A PROJECT WORK ON

Market Analysis of Amaron two wheeler batteries in Hyeraba!" !"

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1
*EC/ARAT'ON
I, hereby declare that the Summer Internship Project Work titled( Market Analysis of
Amaron two wheeler batteries in Hyeraba is an original work done by me under
the Supervision of M"J"RAMAKR',HNA M"J"RAMAKR',HNA ( ssistant Professor( IP!, "# $ampus,
%yderabad &' (r) *rivikaram , (arketing %ead, maron batteries Pvt ltd),
%yderabad)
*his project has not been submitted elsewhere for the award of any degree or diploma
either in part or full in any university+institution)
Place, %yderabad ( S-I.&*%-!''/
'ate0
2
ACKNOW/E*-EMENT
&o task however small can be completed without proper guidance and encouragement) It
is a pleasure to acknowledge my debt to the many people involved directly or indirectly,
in the successful completion of the project)
I would like to acknowledge the help rendered to me by Prof" R"K"Mishra, *ire$tor(
'PE Hyeraba)
I would like to thank *r","K"Math&r( Coorinator( P-*M0'1( 'PE( Hyeraba( for
guidance and support throughout the course of this project)
I e1press my gratefulness to Mr" TR'8'KRAM( -egional (anager, maron 2atteries
3td, Mr" NA'.*. for providing me with an opportunity to be associated with the
project)
I e1press my deep sense of gratitude to MR" M"J"RAMAKR',HNA MR" M"J"RAMAKR',HNA for her timely help
and integrity in handling my needs) I take this opportunity to thank her profusely for her
e1cellent guidance and support throughout the course of this project)
3
'ne<
$ontents0 Page &o4s
5" 'n&stry o=er=iew 6
;" Com%any %rofile 5>
?" 'ntro&$tion to st&y ?3
>" *ata Analysis ?6
6" 7inin+s >@
@" ,&++estions >:
7. Conclusion 48
8. Questionnaire 50
9. Bibliography 51
4
5" 'N*.,TR2O8ER8'EW
5
'N*.,TR2 PRO7'/E
'n&stry O=er=iewA
*he total Indian storage battery market is appro1imately estimated at #S5 677
(illion with the automotive battery segment contributing 87 to 86 percent of the overall
market value) In terms of volumes, the overall consumption of automotive batteries could
be around 8)9 million units with the "! segment comprising around :); to :)9 million
units per annum, according to an interview with the !1ecutive <ice President of -23
that was published on the website chennaibest)com) *he late :==7s also saw a surge in
the sales of the passenger car segment for around ; years due to certain factors like the
software boom, lowering of interest rates, etc) , which increased the overall sales of
batteries) *he automotive sector did not see any significant growth during the early part
of the new millennium and is slowly showing signs of growth during this financial year)
*his factor also adds to the demand in the aftermarket as more number of cars was sold
around ; to 9 years back which is generally the life of a lead acid battery) *he
replacement automotive battery market is e1pected to grow at a healthy rate in the
coming years)
*he S3I market in the Indian subcontinent is a highly fragmented industry with a
few manufacturers in the organi>ed segment and a lot many belonging to the tier ; + tier 9
categories which have a regional presence and thrive especially among the semi urban
and rural areas)
Role of Te$hnolo+y
With the advent of newer more advanced technologies, the consumer is getting
the best of both worlds? a superior product at an affordable price) -23 sells its
automotive battery under the brand name maron which is the country@s first Aero
(aintenance Bree utomotive battery while the competitors had only maintenance free
batteries that needed topping up of distilled water) *oday, all the leading manufacturers
are also offering a similar product with focus shifting towards offering a technologically
superior product) maron was also the first to talk about what goes into making a great
product) It spoke of having silver inside which is used as an alloy mi1 that actually
6
increases the battery life and this was the first attempt by any battery manufacturer to
educate the consumers)
7&y *&y Cate+ory to Creati=e A=ertisement of the 2ear
*he interest level shown by any car owner to a battery revolves around only when
the car fails to start) maron therefore reali>ed the need to make the consumer think
about automotive batteries, because thinking before a purchase will definitely lead to a
comparison among the brands available in the market)
maron thus went ahead with its C$hicken 3egC media campaign that created a
storm in the advertising industry and made people look to this relatively new player in the
battery industry) "ver the years, the creative bent of all its campaigns starting from the
media blit>, to below,the,line campaigns have been towards educating the consumer
about a battery)
*he lead shown by -23 was Duickly followed by the others, with !1ide
Industries sponsoring a cricket series in India for the first time with the campaign CIndia
moves on !1ideC becoming a major success)
ll this action in the automotive battery industry did not go unnoticed) n
automotive battery manufacturer EmaronF for the first time was in the same league as
mega ad spenders like $oca $ola, *imes of India, and others and won the $reative
dvertiser of the /ear, which was a shot in the arm for the entire automotive battery
industry"
*istrib&tion
Bor the success of any aftermarket product, availability of the same is as
important as the product Duality and competitive pricing which go a long way in
increasing the visibility and creating a network across markets) %ere again, the leading
automotive battery manufacturers became aggressive in e1tending their reach to the
nooks and corners of the country and also moved away from the traditional distribution
network and instead appointed dealers and distributors who were the first timers to the
battery business like service outlets of some of the automobile majors like (aruti,
%yundai, *elco, shok 3eyland, %industan (otors etc, roadside mechanics and lube
shops etc), which went a long way in increasing the reach and visibility) *here has been
certain uniDueness that has been brought into the business by establishing e1clusive
7
outlets with some flashy names like CPitstopsC and C*erminalsC which was never seen
earlier in this industry) ll this, resulted in taking the smaller + regional manufacturers
head on and helped in building better brand recall and awareness among the end users)
-lobal s$enarioA
Global "pportunities for dvanced 2attery *echnologies in utomotive
pplications, :==H to ;77H is a multi client report designed specifically to provide
subscribes with an accurate and independent assessment of emerging opportunities in the
automotive battery industry) In addition to providing invaluable information and insights
intodevelopments in starting, lighting, and ignition ES3IF technology, the report focuses
specifically on opportunities emerging from electric vehicles and hybrid electric vehicles)
*he report provides material suppliers, advanced battery companies, automotive original
eDuipment manufacturers, investors, and others with an e1cellent resource to build soil,
strategic plans and respond to competitive forces, emerging technologies, and evolving
market needs) Specifically, the report assists subscribers in growing their business by
providing the following0
7eat&resA
Identification of the issues and timing for large scale commercial implementation
of advanced battery technology in the global automotive industry)
#nbiased global scenario forecasts of commercial systems to ;779 and ;77H)
Borecast of material reDuirements for advanced batteries)
Profiles of companies those are active in this field)
2enefits0
Identification of emerging business opportunities for advanced batteries
&ew S3I technologies
%!<s
!<s
$ompetitive intelligence for use in bench marking
resource for screening potential merger and acDuisition candidates
*he business0
8
-evenues for the global battery market reached an estimated 597 billion in :==H)S3I and
related secondary battery applications represent appro1imately one,half of the overall
revenues and are mostly utili>ed in automotive applications) %igh,performance secondary
batteries used in such applications as portable electronics represent appro1imately :6I of
the overall battery market) *hese high,performance secondary batteries have the fastest
growth rates, at over :7I a year) Primary batteries represent the remaining one,third of
battery industry revenues)
battery is an electro chemical device in which the free energy of chemical
reaction is converted in to the electrical energy) *he chemical energy contained in the
active materials is converted electrical by means of electrochemical o1idation reduction
reactions HOW 1ATTER2 WORK,A
When you place the key in your car4s ignition and turn the ignition switch
"& a signal sent to the battery) #pon receiving the signal, the battery takes energy that
it has been strong in chemicals form and releases it as electricity power is used to crank
the engine) *he battery also release energy to power the car4s light and others accessories)
It is the only device, which can store electrical energy in the form of chemical energy, and
science it is called as a storage battery)
,EA/E* MA'NTENANCE 7REE B,M7C 1ATTER2A
Sealed maintenance free ES(BF batteries technologies are leading the battery
industry in the recent years in automobile and industry battery sector around the globe)
S(B batteries come under the rechargeable battery category so it can be used a
number of times the life of a battery) S(B batteries are more economical than cadmium
batteries) *hese batteries are more compact then the wet type batteries) It can be at any
position, these batteries are very popular for portable power reDuirements and space
constraint applications) *he replacement market, on the other hand, is much longer) *he
replacement market is characteri>ed by the presence of large unorgani>ed sector, which
constitutes around 66,87I of the total replacement market)
'N*.,TR'A/ 1ATTER'E,A
9
Industrial batteries can be basically classified into two main categories0
A.TOMOT'8E 1ATTER'E,
,TAT'ONAR2 1ATTER'E,
*he automotive batteries are used in electric vehicles and forklifts) *he
stationary batteries used in *elecom, -ailway and power industries have -egistered a
growth in e1cess of ;7I and this trend in likely to be continuing in the ne1t 6 years)
*he industrial segment is highly technology is an important factor land is vital
for brand reference) *he total demand for the industrial battery segment is met by
indigenous production with a small saves of about :7I of by imports) *he demand for
industrial has grown slowly and steadily) REC2C/'N- O7 1ATTER'E,A
2attery acid is recycled neutrali>ing it into water of converting it to sodium soleplate
for laundry manufacturing) $leaning the battery cases, melting the plastics and reforming
it into pellets recycle plastic) 3ead, which makes up 67I of every battery, is melted,
poured into slabs and purified)
PRO,PECT., O7 ,M7D 8R/A 1ATTER'E,* 'N 'N*'AA
*he following factors are influencing demand of <-3 technology batteries)
!ntry of multinationals in telecom industry)
'"*4S policy decision to upgrade the overall technology base)
$onstraints in the use of conventional battery in radio
TE/ECOMA
*he government policy to increase the capacity from :7 million lines by ;777
increased the demand for storage batteries considerably) *he value added services like
radio paging and cellular will increase the demand for storage batteries in future
considerably)
RA'/WA20
10
In railways, the demand estimate is based on the annual post production
which comes to ;677 numbers by railways itself and :777 numbers more by various
other segments, plus replacements demand and annual reDuirements for railway
electrification)
POWER ,ECTORA
In power sector the estimated =7 private power projects which are e1pected to
produce J7777 (< with appro1imate capital outlay of -s) :, J7,777 crores would keep
the industry figured brighter in the coming years) *he demand for <-3 batteries is
increased due to its performance over the conventional batteries) So it is more acceptable
to the consumers)
8A/.E RE-./ATE* /EA* AC'* 1ATTER'E,A
In the recent years in automobiles and industry battery sector around the globe
<-3 batteries have become the preferred choice in various applications such as
uninterrupted power supply, emergency lights, security systems and weighting scales)
<-3 batteries are leak, proof, e1plosion resistant and having life duration of :6,;7
years) *hese batteries withstand the environment conditions due to high technology, in
built in the batteries) !ach cell is housed in a power coated steel tray making them
convenient to transport and installation) So transit damages are minimi>ed in case of
these batteries)
AMARA RAJA -RO.P O7 COMPAN'E,A
(- -K 2**!-I!S 3I(I*!' E-23F, karakambadi, *irupathi)
(- -K P"W!- S/S*!(S P<*)3*' E-PSP3F, .arakambadi,
*irupathi)
(&G3 P-!$ISI"& P-"'#$*S P<* 3*' E(PP3F, karakambadi,
*irupathi)
(&G3 P-!$ISI"& P-"'#$*S P<* 3*' E(PP3F, petamitta, chittoor)
(- -K !3!$*-"&I$S P<*) 3*' E-!P3F, 'ighavamagham,
$hittoor)
11
EN8'RONMENTA/ PRO-RAM,A
dvancement for IS",:J77: $ertification)
%ealth monitoring and industrial safety program)
2oth personnel and industrial programs)
Start,up of environment management system E!(SF implementation
Programs)
&il discharges and lowest emission awareness and implementation program)
Waste reduction program)
!nergy conservation program)
$ontinuous and massive greenbelt development program ground water level
improvement program)
$entral wastage collection, treatment, storage on safe disposal personal health
safe guarding program)
AWAR*,A
12
*he spirit of e1cellence
, awarded by academy of fine arts, *irupathi)
2est entrepreneur of the year :==H
, awarded by %yderabad management association
Industrial economist business e1cellence awards L :==:
, awarded by the industrial economist, $hennai)
!1cellence award
, Institution of economic studies E&ew 'elhiF)
#dyog ratton award
, Institution of economic studies E&ew 'elhiF)


13
;" COMPAN2 PRO7'/E
14
COMPAN2 PRO7'/EA
2ackground and inception of the company0
mara -aja 2atteries 3td0
mara -aja 2atteries 3imited E-23F $ompany incorporated under the
company4s act, :=68 in :9
th
Bebruary :=H6 and converted into public limited company on
8
th
September :==7)
-23 is the first company in India to manufacture <-3 Evalue regulated lead
acidF 2atteries) *he main objective of the company is manufacturing of good Duality of
S!3!' (I&*!&&$! B-!! lead acid batteries ES(BF) *he company was set up
with -s):=;7 lakhs in :H acres area near .arakambadi village, -enigunta (andal) *he
project site is notified #nder 2 category)
*he company has the clear,cut policy of direct selling without any intermediate)
So they have set up si1 branches and are operated by corporate operations office located
in $hennai) *he company has virtual monopoly in higher )% Emp %ourF rating market
its product <-3) It is also having the facility for Industrial and utomotive 2atteries)
(r) Galla -machandra &aidu, chairman who is an &-I having engineering background
promoted (- -K 2**!-I!S 3*') in :=H6 at .arakambadi <illage near
*irupathi) %e also seeded %-S% !3!$*-"&I$S Pvt) 3td) in :==7 at .arakambadi
<illage near $hittoor and (- -K !3!$*-"&I$S 3td) in ;777 at
15
'iguvamagham village near $hittoor) 2efore embarking on this venture he worked as
senior project engineer with (+S SergeantM 3undy, #S Epower consultantsF for about
;7 years) Prior to this, he worked as an !lectrical !ngineer for #S Steel $orporation for
about 9 years)
In :=H=, -23 has entered into Industrial 2attery market with *echnical alliance
with G&2 2atteries, #S to promote advanced (aintenance Bree <alve -egulated 3ead
cid E(B,<-3F batteries prior to setting its own facilities -23 Imported the product
in semi,.nocked down condition) In September :==7, it was converted into a public
limited company and it4s IP" EInitial Public "fferF in Kanuary :==: aggregating
-s)6=)6(illion) It was formed to manufacture (aintenance,free, sealed lead acid
batteries in which commercial production commenced from (ay :==;) 'espite its initial
technical support from G&2 2atteries, during the financial year :==H -23 ceded a
;9)NI stake to Kohnson $ontrols Inc) #S, at a premium of -s)N6 per share to cement a
financial and technical tie,up to foray into utomotive 2atteries) 2esides having overall
control of the company as the chairman (r)-)&)Galla) %is son, (r) Kayadev Galla, who
is acting as a managing director of the company, has worked earlier with G&2 2attery
*echnologies, #S as an International Sales !1ecutive)
&ature and business carried0
-23 comprises of two major divisions vi>,
J) Industrial 2atteries 'ivision EI2'F
6) utomotive 2atteries 'ivision E2'F
8) Small 2atteries 'ivision ES2'F
'n&strial battery i=ision B'1*C
mara raja has become the benchmark in the manufacture of industrial batteries)
India is one of the largest and fastest growing markets for industrial batteries in the world
and mara raja is leading the front with an H7I (arket share for stand by <-3
batteries) It is having the facility for producing plastic components reDuired for industrial
batteries)
16
'n$or%orationA
-23 is the first company in India to manufacture <-3 batteries) *he company
has setup of -s) :=;7 lakhs) Plants in :H acres in karakambadi village, near *irupati)
-23 was established in the year :=H6 as private limited and then it has been
changed into public limited company with the advent of G&2 industrial batteries #S,
for manufacturing sealed value regulated)
Ca%a$ity
*he actual installed capacity of I2' is over J, 77,777 cells per annum and
utili>ation capacity is reached over 9, 67,777 cells per annum)
A&tomoti=e 1attery *i=ision BA1*C
-23 inaugurated its new automotive plant at karakambadi near *irupati) "n
September ;77: this plant part of the most completely integrated battery manufacturing
facility in India with all critical components including plastics sourced in house from
e1isting facilities on site) *his gives mara raja is having complete control own inventory
and product Duality in this project, mara raja strategic alliance partners Kohnson
$ontrols #S have closely worked with their Indian counterparts to put together the
latest advances in manufacturing technology and plant engineering) It is also having the
capacity for producing plastic components reDuired for automotive batteries)
Ca%a$ityA
mara -aja has a replacement 2attery 2rand maron hi,life) -23 has a
capacity for manufacture of around :,777,777 units at its facility at *irupati with an
investment of #S 5 :7)77 million) Greenfield project is planned at the same site with an
additional investment of #S 58 million to augment capacity to ; million batteries) *he
maron hi,life battery is a product of the collaborative efforts of engineers at Kohnson
$ontrols Inc) and mara -aja) *his Aero maintenance product incorporates the latest
technological advances in the field and is on par with batteries manufactured and
17
marketed in developed countries) fully charged, factory,activated battery provides e1tra
high starting performance and power at any temperature)
Mission( =ision an historyA
MissionA
(ission, mantra, way of thinking, philosophy, what we live forO call it what you
want, you4ll find it below)
*o transform our spheres of influence and to improve the Duality of life by building
institutions that provide better access to better opportunities, goods and services to more
peopleOall the time)
'ntro&$e latest +eneration te$hnolo+iesA
dapt these technologies to suit the operating environment
'evelop and manufacture globally competitive, customer,focused products of
world,class Duality)
-esponsibly introduce these products into relevant markets)
Provide world,class customer support)
8isionA
In Kanuary ;77N, -23 announced e1pansion plans to invest -s)HJ crores to set up
the combined manufacturing capacity of 9); million units for ;,wheeler batteries and
small <-3 batteries for #PS applications) $urrently : million units combined capacity
is ready and will scale up to 9); million units by B/ ;7:7)
18
Pro&$t %rofileA
A&tomoti=e battery %ro&$tsA
Bour,wheelers0
5" Amaron hi0way
maron hi,way truck batteries,lasts long,
really long
maron hi,way truck batteries, brought to
you by mara -aja 2atteries 3imited
E-23F, the largest manufacturer of Stand,
by <-3 Industrial 2atteries in the Indian)
;) Amaron %ro hi0life
maron P-" hi,life batteries design features and
benefits
3ongest life L thanks to the reformulated dvanta
paste recipe)
Aero maintenance L high heat technology, premium
silver alloys for a low,corrosion and no top,ups
e1perience)
%ighest cranking power L largest intercell welds,
:=mm lugs)
maron harvest
*ypes of %arvest tractor batteries
N6 h L *- 677 '9:-+3
=7 h L *- 877 %;=-+3

?" Amaron shiel
maron shield L power Infinite
*he new maron shield, with an unheard of ;J
months warranty) product of mara -aja
2atteries 3imited, maron shield is a result of a partnership between the mara -aja
19
Group and Kohnson $ontrol Inc, #S, the global leader in interior e1perience, building
efficiency and power solutions)

maron shield design features and benefits 3ong
life L the robust plate design and a ribbed container
provide e1tra strength and improved resistance to
corrosion)
#ltra low maintenance L the special hybrid alloy
system minimi>es water loss, making the battery ultra low maintenance and ensuring
longer life)-eady to install L factory charged, wet shipped and eDuipped with *9
terminals)$harge acceptance L the uniDue paste formulation provides for Duick charging
between power failures)
>" Amaron +oA
maron go batteries design features and benefits
3ong life L thanks to the reformulated advanta paste recipe)
(aintenance free L %igh heat technology, premium silver alloys for a
low,corrosion and no top,ups e1perience)
Bactory fresh L wet shipped and ready to fit)
6" Amaron fresh
20
@"Amaron o%tima
"ptima yellow top0 deep cycle batteries for e1treme applications
"ptima blue top0 for twice the life of traditional
marine and -< batteries
"ptima red top0 the battery that withstands the most
vibrations
A%%li$ationsA
")!)$ustomer (odel &umber -ating
21
%yundaiESantroF 9H2;7- :;<96h
(aruthi #dyog 3tdEWagon -F 9H2;7l :;<96h
(aruthi #dyog 3tdESwiftF 9H2;7- :;<96h
G(I3E*averaF H7';8- :;<87h
G(I3E"ptraF 66';9- :;<66h
shok 3eylandEGoodsF N6'9:- :;<N6h
shok 3eylandEPassengerF %$<P77'7J- :;<:67h
shok 3eylandEGoodsF %$<677'9:- :;<H7h
(M(EScor+$omm+(arshallF 86';8- :;<86h
(M(E2oleroF N6'9:3 :;<N6h
(M(E$hampionF JH';8- :;<67h
(M(E*ractors,ll *ypesF *-677'9:3 :;<N6h
%"&'E$ityF 9J2:=3 :;<9;h
%"&'EccordF 662;J3 :;<87h
*!3$"Ece,$ubF 9H2;73 :;<96h
*!3$"E;7N'I+Sumo+<ariantsF N6'9:- :;<N6h
*!3$"ESafari,$-'IF =6'9:- :;<H7h
*!3$"E*elcoN7=+=7NF %$<N77%;=- :;<:77h
*!3$"E:8:9F %$<H77'7J- :;<:;7h
*!3$"E:9:9+:6:;F %$<P77'7J- :;<:67h
SW-K (A'E*ruckF N6'9:- :;<N6h
%(3,.olkataEmbassador,'F N6'9:- :;<N6h
%(3,.olkataEmbassador,PF 66';8- :;<87h
%(3,$hennaiE3ancer,PF 9H2;73 :;<96h
%(3,$hennaiE3ancer,'F =6'9:3 :;<H7h
!I$%!- *ractorsEfor available modelsF *-677'9:- :;<N6h
I&*!-&*I"&3 *ractors *-677'9:- :;<N6h
Two wheelersA

A%%li$ationsA
<ehicle Scooters 2attery type
22
manufacturer
2ajaj 2ajaj 2ravo P,*P;)63
2ajaj Saffire, sprit,wave P,*P63
*<S Scooty !S,Scooty
pep,spectra
P,*P63
%erohonda Pleasure, Street P,*P63
Su>uki ccess :;6 P,*P63
.inetic honda .inetic
honda'P,A1
P,*P63
kinetic &ova :96,&ova
!P,2la>e
P,*P=
'n&strial battery i=isionA
mara -aja4s Power Stack is a high performance battery designed to meet the
demands of a wide range of industrial applications) *he power stack range is modular in
structure and is capable of accommodating a wide spectrum of capacities depending on
the application) (ajor application areas include telecommunications, power utilities,
railways, defence, and other heavy
industries)
23
*he advantages of powerstack at a glance0
*he advantages of power stack at a glance
'esign floats life of ;7 years
Proven performance in harsh tropical conditions
'eep discharge capabilities
#nbeatable track record in applications across heavy industries
QS =777 L accredited across all functional areas and business ranging from
manufacturing to services)
World class IS" :J:77 accredited facility
Quanta is not just another #PS battery, it is a #PS battery with a back,up for a
back,up)#PS battery is further backed by the world renowed technology that others
cannot provide you with) Put simply, Quanta is the product of fail,safe, fool,proof battery
technology, produced and tested in our premier manufacturing facility and provides
several firsts for a battery of its kind)
24
*he advantages of Quanta at a glance
#niDue heavy,duty, corrosion,resistant alloy for positive grids, to increase cyclic
life in a tropical environment)
3ower internal resistance for superior high,discharge performance)
Interchange, a patented paste recipe for e1cellent charge acceptance)
esthetically designed with a rugged Blappon terminal protector that prevents
shorts
$ompact, lightweight, factory,charged, e1plosion,resistant and environment
friendly clean and sleek looks)
part from the technology itself, helping us meet our stringent Duality norms is
our QS =777 accredited manufacturing plant) ll of which makes Quanta the
unrivalled choice for the smart #PS eDuipment buyer)
Power Control0
*hey provide back,up critical installations in power generating units and provide
back,up power for transmission and distribution sub,stations like0
&orth $hennai thermal power station
-23 is an approved vendor for &*P$+&%P$ and power Grid $orporation)
Oil E +as0
:) -23 provides integrated solutions for renewable energy back,up power for
"&G$4s offshore platforms)
;) *he island of 3akshadweep is powered through mara -aja Power Systems)
9) *hey also provide back,up power for low power transmitters for 'oordarshan)
Moti=e PowerA
25
:) -23 is the country4s first manufacturer of maintenance,free traction batteries
used in Borklifts and Pallet trucks)
*efen$eA
-23 introduced new technologies for back,up power in defiance, police and
paramilitary communication systems)
.P, E EPA1FA
-23 is the preferred suppliers for all leading #PS back,up manufacturers like
P$, &umeric, '2 power, P 3ab, !lectronics M $ontrols etc) our #PS batteries are the
fastest growing battery brand since its launch in Kuly ;77; with a nation,wide footprint of
sales and service points and over 9,77,777 batteries in use at over :7,777 customer sites)
RailwaysA
-23 pioneered the use of maintenance,free batteries in the Indian -ailways)
"ver 67I of Indian -ailways4 two and three tier self,generation ir,conditioned
coaches are powered by -23)
"ver J7I of -ailway4s Signalling and *elecom power supply solutions are
provided by -23)
Area of o%erationA
Re+ionalA 3eading battery manufacturer mara -aja 2atteries 3imited launched maron
pit shop in .akinada and -ajamundry today) With these the total number of pit shops in
ndhra Pradesh will grow to :J) *he complete range of maron automotive batteries, the
most popular product from -23, will be available at the pit shop) maron pit shop is an
innovative concept pioneered by mara -aja in the automotive battery industry
NationalA *he $ompany currently has a pan,India sales and service network with :6;
franchisees, :;7 pit shops and over :6777 active retailers)
Ownershi% %atternA
Shareholding of promoter and promoter group
26
Indian , ;7)6J;NI
Boreign , 9:)6:HNI
Public shareholding
Institutions, :6):;NHI
&on,institutions , 9;)H:78I
Com%etitorGs informationA
EF'*EA *he $ompany was incorporated as ssociated 2attery (akers E!asternF 3td), on
9:st Kanuary, :=JN under the $ompanies ct, :=:9 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 $hloride !lectric Storage
$ompany EIndiaF 3td, in India , since :=:8 with a view thereto to enter into and carry into
effect Eeither with or without modificationF an agreement which had already been
prepared and was e1pressed to be made between the $hloride !lectric Storage $o EIndiaF
3td on the one part and the $ompany of the other part) *he $ompany manufactures the
widest range of storage batteries in the world from ;)6 h to ;7,J77 h capacities,
covering the broadest spectrum of applications) *he $ompany has si1 factories
strategically located across the country L two in (aharashtra, one in West 2engal, two in
*amil&adu and one in %aryana) *he $ompany4s predecessor carried on their operations
as import house from :=:8 under the name $hloride !lectrical Storage $ompany)
*hereafter, the $ompany started manufacturing storage batteries in the country and have
grown to become one of the largest manufacturer and e1porter of batteries in the sub,
continent today) !1ide separated from its #.,based parent, $hloride Group Plc), in :=H=,
after the latter divested its ownership in favour of a group of Indian shareholders) *he
$ompany has grown steadily, moderni>ed its manufacturing processes and taken
initiatives on the service front) $onstant innovations have helped the $ompany to
produce the world4s largest range of industrial batteries e1tending from ;)6 h to :6777
h and covering various technology configurations)
27
AMCO
($" 2atteries 3imited of the malgamations Group is the leading battery
manufacturer with a wide spectrum of world class high performance
polypropylene batteries for the automobile industry) ($" is &o) : battery for *wo
Wheelers and the preferred choice for the new generation 2ikes, Scooters, $ars and all
other passenger vehicles) ($" batteries ensure instant start, long life and trouble free
performance) It occupies pride of place in both the "riginal !Duipment and -eplacement
markets enjoying an enviable preferred choice as "! fitment) "n account of its track
record in the two wheeler battery segment, the company has the privilege of being an
e1clusive supplier to %ero %onda, *<S, %(SI, /amaha, 2ajaj, -oyal !nfield etc) *he
company has a track record of supplying J,wheeler batteries to *B! *ractors, !icher
*ractors, $ummins India 3td, Sonalika *ractors etc)Pioneering Quality Standards in
batteries with contemporary technology and ceaseless attention to Duality, ($"
2atteries 3imited is the first battery in manufacturer awarded IS",=77: $ertification by
2<QI)($" 2atteries 3imited with its state of the art technology E-M'F recogni>ed the
'epartment of Science and *echnology, Government of India that contributes towards
import substitution and indigeni>ation) ($" 2atteries has proven its commitment to its
customers by establishing well supported nation,wide network of marketing offices and
service centers that ensure ready availability and reliable after sales service and
maintenance4s) Kayshree <enkatraman, 'irector, ($" 2atteries 3imited M *B!
Power Source won the distinguished alumnus award from the International (anagement
Institute EI(IF which is given in recognition of dedicated and meritorious service to
business and society above and beyond e1pectations of e1pertise in the workspace)
H'-H/'-HT,A
maron *( is the preferred supplier to 'aimler $hrysler, Bord and General
(otors
28
utomotive product of the year ;777 by overdrive
!1cellence in !nvironmental management in ;77; by P Pollution $ontrol 2oard
$reative dvertiser of the year 47; by 22/
Bord World !1cellence ward
Bord Q: ward
IS" , =77: in :==NO)-W*#<
QS =777 in :===O)-W*#<
IS"+*S :8=J= in ;77JO)-W*#<
Quality benchmarks
2est business practices as per K$I
IS" :J77: in ;77;O))-W*#<
Part of the world4s largest battery manufacturing alliance, Kohnson $ontrols Inc),
#S
3argest manufacturer of standby <-3 batteries for industrial application in
India
uto $' for sheet metal design
3argest M dominant market leader of standby batteries in -ailways, *elecom,
power generating stations in India
"ne of the largest Edesigned for producing ;)6 million batteries p)aF and most
modern automotive battery plants in sia
%ighly automated Eo1ide preparation to finishing? all processes and operations are
automatedF
Part of mara -aja4s highly integrated battery comple1 Emost components are
built in,houseF
Industrial !conomist 2usiness !1cellence ward L :==: by the Industrial
!conomist, $hennai)
2est !ntrepreneur of the year :==H L by %yderabad (anagement ssociation)
!1cellence award by Institution of !conomic Studies E!SF, &ew 'elhi)
#dyog -attan L :=== by Institution of !conomic Studies E!SF, &ew 'elhi
29
Q: vendor status by Bord India 3imited L ;779
World !1cellence Silver ward by Bord #S
*he spirit of !1cellence by cademy of fine arts, *irupathi
7&t&re +rowth an %ros%e$t&sA
*he company has plans of e1panding its battery manufacturing capacity a robust
67I from 9)8 million units per annum to 6)J million units per annum) *he company
intends to make an investment of -s HH; million for the e1pansion)
*he company plans to e1pand the capacity of the industrial battery division,
which would incur a capital e1penditure of -s 867 million) *he company would be
investing -s :,:9J million in setting up a facility at *irupati for the manufacture of two
wheeler and small <-3 batteries) *he proposed Share valueinvestment would be spread
over three years) *he capacity4s facility would increase to 6)NJ million units Share value)
30
?"'NTRO*.CT'ON
31
'NTRO*.CT'ON TO ,T.*2
Problem efinitionA
*o find out the factors that influence the customers to buy maron two wheeler batteries
and also to find the market potential of maron two wheeler batteries in %yderabad"
,$o%e of the st&y0
*he scope of the study can be defined in terms of the area and the sample si>e which will
be reviewed for satisfying the objective of the subject matter) *he scope of study is in
%yderabad, and around 67 2attery retailers and "!(S was targeted for the door to door
survey which was done through Duestionnaire)
Ob#e$ti=eA
study on factors influencing purchasing decision of the customers and identifies the
reason for better sales of maron batteries and e1amines option for enhancement)
/imitation of the st&yA
:F *his study is limited to only %yderabad)
;F Sample si>e is only 67) s sample si>e is very small it might not give the e1act fig
or may not be the e1act representative of the actual population)
9F -espondents are not very much cooperative and some time biased answer so
understatement and overstatement observed
32
RE,EARCH METHO*O/O-2
-esearch is scientific M systematic search pertinent information on a specific topic the
meaning of research is a careful investigation EorF inDuiry especially through search for
new facts in any branch of knowledge)
'ata sources0
"ne of the important tools for conducting research is the availability of necessary
and useful data collection is more of an art that science) *he source of information fall
under two categories)
:) Primary data0
Primary data is collected with the help of Duestions, which consisted of Duestions
of closed ended) *he Duestionnaires are chosen because of its simplicity and reliability)
-esearchers can e1pect a straight answer, which is directly related to the Duestions asked)
Interpretation of data under this can also be done correctly) It helps the responded to
understand the significance and answer to their ratability) In this method response rate
and reliability is high) In addition to this the data is collected through observation,
Duestionnaire method and personal interview)
;) Secondary data0
Secondary data is collected through the document provided in internet by
the company, manuals and reports regarding financials etc), and books)
33
9) Sampling0
It is necessary to collect data from the retailers and "!(S in the market) small
represents sample may serve the purpose) sample means group taken from a large lot)
*his small group should be imitative cross section and really representative in character)
*his selection process is called sampling)
J) Sampling Si>e0
Sample is device for learning about masses by observing a few individuals ,the
selected sample is 67)
J) $ollecting and analy>ing data 0
'ata collection is usually done by trained interviewers who are employed by field
data collection companies to collect primary data) choice has to be made between
collecting the data yourself or hiring an e1ternal office who are speciali>ed in interviews)
'ata analysis is needed to give the raw data any meaning) *he first step in analy>ing the
data is cleaning the data) *his is the process of checking the raw data to verify that the
data has been correctly entered into the files from the data collection form) fter that the
data have to be coded) *his is the process of assigning all response categories a numerical
value) Bor e1ample males R :, females R ;) fter that the data can be tabulated, which
refers to the actual counting of the number of observations that fall in to each possible
response category
6) *ools of analysis0
*he collected data was first codified) $lassified and then crystalised into tables
which are further elucidated by dint and by pie chats) *he conventional statistical
techniDues used in this survey are the percentage analysis and the graphical
representation) Percentage analysis has been used as the main tool and graphs are helpful
to analysis and interpret the data) Suggestions and recommendations were made at the
end of the report
34
J) '* &3/SIS
35
*ata analysisA
:) re you dealing with any two,wheeler batteriesS
S)&" -esponse &o of
respondents
Percentage
: /es 67 :77
; &o 7 7
*otal 67 :77
Interpretation:
From the above graph that it can be stated that 100 percent of
retailers are dealing with two wheeler batteries
36
J) Price of the battery is the main factor which attracts the customerS
I&*!-P-!**I"&0
*he above graph depicts the opinion of the retailers, from the above graph
we can say that in sample of 6o, e1actly half of them agree that price is one of the factors
which attracts the customer, ;6 I of them are neutral, and only J of them disagree that
price is not a factor which really attracts a customer )so from the graph we can conclude
that price is one of the key factor which plays a vital role in customer mind while
purchasing a two,wheeler battery)
37
9) Warranty period of the battery is the main factor which attracts the customerS
I&*!-P-!**I"&0
Brom the above graph we can say that, from the sample of 6o, ;H members strongly
agree that warranty period is the main factor which attracts the customer,:H members
agree that it is also one of the factor which customer perceives while buying a battery,
and only J of them disagree )from the above data we can conclude that while comparing
both price and warranty period warranty period is the factor which scores more over price
while purchasing)
38
J) Bree maintenance of the battery is the main factor which attracts the customerS
7ree maintenan$e of the battery means that battery does not reDuire continuous
monitoring after it is fit in to the vehicle) Bor e1ample maron batteries are embedded
with a latest technology called <-3 , the significance of the technology is that, the
battery does not reDuire any e1ternal sourcingE like water F once it is fit in to the vehicle)
I&*!-P-!**I"&0
Brom the above graph, it shows that, out of the 67, 9; members strongly agree that free
maintenance of the battery is the main factor which customer is attracted to, :; members
agree ,J members are neutral i)e the cant decide and only ; members disagree with the
statement)
Brom the given data we can conclude that customers are biased with the latest
technology , it stresses on the fact of continuous up gradation of the technology a
company must strive for, to able to sustain in the market )
39
6) $ustomers are aware of the brands available in the marketS
I&*!-P-!**I"&0
Brom the above graph we can say that, out of sample 67 e1actly half i)e) ;6 of them agree
that customer are aware of the different brands available in the market, seven of them are
neutral M eight of them feel that customers are not aware of the brands available in the
market
40
8) *he first choice of the customer is maronS
I&*!-P-!**I"&0
Brom the above graph we can say that, out of sample 67, ;6 members disagree with the
statement that maron is the first choice of the customer, :J members agree with the
statement, 6 members are neutral, 9 members strongly agree M 9 members strongly
disagree)
41
N) *he distribution chain of the maron batteries is goodS
I&*!-P-!**I"&0
Brom the above graph , we can say that there is mi1ed response from the participants
e1actly ;7 of them agree that distribution chain of maron is good M ;7 of them
disagree,
6 members are neutral, 9 members strongly agree,M ; members strongly disagree with
this)
*he maron follows a different kind of distribution
chain which is uniDue from its competitors, they follow franchise method i)e) they allow
their products to flow in the market through franchises, the company does not have direct
link up with the retailers, so distribution chain of maron batteries is different in different
markets, which clearly depicts in the data shown in the graph i)e) retailers in some areas
agree that maron has got good distribution network, while in some areas they feel it
should improve M the response is e1actly same in number)
42
H) *he replacement of fault batteries is Duick in case of maronS
-eplacement of fault batteries here means that , how Duick the company EfranchiseF
responds in replacing the fault battery with a new battery within a specified warranty
period)
I&*!-P-!**I"&0
Brom the above graph we can say the out of the sample 67 e1actly ;6 of them disagree
with the statement that replacement of the fault batteries is Duick in case of maron , :9
of them agree, 6 of them strongly disagree M J of them are neutral)
s we see from the graph majority of the respondents feel that the replacement of the
fault batteries is a concern with maron ) gain this points out the effective functioning
of the franchise in a area ) maron two,wheeler batteries have a 87 month warranty
period which is Duite a long period compared to its competitors) While collecting the data
from the retailers they complained us about giving high warranty period , some of the
43
retailers also felt that they refrain from suggesting a customer a maron battery because
of high warranty period)
=) Which brand has the highest sales record in the recent pastS
Interpretation0
Brom the above graph we can say that out of the sample 67 , ;7 respondents feel that
!1ide has got the highest sales in the recent past , :9 members feel that maron is
leading in the sales, N members are up for mco , 9 members for SB, N members are for
other batteries)
44
:7) /ou have s!"cient stoc# of $maron two wheeler battries%
Sucent stoc! o" #$aron batteries :
&nterpretation'
From the above graph we can sa( that the o!t of 50 samples 19
peoplestrongl( feel that there is no stoc# of amaron batteries )6 people said
that the( said the( are not having the stoc# )4 retailers are *e!tral and 10
people said that the( are having s!"cient stoc# of batteries
45
6) BI&'I&GS
:) *he first preference of most of the customer is !1ide)
;) $ustomer wareness regarding maron batteries is pretty average))it4s likeE J+:7F)
9) *he retailers are not satisfied with the time taken for replacement of maron two
wheeler batteries)
J) *he warranty period of the maron batteries is very high when compared to other
brands available in the market) I found that warranty period is very important in
maron battery sales)
6) *o keep up the motivation M also to make the retailers loyal to the brand,
company should initiate to give some incentives M promotional offers to retailers)
8) Bree maintenance of the battery+the technology E<-3F which is used in the
maron batteries is the most competitive factor of the brand)
N) In our survey, we found that many of the "!(s M also some of the retailers are
not aware of the maron two,wheeler battery)
H) lthough the technology E<-3F of maron two wheeler batteries is of highest
Duality, some retailers complained to us that few batteries are prone to technical
faults)
=) Some retailers complained that they not satisfied with the lead time)

46
6 +,--.+/&0*+
:F *he present Warranty period E 87 monthF is very high , I found that retailers are
reluctant to suggest the customer to buy maron as they are afraid they have to cater the
needs of the customer for 6 years ) so I suggest to lower the warranty period to match up
with its competitors)

;F lthough the company follows Branchise system, it should (aintain direct link ups
with the retail owners) *he company should also give some incentives to the retailers
with the amount of sales they produced)
9F *he company should get in to contracts with the "riginal !Duipment (anufacturers)
JF I "bserved that , now there is a huge demand of two,wheeler 2atteries in the market ,
every company is falling short of supply , this is the right time to penetrate in to the
market)
6F *he company should modify their supply chain so as to reach the present days
demand)
8F *he most important suggestion for the maron company , it should take some
initiatives in bringing awareness regarding the uniDueness of the maron two,wheeler
battery , advertising should be increased)
47
710*12,+&0*
*o conclude, the overall market share in %yderabad with regard to maron two,
wheeler batteries is pretty average , there is a lot of scope to increase its market share,
although it has been only for year since it is in the market , it is not reached the position
to where it has to beE keeping in mind the brand image maronF) lthough technically ,
regarding warranty period, the price it is on par with its competitors , the area where it
lacks is in bringing awareness among the consumers , the company should take
immediate initiation in advertising the product , so as to create awareness among
customers, another area of setback to maron two wheeler battery is that the company
doesn4t have any tie,ups with the original !Duipment manufacturing dealers , while
talking to the retailers , majority of them opined that , most of the customer insist to have
their new battery with same brand that of the old one, this tells us the importance of tie,
ups with the "!(s )
*he distribution of maron two,wheeler
battery is different, the company doesn4t have direct link,ups with retail market , each
area is segmented and given to franchises , in our research we found mi1ed responses
regarding this distribution chain , the other side who complained us, their main problem
is that , there is no set policies for these franchises, the even run retail i)e) they even sell
the product directly to the customer , where he gets lesser price than what he might got
at the retailer, retailers are unhappy with this)
(ost important of all is that, during my
research i found that there is a lot of shortage of two wheeler batteries in market at
present, lot of retailers complained about time delay in supplying the orders, i think
this is the right time for new entrant like maron to capture the market , they should
make their supply chain effective so as to reach the future demands of market)
48
H) Q#!S*I"&I-!
49
%ar!et #nalysis o" #$aron Batteries
H&estionnaire
&ame of the shop0 Place0 Phone0
: Fre you dealing with *wo Wheeler batteriesS
EaF /es E F EbF &o E F
;F What are the brands are you dealing withS
EaF !1ide E F EbF maron E F EcF SB E F EdF
($" E F
EeF (inda E F EfF "thers E F
9FWhat brand do you suggest for the customersS
ns0
S R Strongly gree, R gree, & R &eutral, ' R
'isagree, S' R Strongly 'isagree
S & ' S'
JF Price of the battery is the main factor which attracts
the customer
6F Warranty period of the battery is the main factor
which attracts the customer
8F Bree maintenance of the battery is the main factor
which attracts the customer
NF *he distribution chain of maron batteries is good
HF $ustomers are aware of the brands available in the
market
=F *he first choice of the customer is maron
:7F *he sales of maron has increased compared to past
::F *he replacement of fault batteries is Duick in case
of maron)
:;F you have sufficient stock of the brand maron )
:9Fcan u suggest, how maron could improve to serve you betterS
$ns'
50
9
3&3&20-4$567
51
/',T O7 1OOK,
:) (3%"*-, &-!S% .), ;77H, (arketing -esearch, Pearson Prentice
%all, &ew 'elhi)
;) ."*3!- P%I3IP M .!33!- .!<I&, ;779) (arketing (anagement, &ew
'elhi0
Prentice %all of India)
9) I$(- P#23I$*I"&, ;77N) (arketing (anagement, %yderabad0 I$(-
Publication)
J) *he I$BI #niversity Press,;77N, Project M Profit, %yderabad, I$BI
#niversity
/ist of websitesA
5" www"amarara#a"$o"in
;" www"amaron"in
?" www"batteryfa)"or+
>" www"iniamart"$om
52