Amaron and it's amazing marketing strategies

1. Case study presentation on
Amaron Batteries
Presented By –
Paunam Amrita Singha
Payel Sen
Paresh Das
Mohi Uddin

2. Introduction
• Amara raja batteries limited(ARBL) was started in 1985 by Mr. Ramachandra
Galla.
• The first company to manufacture sealed maintenance-free valve- regulated
lead acid (VRLA) batteries for industrial applications in India.
• The largest manufacturer of VRLA batteries in the Indian Ocean Rim and
among the top 10 in the world.
• Technical collaboration with Johnson controls, a global automotive
component manufacturer.

3. Marketing Strategies
• They chose a brand name which signifies theproduct attribute of
“lasting long” – ‘Amar’ ‘on’.
• Amarons brand color and font highlights clear visibility, recognition and
reflect the battery’s rugged appearance
• Hinglish lyrics to make brand youthful and sporty
• Launched a mineral water campaign
• Fables and animated characters used in the ad campaign

4. • The ad campaign was designed to highlight the attributes of long life and low
maintenance.
• Associated itself with events like motor sports and go-karting
• 100 franchisees named Pit Stops
• Distributes products to 7250 retailers including service stations, accessory
shops, lubricant dealers, departmental stores etc
• Narain Karthikeyan as brand ambassador
Marketing Strategies

5. Product Features
• Patented technology of Silven X alloy that gives it the power to last long
• Maintenance Free
• High heat resistant technology.
• No water topping required
• Charge Indicator
• Non-corrosive plates

6. Current Scenario
• Amaron has garnered about 6% market share in replacement market
• It is supplying batteries to Ford, GM, Daimler Chrysler and Hindustan
Motors
• It also manufactures batteries for other brands like Lucas India, MICO etc.

7. Storage Battery Market
• Divided into two segments
• Industrial Battery Market
• Automotive Battery Market
62%
38%
Storage Battery Market
Automotiv
e Battery
Industrial
Battery

8. When the OEM market is the key segment in the
automotive battery industry, why did Amara Raja
focus on the replacement market?
• Exide leading with 90% market share in OEM market
• Replacement market dominated by unorganized sector.
• Better price realization.

9. AMARON vs EXIDE
0
10
20
30
40
50
60
70
80
90
100
OEM REPLACEMENT
% share of Market
AMARON EXIDE

10. In what way does branding help Amara Raja to
market a low-involvement product like automotive
batteries?
• Batteries segment was mostly a low advertised sector where established
player (Exide) provided its products to the market.
• After making a name in replacement market it can enter into OEM
market by grabbing the attention of Big companies
• Effective positioning

11. Conclusion
• Amar raja believes in influencing and improving the quality of life by
building institutions that provide better access to better opportunities, goods
and services to people all the time. With innovation engineering, research
and design, Amara raja has grown with partnerships and information sharing
with world leaders.
• Amara raja committed towards latest generation technologies by
developing and manufacturing globally competitive, customer focused
products of world class quality and responsibly introducing these products
into relevant Markets.

12. THANK YOU