Table-2<br />-161925-238125<br />Source: www.Exide.com<br />Table-3<br />-8445548895<br />Source: www.Exide.com<br />Aftermarket sales are drive by a number of factors including the number of vehicles in use, average battery life, average age of vehicles, weather conditions, and population growth. In the aftermarket segment, small-unorganized manufacturers who sell low-cost and often unbranded products to cost conscious consumers tend to capture a significant part of the market, especially for commercial vehicles and tractors. Unorganized manufacturers are also strong players in rural areas where availability of branded products tends to be less prevalent. However, the share of unorganized manufacturers has been declining in recent years primarily due to unreliability, rising disposable incomes, increasing quality consciousness, environmental restrictions, technology advances in the automotive industry and focus efforts by organized players to increase their presence outside of major cities, including rural parts of the country.<br />It is conceivable that, in the near future, continued development of alternatives to the lead acid battery might improve the viability, popularity, and market share of these alternatives in the automotive battery market. In addition, other more novel "
technologies such as fuel cells and solar cells are also under development and may become viable power sources for electric and hybrid vehicles. In particular, as the Ni-MH battery is already the preferred motive battery in petrol-electric hybrid vehicles globally, when Ni-MH battery technology becomes further developed and more commercialized in India, increased volume will enhance the power-to-price ratio of Ni-MH batteries and therefore its competitiveness against lead acid batteries.<br />
Industrial batteries have a wide range of usage, unlike batteries produced for the automotive industry. The industrial batteries market can be broken down into the infrastructure market (railways, telecom, and power), fast-moving industrial batteries (uninterrupted power supply ("
) and inverters, and electric forklift batteries. Valve regulated lead acid batteries are one of the most widely used battery in the industrial segment. These batteries completely sealed, maintenance free and are use in remote power and unmanned applications such as telecom installations and UPS systems. Storage batteries also used in submarines. These batteries are high technology batteries and are export from India. While operating margins on these batteries are relatively high, demand can be irregular due to the cyclical nature of the industry.<br /> <br />
The industry outlook is positive with demand for lead storage batteries expected to accelerate in response to:<br />
An increase in domestic sales and export sales of four-wheelers and two-wheelers;
continued strength in the automotive replacement segment and a revival in OEM sales;
Increasing demand for reliable branded products in the commercial vehicles segment as a result of increasing truck volume due to improving road conditions;
increase in infrastructure spending, fuelling demand for industrial batteries;
increasing power shortages, fuelling demand for UPS systems and invertors; and
Emergence of organized retail chains, fuelling demand for traction batteries
With disposable incomes on the rise in India, as well as an increasing technology gap between branded and unbranded products, there should continue to be a steady consumer shift away from less expensive unbranded batteries. <br />However, the following areas are of key concern:<br />Competitiveness: Competition in the battery industry appears to be intensifying over the medium term. New manufacturers are entering the market with new technologies and in collaboration with major global battery companies. This increasing competition has led existing domestic companies to scale up their research and development efforts in an attempt to keep pace in a rapidly changing industry.<br />The competition between branded and unbranded players is intense. Reduced supply of exhausted batteries for unbranded players, extended distribution reach into rural areas and competitive pricing is helping branded players to compete more effectively.<br />Cost pressures: Increasing lead prices, as discussed above, in the international markets continue to be a cause of concern for the Indian battery industry. Volatile crude oil prices in the international market also affect the price of PPCP, which is used for manufacturing battery containers. Increases in crude oil prices also increase transportation costs for raw materials and finished goods.<br />Imports: The other major concern facing the Indian battery industry has been that of relatively inexpensive imports from China and some ASEAN countries. Thailand, in particular, is seeking to expand the scope of its free trade agreement with India to include batteries. While Chinese batteries have been flooding certain Indian markets for quite some time, the price differential has come down significantly as compared to their Indian competitors. In September 2006, China cancelled the VAT export refund for all lead battery manufacturers in a bid to control high energy consuming and high polluting products. Consequently, the price differential has recently shrunk to 5-10% and given the concern on quality of Chinese products, they are not likely to be a major threat over the long term.<br />The combination of increasing competitiveness driven by innovation and global collaboration, increasing raw material and other costs and threats from cheaper imports has made the lead acid storage battery industry in India a challenging environment<br />
Competition in the Global Battery Industry
The following are the major companies in the global battery manufacturing industry:<br />Company<br />
1.4 Company profile of Tudor India<br />Tudor India Limited launched Prestolite the internationally renowned brand of storage batteries in India in 1997. Tudor India Limited is a wholly owned subsidiary of CMP Batteries Ltd., U.K., which is turn, is the British Arm of the world's largest battery manufacturing group based on Pennsylvania, USA, Which is one of the leading companies in the world in the field of industrial batteries. CMP wholly owned by the world's largest battery manufacturing group based in the USA, which founded by Thomas Edison in 1888 as The Electric Storage Battery Company. This group has a leading presence in 22 countries with 72 manufacturing facilities and 50 brands and a sales turnover of over Rs.10000 crores. Tudor India has been in operation for over two years offering an exhaustive range of Prestolite batteries for automobiles as well as Tubular batteries for stand-by applications such s UPS, Inverters, etc. The company plans to introduce Industrial and SEaled Maintenance-free batteries in the Indian market shortly. In keeping with the group philosophy of commitment to technological leadership in design and performance, Tudor India now offers power packed two-wheeler batteries<br />This US- based group has: <br />
The Power of Global Technologies <br />Prestolite batteries, which come to you from the world's largest group in the battery business, have specially designed for use in tropical climate with the following tried and tested customer benefits: <br />
Cold-forged Terminal Inserts prevent loose connections, leakage, and corrision.
Polyethylene Envelope Separator with Glass Mat prevents treeing and short circuits, enhances the electrical performance due to its high porosity and increases the life of the battery by holding up the active material in place despite bumps and vibrations.
Heat-Sealed Covers prevent spillover and contamination of electrolyte and increases the integrated strength of the battery for longer life.
Lead-Calcium Alloy for negative and Low Antimony alloy for positive plates results in negligible water loss.
Extra Electrolyte above the Plates ensures that the battery runs cooler and hence reduces water loss thus making it truly maintenance free
Milestones<br />1986 - Tudor India Ltd was incorporate on third of January, as a Public Limited. Company with the Registrar of Companies, Maharashtra, with the object of setting up a plant for manufacturing storage batteries in India in collaboration with M/s. Sociedad Espanola Del Acumulador Tudor S.A.,Spain. <br /> <br />The Company was granted the commencement of business certificate on 17th April. The Company has obtained necessary approvals from the Government of India for the technical and financial collaboration.<br />The lead acid storage batteries are of three types - stationary, traction and automotive. <br />Stationary batteries find applications in telecommunication sector, emergency lighting, etc. <br />Whereas traction batteries find applications is propulsion of electric vehicles, mining locomotives, alarm systems, etc. <br />Automotive batteries commonly referred to as SLI batteries used for starting, lighting, and ignition of internal combustion engine vehicles of all kinds.<br /> <br />The Company will be manufacturing automotive batteries. In India, these batteries are currently manufactured by both organized and unorganized sectors. The major manufacturers of the automotive and industrial batteries are in the organized sector and Chloride Industries Ltd., Standard Batteries Ltd., Amco Batteries Ltd., Willard India Ltd., etc.<br /> <br />An automotive battery is a matured product in a product life cycle. The Company will manufacture a full range of automotive batteries in polypropylene containers and lids from 32 AH to 210 AH for use in four wheelers, light and heavy commercial vehicles.<br />1988 - The Company allotted Letter of Intent and granted Foreign Collaboration approval in the year.<br />1989 -During the year, Collaboration agreement was entered and land was acquired. <br /> <br />1990 - The applications for financial assistance under term loans and import of capital goods made. These sanctions received in 1991.<br />1991 - Although the letter of intent was procured by the Company in<br />1988 - The Industrial License was granted to the Company in July.<br />2000 - The Company increase in the authorized share capital from Rs. 165 million to Rs. 3.50 million.<br /> <br />The Company issue of up to 17.51 million equity shares of Rs. 10/- each on preferential basis to CMP Batteries Ltd., UK or its holding or subsidiary or associated or affiliated companies to the exclusion of all other shareholders of the company, either in cash or by way of conversion of existing Unused.<br /> <br />2001 - The Company has allotted 8,616,445 No. of equity shares at Rs 20.31 (face value Rs 10 at a premium of Rs 10.31) per share to CMP Batteries Ltd, UK in discharge of hte liability towards Deferred Payment credit to the extent of Rs 17.5 crore.<br />2003 -The board approves to delist the company’s equity shares from Ahmedabad Stock Exchange.<br />Tudor India (Prestolite) Head Office Address: Suman Tower 1st Floor Sector 11 Gandhinagar: 382011 Gujarat, India.<br />Phone Number: (79) 23227075 23221683<br />Website: www.tudor-india.com<br />Tudor India (Prestolite) Financial Details: No of Employees – 101-250Turnover in Crs – 10-100 CrsSector- Private Sector <br />1.5 Product profile<br />19050201930<br /> Name: EURO55 Price: Rs 6000 Warranty in Months: 24 <br />Heavy-duty maintenance free batteries for tropical climates and Indian road conditions - for premium segment vehicles<br />190503810 Name: PS55Price: Rs 4400 Warranty in Months: 18 <br />Heavy duty, low maintenance batteries for all segments of vehicles<br />1905099695 Name: PXT55 Price: Rs 6495 Warranty in Months: 24<br />Heavy-duty maintenance free batteries designed for optimizing energy supply in addition to providing backup for vehicle accessories. <br />1.6 Competitor profile<br />19050100965<br />Exide Industries Limited (EIL), India's flagship of the Lead Acid storage battery industry – is also the largest Power storage solutions company in South and South East Asia. It manufactures the widest range of storage batteries in the world from 2.5 Ah to 20,600 Ah (Ampere hour) capacity, to cover the broadest spectrum of applications. The company, formerly known as Chloride Industries, Ltd., found in 1916 and based in Kolkata, India. EIL broadly operates in two segments vis-à-vis Automotive and Industrial. Nearly 55-60% of the company's revenues accrue from automotive batteries and about 40-42% from Industrial batteries, and the balance from others like Submarine batteries.<br />Exide Industries Limited, together with its subsidiaries, manufactures and sells lead acid storage batteries primarily in India. It offers automotive and motorcycle batteries to car and two-wheeler manufacturers; industrial batteries, such as conventional lead acid batteries, valve regulated lead acid batteries, tubular batteries, miners' cap lamp batteries, and Tele tubular for railways, telecom, power plants, solar cells, power supply, inverter applications, and traction batteries; and submarine batteries. The company also offers solar lanterns, solar home lights, solar powered boats, and battery powered electric boats; industrial battery chargers, rectifiers, and parts; and recycled leads.<br />SF Sonic – the technology edge<br />Standard Furukawa (SF) Sonic brand of automotive batteries are manufacture with the technical collaboration of Furukawa Batteries (FB), Japan.<br />Range of SF Sonic batteries<br />
SF Sonic range of batteries employ flooded technology and made in different versions for varying needs. SF Supersonic – Gives more power and performance. Incorporates FB C21 alloy technology with superior starting power and totally maintenance free characteristics (fit and forget concept), It has pocket separators and glass mat for superior protection against shorts.
SF Sonic Jet –- with hybrid, alloy. It is design for the modern car offering longer life and greater reliability. SF Sonic Turbo – For more power and performance with hybrid technology and double separation for longer life
SF Sonic Power box – Made for inverter applications. It employs hybrid technology and has extra thick plates for long life. These batteries have deep cycling characteristics and special additives to promote quick recharge cycle. The grids also have a special geometry for high performance operation.
The grid alloy technology in every SF Sonic battery is based on FB specifications to withstand the high temperatures in India. The grid construction is of central lug type with semi radial construction, a good balance between excellent high rate performance and long life.<br />
The separators employed are PVC for the low cost versions and polyethylene with glass mat reinforcement for the medium and high end.<br />
ContainersThe containers are made of PP copolymer, which possesses excellent impact and other physical properties. The cover design is uncomplicated with easy to maintain top venting systems. In the case of maintenance free batteries, they have a coin flush filter vent system to give a clean flat maintainable surface with resistance to spark propagation inside battery to avoid the possibility of bursting during charging operations.
Raising the Bar <br />
SF Sonics quality and process control laboratory checks all incoming metals, components and bought out parts. Incoming and blended metals analyzed for quality with optical emission spectrograph. What’s more, the SF Sonic R&D setup, approved by the Ministry of Science Technology Government of India, is a high-tech hub of innovation. The plant at Taloja, is equipped with state-of-art machinery and instrumentation. Much such equipment have designed and produced with in-house capabilities, saving crores in foreign exchange. Operations are also conduct on machines developed with the expertise of Furukawa Battery Company, Japan.The plant takes credit for inning several laurels:
Therefore, riding with Sonic simply signifies riding with innovation, and leaving everyone miles behind.<br />AMCO Batteries<br />AMCO Batteries Limited of the Amalgamations Group is the leading battery manufacturer with a wide spectrum of world-class high performance polypropylene batteries for the automobile industry. AMCO is No. 1 battery for Two Wheelers and the preferred choice for the new generation Bikes, Scooters, Cars and all other passenger vehicles. AMCO batteries ensure instant start, long life, and trouble free performance. It occupies pride of place in both the Original Equipment and Replacement markets enjoying an enviable preferred choice as OE fitment. Because of its record of accomplishment in the two-wheeler battery segment, the company has the privilege of being an exclusive supplier to Hero Honda, TVS, HMSI, Yamaha, Bajaj, Royal Enfield etc. The company has a record of accomplishment of supplying 4-wheeler batteries to TAFE Tractors, Eicher Tractors, Cummins India Ltd, Sonalika Tractors etc. Pioneering Quality Standards in batteries with contemporary technology and ceaseless attention to quality, AMCO Batteries Limited is the first battery in manufacturer awarded ISO-9001 Certification by BVQI.AMCO Batteries Limited with its state of the art technology (R&D) recognized the Department of Science and Technology, Government of India that contributes towards import substitution and indigenization. AMCO Batteries has proven its commitment to its customers by establishing well supported nation-wide network of marketing offices and service centers that ensure ready availability and reliable after sales service and maintenance. Ms. Jayshree Venkatraman, Director, AMCO Batteries Limited & TAFE Power Source won the distinguished alumnus award from the International Management Institute (IMI), which is give in recognition of dedicated and meritorious service to business and society beyond expectations of expertise in the workspace. AMCO Batteries Limited backed by the strength and focused approach of the group to achieve formidable presence in core industry sectors by pioneering new ventures in collaboration with world leaders. AMCO has been award with QS 9000:1998, ISO 9001, ISO 14001, and TS16949 certification, which is proof of its highest quality standards and Eco friendliness.<br />TATA Green<br />TATA Green batteries are brought to you by "
TATA AutoComp GY Batteries Pvt Ltd."
(TGY) - a joint venture between TATA AutoComp Systems Ltd, India's leading auto component group and GS Yuasa International (GYIN), Japan, one of the world's largest automotive battery manufacturers. GS Yuasa International (GYIN) is the world leader in Two Wheeler batteries and Asia's number one in Four Wheeler batteries. TATA Green Batteries, by their sheer design and use of state-of-the-art technology built to deliver highest performance for all kinds of vehicles (Bikes, Three-wheelers, Cars, UV's, Trucks, and Tractors) and inverters, while being 90% recyclable.<br />In order to bring you the best Batteries in the world, we have set up a state-of-the-art, eco friendly manufacturing unit at MIDC Ranjangaon, near Pune, Maharashtra. The unit comprises world-class manufacturing facilities and our product features are bench marked with the best-in class to meet stringent international safety regulations:<br />
World-class manufacturing facility comprising of all critical processes
Product features are benchmark with the best in class to meet stringent international safety regulations.
Hi-tech facility for design, development, prototyping, testing, and a highly capable team of engineers
Extensive use of anti-pollution equipments, as per international norms
The unit manufactures the entire range of automotive batteries (passenger cars, utility vehicles, commercial vehicles and farm vehicles) and inverter batteries.
1.7 Production process<br />Lead Battery Manufacturing process<br />A battery consists of rectangular lead plates with holes in it. A paste, which is a mixture of red lead and 33% dilute sulphuric acid, is presses into these holes. These plates slightly tapered on both sides to assist in retention of the paste. This paste remains porous and allows the acid to react with the lead inside the plate. (Some manufacturers use pastes in the plates made directly from Lead Dioxide and Lead, thus avoiding the necessity to form plates). At this stage, the positive and negative plates are identical. The plates are then stacked together with suitable separators (typically polypropylene) and inserted into the battery container. An odd number of plates are always use, with one more negative plate than positive; each alternate plate is connect together. After the acid has been, add to the cell, the cell then given its first forming charge. The battery is then seals, packaged and ready to be dispatch.<br />A lead acid battery is a secondary battery and hence can be charge several times during its service life. One of the problems with the plates in a lead-acid battery is that they change size as the battery charges and discharges. The plates increase in size as the active material absorbs sulphate from the acid during discharge and decrease as they give up the sulphate during charging. This causes the plates gradually shed the paste during their life. Besides, during every charge cycle, the battery undergoes a process of corrosion of positive plate.<br />Raw Materials<br />Lead<br />Lead is the key raw material used in the manufacture of batteries and accounts for approximately 75%-80% of the overall raw material costs. A significant portion of the non-recycled lead required by the domestic industry is imported, and thereby exposes Indian battery companies to the risk of global price fluctuations. Lead prices have become an extremely volatile base metal in last two years.<br />Lead is a known hazardous material which, when untreated, poses a great threat to the environment as well as the health of the general populace. Recycling lead batteries is one of easiest ways to control this source of environmental degradation and the exposure of the general population to untreated lead, which poses environmental, and health implications. Over the past few years, companies in the Indian battery industry have made significant efforts to reduce their dependence on imported lead by steadily increasing their usage of recycled lead in accordance with the Batteries (Management and Handling) Rules, 2001 (the "
). The Government in 2001 to regulate the collection, channelization and recycling as well as the import of used lead acid batteries in the country introduced these rules.<br />According to the Batteries Rules, every manufacturer, importer, dealer, assembler, and re-conditioner is responsible for collecting old and expired batteries from its customers in exchange for new batteries. The Batteries Rules were introducing to ensure the environmentally friendly disposal of used batteries. Prior to the enactment of the Batteries Rules, lead batteries sold by dealers to unorganized smelters who recycled the lead and sold the used batteries in the secondary markets while exposing the environment to a greater risk. The Batteries Rules currently make it mandatory for dealers to maintain records, file half-yearly returns, and ensure recycling only from registered recyclers. While the Batteries Rules have been in force for several years, effective implementation remains an issue. Though the bigger players in the industry offer attractive prices for scrap batteries, the implementation at the dealer level has been slow. Most dealers are prepared to let the consumer retain their old battery rather than take it back to enable safer recycling.<br />Approximately 85% of lead is recycled globally. Currently, recycling in India is well below the global standard.<br />However, due to the enactment of the Batteries Rules and the price volatility of imported lead, more companies are increasing their focus on using recycled lead. Recycled lead will have a two-fold benefit for the Indian battery industry:<br />1) Reduce India's dependence on imported lead, thus lowering the exposure to volatility in international lead prices as well as foreign currency fluctuation; and<br />2) Reduce the availability of exhausted batteries to the unorganized sector and thus ensure that lead is not recycled in a manner that is detrimental to the environment.<br />1.8 NEED FOR THE STUDY<br />Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice based on their perceptions of brand, quality service, and value.<br />Companies need to understand the rapid growth of global market place. Where, the companies should choose brand names with an eye to their global reach.<br />This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of<br />
From where did they come to know about the product?
Did they feel that the brand is important to purchase?
If given, would they like to purchase same brand product again?
Did they feel that the branded product matches their expectations?
Are they satisfied with the brand, price, quality etc…?
These questions will help in understanding better, what factor influence the people about brand awareness?<br />The marketers have realized that they have to take technical decisions concerning the brand to cater to the needs of the consumers to develop brand identify and brand position.<br />The company must understand how their consumers perceive brand, quality and how much they expect.<br />1.9 STATEMENT OF THE PROBLEM<br />In the emerging knowledge based economy, it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customer’s loyalty.<br />The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness, what problems are facing by the consumers, which appropriate measures to taken to solve the problems.<br />This project has mainly taken up to understand the brand awareness, buying motives to ensure the “Brand awareness towards Prestolite battery” apart from this; it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products.<br />With the opening of the market or the post liberalization period has resulted in many companies entering the markets with offerings of their goods and services.<br />In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. However, today’s consumers are much more educated, demanding; expect lot more to suit their ever-changing life styles. There by their quality expectations have been elevated from time to time in order to rebuild it-self around its customer.<br />The manufacturer should be able to satisfy, with the type of product and services to match the ever-changing customer requirements. In developing a marketing strategy for products, the sellers have to confront the branding decision. Brand is a major issue in product. Customers have strong preference for particular versions and brands of basic goods and services. The manufactures eventually learn that market power lies with the brand name companies. Consumers buying decisions are influence by the brand.<br />In this competitive world, the “Brand plays an important role and a brand is very prominent asset owned by an organization. Brand endowed with awareness, perceived quality, associations, and brand loyalty. Brand is present as creative idea.<br />A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Brand represents a level of quality.<br />2.1 Meaning of brand<br />A Brand is symbol, a mark, a name that acts as a means of communications, which brings about an identity of a given product.<br />A Brand in short is an identifier of the seller or the maker. A brand name consists of words, letter, or numbers that can vocalize. Brand mark is the visual representation of the brand like a symbol, design, distinctive coloring, or lettering. Brand creates a bond between the customer and a product.<br />Definition:<br />According to American marketing association “A Brand is defined as a name, item, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiates these products from those of competitors.<br />In the word of Philip kotler<br />“A brand is a name, term, sign, symbol or design or combination of them. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”<br />Role of Branding<br />In today’s world brand names come to create identify to distinguish one product from another.<br />The following points to pin down its precise role.<br />
Brand is a massive asset: Brand is an intangible asset, because it is impossible to duplicate brand name.
Brand is promotional tool: The product differentiation done by a brand through sales promotion.
Brand is a weapon to protect Market: A consumer has tried and liked a product; the brand enables him to identify the product and repeat the purchase.
Brand is antidote for middlemen’s survival: The class of middle man always tends to go for a successful brand.
Brand is a means of identifications of customers: Brand is the easiest way of identifying product or service by customers.
A brand can convey the consumers through six levels as shown below:<br />Attributes: a brand first brings to mind certain attributes for a particular product.<br />Benefits: consumers are buying benefits of the product with brand.<br />Values: the brand tells about values, which says same thing about the product values.<br />Culture: the brand represents a different culture.<br />Personality: a brand project a personality, which can be person, animal or object.<br />User: the brand suggests its own target audience to use the product.<br />
Brands differ in the power and value they have in the market due to different factors. A powerful brand known to have brand equity, There are brands, which buyers have a high degree of brand awareness, brand acceptability, brand preference and brand loyalty respectively. Brand equity is based on the scope to that, it has brand loyalty, name, awareness, perceived quality, strong brand relations, and other assets like patents, trademarks. In addition, brands that have strong brand equity seen as a valuable asset to the firm and can bought or sold for a price.<br />Brand equity is a set of brand assets and liabilities joined to a brand via its name and symbol, which adds or subtracts from the value offered by goods or service to a firm’s customers<br />
Brand awareness is an important and undervalued part of brand equity.<br />Awareness can influence perceptions and attitudes and it drives brand choice and loyalty. It reflects the salience of the brand in the customer’s mind. It is a part for the communications process. It has a key role in the consumer decision-making process and in determining the consideration. Consumers are aware of a large number of brands when making buying decisions, and brands with higher awareness levels are more likely to be part of the final buying decision. Brand awareness also said to influence the brand’s perceived quality, as found in a consumer choice.<br />3.1 INTRODUCTION TO RESEARCH<br />“ALL PROGRESS IS BORN OF INQUIRY”<br />Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. The research methodology has gone through which path to solve the research problem and which tools have been adopted to achieve the desired objective and more importantly it tells why only that path or tools have been chosen and not other?<br />Many marketing writers confuse the term 'market research' with the term 'marketing research', and sometimes these two terms used interchangeably. Thus, it is important to differentiate between the two terms. Marketing research defined as "
the function that brings the consumer, customer, and public to the market through information - information used to identify and define marketing objectives and problems; generate, refine and evaluate marketing actions, monitor marketing performance; and improve understanding of the marketing process"
. This clearly shows that marketing research is wide ranging in its concerns. The term 'market research' according to Adcock et al, is "
used to define the specialist activities involved in collecting information directly through the use of questionnaires and other associated techniques"
. They then emphasize, "
It is useful to consider market research as a specialist activity which is within the scope of the marketing research function"
and that it is "
concerned with collecting primary information"
Any activity done without any objective in a mind cannot turn fruitful. An objective provides a specific direction to an activity. Objectives may range from very general to very specific, but they should be clear enough to point out with reasonable accuracy what researcher wants to achieve through the study and how it will be helpful to the decision maker in solving problem.<br />
To research whether Brand awareness in Branded Battery’s affects the sales or helps the Retailer in making a sale.
To conduct study on consciousness of buying behavior of Brand “Prestolite”
Brand Awareness for Branded Battery’s in consumer minds.
To research and see which Brand is ahead in “Top-of-the-Mind Awareness” among Branded battery’s
To know the consumer attitude and demand towards the brand Prestolite
To find opinion about brand and service provided by Prestolite
To find the effectiveness of advertisement in developing the brand
To know the consumers reaction towards brand Prestolite in respect of price, maintenance, service etc
3.3 RESEARCH DESIGN<br />A research design is pattern or an outline of a research project is working. It is a statement of only the essential elements of a study, which provide the basic guidelines for the detail of the project. It comprises a series of prior decisions that taken together provide a master plan for executing a research project.<br />A research design serves as a bridge between what has been established i.e. the research objective and what done, in conduct of the study to realize those objectives. If there were no research design, the research would have only foggy notion about what is to be done. There are numerous specific designs, which can classify into three broad categories.<br />Research design is the conceptual structure within which the research would conduct.<br />In fact, it is the general blueprint for the collection, measurement, and analysis of data.<br />As far as the project is concerned, our study focuses on the following design:<br />Exploratory Research Design:<br />The objective of our exploratory research is to find new ideas of relationships between several facts. The exploratory research includes the expert’s opinion with the help of the company personnel and an interview with customers.<br />Descriptive Research Design:<br />Descriptive design is a sound basis for making predictions pertaining to the specific marketing practices, which is a part of the conclusive research. Its main aim is to collect data with a definite purpose, which makes the facts practical and valuable.<br />The descriptive research data would collected by secondary data sources like books, magazines, newspapers.<br />
SOURCES OF DATA
Collecting the required information from the right source is very important. Sources from which the data are collected differ as per the required of researcher.<br />There are two types of data collection sources:<br />Primary data source<br />This data is gathering for the first time for the problem solution. Primary data has to collect through well-equipped instruments, as they are first hand information collected for the research.<br />Primary data about prestolite have collected from the survey of various respondents.<br />Secondary data source<br />It refers to already gathered and collected data. These may be internal sources within the clients firms. Externally, these sources may include books or periodicals, data services, and through internet.<br />
Scope of the study:
The study was conduct at various places of Ahmedabad, and a sample size of 100 people was use to conduct this study. I have visited people randomly nearby my locality.<br />
The study plays a very important role in market research. It also helps to understand and identify the human action towards brand.
The information thus gathered by conducting a systematic market research would help to finding out the brand awareness of the consumers.
This study mainly focused towards people of Ahmedabad who belong to different type of battery user and reside in different localities, in order to find out their preference given to particular brand.
3.6 Sampling plan<br />
The sampling units are various areas of Ahmadabad, which have approached to collect data from different dealer.<br />
Sampling method used in this research is simple random sampling and convenience which also known as non-probability sampling. Under this sampling design, every item of universe has an equal chance of inclusion in sample. It is say to a lottery method.<br /> <br />
The size of the sample was restricted to 100, as to just get a quick analysis<br />
Personal interview is use as a method of contacting people.<br />It is a market research technique for gathering information through face-to-face contact with individuals. It is the best technique to use early on in the research process when the researcher is not yet sure which questions need to be asking, because new and better questions can come out of the dialogue.<br />
Research Instrument used in this research was Questionnaire.<br />A questionnaire is a formalized set of questions for eliciting information. It is one of the most common instruments used for primary data collection. Questions are close-ended and open-ended.<br />The questionnaire can administer in various ways. It can administer by means of a personal interviewer as well as by the telephone, Mail. Here, the questionnaire was administer by a personal interview<br />
Tools of analysis
For the proper analysis of data, Quantitative Technique such as percentage method was use. In addition, Microsoft excel was also used for preparing charts for deducing inferences.<br />
Although full efforts have made in the study but the following limitations should kept in the mind before making any conclusion:<br />
Sample size was small in comparison of entire population (100)
The respondents may be bias or influenced by outside factors.
The time constraint was one of the major problems.
The respondents were limited and cannot be treat as the whole population.
The accuracy of indications given by the respondents may not consider adequate.
The research has been conduct according to present market conditions of recession, so the finding and inferences may not hold good for every business cycle.<br />Which brand of batteries you sell in your shop?<br />particularpercentagePrestolite26Amco38Tata green58Exide85SF74other 63<br />53340070485<br />
In this study, most of dealer sells Exide, Tata green, SF, and amron. Therefore, few dealers sell prestolite battery. At this stage, company should increase relationship with dealer.
Which brand of companies most sells in your shop? (GIVE RANK)<br />BRANDRank 1Rank 2Rank 3Rank 4Rank 5Prestolite051008Tata green162209Exide5310Amco30422209SF222511Other101825<br />561975161925<br />
Most of dealers sell Exide, amco, SF, and amron. Therefore, the company provides best service, distribution and improves the quality of battery. In addition, company provides the promotional scheme and good margin on the product.
Do you sell the prestolite battery?<br />particularpercentageYes26No74<br />838200102235<br />
Only 26% dealer sells prestolite battery. Because of customer are not aware about the brand. Therefore, the company should plan to increase sales.
If yes then why customer prefer more?<br />featureVery satisfiedQuite satisfiedNeither satisfied nor dissatisfiedQuite dissatisfiedVery dissatisfiedprice123maintenance1221service121warranty221durable221<br />676275-3810<br />
Customers who use the Prestolite battery, they are satisfied with their price, maintenance, and warranty. However, service and durable is average.
If no then why customer not prefer more?<br />featureVery satisfiedQuite satisfiedNeither satisfied nor dissatisfiedQuite dissatisfiedVery dissatisfiedprice12462maintenance11444service-2656warranty23343durable-2434<br />
That majority of the respondents have given opinion to promote a brand through TV.
Company has not strong market as well as brand image.
SUGGESTIONS<br />The company should increase the level of advertisement through T.V, newspaper, and automobiles magazine to sell the product.<br />The company should require change look and style of the battery. This effect on the brand image <br />Company should be promoting the retailer to selling the Prestolite battery. <br />The company should create brand image in the market for meet the competition.<br />Company should not be dependent on distributors and dealers for sales. They should develop their point purchase.<br />
That Tudor India (Prestolite battery) should bring advertisement in print media and audio to attract more consumers towards brand.
That Tudor India (Prestolite battery) should keep on bringing out new time attractive offers and schemes to increase brand value.
Questionnaire<br />I am the student of MBA (HGCE), Ahmadabad. As I am doing my summer project on ‘Brand awareness towards prestolite battery’, I solicit your response to fill up my questionnaire. Your response shall be keeping confidential and shall be use for academic purpose only. It shall take 5 to 10 minutes.<br />
Which brand of batteries you sell in your shop?<br />a. Prestolite ( ) d. Tata green ( ) f SF ( )<br />b. Amco ( ) e. Exide ( ) g any other ( )<br />Which brand of companies most sells in your shop? (GIVE RANK)<br />BRANDRank 1Rank 2Rank 3Rank 4Rank 5PrestoliteTata greenExideAmcoSFOther______<br />Do you sell the prestolite battery?<br />Yes ( ) No ( )<br />If yes then why customer prefer more?<br />featureVery satisfiedQuite satisfiedNeither satisfied nor dissatisfiedQuite dissatisfiedVery dissatisfiedpricemaintenanceservicewarrantydurable<br />If no then why customer not prefer more?<br />featureVery satisfiedQuite satisfiedNeither satisfied nor dissatisfiedQuite dissatisfiedVery dissatisfiedpricemaintenanceservicewarrantydurable<br />