Project report for exide

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A
PROJECT REPORT
ON
“SATISFACTION OF SF-SONIC BATTERIES WITH
RESPECT TO MARKET RETAIL OUTLETS
GARAGES AND MULTIBRAND OUTLETS IN THE
AREA OF HOWRAH, HOOGLY, EAST AND WEST
MIDNAPUR”
Under the guidance of,
PROF. S.K.NANDA Submitted by,
BIPLAB KUMAR DIKSHIT
REG. NO.-1206247265
MBA 2012-14

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Certificate from the faculty guide
This is to certify that the project work entitled “Satisfaction of SF-Sonic battery
with respect to market retail outlets, garages and multibrand outlets” is a piece
of work done by Biplab Kumar Dikshit( MBA 2012-14), student of Regional College
of Management, Bhubaneswar under mu guidance and supervision for the partial
fulfilment of the course Master in Business Administration. To the best of my
knowledge and belief, the thesis embodies the work of the candidate himself and has
been duly completed. Simultaneously, the thesis fulfils the requirement of the rules
and regulation related to summer institute and I am assured that the project is up to
the standard both in respect to the contents and language for being referred to the
examiner.
Date: Signature of the Faculty guide
(prof. S.K. Nanda)

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Declaration
I do hereby declare that the work embodied in this project entitled “Satisfaction of SF-
Sonic battery with respect to market retail outlets, garages and multibrand outlets”
carried out by me under the supervision of Regional Sales Manager of eastern
region and Mr. Jayanta Sinha( Area Manager of West Bengal) and Prof. S.K. Nanda.
An attempt has been made by me to provide all relevant and important details
regarding the topic to support the theoretical edifice with concrete research
evidence. This will helpful to clean the fog surrounding the various aspects of the
topic. I hope this project will be beneficial for the institute.
Date: Signature of the Student
(Biplab Kumar Dikshit)

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Certificate from the company

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ACKNOWLEDGEMENT
The satiation and euphoria that accompany the successful completion of the
project would be incomplete without the mention of the people who made it possible.
I would like to take the opportunity to thank and express my deep sense of
gratitude to my corporate mentor Mr. Suven Banerjee and my faculty mentor Mr.
Sushant K. Nanda. I am greatly indebted to both of them for providing their valuable
guidance at all stages of the study, their advice, constructive suggestions, positive and
supportive attitude and continuous encouragement, without which it would have not
been possible to complete the project.
I would also like to thank Mr. Jayanta Sinha (Area Manager) who in spite of
busy schedule has co-operated with me continuously and indeed, his valuable
contribution and guidance have been certainly indispensable for my project work.
I am thankful to Mr. Binod Gopal Mukherjee for giving me the opportunity to
work with Abbott India Ltd. and learn.
I owe my wholehearted thanks and appreciation to the entire staff of the
company for their cooperation and assistance during the course of my project.
I hope that I can build upon the experience and knowledge that I have gained
and make a valuable contribution towards this industry in coming future.
Biplab Kumar Dikshit
Regional College Of Management, Autonomous
Signature of the student
Bhubaneswar

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EXECUTIVE SUMMERY
The objective of the project was “to find the satisfaction of RMR(Registered Market
Retailer) as well as the potential market for SF-Sonic batteries” for EXIDE Industries
Ltd., for that we have to understand the retailer satisfaction, pricing of the product,
warranty service, response, emotions and beliefs regarding the product, so that they can
contribute their valuable inputs for the company. The objective of this study was to
analyze the information taken from the retailer during the survey specifically Howrah,
Hoogly, East and West Midnapur of West Bengal.
The project was started on 20th May after knowing all the relevant information
regarding the project, under the guidance of Mr. Suven Banerjee (Group Product
Manager). The first part of my project involves the study of the product and service
provided by the company. For this I used Internet as a primary source of information for
study, also attended two days with company’s service person discussing the topics.
Since, the next part of my project was to visit any four retailers and find out the
problem .Then I took a attempt to develop the questionnaire on the basis of findings.
Hence, my corporate mentor guided me in finalizing the questionnaire. For this the
questionnaire was prepared which gave the information and idea about the retailer
problem and satisfaction about the company products, services, schemes and
promotions. The sample size of the marketing research was taken to be 80. The
questionnaire contains various aspects like their Name, Contact Number, Distributor’s
name, Registration no.,SAP code, satisfaction level, profit margin, existing scheme etc.
The final part of the project consists of 15 days of scanning the questionnaire.
Most important part is analyzing the information.

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List of Tables
Table 1:Design Patent on leak resistant Automotive Battery|| India || 2001
Table2: Product Profile
Table3: Competition Overview:
Table 4:Ready Cash -4
Table5: Ready Cash Offer
Table 6: Age of RMR business
Table 7: Type of retail outlet
Table 8: Preferred Brand
Table 9: Avg. Sales per month
Table 10: Segment wise sale
Table 11: Sales Target
Table 12: Satisfaction on sales Target
Table 13: Percentage of Discount
Table 14: Preference at the time of purchasing
Table 15: Difficulty in competitive pricing
Table 16: Satisfaction from the warranty service
Table 17: Customer waiting time during Battery Checkup
Table 18: Customer expected time to get battery back from the company
Table 19: Satisfaction with the profit margin
Table 20: Ready-Cash awareness
Table 22: Awareness of Ready-cash 4
Table 23: problem regarding Ready-cash Scheme
Table 24: Satisfaction on the communication from distributor
Table 25: Preference on scrap disposal
Table 26: Preference on promotion activity
Table 27: Satisfaction on packaging

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List Of Charts
Diagram 1: Pie Chart for age of RMR Business
Diagram 2: Bar Chart for types of retail outlets
Diagram 3: Bar Chart on sales Target
Diagram 4: Bar Chart on customer waiting time
Diagram 5: Bar Chart on Customer expected time
Diagram 6: Bar Chart on awareness of Ready-cash scheme
Diagram 7: Bar Chart on awareness of Ready-Cash 4
Diagram 8: Bar Chart on preference of scrap disposal

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TABLE OF CONTENTS
1. CHAPTER 1: Introduction…………………………………………11- 26
1.1. Introduction………………………………………………....................12
1.2. Overview of the Industry........................................................................13
1.3. Company Profile…………………………………………………….....14
1.3.1. About the EXIDE industry...........................................................................................14
1.3.2. About SF-Sonic batteries..............................................................................................19
1.4.Product profile.........................................................................................22
1.5. Competition Overview………………………………………………...25
2. CHAPTER 2: Objective and scope of the study……………………26-28
2.1.1. Objective of the Study .......................................................................27
2.1.2. Scope of the Study.............................................................................27
2.1.3. Managerial Usefulness of the Study..................................................28
3. CHAPTER 3: Literature Review…………………….…………......29-33
3.1. About Battery………………………………………….......................30
3.2.Retailing.................... ………………………………………………....30
3.3.Battery Recycle ling .............................................................................31
3.4.Competion overview...............................................................................32
3.5. Supply Chain and logistics....................................................................33
4. CHAPTER 4: Research Design and Data Collection Method ……34-38
4.1. Research Design…………………………….....................................35
4.2.Sample Design.....................................................................................35
4.3.Data Collection method........................................................................35
4.4.Limitation of the Study..........................................................................36
5. CHAPTER 5: Data Analysis and Interpretation……………….....37-56

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6. CHAPTER 6: Recommendations and Conclusion ……………….57-60
6.1. Findings...............……………………………………………….….58
6.2. Recommendation.........………………………………………….….59
6.3. Conclusion……………………………………………………….….60
7. CHAPTER 7: Appendices and Bibliography......................61-66
7.1. Questionnaire..................................................................................62
7.2. Bibliography...................................................................................66

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Chapter 1
INTRODUCTION

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INTRODUCTION
The project is about the RMR satisfaction and finding the potential market area in
few districts of West Bengal. The project was assigned to me and three other
students and we individually visited our nearest four districts. We collected sample of
80 each.
During this project we try to find the problems which RMR faces currently to
sell the SF-Sonic products mainly automotive. We got the information about
customer preference for different brands and cause for the preference for particular
brands. We also have got the information about pricing constraints, warranty service
provided by the company etc. Schemes provided by the company to the retailer are
satisfactory or not. If they do aware about the company schemes then we made
them aware during our visit to the outlet. I have been assigned Howrah, Hoogly, East
and West Midnapur to visit and collect all relevant data through questionnaire.
After one month of visit in the market we analyze all collected data and findings
and find some recommendation which will help the company in future to enhance
their sale and build the brand awareness, image and identity.

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OVERVIEW OF THE INDUSTRY
Lead acid battery technology has been in use for over 100 years, widely used as
secondary storage device. The popularity of lead acid batteries is attributed to
• Maturity of the technology
• Low maintenance costs
• Low cost of materials
• Widespread recycling of lead
• Relatively wide temperature range for both cycling and non-cycling
applications.
The commercial lead acid battery market is almost totally driven by automotive
and stand-by power applications, although they are also used in portable
computers and communications devices.
The global battery market is about US $86 billion, of which roughly US $50 billion is
allocated to rechargeable (secondary) batteries. The growth is estimated at 6%
annually through 2014. China, India, Brazil, the Czech Republic and South Korea will
record some of the strongest market gains. The market for (Electric)Car Traction
batteries will be $37 billion by 2020
Automotive Market
OEM Segment
The Indian automobile battery industry is about Rs.900 crore as on June 20
2009. The automotive battery market is divided into the OEM market and
replacement market. The OEM market is catered to by established companies
like Exide, Amara Raja etc. Rapid increase in demand for automobiles in the
recent past has created higher demand for batteries and will continue to present
growth opportunities for lead acid battery industry.
Replacement Market
The replacement market is dominated by the unorganized players. The unorganized
players make up about 55% of the market, while the organized
players account for the remaining 45% of the market. The market share for the
organized players was 30% in this segment 4 years before. Exide and Amara
Raja account for major part of the organized market.
India is being recognized as a potential emerging auto market. Foreign players are
adding to their investments in Indian auto industry.
• India is the largest 3-wheeler market in the world.
• India is the largest 2-wheeler manufacturer in the world. (10 Crores or 100
Million Bikes per year)
• India is the second largest tractor manufacturer in the world. (No. 1 is
USA/John Deere)
• India is the 5th largest commercial vehicle manufacturer in the world. (Next to
Japan, USA, Germany & Korea)
• The number one global motorcycle manufacturer is in India.
• India is the second largest car market in Asia - recently crossed the 1.8 million
mark. (No.1 is China)

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COMPANY PROFILE
ABOUT EXIDE INDUSTRIES LTD.:-
History
The company was incorporated as Associated Battery Makers (Eastern) Ltd., on 31
January 1947 under the Companies Act, 1913 to purchase all or any of the assets of
the business of manufacturers, buyers and sellers of and dealers in and repairers of
electrical and chemical appliances and goods carried on by the Chloride Electric
Storage Company (India) Ltd, in India, since 1916 with a view thereto to enter into
and carry into effect (either with or without modification) an agreement which had
already been prepared and was expressed to be made between the Chloride Electric
Storage Co (India) Ltd on the one part and the company of the other part. The name
of the company was changed to Chloride India Ltd on 2 August 1972. The name of
the company was again changed to Chloride Industries Ltd. vide fresh Certificate of
Incorporation dated 12 October 1988. The company was further changed to Exide
Industries Ltd. on 25 August 1995.
The company manufactures the widest range of storage batteries in the
world from 2.5 Ah to 20,400 Ah capacity, covering the broadest spectrum of
applications. The company has six factories located across the country – two
in Maharashtra, two in West Bengal - Shamnagar (Mother plant) & Haldia, one
in Hosur, Tamil Nadu and one in Haryana. The company’s predecessor carried on
their operations as import house from 1916 under the name Chloride Electrical
Storage Company. Thereafter, the company started manufacturing storage batteries
in the country and have grown to become one of the largest manufacturer and
exporter of batteries in the sub-continent today. Exide separated from its UK-based
parent, Chloride Group Plc., in 1989, after the latter divested its ownership in favour
of a group of Indian shareholders.
Research & Development
As befits the market leader, Exide keeps India & World abreast of the developments
in battery technology. It’s sophisticated R&D Centre in Kolkata employs the best
scientists and technologists and equips them with the tools of fundamental and
applications research.
The center spearheads technology transfer, matched production engineering and
complete system design. Apart from developmental research, it acts as a funnel for
absorbing technology and adopting it to suit operating conditions in respective
markets. Ultimately, the effort translates into complete satisfaction of customers’
needs.
Exide recognizes the importance of technology & innovations. In order to maintain
technological leadership, Exide R&D have been actively developing differentiated
battery technologies for tropical countries. The Exide R&D has been recognized by

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the Department of Scientific & Industrial Research, Ministry of Science &
Technology, Government of India since April 1977.
R&D work is carried out on various facets of lead-acid battery technology, which
include development of new products for applications such as Automotive,
Motorcycle, VRLA, Telecom, UPS, Railways, Defense, etc. primarily to make the
product range internationally competitive. In addition, the R&D is engaged in projects
embracing process technology aimed at - improving the product quality &
consistency, production efficiency and material utilization. Furthermore, R&D
program includes improvement and indigenisation of materials such as metals,
alloys, plastics, etc. R&D emphasis is on studying and improving the environmental
aspects associate with the manufacturing process.
Infrastructure / Laboratories
Exide R&D centre is also well equipped with a Tool-Room, CAD facilities, material
testing and laboratories having the modern equipment for testing of the raw materials
and components used for manufacture of batteries. These include optical emission
Spectrometer, Particle Size Analyzer, Porosemeter, Image Analyzer Workstation,
Profile Projector, Universal Tensile testing machine, etc.
Functional Areas
All the above specific areas are well administered by a strong group of human
assets. The qualified R&D personnel are Ph.D.'s in Engineering / Applied Science,
Post-Graduate / Graduate in Engineering / Science, MBA's and Diploma in
Engineering with broad spectrum of experience and they work in the following
functional areas:
 Battery Design & Development
 Process Development
 Tool Design & Development
 Alloy Development
 Development of Plastic Components
 Hard Rubber / Soft Rubber Components Development
 Analytical Services
 Battery Testing & Quality Assurance
 Environmental Health Monitoring
Patents
The continuous research efforts have enabled Exide to patent new processes and
grid structures for batteries in India.
Table 1:
PATENTS PLACE YEAR
Process for fabricating a grid structure for Cadmium Sulphide /
India 1978

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Cuprous Sulphide cell
Improved Dry Charged process for Drying Formed Negative India 1978
Process for manufacturing micro-porous polymeric material. India 1979
Micro-porous polymeric material for Miners’ Cap Lamp batteries and
Process for preparation thereof
India 1981
Automotive Battery Grid India 1981
Method of manufacturing lead based alloy India 1983
Method of making lead acid storage battery grid India 1986
Method of producing low antimony content tubular grid for positive
electrodes of lead acid storage batteries
India 1988
Design patent on 75D31R/95D31 RMF Battery (Jointly with
Shinkobe)
India 1998
Major Developmental Work
 Some of the major development work done at the R&D Centre and viewed at a
glance is as follows:
 Automotive & Tractor batteries as per Indian Standards to suit tropical conditions
 Japanese range of Automotive and Motorcycle Batteries
 DIN range of Automotive batteries suited to vehicles of European origin
 Development of Submarine Batteries
 Development of special type of poly-ethylene separators for varying applications
 Valve Regulated Lead Acid (VRLA) batteries for Telecommunication & Railway
applications
 Motive Power Batteries for Fork-lift Trucks & Golf Carts
 High energy density battery for Electric Vehicles
 Plante batteries for Power stations

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 Furthermore, long-life, maintenance-free batteries for cars have also been
developed which are presently being marketed under the brand name Exide
Eternity
 Also a new heavy duty, MHD Range of batteries have been developed and
introduced for the entire commercial range of vehicles. Batteries were also
developed for CNG/LPG powered three-wheelers and golf carts
 A range of batteries for Industrial application including new batteries for Telecom,
Solar, Traction and small VRLA for UPS system was also developed
Major Research Projects
 Development of lead based alloy for battery grids
 Development of a variety of maintenance free batteries for Automotive and
Motorcycle applications
 Development of re-combination type maintenance free batteries (VRLA)
 Development of ultra-low maintenance batteries / cells for Solar applications
 Development of special batteries for electric vehicle applications
Milestones
1916- Chloride Electric Storage Co. (CESCO) UK sets up trading operations in India
as an import house.
1946- First factory set up in Shamnagar, West Bengal.
1947- Incorporated as Associated Battery Makers (Eastern) Limited on 31 January
1947 under the Companies Act.
1947- Incorporated Chloride International Limited (previously Exide Products
Limited)
1969- Second factory at Chinchwad, Pune
1972- The name of the Company was changed to Chloride India Limited
1976- R&D Centre established at Kolkata
1981- Third factory at Haldia, West Bengal
1988- The name of the Company was changed to Chloride Industries Limited
1994- Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. of Japan, a
subsidiary of the Hitachi Group.
1995- Chloride Industries Limited renamed Exide Industries Limited
1997- Fourth factory at Hosur, Tamil Nadu
1998- Acquisition of industrial/ manufacturing units of Standard Batteries Ltd
located at Taloja & Kanjurmarg (Maharashtra), Guindy (Tamil Nadu) and plant
at Ahmednagar (Maharashtra) from Cosepa Fiscal Industries Limited as a
going concern.
1999- Acquired 51% Shareholding in Caldyne Automatics Ltd
2000- Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd., Singapore
and 49% stake in Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka.
2003- Commissioned plant at Bawal, Haryana
2003- New joint venture in UK, ESPEX, with 51% holding.
2004- Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka became a
subsidiary consequent to acquiring further 12.50% Equity holding.

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2005- Investment in 50% shareholding of ING Vysya Life Insurance Company
Limited
2007- Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring
the balance 49% shareholding.
2007- Investment with 26% shareholding.in CEIL Motive Power Pty Ltd. A Joint
Venture in Australia.
2007- Acquired 100% stake in Tandon Metals Ltd.
2008- Acquired 51% stake in Lead Age Alloys India Ltd
Brands
 EXIDE
 CHLORIDE
 INDEX
 DYNEX
 Standard Furukawa
 JUPITER
 CONREX
Subsidiaries
Associated Battery Manufacturers (Ceylon) Limited (“ABML”)
Espex Batteries Limited (“ESPEX”)
Chloride Batteries S E Asia Pte Limited (“CBSEA”)
Leadage Alloys India Limited (Leadage)
Tandon Metals Ltd. (“TML”)
Caldyne Automatics Limited (“Caldyne”)
Chloride International Limited (“CIL”)
Vision:
Simultaneous to providing credible value addition to customers, employees and
shareholders; being recognised by society as a responsible, corporate citizen. In
addition achieving operational excellence along with caring for environmental
protection.
Mission:
To carefully balance the interests of all stakeholders; strive to fulfil aspiration of the
employees and pursue excellence with passion, without deviating from our core
values.
Core Values:
Fundamental axioms that organisation believes in and people respect and work
towards our cored value.
 Customer orientation
 Personal integration and commitment
 Striving for excellence
 Management by process and fact
 Responsible corporate citizenship.

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ABOUT SF-SONIC BATTERIES:
All batteries give power,
but it takes a SF SONIC to perform at peak power, always.
Over the years, SF Sonic batteries have become synonymous with abundant power
and raw courage. Undaunted by the challenge of the Indian roads, they have
redefined durability and longevity. SF SONIC batteries stay strong throughout their
long lifespan. The power never wanes, come what may. As the brand’s equity grew,
so did the ambitions. And a new, bold and powerful SF SONIC was born. It is
vibrant, dynamic and represented what we wanted to be.
The dynamic sweep of the mnemonic represents a continuous cycle of POWER
while the arrowhead captures our desire to move ahead.
The outer sweeps encapsulates the radiating, pulsating kinetic energy that lies at the
core of our batteries, throbbing with power.
While the well-rounded yet bold typography captures the power that SF SONIC
epitomizes, the arrowhead mnemonic adds dynamism to it, creating an illusion of a
powerful force.
Technology:
Grid Alloy Technology
To better withstand the high temperatures in India, every SF SONIC battery is based
on the grid alloy technology according to FB specifications. The grid construction is
of central lug type with semi radial construction, a good balance between excellent
high rate performance and long life.
Separators
The separators employed are PVC for the low cost versions and polyethylene with
glass mat reinforcement for the medium and high end.
Containers
Made with PP copolymer, the containers have excellent impact resistance 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

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SF Sonics quality and process control laboratory checks all incoming metals,
components and bought out parts. Incoming and blended metals are analysed for
quality with optical emission spectrograph. Moreover, the SF Sonic R&D setup,
approved by the Ministry of Science Technology Government of India, is a high-tech
hub of innovation.
Plant
The plant at Taloja, is equipped with state-of-art machinery and instrumentation.
Many such equipment have been designed and produced with in-house capibilities,
saving crores in foreign exchange. Operations are also conducted on machines
developed with the know-how of latest technology from Japan. The plant takes credit
for inning several laurels:
 The Bajaj Gold Award for Quality
 ISO 9000 certification, for the first time in Asia
 TS 16949 certification by TUV NORD in 2004
 ISO 14000 certification by TUV NORD in 2003
 The Quality Gold Award from MCV
SF-Sonic Station:
SF SONIC STATION is an exclusive store that aims to pamper you with superior and
special service offerings.These flagship showrooms are designed to offer complete
power solutions through the Company’s wide range of products and value added
services. All SONIC showrooms maintain a specified service standard and offers a
delightful experience through a combination of state-of-the-art design, pleasant
ambience, cutting edge service technology and customer focus. These flagship
stores are pride of SF SONIC as they reinforce the Company’s commitment to
superior customer care and service. Visit your nearest Sonic Station and experience
the power of Sonic.
UNICEF:
Treat the Earth well,
it was not given to you by your parents it was
loaned to you by your children.
Both SF Sonic and UNICEF believe in this dictum and are working together to create
a better environment for children - who are our future. In the current scenario, the
environment for children in India demands urgent attention. An estimated 400,000
children under five die each year from serious ailments - caused by poor hygiene
and unsafe drinking water. Also, unchecked lead in the air, in our food and drinking
water can be a killer. Though lead is one of the most useful metals and a major
element in batteries, it can harm the earth’s environment and life, if not treated
scientifically after use. UNICEF is a name synonymous with child survival and
development the world over. It has been doing significant work in India for the
general health and well-being of children. Therefore, we at SF Sonic will contribute to

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the UNICEF Child Environment Programme, every time a used battery is returned to
us. With your support and participation, the world can be a much better and healthier
place. You can make it happen.
UNICEF and SF Sonic are stakeholders in creating a safe and healthy
environment for children.
The common agenda involves:
 Focus on primary preventive measures for infant mortality and morbidity
 Universal sanitation coverage
 Integration and convergence with nutrition, health and education
 Demonstration of models on solid and liquid waste management
 Focus on water quality affected habitations – safe drinking water option
 Establishment of management systems to ensure water safety, sustainability,
cost effectiveness and social equity of rural piped water systems
 Focus on developing community based sustainable models on hygiene
promotion
 Monitoring and surveillance of sanitation and water quality
 Demonstrate inclusive approaches for school water supply and sanitation
in some districts
Our other partners
For this noble venture UNICEF and SF Sonic will be supported by
several partners -
Sarva Siksha Abhiyan, Government Resources, Panchayats & Rura
Development Department (P&RD) and Public Health Engineering Department
(PHED)

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PRODUCT PROFILE
Table2:
NAME VARIENTS WARRENTY
RANGE
CAPACI
TY
RANGE
PRICE
RANG
E
DESCRIPTION
SF-Super
sonic(Aut
omotive
applicatio
n)
1) FSS0-
38B20L(ZM)
2) FSS0-
SS35L-BH
3) FSS0-
38B20R(ZM)
4) FSS0-
DIN36(LH)
5) FSS0-
DIN43(LH)
6) FSS0-DIN44
7) FSS0-
DIN44R
8) FSS0-
55B24LS(ZM)
9) FSS0-
SS45D21L-BH
FOC-0-36
MONTHS
PRORATA-
31-60
MONTHS
35-74 AH 5,449
TO
11,447
Patented Japanese
C21 alloy to
withstand severe
working conditions
Superior starting
power, instant
ignition
Arrestors to prevent
acidic corrosion and
sparks
Dual plate protection
against shocks and
vibrations
SF-Sonic
Jet(auto
motive
applicatio
n)
1)FSJ0-NS40
2)FSJ0-
38B20LD
4)FSJ0-
38B20RD
5)FSJ0-
40B20L-BH
6)FSJ0-
45D21L-BH
FOC-0-24
MONTHS
PRORATA-
25-48
MONTHS
32-65 AH 3,364
TO
6,743
Available for popular
cars and MUVs
Cost effective design
that does not
compromise on
performance
Hybrid MF Alloy
from Japan, that
improves reliability
Effective fume
arrestors that
enhance safety
SF-
Jumbo(a
utomotive
applicatio
n)
1)FSM0-
JMB700
2)FSM0-
JMB700L
3)FSM0-
JMB105D31R
4)FSM0-
FOC-0-18
MONTHS
PRORATA-
19-24
MONTHS
65-180
AH
5,587 -
16,720
Available for the
entire range of
MUVs and heavy
vehicles
Hybrid MF Alloy
from Japan, that

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JMB105D31L
5)FSM0-
JMB800
6)FSM0-
JMB800L
7)FSM0-
JMB88LTR 88
8)FSM1-
JMB88R
9)FSM0-
JMB88LTR
improves reliability
Superior starting
power with rugged
grid profile
Effective fume
arrestors that
enhance safety
Dual plate
separation for
double protection
against vibrations
SF-sonic
Rodeo(m
otorcycle
applicatio
n)
1)DSR0-
SR2.5L-C
2)DSR5-
SR2.5LC
3)DSR0-SR4L-
B
4)DSR0-SR9-
4B1
5)DSR0-SR9B
6)DSR0-SR7B-
B
FOC-0-18
MONTHS
2.5-9 AH 856
TO
2,556
pecial grid alloy to
provide durability
and resistance to
corrosion.
Special glass mat
bonded separators
give protection
against active
material shedding
during bumps and
vibrations, assuring
enhanced service
life.
Ruggedly designed
polypropylene
containers provide
high impact
resistance.
The squeeze
welding process
gives leakproof
joints.
SF-Sonic
Power
House(in
verter
applicatio
n)
1)FSP0-PH880
2)FSP0-
PH1000
3)FSP0-
PH1500
FOC-0-36
MONTHS
88-150
AH
6,825
TO
10,225
Enhanced Life: The
Robust Grid Design
prevents corrosion in
Positive Plate which
in turn decreases
the degradation rate
and increases life
expectancy
Low water loss: All
new Alloy System
makes the battery

24 | P a g e
better suited for
deep discharge
applications and
ensures extremely
low water loss
SF-Sonic
Power
Box(inver
ter
applicatio
n)
1)FSP0-
PBX650
2)FSP0-
PBX800
3)FSP0-
PBX880
4)FSP0-
PBX1000
5)FSP0-
PBX1300
6)FSP0-
PBX1350
7)FSP0-
PBX1500
8)FSP0-
PBX1800
FOC-0-18
MONTHS
PRORATA-
19-24
MONTHS
65-180
AH
6,165
TO
17,895
Special Hybrid Alloy
system that is best
suited to withstand
high temperatures
prevalent in India
Dual plate
separation for
double protection
against shocks and
vibrations
Float/Float Guide to
indicate electrolyte
level position, which
also acts as effective
fume arrestors,
enhancing safety
SF-Sonic
Torque(m
otorcycle
applicatio
n)
1) FSQ0-
SQTZ3
2) FSQ0-
SQTZ4
3) FSQ0-
SQTZ5
4) FSQ0-
SQTZ7
FOC-0-24
MONTHS
PRORATA-
25-36
MONTHS
3-7 AH 1,045
TO
1,992
The revolutionary
Gas Recombination
system eliminates
water loss making
the battery
completely
maintenance free
The Spill Proof
design guards
against the
possibility of
leakage, even if
mounted in a tilted
or inclined position
The advanced Lead-
Calcium technology
leads to low self
discharge
Unique Flame
Arrestor ensures
greater safety
SF-Sonic 1) FSU0- FOC-0-24 2.5-9 AH 836 The unique Ca-Ca

25 | P a g e
Super
Rodeo(m
otorcycle
applicatio
n)
SPR2.5L
-C
2) FSU0-
SPR5L-B
3) FSU0-
SPR9-B
4) FSU0-
SPR7B-
B
MONTHS
PRORATA-
25-36
MONTHS
TO
1,516
Alloy ensures a
maintenance-free
life in Indian road
conditions
No topping-up within
warranty period
under normal
running conditions
The design makes it
completely
unspillable and is
virtually sealed
Absence of a
breather tube
eliminates the need
for a drain pipe.
SF-Sonic
Instagen(
general
applicatio
n)
FIG0-
IG110D31R
FIG0-
IG115E41L
FOC-0-36
MONTHS
90-105
AH
6,353
TO
8,778
Superior
maintenance free
characteristics
through advanced
Ca-Ca technology
requiring topping up
only once in 9
months under
standard operating
conditions
Excellent starting
ability with higher
cranking power to
weight ratio
Battery size
rationalized to suit
different Genset
ratings
Special lid design
makes the battery
spill resistant

26 | P a g e
Chapter 2
OBJECTIVE AND SCOPE
OF THE STUDY

27 | P a g e
OBJECTIVE AND SCOPE OF THE
STUDY
Primary Objectives:
 To identify the key factors of RMR satisfaction.
 To identify the gap between DD and RMR and how the gap will
be bridged.
 Finding out areas and factors where company is lacking to
improve business and how those weaknesses can be overcome.
 Finding out the new potential market area.
Scope of the Study:
 The scope of the study is to find out the problems of RMR regarding
the selling of SF-Sonic products to the customer mainly automotive
batteries.
 The scope is to find out the problem regarding non-selling of some
products which have good market potential.
 To promote the retailer as well brand this will be helpful for the
company to make brand awareness.
 To help the marketer to do the further research in the same field.
Managerial Usefulness of the Study
This study helps to understand marketing research basic terminologies & different
strategies for different market situation

28 | P a g e
Research Process:
 A questionnaire was prepared to gauge the awareness of new molecule in
customer.
 Survey has been done out of the company covering a wide cross-section of
the industry.
 The question was presented in one to one interview with each of the
respondents.
 Responses of the concerned persons had been thoroughly analyzed.
 Conclusions had been arrived at using the response of the concerned
persons and not on questionnaire alone.
The RMRs are the busiest person. So they have hardly time to give the attention
towards the questionnaire that we have made. So we have to make questionnaire
such a way that we can collect as much as data possible from a RMR within limited
time.

29 | P a g e
Chapter 3
REVIEW OF LITERATURE

30 | P a g e
REVIEW OF LITERATURE
What is Automotive Battery?
According to Robert Bosch GmbH, Stuttgart on 1996 in Horst Bauer Bosch
Automotive Handbook 4th Edition
An automotive battery is a type of rechargeable battery that supplies electric
energy to an automobile. Usually this refers to an SLI battery (starting, lighting,
ignition) to power the starter motor, the lights, and the ignition system of a
vehicle's engine.
Automotive SLI batteries are usually lead-acid type, and are made of six galvanic
cells in series to provide a 12 volt system. Each cell provides 2.1 volts for a total of
12.6 volt at full charge. Heavy vehicles such as highway trucks or tractors, often
equipped with diesel engines, may have two batteries in series for a 24 volt system,
or may have parallel strings of batteries.( Robert Bosch GmbH, Stuttgart 1996, pages
803-807)
Who is Retailer?
According to Harper, Douglas in Online Etymology Dictionary about “retail” on
16-03-2008
Retailers are part of an integrated system called the supply chain. A retailer
purchases goods or products in large quantities from manufacturers directly or
through a wholesale, and then sells smaller quantities to the consumer for a profit.
Retailing can be done in either fixed locations like stores or markets, door-to-door or
by delivery. Retailing includes subordinated services, such as delivery. The term
"retailer" is also applied where a service provider services the needs of a large
number of individuals, such as for the public.
According to Jule B. Gassenheimer, Roger J. Calantone, Joseph I. Scully, in
1995 in the Journal of International business and marketing
. Suppliers use a variety of strategies to gain a preferred position within their
dealers' supply network. Dealers allocate purchases among several suppliers in
order to maximize benefits from their suppliers' competitive manoeuvres and to avoid
being dominated. Uses an extension of transaction cost analysis and contract law to
provide empirical insight into supplier-dealer relationships within dealers' supply
networks. Also suggests simple but powerful mechanisms for suppliers to enhance
relationship strength
According to Jule B. Gassenheimer, Rosemary Ramsey in 1994 in the Journal
of Retailing
This study extends previous buyer-seller relationship research by examining
the level of mutual dependence and power-dependence imbalances across buyer

31 | P a g e
(reseller) supply sources. Using critical support services and the intensity of coercive
influence attempts, results suggest that the level of mutual dependence and power-
dependence imbalances make a difference in reseller satisfaction, but that the
impact hinges upon whether the supplier is the primary, secondary, or tertiary
supplier in terms of annual purchases by the reseller. The Executive Summary offers
direction for managers.
Retailer Sales promotion:
According to Michel Laroche, Frank Pons, Nadia Zgolli, Marie-Cécile
rvellon, Chankon Kim on July 2003 in the Journal of Business Research
The occurrence and the choice of appropriate retail sales promotion techniques
are important decisions for retailers. It is crucial for them to apprehend the mechanisms
involved at the consumer level regarding these sales promotions. Therefore, in the
context of consumers' use of retail sales promotions, a multidimensional model, which
follows a cognitive–affective–behaviour pattern, is proposed. This model is based on
two different promotional tools — coupons and two-for-one promotions — supposed to
trigger different promotional responses. Moreover, the potential influences on this
pattern of consumers' traits are included. Variables such as busyness, variety seeking,
perceived financial wellness, market maven, brand loyalty and store loyalty that were
previously introduced in research on coupon promotions are posited to have specific
influences on the three components of the pattern. Through contrasting two types of
promotional tools, we highlight commonalities in the process of promotion use, but
nonetheless significant and interesting differences, both in the whole process and in the
influence of individual-difference variables. Results and implications for retailers as well
as for researchers are discussed.
According to Prativa A.Dhabolkar,Dayle I Thorpe,Joseph o Rentz in the Journal of
Academy of Marketing on 1995
Current measure and service quality do not adequately capture customers’
perceptions of service quality of retail store( i.e. store that offer mixed goods and
services). A hierarchical structure is proposed to capture dimensions important to retail
customer based on the retail and service quality literature as well as three separate
qualitative studies. Confirmatory factor analysis based on the partial disaggregation
technique and cross validation using a second sample supports the validity of the scale
as a measure of retail service quality scale for practitioner, as well as future research
are discussed (Prativa A.Dhabolkar,Dayle I Thorpe,Joseph o Rentz)
Battery Recycling
According to A. M. Bernardes, D. C. R. Espinosa, J. A. S. Tenorio in 2003
. Battery recycling is a recycling activity that aims to reduce the number
of batteries being disposed as municipal solid waste. Batteries contain a number
of heavy metals and toxic chemicals; their dumping has raised concern over risks
of soil contamination and water pollution(A. M. Bernardes, D. C. R. Espinosa, J. A.
S. Tenorio, 2003)

32 | P a g e
Competition Overview:
According to ICRA report
Competition of SF-Sonic batteries are mainly from organised as well as unorganised
market. In organised market there are two market leaders Exide Battery Industry and
Amaraja Group of Industries. Automotive battery market of 4 wheeler,6/10 wheeler,
2wheeler are about Rs.2000 crore strong Of this, unorganised sector makes up
about 45%, followed by 53% by the organised sector and remaining 3% being
imported batteries.
There are mainly 2 Brands under the Exide Batteries in the automotive market .these
are EXIDE, SF-Sonic. There are also 2 main brands under Amaraja Battery industry
Power Zone, Amaron. Other than these companies there are some more brands in
the market having good potential like Amco, TATA Green Batteries. Amco ,TATA
doesn,t have any premium image in the market they want to penetrate the market
with there low range products.(Indian Auto components Industry –ICRA Report year
2012-13)
Table3:
Company
name
Brand
Name
OEM
market
share
Replacement
Market share
Industrial
Market
Share
Turnover Y-
o-Y 2011-
12(Rs in
Millon)
EXIDE
Industries
ltd.
EXIDE 30% 20% 13% Rs.51,743
SF-Sonic 20% 10% 7%
Amara Raja
Batteries
Ltd.
Amaron 16% 9% 6% Rs.23,733
Power Zone 10% 6% 4%
HBL Power
System Ltd.
10% 4% 10% Rs.11,060

33 | P a g e
SF-Sonic logistics and Supply Chain:
EXIDE Logistic
Centre(Eastern region)
HUB(K
olkata)
Spoke(7)
Distrib
utor
DRO
HUB(S
iliguri)
Spoke(6
)
HUB(Ga
uhati)
Spoke(2)
HUB(S
ilchor)
Spoke(2
)

34 | P a g e
Chapter 4
RESEARCH DESIGN AND
DATA COLLECTION

35 | P a g e
RESEARCH DESIGN AND DATA
COLLECTION
Research Design:
Descriptive Research Design
Descriptive research studies are those studies which are concerned with described
the characteristics of particular individual. In descriptive as well as in diagnostic
studies, the researcher must be able to define clearly, what he wants to measure
and must find adequate methods for measuring it along with a clear cut definition of
population he want to study. Since the aim is to obtain complete and accurate
information in the said studies, the procedure to be used must be carefully planned.
The research design must make enough provision for protection against bias and
must maximize reliability, with due concern for the economical completion of the
research study.
Sample Design:
Sample Design is a definite plan for obtaining a sample from a given population. It
refers to the technique to the procedure adopted in selecting items for the sampling
designs are as below:
SAMPLE SIZE
The sample size has been 164 RMRs. Conclusions had been arrived at using the
response of the questionnaire.
SAMPLING METHOD
In this marketing research project, I am using Random sampling method.
SAMPLE TYPE
Area Sampling, and the area of sampling is Howrah,Hoogly,East &West Midnapur.
Data Collection Method:
 Primary Data: - Primary data means data that are collected by different
techniques like questionnaire, Depth interview, Survey, Schedules etc. In this
project, primary data has been collected by the means of questionnaire.
 Secondary Data: - Secondary data means data that are already available
i.e.: they refer to the data which have already been collected and analyzed by
someone else. Usually published data are available in: Various publications of
the central, state/local governments or foreign governments, technical and
trade journals etc. The secondary data involved in this project has been
gathered from the

36 | P a g e
 internet,
 company sales person. For example,
 price list,
 warranty list,
 Ready cash list, etc
Limitation of the study:
 The sample area and sample size has been limited due to time constraint.
 RMRs (respondents) are reluctant for their feedbacks & opinions, and
authenticity of their statements can’t be verified too.
 All the observation and recommendation will be made on the feedback
obtained from survey.

37 | P a g e
Chapter 5
DATA ANALYSIS AND
INTERPRETATION

38 | P a g e
DATA ANALYSIS AND
INTERPRETATION
Q1. Age of the RMR in SF-Sonic Business:
Table 6:
Age of RMR business
frequency percentage
less than 1
13 7.93%
1 to 5 years
101 61.59%
5 to 10 years
32 19.51%
greater than 10 years
18 10.98%
total 164
Diagram 1:
 Most of the RMRs have started their business from 1 to 5 years i.e. 65% of
them.
 11% are there who have more than 10 years of business.
 19% of them are doing their business from 5 to 10 years.
 8% are new in the market. So we can say RMR growth in last one year is 8%.
8%
62%
19%
11%
percentage
less than 1 1 to 5 years 5 to 10 years greater than 10 years

39 | P a g e
Q2: Type of Retail Outlet:
Table 7:
nature of store multibrand exclusive total
howrah 24 16 40
east & west
Midnapur 24 46 70
hoogly 20 34 54
percentage
nature of store multibrand exclusive
howrah 60.00% 40.00%
east & west
Midnapur 34.29% 65.71%
hoogly 37.04% 62.96%
Diagram 2:
 No. of multi brand store in Howrah is more than exclusive store i.e 60%.
 But there is more no. of exclusive store present in east & West Midnapur and Hoogly
i.e. 65.71% and 62.96% respectively.
 More no of people want to stick to a single brand in the above districts.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
howrah east & west
Midnapur
hoogly
60.00%
34.29%
37.04%
40.00%
65.71%
62.96%
multibrand
exclusive

40 | P a g e
Q3: If the Store is multi brand then the most preferable brand:
Table 8:
Howrah
preferred
brand frequency rank
percentage
rank
sf sonic 8 2 75%
exide 10 1 100%
amaron 6 3 50%
tata 4 4 25%
power
zone 0 5 0%
Hoogly:
preferred
percentage
rank
sf sonic 4 2 50%
exide 10 1 100%
amaron 4 2 50%
tata 2 4 0%
power
zone 2 4 0%
East & west Midnapur:
preferred
percentage
rank
sf sonic 6 2 75%
exide 10 1 100%
amaron 2 3 50%
tata 0 4 0%
power
zone 0 4 0%
 Exide is mostly preferred irrespective of any area i.e 100% in percentile.
 SF-Sonic is mostly preferred by the Howrah, East & west Midnapure i.e 75%.
 some them preferred tata in Howrah i.e. 25%.

41 | P a g e
Q4: Average Sales Figure per month:
(1)-less than 5 (2) - 5 to 10 (3) - 10 to 15 (4)- 15 to 20 (5)- 20 to 25
Table 9:
avg. sales figure per month
mean max min
standard
deviation mode
howrah
2.375 5 1 1.102154 2
hoogly
2.407407 5 1 1.073146 2
east and west Midnapur
2.485714 5 1 1.086716 2
 most of the retailer sell 5 to 10 no of batteries per month because here in Howrah,
Hoogly, East and West Midnapur as per the mode calculation it frequency of 5to 10 is
more.
 Standard deviation is more than 1 ,here variance is more . so there are also some retailer
who use to sell 10 to 15 and 15 to 20, 20 to 25.
 In Hoogly , East and West Midnapur mean is more than 2 near about 2.5 so here we can
say more batteries are sold on the above districts.

42 | P a g e
Q5: Segment wise Sale of SF-Sonic:
Table 10:
Howrah:
segment
wise sale frequency rank
percentage
rank
6/10
wheeler 16 1 100%
SUV 10 2 75%
MUV 0 5 0%
Bike 8 3 50%
3 wheeler 6 4 25%
Hoogly:
segment
percentage
rank
6/10
wheeler 14 2 75%
SUV 22 1 100%
MUV 0 5 0%
Bike 10 3 50%
3 wheeler 8 4 25%
East & West Midnapur:
segment
percentage
rank
6/10
wheeler 20 3 50%
SUV 22 2 75%
MUV 0 4 0%
Bike 28 1 100%
3 wheeler 0 4 0%
 6/10 wheelers are mostly sold in howrah market i.e. 100% in percentile
 SUVs are mostly sold in Hoogly Market.
 Bike Market is more in east and west Midnapure.
 Muv market potential is not there in four districs 0 percentile.

43 | P a g e
Q6: Sales Target:
Table 11:
sales target yes no total
howrah 20 20 40
hoogly 36 18 54
east & west
Midnapur 50 20 70
percentage
sales target yes no
howrah 50.00% 50.00%
hoogly 66.67% 33.33%
east & west
Midnapur 71.43% 28.57%
Diagram 3:
 In Hoogly,east & west Midnapur distributor is more concern about the sales target
i.e. 66.67% and 71.43% respectively.
 In Howrah Sales target is given less under respective Distributor i.e. 50%.
 Enforcement is less in Howrah from distributor
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
howrah hoogly east & west
Midnapur
50.00%
66.67%
71.43%
50.00%
33.33%
28.57%
yes
no

44 | P a g e
Q7: Satisfaction for the sales target if it is given:
(5)- Highly Satisfied (4)- Satisfied (3)- neutral (2)- Dissatisfied (1)- Highly
dissatisfied
Table 12:
Sales targetsatisfaction
mean max min
standard
deviation mode
howrah
3.2 4 1 0.911465 4
hoogly
3.259259 4 2 0.756985 4
east and west Midnapur
3.285714 4 2 0.853685 4
 In Howrah, Hoogly, East & West Midnapur more number of retailers are
satisfied with the sales target as per the mode calculation.
 In Howrah mean value is less. So in Howrah some of the retailer are stay
neutral to this question or dissatisfied.

45 | P a g e
Q8: Percentage of Discount:
(3)- less than 5% (2)- 5 to 10% (1)- more than10%
Table 13:
Maximum discount mean max min
standard
deviation mode
howrah 2.25 3 1 0.77625 3
hoogly 1.814815 3 1 0.616566 2
east and west Midnapur 1.971429 3 1 0.815989 1
 As per the mode calculation RMRs of Howrah give less discount i.e. less than
5 percent
 In Hoogly most of them tend to give a reasonable discount i.e. 5 to 10%
 In East & West Midnapur many of them tend to give more than 10% discount
to sell the product more.

46 | P a g e
Q9: Preferable factor at the time of purchasing:
Table 14:
Howrah:
most
preferable
factor frequency rank
percentage
rank
duarability 8 3 0%
warrenty 18 1 100%
price 14 2 50%
Hoogly:
most
preferable
percentage
rank
duarability 8 3 0%
warrenty 28 1 100%
price 18 2 50%
most
preferable
percentage
rank
duarability 8 3 0%
warrenty 50 1 100%
price 12 2 50%
 In any area most of the customer asking for warranty i.e 100% in percentile.
 Some of them are price sensitive i.e. 50% in percentile.

47 | P a g e
Q10: Difficulty in competitive pricing:
(5)-strongly agree (4)-agree (3)-neutral (2)-disagree (1)-strongly disagree
Table 15:
Difficulty in
competitive pricing mean max min
standard
deviation mode
howrah 3.2 5 2 1.136797 4
hoogly 3.407407 4 2 0.921822 4
east and west
Midnapur 2.857143 4 2 0.99689 2
 As per the mode calculation most of the retailer in Howrah and Hoogly believe
that pricing is creating problem from the competitive brand.
 In East and West Midnapur retailer do not agree that competitive price creat
any problem.
 In Howrah standard deviation is more so and mean value is less than Hoogly
so few of them stay neutral or disagree with the pricing problem.
Q11: Satisfaction from the warranty service of the company:
(5)- Highly Satisfied (4)- satisfied (3)- neutral (2)- dissatisfied (1)-Highly
dissatisfied
Table 16:
Satisfaction due to
warranty service mean max min
standard
deviation mode
howrah 2.55 5 1 1.197219 2
hoogly 2.555556 5 1 1.110272 2
east and west
Midnapur 3.085714 4 2 0.974201 4
 As per the mode calculation most of the retailers are dissatisfied with the
warranty service of the company in Howrah and Hoogly.
 Most of the Retailer in East and West Midnapur are satisfied with the warrenty
service.
 Here standard deviation is more in Howrah and Hoogly , so some of them are
also satisfied with the warranty service of the company.

48 | P a g e
Q12: Customer waiting time during battery check up:
Table 17:
customar waiting time 24 hrs 48 hrs
more than 48
hrs total
howrah 34 6 0 40
hoogly 46 6 2 54
east & west midnapur 52 18 0 70
customar waiting time 24 hrs 48 hrs
more than 48
hrs
howrah 85% 15% 0%
hoogly 85% 11% 4%
east & west midnapur 74% 26% 0%
Diagram 4:
 Most of the customer wait for maximum 24 hrs. i.e. 85%, 85%, 74% in
Howrah, Hoogly, East & West Midnapur respectively
 Near about 26% can afford to wait for 48 hrs. In East & West Midnapur which
is more than Howrah and Hoogly.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
24 hrs 48 hrs more than 48
hrs
85%
15%
0%
85%
11%
4%
74%
26%
0%
howrah
hoogly
east & west midnapur

49 | P a g e
Q13: Customer waiting period to get the warranty battery
back from the company:
Table 18:
expected time to get back 5 days 7 days
more than 7
days total
howrah 6 34 0 40
hoogly 10 42 2 54
east & west midnapur 10 60 0 70
expected time to get back 5 days 7 days
more than 7
days
howrah 15% 85% 0%
hoogly 19% 78% 4%
east & west midnapur 14% 86% 0%
Diagram 5:
 Customer wants their claim battery back within at least one week.
 some of them want it back within 5 days mainly in Hoogly.
 4% in Hoogly can wait for 10 -12 days.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
5 days 7 days more than 7
days
15%
85%
0%
19%
78%
4%
14%
86%
0%
howrah
hoogly
east & west midnapur

50 | P a g e
Q14: Satisfaction with the profit margin provided by Distributor:
dissatisfied
Table 19:
Satisfaction from the
profit margin mean max min
standard
deviation mode
howrah 3.7 4 2 0.64847 4
hoogly 3.111111 4 2 0.975337 4
east and west
Midnapur 3 4 2 0.963087 2
 Most of them in Howrah and Hoogly are satisfied with the profit margin as per
the mode calculation.
 But in East & West Midnapur most of them are dissatisfied with the profit
margin.
 In East & West Midnapur mean value is 3 and standard deviation is more so
some of them are satisfied.

51 | P a g e
Q15: Awareness of Ready-Cash Scheme:
Table 20:
ready cash
awareness yes no total
howrah 15 3 18
hoogly 22 5 27
east & west
midnapur 15 20 35
percentage yes no
howrah 83.33% 16.67%
hoogly 81.48% 18.52%
east & west
midnapur 42.86% 57.14%
Diagram 6:
 In Howrah and Hoogly most of the retailer i.e. more than 80% aware about the ready cash
scheme.
 But in East & West Midnapur 57% of them are not aware about the ready cash scheme.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
midnapur
77.50%
81.48%
42.86%
22.50%
18.52%
57.14%

52 | P a g e
Q16: Awareness about the Ready-Cash 4:
Table 21:
new scheme
awareness yea no total
howrah 9 31 40
hoogly 6 48 54
east & west
midnapur 20 50 70
percentage yes no
Howrah 23% 78%
Hoogly 11% 89%
east & west
midnapur 29% 71%
Diagram 7:
 about 29%, which is more than howrah and hoogly, know about the new
ready cash scheme in East and West Midnapur.
 Most of the RMR is not aware about the ready cash scheme.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Howrah Hoogly east & west
midnapur
23%
11%
29%
78%
89%
71%
yes
no

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Q17: Problem regarding Ready –Cash Scheme:
(5)- strongly agree (4)- agree (3)- neutral (2)- disagree (1)- strongly disagree
Table 22:
problem regarding ready
cash scheme mean max min
standard
deviation mode
howrah 2.95 3 2 0.220721 3
hoogly 2.962963 4 2 0.33438 3
 As per the mode calculation in Howrah, Hoogly , East and West Midnapur
most of them stay neutral because ost of them don’t know the ready cash
scheme.
 Now in East and West Midnapur standard deviation is more and mean is
mean is less than Howrah and Hoogly , so here some of the retailer know
about the Ready cash acheme.
Q18: Satisfaction by the Communication from distributor:
dissatisfied
Table 23:
Communication from DD mean max min
standard
deviation mode
howrah 3.3 4 2 0.966092 4
hoogly 3.851852 4 2 0.528701 4
 Most of the retailers in four districts are satisfied with the
communication from the distributor.
 In Howrah mean value is less than 3.5 and standard deviation is near
to 1 so communication is not as good as other districts.

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Q19: Preference for scrap disposal:
Table 24:
scrap disposal DD
local
Market
howrah 19 21
hoogly 30 24
east & west
midnapur 14 56
total 63 101
scrap disposal DD
local
Market
howrah 30% 21%
hoogly 48% 24%
east & west
midnapur 22% 55%
Diagram 8:
 In east and west Midnapure scraps are disposed 55%to the local market because they get
higher rate in the market.
 In Hoogly Most of them preferred distributor to dispose the scraps i.e. 48%.
0%
10%
20%
30%
40%
50%
60%
midnapur
30%
48%
22%21%
24%
55%
DD
local Market

55 | P a g e
Q20: Preference of promotion activity:
Table 25:
Howrah:
promotional factor frequency rank
percentile
rank
free batterycheckup 14 2 75%
road show 0 5 0%
umbrela campaign 3 3 25%
company T-shirt 3 3 25%
hoarding/poster/glowshine board/wall
painting 20 1 100%
Hoogly:
percentile
rank
road show 2 5 0%
painting 20 1 100%
percentile
rank
road show 0 4 0%
painting 50 1 100%
 In the above districts most of them preferred hording , poster,banner,etc. Company
does not provide those things properly.
 those retailer who have garages they want company t-shirt for the service staff.
 Some Of them wants Free battery check up camps but they want cooperation from
the company.
 wall painting is needed some of the retail outlet. They demand for it from the
company

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Q21: Satisfaction for the packaging:
Table 26:
satisfaction with
packeging mean max min
standard
deviation mode
howrah 3.65 4 2 0.769615 4
hoogly 3.407407 4 2 0.921822 4
 As per the mode calculation most of them are satisfied with the packaging
 In Hoogly mean is less than 3.5 and standard deviation is near about 1. So
few of retailers in Hoogly are not satisfied with the packaging.
.

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Chapter 6
RECOMMENDATION AND
CONCLUSION

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FINDINGS
 According to the survey, EXIDE has the premium image in the market. That is
why EXIDE is most preferable brand in the market. But SF-Sonic doesn’t have
that image, awareness.
 According to the survey, most of the customer asking for the warranty and few
of them asking about the price.
 Most of customers are not satisfied with the warranty service by the company.
 Most of the retailers are not aware about the company Ready-Cash scheme.
 Visit of the company personal in the retail outlet is irregular.
 Communication from the distributor is as per the expectation of the retailer.
 Company is lacking in promotional activity like free battery check-up camp,
hoarding, poster, banner etc.

59 | P a g e
RECOMMENDATIONS
 The particular Brand SF-Sonic needs a USP (Unique selling proposition)
strategy.
 Company warranty service should be improved as well as price of the product
should be low as compare to premium brand like EXIDE to penetrate the
market.
 All the RMR should aware about the Ready-Cash scheme.
 Visit to the retail outlet should be regular by the company personal.
 Company should put emphasis on the promotional campaign and should
provide hoarding, poster, banner, glow sign board to every retail outlets.
 During Market survey, I have found some potential areas where company fail
to penetrate. These areas are,
 Bandel(Hoogly)
 Digha(East Midnapur)
 Radhamani(East Midnapur).
 Jangalmohal(West Midnapur)
 Ranihati(Howrah)
 Rasuliachak bazaar(West Midnapur)

60 | P a g e
CONCLUSION
In 1998 EXIDE Industries Ltd. did the acquisition of Standard Furukua a Japanese Company.
After that it was named as SF-Sonic. Now the brand Awareness in the market of SF-Sonic is not
as good as EXIDE but still it is struggling to achieve good market share.
Here company want to position SF-Sonic brand separate from EXIDE.
Automotive Battery market in India is very competitive. There are many players in the market.
So the strategy for the SF-Sonic should be different. They need a USP( unique Selling
Proposition). In the market RMRs are struggling to sell to product due to lack of brand awareness
and
High-price near to the EXIDE brand. It has neither the cost advantage nor the premium image in
the market
only due to lack of promotional activity. If RMRs are the main player who can make awareness in
the market, then company have to improve the RMR satisfaction strategy. In this research we
have found the lacunae RMR satisfaction and try to bridge the gap between company and RMRs.

61 | P a g e
Chapter 7
APPENDICES AND
BIBLIOGRAPHY

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QUESTIONNAIRE
1. RMRName:-……………………………………………………..Regi. No.:-…………………………………….
2. Distributor’s name:-……………………………………………….SAP code:-………………………………….
3. Address :-…………………………………………………………………………………………………...
4. Proprietor’s Name:-……………………………………………………………………………………………….
5. Contact No.-……………………………………………………………………………………………………….
6. How Long Are You In The Retailing Business Of SF Sonic Battery :-
<1 Year 1 – 5 year 5–10 year >10 year
7. What is the nature of your battery-market:-
MC 3 Wheeler Car 6/10 Wheeler Others
8. Which kind of store is it:- Multi Brand Exclusive
9. If Multi Brand, then rank down the brands on the basis of customer preference (Rank 1-6):-
BRANDS RANK
1. SF-Sonic
2. Exide
3. Amaron
4. Tata
5. Powerzone
6. Others:-
10. Average sales figure of SF-Sonic in a month :-
< 5 5–10 10–20 20-30 >30
11. Segment wise sales of SF-Sonic (Rank 1-11):-
SEGMENTS RANK SEGMENTS RANK
1. 10 Wheeler 7. Bike (100-125cc):-
2. 6 Wheeler 8. Bike (150cc)
3. Hatchback 9. Bike (>150cc)
4. Sedan Class 10. Scooty
5. SUV 11. 3 Wheeler
6. MUV
12. Are you given a sales target by yourDD? Yes No
13. If yes, are you satisfied?
O 1. Highly Satisfied O 2. Satisfied O 3. Neutral O 4. Dissatisfied O 5. Highly dissatisfied

63 | P a g e
14. In which price SF-Sonic products are sold in the market:- MRCP Discounted MRCP
15. If discounted, then what is the threshold limit:- Max………………..Min………………...
16. At the time of purchasing which factor is the most preferable by the customer (Rank 1-4):-
PREFERENCE RANK
1. Durability
2. FOC Warranty
3. Pro Data Warranty
4. Price
17. Have you faced any difficulty in competitive pricing with SF-Sonic?:-
O 1. Strongly agree O 2. AgreeO 3. Neutral O 4. DisagreeO 5. Strongly disagree
18. If yes, then which brand creates an issue:-…………………………………
19. If yes, then how much price difference from SF-Sonic (%):-…………………………………….
20. Are the customers satisfied with the warranty service of the company:-
21. Within the warranty period, how long can you usually take from the customer?:-
24hrs 48hrs 72hrs >72hrs
22. Within the warranty period, how long RMR expect from company to get warranty battery back?:-
5 days 7 days >7days
23. Are you satisfied with the profit margin provided by the DD?:-
24. Are you aware about the Ready Cash scheme?: Yes No
25. If yes, can you distinguish any salient feature which is different between Ready Cash 3 & 4?:-
Yes No
26. If yes, then what are they?..................................................................................................................

64 | P a g e
……………………………………………………………………………………………………………...
27. Do you have any problem regarding ready cash scheme?
O 1. Strongly agree O 2. Agree O 3. Neutral O 4. DisagreeO 5. Strongly disagree
28. If yes, then what are they?
………………………………………………………………………………………………………….
………………………………………………………………………………………………………….
29. How frequent sales personnel of the company visitsin a month?: -
Once Twice Thrice More than thrice
30. If not visited regularly then what is the last date of interaction:-………………………………..
31. Does the DD communicate with you enough as per your expectation?:-
32. If no, then what are issuesyou’re facing:-
i)……………………………………….ii)………………………………………
iii)……………………………………...iv)………………………………………
33. What is your preference for scrap disposal? (Rank 1-3):-
PREFERENCE RANK
1. DD
2. Local Market
3. Others:-

65 | P a g e
34. To raise the sales of SF-Sonic products what are the promotional activities you required?:-
PREFERENCE RANK
1. Free battery checkup camp.
2. Roadshow
3. Umbrella campaign
4. Hoarding/Poster/Banner/Glow shine board
5. Company t-shirt to the service staff
35. Are you satisfied with the packaging?
O 1. Highly Satisfied O 2. Satisfied O 3. NeutralO 4. Dissatisfied O 5. Highly dissatisfied
36. If not, what are the issues?
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
37. Which packaging will you prefer?
PREFERENCE RANK
1. Box Packaging
2. Shrink-Wrap Packaging
3. Others:-
38. To improve sales from your counter what more you want apart from the present sales scheme?
………………………………………………………………………………….......................................................
………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………

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BIBLIOGRAPHY
Reference Books
 Marketing Management, Philip Kotler 14th Edition
 Research Methodology, C. R. Kothari Second Edition
 Strategic Marketing Management, Richard M. S. Wilson, 3rd Edition
 Journal of Business & Industrial Marketing, Vol. 10 Iss: 2, pp.7 – 19
 Journal of the Academy of Marketing Science Vol. 24 Pg 13-16
 Journal of Business Research Vol. 56, pg 513-522
 Journal of retailing Vol.70 pages 253-256
 Online Etymology Dictionary
 Horst Bauer Bosch Automotive Handbook 4th Edition Pgs. 803-807
Website References
 www.sfsonicpower.com
 www.exideindustries.com
 en.wikipedia.com
 www.moneycontrol.com
 www.exideindustrialbatteries.com
Abbreviations:
RMR: Registered Market Retailer
FOC: Free Of Cost
DRO: Direct Retail Outlets
DD: Direct Distributor

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